Branding and Consumer Behavior

This presentation discusses branding strategies used by Coca-Cola and their impact on consumer decision making. It explores the identification of consumers, marketing and branding strategies, analysis of consumer behavior, and provides recommendations. The focus is on understanding consumer behavior and formulating effective branding strategies.

Branding and consumer
behavior

Table of content
 Introduction
Identification of Consumers
Marketing and Branding Strategies
Analysis of Consumer Behaviour
Strategies along with its impact on consumers and decision making process
Recommendations 8
Conclusion
 References

Introduction
Coca-Cola Company which a successful American multinational brand that
manufactures beverages. It is headquartered in Atlanta, Georgia. Company is indulged
into manufacturing, marketing and retailing of non-alcoholic beverages concentrates as
well as syrups. The following presentation discusses about a number of branding
strategies that are used by Coca-Cola and the degree to which these strategies are
affecting decision making of a consumer. It is essential for Coca Cola to effectively
study consumer behaviour in order to formulate their strategy. Consumer behaviour
helps in setting up target markets for Coca Cola in order to meet its objectives.

Identification of Consumers
Coca-Cola strategically analyses its target market in order
to identify the potential customers of company. Company
however does not focus on certain segment of consumers
but adapts the marketing strategy by developing and
innovating new products. This helps organization to
continuously increase their consumer base. The major age
group which Coca Cola focuses on ranges from 13-30
years of age. However there are a number of partnership
joints through which company reaches other age groups as
well. They have linked up with a number of fast food
restaurants such as Mc Donald's and Domino z through
which it reaches out to customers.

Marketing and Branding Strategies
Branding and marketing are two of the
important functions which are to be use
by companies in order to make sure that
the customers are effectively attracted
towards the brand. It is necessary for
companies to increase their customer
base and develop a competitive edge
which is made possible by marketing
and branding.

Continue…
There are various branding strategies used by Coca cola which are mentioned
below:
 Focus on Individuals and not towards organization: Coca-Cola have
successfully developed its communications, packaging in order to meet the
promises that it had made to its customers that are “Happiness and Sharing”.
 Look for uniqueness of consumers: They are focusing upon their audience while
crating advertisements. They keep in mind that there is no age bar attached to it.

Continue….
 Focus on great content: The advertisements and branding used
by Coca-Cola is specifically focusing on content.
 Right form of visuals: The brand majorly focuses on creating
stories rather than just creating advertisements.
 Focus on Vision Statement: The vision statement of Coca-Cola
says “ Happiness and sharing”. Since 1970 there have been
creation of a number of different advertisements and
campaigns.

Analysis of Consumer Behavior
 Psychological Concepts: Psychological concepts include the study of complex human behavior.
It helps in understanding mental processes with the help of inspection of perception, memory, emotion and
cognitive development. Evaluation of consumer behaviour using various psychological concepts are:
Trio of Needs: This includes three major motivators which will influence the buying behaviour of customers by an
organisation. The first need is referring to need for power. This is the desire of an individual with the help of
which one can effectively control their environment. The second need is need for affiliation. The need for
affiliation says that buying behaviour of a consumer is often strongly influenced with the help of desire for
acceptance, friendship or belongingness. The third need for an individual which might change their decision
making process includes the regards towards the personal accomplishment which is called the need for
achievement.

Cont.….
Murray's Psychogenic Needs: Murray identified a total of 24 different needs each of which have a certain level. The
uniqueness of needs of each individual is a great way of shaping their individual personalities. The first set of needs
included ambition needs. These are related to the need for recognition and achievement. This need is usually
achieved by overcoming various obstacles and achieving certain goals. Then next comes materialistic needs which
refers to buying of objects that is desired by us. This also helps organisations to look into innovation. It is necessary
that items are created and organised as per consumers. Next is power needs in which autonomy is desired for
resistance and independence. Affection need refers to need for love and to be loved. Nurturing is important for
psychological well being of a person. Having fun and play was also considered an important need included in
affection. The last need is Information need in which it is required in order to provide people with information
about product and things going around them. Coca Cola can fulfil all these neds of consumer to affect their buying
decisions. 18/09/20

Continue…
External Socio-Cultural Concepts: Socio-Cultural factors include various set of
believes, behavior and practices that are existing in a population. It is necessary for
organizations to examine the socio-cultural environment in order to run their
business and attract consumers.

Cont. …
Family decision making process: When analysing the socio-cultural environment there are eight roles of
family members who are in one other way affecting decision making process. There are influencers who are
helping by providing information about product or services. Gatekeepers are those who are controlling flow of
knowledge in family. Deciders are those in family who make decisions about need of a product. There are
buyers who make the actual purchase of products, preparers helps in consuming or using the products, user is
the one bringing product or service in use, maintainers are the one who are repairing product for further use
and disposers are all those who are disposing of product or service. In this way the socio-cultural effect can be
seen in buying behaviour. The influencers and deciders in family will help one to understand that whether they
are in need or products or not. 18/09/20

Cont. …
The High vs low context culture: This theory was derived by Edward
Hall. In low context culture there is no hidden message in branding or
decision making. All the information is required to be shared in
advertisement in order to be sure about the fact that the communication
is received by consumers. In countries like Germany , United States,
Switzerland etc. people are looking clear messages as according their
culture do not look for hidden messages. On the other hand, in high-
context cultures a number of tools are used such as negotiating group,
level of expertise pitch, tone and body languages. In countries like
Japan, Italy, Spain etc. Coca Cola uses advertisements where less
information is used verbally. 18/09/20

Strategies along with its impact on consumers
and decision making process
Coca Cola used a number of different marketing strategies that have greatly
influenced the decision making process of an its consumers. Below mentioned
are some of its strategies along with its effects on consumers:
 Targeting Millennials
 Iconic Product design

Cont. …
Targetting Millennials: Company is successfully adapting itself with the help of new technical skills. Company
produces a carbonated drink that has composts of caramelized sugar as well. This is helping company to attract
teenage and identify its target market. Company is effectively influencing buying decisions of customers as typically
focusing on teenagers and they are using digital media tools through which they can reach these youngsters. In this
way decision making process of consumers is affected by company.
Iconic Product design: Coca Cola is one of the largest beverage company through out the world. Company have its
reach in more than 200 countries. The operating areas are Europe, Asia, Africa, Middle East, etc. The company is
focusing on its packaging and design. It is attractive enough to attract customer and then influence their decision
making process. It is also often seen that company is helping people at the times of natural disaster which again
brings in sympathy towards the company. 18/09/20

Recommendations
There are several recommendations which can be adopted by Coco-
Cola that is going to be mentioned below:
 Coco-Cola can introduce an assertive SME based drive in order
to introduce or launch innovative product which is names as
“Coke Vanilla. For this purpose, the organization focuses on
adopting different promotional techniques such as advertising,
sales promotion, publicity as well as sponsorship and many more
which helps in increasing awareness of innovative products in
front of customer at marketplace.

Conclusion
On the basis of above mentioned report, it has been analysed that it is necessary to
assess needs or wants of customer in order to satisfy them. The branding signifies
name, design and symbols of various goods which are differ from its rival firm.

References
 Eggers, F., Eggers, F. and Kraus, S., 2016. Entrepreneurial branding: measuring
consumer preferences through choice-based conjoint analysis. International
entrepreneurship and management journal. 12(2). pp.427-444.
 Keller, K.L., 2020. Consumer research insights on brands and branding: a JCR
curation. Journal of Consumer Research. 46(5). pp.995-1001

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