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Essay example - The consumers of Coca-Cola

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Masters
Essay
Marketing
Pages 9 (2259 words)
The researcher of this essay aims to analyze the consumer buying process of Coca-Cola company, that is mainly influenced by a variety of factors, such as advertising campaign and many else, that are very effective tools in raising awareness among the consumers…

Extract of sample

This essay aims to mainly draw from the case of Coke Zero advertising campaign to establish the extent to which it has or can influence the buying process of the targeted consumers. The paper starts by defining key terms as well as outlining the chosen advertising campaign. It can be concluded that consumer buying process is mainly influenced by a variety of factors such as advertising campaigns. This refers to a series of advertisements that are intended to positively change the behaviour of the targeted buyers. Carefully designed advertisement campaigns are likely to remind the customers about the existence of a certain market offering. These campaigns also raise awareness among the consumers about the product. However, as discussed above, the success of an advertising campaign mainly depends on the quality of the message presented by the marketers to the customers. As illustrated by the case of Coke Zero, the message is: “defender and celebrator of guy enjoyment.” This message is tailored in such a way that it appeals to the interests of the targeted male consumers. The way the message is presented in the campaign also has a bearing on the likely response of the customers. The case of Coke Zero shows that the product is presented as unique and different from other similar products found in the market. This is very effective since the strategy helps the company to gain a competitive advantage in its operations. This helps it to operate viably and effectively since it would be able to attract a lot of customers. ...
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