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A brand that is performing well

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Identify an industry with multiple brands that you feel utilize social media to gain market share effectively.

Provide a review of the industry you selected and identify the key players within this industry.
Using competitive data resources mentioned within this course or other sources you can locate, provide market share information for this industry.
Compare the key brands' social media presences while citing metrics that you feel are relevant to their social media performance across their platforms.
Provide an analysis that concludes which brand you think is "getting it right" with their social media presence and which one is "getting it wrong" relative to what you know about the industry.

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Solution Summary

A brand that is performing well in the industry is discussed in a structured manner in this response. The related references are also provided.

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The Industry
An industry with multiple brands that I feel use social media to get market share effectively is the non-alcoholic beverage industry. The main firms are Coca-Cola and Pepsi Cola. Even though there are other brands such as Red Bull, Tetra Pak, Soylent, Gatorade, and Dr. Pepper, the key players in the industry are Coca-Cola and Pepsi Cola. The US non-alcoholic beverage market is $445.241 million in 2022. Of this market, the share of Coca-Cola is 43.7 percent, whereas the market share of PepsiCo is 25.9 percent. The industry is dominated by Coca-Cola and PepsiCo. Coca-Cola has been able to dominate the non-alcoholic beverages market because of its strong brand recognition, vast global presence, and market share. Moreover, Coca-Cola has strong consumer loyalty, a formidable distribution network, and appreciable marketing strategies. These include a robust social marketing strategy that is targeted towards a wide range of people. In contrast, PepsiCo has a diversified portfolio, uses direct-to-store delivery, and has market dominance through a broad product mix. PepsiCo also targets young people, has strong supply chain management, and sponsors sports. PepsiCo also spends a considerable amount on corporate social responsibility and a loyal customer base.

Coca-Cola ads: 8 of its most memorable ... thedrum.com
The main Twitter feed of Coca-Cola has 3.3 million followers and has been tweeted 286 thousand times. Coca-Cola has pages for different products and drinks such as diet coke, and coke zero. Coca-Cola normally does not post any direct marketing messages and uses Twitter to respond to mentions. Coca-Cola also responds to complaints, compliments, and requests. It has been observed that the Diet Coke page tweets several marketing messages and asks questions. Coca-Cola uses its Twitter handle to engage with customers (Wouters, P., Zahedi, Z., & Costas, R. 2019). On Facebook, Coca-Cola has 94 million fans but Coca-Cola does not make day-to-day updates on its Facebook page. Since Coca-Cola does not own its outlets, its ...

Solution provided by:
Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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