Sample Thesis Paper
Coca Cola owns over 2,800 beverages around the world and has established itself as one of the pioneers of marketing in the industry (The Coca Cola Company 2008). The prime brand is Coke that is one of the few brands in the world that can boast of having the highest brand recognition and the numerous other brands that Coca Cola has have been serving to satisfy pallets in local terms for decades now. However, a fact that Coca Cola has learned with time is that it is more productive to exercise diversity in an existing brand rather than invent, market and establish a new one. Examples of these include New Coke and C2 which yielded outcomes completely off the mark. Even as C2 was being launched, speculations of failure were being reported (BBC News 2004).C2 was a cola flavored beverage that Coca Cola launched in 2004 and had to discontinue in 2007 because of the acceptability rate of the product being next to none. The drink was launched in response to a low carbohydrate diet trend that gripped the consumers and led them to opt for juices instead of beverage. C2 was supposed to have half the calories, carbohydrates and sugar that the usual Coke does. It is important to note here that C2 was launched around the same time as was Pepsi Edge, but both had to be discontinued by their respective producers because of low acceptance by the masses. Coca Cola met failure with C2 in Japan, the US, and in Canada. Experiences such as these have led Coca Cola to concentrate on brand diversification and brand development rather than on the high risk process of inventing a brand from scratch.