Coca cola virtual world

Thèmes abordés

Consumer behavior, buyer behavior, purchase, marketing, strategy, plan, virtual world, coca-cola, advertising, u by kotex

Résumé du document

Coca Cola is a big company in the food and beverage industry, in order to immerse their market share into young generation; this firm has established Mycoke.com in 2002 and succeeded their business as the first company in the industry use virtual world as a new kind of media. In 2007, they expand their glory via join "there.com" world and open "CC Metro Island" which still target to young generation's behavior. Base on a true story, this report aims to analyze Coke's virtual world in manner of culture, brand personalities, motivation and consumer's attitude to apply to "U by Kotex" from Kimberly & Clark firm also targets to young generation.

Extraits

[...] Additionally, the world would never be boring when Coca Cola created many competitions to encourage young people is more creative, independent and outgoing such as sport, design, writing competition. In general, some people could join in virtual world via many channels, the other would find them as a channel with youth desire about social networking; characterize them in a reflective way with their real personalities. Coca Cola had been wisely captured their young customers' personalities and polished their brand with that. (Laurel 2009). Social networking activities Source: http://cdn.mashable.com/wp-content/uploads/2007/12/cc-metro.png How Coke's virtual world affect consumer's attitude? According to Park et al. [...]

[...] (Neal, et al 2002). In fact, the culture inside virtual world would be changed by time as it depended on real world change. However, the fact of having a unique culture in virtual world could specialize outstanding features of that world as creating hug waves of adopters to this new culture (Mesa 2009, p.59) The torch of designing a fantasy world, which is matched up with outside world cultures carried to pursuit user's personalities as the brand, will exercise on this. [...]

[...] Laurel, B Exclusive interview with Brenda Laurel: We “brought girls roaring into the online game space”, Ted: Ideas worth spreading, viewed on 10th May 2010, Lee, T., Breen, L ‘Young People's Perceptions and Experiences Of Leaving High School Early: An Exploration' Macmanus,R Coke's Virtual World Web Strategy: The More Things Change, The More Things Stay The Same, ReadWriteWeb, viewed on 10th May 2010, Marchand, Roland (1985) Advertising The American Dream; Making Way For Modernity, 1920-1940. [...]

[...] Coke's product will be bought and consumed. In contrast, for segmentation that has low involvement about Coke product, these people will join CC Metro through Coke's communication channel such as brochure, public relation, so on, or from friend's suggestion, even joining because of the popularity of CC Metro. By interacting with Coca Cola's brand image, music and its product regularly, the users will get an obsession in their minds. The belief about Coca Cola has changed from normal soft drink brand into dynamic, funny brand name with high consciousness about customer's health. [...]

[...] Second, participators feel free to play different role in this world even it is extremely different in their real life. Thus virtual world gives individuals freedom to choose characteristics without real world traditional stress. For the safety aspect, players would not take the physical and emotional risk as in real life. In the virtual world, players itself do not involve in adventure thus avoid the physical danger. As to the emotion .And players do not suffer the negative response directly. Because computer screen is seen as buffer for player to reduce the pain the rejection by others. [...]