Вы находитесь на странице: 1из 38

BRAND AUDIT

Presented By Ranjith Ramakrishnan

HISTORY OF BRAND COCA-COLA

In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. He concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was a suggestion given by John Pemberton's bookkeeper Frank Robinson who also had an excellent penmanship. It was he who first scripted "Coca Cola" into the flowing letters which has become the famous logo of today. The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886.

History continues.
About nine servings of the soft drink were sold each day. Sales for that first year added up to a total of about $50. The funny thing was that it cost John Pemberton over $70 in expanses, so the first year of sales were a loss. In 1887, 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. Advertising was an important factor in John Pemberton and Asa Candler's success and by the turn of the century, the drink was sold across the United States and Canada. Around the same time, the company began selling syrup to independent bottling companies licensed to sell the drink. Even today, the US soft drink industry is organized on this principle.

On April 23, 1985, the trade secret "New Coke" formula was released. The 1990s were a time of continued growth for The Coca-Cola Company. The Company's long association with sports was strengthened during this decade, with ongoing support of the Olympic Games, FIFA World Cup football (soccer), Rugby World Cup and the National Basketball Association. Coca-Cola classic became the Official Soft Drink of NASCAR racing, connecting the brand with one of the world's fastest growing and most popular spectator sports.

In 1993 the introduction of the popular "Always Coca-Cola" advertising campaign, and the world met the lovable Coca-Cola Polar Bear for the first time. New markets opened up as Coca-Cola products were sold in East Germany in 1990 and returned to India in 1993. New beverages joined the Company's line-up, including Powerade sports drink, Qoo children's fruit drink and Dasani bottled water. The Company's family of brands further expanded through acquisitions, including Limca, Maaza and Thums Up in India, Barq's root beer in the U.S., Inca Kola in Peru, and Cadbury Schweppes' beverage brands in more than 120 countries around the world. By 1997, the Company already sold 1 billion servings of its products every day, yet knew that opportunity for growth was still around every corner.

In 1886, Coca-Cola brought refreshment to patrons of a small Atlanta pharmacy.

Coca-Cola is committed to local markets, paying attention to what people from different cultures and backgrounds like to drink, and where and how they want to drink it.

Beginnings when just nine drinks a day were served, Coca-Cola has grown to the worlds most ubiquitous brand, with more than 1.7 billion beverage servings sold each day. Today, products of the Coca Cola Company are consumed at the rate of more than one billion drinks per day

Ownership
The coca cola brand is owned by The Coca Cola Company in Georgia, Atlanta

PRODUCT PORTFOLIO OF COCA-COLA

Coffees: Georgia, Far Coast, Illy Issimo, Godiva, Caribou, Cafe Zu Energy Drinks: Nalu, NOS, Samurai, Relentless, Mother, Gladiator, Burn, Full Throttle, Tab, Juices & Juice Drinks: Qoo, Odwalla Super Protein Mango Smoothie, Maaza, Innocent, Cappy, Honest Ade, Honest Kids, Valle Frut, Del Valle, Minute Maid, Hi-C, Five Alive, Bright & Early, Bacardi Mixers, Simply Lemonade,

Soft Drinks: Diet Coke, Smart, Coca cola Zero, Coca Cola, Coke Zero , Diet Coke, ThumsUp, Sprite, Lift, Inca Kola, Pibb , Mello Yello, Limca, Barrelitos, Northern Neck Ginger Ale, Delaware, Dr. Pepper, Vanilla Coke, Karl Lagerfield Diet Coke, Fanta, Fresca, Sports Drink: Aquarius, Powerade Play, Fuze Tea: Sokenbicha, Sokenbicha Kurosae, Honest Tea, Matte Leao, Gold Peak Chilled Sweet Tea, Nestea, Enviga Green Tea, Sprite Tea Can Water: Ice Dew, Valser, Ciel, Lilia, Kinley, Damla, Glaceau, Kropla, Valpre, Dasani, I LOHAS Mikan

BRAND ELEMENTS

Brand Name Logo Tagline Punchline (India)

: : : :

Coca Cola

Little Drops of Joy Thanda Matlab Coca cola

Brand building strategy


Brand development strategy of Coca Cola has been far reaching and has managed to remain in the limelight ever since it became a favorite with the non alcoholic drinkers.It has been noticed that brand loyalty is an important factor in maintaining,the number one position. The brand development strategy of Coca Cola comprised re designing of its brand development policies and techniques to keep up with the changing mindset of its consumers. Earlier, this brand believed in the following. Affordability Availability Acceptability

However, this brand development strategy of Coca Cola was re worked to 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 its consumers accessibility to be "within an arm's reach of desire". In an attempt to build its brand identity, as many as 20 brand attributes are tested every month involving as many as 4000 customers. The brand development strategy of Coca Cola is effective as it has been able to construct, manage. As well as maintain its brand image

The Power of Brand Accessibility


If you were another soft drink company, you might define your competitive frame of reference as the cola market or the soft drink market or even the beverage market. But Coke thinks of its business and its market share in terms of share of human liquid consumption.This makes water a competitor. In fact, a Coke executive has said that he wont be satisfied until there is a Coca-Cola faucet in every home.CocaColas mantra is within an arms reach of desire.

Brand identity
The brand identity is the audio-visual 'face' of the brand - the cues that tell you that you are are in the right place. The brand definition is the formal description of what the brand stands for within different Description categories - its personality, its values, its stories, its emotional benefits etc.. The brand proposition is the 'deal' the brand is offering you at any given moment The coca-cola comp.has long been recognised as an organisation with significant brand equity with over four four hundread brands available in virtually every nook and crany of the world .the flag ship brand of coca cola has stood the rest of the time over 120 years. Infact coca-cola alone is recognized as the most valuable in the world by the respected inter brand corportion valued 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 THE REAL TASTE has always stood for aREAL COLA DRINKwith authenticity . The identity has been build by an decade with consistent values and diferentiated elements. Many competitors have aim at cokes but the brand continues to command a number one position globaly in ranking of brand equity. After all If ustand for the real thingevery competitor is animitator.

Marketing segmentation
There are four broad ways which Coca Cola can segment its market: - Mass marketing - Concentrated marketing - Differentiated marketing - Niche marketing The most apparent method used by Coca Cola is with no doubt the differentiated marketing method as Coke satisfys a range of different markets. Diet coke satisfys the weight consciousness, regular coke,sprite, fanta the average human, coffee, iced tea etc. Each group of beverages satisfy a particular group of people but majority the average human.

Brand attributes
1. Consumer demand drives everything we do. 2. Brand Coca Cola is the core of our business 3. We will serve consumers a broad selection of the nonalcoholic ready-todrink beverages they want to drink throughout the day. 4. We will be the best marketers in the world. 5. We will think and act locally. 6. We will lead as a model corporate citizen.

Packaging

Packaging
Coca cola products are available in different packaging: 24 Regular Bottle Shell. 6 Bottle Pack for 1.5 PETs. 12 Bottles in a pack for Disposable Bottle. 24 Cans in one crate.

Brand Positioning:The location of a brand in relation to its competitors in some pre-defined space. The space may be defined by criteria used by consumers, such as"value for money" or "age of consumer" etc. 5 main factors that go into defining a brand position. 1. Brand Attributes What the brand delivers through features and benefits to consumers. 2. Consumer Expectations What consumers expect to receive from the brand. 3. Competitor attributes What the other brands in the market offer through features and benefits to consumers. 4. Price An easily quantifiable factor Your prices vs. your competitors prices. 5. Consumer perception

Brand communication
ADVERTISING: Coca-Cola has used advertising to build an image for its company. By using the television for advertising, Coca-Cola can gain good marketing coverage by appealing to consumer's senses. The company has also used magazines as a form of advertising, such as this 1950's ad in Time Magazine. By advertising in magazines, Coca-Cola can geographically and demographically select consumers that it wants to target. Outdoor advertising is also a form that Coca-Cola uses. According to allbusiness.com, Coca-Cola, among other business, ranks one of the top users of outdoor media. By advertising outdoors, Coca-Cola can strategically position it's advertisements and also achieve high repeat exposure. Coca-Cola uses the internet to promote it's products.

PUBLIC RELATION
Coca-Cola handles public relations by including a press center on its website. This section of the website allows consumers to view press releases, executive speeches, and statements made by the company regarding current information. In the statements, Coca-Cola can address law suits, rumors, stories, new products, and activities.

PERSONAL SELLING
Coca-Cola has many salespeople, who are individuals representing the company to communicate, sell, service, and build relationships with customers. These salespeople promote their product to different customers within their regions, and once they sustain a customer, they sell their products to them and service them many times per week. These individuals form close relationships with the customers in order to continue business with them.

SWOT ANALYSIS

STRENGTHS & WEAKNESS


Popularity well known branding obvious and easily recognized A lot of finance customer loyalty International Trade Word of mouth lack of popularity of many Coca Colas brands Most unknown and rarely seen result of low profile or non-existent advertising health issues

THREATHS & OPPORTUNITIES


changing healthconsciousness attitude legal issues Health ministers competition (Pepsi) many successful brands to pursue advertise its less popular products buy out competition. More Brand recognition

STRENGTHS
Coca Cola is an extremely recognizable company. Popularity is one of its superior strengths that is virtually incomparable. Coca Cola is known very well worldwide. It's branding is obvious and easily recognized. Things like, logos and promos shown on t-shirts, hats, and collectible memorabilia. Without a doubt, no beverage company compares to Coca Cola's social popularity status. Some people buy coke, not only because of its taste, but because it is widely accepted and they feel like they are part of something so big and unifying. At the other end of the spectrum, certain individuals choose not to drink coke, based solely on rebelling from the world's idea that coke is something of such great power. Overwhelming is the best word to describe Coca Cola's popularity. It is scary to think that its popularity has been constantly growing over the years and the possibility that there is still room to grow. If you speak the words Coca Cola, it would definitely be recognized all around the world. Money is another thing that is a strength of the company.

STRENGTHS
Coca Cola deals with massive amounts of money all year. Like all businesses, they have had their ups and downs financially, but they have done well in this compartment and will continue to do well and improve. The money they are earning is substantially better than most beverage companies, and with that money, they put back into their own company so that they can improve. Another strength that is very important to Coca Cola is customer loyalty. The 80/20 rule comes into effect in this situation. Eighty percent of their profit comes from 20% of their loyal customers. Many people/families are extremely loyal to Coca Cola. It would not be rare to constantly find bottles and cases of a product such as coke in a house. It seems that some people would drink coke religiously like some people would drink water and milk. This is an improbable feat. Customers will continually purchase these products, and will probably do so for a very long time. If two parents were avid Coca Cola drinkers, this will be passed down do their children as they grow loyal to the company. With Coca Colas ability to sell their product all over the world, customers will continue to buy what they know and what they likeCoca Cola products.

WEAKNESS
Coca Cola is a very successful company, with limited weaknesses. However they do have a variety of weaknesses that need to be addressed if they want to rise to the next level. Word of mouth is probably a strength and weakness of every company. While many people have good things to say, there are many individuals who are against Coca Cola as a company, and the products in which they produce. Word of mouth unfortunately is something that is very hard to control. While people will have their opinions, you have to try to sway their negative views. If bad comments and views are put out to people who have yet to try Coca Cola products, then that could produce a lost customer which shows why word of mouth is a weakness.

WEAKNESS
Another aspect that could be viewed as a weakness is the lack of popularity of many of Coca Colas drinks. Many drinks that they produce are extremely popular such as Coke and Sprite but this company has approximately 400 different drink types. Most are unknown and rarely seen for available purchase. These drinks do not probably taste bad, but are rather a result of low profile or non existent advertising. This is a weakness that needs to be looked at when analyzing their company. Another weakness that has been greatly publicized is the health issues that surround some of their products. It is known that a popular product like coke is not very beneficial to your body and your health. With todays constant shift to health products, some products could possibly loose customers. This new focus on weight and health could be a problem for the product that are labeled detrimental to you health.

OPPORTUNITIES
Coca Cola has a few opportunities in its business. It has many successful brands that it should continue to exploit and pursue. Coca Cola also has the opportunity to advertise its less popular products. With a large income it has the available money to put some of these other beverages on the market. This could be very beneficial to the company if they could start selling these other products to the same extent that they do with their main products. Another opportunity that we have seen being put to use before is the ability for Coca Cola to buy out their competition. This opportunity rarely presents itself in the world of business.

OPPORTUNITIES
However, with Coca Colas power and success, such a task is not impossible. Coca Cola has bought out a countless number of drink brands. An easy way to turn their profit into your profit is too buy out their company. Even though this may cost a vast amount of money initially, in the long run, if all goes to plan, it results in a large profit. Also, the company will no longer need to worry about this product being part of the competition. Brand recognition is the significant factor affecting Cokes competitive position. Coca Cola is known well throughout 90% of the world population today. Now Coca Cola wants to get there brand name known even better and possibly get closer and closer to 100%. It is an opportunity that most companies will ever dream of, and would be a supreme accomplishment. Coca Cola has an opportunity to continue to widen the gap between them and their competitors.

THREATS
Threats- Despite the fact that Coca Cola dominates its market, it still has to deal with many threats. Even though Coca Cola and Pepsi control nearly 40% of the entire beverage market, the changing health-consciousness attitude of the market could have a serious effect on Coca Cola. This definitely needs to be viewed as a dominant threat. In todays world, people are constantly trying to change their eating and drinking habits. This could directly affect the sale of Coca Colas products. Another possible issue is the legal side of things. There are always issues with a company of such supreme wealth and popularity. Somebody is always trying to find fault with the best and take them down. Coca Cola has to be careful with lawsuits. Health minister could also be looked at as a threat. Again, some people may try to exploit the unhealthy side of Coca Colas products and could threaten the status and success of sales. Other threats are of course the competition. Coca Colas main competition being Pepsi, sells a very similar drink. Coca Cola needs to be careful that Pepsi does not grow to be a more successful drink. Other product such as juices, coffee, and milk are threats. These other beverage options could take precedent in some peoples minds over Coca Colas beverages and this could threaten the potential success it presents again.

One Final Coca-Cola Fact A recent Coca-Cola annual report reported that the second most recognized expression in the world after ok? is Coca-Cola.

Conclusion: The progress and advancement in the field of technology in the fields of soft drink raw material, production, manufacturing, information and communication technology and logistics have great positive impacts on the operations and sales of CocaCola.The availability of new soft drink ingredients enables Coca-Cola to introduce new variety of its products to its existing consumers, not forgetting to attract the new consumer groups.The use of the latest information technology has made able the company to attract 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

THANK YOU!!!

Похожие интересы