Focusing on the Customer Relationship Management with Special Reference to Coca Cola: Brand Promotion Using SAP as a Medium for CRM

Abstract

Consumer psychology has evolved as a result of the introduction of the notion of 24X7 service. Customers demand the same experience across all channels. The client / customer expects the seller to be easily accessible. . Because of the severe competition, businesses must keep a close eye on their customers' demands and wants, which is why the notion of Customer Relationship Management is so important. Coca-business Cola's strategy is "Think local, act global," which necessitates the implementation of an IT system that accounts for all of the company's global bottlers.

Coca-Cola saw a need for IT that went beyond individual financial procedures as well. To manage the many parts of their global firm, they need an integrated business management system & as a result, Coca-Cola opted to adopt SAP, a cutting-edge technology, to manage their client relationships in both B2C2B and B2C2C scenarios.