Brand & Product Management

Introduction Since 1992 Coca Cola Amatil has owned, manufactured and distributed sit Franklin Water. sucker Franklin is a well known disgrace within the bottled water supply market. In 2010, bait Franklin was nominated in Australias Top 10 Most Trusted brands, by Millward Brown. Of the Top 10, batch Franklin was be 7th, with only two Australian brands in the Top 10. The frigid Australian brand was Woolworths as all the others were international brands. get on Franklin body of body of water comes in a tolerant seethe of favourable packs to suit any occasion. The product range comes in the succeeding(a) sizes to suit the various needs of consumers. * 2L C ampereing & kinsfolk usage. * 1.5L Household usage. * 600mL A slim bottle for consumers on the go. * 350mL A small size designed for kids. Mount Franklin has positioned itself as the favored bottled water brand due to their consistent whole tone and taste. CCA Australia is regard ed the largest water producer in Australia. The continuous efforts by this multinational go with have reflected on the success of this brand in the Australian bottled water market. Behavioral Loyalty Australians on comely consume over 20 L of bottled water per person, each(prenominal) year.

In 2006 CCA controlled a 27 percentage market care in the water category through the product Mount Franklin. (Coca-Cola Amatil Fact Book, 2006). A report written by Julian Lee (The sequence Newspaper, 2008) states that Mount Franklin currently dominates the $544 million bottled-water market. concord to Coca-Colas ma rket research, Mount Franklin water has a 99! percent brand awareness and 43 percent of females aged 25-39 place that Mount Franklin is their favourite brand. Customer loyalty may case in advanced satisfaction levels, however satisfaction does non always guaranty loyalty. Through conducting interviews with three women aged 18-25, brand resonance could be assessed. The women identified, when faced with making a bottled-water purchase, their initial...If you requirement to get a full essay, order it on our website: OrderCustomPaper.com

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