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Working Title: The Relevance of Brand Packaging to Coca Cola’s Marketing Strategy………………….. 1: Introduction/ Justification The concept of branding and packaging are considered as the most significant constructs in the field of marketing. The term "branding" pertains to the description of the product's name and design. It serves as the factor that adds distinction to other products in the market, which differentiates it among competition (Vargo & Lusch, 2004). On the other hand, "packaging" is marketing instrument that is utilized to reflect the personality that the brand intends to project. In that regard, one can note that the packaging is used to appeal consumers, as a means to sell the product through the collaboration of fonts, colours, logo and descriptions (Kotler & Armstrong, 2007; de Chernatony, 2006). In the field of marketing, the goal is to sell the product through formulating various strategies. The most effective means of achieving sales is through optimizing the product's brand and packaging, as these are the facets of the product that the consumers see and identify with. It is then important to note that in advertisements and promotional materials, the brand and packaging must present a cohesive image (Cretu & Brodie, 2007; Dobele, Toleman, & Beverland, 2005). A successful marketing campaign can be determined when consumers are able to recognize the product because of its brand, and for being able to identify the packaging itself, which serves as an additional factor for them to make a purchase (Mizik & Jacobson, 2009). However, the context of brand packaging is not stagnant. Along with the changes in the marketing environment comprising the needs and desires of the consumer and trend modifications, brand packaging evolves with it. This poses a challenge to companies in modifying their packaging while being able to maintain their brand's identity (Vargo & Lusch, 2004). The present research is being conducted on the context of brand packaging on the bottling corporation, particularly the Coca Cola Company, in regards to the relevance of its products' packaging with its customers. The researcher then aims to identify the measures, strategies and frameworks exerted and utilized by Coca Cola in regard to the presentation of its line products' packaging, as well as the changes they have applied due to shifts in consumer demand and trends in society. In essence, the objective of this proposal is to identify the evolution of the Coca Cola Company’s packaging based on the strategies and techniques they have applied, in line with its relevance to its consumers. 2: Critical Literature Review/ Academic Foundation 2.1 Introduction At present, the market has been saturated with a lot of companies who sell their business through disseminating marketing messages. Due to the overpopulated expanse of the marketing sector, it has become a challenge for most companies to get their message through to their target market. Such a scenario is prevalent in the beverage industry, as known between the rivalry between Coca Cola and Pepsi Cola. To conquer such barriers, what most companies do is to build up on their branding strategies. The philosophy behind corporate branding aims to establish the name of the company, with a stature that is both divergent and trustworthy among existing and new stakeholders. It also assists in forming strong bonds or connections with the aforementioned groups, as well as to represent the benefits consumers can gain through exemplifying the value-bound structure within the organization (Brown, 2005). 2.2 Brand Identity Brand identity comprises of a crucial factor referred to as familiarity, mainly among the market, which are the consumers and stakeholders in general. It is familiarity in the form of
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The paper in question operates mainly based on two research questions which can be stated as follows: What were the factors which contributed in the shift of advertising campaigns of luxury brands from conventional modes to internet based marketing strategies? What are the different competitive strategies taken by the luxury marketers to position their product higher in the brand hierarchy while tending to advertise via the internet plane?
Corporate social responsibility is a method by which many organizations take responsibility for the impact of their activities on customers, communities, shareholders, employers etc. This practice of CSR is more debatable and critics argue that CSR distracts from the fundamental economic role of businesses.
Globalisation, as an economic policy, serves as an impetus for countries to reformulate their international trade policies. In this regard, China’s transformation of her foreign economic trade – from close door policy to open door policy – has established opportunities that have drastically changed the landscape of Chinese economic market, so much so, that the current economic growth of China is deemed as miraculous (Yao 2006).
Proposed Project Rationale 9 3. Research Design 11 3.1 Justification of Methodology 11 3.2 Method of data collection 12 3.3 Method of Analysis 13 4. Project plan 13 4.1 Ethical consideration 14 REFERENCES 14 APPENDIX 17 1. Literature Review Throughout the history there has been a marked difference in the change of the perception of the stakeholder regarding the role of branding for an organization.
As it is discussed earlier, the purpose of this study is to examine the impact of fast fashion on the buying behaviour of Chinese people and the decision making process considering the case study of Zara.
Lebara Mobile provides inexpensive international communication service and customised SIM (subscriber identification module) cards according to the needs of customers throughout the world. Its operations are situated in France, Australia, Switzerland, Netherlands, Germany, Spain, Denmark and the UK.
ut UK Retail Banking 4.2 Roles and Impact of the Financial Services Authority (FSA) 4.3 Results of 2010 UK Retail Banking Satisfaction Survey 4.4 Results of 2010 UK and Europe Retail Banking Market Survey 4.5 Results of Web Survey of 1,000 Bank Customers 4.6 Results of Telephone Survey of Barclay Life Customers in the Past 4.7 Results of an Industry Study of Internal Marketing of UK Retail Banks Chapter 5 - Conclusions Chapter 6 - Recommendations 6.1 Limitations of Recommendations 6.2 Room for Further Research References Appendix Abstract This project unveils the global economic situation as well as the UK economic conditions behind the UK Retail Banking industry problems with customer satisf
The international brand, Nike, has been very active locally as well as globally in providing job opportunities to various vendors and suppliers. However, at the same time, the company has come across severe criticism for its poor labor practices. Nike has been criticized for producing highly expensive products by giving very low wages and poor working conditions to its workers.
Consumer preferences and needs keep changing. While studies have been conducted on the impact of promotion strategy on consumer purchase or regular products and services, online gaming is a new concept and its marketing is still in the nascent stage. Therefore, this study was based on evaluating the impact of promotion strategy on consumer purchase in the online gaming industry.