Brand Development of Coca-Cola Company (UK)
Exploring new branding opportunities for Coca-Cola Company (UK)
- Editore:
GRIN Verlag
- EAN:
9783656122999
- ISBN:
3656122997
- Pagine:
- 32
- Formato:
- Paperback
- Lingua:
- Tedesco
Descrizione Brand Development of Coca-Cola Company (UK)
Seminar paper from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 72% (First), University of Westminster, course: BA (Hons) Marketing Communications - Brand Management, language: English, abstract: ¿Uvä is the name given to the Coca-Cola Company¿s latest venture within the carbonates market; targeting consumers from late forties upwards, the chilled sparkling juice drink is addressing a gap in the market as seen in Figure 1.0 (Fig. 1.0 is available in the download version). Using no additives or sweeteners, the product is to be perceived as a healthy, sparkling beverage. The Latin name for ¿grape¿ (McKeown, 2010:386) was chosen as the brand name for this product as it has connotations of simplicity and elegance. Satisfying the need state of ¿thirst¿ (Franzen and Moriarty, 2009:202), ¿Uvä will differentiate itself from competitors by targeting older consumers. The main competitor within the premium adult¿s soft drink market is Shloer, with a 29% market share of premium soft drinks (Mintel, 2010). However, Shloer actively targets a consumers within the age range of 16 to 34 years, with emphasis on ¿mums-to-be¿ as seen on the Shloer website (Shloer, 2011).[...]
