Marketing Strategy for Coca-Cola Essay Example | Topics and Well Written Essays - 2250 words

Marketing Strategy for Coca-Cola - Essay display caseThis means that a rethink of the strategies of yesteryears was the main focus so as to remain strong despite the competition. Discussion The major focus was on how consumers choose what to buy so that the company could use the data to customize the products so that they conform to the needs of these customers. There be a unnumerable of reasons that drive role that are going to be assessed in this paper. Marketers generally concede that the most difficult thing to crumple is what drives specific customers to make specific purchases (Thackston, 2005). There are two major reasons that drive these purchases. The first is for individualized reasons whereas the second is mostly on external factors in the business market. Perhaps the greatest influence of consumer manner is how the products are perceived. The lore filter is the conscious and subconscious view of the products drawn from the information sourced from a myriad of st imuli. The process of filtering perception is four-stepped. The first thing is exposure to the stimuli, followed by attention to the stimuli, third is the awareness of the stimuli and finally, there is the retention of the tenets of the stimuli (Christ, 2011). All the steps are generally pegged on how volume learn as this is diverse. The Coca-Cola familiarity is a multinational company that has the services of the best marketers at its disposal. These marketers therefore know how to affect the perception of their brands in the eyes of the consumer. The use of advertisements is the major tool of influencing these perceptions although it is also in truth difficult since there is advertisement clutter in the media. Creativity is therefore of essence and the message must be captivating to elevate interest. Basically, the message of the advertisement must be precise so that it is not decoded negatively in quite a little and also must be positively interpreted. The second factor aff ecting how consumers purchase products is their attitudes towards the products (Christ, 2011). This generally points to how people feel about the product as well as the company. For one to put on an attitude there must be an element of conviction on the information possessed. Therefore, changing negative attitudes take a lot of effort. The company marketers must be focused on the contributors to the negative attitudes. This requires that the process be very involving so that negative sentiments are aired. In the same instance, it is fundamental that the Coca-Cola Company analyzes why some consumers have positive attitudes towards the competitors products so as to try and lure them by reflecting the strengths they see in those products. Thirdly, consumer purchases are influenced by the knowledge that they possess (Christ, 2011). This is the sum of all the experiences and information that consumers possess. Knowledge is also generally dependent on how the consumer perceives the worl d. The Coca-Cola Company has to use a large number of researches so as to venture what the consumers know about their products. When crafting campaigns to market their products, it is important to aim at correcting the wrong knowledge that may be possessed as well as educate consumers on the products. Other internal influences that the Coca-Cola Company should be aware of include the personalities of their customers, their lifestyles, their role in the society they live in and also what motivates them. All of these are important as they aid in