CB Coca Cola PDF

GOVT.
Postgraduate college for Women,

Samanabad, Lahore.
Submitted by:
‘’Fatima Farooq’’ (091631015)
‘’Mahnoor Usman” (091631024)
“Sana Shafqat” (091631047)
“Amna Masood” (091631001)
“Binish Rauf ” (091631010)
Project:
“Consumer Behavior’’
Submitted to:
‘’Mam Iqra’’
Department:
Management science (B.COM)
INTORDUCTION OF COCA COLA:
The Coca-Cola Company was founded in 1892 and established its Headquarters in Atlanta. The Coca
Cola Franchise is the World’s biggest Beverage Industry. It dominated a 48% of the global Market
share. In total the Franchise is responsible for over 160 different beverages within a market consisting
of 200 Countries. Examples of their products are Coke, Sprite, Dasani and many more. Their products
range from Sport’s Beverages, Juices, Tea, Coffee and Water.
Mission statement:
“’To refresh the world
To inspire moments of optimism and Happiness
To create value and Make a difference”
Vision and Objectives are:
 Be a great place to work where people are inspired to be the best they can be.
 Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people’s
desires and needs.
 Nurture a winning network of customers and suppliers, together we create mutual, enduring
value.
 Be a responsible citizen that makes a difference by helping build and support sustainable
communities.
 Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
 Be a highly effective, lean and fast-moving organization.
Latest Advertising of Coca Cola:
Coca-Cola Celebrations App Launch with a TVC featuring Ahad Raza Mir & Sajal Aly Coca-Cola
innovates with a unique idea and brings in the Coca-Cola Celebrations App that is all set to help
you plan your dream wedding
The ad begins with Sajal and Ahad on a coca cola hunt but they fail to get their hands on it. When
in despair they suddenly see fireworks nearby, and Sajal suddenly gets an idea to crash the wedding
as they will definitely have coca cola there. While Ahad is reluctant to go along with it and fear
that they might get recognized, Sajal drags him along and quickly blends in the crowd at the
Mehendi.
After the classic Zalima Coca Cola pi la de, Coca Cola has used another old song in their Ad. This
time its the evergreen song “tu jo hamesha meray kol rahay” The song blends in very well as a
wedding song!
Critical analysis that advertisement by marketers point of view:
In this add, According to market point of view:
 It provide best drink especially on marriages to refresh the consumers and to inspire
moments of optimism and happiness.
 Coca cola provide a unique idea for consumer perception through advertising because this
drink use for special occasion and their commercial also relate the weeding occasion.
The segment and target market of the coca cola advertising:

Target Market of coca cola:
For all age who can easily affordable especially youth.
Target segment in selected advertising:
 This add fulfil the promise to provide the self satisfaction through drink coca cola.
 The other promise fulfil this add through love, emotion, tradition, good quality, low price,
taste and get to gather.
Things attracts towards advertisement:

In this add they attract consumer by the following points:
 Couple (also celebrities)

 Wedding theme
 Song (tu jo mere hamesha kol rahay)
 Culture related
 Caring
Cultural and social influence on consumers behaviour
Factors that influence on consumers behaviour are as follow:

 Demographic
 Culture
 Family
 Social class
Demographic:
“Demographic segmentation is defined as a market segmentation method based on variables such
as age, gender, income etc.” This segmentation helps organizations understand consumer behavior
accurately that in turn helps them perform better.
According to this advertisement, the target market is for children and youth.
Culture:
“Culture is the most fundamental determinant of a person’s want and behaviour.”
According to this advertisement, this is best for Pakistani culture theme “ Mehndi Weeding’’
Family:
“The family is the most important consumers buying organizations in society. The traditions
followed by family are carried forward in children”
This advertisement is only for those families who like or love to drink coke.
Social class:
“Social class are relatively homogenous and enduring divisions in a society.”
It also include:
 Upper class
 Upper middle class
 Lower middle class
According to this advertisement, all class enjoy or love to drink coke.
Existing customer preference:

The existing customer feel happiness and enjoyable after drinking the coke and they feel fully
satisfied about the thirsting.
In this add Sajal Ali become exciting after drinking the coke and she present her happiness
through the dance.
According to the Masallow Hierarchy:
According to Masallow Hierarchy theory it falls on consumers need and wants. The coke is a
need for all consumer who like or love it because it is use to drink for thirsting.

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GOVT.

Postgraduate college for Women,

Vision and Objectives are:

The segment and target market of the coca cola advertising:

Things attracts towards advertisement:

 Couple (also celebrities)

Cultural and social influence on consumers behaviour

Factors that influence on consumers behaviour are as follow:

Existing customer preference:

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