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Other Papers on :Coca-Cola

Other Papers on :Marketing Dissertations

Other Papers on :Marketing Communications Plans

E/M/189. Dissertation. Marketing communications planning: DEVELOPING A STRATEGIC COMMUNICATIONS PLAN FOR COCA COLA'S DASANI WATER

(2006, 12 500 words)

The dissertation reports on the re-launch of bottled water Dasani by Coca Cola in the UK offering a strategic communications plan for Dasani bottled water targeted at younger audience, and analysing the bottled water market, the issues of price, competitors, customers, etc. PEST and SWOT analytical models are used; brand positioning of Dasani is discussed, recommendations about Dasani's promotion campaign are suggested.
 
   
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