Question

Consider the following brands—Coca-Cola, Altoids, The Gap, and Absolut Vodka. Discuss the following questions in relation to each brand:

1. What elements have contributed to the success of the brand? List each brand and discuss the elements for each brand.
2. What role did packaging play in the brand’s success? List each brand and discuss the elements for each brand.
3. How have the owners of these brands built brand families around these core products? List each brand and discuss the elements for each brand.

Make sure they discuss all elements of packaging and branding, not just promotions of labeling (for example, the durability of the Altoid tin).

Answer 1

1. Success of Coca Cola:
The success of Coca Cola has been because of the excellent global marketing strategy. This strategy has the following elements:

Simplicity: It has timeless and basic objectives and ideals. It has consistently spreading the same message through its advertising.
Personalization: All the messages and advertisements are locally designed for each country. Local culture and language is used to reach every target region.

Socialization: Company reaches the world by using social network. Customers are reached worldwide.

Success of Altoids:

The success of Altoids has been because of the following reasons:

History: It has been sold for more than 100 years. It was sold as an anti-gas tablet instead of mint.

Health benefits: It has only 10 calories to three of the tablets.
Website: The website of Altoids is cool and technology savvy. It has subtle irony and sense of humor is used. This makes the website attractive.

Success of Gap:
The following elements for the success of The Gap:

Wide Range: It offers a wide range of superior fashion clothes to all age groups- young, middle age and adults.

Availability: There are 950+ stores of GAP globally which makes it easily accessible to all the people.
GapKids and BabyGap: Special stores for kids and babies.

Success of Absolut Vodka:

Local Production: The things used for the production of Vodka is locally produced. Everything is recycled.
Brand Extension: It is extending the types of products under its line like flavored Vodka.

2. Role of Packaging:

Coca Cola-

Sustainable Packaging: It involves actions which aim to recycle and reuse packaging.
Recover and Reusable: The bottles are returnable once used and is reused.

Altoids:

Fancy packaging
It bought a revolution in the industry.
Retro fresh aand experience rich packaging

The Gap:             

Packaging is used to advertise the product effectively. The Gap uses packaging inserts.

Absolut Vodka:

It has limited edition packaging which is highly priced.
Support to communities by designing specific packaging designs. Eg: LGBT Community.

190+ prints for its bottle packaging.