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Polytechnic University of the Philippines *

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Marketing

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Nov 24, 2024

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1 Analysis and Evaluation of iPhone and Coca-Cola Y3000 Zero Sugar Product Introductions Using Instagram and YouTube Student’s ID Course Details Module Title Module Code Module Leader’s Name Deadline Date Word Count Introduction Social media permits organizations to interact with customers and share information within the required period. It is a channel to promote and sell services and products, create online networks, and better reach customers. Social media assist businesses to engage with customers and discover what individuals say about the organization. Therefore, social media enables companies to establish customer loyalty, receive feedback and attract more customers. Revenue for the business is also increased through advertisement and the creation of customer networks. In addition, organizations can augment their market reach, including global markets and increase traffic to their website to enhance search engine ranking. Organizations use different social media platforms to market their products and reach customers, such as Instagram, Twitter, TikTok, Facebook and Pinterest. The organizations used in this paper include Apple and Coca-Cola Cola, whose products are the iPhone and Coca-Cola Y3000 Zero Sugar. Apple is known for its sleek and innovative products, and the iPhone is among them. iPhone 15 Pro Max has been introduced in the market, and Apple has executed a product launch strategy. For instance, Apple holds events revealing the latest model, such as the Apple Keynote. Therefore, the product launch involves a presentation of the capabilities of the iPhone, its design and new features. In addition, the product launch events are followed by media coverage and marketing campaigns through social media platforms. However, the introduction strategy establishes a sense of exclusivity and anticipation. Holding high-profile events enables the organization to engage its international audience and the media's attention. Thus, the marketing technique involves establishing a concept of the product as a premium, which leads to customer loyalty and the brand's overall image. Coca-Cola has introduced a new product in collaboration with Grammy award-winning artist Rosalia. The company has partnered with the genre-defying and inspirational Rosalia to bring the latest drop under Coca-Cola creations to life. The organization has implemented striking packaging decisions with a creative personality and the artist's persona. In addition, Coca-Cola moves bottles and cans with a scannable QR code, serving as a portal of the company's creation hub. The product launch has contributed to the company's brand connection, creativity, collaborations and new expressions. Therefore, the sequential surprise-and-delight drop includes a limited-edition flavor complemented by experiences and designs inspired by culture, gaming, and music across the digital and physical worlds.

2 Research and Analysis Apple is among the most successful and innovative organizations in the tech industry. The company's digital marketing approach plays a substantial role in its effectiveness. Therefore, Apple has been using digital marketing approaches to drive sales for years, engage with customers, and create brand awareness. For instance, Apple has leveraged its robust presence on different social media channels to promote the iPhone 15 Pro Max. The social media platform Apple commonly uses is Instagram, a visual showcase for the iPhone. Instagram posts are prudently curated and feature high-quality videos and images that highlight the iPhone's capabilities, features and design. Some of the featured specifications include storage of 256 GB, a display size of 6.7 inches, a front camera resolution of 12MP F2.8 + 12MP F2.2 + Depth sensor and an operating system of iOS 17. In addition, the organization uses Instagram stories to offer an interactive and dynamic encounter for the customers. The company's Instagram technique aligns with the best exercise of visual storytelling—Apple positions its products as cutting-edge, high-quality, and premium, which sets them apart from competitors. A perception of innovation and exclusivity is accomplished by providing seamless user experiences, designs, and sleek and unique features. Emotional marketing is also achieved through social media marketing. The company has mastered the concept of emotional branding, which identifies the influence of evoking emotions and linking themes with customers to a deeper degree. Therefore, Apple's Instagram campaigns aim at storytelling, stating the transformative effect of the iPhone on individuals' lives. Appealing to consumers' values, aspirations, and desires makes Apple establish an emotional bond that exceeds mere product functionality. Moreover, Apple's marketing approach involves a strong prominence on minimalistic design. The company exudes elegance and simplicity from the product's packaging to retail stores. The aesthetic philosophy visually represents Apple's brand values and aligns with the firm's commitment to user-friendly encounters. Coca-Cola uses the YouTube platform to market its products and reconnect with consumers. The company has a YouTube channel to win more customers and youthful audiences. Coke TV is a mathematical computation of what might appeal vastly to the YouTube generation. Therefore, the company shares and creates branded content concerning Coca-Cola Y3000 Zero Sugar on Coke TV. The scope involves promotional videos, short films, and commercials highlighting the company's lifestyle and brand linked with the new product. In addition, product launch videos are also watched via YouTube, where Coca-Cola has dedicated videos showcasing the benefits, tastes and features of Coca-Cola Y3000 Zero Sugar. For instance, when consuming Coca-Cola Y3000 Zero Sugar, individuals take less sugar, which decreases the peril of weight-linked diseases and is positive for weight loss. Thus, the created videos are designed to generate anticipation and excitement among viewers. YouTube serves as a platform where Coca-Cola launches its global campaigns. It shares videos concerning the Coca-Cola Y3000 Zero Sugar launch, which features universal concepts of reinforcing the brand's international appeal, sharing moments, unity and happiness. In addition, Coca-Cola incorporates a generated content campaign where it runs a campaign that invites customers to share videos of themselves enjoying Coca-Cola Y3000 Zero Sugar through YouTube. Therefore, this sort of engagement assists in creating a sense of authenticity and community. Moreover, the company collaborates with celebrities, content creators and influencers to reach more customers. The company has collaborated with Rosalia, a Grammy-winning award, to advertise the product and reach a wider audience. However, collaborative videos on YouTube feature creative content, challenges and endorsements in advertising

3 Coca-Cola Y3000 Zero Sugar. Moreover, Coca-Cola uses ad formats, skippable ads, and TrueView ads to reach the targeted customers, which permits engagement measurement and tracking. Evaluation There is practical and theoretical evidence of how Apple and Coca-Cola use social media platforms to reach their audience. Apple's Experimental approaches include campaign promotion, involvement through creativity, product focus and visual storytelling. For instance, Apple uses Instagram to enhance different campaigns, including special events, seasonal promotions and product launches concerning iPhone 15 pro max. Therefore, Instagram serves as an extension of the firm's marketing approach to create awareness of its products. In addition, the content on Instagram executes creative concepts such as aesthetically pleasing compositions, artistic photography and stunning visuals concerning iPhone 15 pro max. This approach helps obtain the attention of the audience scrolling through their feeds, attracting more customers. The content is also product-focused, which aligns with the centric strategy of social media marketing. Moreover, the company uses visual storytelling on Instagram, where it posts quality videos and images illustrating user experience, features and design of the iPhone 15 pro max. Apple incorporates theoretical concepts when advertising through social media. It uses the cognitive theory of visual communication, where customers understand and interpret information visually presented. This concept is grounded in the idea that individuals interpret visuals through emotions and thoughts. Apple comprehends the power of images in creating emotional connections and conveying messages to the audience. In addition, the company implements a brand identity prism, which assists the firm in enhancing and understanding all aspects of its identity. Apple upholds a consistent brand image, which makes it easier for customers to identify. Coca-Cola uses different approaches via YouTube to reach more consumers. The firm's concepts include user engagement, partnerships and collaborations, storytelling and branded content. For instance, the company collaborates with celebrities, such as Rosalia, a Grammy award winner, to create awareness and advertise their new product. Therefore, the collaborations are impactful in providing a fresh brand concept and reaching a new audience. In addition, Coca-Cola engages its consumers on the Coke TV YouTube channel, where they share, like and comment on the videos. Moreover, the company creates emotional and engaging branded content on YouTube. They tell stories that revolve around consuming Coca-Cola Y3000 Zero Sugar concepts, such as togetherness and happiness, which establishes a positive connection with Coca-Cola. Thus, the theoretical concepts that the company incorporates include storytelling in marketing and community engagement theory. The community engagement concept involves working collaboratively with individuals affiliated with special interests on matters influencing their well-being. Conclusion Social media platforms are crucial for organizations to reach more audiences. significant use of YouTube and Instagram is an effective approach towards product launches and engagements. Therefore, Apple and Coca-Cola have been competitive in the industry by choosing the appropriate approach to reach their customers.

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