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Brandmanagement cocacola-130311022539-phpapp01


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Brandmanagement cocacola-130311022539-phpapp01

  1. 1. Presentation on BRAND MANAGEMENT Of coca cola
  2. 2. Coca-Cola was developed in 1886 by Dr. John S. Pemberton In 1888, Asa Candler bought out Pemberton In 1899, Asa Candler sold the bottling rights for Coca-Cola to Benjamin Franklin Thomas & Joseph B. Whitehead This bottler model was a critical factor in the Coca-Cola Growth Story. Even today, it is the most successful business model Benjamin F. Thomas Joseph B. Whitehead Asa G. Candler Dr. John S. Pemberton
  3. 3. Type Soft Drink (Cola) Manufacturer The Coca- Cola Company Founder (s) John S. Pemberton Country of Origin United States Introduced 1886 Area Served Over 200 countries Flavors Cola, Cola Green Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry. Employees 92,400 Servings per Day 1.6 Billion COMPANY OVERVIEW
  4. 4. • Coca-Cola was first sold to the public in Atlanta at Jacob‟s Pharmacy • Only 9 servings of the soft drink were sold each day • Sales for the first year were only $50 • Today it has 3000 brands-200 nations
  5. 5. VISION • People: Be a great place to work where people are inspired to be the best they can be. • Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. • Partners: Nature a winning network of customers and suppliers, together we create mutual, enduring value. • Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. • Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities • Productivity: Be a highly effective, lean and fast-moving organization.
  6. 6. MISSION • 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. VALUES • Leadership: The courage to shape a better future • Collaboration: Leverage collective genius • Integrity: Be real • Accountability: If it is to be, it's up to me • Passion: Committed in heart and mind • Diversity: As inclusive as our brands • Quality: What we do, we do well
  7. 7. Coca-Cola Bottles 1894 was the first time Coca-Cola was bottled 1894- early 1900s 1905-1916 1915- today
  8. 8. Introduction • Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines globally. • The Coca-Cola Company claims that the beverage is sold in more than 200 countries. It is produced by The Coca-Cola Company in Atlanta, Georgia, and is often referred to simply as Coke or (in European and American countries) as cola, pop, or in some parts of the U.S., soda. • Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman As a Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century. • The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name.
  9. 9. • The most common of these is Diet Coke, with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca- Cola Zero, Coca-Cola Vanilla, and special editions with lemon, lime or coffee.
  10. 10. Brand elements • NAME: name is most recognized among customers which was proved by the research done in last July reported on brands/2012/Coca-Cola , according to that the most recognized brand about 90% was coca cola. The survey was taken from USA, Canada, UK, France, Germany and Australia.
  11. 11. • logo is very famous and most recognized in word due to its strong brand awareness and global viewership because of sponsoring Olympics. There have been some variations in logo mostly just in the change of front style. slogans since1986 till today. They have been using many slogans with the passing of times and differently in different countries such as America Australia/New Zealand Spain India Indonesia Japan Pakistan, Philippines, Poland, Russia shown in appendix.
  12. 12. • 1979 - Have a Coke and a smile (see also Hey Kid, Catch!) • 1981 - Coke is it! • 1985 - America's Real Choice • 1986 - Red White & You (for Coca-Cola Classic) • 1986 - Catch the Wave (for New Coke) • 1989 - Can't Beat the Feeling. (also used in the UK) • 1991 - Can't Beat the Real Thing. (for Coca-Cola Classic) • 1993 - Always Coca-Cola. • 1999 - Enjoy. (also used in the UK) • 2001 - Life tastes good. (also used in the UK) • 2003 - Real. (also used in the UK) • 2005 - Make It Real. (also used in the UK) • 2006 - The Coke Side of Life (also used in the UK) • 2007 - Live on the Coke Side of Life (also used in the UK) • 2008 - love it light (also used in the UK) • 2009 - Open Happiness • 2010 - Twist the Cap to Refreshment • 2011 - Life Begins Here
  13. 13. in India • " Coca-Cola!" ("Cold means Coca- Cola!") • " Drink with pride") • " - enjoy!" ("Whatever you wish will come true, enjoy Coca-Cola!") • "Burrrrrrrrr" ("Refreshment") • "Open Happiness"
  14. 14. • packaging :has also helped in increasing its brand awareness due to its being convenient to shelf keeping and placing in freezers etc. Its availability in different sizes has increased its ease to access and availability‟s much it seen as much it increases its awareness. Coca cola has been heavily implementing
  15. 15. MARKETING SEGMENTATION There are four broad ways which Coca Cola can segment its market: -Mass marketing -Differentiated marketing -Niche marketing The most apparent method used by Coca Cola is with no doubt the differentiated marketing method as Coke satisfies a range of different markets. Diet coke satisfies the weight consciousness, weather regular coke, sprite, fanta the average human, coffee, iced tea etc. Each group of beverages satisfies a particular group of people
  16. 16. Marketing programs
  17. 17. Brand Name Emotional Modifier Descriptive Modifier Functional Benefit Fun Family and friends Beverages Brand mantra
  18. 18. coca cola soft drinks carbonated drinks diet carbonated drinks frozen beverages juices fruit juices fruit smoothies Tea/ Coffee fruit tea coffe coffe drink water menral water enhanced water other drinks sports drinks energy drinks mixers Brand Portfolio
  19. 19. Product Portfolio
  20. 20. Brand Attributes Core Attributes •Great Tasting •Very Refreshing •Thirst Quenching •High Quality(ingredients and production process) •Worth What it Costs •Goes Well With Meals and Snacks Extended Attributes •Has an Unforgettable Taste •Revitalizes •Enjoyment •Good to Drink With Family and Friends •Is Recognized as the Best Soft Drink
  21. 21. Coke Brand Knowledge Brand Awareness Brand Image Most Recognized Brand fun, unique flavor, emotional bound, July survey results: 90% brand awareness evolving, innovation, digital, (UK, US, Canada, France, Germany, Australia) flexible, adapting local markets and areas without diminishing its legacy Facebook likes 55,738,549 refreshment, freedom, chill out, Twitter followers 54,406 youth, unities generation and global Google plus Items 135 joining, family life experience, sense 138,109 . of community. YouTube views 1,913,995 Flicker photos 24,919
  22. 22. Getting shelves They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers. Eye Catching Position Salesman of the coca cola company positions their freezers and their products in eye- catching positions. Normally they keep their freezers near the entrance of the stores. Sale Promotion Company also do sponsorships with different college and school‟s cafes and sponsors their sports events and other extra curriculum activities for getting market share. UTC Scheme UTC mean under the crown scheme, coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, t-shirts, watches, cash prizes etc. This scheme is very much popular among children. Trade Promotion Coca cola company do agreements with a shop keepers and stores to exclusive sale in those stores. Those stores are called as KEY accounts in their local language. Coke also invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives. PROMOTION STRATEGIES
  23. 23. Points-of-difference: •Distinctive taste profile •Optimistic view of life •Classic, iconic symbolism & imagery. •Emotional bond with customer Points-of-parity •Contemporary, up-to-date •Refreshing flavor •Beverages category
  24. 24. COCA COLA PEPSI Brand value 77839$m 16594$m Brand Ranking #1 #22 Brand Portfolio Soft drinks, juices, water, coffee, tea, Mixers, energy drinks, sports drinks, smoothies. Soft drinks, cereals, sports energy drinks, snacks Brand image Youth, music, sports, high energy, Fun, family, gathering, happiness, sense of community, global joining Years in market 1886 (126) 1898 (114) logo Text Universe reflecting Competitor Analysis
  25. 25. Brand equity is difficult to measure because much of it depends on consumers' perception and opinions of a brand. When a product has high brand equity they are successful after training their current customers by keeping them satisfied with the quality of products and service. They are also successful at attracting new customers who have heard of the brand through successful marketing or word of mouth.Coca-Cola's brand equity is difficult to measure because they have extended their brand to include numerous products. In addition to the numerous of versions of Coca-Cola world wide that compete against other beverage brands, Coca-Cola competes with itself.
  26. 26. Nationally there are numerous versions / brands that are a part of the Coca-Cola family. Some of the brands include Coca-Cola Classic, Dasani Water, Full Throttle, Fanta, and Soy Products. In addition to competing against itself the Coca-Cola Company has saturated the market and consumers who may dislike one product may actually enjoy a different Coca-Cola product. However, the consumer may be unaware that the beverage is actually in the Coca-Cola family. As a result measuring brand equity may be difficult as consumers may be loyal and repeat customers of a brand and not know its origin. Coca Cola was taking its core product, Coke, and expanding the product in new form factors and new overseas markets. The brand promise stayed the same whether it was sold in a Coke store in New York or a road side stand in Mongolia -refreshment, good times, and pure Americana.
  27. 27. Brand identity the brand identity is the audio-visual 'face' of the brand - the cues that tell you that you are are inthe right place. The brand definition is the formal description of what the brand stands for within differentdescription categories - its personality, its values, its stories, its emotional benefits etc.. The brandproposition is the 'deal' the brand is offering you at any given moment the coca-cola comp.has long been recognised as an organisation with significantbrand equity with over four four hundread brands available in virtually every nookand crany of the world .the flag ship brand of coca cola has stood the rest of thetime over 120 years.
  28. 28. Infact coca-cola alone is recognized as the most valuable inthe world by the respected inter brand corportionvalued at above US $ 67 billion ,the coca-cola brand (coke)has become effectively become a part of modern world culture.though its advertising campaign has changed over the years,coca-cola “THEREAL TASTE” has always stood for a”REAL” COLA DRINK with authenticity . theidentity has been build by an decade with consistent values and diferentiatedelements. Many competitors have aim at cokes but the brand continues tocommand a number one position globaly in ranking of brand equity. After all If ustand for the real thing every competitor is an imitator. the Coca-Cola bottle designdifferentiated the identity, the easier it is to protect from infringement.
  29. 29. Cus tom er acc ept anc e Resonance loyal customers, sense of community, active customer involvement Judgments Feelings most recognized brand, fun, happiness, top brand, unique flavor sharing, unity, fun, innovative celebration, family and friends gatherings, social approval, style Statement, warmth, refreshment Performance Imagery Energizer (caffeine, juices) , energetic, sharing happiness, fun, healthy (water, juice), stylish, flavor, refreshing celebration, unities generation and g joining(coke lovers), sense of community, , Family orientation, youth,moms, cool Salience Beverages, most recognized brand, energy, flavor, sense of community, happiness CBBE MODEL
  30. 30. • Brand loyalty • Brand loyalty is a central construct to marketing. Keeping the consumer satisfied, and loyal enough to frequently purchase just one brand, is moredifficult in today‟s marketplace than ever before. But today, major brands are experiencing heightened brand loyalty due to the growing popularity of the brand as a collectible .A recent Coca-Cola annual report reported that the second most recognized expression in the world after “ok?” is “Coca-Cola.”
  31. 31. Brand personality:- Brand personalities that1) Are well-known,2) offer something different to the world than they do in terms of products and services„ Coca-Cola‟s‟ brand personality reflects the positioning of its brand. When researching the positioning of a product, consumers are often asked how they would describe that product if it were a person. The purpose of this is to develop a character statement. This can ensure that consumers have a clear view of the brand values that make up the brand personality, just like the values and beliefs that make upa person. Many people see „Coca-Cola‟ as a part of their daily life. This similarity between the brand and the consumer leads to a high degree of loyalty and makes the purchasing decision easier
  32. 32. - Strong brand image - Financially stable -Strong distribution channel -Heavy promotional activities -70% revenue-outside USA STRENGTHS WEAKNESS -Health care issues. -Product offering restricted to beverages -Inability to launch new product.
  33. 33. THREATS - Changing consumers preference -legal issues -competition (Pepsi) -Large number of substitutes - Increased prices of raw materials OPPORTUNITIES - Large domestic market -Export potential -- Alliances and Merges
  34. 34. Brand Positioning •The Coca-Cola Company produce a range of beverages suited to different ages, stages, lifestyles and occasions. •This includes soft drinks, diet drinks, juices and juice drinks, waters, energy drinks, sports drinks and cordials.As part of a healthy, varied and balanced diet and an active lifestyle, allproducts can be enjoyed by the majority of people. •It is committed to helping customers select the product that is best suited totheir needs through the provision of detailed product information supportedby general advice on healthy eating, drinking and lifestyles. •It understands that balancing energy intake with energy output is key to ahealthy body weight. We therefore provide choice through range of low orno- kilojoule products that are ideally suited to the needs of people who wishto reduce energy intake through beverage selection.
  35. 35. Such products are readily available at a similar cost to an equivalent higher energy product. As one of the largest producers and marketers of non-alcoholic beverages they promote physical activity through our active lifestyles programme and sponsorship of sport. Through new product development we will continue to release a range of new types of drinks, including low or no kilojoule products as we look at waysin which to cater to those people who wish to reduce energy intake through selection of lower energy beverages.
  36. 36. Brand Extension
  37. 37. Brand Anatomy of Coke Essence:Yout h Benefit: Joyous Environment Attribute: A Frizzy Drink (Vivaciousness)
  38. 38. • The Coca cola brand name has been existence since 1884 when John pembelton developed it . Over the years it has survived in a highly competitive market and developed its competitive advantage.. It has shown the consistency in performance. The strength of the umbrella brand supports the brand value of each member of coca cola family, thus implying how reliable the brand is. BRAND PERFORMANCE
  39. 39. BRAND IMAGERY • The intangible association to Cadbury includes family experiences, cherish able memories. The product could be bought from supermarket on the insistence of parents or from department store or specialty store through impulse buying or for little pleasures. The coke as a as a person is able to create a feeling of freshness , the togetherness of family & friends on special occasions, to hold those relationships in life which are of prime importance
  40. 40. BRAND JUDGMENTS • Brand Quality: Consumers trust the brand because there is certain level of quality attached to it. The people buy coke during the summer season as a reason of refreshment of their love it tells the trust worthinesstells • Brand Credibility: The brands like Fanta , Maaza ,limca derive benefit from the parentage including quality and taste credentials. The flagship beverage brand, coke which is over 100 years old, • Brand Consideration: The brand has been considered for possible purchase and use not only as a cool drink but it has become a substitute for water and juice . The punchline „open happiness ‟ justifies this. The campaign has been highly successful with the brand endorsement of amir khan and consumers buy it for occasions like parties get togethers etc • Brand Superiority: The unique taste of drink which comes in a pure form.
  41. 41. • BRAND FEELINGS • These are customers‟ special responses and reactions to the brand. The feelings that are evoked by the marketing program or by other means.they youths are mainly target • Passion • It is reflected in the impulse buying nature of consumers. The commercial actor aamir khan has incresed the desired for the youth and join fest and she is adamant to have it. • Enthusiasm • The cricket match commercial also reflects the fun & the excitement. The brand makes the consumers feel excited.
  42. 42. BRAND RESONANCE • Attitudinal attachment • The level of attachment can be judged by the fact that the consumers feel that is a perfect drink for special occasions. It could be used to express their token of love. • The “little pleasures” that can be derived from the moments of family get-together. The moment consumers think about celebration they think about the brand.
  43. 43. • Sense of community • The consumers feel a kinship or affiliation with other people associated with the brand. The commercial in which the three students they have ordered the coke but they order 4 in order to give it to the weightier it shows sense of community