Presentation on BRAND

MANAGEMENT

Of coca cola

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…

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

• 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

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.

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

Coca-Cola Bottles

1894 was the first time Coca-Cola was bottled

1894- early 1900s 1905-1916 1915- today

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.

• 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.

Brand elements

• NAME: name is most recognized among customers which was proved by the research done in last July reported on http://www.interbrand.com/en/best-global-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.

• 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.

• 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

in India

• "ठं�डा� मतलब Coca-Cola!" ("Cold means Coca-Cola!")

• "पी�ओ सर उठं� के� " ("Drink with pride")• "जो� चा�हो� हो� जो�ये�, के�के�-के�ल� enjoy!"

("Whatever you wish will come true, enjoy Coca-Cola!")

• "Burrrrrrrrr" ("Refreshment")• "Open Happiness"

• 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

Brand Value

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

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

Segmentation…

Marketing programs

Brand Strategy & Development.

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 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…

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.

DOWNFAL L…

Keep Patience Fight back

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

Brand Name EmotionalModifier

Descriptive

Modifier

Functional

Benefit

Fun Family and

friends

Beverages

Brand mantra

coca colasoft drinks

carbonated drinks

frozen beverages

juices

fruit smoothies

Tea/ Coffee

water

enhanced water

other drinks

Brand Portfolio

Product Portfolio

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

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

likedin.com 138,109 . of community.

YouTube views 1,913,995

Flicker photos 24,919

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

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

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

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.

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.

 

Brand identitythe 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.  

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.

Customer acceptance

Resonance loyal customers,

sense of community, active customer involvement

Judgments Feelingsmost recognized brand, fun, happiness, top brand, unique flavor sharing, unity,

fun, innovative celebration, family and friends gatherings, social approval, style Statement, warmth, refreshment

Performance ImageryEnergizer (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

• 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.”

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

- 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. 

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

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.

 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.

Brand Extension

Brand Anatomy of Coke

Essence:Youth

Benefit: Joyous Environment

Attribute: A Frizzy Drink (Vivaciousness)

• 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.

BRANDPERFORMANCE

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

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.

• 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.

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.

• 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

Open Happiness…!