Coca-Cola: Brand Management

RUNNING HEAD: BRAND MANAGEMENT
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Coca-Cola: Brand
Management

BRAND MANAGEMENT 1
Executive Summary
This report focuses on a company named Coca-Cola. Coca-Cola is having a huge success
after facing various issues related to their brands. Company is not able to meet the
requirement as per the vision and mission set by the organization. The vision & mission of
the company define the infant about there working. This report gives the theoretical
knowledge about the company vision and mission, its brand analysis and the issues connected
with its performance. This report also focuses on issues such as packing, health issues, which
are caused by the products of the Coca-Cola organization. Reposition vision & mission are
also given in this report for achieving the success and mitigate the issues which are facing by
the company. Perceptual maps also facilitate the comparison which can be done in the
company’s present mission and vision & reposition mission and vision. Recommended
strategic brand plan is also given which the company to achieve the huge success in the
economy and to compete with the various competitors can follow.

BRAND MANAGEMENT 2
Table of Contents
Introduction................................................................................................................................3
Coca- Cola Company.................................................................................................................8
Where are we now..................................................................................................................8
Key competitors..................................................................................................................9
Issues with brand equity.......................................................................................................11
Strategic brand direction.......................................................................................................13
Current vision mission and goals......................................................................................13
Reposition statement for mission value and goals............................................................14
Perceptual maps................................................................................................................16
Recommended strategic brand plan......................................................................................17
Marketing Mix..................................................................................................................17
Budgetary consideration...................................................................................................18
Conclusion................................................................................................................................20
Bibliography.............................................................................................................................21

BRAND MANAGEMENT 3
Introduction
Coca-Cola Company serves various types of soft drinks that are traded in the stores,
restaurants & vending machines globally. The organization’s products are sold in more than
200 nations. It is manufactured by The Coca-Cola organization in Georgia, Atlanta, and is
frequently mentioned to merely as Coke or (in European and American countries) as cola,
pop, or in some areas of the U.S., soda (Hays, 2010).
(Coca cola, 2018).
The person named John Pemberton originally intended Coca-Cola Company as a patent
medication in the late 19th century. A Griggs Candler, a businessperson who led coke to kits
dominance globally by its marketing tactics, developed Coca Cola Company. The
organization produces focus, which is afterwards traded to licensed Coca-Cola bottlers all
through the globe. Occasionally, the Coca-Cola has also presented other cola drinks under the
brand name. The most varieties of these are Diet Coke, with various comprising of Caffeine-

BRAND MANAGEMENT 4
Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola
Vanilla, and superior editions with lemon, lime or coffee (Çal, 2014).
At Coca- Cola Great Britain (CCGB), the management is accountable for the more than 80
drinks and 20 brands. There are almost 134 persons working at the London HQ, which look
after and are accountable for promoting the products and emerging the current brands.

BRAND MANAGEMENT 5
Coca-Cola drinks are widely spread to consumers for example supermarket and retail outlets.
There are 6 manufacturing places crossways the nation.