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Coca Cola: Brand Audit - Essay Example

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Coca Cola: Brand Audit

As Mayer (2003, p. 27) points out, currently the company operates in over 200 countries, and restaurants, stores, and vending machines are some of its major product distribution channels. The Interbrand’s best global brand 2011 rated Coke as the world’s most valuable brand. Brand development decisions Coke’s brand development decisions over its corporate life have contributed to the brand’s global presence and market image. While analysing the firm’s corporate history, it seems that Coke maintains its brand image by means of communications focused on the product’s supreme quality; and it also keeps close associations with celebrities, film stars, and sports events (Keller, 2000). In the United Kingdom, Professor Green is the brand ambassador of Coca Cola. Coke brand image is also enhanced by its worldwide distribution network and high level customer loyalty. As mentioned earlier, Coke has extensive retail distribution channels including super markets, kiosks, airlines, clubs, bars, restaurants, hotels, and vending machines. Coke follows two types of distribution strategies namely distribution pull strategy and distribution push strategy. As Pearson (2008) describes, under the distribution pull strategy, retailers receive product requests from customers and pass them to wholesaler; then, the wholesaler places order with his/her regional producer and subsequently the ordered product is delivered to the customer. The distribution pull strategy directly promotes Coke products to customers. As Elberse and Eliashberg (2003) reflect, in case of distribution push strategy, the producer promotes the Coke brand directly to retailers and delivers products to retailers through wholesalers; finally, retailers promote the product to customers. Hence, consumers find no difficulty in purchasing Coke products from any part of the world. This brand development decision has assisted the management to ensure uninterrupted supply of Coke products all over the world and thereby meet consumer interests. Undoubtedly, Coke’s elaborated distribution network has significantly benefited the brand to gain an edge over its main competitor Pepsi (Luo, 2000). Coke’s management promotes and distributes Coke products through its website with intent to take advantages of E-commerce business facilities. This practice helps the brand to make its products easily available to consumers across the globe. Coca Cola, the most recognized soft drink brand in the world, is undoubtedly the firm’s most significant source of brand equity. Earlier, the brand focused on three major aspects such as affordability, availability, and acceptability. However, customer needs and business trends have dramatically changed over the last few decades and therefore Coke has transferred its focus to price value, preference, and pervasive penetration. As part of building brand identity, Coke tests nearly 20 brand attributes every month involving over 4000 customers. This strategy greatly aids the brand to keep in line with consumer demands. Evidently, Coke’s innovative brand development decisions have greatly assisted the brand to keep in pace with the changing customer interests. Marketing Mix (4P) In addition to the above stated factors, Coke’s marketing mix structure has also played a notable role in positioning the brand on the top of the world’s soft drink industry. Product As noted earlier, a wide range of ...Show more


Coca Cola: Brand Audit Introduction The Coca Cola (commonly known as Coke) is an international carbonated soft drink brand headquartered at Atlanta in United States. Originally, Coca Cola was invented in the late 19th century by John Pemberton for the purpose of using as a patent medicine…
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Coca Cola: Brand Audit essay example
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