Brand Management

SUMMARATIVE ASSESMENT
“THE COCA COLA COMPANY” Word Count:3989

Dated:05-06-2022
NTU ID:N1060658
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Table of Contents
Table of Contents ....................................................................................................................................... 2
1. Executive Summary............................................................................................................................... 3
2. Introduction ............................................................................................................................................. 4
3. Situational Analysis ............................................................................................................................... 4
3.1 Sustainable, Ethical and CSR Issues ........................................................................................... 4
3.1.1 Opportunities/Threats .................................................................................................................. 5
3.2 Corporate Brand Architecture ........................................................................................................ 6
3.3 Brand Identity and Brand Image.................................................................................................... 6
3.4 Sustainability and Reputation .................................................................................................... 7
3.5. Strengths and Weaknesses .......................................................................................................... 9
4.Brand Audit .............................................................................................................................................. 9
4.1 Brand Inventory................................................................................................................................ 9
4.1.1 Brand Elements ........................................................................................................................ 9
4.1.2 Marketing Mix .......................................................................................................................... 10
4.1.3 Brand Positioning ................................................................................................................... 10
4.1.4 Strengths and Weaknesses .................................................................................................. 11
4.2 Brand Exploratory .............................................................................................................................. 11
4.2.1 Brand Resonance Pyramid ................................................................................................... 12
4.2.2 Competitor and Positioning Analysis ................................................................................... 13
4.2.3 Strengths, Weaknesses and Threats .................................................................................. 14
5. Recommendations ................................................................................................................... 14
5.1 Corporate Brand Recommendations ...................................................................................... 14
5.2 Product Brand Recommendation ............................................................................................ 15
6. References ........................................................................................................................................ 15
7. Appendix ............................................................................................................................................ 17

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1. Executive Summary
This report covers the critical in-depth analysis of the brand management strategies of The Coca Cola
company and its product Diet Coke. In particular, it highlights the brand responses towards sustainability,
ethics, and CSR issues.

In the situational analysis, the relationship between corporate brand and product brand has been
considered. It mentions that Coca cola company operates on a hybrid architecture model. It implements
the strategies of both “House of brands” and “Branded house”. This allows some products
to benefit directly from Coca-Cola's high brand awareness and positive relationships, while others operate
outside the corporate brand and have their own branding and marketing capabilities. It has been
observed that inadequate separation between a corporate brand and a product brand can be a
weakness if the corporate brand damages its reputation, as customer groups are inherited by the product
brand. External context analysis has shown that increasing global awareness of environmental and
ethical issues creates a demand for a more comprehensive and transparent CSR strategy,
especially from large multinationals. In the report, it is recognized that Coca Cola Company has a strategy
to address these issues, but has been widely criticized for its policy and reporting gaps
and inadequacies. However, the report also identifies important opportunities for Coca-Cola to leverage
its existing brand equity and enhance its reputation by engaging in
meaningful and consistent corporate citizenship activities.

An important concern that is highlighted in the report are the alternatives the world wants to have
in beverages. People are more health conscious in the era and there are less options present when we
consider drinkables. Coca Cola has to be wise this time and can introduce sugar free or no Calorie drinks.

The conduct of brand audits has demonstrated the strength of Diet Coke's brand
identity, thanks in part to the surge in Diet Coke's Brand Association. However, despite the strategy
developed by Coca-Cola, it was pointed out that Diet Coke's communication does not correspond
to sustainability or CSR. Using the brand resonance model, it became clear to consumers that diet
coke is not ethical or sustainable. In a small survey, most participants were unable to identify sustainable
or social initiatives undertaken by either the company or the product brand. But they associate the
corporate brand with trust and quality.

This analysis led to recommendations for corporate and product brands. At the enterprise level, it was
recommended to revise and enhance Sustainability and CSR Strategy with a greater focus on consumer
information and involvement in this issue. The recommends relocating Diet Cork as a healthier and more
natural alternative to enhance the brand's architecture by providing evidence of the company's strategy in
branding and advertising. At the product level, this means modifying the product to contain more natural

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sweeteners and conveying an environmentally and socially friendly brand message. In addition, cause-
based marketing has been proposed as a tool to improve brand reputation and gain consumer loyalty.

2. Introduction
The report highlights the brand management strategies of the Coca Cola company and its product brand
Diet Coke with emphasis on Sustainability, Ethics and Corporate Social Responsibility. In order to do this,
relevant marketing theories and models were used to assess the brand management and then further
give recommendation to improve its equity.

In the first part of the report, situational analysis is conducted which covers through analysis of
the company ethical and sustainable practices. Then it further addresses the opportunities and threats
associated with it. It than discusses the corporate brand architecture which shows the layout of the
company. Brand audit has been done covering the inventory and the exploratory sections which shows
the tactical actions that company can undertake to improve its value or equity. Last but not least,
recommendations have been made for the corporate brand as well as the product brand to get maximize
its brand equity. Particular attention is paid to the use of CSR, sustainability, and ethical practices to
enhance a positive brand image and promote brand resonance and customer loyalty.

3. Situational Analysis
3.1 Sustainable, Ethical and CSR Issues
In recent years, many organizations have adopted corporate social responsibility (CSR). This is
the philosophy that the expected behavior of a company not only manufactures reliable products, but also
charges fair prices with fair profit margins and payments. Nowadays, companies are forced to look after
the environmental issues and there are specific regulatory bodies from around the world to keep an eye
on these problems. As demand for ethical trading has increased, CSR has become increasingly
important. CSR has a positive impact on enterprise performance; it is also an essential factor in
sustainable growth, regardless of the type or size of the enterprise in question (Gürlek, 2016).

The Coca Cola Company is an international soft drink and beverage company. It is the largest
company in beverages in terms of revenue and sales. The company has been involved and done a lot in
sustainable development around the world. It has done considerable efforts especially in Africa where
people were affected by typhoons. It also invested in clean water campaigns in Ethiopia and other parts
of Africa and in addition it also supported women empowerment (Keller, 2009). Unlike other brands like
MacDonald’s, coca cola has put efforts to promote a healthier business culture. They invested in the CSR
activities put also in parallel ensured that their profits and revenue chart don’t show any negativity.

One of the common initiatives was the reduction of waste. The Coca Cola company has transformed its
bottle manufacturing. Additionally, the company are doing attempts to make their packaging recyclable.

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They have set 2025 as a deadline for this. As per to company statements currently about 85% of their
packaging is recyclable (Company, 2020).It make use of PET bottles. PET is highly recyclable item. In
fact, in some of the places, it also uses recycled PET or rPET bottles

Coca Cola has been targeted and criticized because of the massive use of fresh water. As per their 2019
sustainability report, they have replenished almost 160% of all the waters that they have used in their
beverages. This makes the company net water positive. Additionally, they have been striving to reduce
the amount of water consumed for production. Currently they use about 1.85 liters per liter of beverages
prepared (COMPANY, 2009).

Apart for the clean and green drives, coca cola has put itself into performing social works. They have
initiated. They have started women empowerment programs like 5by20.In this program they want to
achieve five million women empowerment goal. Moreso, they create sustainability programs to target
millennials. The company has worked in medical sector to stop the transformation of aids in a drive called
Fight the ‘mother to child’, in collaboration with the organization called RED (Phillps, 2012).

3.1.1 Opportunities/Threats
Investing in CSR activities is sometimes hard for the companies. Its sometimes costly and requires
resources to be deployed. But, on the other hand the companies can make use of it in terms of positive
manner. Coca-Cola's CSR Program has helped them increase their revenue and brand image, keeping
their stakeholders satisfied with the company's production. Through doing work on CSR coca cola can
have increases sales and increased share price as well. The brand reputation will also improve which will
make the consumers ,stakeholders ,NGO and as well as government happy.

Nowadays companies are more focusing on clean and green campaigns. This is because there exist
pressures from international bodies like United Nations(UN) and Global Environment Facility(GEF).Coca
Cola can see this as an opportunity and the more it makes use of recycle products the better will be its
image in the market and it will overall be improving its brand reputation.

On the other hand investing no resources in CSR can sometimes be fatal. This happens when your
competitor is ahead in this regard. Coca Cola should be watchful for Pepsi as they are their biggest
competitor in market. Most of the consumers look for environment friendly products. Both Coca-Cola and
PepsiCo are trying to one-up each other in this “Anything you can do; I can do greener” bout of
environmentalism. PepsiCo jumped on the “green” bandwagon earlier than Coca-Cola by purchasing its
first renewable energy certificates (RECs) in April 2007 (Laitinen, 2011).Initiatives like these can be
considered as a threat for Coca-Cola so they should be vigilant.

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3.2 Corporate Brand Architecture
Coca Cola uses a hybrid model of brand artitecture.This means that it uses both the strategies of House
of Brands and Branded House (Akher, 2004).Coca Cola owns various brands like Fanta, Dr Pepper,
Sprite, Costa, and Innocent etc. These operates independently but falls under the corporate brand The
Coca Cola Company. Each of the brand has its own marketing activities and is independent in its
operations. It can confuse consumers as some sub-brands are associated, and others disassociated with
the parent brand (Julian, 2022).If one brand underperform, it can hurt the image of whole corporate
brand.

Corporate Architecture(The Coca Cola CO)

3.3 Brand Identity and Brand Image

Coca-Cola is not only the largest beverage company in the world but also one of the most influential
brands (Raben, 2018). It is easily recognizable. According to Business Insider, as much as 94% of the
world’s population can explain what the Coca-Cola logo stands for. The brand itself wants and tries to be
associated with joy and happiness (Basin, 2011).

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 Coca Cola didn’t become a giant brand overnight. It took years of mistakes in marketing activities
and then eventually overcoming those mistakes to become what is now. One of the ways it has achieved
the status is through focusing on the brand rather than the product. “Coke is described as something that
brings family and friends together, encourages sharing and brings happiness, rather than just a soda”
(Branding, 2021). Coca-Cola sells the lifestyle, the emotion, and the association of the brand that people
can relate to. This ensures that the brand is universal and understood across all cultures and languages.

Jean-Noel Kapferer’s Brand Identity Prism is a model that helps businesses build strong,
enduring brand identities that reflect their core values (AGENCY, 2018).In the figure below the similarities
and dissimilarities between diet coke and coca cola are shown. This also helps us distinguish between
product brand and corporate brand. The summary of the prism says that the product is different in their
own ways. Coke classic goes for modernity and chilling while the other one is built for health-conscious
people.

Kapferer’s Brand Identity Prism

3.4 Sustainability and Reputation

Coca cola divides its CSR policy into two sections. One entitled "Better Shared Future" covers diversity,
community interactions, employees, and the activities of the Coca-Cola Foundation.
The other, called "sustainable business," focuses on water use, packaging, product materials, and
sustainable agriculture.

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Coca Cola has been engaged into core components of CSR like water stewardship under which they
have to take care in some less developed areas of the world where water is scarce resource, the
company should not be depleting the locals with such a valuable resource. The core policy is called ‘2030
Water Security Strategy’, which aims to provide long-term benefits in terms of water availability,
governance, and quality via investing in schemes, which reuse more water and operate outreach
programs into communities (Freeman, 2022).The company has shown substantial work in sustainable
packaging. With the World Without Waste program launched in 2018, the company has made
many innovative upgrades. The focus is on design, collections, and partnerships. Currently, 90% of the
packages in use are recyclable, aiming for 100% by 2025. By working with local stakeholders,
the company is implementing a program designed to promote recycling.

Under the program “Better Shared Future” Coca cola is in line with the corporate
protocols. It has been shown efforts for women empowerment and set target of 5 million women to get
empowered. Its aim is to create an inclusive environment by leveraging off input from employee groups
and leadership councils. It then measures its progress using carefully thought-out metrics. To further
analyze the sustainable activities RepTrack Model has been used which has been shown below. Two
parts of the models has been addressed by Coca Cola: Citizenship and Workplace. Under Citizenship,
research agency Statista has confirmed the footprint to be stable/declining, which offers hope to Coke’s
aim of reducing total greenhouse gas emissions by 25% by 2030 (Peters, 2019). A serious approach to
water stewardship is written into the Coca-Cola corporate water strategy, which aims to reduce, recycle,
and replenish the water the company uses to make its beverages. By 2020, Coca-Cola is aiming to return
as much water to nature and to communities as it uses in its drinks (Thrope, 2011).In relation to
Workplace, Coca-Cola has been doing initiatives which is helping a smooth working environment for its
employees and ensures no discrimination and bullying at the workplace. Coca-Cola North America is
giving employees the chance to serve up the next breakthrough innovation – from new beverage brands
to groundbreaking sustainability programs, to creative eCommerce solutions – through a crowdsourcing
forum called the Grand Challenge (Company, 2019).

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 Rep Track Model

3.5. Strengths and Weaknesses

Coca Cola sub brand diet coca cola has been given great attention by its consumers since its start. This
can be strength for coca cola as diet coke is more intense in flavoring than the competitor diet Pepsi.
Coca cola has a large fan base from around the world which keeps the name alive. If we analyze threats
coca cola lacks in an away like PepsiCo has widen its business to produce snacks and food while Coca-
Cola is still stick onto beverages. People are now looking for more healthier options available in the
market which contains lesser sugar content. Coca cola must consider and work on this before it’s too late.

4.Brand Audit
A brand audit is a checkup that evaluates your brand's position in the marketplace, its strengths, and
weaknesses, and how to strengthen it. Brand Audit covers all the Internal branding like mission and
values. Moreso, it focuses on external branding like advertisements and marketing materials. It also
highlights customer experience and customer support.

4.1 Brand Inventory

4.1.1 Brand Elements
Brand elements are the unique aspects of your brand, like name, logo, color schemes, etc., that create a
cohesive, recognizable image for your business and extend into everything you create. Branded elements
also help you stand out from your competitors (Needle, 2021).

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 Diet coke being a product of The Coca Cola Company is a value itself. If we talk about the brand
elements of diet coke the company still placed some original designs in the diet coke. The iconic silver
color is present in the background and typography of traditional coca cola still highlights. The addition of
word diet depicts that the company has specifically targeted the people who have got concerns for their
health.

The Coca Cola red color shows the power, passion, life, and energy whereas the diffused white
color shows innocence, youth, peace, and humility. Red color is also a hard color to eyes so its easily
memorable. The writing of diet coke enjoys the red color while the background has a silver color which
shows innovation.

4.1.2 Marketing Mix

This section will be covering marketing mix of diet coke and will be showing how it incorporates corporate
brand strategy. Product and promotion strategies and tactics will be covered.

Diet coke was a huge success for the company as it provided record sales. Diet coke also comes
under the sustainable development goals of united nations as it promotes wellbeing of people. It is
sweetened with artificial flavor aspartame and had separate formula for manufacturing which different
from coca cola classic. Calorie content of Diet Coke in 330 ml can is 1.3 kilocalories only. There are lot of
offerings in terms of flavors for diet coke. Company should keep in mind the product differentiation
between coke diet and coca cola zero sugar because both are close in taste and flavoring.

Coca Cola uses different methods of advertising and company has been seen spending lots on
advertisements especially on billboards, radios, magazines and on social media. Data gathered by
Learnbonds indicates that Coca-Cola spent a staggering $4.24bn in 2019 for advertising and marketing.
Furthermore, the giant beverage manufacturer has utilized about $20bn in advertising in the last five
years (Cotton, 2020).The advertisements for diet coke went through lot of controversies and faced many
criticisms. ”Because I can” campaign targeted millennial consumer which encourages them to get them to
their desires because life is short. This got widespread criticism because it promotes disregard for health
and planet (Astre, 2018).

4.1.3 Brand Positioning

The positioning strategy used by Coca-Cola has allowed them to paint a suitable image of themselves in
the mind of their customers as the only “Real One”. They have designed their positioning strategy in a
way that effectively draw’s the picture in their customer’s mind. Coca cola positions its products as
refreshing and thirst quenching. The products are associated with having good time with friends and
family and enjoying everyday life.

Figure below shows the differences and similarities between diet coke and diet Pepsi. Diet Pepsi is
mostly based on regular Pepsi replaced by artificial sweetener while coca cola has totally revamped the

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ingredients and made the taste different from the regular coke. Both drinks are similar in a way that more
are purposely made for people who want to observe keto diet or they are health conscious. Steven says
in his analysis that more educated people drink diet coke due to the nature it has and the purpose it’s
made (Periberg, 2013).

ed and si er rs
s ar
P P POP ade f r ea t n erned
ar et mar et is m st y adies
ai a e in ans p as es r art ns

e a ity is e er Pepsi as d re mmenda n

P PO re p p ar inny ss ia ns
Inn a e and f t re riented desi n
i erent a rs are a ai a e

(POP) and (POD)

4.1.4 Strengths and Weaknesses

Diet Coke biggest strength is that it’s fall under the Coca Cola company which makes it the first choice of
consumers. Its distribution network is strong and is spread in all over the world except North Korea and
Cuba. “Company is able to create a global a global reach with local focus because of the strength of its
system, which comprises the Coca-Cola Company and their more than 250 bottling partners worldwide”
(Tiwana, 2015). Coca-Cola is the biggest manufacturer of carbonated beverages. Many health experts
have prohibited the use of these soft drinks. It is a controversial issue for the company (Parker, 2014).
However, Coca-Cola hasn’t devised any health alternative or solution for this problem yet. This can hurt
the corporate brand strategy which could have an impact on diet coke as well.

4.2 Brand Exploratory

Brand exploratory is an examination undertaken to comprehend what consumers feel about the brand. It
seeks to conduct a consumer insight research to acquire consumers’ feelings and perceptions (Vriens,
2009).

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4.2.1 Brand Resonance Pyramid
To get the preception,feelings and idea of consumers related to diet coke,brand resonance
prisim has been discussed below to acess the brand.Both the right and left side of pyrimid
shows fuctional and emotional attrbutes that the brand strives to acheieve shows great
syenergy.

H
T
A
C
M
A

H
I A

L P I

I
P T H

Brand Resonance Pyramid

Brand Identity(Salience)
Brand salience is placed at the bottom of the brand resonance model. It measures the brand awareness
and consumers’ ability to recall and recognize the brand under certain situations (Romaniuk, 2004).Coca
cola has high brand salience. Based on focus group, Coca-Cola is one of the brand that all seven
members could recognize its blurred logo without any hesitation, shows how coco cola has a good brand
awareness. Similarly diet coke has also a good salience but not that of the regular one because of its
utility. Although usage is not restricted to the health-conscious people but still many prefer to opt for the
coca cola classic.

Brand Meaning (Performance/Judgments)

There are many views how Diet coke is perceived in terms of its performance. One of the apparent
elements is how packaging of coca cola has never changed in years and is iconic. Diet coca cola uses
volume discount strategies in packaging .The larger bottles like 1.5 liters and pack of 6*330ml cost
comparatively less than the regular bottles or cans which is effective to maintain brand loyalty with

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customers. Diet coke is associated with the imagery of being young, happy, energetic, outdoorsy, reliable,
and charming: shows coca cola company accomplishing its mission. The website says the slogan as “Get
a taste of Good life” (Anon., 2022).

Brand Response(Imaginary/Feelings)
Coca Cola has a good perception in its consideration, quality, credibility, and superiority. This is because
it’s a brand which has a long history, iconic and nostalgic. In the data analysis by “Mintel”, all the
respondents gave positive reactions towards coca cola as a brand and voted as their preference. When
high content of sugar issue came into place, there were alternatives present with options for diet coke and
coca cola zero. Respondents had a pleasant feelings for diet coke advertisements as fun ,energetic and
healthy and agreed that brand feelings matched with the image.

Brand Relationship(Resonance)
Coca Cola develops good customer relations with its consumers. All the product brands of Coca Cola are
widely regarded and consumed. In five out of seven would opt for Coca-Cola as their first choice when
looking for soft drinks and most of them would miss Coca-Cola if it were gone in the market; exemplifies
that most members have personal attachment for the brand and would likely recommend this brand to
other people. Diet Coke has a huge fan base around the world particularly due its low sugar content
unlike Pepsi diet which contains artificial sugars.

4.2.2 Competitor and Positioning Analysis

Diet Pepsi and Pepsi Max are the two products that can be considered as a strong competitors of Diet
coke. They both have the same properties as the low or no calorie and caffeinated cola drinks. The Diet
Pepsi versus Diet Coke argues has been increasing in now days. The people are looking for easiest way
to fewer calories in their diet and fight against obesity in a meaningful way; the world largest soda
companies are changing their diet brands.

Positioning tackles how products will stand with the competition, which offers the same products
and services in the market and customers' minds. An excellent positioning transforms a product into a
unique one, making customers consider using it (Michael, 2021).Diet coke has a good awareness levels
standing around 96%-97%.Pepsi max has been rated better in experience and recommendation.
PepsiCo’s product portfolio comprises various beverages, such as carbonated drinks (including colas and
energy drinks), fruit juices, and bottled water. With a market value equity of $213.121 billion as of
September 2021, PepsiCo enjoys considerable resources and can invest in initiatives that help the
company expand globally (Hughes, 2019).So PepsiCo is considered a solid threat and a hard competitor
for Coca cola.
Diet coke has some building competitors like Minute Maid, Simply Orange and tropicana which
make their juices from 100% fruit extract. Nowadays people are moving towards healthy life so brands
like these are a significant threat to brand as well.

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4.2.3 Strengths, Weaknesses and Threats
The most important strength of diet coke is its brand image and high brand awareness. The brand is
present in almost every part of world and enjoys high popularity. It also has diverse array of product in the
product itself. There are many fruity flavors available in diet coke which makes itself unique. Coca Cola
marketing and advertising for diet coke makes itself most popular and it becomes one of the preference
for consumers due to the quality in promotions. However coca cola needs to be sometimes aware in its
slogans for products as it can became controversial. Diet coke can be considered weak when it is seen
respective of Pepsi which offers more diversified product line for health concerned people. It offers
pepsimax with flavors and diet Pepsi which is also popular among masses. Over the last years, people
have moved towards healthy choices in drinks .this can be a threat for coca cola as they had already
faced lawsuits over product quality recently. Sooner or later coca cola needs to think for more healthier
alternatives.

5. Recommendations
To make recommendations for the analysis done above(Situational and Brand audit),Tows matrix has
been considered. This will be providing useful analysis which will help the company in how to take
maximum advantages from external environment and reduce threats present (Asian, 2012).

5.1 Corporate Brand Recommendations

Coca cola has been identified as the biggest plastic polluter in the world, more than the other two nestle
and PepsiCo combined (Etinger, 2022). There exists a chance that coca cola can improve its corporate
values by participating actively in sustainable activities. CSR is important for businesses to pursue
achieve good long-term goals for its people and the world at large (Haywood, 2020).Coca Cola has
developed and achieved some goals to help them attaining sustainability. According to their claims they
would be having all recycling bottles by 2030 (Coca Cola Company, 2022).In many of the research the
respondents doesn’t agree with the statements made by Coca Cola. The company must do more to
convince people with their plans of sustainability. To mitigate the threat levels and to capture the
opportunities to maintain the corporate image, Coca cola needs to work on brand communications. They
can start advertising campaigns that focuses on the commitment of coca cola to eradicate Waste,
increased recycling, and conserve water. These are the ways through which chances of harm to
corporate image and reputational losses can be contained.

Coca Cola produces four of the top five drinks in the world. Its already a well renowned brand and
doesn’t need to do much to improve the areas where it lacks. They can be a market leader if they
increase their product line which focuses on healthier options. Coca Cola has largest sponsorship in
games such as football, cricket, and hockey. The company can utilize this as good chance to improve its
reputation. The number of people around the world have limited disposable income so the brand can take
advantage through economies of scale by reducing the price according to economic conditions.

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 The external environment is the most important factor that can be taken in mind when giving
recommendations. There are powerful forces that can be disturbing the organization, Industry or infact
whole economy. The competition between PepsiCo and Coca-Cola as an illustration for exploring the
external environment. The battle between these companies is long-standing, and though they are neck to
neck in profits, it is more about “winning the hearts and minds” of the consumers. The case can be called
as duopoly where only one or two dominates the market.PespiCo has moves towards snacks as well
whereas coca cola is lacking behind with only Beverages. The company should be investing in increasing
its offering and start working on producing snacks that will compete PepsiCo before its too late.

5.2 Product Brand Recommendation

To enhance the sustainable image of Diet Coke, Coca Cola needs to lesser the distance between
corporate brand and the product brand. Evidence of a company's CSR strategy should be included in the
brand elements and promotional activities. To visually represent the innovative new natural ingredients of
the brand, it is advisable to adjust the logo to include the greenish element, which indicates a healthier
and more environmentally friendly brand . In addition, advertising campaigns should advocate aluminum
cans and glass bottles rather than plastic bottles. The Core message should also promote the importance
of improving brand health and well-being, and recycling or reusing packages. This lesser the health
concerns associated and built a more solid brand equity. Coca Cola and diet coke can cause reputational
damage as if one brand faces criticism if would directly affect the other. The company can mitigate this
risk by gathering consumer feedback, showing transparency, and keeping consumer needs at the center
of their strategy.
In addition, CSR initiatives need to be directly related to brand scope and impact to resonate with
society and gain a competitive advantage. As the brand is associated with cheerfulness and
youth, a product brand that supports mental health and welfare charity to build brand equity, achieve
market differentiation and overcome consumer sin. At the same time, you need to adopt cause-based
marketing.

6. References
AGENCY, W., 2018. WOV&N. What is The Kapferer Brand Identity Prism, 06 04.
Akher, D., 2004. Brand Portfolio Strategy. 1st ed. s.l.:Simon and Schuster.
Anon., 2022. The Coca Cola Comapny. [Online]
Available at: https://www.coca-cola.co.uk/brands/diet-coke
[Accessed 03 02 2022].
A 2012 C x K ş
Group. Journal for business Econmics and Management., 95-110(13(1)), pp. 34-56.
Astre, K., 2018. 8 localized marketing campaigns that hit the mark. GWI, 12 08.
Basin, K., 2011. 15 Facts About Coca-Cola That Will B. Business Insider, 9 06.

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Branding, L. &., 2021. Coca Cola: The Branding Strategy that Made a Difference. Prelazab, 24 08.
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Vriens, G. &., 2009. Brand Exploratory, s.l.: Preston Press and Publishers.
7. Appendix
TOWS Matrix
Weaknesses
W1: Some declines in
sales due to decreased
customer purchasing
power meaning they
have less money to
spend so premium soft
drink producers may
suffer financially.
W2: Negative Publicity
Threats
T1: People Want
healthier options of soft
drinks.
T2: Tax increases on
fizzy drinks
T3: Rise of Inflation
increasing prices.
People want healthier
options due to the
negative publicity of
fizzy sugary drinks –
they need to make
healthier options.
To combat the negative
publicity caused by the
concern for healthy
drinks in the market,
Coke can expand upon
their Innocent smoothie
products. They could
Opportunities
O1: Ageing Population
and more
environmentally
concerned people
O2: More bottled water
consumed on a global
basis
O3: Consumers looking
for alternative to
alcoholic drinks
Decline in sales can be
stopped by increasing
bottled water sales due
to more demand.
Creating more
environmentally friendly
bottles and products
could help Coke reach out
to the environmentally
conscious consumers
while also alleviating
some of the bad press
given to the innocent
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 also perform a PR smoothie brand after
campaign to combat they were bought out by
W3: Financial market
consumer lash back Coke.
volatility
from innocent allowing
coke to buy out their
company.

Strengths People want healthier Due to their strong cash

options so due to a flow it means they can
strong cash flow they afford to target an adult
S1: Leading brand value were able to buy a large market as an alternative
and strong brand stake in innocent to alcoholic
portfolio smoothies.

S2: Sells products in They can use economies

more than 200 countries of scale to lower prices
dues to despite of
S3: Strong cash flow inflation
from operations

(Anon., n.d.)

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