ABSTRACT

Seeing our promising 21C come, a hot wind of internet has been approaching to us beyond information-oriented concept. Under this circumstance, internet becomes a new and innovative medium linking the whole world to one world in terms of communication and is highlighted as a giant market. Following the change of the trend, existing businesses based on offline marketing have been required to adopt new paradigm in line with the new trend in order to survive.

The case of Coca-Cola Korea Company is shown that it acknowledged pattern change of media consumption of consumer, mainly among teen and young adults, while playing as a market leader positively and actively with its powerful brand equity based on offline environment, and, then, opened Coca-Cola Korea Company website to keep up with the trend. It must have been natural in the view of Coca-Cola Korea that 10¡¯s and 20¡¯s occupy about 60~70% of total internet users in Korea.

Coca-Cola Korea Company website launched on Mar 31, 2000 and it tried to leverage Coca-Cola¡¯s brand equity by continuous and interactive communication with consumers through it while generating higher loyalty to them. Accordingly, in this thesis, the case of e-Marketing including website by Coca-Cola Korea Company will be introduced as one of the best e-Marketing standard activation.

Most of all, the strategic approaching process in online in Coca-Cola Korea Company is that it focused on increase of Coke website¡¯s number of member by operating year-ongoing web based promotion. Also, offline marketing promotion such as way of purchase of proof or alliance promotion was fully used to induce consumer into website member. In addition, for those who already became Coke website members, Coca-Cola Korea Company has made an great effort of making them as loyalty ones by providing ¡°E@Coke¡±, cyber money only to be spent in Coca-Cola website, as prize whenever they visit website daily and participate in on/offline promotion in website. It must have led Coke brand preference and equity to be stronger than before.

Based on loyal customers accumulated through website, Coca-Cola Korea Company implements CRM through E-Mailing service, which plays a great role as one of the e-Marketing tool, and exposes new & innovative creative banner ad in targeted online site as well.

In this procedure of employing e-Marketing, there are three key success factors in Coca-Cola Korea Company as follows;

1. Building up e-Branding transferred from offline-based brand equity helps to be more competitive than any other brand.

2. Each target-oriented and customized website by brand leads to be able to fully understand customer through direct and interactive communication, which finally will connect with CS, Consumer Satisfaction.

3. Securing loyal customers through ongoing website promotion with cost efficiency enables Coca-Cola Korea Company to execute e-Marketing effectively and efficiently.

So far Coca-Cola Korea Company has well utilized e-Marketing with website, but e-Marketing tool used by it must be only a little portion. The area of e- Marketing is enormous and huge.

Therefore, as one of the future alternative e-Marketing concept for Coca-Cola Korea Company, ¡°e-Platform¡± by brand is recommended. The concept of ¡°e- Platform¡± is the place to be located in the middle between on/offline marketing base by brand, not a company level, and it is expected to play an important role in IMC, Integrated Marketing Communication. ¡°e-Platform¡± will help to accomplish a business goal of maximizing profit of the company. However, one thing to be considered deeply is that e-Branding should keep the pace with new e-Marketing concept at the same time strategically and continuously.

Key Word : e-Marketing, Website, e-Platform, e-Branding, Coca-Cola Korea Company

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