Case study 2 In terms of massive global brands like McDonald's and Burger King getting makeovers, 2021 has been a pretty huge year. Coca-Cola unveiled their new, refreshed design system for the Coca-Cola, Coca-Cola Zero Sugar, and Diet Coke brand family. As per usual, the classic Coca-Cola red drove the redesign, and they scraped all of the other visual element barnacles from the can, like the red disc and the wave line. Now, the Coca-Cola logo has been pushed to the top of the can, leaving plenty of negative space below, a promise from the brand to capitalize on the drink's uplifting potential. The company mentioned that the intent is to provide a simple and intuitive navigation system that carries across all Coca-Cola variants while simultaneously celebrating the Coca-Cola logo. Most notable about the new packaging system is that Diet Coke gets its gray sheen back, while Coca-Cola Zero gets a red background with black type. The brand's in-house design team in Atlanta, along with the UK's Kenyon Weston, guided the packaging overhaul. The last significant packaging overhaul for the iconic beverage maker was back in 2016, when they debuted their "One-Brand" global strategy, unifying all Coca-Cola-related products with that red disc in the same visual system. The brand expects that all drink variants should be converted to the new design by 2022. (Students will need to provide their answers in relation to the given scenario and context)

Question 3

a) Describe the THREE (3) levels of product with relevant examples. (10 Marks)

b) Each product will have a life cycle, although its exact shape and length is not known in advance. Based on the case study above, briefly explain the FIVE (5) phase of the Product Life Cycle using examples from Coca-Cola products. (15 Marks)

Question 4

a) Explain how Coca-Cola develop its brand by using the FOUR (4) Brand Development Strategies with relevant examples. (20 Marks)

b) Based on the answer given in Question 4(a), choose ONE (1) Brand Development Strategies that best suits Coca- Cola's direction for the Diet Coke. Justify you answer with relevant examples. (5 Marks)