Brand Audit on Coca Cola
1.0 Introduction
We are students of MKT-470 “Strategic Brand Management”. Our faculty Mr. Saquib Shahriar, Lecturer, School of Business, Independent University, Bangladesh has assigned to us this report writing as a part of our course study. We are sincerely thankful to him for assigning or group such type of a project work.
In this report we have discussed about overall market scenario of Coca-Cola, its brand strategies, brand elements, positioning, problems and current market strategy, marketing mix elements (pricing, communication, distribution channels), as well as detailed analysis of consumers’ perceptions of the brand which has been analyzed based on a survey questionnaire. At the end of the report some recommendation is given to manage this brand in the longer term.
2.0 Company overview
2.1 History
The first company that conducted its operation in the soft drink industry was Coca-Cola. They brought a new revolution in the history of the world. Coca-Cola was established in May 1886 when a pharmacist Dr. John Styth PEMBERTON first produced syrup in a three-legged brass pot in Atlanta, Georgia backyard. Coca-Cola first bottled in 1894. Large scale bottling was only possible in 1899. They marketed and distributed the product in specific territories.
2.2 Coca-Cola Company in Bangladesh
Even before our independence of Bangladesh the Coca-Cola Company has started its operation in Bangladesh. Coca-Cola started its operation under a franchise agreement. In Bangladesh there are two franchisees conducting operation on behalf of Coca-Cola Company. One is Tabani Beverages Company Ltd and the other Abul Monem Ltd.
Tabani Beverage was established in 1963 at 257, Tejgaon, Dhaka. It had a rated capacity of 50 BPM on and acre land area. After independence, in 1972, the plant was handed over to Bangladesh. Freedom fighter welfare trust under the ministry of industry with the increase of gradual market demand in 1985 transferred and newly installed the plant
We are students of MKT-470 “Strategic Brand Management”. Our faculty Mr. Saquib Shahriar, Lecturer, School of Business, Independent University, Bangladesh has assigned to us this report writing as a part of our course study. We are sincerely thankful to him for assigning or group such type of a project work.
In this report we have discussed about overall market scenario of Coca-Cola, its brand strategies, brand elements, positioning, problems and current market strategy, marketing mix elements (pricing, communication, distribution channels), as well as detailed analysis of consumers’ perceptions of the brand which has been analyzed based on a survey questionnaire. At the end of the report some recommendation is given to manage this brand in the longer term.
2.0 Company overview
2.1 History
The first company that conducted its operation in the soft drink industry was Coca-Cola. They brought a new revolution in the history of the world. Coca-Cola was established in May 1886 when a pharmacist Dr. John Styth PEMBERTON first produced syrup in a three-legged brass pot in Atlanta, Georgia backyard. Coca-Cola first bottled in 1894. Large scale bottling was only possible in 1899. They marketed and distributed the product in specific territories.
2.2 Coca-Cola Company in Bangladesh
Even before our independence of Bangladesh the Coca-Cola Company has started its operation in Bangladesh. Coca-Cola started its operation under a franchise agreement. In Bangladesh there are two franchisees conducting operation on behalf of Coca-Cola Company. One is Tabani Beverages Company Ltd and the other Abul Monem Ltd.
Tabani Beverage was established in 1963 at 257, Tejgaon, Dhaka. It had a rated capacity of 50 BPM on and acre land area. After independence, in 1972, the plant was handed over to Bangladesh. Freedom fighter welfare trust under the ministry of industry with the increase of gradual market demand in 1985 transferred and newly installed the plant