Ediable tape OhBoyThe creation of a brand is the subject of this this marketing project. Therefore we are proud to present OhBoy, a fresh and innovative startup that will change your lunch break forever. OhBoy is an edible strap the can be wrapped around your burrito, taco or sandwich to make sure every ingredient stays in place. That means no more waste and a way muchbetter lunch experience.
By Jonathan, Victor & Liang
OhBoy is organic, functional, innovative and above all incredibly tasty.So far we have created 3 flavors. The first one is completely tasteless. But for those customers who are a little more adventurous we also have OhBoy Hot and Spicy and OhBoy Green. In the future, of course, we would like to expand our selection of flavors.
We are convinced that our project will take the food world by storm because there’s nothing like it.
Our target as a company is to provide a convenient, healthy and innovative way of eating, while growing effectively and efficiently together with our customer base.
Our logo employs a clear reference to San Francisco, a modern and vibrant city much like our product and target audience. We believe OhBoy will be appealing to a large group of people, especially teens and young adults. They will embrace the taste of change immediately. Afterward,we want to focus on the working class, as they will benefit from our product the most during hasty lunch breaks.
We aim for a business to business sales plan which will bring immediate brand recognition with it. Several food chains such as Subway and Chipotle have already shown great interest in our product. Once our product has been successfully implemented in those businesses, we will start selling it directly to the customers via supermarkets such as Safeway and Walgreen’s opening up an entire new market. During the entire process we will use the four P’s (product, place, price and promotion) as our guideline; while also applying Ansoffs Matrix and SWOT_ to determine our future marketing strategies.
Our current marketing strategy, however, is to invite people to try OhBoy, see what they like about our product and what they would like to improve. We also invite them to share their experiences with OhBoy on the social media in order to gain brand recognition. At the same time we are working intensively with Subway and Chipotle to see if and how soon OhBoy can be introduced to their customers.
To protect our brand and product from being copied we will register for patents in Europe, USA and other potential markets. To be able to adapt our product to other countries with cultural barriers and languagebarriers we would engage in a joint venture with another company that is dominant in the food industry in a specific country, by then we can earn trust from the costumers.
Because we are a new brand launching a new product earning people’s trust is absolutely vital. Therefore,it is important to make them aware of our CSR (Corporate social responsibility) For instance our headquarter in San Francisco runs on 100% green energy and everything that goes out of our fabrics is recyclable and environmentally-friendly. On top of that we also donate to the food banks across the nation. We are also cooperating with The International Health Corporation to help the world to be a better place. By buying our product you are helping to feed America.
COCA-COLA is a brand established around the world and it is the third largest global brand. Also almost the whole population of the world knows how a can of Coca-Cola looks. So it is easy to recognize this brand only with the red labeled can. The cause of this is the work of at marketing and year after year of hard investment on marketing.
Coca-cola partnership with Brazil
Coca-Cola invests its money on marketing in many ways. But one with better ROI is partnership. Like the American company did last summer with the World Soccer Cup in Brazil.
The target of the well-known company is a huge range of population, without boundaries of age, race, country or sex. But actually the range that buys more coke is the Latin American population at the age between 15 and 25 years old. Although those numbers Coca-Cola is investing in new products and niches to grow its revenues year per year. And the social media marketing is a tool to multiply marketing results. Lately Coca-Cola used social media tool to increase the result of “share a coke” marketing procedure. This is the second year that the soda company uses this slogan and marketing strategy.
2.- SHARE A COKE, CAN OF COCA COLA WITH PERSONAL NAMES AND NICKNAMES.
Coca-cola social media strategy
3.- COCA COLA LIFE, LESS CALORIES MADE OF NATURAL PRODUCTS.
Coca-Cola new product: Coca-Cola Life
“Coca-Cola Life is our newest innovation that provides consumers with an option with less sugar and fewer calories and that is sweetened from natural sources. It has been really well received in Argentina and Chile, and we think that consumers in GB will love it too.” Coca-Cola Company
GROWING NICHE:
Coca-Cola is not shying away from soda market, indeed is investing double and a addition to 1 billion in advertising through 2016. Even though Americans are drinking less these days, Coca-Cola’s big bet might not be a bad idea.
If it can get its marketing right, Coke expects forthcoming low-calorie products sold in smaller sizes and using new sweeteners will appeal to people who’ve been avoiding soda. The company is already selling a stevia-sweetened Coca-Cola Life, launched last year in Chile and Argentina. That might be enough to bring recent soda abstainers back to the vending machine.
Soda Market Sales Forecast
RESULTS OF MEDIA MARKETING:
A Coca-Cola Co. study finds online buzz has no measurable impact on short-term sales, but online display ads work about as well as TV, said a company executive in a presentation at the Advertising Research Foundation’s think 2013 conference in New York today.
It’s a stunning admission for a company whose flagship brand has 82 million fans, more than any other brand on Facebook. But Eric Schmidt, senior manager-marketing strategy and insights at Coca-Cola, is not giving up on buzz problem.
Now Mr. Schmidt said Coke is looking to refine how it measures buzz. In example, by getting a better idea of how many people buzz actually reaches rather than, just counting the raw publicly available comments from sources such as Facebook, Twitter, blogs and YouTube.
Coca-cola social media effect
One problem Coca-Cola has is determining whether buzz is actually positive or negative in the first place. “When we say it’s positive, the machine about 21% of the time says it’s negative,” he said. Machines have the most trouble judging sentiment in longer posts such as those in blogs or Facebook and do much better on Twitter, he said.
But the good point is what Coca-Cola as a brand learns from their strategy:
Build central campaigns
Crowd-source, involve consumers
Interact directly with costumers
Embrace new mediums
Measure success
Is there evidence this strategy is working or will work in the future? Provide examples.
Coca-Cola has 2.4 million followers worldwide at Twitter. In the last month, @cocacola has Tweeted 1,994 times. It means more than 60 Tweets per day and created over 1 billion potential impressions the last 30 days.
Examples provided (campaign “share your coke”): The results across every medium show the campaign to be wildly successful. Those who saw the TV adverts are seven per cent more likely to consider buying Coke than the general population. Consumers who saw the campaign on Twitter are eight per cent more likely to recommend Coke to a friend. Those exposed to the campaign on Facebook are 18 per cent more likely to have a good impression of the brand than other Facebook users.
Through our online focus groups we found that the main reason Share a Coke worked so well is because it reached out to consumers as individuals, but at the same time didn’t exclude anyone. Some participants expressed disappointment at not finding their names on Coke bottles, but they could still get excited about the campaign by finding the names of their friends and family.
Coca-cola revenue per year
But comparing 2013 Ad result with 2014 now it is not working anymore. Coca-Cola’s definition of “Share a Coke” strategy:
“The concept of the ‘Share a Coke’ scheme is to bring friends and family together during social event over the summer. Have people been sharing the news about the personalized Coke’s comeback? Their Recommend score in 2013 started at 2.1 and ended up with an average score of 7.9 until the end of the scheme. However, we see a different pattern this year. Its score dropped from 3.6 on 15 June to -5.0 on 19 July, averaging at -0.9. Similarly, Diet Coke averaged at 7.9 in 2013’s campaign but figures dropped to -0.9 since 14 June”.
How can we apply their strategy to a small business or a blog like The Hyde Street Journal? Provide examples.
We could apply Coca-Cola strategy to a small business or our blog doing work at social medias as Facebook, Twitter, Instagram and Pinterest. We will advise to our followers every time we have new posts in our blog. Or ask for their interests and do a basic newsletter one time per week or month.
Besides this, the best idea in one-to-one marketing is to be close to the costumer, like Coca-Cola does in Twitter. This tactic is employed both as a customer-service method, and to show some love for fans that show love to the brand:
The Company makes certain commitments concerning how we interact with the public and each other, and these commitments apply to interactions that occur on social media platforms as well. We expect the same commitments from all Company representatives, including Company associates and associates of our agencies, vendors and suppliers:
Coca-Cola will be transparent in every social media engagement.
Coca-Cola will protect our consumers’ privacy in compliance with applicable Privacy Policies, IT Security Policies, and laws, rules, and regulations.
Coca-Cola will respect copyrights, trademarks, rights of publicity, and other third-party rights.
Coca-Cola will be responsible in our use of technology and will not knowingly align our Company with any organizations or Web sites that use excessive tracking software, adware, malware or spyware.
Coca-Cola will reasonably monitor our behavior in the social media space, establish appropriate protocols for establishing our social media presence, and keep appropriate records of our participation as dictated by law and/or industry best practices.
COMPANY AND AGENCY ASSOCIATES’ SOCIAL MEDIA ACTIVITIES
The Company respects the rights of its associates and its authorized agencies’ associates to use blogs and other social media tools not only as a form of self-expression, but also as a means to further the Company’s business. It is important our associates and our agencies are aware of the implications of engaging in social media and online conversations that reference the Company, its brands, or its business, and that they recognize when the Company might be held responsible for their behavior. Our expectations for personal and professional/official use of social media are set forth separately below.
PERSONAL USE OF SOCIAL MEDIA: OUR EXPECTATIONS
Whether you are an authorized Company spokesperson or not, when you’re talking about our Company, our brands, or our business on your personal social networks, keep in mind that:
Our Company’s Information Protection Policy, Insider Trading Policy, and other policies still apply.
You are responsible for your actions. We encourage you to get online and have fun, but use sound judgment and common sense.
You are an important ambassador for our Company’s brands, and you’re encouraged to promote them as long as you make sure you disclose that you are affiliated with the Company. How you disclose can depend on the platform, but the disclosure should be clear and in proximity to the message itself.
When you see posts or commentary on topics that require subject matter expertise, such as ingredients, obesity, the Company’s environmental impacts, or the Company’s financial performance, avoid the temptation to respond to these directly unless you respond with approved messaging the Company has prepared for those topics. When in doubt, contact your local Public Affairs and Communications director.
Be conscientious when mixing your business and personal lives; be sure to know your work group’s policies regarding personal use of social media at work or on Company devices.
HYDE STREET JOURNAL 