How different channels engage consumers from various psychological perspectives. A case study of Starbucks, Coca-Cola, and Nestle - Odiwuor, Armstrong
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Case Study from the year 2024 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, Free University of Berlin (Business Administration and Management), course: Business Management, Marketing, language: English, abstract: This paper explores the engagement of consumers through various psychological perspectives across different marketing channels, focusing on case studies of Starbucks, Coca-Cola, and Nestle. Employing an omnichannel strategy, businesses integrate both online and offline platforms to enhance market reach and consumer experience. Using Starbucks as…mehr

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Produktbeschreibung
Case Study from the year 2024 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, Free University of Berlin (Business Administration and Management), course: Business Management, Marketing, language: English, abstract: This paper explores the engagement of consumers through various psychological perspectives across different marketing channels, focusing on case studies of Starbucks, Coca-Cola, and Nestle. Employing an omnichannel strategy, businesses integrate both online and offline platforms to enhance market reach and consumer experience. Using Starbucks as a case study, the paper delves into how the brand strategically engages consumers through online platforms like social media and mobile apps, as well as offline methods such as in-store experiences and iconic branding. Psychological variables including motivation, learning, attitudes, perception, and personality are dissected to understand their influence on consumer decision-making processes. Shifting focus to Coca-Cola, the paper examines how the company leverages diverse marketing channels to diffuse innovation, particularly illustrated through the launch of new Diet Coke flavors. By employing aggressive marketing campaigns across various platforms, Coca-Cola demonstrates the power of integrating online and offline strategies to capture consumer interest and loyalty. The effectiveness of Coca-Cola's marketing initiatives is evaluated alongside notable drawbacks, emphasizing the importance of consistency and adaptability in modern marketing practices. Lastly, the paper analyzes Nestle's approach to online and offline marketing, highlighting the company's transition towards digital media while maintaining a presence in traditional channels. By embracing socio-cultural perspectives and employing corporate social responsibility initiatives, Nestle demonstrates the alignment of marketing strategies with broader societal values. A comparison between the effectiveness of online and offline marketing strategies reveals the advantages of online channels in terms of measurability, cost-effectiveness, audience targeting, and long-term exposure. In conclusion, the paper underscores the significance of integrating online and offline marketing channels in contemporary business practices, emphasizing the need for innovative strategies that resonate with consumer psychology. Through comprehensive case studies and analyses, it offers insights into navigating the dynamic landscape of consumer engagement in the digital age.
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Autorenporträt
Hello! I'm Armstrong Odiwuor, a versatile professional with over a decade of experience in various fields including teaching, customer service, and freelance writing. Graduating with a Bachelor of Business Management degree from Mt. Kenya University and I have demonstrated academic excellence throughout my education, earning Second Class, First Division Honors. With a passion for both education and business, I embarked on a career in teaching, serving as a High School Teacher at Nairobi School. There, I taught Business and Management subjects, fostering a positive learning environment and achieving outstanding academic results. My dedication to student success was recognized when I was awarded the title of Business Teacher of the Year for the best-performing class. Transitioning into the corporate world, I gained valuable experience as a Customer Representative at Safaricom Kenya Ltd. In this role, I handled customer complaints, provided appropriate solutions, and maintained records of customer interactions, demonstrating strong communication and problem-solving skills. As a freelance writer, I expanded my skill set by contributing articles, research papers, and guides. My expertise in business, management, and finance allowed me to deliver high-quality content tailored to client specifications, while also assisting clients with resume writing and personal statements. In addition to my freelance work, I am an accomplished author with Grin Publisher and a dedicated blogger. I have published articles and books on various topics, showcasing my ability to engage and captivate audiences through the written word. With a strong foundation in education, a passion for customer service, and a talent for writing, I bring a unique blend of skills and experiences to every endeavor. I'm committed to making a positive impact in their professional endeavors and look forward to continuing to grow and contribute in my future endeavors.