Question

For a brand to succeed, it takes much more than just delivering a good product or service, having a strategy for approaching the audience is essential, and drawing the attention of the right audience involves a number of brand elements, such as the visual, emotional, rational, and cultural image that will be associated with it.

Brand positioning in the media also shows the importance of segmentation. The strategy helps the brand to define appropriate products for a specific group of customers, and adapts the marketing of the company when developing new products.

Similarly, a mix of mass marketing strategies as well as targeted marketing for certain products is used in order to boost sales in the competitive market. The drink is popular all over the world and enjoyed by people of all age groups, while Coca-Cola Diet, for example, is made for a niche of people who have a greater concern with healthy habits.

The company uses a competitive positioning strategy to be always ahead of its competitors in terms of operations, cost control, brand portfolio, marketing and customer relationship. The great secret of the company has always been to associate its brand with happiness, positivity and good moments between family and friends with its products, and this is how they were able to createa brand awareness among consumers.

Coca-Cola, with its branding strategy in Brazil, was able to relate the act of taking its soda in a happy moment. He also used his name tag to personalize. The company is widely consumed throughout the country, always focused on consumer yearnings and committed to permanent renewal, Coca-Cola started a diversification process in Brazil, launching non-carbonated beverages such as mineral water (Bonaqua), tea ice cream (Nestea), fruit juice (Kapo) and energy (Burn).

Answer 1

From the passage above, it can be clearly understood that, for any brand to syccees there must be a strong segmentation, targetting and positioning. The marketers need to understand the emotional, psychological and economic factors to be considered while positioning their brand through promotional activities and advertising strategies. It depends on the type of product and it's ingredients to define and segment the group of customers and to identify which product need mass marketing and which needs niche or specified target marketing.

So does the coca cola brand, they offer their product applying mass media, and they target health conscious people through diet drinks as a niche marketing. They use unique strategy to stay ahead of the competition by having proper use and effective management in terms of controlling costs, operations, etc. They understand that people will be attracted to the products when it is linked with the happiness moments and good family times, while advertising or making the Product stand out of other brands.

The company uses these strategies in Brazil also and is successful in maintaining its brand. And also diversified it's market catering to the needs of customers such as non carbonated beverages, mineral water, fruit juice and energy drinks.

But, the company is questioned on its social responsibilities and ethical aspects. As its drinks are perceived as harmful it does target children, youth and there are complaints against the company for not using clean water.