History of Coca Cola,Branding Strategy Used by Coca Cola, BCG Matrix, SWOT Analysis, Brand Communication

1. • HEMANT KUMAR
• HIMANSHU
SALAMPURIYA

2. HISTORY
• Invented By John S. Pemberton In 1886 In United States.
• Intended As Patent Medicine.
• Further Bought And Founded By an American Businessman Asa
Griggs Candler In 1892.
• Headquarter In Atlanta, Georgia, United States.
Asa Griggs Candler

3. Evolution Of Logo
The company’s accountant, Frank Robinson, thought that the two
‘C’s would look well in advertising and named the product Coca-
Cola. Mr. Robinson was also credited with creating the famous
cursive Coca-Cola logo, which is still in use today.
Frank M Robinson

4. MASCOT
The Coca Cola Polar Bears were introduced in 1993 and have become one of the most popular
advertising campaigns for one of the most popular beverages.

5. BRANDING STRATEGY
• COCA COLA FOLLOWS LINE EXTENSION
• COCA COLA FOLLOWS CO-BRANDING
• COCA COLA FOLLOWS RAPID PENETRATION
STRATEGY
MARKET PENETRATION
STRATEGY
• INCREDIBLE BRAND STRENGTH OF
COCA COLA
• 1982- TREND TOWARDS HEALTHIER
LIVING
• ADVERTISING THROUGH NEWSPAPERS,
COUPONS ETC.

6. PRODUCT DEVELOPEMENT
• CUSTOMER AND COMMUNITY
APPROACH.
• LINE EXTENSION – VANILLA COKE,
GINGER LIME, DIET COKE.
• NEW SIZE OF PACKAGING.
MARKET DEVELOPEMENT
• TARGETED TO SATISFY WIDE
VARIETRY OF CULTURAL CONSUMER.
• STRATEGY AND ABILITY OF INVESTING
IN EMERGING MARKETS.
• CHANNELISING.
• COLLABORATIONS WITH BOTTLING
PARTNER.

7. BCG MATRIX

8. BRAND COMMUNICATION
CAMPAIGNS
SPORTS
SPONSORSHIP
HUG MACHINE MASS MEDIA
ADVERTISEMENTS

9. COMPETITORS
COCA COLA PEPSI DR. PEPPER

10. SWOT ANALYSIS
STRENGTH WEAKNESS
THREATSOPPORTUNITIES
• WORLD’S LARGEST
BRAND
• DOMINANT MARKET
SHARE
• EXTENDED GLOBAL
REACH
• COMPETITION
WITH PEPSI
• HEALTH CONCERN
• PACKAGED DRINKING
WATER
• INCREASE PRESENCE
IN DEVELOPING
NATIONS
• INDIRECT
COMPETITIORS
• WATER USES
CONTROVERSY

11. SUGGESTION/ RECOMMENDATIONS
DID YOU KNOW?• IT WAS USED AS MEDICINE FOR HEADACHE
AND GASTRICS.
• THE CANS WERE INVENTED FOR SOLDIERS.
• COCA-COLA WAS THE FIRST COMMERCIAL SPONSOR OF THE OLYMPIC
GAMES IN 1928.
• LESS SUGARY FUTURE CAN BE SEEN.
• USE OF BIO DEGRADABLE MATERIAL FOR PACKAGING.
• “SHARE YOUR CAN” SHOULD BE INTRODUCED IN INDIA.

12. SOURCES
• https://www.marketing91.com/swot-coca-cola/
• https://www.google.com/search?q=patent+medicine+meaning&oq=patent+medicine&aqs=chrome.1.69i57
j0l5.4596j1j7&sourceid=chrome&ie=UTF-8
• https://www.coca-colaindia.com/stories/the-logo-story
• https://www.google.com/search?q=coke+mascot&sxsrf=ACYBGNQ8C6Lx2SdfCnpKlMFbTMB8_o2x1Q:
1568231960565&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiCgr2nx8nkAhWItI8KHdaABVkQ_AUIE
igB&biw=1536&bih=722
• https://en.wikipedia.org/wiki/Coca-Cola
• https://www.worldofcoca-cola.com/about-us/coca-cola-history/
• https://www.britannica.com/topic/The-Coca-Cola-Company

13. THANK YOU