Branding Analysis could be explained as developing brand strategies and plans. Diet Coke is purchased by the consumers as it can be a purchasing decision that has fun and entertainment. Diet Coke has the motive of “open happiness” because it is the product without many calories and there is also the most significant feature. It does not involve much expense and there are maximum numbers of consumers in the market who believe to stay healthy. Moreover, distribution and mass advertising are also focused on marketers in the case of Diet Coke as there is product management and good strategies are followed. Thus, Diet Coke believes in penetrating the market segments with low price quality, innovation. Diet Coke is given to the customers at an economical cost and to achieve a competitive advantage. There is a stronger image of Diet Coke in mind of the health-conscious customers.

Moreover, it is a product that is attractive to competitors and consumers when compared to diet beverages. Diet Coke is managing the successful differentiation strategy in terms of packaging of Diet Coke and also the development and innovation. Diet Coke has quality and also low calories therefore, results in effective sales based on efficient marketing strategies. Diet Coke timely involves the advertising campaigns as well as promotional activities to get competitive advantages in the market.

Figure 3: Diet Coke positioning “Multisegment”

Source: (Sroychow, 2016)

Value Analysis of Branding Analysis 

Value engineering could be explained as the examination of function so that there could be an improvement in the "value" of the products and services goods on the terms of cost-reducing and improving the function. However, Diet Coke from the Coca-Cola Company is continuously concerned about the examination of function as there are product innovation and new techniques or strategies with times. There is more attention towards the consumer's needs and moreover, Diet Coke is also concerned about the consumer’s cultural diversity and commitment, Diet Coke and its flavor are improving in quality and sell at competitive price in the market cost.

It is analyzed by marketing week that there is higher profitability of Diet Coke as compared with the classic Coca-Cola. However, the company has successfully navigated that sugar tax is increasing therefore through a focus on the low sugar variants the company got profit and there can be a long-term trend and success. Considering the sales figures it is known that Diet Coke returning to long-term growth because its sales hit £10.9m in the ending 24 February 2018. Diet Coke has loyal consumers in the market because of the product quality and innovation in the packaging (Fleming, 2018).

Thus, the boost in Diet Coke sales can be seen when compared with the sales of classic Coca-Cola, which earned about £10.76m (Fleming, 2018). The evaluated figure by Market Research Company tells that Diet Coke value sales are higher than Coca-Cola and it is getting higher every week. There is the impact on consumer perceptions due to the Diet Coke's Impression, as concerned in the Diet Coke's Buzz score that there are some of the positive and negative comments by the consumers so it could be said that there are consumer views in which there is the balance of positive and negative.

Figure 4: Diet Coke sales overtake classic Coke

Source: (Fleming, 2018)

Diet Coke as compared with the classic Coca-Cola recorded higher sales because there is the focus on the packaging redesign as the company also introduced some new flavors include Diet Cherry Coke, Diet Coke with Lemon, Strawberry Guava, Blueberry Acai, etc. the company also spend the £10m advertising campaign in order to target millennial's (Schrank, 2017). Coca-Cola also focuses on the advertising and digital marketing strategies through spotting or telling consumers about new diet coke as the media campaign being successful (Purdy, 2018).

Figure 5: Impact of Diet Coke rebrands

Source: (Fleming, 2018)

Marketing Tool Box
Product of Branding Analysis 

Concerned about Diet Coke; it could be said that it is designed for the people who want to stay in shape as well as healthy. However, young people are mostly targeted by the company because they have awareness regarding the calories of Coke Classics and Diet Coke. However, the product is made for the soda enthusiast's people; Diet Coke can be a healthy alternative or can be an alternative to the regular soda. Diet Coke has also recorded a huge success story and there are higher sales records. Consequently, the company uses artificial sweeteners aspartame to make Diet Coke that can also be different from the original Coca-Cola recipe. The Calorie content in one can is 330 ml.

However, Diet Coke has so many sub-brands, the selected products are Diet Coke and its extensions; Diet Coke that was launched by 1982. However, the Coca-Cola Zero was launched by 2005. Consequently, Diet Vanilla Coke launched by 2002 and Diet Coke with Lime launched by 2004. Moreover, in the year 2014, there was a campaign 'Get a Taste' of the good life; it is by Diet Coke invites and gets famous in consumers. Diet Coke is still doing efforts to get famous in the consumers as there are continuous efforts towards the product launch. Coca-Cola Zero Sugar is reformulated in the year 2017 and the product was first tested in the UK. Twisted Mango flavors, Zesty Blood Orange, Ginger Lime, Feisty Cherry was also introduced by Diet Coke 2018 to target millennials. Thus, in the year 2019, two more new flavors added by Diet Coke as Strawberry Guava as well as Blueberry Acai (Beckley, Paredes, & Lopetcharat, 2012).

Price of Branding Analysis 

Diet Coke is concerned about the best pricing strategies in the market as it is the key to success for the company. Diet Coke could also be explained as the medium for generating revenues for the company Coca Cola. Diet Coke is helping the company to survive in the market of trendy and modern customers. Consequently, Diet Coke is concerned about several pricing strategies in the consumer market at the start of the product; the company used the skimming pricing policy and then slowly focuses on the competitive pricing policy because there were more customers in the market. Moreover, Diet Coke has rival companies in the market and thus, also focuses on the penetration policy as well as the discount pricing policy on special occasions. Thus, to create further revenues, Diet Coke is more concerned about the quality and fair prices so that there could be extra sales volumes and a loyal customer base.

Place of Branding Analysis 

Diet Coke has a niche market; it has an intensive distribution policy and focuses on the proper distribution network for the convenience of its customers. Diet Coke products competently and effectively reaching its customers because their needs are satisfied. However, Diet Coke is spread to one hundred and fifty countries from its parent companies in the United States, the United Kingdom, India, Spain, Germany, Austria, etc. Diet Coke is on the successful brands in the world and has loyal customers; consequently, Diet Coke is easily available at the departmental stores, supermarkets, discount stores, grocery stores, petrol pumps or corner shops, etc. Diet Coke is easily accessible and conveniently reaches for customers.

Promotion of Branding Analysis 

Diet Coke is following the aggressive promotional policy in the market for the health-conscious customer, or younger woman or the people suffering from diabetes. It is the product for the customers who want the absence of sugar content. Consequently, Diet Coke did effort through the promotional activities like magazines, newspapers, social media, and billboards desired success to increase the awareness and visibility in the customer and to gain maximum coverage. Diet Coke is the healthy choice and they know it, however, the maximum sale of the product is the proof that customers have awareness regarding the product.

References of Branding Analysis of Branding Analysis 

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of Marketing. Pearson Australia.

Banutu-Gomez, M. B. (2012). Coca-Cola: International business strategy for globalization. The Business & Management Review, 3(1), 155.

Beckley, J. H., Paredes, D., & Lopetcharat, K. (2012). Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research. John Wiley & Sons.

Blythe, J. (2013). Principles and Practice of Marketing. SAGE.

Ferrell, O. C., & Speh, T. W. (2017). Marketing Strategy, Loose-Leaf Version. Cengage Learning.

Fleming, M. (2018). Diet Coke sales overtake classic Coke as the soft drinks giant navigates the sugar tax. Retrieved from https://www.marketingweek.com/diet-coke-sales-overtake-classic-coca-cola/

Isidore, C. (2016). Coke's new slogan: 'Taste the Feeling'. Retrieved from https://money.cnn.com/2016/01/19/news/companies/new-coke-ad-campaign/index.html

Pride, W. M., Hughes, R. J., & Kapoor, J. R. (2013). Business. Cengage Learning.

Purdy, C. (2018, October 31). Coca-Cola found a way to convince millennials to drink Diet Coke. Retrieved from https://qz.com/1445897/millennials-are-buying-diet-coke-again/

Schrank, A. (2017). Diet soda sales fizzle as health-conscious consumers turn to other drinks. Retrieved from https://www.marketplace.org/2017/10/05/diet-soda-sales-fizzle-health-conscious-consumers-turn-other-drinks/

Sroychow. (2016). COCA COL A’s SEGMENTATION, TARGETING & POSITIONING STRATEGY. Retrieved from https://mpk732t12016clusterb.wordpress.com/2016/04/09/3743/

Taylor, K. (2018, Feb 16). Coca-Cola says millennials are decimating sales of Diet Coke — and now it's going to war. Retrieved from https://www.businessinsider.com/diet-coke-millennials-to-boost-sales-2018-2

Tianshili. (2016). Marketing Positioning of Coca-Cola Life. Retrieved from https://mpk732t12016clusterb.wordpress.com/2016/04/11/marketing-positioning-of-coca-cola-life/

Worldofcoca-cola.com. (2019). Coca-Cola Beverages and Products. Retrieved from https://www.worldofcoca-cola.com/about-us/coca-cola-beverages-products/