Business case on liquid and linked concept

1. COCA COLA
LIQUID AND
LINKED

2. Presented By:
Saidul Islam 18251022
Towhidul Islam 17151029
Mohammad Manzurul Karim 17151030

3. INTRODUCTION
.
 The coca-cola company is an American Multinational
beverage
corporation.
 A leading manufacturer ,retailer and
marketer of non-alcoholic beverage
 Concentrates and syrups.
 Its headquater is in ATLANTA, GEORGIA
United States of America .
 On forbes list cocacola is listed as 4th
world’s most valuable brand.
 Currently cocacola owns nearly
500 brands across 200 countries

4. HISTORY
Coca-cola history began in 1886 when Dr. Jhon S Pemberton( a
pharmacist) invented a flavored syrup and mixed it with
carbonated water. and was deemed ‘excellent ‘ when sampled.
This sample named coca-cola by
Dr. Pemberton and his partner
Frank M. Robinson
They also design the trademark is still used today
Inventor: Dr. Jhon S
Pemberton
Trade mark

5. CONTINUE…..
1930- company started movingglobaly
1960- new brands wereintroduced.

6. AND NOW…….
 Coca-cola is one of the top ranked organisation.
And It’s red and white logo is recognised by 94% of the world’s
population.
 Coca-cola currently offering more than 500 beverages
across the world.

7. DAILY SERVINGS THEN &NOW..

8. • What is Strategy?
– Goals
– Plans to achieve them
– Actions required for the plan
– Actors require to take the action
• A good manager is strategic in
thinking

9. • What is Marketing Strategy?
– Increasing sales
– Achieving Competitive Advantage
– Expanding and Exploring reach
• What makes a good Marketing
Strategy?
– Highlighting the Unique Selling Point
– Connecting with the audience
– Retentive way of connecting

10. • Retention comes from creativity
and ingenuity
• The way of executing a marketing
campaign is governed by Creative
Strategy
• Features
– Finite Scope
– Scalable
– Connectable

11. 1. Goal
2. Audience
3. Objectives
4. Call to Action
5. Channels
6. Budget
7. Deliverables
8. Revision

12. • By methods like SWOT, PEST, A/B test
and 4P matrix
• To identify
– Stimulus
– Audience
– Channels
– Demographics
– Segments

13. • Features
– Evokes emotions
– Sharable &
memorable
– Engages audience
– Spreads stories
• Medium
-Social Media
-Viral Campaign
-Direct Marketing
-Print Media

14. • Copywriting is Communication
– Clear
– Concise
– Correct
– Compelling
• Good Copywriting makes a Great
Creative Strategy
– Promotes call to action
– Engages
– Is sharable
– Inspires

15. • Conveying a coherent message
• Through multiple medium
• Delivers a seamless experience
• Increases chances of engagement
• Availability of product-mixes
increase

16. • Medium of IMC
– Advertising
– Experiential Marketing
– Direct Marketing
– Social media marketing
– Sales promotion
– Public relations
– Personal selling
– Partnerships

17. • Mergers and Acquisitions
• Decrease in cost of traditional market
media
• Evolution of Digital media as a
market platform
• Use of computer analytics in
identifying segments
• Newer avenues of Digital Engagement

18. • Digitalization of Tools
• Expansion of Content Marketing
• Widespread use of Copywriting
• Availability of more accurate and
complex analytics
• More emphasis on smart use of social
media

19. • Dependent upon Segments targeted
• Unpredictable due to complex parameters
• Context Oriented
• Very much dependent upon human
preferences

20. CURRENT STRATEGIES BY
COCA COLA

21. The Happiness Machine
•The first happiness machine in 2010 at St. John’s University
in New
•York City.
•The first few students to use the machine received multiple
bottles of Coke.
•Others received a two-liter bottle of Coke.
•The machine dispensed increasingly surprising and
delightful items, including balloons, flowers and even a giant
submarine sandwich.
•in 2011, Coke expanded the campaign to include
“happiness trucks.”
•In 2012, Instead of the Coca-Cola script logo written on the
front of the machine, however, there were the words “Hug
Me.” that gave coca cola in return for hug.

22. HUG ME COCA COLA
VENDING MACHINE

23. Small World Machine
In 2013 Coca cola took “Where Will Happiness Strike Next”
to a new level.
In particular, it developed interactive vending machines that
encouraged interaction between citizens of India and
Pakistan, two countries that had long been at social and
political odds.
Each machine, one in New Delhi and one in Lahore, had a
video camera and large touch screen, so a person from one
country could see and interact with a person from the other
country.
When users from each nation simultaneously and
successfully traced certain shapes on the touch screen, such
as a heart or a peace sign, they each received a Coke—their
reward for working in harmony with their counterpart.

24. A STEP FROM ZERO
Begun in 2011, it was designed to promote Coke Zero and asked the public to
submit ideas for a dance that would form the basis for an advertising campaign
that would air in 2012.
In 2011, in an effort to position Coke Zero as different from all other calorie-free
beverages, the marketing team recruited famed Hollywood director Jon Chu. (G.I
Joe: Retaliation, Step Up 2: The Streets)
A key element of this campaign was to rely upon the community to develop the
dance. We believed that content could be created by the community and curated
by Coke, so we asked the public for submissions for a distinctive and new dance
move.
The Coke Zero team identified a young African-American from Los Angeles
named Joel ‘Knucklehead’ Turman and his dance, “Toe Tappy” as their choice.
Knucklehead, who was homeless at the time, reportedly invented the “Toe
Tappy” dance to celebrate the positive moments in his life.

25. CULTURAL LEADERSHIP
The four iterations of the Cultural Leadership
•125 Reasons to Believe
•Superheroes
•Security Cameras
•Crazy For Good

26. CAMPAIGN
Share a Coke
CLIENT
Coca-Cola
AGENCIES
Naked, Ogilvy, Wunderman,
Ikon, Fuel, Urban,
Momentum, One Green
Bean

27. BACKGROUND
•In summer 2011, Coca-Cola wanted a big idea for an
increasingly competitive market and get everyone to sit up and
notice Coke.
•A campaign was needed that would make a big splash and
disrupt and excite everyone. It also needed to have mass
appeal, while hitting the 24- year-old bullseye target.

29. OBJECTIVE
•The primary campaign objective was simple: increase
consumption of Coca-Cola over the summer period. The
secondary objective was to get people talking about Coke
again.
•The campaign needed to make consumers see Coke in a way
that would encourage them to actually consume the product,
not just love the brand.

30. EXECUTION
Coca-Cola printed 150 of the country’s most popular names on
labels of Coke bottles for the first time in the brand’s history.
MEDIA:
•TV (reached 30% of population) Outdoor (including digital signage)
•Publicity (seeding kits to key media and influencers)
•Radio (150 custom name songs) Mobile (SMS/MMS)
•Facebook (sharing virtual cans and feedback)

34. SUCCESS!!!!
•Young adult consumption up by 7%, making 2011 the most successful
summer ever.
•18,300,000+ media impressions
•Traffic on the Coke Face book site increased by 870% and the Face book page
grew 39%.
•76,000 virtual Coke cans were shared online and 378,000 custom Coke cans
were printed at Westfield malls across the country.
•Over the campaign, teens claimed it gave them a ‘very positive’ impression of
Coke. Scores on ‘always doing new things’, ‘is a brand I love’ and ‘for someone
like me’ all improved with the young adult audience.