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3 pages/β‰ˆ825 words
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APA
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Communications & Media
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Essay
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English (U.S.)
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Topic:

Coca-Cola Socially Responsible Marketing – A New PR Campaign Direction

Essay Instructions:

This assignment is broken up into two parts, Part A: Company Analysis and Part B: Research and Planning.
In 750-1,000 words, complete both Part A and Part B.
This assignment uses a scoring guide. Please review the scoring guide prior to beginning the assignment to become familiar with the expectations for successful completion.
APA format is not required, but solid academic writing is expected.
You are required to submit this assignment to LopesWrite. A link to the LopesWrite technical support articles is located in Class Resources if you need assistance.
Part A
Choose an organization on which you want to base your public relations case study. Select an organization that you are able to access enough information to complete all the parts of this project. Consider options such as a Fortune 500 company, an organization on the Inc. 5000 list, or a large non-profit organization. Seek instructor approval for your selection.
Write a company analysis. Include the following:
A company summary that includes the following: describe the company or organization, what it does, the size of the organization, when were it was founded, and where it is located.
A situational analysis or summary that includes the following: observations on the current state of the business and where it is relative to its goals, any other specific observations such as if the business has been in the news recently or if it adopted a new policy or rule that affects customers, and any general observations related to the organization.
Identify a problem, opportunity, or goal that you could accomplish or overcome through a PR campaign.
Describe what you expect for the outcome of your campaign.
Describe specifically what success looks like for the client, such as 1,000 more social media followers, 300 attendees to the fundraising event, etc.
Include two or more scholarly resources.
Part B
Based on the problem, opportunity, or goal that you wish to accomplish or overcome, that you chose in Part A, identify the following research items:
What type of research information do you need based on the issue you selected for your plan?
How will you use the research results?
What research method might you use to get this information?
Which specific publics need to be researched, focused on, or addressed? Why?
Include two or more scholarly resources.

Essay Sample Content Preview:

Coca-Cola Socially Responsible Marketing – A New PR Campaign Direction
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Coca-Cola Socially Responsible Marketing – A New PR Campaign Direction
Part A: Company Analysis
The Coca-Cola Company (Coke) is one of the most reputable brands worldwide. Founded in Atlanta, Georgia, in 1886 by Asa Griggs Candler, Coke specializes in manufacturing non-alcoholic beverages, such as soda drinks, tea, coffee, energy drinks, and bottled water. Coke owns reputed brands under its product portfolio, such as Minute Maid, Georgia, Powerade, Dasani, Fanta, and Sprite. Coke is led by James Quincey, the company’s Chief Executive Officer (CEO). Today, Coke has more than 80,300 employees deployed worldwide to perform its operations in international markets. Coke ranks at 102nd position in Global 2000’s list, generating USD33 billion revenue in FY2021. The company also owns 12th position as the World’s Best Employer 2021. Coke is the 6th most valuable brand today (Forbes, 2022).
Situational Analysis
Socially responsible marketing (SRM) is a new concept for modern business models in Marketing Management and Communication discipline. SRM focuses on the ethical behaviors of companies when interacting with the potential target market to commercialize its product or service portfolio. Companies follow ethical and normative behaviors to influence customers’ purchase decisions and other market responses (Laczniak & Shultz, 2020). Currently, Coke is focused on social responsibility. In FY2022, the company announced a responsible marketing policy, emphasizing sustainability integration in communication practices. Coke claimed that the company would respect the societal roles of caregivers and parents towards children through its marketing campaign. The company would avoid targeting children aged 13 years and below, having a 30% proportion to Coke’s target market. Coke claimed that the marketing campaigns would exhibit responsibility by avoiding channels that engage children from a defined age bracket (Coke, 2022).
The SRM policy adopted by Coke contains the following parameters while interacting with the target market (Coke, 2022):
* Celebrity endorsements and related social influencers would not persuade children 13 years and below.
* The company would avoid merchandising and movie sponsorship that targets children 13 years and below.
* Campaign images and videos would ensure adult presence to educate children 13 years and below for appropriate consumption.
Coke claimed that the company would practice SRM policy internationally to exhibit its societal responsibility (Coke, 2022).
Problem/Opportunity Identification & Success Milestones
According to Sheth and Parvatiyar (2020), SRM must adopt paradigm shifts in consumer behaviors. Brands would adopt SRM strategies to align business strategies with evolving customer behaviors and deliver value-addition in products and services. The SRM policy proposed by Coke would increase the company’s brand value by aligning long-term marketing plans with customer behavioral responses. The company could create a health consciousness aura in the products offered internationally. Unfortunately,...
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