Coca-Cola has strategically positioned itself as a global brand while adapting to local markets. It began as a drink invented in 1886 and sold for 5 cents. Over time, Coca-Cola grew to be the largest beverage company in the world, offering over 500 brands across more than 200 countries. To maintain its leading position, Coca-Cola employs a "think global, act local" strategy, keeping its core product consistent while tailoring offerings and marketing to different regions and cultures. The company has established strong brand recognition through iconic packaging, consistent logo and branding, and large sponsorships of popular events.

1. BRAND
POSITIONING
COCA COLA
FASHION BRAND
MANAGEMENT
2 9 - 0 8 - 2 0 1 8

2. JOURNEY OF COCA COLA
“Refreshing the world”
 Coca cola was invented by a pharmacist named JOHN
PEMBERTON in 1886.
 Jacobs’ Pharmacy put it on sale for five cents (about 3p) a
glass.
 In the first year, Pemberton sold just 9 glasses a day. A
century later, The Coca Cola Company has produced more
than 10 million gallons of syrup.
 Atlanta businessman Asa Griggs Candler secured rights to
the business, Candler would become Coca Cola’s first
President and the first to bring real vision to the brand.
 The Coca-Cola Company is headquartered in Atlanta,
Georgia.
 Its current president and CEO is James Quincey.
 Today, Coca cola is offering over 500 brands to people in
more than 200 countries.
 All over the world coca cola employs over 700000 people.

3. COCA COLA
BRAND POSITIONING
 Coca Cola has strategically positioned itself within the world soft drink market.
 does it have to keep the same positioning or to adapt according to the 200 countries where the
brand sells its products.
 The brand has understood this principle while ago: “think global, act local”.
 Coca is thus willing to keep the same core product which is coke, but it adapts the offer to local
needs.
 They use strategic positioning in order to have the same image all around the world, which is a
success because it is perceived today as a part of daily life everywhere
 This perception of the brand by the consumer leads to a high degree of loyalty and makes the
purchasing decision more automatic.
 Coca Cola has been successful by using Unique Selling preposition as “Live the coke side of life”,
related to joy and happiness.
 Consumers basically associate this brand with these emotions

4. BRANDS
Coca cola has got variety of brands to cater the various geographic locations,
from non alcoholic beverages, fruit juices, energy drinks, and mineral water.
Aquapure
Bacardi Mixers
Citra
Coca Cola
Diet Barq’s
Aquarius
Diet Mello Yello
Diet NESTEA
Dr Pepper
Fuze
Red Flash
Minute Maid

5. COCA COLA MARKETING STRATEGY:
RECIPE OF SUCCESS
If we thoroughly analyze Coca-Cola marketing strategy, we’ll see that it’s heavily linked with the concept of “4P’s”
• PRICING STRATEGY – Today, it became quite popular for startups, for a day or two, to offer their service or a
product for free, and then increase their prices. Though, Coca-Cola chose a different approach and made the
challenge even tougher. From 1886 to 1959 (73 years), Coca-Cola had a fixed price and it only cost 5 cents.
• Today, due to the fierce competition with Pepsi (their rivalry dates back to 1975), Coca-Cola pricing strategy is
strictly updated because if the prices between them noticeably change, then one of the brands will definitely suffer,
and the other one will surely benefit.
• The Classic Bottle Of Coca-Cola – Coca-Cola’s bottle was a part of the corporation’s defensive marketing. But,
after time, they started promoting it as much as the logo and product. Furthermore, Coca-Cola’s bottle design was
inspired by the shape of the cocoa pod.

6. • Coca-Cola Logo/Font – In 1923, when the corporation’s logo
was normalized, Coca-Cola decided that as the recipe, the logo
must have remained untouched. As a result, Coca-Cola’s logo
has been messing with the minds of the society for a very long
time.
• Sponsorship – Coca-Cola is one of the most recognized
sponsor brands, it has a long sponsorship history that includes
American Idol, The Olympic Games, BET Network,
NASCAR, etc.
• Social Media – Considering that social media has become the
greatest tool for marketing, of course, Coca-Cola has taken the
advantage and created its social profiles on reputable media
like Facebook, Google+, Twitter, Pinterest.
COCA COLA MARKETING STRATEGY:
RECIPE OF SUCCESS

7. SEGMENTATION
identifying
meaningfully
different groups
of customers
TARGETING
Selecting which
segments to serve
POSITIONING
Implementing
chosen image and
appeal to chosen
segment
Product Price
Promotion Distribution

8. SEGMENTATION
GEOGRAPHIC
SEGEMENTATION
INTERNATIONALLY : country
wise and region wise.
CLIMATIC : In coke marketing
,main idea is to serve it cold, so
that they focus hot areas of the
world.
LOCALY: Major cities and rural
area . Different brands in
different places.
PSYCHOGRAPHIC
SEGMENTATION
All psychographic variables the
social class, lifestyle,
occupation, level of education
and personality coke segments
everyone.
But again its there packaging
which is different for different
consumers.
DEMOGRAPHIC
SEGMENTATION
AGE- For Children (4-12yrs)
flavors- vanilla, lime & cherry.
Others- (12-60yrs) original
flavor, energy drink, fruit juices.
Family Type: Economy pack
bottles to focus family and
groups.
Income: Coke segments
different income levels by
packaging .
For small income-small
returnable glass bottles.

9. TARGETINGGENDER
Coca cola segments
Pakistani market with a
percentage ratio of
58%females and 42%
males.
Lifestyle : busy life
style & mobile
generation
AGE
It has wide range of
targeting. It ranges
from the age of 15-
25 and reaches to
40.
NATURE
Fun loving and
entertainment
loving
SOCIO
ECONOMIC
STATUS
Upper lower
& lower class

10. 4P’S OF COCA COLA
PRODUCT
 Widest portfolio in beverages industry
comprising of 3300 products.
 Bevarages are divided into diet category,
100% fruit juices, water, energy drinks.
 Market presence is around 200 counties.
 Brands in India Mazza, Fanta, Limca, Sprit,
Minute maid, Nambu fresh.
PRICE
 Due to the availability of wide range of
products the pricing is done according to the
market and geographic segmentation.
 Each sub brand of Coca-Cola has different
pricing strategy.
 Their pricing strategy is based on the
competition pricing.
PLACE
 Coca-Cola is the world’s most favorite brand
and available all over the world.
 The distribution system of coca cola follows
the FMCG distribution.
 In India they have captured even the rural
market by extensive distribution and have
eroded the market share.
PROMOTION
 Coca- Cola adopt various advertising and
promotional strategies to create and increased
demand in the market by associating with life
style and behavior and mainly targeting value
based advertising.
 Coca-Cola uses CSR as its marketing tool to
gain emotional benefits in consumers mind.

13. COCA COLA MOTO:
“THINK LOCALACT LOCAL”
COCA COLA uses it’s “THINK LOCAL, ACT LOCAL” strategy other than it’s “THINK GLOBAL,
THINK LOCAL” strategy, to attract local consumers.
In India to attract Indians, Coca-Cola strategy is-
• Coca-Cola's IPL advertising budget may go up to Rs 100 crore.
• Coke launches Thums up no-sugar.
• Coca-Cola plans to localize 2/3rd of its products portfolio in India
• The company had also revived its jaljeera brand RimZim last year.
• Cola is looking to introduce 'nariyal pani'.
• Coca-Cola India's bottling arm Hindustan Coca-Cola Beverages (HCCB) aims to be a USD 2.5
billion company by 2020 (Which will Increase job opportunity in India)
• Coca-Cola, partners to spend $1.7 billion on Indian agri-ecosystem (CSR Activities)

14. ASSOCIATING THE PRODUCT WITH A SPECIFIC
GROUP OR EVENT:
Coca cola uses Strategy of Attitude Change by associating Coca cola with different groups and events. Coca-Cola
strategy is to "Create campaign with Indian context, but highlight brand's universal appeal
Cricket and Bollywood are two most heart touching things for Indians, therefore Coca cola always used both to
penetrate itself as much as possible in Indian Market.
Some famous coca cola campaigns which made Coca Cola a household name:
• Coca Cola exited the Indian market in 1977 due to the then Foreign Exchange Act. It re-entered India again in
1999. Coca Cola did a strategic sponsorship 1998 with the Sharjah Tri-Nation Cricket Cup, just before it entered
the Indian market. It came to be known as the Coca Cola 1998 Cup.
• In 2003 Coca Cola launched one of the most successful campaigns till date, “Thanda Matlab Coca Cola.” The ad
campaign is a brainchild of one of the most revered advertisers in India Prasoon Joshi. The series was enacted by
Bollywood Superstar Aamir Khan.
• “UMEEDO WALI DHOOP, SUNSHINE WALI ASHA” it was attempt to begin the New Year with an array of
optimism and novel beginnings and captured many eye balls.

15.  ‘Coke Khule To Baat Chale’ targeted youth, aims to build an emotional
connect with the youth. The Invisible Bottle in the film addresses the
divide between genders. Through the lovable device of the invisible
bottle, brand Coca-Cola breaks the ice of social distance between a boy
and a girl. This ad film is all about bringing people together, building
connections, breaking ice between different people irrespective of
where they come from.
 Coca-Cola also tried to bring India-Pakistan together with the help of
vending machine for Indians and Pakistanis to interact with and engage
across country borders.
 The "Small World Machines" experience was created to provoke
happiness in the world through human connections.
 Other campaigns are, Paanch matlab chota coke,
 Coke Nawazi.

16. COKE’S WAY FORWARD FOR ITS CUSTOMERS
 Coca-Cola is evolving its business strategy to become a total beverage company by giving people more of
the drinks they want.
 Consumers are looking for products that are more natural. At times with less sugar. Sometimes with more
benefits.
 The company’s multifaceted approach is to meet changing tastes and needs includes reducing sugar and
calories across many brands, offering new drinks that provide health benefits like hydration and nutrition,
expanding the availability of smaller, more convenient packages to help people control sugar more easily,
and providing clear, easy-to-find calorie information to help people make informed decisions.
 In 2017, the company will reduce sugar in more than 500 of its drinks around the globe – adding to the 30
percent of more than 3,900 beverages that already fall into the low or no-sugar category.
 In September 2009, coca cola became the first beverage company to commit to front-of-package calorie
labelling globally.

17. Coca Cola are universally known biggest competitors.
Points of Parity:
 Pepsi is similar to Coke in that the company owns other beverage companies.
 Pepsi is universally known to be Coca-Cola’s number one competitor.
 Their overall image is modern and appealing.
Points of Difference:
 Coca Cola emphasizes the originality of their product to maintain the very important repeat buyers.
 Coca Cola has many loyal customers that will support the company their entire lives.
 Pepsi is not in a situation like this. They are using high-tech promotion tactics to obtain customers but it does not
have as near as many devoted buyers.
 Pepsi attempts to make Coca-Cola look like an old and stale company while promoting themselves as the Cola
of today.

18. EMOTIONAL
MODIFIER
DESCRIPTIVE
MODIFIER
BRAND FUNCTIONS
SOCIAL WELL
BEING
FUN, MEMORIES, BEVERAGES
DESIGNING THE BRAND MANTRA

19. “COCA-COLA TAKES
‘ONE BRAND’
MARKETING STRATEGY
GLOBAL WITH
‘TASTE THE FEELING’
CAMPAIGN
BRAND
MANTRA

20. COCA-COLA TAKES ‘ONE BRAND’ MARKETING
STRATEGY GLOBAL WITH ‘TASTE THE FEELING’
CAMPAIGN
 Coca-Cola is launching its first global marketing campaign in more than a decade as it takes its ‘One
Brand’ strategy global with the introduction of the new ‘Taste the Feeling’ strapline.
 The ‘One Brand’ strategy, which brings its four product variants – Coca-Cola, Diet Coke, Coca-Cola Zero
and Coca-Cola Life – under the Coca-Cola master brand instead of being marketed as separate
products, was first launched in the UK market.
 Coca-Cola is now expanding the marketing strategy globally.
 Coca-Cola was also keen to talk up the customizable nature of ‘Taste the Feeling’.
 ‘One Brand’ strategy will provide consumers with ‘more choices’ as the brand aims to
promote responsible health choices in light of global calls for a crackdown on sugar.

21. COCA COLA
INTELLECTUAL PROPERTY RIGHTS
COPYRIGHTS:
Coca cola owns copy rights in the design of its bottles, the design of its logos, its advertising, and generally anything it creates
that can be considered an original work requiring creative effort.
TRADE MARKS:
The Coca-Cola company holds registered trade-marks in its logo and script design.
Even the distinctive shape of the Coke bottle is trade-marked.
PATENTS:
The Coca-Cola company owns a patent on a method of making “barrier coated plastic containers.
TRADE SECRETS:
The formula for making Coca-Cola is a trade secret. The formula is extremely valuable to the company as a secret.

22. THANK YOU
SUBMITTED BY:
HIBA NASIR
MFM III