Coca-Cola : Brand review

Résumé du document

Coca-Cola can have the ingredients for the recipe for success: a high-powered media impact, a large-scale sponsorship of sporting events on the planet followed by a maximum of individual as well as posters and original but also remarkable slogans that adapt to the changing population. The study of distribution and communication policy will allow us to verify these assumptions and see how the brand is present in different media.

Young people are a favorite target of the firm. More particularly, young people who are anxious to distinguish themselves from others, and who like drinking Coca-Cola, particularly since it is a sweet drink (high sugar content, energy source to stimulate young minds).

World wide:

•In 1985, Coke was losing ground and was about to be overtaken as market leader by their rival Pepsi-Cola. Indeed, Coca-Cola is a bit shunned by young people who prefer Pepsi, as they want to break with "tradition" of their parents who have the habit of consuming Coke.
•Young people were also sensitive to the "Pepsi Generation" image and its advertising campaigns.

However, Coke is not addressed to a particular person, but to everyone with its advertisements of astonishing magnitude. We can deduce that each product of the Coca-Cola group is designed and aimed at a specific target.

For example, Powerade is for sportspeople, Fanta being very sweet is for a younger population, Coca-light is aimed at people who are more health-conscious...The type of distribution that is used by Coca Cola is an intensive distribution through bottling companies.

Extraits

[...] Coca Cola Fridge Packs (33cl cans) are also presented in a pack of 10 bottles. The facing is 33cm, the floor space is 66cm and the total shelf space is 66 X 6 = 396cm (depth of 6packs). Coca Cola light is present in two formats: individual bottles of 1.5 litres and packs of litre bottles. The facing of the individual bottle is 9cm, its floor space is 54cm bottles) and its total shelf space is 54 X3 = 162cm (depth 12 bottles). [...]

[...] Coca-Cola has a lot of intermediaries such as wholesalers, retailers and buying groups so we can qualify their indirect channels. In addition, there are 4 players so this circuit is a "long circuit". Merchandising Policy : FOOD RETAIL SECTOR : Géant Aurillac The beverages department is located at the back of the store and we will see in this part that the merchandising of Coca Cola is developed much more than its competitors. Coca-Cola occupies two shelves of a length of 4.5 m and a height of 2.50 while all major competitors together (Pepsi, Orangina, Fanta . [...]

[...] A pack of six cans of 33cl has a facing of 18cm, a floor space of 18cm (one pack present but 3 on top) and a total shelf space of 18 x2 = 36cm. Coca Cola Vanilla is presented in individual size bottles ( 1.25 l). The facing is 9cm, the floor space is 36cm and the total shelf space is 36 x 2 = 72cm (depth of 8 bottles) Coca Cola light without caffeine is in the store in 2 formats: individual bottles and packs of cans. [...]

[...] World wide: In 1985, Coke was losing ground and was about to be overtaken as market leader by their rival Pepsi-Cola. Indeed, Coca-Cola is a bit shunned by young people who prefer Pepsi, as they want to break with "tradition" of their parents who have the habit of consuming Coke. Young people were also sensitive to the "Pepsi Generation" image and its advertising campaigns. However, Coke is not addressed to a particular person, but to everyone with its advertisements of astonishing magnitude. [...]

[...] Coca-Cola France outsources its Corporate Media and Brands Relations to the HAPE agency. Their aim is to ensure the strategy, implementation and management of Corporate Media and Brands Relations for Coca-Cola France. The internet: Perhaps the heart of communication of Coca-Cola for young people? Internet and mobile phones are central to the marketing strategy of Coca- Cola. This is evidence of a brand that is more than ever modern and the company's innovative use of new media allows Coca-Cola to be the heart of the everyday lives of young people. [...]