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MAJOR- BRAND ASSIGNMENT
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BRAND ANALYSIS
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BRAND ASSIGNMENT
BRAND
The product category which we have seleceted is beverages and the brand we always
love to buy is coca cola a buyer must be prudent while making his purchase he will always
buys such products that will satisfies him in case of beverages we always prefer to buy
brands which are developed under the name of coca cola Company like Sparkling
beverages, such as the brands Coca-Cola, Fanta, Sprite, Sprite Zero, Diet coke and minute
maid pulpy are part of traditional range of refreshment products of COCA COLA company.

We love to buy these brands because of their refreshing and sweeter taste and coke has a
greater depth of flavor and the basic fact is that it kills my thirst and I am enjoying my
summers with these brands. These brands having satisfying solution to maintain good
hydration levels which are essential for physical and mental well-being. Sparkle in these
products is obtained through carbonation method.

HISTORY OF THE BRAND

Coca-Cola history began in 1886 when the interest of an Atlanta pharmacist, Dr. John S.
Pemberton, led him to create a unique tasting soft drink. He created a flavored syrup, took
it to his neighborhood pharmacy, where it was mixed with carbonated water and thought
excellent by those who sampled it. Dr. Pembertons partner and bookkeeper, Frank M.
Robinson, is credited with naming the beverage Coca-Cola as well as designing the
trademarked, distinct script, still used today.
The first servings of Coca-Cola were sold for 5 cents per glass. In 1894, impressed by the
growing demand for Coca-Cola and the desire to make the beverage portable, Joseph
Biedenharn installed bottling machinery in the rear of his Mississippi soda fountain,
becoming the first to put Coca-Cola in bottles.
The bottlers agreed that a unique beverage needed a standard and unique bottle design,
and in 1916, the bottlers approved the unique contour bottle. The new Coca-Cola bottle
was so distinctive it could be recognized in the dark and it effectively set the brand apart
from competition. The contoured Coca-Cola bottle was trademarked in 1977.
The first marketing techniques used in Coca-Cola history were executed through coupons
promoting free samples of the beverage.
Coke is all about to create happy occasions around the globe as their slogan in 2009
OPEN HAPPINESS it really works for COCA COLA Company Open Happiness is an

invitation to billions around the world to pause, refresh with a Coca-Cola, and continue to
enjoy one of lifes simple pleasures.
The firm had long believed in the connection between happiness and wellness, and
Coca-Cola is proud to have played a part in happy occasions around the globe giving
opportunities to their customers to satisfy their needs with their refreshing and unique
brands.

COKE TARGET MARKET

COCA COLA takes every customer as target and potential who is feeling thirst but the
most potential group having age from 15 to 25 and reaches to 40 the audience of coca
cola is youngsters and they are focusing on youth in PAKISTAN that covers 40 percent of
total age segment to increase their sales particularly in this segment as youth having
sports spirit and they demand for chill beverages to kill their thirst.
COCA COLA segments PAKISTANI market with a ratio of 58 percent of females and 42
percent of males.

As the market tightened and consumer values changed, Coke responded by developing
more unique products for various specific market segments. Because those unique
products appeal to specific groups, Coke can increase its sales without cannibalizing the
sales of its other products. In addition to the products mentioned above, the company
launched Diet Coke to appeal to cola drinkers who wanted to maintain their sugar level.
To increase its sales in restaurants, Coke combined the soda fountain concept with the do
it yourself as adopted by many restaurants in PAKISTAN trend to offer customers flavor
and choices at same place.
Through its efforts to identify and target such specific market segments, Coca-Cola has
grown its stable of consumer brands and increasing their valuable products.

The success of The Coca-Cola Company revolves around five main factors:
1. A unique and recognized brand - Coca-Cola is among the most recognized
trademarks around the globe
2.

Consistently offering consumers products of the highest quality

3.

Supplying creative and innovative marketing programs worldwide

4. Coca-Cola products are bottled and distributed worldwide to create happy occasions
for their each customer.

5.

Continually providing consumers with new product for example cheery coke , coke
zero or etc.

Strategy and mission

The strategy of The Coca-Cola Company has for a long time been best focusing on
the interests of their customers and to maximize share owner value.
The global marketing approach has been changed to local marketing because of
the differences in consumer demands and experiences. To implement their think
local, act local the following key areas are considered:

By using innovative and tailored marketing programs based on local consumer

insights, The Coca-Cola Company will keep growing its core brands while also
leveraging its distribution system to capture other growth opportunities in the
ready-to-drink nonalcoholic beverage category.

Local offices around the world ensure that the Company is a respectful corporate
citizen and participates as an essential part of each community.

The Company provides value to customers through every consumer purchase,

through superior customer service and through great value creation programs.

The Coca-Cola system business model delivers value to the Company and to its
bottling partners

The Company recognizes the value of its associates and remains focused on
ensuring it has the most talented, creative and motivated people throughout the
world.

The ultimate objectives of the Coca-Colas business strategy are to increase volume,
expand their share of world-wide non-alcoholic ready-to-drink beverage sales, maximize
the long-term cash flows and create economic-value-added by improving economic profit.

Cokes pricing is not based on the quantity sold, but on the value created. In each of
these situations, the value proposition is primarily created by the packaging and
location availability, and not just by the quantity of beverage sold let say If Im

going on a road trip in my car, the can fits perfectly in my car cup holder, the huge
2 liter wont so they are not charging for the quantity the are selling.

COCA COLA HAS TO NOTICE

High fructose corn syrup was rapidly introduced in many processed foods and soda
drinks in the US over the period of about 19751985., Coke has been made
with high fructose corn syrup instead of sucrose to reduce costs. One of the reasons
this has come under criticism is because the corn used to produce corn syrup often
comes from genetically altered plants. Some nutritionists also caution against
consumption of high fructose corn syrup because of possible links
to obesity and diabetes. So coke should use sucrose means cane or beet sugar as it
will not affect their customers health and will not cause obesity a medical condition
in which body fat accumulated to extent that may reduce life expectancy and
diabetes.

Comparison with competitor

One could easily point to Pepsi's diversification into snack foods as the primary
difference between the two companies. Pepsi's hold of snack foods is a symptom of
Coke's reign over the non-alcoholic beverage industry. While Pepsi is Coke's primary
competitor, Coke's dominance is not only manifest, but growing. According
to Beverage-Digest's 2012 report, Coca-Cola holds 42% of the Carbonated Soft
Drink (CSD) beverage market versus a 28.1% share for Pepsi. While Coke's share of
that market increased by 0.1%, Pepsi's dropped by 0.4%.

Strengths
Coke: High profile Global Brand Presence, Four of the top five leading brands,
Broad-based bottling strategy, 47% of total volume Sales in carbonates.

Pepsi: High profile global brand presence, world's 2nd best-selling soft-drink brand,
constant product innovation, aggressive marketing strategies using famous celebs,
a broad portfolio of products
Opportunities
Coke:
Soft drinks volumes in the Asia Pacific region forecast to increase by over
45, Brands like Minute Maid Light and Minute Maid Premium Heart Wise are
positioned well with the Health-concerned market.

Pepsi:
Increased consumer concerns with regards to drinking water, growth in
healthier beverages.
Threats
Coke:
Obesity and health concerns, Growing health-conscious society, PepsiCo is focusing
on that Aquafina and Tropicana are stronger brands.