Adaptation of the "Coca-Cola" Brand in the Russian Market and Prospects for its Development under the "Dobry Cola" Brand

Topic: Adaptation of the "Coca-Cola" Brand in the Russian Market and Prospects for Its Development under the "Dobry Cola" Brand. Keywords: adaptation, brand, marketing, "Coca-Cola", "Dobry", development opportunities and prospects, localization, Russian carbonated drinks market, quantitative analysis, qualitative analysis. Object of Study: The marketing activities and strategies for the adaptation and localization of the "Dobry" carbonated drinks brand in the Russian market. Subject of Study: The brand development strategy of "Coca-Cola" in the Russian market under the "Dobry Cola" brand. Research Objective: To analyze the key marketing and emotional components of the "Dobry" brand to determine its communication positioning with consumers. To achieve this objective, the following tasks need to be accomplished: Study the concept and essence of business adaptation and localization processes; Examine the methods of adaptation and localization used by brands in the Russian market; Analyze the opportunities and prospects available to brands in the process of adapting and localizing to the Russian market; Conduct quantitative and qualitative analysis of obstacles in business adaptation and localization; Identify factors influencing the choice of adaptation and localization strategies for brands in Russia; Evaluate the effectiveness of proposed measures; Consider current issues in the localization and adaptation of foreign brands; Propose improvements for the adaptation and localization process of foreign brands; Analyze the effectiveness of applying an improved process of adaptation and localization of foreign brands. Study Period: 2021 – 2024. Main Conclusions of the Study: The "Dobry" brand lacks an ideological component, with its philosophy being unclear to many respondents, often leading to associations with other concepts. The "Dobry" carbonated drinks brand should consider developing a brand platform that clearly defines its position in the market for such beverages. This will make the brand more comprehensible to consumers, foster loyalty, attract new audience segments, and attract loyal "Coca-Cola" consumers. During in-depth interviews, it was found that some consumers, unwilling to buy substitute products even in the absence of the original, were not aware that the "Dobry" carbonated drinks brand belongs to the major holding company "Coca Cola HBC." Several recommendations for the development of the "Dobry" brand were proposed: Creation or revision of the current brand platform; Adjustment or creation of a new communication strategy; Directions for brand positioning; New ideas and MVP prototype for brand design; Suggestions for brand communication. The work comprises 132 pages, includes 1 table, 32 figures, 2 appendices, and references 46 sources.