The consumers of Coca-Cola Essay Example | Topics and Well Written Essays - 2250 words

The consumers of Coca-Cola - Essay Example is advertising campaign is also carried to other targeted customers located in different parts of the globe through satellite broadcasting as well as the internet. These forms of communication are fast and instantaneous and they can reach different parts of the globe. The figure below shows the product involved in the mentioned advertising campaign. The consumer buying process is comprised of five stages namely: need recognition, information search, evaluation of alternative, purchase decisions and post purchase decisions (Strydom, 2004). For real, this is a process not an event given that it goes through different stages. In most cases, it can be noted that consumers are always aware of their needs and they often search for information they can use to satisfy their needs. This is when the advertising campaign comes in handy when people are looking for information that can be used to satisfy their needs. In the case of Coke Zero advertising campaign, the target audience is men and th is can go a long way in providing the required information about the ideal product that can satisfy their needs. The advertising campaign is designed in such a way that it conveys the information that can influence the targeted group to develop a positive attitude towards Coke Zero. The message in this advertising campaign is: â€Å"defender and celebrator of guy enjoyment.† This message is designed in such a way that it captures the attention of the targeted customers such that they can be influenced to try the product. The other important aspect of the buyer decision process is related to evaluation of alternatives. According to Berry & Wilson (2001), marketers should always be aware of the fact that there are various alternatives in the market hence they should design their advertising... 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: â€Å"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.

Aviation Essay Example | Topics and Well Written Essays - 750 words

Aviation - Essay Example These constraints constitute environmental, technological, political and legal concerns. Airlines in different countries of the world are owned by both private and public owners and the pricing policy takes into consideration all the prominent players of the aviation industry, such as airports, ground transports, the customers, and freight forwarders. Apart from that, they consistently endeavour to maximise their profits and minimise costs paid to airport authorities (Adler et, el., n.d.,). Obviously this objective is achieved through the means of proper pricing policy. The current practices of airline pricing include the cost-based pricing method that takes into account all the costs encountered during the operation such as landing charges, passenger diverging charges, air tariffs, cargo charges, loading and unloading charges, security expenditures, engine charges and other charges applicable to specific situations. For instance, some airlines charge higher for night air travels while some charge noise charges in order to fund the suspension schemes concerning noise created by aircraft on the airport (Adler et, el., n.d.,). Some airlines also go for peak-period pricing, which refers to pricing at a higher rate for some specific business seasons while lower for the others. Although these methods are widely in practice within most of the airlines, yet few airlines charge different prices at different levels of services, seasons, markets etc. -2- Relation of Pricing Practices with Costs, Investment Decision and Aircraft Capacity Pricing practices prevailing among the airlines are closely knitted with the various costs, investment decision and aircraft capacity. In fact, pricing decisions are taken while considering all of these factors, as price can seriously affect them. An efficient pricing practice can lead an airline to alleviate costs, maximize revenues and operate efficiently with maximum utilization of aircraft capacity. Airlines base their pricing policy most prominently on costs, which are mainly the charges imposed on the airlines by the airport authorities plus other technological, aircraft maintenance and security expenditures. Airline pricing evidently reflects the exacerbation and alleviation of various costs encountered during the flight operations. As the costs rise, prices too go up and vice versa. Therefore, the major concern of airlines while devising an efficacious pricing policy remains to minimise the charges, fees and tariffs paid to airport for the purpose of maximising its revenues. Airline pricing practices can further be related to the investment decisions. Airlines do base their investment decisions on pricing through cost estimation in a way as discussed by Banker and Johnston (1993). They say that airlines base their investment decisions after estimating their costs drivers. Pricing is determined with the objective to minimise costs and enhance revenues. The revenues are in turn considered to further enhance their investment into innovative technology to get competitive edge over the other airlines in the industry. These investment decisions can only be made once all the costs likely to be encountered in the year is estimated well by airline. Therefore pricing leads to the estimation of various costs, which in turn takes an airline to devise its investment decisio