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The Case of Dasani

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  1. Introduction.
  2. Description of the current brand situation.
    1. The market of the water.
    2. Brand history.
    3. Brand equity management system.
    4. The 4P of Kotler.
    5. Porter matrix.
    6. SWOT analyze.
  3. Our proposal: The new marketing strategy.
    1. The customer based brand equity.
    2. The marketing communication program.
    3. The media planning.
    4. The brand value chain.
    5. Budget.
  4. Conclusion.
  5. Bibliography.

Our consulting team was called by The Coca Cola Company to find a solution face to the Dasani brand situation. Our objective is to analyze and evaluate the opportunity of Coca Cola re-launching Dasani brand into the UK market in the autumn 2008. Problematic: Following which strategy and across which means the Dasani brand could be re-launched in UK? Should we create an alternative product or rename the actual product modifying the communication and the composition of the product? We will try in this part to understand the brand, the sources of the product and why it has been launched. The worldwide market of bottled water embodies an annual volume of 89 billion litres, that is to say rising estimated at 22 billion dollars. It is interesting to analyze the bottled water consumption in the world in 1999 (please see appendices 1). We can say that Occidental Europe is the leader with 46%, North America follow with 20% and after that Pacific with 11%. Let's see now the consumption in the UK (please see appendices 2). British consumers are now drinking more bottled water than ever before, attracted by the healthy image of the product. And it is this image which is likely to protect natural mineral waters such as Evian or Vittel from the impact of Dasani.

[...] In reference to the case study, Coca cola mislead their market during the launch of ?Dasani', therefore the correct meaning of the brand such as the source and information about the brand and product is important, if successful this would influence the breadth to increase. To aim to be a member of the ?consideration set' also known as evokes set is a preferable idea. The brand ?Cascade' needs to receive serious consideration of purchase and acknowledgement especially when Coca cola is penetrating in such a competitive industry Evoke set (consumers mind) Evian Volvic Cascade Coca Cola's objective. [...]

[...] - The budget It will be for six months because of the launching of the product. We want the product to be known by everybody, it is about a convenience good. Further, we want to target the general public. - Choice of the media: We want to use different Medias: o TV o Radio o Billboards o Magazines o Samples o Sponsorship in relation with ecology o Website o Shopping cart ads o In-store radio o Bonus packs - Duration and articulation of the actions: we have decided to do continuous actions. [...]

[...] In the aim of competing PepsiCo, Coca Cola decided to marketed Dasani in 1999. Thanks to the experience of Naya and created in order to respond of a real social need: take care about itself, Dasani met a great success in its domestic US market. So marketing managers decided to exported the brand in Europe In spite of a large advertising campaign in Great Britain, the brand had many problems. The first bad news happened in 1998 in Belgium where a number of people became sick from drinking contaminated Coke1. [...]

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