The document discusses the history and brand equity of Coca-Cola. It summarizes that Coca-Cola began in 1886 as a distinctive tasting soft drink created by John Pemberton. Through early marketing tactics like coupons and advertising, Coca-Cola established brand awareness and recognition around the world. The brand has achieved strong loyalty through consistent identity, quality perception, positive brand associations, and effective long-term marketing strategies focused on acceptability, affordability and availability. Coca-Cola remains one of the most well-known and beloved brands in history due to its iconic logo and marketing efforts spanning over a century.
Coca Cola Brand Positioning. It includes: Journey of coca cola, coca cola brand positioning, coca cola brands, coca cola marketing strategy"mantra of success", coca cola STP, coca cola SWOT, coca cola in India, coca cola motto: think local act local, coca cola and pepsi POP & POD, cocacola brand mantra designing, coca cola IPR
The presentation covers Brand elements of Coca Cola, which are describe in detail. Information related to its Brand elements are shown here. I hope this will help you.
Coca Cola Brand Positioning. It includes: Journey of coca cola, coca cola brand positioning, coca cola brands, coca cola marketing strategy"mantra of success", coca cola STP, coca cola SWOT, coca cola in India, coca cola motto: think local act local, coca cola and pepsi POP & POD, cocacola brand mantra designing, coca cola IPR
The presentation covers Brand elements of Coca Cola, which are describe in detail. Information related to its Brand elements are shown here. I hope this will help you.
The project describes the sales and distribution network adopted by coca cola beverages in india. It mentions the problems which are faced by the company.
Segmentation, Targeting & Positioning of Coca-ColaManas Dhibar
* Segmentation comprises identifying the market to be segmented; identification, selection, and application of bases to be used in that segmentation; and development of profiles.
* Targeting is the process of identifying the most attractive segments from the segmentation stage, usually the ones most profitable for the business.
* Positioning is the final process and is the more business-orientated stage, where the business must assess its competitive advantage and position itself in the consumer's minds to be the more attractive option in these categories.
Performed category analysis of Chocolate Confectionery in India
• Conducted a primary survey on chocolate customers to know their consumption behaviour and perception of Cadbury Dairy Milk
• Analysed Cadbury Dairy Milk and its extensions, brand positioning, brand elements, brand communication strategies, signature stories, packaging evolution over the years, its competition in the Indian Chocolate confectionery market
• Recommended brand extension strategies
The project describes the sales and distribution network adopted by coca cola beverages in india. It mentions the problems which are faced by the company.
Segmentation, Targeting & Positioning of Coca-ColaManas Dhibar
* Segmentation comprises identifying the market to be segmented; identification, selection, and application of bases to be used in that segmentation; and development of profiles.
* Targeting is the process of identifying the most attractive segments from the segmentation stage, usually the ones most profitable for the business.
* Positioning is the final process and is the more business-orientated stage, where the business must assess its competitive advantage and position itself in the consumer's minds to be the more attractive option in these categories.
Performed category analysis of Chocolate Confectionery in India
• Conducted a primary survey on chocolate customers to know their consumption behaviour and perception of Cadbury Dairy Milk
• Analysed Cadbury Dairy Milk and its extensions, brand positioning, brand elements, brand communication strategies, signature stories, packaging evolution over the years, its competition in the Indian Chocolate confectionery market
• Recommended brand extension strategies
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
2. What is Brand Equity?
• A brand's power derived from
the goodwill and name recognition that it
has earned over time, which translates into
higher sales volume and higher profit
margins against competing brands.
• The purpose of brand equity metrics is to measure
the value of a brand.
3.
4. HISTORY
• Coca-Cola history began in 1886 when the curiosity
of an Atlanta pharmacist, Dr. John S. Pemberton, led
him to create a distinctive tasting soft drink that could
be sold at soda fountains.
• The first marketing efforts in Coca-Cola history were
executed through coupons promoting free samples of
the beverage.
• Considered an innovative tactic back in 1887,
couponing was followed by newspaper advertising
and the distribution of promotional items bearing the
Coca-Cola script to participating pharmacies.
5.
6. BRAND AWARENESS
• Brand awareness is the extent to which a brand is
recognized by potential customers, and is correctly
associated with a particular product.
• Coco cola is one brand which is recognized by
everyone around the globe.
• It is available in every country except Cuba and
North Korea and has a product portfolio of over 3,500
brands.
• Another factor is its authenticity. Its strong self-belief
and consistent identity also helped achieve its
position in the market.
7. • Coca Cola has also sponsored many famous events
and associations such as American Idol, Apple
iTunes, BET Network, NASCAR, NBA, NCAA, and
the Olympic Games.
• It is one of the most persistent and well-loved brands
in history.
• The reason in part of this, is their strong advertising
and marketing. Coca-Cola has always relied in
advertising to promote and market their brand, and
this is why they are always on top of their game, after
having been in the market for more than a century.
8. PERCEIVED QUALITY
• Perceived quality can be defined as the
customer's perception of the overall quality or
superiority of a product or service with respect
to its intended purpose, relative to alternatives.
• Coca-Cola’s’ brand personality reflects the
positioning of its brand. Many people see
‘Coca-Cola’ as a part of their daily life. This
similarity between the brand and the consumer
leads to a high degree of loyalty and makes the
purchasing decision easier.
9. BRAND ASSOCIATION
• Brand Associations are not benefits, but are
images and symbols associated with a brand or a
brand benefit.
• Brand association is anything which is deep
seated in customer’s mind about the brand. Brand
should be associated with something positive so
that the customers relate the brand to being
positive.
10. Brand associations are formed on the following
basis:
• Customers contact with the organization and it’s
employees;
• Advertisements;
• Word of mouth publicity;
• Price at which the brand is sold;
• Celebrity/big entity association;
• Quality of the product;
• Products and schemes offered by competitors;
• Product class/category to which the brand belongs;
• POP ( Point of purchase) displays; etc
11. BRAND LOYALTY
• Brand loyalty is where a person buys products from
the same manufacturer repeatedly rather than from
other suppliers.
• Brand loyalty for Coke is strong. Coke changes its
cans, but consumers are still loyal. Coke has never
been shy about making changes and sometimes the
company plays with the designs on its cans.
• Even though the logo or packaging has changed over
the years, consumers are still loyal to the brand even
today.
12. MARKETING STRATEGY
Since its beginnings, Coca-Cola has built its business using
a universal strategy based on three timeless principles:
• Acceptability - through effective marketing, ensuring
Coca-Cola brands are an integral part of consumers daily
lives, making Coca-Cola the preferred beverage
everywhere
• Affordability - Coca-Cola guarantees it offers the best
price in terms of value for money
• Availability - making sure that Coca-Cola brands are
available anywhere people want refreshment, a pervasive
penetration of the marketplace.
13. Major Success of Coca Cola
• Strong global presence
• Advertising and differentiation
• Well recognized and cherished brand name
• Focus on consumers
• Product innovation capabilities
• Win the largest market share
14. Major Pitfalls of Coca Cola
• Competition
• Health effects
• Packaging
• Environmental issues
• Economic business practices