Coca-Cola and its Consumers

1045 Words3 Pages
bulb-icon

Recommended: Coca-cola company customer relationship practice

Cocacola consumers:
Customers and consumers are used frequently to define the same individual but there is a difference. The difference between a customer and a consumer is determined by the path of the product after it is purchased. If the individual purchasing an item is the one who will use it, they are the consumer. If the customer is giving the product as a gift or purchasing it for someone else for any reason, the person who will use the product or benefit from its purchase is the actual consumer.
What cocacola doing to have more and more consumers:
At Coca-Cola, customers are at the heart of everything they do. Customer preference is a core value of their business. This means building true partnerships that create sustainable value and profitable growth for their business and their customers across all key channels. By finding new ways to win together in the marketplace, they aim to be the preferred supplier to all of their customers. To achieve this, they have adopted a comprehensive set of initiatives designed to build collaborative customer relationships and ensure excellent execution.
Micro perspective for diet coke:
Diet coke means having zero tolerance of glucose or fructose.Diet coke is specially designed for people having diabetes or to control the weight. Diet coke has been frequently used in older people as compared to young people.20th century people are well educated and more conscious about their health that’s why Diet coke has been produced to meet the desired requirement.
Changes in the external environment will create opportunities or threats in the market place Coca cola must be aware off. Fluctuations in the economy, changing customer attitudes and values, and demographic patterns heavily influence the s...

... middle of paper ...

...rship against rival Pepsi. Pepsi increased its TV ad budget by 30 percent in 2011 when it fell behind Diet Coke. Coca-Cola spends a good portion of its ad budget on television advertising. It has used polar bear characters and a message of nostalgia and tradition as part of its branding over time. Magazine ads, online and social media have also been used as media for Coca-Cola marketing. Sales promotions at the store are used to drive revenue during slow periods.
Before creating advertising message the Coca-Cola Company gives lots of time to the factor that the message must gain customer attention. This is basically called “Clutter Buster” means that only that advertisement will leave impact on customer mind that has some specialty or uniqueness in it. For example in diet Coke slogan like “live life light” and “you are on’’ has gained reasonable customer attention.

Show More
Related

  • Coca Cola Marketing

    1175 Words  | 3 Pages

    Beverage giant Coca-Cola wants to get a little love for its iconic cola drink from the upscale consumer set, so its decided to create and test-market a sleek set of contoured aluminum bottles for its flagship Coke brand. Yes, we said aluminum bottles.

    Read More

  • Cola War Between Coca-Cola and PepsiCo

    1372 Words  | 3 Pages

    Key success factors in the industry are a strong brand presence, maintaining customer loyalty as exploring new markets and distribution channels as well as offering a diversified product line. Implications of these factors are strong competition and dependency of company’s behavior and marketing strategies on competitors’ behavior. This is especially true for Coca-Cola and PepsiCo since their flagship products are very much alike in look and taste.

    Read More

  • The Impact Coca-Cola wants to See by Creating a Change in the World

    1368 Words  | 3 Pages

    Coca-Cola holds its values to a high standard using them in the decision-making process, and overall actions on a global scale. Some of the key values Coca-Cola strive for are leadership, collaboration, integrity, accountability, passion, diversity, and quality. Collectively these values lead to a strong product made through teamwork and dedication that evokes change in the world. In general, t...

    Read More

  • The Coca-Cola Company: Market Based Management and Value Driven Management Strategies

    1315 Words  | 3 Pages

    The Coca-Cola Company was founded in 1892. Since its inception, the organization has seen a steady increase in its market share over the years, and to this day has operations in over 200 countries worldwide. To achieve such success in its competitive market, Coca-Cola has employed sound strategies that have helped it become among the leaders in its industry. The Coca-Cola Company utilizes Market Based Management (MBM) techniques as well as Value Driven Management (VDM) techniques within the organization and in its market to help the firm sustain its stronghold of the market.

    Read More

  • Coca-Cola Case Study

    767 Words  | 2 Pages

    Opportunities: Brand recognition is the significant factor affecting Coke’s competitive position. Coca-Cola’s brand name is known well throughout 90% of the world today. The primary concern over the past few years has been to get this name brand to be even better known. Packaging changes have also affected sales and industry positioning, but in general, the public has tended not to be affected by new products (Allen, 1995).

    Read More

  • Positioning Statement Of Coca-Cola

    1596 Words  | 4 Pages

    "Over a century of sweet tasting beverages with family and friends." The positioning statement of Coca-Cola needs to project the image in the minds of their existing consumers, as well as potential new consumers, the history of Coca-Cola being a competing global brand in the beverage industry and the association of the brand with fun themes such as social events, parties, family activities, etc. According to Kotler and Keller (2016), positioning "is the act of designing a company 's offering and image to occupy a distinctive place in the minds of the target market." There are factors that must be taken into account to produce an effective positioning statement that will attract the attention of the targeted market segment:

    Read More

  • Environment Analysis and Market Research: A Case Study of Coca Cola

    2321 Words  | 5 Pages

    The Coca Cola Company has been among the world’s top companies that have been able to perform well in all the areas of the world. The company follows the latest strategic research and evaluation methods to formulate such strategic policies that helps in not only meeting the customer expectations and desires but also achieving various organizational goals and objectives.

    Read More

  • Coca Cola Ethical Issues

    1320 Words  | 3 Pages

    Coca-Cola is the largest beverage company in the world. They distribute their beverage products in more than 200 countries, servicing the citizens of those countries. Their drinks have become a common part of many people’s diets and servicing this large amount of people can raise awareness on the safety of their consumers when drinking their products. This is especially true with the current rise of obesity spreading throughout the world, more specifically in the United States. According to stateofobesity.org, “Nationally, nearly 38 percent of adults are obese. Nearly 8 percent are extremely obese” (n.d). Also, there has been numerous studies reported by actiononsugar.org that confirms “the link between sugars-sweetened beverages and increased obesity” (n.d). This is particularly important due to the ethical issues that arise around The Coca-Cola Company and their role and responsibility in all of this. Many individuals might see the correlation between the two, as Coca-Cola produces their beverages with large amounts of sugar. One 21 fl oz cup of Coca-Cola contains 44 grams of sugar. In fact, according to the American Heart Association (AHA), the maximum amount of added sugars you should eat in a day for men is 37.5 grams and for women it is 25 grams (Gunnars, 2017). Recently, Coca-Cola has found themselves in a controversial debacle where they have been

    Read More

  • Advertising Analysis Of Coca-Cola Vs. Pepsi

    1000 Words  | 2 Pages

    Beginning in “1883 John Pemberton, a wounded Civil War Veteran, became addicted to morphine and started on a quest to find an alternative substitute for the dangerous opiate.” Pemberton initially formulated French Wine Coca Nerve Tonic as a medicine which was sold in drugstores, but after the prohibition he had to develop a non-alcoholic version. Later on Coca-Cola was partnered and sold through the years till 1888 when Charley Pemberton took full control of the brand Coca Cola Company. The first wall advertisement promoting the Coca-Cola brand was 1894, again before television was introduced so it wasn’t as eye catching as the ones we see today. This advertisement was painted on the side of a pharmacy in Georgia that read “Drink Coca’ Cola” with bold white letters and a bright red background. I would say this advertisement was on a larger scale than Pepsi’s traditional flyer. Fast forwarding to modern day, Coca-Cola has incorporated a variety of techniques in their marketing and advertising from adding an image of Santa Claus to their bottles and cans, sponsored Olympic events, and have hade spokespeople such as Selena, Elvis Presley and famous slogans as well which have paved the road for this company. Looking at a current advertisement with a impersonator of Madonna who is perched on a stairway (almost like stage set), in a red sequence dress and surrounding background in black and

    Read More

  • Marketing Ethics Of Coca Cola

    789 Words  | 2 Pages

    The Coca Cola Company offers its products through stylish and unique labeling which presents the Coca Cola brand logo on every product. The customers can easily identify the Coca Cola products because of its unique packaging (Freeman, Kelly, Baur, Chapman, Chapman, Gill &King 2014). In 1986 the Coca Cola Company introduced its new product Diet Coke through Secondary brand association. The major benefits of secondary brand association for the new products are as follows:

    Read More

  • Comparison Of Coca-Cola Vs Pepsi

    1007 Words  | 3 Pages

    There are a variety of beverages available to us today with a wide range of differences, some are flavored, carbonated, low calorie, energy boosters, and just plain water. When it comes down to carbonated drinks there are two major rivalry soda companies dominating the market. Coca Cola and Pepsi are two well know cola distributors with very credible history, but the question still remains one is America’s favorite? With the ongoing competition between Coca-Cola and Pepsi, each company is incorporating new strategies for marketing and advertising there brands. When comparing an advertisement from each of the companies, we will review how they appeal to consumers.

    Read More

  • Coca-Cola Brand Image

    809 Words  | 2 Pages

    Coca-Cola is a well-known and cherished brand name. When people think of this name, memories tend to overflow in their heads. Why? Because, not only does Coke taste great and refresh your own personal memories, it also fills you with memories of the Coca-Cola like "Always Coca-Cola", the antics of the Coke polar bears, and all of the different ads that have represented Coke over the years. Just about every ad you see, as a consumer, will have tons of hidden meanings. Coca-Cola may not always intend to present the same hidden meanings, but will always intend for their audience to see a commercial and hopefully crave a Coke product. I found a Diet Coke ad that really caught my eye in the August issue of Southern Living, a magazine for women. The ad, titled High School Reunion, pictured four Coke bottles in a diagonal line. The first bottle, a new unopened Diet Coke bottle, is pictured at the top left-hand corner of the page. The next two Diet Coke bottles are supposedly being consumed. At the bottom right hand corner of the ad page you see the bottle is empty. This reveals the conversation of a young woman contemplating the plans for her high school reunion. Over all Coca-Cola is believed to put these claims, supports, and warrants in their ads to make their product more appealing to the consumer.

    Read More

  • Advantages And Objectives Of Coca Cola

    790 Words  | 2 Pages

    However many of Coca-Cola’s own beverages compete for popularity with the original Coca-Cola. Coca-Cola Zero, Diet Coke and Coca-Cola Life are rising in reputation due to their less calories and the public’s want to be healthier.

    Read More

  • Analysis Of Coca Cola Advertisement

    1033 Words  | 3 Pages

    "Coke" is the second most recognized word throughout the whole world right after the word “Ok”. Take a moment and realize what this means. Almost everyone in the whole world knows what a Coke is and relate it to the Coca-Cola Company. The Coca-cola Company was founded in 1886. This is the same year the Coca-Cola soda was invented. I've seen people drinking this soda all my life and throughout my own life I have taken up this action as well. Coca-Cola has become very popular over the decades and has even stayed very well known the whole time. Why is that? Maybe it is because of their advertisements. This Coca-Cola advertisement expresses happiness with a Coke to persuade and even manipulate its audience with natural and pure imagery, includes

    Read More

  • Coca-Cola's Customer Relationship Management Strategies

    1064 Words  | 3 Pages

    Coca-Cola is stress in their customer relationship as an organization. For example, Coca-Cola will corporate closely with their largest customers in order to build up versatile relationship. Moreover, operational linkages and information sharing system is important for keeping the product and service that offered is suit with the customer’s needs and wants. Coca-Cola has refined their collaborative customer relationship process in three main markets which are Mexico, Japan and Switzerland. They work with their customers in order to provide the better-quality beverage selection to every consumer. For instance, Oxxo which is a convenience store chain that has 5700 stores in 30 states in Mexico has recognized the Coca-Cola Mexico’s Collaborative Customer Relationship program. This program helps Coca-Cola and their customers to understand the consumer preference. On the other hand, it enables Coca-Cola to transfer a transactional and commercial link to a collaborative and multifunctional business relationship.

    Read More

More about Coca-Cola and its Consumers

Open Document