Coca-Cola Brand Extension: Marketing and Branding Strategies

COCA-COLA BRAND
EXTENSION

Executive Summary
Marketing function and brand extension activity of business completely interrelates with
each other, because when a business plans for extending own brand, then it has highly required
to use marketing function for successful extension. This report discusses the brand extension task
to Coca Cola company.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
METHODOLOGY..........................................................................................................................4
FINDINGS.......................................................................................................................................5
Existing brand and brand values..................................................................................................5
Description of the Target Market................................................................................................6
Analysis of the New Market, Including Trends...........................................................................7
An Explanation of the New Product............................................................................................9
Competition.................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is too important function to an organisation, because it gives an opportunity to
each business and company for attracting many customers and people towards own brand.
Currently most business has plan to highly extend own venture operations in different market
places or countries, because if a business has highly extended own brand, then it will be able to
gain huge profit margins in the market place in comparison to businesses which runs only in a
selected market place (Donkor, 2016). In this situation, upper management of a business have to
take steps towards considering own function of marketing while extending own business
operations at the large scale in market place. This report discusses brand extension process of
Coca Cola. Basically, Coca Cola is highly reputed brand beverage brand which currently serves
many countries, headquartered in Georgia, United States. This report discusses some other
factors as well which has based on the brand extension and marketing.
MAIN BODY
METHODOLOGY
Basically, there are two types of research methodologies available in the market place,
named; qualitative method and quantitative method, in which the first one gives opportunity to
gain data through interviews, observation, books and journals etc. and the second one gives
opportunity to gain data through mathematical and numerical sources. However, qualitative data
collection method has been used below for achieving various information about Coca Cola and
its brand extension strategy. On the other side, some frameworks, like; PESTLE, Ansoff matrix
also has been used below for knowing key factors of the business environment (Goodluck,
2020). Currently, upper management of Coca Cola has been decided to extended own brand in
Ireland by offering its new product, named; Diet Coke. This is basically a new version of
previous diet coke, because the company make this coke completely Sugar free, and that will
give great experience and satisfaction to patients of sugar in Ireland.