We are delighted to announce that our students from the International Management & Leadership master program recently finalized their 8-month Student Consultancy Project under the title “Coca-Cola – Transforming Sustainability Efforts and Best Practices to the Customers’ mind”. The students collaborated tightly with the Marketing & Communications Team at Coca-Cola Austria GmbH and the project coordinator, Prof. (FH) Tamás Csermely, Ph.D., M.Sc.
The project team prepared a thorough analysis on the interface between sustainability, marketing and behavioral economics, taking the country-specific strategy of Coca-Cola GmbH into consideration. The objective was to conceptualize focused marketing initiatives on how the overall sustainability of the company’s products and the corresponding perception could be improved through gamification and other tools.
Some of the project topics included identifying key challenges of finding the right packaging/mix, collection and recycling as well as the status quo of the Austrian market. The results were based on scientific literature related to the success factors of particular recycling initiatives. The students provided a comprehensive summary on the internal and industry-wide external best practices as well as a clear recommendation on linking the EURO 2020 marketing actions to further increasing brand awareness through sustainability/recycling. Moreover, an action plan on launching the “Coca-Cola Social App” was prepared in order to engage the population in recycling and, as a result, further increase brand awareness through social media.
After the final remote project presentation and report delivery, the Coca-Cola Marketing team praised the student team:
We could really see you grow as a team over time, you worked very well together also in these tough, Covid-19 circumstances. You implemented all our direct feedback and this brought very fruitful results. You have done valuable research that will be taken into serious consideration for future sustainability initiatives. All in all, this project has led to a great personal reflection for the Coca-Cola Marketing Team.