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coca_cola[1].pptxييييييييييييييييييييييييييي
- 1. Coca cola Hania alaa241007947 Razan alaa 241014566 Habiba wael 241006027 2022
- 2. introduction ● Company Name:The Coca-Cola ● Brand Portfolio: Coca-Cola, Coke Zero, Diet Coke, Sprite, Fanta, Minute Maid, Powerade, Costa3. ● Country of Origin: USA4. ● Industry: Food & Beverages / Non-alcoholic5. ● Competitors: Pepsi, Dr Pepper,6. Market Share: Coca-Cola leads as the number 1 brand worldwide in carbonated • Target Audience • All Gender • Age: Children 12-50 and all ages • Socio-Economic Status: All classes • Lifestyle: Social, Partying/Cele • Personality: Nostalgic, Social
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- 4. PRODUCT CHOICE & CONSUMER BEHAVIOR ● Customer-centric ●Product Selected: Coca-Cola (Carbonated Soft Drink) ● Consumer Behavior Emotional branding: happiness, sharing, social moment nostalgia & global ● Regular consumption (daily, at gatherings) Imagined as an indulgence and bonding experience
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- 6. Consumption process Purchase Supermarkets, convenience stores,restaurants, vending machines Online grocery ordering apps Usually an impulse or habitual purchase Complaints sugar content, sometimes price Social enjoyment Repeat business occurs frequently Recommendations to family Ads seen by customers are online, television, and billboard. Comparison with competition (taste, price, brand loyalty) • Evaluate: taste, accessibility, nostalgia, association
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- 8. Ad 1 :share a coke A) Sensation & Perception: •Vision: Personalized bottles with names, bright colors, smiling people •Sound: Upbeat, cheerful music •Actors/Models: Young adults target audience → •Exposure: TV, Instagram, billboards •Attention: Personalized bottles catch eye, social-sharing theme B) Learning / Conditioning: •Classical: Coke = social connection & happiness •Operant: Sharing = positive reinforcement •Expectancy theory: Buying Coke feeling social & happy → •Behavioral: Encourages repeat purchase
- 9. C) Maslow’s Needs:Belonging D) Self-Concept & Personality: •Ideal self: Social, friendly, connected •Actual self: Wants to feel included •Brand makes consumer feel expressive & social E) Culture Suitability: Works worldwide, names localized
- 10. Ad 2 :open happiness A) Sensation & Perception: Joyful everyday moments, smiling faces B) Learning / Conditioning: Classical + operant happiness association → C) Maslow’s Needs: Belonging, emotional fulfillment D) Self-Concept & Personality: Relaxed, happy, sociable E) Culture Suitability: Universal
- 12. “Hilltop / I’dLike to Buy the World a Coke” A) Sensation & Perception: Multicultural imagery, singing, unity B) Learning / Conditioning: Classical + operant emotional loyalty → C) Maslow’s Needs: Belonging & esteem D) Self-Concept & Personality: Inclusive, optimistic, socially consciousE) Culture Suitability: Iconic global campaign
- 13. “Taste the Feeling” A)Sensation & Perception: Everyday casual enjoyment, meals, social events B) Learning / Conditioning: Classical & behavioral repeated positive → experience C) Maslow’s Needs: Enjoyment, belonging D) Self-Concept & Personality: Fun, casual, trendy) Culture Suitability: Global
- 15. New Product LaunchIdea •Product: Coca-Cola “Caffeine + Vitamin Boost” (functional soda for energy & wellness) •Ad Concept: “Refresh & Energize Your Day” healthy lifestyle + happiness → •Expected Value: Attracts health-conscious and young adult consumers, boosts market share
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