Submitted By: Siddharth Tripathi PGFA 1147 PGDM (G) Section A 2011-13
Coca Cola
Introduction
Coca Cola has been an iconic brand that has been considered as a living symbol of Joy, Youth and Prosperity. Since its inception in 1886 Coca Cola has gained momentum making it a globally recognized brand with a portfolio of more than 3000 beverages. Coca Cola has led the soft drink market expanding to other markets achieving an oligopoly position with an immense market share making them the global leader for carbonated drinks. But how has this iconic brand become a legend? More importantly is why consumers are still purchasing Coca Cola? The purpose of this assignment is to demonstrate how Coca Cola has become a success utilizing the consumer decision making process as the framework upon which the principles of consumer behavior will be integrated.
Purchase
Coca Cola has the ability to fulfill the pre purchase evaluation of any consumer due to its aggressive marketing mix strategies. The purchase step means that consumers have come to a decision of the brand i.e. Coca Cola, the retailer as well as the payment method.
Conclusion
Coca Cola has earned its status in the minds of consumers by being a leader in the world of style and reflecting the tastes and preference of each generation. Coca Colas success as the leading manufacturer of the carbonated drink market emanates their understanding of the importance of the consumers psychological core as well as the consumer environment and how it affects the decision making process. From the development of its original logo, to the reengineering of its trademark shaped bottle to the launch of appealing and enticing marketing campaigns the Coca Cola Company has consistently sought to illustrate Coke as a hallmark of quality and style that seeks to remain ever present and relevant. Coca Cola has portrayed its products as being modern and sophisticated that speaks the vocabulary of contemporary consumers as well as reflects the signature style that loyal older consumers have grown up with.