You are on page 1of 12

Introduction-:

Coca-Cola is a carbonated soft drink sold in stores, restaurants


and vending machines internationally. The Coca-Cola Company
claims that the beverage is sold in more than 200 countries. It is
produced by The Coca-Cola Company in Atlanta, Georgia, and is often
referred to simply as Coke or (in European and American countries) as
cola, pop, or in some parts of the U.S., soda. Originally intended as a
patent medicine when it was invented in the late 19th century by John
Pemberton, Coca-Cola was bought out by businessman As a Griggs
Candler, whose marketing tactics led Coke to its dominance of the
world soft-drink market throughout the 20th century.

The company produces concentrate, which is then sold to


licensed Coca-Cola bottlers throughout the world. The Coca-Cola
Company has, on occasion, introduced other cola drinks under the
Coke brand name. The most common of these is Diet Coke, with
others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free,
Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special
editions with lemon, lime or coffee.

Brand building strategy -:


Brand development strategy of Coca Cola has been far reaching
and has managed to remain in the limelight ever since it became a
favorite with the non alcoholic drinkers.

It has been noticed that brand loyalty is an important factor in maintaining the number
one position.

Founded in the year 1886, the Coca Cola company enjoys the status of being one of
the biggest non alcoholic beverage companies of the world. It has a distribution
system, which makes it unique from the rest of the non alcoholic beverage
manufacturers. Over the years, Coca Cola has passed several tests of brand
enhancement and the company makes it a point that the products under the banner
Coca Cola continue to invade the minds of the consumers.

The brand development strategy of Coca Cola comprised redesigning of its brand
development policies and techniques to keep up with the changing mindset of its
consumers. Earlier, this brand believed in the following:
● Afford ability
● Availability
● Acceptability

However, this brand development strategy of Coca Cola was re


worked to stress on the following instead:

● Price value
● Preference
● "Pervasive penetration".

The essence of brand building of the company lies in the fact that it
wants its consumers accessibility to be "within an arm's reach of
desire". In an attempt to build its brand identity, as many as 20 brand
attributes are tested every month involving as many as 4000
customers. The brand development strategy of Coca Cola is effective
as it has been able to construct, manage
As well as maintain its brand image.

Another reason why this brand has gained unanimous acceptance all
around the globe is due to the fact that it has been able to connect
very well with its consumers. This implies brand loyalty. Brand loyalty
has been instrumental in keeping up the brand image of Coca Cola. It
believes in shelling out the best so that the consumers are retained
by default. A part of the brand building technique is also to enhance
"purchase frequency". The company has also invested in various
advertisement campaigns often engaging the services of celebrities
around the globe. In addition to the consumers, there is another
category of consumers, who increase the consumer base and they
constitute the collectors of the brand. The collectors usually indulge
in collecting old as well as upcoming logos of Coca Cola, bottles and
literary matter.

With regard to the brand development of Coca Cola Zero, the


company came out with an advertisement, which was quite different
from the conventional ones. In this regard, (no calorie beverage), it has
shelled out three types of products.

● Coca Cola Classic


● Diet Coke
● Coca Cola Zero.
There are few experts who believe that when Coca Cola had the tag line of "The Real
Thing", it was really that but with the invention of various categories of coke, the "real
thing" changes to "many things", and the original flavor is usually lost. Hence, the
brand building strategies should be such that it does not confuse people and is able to
retain consumers despite the fact that several new non alcoholic beverage firms are
on the anvil.
The Power of Brand Accessibility

If you were another soft drink company, you might define your
competitive frame of reference as the cola market or the soft drink
market or even the beverage market. But Coke thinks of its business
and its market share in terms of “share of human liquid consumption.”
This makes water a competitor. In fact, a Coke executive has said that
he won’t be satisfied until “there is a Coca-Cola faucet in every home.”
Coca-Cola’s mantra is “within an arm’s reach of desire.”

One Final Coca-Cola Fact

A recent Coca-Cola annual report reported that the second most


recognized expression in the world after “ok?” is “Coca-Cola.”

Consistency is king

While coming up with a fresh marketing campaign that will catch the
eye is of vital importance to all businesses, this cannot override the
need for consistent branding. Customers and prospects need to know
that marketing is for a company, which requires certain aspects to
remain the same, or at least very similar.
As Forbes explains, creating a "lasting imprint" on the consciousness
of the consumer can take time, meaning that constantly changing
branding approaches can have a detrimental effect. Not only has
Coca-Cola maintained a similar script font for branding and its tell-
tale red, all marketing features happy people smiling broadly and
simple taglines.
Its brand is built on the idea of 'enjoying a coke' and this message is
the one that is always hammered home, even as its product range
changes and adapts to emerging trends.

2. Big changes can spell disaster

Although Coke's branding is usually strong, it has made some


mistakes, which can be equally as important to learn from. It released
New Coke in 1985 in a bid to take market share away from rivals,
discontinuing classic coke in the process. The aim was to make the
product and the brand more relevant to the time, as The Balance
explains, but the change didn't receive the intended attention.
Despite a huge marketing campaign heralding the new formula, a lot
of testing among focus groups and celebrity endorsements, this
rebrand of a classic company came under fire from loyal consumers.
The backlash was so great that Classic Coke was made available once
more within three months - New Coke went on to be discontinued in
2002.
However, Coca-Cola learned its lesson, putting the marketing
attention primarily on its Classic version and rebuilding its brand
based on the more popular product and image. This goes to show that
even putting a lot of money into branding doesn't guarantee success
and that sometimes it is better to cut your losses and revert to a
former offering or brand image.

3. Brand over product

One of the most successful ways in which Coca-Cola has marketed


itself is that it puts the focus on the brand rather than its product.
Coke is described as something that brings family and friends
together, encourages sharing and brings happiness, rather than a
soda.
Smartling highlights how beneficial this is for a global brand, which
sells variations of its products and uses different packaging
throughout many countries. Rather than a complicated marketing
plan that focuses on the product, which would be difficult to
implement, Coca-Cola sells the lifestyle that it strongly associates with
its brand. This ensures that the brand is universal and understood
across all cultures and languages.
While not all companies will operate on a global scale like Coke, they
can still look at how to sell their brand as an experience rather than a
product. Not only will this create an overarching idea of the business,
it also ensures there is a core focus for future marketing, tying into the
idea of consistency.

4. Remain relevant

Although consistency is a huge part of Coca-Cola's brand identity, this


wouldn't be enough to keep it on top for over 100 years. While Coke is
built around the same positive experience as it was upon conception,
it also remains modern and topical, making the most of popular
culture to remain relevant.
However, the brand doesn't simply take a popular subject and
replicate it, Coke's success comes from putting its own spin on a topic,
while still maintaining the idea of it being all about sharing and
happiness. Not only this, but it uses relevant trends from each of the
countries it is present in, understanding that what is relevant for one
culture may not be for others.
This doesn't just show the importance of having your finger on the
pulse when it comes to issues within your industry and wider trends,
it also highlights how important data-driven branding is. As PR Daily
points out, data - such as that gained from social listening and
analytics - tells you what your current or potential customer wants.
This ensures you can build a brand that reflects this while also being
completely relevant to the moment.

Brand Equity-:
“The brand assets (or liabilities) linked to a brands name and symbol
that add from a service.”

Brand equity is difficult to measure because much of it depends on consumers'


perception and opinions of a brand. When a product has high brand equity they are
successful at retaining their current customers by keeping them satisfied with the
quality of products and service. They are also successful at attracting new
customers who have heard of the brand through successful marketing or word of
mouth.

Coca-Cola's brand equity is difficult to measure because they have extended their
brand to include numerous products. In addition to the numerous of versions of
Coca-Cola worldwide that compete against other beverage brands, Coca-Cola
competes with itself. Nationally there are numerous versions / brands that are a
part of the Coca-Cola family. Some of the brands include Coca-Cola Classic, Dasani
Water, Full Throttle, Fanta, and Soy Products. In addition to competing against
itself the Coca-Cola Company has saturated the market and consumers who may
dislike one product may actually enjoy a different Coca-Cola product. However, the
consumer may be unaware that the beverage is actually in the Coca-Cola family.
As a result measuring brand equity may be difficult as consumers may be loyal and
repeat customers of a brand and not know its origin.

Coca Cola was taking its core product, Coke, and expanding the
product in new form factors and new overseas markets. The brand
promise stayed the same whether it was sold in a Coke store in New
York or a road side stand in Mongolia - refreshment, good times, and
pure Americana.
Despite the numerous brands and the difficulty in measuring brand equity it is
evident that Coca-Cola has high brand equity. They are a company who has been
in business for many years they have gained the business of consumers in the soda
market as well as numerous other beverage markets nationally and internationally.
Their sales and growth show that they are a successful company

Brand identity
the brand identity is the audio-visual 'face' of the brand - the cues that tell you that you
are are in the right place. The brand definition is the formal description of what the brand stands
for within different description categories - its personality, its values, its stories, its emotional
benefits etc.. The brand proposition is the 'deal' the brand is offering you at any given moment

the coca-cola comp.has long been recognised as an organisation with


significant brand equity with over four four hundread brands available
in virtually every nook and crany of the world .the flag ship brand of
coca cola has stood the rest of the time over 120 years. Infact coca-cola
alone is recognized as the most valuable in the world by the respected
inter brand corportionvalued at above US $ 67 billion , the coca-cola
brand (coke)has become effectively become a part of modern world
culture.though its advertising campaign has changed over the
years,coca-cola “THE REAL TASTE” has always stood for a”REAL” COLA
DRINK with authenticity . the identity has been build by an decade
with consistent values and diferentiated elements. Many competitors
have aim at cokes but the brand continues to command a number
one position globaly in ranking of brand equity. After all If u stand for
the real thing every competitor is an imitator. the Coca-Cola bottle design
differentiated the identity, the easier it is to protect from infringement.

Just coca cols has remained to its time tested identity u


have the equallly relivant to you. This brand identity should reflect
your own unique equity and care essence this will ensure your brand
creativity and identity that is meaning ful and sustainable in long
term.

Brand image-
“A unique set of associations in the mind of customers concerning
what a brand stands for and the implied promises the brand makes.”

There could be hardly any person around the world that hasn't heard
the name Coca Cola. Ever since it beginning as world's leading name
in cold drinks, Coca Cola has created a strong brand image
irrespective of age, sex and geographical locations. Millions of people
around the world are consuming cold drinks or soft drinks as part of
their daily meal. Coca Cola, ever since its inception has been the leader
in soft drink market.

Brand image is the significant factor affecting Coke’s sale. Coca-


Cola’s brand name is very well known all over the world. Packaging
changes have also affected sales and industry positioning, but in
general, the public has tended not to be affected by new products.
Coca-Cola’s bottling system also allows the company to take
advantage of infinite growth opportunities around the world. This
strategy gives Coke the opportunity to service a large geographic,
diverse, area.

Brand loyalty
Brand loyalty is a central construct to marketing. Keeping the
consumer satisfied, and loyal enough to frequently purchase just one
brand, is more difficult in today’s marketplace than ever before. But
today, major brands are experiencing heightened brand loyalty due
to the growing popularity of the brand as a collectible.

A recent Coca-Cola annual report reported that the second most


recognized expression in the world after “ok?” is “Coca-Cola.”

Brand personality:-
Brand Personality identity is understood as the set of human
characteristics associated with a brand. The brand image building
strategy implies the definition of a brand personality and a user
personality.

Have you ever thought about your personal brand?

Brand personalities that

1) Are well-known,

2) offer something different to the world than they do in terms of


products and services

‘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. When
researching the positioning of a product, consumers are often asked
how they would describe that product if it were a person. The purpose
of this is to develop a character statement. This can ensure that
consumers have a clear view of the brand values that make up the
brand personality, just like the values and beliefs that make up a
person. Many people see ‘Coca-Cola’ as a part of their daily life. This
similarity between the brand and the consumer leads to a high
degree of loyalty and makes the purchasing decision easier

Brand Positioning:-
The location of a brand in relation to its competitors in some pre-
defined space. The space may be defined by criteria used by
consumers, such as "value for money" or "age of consumer" etc.”

5 main factors that go into defining a brand position.

1. Brand Attributes

What the brand delivers through features and benefits to consumers.

2. Consumer Expectations

What consumers expect to receive from the brand.

3. Competitor attributes

What the other brands in the market offer through features and
benefits to consumers.

4. Price

An easily quantifiable factor – Your prices vs. your competitors’ prices.

5. Consumer perceptions

The perceived quality and value of your brand in consumer’s minds


(i.e., does your brand offer the cheap solution, the good value for the
money solution, the high-end, high-price tag solution, etc.?)
The Coca-Cola Company produce a range of beverages suited to
different ages, stages, lifestyles and occasions. This includes soft
drinks, diet drinks, juices and juice drinks, waters, energy drinks,
sports drinks and cordials.

As part of a healthy, varied and balanced diet and an active lifestyle,


all products can be enjoyed by the majority of people.

It is committed to helping customers select the product that is best


suited to their needs through the provision of detailed product
information supported by general advice on healthy eating, drinking
and lifestyles.

It understands that balancing energy intake with energy output is key


to a healthy body weight. We therefore provide choice through range
of low or no-kilojoule products that are ideally suited to the needs of
people who wish to reduce energy intake through beverage selection.

Such products are readily available at a similar cost to an equivalent


higher energy product.

As one of the largest producers and marketers of non-alcoholic


beverages we promote physical activity through our active lifestyles
programme and sponsorship of sport.

Through new product development we will continue to release a


range of new types of drinks, including low or no kilojoule products as
we look at ways in which to cater to those people who wish to reduce
energy intake through selection of lower energy beverages.

Children and the role of our beverages

Coca cola respect and support the primary role that parents play in
decisions affecting the lives of young children, including choices
about diet and lifestyle. Beverage choice, like food selection, is a role
for parents and we assist them in this through the provision of
nutrition information and by making available a wide range of
products suitable for all ages, stages and occasions.

Coca-Cola's longstanding global policy ensures we do not directly


market our products to children under the age of twelve. Our brands
are not advertised during children's television times and we do not
show children under 12 in advertising or promotional materials
drinking our products outside of the presence of an adult. Our
sampling events are directed to people over the age of 12.
In the small number of schools where we provide vending machines
we work with the school to provide a range of beverages, and ensure
that lower energy products are priced attractively and the packaging
is in a single serve size. Guidelines have been established to oversee
the manner in which we work with schools and their tuck shops.

It is company practice to sell diet drinks and sugar-free alternatives at


a similar price to regular carbonated soft drinks. Retailers offering
'specials' are encouraged to include both the regular and diet versions
of our soft drinks.

Through new product development it aim to develop more products


that meet the unique needs of children and will work with nutrition
experts as we do this.

For healthy active and growing children, beverages higher in energy


can be enjoyed as part of a balanced and varied diet. However, we also
provide a range of low or no-kilojoule products also suitable for
children.

Supporting sport and physical activity

Globally, The Coca-Cola Company has a long history of supporting


sport and activity. have been a major Olympic Games sponsor since
1928 and also sponsor major international sporting events. Coca-Cola
has been an All Black sponsor for the past decade and has also
supported provincial netball and rugby.

At a grassroots level, Coca-Cola has formed a partnership with the


National Association of OSCAR (Out of School Care and Recreation) to
develop and implement a national physical activity programme
available to 75,000 young New Zealanders. In South Auckland, the Get
Moving programme is working to encourage children to participate
in local sports and recreation courses.

The Pump water brand is now a major sponsor of the Heart


Foundation's Jump Rope for Heart programme that runs in schools
across New Zealand and through the Powerade sports drink brand,
we support numerous sporting events around the country.

Labelling

All products of The Coca-Cola Company provide clear nutrition


information in compliance with international regulations.

Packaging
Coca-Cola is committed to strict environmental guidelines, and to
ensuring our packaging has as little impact as possible on the
environment. To this end, a recycling project was introduced in New
Zealand during 2001 which ensures our PET bottles contain an
average of 10% recycled material.

Information Programmes

Coca cola’s consumer contact centre provides around the clock


access to information about the companies.

Pricing

It is company practice to sell diet drinks and sugar-free soft drink


alternatives at a similar price to regular carbonated soft drinks.
Similarly, any competitions or promotions of Coca-Cola can be
entered by our consumers who purchase diet Coke. Although at the
discretion of retailers, special offers and reduced prices on soft drinks
are usually available for both the regular and diet versions of our soft
drinks

Brand extension :-
Brand extension or brand stretching 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. Organizations use
this strategy to increase and leverage brand equity (definition: the net
worth and long-term sustainability just from the renowned name)

Conclusion:-
The progress and advancement in the field of technology in the fields
of soft drink raw material, production, manufacturing, information
and communication technology and logistics have great positive
impacts on the operations and sales of Coca-Cola. The availability of
new soft drink ingredients enables Coca-Cola to introduce new
variety of its products to its existing consumers, not forgetting to
attract the new consumer groups. The use of the latest information
technology has made able the company to attract the new
generation of soft drink consumers with the latest features of song
downloading. Also the existence of company website has enabled the
world to be in touch with the latest progress, promotions and offers
of Coca-Cola.
When it comes to big brands that seem to get marketing spot on,
Coca-Cola is one of best. Considering Coke has been established for
just over 130 years, it shows that it is doing something right with its
branding, giving businesses plenty to learn from.
Coke's marketing is always noteworthy, exciting and fresh while still
building on the brand's core values, ensuring that consumers know
that an advert or piece of content is from Coca-Cola. Its take on
branding has guaranteed that it has remained consistently popular
for decades, even when it experienced a few slip-ups.
Companies looking for the best branding practices need to not look
much further than Coca-Cola and here's why: