Abhi Final Ppt Mkt

8/8/2019 Abhi Final Ppt Mkt

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BRAND VALUE AND BRAND EQUITY COKE

PRESENTED BY

ABHINAV KUMAR(10)

ABHINAV TYAGI(20)

ABEER CHAKRABORTY(22)

CHARU PALIWAL(14)

KAMESH PATIL(26)

SWATI BUDHRAJA(29)


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BRAND

The American Marketing Association defines a brand as

A Name, Term, Sign, Symbol or Design, or a

combination of them, intended to identify

the goods or services of one seller orgroup of sellers and to differentiate them

from those of competitors.


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THE ROLE OFBRANDy Consumers may evaluate the identical product differently depending

on how it is branded.y Consumers learn about brands through past experiences with the

product and find out which brands satisfy their needs.

y Simplify decision making and reduce risk.

y

Simplify product handling or tracing.y Help to organise inventory and accounting records.

y Offers the firm legal protection for unique features or aspects of the

product.

Brand name -- trademarksManufacturing processes -- patents

Packaging -- copyrights & designs


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BRAND EQUITYBrand Equity is the added value endowed on products and

services. It may be reflected in the way how consumers

think, feel, and act with respect to the brand, as well as the

prices, market share and profitability that the brand

commands for the firm.

Animportantintangibleassetthathaspsychologicalandfinancialvaluetothefirm.


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PricePremium

CustomerSatisfaction/Loyalty

Perceived Quality

Leadership AndPopularity

PerceivedValue

BrandPersonality

Organizational Associations

Brand

Awareness

MarketShare

MarketPrice And DistributionCoverage

BRAND EQUITY


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Coca-Cola is the world's most recognized brand and now anchors a

portfolio of more than 500 brands and more than 3,300 beverages.

Coca-Cola is the most popular and biggest-selling soft drink in history, as

well as one of the best known products in the world.

It was created in Atlanta, Georgia, by Dr. John S. Penberton. Coca-Cola

was first offered as a fountain beverage by mixing Coca-Cola syrup with

carbonated water.

Even though Coca-Cola may have started in the United States, its

popularity is universal. Today, you can find Coke in every part of the

world.

1.6 billion servings per day.

In 2009, 9.8 billion cases of our flagship brand were sold worldwide.

About Coca-Cola


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Coca-Cola Company

Strengthsy Worldsleadingbrand

y Strongbrandrecognitiony Hasalargeportfolioofdifferent

beveragesy Largescaleofoperations

y Revenueinexcessof$24billion

y Mission:y Torefreshtheworldy

Toinspiremomentsofoptimismandhappinessy Tocreatevalueandmakea

difference

Challengesy NegativePublicityin India

duringSeptember 2006y Accusedofsellingproductswith

pesticideresiduey Intensecompetition

y PepsiistheleadingcompetitorofCoke


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BRANDRESONANCEABRAND EQUITY MODEL


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BRANDRESONANCE

WHAT IT SAYS: COKE

Brand salience elates to how often and easilythe brand is evoked under various purchase orconsumption situations.

Brand performance relates to how the productor service meets customers functional needs.

Brand imagery deals with the extrinsic

properties of the product or service, includingthe ways in which the brand attempts to meetcustomerspsychological or social needs.

Brand judgments focus on customers ownpersonal opinions and evaluations.

Brand feelings are customers emotional

responses and reactions with respect to thebrand.

Brand resonance refers to the nature of therelationship that customers have with the brandand the extent to which customers feel that theyare in sync with the brand.

y First thing that comes to your mind whenyou are thirsty.

y Performance of Coke world over is

undoubtly the best.Available at all places.

y In recent times how coke has captured

emotions of people be it in party, meal, fun,thirst quenching etc.

y Coke is preferred world over over any other

drinks.

y After recent cola controversy, coke again

won hearts of people world over.

y Every customer may be rich, poor, student,

housewife,kids ,all consider coke as the

status symbol.It equalizes everyone and

everyone like is.


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MARKETING ADVANTAGES OF STRONG BRANDS

y Improvedperceptionsofproductperformance.

y Greaterloyalty.

y Largermargins.

y Lessvulnerabilitytocompetitivemarketingactionsy Lessvulnerabilitytomarketingcrisis.

y Greatertradecooperationandsupport

y Moreinelasticconsumerresponsetopriceincrease.

y Additionalbrandextensionopportunities.

y Possiblelicensingopportunities.


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BRAND ELEMENTCHOICE CRITERIAy Memorable. Howeasilyisthebrandelementrecalled,recognised?Shortbrand

namessuchasTide,Crest,andPuffscanhelp.y Meaningful. Doesitsuggestsomethingaboutaproductingredientorthetypeof

personwhomightusethebrand?Considertheinherentmeaninginnamessuchas

Diehardautobatteries.

y Likeability. Howaestheticallyappealingdoconsumersfindthebrandelement?

ConcretebrandnamessuchasSunkist,SpicandSpan,and Firebirdevokemuchimagery.

y Transferable. Towhatextentdoesthebrandelementaddtobrandequityacross

geographicboundariesandmarketsegments?

y Adaptable. Howadaptableandupdatableisthebrandelement? BettyCrockerhas

receivedovereightmakeoversthroughtheyearsalthoughsheisover 75 yearsold,shedoesntlookadayover 35!!

y Protectable. Howlegallyprotectableisthebrandelement?Canitbeeasilycopied?


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Value of Global Brands as Measured by InterbrandBRAND VALUE

MARKET AS PERCENT

VALUE CAPITALIZATION OF MARKET

BRAND $ BILLIONS $ BILLIONS CAPITALIZATION

1 Coca-Cola 83.8 142.2 59%2 Microsoft 56.7 271.9 21

3 IBM 43.8 158.4 28

4 GE 33.5 328.0 10

5 Ford 32.2 57.4 58

6 Disney 32.3 52.6 58

7 Intel 30.0 144.1 21

8 McDonald's 26.2 40.9 64

9 AT&T 24.2 102.5 24

10 Marlboro 21.0 112.4 19

11 Nokia 20.7 46.9 44

12 Mercedes 17.8 48.3 37

13 Nescafe 17.6 77.5 23

14 Hewlett-Packard 17.1 54.9 31

15 Gillette 15.9 42.9 37

16 Kodak 14.8 24.8 60

22 PEPSI 12.6 23.0 -

Source: Raymond Perrier, "Interbrand's World's Most Valuable Brands," report of a June 1999 study

sponsored by Interbrand and Citigroup, 1999.


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Elements ofBrand Equity:Elements ofBrand Equity:

Brand LoyaltyBrand Awareness

PerceivedQ

ualityBrand Associations


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Brand LoyaltyBrand Loyalty

Brandloyaltyisameasureoftheattachmentthat

acustomerhastoabrand.

Itreflectshowlikelyacustomerwillbetoswitchto

anotherbrand,especiallywhenthatbrandmakesa

change,eitherinpriceorinproductfeatures.


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Enhancing Brand Loyalty

Treatthecustomerright

Stayclosetothecustomer

Measure/managecustomer

satisfaction

Createswitchingcost

Provideextras


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HOW VALUES AFFECT BRAND CHOICE OF COKE

BRANDCHOICE

EMOTIONALVALUE

FUNCTIONAL

VALUE

CONDITIONALVALUE

SOCIAL VALUE

EPISTEMICVALUE


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VALUE

Thebrandhasbeenthereinthegoodtimes,andhas

alsostrengtheneditsemotionalbondwith

consumersbybringingabreathoffreshairand

positivityduringtoughtimes,includingperiods

of war,economicturmoilandsocialunrest.

"DuringtheGreat Depression,forexample, Coca-

Cola advertisingfocusedonthepositiveand

encouragedconsumerstotakeabreakandenjoy

life'ssimplepleasures,"saidTed Ryan,Manager,

ArchivesCollection.

In

'blind'

taste

tests,

people

prefer

the

taste

of

Pepsi

overthetasteofCoke.However,ifthetestisnot

'blind'andthetastersknowwhichbeverageis

which,theypreferthetasteofCokeoverPepsi! That

istheemotionalpowerofabrand.TheCoca-Cola

brandhasthepowertoactuallychangean

individual'staste!

SOCIAL VALUE

Coca-Cola hasalwaysbeenasocialbrand

peoplelovetosharewithothers,andone

thatbringspeopletogetherinanumberof

differentoccasions. Coca-Cola hastagged

alongonbeachtrips,helpedcheeronour

favouriteteams,andenjoyeda seatatthe

tableforfamilymeals.

(Advertisement)


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CONDITIONAL VALUE

FUNCTIONAL VALUE

y Readilyavailableatall

locationsincludingremote

areas.

y Quenches

thirst.

y Replacementforwater.

y Availableinsmallsizesand

quantities.

y Uniformacceptanceforallgroupsegments(Richand

Poor).


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CHANGES OCCUR IN BRAND EQUITY OCCUR

WHENu

Major New Products

Product Problems

Change in topManagement

Competitor Actions

Legal Actions

y Pepsi

y Failure in Blind test.

y Not as Such In coke

y

Competitive prices.

y Coke controversy.


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BRANDING AFTER PESTICIDE CONTROVERSY ON COKE

Coke's market research was clear. Indian consumers wanted someone credible

to assure them that Coca-Cola wasn't loaded with dangerous pesticides !!

Who better to do that than Aamir Khan, the socially responsible and bigger-than-lifeIndian movie star loved the country over?

In a television testimonial, a serious but humble Aamir Khan, arms crossed behind his back, toldeveryday Indians that he cared for their safety. The dreamy actor donned a hairnet and looked

studiously at a test tube held by a man in a white lab coat inside a Coke bottling plant. Hestared into the camera and told Indians to come see the plant for themselves. And in the finalact of the 60-second ad, Khan pulled a bottle of

Coke Classic from the manufacturing line, popped the top and gulped fearlessly.

While Khan's ads were targeted at the mass audience and youths, testimonial ads featuring soapstar and member of Parliament Smriti Irani were targeted for housewives and adult womenwho make the majority of the food-buying decisions in Indian households, Kini said.

Coke amir.flv(add 1)


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Brand AwarenessisBrand Awarenessis

theabilityofapotentialbuyertorecognizeorrecallthata

brandisamemberofacertainproductcategory

TopofMind

Brand Recall

Brand Recognition

UnawareofBrand

Brand AwarenessHierarchy

TopofMind

Brand RecallBrand Recognition

UnawareofBrand


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Howto Achieve Brand

AwarenessBedifferent,memorable

Involveasloganorjingle

Symbolexposure

Publicity

Eventsponsorship


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BRANDS PROMISE :

To inspire moments of optimism and uplift.BUILDING BLOCKS OF BRAND COCA COLA ::

Including football, the Olympics, meals, Christmas and teen

recruitment-- focus on inspiring happiness by creating connections

that transcend age and geography.

SLOGANS

The pause that refreshes "I'd like to buy the world a Coke"Coke is it" Little Drops of JoyWelcome to the Coke Side of Life

(Add 2)


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Pinpoint the Brand Image in Light of Competitor

COKE PEPSI

NAME Certainly cokehasaedgeoverPepsi. Pepsistillneedstogolongwayto

competeCoke.

CONCEPT AND USES Similar, ButCokehasrelativelymore

numberof

tie

ups

with

international

units.

PepsilagsherealsowithCoke.

ADVERTISING Amout spendisapprox 1billion

dollarsin 2009.

Approximately 670 milliondollars.

PROMOTIONS AAMIR KHAN..IPL.FIFA2010.. KATRINA KAIF, DEEPIKA

PADUKONE,RANBIR KAPOOR,WORLD CUPCRICKET.

PERCEPTION CokeissweeterthanPepsibuthas a

greaterbrandloyaltysopeopleprefer

this. Latercokeworkedonthisand

improved.

Pepsiin 1990tastesbetterthan

Coke.(BLIND TASTE ANALYSIS)

TARGET MARKET ALMOST SAME ALMOST SAME


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Thecustomer'sperceptionoftheoverallqualityor

superiorityofaproductorservicewithrespecttoits

intendedpurpose,relativetoalternatives.Perceived

qualityisaperceptionbycustomers.

Perceived Quality


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What InfluencesPerceived Quality

ofProductProduct?

Performance

Features

Conformancewith

specifications

R

eliability Durability

Serviceability

Fitandfinish


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TheValueofPerceived Quality

Reason-to-Buy

Differentiate/Position

A PricePremium

ChannelMember Interest

Brand Extensions


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Brand Equity is Perceived Value to the CustomerBrand Equity is Perceived Value to the Customer

Value to the customer enhances:

y Interpretation/Processingofbrandinformation

y Confidenceinthepurchasedecision

y Usesatisfaction

Value to the firm is enhanced through:

y EfficiencyandeffectivenessofMkt.Programs

y Brand Loyalty

y Prices/margins

y Brand Extensionsy Trade Leverage

y Competitive Advantage


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Estimating Brand Equity using the Perceived Value ConceptEstimating Brand Equity using the Perceived Value Concept

y MarketShare,PerceivedValue,Price: Relationship

PerceivedValueMarketShare = f [ -------------------- ]

Price

yIncrease PerceivedValue by:y Improvingtheproductitselfbyincreasingactualqualityorofferingbetter

serviceoralongerwarrantyperiod

y Advertisetoenhancetheproductsimage

y Institutevalueaddedservicesinthedistributionchannelssuchastechnicalsupportorfinancing

y Improvesaleseffortbytrainingthesalesforcetosellvalueratherthanprice


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Estimating Brand Equity with Dollarmetric ScalesEstimating Brand Equity with Dollarmetric Scales

y Ratherthanuse 1-7 liklihoodofpurchasescales,responsesaregivenindollarothercurrencyterms.Whatshouldtherelativepricesofthefivebrandsbe?

y First,the respondent chooses the brands most preferred, and next, how muchextra would they be willing to pay for a six pack?

y Coke,Pepsi 2

y Coke, 7Up 8 Analysis Totals: Comparative BrandValue

y Coke, DrPepper 5 Coke: +2 +8 +5 +12 = 27 centsy Coke, Fresca 12 Pepsi: -2 +6 +3 +10 = 17 cents

y Pepsi, 7Up 6 7Up: -8 -6 -3 +4 = -13 cents

y Pepsi, DrPepper 3 DrPepper: -5 -3 +3 +7 = 2 cents

y Pepsi, Fresca 10 Fresca: -12 -10 -4 -7 = -33 cents

y 7Up, DrPepper 3

y 7Up, Fresca 4

y DrPepper, Fresca 7


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Brand AssociationBrand Association

Abrandassociationisanything"linked"in

memoryto

abrand.

Thus,McDonald'scouldbelinkedtoacharactersuch

as RonaldMcDonald,aconsumersegmentsuchas

kids,afeelingsuchashavingfun,aproduct

characteristicsuchasservice,orasymbolsuchasthe

Golden Arches.


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TheValueofBrand Associations

HelpProcess/Retrieve

Information

Differentiate/Position

Reason-to-Buy

CreatePositive

Attitudes/Feelings

Basisfor Extensions

Maintaining Associations

Beconsistentovertime

Beconsistentoverelementsof

themarketingprogram

Managedisastersinorderto

minimizetheirdamage


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T

IM

E

L

I

NE


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BRAND ASSOCIATIONS

BRAND NAMEAND SYMBOL

PRODUCTATTRIBUTES

INTANGIBLES

CELEBRITY/PERSON

COMPETITORS

COUNTRY/GEOGRAPHICAREA

PRODUCTCLASS

USER/CUSTOMER

RELATIVE PRICE


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Country / GeographicReach

From selling only nine glasses of drinks a day initially, after a

successful stint of operation for over 120 years, the companycurrently produces more than 10 billion gallons of drink aday and sells its products across 200 countriesworldwide. Coca-Cola is committed to local markets, payingattention to what people from different cultures andbackgrounds like to drink, and where and how they want todrink it. With its bottling partners, the Company reaches outto the local communities it serves, believing that Coca-Colaexists to benefit and refresh everyone it touches.

Product Attribute NonAlcoholic Beverage

No Calorie Product - Coca Cola

Classic, Diet Cok

e, Coca C

ola Zer

o.

Unique Botteling

Consumer Benefit Refreshing Drink

Pervasive Penetration

Exhilarating

Delicious

Relative PriceWas firsttolaunchthe

R

s 5 bottle

.

Introduced six pack atlower

price making customers addicted

tothe drink

Coke : 600ml : Rs30


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LifestyleCoke Can :

Professionals

2L Bottle : Family

300ml : Kids and Low

Income Group

600 ml :Youth

CompetitionCoca-ColahaslongbeenthesteadybrandthattriumphsoverPepsiasthelatterattemptsto

gaingroundwithbrandgimmicksandchanges.

Pepsi : Revenue: 12690 Million, Rank: 22

Coke : Revenue 67000 Million, Rank: 1

Celebrity/Perso Aamir Khan

Imran Khan

Hrithik Roshan and Aishwarya Rai

Intangibl

esWhat is it that comes to your

mind when you hear

Thanda ???

( add 3)


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PRODUCT

CLASS


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Management of reputation is crucial to

maintenance of value advantage

If I lost all of my factories and trucks but kept the nameCoca-Cola, I could rebuild my business. If I lost my

name, the business would collapse.

Nivelle Isdell

CEO, Coca-Cola


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Social Media Networks

Coca-Colaneedstoutilizedifferentaspectsofsocialmediainordertocommunicatewithconsumers.Thisinturnwill:IncreasebrandawarenessandCreateapositiveimageforthebrandBytakingadvantageofthesedifferentnetworkssuchasTwitter,Myspace, FacebookandYoutube Coca-Colawillbeabletoseewhatcustomersaresayingabouttheproductandimproveorchangethingsifnecessary.


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ResearchMethodology

Sample design : Random sampling

Sample size: 82

Area of operation : INDIA

Tools of data analysis : Pie charts, Graphs

Research instruments : Online Questionnaire

Time frame : 2 weeks


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< 3 times66%

3 5 times21%

5 - 75%

> 78%

No of People consuming

cold drinks in a week


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13%8%

18%

3%24%

8%

12%5%

4%5%

WHEN ARE SOFT DRINKS

GENERALLY CONSUMED ?Withfood Aftermeals Whiletravelling

Afterplaying Inaparty ToquenchthethirstWithharddrinks Whilesmoking Duringmeetings

Other


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43%

35%

12%

10%

AVAILABILITYPEOPLEWHOVALUEBRANDVERYMUCH

PEOPLEWHOVALUEBUT NOT TOO MUCH

PEOPLEWHOCAN ADJUST WITH BRANDS

PEOPLE FORWHOM THERE IS NOEFFECT OF BRAND


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43%

35%

12%

10%

BRANDVALUEPE

PLE

OVALUEBRANDVERYMU

H

PEOPLE

HOVALUEBUT NOT TOO MU

H

PEOPLE

HO CAN ADJUST

ITHBRANDS

PEOPLE FOR

HOMTHERE IS NO EFFECT OFBRAND

75 65 78 05


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71.9575.65

53.66 5661

66

78.0571.95

6661

70

SURVEY SNAPSHOT


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KEY HIGHLIGHTS OF SURVEYuu

71.95 % say they are not affected by star endorsement.

75.65 % say they drink the anything that is available in shop.

53.66 % say they are influenced by packaging.

Almost 56% say they are not interested in any nutritional value in

the drink. Almost 61% said they prefer sweeter taste.

66 % say they like the flavor of coke.

78.05% go for brand.

71.95 % take cold drinks for thirst quenching

Surprisingly 66 % people look for price in buying cold drinks.

61% say they are not affected by latest cola controversy

Almost 70.5% people prefer Coke over Pepsi.


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THANK YOU ALL

y BREAK TIME..

y HAVE


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KNEW THIS WILL COME

SOSAB KRIPYA APNE APNE PAISE SE COKE PIYE

DHANYAWAAD

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