Marketing Strategy in Action Coca-Cola Essay Sample
Coca-Cola is one of the best known names in the universe. The positive attitudes and beliefs maintain 1000000s of consumers purchasing the merchandise over and hold helped the company set up loyal consumers. Coca-Cola has built a successful worldwide trade name name to 1000000s of people. Coca-Cola reinforced trade name trueness when consumers create a positive attitude based on believes about the merchandise and doing the merchandise associated with a positive memory.
Coca-Cola has been around for old ages and many loyal consumers have associated the trade name with positive yesteryear memories. Loyal trade name consumers may tie in it with vacations. parties. graduation.
playing a athletics with friends. first day of the month. seeing a film. etc.
When Coke decided to alter its merchandise they did non recognize that 1000000s of loyal consumers have associated the gustatory sensation with a positive fond memory…something that they do non desire to allow travel.Less loyal consumers have non associated Coca-Cola with a affectionate memory so these consumers should non be as disquieted and should be able to set to a different sort of Cola. The less loyal consumers are still trade name loyal to the company. and should be able to set to a different sort of Coke. but they did non tie in a type of affectionate memory to it so it will non experience like portion of their memories is gone.I do believe it’s possible for consumers to be loyal to more so one trade name of soft drink.
For illustration. I am a loyal Pepsi drinker. But I besides drink birken Beer Soda. Every clip I go to a just I normally purchase a birch sodium carbonate. Before my female parent past off. she would take me to the local Bloomsburg Fair every.
We would normally buy a birch sodium carbonate and speak around the just together. I associated this positive fond memory of my female parent and me at the just with birch sodium carbonate. If I am non at a just. I normally merely imbibe Pepsi. So.
I am loyal to more so one trade name of soft drink.I think it is possible for consumers to be trade name loyal to more so one trade name of Cola. If we compare the two trade names Pepsi and Coke. It is possible for consumers to tie in Pepsi with traveling to a athleticss game. and imbibing Coca-Cola at a field day.Coca-Cola has used their trade name equity to make new merchandises such as Diet Coke.
Caffeine Free. Vanilla Coke. Cherry Coke. etc. The world is that Coke old ages and old ages constructing its trade name equity. I think they should utilize its trade name equity to new merchandises.
but I think they should put a bound on how many merchandises portion the trade name name Coke. We do non desire loyal consumers to free its affectionate memory of the past because of all of the other merchandises that have the Coke logo on its bundle. By widening its merchandise line Coke will hold a higher opportunity at increasing its gross revenues. If Coke creates excessively many merchandises utilizing its trade name equity. I believe loyal fans may acquire disquieted or easy loose its associated fond memory.I think it’s a great thought for Coca-Cola to make new merchandises with distinguishable trade name names.
Coca-Cola must look at its trade name equity and make up one’s mind if it wants to distribute it out to another merchandise. By holding wholly different trade names it will non impact the loyal consumers that have associated its trade name name to a past memory.Coca-Cola needs to pay attending to the consumer. The consumer is the individual who is doing the concluding purchase of the drink.
If consumers purchase less sodium carbonate. so Coca-Cola will be selling less cola sirup to its clients. Loyal consumers have associated fond memories with Coca-Cola. It is the figure one soft drink company in the universe.Coca-Cola has become really successful and borrowing trade name equity.
For illustration. the company did patronize the 1996 Summer Olympics. The benefit of borrowing trade name equity is to acquire consumers associate Coca-Cola with event. The positive side of borrowing trade name equity is because it is less money.
and it will assist make a positive memory for the consumer which will act upon their determination to buy a Coca-Cola in the hereafter. Olympics is the largest events in the universe. It is seen by 1000000s of people worldwide. The con side of borrowing equity is that may consumers will non associate the trade name name Coca-Cola to the Olympics which means it would hold been a waste of money on that specific consumer.
Making trade name equity helps consumers become loyal to a specific trade name. If consumers can tie in its trade name name to a positive memory it will make a loyal consumer for life. Coca-Cola besides has started making new labels and bundle for bing merchandises to make reactive trade name equity. The con side to reactive trade name equity is the opportunity that loyal consumers may non tie in a fond memory to the merchandise any more because its visual aspect is different. The positive side to making reactive trade name equity is that it may actuate loyal consumers who have non late buy a coke in the past few hebdomads or months to do a purchase. Coca-Cola introduced a Contour bottle around the universe it will construct its trade name equity in the bottle itself.
A Coca-Cola bottle may shortly be one of the most accepted bottles in the universe thanks to the success of the Coca-Cola Company and its selling squad.