Marketing Analysis Coca Cola - 1294 Words

Coca-Cola Statement Over a century of sweet tasting beverages with family and friends. The positioning statement of Coca-Cola needs to project the image in the minds of their existing consumers, as well as potential new consumers, the history of Coca-Cola being a competing global brand in the beverage industry and the association of the brand with fun times such as social events, parties, family activities, etc. According to Kotler and Keller (2016), positioning is the act of designing a company s offering and image to occupy a distinctive place in the minds of the target market. There are factors that must be taken into account to produce an effective positioning statement that will attract the attention of the targeted market†¦show more content†¦It s one of the most fundamental pillars of marketing. Association also plays a very critical role in the creation of a positioning statement: the statement must associate with the needs of consumers in the present, and at the sam e time show the potential of growth in meeting the wants or needs of consumers that will arise in the future. A good positioning has one foot in the present and one in the future. It needs to be somewhat aspirational so the brand has room to grow and improve (Kotler Keller, 2016). As mentioned previously, the ability to associate the qualities of the brand with the cultural dimensions of the targeted market, itself, leads to a successful endeavor of positioning the brand in the minds of the global consumers. Therefore, the statement must adhere to these cultural dimensions in order to establish relationships between the offerings of the brand and the solutions the targeted consumer market is seeking , in order to increase the attractiveness of the brand. The brand statement must market to the culture of their target in order to attract the segment. In order for Coca-Cola to achieve a dominant global brand positioning, the first step is to have the statement appeal to or associate i tself with the cultural dimensions of the local, foreign and global markets. According to Alden, Steenkamp and Batra