Coca-Cola targets all customers who are thirsty, with a major focus on youth aged 15-25 and up to 40. It offers products at various price points, including small returnable bottles for low-income customers, non-returnable bottles for middle income, and tin cans for higher income. Coca-Cola supports initiatives like "My School Campaign" and women's economic empowerment. Its cultural strategy accounts for how a consumer's environment and experiences influence their choice to drink cola as a want rather than a need. Coca-Cola uses advertising campaigns focused on values like family, friendship, happiness, and being cool.

1. Submitted By:
Students of IIM Kashipur
PGP2014 - 2016

3. About…
Coca-Cola is a cola (a type of carbonated soft drink)
sold in stores, restaurants and vending machines
The Coca-Cola Company offers nearly 400 brands in over 200
countries or territories, which shows its recognition
Coca cola owns more than ½ of the world’s beverages.
Coke comes in a variety of the world’s population
sizes worldwide so you can use it for a crowd or as a
personal snack drink

4. Mission and Vision…

5. Target Market….
• Coca cola targets every customer who is thirsty
• The major target market for coca cola is mainly
youngsters or youth from the age group 15-25 and
reaches to 40.
• Income wise:
# for small income people it has small
returnable glass bottles.
# for middle income people it has non-
returnable bottles.
# for higher income people it has tin cans.

6. Brand building initiatives…
• Support My School Campaign, a movement for Healthy,
Active and Happy schools
• women economic empowerment initiative

7. Maslow`s hierarchy theory…

8. Cultural and Subcultural
Strategy
 The choice of drinking cola depends on a consumer's cultural
environment, his learning experiences and his history.
 Coca Cola is a want, and not a need, to satisfy consumer’s
hedonic need that is clearly visible in its adv. Campaigns.
 Coke Values: family, friendship, happiness, exercise, and being
cool.
Further can be elaborated by discussing its various adv. campaigns
over the years.

9.  Coca Cola after its creation in 1886 was
sold as a drink which cured headaches
because of caffeine and cocaine as its
major ingredients.
 Since the earliest days concentrated
more on advertising; in late 19th century
it was already devoting 20 % of income in
massive publicity campaigns.

10.  During World War II, Coca Cola
became the synonym of Patriotism
and painted a picture of happiness
and refreshment for war stricken
country.
 Diet Coke launched in 1982 because Americans
had become more weight conscious.
 In India Coke is still not a substitute of
water as is the case of western countries
but their campaigns constantly go in sync
with the changing psyche of youth.

11. Social Factor
Various social factors such as reference groups, family and social roles and
status affect buying behavior.
Fulfillers :
• Matured, Home oriented and well educated professionals
• High Incomes, value oriented and open to new ideas.
• Soft drink that is mostly used in homes while having dinners/lunch on their dinning table.
• Buyer and Payer of the product
• Want good taste
Motivation :By improving the values of our product and make taste better so they can be more
satisfied.
Achievers :
• Work oriented people, high job satisfaction
• Coca Cola is not a good thing for health but still buy it because it is consider ‘As thirst kill
drink’
• Buyer, User and Payer
• Buy Coca cola because they want high satisfaction
• Expectation is of good quality with average price
Motivation :By lowering price and making attractive packaging

12. Experiencers:
• Action oriented people
• Young .Active in physically and socially active and favors new products
• Loyal consumer and have strong image of Coca Cola.
Motivation :By showing some sports advertisement so that they could be attracted
towards product.
Strivers:
• Low income
• Always look for substitutes
Motivation :By making the bottle more stylish with low price and great taste

13. .
• Various social factors such as reference
groups, family and social roles and status
affect buying behavior.
• 2003 Pesticide Issue : Centre for Science
and Environment ,CSE(India) accused Coke
India of using 30 times the level of pesticide
residues permitted under European Union
regulations.
• Q3,2003 – Sales declined to 11%.
• New Coke Issue : April 23,1985 –
Introduced New Coke with change in the
formula of the drink.
• Within 79 days,Coca-Cola Classic because of
39% consumers