‘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).[...]
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Sophisticated Sparkling Juice Drink
- Target Market
- Market Trends
- Justification
- Size of Chosen Market
- Competitive Analysis
- Feasibility
- Activity in Other Countries
- Brand Analysis
- Psychographics of Baby Boomers
- Brand Personality
- Brand Identity
- Brand Architecture
- Brand Positioning
- Logistics
- Pricing
- Placement
- Promotion
- International Dimension
- References
- Appendices
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This document examines the potential for a new premium, sparkling juice drink, "Uva," within the UK soft drinks market. The main objective is to assess the viability of this product, particularly targeting older consumers aged 45 and above. The document analyzes key aspects of brand development, including:- Market analysis and identification of target market segments
- Competitive landscape and differentiation strategies
- Brand positioning and personality development
- Logistics and marketing considerations
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction outlines the concept of "Uva" as a healthy, sparkling juice drink targeting an older demographic. It highlights the gap in the market for premium soft drinks aimed at consumers over 45, referencing research from Mintel and the Office of National Statistics. The target market is further defined, emphasizing the wealth and spending power of consumers within the 55-74 age group. The chapter also discusses market trends, highlighting the increasing demand for healthier beverages and the trend of in-home consumption with an element of "shareability."
Schlüsselwörter (Keywords)
This analysis focuses on the development of a premium soft drink brand, "Uva," targeting an older consumer demographic within the UK market. Key themes include market research, competitive analysis, brand positioning, and the marketing of healthy beverages to a health-conscious older population. The document references several key sources, such as Mintel, Office of National Statistics, and academic studies on consumer behavior and health trends.Frequently Asked Questions
What is "Uva" and who is the target market?
Uva is a new premium, chilled sparkling juice drink by the Coca-Cola Company targeting health-conscious consumers aged 45 and above in the UK market.
How does Uva differentiate itself from competitors?
Unlike its main competitor Shloer, which targets younger demographics (16-34 years), Uva specifically focuses on the older "Baby Boomer" generation with a sophisticated, additive-free product.
Why did Coca-Cola choose the name "Uva"?
"Uva" is the Latin word for grape, chosen to evoke connotations of simplicity, elegance, and natural quality.
What market trends support the launch of Uva?
Supporting trends include an increasing demand for healthier beverages, the high spending power of the 55-74 age group, and a rise in in-home consumption of premium soft drinks.
What are the key components of the brand analysis for Uva?
The analysis covers the psychographics of Baby Boomers, brand personality, brand identity, architecture, and its strategic positioning within the premium market.
- Quote paper
- Daniela Lopez (Author), 2011, Brand Development of Coca-Cola Company (UK), Munich, GRIN Verlag, https://www.grin.com/document/188296
