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  • Strength:- Heritage: - Coca-cola became the symbol of USA and its freedom in WORLD WAR II. The WAR Departments helped establish Bottling Plants in North Africa and Italy. By end of the war 5 billion coke bottles were consumed by Soldiers!! Secret Formula :-at a time no more then 3 people know the exact ingredients ---Even wives of the executives were ignorant! Syrup Price and Bottlers Relations:-Inc in Syrup price soured Rel with Bottlers as The firm tried to pass the cost on to the Bottlers QCP -Taste consistency across bottlers Powerful Ads: (1923 urged to harried Workers)” Pause and Refresh Yourself” Art work by Haddon Sundblom---- Santa clause became a huge, fat, relentlessly Happy man with a broad belt and black hip boots -- -wearing Coca cola red Forever. Distribution :--155 countries and consumed 303 million times a day in 1970’s. Weakness :- BAE:-Fight with Bottlers over Syrup Prices Dilemma of controlling the owners of company franchises--- majority of whom were Old and not interested in Business. FDA:- 1970---Aqua-chem- Water treatment equipment and boiler Producer. 1978—Presto Products-Plastic Bags 1977-The Wine Spectrum DCB– The Generation that Grew with Coke was getting Old and Shifting to Healthier Drinks( Fruit Drinks etc)

Coke_Case_Assignment Presentation Transcript

  • 1. INTRODUCING NEW COKE Group A3 Anoop Zachariah (08927877) Mukul Kejriwal (08927879) L. Gyalpo (08927892) Ravi Teja (08927883) Sidarth Mehta (08927818) Udayan Nagdeote (08927893)
  • 2. CASE DESCRIPTION
    • Evolution of Coca Cola
    • Early Brand building measures
    • Pespsi Challenge
    • Process of Introducing New Coke
    • Reintroduction of Coke Classic
  • 3. ABOUT COCA COLA
    • Invented by the pharmacist John Styth Pemberton in Atlanta in 1885
    • Beverage initially envisaged as a headache remedy
    • Propriership transferred to another pharmacist for a sum of $2300
    • Coca Cola company started in 1892 when the beverage was repositioned as a refreshment rather than a therauptic medicine
  • 4. ABOUT COCA COLA.. CONT
    • Coca Cola secret formula is amongst most well guarded secrets with no more than 3 people knowing about it at any time
    • Investment in distribution and marketing led to rapid advancements in profits
    • In 1923 Coke forayed into Europe
    • The present perceived caricature of the Santa clause is the gift of coca cola to the world
  • 5.
    • In 1937 coke was offered the chance to buy flailing Pepsi cola which they rejected
    • Coke supported the American forces during the second world war by setting up bottling plants in North Africa and Italy.
    • Coke started diversifying its product range with the acquisition of Minute maid and Duncan foods in 1964.
    • Coke distributed in 155 countries and consumed 303 million times a day
    ABOUT COCA COLA.. CONT
  • 6. PEPSI CHALLENGE Aggressive marketing by Pepsi resulted in a decline in cokes market share 1970 1975 1979 1984 Coke 28.4 26.2 23.9 21.7 Pepsi 17 17.4 17.9 18.8
  • 7. PEPSI CHALLENGE In mid 1970’s Pepsi changed it focus from the Image centric campaign to product centric campaign Preference for Coke Preference for pepsi Pepsi challenge 48% 52% Coke die hard drinker test 52% 48%
  • 8. THE NEW COKE In early 1985 aided by the biggest consumer preference test ever with responses from nearly 2 lakh people coke zeroed in on its formula for new coke Preference for Coke Preference for pepsi New Coke 55% 45%
  • 9. COCA-COLA
  • 10. STP Market Target Market Segments Target Segment Those who want to quench their thirst & get refreshed People who want to have flavored non alcoholic drinks Demographic- Age Family Size Gender Education SEC Psychographic- Lifestyle Personality Demographic – Age: Teenagers & Youngsters (14 to 30 years) Psychographic – Fun loving Sports freak
  • 11. 4P’S
  • 12. PORTERS 5 FORCES
  • 13. BRAND EQUITY MODEL
  • 14. HOW THEY CREATED THE BRAND COCA COLA
  • 15. HOW TO MANAGE BRAND EQUITY
    • Brand Reinforcement:
    • Coca Cola came back as the strong drink that America loved so much
    • Brand Revitalization:
    • Coca Cola goes back to the fun element to revitalize its brand from time to time
  • 16. WHAT WAS COKE’S BRAND BUILDING STRATEGY?
  • 17. WHERE DID COKE’S MEANING COME FROM?
    • The cocaine was derived from the coca leaf and the caffeine from kola nut, leading to the name Coca-Cola (the "K" in Kola was replaced with a "C" for marketing purposes)
  • 18. WHAT COKE STOOD FOR THROUGH AGES
    • ““ The Pause that Refreshes” – 1929
    • “ It's the Refreshing Thing to do” – 1936
    • "Global High Sign” – 1940
    • "Sign of Good Taste” & “Go Better Refreshed” – 1950
    • "Things Go Better with Coke" -1963
    • “ It’s the real thing” - 1969
    • “ Coke is it” - 1982
  • 19. HOW DID COKE’S MEANING MAKE A CONNECTION TO AMERICA AND TO CHRISTMAS?
    • In 1931 Coke launched a print Ad campaign which gave a popular, uniform and widely accepted image to Santa Claus.
    • The image of Santa Claus as the jolly old man was propagated by Coca Cola
  • 20. IS THIS STRATEGY REPLICABLE IN TODAY’S MARKETING ENVIRONMENT?
    • Yes. Even after 130 years after the launch of Coke this kind of Brand Building strategy is still replicable in today’s market.
    • However such kind of efforts from the company requires lots of investment in terms of money and time
    • This will take a lot of effort and time and a lot of imagination by the brand managers of today
  • 21. WHAT MAJOR FACTOR DO YOU THINK CAUSES THE FAILURE OF NEW COKE?
    • Failure to recognize the brand loyalty
    • Did not need to fix something as the taste of coca cola was what was preferred by the consumers The brand of coca cola was more than just a cold drink, it refers to the sentiments
    • Marketing research ought to have factored in the effect of discontinuation of old coke
  • 22. WHAT THREATS TO THE CULTIVATION OF BRAND MEANING DOES THE CASE REVEAL?
    • Organizations not aware of their actual brand equity
    • Highlighting its unique factors
    • Tampering with the most important Differentiator(in this case, the taste)
    • Over-stressing on any particular promotion
  • 23.
    • Thank You