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undergraduate thesis
Prijedlog Božićne kampanje Coca-Cole
2024. urn:nbn:hr:180:739785
Vučićević, Maroje
Zagreb School of Business

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Vučićević, M. (2024). Prijedlog Božićne kampanje Coca-Cole (Undergraduate thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:739785

Vučićević, Maroje. "Prijedlog Božićne kampanje Coca-Cole." Undergraduate thesis, Zagreb School of Business, 2024. https://urn.nsk.hr/urn:nbn:hr:180:739785

Vučićević, Maroje. "Prijedlog Božićne kampanje Coca-Cole." Undergraduate thesis, Zagreb School of Business, 2024. https://urn.nsk.hr/urn:nbn:hr:180:739785

Vučićević, M. (2024). 'Prijedlog Božićne kampanje Coca-Cole', Undergraduate thesis, Zagreb School of Business, accessed 19 February 2025, https://urn.nsk.hr/urn:nbn:hr:180:739785

Vučićević M. Prijedlog Božićne kampanje Coca-Cole [Undergraduate thesis]. Zagreb: Zagreb School of Business; 2024 [cited 2025 February 19] Available at: https://urn.nsk.hr/urn:nbn:hr:180:739785

M. Vučićević, "Prijedlog Božićne kampanje Coca-Cole", Undergraduate thesis, Zagreb School of Business, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:180:739785

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Metadata
TitlePrijedlog Božićne kampanje Coca-Cole
Title (english)Coca-Cola Christmas campaign proposal
AuthorMaroje Vučićević
MentorNeven Šipić (mentor)
Committee memberDragan Kopecki (predsjednik povjerenstva)
Committee memberPredrag Čudina (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2024-12-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Abstract
U ovom radu istražuje se marketinška strategija brenda Coca-Cola, te se predlaže božićna kampanja prilagođena hrvatskom tržištu. Studija ispituje povijesni i moderni razvoj marketinških metoda Coca-Cole i način kako se tvrtka dosljedno uključuje u božićnu sezonu svojim kampanjama, a putem univerzalnih ideala jedinstva, velikodušnosti i radosti. Cilj ovog rada jest osmisliti kampanju koja integrira klasične božićne teme sa suvremenim digitalnim kanalima za poticanje emocionalnog angažmana s kupcima. Predlaže se kampanja, koja uključuje slogan „Pošaljite bocu radosti i uljepšajte nekome Božić“, time naglašava društvenu odgovornost i održivost putem inicijativa usmjerenih na zajednicu, prilagođenih internetskih interakcija i potpore marginaliziranoj populaciji. Ovaj opsežni napor objedinjuje mnoge promotivne kanale, koji obuhvaćaju konvencionalne medije i društvene mreže, kako bi se povećao angažman i prodaja tijekom božićne sezone. Coca-Cola je afirmirana kao pionir u inovacijama u promociji i društvenoj odgovornosti, jačajući svoju time poziciju renomirane svjetske marke.
Abstract (english)
This thesis examines the marketing strategy of the Coca-Cola brand, proposing the Christmas campaign tailored for the Croatian market. The study examines the historical and modern evolution of Coca-Cola's marketing methods and how the company consistently engages with the Christmas season via universal ideals of unity, generosity, and joy. The objective of this paper is to propose a campaign that integrates classic Christmas themes with contemporary digital channels to foster emotional engagement with customers. The campaign, including the slogan „Send a Bottle of Joy and Make Someone's Christmas Brighter,“ emphasises social responsibility and sustainability via communityfocused initiatives, tailored internet interactions, and support for marginalized populations. This extensive effort amalgamates many promotional channels, encompassing conventional media and social media, to enhance engagement and sales over the Christmas season. Coca-Cola is affirmed as a pioneer in innovation and social responsibility, reinforcing its position as an iconic worldwide brand.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:739785
Study programmeTitle: Marketing and Communications Undergraduate studies
Study programme type: professional
Study level: undergraduate
Academic / professional title: prvostupnik/prvostupnica (baccalaureus/baccalaurea) marketinga i komunikacija (prvostupnik/prvostupnica (baccalaureus/baccalaurea) marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2025-02-05 17:21:20