Cases in Marketing
Case Study about Coca Cola marketing case. 1250 words.
Graduate Program
Assessment Brief
Academic Year 2019-2020
Bco324-ONL01457 cases in marketing
MID-TERM AssIGNment
CASE STUDY GROUP REPORT
Group task
Students to read the case study Coca-Cola: Move to the Beat and answer in groups the four following questions:
1. Based on the information provided in the case study and your own research, provide your own explanation of why mobile marketing has become so significant for brands. Please provide two further brand examples of successful mobile marketing campaigns.
2. According to the case study and your own research of Coca Colas: Move to the Beat campaign, what were the advantages and challenges of the campaign worldwide? Why would you say a localization approach was necessary in the execution of the campaign?
3. Please watch the following video on the Coca Cola Move to the Beat campaign (
https://www.mmaglobal.com/case-study-hub/case_studies/view/27061
) and analyse the core Coca Cola brand values reflected on the campaign. How are they used to create emotional connections with the young Coca Cola audience? Please use the relationship marketing concept to answer this question
4. What is the positioning and brand management strategy of Coca-Cola globally? Please read the following Harvard Business Review article A Better Way to Map Brand Strategy (
https://hbr.org/2015/06/a-better-way-to-map-brand-strategy
) to discuss how Coca Cola is the type of brand that shapes category dynamics such as consumer preferences, pricing, and the pace and direction of innovation
Assignment Guidelines
Please use evidence from the case study as well as evidence from your own research and study.
Credit will be given for evidence of:
Library/Internet based research. Try to use a mixture of resources – books, articles as well as the internet.
Evidence/analytical frameworks should be provided in tables on top of the main body analysis.
Understanding of the issues raised by the questions.
Concise and clear presentation. Acknowledge any quotes, ideas or arguments that are not your own using the Harvard system.
Include a list of references.
Originality and a critical and questioning approach. It is important to be objective and to support statements with evidence.
A logical structure and well-argued conclusion.
As well as with per everything else mentioned in the Rubrics.
Assessment Criteria.
Credit will be given for evidence of:
Library/Internet based research. Try to use a mixture of resources – books, articles as well as the internet.
Understanding of the issues raised by the question.
Concise and clear presentation. Acknowledge any quotes, ideas or arguments that are not your own using the Harvard system. Include a list of references.
Originality and a critical and questioning approach. It is important to be objective and to support statements with evidence.
A logical structure and well-argued conclusion
Marking weight: 40%
Word Count: 2,000
SUBMISSION INSTRUCTIONS
The work must be uploaded on the appropriate Turnitin folder created by the course Faculty Member on Moodle.
The title of the student’s submitted file should contain the following information:
Name of this course
Name of the Faculty Member / Teacher
Student’s full Name
Student ID number
Title of this assignment (Mid-Term / Final)
The time-frame for this assignment is:
Release Date: as of the 2nd week
Submission Deadline: Final due date in the 4th week: At the latest on Sunday 23rdAugust 23:59
The assignment must be submitted (uploaded into Turnitin) to the link provided by the course Faculty Member and indicated on the Moodle page of this course.
GRADING CRITERIA
(Grading matrix/rubric next page)
Exceptional 90-100
Good 80-89
Fair 70-79
Marginal fail 60-69
Knowledge & Understanding (20%)
Student demonstrates excellent understanding of the task, the key concepts, applies theory where useful or necessary, and uses vocabulary in an entirely appropriate manner.
Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.
Student understands the task and provides minimum conceptual and theoretical support, and uses only some of the relevant vocabulary.
Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.
Application (30%)
Student applies fully relevant knowledge from the topics delivered in class.
Student applies mostly relevant knowledge from the topics delivered in class.
Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident.
Student applies little relevant knowledge from the topics delivered in class. Misunderstanding is evident.
Critical Thinking (30%)
Student critically assesses in excellent ways, drawing insightful conclusions based on readings from relevant authors. Student also makes clear and correct citations and uses the Harvard referencing method correctly.
Student critically assesses in good ways, drawing conclusions from relevant authors and references. Student knows how to use the Harvard referencing method correctly.
Student provides some insights but stays on the surface of the topic. References may not be relevant.
Student shows little or no critical thinking insights, does not quote appropriate authors, and does not provide valid sources.
Communication (20%)
Student communicates their ideas very well organized and extremely clearly and concisely, respecting word count, grammar and spellcheck.
Student communicates their ideas in an organized manner and concisely, respecting word count, grammar and spellcheck
Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.
Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.
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Page | 3 MMA CASE STUDY
Coca-Cola
Move to the Beat
Campaign Summary
As a key sponsor of the London 2012 Olympic Games, Coca-Cola wanted to become more relevant with a core teen
audience in order to drive an increase in both awareness and purchase globally. To reach teens, Coca-Cola tapped into
a key consumer passion music and showed their social side by creating an anthem out of the sounds of sport.
Strategy and Execution
The major challenge facing the mobile-led campaign was that across the global landscape, devices vary greatly, as do the
way in which consumers use their mobiles to communicate. A one-size-fits-all-solution wouldnt work: it needed to be
flexible and innovative without alienating users with a too-sophisticated use of technology.
Coca-Cola embraced mobile technology to engage with teens through the My Beat Maker app, which literally put
creativity in the hands of consumers by giving teens the chance to create their own beat-worthy tracks by offering a
library of sounds from athletic events (the thump of a basketball against the court, grunts from a tennis player, the
sound of spikes on the track) to create their own unique mashup.
Simply put, once inside the app, teens selected background rhythms by moving their phones. Holding the record button
added their sound to a 16-beat loop. Teens could layer and mix up to six sport sounds, synths, and vocals. For more
creative possibilities, turning the phone on its X and Y axis added delays or phaser effects. The musical algorithm
ensured the loop always sounded tight and on beat. Once complete, the masterpiece was loaded online to the Global
Beat the biggest musical collaboration in history!
Coca-Cola Move to the Beat2
For those teens without higher-end devices, the Create My Beat experience on mobile web gave users the ability to answer
a set of questions which, based on their answers, presented them with a personal ringtone that was then shared on the
Global Beat desktop experience.
World-famous British music producer Mark Ronson got in on the fun too. He travelled the world remixing tracks as part
of a documentary film broadcast that went viral in a run-up to the Games.
Since mobile marketing on a large scale is still fairly unique, this was one of the first fully integrated mobile marketing
campaigns run on a global level. To ensure compliance, a best practices guideline was written, covering a range of facts,
updates, content links, quizzes, and content giveaways that each market used as the foundation for its own campaign,
adopting and localizing as needed.
Results
The campaigns all-inclusive approach to engaging a broader audience was vital when it came to market buy-in. During
the 2008 Olympics, only one market activated a Coca-Cola app. In 2012, more than 45 markets did, nine of which ran
the full SMS program.
Of the nearly 25 percent of all Coca-Cola global markets running mobile as part of their Olympic campaign, 96 percent
activated mobile web, 97 percent the app, and 22 percent the SMS program.
Early results show that SMS already has over 186,000 registered global subscriptions for mobile campaign alerts,
with 40 percent of the world now able to subscribe via SMS to the campaign.
There were 911,185 impressions with a 45 percent response rate to daily quizzes and digital content prizes.
Mobile web converted the highest number of teens who created a beat and then shared to the desktop experience,
with the iOS version of the app driving the highest number of beats created.
Source
Move to the Beat. 2012 Mobile Marketing Smarties Best in Show, Gold Global Winner Brand Awareness; Silver
Global Winner Cross Media Integration. Brand: Coca-Cola. Lead Agency: Movement London.
