The Power Of Brand Accessibility Coca Cola Marketing Essay

The Power Of cross out Accessibility Coca low-down Marketing EssayCoca-Cola is a carbonated soft pledge sold in stores, restaurants and vending machines internation exclusivelyy. The Coca-Cola Company claims that the beverage is sold in more than 200 countries. It is produced by The Coca-Cola Company in Atlanta, Georgia, and is much referred to simply as Coke or (in European and American countries) as cola, pop, or in some diverges of the U.S. soda. Originally intended as a patent medicine when it was invented in the novel 19th century by John Pemberton, Coca-Cola was bought out by businessman As a Griggs Candler, whose marketing tactics led Coke to its dominance of the pitying beings soft-drink market through with(predicate)out the 20th century.The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the homo. The Coca-Cola Company has, on occasion, claimd other cola drinks under the Coke shop reveal. The or so common of these is D iet Coke, with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special editions with lemon, lime or coffee. marker development strategy of Coca Cola has been far hit and has managed to remain in the limelight ever since it became a favorite with the non strong drinkers.It has been noticed that set loyalty is an important factor in maintaining the number champion position. ounded in the year 1886, the Coca Cola company enjoys the status of being one of the biggest non alcoholic beverage companies of the world. It has a distribution system, which makes it remarkable from the rest of the non alcoholic beverage manufacturers. Over the years, Coca Cola has passed several tests of inciter enhancement and the company makes it a point that the fruits under the banner Coca Colacontinue to invade the minds of the consumers.The tarnish development strategy of Coca Cola comprised redesigning of its grass develo pment policies and techniques to keep up with the changing mindset of its consumers. Earlier, this taint believed in the following Afford ability, Availability, Acceptability, However, this sword development strategy of Coca Cola was re worked to stress on the following instead Price value, Preference Pervasive penetration.The essence of scratch construct of the company lies in the fact that it wants its consumers accessibility to be within an arms reach of desire. In an attempt to build its inciter identity, as many as 20 instigant attributes ar tested every month involving as many as 4000 customers. The brand development strategy of Coca Cola is impelling as it has been able to construct, manage As nearly as maintain its brand image. Another reason why this brand has gained unanimous acceptance all around the globe is due to the fact that it has been able to connect very well with its consumers. This implies brand loyalty. fault loyalty has been instrumental in keeping u p the brand image of Coca Cola. It believes in shelling out the best so that the consumers atomic number 18 retained by default. A part of the brand construction technique is also to enhance leverage frequency. The company has also invested in various advertisement campaigns often engaging the services of celebrities around the globe. In sum to the consumers, there is another category of consumers, who increase the consumer base and they constitute the collectors of the brand. The collectors usually indulge in collecting old as well as coming(prenominal) logos of Coca Cola, bottles and literary matter.With regard to the brand development of Coca Cola Zero, the company came out with an advertisement, which was quite diametrical from the conventional ones. In this regard, (no large calorie beverage), it has shelled out three types ofproducts.Coca Cola ClassicDiet CokeCoca Cola Zero.There are few experts who believe that when Coca Cola had the tag line ofThe Real Thing, it was rea lly that but with the invention of variouscategories of coke, the real thing changes to many things, and theoriginal flavor is usually lost. Hence, the brand create strategiesshould be such that it does not confuse people and is able to retainconsumers despite the fact that several sassy non alcoholic beveragefirms are on the anvil.The Power of Brand AccessibilityIf you were another soft drink company, you might define your competitiveframe of reference as the cola market or the soft drink market or even thebeverage market. But Coke thinks of its business and its market share interms of share of valet de chambre liquid consumption. This makes water acompetitor. In fact, a Coke executive has said that he wont be satisfied untilthere is a Coca-Cola faucet in every home. Coca-Colas mantra is withinan arms reach of desire.One Final Coca-Cola FactA recent Coca-Cola annual report reported that the second approximately recognizedexpression in the world after ok? is Coca-Cola.Brand Equ ity-The brand assets (or liabilities) linked to a brands name and symbol thatadd from a service.Brand legality is difficult to measure because much of it depends on consumers perceptionand opinions of a brand. When a product has broad(prenominal) brand equity they are in(predicate) atretaining their current customers by keeping them satisfied with the quality of products andservice. They are also successful at attracting untested customers who have heard of the brandthrough successful marketing or word of mouth.Coca-Colas brand equity is difficult to measure because they have extended their brand toinclude legion(predicate) products. In addition to the legion(predicate) of versions of Coca-Cola world wide of the markthat compete against other beverage brands, Coca-Cola competes with itself. Nationallythere are numerous versions / brands that are a part of the Coca-Cola family. Some of thebrands include Coca-Cola Classic, Dasani Water, Full Throttle, Fanta, and soybean plant P roducts. Inaddition to competing against itself the Coca-Cola Company has saturated the market andconsumers who may dislike one product may actually enjoy a different Coca-Cola product.However, the consumer may be unaware that the beverage is actually in the Coca-Colafamily. As a result measuring brand equity may be difficult as consumers may be loyal andrepeat customers of a brand and not k today its origin.Coca Cola was taking its core product, Coke, and expanding the product in newform factors and new overseas markets. The brand promise stayed the samewhether it was sold in a Coke store in current York or a road side stand in Mongolia refreshment, good eons, and pure Americana.Despite the numerous brands and the difficulty in measuring brand equity it is evident thatCoca-Cola has high brand equity. They are a company who has been in business for manyyears they have gained the business of consumers in the soda market as well as numerousother beverage markets nationally and inte rnationally. Their sales and growth show thatthey are a successful companyBrand identitythe brand identity is the audio-visual face of the brand the cues that tell you that you are are inthe right place. The brand definition is the formal description of what the brand stands for within differentdescription categories its personality, its value, its stories, its emotional benefits etc.. The brandproposition is the deal the brand is offering you at any given momentthe coca-cola comp.has long been recognised as an memorial tablet with significantbrand equity with over four four hundread brands available in virtually every nookand crany of the world .the flag ship brand of coca cola has stood the rest of thetime over 120 years. Infact coca-cola alone is recognized as the most valuable inthe world by the see inter brand corportionvalued at above US $ 67 billion ,the coca-cola brand (coke)has become effectively become a part of modern worldculture.though its advertising campaign has c hanged over the years,coca-cola THEREAL TASTE has always stood for aREAL COLA DRINK with authenticity . theidentity has been build by an decade with uniform values and diferentiatedelements. Many competitors have aim at cokes but the brand continues tocommand a number one position globaly in ranking of brand equity. After all If ustand for the real thing every competitor is an imitator. the Coca-Cola bottle designdifferentiated the identity, the easier it is to protect from infringement.Just coca cols has remained to its time tested identity u have the equalllyrelivant to you. This brand identity should reflect your own unique equity and careessence this will ensure your brand creativity and identity that is meaning ful andsustainable in long term.Brand image-A unique set of associations in the mind of customers concerning what abrand stands for and the implied promises the brand makes.There could be hardly any person around the world that hasnt heard thename Coca Cola. Ever since it beginning as worlds leading name in colddrinks, Coca Cola has created a strong brand image irrespective of age, sexand geographical locations. Millions of people around the world areconsuming cold drinks or soft drinks as part of their daily meal. Coca Cola,ever since its inception has been the leader in soft drink market.Brand image is the significant factor affecting Cokes sale. Coca-Colasbrand name is very well known all over the world. Packaging changes havealso touch sales and industry positioning, but in general, the public hastended not to be affected by new products. Coca-Colas bottling system alsoallows the company to take advantage of infinite growth opportunitiesaround the world. This strategy gives Coke the opportunity to service a largegeographic, diverse, area.Brand loyaltyBrand loyalty is a of import construct to marketing. Keeping the consumersatisfied, and loyal enough to frequently purchase just one brand, is moredifficult in todays marketplace than ever befo re. But today, major brandsare experiencing heightened brand loyalty due to the growing popularity ofthe brand as a collectible.A recent Coca-Cola annual report reported that the second most recognizedexpression in the world after ok? is Coca-Cola.Brand personality-Brand Personality identity is understood as the set of human characteristicsassociated with a brand. The brand image building strategy implies thedefinition of a brand personality and a user personality.Have you ever thought more or less your personal brand?Brand personalities that1) Are well-known,2) offer something different to the world than they do in terms of productsand servicesCoca-Colas brand personality reflects the positioning of its brand. The bring of positioning a brand or product is a complex managerial task andmust be done over time utilize all the elements of the marketing mix.Positioning is in the mind of the consumer and can be described as how theproduct is considered by that consumer. When research ing the positioning ofa product, consumers are often asked how they would describe that productif it were a person. The purpose of this is to develop a character statement.This can ensure that consumers have a clear view of the brand values thatmake up the brand personality, just like the values and beliefs that make upa person. Many people see Coca-Cola as a part of their daily life. Thissimilarity between the brand and the consumer leads to a high degree ofloyalty and makes the purchasing decision easierBrand Positioning-The location of a brand in relation to its competitors in some pre-definedspace. The space may be defined by criteria used by consumers, such asvalue for specie or age of consumer etc.5 main factors that go into defining a brand position.1. Brand AttributesWhat the brand delivers through features and benefits to consumers.2. Consumer ExpectationsWhat consumers expect to receive from the brand.3. contender attributesWhat the other brands in the market offer throu gh features and benefits toconsumers.4. PriceAn easily quantifiable factor Your prices vs. your competitors prices.5. Consumer perceptionsThe perceived quality and value of your brand in consumers minds (i.e.,does your brand offer the cheap solution, the good value for the moneysolution, the high-end, high-price tag solution, etc.?)The Coca-Cola Company produce a clip of beverages suited to differentages, stages, lifestyles and occasions. This includes soft drinks, fodder drinks,juices and juice drinks, waters, energy drinks, sports drinks and cordials.As part of a healthy, varied and balanced fodder and an active lifestyle, allproducts can be enjoyed by the majority of people.It is act to helping customers select the product that is best suited totheir needs through the provision of detailed product information supportedby general advice on healthy eating, drinking and lifestyles.It understands that balancing energy intake with energy output is key to ahealthy body weight. We therefore provide choice through range of low orno-kilojoule products that are ideally suited to the needs of people who wishto reduce energy intake through beverage selection. much(prenominal) products are readily available at a similar cost to an equivalent higherenergy product.As one of the largest producers and marketers of non-alcoholic beverages wepromote sensual exertion through our active lifestyles programme andsponsorship of sport.Through new product development we will continue to release a range ofnew types of drinks, including low or no kilojoule products as we look at waysin which to cater to those people who wish to reduce energy intake throughselection of bring down energy beverages.Children and the role of our beveragesCoca cola respect and support the primary role that parents play in decisionsaffecting the lives of young children, including choices about diet andlifestyle. crapulence choice, like food selection, is a role for parents and weassist them in this through the provision of nutrition information and bymaking available a wide range of products suitable for all ages, stages andoccasions.Coca-Colas longstanding global policy ensures we do not directly market ourproducts to children under the age of twelve. Our brands are not advertiseduring childrens television times and we do not show children under 12 inadvertising or promotional materials drinking our products outside of thepresence of an adult. Our sample events are directed to people over theage of 12.In the small number of schools where we provide vending machines we workwith the school to provide a range of beverages, and ensure that lowerenergy products are priced attractively and the packaging is in a single servesize. Guidelines have been established to oversee the manner in which wework with schools and their tuck shops.It is company practice to sell diet drinks and sugar-free alternatives at asimilar price to regular carbonated soft drinks. Retailers offering specials are encouraged to include both the regular and diet versions of our softdrinks.Through new product development it aim to develop more products thatmeet the unique needs of children and will work with nutrition experts as wedo this.For healthy active and growing children, beverages higher in energy can beenjoyed as part of a balanced and varied diet. However, we also provide arange of low or no-kilojoule products also suitable for children.Supporting sport and physical activityGlobally, The Coca-Cola Company has a long history of supporting sport andactivity. have been a major Olympic Games sponsor since 1928 and alsosponsor major international sporting events. Coca-Cola has been an All Blacksponsor for the past decade and has also supported provincial netball andrugby.At a grassroots level, Coca-Cola has formed a partnership with the NationalAssociation of OSCAR (Out of School Care and Recreation) to develop andimplement a national physical activity programme available to 75,000 you ngNew Zealanders. In South Auckland, the Get Moving programme is workingto encourage children to participate in local sports and recreation courses.The Pump water brand is now a major sponsor of the Heart FoundationsJump Rope for Heart programme that runs in schools across New Zealandand through the Powerade sports drink brand, we support numerous sportingevents around the country.LabellingAll products of The Coca-Cola Company provide clear nutrition information incompliance with international regulations.PackagingCoca-Cola is committed to strict environmental guidelines, and to ensuringour packaging has as little impact as possible on the environment. To thisend, a recycling project was introduced in New Zealand during 2001 whichensures our PET bottles contain an fairish of 10% recycled material.Information ProgrammesCoca colas consumer contact centre provides around the clock access toinformation about the companies.PricingIt is company practice to sell diet drinks and sugar-free soft drinkalternatives at a similar price to regular carbonated soft drinks. Similarly, anycompetitions or promotions of Coca-Cola can be entered by our consumerswho purchase diet Coke. Although at the discretion of retailers, special offersand reduced prices on soft drinks are usually available for both the regularand diet versions of our soft drinksBrand extension -Brand extension or brand stretching is a marketing strategy in which a firmmarketing a product with a well-developed image uses the same brand namein a different product category. Organizations use this strategy to increaseand leverage brand equity (definition the net worth and long-termsustainability just from the renowned name)Conclusion-The progress and advancement in the field of technology in the fields of softdrink raw material, production, manufacturing, information andcommunication technology and logistics have great positive impacts on theoperations and sales of Coca-Cola. The availability of new soft drinking redients enables Coca-Cola to introduce new variety of its products to itsexisting consumers, not forgetting to attract the new consumer groups. Theuse of the latest information technology has made able the company toattract the new generation of soft drink consumers with the latest features ofsong downloading. Also the existence of company website has enabled theworld to be in touch with the latest progress, promotions