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MKTG3003 Marketing Strategy

   

Added on  2021-05-31

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MKTG 3003Brand CritiqueCoca-Cola

Coca-Cola 1Executive summary Management of the Coca-Cola company premium brand Coke or Coca-Cola is critically evaluated on the basis of brand equity. This report includes the analysis of the brand equity of theCoca-Cola brand. Brand equity is the commercial value that derives from the perception of the consumer for the brand name of the particular product or services. The analysis associated with the brand equity and marketing program. Along with the provision related to the recommendations to combat determine the threats to brand equity. The evaluation of the basic segmentation variable helps the company in defining the target market as the people who are young and likes to prefer soft drinks on regular basis. The brand ensures that they deliver consistent product quality across the world. Furthermore, there is a detailed description of the marketing program that determines the most important elements of themarketing mix that are associated to the Coca-cola products, pricing strategy, effective advertisement and the extensive distribution system. Moreover, the brand reflects the major sources due to which the company is able to form the brand equity that is brand image and awareness. In the end, the report includes the threats to the brand equity and the recommendationto the same. Content

Coca-Cola 2s1.Introduction..............................................................................................................................42.Brand overview........................................................................................................................52.1Brand Portfolio..................................................................................................................52.2Brand elements..................................................................................................................62.2.1Brand name................................................................................................................62.2.2Packaging...................................................................................................................62.2.3Logo & symbol..........................................................................................................62.2.4Slogan........................................................................................................................73.Sources of brand equity...........................................................................................................73.1Brand awareness...............................................................................................................73.2Brand image......................................................................................................................84.Marketing program..................................................................................................................94.1 Target Market........................................................................................................................95.Marketing mix.......................................................................................................................105.1 Product.................................................................................................................................105.2 Price.....................................................................................................................................105.3 Place.....................................................................................................................................115.4 Promotion............................................................................................................................116.Brand attributes......................................................................................................................12

Coca-Cola 37.Threats to brand equity..........................................................................................................127.1 Increased competition..........................................................................................................127.2 Raw material sourcing.........................................................................................................128.Recommendations..................................................................................................................138.1 Growth strategies.................................................................................................................138.2 Tie-ups for raw material......................................................................................................139.Conclusion.............................................................................................................................1410.References...........................................................................................................................15Appendix........................................................................................................................................18Appendix 1.................................................................................................................................18

Coca-Cola 41.Introduction The aim of the report is to critically analyze the management of the Coca-cola finest sparkling beverage, Coke or Coca-Cola on the basis of the brand equity (Coca-Cola, 2018). The analysis isbased on the Coca-Cola which is a carbonated soft drink produced by Coca-Cola company. The report includes the details associated with the brand and its elements along with the Coca-Cola Brand portfolio. The relevant sources related to the brand equity will be evaluated in the report. The evaluation of the contribution of brand equity is done with the help of assessment of marketing program and target market of Coca-Cola. The report will future highlight the key brand related attributes and will potential threats to the brand equity of Coca-Cola along with the recommendations.

Coca-Cola 52.Brand overview 2.1Brand PortfolioCoca-Cola Company recently adopted “one brand approach” under which the company is uniting3 different brands under the umbrella of Coca-Cola (Hepburn, 2018). The company believes that the products with no and lower sugar variants will get a benefit because of the closer association with the Coca-Cola classic. Moreover, the featuring of all the variants in the advertisement of a company will make customer clear about the full choice that they offer to their new and potentialcustomers (Moye, 2016). Coca-Cola Australia has a different sort of brands that belong to various products. (Refer Appendix 1). In addition, the purpose of the paper will further emphasis on Coca-Cola Australian beverages brands.

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