Name ID

• Payam Al Islam
0320129
• Humayun Reza Murtaza
0410168
• Parvez Khaled
0320427
Picture 17
A snapshot of Coca Cola
Company
• Established: 1886 through its flagship brand Coca Cola. Then Asa Candler
bought Coca-Cola formula and brand and in 1892 founded The Coca-Cola
Company.

• Beverage Variety: Today The Company has more than 2,800 products
which includes juices, juice drinks, waters, sports and energy drinks, teas
and coffees, and milk-and soy-based beverages.

• Operational Reach: 200+ countries

• Company Associates: 90,500 worldwide

• Consumer Servings (per day): 1.5 billion

• Major competitors: Dr Pepper Snapple Group, Inc., Pepsico, Inc.,Nestle

Picture 17
What is Brand?

• “A brand is a name, term, sign, symbol, or design, or combination of

them, intended to identify the goods or services of one seller or
group of sellers, and to differentiate them from those of
competitors”.- American Marketing Association

• A brand is a promise. A promise to achieve certain results, deliver a

certain experience, or act in a certain way. A promise that is
conveyed by everything people see, hear, touch, taste or smell
about the business.

• Brands add emotion and trust to the products and services, thus
providing clues that simplify consumers’ choice.

Picture 17
Coca cola company as a
brand
• The Coca-Cola Company is the world's largest beverage company.

• Besides its namesake Coca-Cola beverage, Coca-Cola currently offers

nearly 400 brands in over 200 countries or territories

• Coca-Cola, in every form classic, diet, caffeine free, cherry, light is the most
widely recognized and esteemed brand in the world.

• The Coca Cola Company owns 4 of the world’s top 5 nonalcoholic beverage
brands: Coca-Cola, Diet Coke, Sprite and Fanta

Picture 17
Coca Cola Rank as a Brand
World Best Valuable Brads 
2008
Rank Company  Brand Value (USD)

1 Coca­Cola 66.6 billion

2 IBM  59 billion

3 Microsoft  59 billion

4 GE 53 billion

5 Nokia 35 billion

6 Toyota  34 billion

7 Intel  31.2 billion

8 McDonald’s 31 billion

9 Disney  29.2 billion

10 Google 25.5 billion

Picture 17
Marketing’s Role in Product
Strategy

• Market sensing
• Identifying the characteristics and
performance features of products
• Guiding target market and program-
positioning strategies

Picture 17
Strategic Brand
Management
Brand
Identity

Identity
Implementation Brand
Equity
Brand
Strategy Over
Time

Managing the
Strategic Brand Portfolio
Brand
Analysis
Leveraging the
Brand
Picture 17
Product Life Cycle

Picture 17
Brand Equity
Brand equity is a set of brand assets and liability linked to a
brand, its name, and symbol, that add to or subtract from
the value provided by a product or service to a firm and/or
to that firm’s
Customers.

Measuring Brand Equity:

• loyalty (price premium, satisfaction),

• perceived quality (popularity),

• associations (brand personality, organizational
associations),
• awareness (brand awareness), and

• market behavior (market share)

Picture 17
Managing product/ Brand

1. Building the
Franchised production
product
model
The actual production and
distribution of Coca-Cola
follows a franchising model.
The Coca-Cola Company only
produces a syrup concentrate,
which it sells to various bottlers
throughout the world who hold
2. Product
Coca-Colaline strategy
franchises for one or
more
The geographical
Coca-Cola areas.
Company offers
nearly 400 brands in over 200
countries & has more than
2800 beverage products
Picture 17
Brand portfolio strategy
Name Launched Discontinued Available in
Coca-Cola 1886   worldwide
Caffeine-Free Coca-Cola 1983   American Samoa,  Austria, Australia,
Coca-Cola Cherry 1985 2000 Belgium, Brazil, China, Denmark,
Canada
Federation of Bosnia and
Herzegovina, Finland, France,
Germany, Hong Kong, Iceland, Korea,
Luxembourg, Macau, Malaysia,
Coca-Cola with Lemon 2001 2005 Mongolia, Netherlands, Norway,
Reunion, Romania, Singapore, South
Africa, Spain, Switzerland, Taiwan,
Tunisia, United Kingdom, United
States, and West Bank-Gaza
2002 2005 Austria, Australia, China, Germany,
Coca-Cola Vanilla Hong Kong, South Africa, New
2007  
Zealand,Malaysia, Sweden and Russia
Coca-Cola C2 2003 2007 Japan, Canada, and the United States.
Coca-Cola with Lime 2005   Belgium, Netherlands, Singapore
Coca-Cola Raspberry Jun-05 End of 2005 New Zealand.
Coca-Cola Zero 2005   Federation of  Bosnia and
Herzegovina, Germany, Italy, Spain,
Coca-Cola M5 2005  
Mexico and Brazil
Coca-Cola Black Cherry Vanilla 2006 Middle of 2007  
United States, France, Canada, Czech
Republic, Slovak Republic, Federation
Coca-Cola Blāk 2006 Beginning of 2008 of Bosnia and Herzegovina, Bulgaria
and Lithuania
Federation of Bosnia and
Coca-Cola Citra 2006  
Herzegovina, New Zealand and Japan.
Coca-Cola Light Sango 2006   France and Belgium.
Coca-Cola Orange 2007   United Kingdom and Gibraltar
Picture 17
Brand leveraging strategy

Line
extension:
Most of the coca-cola products fall into line extension

Brand
extension:
They also has large category of brand extension products like
bottled water, juice, ready to drink tea, energy drinks

Picture 17
Seven deadly sins of Brand
management

 Failure to fully understand the meaning of the brand.

 Failure to live up to the brand promise.

 Failure to adequately support the brand.

 Failure to be patient with the brand.

 Failure to adequately control the brand.

 Failure to properly balance consistency and change with the brand.

 Failure to understand the complexity of brand equity measurement and

management.

Picture 17
Findings

• Coca cola should put more focus on

segmentation & targeting
• They can introduce something for the
youth segment
• Instead of selling specific product in
specific places they can sell them
worldwide
• They can go for proper diversification
as PepsiCo did
• They should not go for unrelated
diversification Picture 17
Thank
you

Picture 17