Answer

The Coca-Cola company

• The Coca-Cola Company is a multinational beverage corporation with its headquarters in Atlanta, Georgia.
• The company was initiated in 1986 by John Stith Pamberton, a pharmacist.
• The company has specialized in manufacturing, retailing, and well as packaging nonalcoholic beverages (“The Coca-Cola Company: Refresh the World. Make a Difference”, 2021).
• Vision:
  • The company’s vision is to craft products that are desirable to its consumers.
• Mission:
  • To refresh the globe in body, mind, and spirit to instill moments of happiness and optimism.

Stock-Market

• According to the NYSE, the company dropped 3.8% to a substandard $46.78 per share on 14th February 2019.
• 15th April 2019, the company closed the day with a $47.00 per share suggesting that its market shares are slowly but surely increasing.
• In the last quarter, Coca-Cola Company has increased its quarterly cash dividend by 2.4 percent to $0.42 per share (Yahoo is now a part of Verizon Media. Finance.yahoo.com, 2021).
• The management hinted at paying its shareholders the new dividend by April 1st, 2020.

Coca-Cola reported a $0.43 adjusted earnings per share, which was accurate to what analysts were expecting. As for the revenue, the company narrowly missed the analysts’ expectations of $7.07 by $0.01 owing to a 6% decline in the market share.

In Feb 18^th the shares closed at $50.77 nearly 1.3 percent. In the last third quarter, Coca-Cola had dropped its revenue by 9% as a result of refranchising its bottling operations. Within the same duration, organic revenues grew by 6%. Later, Coca-Cola’s margins expanded by 600 basis points, and the earning per share made from continued operation rose to 62%.

• However, the company has struggled to adapt to changes related to its taste and the health issues raised by concerned clients.
• To scale-up is shares and stock, the management and investors have switched their focus on company product and client relations.
• With the use of marketing tools, especially social media, the company has been able to sustain its market growth (Yahoo is now a part of Verizon Media. Finance.yahoo.com, 2021).
• Analysts suggest that foreign investments might adversely affect the company’s cash-flows.

The gradual increase of it shares comes as a shock to many investors of the Coca-Cola Company who had anticipated a drop on its cash flows following the effects of currency head-swings. Many analysts have, in the past, warned U.S. investors on the risks their companies are facing regarding the continuous exposure to exchange-rate fluctuations

BEFORE SOCIAL MEDIA

• Before social media, companies had to invest a significant amount of capital to support marketing campaigns (Tuten, 2020).
• In 1996, a year before the introduction of social media platforms, the company spent $1.3 billion in advertising.
• In 2019, the company spent 816 million in social media advertising.
• Analysts suggest that the Coca-Cola Company will likely spend even less of its incentives on advertising in the coming years.

AFTER SOCIAL MEDIA

• As social media changed through the years, consumers’ thirst, as well as the expectation for original content, increased drastically.
• Coca-Cola has been able to navigate through the evolution of social media by using different platforms and methods for marketing purposes.
• The company’s mode of personalization through social media platforms was using consumers as creative (Appel et al., 2020).
• The “Share a Coke” campaign that was used in all its social media accounts created a global uplift and connection among potential customers.
• The campaign led to a rise in Coke consumption from 1.7 billion to 1.9 billion
  • The three main tactics used by Coca-Cola Company
  • Takeovers
    • The company has worked with the film industry in endorsing its products. For example, by promoting the third season of Stranger Things, Coca-Cola was able to take over the show by promoting its social media platforms (Cole, 2019).
  • Christmas
    • Through the years, Coca-Cola Company has been using Christmas Day for campaigns.
    • The company has the most TV ads during Christmas Day.
  • Consumers as Creatives
    • The company has used organic social campaigns to spread a message of kindness (Cole, 2019).
  • Coca-Cola company has been promoting several movies and in the process uses the platform to advertise its products. This is usually seen at the beginning and the end of the series whereby the company takes over the show and advertises its brand or product.

FACEBOOK

• Coca-Cola Company has 105,575,372 followers.
• More than 5800 people are talking about the brand or the company products daily (“Social Media Analytics & Intelligence Dashboard by Unmetric”, 2021).
• In 2021, the number of fans has been increasing gradually.
• on 13th January, the number dropped by 243,563 individuals.
• Under this page, the company endorses its products using slogans, pictures, and gifs.

Instagram

• The company has 2.7 million followers.
• The average engagement of Coca-Cola company followers using Instagram is 78 (“Social Media Analytics & Intelligence Dashboard by Unmetric”, 2021).
• Currently the account has 226 posts.
• The company’s daily posts receive around 650 likes.
• Averagely every post receives 20 comments.
• The company markets its products using slogans, pictures, and gifs.

Twitter

• Coca-Cola’s Twitter handle is @CocaCola.
• Since joining the platform in 2009, the company has garnered 3.3m followers.
• Currently, this account has 282.9k tweets (“Social Media Analytics & Intelligence Dashboard by Unmetric”, 2021).
• Under this page, the company endorses its products using slogans, pictures, and gifs.
• Coca-Cola company has been able to utilize this website effectively by sponsoring hashtags(#) in all its campaigns.

Effective usage of Social media

• Facebook:
• Coca-Cola Company have been using Facebook to interact with her customers around the world.
• By narrating stories through video clips, the company has been able to improve connections among customers.
• Instagram:
• The company has been using hashtags and originally inspired Coke images to make its products.
• Twitter:
  Other than using hashtags and different media types, Coca-Cola has been using influencers such as celebrities to sell their brand (Gonzaga, 2017).

This question has been answered

REFERENCES