Coca-Cola
Brand Value: $69.6billlions
The Coca-Cola Company offers a broad range of soft drink brands, including carbonated soft drinks, juices, waters and sports drinks, to suit tastes across the globe for all generations. The Company抯 mission is to 揺xist to benefit and refresh everyone who is touched by our business?
Through the world抯 largest distribution system, consumers in over 200 countries enjoy the Company抯 products at a rate of more than a billion servings each day, which generates net revenues of $21 billion with an operating income of $5billion.
Company Structure North American Latin America Asian Africa Europe, Eurasia and Middle East Group (EEME) Each geographical group consists of a number of Divisions and each Division consists of a cluster of specific country regions. Great Britain is part of the North West European Division, which is part of the EEME Group. |
Coca-Cola is the world抯 best known brand and number one soft drink in Great Britain (AC Nielson RMS (value) 2002). In Great Britain, The Coca-Cola Company markets 20 brands and 80 different products. These brands include: | |||
Coca-Cola Cherry Coke Burn Diet Coke | Dr. Pepper Fanta Five Alive Kia-Ora | Lilt Malvern Oasis Powerade | Roo Juice Rose抯 Sprite Schweppes |
Marketing at Coke The Marketing team in Great Britain is split into two areas: Consumer Brands and New Beverages. |
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Consumer Brands
The Brand team is structured to reflect the life stage needs of consumers. Each team抯 responsibility is as follows:
Coca-Cola & Diet Coke: This team looks after the two largest brands in the portfolio that cut across all life stages.
Youth Brands: This team manages the portfolio of youth brands including Fanta, Sprite, Dr Pepper, Powerade, Lilt and Alive.
Adult Brands: This team looks after the adult brands portfolio including Schweppes & Roses.
Based upon a deep understanding of consumer needs and trends these brand teams identify the desired market position and brand proposition for each of their brands. They identify and prioritise growth opportunities, develop strategies to unlock the key opportunities, define the key imagery and experiences that will create memorable brand differentiation and build brand equity. They are the key contact with our advertising agencies and ensure that all briefs are consistent with brand strategy.
| New Beverages The focus of this team is to identify and prioritise key opportunities for new brands based on consumer needs and brand portfolio opportunities. They then develop and launch new products or relaunch existing products e.g. Roo juice and the relaunch of 5 Alive. |  |  |
Manufacturing at Coke
The Coca-Cola Company worldwide operates a franchise system of supplying syrups and concentrates to over 1200 bottling operations around the world.
The sole licensed franchise bottler for our brands in Great Britain is our co-partner Coca-Cola Enterprises Limited (CCE). CCE is the largest soft drinks producer in Great Britain and is responsible for local manufacture and distribution of our products.
MICROSOFT
Brand Value: $64.1billlions
Microsoft Corporation engages in the development, manufacture, licensing, and support of software products for various computing devices worldwide. It operates in three divisions: Platforms and Services, Microsoft Business, and Entertainment and Devices. The Platforms and Services division comprises Client, Server and Tools, and Online Services Business segments. Client segment offers operating systems for servers, personal computers (PCs), and intelligent devices. Server and Tools segment offers Windows Server operating systems. Its Windows Server products include the server platform, operations, security, applications, and collaboration software. It also builds software development lifecycle tools for software architects, developers, testers, and project managers; and provides consulting, and training and certification services. Online Services Business segment provides personal communications services, such as email and instant messaging; and online information offerings, such as MSN Search, MapPoint, and the MSN portals and channels. The Microsoft Business division includes Microsoft Office system of programs, services, and software solutions. It also provides financial management, customer relationship management, supply chain management, and analytics applications. The Entertainment and Devices division offers the Xbox video game system, such as consoles and accessories, third-party games, and games published under the Microsoft brand, as well as Xbox Live operations, research, and sales and support. It provides PC software games, online games, and other devices; and consumer software and hardware products, such as learning products and services, application software for Macintosh computers, and PC peripherals. The division also develops and markets products that extend the Windows platform to mobile devices and embedded devices. Microsoft was founded in 1975 by William H. Gates III and is headquartered in Redmond, Washington.
IBM
Brand Value: $51.2billlions
By developing new ways for people to think, interact, manage their businesses and govern their lives, IBM is a pioneering member of a worldwide industry that continues to accelerate.
During four days of July 2003, IBM employees around the world engaged in an online intranet discussion called 'ValuesJam' to shape and define the values that should guide the company and its people in the years ahead. Thousands of postings and emails were thoroughly analysed and distilled into three values shared by all at IBM.
Dedication to every client's success
Innovation that matters - for our company and for the world
Trust and personal responsibility in all relationships
A dedication to client or customer success is not a new concept in IBM. Our tradition of superior customer service is legendary. It was one of the three 'Basic Beliefs' held by IBMers in the last century (the others being 'respect for the individual' and 'the pursuit of excellence').
As IBM Chairman Thomas J. Watson, Jr., said in 1962: "We want to give the best customer service of any company in the world. The relationship between the IBMer and the customer, their mutual trust, the importance of reputation, the idea of putting the customer first - always - all these things, if carried out with real conviction by a company, can make a great deal of difference in its destiny."
Innovation guides our mission to assist our customers in setting up, managing and growing their businesses through optimum use of technology. We deliver this by working as teams - both locally and globally, to deliver faster, better and more financially viable solutions.
GE
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Brand Value: $41.3billlions
From jet engines to power generation, financial services to plastics, and medical imaging to news and information, GE people worldwide are dedicated to turning imaginative ideas into leading products and services that help solve some of the world's toughest problems.
Intel
Brand Value: $30.9billions
Intel -- still #1 in semiconductors, and no longer complacent about holding the top spot. The company holds the lion's share in the market for microprocessors that go into desktop and notebook computers, and also into computer servers. Archrival AMD has eaten into Intel's market share in recent years, but the big guy has fought back with faster processors and advanced manufacturing technology. Intel also makes flash memories (where it has lost its former #1 spot to Samsung) and embedded semiconductors for the industrial equipment and networking gear markets. Most computer makers use Intel processors; PC giants Dell and Hewlett-Packard are the company's largest customers, together representing 35% of sales.
NOKIA
Brand Value: $30 billions
The roots of Nokia go back to the year 1865 with the establishment of a forest industry enterprise in South-Western Finland by mining engineer Fredrik Idestam. Elsewhere, the year 1898 witnessed the foundation of Finnish Rubber Works Ltd, and in 1912 Finnish Cable Works began operations. Gradually, the ownership of these two companies and Nokia began to shift into hands of just a few owners. Finally in 1967 the three companies were merged to form Nokia Corporation.
Disney
Brand Value: $29.3billions
Since its founding in 1923, The Walt Disney Company has remained faithful in its commitment to producing unparalleled entertainment experiences based on its rich legacy of quality creative content and exceptional storytelling. Today, Disney is divided into four major business segments: Studio Entertainment, Parks and Resorts, Consumer Products, and Media Networks. Each segment consists of integrated, well-connected businesses that operate in concert to maximize exposure and growth worldwide.
Disney Studio Entertainment Disney Parks and Resorts Since then, Walt Disney Parks and Resorts has grown to encompass the world-class Disney Cruise Line, seven Disney Vacation Club resorts (with more than 100,000 members), Adventures by Disney, and five resort locations (encompassing 11 theme parks) on three continents: Disneyland Resort, Anaheim, California Wherever the Guest experience takes place – in our parks, on the high seas, on a guided tour of exotic locales, through our vacation ownership program, or our fantastic drawing board concepts designed to bring Disney experiences to new markets -- we remain dedicated to the promise that our Cast members turn the ordinary into the extraordinary. Making dreams come true every day is central to our global growth strategy. Disney Consumer Products Other businesses under Disney Consumer Products are Disney Interactive Studios, bringing Disney content to the interactive gaming community; The Baby Einstein Company, which produces developmental media for infants; and the Disney Stores worldwide and Disney Direct Marketing, which includes DisneyStore.com and the Disney catalog. Disney Media Networks ESPN, Inc. is the world's leading multinational, multimedia sports entertainment company featuring a portfolio of over 50 multimedia sports assets. The company is comprised of six domestic television networks (ESPN, ESPN2, ESPN Classic, ESPNEWS, ESPN Deportes, ESPNU), ESPN and ESPN2 HD simulcast services, ESPN Regional Television, ESPN International (32 networks, syndication, radio, web sites), ESPN Radio, ESPN.com, ESPN The Magazine, ESPN Enterprises, ESPN Zones (sports-themed restaurants), and other growing new businesses including ESPN360.com (Broadband), ESPN Mobile Properties, ESPN on Demand, ESPN Interactive and ESPN PPV. Based in Bristol, Ct., ESPN is 80 percent owned by ABC, Inc., which is an indirect subsidiary of The Walt Disney Company. The Hearst Corporation holds a 20 percent interest in ESPN. The Walt Disney Internet Group (WDIG) offers a compelling mix of interactive entertainment and information content and services for Internet and mobile devices for audiences around the world. WDIG is both a developer of unique new media experiences specifically designed for Internet and mobile media and a developer of new platforms for distributing content selected from broad, existing entertainment divisions and libraries of The Walt Disney Company. WDIG, which is headquartered in North Hollywood, Calif., has operations in Asia-Pacific, Europe and the Americas. ABC Owned Television Stations operates 10 stations in top markets across the country, ABC Radio owns 72 stations nationwide, and the company's expansive radio offerings include ESPN Radio and ABC News Radio.
The Studio Entertainment unit is the foundation on which The Walt Disney Company was built, and at its heart are world-renowned animated features and live-action motion pictures. With the creation of Mickey Mouse and Snow White and the Seven Dwarfs, the world's first full-length animated feature, the Disney name quickly became synonymous with quality entertainment for the whole family.
The Walt Disney Studios distributes motion pictures under Walt Disney Pictures - which includes Walt Disney Feature Animation and DisneyToon Studios - Touchstone Pictures, Hollywood Pictures and Miramax Films. Buena Vista International serves as the studio's international distribution arm. Buena Vista Home Entertainment and Buena Vista Home Entertainment International together distribute Disney and other film titles to the rental and sell-through home entertainment markets worldwide. Buena Vista Theatrical Productions is one of the largest producers of Broadway musicals, and the Buena Vista Music Group distributes original music and motion picture soundtracks under its four record labels: Walt Disney Records, Buena Vista Records, Hollywood Records and Lyric Street Records. Advancing its strategy of developing outstanding creative content, Disney acquired renowned computer animation leader Pixar in an all-stock transaction completed in May 2006.
Walt Disney Parks and Resorts is not just home to Disney's beloved characters but the place "Where Dreams Come True." The segment traces its roots to 1952, when Walt Disney formed what is today known as Walt Disney Imagineering to build Disneyland in Anaheim, California. 
Walt Disney World Resort, Lake Buena Vista, Florida
Tokyo Disney Resort, Urayasu, Chiba
Disneyland Resort Paris, Marne La Valle, France
Hong Kong Disneyland, Penny's Bay, Lantau Island
Disney merchandising began in 1929 when Walt Disney was approached by a businessman interested in placing Mickey Mouse on the cover of a children's writing tablet. The Consumer Products segment now extends the Disney brand to merchandise ranging from apparel, toys, home décor and books to interactive games, foods and beverages, electronics and fine art.
Disney Consumer Products is one of the largest licensors in the world. It is divided into Disney Hardlines, Disney Softlines and Disney Toys. Disney Publishing is the world's number one children's publisher, with domestic imprints including Hyperion Books for Children, Disney Press and Disney Editions, as well as the number one children's magazine in the United States, Disney Adventures.
Disney Media Networks comprise a vast array of broadcast, cable, radio, publishing and Internet businesses. Key areas include: Disney-ABC Television Group, ESPN Inc., Walt Disney Internet Group, ABC Owned Television Stations, ABC Radio, and a supporting Headquarters group. Marketing, research, sales and communications functions also exist within the segment.
Disney-ABC Television Group is responsible for all of The Walt Disney Company's worldwide entertainment and news television properties. The Group manages The ABC Television Network, the Disney Channel Worldwide portfolio of kids' channels, ABC Family and SOAPnet; as well as Radio Disney and production studios ABC Studios and Walt Disney Television Animation. Buena Vista Worldwide Television, which distributes Disney's series and movies to television platforms in the U.S. and internationally, and Hyperion Books, the company's general interest publishing imprint, are also part of the group. Disney-ABC Television Group manages the company's equity interest in Lifetime Entertainment Services and A&E Television Networks.
McDONALD'S
Brand Value: $26.4billions
McDonald?s Corporation operates as a foodservice retailer worldwide. It operates and franchises McDonald?s restaurants, which offer various food items, and soft drinks and other beverages. The company also operates Boston Market, a home-meal replacement concept; and has a minority interest in the U.K.-based Pret A Manger, a quick-service food concept. As of December 31, 2006, it operated approximately 31,045 restaurants in 118 countries. The company has a strategic alliance with Sinopec to co-develop drive-thru restaurants in the People's Republic of China. McDonald?s Corporation was founded in 1948 and is based in Oak Brook, Illinois.
Marlboro
Brand Value: $24.2billions
Marlboro’s annual sales exceed $15 billion. It is the number two brand in the world after Coca-Cola. And it is a number one cigarette brand. It is a common knowledge that cigarette industry is going downwards, however, Marlboro is only getting stronger at the same time. Every third American chooses to smoke Marlboro. Marlboro is a dominant brand domestically and worldwide.
Marlboro's image is the most powerful and evocative in the tobacco world. It encapsulates overt masculinity; to the young it can mean adulthood; it can also represent freedom, adventure and independence; to the urban dweller it can mean the escape to nature; to female smokers in the developed world it can mean the right to make one's own decisions; to many smokers it is seen as setting the standard for good taste and flavour; it is exciting, contemporary and dynamic. The cowboy is a myth figure and thus is timeless. It epitomises the key image characteristics, reinforces the winner element in Marlboro and expresses the American heritage. Because of the image being young and because of the timeless appeal of the cowboy, the brand can constantly appear young, fresh and contemporary. From the start the Marlboro man was set up to symbolize ideal masculinity. Many people would argue that the Marlboro man represents a return to the American original heritage, that he is the 'last free American.' This certainly has some truth in it. The Marlboro man was generated during a period that heavily emphasized the appeal of the Western frontier.
Once brand values have been identified, they should drive all other activities impacting on customers and be used to achieve consistency, which is so meaningful to consumers. All aspects of marketing and communications should reflect the brand values, as should company employees in demonstrating those values in their behaviour to customers. In this sense the Marlboro Man appears to have a purpose and agenda, yet the flexibility to do things his own way. Control is another major theme in the advertisements: whether pulling in his horse with the reins, gathering up the stray sheep, or even just standing, looking out into the distance, the Marlboro Man is portrayed as having immense control over things and his life. This idea of controllability has a dual influence, attracting women as well. Heroism and the concept of being "one with nature" also play important roles in enticing women. Sex appeal is also present and portrayed through the cowboy's physique and symbolism.
The cowboys in Marlboro advertisements come to represent men of substance, strength, and fearlessness. And perhaps most importantly, these real cowboys came to represent real men, to all the workers stuck in their offices in the city. These cowboys become a possibility, a feasible goal for these men. Similarly, Marlboro Country permeates the attractive values of the cowboy, namely adventure, independence, freedom, and heroism. Although Marlboro has often been narrowly defined as a male brand, it also has enormous appeal to women. This is because, underneath the cowboy clothes is an authentic man who possesses all the qualities both men and women desire. When a man looks at the inviting landscape of Marlboro Country and the rugged cowboy, he is being exposed to a number of powerful messages. Looking at the open grass fields, the viewer sees escape from the pressures, stresses of mundane life. When interpreting the lone cowboy riding his horse, he feels a sense of independence and autonomy.
As Keller suggests, brand personality reflects how people feel about a brand rather than what they think the brand is or does. A brand with the right personality can result in a consumer feeling that the brand is relevant and 'my kind of product'. Two elements affect an individual's relationship with a brand. First, there is the relationship between the brand-as-a-person and the customer, which is analogous to the relationship between two people. Second, there is the brand personality - that is, the type of person the brand represents. The brand personality provides depth, feelings and liking to the relationship. Of course, a brand-customer relationship can also be based on a functional benefit. In this case the Marlboro cowboy projects a free spirited, masculine brand personality. The success of Marlboro is based on this great brand personality brought to life in the 'rugged American cowboy,' and the client's discipline to stick to it over the years. Considering the Aaker brand personality scale, Marlboro's key factor would be 'Ruggedness', with facets including outdoorsy, tough, masculine and western. The brand personality is assigning personality qualities that inanimate products thus make the product stand out from the competition. The Marlboro personality is a classic example of how a company understands and combines the physical and emotional elements that appeal to certain customers who live or would like to live a certain lifestyle.
What one should consider here is Marlboro's actual and potential product markets. These can be broken down into inner core, outer core, extension areas and no go areas. When considering the inner core, one looks at the critical elements in brand image associations. These would hereby be the Marlboro Man, ruggedness, individualism and masculinity. The outer core factors are those which may be altered, while the extension areas are those areas to which the brand can be widened without damage to the brand. These are explored at a later stage in the report. The no go areas are those which would damage and compromise clarity of brand proposition. In Marlboro's case the areas would include any form of female cosmetic products. This is largely due to the fact that Marlboro has established their masculine personality and it would make no sense at all to try move into female markets. This would only result in confusion as to what personality they are exactly trying to achieve and in turn would damage the Marlboro name.
The success of Marlboro cigarettes, which has triumphantly crossed all kinds of cultural and social barriers, lies with the Marlboro cowboy who has become an international icon even in countries where cowboys never existed. The main objective should be to consistently promote one's core branding properties. Whenever legally possible, for instance, Marlboro's 'brand advertising is universally the same, all over the world, pitched to every socio-economic level.' The leadership essence of cigarettes is embodied in Marlboro. This brand was founded with the brief of being 'the cigarette for men which women like'. The cowboy icon and later stereotyping, such as American Independence and Marlboro's Wild West Country, were identifiers which translated the meaning of this essence into an image for generations of consumers to wear. Another association is that of the red chevron which has always done a great job in ensuring that Marlboro's pack stands out from the crowd. The consistency of Marlboro's red flag is the connecting thread which keeps the whole history of the brand's equity alive.
The article was produced by the member of masterpapers.com. Sharon White is a senior writer and writers consultant at term papers. Get some useful tips for thesis and buy term papers . Article Source: http://EzineArticles.com/?expert=Sharon_White |
Mercedes
Brand Value: $21.0 billions
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