Coca Cola Brand Value Proposition [PDF]

Citation preview

Coca Cola Brand Value Proposition 1. Choosing a Broad Postioning. Following the Value Discipline of Treacy and Wiersema, Coca Cola try to be the best as a product leader. Their main goal is that every family has a bottle of coke on their lunch table. Also operationally excellent is the second objective. 2. Choosing a Specific Positioning. Based on several source we can analyze the specific positioning: -



Attribute positioning: Tasted, unique, sweet, refresh… Benefit positioning. Coca Cola promise happiness. Competitor positioning. It´s a leader in the worldwide market. Category position. Coca Cola is the cola of the world. That drives us that Coca Specific positioning can be defined as: “Best quality and unique taste” “The Happiest” “Most Prestigious” “Best value for money”



3. Choosing a Value Positioning. In this case, as a massive leader store product Coca Cola can be included in the “More for less” group. 4. Develop a Value Proposition Why Should I buy from you? Because Coca Cola “gives us a unique experience of happiness” Building the brand. 1. Brand Name. Coca Cola also Coke, means “the coke” saying that there is only one and is the “Coke”. Most people ask for “Coca cola” when they refer to the cola or soda. 2. Building Positive Associations -



-



-



Which associations are positive or negative? Coca Cola is associate with the happiness and family meetings which gives a special differentiation in term of value. A negative associations is the high calories. How Strong is each association? Positive associations are very strong and in the most family meeting there is a coke. Negative association are not so strong specially after diet and light coke. Are any association unique to Coca Cola? Coca Cola is uniquely associated with happiness, with family meeting. No other cola brand is associated in this sense. The five dimension of the positive association are briefly explained below:



Attributes: Sweet, unique, tasted Benefits: The main benefit is the happiness. Company Values: Coca Cola company emphases the family as a value. Personality: Coca Cola doesn´t give you any special personality. Its target market is every family in the world Users: Coca Cola is mainly focused on the family worldwide