Coca Cola Company

Abstract:

Choice of product depend on the consumers feelings about that product and this is what is referred to as brand loyalty. This paper focuses on the coca cola company products brand loyalty and how the company has achieved loyalty among its consumers 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. Importance of market information is that it helps in decision making and also in choosing the best strategy to increase market size and loyalty.

 Brand loyalty:

 Introduction:

Founded in 1886 the coca cola company has become one of the largest companies in the world, this has been made possible by the company’s efforts in promoting consumer loyalty. We focus on the coca cola company which produces soft drinks and enjoys high consumer loyalty in the market than its competitors. Other factors discussed include why the company enjoys high loyalty and also why market information is important to a company.

 Brand loyalty:

From the research undertaken it was evident that individuals consume the same brand they consumed in their early age, the coca cola company was founded in 1886 and over the years the company has formulated strategies that have made it a leader in terms of consumer loyalty.

This company has consistently advertised its product and also sponsored sports over the years. This has created a feeling toward the company’s brand. Brand loyalty begins in early child hood and when an individual uses the product at an early age then the individual is likely to consume the same product in his or her adult years.

Brand loyalty is also created by advertising. The company spends much on advertising each year which helps maintain the market size. These adverts are almost in all forms of media and this has helped increase brand loyalty. Product differentiation has also contributed to high brand loyalty, the company produces over 450 brands and this has catered for the different taste and preference of consumers al over the world.

The company also promotes sporting activities which include financial assistance to hold these activities and therefore this has created a connection with the consumers, these promotions have created a positive feeling toward the coca cola company and this has contributed to the high consumer loyalty the company enjoys.

Individuals always want to be on the winning side and the company has used its financial position to create brand loyalty, the coca cola company is one of the largest company in the united states and is ranked as one of the best companies in terms of profits and returns, therefore this makes consumers feel that they want to associated with the winning side and therefore will always purchase the products.

 The products:

 The coca cola company produces over 450 products and it sells these products in over 200 nations, the many drinks have different flavors that cater for the different taste and preference of consumers.

 Marketing application:

 Market information is important in that it helps companies to make decision that are aimed at improving their position in the market, with the market information a company is able to compare its products with those of its competitors and therefore improve their products. The information is also important in deciding on which strategy to use in the market, differentiation strategies and other forms of strategies are determined by the result of information collected in the market.

 Conclusion:

 From the above discussion it is evident that brand loyalty is promoted through advertising, promotions, the company’s position in the market and the introduction of the product to young consumers who become loyal when they grow up. Market information is important in that it helps the company to make decisions that are aimed at improving the company position in the market.

 Reference:

George Moschis (1994) Marketing Strategies for the Mature Market, McGraw Hill Publishers, New York

The Coca Cola Company (2008) history and facts about the Coca Cola Company, retrieved on 26th September, available at www.coca-cola.com/glp/d/index.html

Robert Chestnut (1998) Brand Loyalty: Measurement and Management, Routledge publishers, London