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Presentation on BRAND MANAGEMENT Of coca colaCoca-Cola was developed in 1886 by Dr. John S. PembertonIn 1888, Asa Candler bought out PembertonIn 1899, Asa Candler sold the bottling rights for Coca-Cola to Benjamin Franklin Thomas &Joseph B. WhiteheadThis bottler model was a critical factor in the Coca-Cola Growth Story.Even today, it is the most successful business modelBenjamin F. Thomas Joseph B. Whitehead

Asa G. Candler

Dr. John S. PembertonIn the Beginning2In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was a suggestion given by John Pemberton's book keeper Frank Robinson.It was a prohibition law, enacted in Atlanta in 1886, that persuaded physician and chemist Dr. John Stith Pemberton to rename and rewrite the formula for his popular nerve tonic, stimulant and headache remedy, "Pemberton's French Wine Coca," sold at that time by most, if not all, of the city's druggists.So when the new Coca-Cola debuted later that year--still possessing "the valuable tonic and nerve stimulant properties of the coca plant and cola nuts," yet sweetened with sugar instead of wine--Pemberton advertised it not only as a "delicious, exhilarating, refreshing and invigorating" soda-fountain beverage but also as the ideal "temperance drink."Though Pemberton died just two years later--five months, in fact, after his March 24, 1888, filing for incorporation of the first Coca-Cola Co.--the trademark he and his partners created more than one hundred years ago can claim wider recognition today than that of any other brand in the world.And the Coca-Cola beverage, whose unit sales totaled a mere 3,200 servings in 1886 ("nine drinks per day" based on the twenty-five gallons of syrup sold to drugstores by Pemberton Chemical Co.), is today called the world's most popular soft drink--accounting for billions of servings at restaurants in 195 countries.In 1888, another Atlanta pharmacist and businessman, Asa Candler bought the formula for Coca Cola from inventor John Pemberton for $2,300. By the late 1890s, Coca Cola was one of America's most popular fountain drinks, largely due to Candler's aggressive marketing of the product. With Asa Candler, now at the helm, the Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900

In 1899, Benjamin Franklin Thomas and James Whitehead signed a contract with Candler for the bottling rights for most of the U.S. Bottler has become the most successful model.In light of what happened with the growth of Coca-Cola over the years, its amazing to note that the bottling rights were sold for $1.00; there was no fixed term in the contract; and there was no provision for modifying the price of the syrup. This will have major implications for the company almost 80 years later.

TypeSoft Drink (Cola)ManufacturerThe Coca- Cola CompanyFounder (s)John S. PembertonCountry of OriginUnited StatesIntroduced1886Area ServedOver 200 countriesFlavorsCola, Cola Green Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry.Employees92,400Servings per Day1.6 Billion

COMPANY OVERVIEWCoca-Cola was first sold to the public in Atlanta at Jacobs 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 responsibilitiesProductivity: 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 futureCollaboration: Leverage collective geniusIntegrity: Be realAccountability: If it is to be, it's up to mePassion: Committed in heart and mind Diversity: As inclusive as our brandsQuality: What we do, we do well

Coca-Cola Bottles1894 was the first time Coca-Cola was bottled

1894- early 1900s1905-19161915- todayIntroductionCoca-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 elementsNAME: 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 alsoHey Kid, Catch!)1981 - Coke is it!1985 - America's Real Choice1986 - Red White & You (forCoca-ColaClassic)1986 -Catch the Wave(forNew 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 Happiness2010 - Twist the Cap to Refreshment2011 - Life Begins Here

in India

" Coca-Cola!" ("Cold means Coca-Cola!")" " ("Drink with pride")" , - 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 availabilitys much it seen as much it increases its awareness. Coca cola has been heavily implementing

Brand ValueMARKETING SEGMENTATION

There are four broad ways which Coca Cola can segment its market:-Mass marketing -Differentiated marketing-Niche marketingThe 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 peoples mindset such that whenever you ask for a cold drinkTHANDA, you get a Coca Cola.Aamir shown as a Pahadi Guide, Tapori and a village guy drinking Coke

Selling local brand in global markets21

Brand BuildingAd 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 SeriousCreating Fun

BRRRRRR.Campaign started in South African Market

Achieved success across 40 international marketsFind every reasons to be happier

Seedhee Baat, No Bakwas Clear HaiNew Product DevelopmentEntering a new market of Nimbu PaaniCompetition with

Traditional lemon drinkNimboozzz by PepsicoWait Do market research, study Customers buying motivesAnd learnLaunch of Nimbu FreshBilkul Ghar JaisaWhats New

Recently launched world famous brand Minute Maid in Indian Market.

Nimbu Fresh, Bilkul Ghar Jaisa

Pepsi says, Asali Indian DrinkExposure Rural Marketing

Coca colaPepsi

60% of total Indian population is in Rural area.

When most of the MNCs were targeting Urban consumers, Coca Cola was one of the first global majors to spot the potential spin offs from Countrys Rural Markets. According to industry estimates, Rural India accounts for 74% of population.26

DOWNFAL L

Keep Patience

Fight backCorporate Social Responsibility

Sea shore cleaning activityPlantationRecycling Tin

Coca Cola took an initiative to start rainwater harvesting plantsInvention of Solar CoolersPenetrating sales in villages where there is no electricity

Using solar energy to cool the bottles in transportBrand NameEmotionalModifierDescriptiveModifierFunctionalBenefitFunFamily and friendsBeveragesBrand mantra

Brand PortfolioProduct Portfolio

Brand Attributes

Core Attributes

Great TastingVery RefreshingThirst QuenchingHigh Quality(ingredients and production process)Worth What it CostsGoes Well With Meals and Snacks

Extended Attributes

Has an Unforgettable TasteRevitalizes Enjoyment Good to Drink With Family and FriendsIs Recognized as the Best Soft Drink

Coke Brand Knowledge

Brand AwarenessBrand ImageMost 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 legacyFacebook likes 55,738,549 refreshment, freedom, chill out, Twitter followers54,406 youth, unities generation and globalGoogle plus Items135 joining, family life experience, senselikedin.com 138,109.of community.YouTube views1,913,995Flicker photos 24,919

Getting shelvesThey 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 PositionSalesman 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 PromotionCompany also do sponsorships with different college and schools cafes and sponsors their sports events and other extra curriculum activities for getting market share.

UTC SchemeUTC 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 PromotionCoca 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 STRATEGIESPoints-of-difference: Distinctive taste profileOptimistic view of lifeClassic, iconic symbolism & imagery.Emotional bond with customer

Points-of-parity

Contemporary, up-to-dateRefreshing flavorBeverages category COCA COLAPEPSIBrand value 77839$m16594$mBrand Ranking#1#22Brand PortfolioSoft drinks, juices, water, coffee, tea, Mixers, energy drinks, sports drinks, smoothies.Soft drinks, cereals, sports energy drinks, snacksBrand imageYouth, music, sports, high energy, Fun, family, gathering, happiness, sense of community, global joiningYears in market1886 (126)1898 (114)logoTextUniverse reflecting

Competitor AnalysisBrand equity is difficult tomeasure because much of it depends onconsumers' 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 withthe quality of products and service. They are also successful at attracting new customers who haveheard of the brand through successful marketing or word of mouth.Coca-Cola's brand equity is difficult tomeasure because they have extended their brandto include numerous products. In addition to thenumerous of versions of Coca-Cola world wide that compete against other beveragebrands, 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, FullThrottle, 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 actuallyenjoy a different Coca-Cola product. However, the consumer may be unaware that thebeverage is actually in theCoca-Cola family. As a result measuring brand equity may be difficult as consumers may be loyal and repeat customers of a brand andnot know its origin.

Coca Cola was taking itscore product, Coke, and expanding the productin new form factors and new overseas markets. The brand promise stayed the same whether it was sold in a Coke store in New Yorkor a road side stand in Mongolia -refreshment, good times, and pure Americana.Brand identitythe brand identity is the audio-visual 'face' of the brand - thecues 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, itsemotional benefits etc.. The brandproposition is the 'deal' the brand is offering you at anygiven momentthe coca-cola comp.has longbeen recognised as anorganisation with significantbrand equity with over fourfour hundread brands available in virtually everynookand crany of the world .the flag ship brand of coca cola has stood the rest ofthetime over 120 years. Infact coca-colaalone 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 overthe years,coca-cola THEREAL TASTE has always stood for aREAL COLA DRINKwith authenticity . theidentity has been build by andecade with consistent values and diferentiatedelements. Many competitors have aim at cokesbut the brand continues tocommand a number one position globaly in ranking of brand equity. After all If ustandfortherealthingeverycompetitorisanimitator.the Coca-Colabottledesigndifferentiated the identity, the easier it is toprotect from infringement.Customer acceptance Resonance loyal customers, sense of community, active customer involvementJudgmentsFeelingsmost recognized brand,fun, happiness, top brand, unique flavor sharing, unity,fun, innovative celebration, family and friends gatherings, social approval, style Statement, warmth, refreshmentPerformanceImageryEnergizer (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 SalienceBeverages, most recognized brand, energy, flavor, sense of community, happiness

CBBE MODELBrand loyaltyBrand loyalty is a central construct tomarketing. Keeping the consumer satisfied, and loyal enough to frequently purchase justone brand, is moredifficult in todays marketplace than ever before. But today, major brands are experiencing heightened brand loyalty due to the growing popularity ofthe brand as a collectible .A recent Coca-Cola annual report reported that the secondmost 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 doin terms of products and services Coca-Colas brand personality reflects the positioning of its brand.

When researching the positioningofa product, consumers are often askedhow they would describe that product if it were a person. The purpose ofthis is to develop a character statement.This can ensure that consumers have a clearview 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 asa part of their daily life. This similarity between the brand and the consumer leads to a high degree ofloyalty and makes the purchasing decision easier

- Strong brand image- Financially stableStrong distribution channelHeavy promotional activities70% revenue-outside USA

STRENGTHSWEAKNESS-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 marketExport potential- Alliances and Merges

Brand PositioningThe Coca-Cola Companyproduce a rangeof beverages suitedto different ages, stages, lifestyles and occasions. This includes soft drinks,diet drinks,juices and juice drinks, waters, energy drinks, sportsdrinks and cordials.As part of a healthy, varied and balanced diet and an active lifestyle, allproducts can be enjoyed by the majorityof people.It is committed to helping customers select the product that is best suited totheir needs through the provision of detailed productinformation supportedby general advice on healthy eating, drinking and lifestyles.It understands that balancing energy intake with energyoutput is key to ahealthy body weight. We therefore provide choice through range of low orno-kilojoule products that are ideally suited to the needs ofpeople who wishto reduce energy intake through beverage selection.Such products are readily available at asimilar cost to an equivalent higher energy product. As one of the largest producers andmarketers 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 ofnew types of drinks, including low or nokilojoule products as we look at waysin which to cater to those people who wish toreduce energy intake through selection of lower energy beverages.

Brand Extension

Brand Anatomy of CokeEssence:YouthBenefit: Joyous EnvironmentAttribute: 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 importanceBRAND JUDGMENTSBrand 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 worthinesstellsBrand 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 etcBrand Superiority: The unique taste of drink which comes in a pure form.

BRAND FEELINGSThese 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 PassionIt 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.EnthusiasmThe cricket match commercial also reflects the fun & the excitement. The brand makes the consumers feel excited.

BRAND RESONANCEAttitudinal attachmentThe 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 communityThe 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!