Table of Contents
Diet Pepsi and Pepsi Company Profile (appendix)– (To be added)9
Product Characteristic and Attributes9
Points of Parity and Points of Difference between Diet Coke and Diet Pepsi – (To be added)15
Interpretation of Brand Exploratory:19
No one thought a drink sold for five cents a glass at a pharmacy would grow up to be one of the most recognized brands in the world. On January 31, 1895 the Coca-Cola trade mark was registered and a mere two years later it had setup syrup plants in more than three different American states. Presently Coca-Cola offers over 400 brands in 200 different countries, and more than 70 percent of its revenue originates from outside the United States. Below is the beverage category hierarchy of the Coca-Cola Company showing the different types of beverages that it produces: Figure 1.1
In 1982 Diet Coke was launched as a lower calorie alternative to the classic Coca-Cola drink. It is a line extension from the company’s original Brand. Diet Coke was introduce after Diet Pepsi, but still Diet Coke has managed to become the number one selling Diet drink in the world. The Cola Wars has put Pepsi on the Map as being Coca-Cola’s direct competitor. “The mutually targeted television advertisements and marketing campaigns” (wikipedia.com) did not help to hide this fact. In North America, specifically the United States, Diet Coke developed its own flavors targeting health conscious consumers, who still want to enjoy Cola but without the calories. The following figure shows the different drinks available under the Diet Coke brand: Figure 1.2
The focus of this paper will be on conducting a brand audit on the Diet Coke brand in the United States. The brand audit will be divided into two main elements that examine the Diet Coke strategy as an individual entity from corporate umbrella brand. First a detailed brand inventory will be constructed showing the Diet Coke Brand profile. It includes a detailed examination of the brand elements and the marketing strategies. Also a comparison between Diet Coke and Diet Pepsi will be drawn based on those elements, this is to understand the points of parity and differences between them. Second there is an exploratory side to this paper, which aims to provide an understanding of actual consumer perceptions of the brand. Brand Inventory
This section will examine the brand elements of Diet Coke and how they’re used in building its equity, as well as compare it to Diet Pepsi’s brand elements, then explore their different marketing mixes – with Diet Coke’s as the main focus. Then, it discusses the POPs and PODs between the two. Brand Elements:
“Brand elements are all trademarkable devices that serve to identify and differentiate the brand”, (Keller, 2008). These elements play a major role in building brand equity. They are strongly integrated into the different levels of Keller’s CBBE model. Starting from brand identity, and thus affecting the brand’s meaning, people’s response to the brand, and finally- along with other brand dimensions- shaping consumer’s relationship with it. However, some criteria such memorability, meaningfulness, likability, adaptability, transferability and protectability are essential to the effectiveness of brand elements. Although it’s safe to say that Diet Coke’s brand identity is highly leveraged by the corporate equity of Coca-Cola as the umbrella brand. An analysis of its brand elements is necessary to see how they also contribute to this brand equity. The table below summarizes the differences/similarities between the Diet Coke’s and Diet Pepsi’s brand elements.
The name “Diet Coke” is self-explanatory and descriptive of the product, thus simple and very memorable. It is also likable because of its...