Coca Cola Brand Building Strategy

Introduction- coca- locoweed is a change soft drink sold in stores, bearaurants and vending machines internation every(prenominal)y. The coca- the skinny Company claims that the beverold age is sold in to a greater extent than 200 countries. It is produced by The Coca-Cola Company in Atlanta, Georgia, and is ofttimes referred to simply as Coke or (in European and American countries) as cola, pop, or in some parts of the U. S. , soda.Origin entirelyy intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought let on by argumentman As a Griggs Candler, whose marketplaceing tactics led Coke to its dominance of the universe of discourse soft-drink market through away the 20th century. The society produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the globe. The Coca-Cola Company has, on occasion, introduced former(a) cola drinks under the Coke put up name.The most common of these is Diet Co ke, with another(prenominal)s including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and specific editions with lemon, lime or coffee. Brand mannequining strategy - Brand teaching strategy of Coca Cola has been far reaching and has managed to remain in the limelight ever since it became a favorite with the non alcoholic drinkers. It has been notice that mail committedness is an important factor in maintaining the number one position.Founded in the year 1886, the Coca Cola ac high society enjoys the status of being one of the biggest non alcoholic beverage companies of the world. It has a distribution system, which makes it uncomparable from the rest of the non alcoholic beverage manufacturers. Over the years, Coca Cola has passed several tests of tarnish enhancement and the ships company makes it a point that the harvestings under the banner Coca Cola continue to invade the capitulums of the consumers. The cross discipline strategy of Coca Cola comprised redesigning of its sign provement policies and techniques to keep up with the changing mindset of its consumers.Earlier, this brand believed in the following Afford ability Availability Acceptability However, this brand maturement strategy of Coca Cola was re worked to stress on the following instead Price value Preference distributive penetration. The essence of brand building of the company lies in the fact that it wants its consumers overtureibility to be indoors an arms reach of desire. In an attempt to build its brand individuality, as many as 20 brand attributes atomic number 18 tested every month involving as many as 4000 customers.The brand development strategy of Coca Cola is effective as it has been able to construct, manage As well as maintain its brand image. Another reason why this brand has gained unanimous acceptance all most the globe is due to the fact that it has been able to connect very well with its co nsumers. This implies brand doglikety. Brand loyalty has been instrumental in keeping up the brand image of Coca Cola. It believes in shelling out the best so that the consumers argon retained by default. A part of the brand building technique is also to enhance purchase frequency.The company has also invested in various advertisement campaigns often engaging the service of celebrities around the globe. In addition to the consumers, thither is another category of consumers, who increase the consumer imbruted and they constitute the collectors of the brand. The collectors usually indulge in collecting old as well as upcoming logos of Coca Cola, bottles and literary matter. With regard to the brand development of Coca Cola Zero, the company came out with an advertisement, which was quite assorted from the conventional ones.In this regard, (no calorie beverage), it has shelled out three types of crops. Coca Cola guiltless Diet Coke Coca Cola Zero. There atomic number 18 few e xperts who believe that when Coca Cola had the tag line of The Real Thing, it was really that but with the invention of various categories of coke, the real occasion changes to many things, and the original flavor is usually lost. Hence, the brand building strategies should be such that it does not flurry flock and is able to retain consumers despite the fact that several new-made non alcoholic beverage firms be on the anvil. The Power of Brand AccessibilityIf you were another soft drink company, you might define your matched frame of reference as the cola market or the soft drink market or even the beverage market. But Coke thinks of its business and its market look at in terms of share of human liquid consumption. This makes water a competitor. In fact, a Coke executive has said that he wont be satisfied until there is a Coca-Cola faucet in every home. Coca-Colas mantra is within an arms reach of desire. One Final Coca-Cola Fact A recent Coca-Cola yearbook report report ed that the second most recognized expression in the world after ok? is Coca-Cola. Brand Equity- The brand assets (or liabilities) linked to a brands name and symbol that add from a service. Brand fairness is difficult to measure because much of it depends on consumers perception and opinions of a brand. When a product has lavishly brand equity they are prospered at retaining their current customers by keeping them satisfied with the tonus of products and service. They are also successful at attracting new customers who have heard of the brand through successful merchandising or word of mouth. Coca-Colas brand equity is difficult to measure because they have extended their brand to allow in legion(predicate) products.In addition to the numerous of versions of Coca-Cola worldwide that compete against other beverage brands, Coca-Cola competes with itself. Nationally there are numerous versions / brands that are a part of the Coca-Cola family. Some of the brands include Coca-Co la Classic, Dasani Water, Full Throttle, Fanta, and Soy Products. In addition to competing against itself the Coca-Cola Company has saturated the market and consumers who whitethorn dislike one product may very enjoy a different Coca-Cola product. However, the consumer may be unaware that the beverage is actually in the Coca-Cola family.As a result measuring stick brand equity may be difficult as consumers may be loyal and repeat customers of a brand and not know its origin. Coca Cola was taking its core product, Coke, and expanding the product in new form factors and new overseas markets. The brand promise stayed the like whether it was sold in a Coke store in spic-and-span York or a path side stand in Mongolia refreshment, good times, and pure Americana. Despite the numerous brands and the difficulty in measuring brand equity it is evident that Coca-Cola has high brand equity.They are a company who has been in business for many years they have gained the business of consum ers in the soda market as well as numerous other beverage markets nationally and internationally. Their sales and growth show that they are a successful company Brand indistinguishability the brand identity is the audio-visual face of the brand the cues that tell you that you are are in the right place. The brand exposition is the formal description of what the brand stands for within different description categories its personalisedity, its value, its stories, its excited benefits etc..The brand proposition is the deal the brand is offering you at any given moment the coca-cola comp. has long been recognised as an organisation with probatory brand equity with over four four hundread brands available in virtually every nook and crany of the world . the flag ship brand of coca cola has stood the rest of the time over 120 years. Infact coca-cola alone is recognized as the most valuable in the world by the gazeed inter brand corportionvalued at above US $ 67 billion , the coca-c ola brand (coke)has become effectively become a part of modern world culture. hough its advertising campaign has changed over the years,coca-cola THE REAL TASTE has always stood for aREAL COLA DRINK with authenticity . the identity has been build by an decade with consistent values and diferentiated elements. umteen competitors have aim at cokes but the brand continues to command a number one position world(prenominal)y in ranking of brand equity. After all If u stand for the real thing every competitor is an imitator. the Coca-Cola bottle design differentiated the identity, the easier it is to cherish from infringement. Just coca cols has remained to its time tested identity u have the equallly relivant to you.This brand identity should debate your own unique equity and care essence this will ensure your brand creativity and identity that is meaning ful and sustainable in long term. pic Brand image- A unique set of associations in the mind of customers concerning what a brand st ands for and the implied promises the brand makes. There could be hardly any person around the world that hasnt heard the name Coca Cola. Ever since it beginning as worlds leading name in chilly drinks, Coca Cola has created a strong brand image irrespective of age, sex and geographical locations.Millions of people around the world are consuming cold drinks or soft drinks as part of their unremarkable meal. Coca Cola, ever since its inception has been the leader in soft drink market. Brand image is the significant factor affecting Cokes sale. Coca-Colas brand name is very well cognize all over the world. Packaging changes have also affected sales and industry positioning, but in general, the public has tended not to be affected by new products. Coca-Colas bottling system also allows the company to take advantage of infinite growth opportunities around the world.This strategy gives Coke the opportunity to service a large geographic, diverse, area. Brand loyalty Brand loyalty is a central construct to market. Keeping the consumer satisfied, and loyal enough to frequently purchase just one brand, is more difficult in todays marketplace than ever before. But today, major(ip) brands are experiencing heightened brand loyalty due to the growing popularity of the brand as a collectible. A recent Coca-Cola annual report reported that the second most recognized expression in the world after ok? is Coca-Cola. Brand personality-Brand Personality identity is understood as the set of human characteristics associated with a brand. The brand image building strategy implies the definition of a brand personality and a user personality. Have you ever thought about your personal brand? Brand personalities that 1) Are well-known, 2) offer something different to the world than they do in terms of products and services Coca-Colas brand personality reflects the positioning of its brand. The process of positioning a brand or product is a complex managerial task and must be done over time exploitation all the elements of the marketing mix.Positioning is in the mind of the consumer and can be described as how the product is considered by that consumer. When researching the positioning of a product, consumers are often asked how they would describe that product if it were a person. The purpose of this is to develop a character statement. This can ensure that consumers have a clear view of the brand values that make up the brand personality, just like the values and beliefs that make up a person. Many people see Coca-Cola as a part of their daily life. This imilarity between the brand and the consumer leads to a high degree of loyalty and makes the purchasing decision easier Brand Positioning- The location of a brand in relation to its competitors in some pre-defined space. The space may be defined by criteria used by consumers, such as value for currency or age of consumer etc. 5 main factors that go into defining a brand position. 1. Brand Attributes Wha t the brand delivers through features and benefits to consumers. 2. Consumer Expectations What consumers expect to receive from the brand. 3. Competitor attributesWhat the other brands in the market offer through features and benefits to consumers. 4. Price An easily quantifiable factor Your prices vs. your competitors prices. 5. Consumer perceptions The perceived quality and value of your brand in consumers minds (i. e. , does your brand offer the cheap solution, the good value for the money solution, the high-end, high-price tag solution, etc.? ) The Coca-Cola Company produce a unravel of beverages suited to different ages, stages, lifestyles and occasions. This includes soft drinks, viands drinks, juices and juice drinks, waters, zippo drinks, sports drinks and cordials.As part of a hefty, varied and balanced diet and an active lifestyle, all products can be enjoyed by the majority of people. It is committed to helping customers select the product that is best suited to the ir needs through the provision of detailed product reading supported by general advice on healthy eating, drinking and lifestyles. It understands that balancing energy intake with energy output is key to a healthy body weight. We therefore provide choice through range of low or no-kilojoule products that are ideally suited to the needs of people who wish to mow energy intake through beverage selection.such(prenominal) products are readily available at a similar cost to an equivalent higher energy product. As one of the largest producers and marketers of non-alcoholic beverages we promote physical activity through our active lifestyles programme and sponsorship of sport. Through new product development we will continue to release a range of new types of drinks, including low or no kilojoule products as we look at ways in which to cater to those people who wish to reduce energy intake through selection of lower energy beverages.Children and the role of our beverages Coca cola respec t and support the primary role that parents play in decisions affecting the lives of young children, including choices about diet and lifestyle. drinkable choice, like food selection, is a role for parents and we assist them in this through the provision of nutrition information and by making available a wide range of products suitable for all ages, stages and occasions. Coca-Colas longstanding global policy ensures we do not directly market our products to children under the age of twelve.Our brands are not advertize during childrens television times and we do not show children under 12 in advertising or promotional materials drinking our products outside of the presence of an adult. Our sampling events are directed to people over the age of 12. In the small number of schools where we provide vending machines we work with the school to provide a range of beverages, and ensure that lower energy products are priced attractively and the packaging is in a single deal out size. Guide lines have been established to oversee the manner in which we work with schools and their tuck shops.It is company practice to bewray diet drinks and sugar-free alternatives at a similar price to regular carbonated soft drinks. Retailers offering specials are encouraged to include both the regular and diet versions of our soft drinks. Through new product development it aim to develop more products that meet the unique needs of children and will work with nutrition experts as we do this. For healthy active and growing children, beverages higher in energy can be enjoyed as part of a balanced and varied diet.However, we also provide a range of low or no-kilojoule products also suitable for children. Supporting sport and physical activity Globally, The Coca-Cola Company has a long taradiddle of supporting sport and activity. have been a major Olympic Games sponsor since 1928 and also sponsor major international sporting events. Coca-Cola has been an All Black sponsor for the past deca de and has also supported idyl netball and rugby. At a grassroots level, Coca-Cola has formed a partnership with the NationalAssociation of OSCAR (Out of School direction and Recreation) to develop and implement a national physical activity programme available to 75,000 young New Zealanders. In South Auckland, the Get Moving programme is working to encourage children to participate in local anesthetic sports and recreation courses. The Pump water brand is now a major sponsor of the Heart Foundations excel Rope for Heart programme that runs in schools across New Zealand and through the Powerade sports drink brand, we support numerous sporting events around the country. LabellingAll products of The Coca-Cola Company provide clear nutrition information in accord with international regulations. Packaging Coca-Cola is committed to strict environmental guidelines, and to ensuring our packaging has as little impact as possible on the environment. To this end, a recycling project was in troduced in New Zealand during 2001 which ensures our PET bottles contain an modal(a) of 10% recycled material. Information Programmes Coca colas consumer contact centre provides around the clock access to information about the companies. PricingIt is company practice to sell diet drinks and sugar-free soft drink alternatives at a similar price to regular carbonated soft drinks. Similarly, any competitions or promotions of Coca-Cola can be entered by our consumers who purchase diet Coke. Although at the discretion of retailers, special offers and reduced prices on soft drinks are usually available for both the regular and diet versions of our soft drinks Brand lengthiness - Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category.Organizations use this strategy to increase and leverage brand equity (definition the net worth and long sustainability just from t he renowned name) pic pic pic pic pic Conclusion- The progress and advancement in the field of technology in the palm of soft drink raw material, production, manufacturing, information and communication technology and logistics have great positive impacts on the operations and sales of Coca-Cola.The availability of new soft drink ingredients enables Coca-Cola to introduce new variety of its products to its existent consumers, not forgetting to attract the new consumer groups. The use of the latest information technology has made able the company to attract the new generation of soft drink consumers with the latest features of song downloading. Also the existence of company website has enabled the world to be in touch with the latest progress, promotions and offers of Coca-Cola.