The Case of Dasani

Résumé du document

Our consulting team was called by The Coca Cola Company to find a solution face to the Dasani brand situation. Our objective is to analyze and evaluate the opportunity of Coca Cola re-launching Dasani brand into the UK market in the autumn 2008. Problematic: Following which strategy and across which means the Dasani brand could be re-launched in UK? Should we create an alternative product or rename the actual product modifying the communication and the composition of the product? We will try in this part to understand the brand, the sources of the product and why it has been launched. The worldwide market of bottled water embodies an annual volume of 89 billion litres, that is to say rising estimated at 22 billion dollars. It is interesting to analyze the bottled water consumption in the world in 1999 (please see appendices 1). We can say that Occidental Europe is the leader with 46%, North America follow with 20% and after that Pacific with 11%. Let's see now the consumption in the UK (please see appendices 2). British consumers are now drinking more bottled water than ever before, attracted by the healthy image of the product. And it is this image which is likely to protect natural mineral waters such as Evian or Vittel from the impact of Dasani.

Extraits

[...] So, they can't make profit. References 1 www.news.bbc.co.uk 2 www.finewaters.com 3 www.youtube.fr 4 Lecturer in Marketing, University of Limerick Conor Caroll (2004) II Our proposal: The new marketing strategy 1 The Customer Based Brand Equity Basic premises: ‘Power of a brand resides in the minds of the customer' This is a coherent explanation on how to build a successful brand, as we can see, it is important that ‘Cascade' puts across their brand to the market, it is vital that they build awareness in order to create awareness. [...]

[...] A blue print for creating a stronger brand. (Journal) http://web.ebscohost.com/ehost/results?vid=3&hid=113&sid=5b1b4456-57e9-466b- 98b2-38c637a0a250%40sessionmgr104 Strategic Brand Management, building, measuring, and managing brand equity Kevin Lane Keller (Book) 2 The Marketing Communication Program We choose to rename the brand. As a result, we have created a new logo and a new slogan. Our slogan will be “Take it from the source”. We choose this slogan because it shows that Cascade is pure and come directly from a source. Moreover, it is a short sentence, easy to pronounce and easy to remember. [...]

[...] The Small bottles are designed the same, but they come in different colours, which creates a unique effect as most bottles are very simple and clear. They are presented to be small because they could be easily carried anywhere. Price Customers like to know why the product as been priced at that amount, the only way this could be answered is because of the brand name. The value of the brand depends on the pricing. Therefore Coca Cola should make sure they price their products at suitable level. [...]

[...] However, Orangina Schweppes could also launch a new product of the water market Power of negotiation of the provider Thames water, a water utility company in the Southeast England is the main provider of Dasani. This company charges 0,03p for the same amount of water4. That represents a mark-up of over 3000%. Products substitution It is a market with many competitors already well positioned SWOT analyze The reason of the failure of Dasani brand is they're non respect the ethic. Indeed, with this non ethical behaviour, the Coca Cola brand lost credibility and the customer trust. They were not loyal to the audience. [...]

[...] I Description of the current brand situation We will try in this part to understand the brand, the sources of the product and why it has been launched The market of the water The worldwide market of bottled water embodies an annual volume of 89 billion litres, that is to say rising estimated at 22 billion dollars. It is interesting to analyze the bottled water consumption in the world in 1999 (please see appendices 1). We can say that Occidental Europe is the leader with North America follow with 20% and after that Pacific with 11%. Let's see now the consumption in the UK (please see appendices 2). [...]