COCA-COLA BRAND ARCHITECTURE FOR ITS BRAND PORTFOLIO

Introduction
The Coca-Cola Company, which is headquartered in Atlanta, Georgia, but incorporated in
Wilmington, Delaware, is an American multinational beverage corporation, and
manufacturer, retailer, and marketer of non-alcoholic beverage concentrates and syrups. The
company is best known for its flagship product Coca-Cola, invented in 1886 by
pharmacist John Stith Pemberton in Columbus, Georgia. The Coca-Cola formula and brand
were bought in 1889 by Asa Griggs Candler (December 30, 1851 March 12, 1929), who
incorporated The Coca-Cola Company in 1892. The company has operated
a franchised distribution system since 1889, wherein The Coca-Cola Company only produces
syrup concentrate, which is then sold to various bottlers throughout the world who hold
exclusive territories. The Coca-Cola Company owns its anchor bottler in North America, Coca-
Cola Refreshments.

Brand Pyramid
Brand Hierarchy

COCA COLA

Fruit
Cola Lemon Clear Orange Mango Water Isotonic
Juice

Minute
Coca-Cola Limca Sprite Fanta Mazza Kinley Powerade
Maid

Brand Portfolio management:

1) Coca-Cola

Coca-Cola (often referred to simply as Coke) is a carbonated soft drink produced by The Coca-
Cola Company. Originally intended as a patent medicine, it was invented in the late 19th
century by John Pemberton and was bought out by businessman Asa Griggs Candler, whose
marketing tactics led Coca-Cola to its dominance of the world soft-drink market throughout
the 20th century. The drink's name refers to two of its original ingredients, which were kola
nuts (a source of caffeine) and coca leaves. The current formula of Coca-Cola remains a trade
secret, although a variety of reported recipes and experimental recreations have been
published.
2) Limca

Limca is a lemon and lime flavoured carbonated soft drink made primarily in India and
certain parts of the U.S. It contains 60 calories per 150ml can. The formula does not include
fruit, relying instead on artificial flavors.

3) Sprite

Sprite is a colorless, caffeine-free, lemon and lime-flavoured soft drink created by The Coca-
Cola Company. It was first developed in West Germany in 1959 as Fanta Klare Zitrone (Clear
Lemon Fanta) and was introduced in the United States under the current brand name Sprite
in 1961 as a competitor to 7 Up. Bottles of Sprite are usually a transparent green colour with
a green and yellow label whereas cans are coloured silver, green, blue and aluminum bottles
are coloured a solid lime green. Though often confused with Lemonade, Sprite stands in
separate class of carbonated soft drink.

4) Fanta

Fanta is a global brand of fruit-flavored carbonated soft drinks created by The Coca-Cola
Company. There are more than 100 flavors worldwide. The drink originated in Nazi
Germany under a trade embargo for Coca-Cola ingredients in 1940. Fanta is available in India
in Orange Flavour.

5) Maaza

Maaza is a Coca-Cola fruit drink brand originated in India and marketed in Middle East, Africa,
Eastern Europe and Asia, the most popular drink being the mango variety, so much that over
the years, the Maaza brand has become synonymous with Mango. Initially Coca-Cola had also
launched Maaza in orange and pineapple variants, but these variants were subsequently
dropped. Coca-Cola has recently re-launched these variants again in the Indian market.

6) Kinley

Kinley is a brand of still or carbonated water owned by The Coca-Cola Company and sold in
many large European and Asian countries. Its carbonated forms are used for mixers, and also
available in a variety of fruit flavors. The Kinley brand is used by Coca-Cola for two types of
drinks: Packaged water bottle.

7) Powerade

Powerade is a sports drink manufactured and marketed by The Coca-Cola Company. Its
primary competitor is PepsiCo's Gatoradebrands. Powerade became the official sports drink
of the Olympics, alongside Aquarius, another sports drink made by Coca-Cola. It is a rival of
another sports drink, Gatorade.[2] In July 2001, The Coca-Cola Company launched a new
formula for Powerade including vitamins B3, B6 and B12, which play a role in energy
metabolism.

8) Minute Maid

Minute Maid is a product line of beverages, usually associated with lemonade or orange
juice, but which now extends to soft drinks of many kinds, including Hi-C. Minute Maid is sold
under Cappy brand in Central Europe and under Fruitopia in Norway. Minute Maid was the
first company to market orange juice concentrate, allowing it to be distributed throughout
the United States and served year-round.