Name ID• Payam Al Islam 0320129• Humayun Reza Murtaza 0410168• Parvez Khaled 0320427

A snapshot of Coca Cola Company

• Established: 1886 through its flagship brand Coca Cola. Then Asa Candler bought Coca-Cola formula and brand and in 1892 founded The Coca-Cola Company.

• Beverage Variety: Today The Company has more than 2,800 products which includes juices, juice drinks, waters, sports and energy drinks, teas and coffees, and milk-and soy-based beverages.

• Operational Reach: 200+ countries

• Company Associates: 90,500 worldwide

• Consumer Servings (per day): 1.5 billion

• Major competitors: Dr Pepper Snapple Group, Inc., Pepsico, Inc.,Nestle

What is Brand?

• “A brand is a name, term, sign, symbol, or design, or combination of them, intended to identify the goods or services of one seller or group of sellers, and to differentiate them from those of competitors”.- American Marketing Association

• A brand is a promise. A promise to achieve certain results, deliver a certain experience, or act in a certain way. A promise that is conveyed by everything people see, hear, touch, taste or smell about the business.

• Brands add emotion and trust to the products and services, thus providing clues that simplify consumers’ choice.

Coca cola company as a brand

• The Coca-Cola Company is the world's largest beverage company.

• Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200 countries or territories

• Coca-Cola, in every form classic, diet, caffeine free, cherry, light is the most widely recognized and esteemed brand in the world.

• The Coca Cola Company owns 4 of the world’s top 5 nonalcoholic beverage brands: Coca-Cola, Diet Coke, Sprite and Fanta

Coca Cola Rank as a Brand

World Best Valuable Brads 2008

Rank Company Brand Value (USD)

1 Coca-Cola 66.6 billion

2 IBM 59 billion

3 Microsoft 59 billion

4 GE 53 billion

5 Nokia 35 billion

6 Toyota 34 billion

7 Intel 31.2 billion

8 McDonald’s 31 billion

9 Disney 29.2 billion

10 Google 25.5 billion

Marketing’s Role in Product Strategy

• Market sensing

• Identifying the characteristics and performance features of products

• Guiding target market and program-positioning strategies

Strategic Brand ManagementBrand Identity

Identity Implementation

Brand Strategy Over

Time

Managing the Brand Portfolio

Leveraging the Brand

Brand Equity

Strategic Brand

Analysis

Product Life Cycle

Brand Equity

Brand equity is a set of brand assets and liability linked to a brand, its name, and symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firm’s

Customers.

Measuring Brand Equity:

• loyalty (price premium, satisfaction),

• perceived quality (popularity),

• associations (brand personality, organizational

associations),

• awareness (brand awareness), and

• market behavior (market share)

Managing product/ Brand

1. Building the productFranchised production model

The actual production and distribution

of Coca-Cola follows a franchising

model. The Coca-Cola Company only

produces a syrup concentrate, which it

sells to various bottlers throughout the

world who hold Coca-Cola franchises

for one or more geographical areas.

2. Product line strategy

The Coca-Cola Company offers nearly

400 brands in over 200 countries & has

more than 2800 beverage products

Brand portfolio strategy

Name Launched Discontinued Available inCoca-Cola 1886 worldwideCaffeine-Free Coca-Cola 1983 Coca-Cola Cherry 1985 2000 Canada

Coca-Cola with Lemon 2001 2005

American Samoa, Austria, Australia, Belgium, Brazil, China, Denmark, Federation of Bosnia and

Herzegovina, Finland, France, Germany, Hong Kong, Iceland, Korea, Luxembourg, Macau, Malaysia,

Mongolia, Netherlands, Norway, Reunion, Romania, Singapore, South Africa, Spain, Switzerland, Taiwan,

Tunisia, United Kingdom, United States, and West Bank-Gaza

Coca-Cola Vanilla2002 2005

Austria, Australia, China, Germany, Hong Kong, South Africa, New Zealand,Malaysia, Sweden and Russia2007

Coca-Cola C2 2003 2007 Japan, Canada, and the United States.Coca-Cola with Lime 2005 Belgium, Netherlands, SingaporeCoca-Cola Raspberry Jun-05 End of 2005 New Zealand.Coca-Cola Zero 2005

Coca-Cola M5 2005 Federation of Bosnia and Herzegovina, Germany, Italy, Spain, Mexico and Brazil

Coca-Cola Black Cherry Vanilla 2006 Middle of 2007

Coca-Cola Blāk 2006 Beginning of 2008United States, France, Canada, Czech Republic, Slovak

Republic, Federation of Bosnia and Herzegovina, Bulgaria and Lithuania

Coca-Cola Citra 2006 Federation of Bosnia and Herzegovina, New Zealand and Japan.

Coca-Cola Light Sango 2006 France and Belgium.Coca-Cola Orange 2007 United Kingdom and Gibraltar

Brand leveraging strategy

Line extension:

Brand extension:

Most of the coca-cola products fall into line extension

They also has large category of brand extension products like bottled water, juice, ready to drink tea, energy drinks

Seven deadly sins of Brand management

Failure to fully understand the meaning of the brand.

Failure to live up to the brand promise.

Failure to adequately support the brand.

Failure to be patient with the brand.

Failure to adequately control the brand.

Failure to properly balance consistency and change with the brand.

Failure to understand the complexity of brand equity measurement and

management.

Findings

• Coca cola should put more focus on segmentation & targeting

• They can introduce something for the youth segment

• Instead of selling specific product in specific places they can sell them worldwide

• They can go for proper diversification as PepsiCo did

• They should not go for unrelated diversification

Thank you