Consumer Behaviour: Overview of Coca-Cola Products and Services

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Executive Summary
The main aim purpose of this report is to examine the overview of products and services of
Coca-Cola. It offers certain products as well as services to their potential consumers.
Cola uses marketing strategies and marketing communication strategies for promoting goods
and services in the least time. In addition, it is examined that the organization could consider
two kinds of factors like internal as well as an external factor as it influences the consumer
behaviour decision making. Consequently, it would lead to obtaining higher competitive
benefits. It can also be illustrated that the organization has also used digital marketing
strategy to consider online sources and influence consumers of goods and services. These
strategies are Facebook, Google, Instagram, and Snapcaht. It also discusses two consumer
behaviour theories that lead to influence the behaviour of consumers. These theories are
named Engel, Kollet, Blackwell (EKB) Model and Maslow need theory. In last, it
recommends many strategies that could be effective for attracting a huge amount of
consumers like differentiation strategies, pricing strategies, and digital marketing strategies. It
would be imperative for making a different image in the marketplace and obtain higher
competitive benefits.

Table of Contents
Introduction................................................................................................................................2
Selected FMCG Product Overview........................................................................................2
Critical Analysis.....................................................................................................................2
Consumer behaviour theories.....................................................................................................2
Engel, Kollet, Blackwell (EKB) Model.................................................................................2
Motivation-Need Theory........................................................................................................3
Marketing mix strategy..............................................................................................................3
Product strategy......................................................................................................................4
Promotion strategy..................................................................................................................4
Place strategy..........................................................................................................................4
Price Strategy..........................................................................................................................4
Marketing communication strategy............................................................................................4
Public Relations......................................................................................................................5
Discounts and Promotions......................................................................................................5
Advertising.............................................................................................................................5
Factor affecting consumer decision...........................................................................................6
Strategic Recommendations.......................................................................................................8
Pricing strategies....................................................................................................................8
Differentiation strategies........................................................................................................8
Marketing mix strategy...........................................................................................................8

Introduction
Selected FMCG Product Overview
In the flavoured soda industry, Coca-Cola brand is famous for their quality. This product is
being consumed at the global level. It has also the third rank with respect to brand awareness
after Apple Inc. and Google. This product has mainly concentrated on certain factors to
influence consumers and make a reliable decision like perception, attitudes, and motivation of
goods and services. Moreover, it is also analysed that consumer behaviour is essential for
operating any business successfully (Aghazadeh, 2015). Coca-Cola has 21% of the market
growth portfolio in 2016 that is increased by 1.5% at the end of 2017. Coca-cola has sold
their more than 100 drinks brand to their specified consumers.
Critical Analysis
Consumer buying behaviour is determined as the perception and though towards purchasing
of any goods and services in order to complete their expected wants and needs. Further, it is
also analysed that consumer buying behaviour could force an individual for purchasing any
goods and services. There are certain theories that could be used by the organization as the
consumer behaviour theories like Engel, Kollet, Blackwell (EKB) Model, and Motivation-
Need Theory as it would be imperative in influencing the consumer’s behaviour tows the
products and services (Agnihotri, et al, 2016).
Consumer behaviour theories
Engel, Kollet, Blackwell (EKB) Model
EKB Model considers many steps that could be used by consumers before making a purchase
decision. Initially, consumer tries to collect information about products and services before
making the purchase decision. In this, the consumer could consider certain sources to collect
information like television, newspapers or online. Subsequently, the consumer could compare
the price of an organization that offers the same product. In the comparison of any products