Brand Analysis of Coca Cola

Assignment on Brand Analysis of Coca Cola
Assignment on Brand Analysis of Coca Cola
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1Assignment on Brand Analysis of Coca Cola
Table of Contents
Introduction................................................................................................................ 2
Target market................................................................................................................. 4
Brand Image................................................................................................................... 4
SWOT analysis............................................................................................................... 5
Brand positioning............................................................................................................ 5
Product life cycle........................................................................................................ 6
Competitors.................................................................................................................... 7
Evidence of Trends.......................................................................................................... 8
Conclusion.................................................................................................................. 9
References................................................................................................................. 9

2Assignment on Brand Analysis of Coca Cola
Introduction
Coca-Cola is a carbonated soft drink which is sold in more than 200 countries. Coca cola is a US
based firm which was formed in 1886 by John Stith Pemberton. Coke was patented as a
medicine because it contained Coca leaves and Kola nut as caffeine. The marketing skills of
businessman Asa Griggs Candler made the drink market king. The Brand image of Coca cola is
so strong that after facing numerous critics regarding the bad health effect, the market position of
coca cola is highest among all the drinks present in the world (Coca Cola, 2019).
Fig1. The evolution of the coca cola bottles since 1899 to 2007.
Coca Cola is producing over 3500 beverages from its 500 brands, ranging from health drinks to
soft drinks products. The portfolio of the brand is as follows, some of the example:
 Fuze, Del Valle, Minute Maid, Powerade, Fanta, Sprite, Diet Coke

3Assignment on Brand Analysis of Coca Cola
Fig 2: Coca Cola Brand portfolio.
Our product is Coca Cola classic the caramel colored carbonated soft drink which is famous all
over the world.
Fig 2. Classic Coca cola.
Coca-Cola's brand value was around 78 Billion in 2012. It is estimated that market capitalization
of the company is 173 Billion ( as per Forbes Global 2000 List), brand coca Cola is worth 45%
of the company's value as measured in 2018 . The brand personality of Coca-Cola's is best
described as "Happiness". They are the mascot of "spread" and "open" happiness everywhere.
This brand is the perfect combination of sincerity and excitement, spreading the joy through its
advertisement “Share a Coke” campaign. The company has branded house architecture as all its
products are not independent and takes the image of Coca cola for recognition (Coca Cola,
2019).
Target market
Cola Cola has a huge range of customers to serve. The brand targets the non-alcohol beverage
consumers.
Geographic - Under this category, they target all countries except Cuba and North Korea. The
major market is in US, Britain, Europe and Asia including Japan and china.
Demographic- The target consumer are between age of 15 to 50. There are health conscious
consumers specially women, the adults; teens are major consumers as they prefer soft drink over
alcoholic drinks.