Coca-Cola
1. Positioning
Market Positioning implies to the image that you would like your brand to have in the eyes of a consumer, in relation to all your competition and to determine the segments to target in the market (Belch & Belch 2004, p51). Coca-Cola is well known for their carbonated soft drinks. They have achieved a great deal of success since it first began in 1886 and is now sold in stores, restaurants, vending machines, bars, etc. in more than 200 countries. The major competition that they face is Pepsi and also some small domestic competitors in different countries. The market for carbonated soft drinks has grown a lot and has come a long way. The print ad being analyzed is about the new campaign started by Coca-Cola called ‘Coke side of Life’. Coca-Cola has started this campaign after losing its market share to Pepsi by a margin for the first time since it started (Bhatnagar P. 2006). The new advertisement is meant to increase brand awareness among consumers and not only to......
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