• Payam Al Islam
0320129
• Humayun Reza Murtaza
0410168
• Parvez Khaled
0320427
Picture 17
A snapshot of Coca Cola
Company
• Established: 1886 through its flagship brand Coca Cola. Then Asa Candler
bought Coca-Cola formula and brand and in 1892 founded The Coca-Cola
Company.
• Beverage Variety: Today The Company has more than 2,800 products
which includes juices, juice drinks, waters, sports and energy drinks, teas
and coffees, and milk-and soy-based beverages.
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What is Brand?
• Brands add emotion and trust to the products and services, thus
providing clues that simplify consumers’ choice.
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Coca cola company as a
brand
• The Coca-Cola Company is the world's largest beverage company.
• Coca-Cola, in every form classic, diet, caffeine free, cherry, light is the most
widely recognized and esteemed brand in the world.
• The Coca Cola Company owns 4 of the world’s top 5 nonalcoholic beverage
brands: Coca-Cola, Diet Coke, Sprite and Fanta
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Coca Cola Rank as a Brand
World Best Valuable Brads
2008
Rank Company Brand Value (USD)
1 CocaCola 66.6 billion
2 IBM 59 billion
3 Microsoft 59 billion
4 GE 53 billion
5 Nokia 35 billion
6 Toyota 34 billion
7 Intel 31.2 billion
8 McDonald’s 31 billion
9 Disney 29.2 billion
10 Google 25.5 billion
Picture 17
Marketing’s Role in Product
Strategy
• Market sensing
• Identifying the characteristics and
performance features of products
• Guiding target market and program-
positioning strategies
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Strategic Brand
Management
Brand
Identity
Identity
Implementation Brand
Equity
Brand
Strategy Over
Time
Managing the
Strategic Brand Portfolio
Brand
Analysis
Leveraging the
Brand
Picture 17
Product Life Cycle
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Brand Equity
Brand equity is a set of brand assets and liability linked to a
brand, its name, and symbol, that add to or subtract from
the value provided by a product or service to a firm and/or
to that firm’s
Customers.
1. Building the
Franchised production
product
model
The actual production and
distribution of Coca-Cola
follows a franchising model.
The Coca-Cola Company only
produces a syrup concentrate,
which it sells to various bottlers
throughout the world who hold
2. Product
Coca-Colaline strategy
franchises for one or
more
The geographical
Coca-Cola areas.
Company offers
nearly 400 brands in over 200
countries & has more than
2800 beverage products
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Brand portfolio strategy
Name Launched Discontinued Available in
Coca-Cola 1886 worldwide
Caffeine-Free Coca-Cola 1983 American Samoa, Austria, Australia,
Coca-Cola Cherry 1985 2000 Belgium, Brazil, China, Denmark,
Canada
Federation of Bosnia and
Herzegovina, Finland, France,
Germany, Hong Kong, Iceland, Korea,
Luxembourg, Macau, Malaysia,
Coca-Cola with Lemon 2001 2005 Mongolia, Netherlands, Norway,
Reunion, Romania, Singapore, South
Africa, Spain, Switzerland, Taiwan,
Tunisia, United Kingdom, United
States, and West Bank-Gaza
2002 2005 Austria, Australia, China, Germany,
Coca-Cola Vanilla Hong Kong, South Africa, New
2007
Zealand,Malaysia, Sweden and Russia
Coca-Cola C2 2003 2007 Japan, Canada, and the United States.
Coca-Cola with Lime 2005 Belgium, Netherlands, Singapore
Coca-Cola Raspberry Jun-05 End of 2005 New Zealand.
Coca-Cola Zero 2005 Federation of Bosnia and
Herzegovina, Germany, Italy, Spain,
Coca-Cola M5 2005
Mexico and Brazil
Coca-Cola Black Cherry Vanilla 2006 Middle of 2007
United States, France, Canada, Czech
Republic, Slovak Republic, Federation
Coca-Cola Blāk 2006 Beginning of 2008 of Bosnia and Herzegovina, Bulgaria
and Lithuania
Federation of Bosnia and
Coca-Cola Citra 2006
Herzegovina, New Zealand and Japan.
Coca-Cola Light Sango 2006 France and Belgium.
Coca-Cola Orange 2007 United Kingdom and Gibraltar
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Brand leveraging strategy
Line
extension:
Most of the coca-cola products fall into line extension
Brand
extension:
They also has large category of brand extension products like
bottled water, juice, ready to drink tea, energy drinks
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Seven deadly sins of Brand
management
management.
Picture 17
Findings
Picture 17