The topic for this post is going to be something that almost everybody have tried in their life and many of us loved it. It's one and only
First of all lets observe all of Coca-Cola Company brands, because there are quite a few!
Just look at that! You wouldn't probably think that Coca-Cola owns that many, would you?
It must be really hard to keep an eye on all of them in terms of developing right marketing strategies and campaigns.
All companies struggle answering the question - what does the customer want? And sometimes they chose to do something that would satisfy every customer out there. That's what Coca-Cola Company did.
I hope everybody has tried or at least seen this marvel of science and technology!
Meet Coca-Cola Freestyle!
Never seen it before? Don't you worry! I will tell what it is. It's a Coca-Cola fountain where you basically can add any kind of flavour to any of Coca-cola drinks. Sounds like fun, right? You can get more than 100 drink combinations of some regular and low-calorie brands, this includes varieties of waters, sports drinks, lemonades and sparkling waters.
But even having this miracle of miracles Coca-Cola uses crowdsourcing and maintains a visible appearance on Facebook and other social networking sites. With millions of fans Coca-Cola uses the power of social networking to spread its word and to here what its customers are willing to say. Using social networking helps it to stay young and fresh. The brand always wants Coca-Cola products to be associated with positive feelings.
Coca-Cola likes its social media engagement to be transparent and even shows its Social Media Principles on company's website.
The majority of companies use social networking sites to get feedback, and most of the feedback is usually positive. Knowing that you’re doing right surely can be helpful, but positive feedback isn't enough to drive progress. Instead of spending an enormous amount of time and money on market research companies can successfully maintain their relationships with customers in social media. Companies should simply ask customers in their posts and tweets. "[...] customers don't take long to tell you what they want. They use your product and interact with your company; they know what's wrong and how things can be fixed." (183) However companies shouldn't expect that customers would tell them what to do - "they just make suggestions [...] companies are listening to and acting on many of these suggestions." (194)
Coca-Cola Company is one of the biggest companies in the global marketplace. It constantly launching new campaigns. Here are some of the huge and recent ones:
- Coke Zero campaign on eyeka.com - a contest for the best Video/Animation which captures a tagline ”It’s possible!”;
- Coca-cola Design+ Award campaign in Germany - a contest for developing concept ideas for the bottle crate of future.
And there are many more others that were done and yet more to come!
Whether it's a big or a small campaign it encourages company's customers to use social media and help promote the brand.
The good news about social media is that it’s very good for trying out something new and talking to customers and all at once.
Let me know whether you like the idea of Coca-Cola Freestyle or not? And if you tried it, tell me know what your favourite flavour is!
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