11-10-2012, 04:34 PM
BRAND POSITIONING STRATEGY OF COKE PRODUCTS
EXECUTIVE SUMMARY
Coca Cola has come along way since its beginning, from selling nine bottles a day to currently over 800 million. In this project, we perform a comprehensive audit of Coca-Cola's marketing program and recommendations developed for future marketing plans. We provide recommendations For Coca-Cola's marketing efforts as well as product line enhancements, as Coca-Cola faces stiff competition and changing consumer tastes.
These recommendations include:
Pursuing a multi-programmed marketing strategy quality of the products should be improved and the ingredients of the products should be mentioned on the products so that the consumers might be aware of the products they are consuming.
The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small, otherwise the consumer may go for substitute.
Diversify offerings outside the non-alcoholic beverage market, leveraging the vast distribution network.
The main objective of this study lies in understanding the organization. This project is based on information collected from primary and secondary sources. After the detailed study, an attempt has been made to present comprehensive analysis of Coca cola.
For the study we have taken a sample size of 100 respondents pose non probability sampling technique. This work is carried out through self-administered questionnaires. The questions were open ended, dichotomous and offered multiple choices. The findings of the activity have been drawn out inform of graphs and suggestions have been offered there from.