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Working Title: Brand packaging: How relevant is it to the customer - Dissertation Example

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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. …
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Working Title: Brand packaging: How relevant is it to the customer

Download file to see previous pages... 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 ...Download file to see next pagesRead More
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