BRAND PLANNING ASSESSMENT

COCA COLA BRAND POSITIONING

Positioning refers to the place that a brand occupies in the mind of the customers and how it is
distinguished from the products of the competitors.
Coca cola positioned it products as refreshing and thirst quenching. The products are said to
bring joy, as apparent from coca colas largest tag line Little drops of joy. The products are
associated with having a good time with friends and family and enjoying everyday life. The
products are also marketed as consistent and of high quality. Coca cola positioning helps
customers understand what is unique about the products when compared with the competitors.
The company characterized based on
1. Target customers
Coca cola targeted every customer as target and potential who are thirsty. The main
audience for coca cola is youngster and youth.
2. Main competitors
The company has its own competitive advantage by bringing new products based on the
customer taste and preference example diet coke. Which was not introduced between
other competitive companied like Pepsi which also resembles same color drink.
Points-of-Difference
 Distinctive taste profile
 Optimistic view of life
 Classic, iconic symbolism and imagery
Points-of-Party
 Contemporary, up-to-date
 Refreshing flavor’s
Brand Slogan
 Coke Side of Life
 Coco – Cola Open Happiness
 Brand positioning must make sure that:

 Is it unique/distinctive compared to competitors?

 Is it significant and encouraging to the niche market segments?
 Is it appropriate to all major geographic markets and businesses?
 Is the proposition validated with the unique, appropriate and original products?
 Is it sustainable - can it be delivered constantly across all points of contact with the
consumer?
 Is it helpful for organization to achieve its financial goals?
 Is it able to support and boost up the organization?

What are the greatest opportunities to further enhance that positioning?

 Know your target audience
 Tell them who you are
 Provide the evidence
 Value proposition
 Segment the market
 Unique selling proposition
 Carefully craft the message
 Know the competitors
 Showcase the expertise
 Focus on competitive advantage

BRAND EQUITY
What increases coca cola brand equity?

Coca cola is world’s driving delicate drink producer and works in more than 200 nations around the
world. It offers an assortment of sparkling and still refreshments. It creates 60% of its income and
almost 80% of its working benefit from exterior the joined together states it has solid brand
acknowledgement over the globe. Agreeing to trade insider, roughly 94% of the world population is
mindful of the red and white symbol of coca cola.

The core ingredients for coca cola making are eminent within the industry. However, it is not
possible to replicate coca cola. Their major competitive advantage is
  Secret Formula
The secret formula of coca cola increases the brand equity as it offers the significant
difference between other soft drinks
 Long Association
Another value that adds up to coca cola’s brand equity is in its long-term association with
its customers. Marketers of coca cola constantly focus on relationship building with its
customers, through targeting family bonding and emotions in its advertisement.

RETAINING ITS BRAND EQUITY

Coca cola has been an equivalent word to happiness and sharing for over a hundred years since its
conceptualization. From the year 1881 to the 20th century, coca cola is one of the primary brands that
as really worldwide recognition. From its launch at America within the 18th century, coke overseen
to spread its bottling plants all over the globe in a span of twenty years. With the advent of digital
marketing via television, visual ads became one of the basic modes of advertising that took over.
Coca cola retains its brand equity by shifting their products and image away from sugary carbonated
beverage and towards a contemporary image that strives to link with present and future demand of
saturated and information rich customer.

THE COCA COLA VISUAL BRANDING STRATEGY

1. Focus on the individual and not the organization

No one is way better than coca cola at having all of its communications, down to the very
packaging and brand promise of happiness and sharing. Each and every coca cola advertisement
talk volumes and a flash iconic bottle of the beverage at the end of every commercial this creates
a branding that’s as visual because it can get whereas coke oversees to form awesome stories that
center on the person, keeping genuine their logic of happiness and sharing. From here you can see
that the strategy of coca cola not only sell the product alone but also sell a good relationship and
communication with customers.

2. Highlights the uniqueness of the customer

Coke guarantee that’s make its’s visual promotions keeping in intellect its target audience. The
refreshment has no age bar and that the refreshment company keeps in mind. coca cola makes
advertisements that cater to a wide fragment of the population, guaranteeing it yields equity to
them one at a time. For example, coke had a not so wide showcase in Australia and in this way the
company chosen to form a video advertisement that let the Australians know that they were vital
to the company. The share a coke campaign has now successfully been expanded to over fifty
countries. With each country the message is customized to the local culture and language.
3.Using the right form of visuals
The brand creates stories and not just commercial ads. They involve great planning and creativity
that leaves their customers spell bound. It is not just about the bottle coke; they say it is about how
we change lives. Coca cola never fails to sponsor any sports events and any other such events they
are one of the worldwide sponsored brands in Olympic games, NASCAR, American Idol.

WHAT IS THAT THEY ARE DOING RIGHT

 Awesome content
 Diversification
 Seasonal branding
 Creativity