OPPapers.com

Student

Investigation about Coca Cola

Introduction

The Coca-Cola Company exists to benefit and refresh everyone it touches. Founded in 1886, the Company is the world's leading manufacturer, marketer, and distributor of non-alcoholic beverage concentrates and syrups, used to produce more than 300 beverage brands. Their corporate headquarters are in Atlanta, with local operations in over 200 countries around the world. "Relying on brand awareness has become marketing fool's gold." Scott Bedbury, brand manager for both Nike and Starbucks. Brand is what the market believes and feels about your company and your products. It is up to you to define what you want the market to think and feel, and then coax the market to this view. Coca-Cola’s brand personality reflects the positioning of its brand. Positioning is in the mind of consumers and can be described as how the product is considered by them. Many people see Coca-Cola as a part of their daily life. This affinity between the brand and the consumer leads to a high degree of loyalty and makes the purchasing decision easier. Their objective is to create customer loyalty through brand awareness, brand strength and brand loyalty.

The benefit of branding strategy is that greater customer loyalty drives new sales to existing customers and causes them to recruit new customers. Since the branding strategy is playing such an important role in Coca-Cola, we decided to choose this aspect as our topic. In the below context, we analyze four items of positioning brand. They are ‘Marketing Research’ ‘Supply Chain Management’ ‘Advertising and Sponsorship’ and ‘Ethics’.

Branding Strategy
The Coca-Cola Company exists to benefit and refresh everyone it touches

It is necessary to create the right image i.e. one that closely matches consumers’ feelings and expectations of what the product should be like. The purpose of brand positioning is to develop a character statement. This can ensure that consumers have a clear view of the...