CASE STUDY (30 MARKS)

"Coca-Cola as you like it"

There are brands who are big talkers, and then there are brands who are big doers. The change makers and the chance takers. The trendsetters and the go-getters. As a brand, Coca-Cola has set the standard for great tasting refreshment for over 100 years while continuously raising the bar. And this year, the brand is all about making changes. Taking bold strides that set trends...because that has always been the Coca-Cola way.

Coca-Cola's One Brand strategy is a global marketing approach that unites the various variants - Coca-Cola Original, Coca-Cola Light, Coca-Cola Zero and Coca-Cola Life - under one iconic brand name: Coca-Cola. The aim of the strategy is to extend the global equity and iconic appeal of the original brand name across the trademark. By uniting all the variants under one brand, Coca-Cola can ensure consumers are aware of the benefits of the entire trademark and make the low kilojoule variants more available, accessible and appealing than in the past.

In South Africa, the first phase of the One Brand strategy kicked off with the launch of the

'Enjoy the Feeling' campaign that established the brand's new positioning and included all the Coca-Cola variants in the communication. This new brand positioning combines both the intrinsic benefits of great taste and refreshment with the extrinsic brand values of optimism and authenticity. The campaign launched in March 2016 and used universal storytelling and everyday moments to connect with consumers around the world. It featured the product at the heart of the creative and celebrated the experience of drinking any ice-cold Coca-Cola.

The second phase of the One Brand strategy launched this month with a full campaign that establishes the Coca-Cola trademark and highlights the new packaging graphics which feature the iconic Coca-Cola Red Disc more prominently on all variants. The aim behind the new design is to ensure a single visual identity system, which features Coca-Cola Red as a unifying colour.

To help consumers identify the different products, the signature colours of each variant will be featured throughout the packs: black for Zero, silver for Light and green for Life. Included in the new look and feel are the unique benefits of each variant on the front of the pack. This ensures consumers are able to choose their preferred Coca-Cola for that moment.

"People have been enjoying our beverages for 130 years because they love the taste. It's important to us to make sure that consumers have a choice around how they enjoy our brand, which is why we are offering a variety of great tasting Coca-Cola variants with reduced, low or no sugar and low kilojoule offerings" says Marketing Director, Sharon Keith.

Under the new Coca-Cola One Brand approach, consumers will have the option to choose from four lifestyle options, all offering great taste, upliftment, and refreshment. This includes Original (Classic) Coca-Cola, Coca-Cola Life, Coca-Cola Zero and Coca-Cola Light, clearly showcasing the brand's commitment to helping people make an informed choice and encouraging them to enjoy Coca-Cola responsibly as part of a balanced lifestyle.

During the month of September, the brand will be launching Coca-Cola Life. This is the Company's first reduced-kilojoule sparkling beverage sweetened with cane sugar and stevia leaf extract, and it contains 37 percent less sugar than Coca-Cola Original. The sweetener is made by extracting and purifying the high-intensity sweet components from the leaf of the stevia plant, which together with sugar, gives Coca-Cola Life its delicious sweetness. Stevia is a zerokilojoule sweetening ingredient which is used in food and beverages around the globe. This innovative variant will be rolling out in stores and retailers in Johannesburg, Cape Town, Durban, and Port Elizabeth from mid-September 2016.

"As a brand, we believe that it is imperative to listen to what consumers are saying - not just globally, but also on local soil. While in the past we featured complementary brands that offered choice...we are now one brand with several variants that shape choice," concludes Keith. "We have been working toward reducing kilojoule content across our portfolio, and we plan on taking this even further in the future. We will continue innovating with One Brand, offering consumers a whole range of products with great tasting, low- and no-kilojoule options."

For more information about Coca-Cola's global One Brand Strategy, please visit http://www.coke.co.za to join the conversation, use the hashtag #EnjoyTheFeeling.

Source: https://www.mediaupdate.co.za/marketing/121214/coca-cola-as-you-like-it

Date of article: 9 September 2016 Questions

1.With reference to the above case study, evaluate how Coca-Cola used the growth strategy, 'Product development'. (6)

2.Coca-Cola is the world's leading soft drink brand. Explain the importance of timing and positioning (first-mover advantage) for Coca-Cola. (10)

3.Evaluate how Coca-Cola has positioned itself in the market, in order to differentiate itself from its competitors. You are encouraged to conduct research into how Coca-Cola has differentiated themselves since 2016. (4)

Explain the reason behind a company such as Coca-Cola rejuvenating its brand. (10)