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TOTAL QUALITY MANAGEMENT
Matrix 3: Dimensions of Product and Service Quality
PRODUCT QUALITY
Product based approach
DIMENSION
Performance
APPLICATION
The Coca-Cola Company purpose remains clear: To refresh the world and make a
difference.
Do caffeinated drinks like Coca‑Cola thirst your quench and count towards my
recommended daily water intake? Yes. Sparkling soft drinks, including reduced
and no sugar, no calorie options, contain between 85% and 99% water, which
means they can help quench thirst and count towards your recommended daily
fluid intake.
Quenching thirst is refreshing the body and spirit of every person.
Features
The main purpose of a beverage is to quench someone’s thirst. Most beverages
of the Coca-Cola Company include caffeine.
Caffeine is a substance you find in many foods and beverages, from tea, coffee,
chocolate or cocoa. It’s found naturally in coffee beans and tea plants. It’s a
substance that provides stimulant properties, but it also has flavor properties as
well.
If you’re having caffeine in an energy drink for example, caffeine provides a
stimulant effect, it gives you energy. At lower levels, as it’s typically used in
soft drinks, it has less of a stimulant effect and is used mainly for its taste profile.
It forms part of the overall complex flavor profile of a product.
Major ingredients of classic Coca-Cola products:
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
Carbonated water – Approximately 90% of Coca-Cola is water. The
carbonated part is purified carbon dioxide, which gives the drink its
“bubbles” or “fizz”.
Caramel color – A very specific caramel is made especially for Coca-Cola,
to give the drink its characteristic colour.
TOTAL QUALITY MANAGEMENT
Matrix 3: Dimensions of Product and Service Quality


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Durability
Caffeine – The slight bitterness in the taste of Coca-Cola comes from
caffeine
Natural flavors – The essence of the secret formula of Coca-Cola is its
blend of natural flavours. This is the most protected and secret part of the
formula
Sugar – Coca-Cola Classic’s sweet taste (and also some of its mouthfeel)
comes from sugar. Coca-Cola Zero Sugar and Diet Coke are sugar free.
Can be depicted by the expiration date for Coke products. On every single Coke
product there is an expiration date that states the date that the product should
be consumed by in order to provide optimal service. We found most of the Coke
products to possess an expiration date that lasts about eight to ten months. While
many of these products can be consumed after their expiration date, the date
serves as a “best if used by” estimation.
Meanwhile, product packaging of The Coca-Cola Company products are mostly
made of PET bottles. PET bottles are extremely durable and impact-proof. They
require less protection during transportation than glass bottles. This can help
manufacturers save on cost when it comes to additional packaging. Polyethylene
terephthalate (PET) is very resistant to moisture and is virtually shatterproof (it
won't break like glass packaging). Polyethylene terephthalate is easily recycled.
Manufacturing based approach
Conformance
In order to provide the best products to its customers, Coca-Cola implements
detailed inspections for each product on the manufacturing line. Due to this
detailed inspection of each bottle, Coca-Cola products are extremely reliable.
At Coca-Cola, quality checks involve evaluating, analyzing, and generating reports
for its ready-to-drink beverages portfolio through various techniques that assure
its compliance with the food safety standards. It sources and uses qualified
ingredients, enforces robust supplier requirements and follows all applicable
safety regulations issued by regulatory compliance agencies. Coca-Cola expects
its beverages to be produced to high standards of quality and with safe
manufacturing practices throughout the supply chain.
TOTAL QUALITY MANAGEMENT
Matrix 3: Dimensions of Product and Service Quality
Reliability
Reliability is defined as the consistent performance that a product can deliver. No
matter if you buy a bottle of Coke in Russia, China, or South Africa, the Coke
within the can will taste exactly the same. It might be packaged in a slightly
modified bottle or can, but the recipe within is identical to every other Coke around
the world. Coke has become an extremely universal product and has established
an image that is recognized in most countries around the world.
The Coca-Cola system is governed by the Coca-Cola Operating Requirements
(KORE), a new management system which guarantees the highest standards in
product safety and quality, occupational safety and health and environmental
standards across the entire Coca-Cola system by outlining clear requirements for
the policies, specifications and programs that guide their operations. With
endorsement from leadership throughout the Coca-Cola system, KORE integrates
business and quality objectives and aligns them with consistent metrics to monitor
performance; integrates preventive action as a management tool with more
rigorous demands when introducing new products and services; incorporates
Hazard Analysis and Critical Control Points (HACCP) into their system standards;
manages risk in their Company, bottling operations and across their supply chain;
and defines problem-solving methods and tools to drive consistent quality with
improvements.
To stay current with new regulations, industry best practices and marketplace
conditions, they consistently reassess the relevance of our requirements and
guidelines not only in manufacturing, but throughout the entire supply chain. They
continually refine their requirements to further ensure that KORE embodies the
most recent and stringent manufacturing processes. To establish a governance
process, each business within the Coca-Cola system implements, documents and
maintains a safety and quality system in accordance with KORE requirements.
Compliance to KORE requirements and guidelines is monitored system wide to
further support the integrity of their products. Ensuring the safety and quality of
their products has always been at the core of our business and is directly linked to
the success of The Coca-Cola Company.
TOTAL QUALITY MANAGEMENT
Matrix 3: Dimensions of Product and Service Quality
Serviceability
User based approach
Aesthetics
Serviceability or the handling of complaints after the products have been sold to
customers. There is a phone number on every single Coca-Cola product that can
be used to get in touch with a representative in case there is a problem with your
product. The representatives on the other line are more than happy to help you
with your problem and the packaging even states “there’s a cheerful voice on the
other line”.
To this day, the brand has become the absolute standard of carbonated beverages
with competitors like Pepsi, RC and Shasta waiting in the wings. Coca-Cola is not
only the biggest selling and most recognizable soda — it’s the best-known brand
in the world. Of course, it is no stranger to social media. In early
September, Mashable reported that Coca-Cola was the first retail brand to pass
the 50 million fan mark on Facebook — reaching Lady Gaga and Rihanna status.
The brand’s classic aesthetic is used everywhere from small-town diners to
Olympic billboards. Cono Fusco of Logo Mojo explains that “the Coke bottle is
among the most recognizable icons in the world, a design that has come to
symbolize the youthful exuberance of America.” We all know by now that Coke’s
distinct flavor is comprised of a mixture of ingredients kept a “trade secret.” But,
what are the special advertising ingredients that give Coke its brand marketing
power? The answer lies in the power of heritage branding.
One of the most famous shapes in the world is the iconic contour fluted lines of
the Coca-Cola bottle. Renowned as a design classic and described by noted
industrial designer, Raymond Loewy as the “perfect liquid wrapper,” the bottle
has been celebrated in art, music and advertising.
Perceived Quality Coca-Cola’s’ brand personality reflects the positioning of its brand. Many people
see ‘Coca-Cola’ as a part of their daily life. This similarity between the brand and
the consumer leads to a high degree of loyalty and makes the purchasing decision
easier.
Perceived quality is one of the dimensions of quality that is most important to the
Coca-Cola Company and refers to the indirect evaluation of Coke’s quality. The
TOTAL QUALITY MANAGEMENT
Matrix 3: Dimensions of Product and Service Quality
Coca-Cola Company markets its products to each spectrum of the global market.
They reach consumers of all ages, races, genders, religions, and income levels.
There are an overwhelming number of commercials and advertisements that
target different groups of individuals and focus on achieving happiness and unity
among people around the world. This has established Coke as one of the most
popular beverage brands in the world and has earned them the label of a
proprietary eponym. A proprietary eponym refers to a brand name that has become
so popular that consumers commonly use this brand name for similar product
even if they are produced under a different name. All of these dimensions have
aided Coca-Cola in its global success and have made them the company that they
are today.
SERVICE QUALITY
DIMENSION
1. Tangibles
2. Responsiveness
APPLICATION
a. Watershed Management
Replenished more than 1.75 trillion liters of water and will continue to work towards healthy
watersheds and sustainable supply chains.
b. Community Programs to Support Access to Water & Sanitation
Replenish Africa Initiative (RAIN) - RAIN is The Coca-Cola Foundation’s flagship African
community program contributing to helping Africa achieve the United Nation’s Sustainable
Development Goals on clean water and sanitation access.
c. Regenerative Water Operations
Aim to help bottling operations in locations with high water risks to regenerate and preserve
water use.
a. Voice of Customer (VOC) section and Customer Contact Center
VOC section shares opinions, requests, complaints, and other feedback received from
customers within the Group to inform initiatives aimed at improving products and services.
b. Customer response training videos
Focuses on employee education in order to ensure even greater customer satisfaction. Enables
local customer service representatives to appropriately manage customer interactions by
TOTAL QUALITY MANAGEMENT
Matrix 3: Dimensions of Product and Service Quality
watching customer response training videos produced by the VOC section before engaging with
customers
c. Customer feedback
Conducts questionnaires for consumers who have lodged complaints, and provide surveys to
evaluate the quality of our customer response and consumers’ intention to purchase Coca-Cola
products in the future. The VOC section is structured so that a local customer service
representative will follow up on the response to a complaint and ensure the customer’s
expectations have been met. Our surveys have found that for many customers who have had
their complaints addressed in this way, their interest in purchasing Coca-Cola products remains
unchanged or even increases.
3. Assurance
4. Empathy
a. Dealing with Customers, Suppliers and Consumers
The Company values its partnerships with customers, suppliers and consumers. Treat these
partners in the same manner we expect to be treated. Always deal fairly with customers,
suppliers and consumers, treating them honestly and with respect:
• Do not engage in unfair, deceptive or misleading practices.
• Always present Company products in an honest and forthright manner.
• Do not offer, promise or provide anything to a customer or supplier in exchange for an
inappropriate advantage for the Company.
b. Dealing with Competitors
The Coca-Cola Company competes fairly, and complies with all applicable competition laws
around the world. These laws often are complex, and vary considerably from country to
country—both in the scope of their coverage and their geographic reach. Conduct permissible
in one country may be unlawful in another. Penalties for violation can be severe.
a. Coca-Cola Puts 'Empathy Gap' In The Spotlight In New Campaign
Coca-Cola, a brand that has long associated itself with happiness and sharing, is stepping in
to bring a bit more empathy into the world with its new campaign. And for this outing, the
brand is tackling an overarching sense of polarisation and division that’s come to characterise
society. It asks the viewer to consider if they’re guilty of not listening and being closed off to
different perspectives. “We believe the key to bringing people together is empathy. Empathy
means understanding how someone else feels. Listening to what they have to say. Taking a
walk in their shoes and this campaign aims to do that by inspiring us all to take a step back
and consider someone else’s point of view. We believe by being open and listening to each
TOTAL QUALITY MANAGEMENT
Matrix 3: Dimensions of Product and Service Quality
other, we can create change, and we are committed to doing the same. Being more open
ourselves. Listening more to others. Acting differently.
b. Coca-Cola takes poetic approach in post-Covid search for purpose
“Open like never before” stars George the Poet as he performs a piece calling on the public to
look at the world in a different light.
“In February, we announced that to bring our purpose to life we would focus on empathy –
the ability to walk in someone else’s shoes and understand other people’s feelings – and that
empathy was the focus of the brand moving forward,” Walter Susini, senior vice-president of
marketing, EMEA, at Coca-Cola, said.
Submitted by: GROUP 5
Jaspher Gapuz
Narcy Vendillo-Mertola
Kimberly Shae Raguro
Bening Tan-ang
Rachelle Joy Tangalin