Brand Audit of Coca Cola

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Brand Audit


In partial fulfillment of the
Requirements for the degree of

Submitted by:
Santiago, Kevin DJ

March 2011
I.Consumer focused sources of procedures to:
-Assess the health of the brand
Coca cola has been top in the market for the last decade or even 2 decades. But can coca cola maintain their top level in the market? One of the great marketing legend of coca cola is their bottle. That famous bottle was designed so that no matter how many pieces it might be smashed into, each piece would be recognizable as having once been part of a Coca-Cola bottle. What do I mean by that? Even if the logo was removed, or even not recognizable, still Coca cola will be recognizable because of their bottle. Coca cola managed to involve every communications element in brand message, that translated every design detail, text inclusion, color scheme, and so on as meaningful contributors to your brand's consistent message. In theory, your logo should no longer be necessary to identify the brand. -Turnover sources of brand equity

Price Premium-
Coca-Cola is known for being slightly more expensive then other brands of carbonated soft drinks. Compared to Pepsi, Mountain Dew, Marinda, RC, POP etc., it is clear the Coca-Cola do indeed charge a price premium their brand. Coca-Cola drinks ware more expensive per 100ml then any other brands of soft drinks available in store. Market Leadership-

Coca-Cola also owns more than half of the world’s beverages and sells over 1 billion bottles per day. This proves that Coca-Cola is without a doubt the market leader for soft drinks not only in the Philippines, but in the rest of the world Satisfaction/ Loyalty-

As far as loyalty is concerned, Coca-Cola spends Millions of Rands every year on advertising to ensure that their customers remain interested in their products. 75% of people who purchase Coca-cola products are loyal customers who would choose their coca-cola product over any alternative. Another factor that demonstrates Coca-Cola’s customer loyalty is that these customers are relatively price insensitive and don’t mind paying extra for a bottle of coke.

-recommendation for improving and leveling brand equity
MATCH THE CONSUMER EXPECTATION. This is more important right now, since RC cola has been a big thing right now. Coca cola must return the favor to the consumer. Coca cola must give to the consumer on what they’re expecting to produce like the quality, the price etc. In this way, coca cola can regain the lost market size when the RC cola enters the market. GIVE THEM REASON TO REBUY. Coca cola must deliver a message enough to re-attract the consumers time after time. Also, Coca cola must be informative to their consumers, give them exclusive datas, because its important to retain your customers, especially when retention costs about one-tenth of acquisition. SURPRISE YOUR CONSUMER POSITIVELY. Coca cola must surprise the consumer positively. Coca cola must be creative in order to get the attention of their consumers and surprise them on what will be the latest trends, what’s new or what’s hot in Coca-cola.

II.Brand Inventory

-Identify the Brand elements.

Coca-Cola is the world’s most popular soft drink. Sold in more than 200 countries, it is produced by The Coca-Cola Company and is often simply referred as Coke. Originally intended as a ‘patent medicine’ when it was invented in the late 19th century by pharmacist John S. Pemberton as a ‘coca wine’, Coca-Cola has dominated the worldwide soft drink market for decades now. The Coca-Cola logo, like the product itself, is rated among the most recognized logos and brands in the world. The typeface used, known as Spencerian script, was developed in the mid 19th century and was the dominant form of formal handwriting in the United States during that period. The red and white colored scheme in the Coca-Cola logo was kept simple and distinctive to...
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