Table of Contents

SECTION “A”...........................................................................................................................................2
1).............................................................................................................................................................2
2).............................................................................................................................................................2
3).............................................................................................................................................................2
SECTION “B”...........................................................................................................................................3
1...............................................................................................................................................................3
2...............................................................................................................................................................3
3...............................................................................................................................................................3

SECTION “A”
1)
By definition, brand building means awareness raising to promote the products / services of a
company to an open or targeted market and consumer base. Coke has been popular for years
achieved its objectives of creating a unique brand image through the use of visual and sensory
media evoke customer cognitive responses. Since its early years, coke has portrayed itself as
associated with the sensation of becoming a "rush quencher" and "refresher',' with marketing
phrases like; "Thirst Knows No Season' (1922) / 'The Pause That Refreshes' (1929) / 'Things Go
Better with Coke' (1963) / 'It's the Real Thing' (1971) and later (post-decline in CSD
consumption in the 1900s) repositioned itself strategically to ensure that its consumers perceive
and associate the brand with the feeling of "happiness", "sharing" and being around "friends &
family',' this is evidenced by "friends and family" 'Coca-Cola' (1993) / 'Coke Color of Life'
(2006) / 'Free Bliss' (2009). It has also invested heavily in digital campaigns above and below the
ground to sponsor international competitions such as Olympics and FIFA and has long
collaborated with sporting stars and celebrities to be their brand ambassadors, while customers
still embrace the new generation of music, sports and cultural icons as a loyalty symbol. In
addition, with 1.9 billion servings a day worldwide, coke has continued to develop the reputation
for over a century and continues to be a benchmark in brand creation and marketing practices.

2)
Since the 1900's, the profits of CSD began to grow because of the rising customer coke behavior,
though more prone to a healthy lifestyle, was in a dangerous condition missing place with the
colossal drinks industry market share. Coke learned quickly That the only way to maintain its
market share was vertically and horizontally to diversify at the around the same period, it spent
extensively in R&D to create healthy beverages for the existing industries, plus emerging ones.
This was nothing short of a master stroke, because with the abundance of financial capital and
promotional leverage at its fingertips, coke quickly replaced all its main rivals and seized a
majority of the consumer niche of balanced drinks, which was also largely untapped and in its
incubation stages. Today coke is making and distributing colas sparkling and still foods,
sparkling waters, sports beverages and tea. They've either had a cut or no-sugar, no-calorie
choice in a variety of flavors for nearly all of their drinks. To summarize, from a sole producer of
products in 1886 to a corporation manufacturing more than 3,800 products (as of 2015), Coke
has come a long way by responding to the ever-changing behavior of customers and by
diversifying its offerings to suit the changing market conditions.

3)
Morgan Stanley 's Bill Pecoriello estimated in 2009 that the CSD market would fall 1.5 percent
per annum, and it was only a matter of time before Coke knew it had to devise a multi-brand plan
to boost its total market share. Coke needed to reach the numerous consumer groups to
compensate for specific price points, diverse sales networks. Various geographical frontiers, and
so on. Coke, a two-tier business growth strategy which is very strategically integrated; Firstly,
the diversification of products and secondly, the multi-branding approach, all of which were
implemented flawlessly by their advertisers. Coke expanded from a single drug, one-mark
distributor to more than 3,500 products and over 500 registered brands! In fact, there are 33 non-
alcoholic brands in the world which produce revenue over $1 billion, and 15 of them are owned
by Coca-Cola!
Some of Coke's pros by tailoring the multi-branding strategy are:

 Limiting the space available to competitor products

 Success of one brand will be seen as another brand's success
 A more dynamic work climate increases internal competition between brand managers
 The labels should be marketed directly and distributed across their established
distribution chains
 Coca-Cola's logo is recognized by 94 percent of the world's population, it can capitalize
on it to facilitate the acceptance of new products as buyers are already familiar with the
brand name.
 A self-cannibalization of brands
 Market balance and supply / demand disparity will easily get mismanaged
 One brand's loss can be viewed as loss of another brand
 Toxic work climate may result in unnecessary internal competition
 Demanding management choices, such as deciding between which brands to help with
additional marketing budget, shelf space, channels of distribution etc.

SECTION “B”
1.
There are many challenges faced by Harley Davidson from its competitors. Differential
strategizing pattern of Harley that is matching the demand and supply gap. The competitors in
this term beat the Harley making the race tough for Harley.

2.
Strategies such as innovative products, premium pricing, and many others provide the base to
attract customers with a unique retail environment, making it easy to survive and win the bike
markets. The way of management and business operation makes Harley a brand cult that is out of
the box. Standing out on the standard American value and customs makes it compatible to
survive in the market.

3.
The journey of Harley started with coming up with outstanding ideas. As a brand cult, is
maintained all the strategy, measure of quality throughout the business. It conducted all the
workings with effectively and efficiently.