The Green Cola Company started operating in the late 2011, aiming to deliver a new category of soft drinks based on natural ingredients. That's how Green Cola, "the green side of soft drinks", was created! In 2012 the company launched Green Cola, and moving further, expanded its product line to include Green Orange, Green Lemon, Green Lemon-Lime and Green Sour Cherry, containing real fruit juice. Since 2016 Green Cola has expanded internationally, establishing a presence in 31 countries. In 2019 Green Cola began selling beverages in the United States. Green Cola Bottling International aims to become one of the fastest growing and most innovative beverage companies in the world. Source: https://us.greencola.com/about-green-cola/

As the Asia Pacific Brand Manager for Green Cola, your goal is to expand the market share of the company worldwide with a focus on Asia.

1. Critically assess the trend for non-aspartame zero calory sodas worldwide. Justify why customers would want to move away from Aspartame-based products.

2. Using some of the social listening tools studied in class, carry out a brief brand audit.

3. Research and provide a brief competitive landscape analysis.

4. Select one of Green-Cola's strongest competitors and, using a POP/POD analysis, propose and justify a positioning statement for green-cola.

5. Use the brand ladder model to propose a leverage message for green-cola - doing so make sure you carefully identify your target audience first. You will need to justify each step of the laddering process