University Report: Coca-Cola Brand Extension and Marketing Strategies

This report provides a comprehensive analysis of Coca-Cola's brand extension strategy. It begins with an introduction to the importance of marketing and brand extension in today's business environment. The main body of the report explores the methodologies used, including qualitative data collection and frameworks like PESTLE and Ansoff matrix. The report then delves into Coca-Cola's existing brand values using Kapferer's brand identity prism. It also discusses the target market using the STP model, analyzes the new market including trends, and employs tools like PESTEL analysis and Ansoff's Grid Matrix. The report further explains the new product (diet coke), assesses the competition, and concludes with recommendations for successful brand extension. The report is well-researched, citing various books and journals to support its findings. It provides a thorough understanding of the challenges and opportunities associated with extending the Coca-Cola brand in a new market like Ireland.

COCA-COLA BRAND
EXTENSION

TABLE OF CONTENTS
INTRODUCTION
MAIN BODY
CONCLUSION
REFERENCES

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.
 This presentation 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 presention 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.

CONTINUE…
 Findings
 Existing brand and brand values
 There is Kapferer’s brand identity prism has been used below for
knowing existing brand and brand values of Coca Cola.
 Basically, this prism of brand identity discusses about six key
elements of a brand in order to show its effectiveness in the
market place.
 Physique: Coca Cola is the leading business in global beverage
industry, and currently it has workforce of over 86,200 effective
people. It has wide range of products and services which gives an
excellent experience to all customers in market place.

CONTINUE…
 Description of the Target Market
 STP model
 Basically, this strategy includes three stages of effectively targeting customers, in
which these all stages has been discussed below;
 Segmentation: Segmentation is the first stage under model that helps businesses and
companies for dividing their large market into small segments of market on the basis
of various factors, like geographically and demographically.
 In this situation, segmentation stage of model will help Coca Cola as well in Ireland.
 Targeting: Targeting is the main stage under the model where a business has to take
steps towards targeting own customers on the basis of their many factors, like;
interest, hobby, caste, ethnicity, culture, religion, attitude etc.

CONTINUE…
 Analysis of the New Market, Including Trends
 There is market analysis task is also very necessary to the business, because currently many
factors and trends exists in market that can affect Coca Cola in both ways, positively and
negatively.
 PESTEL Analysis
 This tool shows six key factors which has been discussed below;
 Political factors: Political factors will affect to present business when it will run own
business operations in Ireland.
 According to local government of Ireland, each existing business or company have to fulfil
its obligation of taxation, so this political factor will affect to Coca Cola as well.

CONTINUE…
 Ansoff’s Grid Matrix
 Ansoff matrix is generally a set of marketing strategies which helps
ventures for gaining very productive outcomes in the market place.
 Market penetration: This is the strategy that motivates or
encourages upper management of business for using own existing
products and services for selling them in the present selected
market place.
 Product development: Product development strategy will motivate
to business for innovating and developing a new exclusive range of
products and services for selling them in the present market place.

CONTINUE…
 An Explanation of the New Product
 The Coca Cola is multinational beverage company and specially knows for its
wide range of products and services.
 Upper management of this business has ordered to its research and
development department for innovating new products and services regularly
for retaining customers for the long time period.
 Recently, this department of company has developed a new and exclusive
range of product, named; diet coke.
 According to management, this product is completely sugar free and very
favourable for the patients of sugar.

CONTINUE…
 Competition
 Currently there is huge competition in the beverage
industry of Ireland, in which this competition will
become threat to company when it will be extended
own venture operations in this country.
 For example; Pepsi, Fanta, Red bull, Gatorade etc. are
well established multinational beverage companies in
Ireland which will difficulty give very tough
competition to Coca Cola during brand extension.

CONCLUSION
 It can be concluded that upper management of Coca Cola should
follow different marketing strategies for successfully extending
own business operations in the new selected market place.
 Basically, the process of brand extension is very mandatory to each
business for increasing its levels of profit margins in own respective
sector.
 It can be also concluded that, existing business or local companies
always gives tough competition to business which has recently
extended its business operations in the same market, so upper
management of Coca Cola have to use productive marketing
strategies for successfully extending own brand.

REFERENCES
 Books & Journals
 Donkor, S., 2016. Organizational change as a tool for enhancing organization
development. A case study of Coca-Cola Bottling Company Limited. (Doctoral
dissertation).
 Goodluck, S., 2020. The Impact of Automation on Employment in
Manufacturing Industry: a case of Coca Cola company in Tanzania. (Doctoral
dissertation, Mzumbe University).
 Barlow, P., and et.al., 2018. Science organisations and Coca-Cola’s ‘war’with the
public health community: insights from an internal industry document. J
Epidemiol Community Health. 72(9). pp.761-763.
 Porto, C. B., 2019. Marketing de patrocínio em eventos: um estudo de caso da
marca Coca-Cola no festival Rock in Rio no Brasil (Bachelor's thesis,
Universidade Federal do Rio Grande do Norte).