Coca-Cola: An introduction
Coca-Cola Company was founded by an American pharmacist John Stith Pemberton in the year 1886 and was later established as a company in the market by Asa Griggs Candler. It has been dominating the market ever since. Let’s know What CRM does Coca-Cola use?
This worldwide celebrated beverage brand has set up a benchmark in the industry by becoming the world’s leading soft drink brand. The soft drink’s name ‘Coca-Cola’ signifies the two of its ingredients that led to its origin, namely, the Coca leaves and Kola nuts.
Throughout its journey in the industry, its recipe has certainly developed and it is sold in the form of an aerated soft drink. Coca-Cola is one of the first soft drink brands to gather such splendid recognition among its customers all across the globe.
Significance of CRM for a Company:
Customer Relationship Management (CRM) is a system that deals with the relationship between the company and the customer. It simply creates a better bond with the current or potential customers and manages all the operations related to the business.
It includes customer service, sales force management, productivity management, recruitment, and increasing profitability. CRM is mainly implemented in the form of a software program or tool. The software industry has been gaining the maximum amount of revenue through these CRM tools only.
Companies go for installing these tools which hold the various records such as contacts, marketing programs, sales statistics, upcoming opportunities in the market, and details of every consumer interaction. It keeps a whole record of the business going on in the company.
In today’s modernized world it has become necessary for companies or even small scale businesses to implement the use of CRM.
Use of CRM in Coca-Cola Company:
The CRM technology used by Coca-Cola is SAP (System Applications and Products) Strategic Enterprise Management. Coca-Cola started using this CRM tool in the year 2009 and continues to use it to date.
It is certain from this that Coca-Cola is pretty satisfied with this technology being used for their Customer Relationship Management. With the business strategy ‘Think local, act local’ Coca-Cola maintains its customer relationships.
SAP is renowned for its ERP (Enterprise Resource Planning) software which is widely used by business organizations to deal with customer relations and interactions.
Other than CRM, its various products include HCM (Human Capital Management), PLM (Product Lifecycle Management), SRM (Supplier Relationship Management), EPM (Enterprise Performance Management), and some more. Several CRM tools used by Coca-Cola are listed below:
1. SAP Financials: SAP Financials particularly deals with maintaining the financial records of the company and regulating financial operations by making those data available in a detailed manner. This software has been in use with Coca-Cola for a long time now.
2. SEM (Strategic Enterprise Management): SAP SEM is responsible for data collecting and analysis, creating business plans, and maintaining sales and financial reports.
3. SalesForce: SalesForce is cloud computing CRM software and is currently used by Coca-Cola. It takes the help of the mobile app developed on the SalesForce platform. It has massively supported the technicians and repair department at Coca-Cola.
4. SalesForce Chatter: In February 2010, the SalesForce Chatter app was launched. It has been in operation with Coca-Cola Enterprises for a long time and was launched to circulate ideas.
5. Sales Cloud: In the Coca-Cola Germany sector, custom apps are amalgamated into the Sales Cloud by SalesForce which facilitates better connectivity of the company with the customer-related data. It has immensely benefited the company in making decisions about the customization of its products.
Direct Store Delivery
Other than these CRM tools, Coca-Cola has also worked on other factors of Customer Relationship Management.
The company ensures proper delivery of its products by implementing the formula of DSD (Direct Store Delivery) and Full-service vending.
For adequate satisfaction of its customers, the company needs to sustain smooth relations with local bottlers and stores. DSD collects the customer data and transfers it to the distributors. It helps in improving the delivery costs.
The sales representatives, staff, and storekeepers are the main sources for obtaining customer data. By utilizing this customer data, Coca-Cola successfully satisfies the demands of its customers.
Frequently Asked Questions:
1. What are the brands manufactured by Coca-Cola Enterprises?
Coca-Cola Co. deals with the manufacture of carbonated soft drink brands consisting of Coca-Cola Vanilla, Diet Coke, Fanta, Aquarius, Chivita, Fairlife, Sprite, Honest Tea, Costa Coffee, and Ayataka Green Tea, Fuze Tea, Georgia Coffee, and many more.
2. Do the soft drinks produced by Coca-Cola contain caffeine?
Yes, some of the soft drinks of Coca-Cola do contain caffeine between 8 mg to 42 mg, depending upon the product. Products like Diet Coke and simple Coke have caffeine in them.
3. What is the quantity of sugar in Coca-Cola?
There can be 7.5 g to 65 g of sugar in Coca-Cola depending upon the size of its packaging. They are also available in the market in the form of sugar-free coke named Coca-Cola Zero Sugar.
