The above figure 2, deciphers how a brand can earn heavily by harmonising its environmental, economic, and social performances. For example, nowadays customers are quite health conscious and that is why it is important to roll out green products. As a result, it will help to cater the healthy choices of a brand’s customers. Arguably, the ‘planet’ aspect represents a brand’s willingness to implement different sustainable practices thereby reducing their environmental impacts. In fact, these types of initiatives can often be observed in the form of green programmes pertaining to recycling and lean manufacturing. On the other hand, the model’s ‘people’ aspect is particularly important as not only it is restricted to internal stakeholders …show more content…
Therefore, sudden adoption is quite risky for the brands as well. In-depth analysis and case study in relation to the issues The brand loyalty amongst the customers of Coca-Cola is extremely high. Even though the brand changes its containers several times yet customers still remain loyal to Coca-Cola. At times, in the previous eras, the brand was also quite shy regarding the change of its brand name and tastes. In fact, its ardent step to provide the customers something new failed. The New Coke’s taste did not win the hearts of millions of customers. Apart from this, the brand also tries out new cans for ease of using by the customers (Lazarevic, 2012). For instance, during the festive seasons small cans are introduced so as to cater the customers’ requirements. Sometimes even snowflakes designed Diet Coke cans can be witnessed during the Christmas. However, in most cases Coca-Cola’s customers are more than happy with the red cans and thus no replacement can allure to that extent (Westwood, 2015). On the other hand, during the 2016’s September, Coca-Cola joined the WWF force to raise funds for the endangered species of polar bears. Arguably, none of the brand loyal customers liked white finishing of the cans instead of red. Thus, brand loyalty is actually back-firing the Coca-Cola’s good cause of fund raising (He, Li and Harris, 2012). In fact, protecting the polar bears is not the sole
When Coca cola bring refreshment, value, joy and fun to their stakeholders, then they successfully nurture and protect their brands, particularly Coca-Cola that is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business. Marketing positioning Local marketing strategy enables Coke to listen to all the voices around the world asking for beverage that span the entire spectrum of tastes and occasions. What people want in a beverage is a reflection of who they are, where they live, how they work and play, and how they relax and recharge. Whether you’re a student in the United States enjoying are freshing Coca –Cola a woman in Italy taking a tea break , a child in Peru asking for a juices drink, or a couple in Korea buying bottled water after a run together, “Coca cola is there for you. Coca cola are determined not only to make great drinks, but also to contribute to communities around the world through our commitments to education, health, well ness, and diversity. Coke Strives to be a good neighbor, consistently shaping business decisions to improve the quality of life in the communities in which coke does business. It’s a special thing to have billions of friends around the world, and coke never forgets it.
Robert Swan once said “the greatest threat to our planet is the belief that someone else will save it.” Two companies that understand this concept are Patagonia and Nike. How they address these issues regarding sustainable business practice vary, however. Both have made it their mission to deliver excellence and make the best quality products within their industries, Patagonia focussing more on outdoor active wear, while Nike is more sports oriented. Part of this process has been developing products from sustainable sources. Patagonia, for example, actively took a stand against chemical intensive cotton in 1994, and has since switched to less harmful means of organic cotton within all their cotton-based products. They are even going the extra
-Initiate and implement the ‘Go Green’ project to promote the sustainability features of our products to customers
Coca-Cola and Pepsi are the two most popular and widely recognized beverage brands in the world. They have been competing in the soft drink sector for over a century and both companies enjoy a high degree of brand consciousness globally. Both companies try to market as part of a lifestyle. Coca-Cola uses phrases such as “Coke side of life” in their website, while Pepsi uses phrases such as “Hot stuff” in their web, to promote the idea that Pepsi is “in sync” with the cool side of life.
Since there is a real passion around “green” products, an eco-friendly brand which promotes fair trade has a significant value-added.
Since 1940 organisations have had addition pressure from the public to become more ethically aware and take more care of the environment. With this many companies saw an opportunity to exploit this using green marketing tactics to differentiate themselves from other companies with a unique selling point creating a competitive advantage. Some companies truly believed that they should be more environmentally friendly so they set up sustainable practices throughout their
Coke products are consumed everyday. Over 8000 glasses equaling a total of 1.7 billion servings of Coca-Cola are consumed every second on this planet. John Stith Pemberton, an American Pharmacists, invented Coca-Cola in 1886, so this brand has existed for 130 years (Coca-Cola History). The iconic American brand, known around the globe, has created many commercials over the years to appeal to consumers throughout the world in a way that intrigues them to think its necessary to have Coca-Cola in their life. The Coca-Cola commercials expressed here are sixty-five years apart, and will show various ways that the company has improved their marketing of the popular soft drink. While analyzing the two separate Coca-Cola commercials, this essay
In food service it is important to realize and address hot button issues within the industry to begin to understand what the target market wants, increase revenue and decrease cost centers. In researching the increasingly pressing issue of food sustainability in global food service it was discovered that implementations are initially expensive and require large amounts of dedication but are ultimately huge factors in increasing brand loyalty and recognition and gaining popularity within the “green” market segment. It was the goal of this paper to outline specific concerns posed by the issue of food sustainability as well as methods of the industry’s participation in its solutions and to analyze the progress made to increase awareness of
The Coca-Cola organization has made exemplary strides mainly to offer a variety of products to its clients even with the competitive nature of the market. Consumers’ choice gets based on the brand aspect in which the organization wins most customers' heart against its rivals. Even though a significant number of people deny cases to having inclination picking between Coca-Cola items or its rivals', many have a strong desire in some way. Many inclines toward Coca-Cola products since the organization has more than hundred years of history and predictable brand image. This picture is engraved in a lot of people subsequently end up purchasing their beverages. It is out rightly conspicuous in the company’s high market share in the field of soft drinks.
The author illustrates how using the same slogan as the Coca-Cola company will bring confusion among both brands. He supports his statement by stating how a consumer might ask for “the real thing” but will end up receiving a book. He provides this scenario in order to demonstrate the consequences the brands will face if the author of the book does not change their slogan. This paragraph was intended to persuade the company of the book by scaring them into thinking that their slogans will ruin their companies.
Coca-Cola is the result of a patent medicine formulated in a small southern pharmacy over a hundred years ago. It has grown into a multibillion dollar international company. It also owns one of the most valuable brands in the world. Their Coca-Cola banner has won the world’s top brand 13 times on brand c-consulting firm Interbrand’s annual list (Fraser, 2012). In addition to its main product, Coke, the company owns over 3500 beverages. One of its core competencies is brand building. They have built their brand to have respectability and dependability. Their brand and logo are recognized all around the globe. It has actually become a new known on almost all households worldwide (RNWILKIN, 2009).
The focus should be on 3 levels people, planet and profit. This paper titled “A Study on Marketing and sustainability- A case study approach with reference to Hindustan Unilever Ltd” will explore the key issues in sustainability and strategies adopted by HUL. HUL’s growth and evolution has reflected the requirements and growth of India. The company has always stood when the country needed be it a national cause, or pioneering initiatives towards integrated rural development, the initiatives taken by them in manufacturing and their leadership and skills development programmes. The firm believes that their brands and operations must touch and positively impact every individual and all stakeholders. HUL is developed a plan called Sustainable Living Plan which is a plan for achieving their vision to double the size of their business, whilst reducing the environmental footprint and increasing their positive social impact. The research uses secondary data for the collection of data. Conclusions, based on the outcome, hereby obtained were drawn and decisions were taken about the said objectives. The primary purpose of this paper is to stimulate further discussion amongst marketers and to be used in dialogue with
Through the grass-roots programme, Coca-Cola has strengthened its position as a football insider and this helps to build the better brand reputation (Businesscase, 2014). What’s more, there are many environment protection news in its website such as Planbottle, Recyclometer and Arctic Home (Coca-Cola,2014c). The Coca Cola Company’s annual advertising spending was $2.9 billion in 2010 (Ajcnews, 2011). In addition, Cocacola’s total marketing expenses reached $6.9 billion in 2013 (Cocacolacompany, 2013) . With its largest advertising budget and strong marketing capabilities, Cocacola company can attract more clients and to do better than its rivals. A strong reputation can reinforce companys in hard times, differentiate products, and be a measure of value, however, reputations can be easily damaged (Gregory 2000:3). On August 5, 2003, Coca-Cola was found to contain pesticide residues which were known to result in cancer and damage reproductive system. Because of the event, the share of Cola-Cola dropped $5 in the stock market (Prcocacola, 2010).
They have succeeded in focusing on the brand image, customer retention and adding social and ethical benefits to every bottle they sell (Coca-Cola.com, 2014). “In advertising, everything depends on strategy applied on the market, which is adjusted to the positioning” (Moraru, 2010).
The very idea of our existence having an impact on the planet is no longer questionable. As correctly cited in the chapter our consumption behaviors have a potential of generating a positive or a negative implications on the environment. But why? The simple answer to this question is that we all come with “Ecological Footprints” (Global Footprints Network, 2010). The energy we consume, the food we take, the transport we use, the waste we generate and our consumption patterns and levels have a profound impact on environment. Thus there arises a need for adopting and maintaining ways to produce, consume and market efficiently or in other words bringing sustainable development in our production, consumption and marketing practices.