Birla Institute of Management Technology

Project report on Coca-Cola’s digital presence

Digital Marketing Assignment -I

Submitted to: Submitted by:

Dr.Krishna Akalamkam G Anirudh Raghav
18DM069

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Table of Contents
Executive Summary................................................................................................................................. 1
Introduction to the industry ................................................................................................................... 1
Introduction to Coca-Cola Company....................................................................................................... 2
1. Coca-Cola’s Digital Presence ........................................................................................................... 4
1.1. Website ....................................................................................................................................... 4
1.1.1. Similar Web ......................................................................................................................... 4
1.1.2. Website Grader Ananlysis ................................................................................................... 5
1.1.2.1. Performance................................................................................................................ 5
1.1.2.2. Mobile Adaptability..................................................................................................... 6
1.1.2.3. Search Engine Optimization ........................................................................................ 7
1.1.2.4. Security ....................................................................................................................... 7
1.1.3. Socialmention.com ............................................................................................................. 7
1.2 Facebook ..................................................................................................................................... 8
1.2.1. Likeanalyzer.com....................................................................................................................... 8
1.2.1.1. Frontpage ........................................................................................................................... 9
1.2.1.2. About Page ......................................................................................................................... 9
1.2.1.3. Activity ............................................................................................................................. 10
1.3 YouTube .................................................................................................................................... 10
1.4 Twitter ....................................................................................................................................... 11
1.4.1. Socialblade.com ...................................................................................................................... 12
1.5. Instagram ....................................................................................................................................... 14
2. Successful digital marketing campaigns: ...................................................................................... 15
2.1. Small world campaign: Bringing India and Pakistan together: .................................................. 15
2.2 Share a coke campaign ............................................................................................................. 16
2.2.1. Objectives of Coca Cola ‘Share A Coke’ Campaign: ................................................................ 16
2.2.2 Strategy of Coca Cola ‘Share A Coke’ Campaign: ..................................................................... 16
2.2.3 Outcome and results of ‘Share A Coke’ Campaign: ................................................................. 16
2.3. Other digital marketing campaigns by Coca-Cola in other parts of the world .............................. 16
3. Ad in Google AdWords .................................................................................................................. 17
4. Conclusion ..................................................................................................................................... 19

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Executive Summary
Coca-Cola as a company is taken to analyse the digital space presence and performance. Coca-Cola
has established its digital presence through its native website, Facebook page, Twitter handle and an
Instagram page. Each of these platforms are analysed to evaluate Coco-Cola’s performance.

Secondly, the digital campaigns held by Coca-Cola are taken and are further investigated to see if
they have resulted in the improvement of the company’s bottom line through increase in sales
volume.

From the study, it could be observed that Coco-Cola were doing tremendously well in Facebook and
YouTube and were lacking behind in Twitter and Instagram. The study of all these social platforms
were conducted using various digital marketing tools such as similarweb.com, socialblade.com,
likeanalyser.com

Introduction to the industry

The beverage market in India is divided into two categories, they being the Alcoholic and
Non-Alcoholic drink categories. The Non-Alcoholic is further divided into sub-categories of
carbonated drinks and non-carbonated drinks. The non-carbonated drinks are further
segmented into cola-flavoured drinks, orange flavored drinks, lime/citrus favored drinks and
others (Mayureshnikam1).
Carbonated drinks are those drinks that fizz and bubbles due to the presence of carbon-di-
oxide, hence the name is carbonated drinks. The carbonation of the drinks produces a fizzy
sensation which is liked by the consumers and hence the fondness to the different kind of
taste and sensory experience. The brands that sell the carbonated drinks in India
carbonated the drinks at 5.2% which is catered to the Indian taste preference. This
carbonation further raises health issues among the consumers which lead the corporate
giants to manufacture variants such as low calorie and diet cola products. The current Indian
Prime Minister, Mr. Narendra Modi proposed that large players such as Coca Cola, Pepsi,
add 2 percent of the fruit content in aerated drinks to help farmers grow more fruit and
generate profits. This type of initiative will encourage the inclusion of real fruit in the
carbonated beverages on the market. The world and the Indian market have long been
under the duopoly of Coca Cola and PepsiCo. In 2015, the Coca-Cola Company leads the
world market for carbonated drinks with a share of more than 48%. PepsiCo Inc. is
responsible for the other part of the duopoly on the global carbonated beverage market.
The Coca-Cola company has historically been regarded as the main competitor in the
beverage market of PepsiCo. Many players work at a smaller level and contribute to the
segment. But for these players, brand awareness is the lowest. Because of these factors,
they are not globally recognized as the foreign players mentioned above. The industry faces
no major threats from new entrants, as Coca-Cola and PepsiCo each have a large bottling
and distribution network and enormous economies of scale1.

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https://consumeraffairs.nic.in/consumer/WriteReadData/carbonatd%20oct1.pdf

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Introduction to Coca-Cola Company
The Coca-Cola Company is a total beverage company with more than 500 brands in over 200
countries and regions. Coca-Cola India is one of the country's leading beverage companies, offering
consumers a range of healthy, safe, high-quality, refreshing drink options. Since its re-entry in 1993,
the company has established an unrivaled portfolio of beverages that refresh consumers with its
leading brands such as Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Fanta, Fanta Green Mango,
Limca, Sprite, Sprite Zero, VIO flavoured Milk, Maaza, Minute Maid, Georgia and Georgia. Together
with its bottling partners, the company reaches millions of consumers through a strong network of
more than 2.6 million retail outlets. Its brands are some of the country's favorite and most sold
beverages.

Since its re-entry into India, the Coca-Cola system in India has already invested $2 billion until 2011.
Before 2020, the company will invest another $5 billion. In India, the Coca-Cola system directly
employs more than 25 000 people, including contract workers. With its vast procurement, supply
and distribution system, the system has created indirect jobs for more than 1,50,000 people in
related industries. They are working to ensure that their working environment is safe and inclusive
and that their people in India and around the world have plenty of opportunities.

“TCCC re-entered the Indian market post the economic liberalization of 1991 and
established Coca-Cola India Private Limited (CCIPL) as its wholly-owned subsidiary in 1992“.
“The entities that comprise the Coca-Cola System in India are“:

Coca-Cola India Pvt Ltd is a wholly owned Coca-Cola subsidiary producing and selling concentrate
and beverage bases and powdered beverage mixes. A company-owned bottling unit, named
Hindustan Coca-Cola Beverages Pvt Ltd, 13 licensed bottling partners of The Coca-Cola Company
authorized to prepare, package, sell and distribute beverages under certain trademarks of The Coca-
Cola Company; and an extensive distribution system comprising our customers, distributors and
retailers are the other pillars of this system.

Coca- Cola India Private Limited sells to authorized bottlers concentrate and beverage bases. These
authorized bottlers develop local markets independently and distribute drinks to groceries, small

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retailers, supermarkets, restaurants and many other companies. These customers, in turn, make our
drinks accessible to consumers in India2.

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https://www.coca-colaindia.com/about-us/coca-cola-worldwide-and-in-india

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 1. Coca-Cola’s Digital Presence
Coca-cola is present mainly on three digital platforms, they being the native website of the brand,
The YouTube page and the Twitter handle. The analysis of each digital platform is as follows:

1.1. Website
The website analysis for Coca-Cola was done using various digital marketing tools for various
different aspects of analysis. Similarweb analysis for the traffic and the source of traffic, Website
grader for website performance analysis

1.1.1. Similar Web

Company Coca-Cola
Website https://www.coca-colaindia.com/
Global Rank 3,77,452
Country India
Country Rank 18,540
Category Food and drink
Category Rank 4,777
Total Visits (In December 2017) 0.130 Million
Average Visit Duration 0:02:31
Pages Per Visits 2.28
Bounce Rate 54.63%
Traffic by countries- Top 5 and percentage India - 63.23%
United States - 10.58%
Germany - 2.91%
Brazil - 1.84%
St.Luis - 1.78%
Traffic sources- All 6 sources with the Direct - 10.16%
percentage Referrals - 06.46%
Search - 80.70%
Social - 01.76%
Mail - 00.92%
Display - 00.00%
Percentage of traffic from search (What % Organic - 100%
is organic and what is paid) Paid - 0%

Total percentage of clicks coming from 1.6%

social media Sites:

The table shows the data collected from www.similarweb.com for https://www.coca-colaindia.com/.
The data was collected on 10-01-2019 and the figures reflected are for the same. Coca-cola does not
invest itself in any display ads, Hence there are no display ads for Coca-cola. It is important to note
that most of the traffic activity seen on the website comes from the career page of the website.
From the table, we can see that the average time spent on the website is two minutes and 30
seconds which is a very short duration. And it can be concluded from the similarweb analysis that
the traffic of the page is very low and hence it has refelected in very low rankings.

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1.1.2. Website Grader Ananlysis
A website grader analysis to study the various performance of the brand. The performance
parameters include over performance, mobile adaptability, search engine optimization, and security.
The grading of Coca-Cola is as shown below, The website score overall of 79 out of hundred. The
performance parameters had the following weightage, overall performance had a weightage of 30
percentage, mobile adaptability had 30% weightage, SEO had 30% weightage and finally security had
10% weightage. The cumulative of all were taken to predict the final performance of the website.
From the given score we can infer that Coca-Cola’s website has a fairly good performance rating.

1.1.2.1. Performance

PAGE SIZE: When it comes to the website the page size makes a difference, the larger the size, the
more time it takes for the page to load. Coca-Cola’s website has a respectable page size of 3.6MB,
which makes the page load fairly faster.

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PAGE REQUESTS: Every time someone visits a web page, this is what usually happens: the web
browser of that person (Chrome, Firefox, etc.) pings the web server that hosts the web page they are
trying to visit- in this case, a web page on your website. It requires the server to send the content
files for this website. These files contain any text, pictures, and multimedia on this website. Hence, a
lot of requests simultaneously will slow down the website. The ‘Page Requests’ sat at 130 requests
per minute, which is a big number, this shows some activity and traffic of the website.

PAGE SPEED: Page speed determines the speed with which the websites load and the best in class
websites usually take 3 seconds to load. The performance analysis shows that the website loads
within 2.5 seconds which is better than the expected benchmark.

1.1.2.2. Mobile Adaptability

The traffic from the mobile devices keep increasing day by day and this parameter studies how does
the website perform on mobile devices. The mobile adaptability is judged on two parameters, they
being responsiveness and the view port. The responsiveness gives the reflex performance of each
website for a mobile environment, and the view port tells how the website fits into the 16:9 aspect
ratio of the mobile phone screens. Coca-Cola scores full points in the mobile adoptability
performance indicator which tells us that the website has been optimized and is mobile friendly.

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1.1.2.3. Search Engine Optimization
Search Engine optimization tells how easy it is for the users to discover the website, The organic SEO
which does not include paid promotion involves four parameters that are studied to rank and
analyse the performance of the website. The overall score of Coca-Cola for SEO is 20/30, which is
fairly average. The parameter wise analysis is as follows:

PAGE TITLES: The title is also known as “Page Titles”, is a short form of describing the webpage and
it appears at the top left corner of the browser window. The page title of Coca-Cola is a complete tag
line and it follows as “Coca-Cola Journey | Refreshing India at one story at a time: Coca-Cola India”,
as seen, the page title is very descriptive and has lost out on the marks for not keeping it short.

META DESCRIPTION: The meta description is an information snippet below the search result blue
link. Its purpose is to describe the search engine content of the page. The ultimate goal is to
convince the search engine to click on your website. Any words corresponding to the search term
are shown in the description. As seen from the performance grading, Masterful pose is written well
by the website and is as shown below.

HEADINGS: The headings are well distinguished and are easily accessible by the user and is given a
high a high score on the performance grading of the website.

SITEMAP: The sitemap contains the complete structure of the site and helps the user easily navigate
through the website. Coca-Cola’s website contains a simple structure, allowing the users to navigate
to the required destination.

1.1.2.4. Security
The last performance parameter for analysing the website is the security. The website is secured
after getting an SSL certificate, It tell us the users that the website is protected from attacks and also
gives confidence to the users that the information is authentic and trustworthy. Coca-Cola’s website
is secured and scores full marks for security.

1.1.3. Socialmention.com

Company Coca-Cola Company

Website Coca-colaindia.com
Strength 00%
Sentiment Ratio (Positive to Negative) 00:01
Passion 0%
Reach 0%

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 Social mention is a digital marketing tool to determine the sentiment analysis of a brand and the
results show that there were no talks about the website among the users, the value shows zero
indicating that there was no talk at all completely.

1.2 Facebook

• Likes- 10,75,65,157
• Followers- 10,75,59,220
• Timeline Photos- 1593
• 1-2 posts daily
• 800+ videos uploaded which includes promotional ads, various event videos and TV ads.
• Updates its Profile and Cover Photo with reference to every event or occasion in the country.

1.2.1. Likeanalyzer.com
Overview:

 Does not like and interact with other Facebook Pages.

 Does not take advantage of Facebook Events.
 The mix of different content types in this page posts is fantastic!

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 This page understands quality over quantity in terms of post length and is receiving excellent
engagement!

1.2.1.1. Frontpage

As seen from the results as shown in the picture, Coca-Cola scores well on the front-page index as it
has satisfied all the criteria on which it is being graded upon. The four main criteria are Profile
picture & cover photo, Username, About Page, Call to Action.

1.2.1.2. About Page

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Coca-Cola’s web page does not do well in the About page, it shows that the beverage company
scores only 24% in this particular aspect. It does not contain information about milestones, it does
not contain the phone number and the email is also missing. Additionally, the location and the
product details are also missing in Facebook.

1.2.1.3. Activity

The activity rating of Coca-Cola in Facebook approximately stands at 67% engagement rate. They
post one post per day; the post uses approximately 85 characters on an average. Although the
engagement level is on the higher side from the viewers, Coca-Cola don’t seem to interact much.
Hence, they have not liked any page from their side.

1.3 YouTube

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  Number of Subscribers – 2.4 Million subscribers
 Videos per month-15-20
 Duration - 30sec. to 3 minutes
 Views – 100,000 to 750,000 views per video

Coca-Cola India’s YouTube stream is a part of Coca-Cola Global channel, it is seen that the channel
contains videos of all countries. It contains ads that are played on TV and it contains videos that
were made as a part of the digital marketing campaign. It is observed that average viewing time is 2
minutes and 30 seconds. YouTube is used as digital marketing platform by Coca-Cola to promote
their sales by making ads that are seasonal and by making ads that convey the values of the
beverage. The reach of YouTube is high and hence the engagement observed is very high in the
comments sections, likewise that average number of likes is said to be at 10,000 likes.

1.4 Twitter

 Joined - August 14, 2015

 Tweets - 2,555
 Followings - 6
 Followers - 17,100
 Likes - 36
 Tweet Frequency- 2-3 per day

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1.4.1. Socialblade.com
User statistics of Twitter users from 13-12-2018 to 28-12-2017:

The stats show that the follower base has grown by a mere 25 followers in 15 days, which is very less
for a brand like Coca-Cola, It shows that they are not active on twitter as much as they are on
Facebook.

Twitter statistical history graph for March 2018 to January 2019

The graph indicates that the twitter page receives more or less one follower everyday from Mar18 to
Jan19. But there gave been sudden drop in followers between Aug 18 and Sep 18, on further
investigation it was seen that Coca-Cola were completely inactive during that period. It is alsi seen
that the followers have grown from 16k to 17k over the 11 months period.

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Tweets VS follower’s analysis:

It can be inferred from the graph that During April 18’ the tweets were high and it can be seen that
followers increased along with it. And when the tweets were less the followers increased constantly
but at a lower rate.

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1.5. Instagram

 Followers – 7,83,000 followers

 Posts – 336
 Average daily followers 250

Coca-Cola uses Instagram as a platform to wish their customers for festivities and other important
events. Coca-Cola is ranked at 5,83,2703 showing that they don’t create enough engagement in the
page to achieve a better rank to reach out to a wider audience.

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Socialblade.com ranker

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 2. Successful digital marketing campaigns:
2.1. Small world campaign: Bringing India and Pakistan together:
The video above by Coca-Cola is a Coca-Cola campaign that has shown a small world machine to
bring Pakistan and India together. In May 2015, Coca-Cola launched its Small World Machines
campaign in India. Digital advertising and all digital marketing campaigns give society a mirror. Coca-
Cola invited the people of India and Pakistan to join the campaign with the help of technology to
share a simple joy and moment of connection. In two famous shopping malls in Lahore and New
Delhi, two high-tech vending machines have been installed. These are the towns of Pakistan and
India, separated only 325 miles away, but separated by political tensions. The campaign invited
people to set aside their differences and enjoy a little joy in a coke. The campaign " Small World
Machines " provided a 3D touchscreen technology with a communication portal that connects two
foreigners from two different countries divided by borders. People from two countries were
encouraged to complete a friendly task by waving, touching hands, drawing a sign or dance piece
before they shared a coke. The aim of the campaign was to bring joy and happiness to a little while
and to promote cultural understanding throughout the world. When launched on 19 May 2013, the
campaign received more than 3.3 million views on YouTube, reached more than 42,000 views and
294 shares on Facebook's Mad Over marketing page.

https://www.youtube.com/watch?v=ts_4vOUDImE

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2.2 Share a coke campaign

2.2.1. Objectives of Coca Cola ‘Share A Coke’ Campaign:

Coca- Cola had two goals that the' Share a Coke ' campaign wanted to achieve. The first and
foremost goal was to increase sales in India during the summer. The second objective was to
communicate with its customers. They wanted to create a platform for this campaign in which
people not only consume the product but also love the brand.

2.2.2 Strategy of Coca Cola ‘Share A Coke’ Campaign:

A great deal of social media content has been created by encouraging the participation of many
consumers. This was established by specifically targeting consumers who are very active in social
media and who share photographs and posts on Facebook, Twitter, etc. with their friends. What's
more, Coca-Cola has made these consumers the creative managers of the brand, promoting the
brand. This has led many users to participate in different social media platforms, such as Facebook,
Twitter and Instagram. Personally, connecting with the consumer.

2.2.3 Outcome and results of ‘Share A Coke’ Campaign:

The ratio of young to adult Coca- Cola consumption increased by 7 percent. The campaign gained
some 18.3 media impressions, Facebook saw a traffic increase of 870% while the Facebook page has
increased by 39% in terms of fans. Some 76,000 virtual Coke canisters have been shared online A
total of 378,000 Coke custom cans have been printed throughout the country. The campaign has
created a positive effect4.

2.3. Other digital marketing campaigns by Coca-Cola in other parts of

the world
 The Ahh effect campaign in USA, aimed at teenagers in USA with online games
 The friendship experiment in China,2013
 A Sleepover in the Christmas truck campaign in Great Britain,2017
 Super Bowl 2012 campaign with ESPN in USA
 #Thatsgold campaign in Brazil during the Rio Olympics, 2016

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https://www.digitalvidya.com/blog/coca-colas-social-media-marketing-strategy-to-become-a-global-brand/

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  “Taste the Feeling” campaign in all countries to communicate their change in tagline from
‘Open the Happiness’
 Love story campaign in Great Britain, 2017

3. Ad in Google AdWords

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 4. Conclusion
Coca-Cola as a company has established its digital presence in all the platforms where it thinks it can
reach its consumers. It is very interesting to observe that Coca-Cola are most active on Facebook and
use Facebook as a platform to interact with the customer and use YouTube as a platform to
communicate their information. Although Facebook and YouTube had a huge number of followers,
the followers were in few thousands in Instagram and Twitter. Coming to the website, the viewers of
the website came with a motive of finding a career opportunity in coke.

Twitter and Instagram are platforms that have its own set of followers and as a next step of digital
market penetration Coca-Cola can aggressively use these two platforms to promote their product. It
is observed from the analysis that the lack of followers in these two platforms are due to lack of
activity and engagement in these pages. As a first step, Coca-Cola must revive these accounts before
they start marketing their product.

Another area that can be improvement for Coca-Cola can be the level of engagement in all the social
platforms. The reach increases with more interactions, Coke don’t seem to be replying to any of the
customer queries, this has led to a mad review of coke in their Facebook and Twitter pages.

To conclude, In a nutshell, Barring a few imperfections, Coca-Cola are utilising their social media
platforms very efficiently to reach out to the consumers and to convey their message and hence
have stayed on the top of the game in digital space, which has resulted in the dominance of the
brand over the other carbonated drinks.

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Works Cited
Mayureshnikam1, V. V. (n.d.). Marketing Strategy Of Coca Cola. India: IOSR Journal of Business and
Management (IOSR-JBM).

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