MARKETING

Analysis of an advertising campaign

Analysis of an advertising campaign

Introduction

The assignment is aimed at evaluating the effectiveness of the Coke Zero marketing campaign initiated in the year 2011 by Coca Cola in the UK region. It critically evaluates the advertising strategies implemented by the company to bring the campaign into action. The selected framework for the campaign and the prime advertising concepts are also the point of serious consideration. In the end, few recommendations are made that could have improved the situation and the success of the campaign.

COCA-COLA

Coca Cola Enterprise Ltd. is the manufacturer, seller and distributor of the soft drinks that can be served at any occasion in the country of England. According to the company statistics, it is selling around four billion products of soft drink (bottles and cans) annually in the market of the UK. The manufacturing plant of the company in Great Britain is responsible for producing almost 95% of the overall stock of products (www.cokecce.co.uk).

The company is the leader of the respective market category and it is aimed at growing this category based on the strategic decisions made by the company with the strong support of the extensive market research work done at the back (Thring, 2012, p. n.d.). The company has been making the above the line advertising investments that enabled it to fight back to the upmarket competition. In the year 2012, the company's sponsorship to the Olympics was the adding feature to the increasing sales of the industry (Bainbridge, 2012, p. n.d.).

The year 2011 brought the fifty years of manufacturing for Coca Cola Enterprise's facility that was opened in the Sidcup back in the year 1961. Since then the facility has seen marvellous growth in its manufacturing size and capability with the increasing number of the employees and the production of cans. The enterprise is striving to achieve its fundamental goal of increasing the competitiveness of the facility on a yearly basis with the quality maintenance of the highest possible standards of sustainability. The enterprise has been working on reducing the emission of carbon by 7.4 % in totality and increases its volume in litres by 9%. The enterprise is also showing its responsiveness towards the society and the local communities by making capital investment in the education (www.britishsoftdrinks.com).

Figure 01: Photograph: Photoshot/Hulton Archive (Thring, 2012, p. n.d.)

The Soft Drink Industry

In the UK, soft drink is one of the products that win the popular public choice tag with an ever increasing level of expectations of the consumer with the innovative varieties and brands to be launched by their favourite soft drink makers. As per the statistics of the recently published UK report of soft drinks, this industry has set a living example of the way the long term commitments may lead to the long term success. The industry has been committed to meeting its desirable growth targets despite the hard times and the market slump. They year 2011 had been tough for the soft drink industry due to the real price pressures that were arising ...