Marketing Strategy in Action Coca-Cola.

Essay by superscott77College, UndergraduateA, November 2005

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Coca-Cola is one of the best known names in the world. The positive attitudes and beliefs keep millions of consumers buying the product over and have helped the company establish loyal consumers. Coca-Cola has built a successful worldwide brand name to millions of people. Coca-Cola built brand loyalty when consumers create a positive attitude based on believes about the product and making the product associated with a positive memory.

Coca-Cola has been around for years and many loyal consumers have associated the brand with positive past memories. Loyal brand consumers may associate it with holidays, parties, graduation, playing a sport with friends, first date, seeing a movie, etc. When Coke decided to change its product they did not realize that millions of loyal consumers have associated the taste with a positive fond memory...something that they do not want to let go.

Less loyal consumers have not associated Coca-Cola with a fond memory so these consumers should not be as upset and should be able to adjust to a different kind of Cola.

The less loyal consumers are still brand loyal to the company, and should be able to adjust to a different kind of Coke, but they did not associate a type of fond memory to it so it will not feel like part of their memories is gone.

I do believe it's possible for consumers to be loyal to more then one brand of soft drink. For example, I am a loyal Pepsi drinker. But I also drink birch Beer Soda. Every time I go to a fair I usually purchase a birch soda. Before my mother past away, she would take me to the local Bloomsburg Fair every. We would usually purchase a birch soda and talk around the fair together. I associated this positive fond memory of...