What is Holistic Marketing and How To Achieve It

Running head: HOLISTIC MARKETING
Coca-Cola
Impact of
Holistic
Marketing on
Consumer
Behavior
Dissertation
2-17-2020

HOLISTIC MARKETING 1
Abstract

HOLISTIC MARKETING 2
Table of Contents
Abstract......................................................................................................................................1
Chapter One: Introduction..........................................................................................................3
1.1 Research Title...................................................................................................................3
1.2 Research Background.......................................................................................................3
1.3 Research Aim and Objective............................................................................................4
1.4 Research Question............................................................................................................4
1.5 Research Significance......................................................................................................4
1.6 Outline of the Thesis........................................................................................................5
1.6.1 Introduction................................................................................................................5
1.6.2 Literature Review......................................................................................................5
1.6.3 Research Methodology..............................................................................................5
1.6.4 Findings/Results.........................................................................................................6
1.6.5 Analysis and Discussion............................................................................................6
1.6.6 Conclusion and Recommendation.............................................................................6
Chapter Two: Literature Review................................................................................................7
2.1 Introduction......................................................................................................................7
2.2 Concept of Holistic Marketing and Consumer behaviour................................................7
2.2.1 Holistic Marketing.....................................................................................................7
2.2.2 Consumer Behaviour...............................................................................................10
2.3 Coca-Cola and its Holistic Marketing............................................................................11
2.3.1 Internal Marketing...................................................................................................12
2.3.2 Performance Marketing...........................................................................................12
2.3.3 Integrated Marketing................................................................................................12
2.3.4 Relationship Marketing............................................................................................13
2.3.5 Holistic Marketing and Vision, Mission of the Coca-Cola Company.....................14
2.3.6 Analysis of Coca-Cola’s Internal Marketing with Competitors..............................14
2.4 Impact of Holistic Marketing of Coca-Cola Company on Consumer behaviour...........15
2.4.1 Psychological Influence...........................................................................................16
2.4.2 Sociological Influence.............................................................................................17
2.5 Summary.........................................................................................................................18
Chapter Three: Research Methodology...................................................................................18
Chapter Four: Findings/Results................................................................................................18
Analysis and Discussion..........................................................................................................18
Conclusion and Recommendation............................................................................................18

HOLISTIC MARKETING 3
References................................................................................................................................19

HOLISTIC MARKETING 4
Chapter One: Introduction
1.1 Research Title
“Impact of Holistic Marketing on Consumer behaviour”
1.2 Research Background
Marketing is said to be a different arena that can cater to any of the profiles of the business or
industry. The time a brand puts efforts to market its services by the use of diverse elements in
a single campaign and spread it in different channels, it is called holistic marketing. It is
moderately a marketing approach that is non-traditional and is called to be the best way to
develop brand value. The major notion of holistic marketing is to link diverse platforms for
creating a single campaign that targets multiple target markets in order to impact their
behaviour towards the brand (Yeshin, 2012). It offers a general objective for the procedure of
marketing and enables diverse systems for linking with one another to attain this objective. In
place of the procedure of traditional marketing that generally focuses on specific product
aspect of the business, holistic marketing focus on establishing the brand to the target market
with an abridged message. This supports the consumer psyche to link the brand with
something more than its services and products. In addition to this, holistic marketing focus on
changing consumer behaviour by allowing the customers to concentrate on the business core
values which augments the capability of the brand performance (Solis, 2011). When these
core values are communicated to the customers with the use of marketing platforms it ensures
that the market connects the brand with its values and not just with its services or products.
With the presentation of this paper, the researcher is aiming to identify the concept of holistic
marketing and how it impacts consumer behaviour. In order to identify in-depth, the
researcher has planned to focus on the holistic marketing strategy of Coca-Cola and its
impact on consumer behaviour.

HOLISTIC MARKETING 5
1.3 Research Aim and Objective
Holistic Marketing in today’s marketing environment of businesses is performing a major
role in increasing their sales and revenue. In order to identify in detail its impact on consumer
behaviour, this thesis is being prepared by taking into consideration the case Coca-Cola. In
all, the aim of this paper is to identify the impact of holistic marketing on the Coca-Cola
Company in consumer behaviour. In order to meet this aim, some of the objectives have been
identified below:
 The objective of this paper is to explore the concept of Holistic Marketing and
Consumer Behaviour.
 To comprehend the background study of the Coca-Cola Company and its Holistic
Marketing Strategies.
 To study the impact of the Holistic Marketing of Coca-Cola Company on Consumer
behaviour.
1.4 Research Question
 What is the concept of Holistic Marketing and Consumer behavior?
 What is the background of Coca-Cola?
 How Coca-Cola makes use of Holistic Marketing Strategies?
 How the Holistic Marketing of Coca-Cola impacts Consumer behaviour?
1.5 Research Significance
The significance of this paper is that it will help the stakeholders to get specific analysis on
the concept of holistic marketing and how it is impacting consumer behaviour in the market.
It is also important because it is majorly highlighting the holistic marketing strategies of the
Coca-Cola Company in detail and the way they are being used to change the consumer
perception towards the brand, which directly impacts the company’s sales. Besides this, with
the use of this thesis, different researchers can design their own thesis by using its findings