Presentation

on
BRAND
MANAGEMENT
Of
coca cola
Coca-Cola was developed in 1886 by
Dr. John S. Pemberton
In 1888, Asa Candler
bought out Pemberton
In 1899, Asa Candler sold the bottling
rights for Coca-Cola to
Benjamin Franklin Thomas &
Joseph B. Whitehead
This bottler model was a critical
factor in the Coca-Cola Growth Story.
Even today, it is the most successful
business model
Benjamin F.
Thomas
Joseph B.
Whitehead
Asa G. Candler
Dr. John S.
Pemberton
Type Soft Drink (Cola)
Manufacturer The Coca- Cola Company
Founder (s) John S. Pemberton
Country of Origin United States
Introduced 1886
Area Served Over 200 countries
Flavors Cola, Cola Green Tea, Cola Lemon, Cola
Lemon Lime, Cola Lime, Cola Orange and
Cola Raspberry.
Employees 92,400
Servings per Day 1.6 Billion
COMPANY OVERVIEW
Coca-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 responsibilities
Productivity: 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 future
Collaboration: Leverage collective genius
Integrity: Be real
Accountability: If it is to be, it's up to me
Passion: Committed in heart and mind
Diversity: As inclusive as our brands
Quality: What we do, we do well

Coca-Cola Bottles
1894 was the first time Coca-Cola was bottled
1894- early 1900s 1905-1916 1915- today
Introduction
Coca-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 elements
NAME: 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 also Hey Kid, Catch!)
1981 - Coke is it!
1985 - America's Real Choice
1986 - Red White & You (for Coca-Cola Classic)
1986 - Catch the Wave (for New 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 Happiness
2010 - Twist the Cap to Refreshment
2011 - 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

MARKETING SEGMENTATION

There are four broad ways which Coca Cola can segment its market:
-Mass marketing
-Differentiated marketing
-Niche marketing
The 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

Marketing programs
Brand Name Emotional
Modifier
Descriptive
Modifier
Functional
Benefit

Fun

Family and
friends

Beverages
Brand mantra
coca cola
soft drinks
carbonated drinks
diet carbonated drinks
frozen beverages
juices
fruit juices
fruit smoothies
Tea/ Coffee
fruit tea
coffe
coffe drink
water
menral water
enhanced water
other drinks
sports drinks
energy drinks
mixers
Brand Portfolio
Product Portfolio
Brand Attributes

Core Attributes

Great Tasting
Very Refreshing
Thirst Quenching
High Quality(ingredients and production process)
Worth What it Costs
Goes Well With Meals and Snacks



Extended Attributes



Has an Unforgettable Taste
Revitalizes
Enjoyment
Good to Drink With Family and Friends
Is Recognized as the Best Soft Drink



Coke Brand Knowledge





Brand Awareness Brand Image
Most 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 legacy
Facebook likes 55,738,549 refreshment, freedom,
chill out,
Twitter followers 54,406 youth, unities generation and global
Google plus Items 135 joining, family life experience, sense
likedin.com 138,109 . of community.
YouTube views 1,913,995
Flicker photos 24,919



Getting shelves
They 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 Position
Salesman 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 Promotion
Company also do sponsorships with different college and schools cafes and sponsors their
sports events and other extra curriculum activities for getting market share.

UTC Scheme
UTC 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 Promotion
Coca 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 STRATEGIES
Points-of-difference:

Distinctive taste profile
Optimistic view of life
Classic, iconic symbolism &
imagery.
Emotional bond with
customer


Points-of-parity

Contemporary, up-to-date
Refreshing flavor
Beverages category

COCA COLA PEPSI
Brand value 77839$m 16594$m
Brand Ranking #1 #22
Brand Portfolio Soft drinks, juices, water, coffee,
tea, Mixers, energy drinks, sports
drinks, smoothies.
Soft drinks, cereals, sports energy
drinks, snacks
Brand image Youth, music, sports, high energy, Fun, family, gathering, happiness,
sense of community, global
joining
Years in market 1886 (126) 1898 (114)
logo Text Universe reflecting
Competitor Analysis
Brand equity
is difficult to measure because much of it depends on consumers' 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
with the quality of products and service. They are also successful at
attracting new customers who have heard of the brand through successful
marketing or word of mouth.Coca-Cola's brand equity is difficult to measure
because they have extended their brand to include numerous products. In
addition to the numerous of versions of Coca-Cola world wide that compete
against other beverage brands, 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, Full Throttle, 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 actually enjoy a
different Coca-Cola product. However, the consumer may be unaware that the beverage
is actually in the Coca-Cola family. As a result measuring brand equity may be difficult
as consumers may be loyal and repeat customers of a brand and not know its origin.

Coca Cola was taking its core product, Coke, and expanding the product in new form
factors and new overseas markets. The brand promise stayed the same whether it was
sold in a Coke store in New York or a road side stand in Mongolia -refreshment, good
times, and pure Americana.

Brand identity
the brand identity is the audio-visual 'face' of the brand - the cues 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,
its emotional benefits etc.. The brandproposition is the 'deal' the brand is offering you at
any given moment
the coca-cola comp.has long been recognised as an organisation with significantbrand
equity with over four four hundread brands available in virtually every nookand crany
of the world .the flag ship brand of coca cola has stood the rest of thetime over 120
years.
Infact coca-cola alone 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 over the years,coca-cola THEREAL TASTE has always stood
for aREAL COLA DRINK with authenticity . theidentity has been build by
an decade with consistent values and diferentiatedelements. Many competitors have
aim at cokes but the brand continues tocommand a number one position globaly in
ranking of brand equity. After all If
ustand for the real thing every competitor is an imitator.
the Coca-Cola bottle designdifferentiated the identity, the easier it is to protect from
infringement.
Cus
tom
er
acc
ept
anc
e
Resonance
loyal customers,
sense of community,
active customer involvement
Judgments Feelings
most recognized brand, fun, happiness,
top brand, unique flavor sharing, unity,

fun, innovative celebration, family and friends
gatherings, social approval,
style Statement, warmth,
refreshment
Performance Imagery
Energizer (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
Salience
Beverages, most recognized brand, energy, flavor, sense of community, happiness

CBBE MODEL
Brand loyalty
Brand loyalty is a central construct to marketing. Keeping
the consumer satisfied, and loyal enough to frequently
purchase just one brand, is moredifficult in todays
marketplace than ever before. But today, major brands are
experiencing heightened brand loyalty due to the growing
popularity of the brand as a collectible .A recent Coca-Cola
annual report reported that the second most 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 do in terms of products and services Coca-Colas brand personality
reflects the positioning of its brand.

When researching the positioning of a product, consumers are often asked how they
would describe that product if it were a person. The purpose of this is to develop a
character statement. This can ensure that consumers have a clear view 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 as a part of their daily life. This similarity
between the brand and the consumer leads to a high degree of loyalty and makes the
purchasing decision easier

- Strong brand image
- Financially stable
-Strong distribution channel
-Heavy promotional
activities
-70% revenue-outside USA


STRENGTHS
WEAKNESS
-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 market
-Export potential
-- Alliances and Merges

Brand Positioning
The Coca-Cola Company produce a range of beverages suited to different ages,
stages, lifestyles and occasions.
This includes soft drinks, diet drinks, juices and juice drinks, waters, energy
drinks, sports drinks and cordials.As part of a healthy, varied and balanced diet
and an active lifestyle, allproducts can be enjoyed by the majority of people.
It is committed to helping customers select the product that is best suited
totheir needs through the provision of detailed product information
supportedby general advice on healthy eating, drinking and lifestyles.
It understands that balancing energy intake with energy output is key to
ahealthy body weight. We therefore provide choice through range of low orno-
kilojoule products that are ideally suited to the needs of people who wishto
reduce energy intake through beverage selection.
Such products are readily available at a similar cost to an equivalent higher energy
product. As one of the largest producers and marketers 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 of new types of drinks, including low or no kilojoule products as we look at
waysin which to cater to those people who wish to reduce energy intake through
selection of lower energy beverages.
Brand Extension
Brand Anatomy of Coke
Essence:Yout
h
Benefit: Joyous Environment
Attribute: 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.


BRAND
PERFORMANCE

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
importance
BRAND JUDGMENTS
Brand 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 worthinesstells
Brand 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 etc
Brand Superiority: The unique taste of drink which comes in a pure form.

BRAND FEELINGS
These 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
Passion
It 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.
Enthusiasm
The cricket match commercial also reflects the fun & the excitement. The
brand makes the consumers feel excited.


BRAND RESONANCE
Attitudinal attachment
The 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 community
The 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