Diet Coke
A BRAND AUDIT
Table of Contents Introduction: 3 Brand Inventory 6 Brand Elements: 6 Diet Pepsi and Pepsi Company Profile (appendix)– (To be added) 9 MARKETING MIX: 9 Product Characteristic and Attributes 9 Price 11 Promotion 12 Points of Parity and Points of Difference between Diet Coke and Diet Pepsi – (To be added) 15 Brand Exploratory 15 Brand Awareness 15 Brand Image 16 Interpretation of Brand Exploratory: 19
Introduction:
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
Table of Contents Introduction: 3 Brand Inventory 6 Brand Elements: 6 Diet Pepsi and Pepsi Company Profile (appendix)– (To be added) 9 MARKETING MIX: 9 Product Characteristic and Attributes 9 Price 11 Promotion 12 Points of Parity and Points of Difference between Diet Coke and Diet Pepsi – (To be added) 15 Brand Exploratory 15 Brand Awareness 15 Brand Image 16 Interpretation of Brand Exploratory: 19
Introduction:
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
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