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contentspart one: preface P1part two: Coca Cola brands background (1)what is brand and the history of cocacola brand P2 (2)CocaCola brand position performance and achievements P2Part three: Coca-Colas brand strategy analysis（1） Brands culture P3（2） Brand positioning 1.The establishment of the target market P32.Establishing points of parity and of difference P4（3） how to making a brand strong 1.cocacolas brand buiding blocks P52.Brand extension strategy P6(coffe drinks and dairy drink extension)3.brand Marketing strategy to win P8part four: Conclusions and recommendations P10佛山科学技术学院20102011学年第2学期 品牌管理 课程论文班级： 08市营1 姓名： 陈嘉颖 学号： 2008564121 成绩： Brand analysis of Coca- ColaThe summary: The brand is a kind of intangible assets, its an symbol that a product and a enterprise different from other products and other enterprise. Enterprise want to has a place in the marke of fierce competitiont ,so must strengthen the brand management, set up enterprises core competitive ability.For businesses, the brand is the competitive edge, and the brand is vitality. Building strong brands as for an enterprise, it is a significant things, is the enterprise core competitive advantages for the foundation, is also the key if you can stand up rapidly in the contemporary international market . no matter the size and the qualifications be enterprise are, want to win In the competition, must will focus on creating has core competitive advantages of a strong brand.Today Coca-Cola have such a strong brand, can rooted in every consumers heart, thanks to its unique brand strategy and brand image. To be the worlds first strong brand, and is the brother in the soft drinks market and one hundred years changeless.Key word: strong brand cocacola brand strategyPart one: prefaceIf Coca-Cola factory burned off, the worlds each big media of the front page is certain to the bank that loans to Coca-Cola second day” This is the most talked about Coca-Cola in the word. Coca-Cola is the worlds first brand, brand value has amounted to more than 700 dollars. And the life cycle is long, wide range of radiation. Coca-Cola was born from 1886,and now has been 209 years old. According to the product life cycle and principle, the product into the market, should follow the growth, maturity and the decline of the life cycle. But Coca-Cola as an exception, It continuously to enter new markets in the world, Still does not have entered into the mature period, have no sign of recession, Everything is should be Coca-Colas brandPart two: Coca Cola brands background(一) what is brand and the history of cocacola brandA brand is a “name,term,sign,symbol,or design,or a combination of them,intended to indentify the goods andservices of one seller or group of sellers and to differentiate them from those of competition.Coca Cola is a typical international brand, it has the characteristics that a classic brand which has. The Coca-Cola company was founded in 1892, there have been 200 years history, is the worlds largest drinks company. Its the market leader of carbonated soft drinks and leading manufacturer, with 48% of the world market share, and the global top 3s of two(cacacola is the number 1,and the pepsi is the second,the low heat cocacola third)And Coca-Cola is world famous trademark, the brand value reaches $700. Coca Cola soft drinks is the dominant in China market , series produc tis the most popular soft drink in the China market. At present the Coca-Cola company in the China market has more than 50 different drinks, made consumers in various situation all has the rich choice can avoid thirst. Through the worlds largest distribution system, more than One billion people in nearly 200 countries enjoy Coca-Cola product severy day.(二) CocaCola brand position performance and achievementsA company or enterprise brand value, have a certain strength just can say it is a strong brand。Brand position established by its size,r products, and the heart of the brand cognitive and brand image of customer.The following three, will fully reflect the Coca-Cola this strong brand and the image in the consumers mind.1. The twentieth century, the world has three of the most popular word, the first one is the god, the second one is she, the third is coca-cola. we Can see out that Coca Cola brand position have already thorough popular feeling in the twentieth century, in the heart of the consumers have equal to the life of god, consumers life have the significant influence.2. Coca-Colas brand position is alsowell-deserved, because of has the abundant fund and scale. Borrow a word from Coca-Colas President, we can understand the Coca Cola brand is so powerful. Coca-Cola s President once proudly said that even if the world of coke factories was burned down on the night. He can also let all factory get reconstruction the second day. But this is not boast, he was aware that this name of Coca-Colas value.3. At the same time, Coca-Cola has 160 kinds of drinks brand in 200 country, including soda, sports drinks, dairy drinks, juice, tea and coffee, is the worlds largest fruit juice drink underwriters, and in the United States the Coca-Cola occupied 50% market share.Exactly why Coca-Cola brand can have made such great achievements and brand recognition，it is rooted by its brand strategy,so it can highlighted among many of the brand,becom the first brand in the soft drink market in the world. Now let us analysis the Coca Cola brand strategy, walked into the Coca-Cola road of the brand.Part three: Coca-Colas brand strategy analysis(一) Brands culture：The value concept of Coca-Cola and uniqueness，it is great of compatibility, show encompassing world view, Represents the American culture in pursuit of freedom, liberation and the American dream, and not be bound，out of The bondage of religious belief, pursuit a kind of fashion and open spirit, This is different from other drinks brand culture, also which the other brand dont have.it is the Coca Cola brand values for the lovers acceptance,so the cocacola becom the brother in the world.(二)Brand positioning1.The establishment of the target market.A.Target consumerr: the pursuit of fashionable sport young man.Coke also advocate product younger，it is said that the young people as the main sales object, so this consumer group is the most potential, also is the main power led fashionable pioneer. In recent years, the coke ads themewith young and energy, But the products are also popular, also is no matter old and young, men and women are like the brand and product.B. According to the different segments of the market, the different market positioning:Core products, for example:Coca-colaDiet colasspritetarget market16- 24 years youth20-34 Pursue perfect adults20-29 Confidence of success,the positive enterprising young peoplemarket positionCoke products and softdrink industry are the worldfirst brand.diet coke products sales first in the world,soft drink sales fifth in the worldlemon type soft drinks, the first salesof the Global soft drinks sales fourth in the word.2.Establishing points of parity and of difference(1)point of parity associate,on the other hand,are not necessary unique to the brand but many in fact be shared with other brands.Points of different are attributes or benefits that consumers strongly associate with a competitive brand.（2）A brand should establish points of parity and of different withe their competitor. be knows of the other as much as the other knows of him. Understand their advantages and disadvantages, understand the competitors strength, better to improve its brand position. Below this is thepoints of parity and of different between Coca Cola and Pepsi.Coca-colaPepsimouthpieceLiyuchun liuxiang SHE panweibo zhangziyiZhoujielun F4 chenguanxi gutianke Rain xietingfeng Image description1.Has a long history 2.More brand3.Market all-round4.international 5.good Advertising6.Good reputation7.Large scale8.High market sharepetitive1.The only one brand who can competite with Coca-Cola2.Promising and the latercomers surpass the formers3. opportunistic4. Market position is suitable for young peopleProduct evaluation1.fresh and cool2. Have a little sweet3. enough carbonate1. Teenagers taste2. No hormone3. similar with Coca-ColaRelevant identification1. Symbol of Cocacola2. Bottled design3. Sports advertising1.Symbol of pepsi2.I wish you a PepsiPersonality feel1.happy2. fashion3. The youth4. dynamic1. cheerful2. lively3. fresh4. activeFree association1.red2.International famous brand3. physical training4. carbonate1. blue2. wishCoca Cola and Pepsi colas contrast,they have the same target consumer,also the youth.of the same situation, How to better different from competitors ,to Beat market share. Coca-Cola through major characteristics to present himself. Their ads, main gives priority to with red, Highlight their full of passion and vigor. it is full of passion and vitality than the pepsi which is blue, more can fully meeting the needs of the youth.(三)how to making a brand strongThe basic premise of the CBBEmodel is that power of a brand lies in what customer have learned,felt,seen,and heard about the brand as a result of their experiences over time.in other words ,the power of a brand lies in what resides in the minds of customers.the challenge for experience with products and services and their accompanying maireting programs so thatthedesiredthoughts,feelings ,images,beliefs,perceptions,opinion,and so on become linked to the brand.1.cocacolas brand buiding blocksCoca-Cola by creating a strong brand, make the customer an old friend, and keep consumers loyalty to the brand, Make consumers and and the brand become resonance, now let me indroduct you that the coca-colas brand building blocks.Loyalty to Coca-Cola,Not easy to accept the new changesrelationshipsmeaningresponseidentityQuality and reputation are good, Dont worr ythat is a safety issuequench ones thirst, Supplement energy and Buy convenientwhen thirsty recalled a taste of the drink Coca ColaCoca-Cola by creating a strong brand，when people feel thiry they thought is the Coca Cola, and then they will go for it. And produce a kind of such thoughts, Coca may out of thirst and supplement energy, buy is very convenient. Dont worry about quality problems, Coca-Cola as part of life, consumer start to loyalty for Coca-Cola and not easy to accept new change.That lead be a failure when export a new formula in the delicious. Think of the new formula is successful,but Who also have never thought, consumer of this instead is unacceptable, And dout that if this is what they have had the coke before? It shows that, Coca-Cola to change new formula is not only their things, but also the loyalty consume thing. Consumers not to drink Coca Cola flavor，the drink is a kind of culture, a brand，once accepted, I will never change.2.cocacolas Brand extension strategya brand extension occurs when a firm uses an established brand name to introduce a new product.(1)brand extensionadvantage Improve brand image Reduce risk perceved by customers Increase the probability of promotional expenditures Reduce costs of introductory and follow-up marketing programs Avoid cost of developing a new brand Allow for packing and labeling efficiencies Permit consumer. (2)coca-colas brand extension Current product(market penetration strategy)New prouducts(diversification strategy)Current marketsCarbonated drinks have been successful in markets become most of the market shareDevelopment of sprite and zero Coca ColaNew marketsSuitable for the development of the Chinese health concept of beverage Development of tea beverages and dairy drink，coffee drinks and fruit juice drinkscoffe drinks and dairy drink extensionIn the way of the product diversification, by use of the sales network throughout the world, Coca-Cola launching an attack business position . Coca-Cola to do all of the drinks. As a market leader in carbonated drinks, Coca-Cola will inevitably face the challenge of global health wave, In addition, carbonated drinks has obvious seasonal feature. The mainland of China into winter, carbonated drinks high sales season will end. And on behalf of the milk drink into health and fruit juice market, seems like Coca-Cola next high profits.Coca-Cola constantly keep and ascend leading brands of Coca Cola brand value, and for diversified provide a powerful support. At the same time coke are increasingly looking for Chinese consumers demand. It hold consumer heart, setting up its brand.Coca-Cola ttry to the extension the brand，We will expand the coffee drinks market in China.The Coca-Cola company in the Chinese market as a business is not only the drink coffee to affect the city business high-end consumption group, on the one hand, also will use mature network channels to promote fizzy drinks, coffee taste. For use of the advantages of rapid increases in new product can not only by the sales market, also can quickly built its coffee drinks in China market brand awareness. The products customer base is mainly adult consumers . Relative to the sales falling of carbonated drinks, coffee drinks can say belongs to the Coca-Cola company a few more increase sales of products. 3.brand Marketing strategy to win1. To win with pronunciation of Coca-Cola name。a basic function of a brand is to be able to make a consumer to distinguish our enterprise to others,the better ability of brand means that the more strong significant of brand, Brand has a distinctive originality. Coca colas English name the biggest characteristic is short phrases, has a unique individual character.Coca Colas Chinese name is made by a Shanghai scholar manmade,. Coca Cola has set up a file in the 1920s in Shanghai but has no Chinese name, the overseas business of coke export company announce the translation for the chinese name. The scholars to Coca-Cola four word to beat the other competitors, take 350 pounds.Coca-Cola is the name of delicious and coke, Suitable for the feelings of the Chinese people which appeal. Meet consumers psychology, So in the name coca cola has to win.2. With image to win the brand effectCoca Cola brand image is accredited by the consumers. As a strong brand, a profit at the same time, Coca-Cola also social returns. With public welfare activity to communicate with consumers. produced public welfare effect and make consumers have a preference to the enterprise products or services. Enhance the brand image in the consumers mind.Since entering China, Coca-Cola spare strong suppor on Chinas social public welfare. Since 1993, Coca-Cola Martin 52 Coca-Cola hope primary school in 26 provinces in China, Donated 100 hope stacks, more than 60000 children to go back to school. Begin from 2001, for more than Coca-Cola hope primary school and teachers to provide professional computer training. Back to the consumer, and return to society, participate in public welfare Coca-Cola win good reputation ,in the Chinese consumer heart leave a good brand image.3. Coca Colas everywhere marketing strategyaffordabilityavailabilityacceptabilityPrice to valuepervasivenesspreferenceAffordability is When consumers have a thirst desire, First, it is to choose the the most convenient way to meet the desire. Availability is try to keep the Coca-Cola civilians image.Coca-Cola sell its big packaging products as far as possible. Reduce the purchase price of the batch, Small profits and quick turnover.Acceptability Coca-Cola must maintain excellent quality and taste, keep a kind of enjoyment and habits. No matter where, no matter what, you can enjoy the Coca Cola.Coca Colas everywhere marketing strategy,Not only ensure the consumption demand, but also ensure the quality and make the Coca Cola everywhere, The more easy to let consumers remember this brand4. The localization of Coca ColaCoca-Cola come into China, occupied a share in the Chinese market, But as the Chinese people pay more attention to the idea of health. Carbonated drinks have not better meet the needs of the consumer. Obesity affects carbonated drinks sales. The Coca-Cola company let product localization, Fit for Chinese health concept, The development of new products, tea drinks and fruit juices, adapt to the needs of local consumers, and have a success.5.Coca-Colas powerful combination marketing strategyCoca-Cola is good at cooperation to promote product marketing. Both McDonalds, nestle, p&g, Disney this former international well-known enterprise, also have lenovo t。his new enterprise.At the same time ,the Coca-Cola company takes the lead in n online game precedent.In 2005 year. The Coca-Cola company alliance with these advanced enterprise, Can constantly update and improve their business operation structure and mode, Enlarge the range of brand and products. Explore new market opportunities and into the high growth of the market.Part four:Conclusions and recommendationsCoca-Cola has been successfully become strong brand，But still to continuously powerful his own brand. Create brand easy, but keep the brand is difficult.In the pursuit of the health of the trend in The Times, The company must use the potential of research and development ability to improved product ingredients, In addition to retain the cokes taste, should eliminate the influence to the health of the ingredients, will emphasize health products. using the existing brand advantages, to develop new products, create another again agitation.Can through merger or acquisition in other countries to have unique and popular product making the product line more complete, Through strong advertising, strengthen the product of young ethnic identity, for there is like the Pepsi young class.Reference:（1） （2） Ashleye sharpe and joanna bamford,“tesco stores ltd,”paper presened at advertising effectiveness award,2000（3） Richard fletcher,leahy shrugs off talk of a “brain drain,”Sunday times,29 january 2006.7（4） Jonathan holburt,are brand becoming the export indeology of the 21th century
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