Presentation on coca-cola

Presented by :-

Deepika Sharma

P .Anila

Saurabh Jain

Presented to :- Jitendra Shah

prof. Vareen Ray
Mohammad Asif
Hussain

1
2
 company
Image of
white and red In 1950’s
first coca of santa first tv coca
cola sold clause is cola ad
First coca –cola in 6 oz promoted created
ad in Atlanta bottle (1930’s)
journal (1886) (1894)

1885 logo
created

3
 In 1978 coca cola sponsors fifa
first time with its coke ads live
campaign.

In 1979 “have a coke and

smile” campaign.

In 1993”always coca cola

campaign features polar bear
for the first time.

In 2000 “ coca cola enjoy “

international campaign.

4
 VISION

To maintain
our
reputation as
the leading
cola
company in
the world
5
 Mission statement
Everything we do is
inspired by our enduring
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.

6
 Success of
coca- cola

Effective advertising
and catchy slogans.

Expanding it’s
brands with different
flavors and types of
drinks .

7
 Risk and challenges
Coca cola product
was initially unknown

Had only one flavor

Entreprenur had little

money

Relied upon “ word of

mouth”
advertisement

Cut throat
competition
.
Distribution was
difficult.
8
Coca cola competitors
Pepsi
Rc cola
Soda diets
Lemon lime sodas
other sodas
Energy drink
Enhanced tea
Sports drink
Rtd coffee
Real juices
Mirinda
mazza
Thumsup

9
 Marketing strategy
• A“Think local, act local” mantra.

• Recognizing that a single global

strategy
or single global campaign wouldn’t
work.

• Coke India re-examined

its approach in an attempt to gain
leadership in the Indian market and
capitalize on
significant growth potential,
particularly in rural market.

• Urban v/s rural two distinct

markets.

10
 Brand localization strategy
India “A” India “B”
“life ho toh aisi” “thanda matlab coca
Metropolitan areas cola”
small towns and rural
and large towns .
areas, comprising the
Representing 4% of
other 96% of the nation’s
the population of the population.
country’s population. an average Coke costing
Rs. 10.
launched 200ml bottle
Rs.5.
11
 Brand overview

Coca cola experienced a

2%sales decreases 2005-
2006

In 2005 coca cola choose

to use 88% traditional media
to reach 13-24 year old
consumer .

Until 2007 coca cola had

been absent from super bowl
marketing opportunities for
10 years

12
 Promotion and PR

13
 Media planning
Who :- dynamic cola drinkers
who have no brand
preference or who will
purchase coca cola classic
drink.

What:- message delivered in

areas of high opportunity.

When :- launch in january.

One year campaign.

Where :-dynamic cities .

Highest percent age
population young people
between the ages 18-24.

14
 How ? (360 degree media planning)
oTransportation
Internet
o Street art
Targeted e-
mails oCampus news paper
Search
oTv commercials
marketing
Banner ads oMovie theaters
Interactive
oMagazines
displays
Shopping
malls
Outdoors.

15
 Media effectivness
Retail outlets in rural areas from
80,000 in 2001
1,60,000 in 2003.

13-25 % market penetration.

Coke’s advertising and promotion

strategy pulled the marketing plan
together using local
language and idiomatic expressions.

 Coca-Cola won Advertiser of the

Year and Campaign of the Year in
2003.

Comprising 74% of the country's

population, 41% of its middle class,
and 58% of its
disposable income, the rural market
was an attractive target and it
delivered results.
16
 Media effectivness
12000

Coke experienced 37% 10000 Column

2
growth in 2003 in rural
segment versus the 24% 8000
growth seen in urban
areas.
6000
This market accounted for
80% of India’s new Coke
drinkers, 30% of 2002 4000
volume, and was expected
to account for 50% of the 2000
company’s sales in 2003.
Fiscal Year Million
0
Bottles Sold
19 .

20 .

20 .

20 .
.
- ..

-..

- ..

- ..

- ..
98

99

00

01

02
19

17
18
 Now time for
advertisment
Bole toh
video……

19
20