Part A: Customer Satisfaction and Product Guarantee Plan
What is the ad's normal promotional message?
The advertisement is one brand commercial that sends both functional and emotional message. It assumes that the target market is familiar already with the brand and drink. Its most important purpose is to create brand recall on the consumers. It brings the thinking of that drinking Coca-Cola bring pleasure and freshness (Schultz, 2016). It additionally indicates that consuming Coca-Cola drinks leads to lean body, decrease obesity and tooth erosion. It additionally shows that Coco-Cola Company is committed to desire by offering customers the Coco-cola brands that suit their weight loss plan and lifestyle with or without caffeine or calories.
Is there a manufacturer promise? Do you believe the promise?
The brand promises refreshes and pleasure on consumption of the Coco-Cola. The ad shows people guzzling bottles of coke and also twirl the bottles playfully or take poses. The people used in the advertisement are shown as smiling indicating that they are happy. I do not entirely believe the ads because Coco-Cola Company produces three drinks that are coke zero, coke life and Diet Coke. The Coke Zero is sugarless but the coke diet and coke life have sugar and thus when consumed continuously may lead to obesity and tooth decay. The message that the consumers of Coke products lead to lean body, happiness, and refreshments is therefore short-lived.
Who do you think the ad is targeting?
The advertisement mainly targets the youths or young customers (millennials). The ad promotes fun, and modern lifestyle enjoyed mostly by the young people. The ad is based on the fact that young clients are usually looking for excitement and fun as well as like to throw away boredom. It uses mainly uses individuals in their teens, and particularly girls and boys are partying and having fun. The youths are shown as drinking Coke, playfully twirl them strike poses and logo outward. The ad shows the youth enjoying pleasure and refreshes themselves as they drink coke. The advertisement indicates that that consumption of Coca-Cola brings the best fun and enjoyment. It suggests that drinking Coco-Cola brings fun when celebrating.
Why would a customer buy this product?
The ad particularly focuses on youths who like partying, fun and excitement. It creates the notions that party without Coke is impossible. It also brings the idea that consuming coke leads to happiness and pleasure. Besides, the ad removes the ideas that consumption of obesity and tooth decay that is usually tagged to drinking of Coco-Cola products. Therefore, the ad would motivate the young customers to increase their use of coke products based on the emotional and functional appeal brought by the advertisement.
Where would the customer use the product?
The Coke brand and drinks can be used in several places as shown in the ad. It can be utilized when youth is having fun with friends. It can be used with family during fun and entertainment moments. The advertisement also indicate that Coke can be utilized by young people after work particularly when they are resting and those that are thirsty after long day of sunshine.
How does the advertisement appeal to the customer's image of him- or herself?
The image in the ad is taken from the regular life and represent the lifestyles of youth customers. The youth (millennial generation) mainly focus on working hard and engage in constant. The advertisement thus tries to link with the emotions and attempting to connect with the passion found among the youths (Schultz, 2016). The ad claims that Coco-Cola is made mainly for the millennial generation and that individuals can add more joy in their lives, primarily by consuming Coco-Cola products and brand. It argues that a moment of Coco-Coal in one's life brings glory and excitement. It demonstrates that consumption of Coco-Cola brand brings pleasure and refreshment. The people use in the ad are smiling, happy and laughing, a symbol of contentment. It also demonstrates that consumers of Coke have a lean body and healthy teeth signifying that drinking Coco-Cola brand has no effect on the body.
Would you buy the product or suggest it to your friends and family?
I would buy and even propose it to family and friends because coke usually refreshes. The advertisement covers everybody and offers all people a choice. It gives everyone an opportunity to either choose between Diet coke, coke zero and coke life. While the ad is one brand advertisement that covers all Coco-Cola drinks, I would especially like to suggest to my friend to consumer coke zero because of it limited sugar contents. The less sugar content of this product implies less tooth decay and obesity related illness. Therefore coke is truly refreshing and appealing.
Explain how the advertising copy appeals to the reader. Where is the call to action to buy?
The advertisement brings an impression that there is no fun, enjoyment, and glory without consuming Coca-Cola. The notion it creates among the youths is that no other drink is better than Coco-Cola in quenching thirst and well as having the best taste. Besides, the youths used in the ad are partying, happy and refreshed and this call on young customers to increase their consumption of Coke brand (Nudd, 2016).
Do the visual or graphic images correspond to the copy? Why did it capture your attention?
The visual correspond to the copy because it shows millennial generation having fun and refreshing moments as they use the Coco-Cola brand. They youths are depicted smiling and laughing a sign of contentment. The ad captured my attention because it uses young people smiling and holding a bottle of cokes yet it is always known that drinks cause increased obesity. I was moved to analyze the advertisement to determine it an actual message to the young generation. Link to the ad is http://adage.com/article/cmo-strategy/coke-debuts-taste-feeling-campaign-strategic-shift/302184/ Part 2: The Salesperson's Attitude
Did the salesperson make a sales pitch? If so, what were some of the key highlights of it?
The salesperson made a sales pitch. She used three posters to present her sales message. The first poster showed a man working on a hot sunny day, sweating and almost fainting. In the second poster, the same man was drinking Coco-Cola. The last poster showed the man refreshed and worked hard.
Describe the general attitude of the salesperson.
The saleswoman showed talkative and aggressive attitude. Immediately I arrived at the store she welcomed me with a smile and greetings. She then welcomed to the shop and showed me different brands of Coke such as Diet Coke, zero coke, and life coke.
Reflect on your reaction as the consumer
The first impression I develop upon looking at the posters was negative. I mistakenly viewed the sale pitch from right to left, and this brought an idea that drinking coke leads to suffering. However, after clarification from the salesperson, I felt convinced to buy coke. Besides, I was impressed by the polite and respectful treatment I got from the shop. Greeting and conversation with the saleswoman impressed upon me to purchase the brand.
How did the salesperson get your attention?
The saleswoman got my attention by the use of appealing posters, greeting as well as her conversational attitude. When I got to the store, the first thing I show was the pitch presentation that showed how drinking coke changes life to the fun. I also received warm welcome through the greetings. Still, she conversed with me regularly indicating the benefits of consuming each of the available brands, and this moved me to buy the zero coke.
How did you respond to the initial greeting by the salesperson, and why?
I felt appreciated and welcomed by the initial greeting I received. I responded by smiling and explaining my joy to be in the shop at that time. The reception is especially impressive because I had never seen such warm greeting in my previous visit to other stores.
Articulate how the information applies to the field of customer behavior, sales, and advertising.
The use of posters is one of the promotional techniques used to bring the attention of the client in the presence of a product or service in the market. The warm greeting is a strategy to develop customer friendly environment to make them buy the provided product or services. All these approaches help to improve sales. Part 3: The Product Pitch and Promise
What product or service did you ask about?
When I reached the store, I asked for Coke Zero.
What promises did the salesperson make about the product or service?
The saleswoman made gave a guarantee that is a purchased the product, then I would not get disappointed. She claimed that unlike other brand coke zero was value for money because it is sugar-free and thus could not lead to tooth decay or obese related complications. She also promise that Coke Zero would offer me fantastic refreshment and pleasures.
What was the product guarantee?
The product guaranteed refreshment, fun, enjoyment as well as risk-free heath. It also offers refined tastes to consumers. Coke Zero has no sugar content and is also cool. The absence of sugar means less probability of becoming obese or causing tooth erosions. The fact that it is cool also ensures that it kills thirst first.
What is the company's stance on product returns?
Coco-cola company view coke zeroes as a low-calorie drink that has amazing taste and created desired enjoyment to the consumers.
What is the length of time the company will accept a returned product?
Coco-Cola Company provide customers to make a product return within 30 days of the purchase date. On refund, the customer must fill the up the return section and hand it to the company upon return of the product. The return segment usually come with the package upon purchase.
What is the exchange for the returned product (i.e., refund, store credit, etc.)?
The return is processed with seven to ten working days. However, for the exchange to take place, the product must be in a new condition. The company only refunds the purchase cost but does not include the shipping cost.
Do you agree with the product guarantee and return policy? Why or why not?
I agree with the product guarantee and policy. The guarantee of low calories is accurate taking into account that the production process does not use sugar as an implement. The coke also has excellent taste. Besides, the company provides adequate time for a customer to decide whether they can make a return. Allowance of thirty days is enough time for one to make a decision on whether to take back the purchased product to the company.
Are you willing to risk buying the product based on the product guarantee and return policy? Why or why not?
I would risk buying the product because it offers practical guarantee and policy. The return policy provides adequate time to forfeit the purchase decision. The product guarantee of low calories and refreshment also is accurate based on the reviews that the product has received.
Articulate how the information applies to the field of customer behavior, sales, and advertising.
The product guarantee is a sale and marketing strategy that enhances customers' views on the provided services. It offers customers assurance on the trustworthiness of the product. The fund policy also reinforces the trust of the customers on the product available in the market as it indicates the enthusiastic attitude of the company to refund any consumer who feels dissatisfied. Part 4: Key Assignment Draft
Customer Service Policies
- We are dedicated to producing the highest quality and best-tasting beverages. - We endeavor to act ethically and responsibly as we carry out our business. - We are determined to support smaller customers to make their business more profitable. - We aim at providing our customers with the safest beverages through the sustainable food safety program. - We will complete our interactions with clients in a courteous and professional manner. - We are determined to listen to our client's complaints and after that take necessary steps to assist them. - We seek to understand the impact of Coke Zero on our customers with the aim of addressing areas of concern and adding value to our beverages. - We are dedicated to working with our clients to improve their purchase experiences and accelerate innovation with the objective of providing excellent drinks. - We are determined to work with our customers with the aim of broadening their drinks choices, nutritional needs and ensure responsible marketing. Section I: Company and Brand Information
Coca-Cola Company
Coco-Cola Company is an American multinational beverage company that deals with the manufacture and sell of nonalcoholic drinks and syrups. It is well-known for its extensive production of Coco-Cola drinks. It currently operates in over 200 countries with its main headquarters located in North America (The Coco-Cola company, 2012). Now, the firm sells over 1.6 billion drinks on a daily basis. One of the Coco-Cola brands is Coke Zero. Coke Zero is a low-calorie non-alcoholic drink that has a unique taste compared to other Coco-Cola drinks. It was made primarily for men who associated drinks with women. Section II: Product Pitch Script
"Almost 70% of all cases of obesity in the world comes from the consumption of beverages with high calories and approximately $210 billion is spent annually to treat obesity. If you save $ 0.5 today would you use it to avoid obesity? I work for Coco-Cola Company, and we provide the leading low-calories non-alcoholic drink known as Coke Zero. Coke Zero offers a unique taste, refreshes and has amazing thirst-killing ability. Buy Coke Zero today and save both life and money."
Section III: Cross-Selling and Promotional Opportunities Coke Zero has two complementary products that are bread and whiskey. Coke Zero can be taken together with bread in resting places and at home. Similarly, Coke Zero can be used to neutralize the bitterness present in Whisky. Therefore, it is possible that when consumers are using more bread then the consumption of Coke Zero also increases. The rise in the use of spirit drinks such as Whisky could also enhance the amount of Coke Zero consumed. An example of a promotional campaign for Whisky would be "Drink without Refilling" while that of bread would be "Taste the Sweetest in a Century."
References
Nudd, T (2016, January 19). Here Are 25 Sweet, Simple Ads from Coca-Cola's Big New 'Taste the Feeling' Campaign. Retrieved from http://www.adweek.com/creativity/here-are-25-sweet-simple-ads-coca-colas-big-new-taste-feeling-campaign-169075/
Schultz, E (2016, January 19).Coke Replaces 'Open Happiness' With 'Taste the Feeling' in Major Strategic Shift. Retrieved from http://adage.com/article/cmo-strategy/coke-debuts-taste-feeling-campaign-strategic-shift/302184/
The Coco-Cola company (2012, December 19). Brands. Retrieved from http://www.coca-colacompany.com/brands/the-coca-cola-company
