Proposal
moerifai
ResearchPortfolio-Fatima.pptxResearch Portfolio
CM2300-4
Fatima Al Sowaidi
60062842
Retrieved from: http://www.fin-el.com/services-doc.htm
APA Title Page
Report Outline
Source 1 – COLLEGE ONLINE LIBRARY
URL: https://search-proquest-com.connect.cna-qatar.edu.qa/docview/2348166500?pq-origsite=summon
Explanation:
This article will help me explain one of the latest marketing strategies done by coca cola and see how much it is effective.
I will use this in the discussion part to discuss the previous marketing campaigns of coca cola.
The author raised the concern of coca cola in their marketing campaigns that are raising awareness of unhealthy foods and obesity rates in kids.
Summary: Source 1
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This article is a journal article from the British medical journal which is by the author Mahase Elisabeth in the year 2019. This article focuses on the Coca cola public relation marketing campaign in which the are focusing on the exposure of children to the unhealthy foods and increasing in the children obesity rates. The paper mentions as well that the majority of the market is children below 12 years old which makes an amount of 35 % of the market. Therefore, their exposure to such advertising would make a huge impact as the advertisement focused on the exposure of items that are unhealthy and high in fat, salt and sugar.
Source 2 – Online Article
URL: https://innismaggiore.com/newsroom/positionistview/new-coke-failure-why-decision-was-too-far-out-to-swallow/
Explanation:
This article speaks about the famous failure marketing campaign of coca cola and the reasons behind the failure.
The information in this article is helpful because it will help me give an information about this campaign and the reasons it failed.
This could go in the background of the research as the main research is regarding this campaign and developing a new one.
Summary: Source 2
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This article is an online article in the year 2017 by the author Dick Maggiore. The author explained the reason for the decision of coca cola introducing a new coke which was due to the increasing competition between them and Pepsi. The main reason was that Pepsi has done a blind test for their drink compared with coca cola and people have chosen Pepsi due to their sweeter taste. Therefore, the main idea of coca cola was to remove the old coke and introduce a brand new flavour and drink. However, this move had been the worst thing ever taken by coca cola as it caused it to lose a lot of customers due to them not preferring the new one over the old one. The main failure of Coca cola was because the toke the decision of taking off the old coke they had off the market and introduce a new one which made a lot of their loyal customers angry.
Source 3 – Online News Article
URL: https://www.thedrum.com/news/2019/05/23/coca-cola-ads-8-its-most-memorable-campaigns
Explanation:
This is an online news article that shows the eight most memorable campaigns and explains the reasons further.
This would be helpful in the recommendation, background and discussion part.
I would include examples in my research from the campaigns mentioned in this news article.
Summary: Source 3
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This is a news article from the drum website which explains the top 8 advertisements that is unforgettable for coca cola. The article started by bringing old advertisements from the year 1971 till the year of 2017. each campaign has the video to it with an explanation about each one of them and the reasons behind their success. The most successful campaign in the authors opinion is the campaign of the year 2011 with the name of “Share a coke which was one of the good advertisement that helped coca cola a recognizable brand with international drives.
Source 4 – Online Blog
URL: https://econsultancy.com/digital-marketing-campaigns-coca-cola/
Explanation:
This blog discusses 10 digital campaign of coca cola which have been successful.
I would consider this information in the discussion and recommendation as the online marketing campaign are increasing comparing to old marketing campaigns.
This information could also be included in the recommendation in case of recommending an online marketing campaign for coca cola.
Summary: Source 4
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This is a blog from a website called the EConsultancy and they have brough coca cola top 10 digital marketing campaigns. The author has ranked the campaign ascendingly and have described and emphasized on each of the advertisement and the reasons for their success. The author has supported most of the thoughts and opinions with proves from the public and customers. In summary, this blog has gathered a lot of information about successful coca cola marketing campaigns.
APA References
