Product Differentiation: A Case study of Coca Cola
Coca cola is a brand phenomenon known all over the world. According to Coca Cola website, John Pemberson and Frank Robinson established the company in 1886 when they discovered the formula in a pharmacy in Atlanta. Today a global brand Coca Cola, faces stiff competition from Pepsi but Coca Cola continues to be the market leader in beverage business. Coca Cola is the most Consumed soft drink in the world. It has been able to establish itself as the best product in the market through brand name, color, advertising, packaging and availability. The aim of Coca Cola is ensure its products are completely different and of superior quality than those of competitors. This strategy is known as product differentiation.
Coca cola is known for its aggressive and creative advertising, which is partly responsible to its success. For the consumers to ascertain the quality of Coca Cola they must consume the product. Therefore, the advertisement must be persuasive and convincing enough to make the consumers consume the product. Over the years, Coca cola has been able to present itself as a superior quality. This has built a loyal customer base among the consumers in addition to attracting new customers, which is important for the success of the company. For example, McWilliams (2010) says that over the years young people are known not to like diet drinks. However, in 2005 Coca Cola launched Coke Zero with a slogan ‘everybody chill’ and the drink has defied the odds.
The adverts by Coca Cola are always unique and use very attractive slogans. They use slogans that make it easy for consumers to identify themselves with the brand, for example “thing go better with coke’ which depicts couple dancing while drinking coke may make consumers to assume things will not get better if they don’t consume coke. Another notable slogan is...
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