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CocaCola - Consumer Behavior

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by

Sherif Helmy

on 3 May 2015

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Transcript of CocaCola - Consumer Behavior


Evolution of Coca-Cola
Data Analysis
Coca-Cola Indonesia
Coca-Cola creative idea to increase awareness
Executive Summary
Invented by Dr. John Pemberton
Created in Atlanta, US
Originally made as medicine
Research Design
Brand Portfolio
Segmentation
Questionnaires
2 Questionnaires
Individuals
Groups
Where do you live?
Do you communicate through any social network?
Have you ever been exposed to any coca cola ads?
Age Distribution
Where do you usually get your coke?
Have you tried any of coca cola's vending machines?
How often do you cross Coca Cola's promotions?
Campaigns
Television Campaign 1
Suggestions
Coca-cola's most creative ideas.
Coca-Cola's Market share
Pepsi and Coca-Cola Egypt dominate carbonates with value shares of 52% and 42%, respectively, in 2013
About Coke
Product Type
Coca-Cola is a convenience product.
Degree of Consumer Involvement
Most of consumers are medium attachment to the product.
Industry
The company is best known for its flagship product Coca-Cola .
Competition
Pepsi CO.
Coca-Cola uses "Multi-segment" targeting strategy which means that the company has more than single, well- defined, market segment.


It has more than 400 different products line and total of 3500 product mix.
Geographic Segmentation
Coca Cola has drinks that targets different age groups, ethnic groups, sexes, lifestyles, etc. Examples:

Oasis Juice (made for the younger working adults 20-30)
Coca-Cola
Coke Zero (target teens)
Coke Diet (target adults)
Powerade (target athletes 13-27)
Minute Maide (target from 1 year to 10)



Coca-Cola Climate consumption in the summer 60% and in the winter 40%.
Demographic Segmentation
Age
Gender
Income
15-25 years old and 40+
targets both gender
for low income returnable glass bottle.
for high income selling coke in tins.
Psycho-graphic Segmentation
People who are brand conscious will not drink beverages of less known brands. They will try to show their status by drinking Coca-Cola.

Because Coca Cola is a recognized world brand, people will drink it without hesitate.

Behavioral Segmentation
Behavioral segmentation divides a population based on their behavior, the way the population respond to, use or know of a product.
Consumer Perception
Coke is not really bought because of the way it tastes. Instead, it is bought for the image that it projects and the image that people who buy Coke want to project of themselves.
To celebrate the FIFA World Cup, the global drinks company produced a music video and distributed it via Facebook, driving 1.48 million plays in less than 5 weeks.

• 17.1 million unique people reached
• 1.4 million video plays in 5 weeks
• 32%of the target market reached
• 7%lift in ad recall among target market

Television Campaign 2
Television Campaign 3
Motivation Conflict
Approach – Approach
Approach - Avoidance
You want to have a coke but you don’t want to consume so much sugar, so Coca-Cola came up with solution (Coke diet & Coke zero).
Full transcript