COCA COLA

IMC plays a major role in the process of developing and sustaining brand identity and equity. Building and properly managing brand equity has become a priority for companies of all size in all types of market. Brand identity is combination of many factors including the name, logo, symbols, designs, packing and performance of a product. Coca cola has its logo which has red color in it, by seeing it anyone can recognizes it as coca cola. Trademark Registration of Coca-Cola The trademark "Coca-Cola" was registered with the U.S. Patent and Trademark Office in 1893, followed by "Coke" in 1945. The unique contour bottle, familiar to consumers everywhere, was granted registration as a trademark by the U.S. Patent and Trademark Office in 1977; an honor awarded very few packages.

Extension Of The Most Cherished Trademark In 1982, The Coca-Cola Company introduced diet Coke to U.S. consumers, marking the first extension of the Company s most precious trademark to another product. Later years saw the introduction of additional products bearing the Coca-Cola name, which now encompasses a powerful line of cola products. Trademarks the Worlds Most Valuable Assets The most valuable assets happen to be the trademarks we possess. For Coca-Cola, the drunken soft drink on earth is one of the world s best-known and most admired trademarks, recognized by more than 90 percent of the worldspopulation. Interestingly, the world that is touched by our cherished drinks for every moment, the Coca-Cola trademarks happen not only to be our most valuable assets but of the entire earth. Tool of IMC: Promotional mix Traditionally the promotional mix has included four elements: advertisement, sales promotion, publicity/public relation and personal selling. coca cola has its own promotional tool which helps them to create their own identity. Each element of the promotional mix is viewed plays a vital role for coca cola.

Advertisement Advertisement is any paid form of non personal communication about the organization, product, and service. Coca cola do their advertisement most of the ads of coca cola is ads using media most they do T.V. ads they mostly do ads which has celebrities in T.V. ads. This ads are done do message to large group of individuals often at the same time. As coca cola use non personal nature of advertisement means there is no scope of getting immediate feedback. INDIAN ADVERTISING AWARD In India too, the Companys thrust has always been on reaching the core of the consumers heart through advertising excellence. In fact, we have produced some of the most memorable campaigns of the times. Consequently, in early 2003, Coca-Cola India collected Advertiser of the Year and Campaign of the Year awards for the Thanda Matlab Coca-Cola all-media campaign.

This is the coca cola makes ads using celebrities to attract people. They also do their ads by wall painting, by giving coolers to shopkeeper, by giving their fridge to shop keepers, they glasses of coca cola to restaurants having coca cola and its products. Coca cola servers many more products.

This is the coca cola ads differentiate from others.

Sales Promotion It generally defined as those marketing activities that provide extra value or incentives to the sales force the distributors or the ultimate consumer and can stimulate immediate sales. Distributors of coca cola has wide distribution network which has more than 1 lakh retailers to distribute their various range of products of coca cola to reach to their consumers.

Publicity It refers to non personal communication regarding an organization, product, service not directly paid. It usually comes in the form if a news story, editorial, announcement about and organization product. Techniques

used to gain publicity include news releases, press conference, featured articles, photographs films etc, .An advantage of publicity over other form if promotion is its celebrities. Guntur, September 1, 2008: Heralding a new beginning for PrivatePublic-People participation in water replenishment efforts, William Schultz, Chief Executive Officer of Hindustan Coca-Cola Beverages Pvt Limited, today inaugurated the Nidumukkala Water Conservation Project in the presence of community elders.

The Rs. 15 lakh project that was launched on World Water Day on March 22 was completed on World Environment Day on June 5, 2008. The project witnessed many unusual moments with the entire village community coming together and contributing by labor and machinery support to the tune of 50 per cent of the total project value.

Inaugurating the project William Schultz, Chief Executive Officer of Hindustan Coca-Cola Beverages Pvt Limited, said Hindustan Coca-Cola Beverages has always placed high value on good citizenship and is committed to protecting, preserving and enhancing the environment. This project with a water recharge potential of over 20,000 kilolitres will take us closer to fulfilling our commitment to reach a net zero balance with respect to groundwater usage. We will continue to focus on Water conservation efforts and work with communities for their sustainable development.

With about 10,000 people in 10 nearby villages expected to benefit, this project would ensure better water availability for domestic and irrigation

purposes in the area and would become a model water conservation project in Andhra Pradesh, Gram Panchayat Sarpanch, B Sambha Siva Rao said. The work undertaken by local NGO Nilagiri Foundation involved de-silting of 20,000 cubic meters of silt from two adjacent ponds, besides cleaning up and de-silting of a third pond to where the overflow of first two ponds reaches through an underground channel covering 1500 meters. After the desilting work, the first two ponds were connected with a 600 meter pipe-line to ensure that whenever water is discharged at the Nagarjuna Sagar Canal, water can be stored at the two ponds as well.

Hindustan Coca-Cola Beverages in partnership with local communities, NGOs, Central and State Ground Water Boards has already commissioned over 320 RWH structures in 17 states in the country while also rejuvenating traditional water bodies like the 400 year old historical Baawdi - Sarai Baawdi and Kale Hanuman Ki Bawaadi in Rajasthan. Coca-Cola Foundation supports watershed development initiative in Dungarpur, Rajasthan and Tirunvelli in Tamilnadu with ICRISAT and CII. In the last few years, CocaCola has invested in a range of water management projects and has played a stewardship role in water management in India.

Public Relations It refers to as the management function of which evaluate public attitude, identities the policies and procedure of an organization with the public interest and execute a program of actions to earn public understanding and acceptance.

Public relations uses publicities and variety of tools including special publications, fund raising, sponsorship of special events and various public affair activities. Coca cola does various activities like sponsoring events most cricket matches, recent Olympics which makes organizations advertisements in public. Coca-Cola Beverages Pvt Ltd Supports Vocational Training At Seth Anandilal Poddar Institute For Deaf & Dumb In Jaipur Friday, August 15, 2008 Jaipur, August 15, 2008: On the occasion of Indias 61st Independence Day, Hindustan Coca-Cola Beverages Pvt. Ltd. has pledged support to vocational training at Seth Anandilal Poddar Institute for Deaf & Dumb, Jaipur. This is the second consecutive year that Hindustan Coca-Cola Beverages Pvt. Ltd. has come forward to extend support to vocational training for the students of the institute. Over 25 students will receive vocational training in the areas of gardening, sewing, computer, drawing and carpentry. The vocational training program had come to a stop in 2007 because of the lack of fund.

Speaking on the occasion, Mr. Mahesh Wadhwani, Principal of Seth Anandilal Institute for Deaf & Dumb, said, Vocational training makes our students skilled to earn their livelihood. We were forced to discontinue the vocational training in 2007 due to the lack of funds and that is when Hindustan Coca-Cola stepped in to support and since then, we have been getting full support from Hindustan Coca-Cola Beverages Pvt. Ltd. Last year, it was a part-time training program. Enthused by the response and the result,

this year we have decided to make it a full time training program and some of our aluminis would be teaching this batch. On behalf of the management and students of the institute, I take the opportunity to express our most sincere thanks to Hindustan Coca-Cola for their continued support to the institute. Our partnership started with the roof-top Rain Water Harvesting project set up and dedicated in May 2007. The company came forward to install a bore well in the school premise to meet the water needs of the school. Mr. S. Giri Sunder, Area Operations Director - Hindustan Coca-Cola Beverages, said, As a company, we have always believed that the interest of business and communities go hand-in-hand. It is with this belief that we have pledged support to vocational training, which will impart special skills in these very special students. These skills will prove useful in their journey to face the world with more confidence. I wish all the students all the luck for this program. We value our association with this institute and we are confident that our intervention would make a positive difference in the lives of these students who will complete their training from this institute.

Coca cola had to suffer more when their product was not preferred by their consumers because it was declared that coca cola product is made using some pesticides which can be harmful to human beings. This news spoiled image of organization and this made product banned for some time than again it was relaunched in market by making the ads which gave message to their consumers that it does not carry any pesticides in during they also gave

statement that it non alcoholic drink which very safe for all age group of people.

Statement of non alcoholic drink

Lost image of coca cola in public where they felt coca cola is harmful.

This is how they re-created their image in public and made their product most consuming product of the world.