The Competitive Advantage Of Coca-Cola

Coca Cola Company is well known all around the world for its aerated beverages. It is an American multinational company, headquartered in Atlanta, Georgia. Coca-Cola is the most famous drink of this company which was invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia. It currently deals with a minimum of 16 variants of cola throughout the world. The company has introduced many technological advanced machinery such as bottle dispensers. Nearly 1.8 billion beverage servings of this company are consumed per day. It is the leading company in the soft drink beverage industry.

Explain clearly what ICT is used creatively and how?

Coca-Cola uses five types of Information and communication technologies that are used creatively.

As we have seen, Coca Cola uses different types of information and communication technologies, which definitely provide the company with competitive advantages. The usage of Radio Frequency Identification technology attracts the customers as it provides options to them to choose from a wide variety of beverages. This helps in increasing the customer’s loyalty, which in turn benefits the company to retain the customers in the long run without losing them to the competitors. Every company’s marketing strategy has to classify the customers into segments to form the target, which requires the data of the customer’s purchasing habits like quantity consumed, type and place of purchase and many more. RFID provides all these information that reduces the cost for Coca Cola for collecting data about the customers. This will have a positive impact on the revenue of the company. The campaigns used by Coca Cola gave the company with prosperous rewards in return like 1.5 million Facebook fans, highest number of unique monthly visitors of any grocery brand website, earning millions of participant in the game and tons of goodwill towards the brand. Printing advertisements in magazines are more expensive compared to augmented reality advertisements, which provides cost savings. Moreover it acts as a training tool as the usage of the superimposed information helps the maintenance people to observe how to properly fix a cooler (Chuck Tannert, 3rd Nov). Coca cola also integrated Facebook and augmented reality into the promotional campaign in Brazil leading to better interaction and brand connection with the customers, which was a threat to Pepsi. Utilization of mobile commerce in innovative manners, benefited the company