Blog 2 Consumer Decisions

Coca-Cola’s new marketing strategy as mentioned in the previous blog does indeed set the benchmark for social media marketing. Their new marketing strategy hits all the 4 E’s: Excite, Engage, Educate, and Experience. However, does this new social media scheme affect consumer decisions? I believe, if the marketers were able to generate desire among different generations and cultures and limit the risks of purchasing Coke products, then consumers are more likely to make a positive decision for Coca-Cola products.

For consumers to make a purchasing decision, they first need to feel a need or a desire. This social media marketing could be seen as successful if, in a thirsty situation, consumers were to desire a bottle of Coca-Cola. I believe in order to make Coca-Cola desirable for consumer then marketers should: 1)Target the bigger generational cohort. 2) Make Coca-Cola products part of a culture.

As I mentioned in my previous blog, Coke in continuously posting on social media platforms like: Instagram, Twitter, Snapchat, Facebook and YouTube to gain popularity. These days, social media apps are most commonly used by people from Gen x and gen z. These are today's biggest generational cohorts. Coca-Cola is targeting people belonging to these two generations to gain popularity for its product. The more people who know about Cokes product, the higher the chances are that Coca-Cola will turn into a desire in a time of need.

Apart, from the fact that Coca-Cola is strategically marketing to the larger generation, Coke has also managed to market itself to certain cultures. In my previous blog, I mentioned that Coca-Cola has set up one main Facebook page and along with that it has several different Facebook pages that are for specific countries. On these separate Facebook pages, Coke sets up a marketing strategy by using aspects from the countries cultures. This caters to peoples culture in specific and adds a personal touch. Getting culture involved in marketing strategy is one of the best actions a marketer can take because culture affects the lifestyle of a person and helps consumers make the why, how what and where decision. For example on the Pakistan centered Coca-Cola Facebook page, Coke makes it a point to market in Urdu (National Language) and set up promotions for Pakistani holidays.

This new marketing strategy also helps Coca-Cola eliminate a few risks that would reduce the consumers desire to buy coke products.
Social risk refers to fears that consumers suffer when they worry that others might not regard their purchases positively. Coca-Cola has. Used their Instagram account for the sole purpose to spread positivity. Due to this consumers already have a positive feeling attached to the Coca-Cola company for this gesture and therefore, all Coke products will be seen in positive regard.
Physiological risk refers to a safety risk. On social media, Coke uses famous people to market their products. This eliminates the risk of being a safety issue because if there was then these people would not be consuming coke products.

Financial risk is associated with a monetary value. Coke products are often sold in promotions during holidays. This eliminates the risk of buying more and paying more, thus consumers choose coke products over the competition.

While these arguments prove that Coca-Cola has worked towards a positive shift in consumer decision, there are still other factors to consider. Coca-Cola’s marketing should also focus on post-purchase factors. Coke products should be marketed in a way to reduce cognitive dissonance, increase customer loyalty and satisfaction and reduce undesirable consumer behavior. With all this, Coke will surely be affecting consumers decisions for the good of their company.


Citation

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Ktjrichards. (2018, November 13). Coca-Cola Wiped Its Social Media Accounts, Then Relaunched With a Positive, Happy New Look. Retrieved from https://www.adweek.com/brand-marketing/coca-cola-wiped-its-social-media-accounts-then-relaunched-with-a-positive-happy-new-look/

(2019, May 30). How Coca-Cola Uses Multimedia to Connect and Engage. Retrieved from https://www.socialshakeupshow.com/coca-cola-multimedia-engage/

(n.d.). Coca-Cola. Retrieved from https://www.facebook.com/CokePakistan/

cocacola. (n.d.). Coca-Cola. Retrieved from https://www.youtube.com/user/cocacola/videos