...BRAND AUDIT REPORT 2012 Brand Managemenet Brand Managemenet Submitted To: Sir Goher Raza Submitted by:Sagar Paryani and Sarah khan Chandio Dated: 15-12-2012 By BBA-7 TABLE OF CONTENTS PAGE # TABLE OF CONTENTS.................................................................................................... 2 CHAPTER 1 BRAND INVENTORY 1.1 INTRODUCTION ........................................................................................................... ...3 1.2 BRAND ELEMENTS ......................................................................................................... 4 1.3 MARKET SEGMENTATION...........................................................................................5 1.4 SUPPORTED MARKET PROGRAMS..........................................................................5-6 1.5 POPS AND PODS.................................................................................................................7 1.6 BRAND MANTRA......................................................................................................... …..7 1.7 BRAND PORTFOLIO..........................................................................................................7 1.8: Organizational culture and people development.................................................... 8 CHAPTER 2 BRAND EXPLORATORY 2.1: Brand Attributes..........................................................
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...quickly forced them to bring back the old brand Brand Awareness: Coca-Cola scored over 90% in brand awareness among respondents from the US, Canada, UK, France, Germany and Australia* Through its taglines(in India) , it has remained relevant and evolved over time : Thanda matlab Coca Cola Peeyo sar utha ke Jo chaho ho jaaye Coca Cola enjoy! Burrrrrrrr Open Happiness A marketing platform that is relevant to a global audience, the Olympics have allowed Coca-Cola to solidify a powerful association in the minds of billions. Also shows like MTV Coke Studio helps make it relevant in today’s world. Classic red and white contoured bottle with the Coca Cola logo written in a bold swish Perceived Quality of coke is better than its competitors Brand Associations: It has been associated with Santa Claus world over after Coca Cola gave it the distinctive “lovable fat old man” look. In India initially celebrities like Karishma Kapoor, Hrithik Roshan, Aishwarya Rai and Aamir Khan have endorsed it. But now the TVCs have been generalized to make it occasion based consumption i.e. when you want to open happiness. People associated the ‘secret recipe’ of Coca Cola to be the main success reason for years. But it has moved beyond product benefits Unique shape and tint of the original glass bottles creates positive associtions across the globe Resonance Model: Resonance Salience Performance Imagery Judgment Feelings Resonance Salience Performance Imagery Judgment ...
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...Social Media Marketing BUS508: Contemporary Business November 30, 2013 What is Social Media Marketing? Why has Social Media Marketing become so popular? Is it now the most effective way to advertise and market? I have chosen to first define both marketing and social media. In my analysis it will allow you to fully grasp the importance and meaning of marketing and social media. My analysis will also allow you to easily determine why Social Media Marketing has become so popular among businesses. I’m a big believer in social media so I will display that throughout my paper. With technology in this day and age people always have the Internet in the palms of their hand and social media is always a button away. What is marketing? Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (Boone & Kurtz, 2012). Without proper marketing strategies businesses would not be able to sell their goods and services. The most effective rule to consumers is to ensure that they always get what they want and always meet their needs before they ever surface. Marketing has always been part of business, from the earliest village traders to large 21st-century organizations producing and selling complex goods and services (Boone & Kurtz, 2012). How people market has now evolved and is now more on social media than ever. Social media is one of the...
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...1. BUSINESS CASE ANALYSIS Business Cases (Spring) Professor Dan Nicholes BUSI 4003 Yorkville University BUSINESS CASE ANALYSIS Professor Dan Nicholes Business Cases (Spring) BUSI 4003 Yorkville University Table of Contents Lululemon Athletica Inc.....................................................................................................................5 Pepsi Canada: The Pepsi Refresh Project.......................................................................................9 2. LULULEMON ATHLETICA INC. 1 Kelly Huang (Arman) wrote this case under the supervision of Professor Dante M. Pirouz solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. This publication may not be transmitted, photocopied, digitized or otherwise reproduced in any form or by any means without the permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) cases@ivey.ca; www.iveycases.com. Copyright © 2014, Richard Ivey School of Business Foundation Version: 2014-10-17 Near the...
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...allows you the ready to understand and learn. Coca Cola has been in business since 1886, and has had several modifications to its product. People are magnetized to just the name alone; it is an iconic soft drink that has a grasp onto its consumers. Coca Cola seems to be one to hold onto an older generation. Compare its self to some other top brands that many are accustom to, such as; Microsoft, Starbucks, Pepsi, and Apple. Coca Cola has value within its customers because of its history, ask someone when they hear the word Coca Cola, many will use such terms as, Polar bear, and Santa. Coca Cola has used many ways to remind people to purchase Coca Cola. Coca Cola uses such as in their mission statement alone, “To refresh the world, to inspire moments of optimism, and happiness, and to create value and make a difference” (The Coca Cola Company, 2013). Coca Cola’s mission statement takes a new outlook to where and how people feel and how they mark their consumer. Coca Cola holds itself within a balance of the upper most selling soft drink brands. Coca Cola sustains itself within a saturated market of popular soft drink brands. Coca Cola uses many forms of media, such as bill boards, commercials, slogans, and many others. Coca Cola does this to catch many consumers to remember who, what, and where to purchase their products. Coca Cola has had its challenges in the past, such as, ingredients, all the way to work force in other countries. This has forced...
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...Company is a worldwide beverage company whom manufactures, markets, and sells only nonalcoholic refreshments. The headquarters is located in Atlanta, Georgia where John Pembert founded it in 1886 (Yahoo Finance, 2014). This company reports as the “world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands” (Coca-Cola Journey, 2013). Currently, as of 2013 when it was last reported, Coca Cola is ranked as 57th on the Fortune 500 List where they were previously ranked at 59th on the list (CNN Money, 2014). They created a 2020 Vision that helps to guide them to greatness by continuing to shape their business by the changing of the world. Their main mission, as a company is to refresh the world, inspire moments of optimism and happiness, and create value and make a difference (Coca-Cola Journey, n.d.). They accomplish these by following their vision and sustaining growth and empowerment. Culture of Coca Cola Company The organizational culture of Coca Cola revolves around their uniqueness. Their culture is built upon the uniqueness of the products in terms of the taste, how they build a better world, how they innovate new ideas into the company for consumers, how they brand their products, how they add value to their entire company, and how they integrate culture into the workplace. The company’s structure is made up of other regions of the world including, Latin America, Eurasia and Africa, Europe, and the Pacific (Coca-Cola Journey, 2012)...
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...Company is a worldwide beverage company whom manufactures, markets, and sells only nonalcoholic refreshments. The headquarters is located in Atlanta, Georgia where John Pembert founded it in 1886 (Yahoo Finance, 2014). This company reports as the “world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands” (Coca-Cola Journey, 2013). Currently, as of 2013 when it was last reported, Coca Cola is ranked as 57th on the Fortune 500 List where they were previously ranked at 59th on the list (CNN Money, 2014). They created a 2020 Vision that helps to guide them to greatness by continuing to shape their business by the changing of the world. Their main mission, as a company is to refresh the world, inspire moments of optimism and happiness, and create value and make a difference (Coca-Cola Journey, n.d.). They accomplish these by following their vision and sustaining growth and empowerment. Culture of Coca Cola Company The organizational culture of Coca Cola revolves around their uniqueness. Their culture is built upon the uniqueness of the products in terms of the taste, how they build a better world, how they innovate new ideas into the company for consumers, how they brand their products, how they add value to their entire company, and how they integrate culture into the workplace. The company’s structure is made up of other regions of the world including, Latin America, Eurasia and Africa, Europe, and the Pacific (Coca-Cola Journey, 2012)...
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...Dear Friend, I just had to write to tell you how much I love you and care for you. Yesterday, I saw you walking and laughing with your friends; I hoped that soon you'd want Me to walk along with you, too. So, I painted you a sunset to close your day and whispered a cool breeze to refresh you. I waited; you never called. I just kept on loving you. As I watched you fall asleep last night, I wanted so much to touch you. I spilled moonlight onto your face trickling down your cheeks as so many tears have. You didn't even think of me; I wanted so much to comfort you. The next day I exploded a brilliant sunrise into a glorious morning for you. But you woke up late and rushed off to work-you didn't evennotice. My sky became cloudy and Mytears were the rain. I love you! Oh, if you'd only listen. I really love you! I try to say it in the quiet of the green meadow and in the blue sky. The wind whispers My love throughout the treetops and spills it into the vibrant colors of the flowers. I shout it to you in the thunder of the great waterfalls and composed love songs for birds to sing for you. I warm you with the clothing of My sunshine and perfume the air with nature's sweet scent. My love for you is deeper than the ocean and greaterthan any need in your heart. If you'd only realize how I...
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...Pemberton in 1886. He created flavored syrup in which he took to his neighborhood pharmacy, where it was mixed with carbonated water and deemed “excellent” by those who sampled it (The Coca-Cola Company 2015). The distinctive tasting soft drink that was originally created was made for soda fountains. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the beverage “CocaCola” as well as designing the trademarked, distinct script, still used today (The Coca-Cola Company 2015). Coca-Cola’s roadmap starts with their mission, which declares their purpose as a company and serves as the standard against which they weigh out their actions and decisions. Coca-Cola’s mission is to: * To refresh the world * To inspire moments of optimism and happiness * To create value and make a difference Organization Strengths and weaknesses The Coca-Cola System The first strength Coca-Cola has is that they are a global business that works on a local scale. Because Coca-Cola does business in every community they have created global reach with local focus. The Coca-Cola system has created over 250 bottling partners worldwide. Coca-Cola manufactures and sells concentrates, beverage bases and syrups to bottling operations, owns the brands and is responsible for consumer brand marketing initiatives. Their bottling partners manufacture, package, merchandise and distribute the final branded beverages to their customers and vending partners, who then sell their products...
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...Introduction: Vision and mission statements play an important role in strategy development by providing vehicles to generate and screen strategic options. They also provide organizational identity and understanding of business directions. A vision is an attempt to articulate what a desired future for a company would look like. It gives the company direction and it's the basic premise for the success of the mission statement. It stretches the imagination and motivates people to rethink what is possible. A mission statement is a brief explanation of the organization's purpose. It tells who we are and what we are. Mission statements should articulate the principles that will guide the business and its employees to grow, advance, and prosper. Definition of Mission and Vision statement: A mission statement, or simply a mission, is a public declaration that schools or other educational organizations use to describe their founding purpose and major organizational commitments—i.e., what they do and why they do it. A mission statement may describe a school’s day-to-day operational objectives, its instructional values, or its public commitments to its students and community. Figure 1.1: Image of Mission and Vision A vision statement, or simply a vision, is a public declaration that schools or other educational organizations use to describe their high-level goals for the future—what they hope to achieve if they successfully fulfill their organizational purpose or mission. A vision...
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...Studieretningsopgave – Virksomhedsøkonomi/ Markedskommunikation Studieretningsopgave – Virksomhedsøkonomi/ Markedskommunikation Januar 2012 Michelle Birk Karlsson EUC Nordvest Højere Handels Eksamen T-25 Vejleder: Dennis Jakobsen Januar 2012 Michelle Birk Karlsson EUC Nordvest Højere Handels Eksamen T-25 Vejleder: Dennis Jakobsen Problemformulering Lav et kort virksomhedsportræt af Coca Cola og redegør for deres CSR politik herunder: * Vision * Mission * Værdier Lav en analyse af virksomhedens CSR og dens praktiske anvendelse af CSR. Vurder på baggrund af analysen om der er sammenhold mellem deres CSR politik og deres praktiske anvendelse af CSR, samt Coca Colas fremtidige strategiske muligheder. Abstract This paper investigates how much and in which ways Coca Cola Enterprises uses CSR. The importance of CSR has grown over the last couple of years, and with the major brand Coca Cola has, it is of great importance to Coca Cola Enterprises. With Porter’s Five Forces I have analyzed the competition on the market, and which advantages it gives Coca Cola Enterprises when they use CSR. I have also used Porter’s generic strategies and through analysis I figured out which strategy Coca Cola Enterprises use. Coca Cola Enterprises uses the strategy called differentiation. This strategy is making customers prefer your product, and giving it a special value to the customers. CSR is about taking responsibility, and Coca Cola Enterprises does that...
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...http://en.coca-colahellenic.rs/Aboutus/Ourstrategicframewor/ http://www.coca-cola.com/en/index.html http://www.scribd.com/doc/37483762/Organizational-Structure-of-The-Coca-Cola-Company http://inventors.about.com/od/cstartinventions/a/coca_cola.htm http://www.thecoca-colacompany.com/flash/csr/dasani/index.html http://en.wikipedia.org/wiki/Coca-Cola http://en.coca-colahellenic.rs/Aboutus/Production/Experiencetheproduct/ http://www.thecoca-colacompany.com/ourcompany/leadership.html http://www.cokecce.com/ http://www.gbchealth.org/member_profiles/coca-cola_company/ http://www.championvending.com/finallists/fullproductlist.pdf http://www.youtube.com/watch?v=JE93ncug6bw https://www.google.com.vn/search?q=coca+cola+process+production&hl=vi&noj=1&site=webhp&prmd=imvns&tbm=isch&tbo=u&source=univ&sa=X&ei=JUt0UIYbiY6ZBa3ogYAH&ved=0CD0QsAQ&biw=1024&bih=475&sei=Mkt0UJvuFqrmmAXl44DoBg BACKGROUND The Coca-Cola Company (NYSE: KO) is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups.[2] The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia.[3] The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200 countries...
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...com/ourcompany/mission_vision_values.html Mission, Vision & Values The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottling partners. Our MissionOur Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. * To refresh the world... * To inspire moments of optimism and happiness... * To create value and make a difference. | Our Vision Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. * People: Be a great place to work where people are inspired to be the best they can be. * Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. * Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. * Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. * Profit: Maximize...
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... The world around us is changing so fast. Today we must see what kind of things can happen tomorrow. That's what Coca-Cola‘s vision of 2020 is. It creates clear destination for this company business and serves with a "Roadmap" for triumphing together with their pouring out partners. Coca-Cola‘s roadmap starts with a mission, which is lasting. Basic tasks of this company are: „to refresh the world“, „to inspire moments of optimism and happiness“, „to create value and make a difference“. Coca-Cola substantive visions are: people, portfolio, partners, planet, profit and productivity. All these words tell you that Coca-Cola is seeking the best value for all company sectors. They want to be a great place to work. They are bringing high quality products of nonalcoholic beverages. The Coca-Cola’s company reaches for best suppliers, marketing strategies and everything what includes Coca-Cola’s supply chain. Other main fact about Coca-Cola’s company is that they are focusing on the market. It includes focusing on needs of the consumers, franchise partners and customers. Also to be curious about everything what is happening all around the world, to be the first in new ideas and to be innovative. One of the main phrases of Coca-Cola is „Work Smart“. In those two simple...
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...The Necklace by Guy de Maupassant (1850-1893) Translators: Albert M.C. McMaster, A.E. Henderson, Mme. Quesada, & others. The girl was one of those pretty and charming young creatures who sometimes are born, as if by a slip of fate, into a family of clerks. She had no dowry, no expectations, no way of being known, understood, loved, married by any rich and distinguished man; so she let herself be married to a little clerk of the Ministry of Public Instruction. She dressed plainly because she could not dress well, but she was unhappy as if she had really fallen from a higher station; since with women there is neither caste nor rank, for beauty, grace and charm take the place of family and birth. Natural ingenuity, instinct for what is elegant, a supple mind are their sole hierarchy, and often make of women of the people the equals of the very greatest ladies. Mathilde suffered ceaselessly, feeling herself born to enjoy all delicacies and all luxuries. She was distressed at the poverty of her dwelling, at the bareness of the walls, at the shabby chairs, the ugliness of the curtains. All those things, of which another woman of her rank would never even have been conscious, tortured her and made her angry. The sight of the little Breton peasant who did her humble housework aroused in her despairing regrets and bewildering dreams. She thought of silent antechambers hung with Oriental tapestry, illumined by tall bronze candelabra, and of two great footmen in knee breeches...
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