Refreshment dimensions (combinations of similar articulations) are the most influential category (RTD) drivers Authenticity dimensions are the most influential drivers from Coca-Cola currently


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Examples of Articulations

Gives me a treat


Great tasting
Has a flavor all its own
Renews me/recharges me
The most trusted Cannot be copied Has real cola taste Gives me ice cold refreshment
impression, and giving it a local twist.
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Previous Architecture
Real Cola Taste

Refreshment (for)
Body Satisfies a thirst Deep down refreshment Goes well with food Energizes Mind Stimulates Invigorates Spirit Rejuvenates Uplifts Revitalizes

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Top 20 Most Influential Dimensions: RTDs
together? What is it made of?
Positioning: The view the consumer has of the house;
the appearance, the overall impression it leaves.
Localizing: Taking that same structure, the same
Coca-Cola Architecture
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What is Architecture?

The construction of the brand in the consumer mind


Key components of the brand
Organization of the components

Authenticity
111-year-old secret recipe Enduring values

Burn and bite at the back of your throat Big, bold cola flavor



Ice cold Carbonation


Special relationships Coca-Cola moments Genuine things Always part of your life Folklore
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Localizing the Brand Position: Key Insights

The three pillars of the original architecture -- taste, authenticity, refreshment -- are relevant and consistent with consumer perceptions of Coca-Cola across markets
How components are dimensionalized
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Architecture vs. Positioning: The House Model
In buying a house:
Architecture: The structure of the house; how is it put
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Architecture

Recognizes the significance of... Taste Refreshment Authenticity ...as key brand components Places equal importance on all three


Does not establish any relationship between the three pillars
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Localizing the Global Position

Research in six countries (representing a range of development/competition): U.S.A., Mexico, Belgium, Hungary, China, Indonesia First, in-depth qualitative to generate expressions, images, words that consumers use to talk about Coca-Cola and other RTD beverages Second, quantitative study using consumer articulations from qualitative round; factor analyzed across 204 dimensions to identify most influential category (RTD) and Coca-Cola drivers (those that correlate most highly with consumption)