How can Coca Cola further increase their customer base in reference to Case Study - 2

How can Coca Cola further increase their customer base in reference to marketing strategies - Case Study Example The company has a subsidiary employee basis of 30,000 people globally. 70% of its sales volume and 80% of the company profits are from outside (Adcock 23). First, we need to commend how the company has handled its branding. Looking briefly at branding since it is the focal of customer base sentiments, it is an effort to tie together, produce and have authority and control of the relevant associations so that the business performs better. Coca-cola has enormously benefited since they have successfully managed to create a brand which presents the company as being highly distinctive, very exciting and absolutely reliable with superb adverts. Even though its impossible to have full influence over a brand due to outside influences, wise use of design, advertising, marketing, service proposition and corporate culture among others can all really help in generating associations in people’s minds that benefit the company as an organization. The audiences, competitors, delivery and service aspects of branding may differ in different industry sectors but the main principle of being transparent about what you stand for always applies (Dev & Don 12). To get started on how to increase customer base in reference to marketing strategies, market research should be undertaken. This is to know what Coca-cola offers –both tangible and intangible elements. Finding out the main upcoming competitors by looking in places such as retail outlet shelves especially major supermarkets is also important. There is also need to know your customers; this is by doing a profile of your typical customers. Another great move which coca-cola is fully incorporating is increasing market share and reinforcing the existing customer base. In challenging economic conditions, Coca-cola has managed to prove that tough times can indeed be good times for