The Ability Of Brand Availability Coca Cola Marketing Essay

Coca-Cola is a carbonated soft drink sold to get, restaurants and vending machines internationally. The Coca-Cola Company promises that the drink is sold in more than 200 countries. It is made by The Coca-Cola Company in Atlanta, Georgia, which is often referred to simply as Coke or (in Western european and American countries) as cola, pop, or in a few elements of the U. S. soda. Originally intended as a patent medicine when it was developed in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman To be a Griggs Candler, whose marketing methods led Coke to its dominance of the world soft-drink market throughout the 20th century.

The company produces concentrate, which is then sold to certified Coca-Cola bottlers across the world. The Coca-Cola Company has, sometimes, presented other cola beverages under the Coke brand name. The most frequent of these is Diet Coke, with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola No, Coca-Cola Vanilla, and special editions with lemon, lime or caffeine.

Brand development strategy of Coca Cola has been far reaching and has managed to stay in the limelight ever since it became a favorite with the non alcoholic drinkers. It's been pointed out that brand loyalty is an essential aspect in maintaining the number one position. ounded in the year 1886, the Coca Cola company loves the status of being one of the biggest non alcoholic beverage companies of the world. It has a circulation system, rendering it unique from all of those other non alcoholic beverage manufacturers. Over time, Coca Cola has handed down several assessments of brand augmentation and the company makes it a spot that the products under the banner Coca Colacontinue to invade the thoughts of the consumers.

The brand development strategy of Coca Cola comprised redesigning of its brand development guidelines and ways to match the changing mindset of its consumers. Before, this brand thought in the next: Afford capability, Supply, Acceptability, However, this brand development strategy of Coca Cola was re performed to stress on the following instead: Price value, Preference Pervasive penetration. The fact of brand building of the company lies in the fact that it wishes its consumers option of be "within an arm's reach of desire. In an attempt to build its brand personality, as much as 20 brand features are tested on a monthly basis involving as much as 4000 customers. The brand development strategy of Coca Cola is effective as it has been able to create, manage As well as maintain its brand image. Another reason why this brand has gained unanimous approval all around the globe is due to the fact that it's been able to connect very well with its consumers. Therefore brand commitment. Brand commitment has been instrumental in keeping up the brand image of Coca Cola. It feels in spending the best so that the consumers are retained by default. A part of the brand building strategy is also to improve "purchase frequency. The company has also invested in various advertisement promotions often engaging the services of superstars around the world. In addition to the consumers, there is another group of consumers, who increase the consumer base and they constitute the hobbyists of the brand. The enthusiasts usually indulge in collecting old as well as approaching logos of Coca Cola, containers and literary matter.

With respect to the brand development of Coca Cola Zero, the company came out with an advert, that was quite different from the conventional ones. In this regard, (no calorie drink), they have shelled out three types of


· Coca Cola Classic

· Diet Coke

· Coca Cola No.

There are few experts who assume that when Coca Cola had the tag series of

"GENUINE", it was really that but with the invention of various

categories of coke, the "real thing" changes to "many things", and the

original taste is usually lost. Hence, the brand building strategies

should be so that it does not confuse people and is able to retain

consumers even though several new non alcoholic beverage

firms are on the anvil.

The Ability of Brand Accessibility

If you were another soft drink company, you might determine your competitive

frame of reference point as the cola market or the soft drink market or even the

beverage market. But Coke thinks of its business and its own market show in

terms of "share of human water intake. " This makes drinking water a

competitor. Actually, a Coke exec has said that he won't be satisfied until

"there's 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 total annual record reported that the second most recognized

expression on the planet after "ok?" is "Coca-Cola. "

Brand Equity-:

"The brand investments (or liabilities) associated with a brands name and image that

add from something. "

Brand collateral is difficult to evaluate because much of it is determined by consumers' perception

and opinions of any brand. Whenever a product has high brand collateral they are simply successful at

retaining their current customers by keeping them content with the grade of products and

service. Also, they are successful at getting new customers who have heard of the brand

through successful marketing or person to person.

Coca-Cola's brand equity is difficult to assess because they may have extended their brand to

include numerous products. In addition to the numerous of versions of Coca-Cola worldwide

that compete keenly against other drink brands, Coca-Cola competes with itself. Nationally

there are numerous variations / brands that are a part of the Coca-Cola family. Some of the

brands include Coca-Cola Basic, 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 drink is really in the Coca-Cola

family. As a result measuring brand collateral may be difficult as consumers may be devoted and

repeat customers of an brand and not know its origin.

Coca Cola was taking its main product, Coke, and increasing the merchandise in new

form factors and new overseas markets. The brand guarantee stayed the same

whether it was sold in a Coke store in New York or a street aspect stand in Mongolia -

refreshment, memories, and real Americana.

Despite the numerous brands and the difficulty in calculating brand equity it is obvious that

Coca-Cola has high brand equity. They are a firm who has been in business for many

years they have got gained the business enterprise of consumers in the soda market as well as numerous

other beverage markets nationally and internationally. Their sales and development show that

they are a successful company

Brand identity

the brand identification is the audio-visual 'face' of the brand - the cues that tell you that you will be are in

the right place. The brand definition is the formal information of the particular brand stands for within different

description categories - its personality, its worth, its tales, its mental benefits etc. . The brand

proposition is the 'package' the brand is offering you at any given moment

the coca-cola comp. has long been accepted as an company with significant

brand equity with over four four hundread brands available in nearly every nook

and crany of the world. the flag ship brand of coca cola has stood the others of the

time over 120 years. Infact coca-cola by themselves is regarded as the most valuable in

the world by the well known 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 time, coca-cola "THE

REAL TASTE" has always stood for a"REAL" COLA DRINK with authenticity. the

identity has been build by an ten years with consistent beliefs and diferentiated

elements. Many rivals have purpose at cokes but the brand carries on to

command lots one position globaly in position of brand equity. In the end If u

stand for the real thing every competitor can be an imitator. the Coca-Cola bottle design

differentiated the personal information, the simpler it is to safeguard from infringement.

Just coca cols has remained to its time analyzed identity u contain the equallly

relivant to you. This brand personal information should reflect your own unique collateral and care

essence this will make sure your brand creativity and identity that is indicating ful and

sustainable in long term.

Brand image-

"A distinctive set of organizations in your brain of customers involving what a

brand stands for and the implied claims the brand makes. "

There could be hardly any person around the world that hasn't observed the

name Coca Cola. Ever since it beginning as world's leading name in cold

drinks, Coca Cola has generated a solid brand image regardless of age, sex

and physical locations. Millions of individuals around the world are

consuming cold refreshments or carbonated drinks within their daily meal. Coca Cola,

ever since its inception has been the leader in soda market.

Brand image is the significant factor influencing Coke's deal. Coca-Cola's

brand name is very well known all around the globe. Packaging changes have

also influenced sales and industry placement, but in general, the general public has

tended never to be afflicted by services. Coca-Cola's bottling system also

allows the business to take good thing about infinite growth opportunities

around the entire world. This strategy gives Coke the opportunity to service a large

geographic, diverse, area.

Brand loyalty

Brand devotion is a central construct to marketing. Keeping the consumer

satisfied, and devoted enough to frequently purchase just one single brand, is more

difficult in today's marketplace than previously. But today, major brands

are experiencing heightened brand loyalty because of the growing level of popularity of

the brand as a collectible.

A recent Coca-Cola gross annual article reported that the second most recognized

expression on the planet after "fine?" is "Coca-Cola. "

Brand personality:-

Brand Personality personal information is understood as the group of human characteristics

associated with a brand. The brand image building strategy indicates the

definition of your brand personality and a user personality.

Have you ever before thought about your individual brand?

Brand personalities that

1) Are well-known,

2) offer different things to the world than they are doing in terms of products

and services

'Coca-Cola's' brand personality demonstrates the placement of its brand. The

process of placing a brandname or product is a intricate managerial task and

must be done as time passes using all the elements of the marketing blend.

Positioning is within the mind of the consumer and serves as a how the

product is considered by that consumer. When exploring the setting of

a product, consumers are often asked how they might explain that product

if it were a person. The purpose of this is to develop a character affirmation.

This can ensure that consumers have a definite view of the brand ideals that

make the brand personality, just like the values and values that make up

a person. Many people see 'Coca-Cola' as part of their lifestyle. This

similarity between the brand and the consumer leads to a higher degree of

loyalty and makes the purchasing decision easier

Brand Setting:-

The location of your brand in relation to its competitors in some pre-defined

space. The space may be defined by criteria utilized by consumers, such as

"affordability" or "era of consumer" etc. "

5 main factors that get into defining a brandname position.

1. Brand Attributes

What the brand provides through features and benefits to consumers.

2. Consumer Expectations

What consumers expect to obtain from the brand.

3. Competition attributes

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


4. Price

An easily quantifiable factor - Your prices vs. your opponents' prices.

5. Consumer perceptions

The identified quality and value of your brand in consumer's brains (i. e. ,

does your brand offer the cheap solution, the nice value for the money

solution, the high-end, high-price label solution, etc. ?)

The Coca-Cola Company produce a range of drinks suited to different

ages, stages, life styles and occasions. This includes carbonated drinks, diet beverages,

juices and juice beverages, waters, energy drinks, sports refreshments and cordials.

As part of a wholesome, varied and healthy diet and a dynamic lifestyle, all

products can be relished by the majority of people.

It is focused on helping customers choose the product that is best suited to

their needs through the provision of comprehensive product information supported

by general advice on healthy eating, taking in and life-style.

It realizes that balancing energy absorption with energy outcome is paramount to a

healthy body weight. We therefore provide choice through selection of low or

no-kilojoule products that are preferably suited to the needs of folks who wish

to reduce energy absorption through beverage selection.

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

energy product.

As one of the major companies and marketers of non-alcoholic beverages we

promote physical activity through our active lifestyles program and

sponsorship of sport.

Through new product development we will continue steadily to to push out a range of

new types of refreshments, including low or no kilojoule products even as we take a look at ways

in which to cater to those people who want to reduce energy absorption through

selection of lower energy beverages.

Children and the role of our beverages

Coca cola esteem and support the principal role that parents play in decisions

affecting the lives of small children, including selections about diet and

lifestyle. Beverage choice, like food selection, is a job for parents and we

assist them in this through the provision of nourishment information and by

making available an array of products ideal for all ages, levels and


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

products to children under age twelve. Our brands are not advertised

during children's tv set 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 situations are directed to people over the

age of 12.

In the tiny number of classes where we provide vending machines we work

with the institution to give a range of drinks, and ensure that lower

energy products are priced attractively and the packaging is in one serve

size. Rules have been proven to oversee the way in which in which we

work with institutions and their tuck outlets.

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

similar price to regular carbonated carbonated drinks. Stores offering 'specials'

are encouraged to include both the regular and diet variations of your soft


Through new product development it aim to develop more products that

meet the unique needs of children and can work with nourishment experts as we

do this.

For healthy effective and growing children, beverages higher in energy can be

enjoyed within a balanced and varied diet. However, we provide a

range of low or no-kilojoule products also suited to children.

Supporting sport and physical activity

Globally, The Coca-Cola Company has an extended history of helping sport and

activity. have been a major Olympic Video games sponsor since 1928 and also

sponsor major international sporting events. Coca-Cola has been an All Black

sponsor for the past decade and in addition has reinforced provincial netball and


At a grassroots level, Coca-Cola has produced a relationship with the National

Association of OSCAR (Out of Institution Care and Entertainment) to develop and

implement a nationwide physical activity program open to 75, 000 young

New Zealanders. In South Auckland, the Get Moving program is working

to encourage children to participate in local athletics and recreation training.

The Pump normal water brand is now a major sponsor of the Heart and soul Foundation's

Jump Rope for Center programme that works in institutions across New Zealand

and through the Powerade sports drink brand, we support numerous sporting

events around the united states.


All products of The Coca-Cola Company provide clear diet information in

compliance with international rules.


Coca-Cola is committed to strict environmental rules, also to ensuring

our packaging has as little impact as you possibly can on the environment. To this

end, a recycling project was released in New Zealand during 2001 which

ensures our Dog or cat bottles contain an average of 10% recycled material.

Information Programmes

Coca cola's consumer contact centre provides night and day access to

information about the firms.


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

alternatives at a similar price to regular carbonated soft drinks. Similarly, any

competitions or campaigns of Coca-Cola can be moved into by our consumers

who purchase diet Coke. Although at the discretion of merchants, special offers

and reduced prices on carbonated drinks are usually designed for both the regular

and diet variants of our tender drinks

Brand extension :-

Brand expansion or brand stretching is a marketing strategy in which a firm

marketing something with a well-developed image uses the same brand name

in a new product category. Organizations use this strategy to increase

and leverage brand collateral (meaning: the net worth and long-term

sustainability just from the renowned name)


The improvement and advancement in the field of technology in the areas of soft

drink raw materials, production, creation, information and

communication technology and logistics have great positive impacts on the

operations and sales of Coca-Cola. The availability of new very soft drink

ingredients allows Coca-Cola to add new variety of its products to its

existing consumers, remembering to attract the new consumer groupings. The

use of the latest it has made able the business to

attract the new era of soft drink consumers with the latest features of

song downloading. Also the life of company website has enabled the

world to be in touch with the latest improvement, promotions

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