INTRODUCTION
- Most prominent American multinational company
- Coca-cola company is best known for its stop product Coca-Cola
- This firm was invested in 1886 by Pharmacist John Stith Pemberton in Atlanta, Georgia
- Coca cola has become an iconic drink for people from every age- group, income class, religion, and nation
ADVERTISENT: –
Coca Cola Australia Embraces Diversity with Re-Launch of Share a Coke
Objective of advertisement
Coca-Cola had two goals they wanted to achieve out of the ‘Share a Coke’ campaign.
(i) The first and primary objective was to expand their sales as it was the summer period in Australia.
(ii) The second objective was connecting with its customers by talking to them.
NEEDS, WANTS, DESIRES
Our various wants and desires and choices are influenced by different factors such as culture/subculture, social influences, personality, news, brand etc
Cultural Factor
| Cultural Factor | Influence |
| Culture | Australia has been operating there in the name of The Coco Cola Company. The main focus is given for using fruit juice pulp in it while manufacturing there. In terms of Spirituality, it has been recycling its waste products & participating in the beautification programs which are being organized by local community. |
| Subculture | It has got mild temperature. The regional difference occurs because maximum majority is held by white New Zealanders have migrated from American, Iris European, and Australian (The Social Report, 2010). The minority of the community is shared by Mauri known as the tribal group. |
| Social Class | The Mauri are those groups of people who are unable to purchase drinks like Coca Cola because they are trivals. The British society’s people and White New Zealanders can purchase soft drinks like Coca Cola. People have been changing their fooding habits because they want to get relaxed with such foods. Today’s modern Generation like to enjoy drinks like Coca cola at restaurants and public place because the cost ranges from $1.5 & above (Backpack New Zealand, 2004). |
Personal Factors
| Personal Factor | Influence |
| Lifestyle | Maximum students are being migrated to Australia for higher studies. English is the main language used here. People here engage themselves in sports and entertainment-based activities. The Coca Cola company has been designing its products in the form of cans to attract consumers by adding several flavours to it. |
| personality | The celebrity is promoting coca cola at Australia to attract the young consumers. |
| Self-Concept. | The self-concept is being used for protecting the health of consumers and their families by adding innovations to it such as and etc. |
There are certain personal factors which affect the behavior of consumers while purchasing products. These factors are explained below in the tabular format.
Psychological Factors
| Psychological Factors | Influence |
| Motivation | The factors that motivate the consumers to consume Coca Cola are the several flavours which have been launched in the market of Australia by the company. It is being consumed because it can quench the thirst by refreshing the moment. It is safe because it is preserved in bottles and tin cans. The commercial also motivates the consumers to consume it. |
| Learning | The consumer gain learning experience in Australia forms several advertisements shown in televisions, social networking sites, Billboards, Vending Machines, celebrity endorsement, Sponsorship programs, collaboration with the Non-Governmental Organizations, Newspaper, and marketing it in form of pet Bottles (William Reed Business Media SAS, 2012) |
| Beliefs and Attitudes | The beliefs and attitudes of people change according to time. The consumers criticized the drink when health-related issues such as obesity took place and people started to criticize and consume it less. |
EVALUATION OF TARGET MARKET
| Target market | Description of target market | Marketing strategies of target market |
| infants | Age 0-3 purchaser: parents
Income: zero Driven by taste, ease of use, benefits. |
The infants are not being provided with these sorts of drinks because firms do not target such segment. |
| Older persons | Age:60 plus purchaser: individual
Incomes: fixed by govt, but has accumulated wealth Driven by health and medicinal benefits.
|
The diet coke is being introduced in the market for consumers because they are health conscious in nature. |
| youngsters | Age: 3-59 purchaser: parents
Income: zero Driven by taste, ease of use, benefits. |
The young age group prefer to use such drinks because they need to experience new flavours and enjoy the fun moment with coca cola. |
Is coca cola a high or low involvement product?
Coca cola customers make high involvement and high habitation decisions when purchasing coke products.as a result, customers develop a loyalty to the brand and what it means to them. the influence of buyer and user role in high within the purchase process or marketing strategy.
REFRENCES
Ted Friedman (1992) “the world of the world of coca cola” ,vol.19
https://journals.sagepub.com/doi/abs/10.1177/009365092019005005
Paige Murphy (2019) “coca cola Australian embraces diversity with re-launch of share a coke”
https://www.adnews.com.au/news/coca-cola-australia-embraces-diversity-with-re-launch-of-share-a-coke
Mayureshnikam, Vishal N. Patel (2018) “marketing strategy of coca cola”vol.1
http://www.iosrjournals.org/iosr-jbm/papers/Conf.ADMIFMS1808-2018/Volume-1/12.%2077-85.pdf
The Consumer Decision Making Process. (2019). Retrieved 14 November 2019, from https://cuttingedgeimc.wordpress.com/part-b-the-consumer-decision-making-process/
Reply:
Thank you very much for the assignment and reflecting consumer behaviour with the help of different factors. Coca cola is no doubt, a successful global band and in Australia the company has proved its global experience. The way it has been addressing diversity is great and your work on the company has helped us to understand it. The company has been targeting various segments in the market and a number of factors are in consideration. As a result, there is high involvement of customers for company’s products. Your assignment has helped how a company develops its customer base (De Mooij, 2019). Consumers are highly involved in purchasing the company’s products because they have a high level of role. In this way, I appreciate the way you have highlighted the importance of consumer behaviour and company’s considerations of it (Quora, 2018).
References
De Mooij, M. (2019) Consumer behavior and culture: Consequences for global marketing and advertising, 3rd edition, SAGE Publications Limited.
Quora (2018) What is the importance of consumer behavior in marketing? [Online], Available: https://www.quora.com/What-is-the-importance-of-consumer-behavior-in-marketing [17 November 2019].
