Alyssa Sattler, Julia Jabczenski, Samantha Burkhardt, Christian Fuller, Kelli Ford

Company Analysis

Vision Statement is to continue achieving sustainable, quality growth.   6-Parts: people, portfolio, partners, planet,

profit and productivity Recognized by 94% of the world’s

population. Highly powerful brand:

So well-positioned in the market that even though the company is facing tough economic times, the brand continues to grow and the company continues to generate profits.

S.W.O.T.

Strengths                                                 Strong Brand Equity Iconic Brand Commanding Market Presence Large Network of Bottling Partners

Weaknesses Products Recalls Changing Consumer Preferences

S.W.O.T.

Opportunities "Price-Pack Architecture" and "Incidence

Pricing" Growing Business in Developing economies Acquisition of Coca-Cola Enterprises

Threats Change in preference Value of US Dollar Scarcity and Quality of Water

Competition

Pepsi Co. 29.9% of market share

Dr. Pepper Snapple Group 16.4% of market share

Coca-Cola Co. Still at 41.9%

48 consecutive years ↑ Easily recognizable

Brand Challenge

The weaknesses of the competition derive from Coca-Cola Company’s overall success; Coca-Cola has maintained 48 consecutive years of increased dividends and is said to be recognized by nearly 94% of the world’s population

Advertising Objectives

Generating Selective Demand Identified need and actively seeking a

solution

Campaign Seeks Indirect Action Enhance recall and brand recognition

Advertising Pyramid

Focus on desire Reinforce Coca-

Cola as the best beverage option when trying to fulfill their consumer need.

WHO: Target Audience

Males ages 14 to 28 Some education, Single

Psychographics (Lifestyle) Playing video games, watching movies,

enjoy outdoor activities Behavioristics

Media preferences: social media and television

WHO: Target Audience

Buying influences Parents who purchase Coca-Cola Family/friends

Believers on the VALS survey Pick family products Motivated off traditions Interactive and tech-savvy

Maslow’s Hierarchy of Needs Esteem level because they need to feel a

sense of confidence, achievement, and respect of others.

What

Why consumers choose Coke Well-established brand Strong Brand Equity Brings happiness and a fresh perspective

Proof Points Affiliated with social and family gatherings Sponsorships 

Art Elements Virtual World Vivid and Colorful imagery

Sample Television Advertisement

http://www.youtube.com/watch?v=7wt5FiZQrgM&feature=fvst 

Primary Emphasis on television ads and social

media Secondary

Trade shows and sponsorships Music, video game and sporting trade shows Sponsorships at sporting events and video

game and action film premiers

Media Strategy

Research Questions

Why do consumers prefer Coca Cola to other brands?

What influences consumers to purchase Coca Cola?

What role does the media play in the purchase behavior of Coca Cola consumers?

How is Coca Cola different from their leading competitors?

Why do consumers continue to show brand loyalty to Coca Cola?

FO

CU

S G

RO

UP

ON

LIN

E

SU

RV

EY

What factors influence your buying decision when purchasing

Coca-Cola?

I prefer Coca-Cola to other brands because I am a loyal

customer