Customer Relationship Management

A Project Report on "COCA COLA"

Assigned By: Sir Ghulam Murtaza

Assigned To: SYED ASHER ALI

MBA- 36 1935136

May 13, 2020

SZABIST HYDERABAD

COCA COLA COMPANY OVERVIEW

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The modern styles of living have created wider impact on the industrial outlook globally.
Similarly, the ways of routine activities have also updated according to time. In Pakistan, due to
globalization the introduction of multinational corporations have greatly affected and changed
the ways of living styles of their consumers. Beverage companies are those companies, which
produce cold drinks that are fulfilling the needs of their consumers. They produce non-durable
products, which includes beverages of various kinds and flavors with different taste. These items
are sold relatively quickly because these products have specific time for their consumption and
are cost effective.

The beverage companies have greatly affected Pakistan’s consumer mindsets and their life
styles. Coca-Cola Beverages Pakistan Ltd is among those companies, which have played vital
role in the development of modern lifestyle and ultimately the economic development of
Pakistan. It has introduced new taste and standards of drinking habits among its consumers. 25
years ago, CCBPL started its operations in Pakistan. It indicates the importance of Coca Cola
being a business development entity and largest taxpayer company in the Pakistan economy.
Ultimately, it contributes towards the economic development of the country. The Coca-Cola
Company is the largest non-alcoholic beverage company in the world. It serves 1.9 billion or
3.2% of the total 60 billion beverage servings of all types consumed worldwide every day. The
company owns, distributes and sells over 500 various non-alcoholic beverage brands in over 210
countries. Economies of scale allow the company to share its fixed costs over hundreds of brands
and billions of servings, making each drink as cheap as possible. Due to its size, The Coca-Cola
Company can exercise its market power over suppliers by requiring lower prices from them. The
company can also use its size to affect the competition by underpricing some of its items,
acquiring the smaller competitors or saturating the market with many of its own products. Unlike
some of its smaller competitors, the Coca-Cola brand and the company’s other signature drinks
have enormous brand recognition all over the world. The company can influence consumers’
buying decisions through its brand power and massive marketing campaigns more easily than
most of its smaller rivals. The Coca-Cola Company’s distribution network allows the chain to
reach more customers than most of its rivals could reach. According to the company, the
company serves 1.9 billion servings a day, more than any other competitor in the world does.
Our Mission
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company
and serves as the standard against which we weigh our actions and decisions.

 To refresh the world...

 To inspire moments of optimism and happiness...
 To create value and make a difference.
Our Vision
Our vision serves as the framework for our Roadmap and guides every aspect of our business by
describing what we need to accomplish in order to continue achieving sustainable, quality
growth.

 People: Be a great place to work where people are inspired to be the best they can be.
 Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and
satisfy people's desires and needs.
 Partners: Nurture a winning network of customers and suppliers, together we create
mutual, enduring value.

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  Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.
 Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
 Productivity: Be a highly effective, lean and fast-moving organization.

KEY PRODUCTS OR SERVICES OFFERED TO CUSTOMERS

The Coca Cola Company is the largest company that manufactures, distributes, as well as sells
non-alcoholic drinks globally. Headquartered in Georgia, the USA, the firm has conquered both
domestic and international markets, a factor that has enabled it to enjoy high brand loyalty, as
compared to the competitors, such as the Pepsi Company among other notable brands. Currently,
the firm sells more than 500 brand products to at least 210 countries, thus making the firm to be a
market leader in this segment. The Coca-Cola Company owns and distributes over 500 different
brands, which is the most extensive beverage brand portfolio in the whole industry. The
company offers beverages for every taste in 7 beverage categories:
1. Carbonated Soft Drinks
2. Bottled Water
3. Juice & Juice Drinks
4. Sports Drinks
5. Tea & Coffee
6. Energy Drinks & Shots
7. Alternative Drinks

The most popular company’s drink is Coca-Cola. Coca-Cola trademark (includes Diet Coke and
Coca-Cola Zero) earned around 40% of the company’s total revenue. While Coca-Cola is the
most important product, it is only one of the 21 billion-dollar brands that the business owns. The
company’s billion-dollar brands include:
The company also owns 13 other brands that each annually earn at least US$1 billion:
 Coca-Cola
 Fanta
 Sprite
 Diet Coke/Coca-Cola Light
 Coca-Cola Zero
 Minute Maid
 Georgia Coffee
 Powerade
 Del Valle
 Schweppes
 Aquarius
 Minute Maid Pulpy
 Dasani
 Simply
 Vitaminwater
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  Gold Peak
 Fuze Tea
 Ice Dew
 smartwater
 I LOHAS
 Ayataka.

THE COCA-COLA COMPANY’S BILLION-DOLLAR BRANDS

DETAILED STUDY OF THEIR COMPETITORS

The pepsi co was founded in 1965 in New York and deals with the production of non-alcoholic
beverages and food processing items. It is the leading global producer of snacks and beverages.
It trades in light foods and operates in the US and Canada. Initially, PepsiCo used to run its
businesses through two units, the PepsiCo North America and PepsiCo International. In order to
grow, the company needed to explore other markets; this led to the creation of three branches.
The first branch is PepsiCo, which mainly operates in the Latin America while the second branch
that is the PepsiCo international has a wider geographical operation. The third branch is the
PepsiCo Americas Beverages that runs its operations in North America, Tropicana, Gatorade,
and the Latin America. PepsiCo therefore, has a decentralized structure (Banks, 2001).Quality is
one of the aspects that PepsiCo has prioritized in its values. It is committed to protecting its
customers by winning their trust and confidence. In order to keep consumers informed, all
PepsiCo products have quality assurance seals on them. It also adheres to environmental
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 regulations to avoid rubbing shoulders with the laws of respective countries in wrong ways.
PepsiCo challenges Coca-Cola through its promotions. It communicates to its customers through
celebrity figures, through music to attract the young generation, and also through games. It also
uses the internet, media and sponsorships. PepsiCo compare to The Coca-Cola Company from
the very beginning of the company’s history in Pakistan, they discovered that their core
competition is with non-other than the multinational brand known as “Pepsi”. Pepsi is a
renowned brand but Coca-Cola is the market leader in everywhere.

MARKETING MIX OF PEPSI

Product
This element of the marketing mix identifies the organizational outputs made available to
customers. PepsiCo started as the Pepsi-Cola Company, with all original products under the
Pepsi brand. The following are the current product lines of PepsiCo:

1. Soft drinks
2. Energy drinks
3. Cereal
4. Rice snacks
5. Snacks
6. Side dishes
7. Breakfast bars
8. Sports nutrition
9. Bottled water
10. Other merchandise

While the coca Cola Company has the widest portfolio in beverage industry comprising of 3300
products. Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy
drinks, tea and coffee etc. As per Nielson’s data, Coca cola is the No.1 brand in sparkling
beverages, juice, and retail packaged water in 2010. Coca cola has its market presence around
200 countries.

Place
PepsiCo uses a global network for distributing its products to consumers. Venues for distribution
and sale are considered in this element of the marketing mix. PepsiCo’s places for distribution
are as follows:

1. Retailers
2. Online merchandisers

Most PepsiCo products are available at retailers, such as supermarkets, grocery stores, and
convenience stores. However, customers can access PepsiCo-licensed merchandise like tumblers
and t-shirts through retailers and their websites. Based on this element of the marketing mix,
PepsiCo’s places for distributing its products are mostly non-online retailers. On the other hand,
Coca cola is the world’s most favorite brand and is available all over the world. The distribution
system of coca cola follows the FMCG distribution pattern. The effective distribution network of
coke has almost eroded the small and middle level players in the market. In India they have
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 captured even the rural market by extensive distribution and have eroded the market share of
Bovonto, Kalimark etc

Promotion

PepsiCo promotes its products to attract target customers. This element of the marketing mix
covers the marketing communications strategies and tactics that the company uses to reach its
customers. The following are the tactics in PepsiCo’s promotional mix, arranged according to
significance:

1. Advertising
2. Sales promotion
3. Direct marketing
4. Public relations

Advertising is PepsiCo’s primary tactic for marketing communications. For example, the
company is popularly known for using celebrity endorsers to promote its products on TV, radio,
print media, and online media. The firm also advertises through business signs it sponsors or
gives to stores and other establishments. PepsiCo occasionally applies sales promotions, such as
package deals or discounts. Also, the company’s local offices sometimes implement direct
marketing through agreements to provide products to organizations at wholesale prices.
Furthermore, PepsiCo uses public relations through financial assistance and sponsorships, such
as in sports events. This element of the marketing mix indicates that advertisements are the main
determinant of PepsiCo’s ability to communicate with target customers and promote its products.
Whereas Coca Cola adopt various advertising and promotional strategies to create an increased
demand in the market by associating with life style and behavior and mainly targeting value
based advertising. You are more likely to see a coke ad individualized for a particular festival or
in with a general positive message

Prices

PepsiCo’s prices are considerably varied because the company has a wide product mix, which
means that it has a large number of product lines and brands. Approaches used to set prices are
analyzed in this element of the marketing mix. PepsiCo’s main pricing strategies are as follows:
Market-oriented pricing strategy, Hybrid Everyday Value pricing strategy

Most of PepsiCo’s products are priced based on the market-oriented pricing strategy. The
company’s objective in using this strategy is to ensure that its prices are competitive, based on
other firms’ prices and prevailing market conditions. On the other hand, Hybrid Everyday Value
is PepsiCo is pricing strategy for some of its products, especially soft drinks. The company’s
objective in using this pricing strategy is to close the gap between regular/everyday prices and
discounted holiday prices. In this way, PepsiCo expects consumers to buy more of its soft drinks
every day and not just during the holidays but in coca cola Due to the availability of wide range
products, the pricing is done according to the market and geographic segment. Each sub-brand of
coca cola has different pricing strategy. Their pricing strategy is based on the competitors
pricing, Pepsi is the direct competitor to coke. Beverage market is said to be an oligopoly market
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(few sellers and large buyers), hence they form into cartel contract to ensure a mutual balance in
pricing between the sellers.

TOTAL MARKET SHARE OF CUSTOMERS

Market share analysis is the essential tool to evaluate the level of acceptance and brand
performance. These can only be done when a company engages its customers up to the level of
acceptance.

INTERNATIONAL MARKET SHARE

There are 3 main players in international market and Coca-Cola is market leader with the 52%
shares while Pepsi is following with the 36% shares and Dr. Pepper Snapple Group has 12%
shares. As it can clearly observed in below, pie chart Coca-Cola brand is the most accepted brand
in the market of beverage industry for global perspective with leading percentage of share as 26
Percent and Pepsi is being runner up as the 15percent of market share.

PAKISTAN MARKET SHARE

The Wall Street Journal reported that Pepsi lost its significant market share as compared to Coca-
Cola the reason behind that was the huge investments and sponsorship for Coke-Studio. Pepsi
usually sponsors the sports especially cricket fields. Pepsi recorded the dominant market share of
54 % and Coca-Cola Company covered the remaining percentage. Due to some positive factors
and strategic approach, Pepsi had been the market leader for many years. This data is compact
and quantitative nature, which directly indicates the direct impact in the market share analysis for
both of the companies. Now we compare this data with the most recent one and see the

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difference between what had already done and the differences are to be observe after that
implementation.

Now in this pie chart we can clearly observe that Coke has developed to be the dominant and
market leader in the beverage industry for Pakistan. Coke developed from 35% of market share
in 2010 to 54% of market share according to the most recent data and observations. Pepsi lost too
much of its market share as it was the market leader with distinction of 65 % in 2010. Now its
market share has decreased to 36% according to most recent data. In those seven years, other
local brands have also come to business and they also developed some of their market share.
Gourmet developed 4% of market share in regional distribution. Whereas, other local brands
have also flourished and observed to discovering market share of 6%. Coke Pepsi 54% 36%
Gourmet 4% Others 6% Latest Market Share Trend coke Pepsi gourmet others This was a closer
outlook and comparison of the performance of the beverage companies between year 2010 and
2017 to elaborate their company’s market performance.

CHALLENGES IN MAINTAINING MARKET SHARE

As the time passes, the quality of life style has also altered from past to present and expected to
be changed in future as well. By keeping in views these situations the company ought to have a
competition through:

 Unique value proposition through quality products.

 Copyright handling to eliminate the fake products in the markets.

BENEFITS/PERKS OFFERED TO POTENTIAL CUSTOMERS

The company effectively and efficiently uses integrated marketing communication techniques in
order to get connected and staying involved with its targeted customers. Coca cola one the most
the most selling beverages in the world they always try to makes a customer to come and

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purchase their product. Coca cola most of the time specially in Ramadan they are to make their
sales high so they are doing to give discounts to the customers as we seen in the pic which is
given below. They are discounting Rs40 so because of that potential customer come and avail
that special discount.

They also giving free coca cola glasses while purchasing the MacDonald deal there are six
different glasses so it makes customer more willingly to buy that deal and collect the glasses and
Coca-Cola voucher, recipients could redeem one free glass of Coke at any dispensary. Coke
which was introduce a year earlier, benefitted from this marketing strategy, as it encouraged both
potential consumer and vendor adoption.

Coca-Cola also involves their customers through cultural and musical shows that bring an
awesome touch between the company and the themes. By using those attractions and affiliations,
the company creates its valuable messages in the form of slogans such as; happiness, sharing, fun
and traditions of Coke for potential customers

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 RELATIONSHIP STRATEGY WITH CUSTOMERS
Coca-Cola has always put effort towards maintaining a good customer to company relationship.
They want their brand and products to be a part of people’s daily lives, to be somewhat of a ritual
attached to specific or special moments, and they use social media in order to create emotions
and feelings of affiliation towards customers. In order to do this, the company uses integrated
marketing communications (IMC), which is used to communicate with its target
customers/market. This plan is changed and adapted by how the market, society, potential, and
product positioning all change.
Currently, the communications that are organized by the firm include: advertising, direct
marketing, interactive/ internet marketing, sales promotion, public relations, personal selling, and
sponsorship marketing. Advertising is extremely important for this company; this is because its
giant customer base is so global. In order to do this successfully and bring abroad new
customers, the company uses influential advertising techniques. The slogans used in the Coca-
Cola ads are very catchy and relatable; they create a permanent impact on the viewers.
Coca-Cola uses advertising to create awareness among the potential customers about their
products. The have different mediums of advertising that are displayed around the globe.

 Print Media: Coca-Cola ads are seen everywhere in various newspapers and magazines
around the world.

 Point of Purchase Advertising: Posters and stickers can be seen displayed in various
stores.

 Television Commercials: This is the most common platform that they use, these ads are
better able to reach the maximum number of target audience, more so than the other
mediums of advertising.

 Outdoor Advertising: This includes posting ads on billboards and hoardings. Coca-Cola
makes sure that their ads can be seen everywhere you go.
Maintain the relationships are one the important tool that company has to look after as we know
that Coca Cola one of the most selling soft drink in the world so they make strategies to get more
customers towards it. Coca cola gives buy one coke regular to get another free its strategy make
to attract the new customers. And Coca Cola also invests hug amount on advertisement to attract
huge amount of customer throughout the media it’s also helps for the Coca Cola their new
customer must be convert it into loyal customer because Coke serving soft drinks since many
years and they are very much known about their customers. On the other hand they always keep
in touch with their current customer. They always sending them complement messages via email
or through their Facebook page, twitter and also on Instagram. And they also give high priority
to the suggestion of current of customers. And lastly their potential customer always crazy about
coke as they offer buy one regular bottle get another free and also coke giving free glasses for
potential customer, and the way coke advertising its always unique and make customer more
catchy because they always try to share happiness with each other and also make very emotional
full advertisement so that customer always love that.

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 CUSTOMER DATABASE MAINTENANCE IN DETAIL FORM

Connecting more closely with customers is critical for any brand, but for a global giant like
Coca-Cola, which owns over 500 beverage brands, it becomes a strategic art. So coca cola used
different strategies for this like they start one of the loyalty program through this it increae in
reach from 3 million to 18 million. In “The My Coke loyalty program had gathered data from
people who participated in it over many years, and those who stay engaged with it for a long
time kind of started to fall off - like any program. Customers may not participate forever.
However, the interesting thing is those people are still around and they’re still interested in our
products drinking our products. They just perhaps might be no longer interested in doing our
loyalty program.” What Coca-Cola was able to do was to use the customer data to find those
people online and advertise to them in a personalized way. So for instance, if we knew that they
loved Sprite and Minute Maid, we can basically continue serving them ads and speaking to them
with content that we know they will appreciate,” he explained. “We’re talking about paid media,
display, online video and social.”

Customer contact employees (Qualification/Training/Experience

and other details)

COMPANY’S CULTURE

Special training are given to employees; new employees also are placed with old ones to learn
work and the values prevalent in the company. Two cups tea are free for every employee daily
this represents the hospitable nature of the company, This factor keeps the employees motivated
as they are taken well care this fact is clear by the physical actions took by the company. The
company working environment is really a good blend of Asian and western values.

MOTIVATION FOR EMPLOYEES

Wages:

Coca-Cola is providing smart wages to its employees, which are competitive and satisfactory
.With wages lot of facilities and amenities, are provided according to the policy. Structure of
wages can be describe as Blue-collar workers are offered wages along with commission sales
representative are offered wages and commission pursuing certain criteria. White-collar workers
who are the officers and the executives draw a handsome amount salary with incentives.

MEDICAL FACILITES

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Treatments are provided to employees as per their designations. The medical facilities are also
provided to supervisors as well as the officers in the Company.

MENTORING PROGRAMS

Creating a system of mentoring programs that include, One-on-one mentoring Group mentoring
self-study tools.

Coca-Cola North America and The Minute Maid Company have one-on-one mentoring
programs designed to foster professional growth and development. • These programs promote
trusting relationships for networking, coaching, career counseling and life lessons.

Planning and Forecasting

Coca-Cola HR department involves in company strategic planning and they also make sufficient
planning for hiring new employees in the future. • They forecast for the expected employees
needs in the organization. They forecast of employees on the change technology and increasing
in productivity.

Training Policies of Coca Cola

After recruiting the fresh employee, they are trained for three months and pay them salaries after
three months they become part of a firm. • Coca Cola also give training to existing employee
depending upon the condition for example if new technology is introduced first, full training is
given about new technology then they are allowed to start their new job.

Performance Appraisal and Benefits

Coca cola performance appraisal is on the annual basis. HR manger says, “We appraise our
employee on their performance Bonus, Medical facility, Gratuity fund, Social security. Protect
the employees and ensure public safety extending throughout the organization. Integrated
approach of innovation for the safety of employees at all operation levels. Establish mechanisms
to communicate effectively with the employee’s consumers and government on the safety
performance.

Channel of Customer Contact (Online which source? Offline which method?)

While many view our company as simply "Coca-Cola," our system operates through multiple
local channels. The primary way that our products reach the marketplace starts with Coca-Cola,
which manufactures and sells concentrates, beverage bases and syrups to bottling operations.
Coca-Cola also owns the brands and is responsible for consumer brand marketing initiatives. Our

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bottling partners manufacture, package, merchandise and distribute final branded beverages to
our customers and vending partners, who then sell our products to consumers.

All bottling partners work closely with customers –grocery stores, restaurants, street vendors,
convenience stores, movie theaters and amusement parks, among many others –to execute
localized strategies developed in partnership with our company. Therefore, if customer face any
difficulties so they contact on offline method like this and through online channels customer can
email them on [email protected] and call them also on +1 (404) 676.2683 or even when we
enter on coca cola website so a chat box appear so we can also contact them on it.

MARKET SEGMENTATION

Coca Cola Company is the world’s leading manufacturer, marketer, and distributor of soft
beverages. Coca Cola uses "Multi segment" targeting strategy, which means that the company
has more than single, well- defined, market segment.  It develops a marketing mix for each of the
segments. Coca Cola has more than 400 different products line, total of 3,500-product mix.

GEOGRAPHIC SEGMENTATION:-
Coca Cola has drinks that targets different age groups, ethnic groups, sex, lifestyles, etc.
Examples:
Oasis- Juice made for the younger working adults, between the ages of 20-30. The product is
available in different flavors (berry, lemon, and orange tangerine). It is mostly popular in Britain
and Ireland. 
Coca Cola- the most popular soft drink so far that being sold in most countries in the world. The
large demand for its taste and the trend toward healthier lifestyle influenced Coca Cola to
produce healthier products such as Coca Cola Zero, Diet Coca Cola, etc. 
Coca Cola Zero- targets teens that do not want calories but want the taste.
Diet Coca Cola- targets adults, between 30-50 who are health conscious but want the taste.
PowerAde- sport drink, targets athletes between 13-27 ages.
Minute Maida- targets kids and adults from 1 year to 10 and 40 plus. It is convenience to carry. It
targets parents that want their children to drink healthier drinks.
Climate- Coca Cola’s consumption in the summer is 60% than 40% in the winter; therefore, the
company's sales are higher in the summer. It also focuses in hot area in the world.
DEMOGRAPHIC SEGMENTATION:-
-Age- 15-25 years old and 40 plus.
-Gender- targets both genders with wide variety drinks.

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-Income- segments different income level. For example, by packaging for low-level income the
company is selling returnable glass bottle; for high-level income, the company is selling coke in
tins.
PSYCHOGRAPHICS SEGMENTATION:-
People who are brand conscious will not drink beverages of less known brands. They will try to
show their status by drinking Coca-Cola.
The level of education is another factor that the company is paying attention. In a high
percentage education, the company can use advertisements to convey the company massage.
Because Coca Cola is a recognized world brand, people will drink it without hesitate.  Coca Cola
designed to satisfy the consumer’s needs. The company is able to provide drinks for many
different target markets: ages, sex, etc. The products are sell to diverse population all around the
world. In our world today, people want to live healthier lives. Coca Cola recognized this need
and begun to produce different beverages that are satisfying those consumers. Coca Cola
products are purchased by different classes, but mainly by middle to high-level class. In addition,
many people today make their purchases decisions based on the company’s ethics and, or social
responsibility. Coca Cola gains the trust of its consumers by contributing to the environment in
varies ways.

TARGET MARKET

Coca-Cola’s main theme is to live on the concept of togetherness which brings families and
friends close to each other, celebrating festivals and rejoicing. It focuses on relationships and
friendships, creating bonds of love and togetherness. Coca-Cola’s main target customers are
families units and individuals enjoying their time with friends.

WAYS TO PROMOTE CUSTOMER RELATIONSHIP

The Coca-Cola Company is consider among very active companies who take effectively part in
developing relationship with their consumers and customers. Most of the public relation
strategies are introduce for detailed cultural as well as social events. The company effectively
plays corporate social responsibilities role.
By utilizing several forms of media, the key note will brought to the target market completely,
even for those who do not fundamentally have the same attitude towards the brand and toward
communication. Some people are more likely to watch TV while others more attracted towards
internet and digital media, and many others are keen to live and/or share their experience with
the brand directly or indirectly. Through their public relationships, they create some innovative
ideas in order to facilitate their customers and consumers. They tend to create the positivity and
positive image towards the society.
Coca-Cola has created several examples in Pakistan under the umbrella of publicity of their
brand and branding activities. Company develops digital, print and social media effectively in
such a way that their customers understand the uniqueness in the brand identity. Coke Studio,
Coke Hello Happiness Phone Booths, Investments in food related activities, sponsoring food
related shows and cultural shows and last but not the least they have created a great social
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activity to ask their consumers to donate for “Edhi Center” Pakistan. In these ways, the
organization has created great impact on their customers to support morally, ethically, culturally
and ultimately trading to create revenue.

WAYS TO ATTRACT NEW CUSTOMERS

The company effectively and efficiently uses integrated marketing communication techniques in
order to be connected and staying involved with its targeted customers. It is merely not false to
say that the Coca-Cola Company was the pioneer company to launch the 360-degree marketing
communication technique in order to staying connected to their current consumers or attracting
new customer wherever they are. This communication technique revolves around the consumers
(market), potential customers, the society and product positioning etc.
Likewise, the company always tends to stay associated to their potential customers or new
customers to deliver more than just physical products. They cooperate with their customers for
different causes and they support to raise voices for the rights. For all these reasons, the company
is willing to stay close to their consumers through vast and quick social media, where every part
of the world is gathered as global village.
Coca-Cola effectively uses 360° communication techniques to be a part of practical and
emotional world of their consumers. The company has great interest to be close to its customers,
to be a part of their daily life activities, to be sympathetic in different emotional situations and
eventually creating emotions and feelings affiliations with the public. The example to understand
this concept is that they help public in catastrophic periods and raising funds to help the poor
sector of economy.
Coca-Cola also involves their customers through cultural and musical shows that bring an
awesome touch between the company and the themes. By using those attractions and affiliations,
the company creates its valuable messages in the form of slogans such as; happiness, sharing, fun
and traditions of Coke.

Coca-Cola is one out of the many companies that uses promotional products because they
understand that the clever used of promotional gifts can greatly influence their sales and revenue.
These promotional gifts provide endless advertising opportunities for your business. When
customer receives it, these gifts continue to advertise and remind customers of their brand long
after they have received it. It is crucial to keep your brand name in front of your customers and
the best way is definitely through practical and useful promotional gifts.

WAYS TO HANDLE DISTURBING CUSTOMERS

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Coca-Cola is the world’s biggest brand and after a lot of security majors but still coca cola faces
big issues to handle disturbing customers. One of them is it started when 120 people in Belgium,
many of them children, became sick after drinking Coca-Cola. Symptoms included vomiting and
Headaches. More than 50 people were taken to hospital. It was bad for any brand, but what has
shocked many observers was Coca Cola’s reaction - hesitant and begrudging. Two days after the
first reports of children becoming nauseous, it withdrew 2.5 million bottles of Coca-Cola, Coca-
Cola Light, Fanta and Sprite. But it then donned a tin helmet and slammed the door in the face
Of the Belgian health ministry. The Belgian government was furious and the public deeply
suspicious. For several days after the health-scare broke, Coca-Cola failed to give an
explanation. According to a Belgian health ministry representative, it refused to enter into
immediate dialogue. The government demanded that it remove its other brands including Nestea,
Minute Maid, Aquarius and Bon Aqua on health grounds. The ban on these brands was later
lifted.
The country’s health minister, Luc Van den Bossche, slammed the company for its lack of co-
operation. In an interview he said it’s disturbing that a big firm with worldwide fame ... did not
take far-reaching measures more spontaneously and more promptly.’ Luxembourg and France
also ordered all Coke’s products to be withdrawn from sale. A spokesperson for the Belgian
health ministry said: ’People were angry and disturbed because there was a lack of
communication. They did not say whether they knew what the problem was and if they did know
they were keeping it to them. Coca-Cola has been seriously damaged in Belgium.’ Belated
reassurance almost a week after the scare broke, Coca Cola’s chairperson, Douglas Ivester,
stepped up with an explanation and a belated apology. Ivester said ’I want to reassure our
consumers, customers and governments in Europe that the Coca-Cola company is taking all
necessary steps.’ In fact, Coke offered two explanations, because it said separate problems
had occurred. The first was defective carbon dioxide in a small supply of bottles from its
Antwerp plant. The second explanation was that cans from its factory in Dunkirk in France had
been contaminated by fungicide sprayed on to the wooden pallets they were stored on. Even
then, there were questions, with Aga, the Swedish firm that supplied the gas to Coca-Cola,
claiming its checks showed there was nothing wrong with the carbon dioxide. Even if the cause
remains uncertain, one thing is clear: Coca Cola’s crisis management let it down. In the UK
Coca-Cola has admitted that contaminated cans could be on sale at small independent retailers,
though a spokesperson said the number would be ’negligible’. It has no plans to alert the public
because it believes media coverage has done this. The spokesperson added ’There is no evidence
linking the illnesses to the product.’ Afterwards it’s also proof that illness disease it’s not
because of coca cola but coca cola faces big issues just because of this case and for tackle this
situation then coca cola again start marketing or remove this issues from the mind of people and
gain the trust again.

HOW TO HANDLE CUSTOMER COMPLAINTS

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They handle customer complaints through online channel and many social media platforms.
Nevertheless, on internet they have an official website where they can easily provide the form,
you can directly send to directed department, and customer will get contact soon from the
company, as we know that they are very keen take care of their customers.

Based on collected information (facts and figures), formulating strategy for

strengthening relationship with potential customers

Understanding consumers’ behavior is key to having a successful company; marketers need to

deepen their research on their consumers because the consumers are becoming aware of the
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important role they play in their consumption pattern. Competitors are always also looking for
tactics to grow and influence new consumers, and any organization that does not meet up with
consumer’s expectations would be losing a consumer. Companies should look for ways to retain
their current customers and also focus on getting new ones “attracting new customers or potential
customers should be a priority in a recession” (Pearce and Michael 2006). Organizations should
actively engage their customers more than before.

Recommendations
It is a fact that every business is not merely a perfect one. Similarly, there are some points of
Improvements that are required to take further steps into the market for acceptability. Some of
The main recommendations are as follow:

Customer Support through Helpline:

Customer support through communication is essential part for any organization. Coca-Cola
Pakistan has already developed a number to contact but consumers and people rarely contact on
that number because; lack of awareness, charging upon calling, un clear mechanism of
connecting to the company. By keeping in views of above factors, the company needs to develop
a system to interact with the consumers in both ways. Social media is another significant part of
today’s era in order to be connected with consumers. Programs and awareness in these days
promoted through social media. The company should develop a proper awareness program to
motivate their consumers to contribute their ideas through customer reviews via helpline calls,
through sending queries on electronic mails and other ways of being connected.

Price Controlling:
This is one of the core recommendations from my point of view to control the pricing of the
products. Many of the consumers feel uncomforted due to this factor. Pricing control by the
company is merely weaker strategy. Despite of announcing official prices by the company, the
overcharging on the products are kind of routine activities. Many sellers sell at their own prices
rather than official company’s prices. This is a bad factor for the company to control the prices
for all the consumers so that they can get more access to the products. So coca have to open a
official outlets in all over the world so they attract more potential customers or if opening outlets
not possible for them so they start it through franchising like MACDONALD and PIZZA HUT
and many more brand doings

Highlighting Social Issues

As they have already worked for the welfare foundations and water systems, the company needs
to address more social and ethical issues to have an encouraging role in development the society
towards progressive country. Therefore, this can help to attract more potential customers

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