Its a presentation as pat of MBA programme. (Integrated marketing communication course)

1. MARKETING
COMMUNICATION
STRATEGY OF COCA-COLA
MUHAMMED JALAL

3. Coca-Cola
 Coca-Cola company is the worlds largest non alcoholic beverage company.
 With more than 400 brands, there are nearly 2500 beverage products.
 Operations in more than 200 countries
 According to business insider, approximately 94% of the world population is
aware of red and white logo of coca cola

4. HISTORY
 Invented by John stith Pemberton in 1886 in Atlanta, Georgia.
 The coca cola formula and brand was bought in 1889 by Asa Candler who
incorporated the coca cola company in 1892.
 Within 4 years, his merchandising flair helped expansion of consumption of coca
cola to every state and territory.
 Coca cola company started operating in India in 1950. However in 1977 they
withdrew operations and on 1993 they decided to Re enter the market

5. Geographic Segmentation
 Regions or country wise: North America, Middle east, Asian countries, Europe,
Pacific countries
 Density: Urban, Sub urban
 Climate : Hot, Summer
 City / Metro : Small, Medium, Large

6. Demographic Segmentation
 Age: 12- 19, 20- 35
 Gender : All
 Income : Middle level
 Generation : Young
 Family type: All
 Occupation : All

7. Psychographic Segmentation
 Social Class: Middle class Upper middle class
 Life style: Busy Life style

8. Evolution of Tagline
Throughout the years, the slogans used in advertising for Coca-Cola have reflected
not only the brand, but the times. Slogans provide a simple, direct way to
communicate about Coca-Cola
 The 1906 slogan, "The Great National Temperance Beverage," reflects a time when
the society in the United States was veering away from alcoholic beverages, and
Coca-Cola provided a nice alternative.
 Other slogans have concerned the sales figures, such as "Three Million a Day"
from 1917 or "Six Million a Day" from 1925
 by 1986, two slogans were used to differentiate the brands, with "Red, White &
You" for Coca-Cola classic and "Catch the Wave" for Coca-Cola.
 Some advertisements themselves rise to the level of memorable slogans. The
1971 "Hilltop" ad featured a song with the words "I'd Like to Buy the World a
Coke." that lyrics are considered as slogan to many.

9. Evolution of Tagline

11. Evolution of Tagline
 Latest (2021) Tagline is : “ The Real magic”
 Real Magic marks the first new global brand
platform for Coca-Cola. and is being launched
alongside a refreshed visual identity for Coca-
Cola, as well as a new perspective on the Coca-
Cola logo that will feature across Coca-Cola
marketing.
 Coca-Cola is collaborating with artists,
photographers and illustrators to bring the
concept of Real Magic to life through the
embrace of new ‘Hug logo’.

13. Communication Strategy

14. Types of Media used to Promote Coca-
Cola
 Various types of media are used to advertise the Coca-Cola brand in general, and
Coca-Cola drink in particular
 Media used to advertise coca cola can be divided into , published media and
visual/aural media. Published media includes newspapers, magazines, trade and
professional press, and the internet. Visual and aural media includes television,
radio, cinema, posters, billboards, and direct mailing.

15. Published Media

16. Published Media
 Newspapers are one of the most popular forms of media advertising that is
widely used by Coca-Cola. Coca-Cola Company is one of the companies that has
starred media advertisement in its earlier stages, and by now the company has
been engaged in media advertising for more than 100 years.

17. Published Media
 Magazines are widely used at a global level to advertise Coca-Cola. The
magazines are chosen according to their readability by the target customer
segment of the company. These advertisements usually occupy an entire page of
the magazine to maximise the positive impact of the marketing initiatives.
 Internet is another platform where the various forms of Coca-Cola advertisements
are placed. Specifically, the brand’s online advertisement is undertaken through
the extensive use of banners, pop-up ads, on-site sponsorships and various other
forms of online advertisements in thousands of websites around the globe. There
are also various forums and websites dedicated to Coca-Cola fans, where users
can share their stories involving Coca-Cola.

18. Visual and Aural Media

19. Visual and Aural Media
 Coca-Cola has been advertised through television in many countries. Coca-Cola
features different ads in different countries. These ads are prepared considering
the local culture to avoid any misunderstandings due to the differences in the
culture of different countries.
 Coca-Cola radio advertisement usually lasts only a few seconds, but is considered
to be efficient in terms of increasing brand awareness and customer loyalty.

20. Visual and Aural Media
 Posters and billboards are also widely used as an integral part of the Coca-Cola
media promotion. The billboards are usually placed at the city centres and
highways around the globe as well as some parts of the rural areas. Posters, on
the other hand, are normally displayed at the public transports, shops and
restaurants.
 Coca-Cola is also advertised in cinema and this is undertaken in two ways. Firstly,
Coca-Cola video advertisements are played in cinemas before the movie starts.
Secondly, Coca-Cola is advertised through product placement in movies, wherein
the drink is featured somewhere during the movie and the efficiency of the
product placement is maximised by showing the drink being consumed by the
lead role.

21. Campaigns in India

22. Campaigns in India
Some of the successful campaigns of coca cola in India.
 The Coca Cola 1998 Cup
 Jo Chaaho Ho Jaaye, Coca Cola Enjoy
 Thanda Matlab Coca Cola
 Sabka Thanda Ek
 Open Happiness

23. Conclusion
Coca-Cola advertisement campaigns are launched to achieve specific objectives. The company’s main
objective is profit maximization and these advertisement campaigns contribute to the achievement of this
objective in several ways.
 Creating awareness of the company and its products.
 Informing and educating consumers and buyers.
 Encouraging a liking for the company’s products over those of the competitors'.
 Encouraging product trial among potential new customers.
 Increasing short-term sales by the means of stimulating action.
 Reassuring customers and reinforcing their particular desirable buying behaviour.
 Generating information from customers.
 Creating sales lead.

24. THANK YOU