Coca-Cola Brand Management Analysis

Topics: Coca-Cola, Cola, Coca-Cola brands Pages: 9 (2610 words) Published: November 8, 2008
Coca-Cola Brand Management Analysis


A world wide brand –Coca-Cola3
Coca-Cola Recognition3
The Other Side of Coke4
Coke associations (good and bad)4
Market positioning for Coca-Cola5
Positioning strategy: Global is Out, Local is In5
Increase the brand equity method6
Find big global partner7
sponsorship for sport:8
Sponsorship for recreation:8
Communications & Public Relations9
In mass media9
Main competitors in the world9

Reference books11
Reference Websites11
Brand portfolio and history12

A world wide brand –Coca-Cola
Coca-Cola is a type of carbonated soft drink sold in stores, restaurants and vending machines in more than 200 countries. It is produced by The Coca-Cola Company and is often referred to simply as Coke. The Coca-Cola Company is the world’s largest beverage company. Along with Coca-Cola, recognized as the world’s most valuable brand, The company actually produces concentrate, which is then sold to various licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola in cans and bottles to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single Coca-Cola bottler in North America and Western Europe. The Coca-Cola Company also sells concentrate for fountain sales to major restaurants and food service distributors. The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, which has become a major diet cola. However, others exist, including Diet Coke Caffeine-Free, Cherry Coke, Coca-Cola Zero, Vanilla Coke and special editions with lemon and with lime and even with coffee. Coca-Cola Recognition

Coca-Cola is recognized by 94% of the world’s population, Approximately 10,450 Coca-Cola brand drinks are consumed around the world each second of every day. Coca cola owns more than ½ of the world’s beverages. it is affordable in all the countries. It was not out of the price range for an afternoon snack. it comes in a variety of sizes worldwide so you can use it for a crowd or as a personal snack drink

The Other Side of Coke
There are more than 27 different varieties of coke made by Coca-Cola, First bottle of Coke was sold 120 years ago on May 8, 1886 in Atlanta, Georgia. Some of the other brands under the Coca-Cola Company are: Sprite , Fanta , Smart, Barq’s Root beer, Dasani, Dr. Pepper, Fresca, Hi-C, and Minute Maid …… Coke associations (good and bad)

If 'Coca-Cola' were the name of a person, how would you describe that person? How does that person make you feel? Consumers often prefer products that have a strong, positive image. An important ingredient of this image will be the associations that are evoked in the mind of the consumer. The 'brand personality' is what people think and feel, consciously and subconsciously, about a company identity or product and is described the same way as you would a person. 'Coca-Cola's' brand personality reflects the positioning of its brand. The process of positioning a brand or product is a complex managerial task and must be done over time using all the elements of the marketing mix. Positioning is in the mind of the consumer and can be described as how the product is considered by that consumer.

It is not difficult for us to find out some words to describe Good association for Coca-cola, for example, Pretty cool, American culture ,Top one brand , Celebration , red &special shape, traditional brand and so on. While we can also find some Bad associations, caffeine, Cardiovascular diseases, unhealthy and fat. Another very important association is regarding Coca-Cola as a political and corporate...
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