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In spite of the extremely competitive market, Coca-Cola continues to innovate in its

strategy of building customer relationship.

Coca-Cola has been accelerating its innovations in recent years to satisfy the changing
needs of consumers and customers. For example, Cola-cola developed Coca Zero and Coca Life
for its health-conscious customers, Coca-Cola also enables to provide a free tasting for the
customers for their new drinks.

Coca-Cola used engagement strategies to improve customer retention such as advertising,


events or product interactions. “Share a Coke” campaign was one of the eye-catching campaigns
organized by the Coca-Cola Company. The purpose of this campaign is to encourage people to
communicate online and offline with the brand.

Next, Coca-Cola used experiences to elicit positive feelings. For example, around the 2012
Summer Olympics, Coca-Cola had a 70-day campaign, a portion of which was its "Coca-Cola
Beat Generator" app. This experience brought music, sports, and the brand of Coca-Cola together.

The problems faced by Coca-Cola were in the maintenance and technical sectors, where
synchronous uptimes were slow and downtimes were frequent.
Therefore, Coca-Cola chose to rely on SalesForce. Cloud connection system enables the
departments to interact with each other. The mobile app also provides instant access to customer
history and sends on-site technicians in real time. Coca-Cola can now supervise customer behavior
and social media, which may be used directly to facilitate deals and promotions.

Coca-Cola has been accelerating its innovations in recent years, including new and
enhanced brands, commodities, sweeteners and equipment to satisfy the changing needs of
consumers and customers (The Coca-Cola Company, 2017). Coca-Cola has invested in a variety
of methods to provide customers with delicious drinks with low sugar content. For example, the
Coca-Cola Company substituted Coke Zero with the improved taste of Coca-Cola Zero Sugar,
which made more brands sweeter with the help of stevia extract and launched a 250-milliliter ultra-
thin can. Despite health problems, global economic changes and alternating consumption patterns,
Coca-Cola still maintains its image. Moreover, Coca-Cola is able to give products on an approval
basis in order to acquire new customers. For example, when they create a new flavour, they can
provide a free tasting for the customers, so that customer can hold it and pay if they like the item
(Ling, 2017). Coca-Cola has spent millions on extensive marketing and stays well connected with
its targeted customers. This is why there are so many brand advocates for Coke. Despite the
increasing ethical education and health-conscious millennials entering the buying arena, Coca-
Cola will remain competitive, reacting and interacting with the next generation of consumers. The
reason is that it focuses on the relationship with their customers (News Desk, 2018).

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