Impacts of Consumer Choice on Related Product Branding on Consumer Choice

For new companies to enter the marketplace where Coca-Cola and Pepsi control the majority they need to spend time heavily on branding. The company should be easily recognizable on shelves by name and packaging. Taking, for instance, Voss Artesian Still Water, this water basically like any other water bottle, but the company decided to place the water in glass cylinder bottles reusable for use noticeable to consumers to grab their attention. A company should also give consumers a variety when it comes to their products whether it be types of drinks or flavors. Consumers like that can pick and choose what they want and they can choose with an array of options from sodas, teas, energy drinks, or sports drinks. With the negative connotation that soda drinks receive and slowing sales beverage companies should look toward the future when entering the beverage market and give consumers other options when purchasing

An important tool in marketing, to a successful product, is its company brand name. Today the impact on branding a product has greatly increased the interest of the researchers and the academics. A brand name of a product arouses emotion, memories and a close relationship with the customer. On the other hand, global branding has a greater impact on the customers throughout the world. When it comes to globalization, the growing and expanding of a business solely depends on the brand of the product.

To survive in the global competitive market, most companies keep inventing new products that enable them to remain relevant. Firms compete to create unique products or services that satisfy customer demands through differentiation. Companies can improve on existing products to make them more effective and attractive. Coca Cola founded its company in 1886, with its original recipe; however, due to consumers wants they also created diet, caffeine-free, and special flavored drinks. They created a unique line to enhance their original drink to attract more consumers. In the end, it proves to serve them well to have a wide variety of drinks because in 2016, Coca-Cola’s market cap was $192.80

Submitted in Partial Fulfillment for the Requirements of the degree Programme Bachelor of Business Administration

The Coca Cola company is perceived to be the most famous trademark on the globe, and it is equally so. The company claims more than 400 brands that appeal to a wide range of individuals throughout the world. They are in a position to fulfill needs of every one of their buyers making their experience with their beverages a better one. The entity’s drinks entice a lot of people across all races, age, and gender. Coca Cola is outstanding for its overall popularity as its items are sold in over four hundred countries in the world, while major contenders like Pepsi are just available in very few countries. Such a competitive advantage has placed

Each one of the four driving forces in the cola industry is currently pushing the industry in a new direction of product line expansion (Exhibit 3). While international expansion is key for the industry due to the driving force of increasing globalization, cola products are not always the most sought after beverages internationally. Consumers’ tastes differ throughout the world, and new product development is essential to target those differing tastes. Even increased expansion outside of the beverage industry entirely would prove helpful to at least diversify risk away from the cola sector.

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).

Coca-Cola is globally recognized drink corporation and manufacturer. The company is best known for its flagship product ‘Coca-Cola’ which over the years has evolved in order to keep up with the latest consumer trends and demands. Coca-Cola strategically reinvents to respond to the marketing itself. Often criticized for its lack of diligence in maintaining a tagline, changing with the times is a part of the company’s strategy. Not every brand needs to reinvent themselves as frequently as Coca-Cola does, but

does Coke keep the brand so in-demand? In this research paper, I will explore the three main

From the 20th century onwards, marketers realized that in order to increase consumer numbers products needed to become less industrialized and more specialised and personalised, which could be achieved by focusing specifically on consumer desires (Lury, 2011). Manufacturers are now spending more time and effort on the visual display and uniqueness of their products. As a result, our society has a vast range of commodities available to us, in every size, shape, colour, model, and flavour you can imagine to cater to every taste. The birth of Coca-Cola began in 1886 when Atlanta pharmacist Dr John S. Pemberton created a soft drink that could be sold at soda fountains. He made his own syrup flavour and mixed it with carbonated water at the local pharmacy, resulting in high praise from those in the community who tasted it. His partner and bookkeeper Frank M. Robinson invented the name “Coca-Cola”, and was also responsible for designing the distinctive cursive font. When it was first made, Coca-Cola was sold for 5 cents per glass, and in the first year Atlanta sold about 9 servings per day. Now, daily servings make about 1.9 billion dollars around the world (World of Coca-Cola, 2016). Because Coca-Cola was such a unique creation at the time, it was important that it also had a unique appearance to catch the attention of consumers. In 1916, idea of a contour bottle was conceived. The shape of it was so distinctive that it

Understanding the complexities of a brand identity and its position is no easy task. A good case in point is the activities of Coca-Cola in the last few years. After a $4 million research project, Coca-Cola brought out a new Coke formula in May 1985 with the intention of retiring the old formula. To everyone's surprise, the intense feelings of American consumers

This report has been submitted to Kimathi University college of Technology in partial fulfillment of the requirements of Bachelor of Commerce (Accounting) Degree.

Branding is all about differentiation. Stephen King said; “A product is something made in a factory; a brand is something bought by a consumer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a brand is timeless.” This is the very root of why companies should brand their products. Brand equity is a massive asset to the company. It is relatively easy for a company to replicate another company’s physical assets as well as their logo and packaging etc. However it is the brand equity that cannot be replicated. This is where the competitive advantage stems from. A perfect example of this is Pepsi and coca Cola. In a blind taste test, the result indicated that the majority of Americans, in fact, favour Pepsi over Coca Cola. Coca Cola is the number 6 brand in the world and Pepsi doesn’t even reach the top 50. Coca Cola’s huge success is entirely to do with its effective branding which has lead to massive brand equity and it’s bottom line results speak for themselves.

A DISSERTATION SUBMITTED TO THE DEPARTMENT OF BUSINESS STUDIES, CHRISTIAN SERVICE UNIVERSITY COLLEGE IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION.

In the partial fulfillment of the requirement of Master of Business Administration (M.B.A.) Program (2002-2004) Hemchandracharya North Gujarat University, Patan.