Coca Cola Life Branding Marketing Mix
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Coca Cola Life Branding Marketing Mix
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Author :
language : de
Publisher: GRIN Verlag
Release Date : 2018-07-04
Coca Cola Life Branding Marketing Mix written by and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-07-04 with Business & Economics categories.
Studienarbeit aus dem Jahr 2017 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,00, Universität Salzburg, Sprache: Deutsch, Abstract: Die folgende Studienarbeit behandelt das Thema "Coca Cola Life", deren Markteinführung und den dazu verbundenen Marketing Mix (4P ́s). Im Jahr 2013 beschloss das Unternehmen Coca Cola, sein Produktportfolio zu erweitern. Zusätzlich zu seiner bisherigen Produktlinie, bestehend aus Coca Cola Classic, Coke Light und Coke Zero, fügte das Unternehmen ein neues Produkt ein: „Coke Life“. Dieser hatte im Vergleich zu Coca Cola & Coke Zero einen wesentlichen Unterschied. Es besitzt einen ziemlich geringeren Zuckeranteil (35%). Doch weshalb sollte „The Coca-Cola Company“, kurz TCCC, dieses neue Erfrischungsgetränk dem Sortiment hinzufügen wollen, obwohl der Markt bereits von großer Konkurrenz geprägt ist und TCCC mit Coca Cola, Coke Zero & Coke Light bereits drei Top Marken aufgestellt hat? Mit dieser Frage werden wir uns im Laufe unserer Präsentation beschäftigen.
The Marketing Mix Of Coca Cola Life
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Author : Anonym
language : en
Publisher:
Release Date : 2016-05-13
The Marketing Mix Of Coca Cola Life written by Anonym and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-05-13 with categories.
Seminar paper from the year 2015 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, University of the Sunshine Coast Queensland, language: English, abstract: This report examines the marketing of "Coca-Cola Life" which is distributed by the Coca-Cola Company. The research draws attention to the company's background and evaluates the background of Coca-Cola Life. Further, it follows an analysis of the product in relation to the marketing mix theory and concepts. Thereby the focus is on the product, price and promotion. Finally, two innovative recommendations will be given, relating to the improvement of the sustainable aspects of Coca-Cola Life's marketing. In conducting this report only secondary research methodologies were used implementing resources such as using books and websites. In relation to the product life cycle it is evident that Coca-Cola Life is currently in the growth stage as it continues to increase sales. It is obvious that the product is within the category of non-durable goods. The 'core' product is a refreshing soft drink with a unique taste and 35% less sugar and kilojoules, sweetened with stevia as a natural source. The 'actual' product is a glass bottle with a brown liquid inside and a green label with a small leaf logo. The 'augmented' product is the actual product plus contact details of the company, a help line and a complaint phone service. Usually the price of a 600ml bottle of Coca-Cola Life is around $3.50 which is positioned above the price of the direct competitor Pepsi True. Compared to indirect competitors the price is set in the upper margin. With regard to the promotion of Coca-Cola Life the Coca-Cola Company uses different ways to communicate the product whereby campaigns that wake emotions are currently at a premium. Evaluation of this product lead to the following recommendations: A weakness was identified in the ingredients. It is recommended that the ingredients sho
The Marketing Mix Of Coca Cola Life
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Author :
language : en
Publisher: GRIN Verlag
Release Date : 2016-05-12
The Marketing Mix Of Coca Cola Life written by and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-05-12 with Business & Economics categories.
Seminar paper from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, University of the Sunshine Coast Queensland, language: English, abstract: This report examines the marketing of "Coca-Cola Life" which is distributed by the Coca-Cola Company. The research draws attention to the company’s background and evaluates the background of Coca-Cola Life. Further, it follows an analysis of the product in relation to the marketing mix theory and concepts. Thereby the focus is on the product, price and promotion. Finally, two innovative recommendations will be given, relating to the improvement of the sustainable aspects of Coca-Cola Life’s marketing. In conducting this report only secondary research methodologies were used implementing resources such as using books and websites. In relation to the product life cycle it is evident that Coca-Cola Life is currently in the growth stage as it continues to increase sales. It is obvious that the product is within the category of non-durable goods. The ‘core’ product is a refreshing soft drink with a unique taste and 35% less sugar and kilojoules, sweetened with stevia as a natural source. The ‘actual’ product is a glass bottle with a brown liquid inside and a green label with a small leaf logo. The ‘augmented’ product is the actual product plus contact details of the company, a help line and a complaint phone service. Usually the price of a 600ml bottle of Coca-Cola Life is around $3.50 which is positioned above the price of the direct competitor Pepsi True. Compared to indirect competitors the price is set in the upper margin. With regard to the promotion of Coca-Cola Life the Coca-Cola Company uses different ways to communicate the product whereby campaigns that wake emotions are currently at a premium. Evaluation of this product lead to the following recommendations: A weakness was identified in the ingredients. It is recommended that the ingredients should be mostly organic and the sugar should be completely removed in order to satisfy customer needs and wants. Special attention should be paid to the recycling system. It is recommended that the company target itself on reusable packaging instead of one-way drink packaging. Recommendations have been made to suggest that a more sustainable view of Coca-Cola Life and its environment could potentially increase market share and future profits.
An Investigation Into The Role Of Emotional Branding In The Cola Market With Particular Reference To Coca Cola
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Author : Miriam Mennen
language : en
Publisher: GRIN Verlag
Release Date : 2010-03-12
An Investigation Into The Role Of Emotional Branding In The Cola Market With Particular Reference To Coca Cola written by Miriam Mennen and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-03-12 with Business & Economics categories.
Bachelor Thesis from the year 2005 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 70 % - A, New College Durham, course: BA (HONS) Management, Business and Administration, language: English, abstract: The business area of marketing has become increasingly important over the last few decades turning marketing activities into a critical success factor. Emotional benefits in marketing have received more and more attention and discussion because they work beyond the awareness of the customer and influence their buying behaviour. In an article from the Canadian Marketing Association, Glenn Livingston (2004) says that most of the people do not want to believe that they are or can be emotionally influenced by brands. They do not want to admit to using brands as a method of partially supporting their self-esteem but this is what makes the emotional benefit motivation such an important technique in marketing. It is the case that emotional benefits are so elusive and hidden that it makes them incredibly powerful and persuasive. Companies like Coca-Cola, Gillette or Victoria’s Secret understand the art of accessing, with intelligence and sensitivity, the true power behind human emotions. They form their brands in a way that they become a face and a character in order to reach the overall aim: the identification of customers with the brand. Today’s most successful brands have built relationships with consumers by engaging them in a personal dialogue that responds to their needs. In fact, many brands make the mistake of trying to force the emotional benefit by telling the customer directly. As soon as this thought is then put into language and made conscious, a person’s adult mind will make rational decisions and realize that this product does not make them a different person. As Coca-Cola is the number one on the “Interbrand’s Annual Ranking of 100 of the World’s Most Valuable Brands”, the researcher will take this brand as an example and applies the findings on how consumers are emotionally attached by this brand and how it was able to find its way into consumers’ psyche. The basic knowledge of marketing and the nature of emotional branding as a specific marketing tool is provided in chapter two through the use of an extensive literature review, which examines the key theoretical perspectives influencing this study.
Analysis Of Key Marketing Themes For Pepsi Cola
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Author : Benjamin Pommer
language : en
Publisher: GRIN Verlag
Release Date : 2014-08-25
Analysis Of Key Marketing Themes For Pepsi Cola written by Benjamin Pommer and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-08-25 with Business & Economics categories.
Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Applied Sciences Essen, language: English, abstract: PepsiCo is a global consumption goods company with a very diversified portfolio. The company focuses on beverages and “junk” food. When it comes to brand value and numbers of sold cola beverages, Coca-Cola Co has a unique market share. Especially on the cola-market, both companies are the most successful competitors worldwide. In Germany, Pepsi-Cola has not been as long on the market as Coca-Cola. None-theless, Pepsi proved to be a strong opponent by initiating clever marketing cam-paigns. However, the German market for cola products is much more competitive than the US-market. The strategic planning analysis of PepsiCo, using Kotler’s four P’s, shows, how much Pepsi-Cola’s suffers from its lack of image compared to Coca-Cola. Pepsi-Cola is very present in retails and commercials, but does not have a trustful brand image. Pepsi-Cola’s image as a cheap cola drink is a threat to its future deveopment, because a decline in the product-life-cycle is possible. PepsiCo’s focus on the German beverage market needs to include a product development, that show consumers, that Pepsi-Cola can be a tasty as well as a sustainable product. The strategy of product diversification must not contain Pepsi-Cola as the main beverage drink of the company.
Brand Development Of Coca Cola Company
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Author : Daniela Lopez
language : en
Publisher: GRIN Verlag
Release Date : 2012-02
Brand Development Of Coca Cola Company written by Daniela Lopez and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-02 with Business & Economics categories.
Seminar paper from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 72% (First), University of Westminster, course: BA (Hons) Marketing Communications - Brand Management, language: English, abstract: 'Uva' is the name given to the Coca-Cola Company's latest venture within the carbonates market; targeting consumers from late forties upwards, the chilled sparkling juice drink is addressing a gap in the market as seen in Figure 1.0 (Fig. 1.0 is available in the download version). Using no additives or sweeteners, the product is to be perceived as a healthy, sparkling beverage. The Latin name for 'grape' (McKeown, 2010:386) was chosen as the brand name for this product as it has connotations of simplicity and elegance. Satisfying the need state of 'thirst' (Franzen and Moriarty, 2009:202), 'Uva' will differentiate itself from competitors by targeting older consumers. The main competitor within the premium adult's soft drink market is Shloer, with a 29% market share of premium soft drinks (Mintel, 2010). However, Shloer actively targets a consumers within the age range of 16 to 34 years, with emphasis on 'mums-to-be' as seen on the Shloer website (Shloer, 2011). ...]
Vintage Marketing Differentiation
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Author : Robert L. Williams, Jr.
language : en
Publisher: Springer
Release Date : 2017-03-23
Vintage Marketing Differentiation written by Robert L. Williams, Jr. and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-03-23 with Business & Economics categories.
This book analyzes the origins of marketing and branding strategies and the unique situations involving differentiation. Photographs of actual materials that were created and used in marketing campaigns between 1846-1946 are featured to bring to life these vintage innovations. Examining how and why these classic strategies were devised and implemented provides insight on how the vintage strategies can continue to be used to position products, services, and experiences within current market situations. Vintage Marketing Differentiation describes real life, innovative, outside-the-box solutions. It explains a marketing differentiation process and emphasizes the critical nature of the perception of trends and timely action. Profiles of over 30 companies and brands depict nearly 20 categories of the first marketing strategies ever to be used. These powerful strategies ignited competitive advantages and help explain why most of these companies are still in business today!
Creative Marketing Strategies
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Author : Whitney Surra
language : en
Publisher:
Release Date : 2021-08
Creative Marketing Strategies written by Whitney Surra and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-08 with categories.
One of the factors that lead to the success of Coca-Cola and Anheuser-Busch is their marketing strategies. If you want to discover the secrets behind this success, please keep reading this book. In this book, you will discover: CHAPTER 1: Corporate Culture in the '60's CHAPTER 2: Born Again. Going to Work for The Coca-Cola Company CHAPTER 3: The Largest Selling Christmas Ornament of All Time CHAPTER 4: Match the Stars. Win with Coke! 1st National Baseball Promotion CHAPTER 5: Everything changes in A&SP to Brand Marketing Teams CHAPTER 6: Competition Brings About Major Changes at Coke in the '60's CHAPTER 7: Fresca, Taking the Nation by Storm (It's a Blizzard) And so much more! Scroll up and click the "Buy now with 1-Click" button to get your copy now!
Impact Of The Color Red On The Marketing Of Consumer Goods
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Author : Julia Bölke
language : en
Publisher: GRIN Verlag
Release Date : 2007-10-31
Impact Of The Color Red On The Marketing Of Consumer Goods written by Julia Bölke and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-10-31 with Business & Economics categories.
Bachelor Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Applied Sciences Wernigerode, language: English, abstract: This thesis aims at examining the impact of red on the marketing of consumer goods. It explains the way color vision is created in the human brain and emphasizes the relevance it has for individuals to help orientate in everyday surroundings. The thesis focuses on the color red as it causes strong body reactions such as the increase of blood pressure, eyelid move-ment and breathing frequency as well as the production of adrenaline. Furthermore, people’s different associations with red, e.g. blood, fire, love, hate, life and death are examined. The major part discusses the suitability of using red in the different sections of the marketing mix (Product, Price, Place and Promotion). Practical exam-ples back up literature findings and show that red can be a very helpful tool, for example, to attract customers’ attention for a shopping window or adver-tisement. Following, marketers need to consider that influencing factors such as gender, age, social status, cultural background or product-involvement affect the successful use of red. The case study of Xerox Inc. shows the applicability and popularity of red as a corporate color. At the same time, it reveals limitations to the color choice as the red logo does not differentiate Xerox from its competitors’ logos. Besides summarizing the different ideas of this thesis, the last chapter high-lights that, even though a lot of research has been done, marketers need to decide for each case specifically whether or not to use red in their marketing strategy.
Successful Marketing Stories
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Author : Elijah Machens
language : en
Publisher:
Release Date : 2021-08
Successful Marketing Stories written by Elijah Machens and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-08 with categories.
One of the factors that lead to the success of Coca-Cola and Anheuser-Busch is their marketing strategies. If you want to discover the secrets behind this success, please keep reading this book. In this book, you will discover: CHAPTER 1: Corporate Culture in the '60's CHAPTER 2: Born Again. Going to Work for The Coca-Cola Company CHAPTER 3: The Largest Selling Christmas Ornament of All Time CHAPTER 4: Match the Stars. Win with Coke! 1st National Baseball Promotion CHAPTER 5: Everything changes in A&SP to Brand Marketing Teams CHAPTER 6: Competition Brings About Major Changes at Coke in the '60's CHAPTER 7: Fresca, Taking the Nation by Storm (It's a Blizzard) And so much more! Scroll up and click the "Buy now with 1-Click" button to get your copy now!