Coca Cola B2B Case Your job of selling Coca-Cola to your old college has proven more difficult than you imagined. There seem to be many influences on your buyer’s behavior that you did not expect. What are the following factors that might exist :- Environmental factors ? Organizational factors ? Interpersonal factors ? Individual factors ?

1. Coca-Cola Case
B2B Marketing Group Assignment

2. CASE
Your job of selling Coca-Cola to your old college has
proven more difficult than you imagined. There seem to be
many influences on your buyer’s behavior that you did not
expect.
What are the following factors that might exist :-
1. Environmental factors ?
2. Organizational factors ?
3. Interpersonal factors ?
4. Individual factors ?

3. 1. Environmental Factors
Environmental factors that exists are:
1. Culture and customs : It affects the direct selling of coke in the college
canteen as in india tea and coffee are the most preferred beverages. And
college students also prefer them above the soft drinks many a times which
can play a major factor affecting the coke sale.
2. Competitive development : As already in the segment of cold drinks and
beverages there are a lot of options available from different brands which
allows the consumer to switch on the products as easily as they want.
3. Seasonal changes : This factor plays a great part in selling of any product in
india because there are 3 major seasons in India because if the tropical
positioning of our country. Therefore in cold seasons sale of the cold
beverages falls due to increased awareness about the health in the
youngsters and the college staf too.
4. Price : Coca-Cola has to price them selves in the segment where the college
students can afford it easily. Example- coke selling a ₹10/- glass reusable
bottle.. Which is very price effective in such segments and hence coke is
able to survive in the market.

4. 2. Organizational Factors?
Organizational factors like-
1. Policies - Policies like financial policies may impact the buyers
behavior.
Example- company gives only one week credit policy but buyer
wants 2 weeks credit policy. So, here buyer may not buy in bulk .
2. Procedures - How the purchase order is routed, or how will
the buyer makes the order, it all depends on the organization.
Example - if organization takes order every month, but buyer
wanted to give the order in every week, he does not wanted to
buy in bulk, then it may impact the buyer.
3. Buying objective - Buyer may give priority to low price product
rather than high price product, he may not consider the brand but
rather he considers the price .

5. 3. Interpersonal Factors?
Interpersonal Factors:-
1. Status : Marketers must be very aware of the social class
of their target market. If a marketer wishes to target efforts
toward the upper classes, then the market offering must be
designed to meet their expectations in terms of quality,
service, and atmosphere. A marketer should understand
the dynamic of the social class as well.
2. Interest : There can difference between the interest of
the people involved in this buying process. The one group
of people may be interested in the quality and consistency
of the supply of coke while the other groups may be
interested in lower price of the coke.

6. 4. Individual Factors?
Individual factors like:-
1. Personality : College going students are mostly
health-conscious nowadays for maintaining their body
and prefer to eat and drink healthy, so most of them
avoid having Coca-Cola and would rather prefer
energy drinks.
2. Preference : Each and every individual have
different taste and preferences and due to the
intensive competition in the market there are a large
number of substitute drinks available which affect the
selling of Coca-Cola.

7. Thank You !!