Coke A Cola Case
A titan in the beverage industry, Coca Cola was an up-start of Atlanta pharmacist John Pemberton. John’s curiosity turned into a gold mine after carbonated water was combined with his concoction at Jacobs’ Pharmacy. The distinctive logo was created by Pembertons’ bookkeeper and is still used today.
An individual who was disgruntled with Coca Cola concerning the difficulty redeeming his prize from the “My Coke” rewards program. This patron “tweeted” his frustration to his 10,000 Twitter followers. This was caught by a Coke employee that was paid to monitor the social media sphere and worried about not only the 10,000 followers, but all the re-tweets that they could send as well.
Strengths : This was more of a PR problem rather than a product failure or injury caused by the company. Coke’s quick action and dedication to consumer expectations should be counted here as well.
Weakness : It is possible to construe that Coke was being duped by the customer into providing a prize when none is warranted, but this is not a likely scenario.
Opportunity : Coke had the opportunity to prove that it was an honest company, that genuinely cared about its customers.
Threats : The loss of brand loyalty resulting in lost revenue. Negative press and possible fraud charges if the allegation could be substantiated.
Adam Brown, Coca Cola’s social media guru, posted an apology on the customer’s twitter profile and offered to help him redeem his prize.
The prize was sent to the customer and he changed his avatar to a picture of himself holding a Coke.
There is really not much here to comment on, but maybe that is the point. I personally do not have a twitter account and I do not remember this one in the news. Suffice it to say that their strategy worked very well. This turned out to be an almost nonexistent blemish to Coke’s reputation. Especially when you compare this to the “New Coke” debacle.