Upon this they’ve built different strategies upon the msg they want to deliver ? deliver customer satisfaction.
2)coca cola overdelivers
The CBL research: it’s a consumer research that is done after each campaign they make, they make focus campaign after each product campaign to know the loyalty of the brand & the brand equity & whether they like it or love it
Ex: sprite? unpredictable, teenagers
Fanta?males & females, playful & joyful
3)BCG read book
4) Marketing process STP
a- Coca cola classic
S?age , gender
T?10 years & above, males & females
P?”the coke side of life”
b- coca cola light
S? age, gender
T?15 & above, females(package)
P?less sugar, full taste with the best shape
c- coca cola zero
S?age, gender
T?17 & above, males(package), athletes
P? zero calories with best taste
d- sprite
S?age, gender
T?7& above, females & males
P?obey your thirst
e- sprite light
S? age, gender
T?7& above, females & males
P?obey your thirst while feeling light
f- fanta
S?age, gender
T?teenagers, females & males
P?playful & joyful
g- Burn
S?age, income
T?17-45, energetic, sportive, tired working people, income(moderate people)
P?give you the power to keep it going
h-play
S?age
T?15-30, energetic, sportive
P? get more energy & feel always young
i-Dasani
S?age, income
T? all ages, moderate income
P?quenches thirst naturally & deliciously
4) Marketing environment
1- Micro
a)competitors?pepsi(major), redbull(minor)
b)Marketing intermediaries
above the line & below the line
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3) The marketing functions: advertising ?magazines + TV
Distribution? the coca trucks mainly…details in phase 3
Phase 3:
1)the company has specific strategies for the brand ex: “how to achieve customer happiness” + “how to be positive” & their creativity that led them to the global strategy which is the coke side of life... displayed 300 characters
