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Report on Coca-
Cola
Advertisement Report on Coca
Cola
Submitted By:
Rishabh Singh
Abhay Singh
Chauhan
 Introduction
• Coca-Cola, or Coke, is a carbonated soft drink manufactured
by The Coca-Cola Company. Originally marketed as
a temperance drink and intended as a patent medicine, it was
invented in the late 19th century by John Stith Pemberton and
was bought out by businessman Asa Griggs Candler, whose
marketing tactics led Coca-Cola to its dominance of the world
soft-drink market throughout the 20th century. The drink's
name refers to two of its original ingredients: coca leaves,
and kola nuts (a source of caffeine). The current formula of
Coca-Cola remains a trade secret, although a variety of
reported recipes and experimental recreations have been
published.
 Company Profile
Name The Coca Cola Company

Industries served Beverages

Geographic areas served Worldwide

Headquarters Atlanta, Georgia, U.S.

Current CEO James Quincey

Revenue $ 35.41 billion (2017)

Profit $ 1.24 billion (2017)

Employees 61,800

Advertising Expense $ 3.95 Billion (2017)

 Mission
• To refresh the world...

• To inspire moments of optimism and

happiness...

• To create value and make a difference.

 Vision
• People: Be a great place to work where people are
inspired to be the best they can be.

• Portfolio: Bring to the world a portfolio of

quality beverage brands that anticipate and
satisfy people's desires and needs.

• Partners: Nurture a winning network of customers

and suppliers, together we create mutual,
enduring value.
 Vision Cntd.
• Planet: Be a responsible citizen that makes a
difference by helping build and support
sustainable communities.

• Profit: Maximize long-term return to shareowners

while being mindful of our overall responsibilities.

• Productivity: Be a highly effective, lean and fast-

moving organization.
 Values
• Focus on the Market
• Work Smart
• Act Like Owners
• Be the Brand
Worldwide Share
 Major Competitors
• Pepsico
• Mountain dew
• Dr Pepper Snapple
• Red Bull
• Nestle
• Parle
STP Of Coca-Cola
 Segmentation
• Coke’s commercials basically based
on young generations.
 Target Market
 Geographic
• Climate: Hot Climate

 Demographic
• Age: 18-35
• Income: Middle Level
• Gender: Male and Female
Positioning of
Coca-Cola
 Product
• Coca Cola has the big chain of Product line

Over 3,500 Products

 Price

• Earlier Coke used cost based pricing

• As competition started, now Coke has shifted
to
competitive pricing strategy
VS
 Place
• Target Market is Entire Planet
 Promotion
• Getting shelves at Eye Catching Position

• Print media

• Tv commercial

• Billboards and holdings etc

 Other Promotional activities
• Coca-Cola Concerts
 Coca Cola Marketing Strategy
Advertising
 Coca Cola advertising strategy is boldly experiential with
innovative design of posters and print and media advertising. The
company is announced that media advertising investments will
increase by $1 billion by 2016. According to “One Brand”
marketing campaign Coca Cola advertising via various channels
will feature all four different brands of Coca Cola.
 Viral marketing is accepted as an important element of the
advertising mix by the company and it is extensively applied to
promote specific marketing initiatives such as ‘Sharing a Can,
personalization of Cola cans and bottles by printing names, as
well as, “Sing For Me” campaign, an initiative that involved a
vending machine to dispose a free Coke if a customer sings a
short Christmas carol.
 Coca Cola Marketing Strategy
Sales Promotion
 Coca Cola applies sales promotion marketing in various
formats. Instances of sales promotion applied by the company
include but not limited to the offer of a free cooler bag if a
customer commits to a specific amount of a minimum
purchase, offer of a seasonal Christmas Caravan Pack that
comprises Coca Cola glass and other souvenirs, “Buy 2 for the
Price of 1” sales promotion during football seasons and
others. Moreover, many global restaurant chains such as
McDonald's, KFC and Subway around the globe offer Coca
Cola free of charge as a part of their own sales promotion
campaign…
Brand identity
 Chronology of Slogans
1990 - You Can't Beat the Real Thing
1993 - Always Coca-Cola
2000 - Coca-Cola. Enjoy
2001 - Life Tastes Good
2003 - Coca-Cola... Real
2005 - Make It Real
2006 - The Coke Side of Life
2009 - Open Happiness
 Coca-Cola First Print Ad

This Day in Georgia History

May 29, 1886
Coke First
Advertisement On TV
The first television ad created for The
Coca-Cola Company was produced in
conjunction with a television special
featuring Edgar Bergen and Charlie
McCarthy on Thanksgiving Day, 1950
TVC OF
Coca-Cola
STP Of Pepsi
 Segmentation
• Pepsi’s commercials basically based
on young generations.
 Target Market
• The primary target group of PepsiCo for its
Pepsi line of products are people in the age
group of 13-34. It also targets people that are
athletes and overweight (PepsiCo 2010).

 Demographic
• Income: Middle Level
• Gender: Male and Female
Positioning of
Pepsi
 Product
• PepsiCo Inc. has four main divisions that manufacture, market
and sell a variety of products including snacks and beverages.
These divisions are: (PepsiCo 2010)

• PepsiCo Americas Beverages (PAB) Frito-Lay North America (FLNA)

• Quaker Foods North America (QFNA) PepsiCo International (PI)
 Place
• Pepsi-Cola is available at almost everywhere.
Pepsi has exclusive resale rights with fast food
chains such as Pizza Hut, KFC and Taco Bell. It
also exclusively sells its products at many
supermarkets and malls. Pepsi’s products are
also available at the leading departmental
stores, gas stations and retailers.
 Price
• Price is based on competition.

• Offer various size and packaging at different

prices.

• Recyclable Bottles.
 Promotion
• Advertising through various campaigns and
celebrity endorsement.
• Use direct marketing.
• Digital marketing.
Pepsi
First
Print
Ad in
1950’s
First TVC Of
Pepsi
TVC Of
Pepsi
STP Of
Mountain dew
 Segmentation
• Aerated beverages and softdrinks
 Target Market
• Mountain Dew main target market is youth
and teenagers. Within this group they focus
on segments which like adventures’ sports
• Age: 16-25
• Mountain Dew over the years has formed a
brand image for itself. This image is associated
with challenging and daring sports. It uses this
image to appeal to youth and teenagers.
 Positioning
• Mountain Dew has positioned in the market
through advertisement so well that none of
the other competitors did.
• In advertisements they always focused on
adventure , sporty, risk taking to position the
drink.
• The Actors who endorsed are action heroes of
respective industry and athletes.
 Product
• The basic strategy of Pepsi co. for Mountain Dew is
continuous improvement and customization.
Mountain dew is improved as a result of extensive
R&D and is customized as per market or customers
expectation.
• They even customize the product keeping in mind
the region in which they are selling the product .For
example, in Canada sucrose is used as sweetener in
mountain dew where in US fructose corn syrup is
used as sweetener.
 Packaging
• Mountain Dew is packed in nice green, easy to carry bottles.
Packaging is so important for this brand that the company
brings limited edition designer bottles which are very popular.
• The bottles come in various sizes like 500mL, 1Litre, 1.25L, 2L
bottles etc so that it can fit in various budget sizes. The
labelling on the bottles mentions about its ingredients,
Mountain Dew logo and other statutory details.
 Price
• Most prices of Mountain Dew are decided on the basis of the
competition in the market (Competitive Pricing)

• Mountain Dew has intense competition with Coca Cola so its

pricing can’t exceed too much nor decrease too much as
compared to the price of Coca Cola

• Price Discrimination

• Promotional pricing
 Promotion
• Mountain Dew is an important product for Pepsi Co. They spend a
lot of money on its promotion. Its promotion strategy is driven by
the image of the product.

• It is strongly associated with adventure and adrenaline pumping

sports. Its brand ambassadors are people from various daring sports
such as racing car drivers, skaters, mountain bikers.

 Advertisements
• Broadcast Media: There are many ads shown on television that
contain extreme stunts and fearless actions. These are typically
created to focus on the target market of young adventurers. The
key advantage of this medium is to reach wider customer base
easily.
First Print
Advertise-
ment of
Mountain
Dew
First TVC Of
Mountain Dew
TVC Of
Mountain Dew
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