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”

Coca-Cola Retail Channel

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