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Coca-Cola : Brand review

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documents in English
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case study
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28 pages
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  1. Introduction
  2. Distribution Policy
    1. Distribution channels and distribution pattern
    2. Merchandising Policy
  3. Communication Policy
  4. Conclusion

Coca-Cola can have the ingredients for the recipe for success: a high-powered media impact, a large-scale sponsorship of sporting events on the planet followed by a maximum of individual as well as posters and original but also remarkable slogans that adapt to the changing population. The study of distribution and communication policy will allow us to verify these assumptions and see how the brand is present in different media.

Young people are a favorite target of the firm. More particularly, young people who are anxious to distinguish themselves from others, and who like drinking Coca-Cola, particularly since it is a sweet drink (high sugar content, energy source to stimulate young minds).

World wide:

?In 1985, Coke was losing ground and was about to be overtaken as market leader by their rival Pepsi-Cola. Indeed, Coca-Cola is a bit shunned by young people who prefer Pepsi, as they want to break with "tradition" of their parents who have the habit of consuming Coke.
?Young people were also sensitive to the "Pepsi Generation" image and its advertising campaigns.

However, Coke is not addressed to a particular person, but to everyone with its advertisements of astonishing magnitude. We can deduce that each product of the Coca-Cola group is designed and aimed at a specific target.

For example, Powerade is for sportspeople, Fanta being very sweet is for a younger population, Coca-light is aimed at people who are more health-consciousThe type of distribution that is used by Coca Cola is an intensive distribution through bottling companies.

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