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Essay / Research Paper Abstract
An 8 page paper that provides a brief background on Coca-Cola and its products and discusses positioning, target market, packaging and its objectives, a discussion of a recent advertisement, and recommendations. Bibliography lists 10 sources.
Page Count:
8 pages (~225 words per page)
File: ME12_PG691686.doc
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Unformatted sample text from the term paper:
Its other brands include Minute Maid, Dasani water, Powerade, different brands of bottled and canned teas and coffees, the "Simply" fruit juice brand, and a variety of other beverages (Coca-Cola,
2011c; Hoovers, 2011). The company licenses or makes more than 3,000 different beverages (Hoovers, 2011). The Coca-Cola syrup was invented by Dr. John S. Pemberton, a pharmacist in Atlanta,
Georgia, as a medicine. At the time of its creation, it did include small quantities of cocaine but that ingredient was subsequently removed from the formula. Coca-Cola is sold in
more than 200 countries. It logo is one of the most recognized in the world. The Coca-Cola logo is the large, script of its name, Coca-Cola in red. The color
of the script is reversed to white when the brand appears on a red box or package. The typeface used is Spencerian script. The logo was first designed in 1885
by Pembertons partner Frank Mason Robinson (logo blog, 2011). The Coca-Cola company owns the syrups, which they sell to bottlers across the world. The bottlers make the beverages and
distribute them to retailers and wholesalers. Positioning A companys brand personality reflects its positioning. The brands true positioning can be discovered by asking consumers to describe that brand. Coca-Cola has
positioned itself a part of the consumers daily life. This is expressed in the companys which incorporates three components: "to refresh the world, to inspire moments of optimism and happiness,
to create value and make a difference" (Coca-Cola, 2011b). Another clue to this companys positioning is found in its statement to "be the brand: inspire creativity, passion, optimism and fun"
(Coca-Cola, 2011b). The companys efforts to achieve brand recognition and brand loyalty have been evident throughout its history. For instance, during the Second World War, the CEO mandated that every
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