Relevance of Brand Packaging to Coca Cola's Marketing Strategy

By

ACKNOWLEDGEMENT

For this research, I would like to thank my family, my friends, my colleagues and my teachers for their trust and utmost support in making this research possible. I would like to thank my mentor for his unlimited guidance in this project.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for the academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

There are many definitions of brand image. For this study. the consumer perception held in consumer mind is the brand image. The brand packaging of a product has great importance from the perspective of marketing strategy as the brand packaging of a product complements the marketing strategy of a product. This dissertation had an aim to analyze the relevance of brand packaging of Coca Cola with the marketing strategy of Coca Cola. For this purpose, the researcher applied both primary (questionnaire and semi-structured interviews) and secondary research methods with the application of positivism and interpretivism approaches to research. The questionnaire analysis had showed that the brand packaging of Coca Cola has been very effective. The interviews with ten market analysts and three Coca Cola showed that Coca Cola had been successful in ensuring that their brand packaging supports their marketing strategies and they have been bringing a number of changes in their brand packaging over the period of time. They have used the contour shaped bottle and red colour as their main differentiating point and as a major brand identity.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

LIST OF TABLESIX

LIST OF FIGURESX

CHAPTER ONE INTRODUCTION1

1.1 Background of the Study1

1.2 Introduction1

1.3 Problem Statement2

1.4 Aims and Objectives of the Research3

1.5 Research Questions3

1.6 Significance of the Study3

1.7 Rationale of the Investigation4

CHAPTER TWO CRITICAL LITERATURE REVIEW AND ACADEMIC FOUNDATION6

2.1 Introduction6

2.2 Development of Packaging of Coca-Cola from year 1971 to 20117

2.3 Product Packaging - A tool to Advertise12

2.3.1 The Power of Colour in Marketing13

2.4 Increase in Sales and Profits due to Branding and Packaging Activities15

2.4.1 Brand Identity16

2.4.2 Product Brand18

2.4.3 Visual Attention19

CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY21

3.1 Overview of the Research Methodology21

3.2 Research Tools Utilized23

3.2.1 Semi-Structured Interviews23

3.2.2 Survey Questionnaire24

3.3 Sampling24

3.3.1 Research Analyst25

3.4 Sample Size25

3.4.1 Interview Respondents25

3.4.2 Questionnaire Respondents26

3.5 Ethical Issues26

3.5.1 Confidentiality26

3.5.2 Trustworthiness27

3.5.3 Informed Consent28

3.5.4 Weaknesses of the Approach29

CHAPTER FOUR DISCUSS AND ANALYSIS30

4.1 Questionnaire Analysis30

Question number 1: Consumer of Soft Drinks30

Question number 2: Attraction of packaging of Coca Cola31

Question number 3: Attraction to colours32

Question number 4: Brand identity of Coca Cola33

Question number 5: Brand identity of Coca Cola35

Question number 6: Marketing strategy of Coca Cola36

Question number 7: Marketing strategy of Coca Cola37

4.2 Summary: Effectiveness of Coca Cola brand packaging38

4.3 Colour and Coca Cola brand packaging strategy38

4.4 Use of colour in advertising: A research-based perspective40

4.5 Differentiation and novelty in brand packaging through colours: A research-based perspective41

4.6 Package design and branding for Coca Cola42

4.7 Logo as a brand identity for Coca ...