Coca Cola Case Study
Marketing Strategy in Action
Discussion Questions:
1- Discuss the attitude and related beliefs towards Coca-Cola of intensely brand-loyal consumers (perhaps like those who were upset by the new Coke in 1985). How might their attitude and beliefs differ from those of less involved, less loyal consumers? What marketing implications would these differences have?
Answer:
For those types of consumers they have a strong positive attitude toward the Coca-Cola brand. And this can surpass what the company can imagine to even reach the level of having a highly emotional and self relevant to the brand; it became associated with consumer’s lifestyles and self-image. Because consumers want to be satisfied, they get satisfied based on past buying experience, brand connotation, the firm’s promotions, the price …etc. all these were available for Coca-Cola’s consumers which made them more than satisfied with it, more over they reached the level that they couldn’t live without it, as it has been a part of their lives. Those attitudes and others made people cross the known limits for being loyal and even go out protesting against the company for its decision to stop producing the old Coca-Cola and replace it with a new one with a different taste.
How might their attitude and beliefs differ from those of less involved, less loyal consumers?
No doubt there will be big differences between loyal customers and those less loyal ones in terms of their attitudes and beliefs towards Coca-Cola, people who are less involved will not react in the same way as those loyal consumers when the company announced that it will stop the main brand of Coca-Cola, they might be ready to try new types of Coca-Cola and they could easily switch to other brands, because they don’t feel that there is a bond between them and the product, while we can see how loyal consumers feels that Coca-Cola is part of their life, those who are less loyal would not mind trying anything else even if it means not
Discussion Questions:
1- Discuss the attitude and related beliefs towards Coca-Cola of intensely brand-loyal consumers (perhaps like those who were upset by the new Coke in 1985). How might their attitude and beliefs differ from those of less involved, less loyal consumers? What marketing implications would these differences have?
Answer:
For those types of consumers they have a strong positive attitude toward the Coca-Cola brand. And this can surpass what the company can imagine to even reach the level of having a highly emotional and self relevant to the brand; it became associated with consumer’s lifestyles and self-image. Because consumers want to be satisfied, they get satisfied based on past buying experience, brand connotation, the firm’s promotions, the price …etc. all these were available for Coca-Cola’s consumers which made them more than satisfied with it, more over they reached the level that they couldn’t live without it, as it has been a part of their lives. Those attitudes and others made people cross the known limits for being loyal and even go out protesting against the company for its decision to stop producing the old Coca-Cola and replace it with a new one with a different taste.
How might their attitude and beliefs differ from those of less involved, less loyal consumers?
No doubt there will be big differences between loyal customers and those less loyal ones in terms of their attitudes and beliefs towards Coca-Cola, people who are less involved will not react in the same way as those loyal consumers when the company announced that it will stop the main brand of Coca-Cola, they might be ready to try new types of Coca-Cola and they could easily switch to other brands, because they don’t feel that there is a bond between them and the product, while we can see how loyal consumers feels that Coca-Cola is part of their life, those who are less loyal would not mind trying anything else even if it means not