BRAND STRATEGY AND CUSTOMER RESPONSE: MARKETING COCA-COLA Brand Strategy and Customer Response: Marketing Coca-Cola Health and wellness is one of the more basic human needs that is essential to living a quality life, and it is included in Maslow’s hierarchy of needs (Schultz, 2013)…
One such brand that can be sold to people in having health benefits are product lines from the well-known Coca Cola Company, which boasts of more than 3,500 and continuously increasing number of products, and gains further brand strength due to its strong involvement with consumers through various media collaborations, well-established corporate social responsibilities, and continued expansion to many markets around the globe (The Coca-Cola Company, 2013). Coca-Cola’s placement in the security level of Maslow’s hierarchy of needs comes as the result of combining a strong brand image along with health benefits apart from satisfying customers’ physiological needs such as food and water, which in turn gives it an edge over other food and beverage brands which may only advertise or give an impression of fulfilling basic physiological needs. While Coca-Cola may well be one of the well-established or the most-trusted brand targeting the customer demographic, various reasons for motivational conflicts or cognitive dissonance can arise among its customers. One of the biggest possible conflicts could happen to health-conscious consumers, who are fully-informed of the high-sugar content of most of the flagship carbonated drinks of the brand, as well as the use of artificial or alternative sweeteners originally-aimed at them. In addition, the issue of obesity among the said target demographic and even among consumers outside this group of people can also be affected in purchasing the product due to health reasons (e.g. physician instructions to reduce carbohydrate and sugar intake). These customers may become dissuaded to keep buying the product or reduce their consumption due to health reasons, despite being satisfied with their previous purchases, creating a conflict between their beliefs and what the product represents (Akers, 2013). Thus, while the brand may keep most of its loyal customers, other potential and past customers may not be easily shaken to keep on buying or consuming the product as they once did before encountering motivational conflicts in its purchase. In order for the brand to keep afloat, it must be able to provide something for customers who become dissuaded as a result of conflicts between the product’s content and their rationalized choices (Akers, 2013). This can either be done through marketing of health-conscious choices in drinks, or alternatively creating a product line showing an image of health and wellness. One thing that marketers can do is to present all of its products to consumers through advertisements using images of health and wellness, although at present such strategies may not be effective in the long-run due to the rise in meticulous and thoughtful consumers. Another stronger option to increase sales and consumer involvement with the product is to create a product line that targets the health-conscious consumer demographic. Marketable products may include carbonated drinks but instead of using alternative sweeteners, the product has lesser sugar content than the original product. Another example of a product for the health-conscious consumer is a wide selection of natural fruit juices, which also has less sugar added in comparison to other competitor products. By adding alternatives to pre-existing choices health-conscious consumers have more options in buying their beverages within the Coca-Cola product line associated with lesser motivational conf ...
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The company intends to be a great place to work for its employees and at the same time be a highly effective, lean and fast-moving organization. Coca-Cola strives to maintain lasting relationships with its suppliers and customers. As a responsible citizen of the society, the company works for the betterment of the communities that it operates in.
Coca cola in general was invented in 1886 by a man named john Pemberton. Since then the company has expanded and is currently serving more than 200 different countries. Coca-cola is a global company; however, the culture appears to be the same regardless of the location the company is in.
Coca Cola, which is also known as Coke, is manufactured by Coca Cola Company. The company is headquartered in Atlanta, Georgia. It was intended to be used as a medicine. It was found in late 19th century by John Pemberton, a pharmacist in Columbus, Georgia.
Coca-Cola has entered in the Indian market in the year 1970 and it is regarded as the first multinational soft drink company in India. Until 1977, the company was prominent brand of soft drink products in India. However, because of policies enacted by ‘Foreign Exchange Regulations Act’, the company left the business in India.
The other thing is that the company has been able to launch new products which have equally performed well in both local and international market. For instance, its bottled water product is the proof of this. In terms of revenue collection, the bottled water market in the U.S.
In the world of business, there are very few images that are as well recognized as the Coca-Cola brand. It is known in the furthest locations of the globe and marketers today look to that brand as a model of their marketing power.
The company provides employment to most individuals worldwide, and they are committed to supporting most development programs.
According to the enterprise profile, Russia has a complex government structure. In addition to, Russia has a high level of corruption, which is
Further information was about the company was obtained from a book about Coca-Cola company. Coca-Cola's SEC filings were obtained from the US Securities and Exchange Commission official website.The Coca-Cola Company is a corporation that operates as a manufacturer, retailer and marketer of non-alcoholic beverages syrups and concentrates.
In the financial year of 2014, Coca-Cola managed to register a gross profit of 28, 109,000 dollars. After deduction of operational expenses, the company’s net income was 7,098,000 dollars. A global growth in volume of 2% and an increase in cash operations to 10.6 billion dollars were noted in the 2014 financial year.
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