Principles of Marketing: Brand Extension and Market Analysis

Principle of Marketing

INTRODUCTION
 The principles of management are the activities that enable to plan, organize and
control the operations of the basic elements of people, materials, methods and markets
by providing direction and coordination, giving leadership to human efforts, so to
achieve the business objectives.
 Coca Cola brand has market share of 50 percent global carbonated beverage market
with a wide market share dominating the beverage market of soft drinks.

Methodology
 The methodology of the research related to brand extension chosen was secondary
research which aims at gaining a broader understanding of the brand market growth,
the competitors it has in the economy and analyse the primary research results.
 Secondary research is a quick process as the data of company is already known.
 The secondary data of Coca Cola company research found is both qualitative and
quantitative, sales data of company, customers feedback, proper study of annual
reports and government data about the working of brand.
 Proper research on the brand market share, its spread in the global market and how
much place it has occupied the goodwill of its customers.

Cont..
 The principles of management company works on, its pricing strategies as well as the
policies to combat all existing competitors.
 It also focuses on future target market, inclusion of new products according to increase
in customers demand and also the various tools of market study it uses for analysis the
business goals.
 The product extension of Coca Cola Company includes bringing new products and
attractive packaging tools by different price strategies.
 Besides this methodology chosen can be effective for brad extension as it will provide a
huge amount of information in a short time periods and can even prove cost effective.