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Name ID

• Payam Al Islam
0320129
• Humayun Reza Murtaza
0410168
• Parvez Khaled
0320427
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A snapshot of Coca Cola
Company
• Established: 1886 through its flagship brand Coca Cola. Then Asa Candler
bought Coca-Cola formula and brand and in 1892 founded The Coca-Cola
Company.

• Beverage Variety: Today The Company has more than 2,800 products
which includes juices, juice drinks, waters, sports and energy drinks, teas
and coffees, and milk-and soy-based beverages.

• Operational Reach: 200+ countries

• Company Associates: 90,500 worldwide

• Consumer Servings (per day): 1.5 billion

• Major competitors: Dr Pepper Snapple Group, Inc., Pepsico, Inc.,Nestle

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What is Brand?

• “A brand is a name, term, sign, symbol, or design, or combination of


them, intended to identify the goods or services of one seller or
group of sellers, and to differentiate them from those of
competitors”.- American Marketing Association

• A brand is a promise. A promise to achieve certain results, deliver a


certain experience, or act in a certain way. A promise that is
conveyed by everything people see, hear, touch, taste or smell
about the business.

• Brands add emotion and trust to the products and services, thus
providing clues that simplify consumers’ choice.

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Coca cola company as a
brand
• The Coca-Cola Company is the world's largest beverage company.

• Besides its namesake Coca-Cola beverage, Coca-Cola currently offers


nearly 400 brands in over 200 countries or territories

• Coca-Cola, in every form classic, diet, caffeine free, cherry, light is the most
widely recognized and esteemed brand in the world.

• The Coca Cola Company owns 4 of the world’s top 5 nonalcoholic beverage
brands: Coca-Cola, Diet Coke, Sprite and Fanta

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Coca Cola Rank as a Brand
World Best Valuable Brads 
2008
Rank Company  Brand Value (USD)

1 Coca­Cola 66.6 billion

2 IBM  59 billion

3 Microsoft  59 billion

4 GE 53 billion

5 Nokia 35 billion

6 Toyota  34 billion

7 Intel  31.2 billion

8 McDonald’s 31 billion

9 Disney  29.2 billion

10 Google 25.5 billion

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Marketing’s Role in Product
Strategy

• Market sensing
• Identifying the characteristics and
performance features of products
• Guiding target market and program-
positioning strategies

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Strategic Brand
Management
Brand
Identity

Identity
Implementation Brand
Equity
Brand
Strategy Over
Time

Managing the
Strategic Brand Portfolio
Brand
Analysis
Leveraging the
Brand
Picture 17
Product Life Cycle

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Brand Equity
Brand equity is a set of brand assets and liability linked to a
brand, its name, and symbol, that add to or subtract from
the value provided by a product or service to a firm and/or
to that firm’s
Customers.

Measuring Brand Equity:

• loyalty (price premium, satisfaction),

• perceived quality (popularity),


• associations (brand personality, organizational
associations),
• awareness (brand awareness), and

• market behavior (market share)


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Managing product/ Brand

1. Building the
Franchised production
product
model
The actual production and
distribution of Coca-Cola
follows a franchising model.
The Coca-Cola Company only
produces a syrup concentrate,
which it sells to various bottlers
throughout the world who hold
2. Product
Coca-Colaline strategy
franchises for one or
more
The geographical
Coca-Cola areas.
Company offers
nearly 400 brands in over 200
countries & has more than
2800 beverage products
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Brand portfolio strategy
Name Launched Discontinued Available in
Coca-Cola 1886   worldwide
Caffeine-Free Coca-Cola 1983   American Samoa,  Austria, Australia,
Coca-Cola Cherry 1985 2000 Belgium, Brazil, China, Denmark,
Canada
Federation of Bosnia and
Herzegovina, Finland, France,
Germany, Hong Kong, Iceland, Korea,
Luxembourg, Macau, Malaysia,
Coca-Cola with Lemon 2001 2005 Mongolia, Netherlands, Norway,
Reunion, Romania, Singapore, South
Africa, Spain, Switzerland, Taiwan,
Tunisia, United Kingdom, United
States, and West Bank-Gaza
2002 2005 Austria, Australia, China, Germany,
Coca-Cola Vanilla Hong Kong, South Africa, New
2007  
Zealand,Malaysia, Sweden and Russia
Coca-Cola C2 2003 2007 Japan, Canada, and the United States.
Coca-Cola with Lime 2005   Belgium, Netherlands, Singapore
Coca-Cola Raspberry Jun-05 End of 2005 New Zealand.
Coca-Cola Zero 2005   Federation of  Bosnia and
Herzegovina, Germany, Italy, Spain,
Coca-Cola M5 2005  
Mexico and Brazil
Coca-Cola Black Cherry Vanilla 2006 Middle of 2007  
United States, France, Canada, Czech
Republic, Slovak Republic, Federation
Coca-Cola Blāk 2006 Beginning of 2008 of Bosnia and Herzegovina, Bulgaria
and Lithuania
Federation of Bosnia and
Coca-Cola Citra 2006  
Herzegovina, New Zealand and Japan.
Coca-Cola Light Sango 2006   France and Belgium.
Coca-Cola Orange 2007   United Kingdom and Gibraltar
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Brand leveraging strategy

Line
extension:
Most of the coca-cola products fall into line extension

Brand
extension:
They also has large category of brand extension products like
bottled water, juice, ready to drink tea, energy drinks

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Seven deadly sins of Brand
management

 Failure to fully understand the meaning of the brand.

 Failure to live up to the brand promise.

 Failure to adequately support the brand.

 Failure to be patient with the brand.

 Failure to adequately control the brand.

 Failure to properly balance consistency and change with the brand.

 Failure to understand the complexity of brand equity measurement and

management.

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Findings

• Coca cola should put more focus on


segmentation & targeting
• They can introduce something for the
youth segment
• Instead of selling specific product in
specific places they can sell them
worldwide
• They can go for proper diversification
as PepsiCo did
• They should not go for unrelated
diversification Picture 17
Thank
you

Picture 17