Product policy & brand management coca cola new

FANTASYINNOVATION

ETHICS

EXPOSURE

FUN

HAPPINESS

BRAN

D

LEADERMOTIVATOR

NEW THINKING

POSITIVE

SOCIAL

PATIENCE

BELIEVE

CREATIVITY

REPEATING

TIMING

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

In the Beginning…

Logo Evolution over the years

Packaging over the years

Brand Value

Brand Strategy & Development & Brand Statement

This strategy has been fixed in people’s mindset such that whenever you

ask for a cold drink‘THANDA’, you get a Coca

Cola.

Aamir shown as a Pahadi Guide, Tapori and a village

guy drinking Coke

Brand Personality & Brand Building…

Ad says – with Coca Cola, “Open Happiness”

Bund bund me Vishwaas..!

look at the brighter side of life and

believe in a happier tomorrow..

More Fanta, Less Serious…

Brand Image & Creating Fun

BRRRRRR….Campaign started in South African Market

Achieved success across 40 international markets

Find every reasons to be happier

Seedhee Baat, No Bakwas… Clear Hai…

New Product Development

Entering a new market of ‘Nimbu Paani’

Competition with…

Traditional lemon drink Nimboozzz by Pepsico

Wait – Do market research, study Customer’s buying motivesAnd learn…

Launch of Nimbu FreshBilkul Ghar Jaisa…

What’s New…

Recently launched world famous brand Minute Maid in Indian Market.

Nimbu Fresh, Bilkul Ghar Jaisa

Pepsi says, Asali Indian Drink

Exposure… Rural MarketingCoca cola

Pepsi

60% of total Indian population is in Rural area.

When most of the MNC’s were targeting Urban consumers, Coca Cola was one of the first global majors to spot the potential spin offs from Country’s Rural Markets.

More than 3500 beverages brands of coca cola are sold world wide.

Segmentation…

DOWNFAL L…

Keep Patience Fight back

Coke & amir.mp4

Corporate Social Responsibility

Sea shore cleaning activity

Plantation

Recycling Tin

Coca Cola took an initiative to start rainwater harvesting plants

Invention of Solar CoolersPenetrating sales in

villages where there is no electricity

Using solar energy to cool the bottles in transport

S OTWAnalysis

Brand nameStrong distribution networkGood promotional strategyValue propositions

Lack of infrastructureErratic power supply

Profitability is lessDistribution cost is

high

Brand awarenessProliferation of mediaIncreased income level of rural consumersHuge untapped market

CompetitorsTraditional beverages

Rural people are price sensitive

Inspiring_Video_from_I_spirit.AVI

Open Happiness…!Thank You