Coca-Cola and its Consumers

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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.

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