Coca Cola Brand Positioning and Differentiation

An analysis done on the positioning and differentiation of Coca Cola since the time of it's establishment.

1. Brand Positioning and Differentiation Sara Amjad

2. How did a tonic turned into world’s biggest selling beverage?

3. Brand Positioning

4. Brand Positioning Positioning defines where your product stands in relation to others offering similar products and services in the marketplace as well as the mind of the consumer.

5. Coca Cola – First Brand Positioning Patent Medicine Cure to headaches and fatigues Tax imposition in 1898 and Coca Cola’s change of category

6. Coca Cola – 2014 Brand Positioning USP: Live on the Coke side of life Refreshing and thirst quenching Cultural value Family Friends Everyday life joys Consistent and h igh quality

7. Factors Involved

8. Factors involved in positioning Price Packaging Promotion Distribution Competition

9. Coca Cola - Pricing 5 cents a glass Price remained same for 70 years Pepsi World War I and II Taxation Prohibition Ingredient shortage

10. Coca Cola - Packaging Glasses at soda fountain First contour glass bottle design developed by The Root Glass Company in 1916 Packaging innovation, 1955: 6.5, 10, 12 and 26 ounce versions

11. Packaging Evolution

12. Packaging – Brand Positioning

13. Promotion Let the word spread Awareness Reminder Keeping up with the competition

14. Coca Cola – First Advertisement A full page published advertisement in The Atlanta Journal on May 1 st 1889, proclaiming the ownership of Coca Cola “… sole proprietors of Coca-Cola ... Delicious. Refreshing. Exhilarating. Invigorating .” Though he didn’t received the ownership until 1891 but the word was already spread by that time

15. Coca Cola – F irst Campaign The first slogan The pause that refreshes! (Frank Robinson) Let the word travel across the nation Free Sampling; Try it, Like it and Buy it Later! Merchandising; Posters, fans, clocks, calendars, notebooks and bookmarks

16. Free Sampling Coupon

17. Coca Cola – 2014 Campaign Open Happiness, T he Coke Side of Life Branded Content Share-a-Coke Campaign

18. Branded Content

19. Competitive Analysis - Positioning Pepsi’s Positioning: “Live for Now” which invites and inspires Pepsi fans to live each moment to the fullest through a breadth of global, pop-culture platforms, including relationships with music and entertainment. Coke’s Positioning: An integral, crucial part of people’s everyday lives.  It creates intimacy with its consumers by evoking memories and experiences with the brand and their unique selling proposition “live the Coke side of life ”. It invites people to create their positive reality and to aid that creation, Coke is the happiness in the bottle.

20. Brand Differentiation

21. Coca Cola – Brand Differentiation Symbol of Joy and Fun Product Line Culturally Tailored Products Water Purity Standard Organic Soda and Beverage line Snack Food Line Customize Vending Machine

22. Coca Cola - Competitive Advantages Market leadership Business partnership Collaborative Customer Relationship Channel Marketing Multi Segmentation Client Value Management Go-to-market Strategy Full Operating Potential Flexible Sales and distribution models Managerial Expertise Sustainable Development

23. “We sell moments of happiness, for cents at a time, more than 1.7 billion times a day and more than 200 companies.” Muhtar Kent, CEO, The Coca Cola Company