Transformation of business activities through digital technology-Coke Zero

Assignment

Stratford College London

Pearson BTEC HND in Business – Level 4 & 5(RQF)

PEARSON-SET ASSIGNMENT

Assignment Brief – Semester January 2018

Unit 6 - Managing a Successful Business Project

The impact of digital technology on the marketing

activities and planning of Coca-Cola zero campaign

Submitted by

Submitted to

Submitted on

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Transformation of business activities through digital technology-Coke Zero

Contents
Task 1: Project Plan: Aims, Objectives and Timeframe of the project (LO1) .............. 3

Introduction ............................................................................................................. 3

Aims (P1) ................................................................................................................ 3

Objectives (P1) ....................................................................................................... 3

Project management plan (M1, P2, D1) .................................................................. 4

Research methodology (D1, P2) ............................................................................. 9

Work Breakdown structure (P3) .............................................................................. 9

Gantt chart (P3) .................................................................................................... 11

Task 2: Project Research (LO2, D1) ........................................................................ 14

Information gathering (P4)-300 ............................................................................. 15

Data collection (P4) ............................................................................................... 15

Research method applied (P4, M2) ...................................................................... 16

Knowledge generation (P4)................................................................................... 16

Data Analysis (P5, M3) ......................................................................................... 17

Critical Evaluation (LO3& 4, D2) .............................................................................. 17

Recommendations (P6) ........................................................................................ 24

Conclusions (P6)................................................................................................... 24

Task 3: Reflection and Log Book (LO4) ................................................................... 24

Value of research (P7) .......................................................................................... 24

Value of project management process (M4) ......................................................... 25

Personal learning (P7) .......................................................................................... 26

Log Book ............................................................................................................... 27

References ............................................................................................................... 29

Appendices .............................................................................................................. 32

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Transformation of business activities through digital technology-Coke Zero

Task 1: Project Plan: Aims, Objectives, and Timeframe of the project (LO1)

Introduction
Westerman, Bonnet, and McAfee (2014) discussed the role of technological
innovation and new idea generation is being always significant for the achievement
of sustainability and progress sin business and human life as well. The large shifts
in technology have resulted in the social structures, digital structures, and the
communication-based advancements. Overall the organisations now strive to look
for new digital technology based interventions for promoting the product and
redefining the marketing plans. The technological advancements have made the
world automation easier and sustainable. Alongside, the digital marketing in the field
of digital technology usage has even created numerous opportunities for the
marketers. Through digital technology, the business activities have also flourished
due to market integration, interactive media features and unique combination of
powerful capabilities for marketers. The digital technology has uplifted the game of
digital marketing and it has also enabled the interaction between consumer and
marketers through e-commerce faculties (Aurigi, 2016). The e-commerce has also
changed the business existence. Now the businesses are able to reach global
customers and target global markets just through e-commerce (Kane, Palmer,
Phillips, Kiron, and Buckley, 2015). Through digital technology, businesses have
been able to transform into global entities with wide customer reach and market
knowledge. Considering this, the study also provides the project planning of a
marketing plan in the Coca-Cola by utilising the digital media for promotional
activities and increased revenues.

Aims (P1)
The basic aim of this business research project is to appraise the impact of digital
technology on the marketing activities and planning of Coca-Cola. Zero campaign for
this purpose, the marketing plan and use of digital technology is being emphasized.

Objectives (P1)
The project objectives are discussed as follows

 To develop the general understanding of the digital technology on marketing

activities of Coca-Cola

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Transformation of business activities through digital technology-Coke Zero

 To examine the impact of digital technology in the collection of organisational

data
 To examine the impact of digital technology (social media and electronic
media advertisement) in achieving sales growth for the company.

The above discussed objectives would support the overall achievement of study
base outcomes.

Project management plan (M1, P2, D1)

Aim

To appraise the impact of digital technology on the marketing activities and planning
of Coca-Cola zero campaign’s effectiveness.

Objective 1 Objective 2 Objective 3

To develop the
TO examine the impact of
general understanding To examine the impact
digital technology (social media
of the digital of digital technology in
and electronic media
technology on the collection of large
advertisement) in achieving
marketing activities of data
sales growth for the company.
Coca-Cola

Deliverable 1 Deliverable 2 Deliverable 3

Presentation of a Effect of digital media based

marketing plan with marketing on revenues including
Marketing plan,
small scale research sales report comparing the
presentation slides,
on the digital media current period of the year with
and future objectives
usage and exposure that previous year.

Criteria Plan Detail

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Transformation of business activities through digital technology-Coke Zero

The project – Coca-

Cola zero digital Ensure product links to Coca-
marketing campaign Cola policy and procedures
launch.
Campaign Launch – Start promotional activity through
Coca-Cola marketing communication development
campaign launch ahead of launch
Decide on mediums for
Promote Coca-Cola promotion ahead of the
zero and inducing competition. Decide new ideas
Scope
sales and also of promoting the
variant.
Assess how the
project of marketing
buzz based campaign Assess the barriers to and
for Coca-Cola zero knowledge of diet Coke in order
that also represents to target the related market for
customer feedback, extensive promotional effect.
interest and demand
into the product.

Costs include salaries,

The overall budget for the
consumables,
starting marketing plan based on
advertising and
Cost the project including the
promotions and
management is approximately
materials for the
£40000.
campaign
Cost breakdown -
Cost Breakdown – base cost
Base cost
estimate/contingency/manageme
estimate/contingency/
nt reserve
management reserve

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Time management breakdown –

Project start date -.2nd
control schedule/define
Time April 2018, Finish date
activities/planning and evaluation
- 2nd May 2018.
of ideas
Work out schedules and
milestones for scheduling the
Activity logs/schedules
next goal and identifying the
market demand

Outputs, benefits,
processes, Quality of the product and the
Quality stakeholder product promise for health
requirements vs. concerns
deliverables
Quality management –
Coca-Cola responsibility
quality planning,
towards society to improve the
quality assurance,
revenue of the business through
quality control and
utilisation of digital media for
continual
Coke zero
improvement.
Monitor and review
Ensure aim and objectives are
target audiences,
revenue and digital marketing
launch campaign and
oriented
measure deliverables.

Briefings,
meetings, Electronic media- website, TV
applications, e- Radio- Local spots, regional spots
mails, social Public relations- online articles
Communication
media, internet, Digital media – Website, Coca-Cola
presentations, application
progress Social media- face book, instagram and
reports. twitter

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Transformation of business activities through digital technology-Coke Zero

From marketing perspective it is

one of the major risks to be
faced by the company. Targeting
the wrong market and missing
out on a more profitable market
segment creates losses for the
Risk Wrong target market
company along with efforts
wastage.
In this regard another risk is not
understand customer behaviour
and creating wrong product
image
The benefit of research is to
identify the customer needs and
the product development results.
Research and development
department invest company
costs for this purpose. Thus,
investments that don't lead to
useful data and results are
wasteful. Additionally,
Irrelevant aim and
companies need to use multiple
objectives of research
types of research and multiple
studies to ensure reliability in
results. Investing in product
developing or promotion based
on singular sets of data may lead
to additional waste and missed
opportunities. Therefore, multiple
research data is needed for need
fulfillment.

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Transformation of business activities through digital technology-Coke Zero

Promotional Messages that

make no impact are wasteful.
Additionally, messages that don’t
Non-significant
attract and connect with
promotional efforts
customer’s area also the
problem for the company since it
doesn’t cause sales in the future.
The project manager needs to
keep the record of the valuations
for the management of factors
associate with market changes.
However, there is also need of
Lack of evaluation
evaluation for the purpose of
identifying the implementation
based success of the digital
technology used for the
business.
There should be legal
compliance with the digital media
authorities and the social media
platform as it requires a lot of
Legal considerations responsibility to open something
for the global media. The legal
considerations help in supporting
the promotional campaign for the
target market.

Non-human aspect – equipment,

Human aspect – man
maintenance, high or low tech,
hours, skills,
Resources apps, media, social media,
consultants, experts,
website content, budget for
legal team
marketing plan

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Transformation of business activities through digital technology-Coke Zero

Policy, procedure,
legalities, Define who, what, when and
Ethics expertise/training/ where needs to be incorporated
recruitment for the and the work accordingly
marketing campaign
Source: Self-constructed project management plan adapted from Aurigi, 2016;
Conforto, and Amaral, 2016; Ptak, and Schragenheim, 2016; Mao, Liu, Zhang, and
Deng, 2016)

Research methodology (D1, P2)

The research is exploratory and thus based on the mixed methods, qualitative and
quantitative both form of data collection from the primary sources. The customers will
act as the respondents. However, the data will be presented in the form of graphs
and themes. The research will, therefore, be exploratory and topic-oriented (Taylor,
Bogdan, and DeVault, 2015). The study will help in identifying the impact of the
digital technology on the marketing activities and planning of Coca-Cola zero
campaign’s effectiveness. The sample size will be 10 respondents since it is a small-
scale research. However, this will enable organisations to cater large data also by
fowling similar steps of the research.

Work Breakdown structure (P3)

The work breakdown structure provides the fundamental technique for the project
management. and organisation. The WBS diagram shows the total scope and the
hierarchical structure of the project related task and the steps. However, the first two
levels of the WBS define the project scope whereas; the subsequent levels define
the nodes associated with each related deliverable. The marketing plan first
requires the team development. The team then divides the phases of the plan
execution and the deliverables are then associated with each phase accordingly and
research deliverable is guided by the subsequent node for the task completion and
work delivery (Harrison and Lock, 2017).

Figure 1: Work breakdown structure

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Transformation of business activities through digital technology-Coke Zero

marketing plan
development

1 Project team

1.1. Phase1- Plan and 1.2. Phase 2-Execute

initiate and Evaluate

1.1.1. Deliverable 1 1.1.2. Deliverable 2 1.2.1. Deliverable 3

1.2.1.1. Contact
1.1.1.1. Select suppliers 1.1.2.1. Present plan
suppliers

1.1.2.2. Evaluate
1.1.1.2. Contact media 1.2.1.2. Liaison with ad
sponsorship list and
space agencies
identify sponsors

1.1.2.2. Research the

1.1.1.3. Liaison with ad digital media usage 1.2.1.3. confirm ad
material effectiveness for the material
marketing plan

1.1.1.4. Campaign 1.2.1.4. confirm online

results market activation

1.2.1.5 confirm digital

ad development

1.2.1.6. Evaluate the

initial outcomes

(Source: Self-constructed work breaks down structure adapted from Sequeira and
Lopes, 2015; Harrison and Lock, 2017).

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Gantt chart (P3)

Before the development of Gantt chart, Project milestones are set. These millstones
play a vital role in the scheduling of tasks, organising deliverables, setting a time
frame and assigning the events based on priority (Mohammad, van den Broek,
Boots, and Wong, Oracle International Corp, 2016). The project milestone table
provides the schedule for the project which in this study is based on the impact of
digital technology on the marketing activities and planning of Coca-Cola zero
campaign.

Table 1: the milestone table

Start Date
Project Phas
and End Details
Milestones e
date

The selection of Coca-Cola was completed. The

Organisation 3/418 to
1 product chosen from the company is Coke Zero.
selection 4/4/18
Since it is new and requires good marketing.

Digital
Marketing 5/4/18 to Digital media-based marketing is targeted for the
1
concept for 6/4/18 project
the project
Research Coca-Cola background and
performance in the UK on basis of revenues.
The research will involve survey and interviews
Research 8/4/18 to with the general public to understand their
1
development 20/4/18 feedback on the campaign. The research will
also involve gathering information on
preferences regarding digital media based
marketing effectiveness.
Initiate digital media-based marketing and
Conceptualis 8/4/18 to
2 develop idea for campaign based on research &
ation 20/4/18
development results

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Develop a project plan that aims to meet the

objectives of

I. Promoting awareness about digital media

based marketing
24/4/18 to II. Examining the impact of digital technology in
Project Plan 2
01/5/18 the collection of organisational data
III. Identifying the impact of digital technology
(social media and electronic media
advertisement) in achieving sales growth
for the company.

Implement the project plan based on the

2/5/18 to
Project Start 3 development of the idea or concept decided
19/5/18
upon
20/5/18 to Launch the CSR campaign successfully and
Launch 3
29/5/18 evaluate its demand and success
Source: Self-constructed Project milestone table Gantt Chart

Gantt chart is the project planning tool that helps in presenting the timings of the task
required to complete the propjet. The Gantt chart is simple to develop and
understand. Alongside, it also keeps the work focused towards target objectives.
However, it is identified through the activities and the days required completing the
activity. When each activity is completed it is filled with the completed days and the
progress is then measured on basis of milestone set in the planning. The project
base Gantt chart is presented as follows on basis of the milestone table.

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Table 2: Gantt Chart

Year 2018
Dates 3/41 5/41 7/418 21/41 24/4 2/5/1 20/5/ 30/5/ 2/6/1
8 to 8 to to 8 to 18 to 8 to 18 to 18 to 8 to
4/4/1 6/4/1 20/4/ 23/4/ 1/5/1 19/5/ 29/5/ 1/6/1 6/6/1
8 8 18 18 8 18 18 8 8
Days 3 2 14 3 7 18 10 2 5
Activities
Organisation
selection
Digital
Marketing
concept for
the project
Set Project
aim and
objectives
Research
Conceptualisa
tion
Project Plan
Project Start
Monitoring
and
Controlling
Launch
Evaluation
Source: Self-constructed Gantt Chart

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Task 2: Project Research (LO2, D1)

Introduction

The research project is based on the on the marketing activities and planning of
Coca-Cola zero campaign’s effectiveness. The study deals with the data collection of
the digital marketing campaign from the respondents who are customers. The study
results would help in developing the logbook along with modifications to the planned
digital marketing campaign. However, the research will also support the project plan
for gathering insights about the project and bringing in effectiveness to the overall
project management process.

The research seeks to identify the answers to these questions for knowledge
development and project support

Research Questions

1. What is the impact of digital marketing on customers?

2. How customers attracted to digital marketing?
3. What is the effect of digital marketing on business revenues and customer
attraction?

Research Design

Creswell and Poth (2017) discussed that the research design refers to the overall
strategy of the study that tends to integrate the different components of the study in a
comprehensive and collaborative way. The research design provides the structure to
the study for clear identification and functioning of the strategies. Research design
provides the model for the subject identification, data collection and procedure to
answer the research questions. Matthews and Ross (2014) discussed in this regard
that, it serves as the bridge between research questions and implementation of
strategies for answer gathering. Research design serves the purpose of backbone
for the research methodology through identifying the pathway for the study. The
chosen research design for the study is based on the exploratory analysis. The
exploratory analysis helps in generating insights about the purpose of the study. The
data and the exploratory study are also based on the various sources. Overall the
exploratory study helps in generating the study orientation from research questions
and generalization of the topic. Overall, Exploratory research aims at the detailed

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and well-structured description of an issue and characteristics of the topic that is

systematic and detailed in nature (Schwab, 2013)

Information gathering (P4)-300

The information will be gathered through the primary and secondary both methods.
The primary methods involve the data collection from the respondents. However, the
secondary methods involve the company revenue based information for supporting
the primary data. The primary data helps in getting the first-hand knowledge of the
product. Conversely, the secondary data provides the already researched facts and
figures essential for detailed information and factual knowledge. Primary data
required the respondent’s interaction for information extraction. However, secondary
data has provided the company based information available for the general public
access.

The ethical compliance and the responsibility as also kept under consideration for
data collection. For this purpose ethical compliance form was signed by the
respondents (See Appendix B). Alongside, the verified and authentic sources are
used for information collection in order to avoid any plagiarism.

Sampling technique: For conducting this research, the non-probability method has
been adopted where, Emerson, (2015) also added that the non-probability method
provides two major benefits to the researcher, Convenience of selection and cost
effectiveness. Hence, according to the topic of study and its methodology,
convenience based sampling technique has been adapted. It involves the purposive
or deliberate selection of the population. The customers who are available for the
data collection with convenience are contacted for the purpose of study
development.

Data collection (P4)

The mixed method of data collection from qualitative and quantitative both will be
applied. The qualitative research methodology involves the non-statistical data
collection, whereas quantitative method is based on statistical data collection. The
qualitative studies also provide a wide range of evidence and the thorough analysis
of the study topic (Creswell, 2013). Quantitative data collection provides rationality to
the subject area that is supportive of the results generation for clear understanding of
the effects of digital marketing.

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Transformation of business activities through digital technology-Coke Zero

The tools of data collection are small-scale questionnaire and interview collected
from the customers (see Appendix A). The questioner is based on the 7 statement
about the one zero digital marketing campaign. Nonetheless, the three interview
questions were designed for qualitative analysis. The questionnaire is based on the
self-administered close-ended questionnaire. Whereas, interview questions are
open-ended (Mackey and Gass, 2015).

Research method applied (P4, M2)

Research method defines the overall way of data collection, analysis and findings
presentation. Liamputtong, (2013) discussed that there is a difference between the
research method and methodology. The research method is a strategy or design that
helps the study to move with the topic analysis. However, research methodology is
about the business attitude and understanding of the strategy. Bryman and Bell,
(2015) explained that there exist three types of research design that are Quantitative,
Qualitative and Mix Methods (Silverman, 2016). Bryman (2015) inferred that
quantitative strategy deals with statistical data, and qualitative strategy is used to
gain an understanding of the topic through reasons and opinions. Whereas, Smith
(2015) also discussed that, mixed methods combine both the ways of analysing the
problem. There exist different pros and cons of each method discussed in the table
below.

Based on the topic of the study, and the adapted research design, the mix method
methodology was most applicable. Since this topic demands the qualitative and
quantitative both insights about the role of on the digital marketing activities and
planning on Coca-Cola zero campaign’s effectiveness.

Accuracy and Reliability of method are based on the generalisability for qualitative
data and the reliability of quantitative data collection. The data collection from the
authentic sources without any bias supports the overall reliability of the data
(Emerson, 2015).

Knowledge generation (P4)

This study would support the knowledge generation from the project management
point of view. The research on the related project supports the uncertainty
avoidance. Alongside, it also helps in generating more knowledge about the project
base outcomes. The research would also support the project objectives through

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Transformation of business activities through digital technology-Coke Zero

gathering feedback from the customers on the topic that would be backed by the
factual secondary information of the company. However, the study would also
support the knowledge generation of the effectiveness of research in order to identify
the market, testing customer feedback for making sure of the target market.
Analysing the new trends and diminishing the potential risks that could alter the
project completion schedule would not only support the effectiveness of the projects
but also help in directing eth required financial resources accordingly.

Data Analysis (P5, M3)

Emerson, (2015) discussed that, the quantitative data will be analysed through the
statistical means by using descriptive and graphical representations for data
presentation. However, the qualitative data collected will be sued for supporting the
critical evaluating in the form of themes. Overall data analysis provide the
information gathered through the primary and secondary both means for providing
detailed analysis on the study topic and improving the effectiveness of the project
outcomes.

Critical Evaluation (LO3& 4, D2)

The data collected for the questionnaires were pooled into the MS Excel software, in
the form of a total number of responses collected. The graphical illustration below
defines the study results in a more clear way.

Figure 2

Source: Self-constructed bar graph from the primary data analysis

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The above is the bar chart of the interest of the customers in the digital marketing on
basis of attraction and the feasibility to get exposure to the marketing efforts. In this
regard, the interview results on questions one also showed that customers are more
attracted towards the digital media on basis of increased interest, vividness and
communication development with the digital media.

Figure 3

Source: Self-constructed bar graph from the primary data analysis

Respondents were well aware of the word digital marketing. Some of the customers
gave very detailed responses in interviews such as one of the respondents stated
that ‘Digital marketing is the marketing done through digital channels, the role of
technology is prominent in this scenario since digital marketing is dependent upon
technological interventions’. Considering such reply, it was also identified that
respondents know the concept of digital marketing due to exposure and increased
global interaction through technology.

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Transformation of business activities through digital technology-Coke Zero

Figure 4

Source: Self-constructed bar graph from the primary data analysis

Most of the respondents agreed to the statement that social media based interaction
attracts customers through digital marketing. This is because of the communication
development and the intractability of the content. Alongside, nowadays social media
is used by every individual, therefore; it also attracts respondents towards digital
content easily. In the interviews, one of the respondents replied to question 2 that,
‘due to ease of access to information i feel attracted towards digital marketing since
everything is just a click away from your reach’. Such response gave the insight
about the attraction of digital marketing based communication on the customers.

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Transformation of business activities through digital technology-Coke Zero

Figure 5

Source: Self-constructed bar graph from the primary data analysis

Respondents strongly favoured this testament on basis of likeability of digital media.

One of the respondents during interviews added to question two that, ‘..... Digital
marketing is not only attractive but is also cost effective as it reduced the printing and
paper wastage costs’. Such strong information from respondent builds up the belief
in the digital marketing from organisational point of view as well.

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Transformation of business activities through digital technology-Coke Zero

Figure 6

Source: Self-constructed bar graph from the primary data analysis

Respondents agreed to the statement that, digital marketing adds to eth customer
attraction and is more attractive to viewers than conventional marketing efforts. The
advantage of digital marketing is also that it is interactive and involves the viewers
into the promotional content. Overall the interviews also highlighted this property of
digital marketing that, digital email base advertisement and marketing efforts attracts
customers on basis of increased interest.

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Transformation of business activities through digital technology-Coke Zero

Figure 7

Source: Self-constructed bar graph from the primary data analysis

The digital technology has uplifted the customers reach through online availability of
the information and the social existence of the companies on social and digital
media. This facility has made customers well aware of the market dynamics.
Therefore, customers reach has increased due to this phenomenon that has
benefitted the firms for gathering customers oriented data on basis of need and
target market analysis.

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Transformation of business activities through digital technology-Coke Zero

Figure 8

Source: Self-constructed bar graph from the primary data analysis

The large customer reaches influence the productivity, sales and the profits of the
business. When asked about the Coke zero purchase over digital media
advertisement base interaction.60% of the interviews responded in favour however,
40% rejected the influence on basis of feasibility and the available product
alternatives such as diet white frizzy drinks. 60% of purchase from digital promotions
also show great influence of digital media based advertisement on the business
revenue generation.

Project-based outcomes

Schultz (2017) discussed that Coke zero is a strong growing brand that has achieved
3.5% of the sales growth since its launch on basis of the marketing interactions and
the health-associated factors, However, the revenues are expected to grow at eth
rate of 1% in the following years due to increased competition. Overall after the Coke
zero launches, the company’s overall revenues have also increased that accounts
for the $9.702 billion, compared with a forecast of $9.652 billion (Thomas, 2017).
The company has become more responsible and efficient through the effective
branding and project management practices. The overall theme of the Coke zero

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has influenced the revenues and the organisational image in the market in the year
2017, that is expected to grow till the year 2020 (Coca-Cola journey, 2016)

Recommendations (P6)
It is recommended for the company to focus on the digital media content for the
promotions of its products, as the global market reach is available on the social
media along with that it helps in generating the customer feedback over the
promotional activity and also supports the customer data gathering. The Coke zero
promotions need to be more globally available irrespective of one country UK or
USA. Since digitally the company aspires to these two countries only. Alongside, it
could also improve its sales through customer interaction on social media and
promotional offers and communicative campaigns on the social media for sales
enhancement.

Conclusions (P6)
The research conducted on the study topic that is to appraise the impact of digital
technology on the marketing activities and planning of Coca-Cola zero campaign’s
effectiveness, shows that the customers are better aware of the term digital
marketing and prefer this mode of marketing more than conventional system.
However, the digital marketing also helps in gathering customer’s feedback and
insights through interaction and communication development. Based on the study
topic the research also outline the sales increase through digital marketing efforts.
There is also role of organisational commitment and effective marketing planning
that has made the project feasible and customer oriented. Overall, the study also
supports the project management of the digital marketing through provision of
positive feedback and customer attraction in the digital marketing content due to use
of technology. The study results could benefits the future researches fro enhancing
digital technology in rode rot boost eth business outcomes and practices in relation
to the progressive market needs.

Task 3: Reflection and Log Book (LO4)

Value of research (P7)

This study plays a vital role in the development of the understanding of the digital
technology. The digitalisation of the services and the promotions have caused great

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advancements in the field of marketing that not only helps in exploring global market.
But also helps in identifying the customer demand from a new perspective. The
overall impact of the research is beneficial for the identification of customer reactions
and the sales of the product that is evident through positive feedback and increased
sales of Coke Zero. The research also helped in analysing the effect of digital media
based marketing on the revenue growth. This is because of the current market and
the evolution of the communication. The customers have also evolved and now
prefer everything that is accessible, handy, exciting and socially connected.
Therefore, through digital promotions and marketing strategies, the revenues
boosted. Hence the research helped in developing the project planning, modification
and the evaluation for effective sustainability of the campaign and the knowledge
expansion.

Value of project management process (M4)

As, Kerzner and Kerzner (2017) discussed the project helps management process
development for the completion of the project. The leading organisation from across
the world has been steadily embracing the project management tool for the purpose
of scheduling, controlling and completing projects effectively. The project
management process helps in reducing the risks. Alongside, it reduces costs through
effective planning and budget allocation. The benefits of project management
process involve the investment effectiveness through project analysis and research,
monitoring through re-evaluation and control and the measure of qualitative
outcomes upon project completion. The companies also utilise the project
management tools for the purpose of combating the economic crises and avoiding
uncertainties. The good project management helps in cost control and the resource
planning. The companies that discover the project management the strategy for
enhancing business value success accordingly. Due to globalisation the market
knowledge, environmental scanning and the uncertainty avoidance have become
significant objectives for the very new idea, therefore, the project management
process supports this phenomenon through the provision of the proper project plan,
time schedule table and the Gantt chart for supporting the time frame. Alongside, the
research on the related project topic also helps in evaluating the pre-implementation
phase where the modification could be made according to research outcomes.

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Transformation of business activities through digital technology-Coke Zero

Overall, this study has helped to develop a basic understanding of reporting and
management process for successful project completion.

Personal learning (P7)

Personally, the project has enabled to work on timelines, through proper organisation
of tasks and the objective modeling. The aims and objective designing has been
crucial for my learning since these two functions to direct the project in the required
direction. However, the study has also enabled time to develop my confident in the
project management process through learning and development. The course has
developed me personally to overcome my weakness of procrastination in managing
tasks and assigning work. Through learning WPS, Gantt chart development and the
project milestones the simple routine life works have been easier upon application of
such tools effectively. The study has helped me to discipline individual with
organised lifestyles. But, I still need to work on some weaknesses such as my writing
skills in report and research writing along with presentation skills for data
presentation and plan presentation. These skills still need to be polished with
practice. The future prospects that I could see through learning from this project is
based on the effective project management and planning cost controlling, budget
allocation for the project and the scheduling for completing work o time. Alongside,
the uncertainty avoidance and the risks management skills have also been polished
through this study, alongside, the timely compliance and monitoring skills have also
been enhanced upon completion of this project.

Through identifying the value of research, project management and reflecting upon
my personal learning. The logbook summarises the overall experience in a simplistic
way as follows

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Transformation of business activities through digital technology-Coke Zero

Log Book

Name:

Project title: Transformation of business activities through digital technology

usage in the marketing plan for Coke Zero

Date:

Update on weekly research/tasks achieved

 Project planning completed
 Task requirements identified
 Keeping track of the deadlines on basis of work breakdown and Gantt
chart
 Potential changes would be made after the first review

Any risks and/or issues identified?

Risks associated with the identification of wrong target market; unrelated

research and the failure to achieve legal compliance are discussed in the plan.
However, lack of research skills, market knowledge and the lack of customer
feedback could disturb the project progress.

Additionally, the global market acceptance, sample-based analysis and the

reliance of digital media only could be issues faced by the project management
team in the near future management if the associated risks prevail and plan
shows some weaknesses.

Problems encountered
Getting customer feedback on the digital marketing acceptance, contacting
customers, gathering data and pooling into the statistical software were all the
risks faced by the project management team. Nevertheless, the risks were
encountered through effective planning, breaking up tasks and managing team
members effectively.

New ideas and change of project direction

New ideas came through research that helps in developing the marketing

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Transformation of business activities through digital technology-Coke Zero

campaign and modifying the marketing based decision internally for the purpose
of catering the demand of the customers.

What have I learned about myself this week?

I have been able to analyze the project planning significance thoroughly. I feel
comfortable with managing tasks and scheduling the work. Alongside, I have
also been able to perform and contribute to the research development through
small-scale research practice. However, I need to improve m y presentation and
comprehension skills. This is because; I find it difficult to comprehend my idea
in simple words which is an essential need of project planning and report
development. This learning would provide me with a great deal of confidence
and knowledge for overcoming my weaknesses in the planning and research.
Alongside, it ah also given m skills to organize my work and tasks according to
the timeframe for effective and productivity oriented outcomes.

Tasks planned for next week

Project planning and scheduling were the priority tasks. However, the sufficient
time was given to the Research development, since it was a lengthy procedure
and time-consuming process that demanded efforts and skills for task
completion and project progression.

Project plan status to date (on, ahead, behind)

The work is TO DATE up till now there are no delays or uncertainties

recorded.

Supervisor comments to address

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Transformation of business activities through digital technology-Coke Zero

References
Aurigi, A., 2016. Making the digital city: the early shaping of urban internet space.
Routledge.

Bryman, A. and Bell, E., 2015. Business research methods. Oxford University Press,
USA.

Bryman, A., 2015. Social research methods. Oxford university press.

Coca-Cola Journey, 2016. [Online] Available at: http://www.coca-

colacompany.com/stories/five-strategic-actions[Accessed on 30th March 2018]

Conforto, E.C., and Amaral, D.C., 2016. Agile project management and stage-gate
model—A hybrid framework for technology-based companies. Journal of
Engineering and Technology Management, 40, pp.1-14.

Creswell, J. W. 2013. Research design: Qualitative, quantitative, and mixed methods

approach. Sage publications.

Creswell, J. W., & Poth, C. N. 2017. Qualitative inquiry and research design:
Choosing among five approaches. Sage publications.

Emerson, R.W., 2015. Convenience sampling, random sampling, and snowball

sampling: How does sampling affect the validity of research?. Journal of
Visual Impairment & Blindness (Online), 109(2), p.164.

Harrison, F. and Lock, D., 2017. Advanced project management: a structured

approach. Routledge.

Kane, G.C., Palmer, D., Phillips, A.N., Kiron, D., and Buckley, N., 2015. Strategy, not
technology, drives digital transformation. MIT Sloan Management Review and
Deloitte University Press, 14.

Kerzner, H. and Kerzner, H.R., 2017. Project management: a systems approach to

planning, scheduling, and controlling. John Wiley & Sons.

Liamputtong, P., 2013. Qualitative research methods.

Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and
design. Routledge.

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Mao, H., Liu, S., Zhang, J. and Deng, Z., 2016. Information technology resource,
knowledge management capability, and competitive advantage: the
moderating role of resource commitment. International Journal of Information
Management, 36(6), pp.1062-1074.

Matthews, B., & Ross, L. 2014. Research methods. Pearson Higher Ed.

Mohammad, I., van den Broek, H., Boots, M.L. and Wong, R., Oracle International
Corp, 2016. Showing relationships between tasks in a Gantt chart. U.S.
Patent 9,336,502.

Ptak, C.A. and Schragenheim, E., 2016. ERP: tools, techniques, and applications for
integrating the supply chain. Crc Press.

Schultz, j.e., 2017. Coca-cola axes Coke zero for 'coca-cola zero sugar', Adage.
[Online] Available at: http://adage.com/article/cmo-strategy/Coke-zero-
rebrand-coca-cola-zero-sugar-marketing/309923/ [Accessed on: 30th March
2018]

Schwab, D.P., 2013. Research methods for organizational studies. Psychology

Press.

Sequeira, S. and Lopes, E., 2015. Simple Method Proposal for Cost Estimation from
Work Breakdown Structure. Procedia Computer Science, 64, pp.537-544.

Silverman, D. ed., 2016. Qualitative research. Sage.

Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods.
Sage.

Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research
methods: A guidebook and resource. John Wiley & Sons.

Thomas, L., 2017. Coca-Cola's earnings, sales top Wall Street expectations with
more healthy drinks on tap, CNBC. [Online] Available at:
Https://www.cnbc.com/2017/07/26/heres-everything-you-need-to-know-about-
coca-cola-earnings.html [Accessed on: 30th March 2018]

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Westerman, G., Bonnet, D. and McAfee, A., 2014. Leading digital: Turning
technology into business transformation. Harvard Business Press.

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Transformation of business activities through digital technology-Coke Zero

Appendices
Appendix A
Questionnaire for qualitative and quantitative data collection using primary sources
of information

This questionnaire has been designed for the purpose of academic data collection
only. The topic is based on the impact of digital technology on the marketing
activities and planning of Coca-Cola zero campaign’s effectiveness.

Instructions: Please tick the agreeability over the statements n basis of five-point
Likert scale ranging from strongly agree to strongly disagree.

S. Statements Strong ag Ne Dis Strongl

N ly re utr agr y
O. agree e al ee disagre
e
5 4 3 2 1
1 I feel more interested in digital
advertisement
2 I know the concept of digital marketing
3 I like to interact with the social media-based
advertisement
4 I prefer digital advertisement over
conventional advertisement
5 Digital advertisement attracts customer
attraction
6 Web-based and electronic media based
advertisements are globally at the reach of
every customer
7 Digital technologies have changed the ways
of doing business

Interview questions

1. What is your feedback on the digital media advertisement based interaction?

2. Why do you feel attracted towards the digital marketing?
3. Have you tried Coke zero on basis of its digital media based promotions?

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Transformation of business activities through digital technology-Coke Zero

Appendix B
Ethical Disclosure form

Dear Participant:

My name is ABC. I am studying “Course Name” at College name; you are

requested to participate in the questionnaires survey below entitled: ‘the impact of
digital technology on the marketing activities and planning of Coca-Cola zero
campaign’s effectiveness’. The aim behind this study is to highlight the impact of
digital technology on business activities. The study is undertaken with an approval of
“College Name”. The following survey can help to identify the role of digital
marketing in business performance of Coke Zero. The participation in the survey is
highly appreciated and voluntary in nature. It would take your approximately ten
minutes and you have right to refuse to participate in the study. There is no risk
involved for the participants in the study. The responses to the questionnaires survey
would be kept saved and used in the manufacturing of research report for “course
name”. There is no conflict of interest with the result of this study and would be used
for academic purpose.

The result of this research work can be obtained after October by contacting on the
given email address: -----------. Your signature below indicates that you are agreed
to participate in survey “ Project title”.

Print NAME: _____________________________________

Signature: ______________________ Date: ___________________

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