y coca cola
1.1. Origin of the report:
This report is prepared with the respect to the course of Brand Management. We are assigned to prepare a term paper by our honorable course instructor Shobodh Deba Nath. Our task is to make an in-depth analysis on brand performance of Coca-Cola and complete a study that covers all-important factors of Brand Management.
2. Objective of the Report:
This report has been prepared considering a number of objectives. The objectives are:
• To apply our knowledge that we have gathered from ‘Brand Management’ course into the report
• To provide the overview of Coca-Cola.
• To measure the business value of Coca-Cola.
• To analyze and find out the performance of Coca-Cola.
• Brand promotional activities and relevance of them.
• To get knowledge and apply it into the real world.
The term paper is made on the basis of what people think about and the brand performance of Coca-Cola. For this we searched in the internet and several articles to get the actual information. This is focused on Brand performance, positioning, marketing mis of Coca-Cola and in depth analysis on the brand.
Secondary information was collected from books and the web site of Coca-Cola. Statistical techniques were used to analyze the collected information and this information was presented in the graphical form. Also several internet articles and the marketing knowledge of the group members are also applied.
Background of the Company
The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200...