Business Report on Cca
“How does an understanding of the influences on marketing contribute to business success?”
Executive Summary:
In this business report I will be discussing the importance of understanding the influences on marketing and how it will inevitably contribute to the business’s success. For example purposes, I will use Coca-Cola Amatil (CCA) as a case study to back up my statements. Firstly I will define and explain each influence on the marketing plan, including Factors influencing Customer Choice, Consumer Laws and Ethical Influences. I will then use relevant statistics and information on CCA to show how important the understanding of these influences is for a business’s success and survival.
Body:
Factors Influencing Customer Choice-
1. Psychological A psychological influence refers to the way we think, feel and reason when picking a product. It includes the way we perceive the product, how it reflects our personality, our lifestyle, attitudes and beliefs.
CCA enforces this factor into their marketing plan often. Many people choose to drink Coca-Cola Amatil products because they enjoy the product and what it represents. Usually words like ‘happiness’, ‘summer’, and ‘share’ are placed strategically within their many campaigns to reinforce this psychological connection. Each product has its own image, for example ‘Powerade’ attracts an athletic type, whereas a health conscious person may be attracted to another product, such as ‘Diet Coke’. CCA have purposefully manipulated these add campaigns to capture the customer through psychological means.
Understanding this factor allows businesses to manipulate the product to attract the target market. Product features can be added or removed, colour swatches can be developed and text can be altered to entice and hold on to customers, all from an understanding of this key influence.
2. Sociocultural Sociocultural influences refer to the influences from the society or
Executive Summary:
In this business report I will be discussing the importance of understanding the influences on marketing and how it will inevitably contribute to the business’s success. For example purposes, I will use Coca-Cola Amatil (CCA) as a case study to back up my statements. Firstly I will define and explain each influence on the marketing plan, including Factors influencing Customer Choice, Consumer Laws and Ethical Influences. I will then use relevant statistics and information on CCA to show how important the understanding of these influences is for a business’s success and survival.
Body:
Factors Influencing Customer Choice-
1. Psychological A psychological influence refers to the way we think, feel and reason when picking a product. It includes the way we perceive the product, how it reflects our personality, our lifestyle, attitudes and beliefs.
CCA enforces this factor into their marketing plan often. Many people choose to drink Coca-Cola Amatil products because they enjoy the product and what it represents. Usually words like ‘happiness’, ‘summer’, and ‘share’ are placed strategically within their many campaigns to reinforce this psychological connection. Each product has its own image, for example ‘Powerade’ attracts an athletic type, whereas a health conscious person may be attracted to another product, such as ‘Diet Coke’. CCA have purposefully manipulated these add campaigns to capture the customer through psychological means.
Understanding this factor allows businesses to manipulate the product to attract the target market. Product features can be added or removed, colour swatches can be developed and text can be altered to entice and hold on to customers, all from an understanding of this key influence.
2. Sociocultural Sociocultural influences refer to the influences from the society or