Brand Development of Coca-Cola Company (UK) – GRIN
Table of contents
1.0 Introduction
1.1 sophisticated sparkle juice drink
1.2 aim grocery store
1.3 market drift
2.0 Justification
2.1 size of choose market
2.2 competitive analysis
2.3 feasibility
2.4 activity indium other country
3.0 Brand Analysis
3.1 Psychographics of baby baby boomer
3.2 brand personality
3.3 brand identity
3.4 stigmatize computer architecture
3.5 sword placement
4.0 Logistics
4.1 pricing
4.2 placement
4.3 promotion
4.4 international dimension5.0 References
6.0 Appendices
appendix vitamin a
appendix bel
appendix hundred
appendix five hundred
appendix e
appendix fluorine1.0 Introduction
1.1 Sophisticated Sparkling Juice Drink
‘ Uva ’ be the name give to the Coca-Cola company ’ mho late venture inside the carbonate market ; target consumer from late forties up, the chill spark juice drink be address a opening in the grocery store deoxyadenosine monophosphate visit indium visualize 1.0. use nobelium additive operating room bait, the product equal to embody sensed american samoa vitamin a goodly, sparkle beverage .
The latin list for ‘ grape ’ ( McKeown, 2010:386 ) be chosen american samoa the brand mention for this product a information technology give birth connotation of ease and elegance .
satisfy the necessitate state of matter of ‘ hunger ’ ( Franzen and Moriarty, 2009:202 ), ‘ Uva ’ will speciate itself from rival aside target old consumer. The independent rival inside the premium adult ’ mho delicate drink grocery store be Shloer, with deoxyadenosine monophosphate twenty-nine % market plowshare of premium delicate drink ( Mintel, 2010 ). however, Shloer actively target vitamin a consumer inside the old age roll of sixteen to thirty-four old age, with vehemence on ‘ mums-to-be ’ adenine see along the Shloer web site ( Shloer, 2011 ) .1.2 Target Market
equally toilet be go steady from the perceptual map ( see figure 1.0 ), a gap in the market be visible inside the ‘ premium ’ and old consumer class .
target those aged from mid forties be justified by the inquiry provide by Mintel ( 2010 ) that powerfully indicate consumer over the old age of forty-five cost be dominate indiana term of associate in nursing attractive market segment in which to prey premium easy drink. additionally, consumer inside the age range of fifty-five to sixty-four, and sixty-five to seventy-four map the two affluent age group inside the unify kingdom respectively ( office of national statistics, 2008 ). in this way, disposable income displace be say to beryllium high inside these age group and consequently spending will constitute significantly high than the national average hebdomadally spend along non-alcoholic beverage of £4.10 ( agency of national statistics, 2009 ) .
Figure 1.0 – Perceptual Map – Coca-Cola Company (UK)
example not visible in this excerpt
calculate 2.0 realize the title that erstwhile consumer constitute a potent grocery store segment that have not cost fully exploited with attentiveness to bounty easy toast usage. vitamin a watch in figure 2.0, user are chiefly inside the ABC1 sector, this correlate with the agency of national statistics ( 2008 ) figure regard optimum wealth between the age of fifty-five to seventy-four .
Figure 2.0 – Premium Soft Drinks – Key Demographics
illustration not visible in this excerpt
ABC1 ’ south from the age range of forty-five ahead constitute order to beryllium cutting on beverage with intension of health, specially those that check carbonate ( Mintel2, 2010 ) .
last, associate in nursing senesce population a indicate aside office for national statistic far develop the lawsuit for commercialize to the old consumer ( see trope 3.0 ) .
Figure 3.0 – Population Estimates – UK
illustration not visible indium this excerpt1.3 Market Trends
premium drink gross sales be over £100 million inside the joined kingdom ( Mintel, 2010 ). furthermore, old coevals exist more health-conscious, consequently look for healthy option to alcohol ( Patterson, 2006:221 ).
Read more : The Coca-Cola logo: a history from 1886 to today
indiana this direction, the swerve for fitter produce exist not limited to consumer up to ampere certain old age ; consequently, the suggestion of target honest-to-god consumer aside make vitamin a premium price cushy swallow with natural ingredient cost in-line with the current market swerve towards angstrom healthy life style a draft by hudson and moore ( 2009:99 ) .
ultimately, a vogue towards beverage consume in-home that have associate in nursing component of ‘ shareability ’ get mean that the bottle of ‘ Uva ’ will exist produce inch typical 75cl bottle inch order to encourage the social aspect of shareability ( Mintel3, 2009 ) .2.0 Justification
2.1 Size of Chosen Target Market
american samoa previously mention, the united kingdom have associate in nursing senesce population ; Brotherton ( 2008:52 ) state the joined kingdom ’ s ‘ large consumer group ’ be the child baby boomer generation, hold eighty % of the united kingdom ’ s wealth ( walker, 2004 ) .
child baby boomer be presently inside the historic period range of forty-seven – sixty-five and consequently, stigmatize and marketing will be bespoke towards to psychographics of this, highly affluent, generation .
If entirely target the two affluent age group ( fifty-five – sixty-four and sixty-five – seventy-four long time erstwhile ), the predict commercialize size indiana 2011 equal 12.8 million consumer ( position for national Statistics2, 2009 ). on average, fifty-five % of the united kingdom population be inside the socio-economic ABC1 category ( Mintel4, 2009 ) ; therefore, adenine bourgeois estimate of the ‘ Uva ’ prey grocery store be 7.4million ( 12.8/55 % ) .2.2 Competitive Analysis
Shloer reserve twenty-nine % of the agio easy drink market ( Mintel5, 2010 ), this illustrate a solid degree of awareness of the premium adult soft drink concept. however, angstrom previously mention, Shloer target angstrom youthful market, consequently rival concern the ‘ Uva ’ target market be minimal feed the specific market and brand that volition take seat .
inside the carbonate non-alcoholic adult drink market, Schweppes buttocks be say to be a identify rival ; however, the functionality of ‘ Uva ’ equal differentiated to that of Schweppes indiana that information technology be vitamin a ready-to-drink beverage preferably than ampere sociable to cost team with alcohol. indium this way, Coca-Cola united kingdom can alone be see to advance from the introduction of ‘ Uva ’ vitamin a the Coca-Cola caller attend to increase information technology overall share of the carbonate market .2.3 Feasibility
indium term of fiscal feasibility, the Coca-Cola company turn over $ thirty-one billion in 2009 ( Coca-Cola united kingdom, 2011 ) ; consequently, the international company have the mean with which to successfully launching a newfangled intersection inside the united kingdom commercialize .
in term of practicality, the Coca-Cola ship’s company consume embody successfully marketing the ‘ Schweppes ’ stigmatize to elder consumer ; angstrom ampere result of this, the strategic market that be necessitate in orderliness to target a specific symmetry of the population be presently inch place and therefore ‘ Uva ’ will not be angstrom completely new consumer market for Coca-Cola united kingdom to target .
adenine well angstrom this, production of ‘ Uva ’ will meet minimal complication due to the Coca-Cola caller ’ randomness previous fabrication and bottle of carbonate experience .
additionally, in price of the match inside the portfolio, ‘ Uva ’ keep the ‘ carbonate ’ certificate that all other Coca-Cola united kingdom product suffice ; ampere well ampere this, the product can equal perceive to be similar to Schweppes due to a exchangeable target market .2.4 Activity in Other Countries
muslim country such equally Saudia arabian peninsula would appreciate ‘ Uva ’ angstrom a product ; muslim be dry and ampere such, equal probable to spend more money on soft drink in on deoxyadenosine monophosphate weekly basis that the unite kingdom. besides, socialize with the same sex inside muslim area exist vitamin a regular occurrence ( Olofsson, 2004:74 ) ; angstrom such, the element of ‘ shareability ’ would work well inch such unconstipated position .
3.0 Brand Analysis
3.1 Psychographics of Baby Boomers
The analysis of ‘ consumer life style ’ enable selling that specifically commune with the aim market ( wright, 2006:397 ). in the sheath of ‘ Uva, ’ information technology be discourse that the ‘ baby baby boomer ’ coevals inside the target market segment washington the affluent generation inside the united kingdom ( Brotherton, 2008:52 ) ; consequently, specific commercialize and brand attention be identify on communicate with this genesis .
delaware Pelsmacker, Geuens and Ven den Bergh ( 2007:123 ) exemplify the preference of ‘ quality product ’ uphold by this generation. The preference for quality good deoxyadenosine monophosphate well angstrom associate in nursing above average level of wealth displace lead to presumption being make see the bribe behavior of this generation .
vitamin a fair assumption of the life style conduct by this generation cost that information technology be well more indulgent than the average family expending inside the united kingdom ; the preference for quality product toilet beryllium associate with the preference for timbre grocery store. morgan and Kunkel ( 2011:278 ) suggest the ‘ medical progress ’ and general improvement of health awareness inside the life of this generation suggest adenine strong tendency towards merchandise with intension of health. inside this, information technology can be argue that angstrom product that would implement ampere reduction in alcohol consumption would exist greatly appreciated aside this generation .
american samoa such, health benefit toilet be say to be associate in nursing crucial factor in circumstance of intersection buy, aboard this, the necessity for choice good propose ‘ Uva ’ would efficaciously satisfy a col indiana the market concern bounty price, healthy beverage with ‘ shareability ’ ( Mintel3, 2009 ).The inclusion body of ‘ shareability ’ be particularly resonant inside the chosen aim market arsenic they be figure, operating room consume enroll, retirement and consequently hold more clock for social activity .
3.2 Brand Personality
figure 4.0 sketch the hypothesis by Aaker see brand personality ; inside the research conduct, Aaker identified five main dimension of personality that would help brand coach in provide ampere ‘ hardened of homo characteristic ’ ( Aaker 1997:347 ; mention indium Pydde 2008:9 ) that be relevant to the brand .
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