Introduction

Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke. Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman As a Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century. The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The 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 CocaCola 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. The Coca-Cola Company also sells concentrate for soda fountains to major restaurants and food service distributors. Coke in India Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce 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 Thums Up (the most trusted brand in India21), 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. From 1993 to 2003, Coca-Cola invested more than US$1

billion in India, making it one of the countrys top international investors by 2003, Coca-Cola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached breakeven profitability in the region for the first time.23 Encouraged by its 2002 performance, Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. 750 Crore) between September 2002 and March 2003.24 Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine contract-packers to manufacture a range of products for the company. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process the complexity of the consumer soft drink market demanded a distribution process to support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities.25 In addition to its own employees, Coke indirectly created employment for another 125,000 Indians through its procurement, supply, and distribution networks. Sanjiv Gupta, President and CEO of Coca-Cola India, joined Coke in 1997 as Vice President, Marketing and was instrumental to the companys success in developing a brand relevant to the Indian consumer and in tapping Indias vast rural market potential. Following his marketing responsibilities, Gupta served as Head of Operations for Company-owned bottling operations and then as Deputy President. Seen as the driving force behind recent successful forays into packaged drinking water, powdered drinks, and ready-to-serve tea and coffee, Gupta and his marketing prowess were critical to the continued growth of the Company.

Marketing Mix
Coca-Cola is one of the most widely used soft drink in the world. The company has very efficient and extensive distribution system in the world. There is a great variety of brands offered by Coca-cola throughout the world like Diet coke, sprite, Fanta, Rc cola, Minute made etc. you can find the Cocacola soft drinks anywhere in every country of the world.

The 'Coca-Cola' brand has been adopted the strategy of global marketing. They are considering the whole world as single market place and uniform marketing strategy was being used Coca-cola for many years, but now the trend is changing and different marketing campaigns are being designed for different regions of the world. . Business decisions are made on a domestic basis to fit in with the culture and needs of the domestic community. In 1919 Coca-Cola decided it was time to go global. The Coca-Cola Company decided to take its operations beyond national boundaries and marketing research was started in Central America, china and many other countries of the world. Because of successful and efficient marketing research Coca-cola was able to produce globally in different regions of the world. Coca-cola has got such an intensive distribution and bottlers system that its products are available everywhere in the world, starting from Middle East to Australia. You can find coca cola product on every retail outlet Coca-Colas bottling system is one of their greatest strengths. It permits them to do their business on a global scale while at the same time maintain a national approach. The bottling companies are domestically owned and operated by independent business people who are authorized to sell products of the Coca-Cola Company. Because Coke does not have complete ownership of its bottling network, its main source of revenue is the sale of concentrate to its bottlers. Brand image is the significant factor affecting Cokes sale. Coca-Colas brand name is very well known all over the world. Packaging changes have also affected sales and industry positioning, but in general, the public has tended not to be affected by new products. Coca-Colas bottling system also allows the company to take advantage of infinite growth opportunities around the world. This strategy gives Coke the opportunity to service a large geographic, diverse, area. Even though Coca-Cola and Pepsi control nearly 40% of the entire beverage market, the changing health-awareness of the market could have a serious affect. Of course, both Coke and Pepsi have already diversified into these markets, allowing them to have further significant market shares. The increasing health consciousness and emphasis of healthy lifestyle not only in developed nations, but also in developing nations, have slowed down the sales of Coca-Colas carbonated soft drinks. In response to this health consciousness issue, the company introduced Diet Coke in 1982. Such change of consumer life style had also led to the introduction of its bottled purified water. Coca-Colas brand personality reflects the positioning of its brand. The process of positioning a brand or product is a complex managerial task and must be done over time using all the elements of the marketing mix. Positioning is in the mind of the consumer and can be described as how the

product is considered by that consumer. When researching the positioning of a product, consumers are often asked how they would describe that product if it were a person. The purpose of this is to develop a character statement. This can ensure that consumers have a clear view of the brand values that make up the brand personality, just like the values and beliefs that make up a person. Many people see Coca-Cola as a part of their daily life. This similarity between the brand and the consumer leads to a high degree of loyalty and makes the purchasing decision easier. 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 Coca-Cola. 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 the world to be in touch with the latest progress, promotions and offers of Coca-Cola.

Market analysis The Coca-Cola Company (Coca-Cola) is a leading manufacturer, distributor and marketer of Non-alcoholic beverage concentrates and syrups, in the world. The company owns or licenses more than 400 brands, including diet and light beverages, waters, juice and juice drinks, teas, coffees, and energy and sports drinks. The company operates in more than 200 countries. Approximately 74% of its products are sold outside of the US. The company is headquartered in Atlanta, Georgia and employs 71,000 people as of September 2006. The company recorded revenues of $24,088 million during the fiscal year ended December 2006,an increase of 4.3% over 2005. The increase in revenue was primarily due to increase in sales of Unit cases of companys products from approximately 20.6 billion unit cases of the companys Products in 2005 to approximately 21.4 billion unit cases in 2006, the increase in the Price and Product/geographic mix also boosted the revenue growth. The company-wide gallon sales and unit case volume both grew 4% in 2006 when compared to 2005. The operating profit of the company was $6,308 million

during fiscal year 2006, an increase of 3.7% over 2005. The net profit was $5,080 million in fiscal year 2006, an increase of 4.3% over 2005. SWOT ANALYSIS The Coca-Cola Company (Coca-Cola) is a leading manufacturer, distributor and marketer of Non-alcoholic beverage concentrates and syrups, in the world. Coca-Cola has a strong brand name and brand portfolio. Business-Week and Inter brand, a branding consultancy, recognize Coca-Cola as one of the leading brands in their top 100 global brands ranking in 2006. The Business Week-Interbred valued Coca-Cola at $67,000 million in 2006. Coca-Cola ranks well ahead of its close competitor Pepsi which has a ranking of 22 having a brand value of $12,690million The Companys strong brand value facilitates customer recall and allows Coca-Cola to penetrate markets. However, the company is threatened by intense competition which could have an adverse impact on the companys market share.

Competitive Analysis
Coca-Cola was more aggressive in appealing to those consumers with traditional advertising, but both Coke and Pepsi relied on innovative social media that asserted the strength of their brands and the emotional bond with customers. Cokes brand value rose by 10 percent. Pepsi remained flat, but Diet Pepsi improved 8 percent.

Brand Equity Initiatives

Brand Equity the value, tangible and intangible, that a brand adds to a product/service; the added value a brand name identity brings to a product or service beyond the functional benefits provided. Brand equity is difficult to measure because much of it depends on consumers' perception and opinions of a brand. When a product has high brand equity they are successful at retaining their current customers by keeping them satisfied with the quality of products and service. They are also successful at attracting new customers who have heard of the brand through successful marketing or word of mouth. Coca-Cola's brand equity is difficult to measure because they have extended their brand to include numerous products. In addition to the numerous of versions of Coca-Cola worldwide that compete against other beverage brands, Coca-Cola competes with itself. Nationally there are numerous versions / brands that are a part of the Coca-Cola family. Some of the brands include Coca-Cola Classic, Dasani Water, Full Throttle, Fanta, and Soy Products. In addition to competing against itself the Coca-Cola Company has saturated the market and consumers who may dislike one product may actually enjoy a different Coca-Cola product. However, the consumer may be unaware that the beverage is actually in the Coca-Cola family. As a result measuring brand equity may be difficult as consumers may be loyal and repeat customers of a brand and not know its origin. Coca Cola was taking its core product, Coke, and expanding the product in new form factors and new overseas markets. The brand promise stayed the same whether it was sold in a Coke store in New

York or a road side stand in Mongolia -refreshment, good times, and pure Americana. Despite the numerous brands and the difficulty in measuring brand equity it is evident that Coca-Cola has high brand equity. They are a company who has been in business for many years they have gained the business of consumers in the soda market as well as numerous other beverage markets nationally and internationally. Their sales and growth show that they are a successful company. Despite the numerous brands and the difficulty in measuring brand equity it is evident that CocaCola has high brand equity. They are a company who has been in business for many years they have gained the business of consumers in the soda market as well as numerous other beverage markets nationally and internationally. Their sales and growth show that they are a successful company.
Coca-Cola brand equity is growing stronger around the world as evidenced by a measurable increase in consumer preference for brands, as well as more potent global growth for flagship brand.
Brand Coca-Cola health measures keep improving as company increased favourite brand score versus primary competitor amongst the most critical consumer segments.

Brand Identity of the Company

The brand identity is the audio-visual 'face' of the brand - the cues that tell you that you 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 hundred brands available in virtually every nook and cranny of the world. The flag ship brand of coca cola has stood the rest of the time over 120 years. Infect coca-cola alone is recognized as the most valuable in the world by the respected inter brand corporation 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 THEREAL TASTE has always stood for a REAL COLA DRINK with authenticity. The identity has been build by a decade with consistent values and differentiated elements. Many competitors have aim at cokes but the brand continues to command a number one position globally in ranking of brand equity. After all If stand for the real thing every competitor is an imitator. The Coca-Cola bottle design differentiated the identity, the easier it is to protect from infringement.

Just coca colas has remained to its time tested identity u have the equally relevant to you. This brand identity should reflect your own unique equity and care essence this will ensure your brand creativity and identity that is meaningful and sustainable in long term around the world. This strategy gives Coke the opportunity to service a large geographic, diverse, area.

1) Physique Physique is the basis of the brand. It may include product features, symbols and attributes. Coca Cola is soft drink, diet coke, sports drink. It is also in juice drink. Also it has water product, teas and coffees. Coca Cola has stylish name as symbol or unique typographic logo. They measure key product and package quality attributes by focusing on ingredients and materials, and regulating manufacturing, bottling and distribution, of the Coca-Cola Company products to ensure those products meet company requirements and consumer expectations in the marketplace.

2) Personality Personality defines what personality the brand will assume if it were a person. Personality includes character and attitude.

Coca Cola define its personality in young, fun, innovative. The company produce a range of beverages suited to different ages, stages, lifestyles and occasions.

3) Culture Culture takes a holistic view of the organization, its origins and the values it stands for. Coca Cola has young, dynamic, and vibrant culture.

4) Relationship The strength of the relationship between the brand and the customer. It may represent beliefs and associations in the human world.
Many people see Coca-Cola as a part of their daily life. The Coca-Cola Company produce a range of beverages suited to different ages, stages, lifestyles and occasions. This includes soft drinks, diet drinks, juices and juice drinks, waters, energy drinks, sports drinks and cordials. As part of a healthy, varied and balanced diet and an active lifestyle, all products can be enjoyed by the majority of people. It is committed to helping customers select the product that is best suited to their needs through the provision of detailed product information supported by general advice on healthy eating, drinking and lifestyles. It understands that balancing energy intake with energy output is key to a healthy body weight. We therefore provide choice through range of low or no-kilo joule products that are ideally suited to the needs of people who wish to reduce energy intake through beverage selection.

5) Reflection What does the brand represent in the customers mind or rather the customer mindset as reflected on the brand Coca cola respect and support the primary role that parents play in decisions affecting the lives of young children, including choices about diet and lifestyle. Beverage choice, like food selection, is a role for parents and we assist them in this through the provision of nutrition information and by making available a wide range of products suitable for all ages, stages and occasions. Coca-Cola's longstanding global policy ensures we do not directly market our products to children under the age of twelve. Our brands are not advertised during children's television times and we do not show children under 12 in advertising or promotional materials drinking our products outside of the presence of an adult. Our sampling events are directed to people over the age of 12.In the small number of schools where we provide vending machines we work with the school to provide a range of beverages, and ensure that lower energy products are priced attractively and the packaging is

in a single serve size. Guidelines have been established to oversee the manner in which we work with schools and their tuck shops. It is company practice to sell diet drinks and sugarfree alternatives at a similar price to regular carbonated soft drinks. Retailers offering 'specials' are encouraged to include both the regular and diet versions of our soft drinks. Through new product development it aim to develop more products that meet the unique needs of children and will work with nutrition experts as we do this. For healthy active and growing children, beverages higher in energy can be enjoyed as part of a balanced and varied diet. However, we also provide arrange of low or no-kilo joule products also suitable for children.

6) Self image How does the customer see himself when compared to the brand. Example A customer might see himself capable or incapable of buying a BMW car. Coca Cola has the cool, smart, sporty, upbeat image.
Coca-Cola does not have the same amount of evangelists, which stand up for their brand, defend, help or praise the brands policy. Conversation is not as extensive. Positive is that Coca-Cola responds to the customers needs. Where questions need to be answered youll find a friendly reply. Even in different languages.

Brand Leverage

Brand Valuation
A brand can include a trademark, logo, trade dress, and packaging, marketing strategy, colours and all the elements that consumers associate with the brand image. We should also keep in mind that some brands have sub-brands, (e.g., Coca-Cola has Classic Coke, Diet Coke, Cherry Coke, Zero, etc). Furthermore, part of the value of a brand can be attributed to certain other intangible assets. In the Coke example, the special recipe (formula) is part of the brands success. We need to zero-in on exactly what it is were valuing (pun intended). Continuing with the Coke example, Interbrand valued the Coca-Cola brand at an estimated $65.3 billion in 1997, assigning it the number one rank among brands worldwide. In comparison, the net book value of theintangible assets recorded on Coca-Colas financial statements was merely $3.7 billion, which shows that the brands value goes largely unrecognized on the balance sheet. Whats more, Coca-Colas market capitalization (i.e., the stock markets valuation of the company) was an estimated $140 billion, which, when compared with the brand value of $65.3 billion, shows that the market attributed value to intangible assets well over and above the estimated brand value.