Brand Which Buyers Can Identify With ( Chitty Et Al Essay

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products to suit customer’s needs, Coca-Cola was able to make a positive step forward in their

Throughout EST 106, I feel that I have taken many steps that have both established and broadened my personal brand. Before this class, I really did not know about this but now I have a good grasp of the idea. One's digital portfolio is a culmination of their work and interests in an online portfolio. And through my digital portfolio, I have now exposed what my personal brand is to the world. The brand that I want to show is one of a hardworking individual committed to learning and working with individuals from all over the world. And through this class, I have learned ways to show this.

The Coca-Cola organization has made exemplary strides mainly to offer a variety of products to its clients even with the competitive nature of the market. Consumers’ choice gets based on the brand aspect in which the organization wins most customers' heart against its rivals. Even though a significant number of people deny cases to having inclination picking between Coca-Cola items or its rivals', many have a strong desire in some way. Many inclines toward Coca-Cola products since the organization has more than hundred years of history and predictable brand image. This picture is engraved in a lot of people subsequently end up purchasing their beverages. It is out rightly conspicuous in the company’s high market share in the field of soft drinks.

Coca-Cola’s value proposition is unique in that is has a patented secret formula that others can only imitate. They have over 500 brands and 3500 products worldwide including soft drinks, water, juice, coffees, teas, decaffeinated, low calorie, zero calorie, and energy drinks that meet every kind of thirst need. They usually provide the best sale prices on many different size of drinks. They offer Coke Rewards where individuals can get free drinks, clothing and amusement park tickets.

The Ferrero Group has a successful and popular product (Tic Tac) that has remained a top competitor in the breath mint industry. They have been able to remain competitive by upgrading their product throughout the years. Tic Tac 's brand recognition began in 1969 and The Ferrero Group started to introduce new flavors in the 1970s. In the 1980s, to keep up with the health craze, they marketed Tic Tac as "The 1 1/2 Calorie Breath Mint". They would also introduce many other flavors over the next 20 years to further diversify flavor options.

As the Coca Cola company has come a long way from advertising a few servings of sparkling drinks in a pharmacy, to a worldwide business. Coca Cola’s loyalty to remain at the front of the shifting public values in increasing their promotion tactics has confirmed to their plus. Without any confusion The Coca Cola Company has developed all the basics necessary to run a multimillion, worldwide venture and it refreshes all the people that come in contact their

Coca-Cola is the result of a patent medicine formulated in a small southern pharmacy over a hundred years ago. It has grown into a multibillion dollar international company. It also owns one of the most valuable brands in the world. Their Coca-Cola banner has won the world’s top brand 13 times on brand c-consulting firm Interbrand’s annual list (Fraser, 2012). In addition to its main product, Coke, the company owns over 3500 beverages. One of its core competencies is brand building. They have built their brand to have respectability and dependability. Their brand and logo are recognized all around the globe. It has actually become a new known on almost all households worldwide (RNWILKIN, 2009).

1. A brief history of the brand: origins, key stages in its growth , etc.

The marketing strategy or mode that we will focus on is direct marketing. The company uses direct marketing in several ways. The company partners with various movie theatres and restaurants to advertise and sell its products. This direct marketing campaign has been successful for a long time, and even today it continues to make a difference. By partnering with movie theatres and restaurants, the Company can avoid competition because customers visiting such places will only enjoy Coca-Cola products when a soft drink is needed. Clients are made to be interested when they see slogans like-we go together-meaning a particular dish is served together with Coca-Cola drink for best results. Coca-Cola has also started mobile advertising. It uses mobile graphics and texts to appeal the market. The Company has a

Coca Cola aim is to give the world refreshment ,they want to inspire and induce a smile of happiness .However the most important aim for Coca Cola is to stand out by building lasting value. In the 1886 there was only one product of Coca Cola.However because of changes of customers needs,wants and also because of their health condition, Coca Cola decided to introduce drinks  that will meet customers needs,wants and also will suit to their health condition or lifestyle. Currently on the market Coca Cola has 3,800 of different products, that includes 1,100 of products with low and non calories.  In total Coca Cola had 47 slangs in the past. The current one is “ Taste the feeling”. The total value of Coca Cola is 20 milliards of dollars that includes all the brands.

The designed advertisement for Coke Zero focuses on the truth and facts provided by the industrial researchers and medical professionals. It provides the transparent information of how the products help to keep customers healthy and fit and will not incur any negative health effects. Different age of customers and different customer segments found it as the economic, easy to approach and handy products. There will not be any guilty feeling after they consume the products. The designed advertisement reflects a true and transparent information and fact and there is no ethical and legal concerns involved.

The soft drinks market is dominated by 3 household Coca Cola, PepsiCo and Dr Pepper Snapple. Coke Zero is successful because it was carried to new category – sugar free coke and be first to get into the prospect’s mind. It is filled a need for an underserved consumer -- young adult males, offering to anyone seeking great Coca Cola taste with zero calories. In a world where new products rise and

Coca-Cola has been around for generations with the same iconic taste, logo and symbolism. Its brand has represented family and the memories of good times, celebrations and comfort of being with those we love. Unfortunately, the company has not made good marketing decisions in the recent past and has lost relevancy. The purpose of this essay is to assess the conditions that created Coca-Colas marketing problems, evaluate the future of healthy beverages and non-carb drink brand extensions, and provide recommendations to the management.

How would you characterize the strategy Coke is now pursuing? What is the enterprise trying to do? How is this different from the Goizueta and Daft? What are the benefits? What are the potential costs and risk?