Tuesday, March 26, 2019
Case Studies » Featured Case Studies » Case Studies » Coca-Cola: Water, water everywhere... - Introducing the brands

Coca-Cola: Water, water everywhere... - Introducing the brands

Introducing the brands

What do we think of when we hear or see Coca-Cola, Microsoft, Google, Toyota and Disney? Well they are all instantly recognisable as some of the top brands in the world. However these worldwide brands didn't earn their reputation for quality and innovation by accident.

One of the key objectives of marketing is that of brand positioning. Organisations strive to ensure that their brand is seen as representing core values that match those of its demographics. According to Coca-Cola's market research, Mount Franklin water has a 99 percent brand awareness and 43 percent of females aged 25-39 say that Mount Franklin is their favourite brand.

There is a general feeling within the community and especially by younger females (the target demographic for bottled water) that drinking water is a positive act both for oneself and for the community at large. Coca-Cola Amatil's ongoing marketing of Mount Franklin has established brand value associated with this positive behaviour. Drinking water is a cleansing and purifying act that results in positive consequences. The purchase and consumption of Mount Franklin water promotes a sense of wellbeing. This association demonstrates how the positioning of a product, in this case Mount Franklin as Australia's number one choice for bottled water, represents the values of its consumers. In order to continue to grow the brand Coca-Cola Amatil will strive to "…build an emotional connection with our consumers, giving them a compelling reason to chooseMount Franklin above all else."

To this end Mount Franklin has established the Drink Positive, Think Positive, campaign. It's only natural that Mount Franklin has enhanced this connection through its community partnerships with the National Breast Cancer Foundation. As part of its three-year partnership, Mount Franklin bottles throughout October are redesigned to reflect the Pink Ribbon Campaign, point-of-sale material is changed to promote the campaign and an extensive print, TV, cinema and online advertising campaign is run. Mount Franklin's Drink Positive, Think Positive campaign features the Mount Franklin online well at www.wellofpositivity.comwww.wellofpositivity.com. Each positive message left by consumers at the online well represents a monetary amount to be donated by Coca-Cola Amatil to the National Breast Cancer Foundation.

This innovative example demonstrates how a marketing program extends well beyond simple advertising to include community partnerships, packaging, distribution and multi-modal communication to build brand value in its core demographic. Partnerships based on social investment such as these create a win-win situation. CCA committed $250,000 of donations in 2007 alone. CCA believe that their actions will build loyalty to the Mount Franklin brand well beyond the campaign period. A similar campaign and partnership has also been forged with Landcare Australia.

 

(Page 4 of 7)
Associated with:
Learning Area(s):
  • Business Environment | Mission and Objectives
  • Ethics and Social Responsibility | Risk Management
  • Ethics and Social Responsibility | Socially responsible programs and approaches
  • Global Business | Ethical global management
  • Global Business | Types of global business/expansion
  • Marketing | Ethical/legal marketing decisions
  • Marketing | Market research methods/analysis
  • Marketing | Marketing analysis and segmentation
  • Marketing | Marketing evaluation including use of KPIs
  • Marketing | Promotion strategies and their application
From: Edition 4

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