A Strategic Communication Campaign on Coca Cola Company 2012 - Case Study Example

A Strategic Communication Campaign on Coca Cola Company The Company Involved in the Campaign Based in Atlanta Georgia, the Coca-Cola Company is an American multinational beverage company. The Coca cola Company is the world’s largest multinational beverage producer, distributor, and retailer in non-alcoholic concentrates and syrups. The company owns and markets more than 500 nonalcoholic beverage brands, waters, enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks (United States Securities and Exchange Commission 1). Coca Cola Company is the owner of the world’s top five nonalcoholic sparkling beverage brands that include Coca-Cola, Diet Coke, Fanta, and Sprite (United States Securities and Exchange Commission 1). Since its inception in 1886, the company has established market presence in more than 200 countries. The company sold its syrups and concentrates to a number of contracted independent bottlers that would produce, bottle, and distribute the final product (ChangeLab Solutions 12). Through controlled bottling, independent bottling partners, distributors, wholesalers, retailers, and distribution operations, Coca Cola Company has the world’s largest beverage distribution system that serves its consumers. The company believes that their capacity to connect with consumers by providing them with a wide variety of options to meet their desires, needs, and lifestyle choices defines their success (United States Securities and Exchange Commission 1). Through this belief, the company stands out as the world’s most valued brand that seeks to ensure refreshment, inspiration towards moments of optimism and happiness across the world. Indeed, the company’s goal is to use their assets that include their brands, financial strength, unrivaled distribution system, global reach, and the talent and strong commitment of their management and associates to become more competitive and to accelerate growth in a manner that creates value for our shareowners (United States Securities and Exchange Commission 1). Coca Cola is different from any other business in that it abhors an enduring commitment to building sustainable communities with much focus on initiatives that reduce their environmental footprint, support active, healthy living, create a safe, inclusive work environment for their associates, and enhance the economic development of the communities where they operate (The Coca-Cola Company 1). The Bloomberg administration sought to combat rising obesity in New York City by amending Article 81 of the New York City (NYC) Health Code to establish a maximum size for sugary drinks offered or sold in Food Service Establishments (“FSEs”) (New York City 1). The legislation affected Coca Cola Company since the New York City Board of Health banned the sale of large soda exceeding 16 ounces (473 ml) and other sugary drinks at restaurants, street carts, and movie theaters (Grynbaum para1). As such, lobbyists from Coca-Cola and other big soda companies launched the Public Relations (PR) campaign aimed at making soda personal in New York City (Grynbaum para1). In exploring the strategic communication campaign of the company, I will be able to understand how this campaign promoted the market presence, organizational performance, economic growth, and customer satisfaction of the company. To achieve this, I will carry out a case study on campaign materials, target audience, actions taken, SWOT analysis, and the resultant achievements. The Strategic Communication Campaign On 28 June 2012, the Coca cola Company launched a Public Relations (PR) campaign aimed at making soda personal in New York City. The PR campaign was a response to New York City’s proposed restrictions on large servings of sugary drinks. Through a coalition called New Yorkers for Beverage Choices, the PR aims at engaging in a debate about freedom and not fatness (Grynbaum Para 3). The campaign involved the soliciting of signatures on petitions from New Yorkers, Facebook and Twitter campaigns, and radio spots (Grynbaum Para1). Through the Washington-based American Beverage Association, the New York Campaign will utilize all the necessary resources (Grynbaum Para 6). The aggressive campaigns emphasized that the proposed restrictions on large servings of sugary drinks demeaned the New Yorker’s freedom of choice by denying them the right to access and consume large sodas (Grynbaum Para1). Additionally, the campaign argued that the proposed New York City’s restrictions on large servings of sugary drinks for individuals aimed at infringing the right to purchase and consume in terms of quantity and affordability (Downs 4). Essentially, the campaign aimed at responding to claims forwarded by then Mayor Bloomberg. In his argument, Bloomberg noted that the Coca cola Company was producing large quantities’ of sodas that posed numerous health risks to consumers and compelled them to use more money on sodas rather than spending the money on other important issues (Thompson Para 2). In this regard, the Coca cola Company reacted to the issue through the creation of a new group known as ‘New Yorkers for Beverage Choices’. The main function of the group was to ensure that they succeeding in pleading with most people who used the internet against giving consent to Mayor Bloomberg’s proposed legislation aimed at banning drinks that exceeded 16 ounces (Thompson Para 3). Generally, this case study will take approximately three months ending 30 June 2014 to allow the potential respondents ample time to respond to the issue appropriately with much consideration on its challenges, success, costs, and significance of the strategic communication campaign. The Goals achieved during the Campaign During the campaign, it is evident that the Coca cola Company attempted to achieve the following goals: Assuring potential consumers the quality of the products remained the same despite the negative publicity brought about by Bloomberg’s allegation. Maintaining their market for the variety of products both in flavor and in quantity Giving consumers a platform to speak their mind especially those who value the brand and its products Wooing more consumers as a result of sympathy of unconfirmed allegations Through the campaign, Coca cola Company attempted to achieve the following objectives: Maintaining the market presence of the company in New York Ensuring the continued sales and economic growth of the company in New York Showing solidarity with other companies in the industry Convincing the mayor and New Yorkers that Coca Cola products abhor health standards The Description of the target audience The target audiences for this strategic campaign included the current consumers of Coca Cola products, the Mayor, and all Coca Cola competitors especially those in New York. Their relationship between these target audiences and the company is that the former plays a huge role towards the improvement of market growth and company profits while the latter is there to satisfy the customers’ needs and give competition in form of alternative products in the market. According to situational theory, the current Coca Cola consumers belong to active public group. These consumers are aware of the problem posed by the proposed restrictions on large servings of sugary drinks and are indeed doing something by participating in the campaign though social sites and soliciting or giving their signatures to petition the proposed legislation. Strategies and Tactics Used By the Organization Lobbyists from Coca Cola Company and other big soda companies launched the Public Relations (PR) campaign aimed at making soda personal in New York City through the soliciting of signatures on petitions from New Yorkers to oppose the proposed restrictions. Moreover, the organization used Facebook and Twitter campaigns to convince New Yorkers and Coca Cola customers to speak out and condemn the proposed restrictions. The company also used a one-minute advertisement on a radio spot aimed at advocating for the protection of New Yorker’s freedom of choice that the proposed restrictions seemed to deny. Coca Cola also formed the coalition called New Yorkers for Beverage Choices to coordinate its public relations efforts in New York (Grynbaum Para 3). These measures aimed at airing the New Yorker’s and the company’s disregard and opposition of the Mayor’s proposed restrictions on large servings of sugary drinks. Tentative SWOT Analysis In reference to the information gathered, it is clear that the company might have the following SWOT analysis: Strength; the company has strong customer loyalty Weakness: the company mainly focuses on drinks that are carbonated Opportunity: the company has a growing demand for the drinks Threat; competition from companies that produce healthy related drinks Campaign Materials Accessed Company’s logo Company’s information on the mission and vision Financial support on adverts placed on the information Official social media pages for the company The source of the campaign (website containing the Bloomberg’s allegations) Necessary Actions The case study intends to rely on data from secondary analysis. The possibility of biased information is a challenge to the relevance and reliability of the available data. The case study will also rely on a market research to affirm the level of quantities that Coca Cola customers consume. Moreover, I will rely on reports from international newspapers, online news, academic and company sites, and online articles addressing the development, implementation, challenges, success, and impact of the campaign. Works Cited “Breaking Down the Chain: A Guide to the soft drink industry.” ChangeLab Solutions. 2012. Web. 27 March 2014. “Our Company.” The Coca Cola Company. 2013. Web. 27 March 2014. < http://www.coca-colacompany.com/our-company/> “Reintroducing Reasonable Portions of Sugary Drinks in New York City.” New York City. 2012. Web. 27 March 2014. “The Coca Cola Company.” United States Securities and Exchange Commission. December 31, 2012. Web. 27 March 2014. < http://www.coca-colacompany.com/annual-review/2012/pdf/form_10K_2012.pdf> Downs, Cal. Assessing organizational communication: strategic communication audits. New York: Guilford Press, 2004. Print. Grynbaum, Michael. Soda Makers Begin Their Push Against New York Ban. July 1, 2012. Web. 27 March 2014. < http://www.nytimes.com/2012/07/02/nyregion/in-fight-against-nyc-soda-ban-industry-focuses-on-personal-choice.html?_r=2&pagewanted=all&> Thompson, James. Coca-Cola Launches a PR Campaign That Makes Soda Personal. July 2, 2012. Web . 27 March 2014. < http://www.mediabistro.com/prnewser/coca-cola-launches-pr-campaign-that-makes-soda-personal_b40081 > Read More