Brand positioning of global vs local soft drinks in Georgia. An analysis

A case study of foreign perspectives on the strategies of Coca Cola and Natakhtari Lemonade

Gift Iremhinmhen

• Publisher: GRIN Verlag
• Year: 2020
• Edition: 1
• eBook ISBN:
  9783346302823
• Topic: Business
• Subtopic: Marketing Research
• Index: Business

Master's Thesis from the year 2020 in the subject Business economics - Market research, grade: 4.0, The University of Georgia, course: Business Administration, language: English, abstract: This thesis has studied the concept of brand positioning of soft drinks brands, the significance of branding, the types of brand positioning strategies, as well as the attitudes and perceptions consumers have towards brands. It has also explored the Georgian soft drinks market, conducted a SWOT analysis on Coca Cola Company vs. Natakhtari Lemonade, compared the positioning strategies of Coca Cola vs. Natakhtari lemonade brands, and identified the factors that influence consumers brand preference of Soft Drinks. The aim was to investigate whether foreigners in Georgia have a higher evaluation and preference for Coca Cola brand than Natakhtari Lemonade brand. A survey was conducted with the use of online-based questionnaire which was distributed to 100 foreigners living in Georgia in order to identify the factors that influence foreigners' preference to either Coca Cola or Natakhtari lemonade, ascertain if foreigners have the same evaluation and preference for Coca Cola or Natakhtari lemonade brands and also analyze the effectiveness of the brand positioning strategies of Coca Cola and Natakhtari companies for foreigners in building brand loyalty. In recent times, many soft drinks brands have become popular to people of different ages and races. At present Georgia has a very competitive market for soft drinks, invariably soft drinks companies that want to be successful should understand the evaluation, preference and buying behavior of customers, as well as the factors which influence the consumers in buying a specific soft drink brand.