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Integrated Marketing Communication

Coca Cola

Submitted to:
Prof. Isaac Jacob

Submitted by:
Harshit Vora PGDM RM Roll No 48


We think if any of us honestly reflects on who we are, how we got here, what we think we might do well, and so forth, we discover a debt to others that spans written history. The work of some unknown person makes our lives easier every day. We believe its appropriate to acknowledge all of these unknown persons; but it is also necessary to acknowledge those people we know who have directly shaped our lives and our work. I would like to thank our faculty Mr. Isaac Jacob for his guidance throughout the trimester & for completion of this project.

Harshit Vora

Table of Content:

1. History a. Internal Expansion b. Coke in India 2. Mission statement of Coca Cola Company 3. Management 4. Market Share 5. Coca-Cola launches integrated marketing communication campaign for 2007. a. Leveraging Online Media 6. Marketing Strategy Market Positioning a. Product Range b. Packing c. Pricing Strategy Competition-based pricing Discount price Meet-the-competition pricing Psychological pricing Different Price in Different Seasons d. Promotion Strategy Getting shelves Eye Catching Position Sale Promotion UTC Scheme

Trade Promotion e. Distribution Channels Direct Selling Indirect Selling 7. Facilitating the Product by Infrastructure 8. Advertising a. Print Media b. Pos material c. TV commercial d. Billboards and holdings e. Internet 9. Expectations for the Coming Year 10. How Coke Determine the Yearly Budget? a. Sales volume b. Profitability c. Target volume 11. Sales Promotion Activities a. Coca-Cola Cricket b. Coca-Cola Concerts c. Coca-Cola Food Mela d. Coca-Cola Basant Festival e. Coca-Cola GO-RED f. Coca-Cola Party in a Park

g. Coca-Cola Shopping Festival h. Coca-Cola Pet Promotion i. Coca-Cola Ramzan Campaign j. Coca-Cola Wonder of the World Promotion k. Coca-Cola & Nokia l. Coca Cola TV Mazza m. Coca-Cola & Mc Donalds 12. Brand Building a. Intensive brand building b. Building Brand through Corporate Social Responsibilities 13. Conclusion

6 a.

Coca-Cola Enterprises, established in 1986, is a young company by the standards of the Coca-Cola system. Yet each of its franchises has a strong heritage in the traditions of CocaCola that is the foundation for this Company. The Coca-Cola Company traces its beginning to 1886, when Pemberton, began to produce Coca-Cola syrup for sale in fountain drinks. However the bottling business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead, secured the exclusive rights to bottle and sell Coca-Cola for most of the United States from The Coca-Cola Company. The Coca-Cola bottling system continued to operate as independent, local businesses until the early 1980s when bottling franchises began to consolidate. In 1986, The Coca-Cola Company merged some of its companyowned operations with two large ownership groups that were for sale, the John T. Lupton franchises and BCI Holding Corporation's bottling holdings, to form Coca-Cola Enterprises Inc. The Company offered its stock to the public on November 21, 1986, at a split-adjusted price of $5.50 a share. On an annual basis, total unit case sales were 880,000 in 1986.In December 1991, a merger between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group, Inc. (Johnston) created a larger, stronger Company, again helping accelerate bottler consolidation. As part of the merger, the senior management team of Johnston assumed responsibility for managing the Company, and began a dramatic, successful restructuring in 1992.Unit case sales had climbed to 1.4 billion, and total revenues were $5 billion.
International expansion

Cokes first international bottling plants opened in 1906 in Canada, Cuba, and Panama. By the end of the 1920s Coca-Cola was bottled in twenty-seven countries throughout the world and available in fifty-one more. In spite of this reach, volume was low, quality inconsistent, and effective advertising a challenge with language, culture, and government regulation all serving as barriers. Former CEO Robert Woodruffs insistence that Coca-Cola wouldnt suffer the stigma of being an intrusive American product, and instead would use local

bottles, caps, machinery, trucks, and personnel contributed to Cokes challenges as well with a lack of standard processes and training degrading quality. Coca-Cola continued working for over 80 years on Woodruffs goal: to make Coke available wherever and whenever consumers wanted it, in arms reach of desire. The Second World War proved to be the stimulus Coca-Cola needed to build effective capabilities around the world and achieve dominant global market share. Woodruffs patriotic commitment that every man in uniform gets a bottle of Coca-Cola for five cents, wherever he is and at whatever cost to our company was more than just great public relations. As a result of Cokes status as a military supplier, Coca-Cola was exempt from sugar rationing and also received government subsidies to build bottling plants around the world to serve WWII troops. Coke in India Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals its formula to the government and reduces its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Cokes acquisition of local popular Indian brands including Thumbs Up (the most trusted brand in India), Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference. This combination of local and global brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets. Leading Indian brands joined the Company's international family of brands, including CocaCola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sunfill hit the market.

The Mission Statement of the Coca Cola Company:

Our mission statement is to maximize shareowner value over time. In order to achieve this mission, we must create value for all the constraints we serve, including our consumers, our customers, our bottlers, and our communities. The Coca Cola Company creates value by executing comprehensive business strategy guided by six key beliefs: 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 non alcoholic ready-to-drink 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. The ultimate objectives of our business strategy are to increase volume, expand our share of worldwide non-alcoholic ready to drink beverages sales, maximize our long-term cash flows, and create economic value added by improving economic profit. The Coca Cola system has more than 16 million customers around the world that sells or serves our products directly to consumers. We keenly focus on enhancing value for these customers and helping them grow their beverage businesses. We strive to understand each customers business and needs, whether that customer is a sophisticated retailer in a developed market or a kiosk owner in an emerging market. There are nearly 6 million people in the world who are potential consumers of our companys product. Ultimately, our success in achieving our mission depends on our ability to satisfy more of their beverage consumption demands and

our ability to add value for customers. We achieve this when we place the right products in the right markets at the right time.

The hierarchy of Coca Cola Company is as follows.

Market Share:
Coca-Cola is a leading player in the Indian beverage market with a 60 per cent share in the carbonated soft drinks segment, 36 per cent share in fruit drinks segment and 33 per cent share in the packaged water segment.


Coca-Cola launches integrated marketing communication campaign for 2007

To be seen in an all New Avatar- A No Nonsense Attendant on a Train Connecting Consumers with Coca-Cola

Campaign designed to build the Coca-Cola brand from its refreshment platform to a higher order of emotional benefit by establishing it as the universal choice which brings people together.

Strategy includes roll out of initiatives in the digital media like the internet i.e. building and promotion of online communities and also leveraging the interactive destination for Coca-Cola consumers.

Integrated communication plan to include mass media advertising on all leading TV channels, complimented by a range of on the ground initiatives - road shows & contests across all key markets.

Latest advertising campaign conceptualized by acclaimed advertising guru & Bollywood lyricist Prasoon Joshi.

Ad filmed by the talented Ram Madhvani of Equinox films, music composed by Shankar Ehsaan Loy.

6 Mar 2007 , New Delhi : Coca-Cola, Indias largest beverage company continues its trend of creating the most powerful and appealing brand messaging for its consumers in the country. Having made Thanda synonymous with Coca-Cola, the company today announced the launch of an intensive integrated marketing communication program for the summer of 2007. Based on the theme Sabka Thanda Ek, the campaign has been designed to build the Coca-Cola brand from its refreshment platform to a higher order of emotional benefit by establishing it as the universal choice which brings people together. As part of the integrated communication plan, a range of initiatives including mass media advertising and leveraging the digital space like the internet are being rolled out. The new TV commercial to feature- who else but Aamir Khan, the Coca-Cola brand ambassador in an all new avatar. In the ad, Aamir appears as a no nonsense attendant traveling in a train,


connecting consumers with Coca-Cola. The campaign has been conceptualized by the creative genius Prasoon Joshi, Chairman & National Creative Director of McCann Erickson. To extend the reach and appeal of the new summer campaign, the company also plans to leverage the internet by building and promoting online communities. The strategy includes leveraging the interactive destination for Coca-Cola consumers. To compliment, the entire brand messaging process, range of on the ground initiatives including road shows and contests across all key markets are also being rolled out. Leveraging Online Media: The new brand campaign Sabka Thanda Ek is all set to be launched on all leading TV channels. Besides mass media, the Coca-Colas brand campaign for the summer will also be extended to the new media platforms including It is a one stop interactive, online destination for Coca-Cola consumers in India. The innovative internet platform has over 4 Lac+ registered users, in the age band of 19-24 yrs. The site is extremely contemporary in its appeal and supports Multi User capabilities to address all the key youth passions- be it music, gaming, cricket and movies.


Our local marketing strategy enables Coke to listen to all the voices around the world asking for beverages that span the entire spectrum of tastes and occasions. What people want in a beverage is a reflection of which they are, where they live, how they work and play, and how they relax and recharge. Whether you're a student in the United States enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice drink, or a couple in Korea buying bottled water after a run together, we're there for you. We are determined not only to make great drinks, but also to contribute to communities around the world through our commitments to education, health, wellness, and diversity. Coke strives to be a good neighbour, consistently shaping our business decisions to improve the quality of life in the communities in which we do business. It's a special thing to have billions of friends around the world, and we never forget it.

MARKET POSITIONING Product Range The Coca-Cola Company's products include beverage concentrates and syrups, with the main product being finished beverages. The total range of Coca Cola Company in India includes: Coke Sprite Fanta Diet Coke Mountain Due Fruitopia 100% Fruit Juice

And company offers their products in different bottle sizes these include:



(standers size returnable bottle) (litter returnable bottle) (no return bottle or disposable bottle) (1.5 litter plastic bottle) (in pack 330 ml)

Packing Coca cola products are available in different packing 24 regular bottle shell 6 bottle pack for 1.5 pets 12 bottles in a pack for disposable bottle 24 cans in one pack.

Coca-Cola is the most well known trademark, recognised by 94 per cent of the world's population. The business is very successful and holds a very good reputation. The Coca-Cola Company uses marketing strategies to differentiate its product from its competitors to gain a competitive advantage. In 2002, the Coca-Cola Company extended the products of Coke and developed the new products Coke with lemon and Vanilla Coke. This extension responded to consumer demands and generated sales and profit. Coca-Cola recently introduced its new low-carb C2 cola in the company's most aggressive media blitz since Diet Coke was released in the early 1980s. The cola giant supported C2's rollout with a marketing campaign that included television, radio, outdoor, cinema and Internet advertising. The campaign carried the tagline "Half the carbs Half the cals All the great taste." The new Coca-Cola product arrives at a time when low-carb diet crazes are sweeping the nation and producing unlikely products in spades, from low-carb beer to low-carb doughnuts.


Executives at the company claim that C2 is a response to customers that seek choices that fit their lifestyles. Weight-conscious consumers want to keep enjoying the cola taste that CocaCola delivers, but with the option of a lower-carb, lower-cal soft drink. Coca-Cola C2 gives that freedom of choice.

PRICE STRATEGY: Pricing Methods/Pricing strategies The Coca-Cola Company's products are sold in retail stores, convenient stores, petrol stations etc. The pricing methods/strategies are set by those the company sells to. Petrol stations and convenient stores usually sell Coca-Cola products at a fixed price. Pricing methods Competition-based pricing Coca-Cola products are usually priced below, above or equal to its competitors' prices. For example, during Easter (2003) sale periods (Coca-Cola vs. Pepsi): Coca-Cola soft drinks 2L - $1.68 Pepsi soft drinks 2L - $1.87 Coca-Cola soft drinks 375 x 18 - $9.98 Pepsi soft drinks 375 x 24 - $9.98 Discount price Coca-Cola products are often marked down during sale periods and special occasions. This will generate sales and increase profits. Meet-the-competition pricing The Coca-Cola products pricing are set around the same level as its competitors. Psychological pricing Most of the Coca-Cola products use this method of pricing. For example, for a pack of 375mL x 18 cans of Coca-Cola soft drinks it is priced at $9.98 instead of $10.00. This pricing strategy makes consumers perceive the products to be cheaper. Different Price in Different Seasons Sometimes Coca Cola Company changes their product prices according to the season. Summer is supposed to be a good season for beverage industry in India and across the world.


So in winter they reduce their prices to maintain their sales and profit. But normally they reduce the prices of their pet bottles or 1 litter glass bottle.


Trade Promotion Coca Cola Company gives incentives to middle men or retailers in a way that they offer them free samples and free empty bottles, by this these retailers and middle man push their product in the market. And thats why coca cola seen more in the market. And they have a good sale in the market because according to the expert which product seen more in the market that sells more. Seen as sold They do agreements with a shop keepers and stores to exclusive sale in that stores. These stores are called as KEY accounts in their local language. And coke also invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives. 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, cash prizes etc. This scheme is very much popular among children.

DISTRIBUTION CHANNELS Coca Cola Company makes two types of selling: Direct selling & Indirect selling Direct Selling In direct selling they supply their products in shops by using their own transports. They have almost 450 vehicles to supply their bottles. In this type of selling company have more profit margin. Indirect Selling The Coca-Cola Company uses intermediaries in its distribution. They have their whole sellers and agencies to cover all area. Because it is very difficult for them to cover all area of India by their own so they have so many whole sellers and agencies to assure their customers for availability of coca cola products. The Coca-Cola Company sells its products to bottling and canning operations, distributors, fountain wholesalers and some fountain retailers. These then distributes them to retail outlets, milk bar and corner stores, restaurants, petrol stations and news agents, schools, sports, and entertainment venues from vending machines.

FACILITATING THE PRODUCT BY INFRASTRUCTURE For providing their product in good manner company has provided infrastructure these includes: Vizi cooler Freezers


Display racks Free empty bottles and shells for bottles

Coca Cola Company use different mediums

Print media Pos material TV commercial Billboards and holdings Internet

Print Media They often use print media for advertisement. They have a separate department for print media. POS Material Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas. TV Commercials As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So Coca Cola Company does regular TV commercials on different channels.


Billboards & Holdings Coca cola is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards.


In 1999, the company spent $1.1 million in online advertising in the U.S., compared with PepsiCo's $581,000, according to Competitive Media Reporting. But this spring, Coke changed its tack. The company struck a deal reportedly worth $64 million over two years with AOL to exchange marketing and technology services. Coke plans to tie its products in the U.S. to AOL Moviefone. It will also link local promotions with AOL's Digital City guides. In addition, the company will promote Sprite, a drink popular with a young demographic, through AOL music properties Spinner and Winamp.


EXPECTATIONS FOR THE COMING YEAR Everything starts from the attitude of consumers behaviour. And the basic key to attract the consumers is to throw the money away. And positive feeling felling with the brand, which they used to have Coke wants to advertise their products heavily in the coming year. And it will take the 10% of their profits. And when we take it as a global level it is $ I billion. Coming year is the challenging year for the industry of Coke. They have to take lots of decisions that how to increase the production and where they have to spend money. For gaining success in coming year they have to have some important things like: 1.Loyal consumers are important for companys success.2.Workers should be the brand centric not the promotion centric.3.They should know how much to for the brand activities.4.They should also know that how much to do with the promotion activities for brand.

HOW COKE DETERMINE THE YEARLY BUDGET Coke determines its yearly budget by the Sales volume Profitability Target volume

Sales Volume Coke determines its yearly budget through the sales volume. They first concentrate on the thing is what is the condition of their sales? if the condition is good of their sales then they definitely increase their production and sales volume. Otherwise they concentrate on their old strategies. Profitability


The second thing through which they determines budget is the profit .if they r getting profits with the high margin, then they definitely want to increase their profits in the next coming year. Every organization runs on the basis of getting high profits. No organization wants to face Loss in their business. To get profit is the first priority of the Coke. Target Volume: To run the business every industry has some targets, which they want to achieve in a specific time period. If industry achieves those goals in that period then for the coming year it increases the volume of the target. So Coke follow the same thing it has also some goals and targets to achieve in the given time period. When they succeed to achieve that target then they increase their target volume in the next year.


Coca-Cola Cricket Cricket the most sought after watched & played game in India. The game of cricket has been owned by various brands in the industry for the promotion of their products over a period of time. It has ranged from tobacco to lubricants to communication companies to banks to airlines & lately to the beverage industry. The competition has become tougher & tougher as the time has progressed. Coca-Cola signed a sponsorship agreement with eight of Indias National cricket players. Coca-Cola realizing the fact that cricket is a very strong element by which it can reach it consumers & masses invested in the opportunity and launched a massive campaign on mass media showing all these cricket stars endorsing & complimenting CocaCola brand. The Coca-Cola Company developed many TV commercials & testimonial ads with the player & ran them on the national net work during various cricket matches. These bold steps taken by the Coca-Cola marketing unit acclaimed them many acknowledgements across the board. This campaign helped Coca-Cola to establish its association with the game & the players. There are various other ways through which Coca Cola has promoted itself like, Unveils special edition Coca-Cola bottle sporting the insignia of Gautam Gambhir for the fans of Delhi Daredevils team.


Riding on Indias passion for cricket, five lucky winners of Coca-Colas ongoing Dilhi Dil Se consumer initiative wish Best of Luck to their favourite team players of Delhi Daredevils. All five lucky winners selected from Delhi & NCR based on a computer generated lucky draw get a lifetime opportunity to meet Opening batsman & Coca-Cola Brand Ambassador- Gautam Gambhir, Captain, Delhi Daredevils - Virender Sehwag & All rounder, Delhi Daredevils.

Coca-Cola is an Associate Partner of Delhi Daredevils team. As part of the partnership, brand Coca-Cola to be featured on the players apparel (non leading arm) & on their helmets.

Cola and Delhi Daredevils have drawn out plans to roll out an extensive 360-degree communication initiative leveraging mass media, in - store activation and digital platforms.

Coca-Cola Concerts Abrar-ul-haqs distinct style, lyrics & songs have made him an instant hit among the masses in Pakistan. His enormous popularity in the country & abroad is supported by Coca-Colas commitment towards providing healthy & fun-filled entertainment for the youth of Pakistan. Coca-Cola brought Abrar to his fans through holding concerts & featuring Abrar in a muchappreciated TVC & MMT featured throughout the country. The TVC campaign focused on the hectic lifestyle of a pop star who found respite & relief through Coca-Cola in short moments that he had to himself during a concert. Coca-Colas brand positioning of providing deep down refreshment for the body, soul & mind were captured accurately in the TVC & depicted aptly how the drink completes the moment for Abrar. Coca-Cola Food Mela With a splash of food, fun & prizes to be won, the Coca-Cola food mela treated the people of Karachi, to a festive food festival comprising of 50 restaurants, spread out all over the


bustling citys map. The promotion saw the avid families & friends enjoying the delicacies at the restaurants; all resiliently upholding the Coca-Cola identity Coca-Cola Basant Festival In February the month of basant the parks & horticulture authority in Lahore nominated Coca-Cola the official sponsor of the basant festival .Coca-Cola added to the carnival atmosphere by making the festival free to enter & decorating all main roads in Lahore with illuminated kites. Coca-Cola also hosted a concert of pop idol Abrar-ul-haq, had childrens parade & held the Coca-Cola kite flying championship during the basant festival. Now where there is basant there is Coca-Cola, it has been impossible to envisage basant without Coca-Cola. Coca-Cola gives the more refreshing flavour to the colours of basant by adding more life to the festival, giving the consumer a unique experience which they had never tasted before. Coca-Cola GO-RED Quenching the thirst of motorist, pedestrians & passerbys during Lahores hottest summer season, Coca-Colas GO-RED teams went out into the citys main quadrants to serve & refresh on the spot with ice-cold Coca-Colas at discounted prices backed by a heavy FM announcement campaign the GO-RED stall, served well to promote the Coca-Cola industry. Coca-Cola Party in a Park In June 2000, Coca-Cola created an experiential musical evening in Lahore, where junoon performed. This program was recorded and one-hour program shown in the national TV for free.10 million households saw Coca-Cola Party in a Park while 10 thousand people attended the event. Coca-Cola Shopping Festival Coca-Cola hosted The Coca-Cola Shopping Festival Lahores first shopping festival, a resounding success with tempting discounts, live music, great prizes & fireworks. Liberty marketing Gulberg was a


hive of activity during the weeklong shopping extravaganza. The in augural event proved so popular that it is now set to become an annual fixture. Coca-Cola Pet Promotion In 1996, Coca-Cola launched 1.5 liter Pet contour bottle for the first time in Pakistan. Targeting house wives & family home, Coca-Colas 1.5 liter Pet bottle, took the limelight & gained momentum with a campaign promoting the unique packaging and its numerous consumer benefits. A treat for the family, Coca-Colas PET was offered through a price-off promotion that said. Go out & get some Coca-Cola Ramzan Campaign A very special occasion for the people of Pakistan Ramzan saw another very special CocaColas promotion, marketing the popular 1.5 liter PET bottle & the 1 liter bottle with a super price-off promotion. The emphasis was on enjoying Coca-Cola at Iftar with friends & family. Coca-Cola Wonder of the World Promotion In July 2000, Coca-Cola set the stage of the grand UTC promotion. Coca-Cola went ahead with the idea of giving consumer chances to win fabulous, magical dream vacation to numerous wonder destination throughout the world on every purchase of a 250 ml RGB bottle of Coca-Cola, Sprite, & Fanta. The promotion gave consumers a chance to win free drink, a trip to PARIS, HOLLYWOOD, NEWYORK, SINGAPORE & CAIRO along with airfare & four nights free stay in these dream lands. The promotion saw avid consumer collecting Coca-Cola Crown caps & sparked a keen response from the public , rendering an outstanding testimonial campaign in the second phase, highlighting the winners over whelmed in the magical delight of their favorite beverage Coca-Cola. Coca-Cola & Nokia In August 2001, the new under-the-crown promotion Nikla Kya? (What have u won) was launched in collaboration with Chimera Nokia. The promotion gave consumer a chance to win thousands of Coca-


Cola branded Nokia 3310 cellular phones on every purchase of 750ml RGB bottle of CocaCola, Sprite, & Fanta. The other highlight of promotion was the Caught Red Handed campaign. Branded Coca-Cola with caught red handed team in them went to Lahore & Karachi for three days, with target that anyone being caught drinking Coca-Cola will be awarded a Nokia 3310 mobile phone & if someone is caught talking on a nokia mobile will win free supply of Coca-Cola. Caught red handed become a huge success among the masses as it was one to one interaction between the Coca-Cola brand & the consumers. This activity helped build confidence and brand loyalty among core consumers. Coca Cola TV Mazza The coca cola new campaign is coca cola tv mazza, it is a utc scheme in which people are getting television sets of different sizes. These days this scheme is very popular among the people. Coca-Cola & Mc Donalds Coca-Cola & key account of MC Donalds launched the we go together joint promotion to reinstate amongst consumers a real sense of the affinity that, both shares globally. The promotion kicked off with pos material (Danglers, Bunting etc) displayed at all MC Donalds restaurants along with a special offer for coke & fries.

Brand Building:
Intensive brand building Coca-Cola follows an intensive brand-building programme. The company has used some of the following methods to build its brands in the country: The company focuses on understanding the Indian consumer, and in using these local insights to build powerful connect for its brands. On the back of an effective advertising strategy, Coca-Cola has created a brand that stands for affordability and is inalienable to the common man. Given the widespread popularity of cricket and movie stars, the company has roped in a host of cricketers and Indian movie stars to endorse its products. Activating local Indian festivals and occasions through below-the-line promotions.


Creating a distinct identity for each of its flagship brands. For instance Sprite, a drink is promoted as a youth icon standing for a straightforward and honest attitude. Building Brand through Corporate Social Responsibilities: Coca Cola India earned itself a drop of hardearned joy this week for its corporate social responsibility initiatives in the form of the Golden Peacock award for CSR for 2008. As you can see in the given below picture Inside remarkable Outside recyclable The company has been receiving negative publicity ever since the report was released on January 14 for the 600-page study stating to shut down the bottling plant in Kaladera, Nabipur and Mehdiganj in Rajasthan as these plants were bringing down ground water levels at an alarming scale.

CONCLUSION After thorough research, we come to the conclusion that the Integrated Marketing Communication of Coca Cola is working for them and the product is gaining popularity among youth day by day.