Branding and packaging a product initialized a business’s marketing strategy. A package indicates the information relating to a product. Therefore, a customer is likely to buy a product after looking at the package. The visual impression of a package acts as a medium to attract customers, therefore, acting as an advertising medium (Klimchuk &Krasovec, 2012). Moreover, a company needs to provide better packaging methods for protection from damage, harmful chemicals or microbiological invasion. Proper packaging enhances the correct unit measurements. The design of a package is according to the different weights that the company quantifies their products.
Branding is the process of developing the name and symbol of the product that makes it different from other similar products. Different companies have different brands of their products for various reasons. For example, one company may design a brand to promote the quality of the product while another products brand may be to boost the quantity of the product in a package.
The Coca-Cola Company is an international beverage company based in America that deals in nonalcoholic beverages as a manufacturer, retailer and both the marketer. According to The rise of the mega-bottler beverages 2015, the company started its production with the coca cola brand as a soft drink. The Coca-Cola Company owns its bottle plant, therefore, making up for the design of their bottle design. Apart from the Coca-Cola beverage, the company deals in other soft drink brands including Fanta and Sprite, all with different tastes and flavors. Due to the different tastes of customers, Coca-Cola has come up with the design of different packages for their products.
The Coca-Cola brand being the first drink by the company has to maintain its market. Therefore, as they try to cover up the competitive market from the other upcoming drinks companies, there is need to keep the preferences that customers want. Changing a brand name or label can lead to a company losing some of their clients. However, due to retention of the initial taste and name of Coca-Cola, the company has been able to retain their customers and still have other customers introduced.
By Coca-Cola owning up their bottle company, there can regulate their packages so as to suit the different requirements of their clients. Manufacture of these bottles by the company helps in providing the right channel for maintaining accessibility and health conditions. Any shortcoming in designing the package can, therefore, be changed with ease thus maintaining the company’s standard. Different taste brands for the coca cola company have different labels to distinguish them. Therefore, customers do not need to struggle when choosing the drink they want because the label is bright.
However, due to the different generations who have got different tastes, different brands are always being improved. Although these brands are in the market, their specifications are due to the demands of the customers but not to the perfection of the brands requirements (Mentz, 2014). For example, the Fanta brand which was originally orange flavored is now manufactured in different flavors of pineapples, mango, and strawberry. The Sprite brand is lemon based for those people who may not be conversant with the sugary taste. These brands keep on changing their labels to maintain sales and attract more customers. Maintenance of the original brand of the coca cola by the company has helped in also promoting the company’s image as a soft drink manufacturer and so even after the introduction of new brands the company can achieve the required sales due to its reputation.
Proper branding for the Coca-Cola Company has provided awareness to the public about soft drinks at the convenience of their location. Use of recyclable bottles for packaging the drinks has also helped in maintaining a standard healthy position to the environment and the company.
- Klimchuk, M. R., &Krasovec, S. A. (2012). Packaging design: Successful product branding from concept to shelf. Hoboken, NJ: John Wiley & Sons.
- Mentz, M. (2014). No more thick and thin – brands need to evolve to remain relevant for today’s consumers: summary. The Retail and Marketing Review, 10, 1, 111-115.
- The rise of the mega bottler: beverages. (2015). Food Manufacturing, 3, 1, 22.
