Coca-Cola is a leading brand that introduces aggressive marketing campaigns and sustains a strong market position creating value for its customers (www.cocacola). Marketing strategy for fighting against Coca-Cola will be based on a marketing mix (product, price, place, promotion). This strategy will help to create a strong brand image of the company and position a product on the market. “Making a name for itself” strategy can be seen as a good one proposing wider opportunities attracting new customers.
The new (existing) product will locate a brand in the customers’ minds over and against Coca-Cola in terms of product attributes and benefits that the brand offers. The conceptual foundation of positioning is that a set of products can be viewed as different collections of attributes, which can provide benefits to the buyer. The brand will promote its health-conscious image of the product (based on vitamins and minerals). The peculiarity of the product will be its unique packing and design used as a form of positioning. New product design will combine the features of tasteful design, luxury, and stylish lifestyle (Harris, 1998). Blue and yellow colors will help to distinguish the product from Coca-Cola. Pricing strategy will not be divorced from product considerations. The new product management will take the customer’s point of view and evaluates a product in terms of its quality and other characteristics relative to its price. Price differentiation will help to fight against Coca-Cola and create a core of loyal supporters. This enables further commercial opportunities for the brand owners and legitimizes the investment in website development and maintenance. In this respect, “connecting the brand site and the social aptitude of community participants potentially creates a new marketing tool” (Doyle, 2000, p. 56).
In terms of placement, the new product will seek a competitive advantage by pursuing the positioning of its brand in the mind of consumers as a healthy drink saturated with vitamins and minerals. It will build customer value by-product placement both a wider range of channels and more personalized treatment. Similar to other bottlers, the new marketing strategy will market a unique lifestyle based on health-conscious appeal and an active lifestyle. Product placement will be used as a response to the need to meet heightened customer expectations and face intensified market competition. The product placement emphasizes the use of information technology in managing customer relationships. An aggressive marketing strategy will create a specific image of youth and sports culture and create a sense of belonging. Product placement comprises a host of value-adding activities that provide time and place utilities for the customer (McDonald, Christopher 2003).
Customers integrate all their experiences of observing, using, or consuming a service with everything they hear and read about it. Information about the new product will come from a variety of sources and cues, including advertising publicity, sales personnel, and packaging. Special attention will be given to the PR campaign: press releases, conferences, and sponsorship. Brand equity can also be thought of as an asset representing the value created by the relationship between the brand and customers over time (Fill, 1999). Promotion will involve TV programs and press clubs, newsletters, press releases, online community. Press conferences will help to inform potential clients about recent developments and innovations, about the future directions and strategy of the company. Newsletters will inform all clients about recent changes and innovations applied by the company. This information will help to create an image as a unique brand. This can be an extremely effective strategy for defending market position and obtaining above-average financial returns; unique products often command a premium price. This marketing strategy will help to deliver customer value in a way that clearly distinguishes the product from the Coca-Cola brand.
Doyle, P. 2000, Value-based marketing, Wiley, Chichester.
Fill, C., 1999, Marketing Communication: Contexts, Contents, and Strategies 2 edn. Upper Saddle River, NJ: Prentice-Hall.
Harris, T. 1998, Value-Added Public Relations: The Secret Weapon of Integrated Marketing. McGraw-Hill.
McDonald M., Christopher M. 2003, Marketing: A Complete Guide. Palgrave Macmillan.