Marketing management on: Coca Cola marketing campaign
Introduction
Assessing the consumer behavior has always been a tricky matter for a marketer and whenever a company fails in its pursuit of excellence, it goes in retrospective to search for the reasons for failure and the first reason which appears on top of the list is consumer behavior. A company conducts many researches to have some insights of consumers’ behavior and company which succeeds in doing so become successful and which doesn’t, never does. So a correct analysis of consumer behavior becomes imperative for a successful marketing campaign.
The Coca-Cola Company is one of the most renowned American MNC of the world and there are very few marketers in the world more successful than Coca-Cola. Its flagship brand, Coca-Cola has become an iconic beverage for people all over the world from every age-group, income class, religions and ethnicities. As it’s been said about Coke that on one does it better than Coke when the issues related to marketing are discussed (Coca-Cola 2012).
In this paper, we will do the consumer behavior analysis from Coke’s point of view, taking New Zealand as our marketing territory.
2.0 Buyer Behavior
2.1 Cultural Factors
The cultural factor is related in marketing because it shows how culture affects the buying behavior of the consumers. Culture is defined as combination of values, beliefs, knowledge which is being shared by the people of particular country (Karakowsky, 2001). The culture of New Zealand is cosmopolitan in nature and it states that changes takes place in terms of natural environment & demographics.
| Cultural Factor | Influence |
| Culture | New Zealand is a country which is famous for kiwi. It 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. The coca cola foundation has been sharing their resources to develop the communities of New Zealand (Scoop Media 2012). |
| Sub Culture | There are 11 regional councils and 67 territorial authorities in New Zealand. 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 is of 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 range from $1.5 & above (Backpack New Zealand, 2004). |
2.2 Social Factors
The social factors such as groups, family members, roles & status has been considered by Coca Cola Company while entering into New Zealand. It explains that company should plan their strategies by valuing the long term interests of the societies.
| Social Factor | Influence |
| Groups | The citizens of New Zealand believe to working in group or team based activities. It shows that the people who come from diverse culture backgrounds share their culture and fooding habits. It helps the company to fulfill the requirements of the migrants and as well as the native New Zealanders (New Zealand Tourism Guide, 2012). They prefer Coca Cola with several flavors such as vanilla, lime, and cherry flavor. The society is interwoven in nature and people prefer to |
| Family | The majority of people are white New Zealanders who believe in nuclear families. Though the husband and wives are working therefore there is shortage of time to prepare the food and drinks. In such case both of them can take decision while purchasing household items. In such situation the readymade drinks such as Coca Cola will fulfill their needs. At several occasions, events Coca Cola have been in demand for the families too. These days due to factors such as obesity and health related issues have made the families conscious regarding consuming of such drinks. The entry of several fruit juices has been capturing the market share of Coca cola in New Zealand. |
| Roles and Statues | The market is being captured by Coca Cola company in New Zealand by using several promotional schemes such as by sharing 50 names with the coke. The Coca Cola open happiness can join the community at face book. The company is also participating in events such as rugby and doing sponsorships for the several other events. The several contests such as why to share the coke with others are being done. In the year 2011-12 summer coke dome made is promotion all across New Zealand. The places such as subways and petrol stations are being used for Coca Cola’s all black promotions (Satellite Media, 2012). |
2.3Personal Factors
There are certain personal factors which affects behavior of consumers while purchasing any product. These factors are explained below in the tabular format.
| Personal Factor | Influence |
| Ag1e & Life Cycle Stage | The total population of New Zealand is more than 4 million. The life expectancy of an individual in New Zealand is 82 years for females and 78 years for males. The youth or young population is more in this country. The life expectancy is increasing this shows that Coca Cola can be marketed for many years. Maximum people have been immigrated to this country from several nations either for trade or higher studies. |
| Occupation | In New Zealand several occupations have been followed by people such as agriculture, construction, education, hospitality, mining, retail trade, transport, health care and etc. Coca has been entering by the means of manufacturing unit and is exploring its business either on wholesale or retail basis. It shows organized sectors hire the young talent who prefer to consume drinks such as Coca cola and fast food. |
| Economic Circumstances | New Zealand is highly involved in international trading process. The Coca Cola company is being affected because of the poor economic conditions being faced by citizens over there. Maximum youths are unemployed and they have do not have purchasing power. It shows declining sales of Coca Cola in New Zealand. The economy is growing with a slower rate therefore company has designed bottle with minimum cost of $1.5(The Treasury, 2011). |
| Lifestyle | Maximum students are being migrated to new Zealand for higher studies. English is the main language used here. People here engage themselves in sports and entertainment based activities. Coca Cola company has been designing its products in form of cans and diet coke to attract the consumers by adding several flavors to it. |
| personality | The celebrity such as Hilda Clark of Music Hall is promoting coca cola at New Zealand to attract the young consumers. |
| Self Concept. | The self concept is being used for protecting health of consumers and its families by adding innovations to it such as Diet coke and etc. |
2.4 Psychological Factors
The psychological factors will help to identify the behavior of consumers in terms of motivation, learning, perception and attitudes towards Coca Cola in New Zealand.
| Psychological Factors | Influence |
| Motivation | The factors that motivate the consumers to consume Coca Cola are the several flavors which have been launched in the market of New Zealand by the company. It is being consumed because it can quench the thirst by refreshing the moment. The quality is being improved in terms of health by company because consumers want to consume it with low sugar and fat. It is safe because it is preserved in bottles and tin cans. The commercial also motivate the consumers to consume it. |
| Perception | The company is tapping the emotions of consumers by displaying the bottles and cans of Coca Cola in restaurants, bars, grocery shops and super markets. The red and black color reflects that consumers can go for it. The minimum size bottle cost around $ 1.5 and can go up to maximum. The punch line being used such as live positively chose your brand, and my coke is being used easily. |
| Learning | The consumer gain learning experience at New Zealand form 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 believes and attitudes of people change according to time. The drink was criticized by the consumers when the health related issue such as obesity took place and people started to criticize and consume it less. Though coke wants to maintain the belief of consumers there for company is trying its best to provide caffeine free coke in New Zealand. Diet coke is being launches and several flavors are being added to it. |
2.5 Impact of cross cultural dimensions
According to Hofstede’s Cultural theory marketing of coca cola is done in New Zealand in multiple manners.
| Area | Definition | Impact on Marketing |
| Individualism Vs. Collectivism | Individualism: The extent to which a culture values the individual, personal identity and independenceCollectivism: The importance placed on the group, group-centeredness and interdependence.
|
The families are sharing the individual cultures such as the white New Zealanders share the joint family system. They believe in independent system.The collectivism is shared at workplaces such as in companies and team base organizations. |
| Power Distance | The degree to which wealth, prestige and power are equally distributed in a culture | The society is not equally distributing these factors like power and prestige because majority dominates the minority at New Zealand. |
| Masculinity Vs. Feminity | The measure of whether the biological differences between the sexes should or should not have implications for their roles in social activities | There is no discrimination on the basis of Genders at organizations and in societies. They value each other equally and earn their livelihood. (Solution Nine 2012). |
| Uncertainity Avoidance | The extent to which members of a culture feel nervous or threatened by situations they perceive as ambiguous, unclear or unstructured = ability to be ok with risk | The main language used is English. There is huge number of immigrants and the economy of country is not growing which shows that political and economic systems are unstructured. |
2.6 Evaluation of the Target Markets
The target market is defined as the consumers which are being segmented in terms of products being manufactured for the consumers. It is being designed according to several designs, volume and prices.
| TM | Description Of TM | Marketing strategies of TM |
| Infants | Age: 0-3Purchaser: Parents
Income: Zero Driven by Taste, ease of use, benefits |
The Infants are not being provided these sorts of drinks because companies do not target such segment. |
| Older Persons | Age: 60 plusPurchaser: Individual
Incomes: Fixed by govt, but has accumulated wealth Driven by health, medicinal benefits
|
The diet coke is being launched in the market for the consumers because they are health conscious in nature. |
| Youngsters | Age: 3-59Purchaser: Parents
Income: Zero Driven by Taste, ease of use, benefits
|
The young age group prefer to consume such drinks because they want to experience new flavors and enjoy the fun moment with Coca cola. The several commercial advertisements and coke can gifts are used for promoting it. |
PART B: Buyer behaviour and the decision process
3.0 Buyer behaviour
Consumer Buying Behaviour refers to the process of buying a particular product or a service so as to identify the needs of the consumers. Buying behaviour refers to the study of consumer buying where in the customer plays three distinct roes such as of a payer, user & buyer.
3.1Identify and analyse the consumer buying roles for each of the following groups: of initiator, influencer, decider, buyer and user roles. Note for each indicate its role in influencing marketing strategy (pc 3.1)
| Initiator | Influencer | Decider | Buyer and user roles | |
| Description | Initiators are the ones who initiate the purchasing process. | Influencers are those who affect the buying decision making process. This is practiced by defining the specifications of the products i.e. what is to be bought. | Deciders are the people who have a formal or informal power to decide that is which supplier would be selected to receive a particular contract. | Users refer to the people within the organization who will actually use the product or service. |
| Influence on marketing strategy | The influence of initiators on the marketing strategy is low. This is because initiators refer to the people who initiate the purchase process but does not influence it. | The influence of influencer on the marketing strategy is high. They are the people who influence the purchase decision making process or make an actual purchase. | The influence of decider on the marketing strategy is quite High. Decider refers to an individual who decides whether to buy a particular product or a service. | The influence of buyer on the marketing strategy is the maximum. Buyer or the user refers to an individual who makes the purchase transaction. |
| High / Low | The influence of initiator is LOW within the purchase process or marketing strategy. | The influence of influencer is HIGH within the purchase process or marketing strategy. | The influence of decider is HIGH within the purchase process or marketing strategy. | The influence of buyer and user roles is HIGH within the purchase process or marketing strategy. |
3.2Identify and analyse the consumer decision behaviour buying roles analysed in terms of high and low involvement in buying situations. Note for each indicate implication for selection of relevant stimuli (pc 3.2)
The consumer decision behaviour buying roles can be analyzed on the basis of the following terms such as:
|
Buying Roles |
High Involvement |
Low Involvement |
| Initiator |
ü |
|
| Influencer |
ü |
|
| Decider |
ü |
|
| Buyer |
ü |
|
| User |
ü |
If you want Marketing management Assignment Help study samples to help you write professional custom essay’s and essay writing help.
Receive assured help from our talented and expert writers! Did you buy assignment and assignment writing services from our experts in a very affordable price.
To get more information, please contact us or visit www.myassignmenthelp.Com
