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Factors affecting Coca-Cola's sales

Discuss about the International Brand of Coca- Cola- Consumer Behaviour.

Coco- Cola being an international brand has quite a great reach and the customers have been very much used to its taste. But as the title of the article suggest that besides all the marketing strategies there have been a decline in the sales of Coca- Cola. The purpose of this report to analyze the consumer’s habits getting shifted and how has Coca- Cola dealing with this. (Roderick 2016)

The article talks about that how the tax which will be levied on the aerated drinks and various health reports from authorities have made consumer to shift to much healthier options. With all the innovation and one brand going global strategy, Coca- Cola had a five percent of decrease in its year on year global revenues. (Whitten 2016) As to say Coca- Cola makes sure that they don’t do any mistake as far as studying consumer behavior is concerned- they have launched the Coke Zero to deal with the high sugar level reports in many countries.  

With the article’s crux being that they are now looking at targeting what the consumer really wants with the health factor and everything.  The marketing concept of Societal Marketing concept is the one which can be directly identified here. This concept deals with the needs / wants of target markets & by delivering the value better than competitors which then takes care and preserves the well-being of the whole society. The introduction of Coke Zero was one of the ways through which this concept can be found applied here.

But we can’t ignore the fact that as the Coca-Cola journey had started from production concept and have gone through the marketing concept as well. The hope by Coca- Cola is now that the new strategy will ensure that the company can quickly adapt themselves with the consumer needs.

The learning here is that no matter what is your market share- you need to align with the consumer needs for the betterment of the society, tastes and health preferences and especially consumer is the king.

References

Roderick, L., 2016, ‘Can Coca-Cola rely on a boost from marketing or must it accept sales decline?’, marketingweek.com, 28 July. Available From: https://www.marketingweek.com/2016/07/28/can-coca-cola-rely-on-a-boost-from-marketing-or-must-it-accept-its-vulnerability/ [28th July, 2016]

Whitten, S., 2016, ‘Coca-Cola beats on earnings, but cuts revenue forecast.’, cnbc.com, 27 July. Available From: https://www.cnbc.com/2016/07/27/coca-cola-reports-second-quarter-2016-earnings.html [27th July, 2016]

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