The Case of Dasani

Type :

Presentation

Pages :

18 pages

Format :

.doc

Published date :

01/16/2009

Category :

Business & market

Sub category :

Business strategy

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Summary :

Introduction.
Description of the current brand situation.
1. The market of the water.
2. Brand history.
3. Brand equity management system.
4. The 4P of Kotler.
5. Porter matrix.
6. SWOT analyze.
Our proposal: The new marketing strategy.
1. The customer based brand equity.
2. The marketing communication program.
3. The media planning.
4. The brand value chain.
5. Budget.
Conclusion.
Bibliography.

Abstract

Our consulting team was called by The Coca Cola Company to find a solution face to the dasani brand situation. Our objective is to analyze and evaluate the opportunity of Coca Cola re-launching dasani brand into the UK market in the autumn 2008. Problematic: Following which strategy and across which means the dasani brand could be re-launched in UK? Should we create an alternative product or rename the actual product modifying the communication and the composition of the product? We will try in this part to understand the brand, the sources of the product and why it has been launched. The worldwide market of bottled water embodies an annual volume of 89 billion litres, that is to say rising estimated at 22 billion dollars. It is interesting to analyze the bottled water consumption in the world in 1999 (please see appendices 1). We can say that Occidental Europe is the leader with 46%, North America follow with 20% and after that Pacific with 11%. Let's see now the consumption in the UK (please see appendices 2). British consumers are now drinking more bottled water than ever before, attracted by the healthy image of the product. And it is this image which is likely to protect natural mineral waters such as Evian or Vittel from the impact of dasani.