The purpose of this report is to build up an innovative advertising campaign plan in relation to the exercise of emotional plea. For this, the organisation, Coca Cola has been considered as a case. The company has a strong stand in the beverage industry and a leader among the beverage companies. The report employs an emotional appeal within advertising, advertising media and marketing communications theory, for constructing a plan to attract the customers and enhance brand loyalty. PEST analysis has been used for evaluating the beverage industry of UK for understanding the business environment and customer behaviour. Strength and weakness of Coca Cola and its competitors have been mentioned as well. The report discuses market analysis, customer analysis and competitor analyses of Coca Cola for understanding the market trends of the target segments. Further, strategies related to implementation, control and evaluation of advertisement plan has been highlighted, so that the company’s objectives of communication are attained.
Coca Cola Company is a renowned beverage firm all over the world (except North Korea and Cuba). The company was found 130 years ago and it is traded as S&P 500 Component, Average Component, Dow Jones Industrial and NYSE:KO. The company has range of beverage drinks under different brand names (more than 500) (Coca-Cola, 2016). The organisation is positioned among top ten private employers in the world with more than 700000 system associates. In 2015, the company generated a loss in their revenue figure of about £32.37 billion which impacted on their net income as it earned £5.37 billion as income (Coca-Cola, 2015). On the other hand, currently Coca Cola has approx 123,000 numbers of employees that are involved in production, supply, procurement and other services (UK Finance, 2016). In the financial year 2015, the firm obtained a minority stake ownership in the Suja Life LLC, which is a cold pressured juice manufacturer.
2.0 Context Analysis
2.1 External Context- PEST Analysis
a. The government of UK has set stringent regulations for the beverage companies. The firms are required to abide by the Health and Safety Laws, so that the workers are kept safe from any physical hazard or health risks (Hse.gov.uk, 2016).
b. As UK’s beverage industry is considered here, the Environment Protection Act, 1990 and Consumer Protection Act, 1987 implemented by the government are followed by the company (Legislation.gov.uk, 2016).
c. Companies like Coca Cola have to pay the corporation tax rate as set by the UK government. The corporation tax rate is 20% which needs to be obliged by the firms for operating successfully in the UK’s business environment (Gov.uk, 2016).
d. Coca Cola maintains a definite standard of the laws with uniformity that is situated by the FDA. It ensures that non-beverage drinks are safe for drinking and the company can continue with its production.
If Coca Cola does not abide by the government rules and standards, then it would be charged with penalties or its operation may be shutdown. However, the company accepts the minimum wage policies as introduced by the government, time and again to generate employment.
GDP growth rate and consumption level in the UK’s economy influences the development of beverage industry in the nation. In 2016, the UK’s GDP growth rate has risen by 2.1% and it is assumed that the rate would augment to 2.55% by the year’s end (Oecd.org, 2016).