It’s simple! Our new “one brand” strategy

Over the years consumer taste, preference and lifestyles have changed, and with that so has Coca‑Cola. We’ve innovated to include a range of lower and no sugar and calorie alternatives, each with their own identity. But recent research has showed that not everyone understands the options available to them, and the benefits of each drink, which is why we’re introducing a new “one brand” strategy to help make choice easier and simpler.
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From May in Great Britain our four colas will be marketed under one brand – Coca‑Cola – allowing Diet Coke, Coca‑Cola Zero and Coca‑Cola Life to benefit from its widespread appeal. We’ll be promoting the different characteristics of each variant, and giving black, silver and green greater presence in Coca‑Cola advertising. The strategy will also play an important part in our goal to achieve, by 2020, more than 50% of Coca‑Cola sales from lower or no calorie colas in Great Britain.

Did you know? Five out of ten people don’t know that Coca-Cola Zero is a no sugar, no calorie drink.

“With our new ‘one brand’ approach, we are uniting four distinct brands under the umbrella of Coca‑Cola. We believe our no and lower sugar variants will benefit from this closer association with Coca‑Cola and that featuring all variants in our advertising will make clear to more consumers the full choice we offer them.” Jon Woods, General Manager of Coca‑Cola Great Britain & Ireland

6 changes we’re making:
• Coca‑Cola advertising will show our full range of colas
• Coca‑Cola TV ads will feature all four variants in the final frame
Our packaging will clearly highlight the benefits of each variant
• The branding on every Coca‑Cola can and bottle will be in the same style, with different colours to distinguish each variant
• In 2015, we’re doubling our marketing spend for our lower and no sugar and calorie colas
• It’s the first time our sponsorship of a major international sporting event – Rugby World Cup 2015 – will promote all four variants, and champion Coca‑Cola with zero calories

See how we’ve delivered on our commitments to provide more choice and information about our drinks.

Our instantly recognisable Spencerian script will be used across all 330ml Coca‑Cola cans, which will also feature the UK Government’s front-of-pack labelling scheme, combining nutrient amounts and percentage Reference Intakes with colour-coding. Which pack will you choose?

Source : http://www.coca-cola.co.uk/stories/health/choice-and-information/coca-cola-one-brand-marketing-strategy/

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15 thoughts on “It’s simple! Our new “one brand” strategy

  1. Coke has strong brand equity, so they can use brand equity to develop the products diversity which is a good brand strategy. Coke marketing will place much greater emphasis in future on making clear the product benefits of the lower calorie options. “There won’t be any of the brand wrapping and positioning – Coke talking about the product differentiation so that people can understand the choice they’re offering.”

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    • Exactly, they have maintained a strong brand image. Using that strategy they are diversifying their product to existing customers. Well, a company can think of expanding its business by applying SWOT analysis. Porter’s theories play a crucial role in applying marketing strategies.

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  2. I May choose all.
    Since its beginnings, Coca-Cola has fabricated its business utilizing a widespread methodology in light of three immortal standards:

    ADEQUACY – through compelling promoting, guaranteeing Coca-Cola brands are a vital part of purchasers’ day by day lives, making Coca-Cola the favored refreshment all over

    MODERATENESS – Coca-Cola ensures it offers the best cost as far as quality for cash

    ACCESSIBILITY – verifying that Coca-Cola brands are accessible anyplace individuals need refreshment, a pervasive entrance of the commercial center.

    Coca-Cola has made a far reaching and very much sorted out worldwide appropriation system ensuring the omnipresence of its items.

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  3. Great post- Very interesting

    I agree that for Coke an umbrella approach seems the best option, it also seems unlikely that any one of the variants could damage the entire brand. Ultimately the only difference is the type of sweetener used in the product. I wonder if they will ever phase out diet coke, which ultimately is just “old formula” coke zero (albeit one with a massive following)

    I’ve only just noticed the “Life” variant of coke around that place, they are clearly trying to leverage the brand name and compete with “Pepsi Next” which came out a few years ago. It will be interesting to see how they go, I have never seen the “reduced sugar” drinks as being appealing, I’d rather just go one way or the other! Evidently the segment is large enough to have supported Pepsi Next for the last few years and inspired the creation of Coke Life.

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  4. Its difficult to predict how this umbrella approach would work for them. Being a huge company that they are, they are in a position to try it and if not able to attain their sales target of each of its variant can , bring out an additional media campaign featuring each variant separately, emphasizing its uniqueness.
    At times such approach confuses the consumer which is already comfortable with the older version and thus they tend to fall back to that, as happened with “Lays” (pepsico product) in India when they brought out additional flavours, after the basic three flavours were a success, all it did was confused the consumer and ultimately the older flavours were the ones with maximum market share.

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  5. I am not sure what I think of Coca Cola’s new one brand strategy. The claim that 5% of their customers don’t know in detail about the individual product attributes is not a persuasive argument for me. Because this is return means that 95% (!) know about the attributes!! This sounds to be a huge percentage to me!
    When I look at the product offer and the introduction of the new Coca Cola Green, I much more wonder if Coca Cola is maybe oversegmenting their customers? What customer could you think of who is not already serviced by Coca Cola, Light (women) and Zero (men)? I drink all three soft drinks, but I personally see no reason why I should try Green… It will be interesting to see how the product develops and if it stays in the market!

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  6. I agree with Katdeakin. Do 95% of people know the attributes of Coca Cola? because I’m one of the 5%. I was in the supermarket the other day and saw the green packaging, i wasn’t sure what it was, my husband explained it is low calorie drink. My first reaction was ‘I’m not going to try that’. I think Coca Cola zero and diet coke cover that area. Plus diet soft drinks are usually unhealthier than normal coke. are people becoming more educated with their choices? is this why there is a over segment in the Coca Cola market?

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  7. From my opinion, the Green package strategy is just for one time consumption. I personally don’t care about how much sugar and calorie they put it in each kinds of Coke, I just want the good taste. After they introduce the new “life coke”, I just bought once in the supermarket because the green colour looks different with others, it is only the colour makes me to buy it. After that I back to the normal coke since I like the taste.

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  8. When Coca-Cola introduced the new green “Life” I was initially confused as to where this product fitted into their other three, but perhaps there is a need somewhere in some market segment where a low sugar version does appeal. The one segment I can think of where a low sugar version would benefit are those people who cannot drink the artificially sweetened versions because of a genetic condition called PKU. They may well wish to have a lower calorie version of a soft drink available.

    As to the branding – to me it makes perfectly good sense to bring it all together under the same branding. It would seem to strengthen the overall brand of Coca-Cola as “the” brand and gives the brand a louder voice in amongst all the various soft drink types. Coca-Cola has experimented over the years to provide different alternatives – Coke with Lemon, Coke with Lime, Vanilla Coke – all enjoyed their time in the sun but now seem to have faded off the scene. Perhaps the same will happen with the Green Coca-Cola Life – but in the mean time they are giving the brand of Coca-Cola a bit of a refresh. Isn’t that how marketing works to maintain a brand as a market leader?

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  9. I really like this branding strategy by Coca Cola even though I already had it in my head that they were operating under the one brand. I must admit, as an individual, I wouldn’t know the difference between each of the products, however, I am not a regular consumer of the Coke brand either. It is hard to know how this approach will work long term, but as a brand, I believe, they have done a smart thing by bringing all the products in line with each other.

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  10. Nice article. Also attracted because I am a bit of coca-cola addict. So from a customers perspective – While I do like the perspective of natural sweeteners, the colour green is off-putting….

    Also as a customer and being such a heavy drinker, I have tried many times to quit but when I couldn’t, I tried to move from regular to diet. I did this around the time Coke Zero was introduced. Their target market for ‘zero’ were men, men who were calorie conscious but did not want to be seen drinking a ‘diet’ drink.

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  11. Coco Cola have used an Umbrella approach for their branding strategy by expanding their brand name.
    But it was successful until they introduced Coke zero but later the products in the same line were faded off i think this might be the same with coke green as well.

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  12. If I first saw these different cola, I will try each of the different flavors of Coke.Undoubtedly, it is their colors and packaging to attract me. But when I tried it, I still like the original that taste more than just one person, I think to get people the most impressive is the original cola flavor.

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  13. This marketing strategy of Coca Coca Company has not amused me particularly. I feel that due to its on going marketing and introducing new products have confused people. I work in a supermarket and I have noticed that people are getting more confused these days with this more options to select in the same brand. I agree that it has its own benefits such as people can select a drink according to their preferences but still I don’t feel it in the right way.
    Especially when they have almost the same taste in all the products eg. Coke Life, Coke Zero and Diet Coke. In my opnion only two categories are enough eg. Original Coke and Diet Coke. If they want to introduce new products then may be the change of taste can be a good reason eg. Coke Vanila.

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  14. A great blog! Coca-cola has such a large consumer base and these variations in thier drinks cater to people of all tastes. The health conscious may choose less sugary versions of the beverage while they still get to enjoy the great taste of coke. Other flavours such as the cherry and vanilla may be chosen by those that prefer a more sweeter alternative. At the same time though, some may hold the view that all these new flavours confuse consumers. in my opinion, however, it is important for such a large company to keep evolving and improving its products so as to keep customers happy and engaged by giving them new products to try and enjoy.

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