Course Project - Final Report Due

Customer Service Strategies to Enhance Retention and Loyalty by the Coca Cola Company

Name: Rodney Wheeler

Institution: Rasmussen College

Date: 08/26/15

The Coca Cola Company is a multinational that has created strong global brand recognition. The company has adopted a strategy of making their products have a reception as cultural components. The strategy has been to make the diverse people of the world have a strong identification with the consumption of the Coca cola products. The company achieves this goal by maintaining their visibility in the potential markets and customizing their products to suit the consumption of the general population so that it acts as a social unifying factor.

Coca Cola Company foundation has numerous initiatives worldwide where they give back to their market blocks by funding and promoting youth sporting activities. These activities unite the people in a region by enabling them to come together and support their youths in sports. These sporting activities produce iconic athletes whom a community looks up to represent them regionally, nationally and globally. This way the company simultaneously gives back to the people while it is strengthening its brand presence. The people thus share a coke as they enjoy watching the sporting activities. The company develops customized complementary items such as cups that the consumers use in the Coca Cola events thus making them comfortable as they enjoy the beverages.

Running Head: Additional Company Research

Additional Company Research

In a bid to make Coca Cola as universal beverage, Coca Cola has ensured that it diversifies its brand beverages flavours and calorie composition. The company undertakes continuous research to ensure that the consumers’ tastes and health implications are always considered. The Company has launched several beverage flavours in the market globally to appeal to different consumers who may need something other than the classic flavour. This has enabled the Company retain its market share while serving its consumers with alternative flavours that appeal to their taste buds. Also, the company has endeavoured to produce low calorie beverages such as Coca Cola lite. The consumers thus get to feel that the company minds their welfare (Palumbo & Herbig, 2000, p.120).

References

Palumbo F. & Herbig P. (2000). The multicultural context of brand loyalty. European Journal of Innovation Management, 3(3), 116-125.