Coca Cola Consoldiated incidence pricing agreement with Coca Cola
Adv 330, coca cola powerpoint
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Transcript of Adv 330, coca cola powerpoint
Alyssa Sattler, Julia Jabczenski, Samantha Burkhardt, Christian Fuller, Kelli Ford
Company Analysis
Vision Statement is to continue achieving sustainable, quality growth. 6-Parts: people, portfolio, partners, planet,
profit and productivity Recognized by 94% of the world’s
population. Highly powerful brand:
So well-positioned in the market that even though the company is facing tough economic times, the brand continues to grow and the company continues to generate profits.
S.W.O.T.
Strengths Strong Brand Equity Iconic Brand Commanding Market Presence Large Network of Bottling Partners
Weaknesses Products Recalls Changing Consumer Preferences
S.W.O.T.
Opportunities "Price-Pack Architecture" and "Incidence
Pricing" Growing Business in Developing economies Acquisition of Coca-Cola Enterprises
Threats Change in preference Value of US Dollar Scarcity and Quality of Water
Competition
Pepsi Co. 29.9% of market share
Dr. Pepper Snapple Group 16.4% of market share
Coca-Cola Co. Still at 41.9%
48 consecutive years ↑ Easily recognizable
Brand Challenge
The weaknesses of the competition derive from Coca-Cola Company’s overall success; Coca-Cola has maintained 48 consecutive years of increased dividends and is said to be recognized by nearly 94% of the world’s population
Advertising Objectives
Generating Selective Demand Identified need and actively seeking a
solution
Campaign Seeks Indirect Action Enhance recall and brand recognition
Advertising Pyramid
Focus on desire Reinforce Coca-
Cola as the best beverage option when trying to fulfill their consumer need.
WHO: Target Audience
Males ages 14 to 28 Some education, Single
Psychographics (Lifestyle) Playing video games, watching movies,
enjoy outdoor activities Behavioristics
Media preferences: social media and television
WHO: Target Audience
Buying influences Parents who purchase Coca-Cola Family/friends
Believers on the VALS survey Pick family products Motivated off traditions Interactive and tech-savvy
Maslow’s Hierarchy of Needs Esteem level because they need to feel a
sense of confidence, achievement, and respect of others.
What
Why consumers choose Coke Well-established brand Strong Brand Equity Brings happiness and a fresh perspective
Proof Points Affiliated with social and family gatherings Sponsorships
Art Elements Virtual World Vivid and Colorful imagery
Sample Television Advertisement
http://www.youtube.com/watch?v=7wt5FiZQrgM&feature=fvst
Primary Emphasis on television ads and social
media Secondary
Trade shows and sponsorships Music, video game and sporting trade shows Sponsorships at sporting events and video
game and action film premiers
Media Strategy
Research Questions
Why do consumers prefer Coca Cola to other brands?
What influences consumers to purchase Coca Cola?
What role does the media play in the purchase behavior of Coca Cola consumers?
How is Coca Cola different from their leading competitors?
Why do consumers continue to show brand loyalty to Coca Cola?
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What factors influence your buying decision when purchasing
Coca-Cola?
I prefer Coca-Cola to other brands because I am a loyal
customer