BRAND MANAGEMENT

ASSIGNMENT ON

Submitted by :- submitted to :-
Ankush Kumar Gupta Prof. Dindayal swain
Roll No -19DM058 IMIS , BBSR
COMPANY OVERVIEW
Coca-Cola is one of the world famous and largest brands in beverages industry. The company
was established Doctor John Pemberton who was a pharmacist in 1886 in Atlanta, Georgia
USA. The brand has since become household drink in over 200 countries across the globe.
Carbonate drinks are the single largest component in Coca-Cola Company which account for
about 78% of the total volume sold in the 2008. The company has over 3000 beverages
products and has about 500 brands in its portfolio these includes Coca-Cola/Diet Coke family,
Coca-cola enterprise (CCE) wide range of carbonates includes Fanta, Lilt, Sprite and PowerAde,
plus the Schweppes brand in the UK according to keynote report.

MISSION
• To refresh the world
• To inspire moments of optimism and happiness
• To create value and make a difference

VISION
Cocacola's vision serves as the framework for their Roadmap and guides every aspect of the
business by describing what they need to accomplish in order to continue achieving
sustainable, quality growth.

People: Be a great place to work where people are inspired to be the best they can be.

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy
people’s desires and needs.

Partners: Nurture a winning network of customers and suppliers, together we create mutual,
enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.

Profit: Maximize long-term return to shareholders while being mindful of our overall
responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization.

BCG Matrix in the Marketing strategy of Coca Cola
Coca Cola’s trademark brand occupies a different position in BCG matrix based on the demand
& competitive position.

Thumps-up, Sprite, Fanta & Maaza are Stars as these brands have high market share but high
competition in their respective segment.

Kinley is question mark reason being low sales. Company is not able to distinctly position
Kinley due to the presence of lots of local players in the highly commoditized market resulting
in low sales.

The main brand Coca Cola is considered a cash cow because it has a single competitor in Pepsi
and has a fantastic presence across the world

Coke-diet, Tea & coffee brands are dogs since it’s not able to attract customers for this
segment and these are probably more long-term units and under establishment.
Segmentation, targeting, positioning of Coca Cola
Segmentation helps the brand to define the appropriate products for specific customer group;
Coca Cola doesn’t target a specific segment but adapts its marketing strategy by developing
new products.

Similarly it uses mix of undifferentiated & mass marketing strategies as well as niche marketing
for certain products in order to drive sales in the competitive market. Its Cola is popular
worldwide & is liked by people of all age group while the diet coke targets niche segment for
people who are more health conscious.

CocaCoca Cola uses competitive positioning strategy to be way ahead of its competitors in the
Non-alcoholic beverages market.

Brand equity in the Marketing strategy of Coca Cola

Coca Cola is the one brand which is recognized by everyone around the globe. When we talk
about brand equity then it is its value & it’s about stories, memories, associations, and human
connections (although of course, these connections would have been very carefully and
deliberately engineered by talented marketers over many years and countless board
meetings).
This is something that Coca-Cola has been the master of for over 100 years. This equity is
derived from people’s willingness to pay a premium for the brand and an unwillingness to
accept substitutes. Coca-Cola’s marketing strategy has always been to associate happiness,
positivity and the good life with their products, & that’s how they are able to create high
TOMA (Top of mind awareness).

The positioning and brand management strategy of the Coca-Cola

The positioning strategy used by Coca-Cola has allowed them to paint a suitable image of
themselves in the mind of their customers as the only “Real One”. They have designed their
positioning strategy so as to draw an effective picture of their products offered for their
customer. Once they had decided the market segment they wanted to target and compete in,
they clearly developed a picture of that targeted market segment and properly defined their
products as part of their positioning strategy. Through their positions strategy they
emphasized on their distinct and unique characteristics with relation to their competitive
brands stressing on their individuality. They associated their product with the customer’s
values and knowledge highlighting their benefits. Their positioning strategy also included
comparison of Coca-Cola’s products with those of their rivals, like Pepsi, so that drive their
customers to believe that CocaCola’s products had higher quality and standard.

The Coca-Cola brand has turned out to be one of the most recognizable and a popular brand of
all times and their beverage company is among the world’s largest beverage companies. They
have become a successful brand since they have used a number of different brand
management strategies depending on the market situation and target market. The strategies
include hybrid, manufacturer, individual, private, family and generic brand management
strategies. However, the most utilized brand management strategy they used is the individual
brand management strategy since all of their major products have individual brand names, like
Sprite and Fanta. Coca-Cola’s world-wide recognition comes from the fact that they have spent
billions of dollars to promote and develop their trademark and brand name. Due to this today
more than 95% of our global population recognizes Coca-Cola along with their special writing
and their prominent red and white color.

As a matter of fact, Coca-Cola Company came into being in 1986 and within the past 2
decades, it has been able to establish itself as one of the leading beverage companies in the
world. At the beginning, Coca-Cola has used modern marketing techniques and she is even
viewed as the “founding father of our present day marketing model”. The brand used a
number of modern marketing techniques which has immensely benefited the business. This
includes aiming their marketing concept totally towards their customers and allowing the
focus of their customers to percolate trough almost every department whether human
resource, production or finance. Another beneficial modern marketing technique includes
taking of all of their important decisions with relevance to the existing market considerations,
position and segmentation.
Apart from placing importance on market implications, there are 3 techniques of modern
marketing which the company can highly benefit from –

• focusing on customers
• coordination
• profit orientation

The company’s focus should always be on the consumer’s viewpoint so that they can totally
understand which product or service the buyer needs. Since the marketing mix is an
interconnected system, the entire marketing program needs to be considered and designed as
a whole.

In addition, the marketing techniques used by Coca-Cola allow them to listen to the needs and
demands of the people all over the world who want beverages that extend over a wide variety
of occasions and tastes. Their marketing strategy has allowed them to produce great
beverages which contribute towards each and every community of our world. Their marketing
techniques display their commitment towards diversity, health, education and wellness, thus
establishing them as one of the most successful and powerful brands of all time. Coca-Cola’s
marketing techniques consists of an extremely efficient marketing mix strategy combining
product, price, promotion and place. They not only provide the customers with their products,
soft drinks, but also several services, like movies and holidays, allowing the consumers to be
completely satisfied. Their main pricing strategy includes penetration pricing which has
allowed them to grab a footing in their target market by winning a major part of the market
share. After establishing customer loyalty, Coca-Cola then slowly raised their product prices.
Coca-Cola has always been among the fore-runners in gimmicks and advertising styles and
techniques which fall under promotion of marketing techniques. They have effectively use
their promotional strategies for persuading their customers into buying their original products
and trying the new ones. They have used a combination of public relations, advertising,
personal selling and sales promotion as a part of their marketing techniques. Coca-Cola have
also carefully chosen the place or distribution techniques for their company. Their techniques
include direct, selective, intensive and exclusive distribution. It is completely apparent from
their widespread popularity and reputation that these marketing strategies used by Coca-Cola
has helped them establish themselves as among the most powerful and successful brand of
modern times, one which will fortunately be a complex yet vital part of our modern world
culture.

CONCLUSION
In a highly competitive world the effective branding and positioning strategies are extremely
essential since it plays as a major force for the company and allows it to retain its stronghold
all over the world. The branding strategies of a company accurately define the individuality of
the company, its products and services. Every company, whether small or large, consider their
branding strategies to be

an important part of the entire business. Through their branding strategies they establish
themselves as a brand name which represents quality and standard to their customers. A
brand name helps the differentiation among customers based on their unique qualities from
other similar products.

Additionally, the positioning strategy of a company helps it to establish the profitability of their
various products and services. In order for a company to be successful simply having a quality
product is not enough in our capitalistic world economy. The products and services must have
a distinct and clear image and should be offered to the target customers at competitive prices.
This is what a positioning strategy creates. Therefore, positioning strategies helps companies
create a useful and desired image of the product for the customers, producing a direct contact
between them and the company.