THE ANALYSIS OF DIGITAL MARKETING OF THE COCA-COLA COMPANY
| Autor: | Majić, Vlado |
|---|---|
| Přispěvatelé: | Radeljak, Marko, Perkušić Malkoč, Danijela, Rakušić Cvrtak, Katja |
| Jazyk: | chorvatština |
| Rok vydání: | 2022 |
| Předmět: | |
| Popis: | Predmet ovog završnog rada je analiza digitalnog marketinga Coca-Cola kompanije. Cilj završnog rada je teorijski analizirati odrednice digitalnog marketinga te na primjeru Coca-Cola kompanije utvrditi koje vrste digitalnog marketinga ta kompanija provodi i na koji način. Pod digitalnim marketingom podrazumijevaju se marketinške aktivnosti koje se provode uz uporabu razne digitalne tehnologije s ciljem promoviranja određenih proizvoda i usluga te povećanja svijesti o brendu i same prodaje. Coca-Cola kompanija jedna je od najuspješnijih multinacionalnih kompanija koja posluje u više od 200 država u svijetu, pri čemu u svojem portfelju ima više od 500 brendova, odnosno oko 3900 proizvoda od kojih je najpoznatiji proizvod gazirano piće Coca-Cola. Analiza digitalnih marketinških aktivnosti Coca-Cola kompanije pokazala je da kompanija u te svrhe koristi službenu internetsku stranicu, razne društvene mreže te SMS kampanje u okviru mobilnog marketinga. Coca-Cola kompanija značajno je prisutna na društvenim mrežama te uz redovne objave provodi razne marketinške kampanje s ciljem povećanja prodaje svojih proizvoda, povezivanja s kupcima te povećanja posjećenosti njihovih profila i stranica na društvenim mrežama. Pritom Coca-Cola kompanija značajna financijska sredstva ulaže u razne marketinške aktivnosti The subject of this paper is the analysis of digital marketing of The Coca-Cola Company. The aim of this paper is to theoretically analyze the determinants of digital marketing and o n the example of The Coca-Cola Company to determine which types of digital marketing the company conducts and in what way. Digital marketing means marketing activities carried out with the use of various digital technologies with the aim of promoting certain products and services and increasing brand awareness and sales. The Coc a-Cola Company is one of the most successful multinational companies operating in more than 200 countries in the world, with more than 500 brands in its portfolio, or about 3,900 products, the most famous of which is the carbonated drink Coca-Cola. The analysis of The Coca-Cola Company's digital marketing activities showed that the company uses the official website, various social networks and SMS campaigns within the framework of mobile marketing for these purposes. The Coca-Cola Company is significantly present on social networks and, in addition to regular announcements, conducts various marketing campaigns with the aim of increasing sales of its products, connecting with customers and increasing traffic to their profiles and pages on social networks. In doing so, the Coca-Cola Company invests significant financial resources in various marketing activities. |
| Databáze: | OpenAIRE |
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