Fluent Essays

You must choose a brand and determine a new product, service, or a collaboration between two different brands, (i.e. Adidas and Kanye West "Yeezy"), that does not exist for the brand – meaning, the brand does not currently offer it to consumers. This is a mistake made by a few groups in the past. Be sure to thoroughly research the internet to ensure your brand does not currently offer this product, service, etc., otherwise your paper will not be accepted. If you are unsure, check with me. Next, write an introduction/description of the brand itself that includes a brief history as well as a current SWOT analysis of the brand. You then need to introduce and briefly explain the rationale of your brand’s new product or service – specifically how will this new product benefit the brand? How will it satisfy a specific need or want for consumers? You do not have to elaborate too much because this is what the 4Ps section is for. You simply want to introduce the product and explain the rationale at the end of the intro. Here is an example of the rationale statement: "Blue Apron will license its brand with Amazon/Whole Foods and sell meal kits and fully prepared "meals to go" at all U.S. based Whole Foods Markets. The rationale for this new service is to combat the loss of market share Blue Apron is experiencing in terms of its steadily decreasing online subscription base. The company sustained a 50% loss of online subscribers between January 2017 and January 2018 (source). The goal of the partnership is to position Blue Apron as a high quality "meals-to-go and meal kit brand" to consumers who seek healthy food choices." You then need to complete a thorough 4Ps analysis with specific categories: product, price, placement, promotion. The 4Ps analysis must directly relate to your new product, service, or collaboration idea. You must use the following subheadings to organize your paper: Introduction SWOT Analysis New Product or Service Rationale 4 Ps Analysis with subtitles: Product, Pricing Model, Placement, and Promotion Works Cited (in-paper citations and a list of citations in APA format at the end of your paper) The word count of your paper should fall between 1100 words of text (about four to five pages). Supporting cites, sources, etc., are required and need to appear WITHIN your document AND SEPARATELY at the end of the paper in a Works Cited Section. At least FOUR industry sources are required for this paper. Use APA style for referring to sources within your paper and in your separate cite/source list. Make sure your Works Cited page is well organized, easy to interpret and in-paper cites are BOLDED. I strongly recommend you number sources and reference the numbers within your paper. I check the validity of all sources as well as the citation pattern within your document. Make sure you carefully review the grading rubric for this assignment in order to address all deliverables. We have write one last week but it is not passing.Teacher give us feedback that it is acceptable about personalize flavor. But we need to further detailed information to explain this idea. We are no longer collaborate with Pinterest. And you can see example as Lay's. On new product section, we are focus on personalize flavor not make out a new flavor for Coca Cola. Here are teacher's annotated pls check if you can see teacher's comment.   We need more reliable source, such as academic journal. Should not be short news or website.   We need more reliable resource,such as academic journal. Should not be short news or website. Teacher give us feedback that it is acceptable about personalize flavor. But we need to further detailed information to explain this idea. We are no longer collaborate with pinterest. And you can see example as Lay's. On new product section, we are focus on personalize flavor not make out a new flavor for Coca Cola. You must choose a brand and determine a new product, service, or a collaboration between two different brands, (i.e. Adidas and Kanye West "Yeezy"), that does not exist for the brand – meaning, the brand does not currently offer it to consumers. This is a mistake made by a few groups in the past.  you can choose two brand to do collaboration  pls discuss with me before you start writing Running head: COCA-COLA AND PINTEREST: FLAVORED BY COKE 1 Coca-Cola and Pinterest: Flavored by Coke Jiawen Yu Siyu Lei Ruipeng Yu Dingkun Liu Lizhe Ni Professor Jennifer MKTG 3501 03 November, 2019 COCA-COLA AND PINTEREST: FLAVORED BY COKE 2 Coca-Cola and Pinterest: Flavored by Coke Introduction Coca-Cola is one of the oldest as well as most recognized soft drinks brand in the globe today. Collaboration between Coca-Cola and Pinterest will not only be a natural but an authentic partnership. Pinterest is a widely known and recognized social platform, which allows users the opportunity to pin posts that they like and love to their individual profiles. Often, individuals turn to this platform for inspiration, and therefore, making this collaboration one of its kind. Flavored by Coke will be the new initiative between these Coca-Cola and Pinterest, offering a unique, yet personalized flavoring experience. In particular, this initiative will create a flavor that is tailored to Coca-Cola’s users’ preferences as well as tastes. Furthermore, this collaboration will also ensure and true and personalized brand association, which is usually difficult to find in today’s increasingly competitive soft drinks environment. Here, Pinterest will offer Coca-Cola a great leading social arena with many users that are interested in branded offerings. In turn, Coca-Cola will also meet its users’ needs using digital power in addition to visual-focused brand images. Coca-Cola’s history is long and spans over a century. It was started in the year 1886 when its owner began creating a distinctive tasting drink that would later change the history of soft drinking products across the globe. The company first created flavored syrup and later named Coca-Cola. Since then, flavored products have remained the firm’s trademark until today. Fast forward to the 1870s, the company’s advertising efforts and campaigns began reflecting a brand associated with fun, exciting times, as well as friends. Furthermore, the decades that followed to 1990s also featured such exciting times, including memorable slogans. For instance, the company first used computer animations during the year 1993, changing its promotion and advertising techniques (Coca Cola, 2019). The company has also successfully created, marketed, JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 Coca Cola originated in the 1886 by John Pemberton. COCA-COLA AND PINTEREST: FLAVORED BY COKE 3 and sold different flavors, since its creation (Pendergrast, 2000). Today, the company is recognized as one of the best brands and an all-time best brand in the world. SWOT Analysis The company is regarded as the market leader in its industry and one of the best performing brands around the globe. Be it in people’s homes, offices, hotels, restaurants, shops, or entertainment joints, the company’s products are everywhere. It is also approximated that almost 94 percent of the world’s populace identifies with the firm’s products, mission, vision, as well as a logo (Coca Cola, 2019). Most of its products are also used and consumed every minute each day on average. For slightly over a century, this company has become more recognized, renowned, as well as the most widely distributed brands today than any other product. The following table presents the company’s SWOT analysis. Strengths Weaknesses  Strong product identity – the firm is widely renowned for its unique identity. Its products are the most- selling in history.  Unmatched distribution system – has the most effective and highly extensive brand distribution system.  Great consumer loyalty and brand association – is considered as the globe’s loved brand.  Greatest brand equity  The company has over the years been engrossed in aggressive competition with its close competitor Pepsi.  The company also has a relatively lower product diversification when compared with other companies such as Pepsi.  It is also common that carbonated products have been regarded as major sources of health concerns, with high sugar intakes. Such products are also JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 Bullets 1, 3 and 4 all pertain to the same thing: Strong brand equity. JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 You needed a "non-Coca Cola" affiliated source to back up this claim. JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 Source needed to prove this consumption volume JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 This is a threat JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 Source needed COCA-COLA AND PINTEREST: FLAVORED BY COKE 4  It has the greatest global reach, reaching millions of customers across the world.  Greatest brand valuation – the company is listed as the third-best world brand, with an approximated brand worth of $79 billion.  The company is also a dominant market share in the soft drinks industry or market. associated with diseases such as obesity as well as diabetes. Thus, given that the company is the greatest producer of such products, the company has received many controversies over time. Opportunities Threats  The company has a great ability to launch as well as diversify its product offerings to new market segments.  Packed drinking water – the company owns many packed water products and there is a great potential for expansion for new markets.  Because the company’s business largely depends on logistics and superior supply chain, it has a good opportunity of developing more advanced systems.  Direct as well as indirect competition from other major companies such as Pepsi.  The company also continues to face several packaging controversies, especially with its use of plastic bottles.  The organization also continues to face several water usage litigations and controversies in many parts of the world, especially with several claims of water contaminations. JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 Source needed JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 Source needed COCA-COLA AND PINTEREST: FLAVORED BY COKE 5  There are many regions and areas around the world that are experiencing hot climates and that have a higher consumption of cold drinks. Thus, the company can increase its presence in these markets. New Product or Service Rationale The flavored by Coke initiative is expected to create more beverage alternatives for its customers to meet its consumers’ changing preferences, tastes, as well as way of life. Besides, it is also a mark of the company’s continued and ongoing brand upgrade and expansion program. Moreover, this initiative will also reinstate the Coca-Cola’s enduring commitment to moving swiftly, taking smart risks, as well as initiating innovations to bring more offerings into the shelf (Coca Cola, 2019). Moreover, Coca-Cola and Pinterest’s partnership will also be more appealing to its users because it will give users a personalized flavor with a company that is an all-time loved and cherished by many. The 4 Ps Analyses Product The product strategy, and mix in the partnership marketing efforts, will be explained by an extensively promoted flavor. The company can offer several types and categories of product flavors. In addition, the Coke Flavor can be marketed and sold in different sizes and packaging JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 It is not clear what the new product or initiative is b/w CC and Pinterest. The launch of new flavors for CC beverages is nothing new. If you are proposing a crowd-sourced initiative where CC and Pinterest develop a consumer-driven contest where consumers develop unique/limited edition flavors for Coke then this needs to be clear in both of these sections. COCA-COLA AND PINTEREST: FLAVORED BY COKE 6 materials. Its logo will also be used to offer a clear depiction while featuring a unique shape. From the Coke flavor, the company can further built a high market share in addition to outstanding growth level in its market. Pricing Model The company’s pricing strategy will be effective, winning, and wisely chosen. In particular, the company will follow a second-degree price discrimination approach in its marketing efforts. With this strategy, the company can charge different prices for its different flavors. In most markets, the firm may decide on prices, which are similar to its competitors. However, it can also offer different discounts on consumers wishing to purchase bulk products. Placement As the market leader over the last century, the company has been able to operate in more than 200 countries around the globe. With such a huge network, Coca-Cola can develop an extensive distribution system for all flavored Coke. Promotion This company has also set a profound mark for its product marketing, advertising, as well as promotion. In this regard, Coke can integrate aggressive marketing efforts, especially using Pinterest’s platform to reach millions of users (MacFadyen, Stead, & Hastings, 2012). JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 Source needed to explain 2nd degree price discrimination JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 COCA-COLA AND PINTEREST: FLAVORED BY COKE 7 References Coca Cola. (2019). Coca Cola’s Journey: refreshing the world, one story at a time. Retrieved from https://www.coca-colacompany.com/ MacFadyen, L., Stead, M., & Hastings, G. (2012). Social marketing. In The marketing book (pp. 724-755). Routledge. Pendergrast, M. (2013). For god, country, and coca-cola. Basic Books. Pendergrast, M. (2000). For god, country, and Coca-Cola. Basic Books. https://www.coca-colacompany.com/ JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 This is the same source. The 2013 is just an updated version. JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 It makes sense to include the Coca Cola website as a source but a brand's own website is not considered an industry source. JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 Your team must meet with me to discuss the types of industry sources needed for this assignment and for part 2. I gave you examples of industry sources in the directions and don't understand why there are no industry sources used to support the findings of this paper. The only source that comes close is the Pendergrast book on the "History and Evolution of Coca Cola. JENNIFER M SUNDSTROM-FITZGERALD 99570000000000644 This appears to be a textbook. I could not locate the source online. Textbooks are not considered industry sources.