Marketing Strategies and Consumer Behavior for Coco-Cola Detox Drink

This report provides a comprehensive analysis of Coco-Cola's marketing strategies for introducing its Detox Drink. It begins with an introduction to marketing and the 'Stand and Deliver' approach, followed by a rationale for choosing the Detox Drink. The report delves into the marketing strategies and tactics employed by Coco-Cola, including the use of social media, celebrity endorsements, and the emphasis on storytelling in advertisements. It also examines key psychological and sociological influences on consumer buying decisions, such as motivation and perception. Furthermore, the report explores various digital marketing methods utilized by Coco-Cola, including SEO, social media marketing, email marketing, and affiliate marketing, providing justifications for these strategies. The report concludes with a discussion of how Coco-Cola's marketing approach focuses on individual commitment and sharing happiness. The report references various academic sources to support its findings, providing a detailed overview of the marketing efforts for the Coco-Cola Detox Drink.

Marketing: Stand and
deliver

Table of Contents
INTRODUCTION...........................................................................................................................1
MAINBODY....................................................................................................................................1
Part A...............................................................................................................................................1
Rational motive for choosing Detox Drink for Coco Cola.........................................................1
Marketing strategy and tactics used by Coco Cola to promote the product...............................2
Key psychological or sociological influences that effect a consumer buying decision-making.2
The various new methods (digital) used by Coco-Cola to market Detox Drinks in the market. 3
Justification of the marketing strategies used by Coco-Cola for Detox drinks...........................4
Part 2................................................................................................................................................5
Covered in PPT...........................................................................................................................5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is a significant action when a firm proceeding towards the new product
development and commercialisation of the innovative product. Marketing is all about promoting
product of the company with aim to attract and acquire targeted customer to meet business target
i.e. to generate business lead. Stand and deliver is a marketing management approach adopted in
commercialisation of the new product in the new market segment. For commercialisation of new
product organisation need to formulate marketing strategies for the promotional activities.
Digital technology has brought a significant contribution in promotion of the product and service
of a company because modern marketer and customer are using these technology for the product
review (Canovi and Pucciarelli, 2019). The present study is based on introducing new product
category in context of Coco cola which has world-wide operations and offering variety of soft
drink products. Presented assessment also present the rational relation between marketing
strategies of Coco Cola with its implication to chosen digital promotion technology.
MAINBODY
Part A
Rational motive for choosing Detox Drink for Coco Cola
Coco-Cola is world renewed soft drink and non-alcoholic drink producer and supplier in
the world, the company is criticised for harmful product, so in order to shut mouth of the many
sophisticated arguer company is focusing on introducing a speciality product by introducing
coco-cola detox drink which is good for digestion, if someone has good digestion their weight
loss journeying would be easier. Detox drink would be consider as the speciality product because
the product comes with a speciality formula of removal of toxins from the body to maintain
healthy digestion system (Ibrahim and Harrison, 2020). This product would be more successful
for Coco-Cola as the speciality product is free from toxic and chemicals and contain natural
flavour, thus with this product Coco-Cola and regain its stakeholders trust which were lost due to
quality critics. Detox drinks can be provided in word-wide market area because many people
around the world are using detox in their diet for easier and faster weight loss. So in that sense
new product would have market acceptability at world-wide level.
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Marketing strategy and tactics used by Coco Cola to promote the product.
Coco-Cola is being emerged as the third valuable brand in the world because of its
successful marketing strategies that help it to sell out its product on world-wide area. In its
marketing strategies Coco-Cola try every aspects to be put in its visual advertisement keeping in
mind the targeted audience. That is why the ads of Coco-Cola illuminates that there is no age bar
for choosing a beverage and ads capture the wide segment of the world population. In
advertisement tactics all the content of the ads are relates to its vision that is spreading happiness,
so in that sense company is creating stories not just a commercial ads. Hence it shows that
company is focusing on the individual rather than organisation in its marketing strategies and
tactics for the product promotion (Lee and Griffith, 2019).
Coco cola realises the importance of social media platform for product promotion this is
because social media marketing is emerging stage for many new marketer to reach millions of
user just by a post or tweet. Company has good post engagement on Facebook and Instagram
because the content of every post are accumulation of business vision that is spreading
happiness. Moreover, Coco-Cola has the marketing strategy of being world's renewed brand so
company is using sponsoring marketing tool for marketing its project and improve brand
awareness. To promote Coco-Cola detox drinks, social media would be best suitable platform
because this platform has world outreach that would support coke company to outcry and
announce about its new healthy and weight loss speciality product. Company has heavenly
invested in celebrity endorsement for its video ads campaign on social media and television
(Baena, 2019). One of the core significance of the marketing promotional approach of company
is that it screaming silently about the product because its content are so outstanding that it never
boost its product on the face, it just tell a story that drive attention of many audience towards its
vivid ads.
Key psychological or sociological influences that effect a consumer buying decision-making.
When a company try to commercialise its new product in the market, it first need to
address the psychological and sociological factor that would restrict or bound a customer from
buying this drink. Psychological factor are being consider in the marketing strategy of Coco-cola
to understand customer behaviour regarding acceptability of the product by loyal and
sophisticated buyer. Psychological factor are leading determinate of consumer behaviour so
various factors are-
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 Motivation- Motivation speaks the internal need of the human, when targeted customer
are motivated enough it is easier to argue them to buy product. Internal need can be basic
need, safety need and social need. Coco-Cola through Detox drink introducing a product
that meet safety and basic need that is easily weight loss (Baena, 2019). Therefore, it is
untold importance for Coco-Cola to understand customer motivation because motivation
drives customer buying behaviour. Motivation would be given more importance because
many user around the world wants to be get fit and loose weight and detox drinks provide
them this facility as it remove body toxins that improve digestion system. Hence, people
are no afraid to spend for something that meet their motivation aspect.
 Perception- Perception is all about how a person see and think about the product,
customer perception has influences on the buying decision-making because in perception
customer collect various information and set a picture about the product in its mind.
Customer perception can be development with any form of advertisement and post they
see and come to know.
Sociological factors are related to the society and culture within the customer live in grow
up. Customer living company and the person they live in with can influences customer buying
decision. Reference group, friends and family are some factor that can impact customer buying
decision because a user share the product details or come to know about the products from these
groups (Zwier, 2021).
The various new methods (digital) used by Coco-Cola to market Detox Drinks in the market.
Present marker are relaying upon the digital marketing approach for marketing of product
through using internet as it is cost friendly approach and cover million of targeted audience and
support business for the high level customer engagement with the brand. Strategies of Coco-Cola
regarding choosing online channel and digital marketing tactics. Various digital method for
promotion of Detox Drinks in context of Coco-Cola are as follows- Search Engine Optimisation: Search engine optimisation is the armoury tool of the
many brand to promote their brand in the search engine and improve website ranking by
using web crawling technology in which it capture the keyword and present result related
to the keyword (Sharma, Sharma and Chaudhary, 2020). For instance whenever a person
search for best detox drinks, it would show coco-cola detox product at the top of every
search.
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 Social media marketing: Social media marketing tool centring on the development of the
brand awareness and built encouragement with the customers. Millions of customer are
now using Social media to express their opinion and experience about the product. Coco-
Cola is already active on various social media platform like Facebook, Instagram, Twitter
and YouTube. Social media marketing with content marketing would enables Coco-Cola
to visualise its new Detox Drinks in customer mind by post that are engaging, appealing
and on regular basis that would stop customer finger from scrolling the feed.
(Source: Best social media idea of Coco-cola, 2021) E-mail listing: Email-marketing would be armoury tool for Coco-Cola to send regular
content on emails of the customer which are collected by google forum in which
customer input their email address. Customised newsletter or executive offer can be send
in email that would one day made sale of Detox drinks (Sharma, Sharma and Chaudhary,
2020).
 Affiliate marketing- Affiliate marketing which is also known as the referral marketing
strategies in which Coco-Cola pay commission on per sale to third party for promoting its
Detox Drinks.
Justification of the marketing strategies used by Coco-Cola for Detox drinks.
Coco-Cola has unique and attractive marketing strategy in which it focus on the
individual commitment rather than organisation. In every aspect of its marketing strategy they
include their company vision i.e. sharing happiness, the marketing objective of Coco-Cola
include introduction of the Coco-Cola Detox that helps to remove toxins from the body and help
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in body reviewal and support in weight losing. Digital marketing would be the best approach in
this context because Coco-Cola always promote its product silently with a vivid theme that
doesn't not promote its product on face but silently shout its vision i.e. sharing happiness
(Melović and et. al., 2020). Social media marketing is an effective approach in context of
integrated marketing campaign to launch detox drinks that easily on world-wide area because all
people around the world are active on the various social media platform.
( Source: Social media campaign by top company, 2021)
SEO, can be considered as the armoury tool for Coco-Cola whenever a user put detox
drinks, it would show them at the top Coco-Cola Detox drinks to loose weight and improve
digestion. Through affiliate marketing, company can generate email listing as affiliate marketing
promote their business in their own portal where customer input their email address to raise
query about the product.
Part 2
Covered in PPT
5
Illustration 2: Social media camping by top company, 2021

CONCLUSION
Stand & deliver approach of the marketing can be achieved by effective marketing
strategy, therefore as per the carried out study,it has been concluded that for commercialising
new product in the market, organisation need to formulate marketing strategies. It has been found
that digital revolution and internet penetration makes marketer job much easier as digital method
of promotion is cost friendly and more facilitate more user engagement to increase brand
credibility and awareness. While adopting any digital method of promotion, an organisation need
to ascertain and predict the psychological and sociological factor of human being that would
influence buying behaviour of customer.
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REFERENCES
Books and Journals
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Canovi, M. and Pucciarelli, F., 2019. Social media marketing in wine tourism: winery owners’
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Cheung and et. al., 2019. Developing a conceptual Model for examining social media marketing
effects on brand awareness and brand image. International Journal of Economics and
Business Research. 17(3). pp.243-261.
Ibrahim, E.B. and Harrison, T., 2020. The impact of internal, external, and competitor factors on
marketing strategy performance. Journal of Strategic Marketing. 28(7).pp.639-658.
Key and et. al., 2019. Preparing workplace-ready students with digital marketing
skills. Marketing Education Review. 29(2). pp.131-135.
Lee, H. S. and Griffith, D.A., 2019. The balancing of country-based interaction orientation and
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Melović and et. al., 2020. The impact of digital transformation and digital marketing on the
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Sharma, A., Sharma, S. and Chaudhary, M., 2020. Are small travel agencies ready for digital
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Shen and et. al., 2020. Social media marketing of IT service companies: analysis using a
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Zwier, S., 2021. Insurance-based marketing (IBM): a prevalent marketing strategy. Journal of
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