Besides, Coca-Cola is also successful due to its supply chain function. Supply chain can be refer as the process of transferring the goods or services from suppliers to the final customers. “We ensure that every link in the chain stretching from bottler to consumer is working together. We cover every aspect of supply from Procurement and Manufacturing (including Quality, Environment, Safety & Health), to Engineering and Logistics.” (Coca-Cola Company, 2013) Moreover, the successful of Coca-Cola is also due to its innovation. 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.
1.2. Product Differentiation This refers to differentiation that aspires to make a product more attractive by contrasting its unique qualities with other competing products (Investopedia, 2015:1), as in the case of Coca-Cola, other soft drink brands. Successfully adopting this strategy would have a company gaining a competitive advantage, as the customer would then view the product as unique or superior. This is what coca cola has managed to do, and has managed to do it on a scale that is globally unique, and globally recognized. Much proof would indicate that Coca-Cola has definitely chosen a differentiation strategy since its early days.
Coca-cola is very committed to developing its business sustainably while respecting the environment. They are also committed to innovative and clean energy. Since 2010, they have been consistently reducing the carbon emissions and water consumption. Sales and operations Coca-cola has been establishing clear category and right product at the right price to favour the occasion which is called (OBPPC (Occasion, Brand, Package, Price and Channel) strategy. The OBPPC is the strategy offered to suit their customer’s needs, which has been helping capture people’s disposable income faster than its competitors, innovation allows the company tap into the less price-oriented experience and growing the revenue.
Business partnerships: Coca-Cola FEMSA is cooperating with The Coca-Cola Company to grow more propelled joint plans of action to keep investigating and taking part in new lines of refreshments, expanding existing product offerings and successfully publicizing and advertising our items. Collaborative customer associations: As an affiliation, Coca-Cola FEMSA unendingly would like to amplify its customer associations. Our association is working personally with its greatest clients to make more grounded multi-faceted associations. Among the association 's drives, are altering its expansive course of action of things and groups for their stores - considering the adjacent market 's money related demographics, critical usage occasion and the store 's specific qualities. We unite with our customers on various fronts-from learning organization and limits change to go-to-market and motivation behind offer execution-to ensure each and every client 's exposing count Channel Marketing: keeping in mind the end goal to give more dynamic and specific promoting of our items, our system is to
Advertising is the number one factor when communicating to customers informing them about the brands available and the variety of products offered to them (MSG.com). Although the company AllStar leads the market in OTC cold and allergy, better advertisements can help the company to gain an even greater percentage of its market segment. Focusing on advertisement, the MMT will also work with the companies direct and indirect sales force to ensure that the brand gets eye-catching placement on
Playing the same game leads to competitions among companies. Each one wants more customers and they want more profit. They work hard to compete each other in the market with a (lower – costs) products, better services and qualities. In case of losing the competition and if it was strong rival, the industry will leave the market and normal to face bankruptcy. 3- Threat of substitute products or services: the substitute products or services become high in the presence of similarity between different brand such as Coca-Cola and its competitor Pepsi that are indistinguishable from each other.
Consumers’ self-image can be inferred from the brands they use, their attitudes toward different brands and the meanings brands have for them. The perceptions consumers have of themselves influences their brand decisions. Consumers form favourable attitudes toward those products which possess images most similar to the images they either prefer or wish of themselves. Accordingly, they buy those products which match their desired self-image because those products help consumers express themselves (Zinkham& Hong,
Introduction: A brand extension is understood to be using the current brand name for another product to enter in a market, brand extension can be described as new product development strategies that can reduce financial risk by using the name of the brand which already existing to enhance the confidence of the consumer. Example connected with brand extensions are Coca Cola, Pepsi, Nestle, P& G, Uniliver, Fine and etc. Successful brand extensions count on consumers perceived fit, Innovation, concept and Consistency, perceived quality, brand familiarity. For many years researchers tried to find the major factor that affects the brand extension of the firms and how it does affect the business. It is studied that brand extensions can result in
In an age where consumers can easily learn the truths about products and services through the web, millennials today seek to support firms with a stronger sense of corporate authenticity. As consumers become more skeptical of marketing gimmicks, large established brands like The Coca-Cola Company (TCCC) now face greater pressure to be true to their marketed personas (Economist article). Despite leading the carbonated beverage industry in USA, an increasingly health conscious consumer market has lead to the continual decline in carbonated drinks consumption, causing TCCC to face increasing competition to attract more consumers to their carbonated drinks. In order to re-ignite engagement with the public and build up brand loyalty, TCCC emphasizes