Topic 3.1 Assessment on Customer Service asks you to write a report on customer service. This online task will assist you in identifying what promotional strategies are and how companies align them to their customer’s needs. Completing this task will better prepare you for writing the customer service report 3.1 with particular attention to Qs 2& 3.
Task: This is an individual task
Visit one of your favourite retail store (Myer, David Jones, Coles etc) and pick a product (this could be an iPhone, a laptop, beauty product, or food product i.e. McDonald’s or Coke) and consider your response to the following questions:
How does the company create awareness of its product?
Shape of bottle: The company launched a national contest for the consumers, which helped them determine the difference between the Coca-cola bottle and the other brown cola bottles. Coca-Cola designed a bottle to look like the Coke logo so everybody could recognize it.
Logo and Font: Since its evolution, the logo and font of Coca-cola have remained consistent. And this has worked positively for them.
Global outreach:Coca-cola is one of the most popular brands in the world. And, this has helped them to grow into a global brand.
Sponsorship:The marketers at coca-cola use sponsorship as a way of promoting their products. The company began sponsoring the Olympic games in 1928, and it's been doing that for 90 years now.
Personalization: The effective promotional and advertising of Coca-Cola and the timely innovations in its beverage product have made it a global brand.
How does the company get consumers to try its product?
Its marketing innovations blend traditional and modern techniques that work to achieve its goals, keeping it ahead of competitors and creating a brand that has become iconic. Coca cola's market share is now close to 50% in the world.
Coca-Cola is one of the most valuable brands in the world because it has one of the most successful marketing strategies. Coca-Cola is often associated with happiness, in fact, the words Coca-Cola in mandarin means "Delicious Happiness". This is exactly what the brand stands for bringing together people and creating happy moments in their lives. The company’s products are now available in every country including North Korea and Cuba. A uniquely designed marketing strategy of Coca-Cola has been the reason behind the company’s reach internationally.
How does the company give information about the product to its customer?
Coca Cola relies on media extensively to conduct its integrated marketing communication strategy. The choice of media used by the company includes newspapers, magazines, internet, television, cinema, radio, posters and billboards.
How does the company retain loyal customers?
The Coca-Cola Company has come up with many exciting ways to thank its loyal customers for making Coke what it is today. Celebrations are taking place around the globe.
In the summer in the United States, Coke released a new packaging size for Coca-Cola – 1.25 liters (naturally) and invited people to enjoy "125 Years of Summer Fun."
Community initiative grants were awarded in South Africa that align with the priorities of "Live for a Difference".
"Live Positively" campaign was launched in Vietnam.
Sustainability initiatives were kicked off in Kenya, including a Kenya Red Cross water partnership.
Elements of Coke’s history were featured at the grand opening of the “World of Coca-Cola” exhibition in Russia. featured at the grand opening of the “World of Coca-Cola” exhibition in Russia.
Commemorative postcards were distributed in Brazil to share happiness and communicate optimism from The Coca-Cola Company associates.
Coke sponsored the Harare International Festival of Arts in Zimbabwe where more than 140 global artists and more than 1000 local artists shared and sold their art.
How does the company entice the customer to buy more and use their product frequently?
One of the reasons is that people like Coca cola as it taste is very good. Another reason is that Coke also acts as refreshment to our sample which influence on them to preferred coke. Price is also very important factor that influence to choose their preferred brand.
What promotions does the company use to identify more customers?
Coca-Cola's sponsorships include NASCAR, NBA, the Olympics, American Idol, etc. The mass brand awareness created by these wide-reaching marketing and sponsorship campaigns enable Coke to maintain its stranglehold on the beverage market.
