Marketing Management

Presentation on :
Coca-Cola India’s Brand Promotion
By

Monali Kadam MIM-I-

Sneha Singh MIM-I-121
Siddhant Shirke MIM-I-120
Pratul Talashilkar MIM-I
Sumit Bidwai MIM-I-
Veer MIM-I-
 Coca-Cola : A brief history & first sell &
advertisement
• The name Coca-Cola refers to two of its original ingredients,
Which were Kola nuts (caffeine) and Coca leaves

• Invented by John Pemberton in 1986 at Pemberton's Eagle

Drug and Chemical House.

• First Coca-Cola drink sales were at Jacob's Pharmacy in

Atlanta, Georgia, on May 8, 1886 for 5 cents.

• First advertisement for the beverage on May 29 1986 in

the Atlanta Journal.

• 1888 Asa Griggs Candler bought the formula for Coca-Cola

from its inventor John Pemberton and several other
shareholders for $550. A total of $2300 were spent by
Candler to acquire whole rights over Coca-Cola company

• ticket for a free glass of Coca-Cola was first distributed in

1888 to help promote the drink. By 1913, the company had
redeemed 8.5 million tickets
 Coke business model -India
 Coke entered India in 1993

 Employees : 25000 direct & 125000 indirect (India)

 CEO of company : Muhtar Kent , headquarter in Atlanta

geogia

 Coke India comprise of

• Coca-Cola India
• Hindustan Coca-Cola Beverages
• Franchisee bottling operations

 Globally 500 brands in 200 countries

 1.7 billion servings per day

 Operates as franchised distribution system (1889)

 Market Cap: $167.25 Billion (Global)

 Revenue: $46.542 Billion (Global)

 Market Share of Coca-Cola & Presence in India
• As per current survey, Coca-cola & its brands has
60% of market share.

• More than 2.6 million outlets and 7000+

distributors. Has 14 bottlers (65% of volume is
done by company owned bottler)

• Main competitor : Pepsico

Coca-Cola market Pepsi Market share

share (Brand wise) (Brand wise)
Coke : 8.3% Pepsi : 9.8
Sprite : 15% Mountain Dew : 5.8
Limca : 7% 7Up : 7.5%
Fanta : 8.3 Mirinda : 7.6
Thums up : 14.8%
 Objective of Case study
• To study the success factor of Coca-Cola’s ad campaign
• Coca-Cola did not kept their market limited to urban area only, they tried and succeeded to reach to the villages of India
through their campaign

Ad Campaign after reentering the Indian Market (Year wise)

• Coca-Cola exited the Indian market in 1977 due to foreign Exchange Act. And re entered in 1999.
Just before that Coca-Cola sponsored the Sharjah Tri-Nation Cricket Cup (Aka Coca-Cola Cup 1998)
Between India-Australia-New Zealand (won by India)

• More focus of this ad campaign was on all time India’s favorite game :Cricket
• Reason: To target large audience group and make them aware of Coca-Cola brand, Just before to re enter in India
 Campaign 2:  Jo Chaaho Ho Jaaye, Coca Cola Enjoy
• Launched in 1999-2003
• Targeted youth between 18-30
• Indians are very big fans of Bollywood hence included superstars like Amir Khan,Ritik Roshan, Aishwarya Rai

Campaign 3: Thanda Matlab Coca Cola

• Most successful campaign till date.
• Launched in 2003.
• Featured famous film stars and cricketer’s like Amir Khan, Sachin Tendulkar etc.
• The tagline invented by Prasoon Joshi.
• Focused also the rural area.
 Campaign 4 — Sabka Thanda Ek
• Launched in 2007, Continuation of “Thanda matlab Coca-Cola”
• Campaign was designed to make Coca-Cola as universal drink
• Thanda Matlab Coca Cola” & “Sabka Thanda Ek” campaign, the approach of linking togetherness, celebration & happiness
through cricket with Coke is another great boost for enlarging brand’s universal appeal.
Campaign 5: Open Happiness
• Launched in 2009 globally by Coca-Cola in all 200 countries.
• First ever Song based advertisement with complete song of 3 minutes (For Limca product)
• Included famous cricketers and film stars like Sachin Tendulkar, Gautam Gambhir, Aamir Khan.
• campaign is centred around Brand Coca-Cola’s offering as a stimulator for Happiness in all of us by celebrating spontaneous
moments of Happiness around us
• The Cricket Ki Khushi ad film is all about celebrating the pure happiness we derive from the game of Cricket.
 Open happiness campaign
• Started in 2009 with famous

• Coca-Cola target Cricketer and film stars to reach large

number of target audience.

• Carried Ad campaign not only on televisions but also in

National and International games.

• Used Hoardings/Moving van to campaign

• Emphasis was not only on Ads but also on attractive

packaging styles. Eg. Coca-Cola fridge pack.

• Started in April 2008 (Summer season) and crossed 5

million saling milestone in 3 months.
Coca-Cola India Production and sales report.

Production output since 1993 Revenue generated since 2007

 Coca-Cola Strengths
• Global Presence
• Brand awareness
• Logo
• Strong marketing campaign
• Strong distribution channel
• A Parivartan program : Impacted 3 Lakh small grocery
retailers.
• Best packaging strategy
• Affordable price
• Not much national competitors
• Attractive Ad campaign
• Diversified campaign to different parts like :
TelevisionHordingNewspaperSports
• Catchy lines in the Ad to affect indian mentality.
Eg. “Thanda matlab Coca-Cola”
• Promotion on Telivision : Specially to connect youth
Eg. Coke Studio
Coca-Cola : Range of products in India and All over the world