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Transcript of CocaCola analysis
Interpretation and Theoretical Support
Company performance and Suggestions
Despite the criticism Coca Cola is a top company with the biggest market share.
First appeared in Atlanta in 1886.
Pharmacist Dr. John S. Pemberton invented it.
It was sold as a medicine and contained cocaine.
Did you know? During the first year, sales averaged a modest nine servings per day in Atlanta. Today, daily servings of Coca Cola beverages are estimated at 1.9 billion globally.
Always in the first places in the Top Core Brand Power.
Good marketing/advertising campaigns
Strong distribution channels
Strong consumer loyalty
Loss of leadership
High product price
Lack of popularity of many Coca Cola's brand
Growth in beverage consumption
Growth through acquisitions
More brand recognition for the sub-brands
Expansion into emerging markets
Changes in consumer preferences
Competition from Pepsi
Saturate carbonated drinks market
Saturated carbonated drinks market
Symptoms and Problem
Last year's trends have lead to an increasing interest in a healthy lifestyle.
Consumers started to be interested in what the product contains and analyze that factor more carefully.
More competitors appeared.
Nowadays health, bio and low sugar products (light) are gaining market share and also it is affecting the big companies such as Coca Cola. With this research we want to find out how much do these matters affect the Coca Cola consumers.
Theoretical support: Maslow pyramid
In order to keep this performance it is important to:
Listen to the consumer's needs and lower the sugar content.
Improve the selling strategies of the Coca Cola Zero and Light.
Make the CSR campaigns more credible; less commercialization oriented.
Anabel Aracil Belmonte
SCR = Mk
Not social responsable
UNIQUE ALTHOUGH UNHEALTHY
Consumer perception of beverage and health
Consumer perception of Coca Cola
People drink Coca Cola because of emotional reasons.
1. Generally speaking, what drinks do you consume normally?
2. What characteristics should have for you a beverage to consider it attractive?
3. What beverages you consume while you're doing any kind of effort or feel that you need some extra energy?
I. Do you consume any kind of beverages that contain caffeine?
4. Would you consider yourself a Coca Cola consumer/fan?
1. How often do you drink Coca Cola?
2. What kind (version) of Coca Cola you consume?
3. Why? Do you think it tastes different or it is a health related reason?
4. Do you use it as a mixer?
i. If yes, with what drinks you prefer to mix it?
5. What do you think are Coca Cola's features that make it different from other similar brands?
6. What do you associate the brand with?
7. What memories come to mind when you think about Coca Cola?
8. When you ask for Coca Cola and they don't have and offer you another brand, what would be your reaction?
i. If the option would be Pepsi, would you still drink or would you choose another beverage?
9. Do you think Coca Cola is a social responsible company?
10. Would you stop being a Coca Cola consumer if it came to light that they have unethical practices?
Summary of findings
Light decrease of sales in the last years.
Loss of leadership regarding the consumer Top of Mind
Boom of healthy lifestyle
Coca Cola viewed as unhealthy because of the sugar content.
Consumer knows is not healthy but still consume it.
They don't drink it as often as before but they don't stop being Coca Cola consumers.
Customers consume Coca Cola because of emotional reasons.