Coca Cola
Coca Cola
Coca Cola
pp
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Untouched markets.
Marketing
Innovation
Globalization
Major brands of coca cola
Coke
Sprite
Fanta
Diet coke
Coke classic
Maaza
Thums-up
Georgia
Kinley
Major Competitors
Pepsi
Slice
Mirinda
Mountain Dew
7up
Nimbooz
Aquafina
MARKET SHARE BY AREA
Sales Growth
Brand Equity
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.
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
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
2. Consumer Expectations
3. Competitor attributes
4. Price
5. Consumer perceptions
Advertising
• Coke was first advertised
as a remedy for
headaches and exhaustion
• Coke has been advertising
on television for 50 years.
• Songs used in coca cola
commercials have become
popular.
• They use catchy mottos
such as:
“Adds a refreshing relish to
every form of exercise”
International Coca-Cola
• In Hong-Kong, heated
Coke is served as a
cold remedy
• Coke advertises 200 in
countries around the
world.
• In Japan people use
money chips on their
cell phones to pay for
drinks.
Coke in Space
• In July 1985, Coke
was the first soft
drink to be enjoyed
in outer space on
the space shuttle
Challenger
• A special space can
was developed
Coca-Cola in Our Schools
• Students in our surveys
indicated their ads were
similar to those in the
United States. This
was particularly true in
Europe.
• Coke vending machines
appear in many schools
around the world.
Business Strategy