For an example, Coca-Cola attracted its customers by introducing some innovative vending machine such as Small World Machine in India, Coke Hug Machine and etc. This innovative strategy not only attract its customers in short term but it made Coca-Cola brand last longer in customer mind and successful deliver “happiness” as their value proposition. Lastly, Coca-Cola’s good customer relationship is also an initiative of successful of its company. Coca-Cola is used to be red as its brand and it bring a value of happiness, but when Coca-Cola introduced Diet Coke in
It understands deeply consumers’ needs and tries to fully satisfy consumers’ requirements for its products. For example, Coca-Cola has good quality in refreshing drinks. In addition, Coca-Cola is superiority as it offers advantages in some aspects that other brands cannot. It plays role in emotional relationship with consumers and offered classic icon, symbol, and image (Sagar, 2012). Its classic logo was designed by writing the word of Coca-Cola in Spencerian script with red and white colour (Feloni, 2015).
Media has big role in attracting the costumers also it increases the sale of the products especially when the Company use Celebrities for their ads. The second technology that the Coca Cola Company offered for the population is vending machine this would be faster way to have beverage and you can find it many places. Natural Environment: Since that the United Arab Emirates doesn’t have enough raw material so the Coca Cola Company having difficulties with producing the product. Coca Cola Company utilized the most quality material for the Bottles and cans so it can be recycled, also can affect the environment of the United Arab Emiratis
Coca- cola brand believed in the following as a way to lead their brand in the market : Affordability: coca-cola is aimed at the all classes in general but middle class in specific, also it means offering a wide variety of desirable, good quality products in proper packages for the right occasions at the" right price" . Coca Cola uses lower price point to penetrate new markets that are mainly sensitive to price, Coca- Cola does that to face the competition and to raise brand awareness.
It faces a vital question: does it have to keep the same positioning or to adapt according to the 200 countries where the brand sells its products. The brand has understood this principle while ago: “think global, act local”. Coca is thus willing to keep the same core product which is coke, but it adapts the offer to local needs. They use strategic positioning in order to have the same image all around the world, which is a success because it is perceived today as a part of daily life everywhere. This perception of the brand by the consumer leads to a high degree of loyalty and makes the purchasing decision more automatic.
These strategies join it offer centrality to its unfathomable stamping invigorates reputation, makes steadiness and assurance quality. Couple of relationship in this world have developed a brand as strong as Coca Cola. The alliance has used its publicizing resources for make a brand that is in light of present circumstances known and has changed into the best high ground for the association. Coca Cola has been productive in making brand relentlessness among its purchasers. This is an ensuing consequence of kept up publicizing attempts starting from
Positioning is basically creating the image of product that is constant in the mind of consumers. Positioning helps customers understand what is different about the product when compared with other competitors. Coca Cola desires creating positions that will give their products the greatest benefits in their target markets. Most consumers tends to create an picture of a product by contrasting it to another product. We have seen that through the infamous battles between Coca Cola and Pepsi products and Coca cola had the upper hand most of the times.
Competition of the market share by the two companies demands new strategies and mechanisms to ensure Pepsi retains its market control, and Coca-Cola increase sales in Asia. The improvement strategies revolve around marketing strategies and administration system to ensure the company earns customer loyalty and efficiency in the market. The paper focuses on examining whether Pepsi Company should improve on the marketing strategies due to competition of Coca-Cola Company. Marketing strategies of Pepsi need to be improved for effectiveness in the market to be achieved. Moreover, the improvement of the marketing strategies enables the company to retain the market share and continue to increase dominance in the country.
3.1 Explain how products are developed to sustain competitive advantage There are three levels of coca cola’s products. They are core product, actual product and augmented product. Core product Coca cola’s products are high quality standards for the customer. Coca coal’s core products are energy drinks such as Coca Cola Zero, Coca Cola Diet. One of the benefits of drinking coca cola is that it contains caffeine, a natural stimulant found in the kola nut, coffee beans and tea leaves.
Coca-Cola is a widely spread and well-known in the whole world drink. However, even such popular drinks still need advertising to involve new consumers and not to lose the old ones. While the first marketing steps in the history of Coca‑Cola were performed in the form of coupons offering free beverage, the situation on the market has radically changed. When the advertising through media became possible, the company has created an image through advertising the drink as a product connected with fun, entertainment, friends, and having a good time. Nowadays, the Coca-Cola is famous for its inspiring and calling to action advertisements.