Coca-Cola Spain: Branding 2.0 - Teaching Note

The case covers the dilemma facing the communication and marketing directors at Coca-Cola Spain as they decide if and how the company should allocate additional resources to social media. At the moment, Coca-Cola Spain is already active on various social media platforms; however its strategy to date has been mostly experimental. The two directors profiled in the case have generally opposing viewpoints as to the usefulness of social media: the director of Communication, Carlos Chaguaceda, is skeptical of its fad-like nature and relatively low reach compared to traditional media, whereas the Interactive Marketing director, Paco Rodriguez, believes that social media is the way of the future as well as a great way to create intimacy with consumers. The case outlines Coca-Cola's actions to date as well as the evolution of media from traditional to Web 2.0. It also provides brief summaries of the most popular social media platforms: Facebook, Twitter, YouTube, and mobile applications.

Collection: IESE (España)
Ref: MT-37-E
Format: PDF
Number of pages: 12
Publication Date: Mar 13, 2014
Language: English

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The case covers the dilemma facing the communication and marketing directors at Coca-Cola Spain as they decide if and how the company should allocate additional resources to social media. At the moment, Coca-Cola Spain is already active on various social media platforms; however its strategy to date has been mostly experimental. The two directors profiled in the case have generally opposing viewpoints as to the usefulness of social media: the director of Communication, Carlos Chaguaceda, is skeptical of its fad-like nature and relatively low reach compared to traditional media, whereas the Interactive Marketing director, Paco Rodriguez, believes that social media is the way of the future as well as a great way to create intimacy with consumers. The case outlines Coca-Cola's actions to date as well as the evolution of media from traditional to Web 2.0. It also provides brief summaries of the most popular social media platforms: Facebook, Twitter, YouTube, and mobile applications.
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Year: 2010
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"Coca-Cola Spain: Branding 2.0 - Teaching Note"