The following essay shall discuss the importance of brand management and brand campaigning. The company chosen for the essay is “Coca-Cola”. In the first part of the essay we shall see how Coca Cola has retained itself as a top most brand in the beverage industry globally. Also a very important part of this essay is the brand proposal for Coca Cola- launching a new product, per se, snacks and how the company can add to its product lines and product mixes. How important is brand reputation and brand campaigning, has been explained in depth throughout the essay.
The Coca-Cola Company, incorporated on September 5th, 1919 is a well known beverage company. The company has a ownership and licensing of brands and markets over 500 non-alcoholic beverages brands which usually consist of sparkling beverages but also a varied number of still beverages like water , enhanced water , juice and juice drinks , ready to drink teas and coffees and also many sports and energy drinks. For every industry who has to spend reasonable time and effort in marketing, Coca Cola serves as a true inspiration (World of Coca-Cola, 2015).When most of the company belongs to mature stage of the product life cycle, and is operating in a competitive market with little product differentiation, the company has been successful to grow in terms of strength as a brand and its marketing techniques. (Cokecce.com, 2015)
The Coca-Cola Company, incorporated on September 5th, 1919 is a well known beverage company. The company has a ownership and licensing of brands and markets over 500 non-alcoholic beverages brands which usually consist of sparkling beverages but also a varied number of still beverages like water , enhanced water , juice and juice drinks , ready to drink teas and coffees and also many sports and energy drinks. For every industry who has to spend reasonable time and effort in marketing, Coca Cola serves as a true inspiration (World of Coca-Cola, 2015).When most of the company belongs to mature stage of the product life cycle, and is operating in a competitive market with little product differentiation, the company has been successful to grow in terms of strength as a brand and its marketing techniques. (Cokecce.com, 2015)
In a team, I created a new corporate social responsibility program for Forever 21. The company doesn't do enough to mitigate the negative environmental effects of fast fashion, and my group wanted to change that. My contributions were the Strategies & Tactics section and the Key Messages section, as well as editing throughout the document.
It's a Word Document which provides Swot Analysis of Coca Cola company adding up with Recommendations & Solutions on the Given Analysis.
Hope so you guys feel the Data Productive
Best Wishes,Sejal Gaikwad ;)
InstructionI have 2questions to answer and Will you please answe.docxcarliotwaycave
Instruction
I have 2questions to answer and Will you please answer them separately?
I just need 1~2 paragraph each.
1. Where would you suggest searching for life beyond Earth? Include why you chose the place you did and what kind of investigation you would recommend (take into account things like cost and time factors, etc.)
2. Assuming we should get a communication that is almost surely from an intelligent communication civilization, what should we do? Your text asks if we should transmit or just listen. What do you think the world as a whole should do in response to such a momentous finding? Write your own ideas, then respond to one or two of your classmates. This is pure opinion, but back up your thinking with reasoning, why do you think what you think about this?
Grading Rubric & Instructions
Introduction
· A student introduces the names of the team members who collaborated in the presentation.
· The introduction is friendly and enthusiastic, attracting the attention of the audience.
· The introduction includes a thesis statement to introduce the general purpose of the presentation.
· The introduction comes accompanied by a Front Slide.
Organization & Development
· The group presents information using the sequence prescribed in the Business Plan.
· The PowerPoint presentation is professional and clearly, enhances the audio.
· Color schemes are optimal for viewing.
· The text is readable. Use of spaces and typography is consistent throughout the presentation.
Content (To be included on PPT)
After listening to this presentation, the audience receives a valuable analysis of the organization and specific recommendations for efficiency and effectiveness.
The presentation follows the same outline and content as in the Collaborative Course Project Reports (see attached word document reports – Company Description & CSR; Operations Management Processes; and Marketing Processes)
Company Description
· Name of the Business
· Mission Statement
· Legal Ownership
Business Ethics Processes
· Corporate Social Responsibility
· Corporate Social Responsibility Strategies
· Code of Ethics
Operations Management Processes
· Type of Organizational Structure
· Communication Dynamics
· Transformation Processes
· Supply Chain Strategies
· Total Quality Management
Marketing Management Processes
· Product or Service
· Target Market
· Place and Distribution
· Price
· Promotional Plan
Recommendations for Future Innovation and Performance
· Use the lessons from this course to make specific recommendations on how the organization will continue to innovate processes and products in the future.
Running Head: MARKETING MANAGEMENT PROCESS 1
MARKETING MANAGEMENT PROCESS 2
Contents
Introduction 3
Product or Service 3
Target Market 4
Place and Distribution 6
Price 8
Promotional Plan 10
Conclusion 11
References 13
Introduction
Coca-Cola’s headquarters is located in Atlanta, Georgia however; they operate in over 200 countries. Coca-Cola has been the ...
In a team, I created a new corporate social responsibility program for Forever 21. The company doesn't do enough to mitigate the negative environmental effects of fast fashion, and my group wanted to change that. My contributions were the Strategies & Tactics section and the Key Messages section, as well as editing throughout the document.
It's a Word Document which provides Swot Analysis of Coca Cola company adding up with Recommendations & Solutions on the Given Analysis.
Hope so you guys feel the Data Productive
Best Wishes,Sejal Gaikwad ;)
InstructionI have 2questions to answer and Will you please answe.docxcarliotwaycave
Instruction
I have 2questions to answer and Will you please answer them separately?
I just need 1~2 paragraph each.
1. Where would you suggest searching for life beyond Earth? Include why you chose the place you did and what kind of investigation you would recommend (take into account things like cost and time factors, etc.)
2. Assuming we should get a communication that is almost surely from an intelligent communication civilization, what should we do? Your text asks if we should transmit or just listen. What do you think the world as a whole should do in response to such a momentous finding? Write your own ideas, then respond to one or two of your classmates. This is pure opinion, but back up your thinking with reasoning, why do you think what you think about this?
Grading Rubric & Instructions
Introduction
· A student introduces the names of the team members who collaborated in the presentation.
· The introduction is friendly and enthusiastic, attracting the attention of the audience.
· The introduction includes a thesis statement to introduce the general purpose of the presentation.
· The introduction comes accompanied by a Front Slide.
Organization & Development
· The group presents information using the sequence prescribed in the Business Plan.
· The PowerPoint presentation is professional and clearly, enhances the audio.
· Color schemes are optimal for viewing.
· The text is readable. Use of spaces and typography is consistent throughout the presentation.
Content (To be included on PPT)
After listening to this presentation, the audience receives a valuable analysis of the organization and specific recommendations for efficiency and effectiveness.
The presentation follows the same outline and content as in the Collaborative Course Project Reports (see attached word document reports – Company Description & CSR; Operations Management Processes; and Marketing Processes)
Company Description
· Name of the Business
· Mission Statement
· Legal Ownership
Business Ethics Processes
· Corporate Social Responsibility
· Corporate Social Responsibility Strategies
· Code of Ethics
Operations Management Processes
· Type of Organizational Structure
· Communication Dynamics
· Transformation Processes
· Supply Chain Strategies
· Total Quality Management
Marketing Management Processes
· Product or Service
· Target Market
· Place and Distribution
· Price
· Promotional Plan
Recommendations for Future Innovation and Performance
· Use the lessons from this course to make specific recommendations on how the organization will continue to innovate processes and products in the future.
Running Head: MARKETING MANAGEMENT PROCESS 1
MARKETING MANAGEMENT PROCESS 2
Contents
Introduction 3
Product or Service 3
Target Market 4
Place and Distribution 6
Price 8
Promotional Plan 10
Conclusion 11
References 13
Introduction
Coca-Cola’s headquarters is located in Atlanta, Georgia however; they operate in over 200 countries. Coca-Cola has been the ...
case study on coca-cola. introduction, segmentation targeting and positioning . selling strategy, marketing planing, objective, swot analysis of the company.
PRESENTATION ON THE INTEGRATED MARKETING COMMUNICATIONS TOOLS USED BY COCA -COLA . Prepared by Saptarshi Chakraborty,Vadodara Helpful for all management students!!!
WEEK 8 ASSIGNMENT 3 1
WEEK 8 ASSIGNMENT 3 9Week 8 Assignment 3
Student’s Full Name
BUS499 Business Administration Capstone
Professor’s Name
Date
Week 8 Assignment 3
Coca-cola being a leading organization in the beverage industry contributes largely to the sales of soft drinks globally. With today’s stiff competition, organizations need strategies to gain competitive advantage. This paper will analyze Coca-Cola in regards to its business-level strategies, corporate-level strategies, competitive environment, and market cycles. Business-Level Strategies
A business-level strategy is concerned with the position of organizations in a given industry while considering factors comparison to the competition (Schermerhorn & Bachrach, 2010). Coca-Cola's business-level strategy is a differentiation strategy. This strategy is based on offering product that is unique hence an organization ends up acquiring a greater market share and defending the higher pricing of products. Therefore, this strategy differentiates an organization from its competitors. Coca-Cola uses a differentiation strategy for it to remain unique. With the high competition that it is facing, this strategy separates Coca-Cola from its competitors. With this strategy, Coca-Cola has been able to develop products that are unique and valued by its customers. For instance, most of the consumers opted for healthy drinks as compared to flavored drinks and this had a negative impact on Coca-Cola. The taste and preferences of customers keep on changing and hence an organization has to develop ways that will help it remain relevant in the market. Coca-Cola, therefore, developed Coca-Cola Zero Sugar which was branded and marketed as a healthy drink but a version of the original sugar-sweetened. The production of this product was for it to remain relevant and continue to be successful even with the transition of consumer’s tastes and preferences. This indicates that Coca-Cola has a unique capacity that is used for customization of its products and services to ensure that the wants and the needs of the target market are met. For instance, Coca-Cola provides Diet Coke and vitamin to the old consumers who are health conscious. It also meets the needs and expectations of its young customers through the provision of cherry and vanilla coke.
Coca-Cola management invests a lot of time and money in research and development. The main aim is to acquire an understanding of the different market segments about customer’s age, income, and lifestyle. This information is then used in marketing for the products right and achieving the right development. Coca-Cola packaging has remained unique as compared to its competitors and hence it has been able to remain adaptable in different market sections (Schermerhorn & Bachrach, 2010). With its functional packaging, it has been able to make its products appear different in the form of its sizes and forms. Coca-Cola has achieved the production of cans and bottles based on.
This is a powerpoint presentation prepared by me... explaining about IMC plans of Coca cola Inc. This is very useful for presentations in colleges, MBA institutes etc. Send your suggestions and likes on my email id- a380onkar@yahoo.co.in
Buyer Personas 1. Determine what kind of content you need2. Se.docxclairbycraft
Buyer Personas
1. Determine what kind of content you need
2. Set the tone, style, and delivery strategies for your content
3. Target the topics you should be writing about
4. Understand where buyers get their information and how they want to consume it
Background and Content Pillars
The Coca-Cola Company is a successful and globally-recognized beverage producer and has set its sights on doubling its business by 2020. Coca-Cola recognized that there were two prevailing changes occurring in the market: consumers were creating an ever-increasing amount of brand content, and technology had empowered them as never before to shape the brand. Coca-Cola identified that audiences are now largely in control of the brand--and not the other way around. Because the buyers now control the narrative instead of Coca-Cola being able to directly control its message to customers as it has in the past, they realized they needed to figure out how to harness the power of content marketing in order to engage consumers. Their focus became creating a digital content marketing strategy that engages customers in an open conversation, based on two key content pillars: liquid and linked.
· "Liquid" embodies the notion that our networked and connected world enables ideas to spread rapidly — liquid ideas are those that capture the imagination and cannot be controlled once they are put out in the world. While liquid ideas are creative, they are grounded in a linked strategy.
· "Linked" makes sure that ideas are always centered on the core brand story and experience — in other words, liquid ideas must reflect positively on the Coca-Cola brand. It also means that all the brand channels should be coherent and unified.
Content Marketing Plan Core Elements
The concepts of the liquid and linked pillars provide the context and foundation to the three core elements identified as key to Coca Cola's success with their new content marketing strategy: storytelling, consumer-generated content, and unified brand experience.
Storytelling: As part of the liquid principle, Coca-Cola recognized the power of storytelling. Stories create an emotional connection, connect people and spread ideas, which leads to conversations. In dynamic storytelling, a brand idea is released to the audience and picked up in various conversations and channels. One of Coca-Cola’s key brand stories is ‘living positively’ and showing how the brand makes the world a better place. This content idea also forms part of the company values, showing the importance of aligning business and content objectives. Each sub-brand has a big-picture content plan that outlines key elements of the story and how they will be disseminated.
Consumer-generated content: Consumer-generated content forms a cornerstone of the content strategy. Brand stories encourage consumer reactions and engagement (and are often created by the consumers themselves). The worldwide distribution of creativity and technology means that consumers have greate.
Running head CONSTRUCTING EFFECTIVE MESSAGES .docxsusanschei
Running head: CONSTRUCTING EFFECTIVE MESSAGES
CONSTRUCTING EFFECTIVE MESSAGES
Constructing Effective Messages
Daniel Jacobson
COM/295
Alex Luna
September 01, 2016
Constructing Effective Business Messages
Several products and services are produced around the globe on a daily basis and need proper marketing procedures as well as strategic positioning to ensure that these products reach the intended audience and the targeted market on time. This piece of work presents a deep analysis of coca cola products, their characteristics, worth, the targeted audience as well as the approaches used by the company to establish the credibility of the products in its diversified markets.
The Coca-Cola Products and Characteristics
America is known for several products sold in domestic markets as well as the overseas markets. The products range from ranging from household goods and food products to electronic appliances such as the Apple smartphones. One of the best known American products is the coca cola soft drinks that are sold in more than 200 countries around the globe. It is the most popular and biggest-selling soft drink in history, as well as one of the most recognizable brands in the world. Coca cola comes in several brands which are appealing to different customers and attracts the attention of these customers from across the globe. The features of this product are distinct from variation in brands. For instance, sprites the world's leading lemon-lime flavored soft drink, sold in more than 190 countries and ranks as the number three soft drink world over; Fanta is the second oldest brand of The Coca-Cola Company and the second largest brand outside the US. Fanta Orange is the leading flavor but almost every fruit grown is available as a Fanta flavor somewhere. Consumed more than 130 million times every day around the world, consumers love Fanta for its great, fruity taste. Other coca cola brands like Pure, crisp Dasani delivers fresh taste with a clean, fresh style. Dasani Drops is the vibrant and delicious drop that transforms everyday moments into something deliciously fun, unexpected and colorful day. While Minute Maid has been making juice for more than 60 years and has a heritage of nutrition, innovation, and quality that makes it more appealing to customers as it is rich in nutrients and taste (Weber, Story, & Harnack, 2006).
The Worth of Coca-Cola
The worth of a product is considered in several facets. According to J. F Kapferer, there are six pillars to be considered in establishing whether or not a product is worthwhile. These constitute the Kemferer's brand identity prism with six faces namely: the physique, personality appeal, culture, relationship, reflection, and self-image. Coke, for instance, has strong words that are associated with its brands that evoke a strong response from customers whenever the brands are mentioned. T ...
Business model interrogation and developmentiWant tutor
The company of Thomas Cook is the parent organization of Thomas Cook Ireland and United Kingdom, Condor Airlines along with other such related subsidiaries until the year 2007, when there had been a merger with MyTravel Group PLC. The combination of this new organization had been known as Thomas Cook Group PLC. This had also been listed under the London Stock Exchange(Calder2013). In the current era, it has been identified as one of the leading travel groups across the globe, with an appropriately focused strategy, a portfolio of brands leading the market, a flexible model of business, and a team of approximately 31,000 individuals(Ahwere 2012). The entire group shows commitment towards the achievement of vision. The vision is to go further for making the dreams of others come true(Ingle, 2008). The organization gives huge importance to the customers and is focused on delivering sustainability in valuing the shareholders
The neuroprotective role of glp1 receptor aganist in people with mood disorderiWant tutor
The human body consists of a number of hormones. Each and every hormone has a different function. Like many others group of hormones, ‘Incretins’ is a group of gastrointestinal hormone which exists both in the periphery and also in the central nervous system of the human body. In the recent times it has been found that this hormonal group has varies number of functions in the human body which effects the structure and the functioning of the brain. The situations which are related to mood disorders are associated with the brain and have similar alterations and functions. The conditions which are related to mood disorders are as a result of the defects which may reflect in the form of memory, learning and other execution function (Hlscher, 2011). Such kind of defects are observed in a number of humans mainly who are having some or the other kind of metabolic disorder. Also those patients who are suffering from the mood disorders have a co-morbid metabolic conditions. This reports examines the role of GLP-1 receptor for the treatment of people who are suffering from mood disorders.
With increasing competition and globalization, companies around the world are trying to find effective strategies to reduce costs, increase sales and maintain their profitability. While some companies are successful in doing so, others seem to have fade away and become obsolete. The once big power houses like General Motors have found it difficult to compete with the emergence of innovative Japanese car manufacturers such as Toyota Motor Corp.
What needs to be done across these organizations is the employment of better and innovative management techniques. One such option is using a Sustainable Supply Chain Management
Is it true that today's society is impacted with the cultural values for example dance, movements and expressions from the pasts? According to Vaughan, D. and Cunningham, M. (2002), the expression and gesture of an artist worth more than action, in today’s culture Artistic expression pays a civilly prevalent. In today’s society dance plays a very important role, to communicate their ideas through various medium. The variety form of dance use the oldest expressions from the culture, and experiment it in a new style. For many in the society dance are entertainment, education, stress release, and a form of worship. Beyond everything in life the thoughts of dance and art serves a greater purpose, artist believes that dance denotes the meaning of tradition and the results of its expression depicts the reaction of culture on society. Dance is an initiation of culture and tradition to the human torso in its most raw form, whether one is bringing up their hand or performing in ballet, in whatever way the artist is holding out and holding back the tradition and style alive (Vaughan, D. and Cunningham, M. 2002).
How michael hakene can be considered to be an auteuriWant tutor
There are a number of film directors which comes up with new stories, concept and movies every year. Some of those gain popularity on national level, while other throughout the world. Filmmakers implement different ideas and strategies for the success of the films. They try different situations and scenarios and implement the same in order to product the best film. There are a large number of theories which are popular and are widely used by the filmmakers. One such theory, among various others which has been devised out for the betterment of the movies is the Auteur theory. In this research we will study about Auteur theory in detail and will research on its implementation by the directors. On a particular basis we will be analysing that how ‘Michael Hanekar’ who is a very popular Austrian director, can be considered as in auteur. The detailed discussion would be done on the theory of auteurs with the complete explanation of the implementation of this theory on in the movies by the directors. In the study will be performed on how ‘Michael Hanekar’ was truly an auteur. We will be understanding the differences in the movies of Haneke and other directors and will find the reasons why he is actually called as an auteur.
Management is one of the key requirements for an organization. It forms one of the most important paradigm for the organization and it is something which determines the success of an organization. In an organization there are a large number of different management related operations such as operations management, human resource management, Research & Development, Leadership development, finance management and a number of other departments. It is the management which formulates the strategies for the organization to function in a proper manner. Thus, management forms to be a key feature for an organization. In this research paper, we have identified the management culture in Google, which is one of the largest software company in the world. In order to identify the same, we have studied their management culture which is followed there along with the management strategies which are formulated in operations department, human resource management and their organizational culture.
Eastern and western photography differencesiWant tutor
According to Michel de Certeau, the western culture of photographic influences has remained limited to mediating a message through what can be observed that is evoking the essence of natural beauty(Nisbett et al, 2003). The perspective of people in the west with regard to the above mentioned figures will be limited to an art work based on photographic elements to enhance tourist aspects of the place and attract them to its natural beauty(Paine et al, 1955). There is no approach made to conquer the viewer with respect to understanding of the culture from the west. The conception holds to focus more on elaborating the photographic element of the overall photo rather than its parts(Nisbett et al, 2001).
Many times, our life sticks around the crossroad, something which leads us in such a situation, where one has to leave one important element and choose the other. It is such a stage of skepticism which decides our entire future. Yuefei was left in a similar situation. On one hand, it was his mother, Charlotte and his entire family and on the other hand, it was his motherland, which was seeking his requirement. He mulled over the two deciphering situations, but could not come to a conclusion (Juel, 1988). He told about his vision and confusion to me. He told that he wanted to join the army but can’t leave his mother and family.
Business module innovation management and forecastingiWant tutor
This a two-part report carrying out an analysis of innovation development in Google Inc USA, and the evaluation of the forecasting method at Ford. In the innovation development and analysis, the creativity and innovation of the firm is analyzed along with the implications introduced by means of organization structure, culture, and change management. As with any impediments to processes, the innovation management of company would also have faced some challenges and these challenges are then discussed in context.
A primary research analysis is conducted with Simply Energy. The purpose of the research is to identify and assess how the company provides its consumers with needed services and also to find out satisfaction levels of the customers. Recommendations are made for increasing sustainability initiatives in order for the company to face current competitive situations.
Investigate the impact of csr on brand perception. a case study of mtn in nig...iWant tutor
Every organization gets involved in one or the other activities so as to promote their company and its product. As discussed earlier, the MTN requires striving for contribution towards the society’s wellbeing to try and present a favorable business image. The consumers, no more, tend to be examining the corporate feedback to the society seriously. The CSR initiatives by the MTN include the categories of economic empowerment, education and health. Finding out the extent of consumer’s positive perception towards the MTN brand can be enhanced by the CSR initiatives. Even the marketing managers would be benefited by this research as it will be help them preparing marketing plan and strategies based on the results.
Located in Casablanca, Morocco, Argan Oil Company is the Moroccan leader in the production of argan oil. The company has been in the culinary and cosmetic argan oil extraction for 10 years and is now looking to expand to the international market under the brand name Argoco. The plan is to position Argoco as a luxury argan-based cosmetic brand and first introduce a range of seven cosmetic products to the Saudi market: anti-inflammatory massage argan oil, relaxing massage argan oil, anti-cellulite massage argan oil, argan based soap bar, argan based shampoo, argan based shower gel, and finally pure argan oil. Since the company manages the whole production process, Argoco guarantees the purest argan oil that can be found worldwide and the rest of the products are all made from natural ingredients.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
Andreas Schleicher presents at the OECD webinar ‘Digital devices in schools: detrimental distraction or secret to success?’ on 27 May 2024. The presentation was based on findings from PISA 2022 results and the webinar helped launch the PISA in Focus ‘Managing screen time: How to protect and equip students against distraction’ https://www.oecd-ilibrary.org/education/managing-screen-time_7c225af4-en and the OECD Education Policy Perspective ‘Students, digital devices and success’ can be found here - https://oe.cd/il/5yV
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Ethnobotany and Ethnopharmacology:
Ethnobotany in herbal drug evaluation,
Impact of Ethnobotany in traditional medicine,
New development in herbals,
Bio-prospecting tools for drug discovery,
Role of Ethnopharmacology in drug evaluation,
Reverse Pharmacology.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Critical analysis of the strategic and tactical approaches of coca cola
1. Critical analysis of the strategic and tactical approaches of Coca-Cola
By
Course Name
Professor’s Name
University Name
Department of Marketing
29th
December 2014
2. The following essay shall discuss the importance of brand management and brand
campaigning. The company chosen for the essay is “Coca-Cola”. In the first part of the essay
we shall see how Coca Cola has retained itself as a top most brand in the beverage industry
globally. Also a very important part of this essay is the brand proposal for Coca Cola-
launching a new product, per se, snacks and how the company can add to its product lines
and product mixes. How important is brand reputation and brand campaigning, has been
explained in depth throughout the essay.
Part One:
Introduction
The Coca-Cola Company, incorporated on September 5th
, 1919 is a well known
beverage company. The company has a ownership and licensing of brands and markets over
500 non-alcoholic beverages brands which usually consist of sparkling beverages but also a
varied number of still beverages like water , enhanced water , juice and juice drinks , ready to
drink teas and coffees and also many sports and energy drinks. For every industry who has to
spend reasonable time and effort in marketing, Coca Cola serves as a true inspiration (World
of Coca-Cola, 2015).When most of the company belongs to mature stage of the product life
cycle, and is operating in a competitive market with little product differentiation, the
company has been successful to grow in terms of strength as a brand and its marketing
techniques. (Cokecce.com, 2015)
Body
Coca-Cola has built a robust portfolio of assets which includes the color red, the
proprietary bottle shape,and its logotype which has managed to get the attention from the
customers after careful deliberation. Coke has been successful to maintain long term
3. dedication to its campaign and used various marketing platforms, for example the famous
show “American Idol”. Coke has used its logo for a long time and has the history of being
virtually unchanged since 1886.Coke has been effective to use its history which is used as a
compass and a leverage its past in the present times like reprising the famous “Mean Joe
Greene “ advertisement that has been used to launch Coke Zero. (Coca-colafemsa.com,
2014).”Happiness in a bottle “, this campaign has been a universal recognition for the
company that started during 2012 FIFA World Cup. From the happiness flag to the event
launched music, the brand has created an impact which has touched people emotionally in
terms of local and also in global scale.Coca-Cola’s Share a Coke campaign has also been
effective to create an everlasting impression among the young generation and has beautifully
used social media to enhance the real moments which have been shared by the fans.
Brand manifestations are an important aspect of promoting a new product in a market
as well as retaining the brand goodwill of existing products. A brand is not merely the logo
and slogan of a company or product, it is a sense of belonging that emphasizes on the bond
that is present between the company, employers, employees and the customers. In Wally
Olin’s concept of brand manifestations we see that he addresses a brand through a very live
example of a tribe. A brand needs a human touch, emotions and values are very crucial to a
company who wants to grow not just revenue wise but as a family rather. A company is
successful in the long run only when it is able to connect with its audience and customers
emotionally. (The Independent, 2014)Just like a tribe manifests its core ideas and values by
the way it functions, similarly a company is also perceived by the people the way it performs
– responsibly or the other way round. Every company must also have an aspect of
anthropology in it where it should be responsible corporate wise and goodwill wise as well.
Brand story telling is very necessary as a company’s product needs to say a story via
its products. Coca Cola’s core story has always been “Happiness”, sharing happiness has
4. been its main idea since inception. People associate stories and their friendships with this
brand, as any gathering, party, enjoyment is incomplete without a sip of coke. Thus brand
communication is very essential in terms of storytelling for a company as expressed by global
group content director of Coca Cola, Guy Duncan.(Marketingmagazine.co.uk, 2015)Recently
the company has involved in content marketing, after being famous as a “Vision Brand”.
Coca-Cola has engaged itself into the matter and substance of the brand engagement .It has
shifted from the approach of one way storytelling to dynamic storytelling .This has proved to
be very successful as the general consumers can interact and relate to the content as the story
revolves .This story telling has been constantly moving on from static to multifaceted,
engaged and spreadable techniques. Coca-Cola does not believe in 30 seconds advertisement
anymore .It has moved beyond it and has marked the end of such 30 second advertisement
.The company has been successful to move towards a genuine consumer collaboration model
which is effective to create a buzz and adopted a more iterative approach for the creation of
the content. (Investors et al., 2014)
However despite the widespread success of the share a coke campaign the results of
Q3 in the year 2013 has been disappointing .the reason was favour in terms of execution of
the marketing strategy in many markets especially our consumer marketing and commercial
strategies. (Coca-Cola GB, 2014).Massive recall of the advertisement campaign can lead to
tarnishing the brand and the image which can also lead to company to build a new brand and
identity to recapture the same place in the market. Another disadvantage of the company lies
in the undiversified product portfolio which has restricted the markets of the company. A
corporate reputation is extremely important for a company as it determines how the company
shall operate in the long run. Technological advancement and the internet have been playing
a major role in the maintenance of brand reputation in the modern day world. Communication
channels are diverse in today’s world which can either make or break a company’s brand
5. image in seconds’ time. In the words of Jeff Bezos, an American businessman, “a brand for a
company is like the reputation for a person. You earn reputation by trying to do hard things
well” also keeping in mind what Benjamin Franklin had once said, that “it takes many good
deeds to build a good reputation, and only one bad one to lose it”.
Coca-Cola has experimented with the shape which has been totally synonymous with
the brand .Customizable packaging has been successful as implemented in around 30
countries. Coca-Cola has been effective to implement their marketing strategies most of the
time .The idea of content marketing has been successful because the purpose of content
excellence is to create ideas which are so attractive and contagious that cannot be controlled
which is also referred to as liquid content (Anon, 2014).Coca Cola uses social web where
people are more likely to share their ideas, videos and photos on the networking sites
.Creation of the content which are more likely to be shared whether it is in the form of a
video, image or an article. (Furrier, 2013)
Coca-Cola uses price penetration to keep its profit levels at a reasonable level. Coca-
Cola’s popular saying which is- “when you drink don’t drive, drink Coca-Cola “is a reminder
for the customers to do something. That is an effective way to use advertisement by re-
enforcing the customers of the products existence in the existing market. (An evaluation of
marketing strategies undertaken by Coca Cola Company as a multinational corporation in
Nigeria, 2014)
Conclusion
Thus in today’s competitive market it has become very essential for a company to
make innovative marketing strategies which can be improvised as per the needs of the
company. The marketing strategy of Coca-Cola has been effective to create a brand for itself
and even maintain a lasting impression on the customers taking into consideration the plans
6. for expansion in the market share by the existing products. (Businesscasestudies.co.uk,
2014)Diverting itself from the usual mass marketing approaches, Coca Cola has adopted
effective strategies and tactics firstly to understand the needs of its target audience and
providing them with a benefit that is unique. Secondly to retain its consumer’s loyalty it has
adopted socially progressive and a sense of public good in its products and promises.
(Portnoy et al., 2015)
Part 2: Brand Proposal
Brand marketing is an essential pillar of strength for a company to flourish in the
future. In a global market, branding sets a company apart from other companies. A branding
strategy is essential for achieving long-term goals and it directly affects a business’s
operations and its consumers. There are a few requisites that need to be understood before
analyzing a brand strategy- what is the purpose of a brand? What is purpose of the
product? Who are its target audience? How is the company going to be benefitted in the
long run?
A brand should not just limit itself to the short run goals. Brand managers must be tactics
and strategy driven in their approach. (Aytm.com, 2014)Since the brand also depicts the way
the customers of the product perceive the company’s value and name, brand marketing and
brand strategy need to be regulated from time to time. A strong brand represents the company
and the product promises by the company.
A good brand strategy includes
A full audit of the product
Formulating the product’s brand vision and mission
Instilling internal proprietary
7. Brand tracking
Brand accountability
Branding proposals must be made in a way to increase revenues and maintain
customer loyalty. The company must perform its SWOT analysis and make
projections which are internally sourced. (The power of branding: a practical guide,
2015)Branding proposals must not just focus on the short term goals but attaining
long term commitments. Branding proposals must focus on adhering to its code of
conduct and ethical standings. Being accountable, integrity filled and consumer
benefits must be considered. (The Coca Cola Company, 2015)Branding strategies also
includes heavy advertising campaigns and external communication to reach the
masses. Nowadays in the generation of social media marketing, top companies must
communicate its promotions and products through various tools of media- social and
others. (Aytm.com, 2014). When we talk about the marketing strategies for a sports
and energy drink campaign, we need to answer certain questions-
What is the market size of the beverage industry?
What are the top brands?
Who is the target audience?
What is the current market situation in the beverage industry?
Who are the important rivals or competitors in the market?
What is the current market share of the chosen drink?
It is important to understand the concept of brand strategy as brand image does not mean the
product name, logo, website or the company’s name. The most important concept of branding
is how the customers and the target audience perceives the company and feels towards it.
8. What a company does beyond just the selling and gaining profit part is included in the
definition of a brand strategy.(Simply Measured, 2014)
1. Current situation analysis:
Coca Cola has maintained its brand image by being the most refreshing beverage for
people of all ages. It occupies the maximum share in the carbonated drinks industry.
Coca Cola has also emotionally connected itself with its customers all over the globe,
through various mediums especially the social media- Facebook, Tumblr, YouTube,
Twitter and Instagram.(Sorenson, 2014) Cultivating loyalty has also been an
extremely important strategy for the company. Coca Cola has become a household
name worldwide. People have an emotional connect with it, as any family gatherings,
social meets, parties and mere fun is attached with Coca Cola, which is a big
achievement for the company. Coca Cola has become aware of the health factor of its
customers and has developed such new products like the Coke Zero and Diet Coke,
making it a socially responsible beverage company. (Us.coca-cola.com, 2014)Coca
Cola has also shown immense efficiency in its operations and human resources
management, where its employees are its assets and lastly it has touched the global
market spreading across 200 countries. The company has various product lines and
product mixes which includes- soft drinks, diet drinks, juices, water, energy drinks,
sports drinks and cordials. (The Coca-Cola Company, 2014) It faces competition from
its rival PepsiCo as Pepsi is a more diversified brand with juices, drinks and snacks as
its product lines and product mixes. Coca Cola is a hit among the youth and even its
social media marketing strategies have shown this, like the Facebook. The main
critique here is the CSR factor, in which it lacks behind. It has not lived up to the
corporate social responsibility in the society as a whole.
9. 2. Purpose:
A brand campaigning proposal that is an extension of Coca Cola’s existing brand
image can be expanding its geographical base by developing strategic collaborations
and mergers with important countries or markets. Organic and low-caffeine raw
materials must be used to produce the beverages and soft drinks. Coca Cola can
strategize its pre-sale and after-sale services and build a stronger portfolio. As more
and more people are becoming health conscious and preferring less sugar filled, low
caffeine, non-carbonated soda drinks, especially the energy drinks, Coca Cola has to
be smart and sensible in this arena. Competitors are increasingly becoming aware of
this issue of organic ingredients and sugar- caffeine free soft drinks and beverages.
Reducing harmful environmental impacts by promoting more healthy living and also
enhancing its relationship with its bottling partners must be a priority of Coca Cola.
The purpose of coca cola has been to follow the SMART goals, namely stretching,
measuring, achievable, and realistic and time bound. The purpose of this company is
to retain its customers and target audience. It also needs to improve its CSR factor,
keep in check of its rivals, diversify its product lines and mixes and lastly expand its
business to more untapped markets to globalize its products especially in developing
countries like India.
3. Strategic References:
Responsible branding and long term commitment towards its customers and
employees are two major considerations in an ongoing branding strategy of a company.
Branding goes beyond the product and the profit earning motives of a company. Coca Cola is
a brand name that has reached the global arena. Coca Cola must also resort to careful
commercial advertising and who it needs to target. Quality must never be compromised and
strategies that enhance the quality of the products must be implemented. Corporate strategy
10. of Coca Cola must identify markets, products, geographical locations and its target
customers. (Us.coca-cola.com, 2014)The competition factor will always be present and so
will be the “risk” factor. Competitors shall keep on launching new products even
compromising on their quality in order to raise their profit that is inevitable. What shall hold
Coca Cola Company together is their story, their inception and content marketing. Coca Cola
faces major challenges from Pepsi and also other upcoming beverage brands but by
developing a business with an affordable and popular product Coca Cola shall be able to
achieve its long term goals. Thus an important factor is the direct relation between
profitability and the market share of Coca Cola. Coca Cola must strive to look beyond a
“ready and packaged liquid refreshments” identity by taking a standardized strategic
approach in branding.
4. Tactics:
Consumers are becoming health conscious with each passing day. Thus firstly Coca
Cola needs to improvise on its low calories and less caffeine contents of its products,
it can improve its strategic components. Coca cola needs to diversify its product lines
and launch some snacks variety. It needs to develop and strengthen its customer base
and target audience. To retain its reputation it really needs to work on its CSR
activities in developing countries where facilities are less but rate of growth and
development is high. India is a youth country and since Coca Cola has a majority of
youth as its target audience, it must invest in this country.
5. Evaluation
Coca Cola is a household name now, all over the world. It needs to focus on building
its brand image and especially with regards to its Corporate Social Responsibility
factor. Proper evaluation is necessary to implement business and corporate strategies
to retain and sustain its reputation as the largest shareholder in the beverage market.
11. Also, considering the health issues and using a more organic approach in its contents
and ingredients is necessary for Coca Cola to benefit its target customers. Responsible
marketing and content branding needs to be the priority of Coca Cola.
The power of branding is essential to the growth of a company, Coca Cola has
been successful in retaining its name as the most successful beverage brand in the
beverage industry. (The power of branding: a practical guide, 2015)The brand identity
and design standards of a product determine its long term value of goodwill. Brand
standards and brand proposals help the product to retain its quality and market share.
In a country like India, too Coca Cola has managed to stay at the top of its game.
(Coca-colaindia.com, 2015) Three things that are utmost essential for Coca Cola are –
its market, brand and its target audience. Keeping its brand image intact it is being
estimated that Coca cola shall become a game changer in the existing and future
generations, in the next 5 years to come. (Coca-Cola Zero Brand Identity and Design
Standards v1.0, 2015)
Coca-Cola with regards to its branding proposal can launch “Smart Snacks” in
schools and colleges, taking into considerations the nutrition standards and health factor of
the children. Instead of being just another snack brand and focussing just on the taste factor,
Coca Cola should focus more on the organic content of the raw materials that can be used in
the products. Often beverage and snack brands overlook the standards and health after
effects. Focussing on healthier food choices especially by the youth generation should be the
focal point of the company. For example,
Encouraging organic raw materials- lean protein, low fat dairy, oat meals, whole
grains, gluten-free ingredients and low cholesterol products.
Coca Cola must not produce another “Chips” brand, rather innovate healthier
alternatives to chips using fresh herbal ingredients.
12. Veggie chips are also a lucrative concept that can be tried by Coca Cola, instead of
using the usual potatoes the company can think of using sweet potatoes or even
squash and green leafy vegetables can also be used like cabbage, spinach or even
broccoli for making nutritional chips. The sky is the limit for introducing such
unusual yet healthy chips for Coca Cola, if used wisely it can be an instant hit.
Crackers and snack bars can also be introduced by Coca Cola, for its youth audience.
Healthier granola bars are as it is popular with the school and college going students.
Baked Tostitos reduced fat Tortilla chips, low fat crisps are also some very interesting
product lines that can be introduced by Coca Cola.
Avoiding trans-fat component is very necessary and if Coca Cola wants to sustain its
brand image it needs to prioritise few very minor yet crucial ingredient factors. These
trans-fat include hydrogenated fat oils which are very harmful for the body and often
goes unnoticed by other snack providing brands and local suppliers. Coca Cola can
emerge as an exception here.
It is essential for Coca Cola to know how to formulate a winning, seller-buyer pitch
standard. Motivation within the organisation and its buyers is crucial.
Social media marketing is extremely important, as nowadays “Social word of Mouth”
is an important tool of brand marketing since it allows the company to engage the
target audience more inclusively. A social sampling campaign using Twitter, Tumblr,
Instagram and Facebook can be useful to promote the new product lines introduced by
Coca Cola.
Snacks are being provided by innumerable suppliers- local and international. In order
for Coca Cola to become a hit in the market it needs strong and nutritional value
based products. This includes, focussing on the raw materials, organic ingredients,
13. low fat and low cholesterol alternatives, food packaging methods, high quality and
lesser side effects.
Other standard promotional strategies that can be used by Coca Cola are “display
marketing”, reasonable pricing and ensuring higher quality standards.
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