Marketing

Marketing

According to Karabell and Cramer (2010), with the current trends in business and engagement in the economy, sustainability of the formed business remains a controversial statement. Both the environmental and social benefits that customers incur from use of such products enable them to differentiate the products from its competitors (Crane & Matten, 2010). By definition, commitment to sustainability is referred to as the continuous growth and development of a brand or a commodity without any signs or activities that may result in deterioration of the environment or the depletion of any of the naturally occurring resources on which civilians depend on.

For this study, the chosen brand is the coca cola company, which is a multinational beverage company that manufactures, advertises and sells non-alcoholic drinks. The organization’s headquarters are based in Atlanta in Georgia, and they are best known for their lead drink, the Coca-Cola drink that was first brought to sales in 1886. The beverages organization has enhanced the effectiveness of its water use by 20% and recognized the requirement for a thorough outside assessment of its water administration approach (Hussen, 2012). The significant aspect of a bigger activity inside the organization is to advance substantial dynamic ways of life. Coca-Cola Company is an establishing individual firm from the Healthy Weight Commitment Foundation, which expects to diminish a tremendous value of calories in the U.S. commercial center by 2017.

Coca Cola’s Commitment to Sustainability

According to Kent, who chairs the Coca-Cola company board and doubles as the firm’s chief accounting officer, “the Water Resource Group is working in South Africa, where water usage is likely upon to arise through the past 21 years while its source is probably going to decay. The association helped South Africa’s Department of Water Affairs to cultivate an extensive private-common society cooperation called the Strategic Water Associates Network in South Africa, to bolster the South African government’s water practice and general national water security (Karabell & Cramer, 2010). Vital Water Partners Network in South Africa has created three work streams, water productivity and spillage lessening in municipal water dispersion frameworks, gushing and waste water management, and business and its store network; and pilot ventures which are in progress” (Karabell & Cramer,  2010).

The sustainability program is appropriate since, in the case of South Africa, the no drop program has saved an average of 500 million cubic meters of clean water and by estimates. The same could save about 50 million cubic meters of clear water, especially in the mining industry (Karabell & Cramer,  2010). The target market for Coca-Cola Company is any person who is not restricted by a doctor from taking the drinks (Riordan, Zmuda & Heinemann, 2015). The products that Coca-Cola produces are safe for intake and their unlimited user’s comment elucidate that that the company has been the best so far that is offering nonalcoholic beverages.

Among other activities, the coca cola company has been linked with the 2016 Olympics and has been the sponsoring the same events for over 85 years now. The company’s brand has been advertised on radio stations, magazines, newspapers, on the social media which include Twitter and Facebook as well as in Instagram (Riordanet al., 2015). Having a strong understanding of their consumers, Coca-Cola Company believes that the customers need to be engaged in the sporting activities that they sponsor. For this reason, the firm has been publishing and posting content on real-time interaction sites where the consumers can be able to view the same, comment and even participate in such cases (Riordan et al., 2015). The use of these social media for advertisement has led the company to be able to engage with their customers almost in real time, and can get feedback concerning their activities or their products, specifications for the same and recommendations. For this reason, the company has had success in maintaining their customers and keeping their trust in their product.

Tooth Paste and Tooth Brush Unsustainability

`Colgate is a corporation that is responsible for selling oral hygiene products that include the toothbrush and Colgate toothpaste. The products are manufactured by Colgate-Palmolive. Their products are purchased by more than the half of the population in the world, and it has a market penetration of about 65% globally (Schlanert, 2011). Their brands continue to grow at an exponential high rate. The problem that is at hand is the fact that the toothpaste that is left behind inside the Colgate tubes makes it difficult for recycling of the containers. The materials used for manufacturing the toothbrushes; the nylon bristles and blended plastic makes it difficult for recycling. For this reason, the products are not sustainable, and as such, they do not participate in the continuity and development of the environment (Clark, 2010).

If for instance, a new and different brand offering the same kind of product, with the same purpose were to be formed, the firm would have to conform to using different materials in the manufacturing of their product. According to Longoni (2014), materials to be recycled, be in forms which can be reused, or that can be synthesized by plants to avoid pollution. Such a product would gain popularity and in turn achieve its goals quickly as well as capitalize on the sustainability trends since it is environmentally friendly.

Recommendation

In both marketing and advertisement of the product, it is an easy task if the product is attractive to the customers. The product design is what will capture the consumer’s eyes first even before they know what it entails (Hussen, 2012). Well-trained professionals who are capable of winning the potential customer’s attention should do the marketing and advertisement. The price of the final product should be well compatible with the purpose of the product as well as the design of the same. It is also important to adverse the brand in the social media platforms such as Twitter, Facebook, Instagram, Snap Chat among others. The reason for this is that many potential clients rely upon the social media for identification of the products available at the market (Lopez, 2013).

References

Crane, A. & Matten, D. (2010). Business ethics: management corporate nationality and sustainability in the age of globalization. Oxford New York: Oxford University Press.

Hussen, A. (2012). Principles of Environmental Finances and Sustainability: an Integrated Economic and Environmental Approach. Hoboken: Taylor and Francis.

Karabell, Z. & Cramer, A. (2010). Sustainable Excellence: the Forthcoming of Business in a Fast-Changing Globe. Gordonsville: Rodale.

Lopez, D. (2013). Brand development of coca-cola company: The UK. Place of publication not identified: Grin Verlag.

Riordan, L., Zmuda, P. & Heinemann, S. (2015). New standpoints on corporate social responsibility. Wiesbaden: Springer Gabler.

Schlanert, S. (2011). Globalization – Blessing or Curse? The Coca-Cola Company as an Example. Munich: GRIN Verlag.

Clark, W. (2010). Sustainable communities. New York: Springer.

Longoni, A. (2014). Sustainable Operations Strategies. City: Springer International Publishing.

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