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Introduction……………………………………………………………………….…..05
Time Line…......………………………………………………………………06
Brand Building Strategy………..……………………………………………………..07
Power of Brand Accesability ....……………………………………………………....08
How values effect the brand choice..………………………………………………….09
Brand Equity..........................................………………………………………………10
Brand Identity........................………………………………………………………….11
Brand Image............…………………………………………………………………...12
Brand Loyalty.................................................................................................................14
Rand's Promise...............................................................................................................14
Brand Personality...........................................................................................................14
Brand Positioning...........................................................................................................15
Children & the role of Coke Beverage's.........................................................................16
Supporting Sport & Physical Activity............................................................................17
Brand Extention..............................................................................................................18
Brand Resonance............................................................................................................19
Coke's Little Drops Of Profits.........................................................................................20
INTRODUCTION
2
Time Line
BRAND BUILDING STRATEGY
4
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 maintainingthe 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 thefollowing:
•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 testedevery 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 retainconsumers
despite the fact that several new non alcoholic beverage firms are on the anvil.
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.”
A recent Coca-Cola annual report reported that the second most recognized
expression in the world after “ok?” is “Coca-Cola.”
Emotional Value - The brand has been there in the good times, and has also
strengthened its emotional bond with consumers by bringing a breath of fresh air
and positivity during tough times, including periods of war, economic turmoil
and social unrest."During the Great Depression, for example,Coca-Cola
advertising focused on the positive and encouraged consumers to take a break
and enjoy life's simple pleasures," said Ted Ryan, Manager, Archives Collection.
In 'blind' taste tests, people prefer the taste of Pepsi over the taste of
Coke. However, if the test is not 'blind' and the tasters know which beverage is
which, they prefer the taste of Coke over Pepsi! That is the emotional power of a
brand. The Coca-Cola brand has the power to actually change an individual's
taste!
Social Value – Coca-Cola has always been a social brand people love to share
with others, and one that brings people together in a number of different
occasions.Coca-Cola has tagged along on beach trips, helped cheer on our
favourite teams, and enjoyed a seat at the table for family meals.
Brand Equity
“The brand assets (or liabilities) linked to a brands name and symbol that
add from a service.”
Despite the numerous brands and the difficulty in measuring brand equity it is
evident thatCoca-Cola has high brand equity. They are a company who has been
in business for manyyears they have gained the business of consumers in the
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 company 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 corportion valued at
above US $ 67 billion , the coca-cola brand (coke)has become effectively 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
DRINKwith 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
animitator.The Coca-Cola bottle design differentiated the identity, the easier it is
to protect from infringement.
Just coca cola has remained to its time tested identity. This brand identity should
reflect your own unique equity and care essence this will ensure brand creativity
and identity that is meaning ful and sustainable in long term.
Brand Image
There could be hardly any person around the world that hasn't heard the
name Coca Cola. Ever since its 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.
the world. This strategy gives Coke the opportunity to service a large
geographic, diverse, area.
COKE PEPSI
NAME Certainly coke has a edge over Pepsi . Pepsi still needs to go long way
to compete Coke.
CONCEPT AND USES Similar, But Coke has relatively more Pepsi lags here also with Coke.
number of tie ups with international
units.
PERCEPTION Coke is sweeter than Pepsi but has a Pepsi in 1990’ tastes better than
greater brand loyalty so people prefer Coke.(BLIND TASTE
this. Later coke worked on this and ANALYSIS)
improved.
Rand's Promise
Slogans
Brand personality
Brand Positioning
In the small number of schools where they provide vending machines they 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 over see the manner in which they
work with schools and their tuck shops.
It is company's 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 aims to develop more products that
meet the unique needs of children and will work with nutrition experts 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.
Globally, The Coca-Cola Company has a long history of supporting sport and
physical activity it has 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 ensuringour
packaging has as little impact as possible on the environment. To thisend, a
recycling project was introduced in New Zealand during 2001 whichensures 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 RESONANCE
A BRAND EQUITY MODEL
Brand Salience – First thing that comes to your mind when you are thirsty.
Brand Performance – Cokes performance is undoubtedly the best available at
all places.
Brand Imagery- In recent times how coke has captured emotions of people be it
in party, meal, fun, thirst quenching etc.
Brand Judgements- Coke is preferred world over over any other drinks.
Brand Feelings- After recent cola controversy, coke again won hearts of people
world over.
Brand Resonance- Every customer may be rich, poor, student, housewife,
kids,all consider coke as the status symbol.It equalizes everyone and everyone
like is.
Branding Effects Ater Pesticide Controvery on Coke
Coke's market research was clear. Indian consumers wanted someone credible to
assure them that Coca-Cola wasn't loaded with dangerous pesticides !!
Who better to do that than Aamir Khan, the socially responsible and bigger-
than-life Indian movie star loved the country over?
In a television testimonial, a serious but humble Aamir Khan, arms crossed
behind his back, told everyday Indians that he cared for their safety. The dreamy
actor donned a hairnet and looked studiously at a test tube held by a man in a
white lab coat inside a Coke bottling plant. He stared into the camera and told
Indians to come see the plant for themselves. And in the final act of the 60-
second ad, Khan pulled a bottle of Coke Classic from the manufacturing line,
popped the top and gulped fearlessly.
While Khan's ads were targeted at the mass audience and youths, testimonial ads
featuring soap star and member of Parliament Smriti Irani were targeted for
housewives and adult women who make the majority of the food-buying
decisions in Indian households.
Coca Cola is now ‘Little drops of joy’! What’s this all about? Does it have to
do anything with all the pesticide controversy the brand has been through
in India?
Let’s look at it positively and away from the ‘pesticidal’ past. ‘Little drops of
joy’ has the seed of making a lovely campaign. A big idea. A very campaignable
macro idea at large as well.
This is a nice tweak of “little drops of water make a mighty ocean”. In Coke’s
ocean, this is but yet another mega campaign that seeks to involve the Indian
consumer and emote with him and her and it!
I believe this campaign is about connect. Consumer connect.
Consumers are simple people. Simple and uncomplicated statements make us
that much more happy. ‘Little drops of joy’ is that kind of a phrase. As it gets set
to music and mood, expect a lot of action on the front of building a platform that
is truly big for Coke in India.
‘Little drops of joy’ is also about mother-branding the offering from the house of
Coke. In many ways, the campaign is a company campaign. I will not call it a
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corporate campaign, but it certainly is about all the brands that Coke has to offer
in India. In some ways, it subliminally establishes a wee bit of distance from
being painted into the corner of a cola image alone. There is more to Coca-Cola
than Coke. Coca-Cola sure wants that.
In many ways, the little drops of joy could be a Kinley mineral water today and a
vitamin-enriched offering in water tomorrow. It is certainly about all the other
drinks in its portfolio of the carbonated kind, orange, lime and everything else
included. It is about its latest offering, Minute Maid, just as it is about any other
beverage it will offer in the future. Coffee is but one. There could be others.
The campaign is pregnant with possibilities. Watch it unwind closely as it knits
its consumer profile tightly together. Slowly but surely.