coca cola brand positioning and differentiation
TRANSCRIPT
Brand Positioning and Differentiation
Sara Amjad
How did a tonic turned into world’s biggest selling beverage?
Brand Positioning
Brand Positioning
• Positioning defines where your product stands in relation to others offering similar products and services in the marketplace as well as the mind of the consumer.
Coca Cola – First Brand Positioning
• Patent Medicine• Cure to headaches and fatigues
• Tax imposition in 1898 and Coca Cola’s change of category
Coca Cola – 2014 Brand Positioning
• USP: Live on the Coke side of life
• Refreshing and thirst quenching
• Cultural value• Family• Friends• Everyday life joys
• Consistent and high quality
Factors Involved
Factors involved in positioning
• Price
• Packaging
• Promotion
• Distribution
• Competition
Coca Cola - Pricing
• 5 cents a glass
• Price remained same for 70 years• Pepsi• World War I and II• Taxation• Prohibition• Ingredient shortage
Coca Cola - Packaging
• Glasses at soda fountain
• First contour glass bottle design developed by The Root Glass Company in 1916
• Packaging innovation, 1955:• 6.5, 10, 12 and 26 ounce versions
Packaging Evolution
Packaging – Brand Positioning
Promotion
• Let the word spread
• Awareness
• Reminder
• Keeping up with the competition
Coca Cola – First Advertisement
• A full page published advertisement in The Atlanta Journal on May 1st 1889, proclaiming the ownership of Coca Cola
• “…sole proprietors of Coca-Cola ... Delicious. Refreshing. Exhilarating. Invigorating.”
• Though he didn’t received the ownership until 1891 but the word was already spread by that time
Coca Cola – First Campaign
• The first slogan• The pause that refreshes! (Frank Robinson)
• Let the word travel across the nation• Free Sampling; Try it, Like it and Buy it Later!
• Merchandising; • Posters, fans, clocks, calendars, notebooks and
bookmarks
Free Sampling Coupon
Coca Cola – 2014 Campaign
• Open Happiness, The Coke Side of Life
• Branded Content
• Share-a-Coke Campaign
Branded Content
Competitive Analysis - Positioning
• Pepsi’s Positioning:“Live for Now” which invites and inspires Pepsi fans to live each moment to the fullest through a breadth of global, pop-culture platforms, including relationships with music and entertainment.
• Coke’s Positioning:An integral, crucial part of people’s everyday lives. It creates intimacy with its consumers by evoking memories and experiences with the brand and their unique selling proposition “live the Coke side of life”. It invites people to create their positive reality and to aid that creation, Coke is the happiness in the bottle.
Brand Differentiation
Coca Cola – Brand Differentiation
• Symbol of Joy and Fun• Product Line• Culturally Tailored Products• Water Purity Standard• Organic Soda and Beverage line• Snack Food Line• Customize Vending Machine
Coca Cola - Competitive Advantages
• Market leadership• Business partnership• Collaborative Customer
Relationship• Channel Marketing• Multi Segmentation• Client Value
Management
• Go-to-market Strategy• Full Operating Potential• Flexible Sales and
distribution models• Managerial Expertise• Sustainable
Development
“We sell moments of happiness, for cents at a time, more than 1.7 billion
times a day and more than 200 companies.”
Muhtar Kent, CEO, The Coca Cola Company