Viral Marketing may also be referred to as Viral Advertising or Marketing Buzz. It may be defined as a marketing method that allows the users to use various websites to share or advertise their marketing message to the consumers around the world, which indeed helps in creating an exponential growth of their marketing business. Consumers usually prefer the most popular social media network like YouTube or Facebook due to their fame. Viral Advertising may be done using different methods like text messages, blogs, images, video clips, eBooks etc. The ultimate aim of the marketers is to create viral messages that seem attractive to individuals with high social networking potential (SNP).
Facts Making The Choice of Coca-Cola Exclusive to Study
In the year 2010, Coca-Cola was announced as the first brand to top 1billion pounds in UK net sales. Annual growth of this company has increased by about 11.27% over the last 5 years.
Coca-Cola has a better understanding of the needs of the consumers in a most efficient manner and concentrates on new innovations depending upon their target group. The target group of the consumers is about 18-34 years, which includes growing youth and adults. They reach out to the target group through different social media networks like Facebook, Google plus, instagram and YouTube.
The success rate of this company is determined solely by viral marketing and this is proven by the number of followers they have on each and every social networking site. The young crowd as well as the adults are being familiarised with the products due to viral marketing. The advertisements are also created in the most innovative way, attracting huge crowd to try their product.
BRIEF DESCRIPTION ABOUT THE CHOSEN
In addition, they included various lively activities like singing and dancing to reach the goal of buying a bottle of coke.
• #ShareACoke: The labels of a Coke bottle consisted a phrase quoting “Share a Coke with” and included the names of 250 most popular American teens and Millennial. And the hashtag was used to narrate stories and share photos about their experience with it. According to the results, 96% of the responses during the end of the campaign were wither positive or neutral, which was a great benefit for the company.
• CokeMusic.com: This is a website, very similar to that of a chat room and was a spot for the teens who were music lovers. The costumers who attended the show had to vote on the best mix played at the event and won “decibels” based on how good their response was.
• Polar Bears: This was a very old campaign held by coke, which consisted of very attractive polar bears enjoying chilled, ice cold bottle of coke. They incorporate such adorable creatures in their commercials and make their advertisements very
Apart, from the effective usage of advertising through television commercial and print advertisements, the company must focus on utilizing the potential of social media to the fullest. Since in service industry viral marketing aka word of mouth is important, it is necessary that company should delight its external customers. Research must be a continuous exercise wherein they can get customer feedback continually and improve on their stratgies and services
By using pathos to give the audience a sense of harmony with their community and evoking feelings of togetherness, Coke brought together a larger audience than they probably imagined. Although ethos was not as strong, the end credits for the commercial did boost the credibility for Coca-Cola with them admitting to what they did in the production, why and their continuous use today of the idea of sharing a coke. This particular commercial remains a major success for the company itself and in all honesty, boosted the ethos of the company in providing the audience with something they can relate to on an everyday
This is all thanks to the company's ability to stay competitive in the world marketing competitive environment. "The competitive environment, also known as the market structure, is the dynamic system in which your business competes. The state of the system as a whole limits the flexibility of your business."-Stan Mack(CHRON) The ability to stay flexible in todays market has enabled company to create revenue through adapting to changing views of the consumers. Although the first thought when hearing the Coca Cola name is still soda, the trend of non-carbonated and sugary drinks is the most revenue producing products of the company today. Don't get it wrong, the company still has 4 name brand sodas that bring in over $1 billion apiece in revenue annually, but the most substantial revenue is the companies investment in non-carbonated and sugar-based drinks. Products such as Smart Water, Vitamin Water, and Fairlife Superkids(milk) are among the nearly 400 products produced by the company that are not soda-related.(Fortune) So even with soda sales at the 30-year low, The Coca Cola Company continues to adapt to the ever-changing competitive market environment and sustain its household name and
Analysis of the Coca-Cola Company The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of soft-drink concentrates and syrups. The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of soft-drink concentrates and syrups. The Company markets many of the world's top soft drink brands, including Coca-Cola, Diet Coke, Sprite and Fanta. Through the world's largest and most pervasive distribution system, consumers in nearly 200 countries enjoy the Company's products at a rate of more than one billion serving a day.
Viral marketing is a form of word-of-mouth marketing that aims to result in a message spreading exponentially and campaigns work when a message is spread exponentially and it results in a desired outcome for a brand (Stokes, R., 2010). Viral marketing uses the internet to disclose and spread the company’s products or services. It harnesses the electronic connectivity of individuals to ensure marketing messages are referred from one person to another (Stokes, R., 2010). There are two types of viral marketing. Organic viral campaigns spread with no input from the company who wants to advertise. The message or product/ service being sold by the merchant are passed around in a viral nature without any intention from the marketer (Stokes, R., 2010). In organic viral marketing, no planning was done on how to broadcast the products or services and those who expose the products or services made a choice just to pass it around by word of mouth in the internet. Amplified viral marketing on the other hand have been strategically planned, have defined goals for the brand being marketed, and usually have a distinct method of passing on the message (that can be tracked and quantified by the marketer) (Stokes , R.,2010). To go viral, sellers or services provider have to define the aims of the campaign. Sellers or service providers have to decide if the company wants brand awareness, drive traffic or make sure customers avail of the products or services. Secondly, the company should plan the message it wants to go viral. The message has to be unique and easily noticeable by consumers. Third, the message you want to convey must be passed on to others efficiently. The company has to provide incentives for sharing. The greatest ince...
Hispanics) are more influenced by online recommendations on social media compared to users from individualist cultures. de Almeida, Costa, Coelho, & Scalco (2016) analyzed different types of viral marketing content for eight profiles of Brazilian beer brands, and found a positive relationship between social media posts and viral marketing. To increase the virality of such posts, they suggest brand manager to publish posts which promote the brand and reproduce content generated by people engaged with
Coca-Cola was founded 125 years ago and has dominated the non-alcoholic beverage industry for a significant amount of time. It currently leads the industry in market share at around 40% and 1.9 billion servings are consumed each day around the world (Business Insider). The company is mainly known for their carbonated soft drinks, but they own around 500 brands of soft drinks, juices, bottled waters, sports drinks, and other types of drinks. Coca-Cola has a total of 17 brands that have individual revenues of over $1 billion including: Coca-Cola, Diet Coke, Powerade, Dasani, Fanta, and Minute Maid (Market Realist). Coca-Cola is served in over 200 countries across the world and can be enjoyed by all types of people; however, they are targeting
Coca-Cola could use its social media network to introduce its products. This could be beneficial to the company, increase awareness of other products and increase revenue. Threats – The ever changing health-consciousness attitudes of the market could have a serious impact on Coca-Cola. This is a dominant threat because people are constantly trying to change their eating and drinking habits. Social media could exploit the unhealthy side of Coca-Cola’s products and could potentially threaten the status and success of sales (Tanner, 2013).
Coca Cola is the number one nonalcoholic beverage company and it is also the world's most recognizable brand. This company is the home for five other top drinks as well which are coke, diet coke, fanta and sprite. Having the world’s largest distribution system and selling to more than 200 countries worldwide, these soft drinks combined are All of these combined are worth in excess of 16 billion dollars.
· Use of social media for promotion- word of mouth and social media help to get the message across and promote the product efficiently
Social media is an outlet that allows a company to introduce new products, control the speed of how they want to introduce their products and free advertisement. Sending out a tweet or putting up a status would let your customers know about a product that is released. This benefits companies because they spend less money on televised commercials, which takes more time to produce and will not reach as many generations that it could by using social media. Any social media site is free, and it takes less than 10 seconds to put out a post on any website. Facebook has also launched Facebook advertisements, which assist advertisers by showing advertisements to a user based on demographic factors, such as location, age, or gender, and which can further engage the audience by incorporating social context into advertisements, such as displaying when someone’s friend has liked an advertiser’s Facebook page (Li, Lin, & Chiu, Fall2014) . There is nearly 100 million daily active snapchatters and growing. Teenagers are constantly on their phones checking their pages so there is no way they will not know about the product being released. Marketers can discover potential customers for market positioning by filtering the content that online users mention or discuss (Li, Lin, & Chiu,
Since social media users grow larger and larger, many companies take the opportunities of using social media marketing to reach more customers. Companies use social media marketing in order to achieve marketing communication and branding goals. Social media allows companies to see what prospects are saying about their brands and competitors. It also allows companies to build deeper relationships with existing customers that drives them to purchase again and again. Not only it can help them generate new leads, but it allows them to build deeper relationships with existing clients that drives them to purchase again and again. It has become common for businesses to branch out and experiment with multiple networks with the aim of reaching the maximum amount of costumers.
Coca-Cola is very active in the social media world as well. They use networks such as: Google+, Twitter, Facebook, Flickr, LinkedIn, YouTube, Pinterest, and Instagram to spread the message about their brand (Cocacola.com). Through social media Coca-Cola encourages users to share stories, pictures, and videos. Coca Cola uses social media to advertise products, bring awareness to products, introduce products, connect and communicate with its consumer base. They use social media also to promote brand loyalty by its consumers. The main sites that I came across as the most accessed were Facebook, Twitter, Instagram, and blogs.
...but not the least, social marketing can help to spread information to increase visibility. All businesses aim to increase their audience. Social marketing has now taken over as the online version of word of mouth. Harnessing it in the right way results in more customers, more sales, and a higher level of visibility online than ever before.
"Coke" is the second most recognized word throughout the whole world right after the word “Ok”. Take a moment and realize what this means. Almost everyone in the whole world knows what a Coke is and relate it to the Coca-Cola Company. The Coca-cola Company was founded in 1886. This is the same year the Coca-Cola soda was invented. I've seen people drinking this soda all my life and throughout my own life I have taken up this action as well. Coca-Cola has become very popular over the decades and has even stayed very well known the whole time. Why is that? Maybe it is because of their advertisements. This Coca-Cola advertisement expresses happiness with a Coke to persuade and even manipulate its audience with natural and pure imagery, includes