Social Media Monitoring project #1

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 Introduction

Coca-Cola is a kind of cola produced by the American Coca-Cola Company. On May 8, 1886, Coca-Cola was born in Atlanta, Georgia. Pharmacist John Pemberton created a flavored syrup and brought it to his block pharmacy. After mixing the syrup with soft drinks, he created this unique taste. For soft drinks that can be sold in the cold drink cabinet, Frank Robinson, a partner and accountant, named the drink "Coca‑Cola" and designed a unique font with a trademark that is still in use today. At present, Coca-Cola has a leading position in the Coke market in most countries, with daily sales of 1.9 billion copies worldwide.

Social media presence

Coca-Cola’s social media platforms are very extensive. The picture below shows that Coca-Cola has a large number of fans on various social media platforms.

Instagram

Twitter

Facebook

Coca-Cola's target audience

Coca-Cola is a global brand. Therefore, people from all over the world can buy Coca-Cola in various malls and online shopping platforms. In the Google Trends analysis of the term "Coca-Cola" in the past year, we can see that the term is very popular in parts of North and South America, Europe, the United Kingdom, Australia, Asia and Africa.

Coca-Cola's base is International---From Google Trends

 Google Trends

In the Google Trends analysis, we can see that the number of searches for Coca-Cola on social media has soared between February 10 and 25 in 2021. Why did the number of searches increase during that time? We can see that Coca-Cola's twitter held activities that interest the audience and some survey activities, "#CokewithCoffee is a lot like your to-do list: finished before you know it." "What is the correct way to give a virtual Cheers?" and "Tag your favorite person to chill with." and other activities, which allowed a large number of fans to forward and like.



Coca-Cola also carried out some activities on Facebook, "That Coca-Cola flavor you know and love? Same refreshment. Now in a new 13.2oz Sip Sized™ bottle!" and "There's no cap on how much we love our fans!" A large number of fans reposted and liked these activities.



Analysis brand's campaign:
I was deeply impressed by one of Coca-Cola's activities. Coca-Cola launched the "New Coke" based on consumers' purchases. This is because in the future, the beverage industry may develop in health, safety, nutrition, etc., so that it will not decide and quench thirst. Judging from the taste, Coca-Cola will improve the taste and packaging and other elements. The taste of "New Coke" is more in line with consumer needs than "Classic Coke".


Consumer analysis:
Today's consumers, the vast majority of consumption views are habitual consumption, only a small number of consumers will try to consume. "New Coke" is a new product entering the market. Consumers do not know it yet, so they will prefer the original "Classic Coke". For "New Coke", its taste is different from that of "Classic Coke". Consumers are used to it. With the previous taste, it takes a little time to adapt to the new taste. If consumers are given more opportunities to taste "New Coke", I believe consumers will quickly accept "New Coke".

Competitor analysis:
For the soft drink industry, Coca-Cola’s biggest competitor is Pepsi. Pepsi has slowly occupied the market share of soft drinks, making Coca-Cola’s market share smaller and smaller. Although Coca-Cola is still leading the market, Pepsi is in the supermarket. Leading by 2% in sales share. The Coca-Cola Company had to take action to prevent the loss of market share. The listing of "New Coke" is necessary for the market and also meets market requirements. And Pepsi is also Coca-Cola's biggest competitor on social media.

https://mention.com/en/

Google Trends

SWOT analysis

Strengths

The taste of "New Coke" is sweeter than that of "Classic Coke". A series of tests show that consumers prefer sweeter Coke. "New Coke" is in line with consumers' preferences. In the unbranded test, 60% of consumers think "New Coke" is better than the original. 52% of people think that "New Coke" is better than Pepsi, and that the launch of "New Coke" will make consumers who were lost and win back.

 Weaknesses

Today's consumers, the vast majority of consumption views are habitual consumption, only a small number of consumers will try to consume. "New Coke" is a new product that has entered the market. Consumers do not know it yet, so they will prefer the original "Classic Coke". The taste of "New Coke" is different from that of "Classic Coke". Consumers are used to it. It takes a little time to adapt to the new taste. In the market share war, the listing of "New Coke" may cause the loss of Coca-Cola's own consumers.

Opportunities

The listing of "New Coke" will change consumers. At a time when market share competition is so fierce, its listing may set off new waves and bring back consumers who had lost Coca-Cola. Don’t watch Pepsi dominate the market share.

Threats

The launch of "New Coke" may be unacceptable to consumers in a short period of time. The phenomenon of competition between "Classic Coke" and "New Coke" has occurred, and "Pepsi" Coke has greatly attracted consumers' hearts. Occupy greater market share.

In conclusion:

Coca-Cola believes that marketing should not be an unfathomable theory, but a behavior that can be applied to specific tasks to help solve practical problems. Coca-Cola defines marketing as follows: Marketing is all behaviors used by an organization to promote the sale of its products. It includes two parts: strategy and tactics. Coca-Cola believes that: the significance of marketing is mainly manifested in two aspects of corporate behavior, one is to create consumer demand; the other is to strengthen consumers' brand awareness. Here, the secret to stimulating consumer demand is to make the product attract the attention of consumers, meet their needs, and make consumers happy to buy your product. Marketing is to promote the sales of the product by making consumers aware of the product and establishing the foundation of brand recognition. Therefore, marketing is a vital factor in the process of stimulating consumer needs. The great success of Coca-Cola is mainly due to the perfect combination of its marketing strategy and tactics.

Reference

Reasons for the success of Coca-Cola marketing

https://wenku.baidu.com/view/30f15ed7ac02de80d4d8d15abe23482fb5da0213.html

Coca-Cola marketing plan for 2021

https://wenku.baidu.com/view/08e0b5cdb6daa58da0116c175f0e7cd1852518f7.html

Coca-Cola background check

https://en.wikipedia.org/wiki/%E5%8F%AF%E5%8F%A3%E5%8F%AF%E4%B9%90

Comparative analysis of Coca-Cola and Pepsi

https://web.mention.com/en#reports/v/454556

https://trends.google.com/trends/explore?geo=US&q=Coca,Pepsi















Comments

  1. Gloria AndersonOctober 6, 2021 at 11:37 AM

    Hi HaoRan,
    I did Pepsi for my social media monitoring project so I'm glad to see you did their old rival Coca-Cola. I think one thing that Coca-Cola does well is engaging with their consumers and being able to draw traffic to their social medias. They are taking advantage of the fact that they have such a strong loyal base and although I agree they can do more marketing wise - they have a high social reach. Perhaps they still need to do that research and data analysis to understand what their various amounts of social audiences want from them. Overall good job and I'm curious to know do you prefer coke over pepsi? Great work!

    ReplyDelete
  2. YiXie ClarkOctober 8, 2021 at 10:57 PM

    Hi, Haoran, I seldom consume Coca-Cola, because this drink always reminds me that my vest line is disappearing. I dare not drink Coke because I am afraid it will damage my figure. However, a member of my favorite e-sports team likes drinking Coke very much, and the game they compete for is Overwatch, which has worked closely with Coca-Cola, so I am still interested in this brand. As you said, many people will consume this brand because they are used to it. On the contrary, even if an audience like me will pay attention to it, I am unlikely to try its new products because I have no habit of consuming it. This is the bottleneck of this brand. It can consolidate its old customers and launch new products that are more in line with their needs according to groundswell's voice, but I'm afraid it can't arouse the desire of audiences who don't have the habit of consuming it.


    You mentioned that at the beginning of this year, Coca-Cola's social media volume surged because of its survey activities on Twitter. I believe that if one day Coca-Cola can investigate more opinions of people who are very enthusiastic about keeping fit on social media and publish an article about how new products can ensure that they will not make people fat, it will gain a group of new fans like us. At that time, its click-through rate and attention will be ridiculously high.

    ReplyDelete
  3. ShiqiuOctober 12, 2021 at 8:57 PM

    Hi, Haoran, great analysis! I think you did a great job on the consumer analysis. Consumer analysis can be very important, understanding the targets can give brands clear direction on communication with the groundswell. Also, I feel that Coca cola is good at consumer insights. Recent years people care more about the sugar in soft drinks, so, they launched zero-sugar cola, which is an action of listening to and embracing the groundswell.

    ReplyDelete
  4. YiSunOctober 13, 2021 at 8:07 AM

    Hi Haoran，
    I like to drink Coca-Cola, especially the sugar-free one. Your view that the top data in Google trends is combined with the events organized by Coca-Cola at a specific time I think is great. It shows that you have worked hard in the survey. Including the changes and enhancements you mentioned in packaging, marketing attentively lies in understanding users. By directly hitting the inner content, it triggers emotional resonance and interaction, thereby subtly injecting brand information and allowing audiences to accept the brand's communication demands. thanks for sharing.

    ReplyDelete

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