‘Uva’ is the name given to the Coca-Cola Company’s latest venture within the carbonates market; targeting consumers from late forties upwards, the chilled sparkling juice drink is addressing a gap in the market as seen in Figure 1.0 (Fig. 1.0 is available in the download version). Using no additives or sweeteners, the product is to be perceived as a healthy, sparkling beverage.
The Latin name for ‘grape’ (McKeown, 2010:386) was chosen as the brand name for this product as it has connotations of simplicity and elegance.
Satisfying the need state of ‘thirst’ (Franzen and Moriarty, 2009:202), ‘Uva’ will differentiate itself from competitors by targeting older consumers. The main competitor within the premium adult’s soft drink market is Shloer, with a 29% market share of premium soft drinks (Mintel, 2010). However, Shloer actively targets a consumers within the age range of 16 to 34 years, with emphasis on ‘mums-to-be’ as seen on the Shloer website (Shloer, 2011).[...]
Table of Contents
1.0 Introduction
1.1 Sophisticated Sparkling Juice Drink
1.2 Target Market
1.3 Market Trends
2.0 Justification
2.1 Size of Chosen Market
2.2 Competitive Analysis
2.3 Feasibility
2.4 Activity in Other Countries
3.0 Brand Analysis
3.1 Psychographics of Baby Boomers
3.2 Brand Personality
3.3 Brand Identity
3.4 Brand Architecture
3.5 Brand Positioning
4.0 Logistics
4.1 Pricing
4.2 Placement
4.3 Promotion
4.4 International Dimension
Objectives and Themes
The primary objective of this work is to develop a branding strategy for "Uva," a new premium sparkling juice drink from the Coca-Cola Company (UK), specifically targeting the affluent baby boomer demographic. The study investigates how to address a identified market gap for high-quality, alcohol-free, and health-conscious beverages for older consumers.
- Strategic development of a premium brand identity for an older target audience.
- Analysis of psychographics and market demographics of the baby boomer generation.
- Implementation of brand personality models to create consumer relevance.
- Assessment of competitive landscapes within the premium carbonates market.
- Evaluation of logistical strategies, including premium pricing and targeted retail placement.
Excerpt from the Book
1.1 Sophisticated Sparkling Juice Drink
‘Uva’ is the name given to the Coca-Cola Company’s latest venture within the carbonates market; targeting consumers from late forties upwards, the chilled sparkling juice drink is addressing a gap in the market as seen in Figure 1.0. Using no additives or sweeteners, the product is to be perceived as a healthy, sparkling beverage.
The Latin name for ‘grape’ (McKeown, 2010:386) was chosen as the brand name for this product as it has connotations of simplicity and elegance.
Satisfying the need state of ‘thirst’ (Franzen and Moriarty, 2009:202), ‘Uva’ will differentiate itself from competitors by targeting older consumers. The main competitor within the premium adult’s soft drink market is Shloer, with a 29% market share of premium soft drinks (Mintel, 2010). However, Shloer actively targets a consumers within the age range of 16 to 34 years, with emphasis on ‘mums-to-be’ as seen on the Shloer website (Shloer, 2011).
Summary of Chapters
1.0 Introduction: Introduces "Uva" as a new premium sparkling juice drink designed to fill a market gap for older, health-conscious consumers.
2.0 Justification: Provides the market rationale for targeting baby boomers, citing their wealth, size, and the lack of existing premium non-alcoholic options for this demographic.
3.0 Brand Analysis: Details the brand's personality, identity, and positioning, utilizing models such as Aaker’s dimensions and Kapferer’s prism to align the product with the target group's values.
4.0 Logistics: Outlines the tactical implementation of the strategy, covering pricing, placement in high-end retail, promotional techniques, and potential international expansion.
Keywords
Uva, Coca-Cola, Brand Development, Baby Boomers, Premium Soft Drinks, Market Positioning, Consumer Psychographics, Brand Identity, Brand Personality, Shareability, Logistics, Market Segmentation, Carbonates, Retail Strategy, Health-conscious.
Frequently Asked Questions
What is the core focus of this publication?
This work explores the conceptual development and strategic market positioning of "Uva," a premium sparkling beverage created by the Coca-Cola Company (UK) specifically for older consumers.
Which demographic does the brand target?
The primary target market consists of the baby boomer generation, specifically those aged 45 and older, who possess significant disposable income and an interest in quality, health-conscious goods.
What is the main objective of the branding strategy?
The goal is to differentiate "Uva" from competitors by positioning it as a sophisticated, elegant, and healthy alternative to existing mainstream or youth-oriented adult soft drinks.
Which theoretical frameworks are applied?
The author employs established marketing models, including Jennifer Aaker’s "5 Dimensions of Brand Personality" and Jean-Noël Kapferer’s "Brand Identity Prism," to create a comprehensive brand image.
How is the brand architecture defined?
Within the Coca-Cola portfolio, "Uva" is classified as a "prestige" brand, intentionally kept distinct from the core Coca-Cola identity to appeal to the specific tastes of an up-market consumer base.
What role does logistics play in the brand launch?
The document details a strategic logistical plan focusing on premium pricing to signal quality and targeted distribution within retailers like Waitrose to reach the desired socio-economic groups.
Why are Middle Eastern countries highlighted?
The analysis suggests that the product's non-alcoholic nature and the high social value of "shareability" make countries like Saudi Arabia and the UAE ideal markets for further expansion.
How does the author evaluate competitors?
Competitors like Shloer and Schweppes are analyzed based on their market share and target demographics, ultimately concluding that "Uva" occupies a unique space by catering to an older, more affluent segment.
- Citar trabajo
- Daniela Lopez (Autor), 2011, Brand Development of Coca-Cola Company (UK), Múnich, GRIN Verlag, https://www.grin.com/document/188296
