Marketing IMC Strategy of Coca Cola 52

Marketing Blueprint for Coca Cola

ShaRon Jones

South University

Professor: Matula

Analyze the key elements of buying products through customer service or direct services from the Coca Cola Company

Customer service can be described as the assistance as well as the pieces of advice in which a business organization offers to those individuals who buy or use the products produced by that organization. With reference to the Coca Cola Company, there are various key elements or aspects which one focuses on when buying the products of this company using customer service or the direct service approach (Jochen, 2011).

One key aspect as to why buying products through customer service is critical is due to the fact that Coca Cola is currently involving itself in differentiation of consumers for its products. Coca Cola products are consumed all over the world. However, it is estimated that probably less than twenty countries in the world do not consume Coca Cola products. This still leaves a huge market share in which Coca Cola enjoys. As a result of the great market share, Coca Cola is therefore coming up with products which will create a deeper consumer desire in comparison to a brand that may have existed a day before. This is a factor that gives the consumers a reason to continuously buy Coca Cola products rather than other products from competing firms. This is a key aspect as it ensures that Coca Cola consumers have the up to date information concerning the tastes and preferences of the products offered by this company.

Another key element associated with buying products through customer service or the direct services approach is the fact that it focuses upon the consumer. Each and every business has that mandate to become successful especially if they are not successful in their current times. Customer service focuses on the consumer. This critical tool of consumer feedback attempts to understand the needs and wants of the consumer. For the organization to maintain or increase their consumer base, it must be able to meet the needs and requirements of their loyal fan base. Customer service plays an important role in ensuring the company succeeds in terms of the products it sells to its great market share.

Buying products using the direct or customer services ensures one is up to date concerning various promotions in which Coca Cola gives to its customers. Promotions and great discounts are some of the techniques in which businesses will use in order to attract a larger market share. The direct service approach ensures customers are conversant with such promotions as well as other great deals and discounts.

Create a blueprint (diagram) for Coca Cola detailing the service delivery process involving the frontline employee–customer contacts before, during, and after the purchase

Select possible contact point failures where you would create improvements in the form of new or improved services

Employee-customer contact is essential for any business. One major aspect that has been linked to this relationship is the fact that employees need to know and understand what the customers need. Once they are able to understand this, it is very obvious that the business organization will be successful as they are producing products based on the consumers’ tastes and preferences. Employee customer relations remain a very important part of customer retention especially when coming up with critical decisions concerning various production processes used by a company (Benson, 2004). 

From the blueprint diagram presented above, there are various contact failures that can be seen with respect to employee customer relationship. One contact failure that is missing from the blueprint is the customer feedback system which is a key factor to the employees as well as the entire business organization as a whole. A feedback system plays various roles within an organization. One of its valuable uses is to engage and initiate meaningful conversations based on comments, questions and concerns of product availability and ways the company can improve on the product currently being offered.

In cases where the products may have scored poorly in terms of poor or of low quality, a feedback system can provide employees with honest criticism in the weakest areas for improvement or product revamp campaigns in the future. Other than addressing product improvement issues, a feedback system can also be advantageous to the employees as it acts as a chief way of motivation for employees on all company levels through positive and negative consumer feedback. The diagram also needs to include factors for the enhancement of customer employee relationships.

Corporate Social Responsibility is another employee customer contact that should be established. It is important to note that the company uses resources from the environment. In addition to this, they also release a lot of waste products into the environment. The same environment is also used by people or communities who live around this company. To ensure there is sustainability and the people are less affected by various chemicals emitted from these manufacturing plants, it is necessary for corporate social responsibility to be put into place.

It is important that the company is held accountable to the people who live around the surrounding areas where products are created. Corporate Social Responsibility will also be brought into a deeper focus especially in the field of waste management and how the organization deals with getting rid of its waste after product completion.

Identify and analyze at least two areas for improvement or creation of new services

One major area should be created within this company is the feedback system. The system should be created and be included as an after service operation. It should be c computerized and consumer friendly with accessibility to all with some type of reward system in place for ideas and thoughts that enhance a product or save the company money in the restructuring process despite the geographical location of the consumer (Terry 2005). 

The second chief area of improvement should be within the management of the company. The focus should not only be on the welfare of the company through profit gains and margins but a focus should always be the company’s responsibility to the environment and the people living around this company. One of the various management functions within the company is the controlling, directing and the positive leadership throughout the entire organization.

How will consumers benefit by improving these areas or creating new services?

The improvements stated above are both beneficial to consumers and the company at large. Consumers will however benefit greatly from these improvements. Creating the new services will improve the consumers’ participation on the products in which the company is designing. Consumer demand usually dictates the amount of production the company puts out on the open market. Consumers are likely to enjoy high quality goods at prices within their means. Giving consumers such a forum is very important as they can brainstorm critical ideas that will be used in improving the goods produced.

Consumers need to feel that their satisfaction is an organization’s number one priority. This feeling of self actualization creates a broader and loyal consumer fan base which is vital to a successful to dominant market share of consumer dollars. Enhancement of community and corporate relationships will improve the business at large in achieving environmental sustainability. The standard of living for those who live near the manufacturing plants may even improve due to the fact they are working towards having a sustainable environment through corporate social responsibility (Feldberg, 2012).

Write a statement positioning the brand around the new or improved services

The new and improved services go hand in hand with the brand of this company. Coca Cola is continuously developing brand strategies that are good for the consumer, the environment and the organization. Once the quality issues have been addressed, it will be reflected by an increase in consumer sales and demand. This will in turn result in consumer satisfaction which is pillar to the success of many business organizations. Coca Cola has various brands which come in different types of containers that aid in the recycling process while the Coca Cola brand still remains a household name.

References

Benson, D. (2004). Coca kick in drinks spurs export fears. The Washington Times (The Washington Times, LLC). Maywood, New Jersey.

Terry, S. (2005). A Rich Deliciously Satisfying Collection of Breakfast Recipes, My Best Book Publishing Company,

Feldberg, M. (2012). Beyond Seltzer Water: The Kashering of Coca-Cola. Jewishfederations.org. The Jewish Federations of North America.

Jochen W. (2011), Services Marketing – People, Technology, Strategy. pg 14, 7th ed., Upper Saddle River, New Jersey: Prentice Hall

Raw Materials, Energy and water

Quality products and services

Waste (materials/energy/water)

Profit/ Net Income

Revenue/ market share

Satisfied customers

Vision, Goals, Strategies and Systems

Engaged Employees