SBS Swiss Business School Comparative analysis of social media techniques used for marketing by Coke and Pepsi
A THESIS PRESENTED TO THE FACULTY OF SBS SWISS BUSINESS SCHOOL
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE BACHELOR OF BUSINESS ADMINISTRATION
By Kundan Dua
30th April 2016
PROMOTER: Ms Simerjeet SBS Swiss Business School
Comparative analysis of social media techniques used for marketing by Coke and Pepsi
PRESENTED TO THE FACULTY OF SBS SWISS BUSINESS SCHOOL
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE BACHELOR OF BUSINESS ADMINISTRATION
I declare that I, Kundan, the undersigned, have completed this work and that I have not used any other than permitted reference sources or materials nor engaged in any plagiarism. All references and other sources used by me have been appropriately acknowledged in the work. I further declare that the work has not been submitted for the purpose of academic examination, either in its original or similar form, anywhere else. _______________________________ _______________________ Signature Place / Date – New Delhi (30th April 2016) Promoter Declaration: I, the undersigned, verify that this document meets SBS Swiss Business School academic standards. _______________________________ _______________________ Ms Simerjeet Place / Date acknowledgement I would like to acknowledge my family, friends and professors that helped me with this thesis. Their guidance and patience helped me evolve this paper to its fullest potential. I am forever grateful and thank them from the bottom of my heart. I would like to particularly thank my mentor Ms. Simerjeet who I think was a huge guiding force in completing this thesis. She helped me in choosing the right topic for my thesis which is interesting and would be useful also while I will be working in an organization. Judging by the quote below, I have to think that the above-mentioned are overflowing with happiness. “In about the same degree as you are helpful, you will be happy”. Karl Reiland chapter 1 - introduction “The most potentially transformative impact of social media is its ability to encourage brands to marry profit and purpose. The reason brands participate is that such outreach earns those companies social currency enabling them to start or participate in conversations that connect them to consumers in meaningful ways.” Simon Mainwaring ⦁ Background of the problem Since early 2000, digital advancements have transformed the way corporations market and communicate with their consumers. Long before the term ‘social media’ was coined, consumers were participating in online conversation with and about various companies and their products or services (Evans 2010). Today social media has become a PR and marketing tool for the companies to further expand …show more content…
The advantage of social media is that it provides instant feedback to company and company can also revert to the target audiences (Chena et al 2012). However it is necessary for the company also to adequately understand social media and the factors that can improve penetration of market through using social media. The case of Coke and Pepsi would show how companies have effectively used social media marketing to improve market penetration. Both Coke and Pepsi are aggressively using social media marketing and have good marketing budget on it. The research will showcase how these organizations are utilizing various social media platforms that can serve as a model for future organizations. For example, Coke have carried out two social media campaigns Coca-Cola is a well-respected brand in the food and beverage industry and has carried out social media campaigns in 2010 titled as “Expedition 206,” where it sent three bloggers on an all expense paid trip around the world and “24-Hour Session with Maroon 5”, where it invited fans to write a song with pop band Maroon 5 in 24 hours. The team used various social media platforms such as Facebook, Twitter and YouTube to document their trip and uncover what makes people around the world happy. Users helping Maroon 5 write a song in 24 hours used Twitter and Facebook to participate. Updates were posted throughout the songwriting session on Coke Facebook and Twitter pages. Similar strategies have been carried out by Pepsi also which has been discussed in this thesis in detail. The study thus would be of relevance not only to firms functioning in beverage industry but also to other firms that can use social media marketing to connect with their
A THESIS PRESENTED TO THE FACULTY OF SBS SWISS BUSINESS SCHOOL
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE BACHELOR OF BUSINESS ADMINISTRATION
By Kundan Dua
30th April 2016
PROMOTER: Ms Simerjeet SBS Swiss Business School
Comparative analysis of social media techniques used for marketing by Coke and Pepsi
PRESENTED TO THE FACULTY OF SBS SWISS BUSINESS SCHOOL
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE BACHELOR OF BUSINESS ADMINISTRATION
I declare that I, Kundan, the undersigned, have completed this work and that I have not used any other than permitted reference sources or materials nor engaged in any plagiarism. All references and other sources used by me have been appropriately acknowledged in the work. I further declare that the work has not been submitted for the purpose of academic examination, either in its original or similar form, anywhere else. _______________________________ _______________________ Signature Place / Date – New Delhi (30th April 2016) Promoter Declaration: I, the undersigned, verify that this document meets SBS Swiss Business School academic standards. _______________________________ _______________________ Ms Simerjeet Place / Date acknowledgement I would like to acknowledge my family, friends and professors that helped me with this thesis. Their guidance and patience helped me evolve this paper to its fullest potential. I am forever grateful and thank them from the bottom of my heart. I would like to particularly thank my mentor Ms. Simerjeet who I think was a huge guiding force in completing this thesis. She helped me in choosing the right topic for my thesis which is interesting and would be useful also while I will be working in an organization. Judging by the quote below, I have to think that the above-mentioned are overflowing with happiness. “In about the same degree as you are helpful, you will be happy”. Karl Reiland chapter 1 - introduction “The most potentially transformative impact of social media is its ability to encourage brands to marry profit and purpose. The reason brands participate is that such outreach earns those companies social currency enabling them to start or participate in conversations that connect them to consumers in meaningful ways.” Simon Mainwaring ⦁ Background of the problem Since early 2000, digital advancements have transformed the way corporations market and communicate with their consumers. Long before the term ‘social media’ was coined, consumers were participating in online conversation with and about various companies and their products or services (Evans 2010). Today social media has become a PR and marketing tool for the companies to further expand …show more content…
The advantage of social media is that it provides instant feedback to company and company can also revert to the target audiences (Chena et al 2012). However it is necessary for the company also to adequately understand social media and the factors that can improve penetration of market through using social media. The case of Coke and Pepsi would show how companies have effectively used social media marketing to improve market penetration. Both Coke and Pepsi are aggressively using social media marketing and have good marketing budget on it. The research will showcase how these organizations are utilizing various social media platforms that can serve as a model for future organizations. For example, Coke have carried out two social media campaigns Coca-Cola is a well-respected brand in the food and beverage industry and has carried out social media campaigns in 2010 titled as “Expedition 206,” where it sent three bloggers on an all expense paid trip around the world and “24-Hour Session with Maroon 5”, where it invited fans to write a song with pop band Maroon 5 in 24 hours. The team used various social media platforms such as Facebook, Twitter and YouTube to document their trip and uncover what makes people around the world happy. Users helping Maroon 5 write a song in 24 hours used Twitter and Facebook to participate. Updates were posted throughout the songwriting session on Coke Facebook and Twitter pages. Similar strategies have been carried out by Pepsi also which has been discussed in this thesis in detail. The study thus would be of relevance not only to firms functioning in beverage industry but also to other firms that can use social media marketing to connect with their