The Coca Cola Company Stock Value Analysis NYSE KO. Coca-Cola has It serves 1.9 billion or 3.2% of the total 60 billion beverage servings of all types consumed worldwide every day. Abstract The turbulent 1990s typified by increased product development and marketing costs as well as increasing international competition, focussed marketing managers on cost-saving tactics to. Brand equity: Brand equity is the most important strength for any large company. 7. Before selling the company to Benjamin F. Thomas, businessman Asa Griggs Candler bought Coca-Cola and his marketing plan led Coke to the dominance of the world soft-drink throughout the 20th century. And beginning Saturday, Oct. 1, Universal Orlando Resort and our Halloween Horror Nights event will reopen to all guests. consumer leads to a high degree of loyalty and makes the purchasing 3. Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication, European Journal of Business and Management, 5 (31), p. 55-65. Many people see Coca-Cola as a part of From dairy to water to something with a little bit of sparkle and everything in between, our beverage options across 200+ brands bring a little magic to your day - or night. Coca Colas brand equity or value is driven from willingness of people to spend a premium for Coca-Cola and refusal to switch for substitute products, like Pepsi. The company apparently has uniqueness. The argument that the brands or brand names along with its brand position and brand management of a business like Coca-Cola, under which its goods or services are marketed, embodies as much an asset as their tangible counterparts, is increasingly gaining momentum. Thumps-up, Sprite, Fanta & Maaza are Stars as these brands have high market share but high competition in their respective segment. Brand should be associated with something All rights reserved including database rights. their daily life. Marcos de Quinto, former Coca-Cola CMO, explained back then: ". It has a market value of more than $74 billion which is greater than Starbucks, Pepsi, Red Bull and Budweiser combined. Brand image plays an important role in the development of a brand because the brand image associated with the reputation and credibility of the brand which later become the 'guideline' for the consumer audience to try and use a product or service then creating a particular experience that will determine whether the consumer will be into brand loyalist, or simply an opportunist (easy to switch to another brand). persistent and well-loved brands in history. customer's perception of the overall quality or superiority of a Coca-Cola believed in fixing the prices, so that market acceptance was there. We're happy to share that our Halloween Horror Nights event will open Friday, Sept. 30, at 5 p.m. for all guests with existing tickets. Through the worlds largest beverage distribution system, consumers enjoy the Coca-Cola companys beverage at a rate of 1.7 billion servings a day - about 19,400 beverages every second. Brand equity is the impact and value a brand name has in the minds of consumers. against competing brands. Games. Several allegations were put on Coca-Cola brand regarding use of unhealthy ingredients in making Coca-Cola. Brand as a product This is the core aspect of any brand. Major Pitfalls of Coca Cola Competition Health effects Brands are perceived as valuable assets from both consumer and company perspectives. Although it is clear that Coca-Cola is best known for Coca-Cola, its total range covers both sparkling and still drives and its 14 billion dollar portfolio include both globally known and localised brands. in the market for more than a century. 1886 1900s (first label) 1900s 1940 is recognized by everyone around the globe. Business leaders are fully aware of the importance of brand, branding and brand management for their survival and maintaining sustainable development in competitive and globalized world. Strengths 1. CocaCola announces trial of New Compact Freestyle drinks dispenser in Europe; CocaCola begins introduction of attached caps across entire portfolio to boost collection and recycling, and help prevent litter; CocaCola launches global music platform 'Coke Studio' with vibrant new film; CocaCola GB signs up to Recycle Week '22 This research investigates Coca-Colas preeminent position in the soft drink sector, and why it enjoys it. Michael Hitt defines strategic management process in his book titled Strategic Management: Concepts and Cases as the full set of commitments, decisions, and actions required for a firm to achieve strategic competitiveness and earn above-average returns. The process begins with strategic inputs, which is a result of examining the internal and external environments of the business firm. This paper identified six key strategies necessary for firms to be successful when expanding globally. Advertising and differentiation Well recognized and cherished brand largest market share, 12. Clearly linking back to our & heritage gives us the license to try new things and keep evolving. A Coca-Cola spokeswoman said reception for . Coca-Cola is a renowned American multinational organization. Around the World, Every Day, 1.5 Billion Times a Day. Coca-cola operates in more than 200 countries, with 75% of profits coming from abroad (Hoover, 2009). However, it is not possible to replicate Coca-Cola at home whereas, can duplicate pretty close. BRANDBOOK COCACOLA. 6. Another factor is its authenticity. BRAND LOYALTY Brand loyalty is where a person buys products Coca-Cola was originally intended as John S. Pemberton and served at a patent medicine invented by John Jacobs' Pharmacy. penetration of the marketplace. * Corresponding author. Numerous factors may affect loyalty of a brand in soft drinks. If competitors try to produce a batch of Cola by using the recipe, yet it might not the same as the original Coca-Cola. Brand loyalty for Coke is strong. You can download the paper by clicking the button above. Using theoretical review and self-reflectivity method, this conceptual paper aims to review the dimensions of brand image as one stage in the hierarchy of branding or brand communications, so it can be a guide for future studies related to the brand image. brands are available anywhere people want refreshment, a pervasive Based on Forbes World's Most Valuable Brands, Coca-Cola ranks number 6 while it major competitor, Pepsi ranks at 29 (Forbes, 2019). but consumers are still loyal. The first marketing efforts in Coca-Cola history were positive so that the customers relate the brand to being THE COCA-COLA VISUAL BRANDING STRATEGY 1. 8. Slightly over a decade ago, the company was faced with multiple critics on its compensation . The company is involved in the manufacturing and sale of carbonated and non-carbonated drinks. The online practical life example and mainly to come to research approach is used to gather know about the inventory and exploratory information about the brand to do audit expects of Coca Cola brand. The recipe of Coca Cola may not be unique anymore; however, memories linked with Coca-Cola are unique and of a great value that drastically increases brand equity of the brand. It is a public company, trading on the Philippine Stock Exchange with the abbreviation PIP. The objective of Coca Cola brand audit is to week and topics related to the brand relate the theoretical approaches with management course only. Kinley is question mark reason being low sales. That implies the brand value is 52% of the parent company's worth. A classic favourite of many, a sparkling bottle of. However, Coca-Cola strives to retain its brand equity; on the other hand, shifting their products and image away from sugary carbonated beverage and towards a contemporary image that strives to link with present and future demands of marketing-saturated and information-rich customers. It also aims to provide frameworks in the management of strategies in these areas. to alternatives. Products of Coca-Cola The purpose of this article is to analyze the brand equity of Coca Cola. Also, it has more market share than PepsiCo in the beverage industry. The secret formula of Coca-Cola increases the brand equity as it offers the significant difference between other soft drinks, especially Colas. T A B L E O F C O N T E N BRAND HISTORY AND INTRODUCTION LOGO MARKS BRAND STANDARDS MANUAL FOR GRAPHICS ADVERTISEMENT CAMPAIGN 1 ADVERTISEMENT CAMPAIGN 2 ADVERTISEMENT CAMPAIGN 3 PUBLIC RELATIONS PRODUCT KO STOCK MARKET INFOGRAPHIC / CHART POINT. 3. Coca-Cola has the 3rd rank in the Best Global Brand list annually prepared by Interbrand. Academia.edu uses cookies to personalize content, tailor ads and improve the user experience. The dimensions of brand image in this study include brand identity, brand personality, brand association, brand behavior & attitude, and brand competence & benefit. Around the world, millions trust the Coca Cola brand. Nowhere is the emphasis on brand more prevalent than in the constant debate of Pepsi versus Coca-Cola. 1- Consistent Brand Identity: The first advertisement Coca-cola has ever did was branding coca-cola drink as "a delicious and refreshing drink", they have been sharing happiness from the very start. A brand's power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales volume and higher profit margins against competing brands. Furthermore, it is also perceived that consumers vary in their brand loyalty for carbonated and non-carbonated drinks. The main objective of this study is to empirically examine the interrelationships between the brand equity dimensions and to identify which factors are influential in building brand equity. To send to more than one recipient, put a comma between email addresses. We used Correlation technique to find out the relationship of brand loyalty with repurchase intentions, and how brand loyalty effects the repurchase intentions of Coca-Cola.. However, Coca-Cola is threatened by intense negative publicity and sluggish performance domestically. 814 Words 4 Pages Designed by Elegant Themes | Powered by WordPress. Headquartered in Atlanta, Georgia, Coca-Cola is the world's largest provider of carbonated soft drinks, with an over 50% market share worldwide. Strategic Analysis of Coca Cola. 2. Over these many years, Coca-Cola has grown to be one of the worlds most well known brands with more than 1.6 billion beverages sold each day. executed through coupons promoting free samples of the beverage. essay, pdf strategic marketing plan for coca cola 2016, vrio analysis examples vrio framework creately, free essays on coca cola vrio brainia com, coca cola . We performed an in-depth review of how effectively or ineffectively Coca-Cola has used each of the six strategies. promotional items bearing the Coca-Cola script to participating 1 VRIO Analysis Soft Drink Industry SAR Analysis Google. associations such as American Idol, Apple iTunes, BET Network, followed by newspaper advertising and the distribution of Strategic Management Paper: Pepsi-Cola Products Philippines, Inc. 5. every country except Cuba and North Korea and has a product The can has a fresh, modern look but has retained the same design colors of red, black, and silver so recognition should be easy and quick for consumers. By meeting customer expectations about service performance, service brands are capable of affecting Brand Attachment and consumer behavior interpreted as Customer Loyalty and Word of Mouth communication (WoM). The finding of our research showed that that customer satisfaction and the brand image are the major factors that affect the brand loyalty of the consumer towards any brand. The author used electronic journals from the various countries to determine how effective Coca-Cola was in these countries. is sold; Celebrity/big entity association; Quality of the product; Since, the customers become more health conscious, and become careful in selecting products. The strategic management process in this paper aims to target PCPPIs operations, marketing, financial, information technology, and human resource strategies. positioning of its brand. The Coca-Cola Company was founded on January 29, 1892, in America. It serves the primary role linking the brand to the consumers. Data sourced from Economic Times; additional content by Warc staff. Academia.edu no longer supports Internet Explorer. Equity and Trusts (LAW317) Evidence (LLW4007) Diploma of nursing (HLT54115) Treasury Management (BUS288) Financing Enterprises (200910) . The paper focused on Coca-Cola's operations in the United States, China, Belarus, Peru, and Morocco. Coca Cola and Pepsi, continuously find for this positions, as being strong rivals. Wijaya, B. S. (2013). ATLANTA: Coca-Cola is putting design at the centre of its efforts to increase brand equity and meet the diverse needs of its customers around the world. this, is their strong advertising and marketing. Coca-Cola can definitely be called an emotional brand. The Brand Coca-Cola by Isaac Orimogunje Holinks Management Consulting phemyri@gmail.com +2348171199928, +2348104196248 Introduction Wood (2000) stated that brand is a name, theme, term, symbol, design, etc., whether in combination or separately, used to identify a product or service from that of the competitor. We look at the full definition, why it's important, and how marketers can build and measure it. 4. , position themselves in a similar way at the functional level - emphasizing taste and refreshment in communication, their brand strategies differ on the emotional level. consumers are still loyal to the brand even today. Brand Highest Ground Optimism. to which the brand belongs; POP ( Point of purchase) displays; Categories: The Organization. In the No. amazon plus size resort wear It begins with a compelling image, a unique style and thrilling message to increase brand equity. This strategic management paper aims to apply the strategic management process to Pepsi-Cola Products Philippines, Inc. PCPPI is the bottler and distributor of PepsiCo beverages and snacks in the Philippines, with headquarters in Muntinlupa, Metro Manila. Brand equity: Coca-Cola provides a reputation of the quality, constant, accessible innovator and of the smooth drink. They have headquartered at Midtown Atlanta, Georgia. 2 spot was Microsoft, with an estimated brand value of $70 billion. Old beside new, low-tech beside high-tech . Packaging Environmental issues Economic business practices. Coca Cola is one of the two leading beverages brands of the world which owns or licenses and markets more than 500 non alcoholic beverages brands. decision easier. BRAND ASSOCIATION Brand Associations are not benefits, but Brand association is anything which is deep seated in customers Brand equity Due to the activity of brand extension, Coca Cola equity is difficult to measure. Brand Loyalty PepsiCo beats Coca Cola and achieved one of the top position as being the loyal regular soft drink or soda brand. ATLANTA: Coca-Cola isputting design at the centre of its efforts toincrease brand equity and meet the diverse needs of its customers around the world. by Haseeb | Nov 22, 2015 | Brand & Equity. Coca Cola has also sponsored many famous events and pharmacies. The purpose of brand equity metrics is to portfolio of over 3,500 brands. NGHIN CU XY DNG WEBSITE BNG FLASH V WEBSERVICE, COCA-COLA: International Business Strategy for Globalization. Works Cited "Case Study: Coca-Cola." The Economic Times. The company strived to overcome this gap by introducing a new brand with the name of Coke Life. Analysis of data collected from actual consumers of mobile telecommunications showed significant direct and indirect impact of brand equity dimensions on overall brand equity. Nine drinks a day are sold during this year. Advertisements; Word of mouth publicity; Price at which the brand positive. lives, making Coca-Cola the preferred beverage everywhere Coca-Cola signifies consistency in communication, along with quality relationships to build its brand equity. The brand value of brand equity of Coca-Cola is projected at $81.6 billion in the year 2013, which is 4 times more than the closest soft drink brand on the list. In 1982, Coca-Cola extended the brand by launching Diet Coke. It is available in The ultimate section of the work that is future scope will open the path for future research in the area of brand, branding or brand management. Coca Cola of Brand Equity - Free download as Powerpoint Presentation (.ppt / .pptx), PDF File (.pdf), Text File (.txt) or view presentation slides online. Brand strength Coca-Cola Company is the greatest manufacturer, distributor and the salesman of the concentrated ones and syrups without alcohol of the drink in the world. This proves that Coca-Cola indeed has strong loyal community of consumers. Coca Cola Company is known to be the worlds most popular beverage Coca Cola Coke the first and the most famous brand of them was invented 1 / 10. Coca-Cola | PDF document | Branding Style Guides Coca-Cola Design guidelines Designed by Kenyon Weston Sign in to display the download link You need to be a registered member to rate this document. 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Brands and branding: Research findings and future priorities, Importance of Brand Personality to Customer Loyalty, BRAND PERSONALITY & CONSUMER BEHAVIOR: STRATEGIES FOR BUILDING STRONG SERVICE BRANDS, INFLUENCE OF BRAND LOYALTY ON CONSUMER REPURCHASE INTENTIONS OF COCA-COLA, PAKISTAN'S BEVERAGES INDUSTRY IN FOCUS CONGRUENCE, SATISFACTION AND COMMITMENT WITH BRAND PERSONALITY LEADS TO ENHANCED BRAND LOYALTY, Building Strong Service Brands: The Hierarchical Relationship Between Brand Equity Dimensions, IMPACT OF BRAND IMAGE ON BRAND LOYALTY IN CARBONATED AND NON-CARBONATED DRINKS, AN EXPLORATORY STUDY ON BRAND MANAGEMENT: CURRENT TRENDS AND FUTURE DIRECTIONS, Measuring Brand Equity - An Exploratory Study to Investigate Interrelations among the Brand Equity Dimension, Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication, Impact of Brand Image, Brand Trust and Advertisement on Consumer Loyalty & Consumer Buying Behavior, Celebrity Advertising and Its Role to Brand Equity: A Review, Brand Equity of Green Products through Customer Trust and Customer Value, Consumer Based Brand Equity A detailed review, ESSAYS ON CUSTOMER LOYALTY FRAMEWORK CASE: INFANT FORMULA PRODUCT BRAND RECOMMENDERS. It is present in every country in the world except North Korea and Cuba and has a broad range of product portfolio that contain more than 3500 different brands. Coca Cola Brand Audit , , 2743 Download This paper draws on Coca Cola Company's concepts of branding development and marketing using the comprehensive framework of brand inventory and brand exploratory to show how the beverage products of Coca Cola are marketed and branded. And finding of our research indicates that brand loyalty and repurchase intentions has positive relationship which means, brand loyalty influence the repurchase intentions of consumer. To browse Academia.edu and the wider internet faster and more securely, please take a few seconds toupgrade your browser. Brand image, brand liking, awareness and customer attachment augment a products value. Customers contact with the organization and its employees; MARKETING STRATEGY Since its beginnings, Coca-Cola has always relied in advertising to promote and market their brand, and 12 September 2008 People do not distinguish all brands own by the company, and might even buy without knowing they will be drinking or eating Coca Cola's products. It is a multinational corporation that is headquartered in Atlanta, Georgia. Even though the logo or packaging has changed over the years, 1. midhin manoharan. Enter the email address you signed up with and we'll email you a reset link. changes and sometimes the company plays with the designs on its By using our site, you agree to our collection of information through the use of cookies. The paper revealed that Coca-Cola was very successful in implementing strategies regardless of the country. The beverages sold by Coca Cola can be grouped into the following categories - sparkling soft drinks; water, enhanced water and sports drinks; juice, dairy and plant-based beverages; tea and coffee; and energy drinks. Its objective is to sell experience rather than a product. This similarity between the brand and the BRAND AWARENESS Brand awareness is the extent to which a of an Atlanta pharmacist, Dr. John S. Pemberton, led him to create A brand's power derived from the are sold during. The Coca-Cola Company is a total beverage company, offering over 500 brands in more than 200 countries and territories. Brand equity involves the market value of a brand and it is customer driven. 11. Sorry, preview is currently unavailable. product or service with respect to its intended purpose, relative To browse Academia.edu and the wider internet faster and more securely, please take a few seconds toupgrade your browser. Realizing the requirement of implicating the value of brands in the accounts . The Coca-Cola company is a multinational company and global leader in the manufacturing and distribution of soft-carbonated beverages. Coke has never been shy about making Vrio Analysis Coca Cola Vrio Pepsi Free . Brand Equity - Interbrand in 2011 awarded Coca cola with the highest brand equity award. from the same manufacturer repeatedly rather than from other Corporate reputation for quality and innovation. equity the brand has maintained an excellent image a san ethical and customer friendly image it has also maintained an excellent level of trust among its Major Success of Coca Cola Strong global presence The company specializes in selling carbonated soft drinks to customers. The purpose of this research was to check the influence of Brand Loyalty on consumer Repurchase Intentions of Coca-Cola and also find out the factors affecting brand loyalty and repurchase intentions of Consumers. suppliers. Dominant market share in the beverage industry. A brand's power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales volume and higher profit margins against competing brands. View details. The results show that the utilitarian consumer behavior has the highest effect on the brand equity for Coca Cola; and the perceived quality, which is found to be the significant for the Turkey respondents, is the most important determinant for both variables. Volcano Bay has also reopened for all guests as of Friday, Sept. 30. Coca Cola's trademark brand occupies a different position in BCG matrix based on the demand & competitive position. Product Details. Icon Design System designed by Kenyon Weston (UK) in 2020. The Coca-Cola Company is the largest drink company in the world, serving customers from more than 200 countries with over 500 different brands. Sorry, preview is currently unavailable. 1. The attempt to include happiness in its overall brand image, and therefore, create the emotional brand, put the company ahead of its competitors as emotional marketing wasn't a thing back in the days. Speed and a willingness to embrace change is their essence.
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