Your SlideShare is downloading. ×
Word of Mouth Marketing- Compelling Idea (Coca-Cola)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Word of Mouth Marketing- Compelling Idea (Coca-Cola)

505
views

Published on


0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
505
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
30
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • This is the remarkable story about the evolutionof an iconic brand and the company that bearsits name. Since its birth at a soda fountain indowntown Atlanta, Georgia, in 1886, Coca‑Colahas been a catalyst for social interaction andinspired innovation. With the idea of refreshing the world,whichhelped create a global brand that providesbillions of moments of refreshment every day.
  • This is the remarkable story about the evolutionof an iconic brand and the company that bearsits name. Since its birth at a soda fountain indowntown Atlanta, Georgia, in 1886, Coca‑Colahas been a catalyst for social interaction andinspired innovation. With the idea of refreshing the world,whichhelped create a global brand that providesbillions of moments of refreshment every day.
  • Transcript

    • 1. OF MARKETING
    • 2. WORD OF MOUTH MARKETING CONTENT DEVELOPMENT
    • 3. COCA-COLA REFRESHING THE WORLD
    • 4. COMPELLING IDEA Refreshing the World
    • 5. COMPELLING IDEA This is the remarkable story about the evolution of an iconic brand and the company that bears its name. Since its birth at a soda fountain in downtown Atlanta, Georgia, in 1886, Coca-Cola has been a catalyst for social interaction and inspired innovation. With the idea of refreshing the world,which helped create a global brand that provides billions of moments of refreshment every day. Refreshing the World
    • 6. COCA-COLA SPREAD HAPPINESS AND FRIENDSHIP
    • 7. THE AD COCA-COLA Jo CHAO HO JAYE, COCA COLA ENJOY
    • 8. ABOUT AD Jo Chaaho Ho Jaaye, Coca Cola Enjoy was one of the company’s first campaigns in India. It was remarkably well executed, and appealed both at a product level as well as at an emotional level. These ads featured celebrities such as Hrithik Roshan and Aishwarya Rai. The target segment for Coca Cola in its initial days was the youth segment and this campaign clearly connected well with the segment. However, the next advertising campaign of Thanda Matlab Coca Cola was launched with an objective to have a mass appeal. The campaign leveraged the product platform rather than the emotional platform that it had established earlier. COCA-COLA Jo CHAO HO JAYE, COCA COLA ENJOY
    • 9. THE AD COCA-COLA THANDA MATLAB COCA COLA
    • 10. THE AD COCA-COLA THANDA MATLAB COCA COLA
    • 11. ABOUT TVC • Thanda matlab has given Coca-Cola a new language in the Indian soft drinks market. Thanda campaign cut across market segments and evoked a great deal of response even from the metro markets, of course, aided by some degree of "reverse snobbery. • The company claims that since the launch of the Thanda Matlab campaign last year, the performance of the brand has shown an improvement by at least two share points, compared to the year before. Interestingly, each share point gain in the soft drinks market could mean netting an additional Rs 60 crore in revenue. COCA-COLA THANDA MATLAB COCA COLA
    • 12. COCA-COLA TO INSPIRE MOMENTS OF OPTIMISM AND HAPPINESS
    • 13. THE AD COCA-COLA OPEN HAPPINESS
    • 14. THE AD COCA-COLA OPEN HAPPINESS
    • 15. THE AD COCA-COLA OPEN HAPPINESS
    • 16. THE AD Coca-Cola launched the global marketing campaign 'Open happiness' in 2009. Speaking about the campaign, Anupama Ahluwalia, vice president, marketing, Coca-Cola India and South West Asia, said, "Brand Coca-Cola has been at the forefront in making a cultural point of view that encourages optimism and positivity in our everyday lives. The Bewajah Khushiyaan Lutao, Coca-Cola Pilao campaign inspires everyone to spread and share happiness without any reason, through little gestures like sharing an ice-cold bottle of Coca-Cola.“ At present, when the economic situations are not as pleasant, the concept seems to have gained popularity again. Around 30 or more brands are advertising the concept of happiness. COCA-COLA OPEN HAPPINESS
    • 17. Expertiential/Ambient Marketing • Coke is known as the king of vending machines • Always gets it right with the vending machine stunts – enages people and builds talkability • looks like a regular Coke vending machine, but gives away all kinds of wonderful things for free. •It starts out by dropping an extra can of Coke, moves on to spitting out tons of free Coke bottles, and then starts dispensing flowers, pizza, sandwiches, cupcakes and more. • An improvised fine dinner served in a small square in Naples, great food and plenty of bottles of Coke to celebrate the beauty and importance of dining together.
    • 18. Expertiential/Ambient Marketing
    • 19. Expertiential/Ambient Marketing • Coca-Cola in Korea have created a vending machine that rewards people the more they dance in front of it!
    • 20. Expertiential/Ambient Marketing • Unlock the 007 in you • we can really say they are the masters of vending machines experience marketing • the stunt was around the latest 007 movie. A train station, a mission, and 70 seconds to complete it. • The video in less than a week has received 3 million views and over 26K likes proves that experience marketing can be a great hook not just for those who “experience” it live in first person, but also for those who watch (and probably wish they were there).
    • 21. Expertiential/Ambient Marketing
    • 22. Expertiential/Ambient Marketing • Continuing the brand’s highly successful “happiness” campaign • “small world” vending machines were installed in two cities – Lahore in Pakistan and New Delhi in India. • Due to decades of political tension between the two counties the cities seem “worlds apart”. •So Coca-Cola devised a way that people in both cities could share a moment (over a bottle of coke, of course). • The small world vending machines enabled consumers to connect across the border via a video link.
    • 23. Expertiential/Ambient Marketing Avoiding nuclear armageddon is great but avoiding nuclear armageddon with an icy cold Coca-Cola is better. As the saying goes, "Things go better with Coke.
    • 24. Expertiential/Ambient Marketing
    • 25. Expertiential/Ambient Marketing COCA-COLA Views: 84,836 DAV College, Chd.
    • 26. Expertiential/Ambient Marketing DIET COKE - Stay the way you are – campaign across all major apparel stores in Delhi. Belts had only one hole fir to the exact waist size with the message stay the way you are !
    • 27. Expertiential/Ambient Marketing • Starting out with a truck rolling out grass turf in unexpected places like a concrete square in the middle of a business district, filled the area with color. • Thus a “pop-up park!” was created. • Passerby’s were able to kick of your shoes and relax while enjoying a cold Coca-Cola. • In fact, the only way Coke was going to give you a free drink is by you taking off your shoes. • To help bring in color, Coke brought in benches, trees with guitars, rabbits & flying death disks (frisbees).. Whatever would put a smile on your face. • And if none of that made you smile, the grass used was donated to a child’s care home making this pop-up park one of the Happiest parts of your day.
    • 28. Expertiential/Ambient Marketing
    • 29. The coke Santa The Santa Claus we all know and love — that big, jolly man in the red suit with a white beard — didn’t always look that way. In fact, many people are surprised to learn that prior to 1931, Santa was depicted as everything from a tall gaunt man to a spooky-looking elf. Coke began the Santa history in 1920s and 1930s Coke worked with the ad agency archie lee to make a hirotric Santa figure that the people can relate to and which also symbolises coke – The Red Santa • From 1931 to 1964, Coca-Cola advertising showed Santa delivering toys (and playing with them!), pausing to read a letter and enjoy a Coke, visiting with the children who stayed up to greet him, and raiding the refrigerators at a number of homes.
    • 30. The coke Santa – Print Ads
    • 31. Coke sponsorships India • Coke tied up leading fast food joints like Subway, Dominos, Mc donalds • Coke sponsored Mumbai Indians and Kings XI Punjab in the fourth season of the T20 league. •Coke Studio - an Indian television series featuring live music performances
    • 32. THANK YOU ABHISHEK ARORA AKHIL KHARBANDA ARIHANT JAIN KANIKA HANS NAMRITA BAGGA TRIPTI KAUR BAGGA VANSHUJ DUTTA VISHU BHATIA