SlideShare a Scribd company logo
1 of 11
Download to read offline
Report On:
Coca Cola Soft Drink
Submitted to:
Sir. Yousaf Khan
Submitted by:
Fahad Sattar
Roll No:
06
Class:
BBA (HONS) 7th
R1
Date:
15-06-2014
Introduction:
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending
machines throughout the world. In May, 1886, Coca Cola was invented by Doctor
John Pemberton a pharmacist from Atlanta, Georgia. The name was a suggestion
given by John Pemberton's bookkeeper Frank Robinson. Being a bookkeeper,
Frank Robinson also had excellent penmanship. It was he who first scripted "Coca
Cola" into the flowing letters which has become the famous logo of today. The soft
drink was first sold to the public at the soda fountain in Jacob's Pharmacy in
Atlanta on May 8, 1886. Originally intended as a patent medicine when
it was invented. About nine servings of the soft drink were sold each day. Sales for
that first year added up to a total of about $50. The funny thing was that it cost
John Pemberton over $70 in expanses, so the first year of sales were a loss.
It is produced by The Coca-Cola Company of Atlanta,
Georgia, and is often referred to simply as Coke. It is a
registered trademark of The Coca-Cola Company in the
United States since March 27, 1944. In 1887, another
Atlanta pharmacist and businessman, Asa Candler bought
formula for Coca Cola from inventor John Pemberton for $2,300. By the late
1890s, Coca Cola was one of America's most popular fountain drinks, largely due
to Candler's aggressive marketing of the product. With Asa Candler, now at the
helm, the Coca Cola Company increased syrup sales by over 4000% between 1890
and 1900. Advertising was an important factor in John Pemberton and Asa
Candler's success and by the turn of the century, the drink was sold across the
United States and Canada. Around the same time, the company began selling syrup
to independent bottling companies licensed to sell the drink. Even today, the US
soft drink industry is organized on this principle.
The company produces
concentrate, which is then sold to
licensed Coca-Cola bottlers
throughout the world. The bottlers,
who hold territorially exclusive
contracts with the company,
produce finished product in cans
and bottles from the concentrate in
combination with filtered water and
sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail
stores and vending machines. The Coca-Cola Company also sells concentrate for
soda fountains to major restaurants and food service distributors.
Logo design:
The Coca-Cola logo was created by John
Pemberton's bookkeeper, Frank Mason Robinson, in
1885. Robinson came up with the name and chose
the logo's distinctive cursive script. The
typeface used, known as Spenserian script, was
developed in the mid-19th century and was the
dominant form of formal handwriting in the United
States during that period. Robinson also played a
significant role in early Coca-Cola advertising.
His promotional suggestions to Pemberton included
giving away thousands of free drink coupons and plastering the city of Atlanta with
publicity banners and streetcar signs.
Coca-Cola in Pakistan:
Coca-Cola Beverages Pakistan Ltd. (CCBPL) was established first in
Karachi in 1996, following the acquisition of locally franchised bottling operations
throughout the country over the next 10 years. In 2008, Coca-Cola İçecek acquired
49% share in Coca-Cola Pakistan and took over the management. CCBPL has 6
plants and 13 warehouses throughout the country and serves a population of more
than 170 million. CCBPL is a significant player in the growth of Pakistan’s
economy since it is one of the country’s top foreign direct investments in FMCG
business and is one of the major tax paying beverages company of Pakistan.
Perception:
A)Basic stimuli:
1) Color:
Coca Cola use red and white
color as basic stimuli in its ads. The red
color is the color of strength, arousal,
stimulation, excitement, energy, passion
and action. It arouses the viewers to do
the thing, to take the actions and spend
life in an active way. It makes them
practical and encourages them to take actions. It provides the strength to the
decision. While the while color creates the calm color creates relaxing and pure
feeling in its people. Hence the ads of coco cola encourages the people to take
actions and to enjoy their life.
2)Sound:
Along with this picture ad in the video ads coca cola also uses a specific type
of jingle or a sound of cock bottle bumping.
B) Sensory perception:
1)Vision:
Coca cola depends massively on the sense of sight. Within the advert
linked above, they use a delicious-looking, bubbly glass of coke being poured. Just
seeing the product would reinforce the image of coke that is already in the
consumer’s minds. The use of the corporate colors (red and white) and the Coca-
Cola logo is also creating/reinforcing the ‘coke image’ to consumer’s and making
them associate these colors with the Coca-Cola brand.
2) Sound:
The sounds used in this advert also
help to create a five dimensional image of
Coca-Cola in the consumer’s brains. They
cleverly use of the noises that coke
makes, for example, the sound it makes
when you unscrew the cap, the fizzing
noise, and the sound it makes to pour and
drink the coke, as they are aiming to
make the consumer’s associate these
noises with coke. Coca-Cola have done a
good job at this as they have featured
these noises in many of their
advertisements making these noises iconic to coke.
3)Touch:
The use of touch is hard to portray in a television advert as the consumer can’t
actually touch the product and get an idea how it feels. However, as coke is such a
well-known brand, the majority of consumer’s would know how it feels to hold a
coke. Therefore, the use of the woman in the advertisement picking up the iconic
glass of coke and drinking it, would make people’s mirror neurons fire, meaning
they would feel as though they were picking up the glass and having a drink in
their brains. Coca cola has also design the bottle in such a way that anyone can
recognize it even though he/she holds it in the dark.
4)Taste & Smell:
Finally, the taste and smell of coke is also hard to portray in an
advertisement, but the majority of consumers would have already experienced this.
Therefore, the distinct taste and smell of coke would enter the consumer’s minds
when watching this ad as they relive the experience of drinking a coke. Research
has also found that Coca-Cola’s brand is most identifiable by the taste and the
logo. Thus, coke do not necessarily need to portray the taste of coke as this sense is
already strongly represented in the consumer’s heads. Therefore, Coca-Cola is
successful in creating this five dimensional image of their brand in the consumer’s
heads through the look, sound, taste, smell, and feel of the product, making it an
extremely memorable brand.
D) Semiotic Components:
Three thing are included in the semiotic components of the ad which are
1) Object 2) Sign 3) Interpretant.
1)Object:
Cocacola bottle itself is the
Object in this ad. It is the focuses of the
message. It is the main productthat we
want to show in our ad.
2)Sign:
The girl who is opening the cocacola bottle in this ad is the sign. She is
used in the ad to attract the attention of the customers. This girl is the sensory
imaginary that shows the intended meaning of coke. Mostly the consumers relate
the attributes and qualities of the sign with the attributes and qualities of the
product .
3)Interpretant:
Interpretant meaning is the meaning derived. It is the meaning that is
derived by seeing the ad. This is what that the ad want to say. For example in this
ad of coke the meaning derived from this ad are that “open happiness”. The ad
shows that coke will bring the happiness and pleasure in your life. The girl which
is the sign is opening the object coke want to say that coke brings happiness and
pleasure in their life.
E) Perceptual Positioning:
1) Positioning by User:
Coca cola is positioning itself
according to the need of the users. Its
main focus is upon the youth of Pakistan
and it also design its ads according to the
psyche of the youth. It uses the colors that
create the arousing feeling among the
youth and encourages them to the actions. It encourages them to enjoy the life in a
positive manner. It also encourages the culture of collectivism and team work.
3)Positioning by Occasions:
Coca cola also sometimes positions itself
according to the occasions. It lounges it campaign
according to the specific occasions such as EID,
Ramzan or Christmas.
Coca cola

More Related Content

What's hot

What's hot (20)

Final Ppt Coca Cola
Final Ppt Coca ColaFinal Ppt Coca Cola
Final Ppt Coca Cola
 
Coca cola brand audit
Coca cola brand auditCoca cola brand audit
Coca cola brand audit
 
Coca Cola Presentation[1]
Coca Cola Presentation[1]Coca Cola Presentation[1]
Coca Cola Presentation[1]
 
Coco Cola
Coco Cola Coco Cola
Coco Cola
 
Main ppt on coca cola
Main ppt on coca colaMain ppt on coca cola
Main ppt on coca cola
 
4 p’s of coca cola
4 p’s of coca cola4 p’s of coca cola
4 p’s of coca cola
 
CocaCola Audit
CocaCola AuditCocaCola Audit
CocaCola Audit
 
Coca cola
Coca colaCoca cola
Coca cola
 
Coca cola Business Model
Coca cola Business ModelCoca cola Business Model
Coca cola Business Model
 
Practice of management of coca cola
Practice of management of coca colaPractice of management of coca cola
Practice of management of coca cola
 
The Coca Cola company
The Coca Cola companyThe Coca Cola company
The Coca Cola company
 
Launch of New coke
Launch of New cokeLaunch of New coke
Launch of New coke
 
Presentation on cocacola
Presentation on cocacolaPresentation on cocacola
Presentation on cocacola
 
Coca cola marketing mix
Coca cola marketing mixCoca cola marketing mix
Coca cola marketing mix
 
Coca Cola Marketing Process
Coca Cola Marketing ProcessCoca Cola Marketing Process
Coca Cola Marketing Process
 
Coca cola
Coca colaCoca cola
Coca cola
 
Coca-Cola - History, Evolution, Present and the Future
Coca-Cola - History, Evolution, Present and the FutureCoca-Cola - History, Evolution, Present and the Future
Coca-Cola - History, Evolution, Present and the Future
 
Coke
CokeCoke
Coke
 
Marketing strategies of coca cola company
Marketing strategies of coca cola companyMarketing strategies of coca cola company
Marketing strategies of coca cola company
 
coca cola presentation
coca cola presentationcoca cola presentation
coca cola presentation
 

Similar to Coca cola

Company Research (cocacola)
Company Research (cocacola)Company Research (cocacola)
Company Research (cocacola)Chris Bailey
 
CASE STUDY ON COCA – COLA’S LOSING CHARM AND GLORY IN INTERNATIONAL MARKETS
CASE STUDY ON COCA – COLA’S LOSING CHARM AND GLORY IN INTERNATIONAL MARKETSCASE STUDY ON COCA – COLA’S LOSING CHARM AND GLORY IN INTERNATIONAL MARKETS
CASE STUDY ON COCA – COLA’S LOSING CHARM AND GLORY IN INTERNATIONAL MARKETSVARUN KESAVAN
 
project of hindustan coca cola beverages pvt. ltd copy
project of hindustan coca cola beverages pvt. ltd   copyproject of hindustan coca cola beverages pvt. ltd   copy
project of hindustan coca cola beverages pvt. ltd copyjadav vishal
 
Introduction to coca cola
Introduction to coca colaIntroduction to coca cola
Introduction to coca colaahmadgroup
 
Coca Cola in short
Coca Cola in shortCoca Cola in short
Coca Cola in shortSharabh Das
 
Coca cola going internatational
Coca cola going internatationalCoca cola going internatational
Coca cola going internatationalRania ayman
 
Case Study on Coca Cola Company
Case Study on Coca Cola CompanyCase Study on Coca Cola Company
Case Study on Coca Cola CompanyRAJWANT KAUR
 
cocacola-160611184956.pdf
cocacola-160611184956.pdfcocacola-160611184956.pdf
cocacola-160611184956.pdfManishaBharti52
 
hrm_planning_process_coca_cola.pdf
hrm_planning_process_coca_cola.pdfhrm_planning_process_coca_cola.pdf
hrm_planning_process_coca_cola.pdftomcruise91
 
Market development and distribution system Cocacola
Market development and distribution system CocacolaMarket development and distribution system Cocacola
Market development and distribution system CocacolaAkash Andotra
 
Running head CONSTRUCTING EFFECTIVE MESSAGES .docx
Running head CONSTRUCTING EFFECTIVE MESSAGES                     .docxRunning head CONSTRUCTING EFFECTIVE MESSAGES                     .docx
Running head CONSTRUCTING EFFECTIVE MESSAGES .docxsusanschei
 
Pepsi Co & Coca cola
Pepsi Co & Coca colaPepsi Co & Coca cola
Pepsi Co & Coca colaRonak Chheda
 
coco cola
coco cola coco cola
coco cola gimiii
 

Similar to Coca cola (20)

Company Research (cocacola)
Company Research (cocacola)Company Research (cocacola)
Company Research (cocacola)
 
CASE STUDY ON COCA – COLA’S LOSING CHARM AND GLORY IN INTERNATIONAL MARKETS
CASE STUDY ON COCA – COLA’S LOSING CHARM AND GLORY IN INTERNATIONAL MARKETSCASE STUDY ON COCA – COLA’S LOSING CHARM AND GLORY IN INTERNATIONAL MARKETS
CASE STUDY ON COCA – COLA’S LOSING CHARM AND GLORY IN INTERNATIONAL MARKETS
 
Coca Sustainability
Coca SustainabilityCoca Sustainability
Coca Sustainability
 
project of hindustan coca cola beverages pvt. ltd copy
project of hindustan coca cola beverages pvt. ltd   copyproject of hindustan coca cola beverages pvt. ltd   copy
project of hindustan coca cola beverages pvt. ltd copy
 
Introduction to coca cola
Introduction to coca colaIntroduction to coca cola
Introduction to coca cola
 
Coca Cola in short
Coca Cola in shortCoca Cola in short
Coca Cola in short
 
Ancoff matrix
Ancoff matrixAncoff matrix
Ancoff matrix
 
22027744 coca-cola-branding-strategy
22027744 coca-cola-branding-strategy22027744 coca-cola-branding-strategy
22027744 coca-cola-branding-strategy
 
Coca Cola
Coca ColaCoca Cola
Coca Cola
 
Coke file 2
Coke file 2Coke file 2
Coke file 2
 
Coca cola going internatational
Coca cola going internatationalCoca cola going internatational
Coca cola going internatational
 
Coca cola ad
Coca cola adCoca cola ad
Coca cola ad
 
Case Study on Coca Cola Company
Case Study on Coca Cola CompanyCase Study on Coca Cola Company
Case Study on Coca Cola Company
 
cocacola-160611184956.pdf
cocacola-160611184956.pdfcocacola-160611184956.pdf
cocacola-160611184956.pdf
 
hrm_planning_process_coca_cola.pdf
hrm_planning_process_coca_cola.pdfhrm_planning_process_coca_cola.pdf
hrm_planning_process_coca_cola.pdf
 
Imc project report
Imc project reportImc project report
Imc project report
 
Market development and distribution system Cocacola
Market development and distribution system CocacolaMarket development and distribution system Cocacola
Market development and distribution system Cocacola
 
Running head CONSTRUCTING EFFECTIVE MESSAGES .docx
Running head CONSTRUCTING EFFECTIVE MESSAGES                     .docxRunning head CONSTRUCTING EFFECTIVE MESSAGES                     .docx
Running head CONSTRUCTING EFFECTIVE MESSAGES .docx
 
Pepsi Co & Coca cola
Pepsi Co & Coca colaPepsi Co & Coca cola
Pepsi Co & Coca cola
 
coco cola
coco cola coco cola
coco cola
 

More from Fahad Sattar

Parts of culture in pakistan
Parts of culture in pakistanParts of culture in pakistan
Parts of culture in pakistanFahad Sattar
 
International politics
International politicsInternational politics
International politicsFahad Sattar
 
Decision making process
Decision making processDecision making process
Decision making processFahad Sattar
 
Material costing and control
Material costing and controlMaterial costing and control
Material costing and controlFahad Sattar
 
Inflation, types of inflation
Inflation, types of inflationInflation, types of inflation
Inflation, types of inflationFahad Sattar
 
Critical thinking, Food for thought
Critical thinking, Food for thoughtCritical thinking, Food for thought
Critical thinking, Food for thoughtFahad Sattar
 

More from Fahad Sattar (13)

Six sigma..
Six sigma..Six sigma..
Six sigma..
 
Parts of culture in pakistan
Parts of culture in pakistanParts of culture in pakistan
Parts of culture in pakistan
 
Levels of product
Levels of productLevels of product
Levels of product
 
Obstacle to tqm
Obstacle to tqmObstacle to tqm
Obstacle to tqm
 
motivation
motivationmotivation
motivation
 
Contract of sales
Contract of salesContract of sales
Contract of sales
 
Location
LocationLocation
Location
 
International politics
International politicsInternational politics
International politics
 
Decision making process
Decision making processDecision making process
Decision making process
 
Material costing and control
Material costing and controlMaterial costing and control
Material costing and control
 
Cvp analysis
Cvp analysisCvp analysis
Cvp analysis
 
Inflation, types of inflation
Inflation, types of inflationInflation, types of inflation
Inflation, types of inflation
 
Critical thinking, Food for thought
Critical thinking, Food for thoughtCritical thinking, Food for thought
Critical thinking, Food for thought
 

Recently uploaded

Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...Valters Lauzums
 
leveraging digital excellence with digital upward.pptx
leveraging digital excellence with digital upward.pptxleveraging digital excellence with digital upward.pptx
leveraging digital excellence with digital upward.pptxDigital Upward
 
Catalogo Benchmade 2024 con la gama completa
Catalogo Benchmade 2024 con la gama completaCatalogo Benchmade 2024 con la gama completa
Catalogo Benchmade 2024 con la gama completaEsteller
 
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Nugget Global
 
Catalogo Buck 2024 gama completa cuchilleria
Catalogo Buck 2024 gama completa cuchilleriaCatalogo Buck 2024 gama completa cuchilleria
Catalogo Buck 2024 gama completa cuchilleriaEsteller
 
Digital Marketing complete introduction.
Digital Marketing complete introduction.Digital Marketing complete introduction.
Digital Marketing complete introduction.Kashish Bindra
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfwilliam charnock
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfpaul8402
 
Lead Generation Services-The Salesbridge
Lead Generation Services-The SalesbridgeLead Generation Services-The Salesbridge
Lead Generation Services-The SalesbridgeThe Salesbridge
 
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational GazzettBLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational GazzettBalmerLawrie
 
The Fall of Social Media Marketing :- Global brand magazine
The Fall of Social Media Marketing :- Global brand magazineThe Fall of Social Media Marketing :- Global brand magazine
The Fall of Social Media Marketing :- Global brand magazineglobalbrandmagazines1
 
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...Valters Lauzums
 
Llanai Buyer Persona & Segmentation Strategy
Llanai Buyer Persona & Segmentation StrategyLlanai Buyer Persona & Segmentation Strategy
Llanai Buyer Persona & Segmentation StrategyMarianna Nakou
 
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024rabboniseo
 
Catálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakCatálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakEsteller
 
Catálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaCatálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaEsteller
 
Capstone Presentation Mangaldeep Kinjal Taletiya.pdf
Capstone Presentation Mangaldeep Kinjal Taletiya.pdfCapstone Presentation Mangaldeep Kinjal Taletiya.pdf
Capstone Presentation Mangaldeep Kinjal Taletiya.pdfkinjaltaletiya7298
 
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxv100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxjeromecuyos1
 
20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialistsmlicam615
 
Krisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdfKrisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdfkrisantecsolutions
 

Recently uploaded (20)

Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
 
leveraging digital excellence with digital upward.pptx
leveraging digital excellence with digital upward.pptxleveraging digital excellence with digital upward.pptx
leveraging digital excellence with digital upward.pptx
 
Catalogo Benchmade 2024 con la gama completa
Catalogo Benchmade 2024 con la gama completaCatalogo Benchmade 2024 con la gama completa
Catalogo Benchmade 2024 con la gama completa
 
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
 
Catalogo Buck 2024 gama completa cuchilleria
Catalogo Buck 2024 gama completa cuchilleriaCatalogo Buck 2024 gama completa cuchilleria
Catalogo Buck 2024 gama completa cuchilleria
 
Digital Marketing complete introduction.
Digital Marketing complete introduction.Digital Marketing complete introduction.
Digital Marketing complete introduction.
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdf
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdf
 
Lead Generation Services-The Salesbridge
Lead Generation Services-The SalesbridgeLead Generation Services-The Salesbridge
Lead Generation Services-The Salesbridge
 
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational GazzettBLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
 
The Fall of Social Media Marketing :- Global brand magazine
The Fall of Social Media Marketing :- Global brand magazineThe Fall of Social Media Marketing :- Global brand magazine
The Fall of Social Media Marketing :- Global brand magazine
 
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
 
Llanai Buyer Persona & Segmentation Strategy
Llanai Buyer Persona & Segmentation StrategyLlanai Buyer Persona & Segmentation Strategy
Llanai Buyer Persona & Segmentation Strategy
 
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
 
Catálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakCatálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa Hydrapak
 
Catálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaCatálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compelta
 
Capstone Presentation Mangaldeep Kinjal Taletiya.pdf
Capstone Presentation Mangaldeep Kinjal Taletiya.pdfCapstone Presentation Mangaldeep Kinjal Taletiya.pdf
Capstone Presentation Mangaldeep Kinjal Taletiya.pdf
 
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxv100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
 
20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists
 
Krisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdfKrisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdf
 

Coca cola

  • 1. Report On: Coca Cola Soft Drink Submitted to: Sir. Yousaf Khan Submitted by: Fahad Sattar Roll No: 06 Class: BBA (HONS) 7th R1 Date: 15-06-2014
  • 2. Introduction: Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines throughout the world. In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. The name was a suggestion given by John Pemberton's bookkeeper Frank Robinson. Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who first scripted "Coca Cola" into the flowing letters which has become the famous logo of today. The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886. Originally intended as a patent medicine when it was invented. About nine servings of the soft drink were sold each day. Sales for that first year added up to a total of about $50. The funny thing was that it cost John Pemberton over $70 in expanses, so the first year of sales were a loss. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke. It is a registered trademark of The Coca-Cola Company in the United States since March 27, 1944. In 1887, another Atlanta pharmacist and businessman, Asa Candler bought formula for Coca Cola from inventor John Pemberton for $2,300. By the late
  • 3. 1890s, Coca Cola was one of America's most popular fountain drinks, largely due to Candler's aggressive marketing of the product. With Asa Candler, now at the helm, the Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900. Advertising was an important factor in John Pemberton and Asa Candler's success and by the turn of the century, the drink was sold across the United States and Canada. Around the same time, the company began selling syrup to independent bottling companies licensed to sell the drink. Even today, the US soft drink industry is organized on this principle. The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail stores and vending machines. The Coca-Cola Company also sells concentrate for soda fountains to major restaurants and food service distributors.
  • 4. Logo design: The Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason Robinson, in 1885. Robinson came up with the name and chose the logo's distinctive cursive script. The typeface used, known as Spenserian script, was developed in the mid-19th century and was the dominant form of formal handwriting in the United States during that period. Robinson also played a significant role in early Coca-Cola advertising. His promotional suggestions to Pemberton included giving away thousands of free drink coupons and plastering the city of Atlanta with publicity banners and streetcar signs. Coca-Cola in Pakistan:
  • 5. Coca-Cola Beverages Pakistan Ltd. (CCBPL) was established first in Karachi in 1996, following the acquisition of locally franchised bottling operations throughout the country over the next 10 years. In 2008, Coca-Cola İçecek acquired 49% share in Coca-Cola Pakistan and took over the management. CCBPL has 6 plants and 13 warehouses throughout the country and serves a population of more than 170 million. CCBPL is a significant player in the growth of Pakistan’s economy since it is one of the country’s top foreign direct investments in FMCG business and is one of the major tax paying beverages company of Pakistan. Perception: A)Basic stimuli: 1) Color: Coca Cola use red and white color as basic stimuli in its ads. The red color is the color of strength, arousal, stimulation, excitement, energy, passion and action. It arouses the viewers to do the thing, to take the actions and spend life in an active way. It makes them practical and encourages them to take actions. It provides the strength to the decision. While the while color creates the calm color creates relaxing and pure
  • 6. feeling in its people. Hence the ads of coco cola encourages the people to take actions and to enjoy their life. 2)Sound: Along with this picture ad in the video ads coca cola also uses a specific type of jingle or a sound of cock bottle bumping. B) Sensory perception: 1)Vision: Coca cola depends massively on the sense of sight. Within the advert linked above, they use a delicious-looking, bubbly glass of coke being poured. Just seeing the product would reinforce the image of coke that is already in the consumer’s minds. The use of the corporate colors (red and white) and the Coca- Cola logo is also creating/reinforcing the ‘coke image’ to consumer’s and making them associate these colors with the Coca-Cola brand.
  • 7. 2) Sound: The sounds used in this advert also help to create a five dimensional image of Coca-Cola in the consumer’s brains. They cleverly use of the noises that coke makes, for example, the sound it makes when you unscrew the cap, the fizzing noise, and the sound it makes to pour and drink the coke, as they are aiming to make the consumer’s associate these noises with coke. Coca-Cola have done a good job at this as they have featured these noises in many of their advertisements making these noises iconic to coke. 3)Touch: The use of touch is hard to portray in a television advert as the consumer can’t actually touch the product and get an idea how it feels. However, as coke is such a well-known brand, the majority of consumer’s would know how it feels to hold a coke. Therefore, the use of the woman in the advertisement picking up the iconic glass of coke and drinking it, would make people’s mirror neurons fire, meaning they would feel as though they were picking up the glass and having a drink in their brains. Coca cola has also design the bottle in such a way that anyone can recognize it even though he/she holds it in the dark.
  • 8. 4)Taste & Smell: Finally, the taste and smell of coke is also hard to portray in an advertisement, but the majority of consumers would have already experienced this. Therefore, the distinct taste and smell of coke would enter the consumer’s minds when watching this ad as they relive the experience of drinking a coke. Research has also found that Coca-Cola’s brand is most identifiable by the taste and the logo. Thus, coke do not necessarily need to portray the taste of coke as this sense is already strongly represented in the consumer’s heads. Therefore, Coca-Cola is successful in creating this five dimensional image of their brand in the consumer’s heads through the look, sound, taste, smell, and feel of the product, making it an extremely memorable brand. D) Semiotic Components: Three thing are included in the semiotic components of the ad which are 1) Object 2) Sign 3) Interpretant.
  • 9. 1)Object: Cocacola bottle itself is the Object in this ad. It is the focuses of the message. It is the main productthat we want to show in our ad. 2)Sign: The girl who is opening the cocacola bottle in this ad is the sign. She is used in the ad to attract the attention of the customers. This girl is the sensory imaginary that shows the intended meaning of coke. Mostly the consumers relate the attributes and qualities of the sign with the attributes and qualities of the product . 3)Interpretant: Interpretant meaning is the meaning derived. It is the meaning that is derived by seeing the ad. This is what that the ad want to say. For example in this ad of coke the meaning derived from this ad are that “open happiness”. The ad shows that coke will bring the happiness and pleasure in your life. The girl which is the sign is opening the object coke want to say that coke brings happiness and pleasure in their life.
  • 10. E) Perceptual Positioning: 1) Positioning by User: Coca cola is positioning itself according to the need of the users. Its main focus is upon the youth of Pakistan and it also design its ads according to the psyche of the youth. It uses the colors that create the arousing feeling among the youth and encourages them to the actions. It encourages them to enjoy the life in a positive manner. It also encourages the culture of collectivism and team work. 3)Positioning by Occasions: Coca cola also sometimes positions itself according to the occasions. It lounges it campaign according to the specific occasions such as EID, Ramzan or Christmas.