Coke, Happiness





Brand Positioning
(Entertainment, Fun, Happiness)
Price: Affordable
Product: Mainstream, Popular Appeal
Place: Vending Machines, Cafes, Restaurants
Promotion: traditional promo methods, online presence, and product placement in many movies, TV shows, etc.

Threats
Substitutes: DIRECT: Pepsi and Store Name brands i.e. Selection, etc. INDIRECT: other sodas or beverages.
French version of Coke: Breizh Cola

External Influences: health and obesity concerns, the brand represents the liberalism

Brand equity secured and increased in the face of threats: CSR

Open Happiness


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