Presentation on coca-cola

Presented by :-

Nigin k Abraham



Presented to :-



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company
1885 logo
created
First coca
cola ad in
Atlanta journal
(1886)
first coca
cola sold
in 6 oz
bottle
(1894)
Image of
white and
red of santa
clause is
promoted
(1930s)
In 1950s
first tv
coca cola
ad created
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In 1978 coca cola sponsors fifa
first time with its coke ads live
campaign.

In 1979 have a coke and
smile campaign.

In 1993always coca cola
campaign features polar bear
for the first time.

In 2000 coca cola enjoy
international campaign.

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VISION
To maintain
our
reputation
as
the leading
cola
company in
the world
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Mission statement
Everything we do is
inspired by our enduring
mission:

To Refresh the World... in
body, mind, and spirit.

To Inspire Moments of
Optimism... through our
brands and our actions.

To Create Value and
Make a Difference...
everywhere we engage.

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Success of
coca- cola
Effective advertising
and catchy slogans.




Expanding its
brands with different
flavors and types of
drinks .





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Risk and challenges
Coca cola product
was initially unknown

Had only one flavor

Entreprenur had little
money

Relied upon word of
mouth
advertisement

Cut throat
competition
.
Distribution was
difficult.

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Coca cola competitors
Pepsi
Rc cola
Soda diets
Lemon lime sodas
other sodas
Energy drink
Enhanced tea
Sports drink
Rtd coffee
Real juices
Mirinda
mazza
Thumsup


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Marketing strategy
AThink local, act local mantra.

Recognizing that a single global
strategy
or single global campaign wouldnt
work.

Coke India re-examined
its approach in an attempt to gain
leadership in the Indian market and
capitalize on
significant growth potential,
particularly in rural market.

Urban v/s rural two distinct
markets.



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Brand localization strategy
India A India B
life ho toh aisi
Metropolitan areas
and large towns .
Representing 4% of
the population of the
countrys
population.
thanda matlab coca
cola
small towns and
rural areas,
comprising the
other 96% of the
nations population.
an average Coke
costing Rs. 10.
launched 200ml
bottle Rs.5.
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Brand
overview
Coca cola experienced a
2%sales decreases 2005-
2006

In 2005 coca cola
choose to use 88%
traditional media to reach
13-24 year old consumer .

Until 2007 coca cola had
been absent from super
bowl marketing
opportunities for 10 years

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Promotion and PR
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Media planning
Who :- dynamic cola drinkers
who have no brand
preference or who will
purchase coca cola classic
drink.

What:- message delivered in
areas of high opportunity.

When :- launch in january.
One year campaign.

Where :-dynamic cities .
Highest percent age
population young people
between the ages 18-24.



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How ? (360 degree media planning)
Internet
Targeted
e-mails
Search
marketin
g
Banner
ads
Interacti
ve
displays
Shoppin
g malls
Outdoor
s.

oTransportation

o Street art

oCampus news paper

oTv commercials

oMovie theaters

oMagazines

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Media
effectivness
Retail outlets in rural areas from
80,000 in 2001
1,60,000 in 2003.

13-25 % market penetration.

Cokes advertising and promotion
strategy pulled the marketing plan
together using local
language and idiomatic expressions.

Coca-Cola won Advertiser of the
Year and Campaign of the Year in
2003.

Comprising 74% of the country's
population, 41% of its middle class,
and 58% of its
disposable income, the rural market
was an attractive target and it
delivered results.
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Media effectivness
Coke experienced
37% growth in 2003
in rural segment
versus the 24%
growth seen in
urban areas.
This market
accounted for 80%
of Indias new Coke
drinkers, 30% of
2002 volume, and
was expected to
account for 50% of
the companys sales
in 2003.
Fiscal Year Million
Bottles Sold

0
2000
4000
6000
8000
10000
12000
sales
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