Coca-Cola Company’s Marketing Plan and Performance

Customer Relationship Management

In the Coca-Cola company, customer relationship management is at an advanced level due to effective and modern interaction strategies. The evaluation of this parameter is carried out by analyzing consumer satisfaction as a key indicator of brand success. According to Habib and Aslam (2014), Coca-Cola leadership promotes attracting the target audience to product design, offering gift programs, as well as personalizing the brand, or giving an opportunity to make the product unique. In addition to such a standard marketing approach as advertising, more advanced consumer communication mechanisms are supported, which helps maintain high sales.

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Social Responsibility

As principles of social responsibility promoted in Coca-Cola, relevant and in-demand activities are conducted. As Foster (2014) argues, one of the missions of this corporation is the establishment of environmentally friendly manufacturing, which is an important aspect in the conditions of mass production. Another significant peculiarity of Coca-Cola’s work is a charity and regular fundraising. Foster (2014) notes that the corporation has a fund in which donations are accumulated, and this activity increases brand loyalty. All these practices are evaluated on the basis of the relevance of the topics covered, and as applied to the aforementioned approaches, their importance in the modern world is high.

Key Marketing Performance Indicators

In order to make it easier for Coca-Cola management to measure marketing success, special indicators need to be identified. In addition to a standard profit parameter, auxiliary indicators may be utilized, for instance, consumer satisfaction rating, competitors’ success, the number of requests on the Internet, and other factors. These parameters can help determine how effective the principles of brand promotion are and draw appropriate conclusions regarding potential changes in the chosen marketing policy.


Foster, R. J. (2014). Corporations as partners: “Connected capitalism” and the Coca-Cola Company. PoLAR: Political and Legal Anthropology Review, 37(2), 246-258.

Habib, S., & Aslam, S. (2014). Influence of brand loyalty on consumer repurchase intentions of Coca-Cola. European Journal of Business and Management, 6(14), 168-174.

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StudyCorgi. 2021. "Coca-Cola Company's Marketing Plan and Performance." July 6, 2021.


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