Leveraging Consumer Behaviour †Coca Cola Case Study Essay

The project aims to decipher how effectively coca booby union has leveraged consumer behaviour in India. We digest considered the ch every last(predicate)enges that India poses for the market placeing of globally produced FMCGs (fast moving consumer uncorrupteds) followed by observation of how the selling of coca plant Cola has been tailored for the Indian place setting and on its relative successes. Cultural FactorsCulture is the fundamental determinant of a souls wants and behaviour (Philip Kotler). India has unendingly been known for its cultural diversity. With a variety show of cultures in India, coca Cola faced a challenge in how to target cross airs the cultural lines. Initially, they made the shift of center on the American way of life but they realized their mistake quickly and started researching the Indian market in detail. They found that the 3As of availability, affordability and acceptability needed to be employed. Also, affordability was the biggest dri ver for desirability. Culture coca Cola discoered that the values of kinship and togetherness were universal across all cultures in India. So they decided to market reverse as a drink for family get-togethers and parties. To succeed this, Coca Cola came up with a marketing hunt that exhibitioned Aishwarya Rai resoluteness a feud between her p arents with a degree Celsius singing Pyar me kabhi kabhi aisa ho jata hai, saath me thanda ho settle ho jata hai. Recently, Coca Cola launched Saath Khao Khushiyan Badhao trend which advance the younger teenage group to eat with the family. These advertisements showed Coca Cola as a symbol of bringing families together. SubculturesCoca Cola leveraged the associationic conglutination Indian custom of asking guests Thanda Ya Garam by equating thanda as Coca Cola Thanda matlab Coca Cola. Gradually, Coca Cola marketed itself across all the states and subcultures in India through a marketing grounds involving Aamir khan. These ads sh owed Aamir caravan inn enjoying setback in a series of regionally inspired characters ranging from a Mumbai bhai to a Punjabi farmer, a Hyderabadi thievekeeper, a Nepali Sherpa and a UP bhaiya. All these ads utilise the local dialect but suchthat everyone could recognise it. The ads showed both a common man and a person from higher social class enjoying century together. Thus Coke targeted all socio- frugal classes. Coke targeted the rural market by introducing Rs5 bottle.They to a fault introduced small lahris which gave a small glass of Coca Cola company beverages for just Rs 2. Coca Cola has extensively utilize cultural symbols such as festivals for instance, their endeavours for Navratri in Gujarat and the running games on Independence Day. It has similarly tied up with restaurants serving regional cuisine with taglines such as Masala Dosa tastes better with a Coke(on a menu card of Sankalp eating place in Ahmedabad ). Coca Cola aimed its newspaper denote campaign at rural India (which it called India B) through some very creative ads featuring the Desi Jugaad Concept. These ads created an additional call down to the urban y go forthh (India A) by the way of undermining the actual conventional advertising plan. Hence we see that Coca Cola has established itself as a brand in sync with the Indian cultural values and marketed it across all cadres of the Indian confederation. Social FactorsSocial cyphers play an essential mathematical function in influencing the purchase decisions of consumers. Some common influences are Reference GroupsFamilyRoles and locatingReference GroupsEvery individual has some mess around him who immediately or indirectly influence their attitudes and behaviour. Coca Cola has use this factor extensively to leverage its products, particularly with brands corresponding ThumsUp and queen. Sprite was marketed as a soft drink for the modern urban youth who was quick-witted and street-smart. It centre on creating an aspi rational group which young hatful would want to be associated with. respective(a) campaigns were launched to achieve this Chalo Apni Chaal These advertisements mainly thinked on the influence of aspirational groups on the self-concept, where in it was shown how someone aspires to be talented like others around him, but isnt. However, subsequently sipping one C, he decides to play by his own rules instead of competing with others, and thereby emerges as the real winner.University of Freshology This campaign focused on applying fresh techniques to get out of everyday tricky situations that onemay pay off himself in. It used the jut out of a serious, bespectacled man the Freshology Professor giving lessons to commonwealth who find themselves in tricky situations. These advertisements used the concept of aspirational groups, as apiece person aims to slip out of such situations with ease, just as the Freshology Professor preaches. ThumsUp used its Aaj Kuch Toofani Karte Hai ca mpaign, to portray a brand image of being different. With its advertisements and tagline, it aimed to urge people to think differently and do things differently for e.g., in 1 TVC, Salman Khan hires a helicopter in clubhouse to pick up the Thums Up truck out of traffic, so that the stock at a shop can be replenished. This focused on attempting to alter the attitudes of consumers and bring or so changed, fresh thinking, thereby positioning itself as a brand that is immensely different from others. Thums Up is geared towards a particular group of people who seek adventure and want to try something thrilling and exhilarating. This is also reflected in its strong taste.By using conventionally macho celebrities like Salman Khan and Akshay Kumar, it means to portray an image of self-confidence and achievement-orientation, which consumers can aspire to become. Coca-Cola TVCs focus more on membership groups, particularly primary groups. For example, the idea of acquaintance is used in t he Hrithik Roshan and Aiswarya Rai Best Friends advertisement, professing how best friends are always together despite personal differences as they always share a degree centigrade. Another example is a TVC of school-going kids enjoying Coke together later on an intense competition of eating spicy food. It portrays Coke as the metier which brings friends together and creates an atmosphere of camaraderie and friendship. FamilyFamily plays an important role in influencing the buying decisions of individuals. Coca- came up with assorted strategies to leverage this aspect in influencing consumer behaviour The Share-a-Coke campaign used the concept of gifting on special make, wherein it gives people the chance to companionship personalized Coke bottles through a Facebook app. It was tremendously successful and brought near a 7% increase in sales due to this campaign alone. Recipe for great meals Under this campaign, Coca-Cola published various recipes and how-to videos for various occasions, be it a picnic, a family feast or a pizza darkness with friends. It positioned itselfas being an integral part of a great meal, on with family and good food. Along the lines of Recipe for great meals is the Saath Khao Khushiyan Badhao campaign, which aims to demonstrate family bonding over meals, and positions a Coke bottle as one of the many elements that show and enhance this bonding. The MinuteMaid TVC, which focuses on a mother and child, attempts to influence the woman in the family, understanding that in such a situation, it is the woman who makes the buying decision. Roles and attitudeEach individual plays a dual role in the society depending on the group he belongs to and each rule in flexure connotes to a status, which differentiates the buying needs and tendency of individuals. The products under the Coca-Cola umbrella put up to different segments based on their role in society. For example, Maaza was mainly targeted towards kids, Sprite towards the colleg e-going youth, Thums Up towards the young-adult adventure-seeking male, Minute Maid towards the mother, and so on However, it is also true that aside from the primary demographic, there is a large tertiary demographic for each of these products. For example, consumption of Sprite is not restricted to just the youth. The product of coke comes in different packages and sizes for example, higher social classes demand for canned coke while the lower classes demand for bottled coca cola.Personal FactorsAge and face in the life cycle coconut tree Cola has always assay to cater and portray itself to all the age groups. There have been campaigns like Saath Khao Khushiyaan Badhao which showed families having dinner together. But there have been certain campaigns targeted towards youth in particular. For example Coco Cola released an ad called Spicy Happiness which have school and college students, thereby targeting the age segment of 15-25 courses. In another example, Coco Cola also cam e up with an ad in which they used the screen background of a library and showed two students. Coco Cola has used the Indian family concept in a lot of its campaigns. To counter the negative complaints stead 2009, Coca Cola adopted the Global rapture campaign. It experimented with different kinds of images for the year. It was communicate as a beverage enjoyed by the stallion family together through ad campaigns like Saath Khao Khushiyaan Badao.Also after the pesticide incident Coco Cola used Aamir Khan to re-image the brand and in one of the commercials, his character was a Bengali man who comes with his family to a restaurant. Occupation and economic circumstancesBewajah khushiyaan lutao campaign in which the actors from the movie Student of the year were shown sharing a coke with people from different economic backgrounds like a waiter, lady on rickshaw and a shoe store helper. This was to create an image that coke is for everyone. Also the campaign Thanda matlab Coco Cola s howed Aamir Khan play variety of roles ranging from Mumbai Bhai to a Nepali Sherpa. This was also targeted to reinforce coke for everyone image. Personality and self ConceptCoco Cola has tried to create a happy and fun image. All its marketing campaigns have been directed towards it. Open happiness campaign is one of the major ad campaigns by Coke. It is complemented by the noise Haan haan main crazy hoon which features people enjoying, helping and going out of their way to bring smile to strangers. Coca Cola India campaign Umeedon Wali Dhoop, Sachchai Wali Asha TVC launched in the year 2012, sells hope for a better tomorrow. This clearly gives a message of optimism and addition and shows that any and every dream is achievable.Similarly the brand also roped in Sachin Tendulkar, as a happiness brand ambassador to support various CSR initiatives the brand is undertaking. Coca Cola India projects itself as a brand which wants to set out along with the society. In its endeavour, th e company has undertaken a variety of community schooling projects in rural as well as urban areas. Coca Cola Indias Parvartan Program trains local Kirana store owners in good business practices. Similarly in another initiative, Coca cola has distributed solar water cooler ekocool to female retailers in Interior regions of Uttar Pradesh. Psychological Factors lightAll the product ranges available in the Coca-Cola umbrella have a different brand image which is actively developed to cater to a wider demographic. Some products like Coke and Thums Up, for example are very corresponding but have a widely different perception in the consumers minds due to differentmarketing strategies. While Coke is associated with happiness and togetherness, Thumbs Up is perceived to be more edgy and gritty and meant for adventurous people. In regards to a specific product, Coke has tried to ingratiate itself with the Indian consumer in order to increase its brand equity. For example, it has launched m arketing campaigns for Indian festivals like Diwali so as to encompass the feeling of that festival, which resonate with Indian culture.By associating itself with the Indian culture, it creates a positive impression on the consumers and they remember the core ideas of the campaign, if not the entirety of it. So, selective retention works in this case to drive forward the message of the company. EmotionsThe open happiness campaign has strong ties with emotions as people tend to marry more to a brand when they have a reason to feel a sense of elation and joy. joy TRUCK This campaign shows a truck which goes from one part of the realm to another and distributes free coke and other gifts like teddy bears, sunglasses, etc. to the general public. This creates a sense of contentment and happiness in the minds of the beauty and creates an emotional tie with them. It also shows a sense of inclusivity as the entire community is seen to enjoy the experience. SMALL WORLD MACHINES This camp aign is a shiny cross-cultural marketing strategy which surpasses national borders. It has identifies an emotion which can connect both regions and capitalized on that to promote the brand. The advertisement involves people from both nations talk through a happiness machine which then distributes bottles of coke as rewards.By associating itself with a joyful experience, it not only promotes its brand, but also created a favourable perception of itself in the minds of the consumer. CRAZY CAMPAIGN This campaign ties both with depot as well as emotions as it illustrates people connecting with other people through the product. It celebrates impulsiveness and happiness and also has a catchy jingle which would be remembered by viewers long after reflection the TVC. Thus it plays on both emotions as well as the memory of the viewers.LearningClassical Learning Theory This concept is clearly seen in the Thanda Matlab Coca Cola TVC where initially, an un learn stimulus (thirst) produces an unconditioned response (need for a cold drink). The TVC links the thirst to the specific thirst for Coca-Cola (which is a conditioned response) by linking the word Thanda to Coca-Cola (Conditioned Stimulus). Operant Learning The idea of positive musical accompaniment is used in the concept of the Happiness Machines, Happiness Trucks and some(prenominal) variations of the same. The wind rewards the customer with additional gifts like toys, flowers, cupcakes, etc when they get a bottle of Coke from the device. This works as an incentive to buy the product again in the future. MemoryAll the above mentioned factors like attitudes, perceptions, motivations, etc. play a role in creating top-of-the-mind recall for the company. Minimalistic Advertising Coke has published several ads which are minimalistic in nature and are thus easily imprinted in the consumers minds. An example is the coke hands advertisement which is simple and elegant and waistband with the viewer a long time afte rwards. Apart from this, in order to translate interest into revenue, the method of spreading activation is used, where one vitrine is used to trigger a favourable action. In this regard, products in stores are tied up with festivals and occasions and tied up in a way so as to immediately capture the attention of the effectiveness buyer. Also, catchy tunes and jingles are associated with the TVCs to ensure top-of the-mind-recall. Another important factor which ties in with memory correlation is subliminal messaging.An important example is product military position in movies like Dhoom 2, Rang De Basanti, etc. In these movies, the brand is displayed usually as a background event which is not really pertinent to the plot of land of the movie, but leaves a lasting impression on the minds of the viewers. There are two ways to measure the impact of such a campaign through explicit and implicit memory retention and how it ties up with economic benefit of the product. Although retentio n is an important part of brand promotion, memory recovery is the most important concept, as the consumer has to actually buy the product in retail outlets and other stores in order to translate all the marketing strategies into concrete gains. In this regard, products in stores are tied up with festivals and occasions and tied up in a way so as to immediately capture the attention of the potential buyer.ConclusionWe see that Coca Cola Company has leveraged consumer behaviour in all ways executable and has established itself as synonymous with happiness and fun.