consumer behaviour case coca cola
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Consumer Behavior
2012
COCA COLA STUDY (Q.4)
Group Members:Mohammad Mahdi Mesbahi
Masoud Moghadas
Mark Liew Han Loong
GM04701
GM04443
GM04130
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What are the pros and cons of
borrowing versus creating
brand equity.
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What is the
BRAND?
Custo
mer
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What is the
BRAND?
Produc
t
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What is the
BRAND?
Comp
any
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What is the
BRAND?
Company
CustomerPr
oduc
t
Valu
e
Innov
ation
Market
ingBra
nd
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BRAND is a sum of Product’s feelings, thoughts and visual memories of certain Company in the Consumer’s mind.
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•Visual Identity•Personality•History or Story
•Relationship with people
BRAN
D
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Brand Equity
Availability
Preference
Loyalty
AwarenessFamiliarity
Image & Personality
Association
Brand Equity
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- Develop faster (Customers are familiar with brand)
- Increase loyalty- Consolidate the brand- Invest less (efficient branding)- Develop the depth of the brand
- Opportunity to switch the brand
- Develop the width of the brand
- Fail in new product not affect the whole brand
- Chance to treat the brand
- Customer meet a new brand- Develop faster (Consumer do not use Stereotype)
- Fail in previous product not affect the new brand
Cons
Borrowing
CreatingG
ood
Im
ag
eB
ad
Im
ag
e
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Analyze Coke's attempt to
"revive" brand equity by
reintroducing thecontour bottle
around the
world.
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Coca-Cola advertisings in188’s
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In 1915 a prototype of
the first contour bottle
developed by Root Glass
Company, but never
made it to production.
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In 1916 the problem was
solved by decreasing the
middle diameter. The bottle
become very popular among
collectors.
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In 1957, the Coca-Cola
decided to eliminate the
traditional embossing of its
trademark on the bottle,
and replaced it with Coca-
Cola in white applied colour
labelling(ACL), in 1960 the
bottle was registered as
trademark, the second
package in history to be
trademarked.
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In 1957, the Coca-Cola
decided to eliminate the
traditional embossing of its
trademark on the bottle,
and replaced it with Coca-
Cola in white applied colour
labelling(ACL), in 1960 the
bottle was registered as
trademark, the second
package in history to be
trademarked.
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Variations of this bottle & embossed bottle until 1994
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In 1994, Coca-Cola introduced
the 20 oz plastic contour
bottle, the bottle we know
today.
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In 2007, the contour
aluminium can introduced
to the market by Coca-Cola.
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In 2008, Coca-Cola
introduced a 2L
contour bottle to
selected market
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The full coke line up in 2008
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Today plastic coke
bottle
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1960
1980
20001990
Coca-Cola advertising through the year
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Thank You