Beruflich Dokumente
Kultur Dokumente
Corporate Communication
BM0391_MK1423
July 1, 2015
Prepared for Umah Devi Ramasamy
Chief Executive Officer (CEO)
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Table of Contents
1. Introduction.............................3
1.1 Background Information
1.2 Mission and Vision
1.3 Companys Goals and Objectives
2. Role in PR & Corporate Communication Functions.........................4
2.1 Internal Relations
2.2 Corporate Social Responsibility
2.3 Community Relations
2.4 Media Relations
3. Campaign Analysis.............8
3.1 Background of Campaign
3.2 Stakeholders and Communication Objectives
3.3 Effectiveness of tools adopted
4. Media Analysis..........................10
4.1 Related News Articles
4.2 Challenges Faced
5. Recommendations .............................13
5.1 Cross Media Communication
5.2 Public Relations and Publicity
5.3 Sales Promotion
5.4 Events and Experiences
5.5 Publication Method
6. Appendix................................15
6.1 QR code for cross media communication
6.2 Photo-taking and Video-shooting for game participants
6.3 Premium glass bottle and free t-shirt
7. Reference...............................17
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1.Introduction
1.1 Background Information
The Coca-Cola Company is a beverage company. It owns or licenses more than
500 nonalcoholic beverage brands. It primarily serves sparkling beverages but also
wide range of still beverages such as water, juices, ready-to-drink teas and coffees,
and sports drinks. The Coca-Cola Company was founded in 1886, by John S.
Pemberton and served Coca-Cola at a local Pharmacy in downtown Atlanta, Georgia.
Today, the Coca-Cola Company has been serving for more than 127 years and is
one of the largest beverage companies headquartered in Atlanta, United States. The
company is engaged in the production, distribution, and marketing of nonalcoholic
beverages and syrups. It is listed on the New York Stock Exchange (NYSE) and the
Dow Jones Industrial Average (DJIA) (MintGlobal, 2014). On March 16, 2014, the
share price of the Coca-Cola Company is recorded at $38.17 under NYSE.
(Christopher Hnatko)
Coca-Cola Singapore is one of the companys branch, and this branch is deemed as
the Asias Innovation Lab. Creative experimentation and innovation is the driving
force behind all initiatives at Coca-Cola Singapore. Over the past year Coca-Cola
Singapore has introduced new flavours like Coke Lime and Vanilla Coke to their
ever-popular line Coca-Cola drinks. (CocaCola Singapore)
Vision: The Coca-Cola Company and its bottling partners developed a 2020 Vision in
2009. This vision is a roadmap to doubling their global system revenues in the next
10 years by focusing on six key areas: profit, people, portfolio, partners, planet, and
productivity. People: Be a great place to work where people are inspired to be the
best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands
that anticipate and satisfy people's desires and needs. Partners: Nurture a winning
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The following is what it is like to work at Coca-Cola: They praise and encourage
excellence in the workplace with Coca-Cola Red Tags. They allow employees to
enjoy time out and snacks at the Playden. Each associate goes shopping on their
birthday with vouchers to spend. All new associates undergo a comprehensive onboarding programme and are assigned a Buddy to help them with the transition.
There are also opportunities to participate in global Coca-Cola properties such as the
Olympics. There is Go for Gold Employee Ambassador Programme for Beijing 2008
Olympic Games gives associates nominated by their peers a once-in-a-lifetime
experience to be in Beijing to experience the excitement of the games and even
meet star athletes. Leadership is in the DNA of Coca-Cola Singapore. Every
associate has a mentor to help cultivate their developmental needs and champion
them in the organization. Every employees career is discussed and their
development is planned in a quarterly talent development forum. (The Coca-Cola
Culture)
2.2 Corporate Social Responsibility
Coca-Cola Singapore believes in corporate social responsibility. Below are the series
of activities Coca-cola Singapore has introduced that benefited the Singapore
society.
Coca-Cola Catalyst: A joint programme between Coca-Cola Singapore and North
East Community Development Council is helping over 45 Professionals, Managers,
Executives and Technicians (PMETs) in developing life skills. The PMETs are being
coached by mentors comprising Coca-Cola management and North East District
Councillors. This programme, called Coca-Cola @ North East, was launched on 9
November 2009. (Coca-Cola Singapore)
Sundays @ the Park: A programme by the Health Promotion Board, together with
ActiveSG, NParks, Peoples Association and Coca-Cola. Coca-cola invites the public
to get active with their family and friends and enjoy instructor-led group workouts,
fitness bootcamps and classic childhood games. (Coca-Cola Singapore)
Coca-Cola Lecture Series: Three hundred international MBA students from INSEAD
had an audience with Alex Cummings, EVP and Chief Administrative Officer of The
Coca-Cola Company, as he shared his thoughts on "Building a Global Brand for
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opportunity to donate blood during working hours, making it more convenient for
them to give back to those in need. (Coca-Cola Singapore)
The Coca-Cola Company also vows continued support to 7th Asian Forum on
Corporate Social Responsibility in Singapore. The Coca-Cola Company for the sixth
year in a row, is continuing with its strong support to the Asian Forum on Corporate
Social Responsibility (AFCSR) five of those six as a platinum sponsor. AFCSR,
now on its seventh year will be held at the Grand Copthorne Waterfront in Singapore
on November 20 & 21, 2008. For the sixth consecutive year, The Coca-Cola
Company helps bring together senior business executives, government officials and
major NGOs throughout the Asian region to share Worldwide CSR Thinking and
Experience. This years theme is: Business Response to Social Issues: Getting it
Done. Mr. Stuart Hawkins, Director of Public Affairs and Communications for CocaCola (Thailand) Ltd will be speaking on Building Community Partnership on
November 20. The AFCSR program includes a combination of plenary and
concurrent special interest sessions featuring business and political leaders, as well
as high-ranking executives from international organizations and non-government
organizations from all over the world. 60 to 80 chief executive officers and senior
management from several nations will be workshop speakers at the event. (CocaCola Singapore)
The Coca-Cola Company also provides grant funding, foundational support and
promotional help to a programme named Exercise Is Medicine, which now serves 34
countries and helps spread the word that being active can save your life.
The Coca-Cola Company promised an ongoing commitment to advance evidencebased science and underscore the importance of an active, healthy lifestyle. Jim
Whitehead, executive director of the American College of Sports Medicine says that
"Exercise is Medicine is extremely grateful to have corporate sponsors such as our
first founding partner, The Coca-Cola Company. If not for them, EIM would not have
been able to touch the public to the extent that it has." (Coca-Cola Journey)
2.3 Community Relations
Coca-Cola Singapore has a Twitter account: @CocaColaSG; and a Facebook page:
Coca-Cola Singapore Beverages. These accounts are used to engage their
customers in two-way communication in order to get valuable feedback and educate
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campaign down undah, U.S. Coke finally decided to give the campaign a try in the
states for the first time in June, 2014. The campaign is then being launched in other
countries. (Incitrio)
The Share a Coke campaign has now arrived on Singapore and will last from 4th
May 2015 till the end of August. For every S$10 spent on Coca-Cola trademark
products (including regular Coke, Coke light and Coke zero), customers can receive
their own personalize can of Coca-Cola. Just present their proof of purchase at a
Share a Coke roadshow, customers can get their own personalize can of Coke.
(ShareaCokeSG)
One of the first available venue was Giant Tampines Share a Coke roadshow from
26 April to 3 May 2015 from 12pm to 9pm. Giant Tampines had a dedicated Cashier
counter (Counter 23 on 1 May 15) for Coke Purchases only so the waiting time will
be shorten. While waiting, the event promoters will come and verified the purchase
and request everyone to write their preferred wordings behind the receipt. They can
only write a maximum of 12 characters. Before reaching the printing station, there
will be event staffs first showing the terms and conditions on the touch screen
monitor. After reading and accepting the terms and conditions, the staff will help to
input the words and let customers verify first before sending for printing. Customers
will then be issued a queue ticket and the wait will depends on how many cans are in
the queue. There were two printing stations at Giant Tampines. (KOALA)
3.2 Stakeholders and Communication Objectives
The companys stakeholders in this campaign include employees, customers,
stockholders, investors and the local community. Employees are always an
important public as they are Coca-Colas public relations front line. Therefore, the
communication objective for them is to make sure they have sufficient and accurate
information so that they are credible to the public. Moreover, an uptight and positive
image about the company is very important for employees to have a good perception
towards the company. PR practitioners should aim to promote tolerance in order for
the campaign to run smoothly. Investors and stockholders need to be provided with
financial information concerning organizations strategy and operations. Existing and
prospective customers need to be supplied with information about the new products
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and services. This is done through advertising, sales promotions, and in-store
promotions.
The communication objective is to create a gift-giving dynamic which further
encouraged the collectability of Coke products. Coca-Cola Singapore also attempts
to create something special that celebrates Singapores unique identity and heritage
while strengthening the bonds with the nation. (Manjur)
Article 1, Coca-Colas Share a Coke Reaches Singapores Shores, Just inTime for
SG50, is a press release about Coca-Colas Share a Coke campaign during Sg 50.
It provides a summary of what the campaign is about, and how and where it is
carried out. It also includes the roadshow schedule. The tonality of this article is
positive and informative.
Article 2, #ShareCokeSG hits local shores as the nation celebrates#SG50, is a
newspaper article which includes interview answers from the general manager of
Coca-Cola Singapore. The manager explains the purpose of the campaign and
expressed optimism towards the outcome of the campaign.
Article 3, Share a Coke Roadshow at Giant Tampines, is a bloggers post about how
he obtained his can of coke at Giant Tampines, Sinapore. The blogger explains the
disappointment he had-he is not allowed to write his full name as there is a word limit
of 13 characters. The blogger also recalls the efficiency and helpfulness of event
staffs. The tone of this article is neutral.
Article 4, Share a Coke Results Lead Summer Campaigns, is from the official
website of Marketing Daily. This article provides relevant statistics and comments
about how successful the campaign is. The article reveals that Coca-Colas share a
coke campaign outperforms other major summer beverage campaigns in America.
Article 5, What the Share a Coke campaign can teach other brands, is a newspaper
article that reviews on the learning points from this campaign. It reveals the tactics
(Mass market penetration, personalization and user-generated content) that CocaCola had used which helped them to achieve great success. The tone of this article
is neutral.
Article 6, Cokes Personalized Marketing Campaign Gains Online Buzz, is a
journalist article. This article shows the viral effects of the campaign in the digital
world - more than 353000 virtual bottles have been shared on the campaigns
website. The article praises such campaign-specific web as smart content marketing
plays.
Article 7, Why Share a Coke campaign by Coca Cola is a Global Hit, is an article
from Lifestyle Magazine. This article has an extremely supportive tone towards the
campaign, as it only shows positive responses of people from different countries
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where the campaign is launched. The article terms the campaign as a campaign for
everyone.
Article 8, Cokes share a coke campaign: an integrated marketing success, is an
online article praising the campaign as pure marketing genius. The article analyses
the long-lasting positive outcomes of the campaign - it created a gift-giving dynamic
and promoted brand awareness. The article has a supportive tone towards the
campaign.
Article 9, Coca-Cola Co. Announces Returns of Share a Coke, is an online article
which includes Cokes full press release about the return of the campaign. The tone
of the article is very positive as it says share a coke returns with 1000 reasons to
enjoy a coke in this summer.
Article 10, Coke aims to connect with teens through innovation, is an article from an
Australian online media editor. The article offers a different angle in analysing the
effectiveness of the campaign. Although it did praise the success of the campaign,
the campaign could not solve the problems that the Coca-Cola company is facing coke is under pressure globally over its high sugar content, and the company has to
retrench workers to survive in the industry.
Article 11, How Coca-Cola Share a Coke campaign succeeded by putting the
audience first, is an article from an advertising expert from UK. The tone is positive
and supportive as the article only highlights the strengths of the campaign. The writer
expressed his appreciation towards the companys ability in creating such a
successful campaign.
Article 12, Clear Channel and Coca Cola invite Singaporeans to Share a coke in
personalised poster campaign, is an article from MediaCom. It highlights the
channels that the campaign has used to get their message across. This article has a
positive and praising tone.
4.2 Challenges faced
According to Dion Appel, CEO of youth marketing agency Lifelounge, simply using
new media channels and coloured cans would not be enough to recapture Cokes
past glory. (The Australian Business Review)
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Moreover, the prevailing public sentiment has been trending towards healthier
lifestyles for many years now, so brands that represent less healthier choicesfrom
fast food to soft drinkshave had a difficult PR field to plow. Coca-Cola isnt a
healthy product, and therefore it has been under intense scrutiny from parents,
health advocates, and even Mayor Bloomberg of New York City. (Thompson)
and send to create a new Guiness World Record The largest number of people
who share and drink coke together.
Though this event, Coca-Cola Singapore can create special brand-related
interactions with its consumers.
5.5 Publication method
Coca-cola can launch a small writing competition online in order to increase
awareness of all the activites that it had organized. People are encourage to write
about the events and products that Coca-Cola has launched during the SG50 period.
Those who reveived the largerst number of Share and Like from social media for
their articles will be awarded with cash, eg. $300 per article.
6. Appendix
6.1 QR code for cross media communication
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7.References
@CocaColaSG . n.d. https://twitter.com/cocacolasg.
Christopher Hnatko, Romita Sidhu and Li Zhang. The Coca-Cola Company Case Synopsis. 17 March
2014. http://www.sfu.ca/~sheppard/478/syn/1141/Group_F.pdf.
Coca-Cola Journey. 19 October 2012. http://www.coca-colacompany.com/stories/doctors-ordersexercise-can-save-your-life.
CocaCola Singapore. n.d. http://www.coca-cola.com.sg/news/localnews.asp?NeID=191.
Coca-Cola Singapore. n.d. http://www.coca-cola.com.sg/communities/coke_catalyst.asp.
Coca-Cola Singapore. n.d. http://www.coca-cola.com.sg/communities/coke_lecture_series.asp.
Coca-Cola Singapore. n.d. http://www.coca-cola.com.sg/communities/red_cross_partnership.asp .
Coca-Cola Singapore. n.d. http://www.coca-cola.com.sg/news/localnews.asp?NeID=263 .
Coca-Cola Singapore. n.d. http://www.cocacola.com.sg/active_healthy_living/sundays_at_the_park.asp.
Coca-Cola Singapore Beverages. n.d. https://www.facebook.com/pages/Coca-Cola-SingaporeBeverages/200260279989880.
Incitrio. 01 October 2014. http://incitrio.com/cokes-share-a-coke-campaign-an-integratedmarketing-success/.
KOALA. Koala & Eve Blog. 2 May 2015. http://koalaandeve.com/share-a-coke-roadshow-at-gianttampines/ .
Koh, Johnny. Singapore Business Review. 07 December 2012. http://sbr.com.sg/mediamarketing/commentary/anatomy-successful-direct-marketing-campaign-in-singapore.
Manjur, Rezwana. Marketing News. 22 April 2015. http://www.marketinginteractive.com/shareacokesg-hits-local-shores-nation-celebrates-sg50/.
ShareaCokeSG. 2015. http://www.coca-cola.com.sg/ShareaCokeSG/.
The Australian Business Review. 03 November 2014.
http://www.theaustralian.com.au/business/media/coke-aims-to-connect-with-teensthrough-innovation/story-e6frg996-1227110776768.
The Coca-Cola Comapny. n.d. http://thecocacolacompany-sabrinayang.weebly.com/objectives.html.
The Coca-Cola Culture. n.d. http://www.coca-cola.com.sg/workplace/the_coca_cola_culture.asp.
Thompson, James F. Prnewser. 21 August 2013. http://www.adweek.com/prnewser/coca-colalatest-pr-effort-focuses-on-movement/71529 .
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