澳洲论文代写:可口可乐的产品组合

澳洲论文代写:可口可乐的产品组合

最大的例子之一就是改变可口可乐的产品组合。可口可乐是一个源于美国的跨国碳酸软饮料品牌,于1886年5月8日开始了其131年的旅程。1888年,当可口可乐正式推出其第一款碳酸饮料产品时,它得到了市场的大量回应,因为人们以前从未尝过(Solomon et al。,2013)。可口可乐饮料的口味赢得了全球数百万客户的心,帮助该组织在全球200多个国家推广运营和产品供应(Zeugner et al。,2015)。

澳洲论文代写:可口可乐的产品组合
然而,现代消费者更了解碳酸软饮料对健康的影响,并随之增加2型糖尿病和肥胖的风险。因此,可口可乐开始丧失在全球市场的市场份额,因为消费者对碳酸软饮料对健康的负面影响日益增强(East et al。,2016)。基于提高健康意识的消费者行为的改变迫使可口可乐公司创新低糖和健康友好型产品,如健怡可乐,可口可乐零食,可口可乐等。即使该组织的促销活动开始促进这些产品的健康友好方面而不是突出它们与味道的独特性(Sparks等,2013)。在巧克力产品行业中可以找到类似的情况。巧克力产品深受消费者欢迎,因为它们的口感细腻。然而,增加消费者对巧克力产品中含有的高脂肪和糖引起的糖尿病和肥胖可能性的健康意识改变了他们对巧克力产品的认知和购买行为。作为结果,现代健康意识的顾客对购买黑巧克力产品表现出更积极的态度,因为黑巧克力产品由于低脂和糖元素对健康的危害较小(Kumar等,2016)。

澳洲论文代写:可口可乐的产品组合

One of the biggest examples is change of product portfolio of CocaCola. CocaCola is a US originated multinational brand of carbonated soft-drinks which started its journey 131 years ago on May 8, 1886. In 1888, when CocaCola officially introduced its first product of carbonated soft drink, it get a massive response from the market because people had never tasted something that before (Solomon et al., 2013). The taste of CocaCola drinks won the hearts of millions of customers across the world which helped the organisation to thrive its operations and product supply in more than 200 countries across the world (Zeugner et al., 2015).

澳洲论文代写:可口可乐的产品组合
However, modern generation customers are more aware of health impacts of carbonated soft drinks and subsequent increased risk of diabetes type 2 and obesity. As a consequence, CocaCola started to lose its market shares in global market due to increased health awareness of customers about negative health impacts of carbonated soft drinks (East et al., 2016). Change in consumer behaviour based on increased health awareness forced CocaCola to innovate low sugar and health friendly products like Diet Coke, CocaCola Zero, CocaCola Light, etc. Even, the promotional activities of the organisation started to promote the health friendly aspects of these products rather than highlighting their uniqueness with taste (Sparks et al., 2013).
Similar case could be found in case of chocolate product industry. Chocolate products were popular among consumers for the delicacy of their taste. However, increasing health awareness of consumers against possibility of diabetes and obesity due to high fat and sugar contained in chocolate products changed their perception and buying behaviour towards chocolate products. As an outcome, modern generation health conscious customers show more positive attitude towards buying dark chocolate products because dark chocolate products are lesser harmful for health due to low fat and sugar elements (Kumar et al., 2016).

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