eBusiness Weekly
Clemence Mutembo
In 1986, my uncle came to Mvuma where I grew up and took us to the shops where he bought us some Coca-Cola drink.
I loved the effervescence and coldness of the drink.
That’s when I consciously started knowing about Coca-Cola as a brand. I knew nothing about branding then because I was only six-years-old.
Coca-Cola’s brand is so powerful for a number of reasons. First, the company has been around for over a century and has become one of the most recognisable brands in the world.
Second, Coca-Cola has invested heavily in marketing and advertising making its brand very visible and memorable.
Third, the company has been successful in creating an emotional connection with its customers making them feel good when they drink a Coca-Cola product.
Fourth, the company has maintained consistency in its product quality and has been able to maintain a strong brand identity over time.
All of these factors have contributed to Coca-Cola’s powerful brand.
Any business person needs to understand that brand building is a continuous process because it is never truly finished.
A company’s brand is always evolving and influenced by a variety of factors such as new products, changing customer needs, market trends and industry developments.
In addition, a company’s reputation and how customers perceive its brand is also constantly changing.
Therefore, in order to maintain a strong and positive brand, businesses must continuously work to build and improve their brands.
This includes activities such as developing new marketing strategies, updating their image and monitoring plus responding to customer feedback.
By doing this, businesses can ensure that their brand remains relevant and attractive to customers.
I am quite fascinated by the relationship between variables. I am so excited about the relationship between customer experience and sales.In the future articles, I shall explain the regression co-efficient and also the correlation co-efficient.
In the relationship between customer experience and sales, customer experience is the independent variable and sales is the dependent variable.
I started loving the world of variables when I was introduced to Statistics during my marketing studies.
In other words, customer experience is what influences sales. A company’s level of customer experience can affect how much customers spend, how often they return and how likely they are to recommend the company to others.
In turn, these factors have a direct impact on sales. This relationship is often studied by businesses who
use it to help them improve their customer experience and boost sales.
Of course, there are other factors that can affect sales but customer experience is considered to be one such important variable.
Anyone who has studied marketing will know that the extended marketing mix has three more variables namely: people, processes and physical evidence.
Processes are an important element of the marketing mix and they refer to the specific steps and procedures that a company follows in order to deliver its products or services to customers.
The marketing mix has seven Ps: product, price, place, promotion,people, processes and physical evidence.
Processes determine how a product is delivered and used by the customer.
For example, the process of purchasing a book from Amazon involves browsing the website, adding items to a shopping cart, entering payment information and then having the book delivered to your door.
Processes are also important in the marketing of services because services are intangible and cannot be touched or felt like a physical product.
Customers are relying on the company to deliver the promised service and the processes that the company has in place can make or break the customer experience.
Well-designed processes can ensure that the service is delivered in a consistent and efficient manner, while poor processes can lead to customer frustrations and disappointments.
For example, a well-run restaurant will have clear and efficient processes for taking orders, preparing food and delivering it to the table.
If any of these processes break down, it can lead to a poor customer experience.
Clemence Mutembo
Connect with Clemence on: 0778 994 994
