Introduction-: Coca-Cola is a carbonated soft drink sold in stores, restaurants andvending machines internationally.

The Coca-Cola Company claims that thebeverage is sold in more than 200 countries. It is produced by The Coca-ColaCompany in Atlanta, Georgia, and is often referred to simply as Coke or (inEuropean 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 thelate 19th century by John Pemberton, Coca-Cola was bought out bybusinessman As a Griggs Candler, whose marketing tactics led Coke to itsdominance of the world softdrink market throughout the 20th century. The company produces concentrate, which is then sold to licensedCoca-Cola bottlers throughout the world. The Coca-Cola Company has, onoccasion, introduced other cola drinks under the Coke brand name. The mostcommon of these is Diet Coke, with others including Caffeine-Free Coca-Cola,Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-ColaVanilla, and special editions with lemon, lime or coffee. Brand building strategy -: Brand development strategy of Coca Cola has been far reaching andhas managed to remain in the limelight ever since it became a favorite withthe non alcoholic drinkers.It has been noticed that brand loyalty is an important factor in maintainingthe number one position.Founded in the year 1886, the Coca Cola company enjoys the status of being one of the biggest non alcoholic beverage companies of theworld. It has a distribution system, which makes it unique from the restof the non alcoholic beverage manufacturers. Over the years, CocaCola has passed several tests of brand enhancement and the companymakes it a point that the products under the banner Coca Colacontinue to invade the minds of the consumers. The brand development strategy of Coca Cola comprised redesigningof its brand development policies and techniques to keep up with thechanging mindset of its consumers. Earlier, this brand believed in thefollowing: Afford ability Availability Acceptability However, this brand development strategy of Coca Cola was re workedto stress on the following instead: Price value Preference

"Pervasive penetration". The essence of brand building of the company lies in the fact that it wants itsc o n s u m e r s a c c e s s i b i l i t y t o b e " w i t h i n a n a r m ' s r e a c h o f d e s i r e " . I n a n attempt to build its brand identity, as many as 20 brand attributes are testedevery month involving as many as 4000 customers. The brand developmentstrategy of Coca Cola is effective as it has been able to construct, manageAs well as maintain its brand image.Another reason why this brand has gained unanimous acceptance all aroundthe globe is due to the fact that it has been able to connect very well with itsconsumers. This implies brand loyalty. Brand loyalty has been instrumentalin keeping up the brand image of Coca Cola. It believes in shelling out thebest so that the consumers are retained by default. A part of the brandbuilding technique is also to enhance "purchase frequency". The companyhas also invested in various advertisement campaigns often engaging theservices of celebrities around the globe. In addition to the consumers, thereis another category of consumers, who increase the consumer base and theyconstitute the collectors of the brand. The collectors usually indulge incollecting old as well as upcoming logos of Coca Cola, bottles and literarymatter.With regard to the brand development of Coca Cola Zero, the company cameout with an advertisement, which was quite different from the conventionalones. In this regard, (no calorie beverage), it has shelled out three types of products. Coca Cola Classic Diet Coke Coca Cola Zero. There are few experts who believe that when Coca Cola had the tag line of "The Real Thing", it was really that but with the invention of variouscategories of coke, the "real thing" changes to "many things", and theoriginal flavor is usually lost. Hence, the brand building strategiesshould be such that it does not confuse people and is able to retain consumers despite the fact that several new non alcoholic beveragefirms are on the anvil. The Power of Brand Accessibility If you were another soft drink company, you might define your competitiveframe of reference as the cola market or the soft drink market or even thebeverage market. But Coke thinks of its business and its market share interms of share of human liquid consumption. This makes water acompetitor. In fact, a Coke executive has said that he wont be satisfied untilthere is a Coca-Cola faucet in every home. Coca-Colas mantra is withinan arms reach of desire. One Final Coca-Cola Fact A recent Coca-Cola annual report reported that the second most recognizedexpression in the world after ok? is Coca-Cola. Brand Equity-:

The brand assets (or liabilities) linked to a brands name and symbol thatadd from a service. sustainability just from the renowned name)

Conclusion:-

The progress and advancement in the field of technology in the fields of softdrink raw material, production, manufacturing, information andcommunication technology and logistics have great positive impacts on theoperations and sales of Coca-Cola. The availability of new soft drinkingredients enables Coca-Cola to introduce new variety of its products to itsexisting consumers, not forgetting to attract the new consumer groups. Theuse of the latest information technology has made able the company toattract the new generation of soft drink consumers with the latest features of

song downloading. Also the existence of company website has enabled theworld to be in touch with the latest progress, promotions and offers of Coca-Cola.