Written assignments - Assignment Example

Marketing Coca Cola is a universal brand that commands a greater percentage of brand loyalty among people who prefer soft drink worldwide. The brand offers a variety of tastes of soft drinks that enables a wider customer base loyalty. It carries out frequent brand promotional campaigns through the media coupled with colorful road shows that makes it outstanding among its competitors.Its use offers the exact satisfaction that one would expect from soft drinks. It gives a variety of tastes from which a consumer can chose.

The company employs branding concepts that enables it to be relevant its consumers together with affordability as well as proper market penetration. One of the major marketing concepts of a brand is communication; properly communicated brand enhances the establishment of brand’s position, shields the brand from competition, and promotes the brands market performance.The brand has products that are driven from the consumer needs and are managed through the three basic stages including; introduction, elaboration and fortification.

As such through this approach, it has been possible for the management to obtain a means of product-market introduction, elaboration and fortification. This has been done over a long period of time hence enabling the brand to be leading provider of soft drinks worldwide.The brand has employed the concept of functional needs thereby enabling it to solve consumer problems. This concept enables the brand to solve the consumers’ externally generated problems such as thirst. It also employs the symbolic concept that enables one to feel associated to a certain class or group of people.

To some extent the brand also employs a mixture of symbolic, functional, and experimental concepts hence it brings a universal benefit to the consumers.Despite of its multiple concepts, it has been able to put forth a strong image and a strong brand management mechanism that has enabled it to stay ahead of all of its competitors. The concepts selected for this brand has made it possible for it guide its market positioning decisions. The concepts employed have provided a basis for the determination of its market boundaries and expansions (Peter 9).

The way in which the brand concept and its image is being managed over a long period of the life of the brand has created trust on the brand among the consumers. Throughout the three management strategies which include; introduction, elaboration, and fortification, ‘positioning strategy as a marketing concept has enabled consumers to understand image. The brands whose concepts are based on consumer needs offer the best solution to the needs of the consumers and attracts a wider customer loyalty (Peter 8).

Coca cola brand still remains the best soft drink brand with the biggest customer base and loyalty worldwide than majority of the multinationals. This achievement is owed to the fact that it has been able to satisfactorily comprehend the consumer needs and provide that need in a precise manner. This has led to the consumer’s satisfaction and increased trust of the brand as one that is associated with quality and customer satisfaction in totally. The brand has continued to grow worldwide and is increasing its consumer base day after day.

Work CitedPeter, Dickson R. "Person-Situation: Segmentation’s Missing Link." Journal of Marketing 43 (2002): 8-9.