Brand Development of Coca-Cola Company (UK): Exploring new branding opportunities for Coca-Cola Company (UK) - Softcover

Lopez, Daniela

Softcover

ISBN 10: 3656122997 ISBN 13: 9783656122999

Verlag: GRIN Verlag, 2012

Inhaltsangabe

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: 'Uva' 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), 'Uva' 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).[...]

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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).[...]

Details zur Ausgabe

• Verlag: GRIN Verlag
• Erscheinungsdatum: 2012
• Sprache: Englisch
• ISBN 10: 3656122997
• ISBN 13: 9783656122999
• Einband: Taschenbuch
• Auflage: 2
• Anzahl der Seiten: 32
• Kontakt zum Hersteller: GRIN Publishing GmbH; info@grin.com; ; Waltherstraße 23; München; 80337; Deutschland