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1、Coca-Cola Architecture97/SAC0414A.PPT/ 197/ SAC0414A.PPT/ 2What is Architecture?lThe construction of the brand in the consumers mindvKey components of the brandvOrganization of the componentsvHow components are dimensionalized97/ SAC0414A.PPT/ 3Architecture vs. Positioning: The House ModelIn buying
2、a house:Architecture: The structure of the house; how is it put together? What is it made of?Positioning: The view the consumer has of the house; the appearance, the overall impression it leaves.Localizing: Taking that same structure, the same impression, and giving it a local twist.97/ SAC0414A.PPT
3、/ 4Previous ArchitecturelBurn and bite at the back of your throatlBig, bold cola flavorlIce coldlCarbonationBodylSatisfies a thirstlDeep down refreshmentlGoes well with foodlEnergizesMindlStimulateslInvigoratesSpiritlRejuvenateslUpliftslRevitalizesl111-year-old secret recipelEnduring valueslSpecial
4、relationshipslCoca-Cola momentslGenuine thingslAlways part of your lifelFolkloreReal Cola TasteReal Cola TasteRefreshment (for)Refreshment (for)AuthenticityAuthenticity97/ SAC0414A.PPT/ 5lRecognizes the significance of.vTastevRefreshmentvAuthenticity.as key brand components lPlaces equal importance
5、on all threelDoes not establish any relationship between the three pillarsArchitecture97/ SAC0414A.PPT/ 6Localizing the Global PositionlResearch in six countries (representing a range of development/competition): U.S.A., Mexico, Belgium, Hungary, China, IndonesialFirst, in-depth qualitative to gener
6、ate expressions, images, words that consumers use to talk about Coca-Cola and other RTD beverageslSecond, quantitative study using consumer articulations from qualitative round; factor analyzed across 204 dimensions to identify most influential category (RTD) and Coca-Cola drivers (those that correl
7、ate most highly with consumption)97/ SAC0414A.PPT/ 7Examples of ArticulationslGives me a treatlGreat tastinglHas a flavor all its ownlRenews me/recharges melThe most trustedlCannot be copiedlHas real cola tastelGives me ice cold refreshment97/ SAC0414A.PPT/ 8Localizing the Brand Position: Key Insigh
8、tslThe three pillars of the original architecture - taste, authenticity, refreshment - are relevant and consistent with consumer perceptions of Coca-Cola across marketslRefreshment dimensions (combinations of similar articulations) are the most influential category (RTD) driverslAuthenticity dimensi
9、ons are the most influential drivers from Coca-Cola currently97/ SAC0414A.PPT/ 9Top 20 Most Influential Dimensions: RTDs1.Great taste (T)2.Leadership (A)2.Cools/refreshes me (R)3.Part of our lives (A)4.Energizes (R)5.Helps me take a break (R)5.Indulgent reward (R)6.Pure/fresh taste (T)7.Cheers me up
10、 (R)8.Trusted quality (A)9.Complements food (T)10. Family routine (R)11.Self-renewal (R)11.Genuine/real/authentic (A)12.Indefinable/unforgettable (T)13. Eases digestion (R)14. Never changes (A)15.Unique/distinctive taste (T)15.Makes me feel closer to people (R)16. Part of a group (R)Top 20 Breakout:
11、 Refreshment10 Authenticity 5 Taste597/ SAC0414A.PPT/ 10Top 20 Most Influential Dimensions: Coca-Cola1.Complements food (T)2.Great taste (T)3.Cola taste (T)4.Part of our lives (A)5.Leadership (A)6.Is for all people/everybody (A)7.The real cola/the standard (A)8.Right sweetness/balance (T)9.Cools/ref
12、reshes me (R)10. Family routine (R)11.Unique/distinctive taste (T)12.Established heritage (A)13.Medicinal properties (R)14. Pure/fresh taste (T)15.Unduplicated (A)16.Indulgent reward (R)17. Never changes (A)18. Trusted quality (A)19.Genuine/real/authentic (A)20.Timeless (A)Top 20 Breakout: Authentic
13、ity 10 Taste6 Refreshment 497/ SAC0414A.PPT/ 11Localizing the Brand Position: Identifying OpportunityPrice of Entry: Influential drivers for both the RTD category and for Coca-Cola.Brand Advantages: Influential drivers for which Coca-Cola significantly exceeds all competitors.Open Opportunities: Inf
14、luential drivers of the category not owned by any brand.Using the quantitative data, the 204 dimensions were classified into three categories:97/ SAC0414A.PPT/ 12Localization Findings: TasteuTastes greatuHas a fresh tasteuTaste complements fast fooduRight balance of sweetness and carbonationPrice of
15、 Entry97/ SAC0414A.PPT/ 13Localization Findings: TasteuTastes greatuHas a fresh tasteuTaste complements fast fooduRight balance of sweetness and carbonationuUnique/distinctive tasteuUnforgettable tasteuImmediately recognizable tasteuUnique cola flavoruPerfect cola tasteuReal cola tasteuSweet refresh
16、ing flavoruFlavor all its ownPrice of EntryCoca-Cola Advantages97/ SAC0414A.PPT/ 14Localization Findings: TasteuTastes greatuHas a fresh tasteuTaste complements fast fooduRight balance of sweetness and carbonationuUnique/distinctive tasteuUnforgettable tasteuImmediately recognizable tasteuUnique cola flavoruPerfect cola tasteuReal cola tasteuSweet refreshing flavoruFlavor all its ownuTaste can抰 stop drinkinguTaste can drink a lot of/tast
