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Coca-Cola Evolves Popular Loyalty Program

Coca-Cola Company Focuses on Value Creation, 1-to-1 Customer Relationships

❶Capturing these customers in a CRM database was crucial for Coca Cola to tap into key insights and keep their customers engaged Additionally, it was losing critical market share among teens.

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New Digital Focus
How Coca-Cola® Maintains Brand Loyalty in a Changing Environment
14/07/2012

In the UK version of the program, Coke Zone, customers could also avert point expiration by simply logging on to the website. Their codes are issued on a time-limited basis and expire at the end of the month containing the best before date of the relevant product. There were two types of codes: Single-use codes like those found on Coke products contained a mix of letters and numbers. These codes could only be used once; if they have been entered in any account they will not work again.

By contrast, multi-use codes were identified by being all numeric and could be entered by multiple users. The multi-use codes all started with the digits They have been distributed through email, including during the Christmas holiday season, as well as through direct mail and print advertising campaigns in various magazines and other publications.

Both Blockbuster and Disney with Pirates of the Caribbean have participated in such special promotions. The program was one of several marketing campaigns that have come under fire from the Center for Digital Democracy, an advocacy group interested in regulating how food products are marketed to children.

Targeting Children and Youth" [11] [12] which criticized the program for collecting personal information from children and for promoting obesity.

Childhood obesity was also a concern for weight-loss instructor Julia Griggs Havey who sued Coca-Cola over the program in , but dropped her lawsuit a few weeks later. The first assumption—that those who have Coke codes must purchase the product in order to redeem them—was shown to be untrue, as Coke stated they took into consideration that users may obtain codes from others. Second, it was pointed out that the Coca-Cola Company has other products besides Coca-Cola, including Minute Maid juice, Powerade , Powerade Zero and Dasani water, for those who do not wish to consume high amounts of high-fructose corn syrup or caffeine.

Additionally, many grocery stores and discount stores offer Coca-Cola products often imported that are sweetened with sugar instead of high fructose corn syrup.

Some customers [ who? They claim that the prizes for which they had been saving are either constantly out of stock or are no longer available. These increases, it should be noted, took place at the same time as Coca-Cola was taking drastic measures to decrease the number of points awarded through its February rule changes which reduced the maximum number of points from 1, per week to 75 through 22 March For its part, Coca-Cola maintained that all prizes in the My Coke Rewards program are available "while supplies last," and that there was no guarantee expressed or intended that a given prize would either continue to be offered or continue to be offered at the same price.

From Wikipedia, the free encyclopedia. For the online game, see MyCoke. This section needs additional citations for verification. Therefore, the threat of new entrants is relatively low to Coca-Cola. Threat of substitute Threat of substitute is high But both brands have a long history of heavy advertising. To enter the industry, it requires high fixed costs for production, warehouses, trucks, labour and marketing activities. It is difficult for the new entrants to convince retailers to substitute their new products for Coca-Cola at a lower margin.

Suppliers power Major suppliers to Coca-Cola are commodity ingredients suppliers and bottlers. The bargaining power of commodity ingredients suppliers is low. Most of the raw materials needed to produce concentrate are basic commodities like color, flavor, caffeine or additives, sugar etc.

Competitive Rivalry The competitive pressure from rival sellers is the greatest challenging faced by Coca-Cola. PepsiCo is the main competitor for Coca-Cola and these two brands have been in a power struggle for more than a century. Brand name loyalty is another competitive pressure. From this, Pepsi has a more solid loyal customer base which can make itself more competitive than Coca-Cola.

As the producers of these products are generally providing the same products, they have lower power over the pricing Bargaining Power of Buyers Moderate Bargaining Power of Buyers The buyers of Coca-Cola and other soft drinks are mainly large grocers, convenience stores, supermarkets, and restaurants.

The bargaining power of the buyers is strong. Large grocers, convenience stores, supermarkets and fast food restaurants buy large volumes of the soft drinks, which allow them to bargain a lower price. Besides, with the decreased demand for unhealthy soft drinks of consumers, buyers can have a larger bargaining power on the price of soft drink.

In fact, in , the four most valuable brands were all of tech companies. The Coca-Cola brand is worth tens of billions of dollars partly because of brand loyalty. It has managed to develop and sustain brand loyalty because:. Companies with a large, loyal customer base also cultivate brand ambassadors. Brand ambassadors are consumers who will market a specific brand. In other words, they will say nice things about it to their friends.

Nearly everybody has a relative, friend, or work colleague who swears by Apple products. Apple brand ambassadors are forever praising the company as well as its founder the late Steve Jobs. Furthermore, all its brand ambassadors praise what the whole Apple company stands for. Brand ambassadors are examples of word-of-mouth marketing. This is marketing that costs no money.

When brands give the impression that their goal is to make money, customers are less likely to trust it. For a brand to enjoy healthy brand loyalty, it has to prove that its priorities include individual customer relationships. From the day we are born, adverts that convey a feeling of happiness and fun target us. We first hear messages about food products and toys. Many of these ads influence us for the rest of our lives.

Researchers from the University of Arizona and Stony Brook University carried out a study that showed that lifelong brand loyalty is pervasive. Market Attrition occurs when brand loyalty erodes due to the absence of effective promotions. We also call it customer turnover , c ustomer attrition , customer defection , and customer churn.

Making and keeping a promise Successful business owners say that building brand loyalty is about making a promise to people and delivering on it. Additionally, you must know what they are thinking. Only then can you tailor your offering. There are many reasons why people are loyal to a certain brand: They may not want to go through a decision process again.

The brand provides excellent customer satisfaction.

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The Coca-Cola Company uses a customer-based approach to market research, not a product-based approach. Because of Coca-Cola’s close relationship with its customers, it is able to create products that are focused on their market segments. Market research enables Coca-Cola to determine the type of product consumers seek, the best places to promote and distribute the products, and the price that .

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Coca-Cola ® is an iconic global brand that has exemplified brand loyalty throughout its year history of success. The brand has retained its popularity amidst economic downturns, changing consumption patterns, and increased concern over healthy eating and drinking habits.

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Coca Cola has marketed its product in a way that the consumers feel a personal touch to the brand. This is one way in which Coca Cola attempts to gain its customers' loyalty, by connecting people emotionally to the brand. What actually makes an effective marketing campaign? The connectivity between the consumers and the product. How Coca-Cola keeps bringing customers back Based on Brand Keys' Customer Loyalty Engagement Index, Diet Coke and regular Coca-Cola topped both the diet soft drink and regular soft drink categories, with Pepsi sliding into the fourth spot in the diet category and fifth in regular soft drinks, behind the likes of Mountain Dew and Dr Pepper in both categories.

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The coca cola company products, brand loyalty and loyalty programs and how the company has achieved loyalty among its customers worldwide, some of the factors discussed include promotional activities, advertising, position of the company in the market and product differentiation by the coca cola company. Building personalized 1-to-1 customer relationships and creating value are two brand loyalty drivers for executives at The Coca-Cola Company.. During his presentation at the Nov. 19 Morgan Stanley Global Consumer Conference, Sandy Douglas, SVP, Global Chief Customer Officer and President, Coca-Cola North America, described Coca-Cola’s North America strategic business focuses on driving.