cocacola advertising strategy

1. Presentation by-
Mishika Talwar
Bcom(h)-F
14BC091
F-26

2. ADVERTISING STRATEGIES

3. • Founded in 1892 after the formula was invented
by Pharmacist John S. Pemberton
• Headquartered at Atlanta, Georgia-USA
• Currently offers more than 500 brands in over
200 countries
• Provides 1.7 billion servings a day
• Of this Coca Cola(Coke) accounts for nearly 78%
• Sales distributed as follows: 42%(USA),
38%(Mexico, India, Brazil, Japan and China),
20%(Rest of the World)
• Employees: 1,39,600

4. Advertising Strategy of the Company
Mission of the company:
• To Refresh the World... In body, mind, and spirit
• To Inspire Moments of Optimism…Through our brands and
our actions
• To Create Value and Make a Difference... Everywhere we
engage.
Advertising Strategies:
• Same Trade mark & Brand name use since start.
• Use of celebrity endorsements-Aamir Khan, Hrithik
Roshan, Sachin Tendulkar, Alia Bhatt,etc.
• Cocacola tend to focus their advertisements on appeals
relating to Happiness to attract the attention of the
audience.
• The company uses different ads and ways for urban and
rural India.
• The music used by them in their ads remain the same.
• Use of covet advertisements.

5. SWOT Analysis
Strengths Weaknesses
 Quality Concerns are met with.
 Happiness appeal
 Celebrity Endorsers
 Corporate Identity
 Financial Stability
 Innovation
 Strong R&D
 Competition from Pepsi
 Pesticide Controversy
 Under Utilization Of Capacity
Opportunities Threats
• Developing A Global Brand
• Coca Cola’s Bottling System
• Sufficient Capital
• Has A Potential
• Expansion Into New Market
• Possible Growing Demand
• Merge
• Competition Pepsi
• Substituted
• Not Necessarily Married
• Pesticide Matter
• Change Of Taste

6. Products To Offer in Current Market Situation
Aerated Drinks
Coca Cola
Diet Coke
Sprite
Thumbs up
Maaza
Limca
Kinley Soda
Juices Minute Maid
Iced Tea Nestea
Water Kinley Water
Tonic Water Schwepps
Energy Drink Burn
Canned Coffee Georgia

7. Coca cola company use different medias
•Print media: They often use print media for advertisement. They
have a separate department for print media.
•POS material: Pos material mean point of sale material this
includes: posters and stickers display in the stores and in different
areas.
•T.V. commercial: 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.
•Billboards and holdings: Coca cola is very much conscious about
their billboards and holdings. They have so many sites in different
locations for their billboards.
• Radio Advertisement
Advertising
Medias used

8. Open Happiness was a
global marketing campaign for
The Coca-Cola Company that was
rolled out worldwide in the first half
of 2009, following the company's
"Coke Side of Life“ advertising
campaign. It was developed by
either the McCann-Erickson or
the Wieden + Kennedy creative
agency. This campaign ran for
around 7 yrs before coming to an
end. It was an award winning
campaign by coke.

9. • Conceptualised and created by McCann
Erickson, the TVC was shot by Bollywood
director Anurag Kashyap.
• The TVC opens with Padukone and a friend
running after a bus as they are late for
college. When they miss it, Padukone
worriedly tells her friend that if she doesn't
pass, her father will get her married off and
she will have to shell peas for the rest of her
life.
• Then Enters Farhan Akhtar, the rickshaw puller who secretly harbours feelings for the
lady. He takes a swig of Coke and pedals his way to overtake the bus. The TVC ends by
urging people to celebrate the little joys of life with a bottle of Coca-Cola.
• It smartly communicates the message that Coca-cola is for all whether low class people
or high class,whether urban or rural.

11. • This very famous ad by Coca-cola was launched in 2013 as a tri series ad
with the same theme .
• It featured Alia Bhatt, Varun Dhawan and Siddharth Malhotra as youth
icons.
• The ad uses a very catchy jingle “ han han mai crazy hun”.
• The ad opens up with 3 friends hanging out in a small restaurant. While
sitting there, They witness the stressed waiter and ask him to get 4 bottles of
coca cola instead of three. When he returns with 4 coca-colas , they offer
one bottle to the waiter making him happy and relaxed.
• The aim of the ad is to spread happiness among one and all by offering
coca-cola and to respect those who work for you.
• “Bewajah khushiyan baato,Cocacola pilao” was their official moto.

12. • In March 2013 Coca-Cola with this ad
wanted to help solve one of the
thorniest political conflicts in the
world- The Indo-Pak differences.
• The three-minute spot showcases a
pair of connected vending machines
that Coke and the agency set up in
India and Pakistan. Each vending
machine featured a webcam and a
giant touchscreen monitor. Passersby
could grant free sodas to the people on
the other side of the digital window—but only if both parties participated in a series of
simple joint activities, like touching their hands to corresponding places on the screen,
drawing concurrent peace signs, and dancing with each other.
“Happiness without borders” was the moto of the company. The campaign was very
successful in both the countries and contributed towards a better reputation for Coca
cola.

13. • The Aamir Khan-starrer "Thanda matlab
Coca Cola" ad campaign made the
presumed rural word for soft drinks a
hot catchphrase. It also brought Prasoon
Joshi, national creative director, McCann
Erickson India, into the limelight.
• Six different television ads featuring
Bollywood star Aamir Khan based as a
part of the 'Thanda Matlab Coca-Cola'
campaign aired . While the protagonist
in each ad typifies a person from a
particular region like Bihar ,Nepal
Hyderabad, etc., the entire campaign
plays on 'Thanda', a colloquial term
implying any cold drink in most parts of
India.
• These ads aimed to synonymise
“Thanda” with “Coca-cola”.
• These ads were exceptionally
successful in Rural counterparts of
the country

14. • “Taste the Feeling” campaign, launched in
early 2016 aims to bring to life the idea that
drinking a Coca-Cola – any Coca-Cola – is a
simple pleasure that makes everyday
moments more special.“Taste the Feeling”
will feature universal storytelling with the
product at the heart to reflect both the
functional and emotional aspects of the
Coca-Cola experience.
• Ogilvy New York, Madrid's SRA Rushmore
and Santo in Buenos Aires-are the ad
agencies which are appointed to run the
campaign.

15. The objective of the campaign is to simply
remind consumers of the happy and joyous
moments that a chilled and effervescent Coca-
Cola bottle brings to their lives
• The TVC features Sidharth Malhotra. It
emphasizes on storytelling and celebrating
everyday moments. Entering a supermarket,
Sidharth romances the feeling of drinking
Coca-Cola which catches the attention of the
female cashier.
• Watching Sidharth enjoying his ice cold
Coca-Cola, the cashier gets lost in her
thoughts and gets caught off guard when
Sidharth comes in front of her. To cover up
she spontaneously tells him that he is their
lucky customer and has won a Coca-Cola
with the condition that he has to drink it
there itself. As Sidharth gulps his Coca-
Cola, the cashier continues to watch him in
awe.

16. • As a part of promotion as well as to fulfill the
Corporate Social Responsibility , Coca-cola
came up with this “Hello Happiness” initiative.
• Hello happiness campaign was for South Asian
workers working in Dubai so they can talk to
their families-coke cap as currency-launched
on May 7, 2014 This aimed to give labourers in
the UAE a few extra minutes of happiness,
Coca-Cola created the Hello Happiness Phone
Booth -- a special phone booth that accepts
Coca-Cola bottle caps instead of coins for a
free 3-minute international phone call, helping
them connect with their families back home
more often.

18.  The success of Coca Cola depends on their world premier
Advertising strategies. They do their advertisement in innovative
methods.
 Promotions of Coca Cola made it as a world most valuable and
recognizable brand.
 The ads are creative and also comes with catchy music
 The ads gained many views on YouTube and were a tremendous
success.
 The message of the “Open happiness” campaign was to spread
happiness and of “Taste the feeling” is to find joy in small
moments of life.
 They are using storytelling as a method of advertising strategy to
sell their product which connects very well with the consumers.

19. THANK YOU