Brands & Branding and Private Labels Case Study

Coca-Cola's Multi-branding Strategy: Is it the Right Move?

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Abstract:
The changing attitudes of consumers towards healthier lifestyles and the subsequent decline in the CSD consumption during the 1990s led the soft drinks manufacturers to push non-carbonated beverages too. Not to be left behind, over a century old beverage maker Coca-Cola Inc., having the world's most ubiquitous brand - 'Coca-Cola' - began to concentrate on the non-carbonated beverages segment since the end of 1990s. It began offering a diversified range of products like coffee, tea, health drinks, sport drinks, juices, bottled water etc., under various brand names. Even though Coca-Cola has a strong brand name, it has not extended the 'Coca-Cola' brand to its non-carbonated beverages and is promoting these beverages under different brand names. This case facilitates discussion on whether it is the right move for Coca-Cola to adopt a multi-branding strategy while holding one of the world's strongest brands.

Pedagogical Objectives:

• To analyse Coke's continuous brand building efforts in the carbonated beverages segment
• To analyse the challenges faced by Coke in the carbonated beverages segment
• To discuss Coke's product diversification strategy
• To discuss the rationale behind Coke's multi-branding strategy and analyse its probable pros and cons.

Keywords : Coca-Cola/ Coke, Beverage Industry, Largest beverage maker, Carbonated, non-carbonated beverages, Advertising campaigns of Coke, Coke's product diversification strategy , Brand Value, global brands, Bottling, Innovative marketing campaigns, Coke's Social Initiatives, Challenges faced by Coke, Brands and Branding Case Study, Critical success factors of CSD, Umbrella Branding, Value Chain of Coke