TY  - BOOK
AU  - Daniela Lopez
PY  - 2012
CY  - München, Germany
PB  - GRIN Verlag
SN  - 9783656121893
TI  - Brand Development of Coca-Cola Company (UK)
T2  - Exploring new branding opportunities for Coca-Cola Company (UK)
DO  - 10.3239/9783656121893
UR  - https://www.hausarbeiten.de/document/188296
N2  - ‘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).[...]  
KW  - Coca-Cola, UK, Branding
LA  - English
ER  -