MARKETING CONSUMER BEHAVIOR.

Running Head: MARKETING CONSUMER BEHAVIOR
Marketing consumer behavior
Student’s Name
University Name
Author’s Note

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MARKETING CONSUMER BEHAVIOR
Table of Contents
Introduction......................................................................................................................................3
Brand Overview...............................................................................................................................3
Financial Performance.....................................................................................................................4
PESTLE Analysis........................................................................................................................5
Political Factors.......................................................................................................................5
Economic Factors....................................................................................................................6
Social factors...........................................................................................................................6
Environmental Factors.............................................................................................................9
Discussion of marketing strategy problem......................................................................................9
Analysis with consumer behavior theories....................................................................................10
Abraham Maslow's hierarchy of needs......................................................................................10
Hawkins Stern impulse buying..................................................................................................13
EKB model of reasoned action..................................................................................................13
Future Trends.................................................................................................................................14
Reference List................................................................................................................................16

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MARKETING CONSUMER BEHAVIOR
Introduction
This report discusses the most important strategic marketing issues facing the Coca Cola
brand. The problems faced by Coca Cola in this context have been reflected in context to the
current marketing conditions are also highlighted in the report. The issues facing the company
because of the marketing and consumer behavior related issues have been reflected here by
means of the Pestle model analysis. The various advertisement campaigns of the brand have been
highlighted and the theory has also been used for highlighting the issues in the advertisement
campaigns. Nevertheless strategic recommendations have also been provided in the report and as
an outcome of that, how the company will be benefitted, have been highlighted also.
Brand Overview
Coca Cola is one of the biggest brands of the non-alcoholic beverage industry. it is also
counted as one of the most recognizable brands across all industries. Coca Cola is the parent
company to almost 500 beverage brands and almost 20 of them are to be counted as billion dollar
brands, which includes the likes of Coca Cola, Sprite, Fanta as well as Diet Coke and so on.
Other product categories of the brand include juices, sports as well as energy drinks as well as
ready to have tea and coffee. Coca Cola caters to the consumers of at least 200 countries by
direct foreign investment or through their allied brands. Although US are the headquarters of the
brand, almost 70% of their sales come from their market outside the territory of USA (De Mooij
2018). The organisation was founded by John Pemberton in the year 1886. The company was
named after two ingredients, namely cocoa leaves as well as kola nuts. The organisation reached
Canada and Mexico by the year 1898. In 1919, the organisation was sold to Atlanta Banker

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MARKETING CONSUMER BEHAVIOR
Ernest Woodruff for a value of $25 million. Since that year, Coca Cola became a public
company,
There are 6 operating managers of Coca Cola which looks over areas including Europe,
Middle East, Africa as well as Latin America. The main operating branch of the organisation
mainly sells beverage concentrates as well as syrups. Nevertheless, the largest hub of this activity
is America, whose market accounts for 35% revenue share, whereas the Asia-Pacific region
accounts for about 25% of the revenue output (Bragg et al. 2016). Coca Cola also has stakes in
major bottling companies like Mexico’s Coca Cola FEMSA (28%), AC Bebidas (20%) as well
as he European bottling partners of Coca Cola.
In the early part of 2019 the organisation launched the segment of Global ventures that
incorporates the outcomes from currently acquired Costa Limited, the owner of several coffee
shops that operates outside the business domain of North America. Soft drinks are accountable
for 70% unit case of sales volume of worldwide sales of 70% (Bragg et al. 2018).
Financial Performance
The financial performance of the annual sales of Coca Cola has been returning a lower trend in
the past few years. This is because, the sales of soft drinks has fallen in traditional big purchase
markets as an account of the change of consumer tastes of the developed markets. The revenue
of the company had fallen by 30% in the latest five years as well as the fall in the net income
have been experienced around the financial years of 2018-19 (Andrews and Shimp 2017).
The sales of the soft drinks maker has reduced by 10% and reduced to about $31.9 billion
as of the statistical data provided by the organisation for the financial year 2018. The bottling