Brand Building Through Cause-Related Marketing: A Case Study of Coca Cola Artic Home Project By Course Institution Date Abstract In today’s marketplace, consumers have a wide variety of products and services to choose from. Moreover, the quality and prices of the products and services are vastly similar (Grewal, 2000)…
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This research study tests the hypothesis that cause-related marketing can build and/or improve or sustain brand and/or corporate reputation. The hypothesis is tested by conducting a qualitative case study of Coca Cola’s Artic Home Project. Coca Cola is chosen as the subject of this study because it has a long and rich history as a global brand. The case study is conducted in two parts. The first part of the study involves 20 semi-structured interviews with some members of Coca Cola’s supply chain retailer managers. The participants are asked about the trends in coca sales and whether or not those trends correspond with the ongoing Artic Home Project. The second part of the study involves the distribution of a questionnaire to 100 random consumers. The questionnaire focuses on questions seeking to determine the extent to which cause-related marketing and in particular Coca Cola’s Artic Home Project promotion influences the decision to purchase a particular product over another. Table of Contents Abstract 2 Introduction 4 Primary Research Question 6 Secondary Research Questions 6 Literature Review 6 Research Methodology 11 Data Collection 12 Research Philosophies 13 Research Approach 14 Findings 15 Semi-structured Interviews 15 Questionnaire 16 Conclusion 17 Further Research 18 Bibliography 22 Introduction Cause-related marketing (CRM) brings together a number of features: fundraising/marketing for non-profit organization, corporate philanthropy, promotion, profit, public relations and corporate social responsibility (Varadarajan & Menon, 1988). At its core, CRM involves a partnership between non-profit organizations and for-profit organizations and is characterized by “profit-motivated giving” (Varadarajan & Menon, 1988, p. 58). CRM is a unique method by which firms communicate with consumers through the use of advertising, packaging, promoting, campaigning and other communication tools about the business’s connection to a social cause and link to a non-profit organization (Bronn & Vrioni, 2001). Pringle and Thompson (1999) argue that CRM deliberately connects a business and it brand to a specific cause in a way that promotes both the cause and the brand. Linton (2005) argues further that businesses choose a social cause via CRM because it is generally assumed that consumers will typically choose a brand that is both “practical” and “expressive” (p. 604). Put another way, businesses will choose a cause via CRM with the intention of promoting consumer loyalty to a brand. In this regard, CRM is used to heighten or tap into consumer social awareness. When a consumer is decidedly already committed to a specific brand, CRM can be used as a method of “brand extension” (David, 2000, p. 132). The Coca Cola Company has always managed to create and maintain brand value despite intense competition from rival companies such as Pepsi and despite the fact that its primary product, Coke is associated with contributing to obesity (Kapferer, 2008). Coca Cola is arguably a household name worldwide and has maintained brand loyalty based its high visibility, availability and its long and sustained logo and marketing and packaging familiarity (Kapferer, 2008). More than a billion Coca Cola products are consumed daily in approximately 200 countries (Bodden, 2008). Coca Cola
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Coke has been easily termed as junk food that contains empty calories which contribute towards the number of obese in the world. With the consumer concern growing, governments may be forced to take action against Coke and other junk foods.
We stay in one global country. This is said because there is free trade and commerce between all the countries. People staying in any country can use products of another country. Everyone is free to travel around the world with valid passport.
Customer retention involves strategies to ensure that customers of a company’s product continue using the product for a long time. This can be done through making the customer satisfied, and offering the products they want. Coca-Cola maintains its customers by maintaining a good relationship with them, and devising ways to reward faithful customers.
tion Strategy 16 Targeting Strategy 16 Positioning Strategy 17 Implementation and Controlling of the marketing plan 17 Marketing Budget 17 Action plan 18 Implementation and Control 19 Conclusion 20 References 21 Executive Summary Building customer relationship based on customer value and satisfaction is at the very heart of modern marketing, because marketing, more than any other business function, deals with customers (Armstrong & Kotler, 2005, p.
The company intends to be a great place to work for its employees and at the same time be a highly effective, lean and fast-moving organization. Coca-Cola strives to maintain lasting relationships with its suppliers and customers. As a responsible citizen of the society, the company works for the betterment of the communities that it operates in.
Later, the businessman Asa Griggs Candler purchased Coca Cola. Candler’s expertise in marketing played a central role in placing the Coke brand on the top of the world’s soft drink industry throughout the 20th century. Under the Coke brand name, the company introduced numerous other cola drinks such as Coca Cola Vanilla and Coca Cola Cherry.
The author states that in most countries, famous celebrities including film stars have been used as brand ambassadors for Coke. These endorsements have created a strong bondage between the product and its users. In most of its ads, Coke has made effective use of music and catchy jingles to promote the product to its target market.
The author gives recommendations which can improve the existing customer relationship management system of Coca Cola. The marketing concepts will help an organization to identify the local competitors and manage their marketing campaigns effectively. The goals would be achieved through the identification of various resources.
The global standardization strategy requires that all markets are considered the same and products are sold in each market using the same strategy. A global standardization strategy implies that the same product will be sold to all markets with the same pricing strategy.
They are the long distance travelers, drivers or night time workers, top sportsmen, athletes, racers, triathlon runners, pupils or students. They could be found anywhere around the world, but mostly in
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