Co-production refers to the voluntary or involuntary participation of users of public
services in any design, management, delivery and or evaluation of public services.1 In
lecture, it means customers act as collaborators with a manufacturers or retailers to
create the product or service. In the context of the MKTG2004 course, students can be
seen as customers who are seeking to acquire knowledge and skills in the field of
marketing. Tutors and lecturers, on the other hand, can be viewed as manufacturers or
retailers who provide a service by imparting relevant knowledge to students. Through
their interactions in tutorials and seminars, students and instructors work together to co-
create value by enhancing the learning experience and achieving the desired outcomes.
In this course, students can watch Lector's pre-recorded videos and weekly
requirements on the webpage through wattle. At the same time, students can also
participate in Tutorial to communicate with tutors and other students. It focusses on
identifying and building loyalty among customers. Students can choose their favorite
songs to play in the tutorial, which is considered a daily login reward to create a long-
term relationship with customers and manufacturers. Rewards are designed to keep
players engaged by providing an incentive to log in and play. This greatly improves the
stickiness and enthusiasm of students. Rewards are an effective way to keep players
engaged by providing an incentive to log in and play. By offering rewards, game
developers can greatly improve the stickiness and enthusiasm of their players. 2This
strategy can also be applied in educational settings to enhance student engagement and
motivation. By providing rewards for participation and achievement, educators can
encourage students to actively engage in the learning process and strive for excellence.
This can lead to improved learning outcomes and a more fulfilling educational
experience for students. In a tutorial, the tutor usually asks questions, which is
considered creating the offering. Students who have different culture backgrounds such
as exchange students and domestic students were randomly divided into different
groups. As the communication progressed during the tutorials and seminars, different
ideas and views from various perspectives collided and merged to form a more
complete answer. This process allowed students to develop a sense of participation and
achievement. Through active engagement in discussions and collaborative problem-
solving, students were able to co-create value by enhancing their understanding of the
subject matter and developing critical thinking skills. By working together with their
peers and instructors, students were able to achieve a deeper level of learning and a
more fulfilling educational experience. So, the customers create the value from the
offering. Each tutorial is assigned a relatively fixed number of people to ensure the
experience of each customer, that is, the student. This approach is based on the idea of
retention as a priority over acquisition, which means that it is more important to retain
existing customers than to acquire new ones. By limiting the number of participants in
each tutorial, the interests of original customers are protected, and loyalty is improved.
1 Osborne, Radnor, Z., & Strokosch, K. (2016). Co-Production and the Co-Creation of Value in Public Services: A
suitable case for treatment? Public Management Review, 18(5), 639–653.
2 Frommel, Manyk, R. L., Sub Multimedia, & Multimedia. (2022). Daily Quests or Daily Pests? The Benefits and
Pitfalls of Engagement Rewards in Games. Proceedings of the ACM on Human-Computer Interaction, 6(CHI
PLAY), 1–23.
This strategy can lead to increased customer satisfaction and long-term success for the
organization.
Q2
Firstly, the AMA (2017) definition of marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large. The fundamental purpose
of marketing is to create value by developing a variety of offerings, including goods,
service, and ideas, to satisfy customer needs. Tic Tac creates value by offering
customers four different flavors of candy. So, the goods are four different flavors of
candy in exchange for money. There are five core aspects of marketing, and marketing
is about satisfying customer needs and wants is involved. Tic Tac has launched four
different flavors of candy to meet the demand of customers for candy. Variety
selection is recognized as an important aspect of food-related behavior. (Rozin et al.,
2006). Multi-flavor approach can stimulate consumers' curiosity and satisfy
consumers' needs for the same product but different tastes. The use of color in product
packaging plays a crucial role in helping customers distinguish between different
flavors. By using different colors to represent different flavors, companies make it
easier for customers to identify the product they want. This is particularly important in
the food industry, where flavor variety is a key factor in consumer choice. The
interaction between flavor variety and color variety can have a significant impact on
consumer behavior.3When presented with a range of products with different flavors
and colors, consumers are more likely to make a choice based on their personal
preferences leading to increased customer satisfaction and loyalty, as well as
improved sales for the company. At the same time, a multi-flavored approach can
reduce perceived risks such as performance risk, financial risk, and social risk. Firstly,
the multi-taste method provides customers with the right to choose. If there is only
one flavor, if the customer does not prefer this flavor, it will not be able to meet the
needs of consumers, which reduces the performance risk. Secondly, product diversity
can attract more customers, if there is only one flavor and the market is cold, the
company may have loss. This reduces financial risk. Finally, the multi-flavor
approach builds more recognition and enhances the product's image, which reduces
social risk. It can also excite the customer for creating interest or desire of costumers
to the specific flavor of goods. The goods offer value to the target audience. So, it is
the diversification part of Ansoff Matrix to generate options for growth. Overall, Tic
Tac can increase its market share and sales by reaching more customers who have
different needs and wants for candies. Secondly, Tic Tac can enhance its customer
satisfaction and retention by providing more value and variety for customers who
have different preferences and expectations for candies. Thirdly, Tic Tac could
differentiate itself from its competitors by offering distinctive flavors and designs that
appeal to different customer segments. Finally, Tic Tac can build a stronger brand
image and equity by creating a positive association between products and lifestyles
and personalities of consumers. Overall, Tic Tac can stimulate customers' interest
through a multi-flavor approach and provide more specific combinations to meet the
3 Wang, Qiu, L., Zhang, W., & Wan, X. (2022). Influence of flavor variety and color variety on consumer
preference and choices of yogurt bundles. Food Quality and Preference, 96, 104424.
doi:10.1016/j.foodqual.2021.104424
needs of consumers. This can also expand population of consumers and increase sales.
In addition, this approach reduces some risk.
Q3
There are five steps of the consumer decision making process in order to acquire and
use that product which are needs recognition, information search, alternative
evaluation, purchase and consumption and post-purchase. In this case, Coca-Cola
(Classic Soft Drink Bottle 600ml) will be chosen as the target of the analysis. Firstly,
needs recognition means that consumers have specific needs that can be solved by
purchasing goods or services. In this case, consumers feel thirsty or have a need for
carbonated beverages and addiction and want to buy beverages such as Coca-Cola to
satisfy needs.
Secondly, Information search means that consumers obtain information about goods
or services through different channels. There are two ways such as internal sources or
external sources. Internal sources means that consumers may have the same
consumption experience or memory to choose products. In this case, consumers may
choose Coca-Cola because they have bought Coca-Cola in supermarkets or fast-food
restaurants. External sources means that consumers obtain information through
external media, such as friends' recommendation or Coca-Cola's choice after seeing
Coca-Cola on the Internet and advertisements.
Evaluation of alternatives means that consumers have other similar products to choose
from. In this case, Coca-Cola has similar competitors such as Pepsi, which is also a
carbonated drink with a very similar taste and is the main competitor of Coca-Cola. At
the same time, there are other similar products such as Fanta and other carbonated
drinks.
Purchase and consumption mean consumer is affected by intention at this stage, such
as availability, convenience, promotions, social pressure, or emotions. In this case,
Coca-Cola owns the world market and numerous advertisements. Consumers could
buy Coca-Cola at almost any retailer. Meanwhile, the bottle of Coca-Cola is small and
easy to carry. It increases the availability and convenience dramatically.
Post-purchase refers to consumers' evaluation of satisfaction when they obtain goods
or services. For example, consumers may rate whether Coca-Cola tastes satisfactory or
whether obesity factors and whether Coca-Cola is acceptable to the budget. After the
feedback, the consumer will decide whether to purchase the product or service again.
As a marketer, Information search is considered as the most important part of the
consumer decision making process in this assignment. Coca-Cola can invest more
money in advertising to increase popularity, not only in traditional media such as TV,
radio, etc., but also in new media such as Facebook and Instagram. Facebook provides
an excellent platform to increase product sales through marketing viewed by over one
billion Internet consumers (Schulze et al., 2014)4 . This can greatly increase brand
4 Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing:
Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69.
awareness and increase brand audience. At the same time, Coca-Cola can also create
some cultural centers. For example, McDonald's recreated its headquarters in Chicago,
trying to integrate the brand into culture and spread it to consumers. This is a social
factor in the consumer decision process. However, Coca-Cola's advertisement should
not be false and overly publicized. This may cause several predictable risks to
consumers, such as performance risk, financial risk, social risk, etc. By these
approaches, it may create more sales for that case study product which is Coca-Cola (Classic
Soft Drink Bottle 600ml).
Bibliography
Osborne, Radnor, Z., & Strokosch, K. (2016). Co-Production and the Co-Creation of
Value in Public Services: A suitable case for treatment? Public Management Review,
18(5), 639–653. https://doi.org/10.1080/14719037.2015.1111927
Frommel, Manyk, R. L., Sub Multimedia, & Multimedia. (2022). Daily Quests or Daily
Pests? The Benefits and Pitfalls of Engagement Rewards in Games. Proceedings of the
ACM on Human-Computer Interaction, 6(CHI PLAY), 1–23.
https://doi.org/10.1145/3549489
Wang, Qiu, L., Zhang, W., & Wan, X. (2022). Influence of flavor variety and color
variety on consumer preference and choices of yogurt bundles. Food Quality and
Preference, 96, 104424. https://doi.org/10.1016/j.foodqual.2021.104424
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social
media marketing: Comparative effect of advertisement sources. Journal of Retailing
and Consumer Services, 46, 58-69.