Rebranding Strategy for Dasani (Business & Marketing Essay)

REBRANDING STRATEGY FOR DASANI
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Rebranding Strategy for Dasani
One of the products which are struggling in the United States market off late is the Dasani. This is a product that was introduced in the market by the Coca Cola Company in 1999. The product was doing well in the United States and worldwide in the past but is currently facing several market challenges. The company needs to formulate a rebranding strategy for the product for it to prevail in the market. Below are some rebranding strategy suggestions that the Coca Cola company can use to revive the product in the market. These strategies include a new name for the product, changes in modes of packaging, the price point of the product, the product’s position, changes in the advertising strategies, improvements in design and quality, and distribution method of the product worldwide. These strategies have been discussed and expounded below.
New Name
In pursuit of making the product competitive in the market, the company should consider giving Dasani bottled water a new name. The new name will enable the company to reflect on the new goals and objectives of the company. Giving Dasani a new name will enable the product to attract new customers. I would suggest that the Coca Cola Company changes the name of Dasani bottled water to Ideal bottled water. The new name, Ideal bottled water, will attract the attention of consumers in the market. Most of the customers will be interested to know the new features which come with a new name. As a result, the company will register increased sales from the product (Keller et al., 2020). The new name will help to improve the brand image and customer acceptance. The new name will also help to rebuild the broken trust and confidence of customers in the product.
Packaging Strategy
The company should also focus on changing the mode of packaging the water. Most competitors of Dasani, such as Aquafina, Nestle, Glaceau Smartwater, and Poland String, have almost the same method of packaging (Bhasin, 2019). The Coca Cola Company should ensure that the product's packaging is unique from the other bottling companies. The packaging helps the products to be differentiated from the other products. The product packaging also helps to attract customers' attention and loyalty and sways their purchasing habits (Mroz-Gorgon, 2016). I would suggest that Coca Cola company packages its water in a different mode like in metals cans rather than plastic bottles like most bottling. Also, the company can consider packaging the water in colored bottles, which are more appealing. Packaging the water in metal cans or colored bottles will help create and improve brand recognition (Bookins, 2017).
Price Point
The Coca Cola Company should also...