AMMATTIKORKEAKOULU OF APPLIED SCIENCES
FINAL THESIS REPORT
Brands and Branding Creating a Brand Strategy
Degree Programme in International Business December 2009 Supervisor: Mari Stenvall
The Coca-Cola Company (Coca-Cola) is a leading manufacturer, distributor and marketer of
Non-alcoholic beverage concentrates and syrups, in the world. The company owns or licensesmore than 400 brands, including diet and light beverages, waters,...
Business Horizons (2009) 52, 377—386
A brand is forever! A framework for revitalizing declining and dead brands
Sunil Thomas, Chiranjeev Kohli *
Mihaylo College of Business & Economics, California State University Fullerton, Fullerton, CA 92834, U.S.A.
ExtEnding thE brand
Extending an existing brand into uncharted waters is a profitable yet delicate task. Marlboro has done it with clothes. Kingfisher is trying with air travel.
ompanies introduce new products all the time, many of them within the company’s existing pr...
PROBLEM AND ITS BACKGROUND
Coca-Cola is the most recognized brand in the world and has been closely identified with notions of consumption and democracy in the United States. It’s commercially successful over the following decades that by the time of the Second World War...
Corporate level strategy
Coca-Cola Company is now the largest soft drink company in the world. Moreover, the company has become the largest manufacturer, distributor, and marketer of non-alcoholic beverage concentrates and syrups which operate in more than 200 countries. After years of global...
In pursuit of purity
Coca-Cola may have one of the most famous brand failures of all time, but its long-standing rival has also had its fair share of marketing mishaps. For instance, in 1992 Pepsi spotted what it considered to be a gap in the market. What the world was waiting for, the company deci...
The assignment focuses on analyzing and comparing two companies which belong to same sector or industry with a marketing angle. The purpose states that the study of the module Marketing Management needs to be implemented in virtual front by providing thoughtful process to the comp...
Brand management defenation
Brand management involves a number of important aspects such as cost, customer satisfaction, in-store presentation, and competition. Brand management is built on a marketing foundation, but focuses directly on the brand and how that brand can remain favorable to cu...
Praise for Brand Failures. . .
“You learn more from failure than you can from success. Matt Haig’s new book is a goldmine
of helpful how-not-to advice, which you ignore at your own peril.”
Laura Ries, President, Ries & Ries,...
COURSE: BA in Marketing Communications
ASSESSMENT: Principles of marketing
TITLE: Enterprise Foods
FACILITATOR: Liesl Allen
BRIEF DATE: 16th July 2012
DUE DATE: 26th July 2012
STUDENT NUMBER: 707186
TABLE OF CONTENTS...
1. BACKGROUND AND DEVELOPMENT OF THE SOFT DRINK INDUSTRY
The soft drink industry began in the mid-1880s with the creation of syrup that was mixed with carbonated water and served at drug store lunch counters. During the early years, soft drinks were sold only in stores that could provide fountain...
Case Study: Coca-Cola Co. versus Pepsico
The two large companies Coca-Cola Co. and Pepsico have battled for market share for decades now. Today they have become major international brands, leading the beverage industry and often being seen as a symbol of the west. What are some of the main str...
and Threats involved in the business
The Coca-Cola Company (Coca-Cola) is a leading manufacturer, distributor and marketer of Non-alcoholic beverage concentrates and syrups, in the world. Coca-Cola has a strong b...
A DISSERTATION ON BRAND FAILURES: A CONSUMER PERSPECTIVE TO FORMULATE A MNC ENTRY STRATEGY
A DRAFT REPORT
SUDIPTA ROY (ROLL # 55 BMD 96-98) to
Prof. Venugopal Pingali in partial fulfilment of the requirements of Postgraduate Diploma in Business Management XLRI Jamshedpur JAN 1...
In this case of Coca-Cola changing their well established Coke formula and introducing an new one in 1985 for the purpose of gaining more market share; the reason why such decision was made by Coke’s executives was mainly because of a series of marketing campaign conducted by their major arrival -...
Soft drinks are playing the vital role in the market and the companies are also getting the good profits on these products. The soft drinks industry has originated in 1772. Now these drinks spread all over the world and the millions of bottles is consumed every day. Now this busines...
Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 bevera...
In this report, Coca-Cola is the main organization that will be focussed in this report.
The pricing strategy of Coca-Cola beverages is globally marketed. However, due to competitors, such as Pepsi, the price of certain areas might be varied.
There is no doubt that thi...
COKE AND PEPSI LEARN TO COMPETE IN INDIA
IN PARTIAL FULFILLMENT OF
MASTER DEGREE IN BUSINESS ADMINSTRATION TMV UNIVERSITY
Prof. R. Ganesan
PAI INTERNATIONAL CENTER FOR MANEGMENT EXCELLENCE
This is certify that Mr...