Response to Lucy’s Blog: http://blogs.ubc.ca/lyuan/
In Lucy’s Blog, she talked about Coco-Cola’s Share a Coke Campaign has provided a new service that allows people to print their names on the label of a Cola. This campaign benefits Coca-Cola a lot which includes a 2.5% increase in sales and 870% balloon in internet traffic of its Facebook page. I total agree with her that this campaign is a great success.
This marketing method makes consumers feel that the bottle of cola they have bought is the unique one in the world, which satisfies consumers. Coca-Cola has been using a well developed cost leadership strategy for a long time, however, this share a coke Campaign makes Coca-Cola the first one to differentiate itself in the Soft Drink Industry by using the individual names. I believe that they will further develop this differentiation strategy in the near future.
The power of individual names also be found by another company—Starbucks. When you order a cup of coffee in Starbucks, your name will always be asked. However, sometime you will get a funny wrong name on your cup, and some of you will picture it and post this interesting moment on the social media. Nevertheless, this behavior seems “accidental” but it also can be deliberate by Starbucks, which provides them free advertisement access to the social media.
Some luxury brands customize consumer’s product in order to charge higher prices, but the customization like Share a Coke Campaign does provide consumer the same satisfaction without selling at a higher price.
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