douglas bowman reviewed1

RUNNING HEAD: MARKETING INNOVATION AND DESIGN

Marketing Innovation and Design

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Contents

Introduction___________________________________________________________________4

Overview______________________________________________________________________5

SALES OVERVIEW____________________________________________________________________5

MARKET SHARE________________________________________________________________6

Market share by area:________________________________________________________________6Strategy__________________________________________________________________________________7Acceptability______________________________________________________________________________7Affordability_______________________________________________________________________________8Availability________________________________________________________________________________8

Environmental Analysis_________________________________________________________10

Competition_______________________________________________________________________10

Customers_________________________________________________________________________10

Market___________________________________________________________________________10

Environmental analysis______________________________________________________________10

PEST analysis_________________________________________________________________10

Political factor_____________________________________________________________________11

Economic factor____________________________________________________________________11

Social factor_______________________________________________________________________12

Value proposition______________________________________________________________12Suppliers' Bargaining Power_________________________________________________________________12Buyers' Bargaining Power___________________________________________________________________12Rivalry among Competing Sellers_____________________________________________________________13Substitute Products________________________________________________________________________13Potential New Entrants_____________________________________________________________________14

MARKETING MIX:______________________________________________________________14

Product___________________________________________________________________________15

Branding__________________________________________________________________________15

Packaging_________________________________________________________________________16

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Price_____________________________________________________________________________16

Pricing Strategies And Tactics____________________________________________________17

Pricing Methods____________________________________________________________________17

Promotion_________________________________________________________________________18

Place_____________________________________________________________________________19Physical Distribution Issues__________________________________________________________________19Design, Process and Service product__________________________________________________________20

Brand Image__________________________________________________________________21

Conclusions and Recommendations_______________________________________________22

Bibliography__________________________________________________________________24

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IntroductionIn most cases, creativity and innovation are at the heart of an organization changing plans.

Therefore, creativity is most of the time not in existence on its own. It is the antecedent of

innovation (Martins and Martins, 2002). However, majority of organization must have it in mind

to be creative before they are tagged as innovative. Thus, creativity and innovation go hand in

hand, hence the existence of a relationship between them (Amabile, 1997). In addition, (Martins

and Martins, 2002) added that innovation is an attribute that makes an organization stand out.

Garcia (N.D.) also added that an innovative company is also a creative one as it makes

innovation and creativity its reason for its existence. Thus, as a definition, creativity is the

incorporation of these actions that make them creative while innovation has a longer time frame.

Nonetheless, innovation is what keeps an organization competitive in an industry (Amabile,

1997).

As it is known to be one of the most known brands in the world, Coka Cola happened to

have been one with a lot of creativity which has lead to a lot of innovational products.

Furthermore, we chose this brand because we are consumers of its products most especially its

refreshing beverages.

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Overview

For more than 115 years, Coka-Cola has created a special moment of pleasure for

hundreds of millions of people every day. Coka-Cola, the product that has given the world its

best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coka-Cola Company is the

world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates

and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and

syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers.

SALES OVERVIEW

Source: http://simplefinanz.com/Coka Cola-financials-q3-2013

The above chart shows the income statement of Coka Cola over 3 years. However, with this

comparison, one is able to see the trends. As seen in the charts, operating expenses has been

fixed over the years since third quarter of 2011 till date. Cost of goods sold (COGS) is seen as

increasing a little over the years which has resulted in a little fall in sales figure. In addition, net

income has also remained the same since second quarter in 2013 unlike that of first quarter in

2013.

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http://simplefinanz.com/coca-cola-financials-q3-2013

http://simplefinanz.com/coca-cola-financials-q3-2013


MARKET SHAREThe carbonated soft drinks are the largest growth segment within the nonalcoholic ready-to-drink

beverage category measured by volume. In this industry, Coka Cola as a brand happen to have

about 42% world market share. This has reduced from the previous 50% in recent years because

of the reduction in the consumption of coke due to health concerns especially in northern

America. Coka Cola is still the best selling soda brand even with this reduction (Seeking Alpha,

2013).

Source:http://web.blogads.com/blog/2012/04/17/coke-crushes-pepsi-in-most-social-media-

metrics/

The above chart is showing Coka Cola’s market share in 2012 and 2009 as compare to other

brands. As seen from the charts, Dr. Pepper has been gaining market share from its competitors

which indicates its experiencing increasing sales (Faber, 2012).

Market share by area:Coka Cola is the world-renowned soft drink and the company is currently operating throughout

the world. The world wide total is about 17.8 billion.

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http://web.blogads.com/blog/2012/04/17/coke-crushes-pepsi-in-most-social-media-metrics/

http://web.blogads.com/blog/2012/04/17/coke-crushes-pepsi-in-most-social-media-metrics/


The operation review according to the segments is as follows.

Source: Euromonitor international(2012)

The illustration above shows that Coka Cola has the largest market shares in Asia, Australia,

Eastern Europe, Latin America, Middle East and Africa, and Western Europe. However, due to

the consciousness in health status of the North Americans, Coka Cola has a little of the total

market share in that region.

Strategy Following are the main points covered by the business/marketing strategy of the Coka

Cola. Marketing means getting the accurate product to the accurate place, at the accurate time,

at the accurate price and with the most appropriate publicity activity. Coka Cola has always

been able to make the most suitable advertising mix. Since its inception, Coka Cola has made its

deals using a universal scheme and planning based on three great rules:

Acceptability

Through efficient advertising, making sure that Coka Cola brands are an essential part of

customer’s routine lives, making Coka Cola the most wanted soft drink all across.

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Affordability

Coka Cola makes sure that it offers the reasonable price for its products so that everyone

can afford it.

Availability

Ensuring that Coka Cola brands are obtainable anywhere people want entertainment, a

universal diffusion of the marketplace. Coka Cola has made a massive and well-managed world

distribution network which guarantees the rifeness of its goods. (Rifeness is the capability to be

available everywhere at same time.) Its approach is based on the trust that Coka Cola must try to

satisfy the taste of everyone in the world all 5.6 billion of them.

The Company manages a global franchise system providing syrups and keeps look to

over 1,200 bottling operations, (there are more than 350 franchises in the US only) which hence

contains local corporations and traders in the 200 nation states in which Coka Cola is being

provided. The company manages to have nice relationships with all its bottler distributers across

the world. The company has a huge bottler provider network which is one of the basic and

essential parts of the business and this need to be maintained.

The company makes sure that its bottle operation is being organized well and it provides

bottles all across the world so that everyone can enjoy the soft drink whenever they want. There

are almost more than 6 million people who are loyal customers of Coka Cola and the company’s

basic strategy is to keep them all engaged in the products of Coka Cola by their best marketing

and the quality of the product.

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The above illustration is known as the ANSOFF matrix used to identify the current

strategy of organizations be it product oriented or service oriented into four courses of action.

ANSOFF matrix has classified these products/services in the aspects of; market development,

market penetration, product development, and diversification.

However, Coka Cola as a brand as at present belongs to the product development aspect.

Moreover, according to the ANSOFF matrix, a product in the ‘product development’ grid is in

the stage where it is developing new products for existing markets. In addition, it does this by

investing in and revising its research and development processes and activities. Such instances

can be illustrated using examples from our experience as regular consumers. It has been noted

that over the years the Coka Cola brand has changed its bottle shape, size and colour as a way of

‘creating’ that refreshing feeling to its customers as a result of being ‘innovative’. Nevertheless,

we can see that the Coka Cola brand is indeed ‘innovative’ and ‘creative’ at the same time.

On the other hand, the ANSOFF matrix also illustrates that, if a company is creating new

businesses, making products for new markets or buying subsidiaries it can also be placed in the

‘diversification’ grid. However, we can say in addition that Coka Cola is also in the

diversification grid because it has manufactured water for those who do not consume its soda,

and also produces Pepsi, Fanta, and Sprite and so on for those who like to have a different taste

and feel of the Coka Cola brand. Furthermore, it has introduced its milk protein drink for

consumers who are conscious about their health.

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Environmental Analysis

CompetitionFood and beverage industry is the most competitive industry in the world, according to a

statistics its value is increasing by 4.6 % per year and is expected to reach $ 1.347 Billion by

2017.It has one of the most valued brands in the world. Coka Cola, Pepsi, Starbucks, Nestle and

Sprite are the top 5 most valued brands in the world. Industry consumption volumes increased

with a CAGR of 2.4% between 2006 and 2010, to reach a total of 717,040.5 million liters in

2011.

CustomersCoka Cola has one of the most diversified customers in the world. Its target market

includes young generation, adults and middle aged people. It has some disadvantages, as it not

advisable for children to use them.

MarketFood and beverage industry is a matured and old industry, and Coka Cola is market

leader in this industry. Its outlook is changing day by day due to technological advancements in

the past and present. If we talk about Coka Cola, It is using the technology to great effect for its

financial and marketing benefits.

Environmental analysisAll businesses operate under two broad environments, namely the external environment where

entrepreneurs have no control over it, and the immediate industry and competitive environment.

Coka Cola's strategy and operation are greatly affected by these environmental factors.

PEST analysisThe external environmental forces exist in every part of Coka Cola's business, and exert

influence on Coka Cola's business strategy and operation. No one business is capable of being

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"immune" of such external forces. Having stated all these, these factors influencing the

environment in which Coka Cola operates in will be explained in the following paragraphs.

Political factorPolitical factors such as change in legislative law by the where Coka Cola operates in authority

affects the creativity and innovation of Coka Cola and thus its strategy. More specifically, laws

regarding the production of non-alcoholic beverages which have to pass through thorough checks

before they can be allowed to be sold to consumers are also a political factor affecting the

strategy of Coka Cola. These processes usually take time which interrupts and slows down

processes that causes delays in the process of trying to be creative and innovative.

Furthermore, as a global brand, Coka Cola will experience hiccups while trying to revise its

strategies and processes. This is usually also as a result of rules regarding cross boarder trading

in the international markets. At times, there might be government change which automatically

means legislation change as a result. Also, the issue of relocating capital affects the company’s

way of strategizing. Some countries require foreign investors to leave a large percentage of their

profile in the same country and disburse only the capital this might be one of the political issues

faced by Coka Cola which.

Economic factorAs mentioned earlier in this text, the sales volume and market share of Coka Cola has reduced.

This is because, of the just experienced economic slowdown which made expenditure spending

low. Additionally, consumers started to cut down on unnecessary spending. Nonetheless, this

affects the strategic plans and actions of the company. Coka Cola will have to revise its strategies

to maintain its markets base.

Apart from the above mentioned, the changing and variation in weather in different parts of the

world where Coka Cola operates affects the way it plans its strategy. That is, for places that are

usually cold most time of a year, consumers tend to consume hot beverages to keep them warm

instead of the Coka Cola brand which is a problem. The company will in these places have to

produce such beverages if they want their consumers retained during this season which is so

much of a worry for the company.

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Social factorSocial factors such as changes in trends, purchasing power, life styles can affect the way in

which Coka Cola intends to operate. Nowadays, Majority of the people in the world are most

concerned about their health. As a result, they consume the diet coke or water by Coka Cola. The

reducing demand of its soda drink has reduced its sales.

Value proposition

Value proposition is the second name of the consumer’s choice and desires. The company

must be aware of all the needs and requirements of its consumer. The company provides

different offers to its customers to retain them. However, value proposition of Coka Cola can be

explained in details using Michael PORTER’S 5 forces model in the aspects of; buyer’s

bargaining power, supplier’s bargaining power, threats to new entrants, substitute products, and

rivalry amongst established companies.

Suppliers' Bargaining Power: Suppliers' bargaining power in this beverage

industry is strong. For example, the soft drink ingredient producer - NutraSweet who

specializes in producing concentrate sweeteners. Since there is a rising concern in health

and safety issues in the soft drink drinking within the consumer market, the healthier

sweetener, aspartame, that NutraSweet markets allowed it to have a high impact and

input on costs of each bottler's product costs. Since NutraSweet was the only marketer

that marketed the standard aspartame the costs of using NutraSweet's aspartame is

relatively high compare to other substitutes such as sugar.

Buyers' Bargaining Power: The Buyers of the soft drink industry are the

concentrate bottlers. Bottlers of the soft drink industry have a low bargaining power since

they form the largest base (the greatest number) of all the elements of Porter's five forces.

Most of the bottlers are Coka Cola owned before 1980, and almost all of them are under

some sort of contractual agreement stating that bottlers must accommodate the programs

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set up by the concentrate producers' for the products that they have franchised. High fees

are required of the bottlers are such as high start-up costs ranging from $100,000 to

several million dollars, paying for two-third of promotional costs, while costs were

typically split fifty/fifty for doing consumer promotion and trade. It is also hard for

bottlers to identify their own brand identity since their products are made of concentrates

and the names that they use are the names of the concentrate manufacturer. Coka Cola,

hence discouraging their own product differentiation.

Rivalry among Competing Sellers: There is a strong barrier setup by the

traditional concentrate producers. For new rivalry to enter into the market is extremely

difficult since the two soft drink giants such as Coka Cola and Pepsi-Cola have already

created a soft drink tradition and branding. Also since the soft drink giants have already

created their bottler network and also owned majority of them, it is even harder for new

entrants to be gain an absolute cost and competitive advantage. Governmental policies

also create obstacles to the new entrants in the Coka Cola industry since the word "Coke"

is strictly mean Coka Cola. Current rivalry within the soft drink industry is mainly

evolved around the two giants who are Coka Cola and PepsiCo. The two giants owned

most of the spacing for the vending machines, developed most the flavours for the

popular products within the market, and occupied most of the soft drink market shares

within the industry.

Substitute Products: Threats of substitutes are high since soft drink industry is a

highly unstable industry. Switching costs for the consumers are extremely low since the

pricing of soft drinks is cheap in some areas and consumer's taste is ever changing. There

is no trade off for the consumers to switch to other products so it is easy for consumers to

change their loyalties. One example would be the Pepsi Challenge rose by PepsiCo over

the states. The challenged had blinded people over the states tasted different brands of

soft drinks and found out that majority of them liked Pepsi over Coke, thus PepsiCo's

Pepsi-Cola was able to gain market share and attracted a larger market share.

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Potential New Entrants: The soft drink industry is an extremely difficult industry to

get into. The existing soft drink industry is already dominated by experienced dominant

players with over century-long experience; new entrants would have to be truly unique to

be able to gain an absolute competitive advantage within this industry. If their products

are unique, they would not have to worry about the fear of product substitution. Once the

new entrants have gained an absolute advantage within the industry, they would have to

deal with the suppliers who may have a strong bargaining power over pricing on the

ingredients they need. Apart from that, they would need buyers, which are bottlers in this

case. Once they have a base of bottlers with them, then only they have a chance of

success in this industry.

More so, as explained above, the supplier’s power appears to be HIGH. Their sole

supplier NutraSweet is Coka Cola’s main supplier of the main sweetener used in making

its coke drink. For this reason, NutraSweet can at any time decide to rise prices which

Coka Cola has to succumb to. Additionally, buyer’s bargaining power is HIGH as there

are varieties to choose from if they are not satisfied with Coka Cola and switching cost is

almost zero. Rivalry amongst competitive sellers in the same industry puts Coka Cola at

the forefront because it is the known most successful competitive brand in its industry

presently before PEPSI which means HIGHLY competitive brand. Furthermore, a lot of

substitute products are in existence which places Coka Cola in the low position. Finally,

the threat of new entrants is high because there are a lot to be considered before

competing in a HIGHLY competitive market like the Coka Cola brand. This places Coka

Cola brand in a high level. Hence, making the brand to be seen as a highly valuable

brand.

MARKETING MIX:The marketing mix refers to the combination of the four factors that make up the core of a

business s marketing strategy.

1. Product

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2. Price

3. Promotion

4. Place

In this step of the marketing planning process, marketing mix must be designed to satisfy the

wants of target markets and achieve the marketing objectives. The most successful businesses

have continually monitored and changed their marketing mix due to respective internal and

external factors and have monitored the external business environment in order to maximise their

marketing mix components.

ProductMany Products are physical objects that you can own and take home. But the word

product means much more than just physical goods. In marketing, product also refers to services,

such as holidays or a movie, where you enjoy the benefits without owning the result of the

service. Businesses must think about products on three different levels, which are the core

product, the actual product and the augmented product. The core product is what the consumer is

actually buying and the benefits it gives.

Coka Cola customers are buying a wide range of soft drinks. The actual product is the parts and

features, which deliver the core product. Consumers will buy the coke product because of the

high standards and high quality of the Coka Cola products. The augmented product is the extra

consumer benefits and services provided to customers. Since soft drinks are a consumable good,

the augmented level is very limited. But Coka Cola do offer a help line and complaint phone

service for customers who are not satisfied with the product or wish to give feedback on the

products.

Branding It is often hard to say exactly why we buy one company’s product over another. Over the

time Coka Cola has spent millions of dollars developing and promoting their brand name,

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resulting in worldwide recognition. 'Coka Cola' is the most recognised trademark, recognised by

94% of the world's population and is the most widely recognised word after "OK".

There are a number of branding strategies:

Generic brand strategy

Individual brand strategy

Family brand strategy

Manufacturer’s brand strategy

Private brand strategy

Hybrid brand strategy.

Coka Cola utilizes the individual brand strategy as Coka Cola’s major products are given their

own brand names e.g. Fanta, Sprite, Coka Cola etc although they may be presented as different

lines they operate under the name of Coka Cola.

Packaging Packaging, which is not as highly perceived by businesses, is still an important factor to

examine in the marketing mix. Packaging protects the product during transportation, while it sits

in the shelf and during use by consumers; it promotes the product and distinguishes it from the

competition. Packaging can allow the business to design promotional schemes, which can

generate extra revenue and advertisements. Coka Cola has benefited from packaging the product

with incentives and endorsements on the labelling as a promotional strategy to increase its

volume of sales and revenue.

Price Price is a very important part of the marketing mix as it can affect both the supply and

demand for Coka Cola. The price of Coka Cola’s products is one of the most important factors in

a customer’s decision to buy. Price will often be the difference that will push a customer to buy

our product over another, as long as most things are fairly similar. For this reason pricing

policies need to be designed with consumers and external influences in mind, in order to

effectively achieve a stable balance between sales and covering the production costs. Price

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strategies are important to Coka Cola because the price determines the amount of sales and profit

per unit sold. Businesses have to set a price that is attractive to their customers and provides the

business with a good level of profit.

Pricing Strategies And TacticsThe pricing strategy a business will use will have to focus on achieving the marketing plan’s

objectives and support the positioning of the product, and take external factors such as economic

conditions and competitors in to account. There are 5 strategies available to business:

1. Market skimming pricing

2. Penetration pricing

3. Loss leaders

4. Price Points

5. Discounts

Over the years Coka Cola has used Penetration Pricing as a way of grabbing a foothold in the

market and won a market share. Its product penetrated the marketplace. Once customer loyalty is

established as seen with Coka Cola it is then able to slowly raise the price of its product. There

has been a fierce pricing rivalry between Coka Cola and Pepsi products as each company

competes for customer recognition and satisfaction. Till now it appears as if Coke has come up

on top, although in order to gain long term profits Coke had to sacrifice short term profits where

in some cases it either went under of just broke even, but as seen it has been all for the best.

Pricing Methods Good pricing decisions are based on an analysis of what target customers expect to pay, and

what they perceive as good quality. If the price is too high, consumers will spend their money on

other goods and services. If the price is too low, the firm can lose money and go out of business.

Pricing methods include:

1. Cost based Pricing

2. Market based pricing

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3. Competition based Pricing.

Over the years Coka Cola has lost ground here in its pricing but has regained its strength as it

employed the Competition-based pricing method which allowed it to compete more effectively

in the soft drink market. Leader follower pricing occurs when there is one quite powerful

business in the market which is thought to be the market leader. The business will tend to have a

larger market share, loyal customers and some technological edge, thus the case currently with

Coke; it was first the follower but through effective management has now become the leader of

the market and is working towards achieving the marketing objectives of the Coka Cola.

PromotionIn today’s competitive environment, having the right product at the right place in the

right place at the right time may still not be enough to be successful. Effective communication

with the target market is essential for the success of the product and business. Promotion is the p

of the marketing mix designed to inform the marketplace about who you are, how good your

product is and where they can buy it. Promotion is also used to persuade the customers to try a

new product, or buy more of an old product. The promotional mix is the combination of personal

selling, advertising, sales promotion and public relations that it uses in its marketing plan. Above

the line promotions refers to mainstream media: Advertising through common media such as

television, radio, transport, and billboards and in newspapers and magazines.

Because most of the target is most likely to be exposed to media such as television, radio and

magazines, Coka Cola has used this as the main form of promotion for extensive range of

products. Although advertising is usually very expensive, it is the most effective way of

reminding and exposing potential customers to Coka Cola Products. Coka Cola also utilizes

below the line promotions such as contests, coupons, and free samples. These activities are

effective ways of getting people to try your products.

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PlaceThe place P of the marketing mix refers to distribution of the product- the ways of getting the

product to the market. The distribution of products starts with the producer and ends with the

consumer. One key element of the Place/Distribution aspect is the respective distribution

channels that Coka Cola has elected to transport and sells its product. Selecting the most

appropriate distribution channel is important, as the choice will determine sales levels and costs.

The choice for a distribution channel for any business depends on numerous factors, these

include:

How far away the customers are;

The type of product being transported;

The lead times required;

The costs associated with transport;

There are four types of distribution strategies that Coka Cola could have chosen from, these are:

1. Intensive

2. Selective

3. Exclusive

4. Direct distribution.

It is apparent from the popularity of the Coka Cola’s product on the market that the business in

the past used the method of intensive distribution as the product is available at every possible

outlet. From supermarkets to service stations to your local corner shop, anywhere you go you

will find the Coka Cola products.

Physical Distribution Issues

Coka Cola needs to consider a number of issues relating to the physical distribution of its

soft drink products. The five components of physical distribution are, order processing,

warehousing, materials handling, inventory control, transportation. Coka Cola must further try to

balance their operations with more efficient distribution channels.

Order Processing- Coka Cola cannot delay their processes for consumer deliveries (i.e. delivery

to selling canters), as this is inefficient business functioning and is portrays a flawed image of the

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product and overall business. Warehousing and inventory control- warehousing of Coka Cola

products is necessary. Inventory control is another important aspect of distribution as inventory

makes up a large percentage of businesses assets. Materials handling- this deals with physically

handling the product and using machinery such as forklifts and conveyor belts. When holding

products, then Coka Cola has benefited from purchasing or renting respective machinery.

Transportation- transporting Coka Cola products is the one most important components of

physical distribution. Electing either to transport the sports drink by air, rail, road or water

depends on the market (i.e. global or domestic?) and depends on the associated costs. The most

beneficial transportation method for Coka Cola would be ROAD if the product were moved

around from storage to the cost canters.

Design, Process and Service product

Consumer's contentment starts with the service and design of a product. A consumer

makes decision about a product regarding its design and services. The several activities and

accountability regarding service and design of which Coka Cola is taking care is inclusive of

following things.

Coka Cola keeps an eye on all the desires and requirement of the consumers in to

product and services through proper marketing and operation.

It purifies all the products and services through marketing.

It keeps introducing new products and services for consumers and makes an appropriate

strategy.

It provides quality goods and services to attract more consumers.

Product and service design has naturally had strategic suggestions for the success

and wealth of a corporation. Moreover, it has an influence on foreseen activities. As a result,

verdicts in this sector are some of the most basics that managers must make. Corporations

become involved in product and service design or re-structuring for various reasons. The

basic strength of the company is to maintain its network of bottlers, its brand name and other

strategies. The main powers that initiate structure or re-strutting are market benefits and

dangers.

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The main concentration of product and service design is consumer’s contemplation

and happiness. However, it is necessary for designers to understand what the customer needs

and design with that in mind. This is one of the major strategies of Coka Cola Marketing is

the initial resource of this piece of information. It is necessary to notice that although profit is

usually the whole volume and measurement of design efficiency, because the time length

between the design period and profit understanding is often sustainable. These usually are

inclusive of advancement, time and price, and the consequence product or service quality.

Quality is high on the ranking of significances in product and service design, having high

quality is much more for a product or service to keep standing and worthy in market for Coka

Cola. Coka Cola is famous for its service and design amongst the entire business dealers and

big corporations in the world because it has a proper strategy plan.

Brand Image

It has exclusive structure, sign, representation, words, or a blend of these, working on

establishing an image for Coka Cola, which recognizes a product and makes it different from

other players in the beverage industry. However, while it was establishing a brand, Coka

Cola was able to set up its logo and its websites to attract its target market. It was also able to

create the feel of being refreshed after consumption of the Coke beverage.

Moreover, organization and management of a sphere of influence of name and

brand names provide the reorganization to the idea or image of a specific product or service,

which in turn allow the visitors easily innovate the new brand. Branding is also a way to

establish a vital and essential corporation profits and wealth, which is a good standing and

status. Whether a company has no standing and reputation, or a less than stellar standing and

status, standing and status can help vary that. Branding can build an anticipation and belief

about the corporation services or goods introduced, and can boost or embolden the

corporation to keep that boost up, or goes beyond them, gathering one better goods and

services to the market place.

Thus brands help stressed customers in crowded and congested marketplace, by

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standing for certain advantages and value. Legal name for a brand is a symbol and when it

recognizes or stands for a company, it is called a brand. When an opponent brand gives

statements to be superior by a very small margin, customers loyalty to a favourite brand

counter argue the superiority assertions and statement and tend to devaluate the opponent

brand by keeping a less positive and constructive behaviour toward it.

Conclusions and Recommendations

Conclusion 1: According to our

findings, Coka Cola’s market share

has recently decreased. This is due to

the changes in social factors. That is,

most people are now concerned about

their health.

Recommendations 1: As a

recommendation, Coka Cola should be

‘creative’ such that no matter the needs of its

target market, there will always be a Coka

Cola in every home.

Conclusion 2: The company makes

proper decision when introducing a

new product. These decisions are not

made on quick basis but they take

very long time on their execution

because the company looks at all the

positive and negative aspects and then

launch’s a new product. They say that

the voice and interest of a consumer

is the heart of a company’s success

and strength. The company should

keep the taste and choice of the

consumer in its priorities.

Recommendations 2: The company should

maintain its decision making that what to

launch, when to launch or why to launch at

this time. These all things are very necessary

to keep an eye on because all the little things

are necessary to be under eye. The company

must take care of the taste of its consumers

so that the attraction stays same always. The

consumer’s choice should always be in the

top list of the company.

Conclusion 3: As mentioned in the

text, Coka Cola after suing the

ANSOFF matrix is in between

product development and market

Recommendations 3: lastly, Coka Cola in

the recent times is strong financially to

diversify its products and also venture in to

new products. Diversification here will mean

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development. This usually happens

when the company’s product has

reached the declining stage in the life

cycle.

Coka Cola leaving its comfort zone as this

will help the company gain more market

share in its industry and at the same time

stay competitive.

As a conclusion, the above explanation of its positioning indicates that the Coka Cola

brand is a leading industry in the beverage industry. Additionally, Coka Cola is always

innovative and coming up with new ideas which makes it creative. As a result, attracts

more consumers to its brand. The company is always revising its strategies to suit its

target from young to old. Even with the economic downturn and other factors that act as

obstacles, Coka Cola is still growing but at a slower rate.

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douglas bowman reviewed1

Economy & Finance