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The Coca-Cola and NAACP Customer Analysis
Day 6Toni TalleyNia Groce
Lakiesha HermanQuinton GloverJeremy JohnsonDevin Edwards
Professor Angela Harris
Agenda
Coca-Cola
– Market Segments & Market Growth
– Benefits & Motivation
– Decision Maker & Retail Channel
– Buying Process & Consumer Information Sources
– Customer Practices
NAACP
– Market Segments & Market Growth
– Benefits & Motivation
– Decision Maker & Retail Channel
– Buying Process & Consumer Information Sources
– Customer Practices
Benefits and Motivation of NAACP
• NAACP Perks Card
• Networking opportunities
• Customer Reviews
• Adult membership
– $30.00/year
– $750.00 for lifetime
• Youth membership
– $15.00/year
– $400.00 for lifetime
– Scholarship eligibility
NAACP Customer Practices
Frequency of Purchase
• Membership fees
• Events
Seasonal Factors
• Holiday food and clothing drives
• Natural disasters relief aid
Customer Trends
• Inconsistent views
• Controversial events
• Recruiting methods
• NAACP events and celebrity endorsements
NAACP Decision Maker & Retail Channel
Decision Maker Retail Channel
• Universities
• NAACP website
• Spokespersons
• NAACP Awards
• Churches
• Average age of NAACP member
is 50-55 years old
• Youth membership is slowly increasing
• Male dominated organization
NAACP Buying Process and Consumer Information Sources
Motivation and Interest
Research
Joining / Application
Process
Doing the works of an
NAACP member
Paying membership
dues
•Publications
•Toll free number
•Advocacy & research
•Events
•Legal
•Getting involved
Consumer Information SourcesBuying Process
Coca –Cola & NAACP Market Segments, Market Size and Growth
Demographics
Psychographics
Geographies
• Age
• Gender
• Interests
• Activities
• Region
• Size of Region
Market Segments
•NAACP•40,000,000 African Americans•62,000,000 Minorities•Market in decline
•Coca-Cola•Has 67.8% of the market share•6,830,586,985 people in the world and Coca-Cola is world renowned•Growth overseas
Market Size and Growth
Benefits and Motivation of Coca-Cola
• Cold, refreshing, tasty, and uplifting
• Affordable drink
• Caffeine
• Loyalty to the brand
• Customer develops a habit
• Coca-Cola cost compared to cigarettes
Coca-ColaDecision Maker
• Bottling companies
• Head of house holds
• Celebrity Influence
• Carrying on traditions
Coca-Cola Buying Process and Consumer Information Sources
Buying Process
• Bottler– Syrup purchasing
– Bottles and sells for themselves
• Consumer– Desire
– Search
– Satisfaction
– Repetition
Consumer Information Sources
• Nutrition labels
• Financial reports
• Advertisements
Coca-Cola Customer Practices
Frequency of Purchase
-Most talked about brand
-Average 1.6 billion servings daily
Seasonal Factors/ Customer Trends
• Holidays and seasons increase sales
• Tradition
• Healthy lifestyles
• “Going green”
www.naacp.org
http://web/ebscohost.com/ehost
http://bianca-
sonera.blogspot.com/2009/10/developing-
global-vision_04.html
http://www.chicagodefender.com/article-5460-
naacp-reports-resurgence-of-youth-
activism.html
http://smalallah.com/research/relationship-
marketing-coca-cola-in-india/
http://www.reuters.com/article/idUSTRE61829
W20100209
Resources