Our consulting team was called by The Coca Cola Company to find a solution face to the Dasani brand situation. Our objective is to analyze and evaluate the opportunity of Coca Cola re-launching Dasani brand into the UK market in the autumn 2008. Problematic: Following which strategy and across which means the Dasani brand could be re-launched in UK? Should we create an alternative product or rename the actual product modifying the communication and the composition of the product? We will try in this part to understand the brand, the sources of the product and why it has been launched. The worldwide market of bottled water embodies an annual volume of 89 billion litres, that is to say rising estimated at 22 billion dollars. It is interesting to analyze the bottled water consumption in the world in 1999 (please see appendices 1). We can say that Occidental Europe is the leader with 46%, North America follow with 20% and after that Pacific with 11%. Let's see now the consumption in the UK (please see appendices 2). British consumers are now drinking more bottled water than ever before, attracted by the healthy image of the product. And it is this image which is likely to protect natural mineral waters such as Evian or Vittel from the impact of Dasani.
[...] In reference to the case study, Coca cola mislead their market during the launch of ‘Dasani', therefore the correct meaning of the brand such as the source and information about the brand and product is important, if successful this would influence the breadth to increase. To aim to be a member of the ‘consideration set' also known as evokes set is a preferable idea. The brand ‘Cascade' needs to receive serious consideration of purchase and acknowledgement especially when Coca cola is penetrating in such a competitive industry Evoke set (consumers mind) Evian Volvic Cascade Coca Cola's objective. [...]
[...] - The budget It will be for six months because of the launching of the product. We want the product to be known by everybody, it is about a convenience good. Further, we want to target the general public. - Choice of the media: We want to use different Medias: o TV o Radio o Billboards o Magazines o Samples o Sponsorship in relation with ecology o Website o Shopping cart ads o In-store radio o Bonus packs - Duration and articulation of the actions: we have decided to do continuous actions. [...]
[...] A tint of blue at the top of the bottle, which presents it to be more unique than the other bottles, for example Evian as mountains and packaging on the bottle, where as this bottle has more colour. The use of blue notions purity, freshness and it has a strong association with water and the logo has circle representing mountains and the waves of the source which is located in Scotland. The Small bottles are designed the same, but they come in different colours, which creates a unique effect as most bottles are very simple and clear. [...]
[...] Cascade want their customer to buy their product, they want to repeat trade and in order to maintain this they should make sure they become a favourable product, it would be successful if they gradually inhabit the same level of position of other bottled water such as Volvic, Evian, Spa etc. Also considering the fact that the decision making of choosing bottled water is smaller than making a decision of what soup to buy. Brand consideration In terms of building brand equity, brand consideration is very important. [...]
[...] - Shopping carts ads: there will be the same of the billboards ones so that the message will be coherent. It is a good advertising media because studies have shown that consumers in many product categories make the bulk of their final brand decisions are made in the store. - Bonus packs : for two bottles of Cascade bought, one limited edition sample of 20cl is offered. We can see in the table the strengths and the weaknesses of the Medias we use. [...]
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