Marketing Management slides

1. Second most understood word in
the world after “okay”
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2. The company has a brand value of $68 billion and
reaches consumers in over 200 countries.
How did it reach great heights?
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Believed in connecting thebrand emotionally
and socially with masses.
Coca- Col a bel i eved i n
MASS MARKETING!
C O
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4. HOW DID IT DEVELOP AND MANAGE THE
ADVERTISING PROGRAM?
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5. The Five M’s Of Marketing.
1. Mission
2. Money
3. Message
4. Media
5. Measurement
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6. 1. Mission  To connect with the masses
emotionally.
2. Money  Coca-Cola’s advertising spend
account around 6.9% in total revenue.
3. Message To quench thirst and connect
people irrespective of who they are.
4. Media Television, Online, Sports sponsorships
, billboards, print, events.
5. Measurement
Reach*Frequency*Impact=GRP
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What are the various mass
communication mediums used
by coca-cola?

9. Television Ads
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10. Television Adis regarded as the
most powerful medium and reaches a broad
spectrum of consumers.
It can persuasively explain the product
benefits.
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11. Print Ad
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12. Readers consume it at their own pace so it
can provide detailed product information
effectively through magazines and
newspapers.
It is useful in urban areas where people
are literate.
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13. Film Ad.
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14. Filmsare extremely popular entertainment
vehicle for the masses.
People are in a mood to focus on the ads.
Minimizes spillage and wastage of advertisement
money.
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15. Sponsored Events
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16. Coca-Cola Sponsorsthe TV series Coke
Studio which features live studio-recorded
music performances by various artists.
The successful show has brought big revenue to
the company.
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17. Competitors..
Pepsi is Coca-Cola’s biggest competitor but it
cannot exceed it’s sales.
Reason Coca-Cola creates uplifting global
campaigns that translate well into different
countries, languages and cultures.
It connects with audiences emotionally.
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RECAP…
RECAP….

19. •
Coca-Cola believes in Mass Marketing.
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It has a brand value of $68 billion.
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Consumers in above 200 countries.
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The five M’s of Marketing
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The four types of advertising.
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Different modes of advertising like television,
radio,film,print.
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Biggest Competitor of Coca-cola ,Pepsi.19

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THANKYOU!

21. DISCLAIMER!
Created by Jaya Moolchandani, Bits Pilani
Hyderabad Campus, during a marketing
internship by Prof. Sameer Mathur,IIM Luknow.
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