The document outlines a case study on Coca-Cola, detailing its history, marketing strategies, and brand positioning as a global beverage leader. Coca-Cola's success stems from its ability to create emotional connections through advertisements and universal branding, although it faces risks from health concerns regarding sugar consumption. The case emphasizes Coca-Cola's unique marketing approaches, including its 'Open Happiness' campaign and various targeted taglines.

1. Presented to:-
Prof. Pooja Kunwar
Wasim Haidar
Sahal Patel
Nasim Khan
Tanmoy Bhowmik
Imtiaj Alam
Presented By:-
Case Study Presentation On
Coca-Cola
“Open Happiness”

2. •Introduction
•Brief History
•Case Summary
•Questions
•Ads and Tags
Road Map

3. Introduction
• Coca-Cola is world’s largest beverage company with
almost 500 brands and best selling soft drink in
history
• It holds a current brand value of $68 billion and
reaches consumers in over 200 countries
• Its name is the second most understood word in
the world (after okay)

4. Brief History
• It was invented in 1886 by Dr. John S. Pemberton
• The name Coca Cola was coined by Pemberton’s
bookkeeper, Frank Robinson
• The name refers to its two of its original
ingredients: ‘kola nuts’ and ‘coca leaves’
• ‘Drink Coca-Cola and enjoy it’ – First tagline of
Coca-Cola

5. Case Summary
• Coca-Cola is one of the most popular and the best selling
soft drink in history. When it comes to marketing no one
does better than Coca-Cola
• Earlier Coca-Cola believed that to gain worldwide
acceptance, the brand needed to connect emotionally and
socially with the masses which makes them different from
other competitors
• “Hilltop”, 1971, is one of the best commercials of Coca-
Cola
• Coca-Cola mass communication strategy has evolved over
the years and mixes a wide range of media including
television, radio, billboard etc and even its own museum

6. Cont…
• Sponsored events (e.g. Olympics since 1928) and shows
(e.g. Coke studio)
• Fall in 1985 when introduced New coke- a sweeter
concoction of the original secret formula which was
rejected by consumers and sales plummeted. Later
launched Coca-Cola Classic to delight consumers
• Coca-Cola’s success at marketing a product on such a
global, massive scale is unique
• No other product is so universally available, universally
accepted, and universally loved
• It seeks new ways to better connect with more individuals.
Referring to itself as a “Happiness Factory”, it is optimistic
that it will succeed

7. What does Coca-Cola stands for? Is it same for everyone?
Explain.
• Coca-Cola stands for connecting with more
individual no matter which country they living in
• They can be happy When they see Coca-Cola
markets of happiness are the same for everyone
• The company advertise in different countries and
all advertisements are not the same; they choose
carefully what should they chooses as their
advertisements before broadcasting it to the public

8. Coca-Cola has successfully marketed to billions of people
around the world. Why is it so successful?
• Using pulsing advertisements
• Creating highly current, uplifting global campaigns
that translate well into different countries,
languages and cultures
• Focused ability to quench thirst and brand’s magic
ability to connect people no matter who they are
and how they live
• Convey messages that allow people to think that
Coca-Cola is a joy that is enjoyable that leads to
happiness

9. Can Pepsi or any other company ever surpass Coca-Cola?
Why or why not? What are Coca-Cola’s greatest risks?
• No
• They are the most known brand throughout the world.
It did a good job at spreading their brand name
internationally
• For other companies to surpass Coca-Cola is to become
known nationwide
• Its greatest risks is that their customers knowing that It
can lead to diabetes. So people might stop drinking it
• Coca-Cola does not sell any drinks that are healthy
which might affect them in the long run

10. Adds and Tags
• ‘Hilltop’ add featured the song, “I’d like to buy the
world a Coke”
• Coca-Cola always comes with a unique tagline and
a different message through different media like
Television, Radio, Newspaper, Billboard, events etc
• “Always real”, “Open Happiness”, “Thanda matlab
Coca-Cola”, “Dil hai to maango aur”, “enjoy life”,
“Coke adds life” and many more

11. As competition started, now Coke has shifted to
Earlier Coke used cost based pricing
competitive pricing
strategy
VS

12. Total number of Coca-Cola Products
3,500

13. News
• Coca-Cola to unify Coke with sub brands in new ad
campaign

14. Thank you
Lets share a Coke today and Spread
Happiness