Consumer Behavior Strategy Paper
Consumer Behavior Strategy Paper
The Coca Cola Company
Alan Addington, Kayla Larkin, Eric McNeil, Judy Sheats, Salina Twiley
MKT435
December 8, 2014
Dustin Youngdahl
Consumer Behavior Strategy Paper
Explain the decision-making process buyers work through to purchase your product or service. Kayla
Determine the influence of family members in your customers ' decision. Judy
Determine how you can influence consumers at each stage. Eric
How can you enhance your potential buyers ' shopping experience? - Salina
JUDY- Peersuasion: Family, Friends, & Others Influences The Coca Cola Company has existed over a century to become not only one of the most successful companies in the 21st century, but the most recognizable marketing icons in the world. “In 1886, Coca-Cola was invented by a pharmacist named John Pemberton, otherwise known as "Doc", fought in the Civil War, and at the end of the war decided to invent something that would bring him commercial success. So, after a move to Atlanta, Pemberton decided to try his hand in the beverage market. In his time, the soda fountain was rising in popularity as a social gathering spot for families as an attempt to keep people from going to bars. And this was when Coca-Cola was born. However, Pemberton had no idea how to advertise. This is where Frank Robinson came in. He registered Coca-Cola 's formula with the patent office, and he designed the logo. He also wrote the slogan, "The Pause That Refreshes." This where learning and memory theories converge in advertising. Coke did not do so well in its first year. And to make matters worse, Doc Pemberton died in August 1888, meaning he would never see the commercial success he had been seeking. After Pemberton 's death, a man named Asa Griggs Candler rescued the business. In 1891, he became the sole owner of Coca-Cola. It was when Candler took over that one of the most innovative marketing techniques was invented. He hired traveling salesmen to pass out
The Coca Cola Company
Alan Addington, Kayla Larkin, Eric McNeil, Judy Sheats, Salina Twiley
MKT435
December 8, 2014
Dustin Youngdahl
Consumer Behavior Strategy Paper
Explain the decision-making process buyers work through to purchase your product or service. Kayla
Determine the influence of family members in your customers ' decision. Judy
Determine how you can influence consumers at each stage. Eric
How can you enhance your potential buyers ' shopping experience? - Salina
JUDY- Peersuasion: Family, Friends, & Others Influences The Coca Cola Company has existed over a century to become not only one of the most successful companies in the 21st century, but the most recognizable marketing icons in the world. “In 1886, Coca-Cola was invented by a pharmacist named John Pemberton, otherwise known as "Doc", fought in the Civil War, and at the end of the war decided to invent something that would bring him commercial success. So, after a move to Atlanta, Pemberton decided to try his hand in the beverage market. In his time, the soda fountain was rising in popularity as a social gathering spot for families as an attempt to keep people from going to bars. And this was when Coca-Cola was born. However, Pemberton had no idea how to advertise. This is where Frank Robinson came in. He registered Coca-Cola 's formula with the patent office, and he designed the logo. He also wrote the slogan, "The Pause That Refreshes." This where learning and memory theories converge in advertising. Coke did not do so well in its first year. And to make matters worse, Doc Pemberton died in August 1888, meaning he would never see the commercial success he had been seeking. After Pemberton 's death, a man named Asa Griggs Candler rescued the business. In 1891, he became the sole owner of Coca-Cola. It was when Candler took over that one of the most innovative marketing techniques was invented. He hired traveling salesmen to pass out
References: Cantwell, 2008, The History of Coke, Retrieved from http://iml.jou.ufl.edu/projects/spring08/Cantwell/invention.html Cherry, K. (2014). What is memory? Retrieved from http://psychology.about.com/od/cognitivepsychology/a/memory.htm History of Coke. (2014). Retrieved from http://www.coca-cola.com Lee, Melissa, Coca Cola: The Real Story of the Real Thing, CNBC Broadcast, 2009. Okano, Hideyuki. October 2000, Learning and memory. Retrieved from http://www.pnas.org/content/97/23/12403.full Solomon, M. R. (2013). Consumer Behavior: Buying, Having, and Being (10th ed.). Retrieved from www.ecampus.phoenix.edu. Water for Africa. (2014). Retrieved from http://www.coca-colacompany.com/rain/