Case Study

Summary:
This case is about the training programs of the Coca-Cola company. This company provides a large
training program for their retailers so that they can improve their skills in bringing more and more
customers and increase their sales. They found this program simple and easy to work with. Even they
have taken a successful program that happened in Houston, Texas named Gerland’s food fair. From
these programs, the retailers learn how to effectively gather information about the customers. This
information not only helps the retailers but also helps the coke company. They gather that information
for their future production. They benefit from the increased sale. The retailers also got opportunities to
grow their total business. They diagrammed all the stores and give them highlighted list of products they
should promote. The retailers always liked this program so much. Because when they are able to help
them, their creates a relationship and it positively affects the relationship.

Q.1:-

Ans: Because of the relationship Gerland’s help was able to translating frequent shopper data into
transaction sales was increase up to 9.8% in the Houston Fair. The simplicity of the program make them
understand the business. Coca-Cola’s help was increasing sales and positioning of true marketing
partner in retail marketing.

Q.2:-

Ans: Virtually every retailers with scanner collects huge amount of data such as:
1) customer purchases
2) universal product codes
3) Number of items
4) price,time and store.

Retailers with frequent-shopper card programs can also tie a transaction to specific household and track
purchasing patterns. Some even know how many children, adults and pets are in a household. This data
are collected from frequent-shopper card.

Q:3-

Q:4-

Ans: Coca cola runs 30 different applications for collecting and analyzing the data. From the program
coca-cola can gather information of the shoppers such as:

1) Frequency of shopping