PROJECT

ON:

ADVERTISING AND PERSONAL SELLING:

COCA-COLA
AND ITS
MARKETING STRATEGIES

By ..

DIVYA ALAPATI.

Roll no. 0311232

BCOM (H) 3RD YEAR SECTION B

The Coca-Cola Company

Beverages Company

INTRODUCTION

Type

Cola

Manufacturer

The Coco Cola Company

Country of origin

United States

Introduced

1886

Color

Caramel E-150d

Flavor

Cola, Cola Cherry, Cola Vanilla, Cola Green Tea, Cola

Lemon, Cola Lemon Lime, Cola Lime, Cola Orange and Cola
Raspberry.

Website
CEO
Headquarters
Founder

www.coca-cola.com
Muhtar Kent
Atlanta, GA, United States Of America
Asa Griggs Candler

Coca-Cola (also known as Coke) is a popular carbonated soft drink sold in

stores, restaurants and vending machines in over two hundred countries. It is
produced by The Coca-Cola Company, which is also occasionally referred to
as Coca-Cola or Coke. It is one of the worlds most recognizable and widely
sold commercial brands. Coke's major rival is Pepsi. Although Coke has been
the target of urban legends decrying the drink for its supposedly copious
amounts of acid, or the "life-threatening" effects of its carbonated water but
still it is the most in-style soft drink. About its safety and the ethics of the
company that produces it, it is widely accepted as the most dominant soft
drink in the world today. Originally intended as a patent medicine when it was
invented in the late 19th century, Coca-Cola was bought out by shrewd
businessman Asa Griggs Candler, whose aggressive marketing tactics led
Coke to its dominance of the world soft drink market throughout the 20th

century. Although faced with accusations of perverse side effects on the

health of consumers and monopolistic practices by its producing company,
Coca- Cola has remained a popular soft drink well into the first decade of the
21st century.
Globally, the Coca-Cola Company owns or licenses nearly 450 brands in the
nonalcoholic beverage business. Many of those brands are considered
among the worlds most valuable. Some of these include: - Carbonated soft
drinks Such as Coca-Cola, Diet Coke, Fanta, Sprite and Fresca - Juices and
juice drinks Such as Minute Maid, Qoo, Fruitopia, Maaza and Bibo - Sports
drinks Such as POWERade and Aquarius - Water products Such as Ciel,
Dasani and Bonaqua - Teas Such as Sokenbicha and Marocha - Coffee Such
as Georgia coffee, the best-selling noncarbonated beverage in Japan.

HISTORY

THE COCA-COLA STORY

John S. Pemberton invented Coca-Cola in 1886 in Columbus, Georgia,
originally as a coca-wine called Pemberton's French Wine Coca. It was
initially sold as a patent medicine for five cents a glass at soda fountains,
which were popular in America at the time thanks to a belief that carbonated
water was good for the health. It was re-launched as a soft drink to counter
Prohibition. The first sales were made at Jacob's Pharmacy in Atlanta,
Georgia on May 8, 1886, and for the first eight months only thirteen drinks
were sold each day. Pemberton then ran the first advertisement for the
beverage on May 29 of the same year in the Atlanta Journal. Asa Griggs
Candler bought out Pemberton and his partners in 1887 and began
aggressively marketing the product the efficacy of this concerted
advertising campaign would not be realized until much later. By the time of its
50th anniversary, the drink had reached the status of a national symbol.
Coca-Cola was sold in bottles for the first time on March 12, 1894 and cans
of Coke first appeared in 1955. The first bottling of Coca-Cola occurred in
Vicksburg, Mississippi at the Biedenharn Candy Company in 1891. Its
proprietor was Joseph A. Biedenharn. The original bottles were Biedenharn
bottles, very different from the much later hobble-skirt design that is now so
familiar. Asa Candler was tentative about bottling the drink, but the two
entrepreneurs who proposed the idea were so persuasive that Candler signed
a contract giving them control of the procedure. However, the loosely termed
contract proved to be problematic for the company for decades to come.
Legal matters were not helped by the decision of the bottlers to subcontract
to other companies in effect, becoming parent bottlers. When the United
States entered World War II, Coke was provided free to American soldiers, as

a patriotic drink. The popularity of the drink exploded in the wake of World
War II as American soldiers returned home, more grateful than ever to partake
of a beverage that had become synonymous with the American way of life.

NEW COKE TO THE PRESENT

In 1985, Coca-Cola, amid much publicity, attempted to change the formula of
the drink. Some authorities believe that New Coke, as the reformulated drink
was called, was invented specifically to respond to its commercial competitor,
Pepsi. Double-blind taste tests indicated that most consumers preferred the
taste of Pepsi (which has more lemon oil, less orange oil, and uses vanillin
rather than vanilla) to Coke. New Coke was reformulated in a way that
emulated Pepsi. Follow-up taste tests revealed that most consumers
preferred the taste of New Coke to both Coke and Pepsi. The reformulation
was led by the then-CEO of the company, Roberto Goizueta, and the
President Don Keough. It is unclear what part long-time company president
Robert W. Woodruff played in the reformulation. Goizueta claims that
Woodruff endorsed it a few months before his death in 1985; others have
pointed out that, as the two men were alone when the matter was discussed,
Goizueta might have misinterpreted the wishes of the dying Woodruff, who
could speak only in monosyllables. It has also been alleged that Woodruff
might not have been able to understand what Goizueta was telling him. The
commercial failure of New Coke therefore came as a grievous blow to the
management of the Coca-Cola Corporation. Coca-Cola management was
unprepared, however, for the nostalgic sentiments the drink aroused in the
American public; some compared changing the Coke formula to rewriting the
American Constitution. The new Coca-Cola formula subsequently caused a
public backlash. Gay Mullins, from Seattle, Washington, USA, founded the
Old Coke Drinkers of America organization, which attempted to sue the
company, and lobbied for the formula of Old Coke to be released into the
public domain. This and other protests caused the company to return to the
old formula under the name Coca-Cola Classic on July 10, 1985. The
company was later accused of performing this volte-face as an elaborate
reuse to introduce a new product while reviving interest in the original. The
company president responded to the accusation by declaring: "We are not
that stupid, or that smart."
The Coca-Cola Company is the world's largest consumer of natural vanilla
extract. When New Coke was introduced in 1985, the economy of
Madagascar crashed vanilla being a prime export and recovered only
after New Coke flopped, since New Coke used vanillin, a less-expensive
synthetic substitute. Purchases of vanilla more than halved during this period.
Meanwhile, the market share for New Coke had dwindled to only 3% by 1986.
The company renamed the product "Coke II" in 1992 (not to be confused with

"Coke C2", a reduced-sugar cola launched by Coca-Cola in 2004). However,

sales falloff caused a severe cutback in distribution. By 1998, it was sold in
only a few places in the Midwestern U.S.

Image-The Evolution of Coca-Cola Bottle

Image-The Evolution of Coca-Cola Logo

PRODUCTS OF COCA-COLA
There are different brands of the Coca Cola Company, which are currently in
use throughout the world. This company not only deals in the carbonated
drinks but also other drinks. While launching its product, the marketing team
considers the culture of the country. Major brands of coca cola

Coke
Sprite
Fanta
Diet coke
Coke classic
Minute Maid

MARKETING MIX OF COCA-COLA

Firstly, we will look at how Coca-Cola has used
their marketing mix. The marketing mix is divided
up into 4 parts; product, price, promotions and
place.

1.PRODUCT
The product (Coca-Cola soft drink) includes not just the liquid inside but also
the packaging. On the product-service continuum we see that a soft drink
provides little service, apart from the convenience. Soft drinks satisfy the
need of thirst. However, people are always different, some want more and
others want less. Therefore Coca-Cola has made allowances for that by
providing many sizes. We also have particular tastes, and again they have
provided several options. So, although thirst is what is needed to be satisfied
and that is the core benefit, we are receiving other benefits in the taste and
size. Coca-Cola has developed several different flavors and sizes as
mentioned above, but also several brands such as Sprite, Lift, Fanta and Diet
Coke which increase the product line length, thus making full use of the
market to maximize sales. The product is convenient, that is - bought
frequently, immediately, and with a minimum of comparison and buying effort.
The appearance of the product is eye catching with the bright red color. It has
a uniquely designed bottle shape that fits in your hand better, and creates a
nicer & more futuristic look.
The quality of the soft drink is needed to be regularly high. Sealed caps
ensure that none of the "fizz" is lost. The bottles are light, with flexible
packaging, so they wont crack or leak, and are not too heavy to casually walk
around with. The cans are also light and safe.
The product range of Coca-Cola includes:
Coca-Cola, Coca-Cola classic, caffeine free Coca-Cola, diet Coke
caffeine free diet Coke, diet Coke with lemon Vanilla Coke, diet Vanilla
Coke, Cherry Coke, diet Cherry Coke Fanta brand soft drinks, Sprite
diet Sprite Sprite Remix 26

Product Lifecycle of Coke:

Product life cycle has four phases
1. Introduction
2. Growth
3. Maturity
4. Decline.

The markets where Coke is a dominant player are United States of America,
Europe and Asia, Africa. There is a vast difference in terms of above given
phases for example, in U.S.A & Europe it has reached maturity stage where it
cant expand its market more but if we consider Asia, it is still in the growth
phase.
Coca-Cola is currently going through the maturity stage in Western countries.
This maturity stage lasts longer than all other stages.
Management has to pay special attention to products during this stage of the
product life cycle. During the maturity stage, products usually go through a
slowdown in sales growth. According to Coca-Colas 2001 annual report,
sales have increased by 1.02% compared to last year. This percentage has
no comparison to the high level of growth Coca-Cola enjoyed during its
growth stage. To add a little variation Coca-Cola took the Coca-Cola Classic

and added variations to it, including Cherry Coke, Vanilla Coke and Diet Coke.
Also Coca-Cola went from 6-oz. glass bottles to 8-oz. cans to plastic liter
bottles, all helping increase consumption.

2. PRICE:
Like any company who has successfully endured a century of existence,
Coca- Cola has had to remain tremendously fluent with their pricing strategy.
They have had the privilege of a worthy competitor constantly driving them to
be smarter, faster, and better. A quote from Pepsi Cos CEO "The more
successful they are, the sharper we have to be. If the Coca-Cola Company
didnt exist, wed pray for someone to invent them. States it simply. The
relationship between Coca-Cola & Pepsi is a healthy one that each
corporation has learned to appreciate. Throughout the years Coca-Cola has
made many pricing decisions but one might say that their ultimate goal has
always been to maximize shareholder value. As cola consumption has
decreased in the US colas have come to realize the untapped international
market. In 2003 both coke and Pepsi had a solid presence in India and had
each introduced a 300mL bottle. In order to grab market share Pepsi began
to drop prices (even with summer approaching, which was contrary to policy
in America). Shortly thereafter, Coca-Cola decided to drop their prices
slightly, but focused on the reduced price point of their200mL container.
Coca- Cola planned to use the lower price point to penetrate new cities that
were especially price sensitive. The carbonated soft drink market in India is
nearly 37% of the total beverage market there.
This low price strategy was not unfamiliar to Coca-Cola. Both Coke & Pepsi
utilized a low price strategy in the early 1990s.After annihilating the low price
store brands, Coke chose to reposition itself as a "Premium" brand and then
raise prices.
Coca-Cola products would appear, on the shelf, to have the most expensive
range of soft drinks common to supermarkets, at almost double the cost of
no name brands. This can be for several reasons apart from just to cover the
extra costs of promotions, for which no name brands do without. It creates
consumer perceptions and values. When people buy Coca-Cola they are not
just buying the beverage but also the image that goes with it, therefore to
have the price higher reiterates the fact that the product is of a better quality
than the rest and that the consumer is not cheap. This is known as valuebased pricing and is used by many other industries in attracting consumers.
In India, the average income of a rural worker is Rs.500 a month. Coca Cola
launched a 200 ml bottle for just Rs.5, an affordable amount on the pockets
of the rural audience.

3. PLACE:
Coca-Cola entered foreign markets in various ways. The most common
modes of entry are direct exporting, licensing and franchising. Besides
beverages and their special syrups, Coca-Cola also directly exports its
merchandise to overseas distributors and companies. Other than exporting,
the company markets internationally by licensing bottlers around the world
and supplying them with the syrup needed to produce the product. There are
different types of franchising. The type that is used by Coca-Cola Company is
manufacturer-sponsored wholesaler franchise system. It is very comparable
to licensing but the only difference is that the finished products are sold to the
retailers in local market. Coca Cola has managed their companys marketing
and sales strategy within channels. Have you ever considered the significance
of the Coke vending machine to the success and profitability of the Coca Cola
Company? This channel is direct to consumer and vending machines often
have little to no competition and no trade or price promotions.
The Coke Company operates three primary delivery systems for its
business channels:
Bulk delivery for the channels of large Supermarkets, Mass Merchandisers
and Club stores;
For smaller channels Coke does advanced sale delivery for convenience
stores, drug stores, small supermarkets and on-premise fountain accounts.
Full service delivery for its full service-vending customers.
Key Channel Listing
Supermarkets
Convenience Stores
Fast Food
Petroleum Retailers
Chain Drug Stores
Hotels/Motels/Resorts
Mass Merchandisers
U.S. DOD Military Resale retail commands: AAFES, NAVRESSO and
DECA
Vending
In 2006, the Company began changing its delivery method for its route
delivery system. Historically, the Company loaded its trucks at a warehouse
with products the route delivery employee would deliver. The delivery
employee was responsible for pulling the required products off a side load
truck at each customer location to fill the customers order. Coke began using
a new Coo Lift delivery system in 2006 in a portion of the Companys

10

territory which involves pre-building orders in the warehouse on a small pallet

the delivery employee can roll off a truck directly into the customers location.
The Coo Lift delivery system involves the use of a rear loading truck rather
than a conventional side loading truck. Coke will continue to rollout this
program over the next several years since they expect such significant
savings and more efficient deliveries. This is a huge investment for Coke.
The company works through independent bottlers of Coke. They work in
coordination with the Coke Company, which produces the secret formula
concentrate and ships to the distributors and bottlers for final processing and
packaging prior to shipment to the stores.
Coca-Cola floods all possible retailing stores in satisfying the third part, place.
In supermarkets and convenient stores, Coca-Cola products are always easy
to identify, and usually make up the greater proportion of options to buy. This
increases their market exposure through effective use of the retailers. For a
FMCG it is important that they can be found and purchased easily. With many
automatic Can machines located in many sports stadiums and shopping
malls, you dont even need to go to a store to buy a drink. This greatly
enhances the speed of purchase.
The company produces concentrate, which is then sold to various licensed
Coca-Cola bottlers throughout the world. The bottlers, who hold territorially
exclusive contracts with the company, produce finished product in cans and
bottles from the concentrate in combination with filtered water and
sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola in
cans and bottles to retail stores and vending machines. Such bottlers include
Coca-Cola Enterprises, which is the largest single Coca-Cola bottler in North
America and Western Europe and food service distributors.
The Coca-Cola Company only produces a syrup concentrate, which it sells to
various bottlers throughout the world who hold Coca-Cola franchises for one
or more geographical areas. The bottlers produce the final drink by mixing the
syrup with filtered water and sugar (or artificial sweeteners) and then
carbonate it before filling it into cans and bottles, which the bottlers then sell
and distribute to retail stores, vending machines, restaurants and food service
distributors.
The Coca-Cola Company owns minority shares in some of its largest
franchises, like Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic
Bottling Company (CCHBC) and Coca-Cola FEMSA, but fully independent
bottlers produce almost half of the volume sold in the world. Since
independent bottlers add sugar and sweeteners, the sweetness of the drink
differs in various parts of the world, to cater for local tastes.

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4.PROMOTION STRATEGIES
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- 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-They have their whole sellers and agencies to cover all area.
Because it is very difficult for them to cover all area of Pakistan by their own
so they have so many whole sellers and agencies to assure their customers
for availability of coca cola products.
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
ADVERTISEMENT- Coca Cola Company use different mediums
Print media Pos material Tv commercial Billboards and holdings
Print Media- They often use print media for advertisement. They have a
separate department for print media.

12

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
mediums o TV commercials is one of the most attractive way of doing
advertisement. So Coca Cola Company does regular TV commercials on
different channels.
Billboards and Holdings- Coca cola is very much conscious about their
billboards and holdings. They have so many sites in different locations for
their billboards

Key aspects of Coca-Colas business

The Coca-Cola Company's business policy provides an object lesson in many
important principles of business. For example:
1. Focus on the best lines - Coca-Cola concentrates on its most profitable
lines. In 1984 77of Coca-Cola's operating income came from soft drinks.
Today the figure is 97 by selling off businesses not sharing the same
attractive financial fundamentals as the soft drink business Coca-Cola now
operates only in the area of high-return business.
2. Reinvestment - Re-investing profits is the key to ongoing business
development. If profits are made today it is important to make sure of a base
from which profits may be made tomorrow. In the 199Os Coca-Cola has
concentrated its profits on re-investment. In 1983 the company's dividend
payout ratio was 65 i.e. Most of its profits were paid out as dividends to
shareholders. Since then Coca-Cola has been increasing dividends at a
slower rate than earnings growth, so that today, 6Oof profits ($66O million in
1994) was available for reinvestment.
3. Focus on the consumer - All successful businesses today are based on
focusing on the consumer. If a company meets the requirements of its
consumers (and indeed exceeds these requirements), then you have a surefire recipe for success.An important measure of success is the volume and
value of sales that you make.The world-wide success of Coca-Cola is
illustrated in the chart below:Coca-Cola has set out to become the world's
number one consumer marketing company by taking clear actions to
differentiate their products.

13

4. Differentiation with customers - The direct customers of Coca-Cola are

outlets such as service stations, newsagents, leisure centers, cinemas, clubs,
supermarkets and many other retailers selling soft drinks. In this area the
emphasis in marketing has therefore been on providing superior delivery,
promotional services and sales support. All of these elements clearly
differentiate Coca-Cola as being the beverage supplier most likely to generate
profits for retailers.
5. Differentiation with consumers - The end consumers of Coke are the
millions of people who consume soft drinks worldwide. Over many years
Coca-Cola has expanded its markets horizontally in country after country,
until there is virtually no place on earth where people do not drink Coca-Cola.
Today this horizontal growth is almost total, with fewer than 20 countries not
taking the product. Coca-Cola is therefore now trying to develop the brands
vertically.
This simply means creating a deeper consumer desire for that brand than
existed the day before. It involves giving people additional reasons to buy
Coca-Cola brands instead of reasons to buy competing ones. That is the
essence of differentiation. It is not an easy task, because already 5.6 billion
people have a well-established understanding of what Coca-Cola means to
them. However, there are considerable strengths, which support Coca-Cola in
this task namely:
The trademark, which is so widely known and part of the public
imagination.
Coca-Cola is continually building on its existing expertise in marketing
and consumer understanding, and is supported by access to a wealth
of financial and creative resources.
Coca-Cola has an 'action orientation'. Instead of waiting for change to
happen it is at the leading edge, driving action forward.
6. Win the largest market share - Being the major player in a business
market is the key to business success. A company only becomes the major
player in a market by being the best, and being the best means having a
detailed understanding of its consumers' requirements and then exceeding
these requirements.
Once a company is a major player then it has considerable advantages to
draw upon. These advantages are based on having a higher return on capital
than its rivals and the opportunity to plough this return into fresh investment.
Such areas for investment are marketing, product research and development,
and other aspects of sound business growth.

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GLOBAL MARKETING
No study of business success in the twentieth century would be complete
without mentioning Coca-Cola. Coca-Cola is the product, which perhaps best
exemplifies global marketing. The
Coca-Cola trademark is recognized
by 94 per cent of the earth's
population and Coca-Cola is the
second most universally understood
phrase after OK. It is not only
instantly recognizable but it can be
found almost anywhere from petrol
stations and shops in Central Africa,
to small villages in mountainous
areas on all five continents.
Dr. John Styth Pemberton in a threelegged brass pot in his backyard
developed the first Coca-Cola. If you look at the first outdoor advertisement
for Coca-Cola, which appeared in the nineteenth century, you can see that
the company is based on a core strength, which has an enduring quality.
Coca-Cola is 'delicious and refreshing'. This theme has been a key feature of
advertising for the drink ever since and more recently the message was that
'Coke is the real thing' i.e. anything else which purports to be similar, is at
best, simply a pale imitation.

10 most inspiring marketing campaigns from
Coca-Cola

1.The Coca-Cola Happiness Machine
This simple idea managed to attract a
huge amount of online buzz for CocaCola.
The Happiness Machines are classic
Coke vending machines that dish out
treats including drinks, pizza, flowers and sandwiches.
While some give away the freebies to all-comers, others require a specific
action to earn a reward. For example, one in Singapore required a hug

15

before it would dispense a free drink, while another in Belgium was

dance-activated.

2. Move To The Beat In London 2012

Coke decided to target teenage consumers by taking advantage of the
inherently social values of the Olympic games, where the whole world come
together to focus on one event.
The campaign was called Move To The Beat, and the idea was to use
music as the critical element of the storytelling. Coke recruited Londonbased producer Mark Ronson and
singer Katie B, then took five Olympic
hopefuls and used the sound of their
sports to create a song.
Overall the campaign yielded some
impressive results:
There were more than 25 million
video views in total across desktop and mobile. -1,220 people subscribed
to the channel.
Coke was the second most talked about brand during the Games. It achieved
242 million social web impressions, 39 million impressions
on Facebook and 546,000 impressions on YouTube and Beat TV.
Move To The Beat was mentioned 246,000 times on Facebook.
Coca-Cola attracted an additional 1.5 million Facebook fans and 21,000
Twitter followers.
The campaign achieved 245 million search impressions, 461,000 clicks
and a CTR of 0.2%.

3. Super Bowl
In 2012, Coca-Colas Super Bowl ad campaign involved two polar bears that
reacted to events on the field in real time.

16

Viewers could interact with

the polar bears, who were
supporting different teams,
by asking questions and
posting photos to Facebook
or Twitter. When the bears
responded they pulled out a
smartphone to tweet
messages or used a tablet to
display images submitted by
fans. Coke streamed the
real time footage to rich media ad banners on ESPN.com and on mobile
apps. By the third quarter of the game more than 600,000 people were
watching the live stream, spending an average of 28 minutes watching the
footage. Overall a total of nine million consumers had viewed the
campaign across various platforms.

4. Coke Zone
Coke Zone is a rewards program launched in 2008, setup with the aim of
capturing customer insights, encouraging customer engagement and helping
with global CRM efforts.
Coca-Cola raised awareness of the platform with a series of TV and billboard
ads that encouraged young people to sign up. On-pack codes linked to a
rewards website, where points could be redeemed for items such as two-forone Blockbuster film rentals, Coca-Cola branded items, or used to enter
competitions to win bigger
prizes. The key to the
campaign was an email and
SMS program that delivered
personalized
offers
and
rewards.
The
marketing
messages were triggered by
events such as birthdays,
reactivations and referrals,
which supplemented the monthly e-newsletter.
The results were very impressive:
The email newsletter receives above industry-average open and click through
rates (29% and 6% respectively) with loyalty communication offers rising
to an open rate of 49% and a click through rate of 71%.

17

From November to December 2008 the Coke Zone site achieved the highest
unique monthly visitor numbers of any grocery brand website.
Monthly site statistics show that dwell time averages nine minutes,
And prize draw entries total 116,497.The site has since been
Redesigned and now feeds into Coca-Colas other social activities.

5. Share A Coke
It goes without saying that Share A Coke is one of Coca-Colas most
noteworthy digital campaigns. Its such a simple idea, yet the response has
been amazing and its now a global campaign that has been running for
around two years. The campaign was originally trialed back in 2011, resulting
in a 7% increase in sales. It also earned a total of more than 18 million
media impressions, and
traffic on the Coke
Facebook site increased
by 870%, with page likes
growing by 39%.
The
campaign
gives
people the chance to
order personalized Coke
bottles
through
a
Facebook app, while in some countries the labeling has been changed
altogether so all coke products have different names on them. Its been a
massive success on social networks as it turns out that people love to share
images of Coke bottles with their name on the side.

6. Tweet Your Christmas Wish

For Christmas 2011 Coca-Cola gave people the chance to have their tweets
displayed on its giant neon
sign in Piccadilly Circus.
Users had to submit their
messages through Coke
Zone and could then view a
live stream of the billboard to
see their message come up if
they couldnt be there in
person. In 2011 there were

18

94 tweets per day, twice as many as in 2010, with a total of 864 tweets
displayed.
Overall there were 6,278 total webcam views, which isnt really a startling
amount, but its still quite a neat campaign.

7.The Friendship Experiment

Over in China Coca-Cola ran a campaign that invited people to take part in a
friendship
experiment
with
photographer Kurt Tang.
Tang toured the city of Guangzhou
asking strangers to take part in a
moment of connection in front of his
lens. The images and a making of
video were shared in a photography
exhibition, through Coca-Colas
Happiness Network digital channels
and on Sina Weibo and Renren.

8. King of the Recycle-Israel

In order to encourage recycling in Israel, Coca-Cola created Facebook
Places for 10,000 recycle bins around the country.
Users were then encouraged to check-in to the spots and take photos as they
recycled their bottles. The idea was that social influence would play a part
and people would be encouraged to recycle after seeing their friends do it.
And obviously it helped Cokes
image
as
a
conscientious
company. The
most
active
participant in the campaign was
crowned Recycling King.
This is a cool way of using
Facebook Places as a marketing
tool even when you dont have
actual stores for people to
check-in to.

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9. The Ahh Effect

One of Coca-Colas most recent marketing initiatives, The Ahh Effect,
involves a series of online games aimed at teenagers. The idea was to create
fun, snack able digital games that cater primarily to mobile users. It is
apparently Coca-Colas first all-digital
campaign and envisaged to be an ongoing initiative over several years.
The games are all quite basic and several
of them involve the companys products,
such as one where you have to pin a tail on
a can of Coke. Coca-Cola promoted the
games by marketing them through sites
such as Buzzfeed, Vevo and Twitter, and
also challenged people to create their own
mini-games to be included on the Ahh
Effect domain.
There will ultimately be 61 different games in the campaign; each designed to
cater to the short attention span associated with teenagers.

10.Famous Aamir Khan Ads-India

A) Coca Cola Commercial: AAMIR KHAN
as a guide!
Message: Thanda bolay tu Coca
Cola!
Focus: Diverse market segment
captured by Coke. To squeeze on
thirst, everyone needs a chilled
drink. And to everyone regardless of
the standard of lifestyle and status, a
chilled drink means Coca Cola!

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B) Coca Cola Commercial: AAMIR KHAN -- Japani!

Main idea: Thanday ka TADKA
Focus: Need of coke in special perspective .The situation portrayed in
this commercial, the man was in problematical condition, got nibble by
Bees and he desperately wanted to chill himself in order to get rid of
that painful prickling. As a result, he was impatiently asking for
THANDA -- Coca Cola!
C) Coca Cola Commercial Five: Coca Cola as a family drink!
Main idea: Thanday ka TADKA
Focus: On all family to keep coke in house Here it was an attempt to
promote coke as a necessary item of refreshment for guests as well as
for family members in a funny and touching manner.

Coca-Cola Conclusion
It was observed that Coca-Cola has been perceived quite positively as it
has been projected. People are aware of the Brand & Awareness of CocaCola is quite high in the market. When a product is launched, Coke drinkers
choose this soda over any other competitor simply because its a Coca-Cola
product and they trust it.
Although Coke has been into controversies, people still prefer to stay loyal
to the Brand with Coca-Cola being termed as a more popular brand than
Pepsi.
Coca-Cola products would appear, on the shelf, to have the most expensive
range of soft drinks common to supermarkets, at almost double the cost of
no name brands. This can be for several reasons apart from just to cover the
extra costs of promotions, for which no name brands do without. When
people buy Coca-Cola they are not just buying the beverage but also the
image that goes with it, therefore to have the price higher reiterates the fact
that the product is of a better quality than the rest and that the consumer is
not cheap.

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 In supermarkets and convenience stores Coca-Cola has their own fridge in

which contains only their products. There is little personal selling, but that is
made up for in public relations and corporate image. Coca-Cola sponsors a
lot of events including sports and recreational activities.

So.

But apart from all above specified actions: The Coca-Cola

Company believes that their business has always been based on
the consumers trust in them !!!

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