CaseStudy for Starbucks and Gillete.
CaseStudy for Starbucks and Gillete.
Thecompany Coca-Cola was initially one of the many of coca-based drinksthat said to be of great benefit to health as well as medications.Original marketing of coca-cola had claims that it relieved andstopped headaches (The Coca-Cola Company, 2014). The marketing aswell claimed that coca-cola acted as relieve for brain and relaxednerves as well. The leaves of coca were used in preparing coca-coladrinks as well as a little drop of cocaine which was believed to givethe person drinking coca-cola a `feeling good` effect. Years later,the company substituted cocaine with caffeine which acted as thestimuli for the drink. Ultimately, coca-cola did away with themarketing claim of the drink being medicinal (Zhuan, 2014)).
Theword coca-cola has various meanings. The initial recipe coca for thedrink stood for cocaine. This is because cocaine was one of theingredients for making this drink. But in 1903, the cocaineingredient was removed and substituted with coca leaves. Cola is thecola nut ingredient which is still used up to date. This is not thesame to everyone. For some people and countries, the `cola` part isthe cola substance found in caffeine. The `coca` part is almost thesame to everyone since it was originally from cocaine that was usedin the drink. The ingredient came from coca leaves. Coca-cola drinkis not the same to everyone due to difference in the drinksconcentration (Aliber, 2011). Though the formula for coca-colaconcentrate is the same everywhere, the sweetness of the drink isdissimilar due to bottling companies that bottles the drink. Thebottling companies may alter the level of sweeteners used in thedrink so as to fit the local people`s demand.
Coca-colahas successfully marketed to billions of people around the world.Most of the people know it as a dark colored soft drink sold invarious places like supermarkets, hotels, clubs restaurants and evenin the kiosks nearby. Coca-cola Company is so successful because ofits brand development strategies (Seeking Alpha, 2014a). The loyaltyof the brand has helped the company to be so successful in mostcountries of the world. Coca-cola introduces new flavors and itadvertises its products more frequently thus making the public likeit more and more. Its brand development strategy has been made tocover many significant tactics of marketing. It mostly dwells onavailability, affordability as well as acceptability. Every month,the Coca-Cola Company tests 20 odd brand attributes that involvesalmost 4,000 clients (The Coca-Cola Company, 2014b). Coca-colaCompany also has a number of collections of logos, bottles andlabels. This has helped in maximizing the awareness of the buyer. Allthese strategies have helped coca-cola to be so successful (Fredrix &Emily, 2009).
Coca-colacannot be surpassed by Pepsi or even any other company. This is dueto many reasons. To begin with, when you look at coca-cola`s branddevelopment strategies, they surpass by far those of Pepsi. As saidearlier, coca-cola`s brand development strategy has been made tocover many significant tactics of marketing. Most countriesworld-wide love coca-cola due to its flavors, availability as well asaffordability. Pepsi is not so widely known as coca-cola. When itcomes to health matters, in the early 1990s, consumers of Pepsi from20 countries found syringes in soda`s cans. This caused many of Pepsiconsumers to stop taking the drink due to health risks. Even though,it was later found out that this was not Pepsi`s fault, consumerspanicked and the news still went around. It was also shown to causeobesity to its consumers. Pepsi`s marketing tactics didn`t bear muchfruits as compared to coca-cola`s.
Causeor corporate societal marketing affects my personal consumer behaviorin a great manner. This is because of many reasons. For instance,corporate marketing gives me an over view of the product so thisaffects my consumer behavior. Cause or corporate marketing affects myconsumer behavior because it affects the attitude that a have towardsthe product that I want to purchase in a subconscious way. If theorganization that am buying the product from has a favorable impacton me, then I will buy its products thus affecting my personalconsumer behavior. Nevertheless, if the organization has made anon-favorable impact on me, I will definitely not buy thatorganization`s products. In Starbucks case, Howard Schultz boughtcoffee because it was in a coffee cup and not coffee bean. Thisaffected his consumer behaviour due to the societal marketing ofStarbucks. Howard decided to set about creating an environment forStarbucks coffeehouses in US. Starbucks made a favorable impact ofHoward thus making him buy more of their coffee and establishing anew business for the same
Ibuy a product or service from a company because of its environmentalpolicies programs. For instance, in Schultz case, he createdenvironment for Starbucks coffeehouses which had a reflection ofItalian elegance put together with the informality of the US. This isbecause of selling coffee by the cup and not only beans. In summary,I do buy a product or a service from a company because of itsenvironment policies programs. Cause marketing plays an importantrole here.
Aliber,R. (2011). TheNew International Money Game.7th ed. Palgrave Macmillan.
Fredrix,Sarah Skidmore & Emily (2009). Costconixes Coke products over pricing dispute.Associated Press.
SeekingAlpha, (2014).Coca-Cola Enterprises Management Discusses Q1 2014 Results – EarningsCall Transcript. RetrievedFrom,http://seekingalpha.com/article/2163363-coca-cola-enterprises-management-discusses-q1-2014-results-earnings-call-transcript
TheCoca-Cola Company, (2014)a. CocaCola History.Retrieved From, http://www.coca-colacompany.com/history/
TheCoca-Cola Company, (2014b). CocaCola Brands.Retrieved From,http://www.coca-colacompany.com/brands/the-coca-cola-company/
Zhuan,T. (2014).Coca-Cola teams with Tsinghua to explore marketing. RetrievedFrom,www.chinadaily.com.cn/bizchina/2014-04/02/content_17398448.htm