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Coca Cola Brand Value Proposition

1. Choosing a Broad Postioning.

Following the Value Discipline of Treacy and Wiersema, Coca Cola try to

e the est as a product leader. Their main goal is that e!ery family

has a ottle of co"e on their lunch tale. #lso operationally e$cellent is

the second o%ecti!e.

&. Choosing a 'peci(c Positioning.

Based on se!eral source we can analy)e the speci(c positioning*

+ #ttriute positioning* Tasted, uniue, sweet, refresh-+ Bene(t positioning. Coca Cola promise happiness.+ Competitor positioning. t/s a leader in the worldwide mar"et.+ Category position. Coca Cola is the cola of the world.

That dri!es us that Coca 'peci(c positioning can e de(ned as*

0Best uality and uniue taste0The 2appiest03ost Prestigious0Best !alue for money

4. Choosing a Value Positioning.n this case, as a massi!e leader store product Coca Cola can e

included in the 03ore for less group.5. De!elop a Value Proposition

Why 'hould uy from you6 Because Coca Cola 0gi!es us a uniue

e$perience of happiness

Building the rand.

1. Brand 7ame. Coca Cola also Co"e, means 0the co"e saying that

there is only one and is the 0Co"e. 3ost people as" for 0Coca cola

when they refer to the cola or soda.

&. Building Positi!e #ssociations

+ Which associations are positi!e or negati!e6Coca Cola is associate with the happiness and family meetings which

gi!es a special di8erentiation in term of !alue. # negati!e

associations is the high calories.+ 2ow 'trong is each association6

Positi!e associations are !ery strong and in the most family meeting

there is a co"e. 7egati!e association are not so strong specially after

diet and light co"e.+ #re any association uniue to Coca Cola6

Coca Cola is uniuely associated with happiness, with family meeting.

7o other cola rand is associated in this sense.The (!e dimension of the positi!e association are rie9y e$plainedelow*

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#ttriutes* 'weet, uniue, tastedBene(ts* The main ene(t is the happiness.Company Values* Coca Cola company emphases the family as a

!alue.

Personality* Coca Cola doesn/t gi!e you any special personality. tstarget mar"et is e!ery family in the world:sers* Coca Cola is mainly focused on the family worldwide