Coca Cola Brand Value Proposition

1. Choosing a Broad Postioning.

Following the Value Discipline of Treacy and Wiersema, Coca Cola try to
be the best as a product leader. Their main goal is that every family
has a bottle of coke on their lunch table. Also operationally excellent is
the second objective.
2. Choosing a Specific Positioning.
Based on several source we can analyze the specific positioning:
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Attribute positioning: Tasted, unique, sweet, refresh

Benefit positioning. Coca Cola promise happiness.
Competitor positioning. Its a leader in the worldwide market.
Category position. Coca Cola is the cola of the world.
That drives us that Coca Specific positioning can be defined as:
Best quality and unique taste
The Happiest
Most Prestigious
Best value for money

3. Choosing a Value Positioning.

In this case, as a massive leader store product Coca Cola can be
included in the More for less group.
4. Develop a Value Proposition
Why Should I buy from you? Because Coca Cola gives us a unique
experience of happiness
Building the brand.
1. Brand Name. Coca Cola also Coke, means the coke saying that
there is only one and is the Coke. Most people ask for Coca cola
when they refer to the cola or soda.
2. Building Positive Associations
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Which associations are positive or negative?

Coca Cola is associate with the happiness and family meetings which
gives a special differentiation in term of value. A negative
associations is the high calories.
How Strong is each association?
Positive associations are very strong and in the most family meeting
there is a coke. Negative association are not so strong specially after
diet and light coke.
Are any association unique to Coca Cola?
Coca Cola is uniquely associated with happiness, with family meeting.
No other cola brand is associated in this sense.
The five dimension of the positive association are briefly explained
below:

Attributes: Sweet, unique, tasted

Benefits: The main benefit is the happiness.
Company Values: Coca Cola company emphases the family as a
value.
Personality: Coca Cola doesnt give you any special personality. Its
target market is every family in the world
Users: Coca Cola is mainly focused on the family worldwide