2. Introduction
• Coca-Cola was invented in May 1886 by Dr. John S. Pemberton in Atlanta,
Georgia. The name "Coca-Cola" was suggested by Dr. Pemberton's bookkeeper,
Frank Robinson.
• Coca-Cola currently offers more than 500 brands in over 200 countries and serves
over 1.6 billion servings each day.
• The company operates a franchised distribution system dating from 1889 where
The Coca-Cola Company only produces syrup concentrate which is then sold to
various bottlers throughout the world who hold an exclusive territory.
• Coca-cola was asked by the Indian government to leave the country along with
I.B.M in 1977 due to investment violations.
• It re-entered India in 1993. Since then its operations have grown rapidly through a
model that supports bottling operations, both company owned as well as locally
owned and includes over 7,000 Indian distributors and more than 1.3 million
retailers.
4. Brand elements
• Coca cola`s Brand elements played a vital role behind enhancing its brand
awareness. Coca cola is the top brand. Coca Cola`s brand name is most recognized
among customers which was proved by the research done in last July, according to
that the most recognized brand about 90% was coca cola. The survey was taken
from USA, Canada, UK, France, Germany and Australia. Red text Coca cola written
logo is very famous and most recognized in word due to its strong brand
awareness and global viewership because of sponsoring Olympics. There have
been some variations in logo mostly just in the change of front style. It has been
using slogans since1986 till today.
5. DISTRIBUTION CHANNELS:
• Direct Selling
• In direct selling they supply their products in shops by using their own transports. In this type of
selling company have more profit margin.
• Indirect Selling
• They deal with many whole sellers and agencies to cover all areas globally. To assure their
customers for availability of coca cola products, as their products are sold in 200 countries with the
consumption of 1.8 billon coke products per day.
• Facilitating the product by infrastructure
• For providing their product in good manner company has provided infrastructure these includes:
• •Vizi cooler
• •Freezers
• •Display racks
• •Free empty bottles and shells for bottles
6. Marketing segmentation
• There are three broad ways which Coca Cola segments its
market:
1. -Mass marketing
2. -Differentiated marketing
3. -Niche marketing
• The most apparent method used by Coca Cola is with no
doubt the differentiated marketing method as Coke
satisfies a range of different markets. Diet coke satisfies the
weight consciousness, weather regular coke, sprite, fanta
the average human, coffee, iced tea etc. Each group of
beverages satisfies a particular group of people
8. Advertising
Advertising is defined as any paid form of non personal communication about an
organization, product, service, or idea by an identified sponsor.
Coca-Cola uses the concept of aggressive advertising to promote its products. Thus
advertising is the most important marketing tool for the company as it has to cater mass
consumer markets. They mainly does national advertising.
Company introduces different themes and concepts to sell their product and advertises
mainly in electronic media and out of home advertising. These advertisements build
brand image and create awareness.
Big names of Indian film industry mainly become the brand ambassadors of the
Company.
• Throughout the years, the slogans of the Coca-Cola have been memorable. For E.g.
• Thanda Matlab Cola-Cola
• Jo chaho ho jae Cola-Cola enjoy
• Coca-Cola-Piyo sir utha ke
• Brrrrrrr!!!
9. Mediums Of Advertising
The mediums of advertising used by Coca-Cola are:
Print media:
They print media for advertisement. Although very rare,
they have a separate department for print media.
Point Of Sale Materials:
Point of sale material this includes: Posters and Stickers
display in the stores and in different areas. It also includes:
Vizi cooler
Freezers
Display racks
9
10. T.V Commercials
• As everybody know that TV is a most common entertaining medium so TV
commercials is one of the most attractive way of doing advertisement. So
Coca Cola Company does regular TV commercials on different channels.
• It focuses on both the urban as well as the rural India with its advertisements.
• In the summer of 2011, Coca-Cola introduced the new Brrrrr!! Ad and
featured Imran Khan as the brand ambassador.
10
11. Outdoor Advertising
• Coca cola is very much conscious about their billboards and hoardings. They
have so many sites in different locations for their billboards.
• Billboards are usually found at cross roads, buildings, shops.
• Also in India the Coca-cola can be seen painted on walls, bus stands, dhabas
etc focusing in rural areas if India.
11
12. Direct Marketing
• Coca-Cola uses direct marketing in many ways. First, the company
partners with various restaurants, movie theaters, etc. to carry its product.
• This way, when a customer orders a drink, the only brand they are offered
is Coca-Cola, which forces them to buy a drink from that brand. By doing
this, Coke forces out other competition, and keeps the restaurants, or
other businesses, purchasing their product over and over again.
Eg. Mc Donalds.
• According to mobilemarketingmagazine.com, Coke uses mobile graphics
and texts to appeal to markets on a more personal level.
• Coca Cola also sponsors various sporting events in India and around the
world in events like Cricket, Football, and Motor Racing etc.
12
13. Interactive/Internet Marketing
Coca-Cola uses the internet to promote its products. The company has its
own website, which is quite simple to navigate through. The website allows
customers to become interactive through various games, contests, shopping,
and through a special section of the website that enables consumers to find
out how they can help their community.
• Also in the modern era of communication and networking, the company uses
various social networking sites like Facebook, YouTube, Twitter to connect
with the consumers.
• The internet marketing thus helps to reach to those consumers who cant
afford to spend time on T.V and are always online.
13
14. Sales Promotion
A sales promotion is an activity that is implemented to boost the sales of a
product or service temporarily. Coca-Cola does sales promotion in two ways
to quickly increase sales.
1. Consumer - Oriented sales promotion:
Getting Shelves
Eye Catching Position
Under The Crown Scheme
2. Trade - Oriented sales promotion:
Discounts to retailers and stores
Return back allowances
Merchandising assets
Free goods or free tours
14
15. Publicity/Public Relations
• The Coca-Cola India is also undertaking some projects as a part of their social
cause and part of the corporate social responsibility.
• The support my school campaign along with NDTV has Sachin Tendulkar as the
brand ambassador.
• The project Unnati focuses on more yield of mangoes to farmers.
• Coca Cola also Sponsors events in cricket and music.
15
16. Points-of-difference & Points-of-
parity
• Points-of-difference
• Distinctive taste profile
• Optimistic view of life
• Classic, iconic symbolism & imagery.
• Emotional bond with customer
• Points-of-parity
• Contemporary, up-to-date
• Refreshing flavor
• Beverages category
17. Brand mantra
Brand Name Emotional
Modifier
Descriptive
Modifier
Functional
Benefit
Fun Family and
friends
Beverages
18. Brand Portfolio
coca cola
soft drinks
carbonated drinks
diet carbonated drinks
frozen beverages
juices
fruit juices
fruit smoothies
Tea/ Coffee
fruit tea
coffe
coffe drink
water
menral water
enhanced water
other drinks
sports drinks
energy drinks
mixers
19. Brand Attributes
• Core Attributes
• Great Tasting
• Very Refreshing
• Thirst Quenching
• High Quality(ingredients and production process)
• Worth What it Costs
• Goes Well With Meals and Snacks
• Extended Attributes
• Has an Unforgettable Taste
• Revitalizes
• Enjoyment
• Good to Drink With Family and Friends
• Is Recognized as the Best Soft Drink
24. SWOT ANALYSIS Of Coca Cola
S W
T
Strengths
•World’s Leading Brand
•Largest Market Share.
•Customer Loyality.
•Most extensive distribution Network.
Opportunities
•Diversify Into non Carbonated Drinks.
•Opening new Outlets in those areas
where market share is less.
•Targeting the youth Generation.
Threats
•Strong Competition with Pepsico
Company.
•Health consiousness among people.
•More choices in Beverages.O
Weaknesses
•Negative publicity.
•Carbonated Drinks.
•No presence in the Snacks and Food
Industry.
•Declining market Share.
25. BCG MATRIX OF COCA-COLA
Question
Mark
STAR
CASH
COW
DOG
HIGH LOW
HIGH
LOW
BUSINESS
GROWTH
RATE
MARKET SAHRE
