consumer behaviour case coca cola
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Consumer Behavior
2012
COCA COLA STUDY (Q.4)
Group Members:Mohammad Mahdi Mesbahi
Masoud Moghadas
Mark Liew Han Loong
GM04701
GM04443
GM04130
What are the pros and cons of
borrowing versus creating
brand equity.
What is the
BRAND?
Custo
mer
What is the
BRAND?
Produc
t
What is the
BRAND?
Comp
any
What is the
BRAND?
Company
CustomerPr
oduc
t
Valu
e
Innov
ation
Market
ingBra
nd
BRAND is a sum of Product’s feelings, thoughts and visual memories of certain Company in the Consumer’s mind.
•Visual Identity•Personality•History or Story
•Relationship with people
BRAN
D
Brand Equity
Availability
Preference
Loyalty
AwarenessFamiliarity
Image & Personality
Association
Brand Equity
- Develop faster (Customers are familiar with brand)
- Increase loyalty- Consolidate the brand- Invest less (efficient branding)- Develop the depth of the brand
- Opportunity to switch the brand
- Develop the width of the brand
- Fail in new product not affect the whole brand
- Chance to treat the brand
- Customer meet a new brand- Develop faster (Consumer do not use Stereotype)
- Fail in previous product not affect the new brand
Cons
Borrowing
CreatingG
ood
Im
ag
eB
ad
Im
ag
e
Analyze Coke's attempt to
"revive" brand equity by
reintroducing thecontour bottle
around the
world.
Coca-Cola advertisings in188’s
In 1915 a prototype of
the first contour bottle
developed by Root Glass
Company, but never
made it to production.
In 1916 the problem was
solved by decreasing the
middle diameter. The bottle
become very popular among
collectors.
In 1957, the Coca-Cola
decided to eliminate the
traditional embossing of its
trademark on the bottle,
and replaced it with Coca-
Cola in white applied colour
labelling(ACL), in 1960 the
bottle was registered as
trademark, the second
package in history to be
trademarked.
In 1957, the Coca-Cola
decided to eliminate the
traditional embossing of its
trademark on the bottle,
and replaced it with Coca-
Cola in white applied colour
labelling(ACL), in 1960 the
bottle was registered as
trademark, the second
package in history to be
trademarked.
Variations of this bottle & embossed bottle until 1994
In 1994, Coca-Cola introduced
the 20 oz plastic contour
bottle, the bottle we know
today.
In 2007, the contour
aluminium can introduced
to the market by Coca-Cola.
In 2008, Coca-Cola
introduced a 2L
contour bottle to
selected market
The full coke line up in 2008
Today plastic coke
bottle
1960
1980
20001990
Coca-Cola advertising through the year
Thank You
