CocaCola B2B Assignment
- 1. Coca-Cola Case B2B Marketing Group Assignment
- 2. CASE Your job of selling Coca-Cola to your old college has proven more difficult than you imagined. There seem to be many influences on your buyer’s behavior that you did not expect. What are the following factors that might exist :- 1. Environmental factors ? 2. Organizational factors ? 3. Interpersonal factors ? 4. Individual factors ?
- 3. 1. Environmental Factors Environmental factors that exists are: 1. Culture and customs : It affects the direct selling of coke in the college canteen as in india tea and coffee are the most preferred beverages. And college students also prefer them above the soft drinks many a times which can play a major factor affecting the coke sale. 2. Competitive development : As already in the segment of cold drinks and beverages there are a lot of options available from different brands which allows the consumer to switch on the products as easily as they want. 3. Seasonal changes : This factor plays a great part in selling of any product in india because there are 3 major seasons in India because if the tropical positioning of our country. Therefore in cold seasons sale of the cold beverages falls due to increased awareness about the health in the youngsters and the college staf too. 4. Price : Coca-Cola has to price them selves in the segment where the college students can afford it easily. Example- coke selling a ₹10/- glass reusable bottle.. Which is very price effective in such segments and hence coke is able to survive in the market.
- 4. 2. Organizational Factors? Organizational factors like- 1. Policies - Policies like financial policies may impact the buyers behavior. Example- company gives only one week credit policy but buyer wants 2 weeks credit policy. So, here buyer may not buy in bulk . 2. Procedures - How the purchase order is routed, or how will the buyer makes the order, it all depends on the organization. Example - if organization takes order every month, but buyer wanted to give the order in every week, he does not wanted to buy in bulk, then it may impact the buyer. 3. Buying objective - Buyer may give priority to low price product rather than high price product, he may not consider the brand but rather he considers the price .
- 5. 3. Interpersonal Factors? Interpersonal Factors:- 1. Status : Marketers must be very aware of the social class of their target market. If a marketer wishes to target efforts toward the upper classes, then the market offering must be designed to meet their expectations in terms of quality, service, and atmosphere. A marketer should understand the dynamic of the social class as well. 2. Interest : There can difference between the interest of the people involved in this buying process. The one group of people may be interested in the quality and consistency of the supply of coke while the other groups may be interested in lower price of the coke.
- 6. 4. Individual Factors? Individual factors like:- 1. Personality : College going students are mostly health-conscious nowadays for maintaining their body and prefer to eat and drink healthy, so most of them avoid having Coca-Cola and would rather prefer energy drinks. 2. Preference : Each and every individual have different taste and preferences and due to the intensive competition in the market there are a large number of substitute drinks available which affect the selling of Coca-Cola.
- 7. Thank You !!