Branding and Consumer Behaviour

This report analyzes the branding strategies of Coca-Cola and their impact on consumer behavior and decision making. It explores the identification of consumers, marketing and branding strategies, and analysis of consumer behavior. Recommendations are provided for effective marketing and meeting organizational goals.

Branding and Consumer
Behaviour

Table of Contents
Introduction .....................................................................................................................................3
Identification of Consumers .......................................................................................................3
Marketing and Branding Strategies ............................................................................................4
Analysis of Consumer Behaviour ..............................................................................................5
Strategies along with its impact on consumers and decision making process............................7
Recommendations ......................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

Introduction
Consumer Behaviour refers to a study in which analysis of consumers along with various
methods they use to dispose their income towards various products and services is assessed. It
includes various factors such as mental, emotional and behavioural responses of a customer
towards the products. On the other hand branding refers to the practices in marketing under
which creation of name, symbol as well as designs of different products that are differentiate it
from others in market. Effective branding is helping a business in providing competitive
advantages to business (Eggers, Eggers and Kraus, 2016). The following report analyses
branding strategies of 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 report 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.
Along with this some recommendations for company are also discussed which will effectively
help the organisation to influence more customers and also meet all the goals and objectives of
organisation.
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
organisation 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.
However the major customers of company are youngsters. When studying about gender
company does not focus on any specific gender as their products are gender neutral. Coca cola
successfully operates in more than 200 countries. Even if there are no manufacturers present in
country for Coca-Cola the entrepreneurs import it from other countries and sell. It is hard to look
out for name of countries which do not sell coke. Company is effectively advertising in order to

increase their customer base and look for real customers. McDonald is one of the biggest
customer of Coca Cola. McDonald's is important for Coke as it is the only consumer or business
partner of Coke with its own division in company (Keller, 2020).
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.
When taking Coca-Cola into consideration the company is turning into a synonym for
“Happiness and Sharing”. Digital marketing is a great medium with the help of which companies
are reaching out to mass consumers from a single effort. With the help of internet revolution
brands are effectively expressing what are they and how can they make difference in lives of
consumers. Using disruptive innovation and various constant changes Coca-Cola have
successfully developed its personal visual change, language and iconography from the energy
that is used through digital playground.
There are various branding strategies used by Coca cola which are mentioned below: Focus on Individuals and not towards organisation: 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”. When analysing an advertisement of
Coca-Cola it can be seen that every add only speaks about people and volume. Only at
the end of each advertisement there is a glimpse of the iconic bottle along with the brand
name (Stephenson, Heckert and Yerger, 2016). This helps in branding through a number
of visual effects and company tries to create various stories which often keep their focus
upon the only philosophy that is followed by organisation of “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. They focus upon
huge segments at a time in order to do justice to all of them at a time. Examples can be
taken from the advertisement that was created by Coke for Australians as they knew that
they have less customer base n Australia so a video was created to let people know how
important they are for company. The company have evolved adapting customs and
cultures at different regions as it has its brand name written in Chinese for China, also in

Australia company have individuals name rather than the whole brand name altogether.
In this way company keeps on surprising its customer to enhance its brand value. Focus on great content: The advertisements and branding used by Coca-Cola is
specifically focusing on content. They make sure that they have creative content which
can support their vision. These content is successfully connecting with the target
audience of company at a different level. Right form of visuals: The brand majorly focuses on creating stories rather than just
creating advertisements (Das, 2016). They are involved in bringing in creativity and
planning in order to leave customers engaged. They focus on statement ” It is not about a
bottle of coke, they say, its about how we change lives.”
 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. Still all of these are majorly focusing on the vision of company. They
have effectively been in par with their vision statement.
In this way Coca-Cola tries to engage its customers and become participatory as well as
transparent at market place. The branding strategy of Coca-Cola creates a void in the minds of
consumers and fills it with a glimpse of bottle along with the heartfelt story.
Analysis of Consumer Behaviour
Consumer behaviour is the study which includes analysing various processes which are
used by consumer to choose a product or service is evaluated. Emotional, mental and behavioural
responses of consumers are also studied in this. There are a number of concepts which helps
organisation in understanding behaviour of customers. It can be divided into
Psychological Concepts: Psychological concepts include the study of complex human
behaviour. It helps in understanding mental processes with the help of inspection of perception,
memory, emotion and cognitive development ( Viardot, 2017). 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.
According to David Mclelland every consumer has three needs (Reynolds and Phillips, 2019).
Whatever their gender, age, or cultural background is the consumer decision making can be
effectively influenced using these tools. Coca-Cola can also fulfil these needs of their consumers
and with the help of it they can effectively attract customers, increasing their customers base,
revenues as well as profits for organisation.