Soft Drinks in the Global Social Media Space

Published 31 Jul 2012
Reference 5891
Topic Marketing
Region Global
Summary

The case compares the social media strategies of several well-known soft drink brands. It explains how these strategies fit the overall marketing strategy and the brand's positionning. It also highlights the resources dedicated to various communication methods.

Teaching objectives

To highlight the various trade-offs that firms need to consider when entering the social media marketing arena.

Keywords
  • Social Media
  • Marketing
  • Buzz
  • Communication budget
  • Q41112