CocaCola Brand Study Fall 2014| Individual | Strategic Product Development, Brand Study, User Centered Design, Motion Graphics

Coca Cola

Brand study

This project was done as a semester long project in the class "Strategic Design Language". The project includes understanding of the visual code of the brand, market share and brand portfolio, customer profiles and innovation space. This knowledge was then used to propose and prototype an innovation for the brand.

Introduction

In 1886, Coca-Cola history began when the curiosity of an Atlanta pharmacist, Dr. John S.Pemberton, created a distinctive tasting soft drink that could be sold at soda fountains. The Coca-Cola Company was incorporated on September 5, 1919 as a beverage company. The Company owns or licenses and markets more than 500 nonalcoholic beverage brands, primarily sparkling beverages but also a variety of still beverages.

Visual Code

Coca- Cola has a long history of 125+ years. During these years, it has seen changes in its visual code for logo, advertisements and its flagship contour bottle.

Market Study

Coca-Cola has a huge portfolio of 500+ of sparkling and still beverages. 81% of its sales are Non-USA. In USA, its sales have been consistent over the past decade acoounting for 42% of the market share

Customer Touchpoints

Hypothetical customer journey was drafted to see major customer touch points with the brand. Also, three perosnas were drafted based on a general user-segment of the brand.

customer journey

Innovation Space

Coca-Cola innovates on three pillars:
~ Refreshing the world
~ Inspiring moments of happiness
~ Making a difference

These innovations were categorised and put into mattrices to draw insights.


Proposed Innovation

Concept: Mobile application which converts calories burnt into cash credits which can be used to redeem Coke Rewards.

The concept was at the intersection of the two pillars of innovation of Making a difference and Inspiring moments of happiness. The goal was to motivate users to exercise more. Target user segment will be people from 16-29 years. The app was prototyped using 'Just in mind'. A concept video was also made.