POSITIONING ON

MOST LOVED
BRAND
 POSITIONING STATEMENT
The Coca-Cola Company passed for a bad moment in
the past, most people thought that at 90’s this company
would close. In this moment, they change their
objective with the costumers. They don’t want to be a
soda company more; they want something different in
the mind of their customers when they think in Coca-
Cola. In that moment, they change and now every time
that a people think in Coca-Cola, they automatically
think in happiness.
 POSITIONING/PERCEPTUAL
MAP
How we said in the last point, Coca-Cola change the
consumer mindset. Now when someone think in Coca-
Cola, instantly they think in happiness as the slogan says
“Open happiness”. So Coca-Cola is more than a product,
is a kind of lifestyle. And this is something that the
competition knows. In Peru, their principal competition
are Inca Kola, Pepsi and Sprite.
 POINTS OF PARITY
MODERNO

SABOR (-) SABOR (+)

ANTICUADO
 JUSTIFICAT
ION
Between the points of modern and taste, Coca-Cola it’s higher than its competitors, such as Pepsi
and Sprite. But it’s on the same level as Inca Kola in modernity. On the other hand, Inca Kola it’s
higher in taste. Most people on Peru prefer Inca Kola instead Coca-Cola because they said that it
has a better taste like bubble gum. And Coca-Cola knows that they need to compete in the category
of modern, where they are the winners.