Coca-Cola case study summary


Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda fountains. He created a flavored syrup, took it to his neighborhood pharmacy, where it was mixed with carbonated water and deemed “excellent” by those who sampled it. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the beverage “Coca-Cola” as well as designing the trademarked, distinct script, still used today.


While monitoring the social network online with specific reference to Twitter, the Coca-Cola media team discovered a post by one of their customer who was frustrated, his problem he was having difficulty redeeming a prize from a customer reward program designed for the company’s esteemed customer’s that promote the coca –cola products, it was discovered that the customer’s twitter had 10,000 followers which qualified him to earn the reward prize.


The strength in this situation is that the company had an effective media team that constantly review their social network sites and that is evident in this situation because the customer’s frustration was discovered by them as against the situation where it had to be heard from another source. It would have been a big scandal for coca-cola because it will portray the company as running a fraudulent reward program that is not implemented to the latter.


The Coca-Cola Company after discovering the situation at hand immediately swung into action by having the social media head of the company Adam Brown tendering an apology to the frustrated customer on behalf of the company and also promised to ensure that the reward prize due to the customer was redeemed to him. The frustrated customer received his prize as promised and in merriment changed the display photo on his twitter profile picture to another photo of him holding a Coca-Cola bottle.


The result of the company’s proficiency in keeping to its promise resulted in the customer being satisfied to the extent that he had a picture of himself and a bottle of coke indicating his approval, appreciation   and satisfaction of how the Coca-Cola group attended to his needs in a prompt and timely manner.


I like the way and manner the Coca-Cola group maintained their integrity and pledge to customer satisfaction. This goes to show that the company has a well structured crisis communications plan that is always on point to clear and protect the company product and name in the eyes of the public. The organization is superb and this is evident in the successes, cooperation, and awards the company gathered over the years by maintaining a lead in the world market as world’s best soft drink company. This evident on how effective and reliable a company can be when it has a crisis communication and management plan in place, my advice to other companies and establishments is for them to borrow a leaf from the management skills of Coca-Cola.


About rangmoen20

I am a 30year old male ,presently pursuing my graduate studies at Fort hays state university with concentration on International Enterprise Leadership, i love meeting people and challenges.
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6 Responses to Coca-Cola case study summary

  1. krmorel2 says:

    “effective media team that constantly review their social network sites” This is SO important. Social media is how news is spread a majority of the time these days, and if they would not have been prepared, they might’ve suffered drastically.

  2. trrichmeier says:

    I have to agree with Kylie, this was the exact thing I was going to copy and paste into my comment. It is essential that all media teams know what is being said about their brand at all times. This is something we monitor very heavily where I work and it has come in handy to stop the rumors and make customers happy. One mad customers words travel much MUCH faster than one happy customers words and that must always be kept in mind!

    • dijiang313 says:

      I agree with you that the words from mad customers are more influential than happy customers’ words. Rumor usually present tragic consequences, so that’s why the organization need to build a positive relationship with the media.

  3. kurtcomm642 says:

    Tasha is so right about complaints traveling so much faster and farther than praises. That was true even in the old days of phone and snail mail. And now social media increase that “faster and farther” by several orders of magnitude.

  4. lilly1989 says:

    “This evident on how effective and reliable a company can be when it has a crisis communication and management plan in place, my advice to other companies and establishments is for them to borrow a leaf from the management skills of Coca-Cola.” I feel that it is a good idea for other companies to handle the social media crisis. However, I also think that the Coca-Cola Company also put some typical cases about it owns in their websites and shows its measures to the public.

  5. aima khalid says:

    all has to be happening as said, regarding the base importance to the following of true word. i must say, that influences a company’s reputation and its importance to the audience to a better level.

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