Imaginea de marca, drumul spre success

                                   CUPRINS
Introducere.................................................................
.........................  4
1.                                 Publicitatea                           si
Marketing...................................................................
.  6
1.1                                    Firma                              ca
sistem......................................................................
...................................  8
1.2                                Producatorul                           şi
piaţa.......................................................................
..........................  8
1.3                                                                    Piaţa
produsului..................................................................
......................................  8
1.4                                                                    Piaţa
mărcii......................................................................
.........................................  9
1.5                 Consumatorii           şi           agenţii           de
piaţă.......................................................................
........  9
1.6          Segmentarea    pieţelor     şi     tipologia     consumatorilor
.................................................. 10
1.7                     Strategiei               de                marketing
............................................................................
..............  11
1.8                      Planul                 de                 marketing
............................................................................
...................  12
1.9
Marca.......................................................................
...............................................  13
1.10
Norma.......................................................................
..............................................  14
1.11
Eticheta....................................................................
...............................................  15
1.12
Ambalaj.....................................................................
..............................................  15
1.13                                 Service                              şi
calitate....................................................................
................................  16
1.14                 Ciclu             de              viaţa              al
produsului..................................................................
..................  17
1.14.1                                Lansarea                            şi
creşterea...................................................................
............................  17
1.14.2                                  Faza                              de
maturitate..................................................................
.................................  19
1.14.3                                  Faza                              de
declin......................................................................
...................................  20
1.15                 Comunicarea                 şi                 lansarea
produselor..................................................................
.....  21
1.16                                 Gama                                 de
produse.....................................................................
...............................  24
1.17        Extinderile      de      marca      şi       apariţia       mega
marcilor.....................................................  26
1.18          Modificarea     şi     abandonarea     unui     produs      al
gamei................................................  26
1.19                               Comunicare                             si
preţ........................................................................
.........................  27
1.19.1                 Obiectivele               strategiei               de
preţ........................................................................
.........  29
1.20                                  Comunicare                          şi
distribuţie.................................................................
......................  32
1.21                       Comportamentul                     consumatorului
..........................................................................
33
1.21.1   Procesul de
cumpărare...................................................................
......................... 36
1.21.2
Consumatorul................................................................
.......................................... 38
1.22
Concurenţa..................................................................
........................................... 39
1.22.1    Strategii de
poziţionare.................................................................
......................... 39
1.22.2    Strategii
financiare..................................................................
............................... 41
1.22.3    Strategii de
urmărire....................................................................
.......................... 42
1.22.4    Strategii
promoţionale................................................................
........................... 42
1.22.5    Strategii
comparative.................................................................
............................ 42
2.         Istoricul Companiei Coca-
Cola....................................................... 44
2.1     Era
Candler.....................................................................
....................................... 45
2.2         Perioada
Woodruff....................................................................
............................. 46
2.3         Apariţia primelor fabricide
îmbuteliat..................................................................
. 49
2.3.1      Istoria sticlei Coca-
Cola........................................................................
................ 50
2.3.2      Introducerea sticlelor în format
mare.................................................................... 54
2.3.3      Sticla de
aur.........................................................................
.................................. 54
2.3.4      Sticla
nereturnabilă...............................................................
................................. 56
2.3.5      Sticle
aniversare..................................................................
................................... 56
2.4
Eticheta....................................................................
.............................................. 57
2.5         Procesul de
fabricare...................................................................
..........................  60
2.5.1      Ce conţine Coca-
Cola........................................................................
.................... 63
2.5.2      Protejarea unui nume
valoros.....................................................................
...........  65
3.         Construirea imaginii de
marcă........................................................ 66
3.1         Coca-Cola o afacere
globală.....................................................................
............. 67
3.1.1      Coca-Cola
România.....................................................................
.......................... 69
3.2         Promovarea Coca-Cola în anul 2003-
2004...........................................................  71
3.3         Coca-Cola cel mai valoros
brand.......................................................................
.... 75
3.4         Bugetele de
publicitate.................................................................
.........................  77
3.5
Concurenţii.................................................................
............................................ 80
3.6         Coca-Cola simbolul prieteniei
............................................................................
.  81
4.        Consideraţii
personale...................................................................
...  83
Bibliografie