Beand extension example of coca-cola Brand extension sometimes is called brand stretching. It is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity. (Wikipedia 2013) A brand’s "extendibility" depends on how strong consumer’s associations are to the brand’s values and goals. One typical example is
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superior customer value." Marketing management is essential to an organisation in introducing‚ promoting‚ maintaining a product’s brand name within the market. The management would not solely focus on marketing metrics but also other departments from production to finance. All departments play an equally important in the marketing management. Without proper control of finance‚ desired marketing scheme could not be implemented; without standard quality of product‚ end-user would not trust the message
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Prins (112381) Luc Zijlmans (149689) | Coca Cola & Pepsi | Analysis International Strategy | Coca Cola & Pepsi | Analysis International Strategy | Index 1. Analysis International Strategy 3 2. The Coca-Cola Company & PepsiCo 4 3. Marketing 5 3.1 Marketing mix of Coca Cola 5 3.2 Marketing mix of Pepsi 7 3.3 Brand differentiation 8 3.4 Coca-Cola & Pepsi Worldwide 8 4. Management 9 4.1 Management Coca-Cola 9 4.2 Management PepsiCo 11 4.3 Management
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Scott Morrow MGT 531 Case #1 1/31/08 Coca-Cola’s New Vending Machine Statement of Problem Coca Cola‚ the world’s largest beverage company‚ has been under a tremendous amount of media scrutiny lately. Word got out that Coke is testing a new vending machine technology that changes price based on weather conditions. It charges a higher price during warmer temperatures and a lower price during colder times. Coke wants to increase its vending machine business with higher margins‚ but isn’t
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Case Study IS COCA-COLA THE PERFECT BUSINESS? A. One of the most important skills to learn in managerial economics is the ability to identify a good business. Discuss at least four characteristics of a good business. Based on the article about Coca-Cola‚ there are five essential characteristics of a business for it to be considered as a “Good Business”. First‚ it should be appealing to both young and old alike. Second‚ it must have a distinct characteristic which cannot be easily imitated
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new product that is related to an existing product that is successful in that market. Market Development By aiming your product at a completely new range of customers without changing the product at all. Businesses do this to attract customers from rival companies. Product Development A company will have an existing product and adapt problems of the previous version to meet customer need. Diversification A business will diversify by creating a brand new product and marketing it is already
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The Coca-Cola Company is one of the largest soft drink concentrate and syrup manufacturers which operate in almost all the countries in the world. During the first few months of 2000‚ Coca-Cola’s market capitalization was almost three times that of its chief competitor‚ PepsiCo and at the end of the year 2005‚ PepsiCo was able to surpass Coca-Cola by $.5 bn. This was the first time in the history of the companies that Coca-Cola was valued less than its rival enemy. Coca-cola’s relegation means that
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Course: International Business (BUSM1222) Lecturer: Dr. Natt Pimpa The Coca-Cola Company’s Internationalization in China By Ivi Suryana Junior Student ID no. 3464353 Bachelor of Business (International Business)‚ First Semester S3464353@student.rmit.edu.au 1. The Coca Cola Company Overview The Coca-Cola Company is an American multinational beverage corporation that was established on September 5‚ 1919. The company
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Running Head: ECONOMIC POSITION Coca Cola Economic Position Paper ECO 365 Coca Cola is the world’s leading manufacturer and distributor in the beverage industry.The economic position of Coca-Cola is determined through careful analysis of the organizations history‚ market conditions‚ market trends‚ and finally the recommendations needed for the future of the organization in their economic position. Overview of the company will consist of the history‚ industry market‚ the role of government
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Coca-Cola Brand Management Analysis CONTENT A world wide brand –Coca-Cola 3 Coca-Cola Recognition 3 The Other Side of Coke 4 Coke associations (good and bad) 4 Market positioning for Coca-Cola 5 Positioning strategy: Global is Out‚ Local is In 5 Increase the brand equity method 6 Advertising 7 Find big global partner 7 Sponsorship 7 sponsorship for sport: 8 Sponsorship for recreation: 8 Communications & Public Relations 9 In mass media 9 Main competitors in the world
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