Brand Development for Coca-Cola: Launching ENCOKE in the Indian Market

Running Head: Brand Development
Brand Development
Coca-Cola

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Executive Summary
Coca-Cola is also known as Coke and it is a carbonated drink manufactured by The Coca-
Cola Company. The company was originally intended as patent medicine and later on in
the 19th Century, Coca-Cola was brought up in the world of soft drink manufacturer.
Company has huge product offering and it has set up its presence in various parts of the
globe. In order to retain its competitive advantage over other soft drink manufacturers
across the globe, organization constantly introduce new products in the market. This
helps the organization to defend their acquired market share along with approaching to
the other customer segments. Company has now planned to introduce another new
product in the Indian market which is one of the most emerging economies across the
globe. This report will cover the different aspect of brand promotion and the
introduction of new product in the Indian market.

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Table of Contents
Executive Summary........................................................................................................................................... 1
Introduction.......................................................................................................................................................... 2
Assumptions.......................................................................................................................................................... 3
Positioning Strategy...........................................................................................................................................4
Target Market.................................................................................................................................................. 4
Competitor Analysis...................................................................................................................................... 6
POP’s & POD’s.................................................................................................................................................. 6
Brand Equity......................................................................................................................................................... 8
Building Brand Equity via Brand awareness..........................................................................................8
Brand Awareness........................................................................................................................................... 8
Selection and Justification of the Brand Elements...........................................................................9
Brand Name.................................................................................................................................................. 9
Brand Logo.................................................................................................................................................... 9
URL-Uniform Resource Locater........................................................................................................10
Slogan........................................................................................................................................................... 10
Building Brand equity via Brand Image.............................................................................................10
Brand Associations................................................................................................................................. 10
Brand Mantra............................................................................................................................................ 12
Communication Strategy.............................................................................................................................. 13

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Message and Creative Strategy..............................................................................................................13
Media Mix........................................................................................................................................................ 14
Pricing Strategy............................................................................................................................................ 18
Measuring Brand Equity............................................................................................................................... 18
Qualitative....................................................................................................................................................... 19
Quantitative.................................................................................................................................................... 19
Timeline................................................................................................................................................................ 20
Recommendation............................................................................................................................................. 22
Conclusion........................................................................................................................................................... 23
References........................................................................................................................................................... 24
Table of Figures
Table 1 Market segmentation their variables to develop the target market...........................5
Table 2 Table of POPs....................................................................................................................................... 7
Table 3 Table of PODs....................................................................................................................................... 7
Table 4 6 core associations.........................................................................................................................10
Table 5 actions to leverage secondary associations.........................................................................11
Table 6 Parts of the Mantra......................................................................................................................... 11
Table 7 Media Mix............................................................................................................................................ 15
Table 8 Brand Equity Model & Measurement by Keller (2006)..................................................18

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Table 9 12 month Brand launch plan......................................................................................................19
Table 10 Recommendations........................................................................................................................20

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Introduction
Coca-Cola a name synonymous with refreshing energy drink is a 132 years old
organization which was founded in the 19th century by John Pemberton and was later
bought by businessman Asa Griggs Candler. Coca Cola is a beverage company which
offers more than 500 brands in over 200 countries. In addition to this, the company
product portfolio includes some of the world’s most valuable beverage brands such as
Dasani Waters, Minute main juices, Gold Peak Teas and coffees, honest tea, innocent
smoothies and juices, sprite, coconut water and many more. The company is constantly
infusing innovation in its product offering by reducing the intake of sugar and bringing
new products into the market. At the same time the company is working with various
strategic partners to reduce the impact on the environment by replenishing water and
promoting recycling. The company which employees over 700,000 people is working
towards its goal of bringing economic opportunity to the local communities across the
globe (Coca-Cola Company, 2018).
Coca-Cola is the only brand in the world which is known to over 98% of the world’s
population, this shows that Coca-Cola as a brand is absolutely invincible and has a truly
global appeal. India is a significant and one of the largest consumer markets for the
company, the company there faces stiff competition from Pepsi, the rival brand and
other local manufacturers. India is the best suitable market for Coca-Cola to launch a
new energy drink due to extreme temperature condition in the Indian sub-continent.
The idea here is to launch a new energy drink by the name of “ENCOKE” and create a
dent in the already existing energy drink market. The company will use the strategy of