Brand Development of Coca-Cola Company (UK)

Seminar paper from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing grade: 72% (First) University of Westminster course: BA (Hons) Marketing Communications - Brand Management language: English abstract: '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).[...]