Word count: 1,095

Impact of Technology on Communication

Done by :
Student Name
Ruqaya Saleh
Asma Ghadeer
Dana Althawadi
Deena Altaweel

ID Number
201102843
201100164
201300960
201100339

Word count: 1,095

Table of Contents
Done by : ................................................................................................................................................. 1
Introduction: ........................................................................................................................................... 3
Audience Analysis: .................................................................................................................................. 3
Profile: ................................................................................................................................................. 3
Persona: .............................................................................................................................................. 3
Recommended role of the communication platforms: .......................................................................... 5
Conclusion: .............................................................................................................................................. 7
References: ............................................................................................................................................. 8
Appendix 1: ............................................................................................................................................. 9
Project Plan ......................................................................................................................................... 9
Appendix 2: ........................................................................................................................................... 12
Website ............................................................................................................................................. 12
Appendix 3: ........................................................................................................................................... 13
Twitter ............................................................................................................................................... 13
Appendix 4: ........................................................................................................................................... 14
Facebook ........................................................................................................................................... 14

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Introduction:
This report was requested as a proposal to be presented to the SMT for an ecommunication campaign to support the launch of the product "Coca-Cola Energy", it provides a
persona of the targeted audience, and outlines the suitable methods to communicate with the
prospective customers, community and government. The campaign's objectives are creating positive
brand awareness, informing customers and persuading them to adopt the product.

Audience Analysis:
Profile:
Age: Teenagers and young adults from the age of 18 to 34 years old, as most energy drinks are
targeted towards this specific generation due to their fast-paced lifestyle and receptiveness to
advertisements for such products. Overall, the popularity of energy drinks is proven by the 34%
regular energy drinkers within the age group of 18-24, who are mostly college and university
students. This specific age group is chosen given that the number of university students in Bahrain
is more than 18,802 individuals. (Heckman, Sherry & Gonzalez De Mejia, 2010) (CIO, 2010)
Gender: Males /Females
Information needed: Caffeine and taurine content, calories, price, sponsors, product availability,
new products released, company financial statistics, safety and regulations, upcoming charities
and events. (Coca-Cola, 2014)

Persona:
General description:
Mohammed Abdullah is a 21 year old student from AMA
University, he has a diploma in business and he is currently studying to
get a bachelor of management degree. Mohammed has a part-time job
at Zain Bahrain as a customer services representative.
Mohammed is consistently using the internet to research for
assessments and other required secondary data, as well as conducting
online primary research to analyze and be able to complete his tasks required by his courses. In
addition, he contributes in voluntary events serving the society as he enjoys socializing and creating
networks. He often researches about upcoming events that need volunteers to help out in the
events that Zain organizes.
In his free time, Mohammed meets up with his friends to play football, visits restaurants and
coffee shops. He mostly goes to coffee shops with his colleagues to work on assignments for the
university. In addition, Mohammed usually uses the official social media accounts of these
organizations to post pictures of their contributions and achievements. Moreover, he re-posts these
pictures in his own social media accounts as well. Mohammed likes to stay updated with his social

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circle and latest trends including sports, latest songs and different events which he tracks through
Facebook, twitter and Instagram. Due to his active lifestyle and social media usage, he pays monthly
for high speed internet from Zain.

Persona characteristics:
- Goes to coffee shops to study

- Uses internet to answer customers inquiries.

- Researches through internet and accesses
social media accounts.
- Participates in voluntary events.

Implications for online communication:

- Needs information about beverages that have
high caffeine.
- Provide helpful information to assist
customers.
- Needs high speed internet connection.
- Needs information about upcoming events and
different activities.

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Recommended role of the communication platforms:

Platform

Stakeholders

Justification

Roles and evidence

Objectives

Public Relations :

Community

- Ability to fit a lot of code as

information needed by the
audience about the
company due to the
platform richness.
- Easy to allocate certain
information about the
company/product as it is a
static channel that does not
change frequently.

Website

Government

- Ability to have full control

over the platform content
including publishing and
editing whenever and
wherever it is needed.
Furthermore, the platform
has high level of formality
creating appropriate
communication to address
the stockholders intended
due to it simple, professional
layout and design.

- Ability to keep a reasonable

amount of information
needed to encode the
message to the prospective
customers.

Facebook

Perspective
Customers

- Highly dynamic and flexible

to use for making quick
updates posting videos,
pictures, and giving
feedback at any time.
- Ability to make informal
conversations to grab the
audiences attention.

- Contributing to
youth programs.
- Job opportunities
for the community.
- Endorsement from
significant individuals
and reputable
organizations.
- Company financial
statistics for investors.
- Health related
information about the
product.

- Community
support and
goodwill.
- Positive brand
image
- Attracting
investors.

Public Affairs :
- Presenting history
and progress of
company.
- Job vacancies.
- Commitment to
governments health,
safety, rules and
regulations.
- Contribution
towards the society.

Customer service:
- Ability to respond to
customer inquiries
instantly, to create
customer
satisfaction and
loyalty.

Advertisements :
- To keep prospective

- Health and
safety approval.
- Appreciation
and recognition.
- Financial
support.
- Acceptance.
- Legal support.
- Positive brand
awareness.

- Positive
feedback.
- Safety of
product
regarding
ingredients
and health
matters.

- Inform
customers
- Create

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- Ability to edit the layout of

the page, well decorated
design to make it look more
attractive for the audience.
- High interactivity for users.
However, companies dont
have much control over the
content since they are not
the legal owners of the
page.

- High interaction between

users which would facilitate
the communication process.
- Ability to encode information
directly to-the-point.
- Extremely dynamic which
helps post or update the
information easily.
- Low level of control, which
will allow the stakeholders to
comment or repost
information in different
accounts, which in turn can
spread brand awareness.

Twitter

Community

conviction and
loyalty.
- Create
positive brand
awareness.

Public Relations :
- Offer job vacancies
for the community.
- Provide financial
information about the
company for potential
investors.
- Contributing to the
youth.
- CSR updates and
Health information.

Community

Perspective
Customers

customers updated
with our latest news.
- To inform
stakeholders about
the product.
- To persuade
customers to
purchase.

Customer Service:
- Information about
product availability.
- Provide updates on
upcoming charities
and events including
location and timing.

- Create
goodwill and
positive brand
awareness
amongst the
community.
- Gain moral and
social support.

- Positive
feedback.
- Product
acceptance and
satisfaction.
- To be informed
about the
product.
- Purchase the
product.
- Positive word
of mouth.
- Create loyalty.
- Increase sales.

Public Relation:
- Provide job
opportunities to
support the
community.

- Characterized as an informal
platform for communication,
enabling us to create
- Provide information
curiosity and capture
audience attention with short about CSR which
include company
phrases.
contribution in
charities and events.

- Positive brand
awareness.
- Support the
company.
- Obtain
acceptance and
create goodwill.
- Obtain
endorsement.

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Conclusion:
In conclusion, this proposal provides the appropriate e-communication strategies using
different platforms and their recommended roles in order to communicate with the three different
stakeholders and achieve the objectives during the launch of Energy Cola.

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References:

CIO. (2010). Number of enrolments, administrative, technical and teaching staff in

universities in bahrain. Retrieved from
http://www.cio.gov.bh/cio_ara/English/Publications/Statistical
Abstract/ABS2010/CH7/21.pdf
Coca-Cola. (2014). coca-cola journey. Retrieved from http://www.coca-colacompany.com/
Heckman, M. A., Sherry, K., & Gonzalez De Mejia, E. (2010, April 29). Energy drinks: An
assessment of their market size, consumer demographics, ingredient profile, functionality,
and regulations in the united states. Retrieved from
http://onlinelibrary.wiley.com/doi/10.1111/j.1541-4337.2010.00111.x/full

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Appendix 1:
Project Plan
Name
Team Leader:

ID
201000467
201100164
201300960
201100339

Fatima Janahi
Asma Ghadeer
Dana Althawadi
Deena Altaweel

Members:

Purpose of the team (Why are we working together?)

- Minimum of B grade mark.
- Finish the proposal three days before the deadline.
- Make use of each members skills.

Norms (what do we find normal?

Success

Failure

- Attending meetings on time.

- Postponing assigned work.

- Work under pressure.

- Not taking critique positively

- Respecting each other.

-Not participating and involving in each other tasks..

Rules and Consequences

* Setting agreed deadlines for each task and whoever does not deliver their assigned task on time
will have to pay for lunch + desserts for the team members.
* Being a team player is essential and understanding that critiques are made to improve their work
performance.
* Participating and being involved in each others work, whoever does not work or participate will
get a warning the first and second time, the third time will be out from the group after having the
tutors permission.

Meeting schedule
DATE
Tuesday, 2 Dec
2014
Tuesday, 16 Dec
2014
Sunday, 21 Dec
2014
Thursday, 25 Dec
2014
Saturday, 3 Dec
2014

TIME
12:00 PM

PLACE
BLD 19 second floor, Lab

12:00 PM

Costa cafe Zayed Town

2:00 PM

BLD 19 second floor, Lab

1:30 PM
2:00 PM

BLD 19 second floor, room 116

Costa cafe Zayed Town

Roles that each member will take up (follow BELBINs model)

Team Member

Role

Fatima Janahi

Coordinator
Team worker
Plant

Dana Althawadi

Team worker
Monitor/Evaluator
Implementer

Deena Altwaeel

Shaper
Team worker
Completer/Finisher

Asma Ghadeer

Team worker
Implementer
Monitor/Evaluator
Resource investigator

Division of the work (Who will do what?)

Profile Ruqaya + Deena
Persona Asma + Dana
Recommended Roles Ruqaya
Home page Dana + Asma
Facebook Deena
Twitter Ruqaya
Presentation Asma

A Timeline for the work to be done (What has to be done by when? research, draft, etc)
(Research & Draft)

(Final)

Profile ( Fatima + Deena )

Tuesday 2 Dec

Thursday 4 Dec

Persona ( Asma + Dana )

Tuesday 2 Dec

Thursday 4 Dec

Recommended Roles ( Fatima )

Tuesday 9,16 Dec

Thursday 23 Dec

Home page ( Fatima + Asma )

Thursday 25 Dec

Saturday 3 Jan

Facebook & Twitter ( Deena + Dana )

Thursday 25 Dec

Saturday 3 Jan

Presentation ( Asma )

Monday 5 Jan

Tuesday 6 Jan

Appendix 2:
Website

Appendix 3:
Twitter
@EnergyCocaCola
1. Dec 15: Guess what?! Our new Energy Coca-Cola is now available in Carrefour BCC! Go ahead
and try it!
2. Dec 15: Pulling off an all-nighter? Get energized with our new Energy Cola!! #EnergyCola #Exams
3. Dec 16: Happy national day Bahrain from Coca-Cola team! #BahrainNationalDay
4. Dec 17: Visit & Like our Page on Facebook and check out our new Energy Drink:
https://www.facebook.com/pages/Energy-Coca-Cola/1546476125595137
5. Dec 19: Coca-Cola drinker? Coca-Cola fan? Now you can be a part of our Coca-Cola Community.
Visit our website and fill in the job application. #Coca- Cola_Community.
6. Dec 22: Join us in BIC for our sports and games charity event. Lets raise money for Bahraini
orphans!! #AlSanabilAssociationForOrphans
7. Dec 25: Elevate your performance, Stay active, Stay Energized with Energy Cola. Now in
Carrefour BCC . #EnegryCola
8. Dec 26: Check our website for the latest news and updates: www.energycocacola/pages/landing/index.html
9. Dec 31: Hurry up!! Stop by our booth in Lagoon, Amwaj and try our new Energy Coca-cola.
#EnergyCola #NewYear
10. Dec 31: 3 .. 2 1 .. Happy New Year Everyone!!! #NewYear #Celebration.

Appendix 4:
Facebook
Link: https://www.facebook.com/pages/Energy-Coca-Cola/1546476125595137
Cover page:

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