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brand loyalty of soft drink companies in UK

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brand loyalty of soft drink companies in UK

Analyzing the brand loyalty of soft drink companies in UK: A case study of Coca-Cola, UK

1.1 Background of the study

Brand refers to name, logo or any other type of symbol that distinguish one firm from another in the market. In the present era due to rise in competition level it has become necessary for every firm to develop its own brand in the market so that unique identity can be developed and customers can be encouraged easily to buy the product. The objectives that good brand supports in accomplishing includes connects target prospects emotionally, motivates the buyer, delivers the message clearly and concrete user loyalty (Elliott, Elliott and Percy, 2007). The present study focuses on the importance of brand loyalty where Coca cola has been chosen as one of the organization that is considered as the leader in the beverage industry. Firm was founded in 1886 in United States and offers diet coke, Coca cola cherry, Coca cola zero etc. Organization is also well known in other categories such as sports and energy drink.

 Coca Cola is well known in market for serving its customers through promotional discounts and new fangled product development.  Presently the soft drink market is developing at faster pace and this provides opportunity to Coca Cola and other companies operating in this sector to serve customers in better manner. A strong brand is invaluable as the battle for customers intensifies day by day. Furthermore it is required for every firm to spend time investing in researching, defining and building the brand. In short brand is a source of promise to the target market and can support in increasing their satisfaction level (Kotler and foertsch, 2006). Level of competition is rising in every sector and industry so overall operations of every firm are affected due to this and it directly affects survival. So due to this reason organizations have started to focus on their brand and effective branding strategies have been developed so that customers can be satisfied in best possible manner.

Presently firms have started to offer products keeping in view taste and preference of its target market. Factors such as social, cultural etc are necessarily considered that directly affects the purchase behavior of customers. Increase in quality level and moderate price is the most effective factor that encourages customer to become brand loyal and increases their satisfaction level (Kapferer, 2008). Firms have started to develop new brand so that customers can be encouraged to become loyal towards their brand for instance if any firm relies on promotional strategy that it directly benefits  its customers then and leads to strong brand loyalty. Strong brand loyalty has direct impact on the sales of enterprise as customers prefer to repurchase the product and marketing strategies developed by competitors is not effective in front of them. So this supports organization to improve its performance in the market and is known in every market due to its loyal customers.    

1.2 Rationale of the study

Brand loyalty plays significant role in the modern era as it provides base to the company and supports to become leader in the market. The main reason behind carrying out this study is to assess the brand loyalty of Coca Cola in UK as through this organization can know its overall position in the market and consumption pattern of its target market. The Coca-Cola Company  is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands.  Company's portfolio features 20 billion-dollar brands including, Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid, Simply, Georgia, Dasani, FUZE TEA and Del Valle. Presently in the competitive market it has become difficult for firms to sustain in the market and various hurdles are present in the business environment. So it is required to adopt effective strategies so that customers can be encouraged to become brand loyal and they may not prefer to shift towards other brand present in the market.

Product like soft drink is consumed by people of every age group and is popular in the entire market. But for this type of product many substitutes are present in the market due  to which firm cannot charge own price for its products and it is required to maintain certain level of quality so that every consumer can be encouraged to consume it and this serves to be profitable for the business enterprise. The soft drink industry is highly dominated by Coke and Pepsi as both companies sells same product in the market. Furthermore it is required for companies to focus on their product and highlight the major benefits of consuming product. Whereas firms have to focus on their marketing strategies so that it may affect purchase behavior of customers and is beneficial for the business enterprise. It is well known fact that band loyalty is the ultimate goal of the entity and is aligned with the business objectives.

 

REFERENCES

Books

Assael, H., 2005. Consumer Behavior A Strategic Approach. Dreamtech .Press.

Barker, N. and et. Al, 2011. Integrated Marketing Communications. Cengage Learning.

Bhattacharyya, K. D., 2006. Research Methodology. Excel Books India.

Clarkson, J., 2003. Countering Design Exclusion: An Introduction to Inclusive Design. Springer Science & Business Media.

Dawson, C., 2002. Practical Research Methods: A User-friendly Guide to Mastering Research Techniques and Projects. How To Books Ltd.

 



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