1.1 Aims and objectives ............................................................................................................................................................. 1 1.2 Method of collecting data..................................................................................................................................................... 2 1.3 Models and theories ............................................................................................................................................................. 2 2. The models and theories about motivation .................................................................................................................................... 3
2.1 Importance of motivation of consumers............................................................................................................................... 3 2.2 Relative theories ................................................................................................................................................................... 3 2.3 Effect the motivation has on the marketing strategy ............................................................................................................ 4 3 Analyze the motivation of target consumers ................................................................................................................................... 5
3.1 Characters of target consumers in terms of demographics ................................................................................................... 5 3.2 The function of unsatisfied needs ......................................................................................................................................... 6 4 The analysis of the function of marketing mix................................................................................................................................ 8
4.1 About the 4ps ....................................................................................................................................................................... 8 4.2 The function of 4ps .............................................................................................................................................................. 9 5 Conclusion and recommendation .................................................................................................................................................. 11
5.1 Conclusion： ..................................................................................................................................................................... 11 5.2 Recommendation: .............................................................................................................................................................. 12 Reference ......................................................................................................................................................................................... 13
Coca-Cola and its consumers Analysis
1 Introduction
1.1 Aims and objectives
The paper main research is between the Coca-Cola and its customer's expense relations. The paper emphasis point lies in to the Coca-Cola goal market analysis, including to goal market population variable characteristic analysis and to goal market expense motive analysis, as well as to Coca Cola Company marketing strategy analysis. First, determines the product according to the Coca-Cola market localization the goal market. Second, use questionnaire survey, on net methods and so on acquisition of information, investigation goal market population variable characteristic, like consumer's values, income level, education level and so on. Third, according to the goal market population variable characteristic further excavates consumer's demand purchase motive. Fourth, according to the goal market demand motive, analyzes and revises the enterprise the marketing strategy.
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1.2 Method of collecting data
Questionnaire survey procedure: Mainly through provides the questionnaire to the consumer, understood the consumer to the Coca-Cola product affection degree and the reason analysis, as well as to the product suggestion and the view, achieves the collection goal market information the goal.
On the net collects the material: Through registers the Coca-Cola official website to collect the enterprise the product marketing strategy, and collects its main competitor the information, understood the Coca-Cola has competitive advantage and inferiority.
1.3 Models and theories
The paper regarding the consumer motive research has mainly profited from the Maslow’s hierarchy needs and McGuire’s psychological motives: theory, analyzes consumer's multiple motives from the different stratification plane.
Maslow’s hierarchy of needs: The theory divides into human's demand the physiological demand, the security requirements, the public relations demand, the respect demand and the self-realization demand five levels, are from preliminarily to the high-level gradually development process.
McGuire’s psychological motives: It divides into human's motive four big kinds: Cognition maintenance motive, cognition growth motive, emotionality
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maintenance motive, emotionality growth motive.
2. The models and theories about motivation
2.1 Importance of motivation of consumers
The buying motivation is an internal power directly driven by the consumers to exercise some buying activity. It reflects the consumers in the mental, spiritual and emotional needs, in essence, are the facilitator of consumer purchases to meet demand behavior. First, buying motives can drive consumer purchase behavior. Second, motivations can also be individual behavior toward a particular direction. For example, Motive could prompt consumers to select diverse needs in conflict, make purchases towards the needs of the strongest and most pressing to get maximize utility consumption behavior and meet consumer demand. Finally, the role of motivation is also reflected in its ability to maintain and strengthen the individual's behavior. For example, consumers under the patronage motive driven, often repeated in a number of reputable shops purchase.
2.2 Relative theories
Maslow's theory of basic human needs into physiological needs, safety needs, social needs, respects the needs and self-actualization needs five classes, in turn from lower levels to higher levels. Hierarchy of needs theory demonstrates the diversity of consumer demand, and demand met from the low to the advanced progressive levels of the development process. After the lower-level needs to meet and the advanced
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needs would be better met.
Maguire’s psychological motive theory helps the marketing to separate the concrete motive from the complex expense environment. It divides into human's motive four big kinds: Cognition maintenance motive, cognition growth motive, emotionality maintenance motive, emotionality growth motive.
2.3 Effect the motivation has on the marketing strategy
After understanding consumer needs motivation, enterprises should promptly according to the consumer's buying motivation to develop appropriate marketing strategies, in order to better meet the needs of consumers, promotion of the realization of business benefits.
In the product aspect, considered the consumer to the product demand motive multiplicity, the enterprise should unceasingly carry on the innovation to the product, researches and develops many kinds of tastes the product, meets consumer's multiple needs by this.
In the price aspect, the enterprise should act according to consumer's income level reasonable fixed price, formulates the consumer to be willing to pay the price which and can bear.
In the retailing aspect, the enterprise should act according to consumer's region distribution characteristic establishment perfect marketing channel, the expansion
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sells the mesh point, satisfies the consumer the convenient demand which obtains to the product.
In the promotion aspect, the enterprise should consider consumer's purchase opportunity, and makes the corresponding promotion measure, promotes the product sales volume by this.
3 Analyze the motivation of target consumers
3.1 Characters of target consumers in terms of demographics
Coca Cola as the world's largest and most competitive company, with its no difference in customer marketing strategy, innovative, unique corporate culture and a vast marketing channel in the world already has a huge customer base.
In terms of age, no difference in marketing strategy Coca-Cola Company decided to any difference in the age of its target market, but due to the positioning of its advertising strategy and product culture, Coca-Cola consumer groups are mainly concentrated in the younger age groups. Coke's advertising strategy gradually shift to the younger, trend of the advertising broadcast mainly in the TV level, which determines Coke's audience is mainly concentrated in the younger age groups. The packaging of Coca Cola is Red and White, both of these colors can be associated with both girls and boys, showing that it appeals to both sexes. As Coca Cola sponsors a football league which obviously is sports it can also show that it is aimed at younger people because they are the people that generally like sports and have it as a hobby,
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helping to define a target market.
In terms of values, Coca Cola create vitality, power flow, easy and pleasant atmosphere and psychological needs of young consumers are very consistent, have a great influence on consumer buying behavior. On influence of experience, Coca-Cola's marketing is proud of its ongoing innovation. Marketing is good communication with consumers. Coca-Cola from different levels, and catch the consumer's \"passion\"--such as sports, music and technology, constantly bring to marketing to young consumers with unique creative and exciting experience, effectively strengthening the links with the consumer. Development of Coca-Cola's brand has long been tied to sports marketing. Whether it's the World Cup, Olympic Games, such as NBA, F1, Coca-Cola figure can be seen on the major tournaments, and combination of sports marketing experience extends to major sporting events.
On the revenue side, Coca-Cola's pricing is based on the spending power of the target market pricing, belongs to the moderate price, can be accepted by most consumers; can bear the price to be paid by the consumer.
3.2 The function of unsatisfied needs
Front the drink market keen competition, the Coca-Cola is at the main item position to benefit to a great extent continuously the unique superiority which own has in it.
First, in the brand culture aspect, the Coca-Cola attention enhancement and the
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consumer emotion interaction, can meet consumer's psychological need. It has the unique affinity, is other competitors is unable to compare favorably with. The Coca-Cola in the brand spreading process, even more pays great attention to the localization marketing, the attention enhancement and the consumer emotion communication. But in the brand culture aspect, the Coca-Cola unceasing constructive proposes some ordinarily, popular more and more thorough person innermost feelings some” the emotion actuation mark”, the attention causes the consumer psychology interaction, stimulates consumer's psychological demand, thus expanded expense.
Second, in the channel aspect, the Coca Cola Company has brought the enormous convenience to the consumer. The Coca-Cola use formidable physical distribution sale network touches the terminal market directly, its unique retail sales channel is other competitor is unable to compare. The vending machine appearance and the widespread application, even more expanded the Coca-Cola sales surface, the enhancement enterprise's competitive power, simultaneously has also brought the enormous convenience to the consumer.
Third, in the variety aspect, the Coca Cola Company follows close on the tidal current step, in the product packing, the design aspect innovates unceasingly. The company according to the consumer the demand characteristic to research and develop many kinds of brands, the different taste may be happy, meets consumer's multiple needs
Finally, the Coca-Cola success also to a great extent benefits from its production
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formula mystique. The Coca-Cola production formula is at the extreme security .Continuously the condition, its kind of mystique even more stimulated the consumer to the Coca-Cola curiosity, expanded it in the consumer heart influence.
4 The analysis of the function of marketing mix
4.1 About the 4ps
The Coca-Cola marketing combination mainly is refers to it in the product, the price, retailing, the method which aspects and so on promotion utilize.
In product, the Coca Cola Company has the quite big market share, but Coca Cola Company's still unceasingly innovated. Created many unexpected market strategies, defeated the enemy by a surprise attack, and seized the big piece market at one fell swoop.
In price, promotion also is Coca Cola Company's one kind of new sales strategy, mainly has following several kind of types. First, is the free present sample. Let the people free taste the new product, lets more people understand the new product. Second, is the cash back coupling consumer. May enlarge the product sales volume in certain time. Third, is a price promotion. At discounted prices to attract more customers, in order to ensure that products in season can be in an invincible position. Fourth, plus does not increase sales. By increasing capacity, makes product more preferential space.
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In place, the Coca Cola Company has the broad marketing channel and the direct sale way, is other competitor is unable to compare favorably with. In the circuit strategy, Coca Cola Company formulates set of plans in view of the different situation different expense market, satisfies the different consumer in the different situation different need.
In the promotion aspect, the Coca Cola Company takes the advertisement extremely the charm. The company uses the localization the marketing way, and displays the star effect and the advertisement charm fully, enormous enhancement product well-known’s, has attracted customer's eyeball. The advertisement exaggerates the youth vigor, the fashion tidal current, the relaxed joyful atmosphere more enormous has catered to the young consumer's psychological demand, has trained large quantities of loyal customers for the company.
4.2 The function of 4ps
The Coca-Cola success relies on to a great extent the enterprise the marketing strategy combination which adapts to the product. Not only this is the Coca-Cola can attract the consumer's place of success, also is it distinguishes between the competitor principal aspects.
First, in the product aspect, the Coca-Cola can meet consumer's multiple needs well. The Coca-Cola is different with its competitor, in the product promotion aspect, its unceasing use new technology, the research and development different taste product, can meet consumers diverse need well.
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Second, in the channel aspect, the Coca-Cola can meet consumer's convenient need well. The Coca-Cola use formidable physical distribution sale network touches the terminal market directly, its unique retail sales channel is other competitor is unable to compare. The vending machine appearance and the widespread application, even more expanded the Coca-Cola sales surface, the enhancement enterprise's competitive power, simultaneously has also brought the enormous convenience to the consumer.
Third, in price, the Coca-Cola large-scale price promotion as well as the diverse promotion way, has even more catered to the goal market psychological demand. In the product circulation initial period, the company uses free tastes the strategy to promote the product, lets more consumers understand the product. After propagandized the product brand, the company uses the reduction promotion, price promotion methods and so on sell goods with prize attracts the consumer, through reduces the price in disguised form, gives the consumer the bigger preferential benefit space.
Fourth, in promotion, the Coca-Cola localization marketing way, can cause consumer's emotion sympathetic chord, caters to consumer's psychological demand. In the advertisement promotion, the Coca-Cola attention full display advertisement charm, music which likes by the consumer, the sports propagandizes the product for the turning point, expanded product well-known’s. At the same time, the Coca Cola Company pays great attention to the enhancement and the consumer emotion interaction. In the advertisement promotion, the Coca-Cola embarks from the people heart of hearts emotion demand, formulates a series of sink deeps into the hearts of
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the people about the dear ones, the friendship and so on the advertisement slogan, the enormous exaggeration product affinity, has caused consumer's emotion sympathetic chord, also has met consumer's psychological need.
These all are the unique competitive advantages which the Coca Cola Company has, is other competitor is unable to compare favorably with, this also is the consumer chooses the Coca-Cola the reason to be at.
5 Conclusion and recommendation
5.1 Conclusion：
Through to the Coca Cola Company marketing case analysis, we may discover, that, the Coca-Cola success mainly lies in the enterprise to be able the deep level excavating goal market purchase motive, and formulates purchases the marketing strategy with the consumer which the motive tallies. The key also lies in to goal market purchase motive excavating. But the consumer purchases the motive excavating mainly to be decided with the enterprise to the goal market accurate localization and the depth analysis. First should be clear about the profession position which enterprise own product locates, then determines the product correspondence based on the product characteristic the goal market. Finally carries on according to goal market a series of characteristics subdivides gradually, then the deep level grasps consumer's purchase motive.
The Coca-Cola success also similarly tells us, the enterprise only understood and
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grasps the goal market fully the purchase motive, and revises and consummates the product according to the consumer deep level demand the marketing strategy, can occupy the competitive advantage in the keen competition market, can have the loyal customer community, thus expanded sale realization profit.
5.2 Recommendation:
Although the Coca-Cola has the advantage continuously in the drink market competition status, but did not mean product itself and company's marketing strategy not any slight defect. The Coca-Cola still faces the very big competition pressure, the enterprise must carry on certain innovation to the product, can be at the advantageous position in the market.
First, in the goal market localization, the Coca-Cola localization too is broad, lacks pointed. The Coca-Cola non-difference marketing strategy, causes the goal market the scope too to be broad, but as a result of the product itself characteristic, the cultural atmosphere which as well as disseminates, had decided the Coca-Cola main expense community concentrates on the young person body, this is opposed the back with the product initial goal market localization. This needs the enterprise further to carry on the segmentation to the market, is clear about the different market the different demand, and has the pointed research and development different product to meet the consumer need.
Second, in the product variety, the Coca-Cola also should act according to the different expense community demand research and development different product.
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Because in the Coca-Cola product includes the caffeine microcomponent, creates some feminine and the old age expense community is not willing to go excessively to expend. This needs the enterprise according to the feminine consumer and the old age consumer's demand characteristic, has the pointed research and development different product, and caters to consumer's demand, the expanded sales volume. For example, in aims at the feminine market in the product research and development, the enterprise should consider the feminine market to improves looks the thin body latent demand, researches and develops has the cosmetology to raise the face function the product.
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