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BUS FP3030 McAndrewVanessa Assessment3 Attempt1

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Running head: COKE PRODUCT ANALYSIS 1
Coke Product Analysis
Vanessa McAndrew
Capella University

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COKE PRODUCT ANALYSIS 2
Coke Product Analysis
The Coke drink is a product of Coca-Cola Company. The company produces other
products including Fanta, Sprite, Coke Zero, Coke diet and others. Positioning describes where
the product stands in comparison to other companies providing similar products or services in the
industry as well as the mind of the clients. There are several factors involved branding; they
include price, promotion, distribution, packaging, and competition (Kermally, 2004). This essay
will analyze the Coke product strategies, product positioning, and branding.
Coke product positioning strategies
Coca-Cola has for many years positioned itself in the world beverage market. The brand
comprehends the principle of thinking global and acting locally. It keeps the same key product
(Coke), but it adapts its offer to the needs of the locals. They utilize strategic positioning to have
the same image in the whole world. It uses flexible distribution and sales models which have
helped it become a market leader in the soft drink market. Coke has positioned itself as a crucial,
integral part of consumer’s everyday lives. It has succeeded in creating intimacy with its clients
by evoking experiences and memories with the product and their special selling proposition
“share a coke.” It invites people to share the coke experience (Melkman, 2006).
In general, this strategy gives coke a competitive edge in the market. The coke product is
associated with happiness by its clients. This is a plus for them. Other strengths Coke has as a
result of this positioning strategies are its brand image, its market share, and customer loyalty.
Despite all these strengths, the strategies still have a weakness; its positioning strategies are
failing to compete with competing products like Pepsi. Coke market share is shrinking while
Pepsi market share is increasing (Melkman, 2006).

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Running head: COKE PRODUCT ANALYSIS Coke Product Analysis Vanessa McAndrew Capella University 1 COKE PRODUCT ANALYSIS 2 Coke Product Analysis The Coke drink is a product of Coca-Cola Company. The company produces other products including Fanta, Sprite, Coke Zero, Coke diet and others. Positioning describes where the product stands in comparison to other companies providing similar products or services in the industry as well as the mind of the clients. There are several factors involved branding; they include price, promotion, distribution, packaging, and competition (Kermally, 2004). This essay will analyze the Coke product strategies, product positioning, and branding. Coke product positioning strategies Coca-Cola has for many years positioned itself in the world beverage market. The brand comprehends the principle of thinking global and acting locally. It keeps the same key product (Coke), but it adapts its offer to the needs of the locals. They utilize strategic positioning to have the same image in the whole world. It uses flexible distribution and sales models which have helped it become a market leader in the soft drink market. Coke has positioned itself as a crucial, integral part of consumer’s everyday lives. It has succeeded in creating intimacy with its clients by evoking experiences and memories with the product and their special selling proposition “share a coke.” It invites people to share the coke experience (Melkman, 2006). In general, this strateg ...
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