1.

0 Brand Salience
Scale: 1 (Worst) – 5 (Best)
Elements Strength Value-Gain Score Elements Weakness Value-Loss Score
Breadth and Recognize coke as High preference Product Weak Inhibit the
Depth go-to fizzy drink for coke as a drink 4 Category unrelated opportunities for 1
for occasions Structure diversification growth and reduce
in Malaysia profitability

1.1 Unrelated Diversification

 Coca-Cola should focus on product extension by diversifying healthy snack
products through research and development to meet different demands in the
market.

 Healthy snack products such as yogurt and oatmeal.

2.0 Brand Performance Scale: 1 (Worst) – 5 (Best)
Elements Strength Value-Gain Score Elements Weakness Value-Loss Score
Product Coca-Cola The long duration Service - Loss of fizziness in - Added
reliability, celebrating the 130th of existence effectiveness, the drink due to poor operational cost
durability, and anniversary in 2016. builds trust. efficiency, and handling during - The brand
serviceability 4 empathy. transportation misses the mark 2
(Dutch) when serving a
- Lack of empathy preference of the
marketing to push consumers
the product to
consumers

2.1 Strategic Management

 Coca-Cola should concern on strategic management in order to ensure
products are able to deliver consumer with utmost values in term of good
taste and availability, which it helps to build up long-term profitable
relationship.
3.0 Brand Imagery
Scale: 1 (Worst) – 5 (Best)
Elements Strength Value-Gain Score Elements Weakness Value-Loss Score
Brand History, Fully integrated - Creates an ideal Purchase - Coca-Cola is beyond - Loss of market
Heritage, and experience relationship and usage a drink. share.
Experience - Long Term 5 imagery - Lose the target market - Negative 2
relationship and redirects the drink publicity to the
as an inconsumable brand.
beverage

3.1 Proper Market Segmentation, Targeting, and Positioning

 Coca-Cola should have a clear direction to market their products. This is to
increase market share and mind share in the long run and the capability of
sustainable.
4.0 Brand Judgement Scale: 1 (Worst) – 5 (Best)
Stages Elements Strength Value-Gain Score Elements Weakness Value-Loss Score
Brand Brand KORE follows Dominate market Brand Word of web Any bad news or
judgment quality standard policy to capitalization of Superiority scandals spread
maintain quality 196.8 billion in fast
and safety of 2017.
ingredients and 4 2
distribution among
supply chains and
stores.

4.1 Online Marketing

 Coca-Cola should have involving in the online marketing, mainly to broaden
the target market and target consumer.

 For example, Content Marketing and Social Media Marketing.

5.0 Brand Feelings
Scale: 1 (Worst) – 5 (Best)
Stages Elements Strength Value-Gain Score Elements Weakness Value-Loss Score
Brand Excitement The coke Consumers Security Poor hygiene Affect customers
feelings engages it become part of management. purchasing
among the creative team Human waste decision and
consumers to hence more 5 found in Coca- may shift brands 2
promote its enthusiastic to Cola cans in
products purchase the Northern
through product. Ireland.
campaigns.

5.1 Strict Hygiene Practices

 Coca-Cola should have strict hygiene practices in the factories in order to
prevent any product contamination with pathogenic microorganism.
6.0 Brand Resonance Scale: 1 (Worst) – 5 (Best)
Elements Strength Value-Gain Score Elements Weakness Value-Loss Score
Attitude - Fans manage fan - Adding more Sense of Brand dilution Market share and
Attachment pages for Coca- publicity to the brand community due to ill- Mind share may
Cola. - New business judged brand get affected
- Coca-Cola ventures like Coca- 5 extension: 2
collectors clubs Cola museum to attract Coca-Cola
host sales of coke fans. Blak
memorabilia
worth of billions.

6.1 New Product Development Process

 Coca-Cola should go through strictly the process before products launch to
the market. This is to ensure under promise and over deliver of values is
achieved.