i

ACKNOWLEDGMENT

I might want to express my most profound thankfulness to each one of the individuals who gave
me the likelihood to finish this report. An exceptional appreciation I provide for our Lecher Mr.
…………………………, whose commitment in invigorating recommendations and consolation,
helped me to facilitate my venture particularly in composing this report.

ii
 EXECUTIVE SUMMERY

In this report based CIM Level 4 Certificate in Professional course and report topic based on
Customer expectations. Customer expectations are any set of behaviors or actions that
individuals anticipate when interacting with a company. Historically, customers have expected
basics like quality service and fair pricing but modern customers have much higher expectations,
such as proactive service, personalized interactions, and connected experiences across channels.

This report based on Coca Cola Company. Coca Cola is American corporation founded in 1892
and today engaged primarily in the manufacture and sale of syrup and concentrate for Coca-
Cola, a sweetened carbonated beverage that is a cultural institution in the United States and a
global symbol of American tastes.

This report divided by three main tasks and first task based on profile of selected organization,
customer expectation and changing customer expectation and how to face selected organization
for changing customer expectations. Second task included How to delivered customer value
through the different stages of the customer journey for the new product or service, identified
marketing mix of chosen organization and identified communication process of chosen
organization. Final task focus to how to build up long term customer relationships, how to
measure customer satisfaction and customer feedbacks.

iii
 TABLE OF CONTENT

CONTENTS
Acknowledgment.............................................................................................................................ii

Executive summery........................................................................................................................iii

Table of content..............................................................................................................................iv

List of tables..................................................................................................................................vii

List of figures................................................................................................................................vii

Introduction......................................................................................................................................1

TASK 01 (a)................................................................................................................................- 2 -

COMPANY PROFILE...............................................................................................................- 2 -

TASK 01 (b)................................................................................................................................- 3 -

Product line of Coca Cola Company.......................................................................................- 3 -

What is customer expectation?...............................................................................................- 4 -

Factors that Influence Desired Customer Expectations..........................................................- 4 -

How to Coca Cola manage their customer’s expectations......................................................- 5 -

Collect Customer Feedback................................................................................................- 5 -

Create a world-class Customer Service model...................................................................- 6 -

Institute an impactful employee training program..............................................................- 6 -

Focus on the small things....................................................................................................- 6 -

Follow up with their customers...........................................................................................- 7 -

Surprise your customers often.............................................................................................- 7 -

TASK 01 (c)................................................................................................................................- 8 -

Values of Coca Cola Company...............................................................................................- 8 -

How to face Coca Cola for changing their customer expectations.........................................- 9 -

TASK 02 (a)..............................................................................................................................- 11 -

iv
 COCA COLA FOCUSED ON DRIVING REVENUE AND PROFIT GROWTH.............- 12 -

COCA COLA INVESTED IN THEIR BRANDS AND BUSINESS..................................- 12 -

COCA COLA BECAME MORE EFFICIENT....................................................................- 13 -

COCA COLA SIMPLIFIED OUR COMPANY..................................................................- 13 -

COCA COLA REFOCUSED ON OUR CORE BUSINESS MODEL................................- 13 -

TASK 02 (b)..............................................................................................................................- 14 -

Marketing Mix......................................................................................................................- 14 -

Marketing Mix for Coca Cola...............................................................................................- 14 -

Product..............................................................................................................................- 15 -

Price..................................................................................................................................- 16 -

Place..................................................................................................................................- 16 -

TASK 02 (c)..............................................................................................................................- 18 -

Communication activities of Coca Cola Company...............................................................- 18 -

TASK 03 (a)..............................................................................................................................- 19 -

Organization Culture of Coca Cola Company......................................................................- 19 -

Customer relationship of Coca Cola Company.....................................................................- 20 -

TASK 03 (b)..............................................................................................................................- 22 -

Survey customers..................................................................................................................- 22 -

Understand expectations.......................................................................................................- 23 -

Loyalty measurement............................................................................................................- 23 -

TASK 03 (c)..............................................................................................................................- 24 -

How Coca-Cola uses Facebook, Twitter, Pinterest and Google+ for Customer Feedbacks.- 24 -

Facebook...........................................................................................................................- 24 -

Twitter...............................................................................................................................- 25 -

Pinterest.............................................................................................................................- 26 -

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 Google+.............................................................................................................................- 27 -

Conclusion................................................................................................................................- 29 -

References.................................................................................................................................- 30 -

LIST OF TABLES

vi
Table 1 Company Profile............................................................................................................- 2 -
Table 2 Factor of Customer Expectations...................................................................................- 4 -

LIST OF FIGURES

Figure 1 Market Share of Coca Cola..........................................................................................- 2 -

Figure 2 New Products line.........................................................................................................- 3 -
Figure 3 Product line of Coca Cola.............................................................................................- 3 -
Figure 4 Customer Value chain of Coca Cola............................................................................- 8 -
Figure 5 How to face Coca Cola for changing their customer expectations...............................- 9 -
Figure 6 Marketing Mix............................................................................................................- 14 -
Figure 7 Product (Marketing Mix)............................................................................................- 15 -
Figure 8 Pricing (Marketing Mix).............................................................................................- 16 -
Figure 9 Market Place of Coca Cola.........................................................................................- 17 -
Figure 10 Communication channel of the Coca Cola...............................................................- 18 -
Figure 11 CRM Process of Coca Cola......................................................................................- 21 -
Figure 12 Facebook Feedback..................................................................................................- 25 -
Figure 13 Twitter Feedback......................................................................................................- 26 -
Figure 14 Pinterest Feedback....................................................................................................- 27 -
Figure 15 G+ Feedback.............................................................................................................- 28 -

vii
 INTRODUCTION

This report describe three tasks and theses three tasks related to Coca Cola Company. These
three tasks based on profile of Coca Cola Company, customer expectation and changing
customer expectation, how to face Coca Cola for changing customer expectations, How to
delivered customer value through the different stages of the customer journey for the new
product or service, identified marketing mix of Coca Cola, identified communication process of
Coca Cola, to how to build up long term customer relationships, how to measure customer
satisfaction and customer feedbacks of Coca Cola Company.

1
 TASK 01 (A)

COMPANY PROFILE
Table 1 Company Profile

Figure 1 Market Share of Coca Cola

2
 TASK 01 (B)

Product line of Coca Cola Company

Figure 2 Product line of Coca Cola

Figure 3 New Products line

3
What is customer expectation?

By definition, consumer expectations area unit any set of behaviors or actions that individuals
anticipate once interacting with an organization. Usually, customers have expected basics like
quality service and truthful valuation however trendy customers have abundant higher
expectations, like proactive service, customized interactions, and connected experiences across
channels (Salesforce.com, 2019).

Factors that Influence Desired Customer Expectations.

Factors
Internal Factors Individual Needs (Physiological needs, Security needs)
Level of Involvement.
Past Experiences. (service provider, a competing service in the
same industry and a related service in a different industry)
Personal Philosophy of the individual.
Demographical reason. (older consumers may have different
expectation from younger ones)
External Factors Competitive Options Available
Social Setting
Word-of-mouth Communications.
Culture Context and Norms Regarding the Service.
Situational Type of service or the industry
Factors Reason for purchase
Consumer's mood (that is why service providers pay a lot of
attention to setting the mood.)
Weather
Time constraints
Critical Positioning
News in media
Table 2 Factor of Customer Expectations

4
How to Coca Cola manage their customer’s expectations
Playing a safe game is more like meeting customer expectations. Coca Cola's clients will still be
open to competition and, say, there's a temptation to jump ship if they see a product on the
market that's cheaper than there. Nonetheless, if you want to create your own passionate follow-
up, the brand needs to constantly meet customer expectations and offer fun, ever-lasting
experiences. (CloudCherry, 2019)

Collect Customer Feedback

How could Coca Cola possibly meet the needs of consumers without first understanding what
these standards are? How would Coca Cola know if their customers want/hate their atmosphere?
How would Coca Cola know if employee conduct doesn't bring down their brand reputation?

The only thing you have to do is ASK. Ask for their input from their clients. Get to know what
their needs are, and only then will you be able to figure out their desires and find a way to meet
them. When leveraged appropriately, customer feedback provides a clear picture of what the
company should do to exceed expectations. (CloudCherry, 2019)

5
Create a world-class Customer Service model

A critical clog in the whole CX spectrum is the Customer Service role. And if one thing gets the
customers riled up, it follows up with multiple customer service reps, voicing the
problem/complaint at hand constantly, but still not having a straightforward so practical answer.

This has to be a world-class customer service. And we don't just mean the price when we say
world-class. It's about the product of value NOW! Customers are finding urgent solutions to their
problems. Deliver it on time, without sacrificing on value, and find your way to wowing clients.
(CloudCherry, 2019)

Institute an impactful employee training program

Although employee education and motivation may not have a direct impact on customer
retention and loyalty, employees should take it upon themselves to ensure that every single
customer is happy, loyal and pleased.

After all, Coca Cola’s workers are their inner consumers. In many cases, they're even the' only
bunch of clients ' Coca Cola need to take care of. Empower them enough, and they will happily
reflect Coca Cola’s product, advocate for it, empathize with end-users whenever they need it,
and more than anything else, go beyond and beyond the status quo to create a truly amazing
experience. (CloudCherry, 2019)

Focus on the small things

The smallest things sometimes make the biggest difference. A smile, a hug, thank you for that.
How are Coca Cola’s customers greeted when they enter their store? What's the first thing the
Customer Service representative says to a disappointed customer?

If Coca Cola think their customer doesn't pay enough attention to the details, they're totally
wrong. In reality, things that you find insignificant, a waste of time and resources, can turn out to
be the only difference between a wonderful and mediocre experience. (CloudCherry, 2019)

6
Follow up with their customers

If there's one thing most brands are guilty of today, it's that they don't follow up with their
customers after the sale. How many of you stay in contact with a customer even after you have
made a purchase?

First of all, collect the basic contact information of your customer at least their email ID. You're
already doing that? Good. Great. But what are you doing with it? How about weekly or biweekly
newsletters? Include details on future sales, discounts or deals. Measures like this project the
value you add to your customers. (CloudCherry, 2019)

Surprise your customers often

Surprises can make anyone's day. We provide a good deal of elation and, in most situations, turn
a satisfied customer into a happy one. You might be inclined to ask, though, how are you going
to surprise your customers?

Here's where the quality of the information about their customers is turning. When Coca Cola
know the date of the customer's birthday or wedding anniversary, give them a special greeting
along with a cookie. Would you like to do something even cooler? Send an easy, fun video
greeting to the customer! The ROI of such an effort may not be quantifiable, but the consumer
will probably remember the moment when a business that serves hundreds of thousands of
clients every day has taken some time out to wish for a particular person. (CloudCherry, 2019)

TASK 01 (C)

7
Values of Coca Cola Company
 Leadership: The courage to shape a better future
 Collaboration: Leverage collective genius
 Integrity: Be real
 Accountability: If it is to be, it's up to me
 Passion: Committed in heart and mind
 Diversity: As inclusive as our brands
 Quality: What we do, we do well

Figure 4 Customer Value chain of Coca Cola

8
How to face Coca Cola for changing their customer expectations.
Coca-Cola is "running at the pace of the consumer" in its leading market by improving both its
business model and its measure of success. One of the main reasons for the production of Coca-
Cola Life is to meet the consumer's desire for greater choice. Most consumers in the soft drink
market are increasingly aware of healthy lifestyles.

Figure 5 How to face Coca Cola for changing their customer expectations.

Understanding and Satisfying Consumers’ Needs

According to Maslow's hierarchy of needs, people usually have five types of needs. These
include physiological needs, security needs, social needs, needs for respect and self-
actualization.

For Coca-Cola, knowing and meeting the desires of customers are the main factors that lead to
growth. Launching a new coke in such a competitive environment can not only affect the
physiological needs of consumers since these are the most basic needs that most of Coca-Cola's
rivals must satisfy. What Coca-Cola has to do is consider the higher levels of desires of
customers. We can see that this new product will certainly bring more to consumers from the
successful landing of Coca-Cola Life in different countries. (T1 2016 MPK732 Marketing
Management (Cluster B), 2019)

9
As far as consumer safety concerns are concerned, Coke Life decreases the amount of sugar.
This major change was largely distinct from other rivals which had a higher percentage of sugar.
It ensures that Coke Life is to a certain degree healthier and safer than other drinks. One of the
safety needs is health and well-being. We can, therefore, assume that Coke Life can meet the
safety needs of customers. (T1 2016 MPK732 Marketing Management (Cluster B), 2019)

Sensation and understanding of customers are the two extremely important things that the
product needs to pay attention to. It is very helpful for an organization to convey information
through the use of senses. Colour is one of the variables that will make consumers aware of it.
For Coke Life, it distinguishes by its green label and is sold as an "organic" and "clean" low-
calorie drink in a completely recyclable bottle made of 30% plant material. It has shed its iconic
red colour into a green one. The whole concept conveys knowledge about "this is a healthy
beverage" to the customer in order to change the way people view the product and potentially
associate Coke Life to organic and safer alternatives. (T1 2016 MPK732 Marketing Management
(Cluster B), 2019)

10
 TASK 02 (A)

Consider about task 01(c) in Coca Cola Develop new healthy products for their customers and
creating new values for customers and achieving comparative advantages than competitors.

In this century, consumers are most concerned about what they eat and how they look like.
Thanks to the deadly diseases caused by the consumption of food containing artificial
sweeteners, benzene, methylene, food colours, artificial food flavors, and the side effects caused
by synthetic cosmetics, customers are now looking for natural remedies and health-conscious
goods for their everyday usage. Coca Cola created five strategies for developing new product for
changing customer expectations. (Company et al., 2019).

11
COCA COLA FOCUSED ON DRIVING REVENUE AND PROFIT GROWTH
Consumers are most worried about what they are eating in this century and how they look.
Because of the deadly diseases caused by food intake containing artificial sweeteners, benzene,
methylene, food additives, artificial food flavours, and the side effects caused by synthetic
cosmetics, consumers are now searching for natural remedies and health-conscious products for
their regular usage. (Company et al., 2019).

It looks different in different countries to create value for our business and customers, and we've
done a good job segmenting our markets to drive revenue growth in 2015. While we still have
more to do, we accepted our results. Globally, price/mix increased by 2 percent, as did scale,
leading to a 4 percent increase in organic sales. We have acquired a worldwide value-added stake
in our company. (Company et al., 2019).

COCA COLA INVESTED IN THEIR BRANDS AND BUSINESS

Continuous investment requires healthy businesses. Coca Cola chose to invest in more and more
ads for their brands, increasing their advertisement quantity and quality. Coca Cola boosted
media advertising investment by over $250 million and used these funds to distribute bigger,
more impactful advertisements. (Company et al., 2019).

Coca Cola have invested in our wide-ranging portfolio of beverages. With a new strategic
alliance through Monster Beverage Company, Coca Cola strengthened their position in the
energy category. They also invested in brands like Suja, a premium organic, cold-pressed juice
line, and have agreed to buy a herbal protein drink company, the China Greene Culiangwang.
They have increased the supply of ultra-filtered milk throughout the U.S. nationwide. (Company
et al., 2019).

In 2015, in support of the entire Coca-Cola brand of Cokes, Diet Coke, Coke Zero, and Coca‐
Cola Life, we created our world-first marketing campaign. Launched at the beginning of 2016,
Taste of Feeling highlights the rebirth, taste, upliftment and social interconnections that make up
the Coca‐Cola ice. We let consumers know that they can enjoy Coca‐Cola, with fewer calories or
with no calories, with or without caffeine, in our campaign and our wider plan for "one product."

12
Each person chooses to have a delicious and refreshing Coca-Cola each time she reaches.
(Company et al., 2019).

COCA COLA BECAME MORE EFFICIENT

When Coca Cola took steps to restore our growth momentum, Coca Cola realized that they
needed to invest more and more in advertising while also growing our financial flexibility. To
that end, Coca Cola increased their efficiency and productivity while cutting costs.

This was "zero-based work"–a way to look at their market from the presumed starting point of
the annual starting point for corporate budgets and not just at previous year's points. Coca Cola
have reduced costs such as in-store ads for non-media marketing. And in their supply chain
around the world, Coca Cola have found new savings. (Company et al., 2019).

COCA COLA SIMPLIFIED OUR COMPANY

Over recent years, few markets have evolved more dramatically than the non-alcoholic beverage
industry. Evolving customer tastes and preferences, combined with sweeping developments in
retail and supply chain environments, have created an environment in which speed, precision and
motivated workers determine who wins on the market. (Company et al., 2019).

COCA COLA REFOCUSED ON OUR CORE BUSINESS MODEL

The business Coca‐Cola was always a maker of cool beverage brands. Today we have over 500
brands, including soft beverages, fruits and fruit, coffee, tea, sports drinks, milk, added value
dairy products, nutrition and improved beverage hydration. There are 20 labels with annual retail
sales of over $1 trillion. (Company et al., 2019).

13
 TASK 02 (B)

Marketing Mix
The definition of Marketing Mixes is simple and it is a matter of putting the right product or a
mix of it on the market, at the right time and at the right price. (The Marketing Mix, 2019).

Figure 6 Marketing Mix

Marketing Mix for Coca Cola.

Coca Cola Marketing Mix analyzes the brand/agency which encompasses 4Ps (Product, Price,
Location, Promotion) and describes the marketing strategy of Coca Cola. The article elaborates
on the pricing, marketing and delivery methods used by the company. (MBA Skool-
Study.Learn.Share., 2019).

14
Product

Figure 7 Product (Marketing Mix)

The brand strategy and mix in the Coca Cola marketing strategy can be explained as follows: the
Coca Cola consumer strategy in its marketing mix can be analyzed by understanding the wide
range of products. The following products are sold internationally by Coca Cola: Coca Cola,
Sprite, Fanta, Diet Coke, Coca Cola Zero, Coca Cola Life, Dasani, Minute Maid, Ciel,
Powerade, Simply Orange, Coca Cola Light, Fresca, Glaceau Vitaminwater, Del Valle, Glaceau
Smartwater, Mello Yello, Fuze, Fuze Tea, Honest Tea, Osewalla, Powerade Zero. (MBA Skool-
Study.Learn.Share., 2019).

The brand strategy and balance in the marketing strategy of Coca Cola can be explained as
follows: in its promotional mix, the product strategy of Coca Cola can be discussed through a
wide range of products. Globally, Coca Cola sells Coca Cola: Sprite, Fanta, Diet Coke, Coca
Cola Zero, Coca Cola LIFE, Dasani, Minutes Maid, Fuzze, Fuze Tea, Honest Tea, Osewalla,
Powerade Zero, Simply Orange, Coca Cola Light, Fresca, Glaceau Vitamin Water, Del Valle,
Glaceau Smart water. (MBA Skool-Study.Learn.Share., 2019).

Coca Cola is sold in different packaging and in different dimensions. For example, its core
product Coke is available in cans, glass, and plastic bottles in 200 ml, 500ml, 1ltr,1.5ltt and 2ltr.
On each of these bottles and tins, the Coca Cola logo is clearly visible to distinguish itself from
Pepsi. The bottles of Coca Cola also have unique brand designs. Within their respective
divisions, Coca Cola, Sprite and Fanta have significant market shares, but the development is

15
almost stagnant. That is why the company produces huge cash. The junior man is high on the
market and has a strong rate of growth. (MBA Skool-Study.Learn.Share., 2019).

Price

In its product mix, Coca Cola takes a 2nd-degree approach to cost discrimination. In this context,
different prices are paid for goods in different segments. The market for drinks is known to be an
oligopoly in which there are few sellers and many buyers. The dominant players were Coca Cola
and Pepsi. Coke products are sold at a similar price to that of Pepsi products in that particular
segment. If Coke prices its goods are too high compared to Pepsi in a particular segment,
customers may move, in general, to developing countries where consumers are price sensitive.
Therefore, all come to an agreement to preserve price parity in each section. Nevertheless, Coca
Cola offers discounts on bulk purchases, sometimes even through bundling items. (MBA Skool-
Study.Learn.Share., 2019).

Figure 8 Pricing (Marketing Mix)

Place

Since Coca Cola has been on the market for more than 130 years and operates in more than 200
countries worldwide, an excessive distribution network has been created. The wide distribution
network highlights the approach for the Coca Cola marketing mix. Coca Cola manufactures a
drink using its secret formula and delivers it to bottlers situated in different parts of the globe.

16
The shapes and sizes of the bottle are predefined by the client. The bottlers then fill the bottles
with the right drink and then deliver it to the shipping and forwarding officers. From there, the
bottles are transported by road to the store clerks, then to the suppliers and eventually to the
stores from where the final consumers buy the items. Most of the time, the products from the
manufacturer are delivered to wholesalers who routinely sell them to retailers on a demand-based
basis. Coca Cola has a wide distribution channel and its products are available in almost all retail
outlets and supermarkets around the globe. Coca Cola products are made available in India at 2,5
million outlets. (MBA Skool-Study.Learn.Share., 2019).

Figure 9 Market Place of Coca Cola

17
 TASK 02 (C)

Communication activities of Coca Cola Company

Coca Cola sets the benchmark for advertising and branding. Coca Cola's advertising approach
relies on aggressive marketing through ad campaigns using outlets such as TV, online ads, print
media, sponsorship, etc. Coca Cola participates in big sponsorship activities such as American
Idol, BET Network, NASCAR, NBA, Nfl, Olympic Games, FIFA World Cup, etc. Coca Cola is
also introducing TV commercials in various national languages around the globe. In India, in
March 2016, Coca Cola launched the Taste the Feeling campaign, which aims to remind its
consumers of the fun and happy moments that Coke brings to their lives. He was chosen to make
a good connection with the Indian youth. The commercials are widely shown on a number of
networks. (MBA Skool-Study.Learn.Share., 2019).

Figure 10 Communication channel of the Coca Cola

Distributors and distributors were given special opportunities to sell Coke products. Such stores
are also supplied with refrigerators and Coca Cola hoardings to promote the brand. For
supermarkets, special emphasis is placed on shelf spaces to increase the exposure of their items.
Coca Cola is also involved in a number of CSR activities to help address environmental and
social concerns around the globe. (MBA Skool-Study.Learn.Share., 2019).

18
 TASK 03 (A)

Organization Culture of Coca Cola Company

It is in the Coca-Cola community that all investors contribute to the growth and development of
the product. The organization involves its numerous partners in long-term contracts that make a
significant contribution to the improvement of the decision-making process. The day-to-day
activities of the company are managed by shareholders such as vendors, consumers and
competitors. With the sustainability goals of the organization for 2020, it has a specific way of
engaging stakeholders with the objectives of monitoring its actions towards stakeholders.
(GradesFixer, 2019)

Coca-Cola's community contributes to the company's growth and development by all

shareholders. In the long-term contracts that contribute significantly to the transition of decision-
making, the organization engages its diverse partners. Stakeholders including distributors,
consumers and rivals control the daily operations of the business. With the sustainability goals of
the business in 2020, it has a specific way to involve the shareholders with the aims of
monitoring their behaviour towards the players. (GradesFixer, 2019)

The ethos of the Coca-Cola Company requires the leadership of the multinational corporation to
include the shareholders in both formal and informal conversations. Stakeholders are often
involved in conferences and dialogues that concentrate on the production and use of goods. For
example, the Coca-Cola Company is known to have been engaging in discussions with suppliers
of bottling equipment on the most appropriate means that would lead to a healthy business
between the two parties. The company considers the increasing global challenges of addressing
key global issues with its suppliers in an effort to protect the atmosphere in which the companies
operate. (GradesFixer, 2019)

The Coca-Cola company's culture acknowledges the need to protect the environment from global
warming triggered by extreme, unregulated manufacturing practices within the company. The
culture of the company acknowledges the need to ensure the safety of its consumers, since they

19
may be the targets of unregulated development activities. The organization seeks to protect the
environment from contamination by avoiding the release of harmful substances into the
atmosphere during mass production and the manufacture of bottles used for packaging. In the
area of business ethics, the safety of customers is an indicator of the company's efforts to take the

natural environment into account; thereby allowing appropriate working conditions for both
consumers and employees of the company. (GradesFixer, 2019)

Customer relationship of Coca Cola Company.

Coca Cola's business strategy is Think Local, behave locally. Integration between regional
bottlers and distribution to consumers is critical to the overall efficiency of the business and to
the satisfaction of its customers. Full-service, Direct Store Delivery (DSD) and equipment
services are very critical for bottlers ' business operations and profit centres. DSD receives
customer information from suppliers. Such specific data should enhance cost control in the
distribution of goods. They must submit an application from Sales Representatives, Mobile
Devices and Service Staff. With this data, the store can react easily to customers and make the
process more efficient. The RFID provides feedback that supports science, marketing and
product development. (UKEssays.com, 2019).

Coca Cola will boost customer service and satisfaction with good CRM. They can get the needed
customer information using advanced CRM. Once again, the IT department gathers and analyzes
all the data and provides information for a better product to meet the needs of the consumer.

20
Using the SAP CRM program, Coca-Cola was able to achieve its consumer service objective.
The CRM supports the existing processes and also develops the new functions to please the
client. Both forms of CRM helps to monitor and increase the market share of the system and
create a better reputation for the customer and also reduce the cost of transport. (UKEssays.com,
2019).

Figure 11 CRM Process of Coca Cola

21
 TASK 03 (B)

Customer satisfaction is difficult to measure for a number of reasons. Counting on customer

satisfaction because of their reviews is not the case because most people prefer to keep quiet
when happy. Many people do not see a need to contact the service provider, while others want to
move their grievances. Specifications of customer satisfaction are not special but difficult to
quantify. Setting standards and strengthening employee relationships with customers is a key
strategy for assessing customer satisfaction and ensuring that performance is achieved.

(UKEssays.com, 2019).

Survey customers
Surveying customers is the only possible way to get feedback from customers before they
contact you. Many people are busy, and they don't have time to get redress. You can provide a
survey in a number of ways, such as emails and phone calls. You need to allow customers to
answer questions on a weighted scale to get accurate feedback. You may perform regular surveys
over time to monitor changing consumer views. (UKEssays.com, 2019).

22
Understand expectations
Knowing the desires of your customers will serve your needs in order to meet them. The effort to
find out what customers expect from you in terms of service and goods is the way to meet their
needs. (UKEssays.com, 2019).

Loyalty measurement
The probability of buying goods or services is customer loyalty. Satisfaction with the consumer
is a primary indicator of repurchases. The actual service efficiency, price and reliability affect it.
Loyalty is calculated essentially if the consumer recommends the service to a friend of a family
member. Customer satisfaction is demonstrated by overall satisfaction, repurchasing and the
likelihood of recommending to a friend. (UKEssays.com, 2019).

23
 TASK 03 (C)

How Coca-Cola uses Facebook, Twitter, Pinterest and Google+ for Customer Feedbacks
Coca-Cola is one of those brands, which are instantly recognized and which would rack up fans
and followers, without even trying to do so. Here is a brief overview of how Facebook, Twitter,
Pinterest, and Google+ are used. (Moth and Moth, 2019).

Facebook

Coca-Cola's official Facebook page has drawn 63 million followers, which is no surprise since it
is one of the world's most recognizable brands. The ability to leave their Facebook page
unattended for a long time is one of the advantages of their international reputation. Although
other consumer brands including ASOS and Red Bull are trying to keep their fans interested in
several updates a day, Coca-Cola usually takes more than a week without anything being posted.
Starbucks has a similar position to Coca-Cola and has around 30 million followers, despite the
fact that there are few updates available. In fact, since Coca-Cola has no own stores, its
marketing policy does not focus on driving people to its store or an e-commerce website. Instead,
the brand image is retained and its advertising campaigns are boosted. (Moth and Moth, 2019).

This year's announcements were mostly to support Coke's polar bear commercials and the
charitable work of the corporation in supporting the Arctic. The organization has also used its
Facebook pages for its Olympic and Euro 2012 marketing promotions over the past 12 months.
Nonetheless, photos have a much better response from fans in terms of "likes" and reviews. The
Social Team often asks and conducts surveys relatively frequently. I've seen how much
engagement on Coca-Cola's website is actually quite low compared to a few other brands. Every
post usually attracts a few thousand' likes' and a few hundred posts, but Adidas and Starbucks
also reload tens of thousands of' likes' and thousands of commentaries. Coca-Cola also has a
range of Facebook apps, including one called "When will joy hit" that is simply an "Ahh Giver"
clip reel of its ads, and another called "Ahh Giver." (Moth and Moth, 2019).

24
Figure 12 Facebook Feedback

Twitter

Coca-Cola has different Twitter feeds, as is usual with most worldwide brands, for each of its
local markets. It has dedicated sites to various products and brands, including Diet Coke, Coke
Zero, its racing teams and Doc Pemberton, the firm's long-dead owner. The main Twitter feed
has just over 700 000 supporters and more than 75 000 tweets, making it one of my most popular
brands. The social team uses Twitter to answer @mentioning and seldom post simple marketing
messages. This addresses a great deal of every day, including grievances, demands for follow-up
and feedback and chitchat. And even a Spanish speaker is part of the social group. (Moth and
Moth, 2019).

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Figure 13 Twitter Feedback

Pinterest

Coca-Cola's Pinterest page is very peculiar since only a board relates to an ad campaign, whereas
other boards concentrate on a random theme. The Pinterest account is very interesting. The one
product linked panel is called' Moments in the Olympic Games' and consists of loads of pictures
representing the event's sponsorship, which all connect to Coca-Cola's official websites. The
thing is quite representative of major Pinterest brands and is by far the least interesting of six
boards. It is the kind of thing. The other five issues are' Be Together,'' Keep Discovering' and' Be
Social.' These include some great photos taken from Flickr, but none of them is connected to the
websites of Coca-Cola, which is the trap most brands take. (Moth and Moth, 2019).

Figure 14 Pinterest Feedback

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Google+

Coca-Cola kept a fairly active Google Page during the first half of 2012. Every few days updates
were posted, but it seemed that after the Olympics, it was going out of print for weeks and
sometimes for months. The number of users on our site is actually low relative to Facebook, but
as for most brands, with a few hundred + 1's and comments on each post. (Moth and Moth,
2019).

Figure 15 G+ Feedback

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 CONCLUSION

Consider about the report I can identified Coca Cola Company always consider about their
customer behaviour and expectations. And they covert and adapt changing customer expectation.
Coca Cola Company already have good marketing mix, communications process. In this report
describes their culture and how to connect with the customers finally we can identified Coca
Cola Company have a good customer satisfaction measurements systems and good feedback
systems.

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