digital marketing of coca cola adidas and american tourister

Coca Cola Adidas American Tourister
1
“A Detailed Analysis on Digital Marketing Strategies of
Coca Cola, Adidas and American Tourister”
Submitted by:
Abijith Ashok
Akhil Devan
Ram Mohan
Sandeep Lal
Sarvesh Agarwal
Subash Bobba
Swetha Gopinath
Under the Guidance of Prof. Kunal Saxena .
In partial fulfillment of the Course -Digital Marketing in Semester
IV of the Master of Business Administration
(Batch of Jan 2016 -18)

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ACKNOWLEDGEMENT
The success of our project apart from our efforts depends on the
encouragement and guidance of many others. I take this opportunity
to express my gratitude to the people who have been instrumental in
the successful completion of this project.
We are indebted to Adidas for providing necessary information
regarding the project and also for their support in completing the
same.
We sincerely wish to acknowledge a deep gratitude for the valuable
guidance, suggestions and generous help extended to us by Mr.
Kunal Saxena.
Without his encouragement and endless effort in showing us the right
direction, this project would not have materialized.
This acknowledgement would remain incomplete without thanking
my institute Alliance University.
Thank You.

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TABLE OF CONTENTS
Chapter CONTENTS Page
EXECUTIVE SUMMARY
1. INTRODUCTION 5
2. BRANDS SELECTED
 Coc a Cola
 Adida s
 Ame ric a n Touriste r
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2.1 TYPES OF MARKETING INVOLVED
 Soc ia l Me dia Ma rke ting
 Enga ge me nt Ma rke ting
 Be ha vioura l Ma rke ting
 Cybe r Bra nding
 Digita l Ma rke ting Tools Applie d
7-29
3. MALLS CHOOSEN 30
4. BRANDING STARTEGIES 31-32
5. LEARNING OBJECTIVES
 Questionnaire Survey
33-35
6. CONCLUSION 36
7. RECOMENDATION 36
8. APPENDIX/ BIBILOGRAPHY 37-41

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EXECUTIVE SUMMARY
This project presents “A Detailed Analysis on Digital Marketing
Strategies of Coca Cola, Adidas and American Tourister” .
The report contains a detailed analysis of the companies choosen ,
it’s factors and components including their various marketing
strategies, target markets, digital marketing channels used to reach
customers etc.
This project speaks about the efficiency of digital marketing at Coca
Cola, Adidas and American Tourister.
Digital marketing is an umbrella term for all of the online marketing
efforts. Businesses leverage digital channels such as Google search,
social media, email, and their websites to connect with their current
and prospective customers.
The reality is, people spend twice as much time online as they used
to 12 years ago. And while we say it a lot, the way people shop and
buy really has changed, meaning offline marketing isn’t as effective
as it used to be.
Marketing has always been about connecting with your audience in
the right place and at the right time. And we will now see how
Coca Cola, Adidas and American tourister connected
with their audience using digital amrketing.

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1. INTRODUCTION
The purpose of our study was to understand the importance of digital
marketing in current era.
We were asked to choose three brands and three malls pan India. Of
which we are supposed to learn and understand the various digital
marketing channels used to reach the target customers.
We were given the freedom of choosing products likely to us to
complete our project at ease.
You can’t deny it. Digital marketing is catapulting past analog.
People are consuming more digital content daily – using their smart
phones, desktops computers, laptops, tablets, and more. The thing is,
companies need to recognize that they need to alter their marketing
strategies to adapt to this.
Digital marketing is also more eco -friendly than more traditional
forms of marketing. There is no need for any materials to be
consumed which means that there is less harm done to the
environment to get the name of your business out there. Your
business is immediately responsible for sustainability. Today, your
digital footprint is much more important than the physical footprint
of your business.
Here is a look at some of the important elements Coca Cola, Adidas
and American tourister considered on how to go about their digital
marketing.

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2. BRANDS SELECTED
Coca Cola
American Tourister
Adidas

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2.1 TYPES OF MARKETING INVOLVED
 Social Media Marketing
Social media marketing provides companies with a way to reach
new customers and engage with existing customers. The goal of
SMM is to produce content that users will share with their
social network.
 Engagement Marketing
Sometimes called "experiential marketing", "event marketing" ,
"on-ground marketing", "live marketing", "participation
marketing", or "special events" is a marketing strategy that
directly engages consumers and invites and encourages them to
participate in the evolution of a brand or a brand experience.
 Behavioural Marketing
Targets consumers based on their behavior on Web sites, rather
than purely by the content of pages they visit. Behavioral
marketers target consumers by serving ads to predefined
segments or categories.
 Cyber Branding
Brand management technique that us es the World Wide Web as
a medium for positioning a brand in the marketplace .
 Digital Marketing Tools Applied

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Coca-Cola is one of the most recognizable brands in the world .
There’s a good chance that just by reading the name, you’re
picturing a red Coca-Cola can with their signature font printed up
the side. It’s an iconic symbol. So iconic, in fact, that Interbrand
ranks them as the third largest global brand in the world.
So, here’s a quick look at how it uses F acebook, Twitter, Pinterest,
Google+ etc,.
So how does the massive beverage brand market to its audience? It uses
different tactics on each of channel, but maintains a cohesive brand message.
As Coca- Cola gears up for the 2014 World Cup, this has never been more
apparent. An official partner of The World Cup, Coca - Cola has donned each of
its social profiles with World Cup headers, content, and campaigns.

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Coca-Cola on Twitter.
As is common with most global brands, Coca - Cola has separate Twitter feeds
for each of the local markets in which it operates.
It also has dedicated pages for various products and sub - brands, including
Diet Coke, Coke Zero, its racing teams, and the company’s long - deceased
founder Doc Pemberton.
The main Twitter feed has just over 700,000 followers and has tweeted more
than 75,000 times.
O n Twitter, Coca- Cola has 2.4 million followers worldwide, and they’re
paying close attention. O ver few months cocacola has Tweeted 1,994 times.
That’s over 60 Tweets a day, which has generated 81,925 engagements that
created over 1 BILLIO N potential impressions in few months.

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Direct Engagement
One of the biggest challenges for any large brand is keeping up with the volume of
mentions. Coca-Cola is one of the best at this. 83% of Coca-Cola’s Tweets in the last
month were direct @Replies.
This tactic is employed both as a customer-service method, and to show some love for
fans that show love to brand.

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Coca-Cola on Tumblr
Coca- Cola is one of the best storytelling brands on Tumblr. The beverage
brand’s Tumblr blog is taglined “Where Happiness Lives O nline” and it’s a
hard one to ignore.

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Pinterest
Coca- Cola’s Pinterest account is really quite interesting as there’s only one
board that relates to a specific Coca - Cola ad campaign, while the others are
all images that focus on a random theme.

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‘SHARE A COKE’ CAMPAIGN
Coca Cola’s ‘share a coke’ campaign was a super hit and made a huge
impression on the social media. Share a coke was an innovative campaign
where the company swapped the iconic logo with names.
 O ver a thousand names on the bottle
 998 million impressions on twitter
 More than 230,000 tweets from more than 110,000 fans using the #share
a coke hashtag
 More than 150 million personalized bottles were sold
 17,000 virtual name bottles shared online across Europe

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AMERICAN TOURISTER is a brand of luggage owned by Samsonite.
Samsonite, meanwhile, hasn't shied away from using toughness as a lynchpin
of its marketing through the years. In fact, the heritage brand launched with
print ads in 1910 that showed founders Jesse Shwayder and his business -
partner brothers standing on suitcases to show how sturdy they were.
Recent campaigns emphasize not just how muscular the p roducts are, but how
lightweight they are because of newly developed materials and technology.
"Light meets might" serves as a tagline, for instance, for the Lift2 luggage
line that debuted in January.

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Moving the Conversation to Digital
Like some other heritage brands, the company didn't jump feet first into
digital media but now turns to it often, especially for college - targeted
products, like backpacks and tablet cases.
Prior to 2010, there was no online advertising for Samsonite, that’s changed
considerably, with some campaigns being 100% digital, using Amazon, Best
Buy, O rbitz, Expedia, Travelocity and other sites, as we ll as social media
platforms. The creative work, along with the media buying and placement,
comes from the brand's agency, Boston- based Connelly Partners.
Red Carpet
While the actual Filmfare awards Red Carpet show (7pm – 8pm on 26t h Jan)
was on, they tied up with lady_gabbar to host a contest on twitter.

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The Gala:
They associated with MissMalini for this leg. They re-created posters for award
winning movies using American Tourister bags as the main protagonists. Each
posterhad a simple Bollywood question and the winner of the contest stood to win
the very bags they saw in the posters.
Results
There were more than 8 million impressions and more than 3500 tweets between
7pm and 10pm on 26thJanuary. The hashtag #BagTheAwards was the top twitter
trend, even above the official Filmfare hashtag on the night. To top all of this, there
were multiple people praising the short four-hour campaign.

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Campaign- play fashionable
#LiveFashionable contests themed around the TVC / YOU TUBE
invited fans to watch and share the TVC while tagging their friends.
Fans were asked to share their most fashionable excuse for arriving
late for the ‘fashionably late’ film, while they had to name that one
friend with whom you would share the only seat for the ‘fashionably
friendly’ ad.

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The contests run both on Facebook as well as Twitter gave
away American Tourister backpacks. Additionally, the brand
created Vine videos to introduce sneak peek of the
#LiveFashionable campaign.

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Campaign- Survive Mumbai, Survive the World
American Tourister’s new campaign looks at positioning the
premium luggage brand as one that can survive the toughest
journeys; a weapon against surviving what the big, bad city can
throw at travellers

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Social media is a natural extension of Adidas’s wider approach to
marketing, especially when it comes to creating hype around its
high-profile collaborations.
Since the brand famously snatched Kanye West from Nike in 2014, it
has carefully crafted a series of product launches, cleverly building
on the rapper's wider (and fanatical) fan base.
Tweeting and posting on Instagram in the run-up to shoe releases,
the brand creates massive excitement and interest from followers.

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Unlike other brands, who might merely use celebrities to front
campaigns, Adidas put a huge focus on the personal and direct
involvement of influencers in the actual designing process.
In doing so, it ensures its collaborations feel entirely authentic
rather than purely s ales-driven.
Again, this is reflected in how it posts on social, continuously
reinforcing the core topic of originality and creative and artistic
expression.

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Giving control to consumers
Adidas’s resurgence truly began with the relaunch of its iconic Stan Smith
shoe. N ot only did this draw on feelings of nostalgia, but by emphasising its
heritage, it also helped to reinforce the brand’s influence on streetwear and
subcultures such as Brit pop and hip- hop.The social media campaign
surrounding its release cleverly made co nsumers feel part of the story.
The ‘Stan Yourself’ initiative involved asking users to tweet a
photo of themselves for the chance to win a personalised pair of
shoes.

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Organic content
Lastly, we can see how social media is not simply a one - way marketing tool
for Adidas O riginals, but also a way for fans and consume rs to show their
appreciation.
Us e r-generated conte nt is particularly wide s pre ad on Ins tagram, with fans
posting their love for the brand as well as excitement about product launches
and exclusive events.

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Adidas Campaign In UK: There Will Be Haters
Iris has launched a new campaign for Adidas in the UK , entitled “There Will
Be Haters” which got two million views in two days.
There Will Be Haters – Adidas starts in 2015 with a controversial
#ThereWillBeHaters campaign video featuring Luis Suarez, Gareth Bale,
James Rodriguez and K arim Benzema to promote the launch of the new Adidas
2015 “There Will Be Haters” Football Boots Collection.

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Facebook
Adidas have a lot of brand channels dedicated to different sectors of t heir
company. Their Facebook page shows the same header image branding but a
different logo. However, Adidas are so well known as a brand that the logo is
similar in design to the Twitter profile picture and it is still recognizable.
They have an extremely large fan base on Facebook, again due to their brand
name being known worldwide.
O ne of the ways I think that Adidas k ill it on social media is by integrating
their other brand channels into their existing channels. The Videos tab on
their Facebook page obviously contains the same content from the YouTube
channels and as a result, also their other Facebook pages within re levance. I
see this as quite similar to sharing a blog post through every member of
staff’s social media accounts. Cross promotion.

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One of the ways I think that Adidas kill it on social media is by
integrating their other brand channels into their existing channels.
The Videos tab on their Facebook page obviously contains the same
content from the YouTube channels and as a result, also their other
Facebook pages within relevance. I see this as quite similar to
sharing a blog post through every member of s taff’s social media
accounts. Cross promotion.

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MALLS CHOOSEN
 Forum Mall Koramangala
 Mantri Mall Malleshwaram
 Phoenix Mall White filed
 VR Mall White Field

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BRANDING STARTEGIES
COCA COLA
Build Central Campaigns: Coc a -Cola ha s built its re c e nt soc ia l stra te gy
a round The World Cup in a wa y tha t a nyone c a n ge t involve d in – soc c er fa n or not.
This type of la rge sc ale ma rketing c a mpaign should be a ppa re nt a c ross your soc ia l
ne tworks.
Interact Directly: Coc a -Cola ha s done a gre a t job of re sponding to followe rs
on Twitte r, a nd ma inta ining a 2-wa y c onve rsa tion.
Embrace New Mediums: Coc a -Cola ha sn’t be en a fraid to dive into ne w type s
of c onte nt. On Tumblr, its c re ate s c ontent tha t ge ts re sults, whic h is diffe re nt tha n
its Insta gram or Fa c ebook strategie s. Know what your a udie nce wa nts, a nd c a te r to
the m.
AMERICAN TOURISTER
Innovation: Recent campaigns emphasize not just how muscular the
products are, but how lightweight and maneuverable they are because of newly
developed materials and technology. "Light meets might" serves as a tagline,
for instance, for the Lift2 luggage line that debuted in January.
Durability: So, these days, instead of using pop culture figures, sports stars
or business leaders, Samsonite focuses almost solely on its unique product
features. That strategy has given rise to TV commercials called "The Wheel"
and "Bullfight," showing how easily Samsonite luggage swivels around on its
spherical spinners, and balloon- and kite- filled ads for Lift2 that emp hasize
the line's light- as- air appeal.

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ADIDAS
Product range and pricing strategy: The brand has a comprehensive
range of offerings including footwear, apparel, equipment and services. It
caters to everyone interested in sports from professional athletes and elite
teams to common people who love sports. The focus is on building a strong
brand image and becoming the consumer’s favorite through product and design
innovation. The brand uses a high/low pricing strategy. Lower promotional
prices attract customers where they are also offered the regular higher priced
items.
New three pronged marketing strategy: While N ike’s connection with
basketball has been deep, Adidas has focused on soccer and golf. This has
resulted in higher popularity in areas where the popularity of soccer is high
like Europe and South America. However, in comparison to its competitor
N ike, its appeal grew less in areas like N orth America where basketball is
more popular. To overcome this weakness, Adidas has embarked on a new
three- pronged strategy. This three pronged strategy has three things as its core
focus – speed, cities and open source. Speed is an important pillar in this
strategy where Adidas has decided to be a fast sports company in the real
sense – Fast at dispensing products and faster at decision making. This will
include a reshaping of the entire business model to bring it in a new avatar
before the stakeholders.
A Brand driven by energy: Its slogans also reflect the same energy.
Unleash your creativity, Find Focus, Claim F reedom, Live without limits;
these all are the themes of its promotional campaigns and slogans meant to
energise and motivate athletes and sportsmen. Most of its ads and promotional
campaigns are based on themes of energy, motion and acceleration.

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LEARNING OBJECTIVES
The success of the Coca-Cola company revolves around five main
factors:
 Coca-Cola is one of the most popular, trusted and the biggest
brand all over the world (a unique and recognized brand)
 Coca-Cola consistently offers product of highest quality to the
consumers(quality)
 Coca-Cola uses and delivers innovative and creative marketing
programmes worldwide for e.g social media marketing
campaigns and ad campaigns(marketing)
 Coca-Cola is globally available and their products are bottled
and distributed in more than 200 countries(Global availability)
 They have been providing their consumers worldwide
continually with new products for e.g diet coke, coca cola zero ,
etc.
Based on this research I think that there are a few lessons we can
learn from how Adidas use social media. I think the key ones for us
are:
• Having a clear strategy (how Adidas use separate accounts)
• Visual content is awesome
• Real time marketing gets engagement and results
• “Great content” is essential

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Questionnaires
 COCA COLA
 AMERICAN TOURISTER
 ADIDAS

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AMERICAN TOURISTER

36

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COCA COLA

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ADIDAS

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CONCLUSION
Digital marketing has evolved to be a necessity from need.
Digital marketing is unavoidable for any brand in current
market scenario. Coca Cola, American Tourister and Adidas are
doing exceptionally great in the space of digital marketing to
create brand awareness, to promote products, to attract
customers, to promote new launches etc.
RECOMMENDATIONS
 Coke is severely competed by pepsi.
 Coke is strong in TVC and You Tube but very weak in radio
and magazines/paper.
 Only 25 of 100 were totally satisfied with coke where 48 said
its good and not great.
 Coke can capture this market to turn them in to that 25%
 American tourister has good enough market but there’s more
than 10% of market which AM can acquire.
 AM is mostly chosen for style and quality, they can work on
space.
 AM lacks print media
 10% of respondents couldn’t decide if AM is worth the money.
 Adidas is in near competition with Nike in every aspect
 Least but not to neglect 4% said they source duplicates of
Adidas easily.
 21% said Adidas is not worth the money
 Celebrity endorsement isn’t doing great in India.
 30% aren’t aware of their campaigns

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APPENDIX/ BIBILOGRAPHY

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