Implementing Change

Implementing Change Paper

University of Phoenix

Jeanette Carey

MGT/380

December 13, 2012

Tangelia H. Frazier

Implementing Change Paper

Coco-Cola is one of the companies one long withstanding signature brands over the years. The company has a good reputation, and it ranks as the global leader in the manufacturer of soft drinks. Most of its packaging is placed on bright, red containers with a script that gives the product a timeless look and makes it easy for identify. Unlike many of its competitors who changes and rebrands, Coco-Cola has remained for a long period without rebranding leading to reduced fundamental changes over the recent years. This has not worked to its disadvantage because of its long serving identity marked with red colors. However, the company occasionally takes its products and rebrands them hence maintaining its brand integrity. Coco-Cola has remained appealing to its consumers because they recognize it by Christmas packaging marked by Santa and snowflakes.

The latest rebranded product of Coco-Cola Company is its Coke. The current rebrand does not feature the jolly old men as the initial product but bold statements that communicate a message. The rebranded product is on its 125th anniversary as it hits store-shelves with the new packaging to give a new look. Despite Coco-Cola rebranding its products simultaneously, each rebranding has its purpose in the market. It ensures the company maintains its position as a global leader in the manufacturer of soft drinks despite the stiff competition it faces.

Coco-Cola adopted different strategies to ensure the rebranded products attract the market share needed for its penetration. The strategies were packaging information messages describing the product. For instance, Diet Coke had a script written, “Diet Coke: Exuding self confidence.” The company maintained the familiarity of the of the package design, which created...