CHAPTER-1

INTRODUCTION:
- ( Brand)

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A brand is a name, term, design, symbol, or other feature that distinguishes an
organization or product from its rivals in the eyes of the customer. Brands are used in
business, marketing, and advertising. Name brands are sometimes distinguished from
generic or store brands.

The practice of branding is thought to have begun with the ancient Egyptians who
were known to have engaged in livestock branding as early as 2,700 BC. Branding
was used to differentiate one person’s cattle from another's by means of a distinctive
symbol burned into the animal’s skin with a hot branding iron. If a person would steal
the animals, anyone could detect the symbol and deduce the actual owner. However,
the term has been extended to mean a strategic personality for a product or company,
so that ‘brand’ now suggests the values and promises that a consumer may perceive
and buy into. Over time, the practice of branding objects extended to a broader range
of packaging and goods offered for sale including oil, wine, cosmetics and fish sauce.

Branding is a set of marketing and communication methods that help to distinguish a

company or products from competitors, aiming to create a lasting impression in the
minds of customers. The key components that form a brand's toolbox include a
brand’s identity, brand communication (such as by logos and trademarks), brand
awareness, brand loyalty, and various branding (brand management) strategies. Many
companies believe that there is often little to differentiate between several types of
products in the 21st century, and therefore branding is one of a few remaining forms
of product differentiation.

Brand equity is the measurable totality of a brand's worth and is validated by

assessing the effectiveness of these branding components. As markets become
increasingly dynamic and fluctuating, brand equity is a marketing technique to
increase customer satisfaction and customer loyalty, with side effects like reduced
price sensitivity. A brand is in essence a promise to its customers of they can expect
from their products, as well as emotional benefits.When a customer is familiar with a
brand, or favours it incomparably to its competitors, this is when a corporation has
reached a high level of brand equity. Special accounting standards have been devised
to assess brand equity. In accounting, a brand defined as an intangible asset, is often
the most valuable asset on a corporation’s balance sheet. Brand owners manage their

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brands carefully to create shareholder value, and brand valuation is an important
management technique that ascribes a monetary value to a brand, and allows
marketing investment to be managed (e.g.: prioritized across a portfolio of brands) to
maximize shareholder value. Although only acquired brands appear on a company's
balance sheet, the notion of putting a value on a brand forces marketing leaders to be
focused on long term stewardship of the brand and managing for value.

The word ‘brand’ is often used as a metonym referring to the company that is strongly
identified with a brand. Marque or make are often used to denote a brand of motor
vehicle, which may be distinguished from a car model. A concept brand is a brand
that is associated with an abstract concept, like breast cancer awareness or
environmentalism, rather than a specific product, service, or business. A commodity
brand is a brand associated with a commodity.

Concepts:-

Effective branding can result in higher sales of not only one product, but of other
products associated with that brand.[citation needed] If a customer loves Pillsbury
biscuits and trusts the brand, he or she is more likely to try other products offered by
the company - such as chocolate-chip cookies, for example. Brand development, often
the task of a design team, takes time to produce.

Brand names and trademark

Coca-Cola is a brand name, while the distinctive Spencerian script and the contour
bottle are trademarked

A brand name is the part of a brand that can be spoken or written and identifies a
product, service or company and sets it apart from other comparable products within a
category. A brand name may include words, phrases, signs, symbols, designs, or any
combination of these elements. For consumers, a brand name is a "memory heuristic";
a convenient way to remember preferred product choices. A brand name is not to be
confused with a trademark which refers to the brand name or part of a brand that is
legally protected. For example, Coca-Cola not only protects the brand name, Coca-
Cola, but also protects the distinctive Spencerian script and the contoured shape of the
bottle.

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Corporate brand identity

Simply, the brand identity is a set of individual components, such as a name, a design,
a set of imagery, a slogan, a vision, etc. which set ;the brand aside from others. In
order for a company to exude a strong sense of brand identity, it must have an in-
depth understanding of its target market, competitors and the surrounding business
environment.Brand identity includes both the core identity and the extended identity.
The core identity reflects consistent long-term associations with the brand; whereas
the extended identity involves the intricate details of the brand that help generate a
constant motif.

According to Kotler et al. (2009), a brand's identity may deliver four levels of
meaning:

Attributes

Benefits

Palues

Personality

A brand's attributes are a set of labels with which the corporation wishes to be
associated. For example, a brand may showcase its primary attribute as environmental
friendliness. However, a brand's attributes alone are not enough to persuade a
customer into purchasing the product.These attributes must be communicated through
benefits, which are more emotional translations. If a brand's attribute is being
environmentally friendly, customers will receive the benefit of feeling that they are
helping the environment by associating with the brand. Aside from attributes and
benefits, a brand's identity may also involve branding to focus on representing its core
set of values. If a company is seen to symbolise specific values, it will, in turn, attract
customers who also believe in these values.[citation needed] For example, Nike's

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brand represents the value of a "just do it" attitude.[citation needed] Thus, this form of
brand identification attracts customers who also share this same value. Even more
extensive than its perceived values is a brand's personality.Quite literally, one can
easily describe a successful brand identity as if it were a person.This form of brand
identity has proven to be the most advantageous in maintaining long-lasting
relationships with consumers, as it gives them a sense of personal interaction with the
brand Collectively, all four forms of brand identification help to deliver a powerful
meaning behind what a corporation hopes to accomplish, and to explain why
customers should choose one brand over its competitors.

Brand personality

Brand personality refers to “the set of human personality traits that are both applicable
to and relevant for brands.” Marketers and consumer researchers often argue that
brands can be imbued with human-like characteristics which resonate with potential
consumers. Such personality traits can assist marketers to create unique, brands that
are differentiated from rival brands. Aaker conceptualised brand personality as
consisting of five broad dimensions, namely: sincerity, excitement, competence,
sophistication, and ruggedness. Subsequent research studies have suggested that
Aaker's dimensions of brand personality are relatively stable across different
industries, market segments and over time. Much of the literature on branding
suggests that consumers prefer brands with personalities that are congruent with their
own.

Marketers or product managers responsible for branding seek to develop or align the
expectations behind the brand experience, creating the impression that a brand
associated with a product or service has certain qualities or characteristics that make it
special or unique.[citation needed] A brand can therefore become one of the most
valuable elements in an advertising theme, as it demonstrates what the brand owner is
able to offer in the marketplace.[clarification needed] The art of creating and
maintaining a brand is called brand management. Orientation of an entire organization

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towards its brand is called brand orientation. Brand orientation develops in response
to market intelligence.[citation needed]

Consumers may look on branding as an aspect of products or services,[citation

needed] as it often serves to denote a certain attractive quality or characteristic (see
also brand promise). From the perspective of brand owners, branded products or
services can command higher prices. Where two products resemble each other, but
one of the products has no associated branding (such as a generic, store-branded
product), potential purchasers may often select the more expensive branded product
on the basis of the perceived quality of the brand or on the basis of the reputation of
the brand owner.

Brand awareness:-

Brand awareness involves a customers' ability to recall and/or recognize brands, logos
and branded advertising. Brands helps customers to understand which brands or
products belong to which product or service category. Brands assist customers to
understand the constellation of benefits offered by individual brands, and how a given
brand within a category is differentiated from competing brands, and thus the brand
helps customers understand which brand satisfies their needs. Thus, the brand offers
the customer a short-cut to understanding the different product or service offerings
that make up a category.

Brand awareness is a key step in the customer's purchase decision process, since some
kind of awareness is a precondition to purchasing. That is, customers will not consider
a brand if they are not aware of it. Brand awareness is a key component in
understanding the effectiveness both of a brand's identity and of its communication
methods. Successful brands are those that consistently generate a high level of brand
awareness, as this can often[quantify] be the pivotal factor in securing customer
transactions. Various forms of brand awareness can be identified. Each form reflects a
different stage in a customer's cognitive ability to address the brand in a given

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circumstance.Marketers typically identify two distinct types of brand awareness;
namely brand recall (also known as unaided recall or occasionally spontaneous recall)
and brand recognition (also known as aided brand recall). These types of awareness
operate in entirely different ways with important implications for marketing strategy
and advertising.

Most companies aim for "Top-of-Mind" which occurs when a brand pops into a
consumer's mind when asked to name brands in a product category. For example,
when someone is asked to name a type of facial tissue, the common answer,
"Kleenex", will represent a top-of-mind brand. Top-of-mind awareness is a special
case of brand recall.

Brand recall (also known as unaided brand awareness or spontaneous awareness)

refers to the brand or set of brands that a consumer can elicit from memory when
prompted with a product category

Brand recognition (also known as aided brand awareness) occurs when consumers see
or read a list of brands, and express familiarity with a particular brand only after they
hear or see it as a type of memory aide.

Strategic awareness occurs when a brand is not only top-of-mind to consumers, but
also has distinctive qualities which consumers perceive as making it better than other
brands in the particular market. The distinction(s) that set a product apart from the
competition is/are also known[by whom?] as the unique selling point or USP.

Brand recognition:-

Brand recognition is one of the initial phases of brand awareness and validates
whether or not a customer remembers being pre-exposed to the brand. Brand
recognition (also known as aided brand recall) refers to consumers' ability to correctly
differentiate a brand when they come into contact with it. This does not necessarily
require that the consumers identify or recall the brand name. When customers
experience brand recognition, they are triggered by either a visual or verbal cue. For
example, when looking to satisfy a category need such as toilet paper, the customer
would firstly be presented with multiple brands to choose from. Once the customer is

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visually or verbally faced with a brand, he/she may remember being introduced to the
brand before. When given some type of cue, consumers who are able to retrieve the
particular memory node that referred to the brand, they exhibit brand recognition.
Often, this form of brand awareness assists customers in choosing one brand over
another when faced with a low-involvement purchasing decision.

Brand recognition if often the mode of brand awareness that operates in retail
shopping environments. When presented with a product at the point-of-sale, or after
viewing its visual packaging, consumers are able to recognize the brand and may be
able to associated it with attributes or meanings acquired through exposure to
promotion or word-of-mouth referrals. In contrast to brand recall, where few
consumers are able to spontaneously recall brand names within a given category,
when prompted with a brand name, a larger number of consumers are typically able to
recognize it.

Brand recall:-

Unlike brand recognition, brand recall (also known as unaided brand recall or
spontaneous brand recall "requires that the consumers correctly retrieve the brand
from memory". Rather than being given a choice of multiple brands to satisfy a need,
consumers are faced with a need first, and then must recall a brand from their memory
to satisfy that need. This level of brand awareness is stronger than brand recognition,
as the brand must be firmly cemented in the consumer's memory to enable unassisted
remembrance.Thus, brand recall is a confirmation that previous branding touchpoints
have successfully fermented in the minds of its consumers.

Marketing-mix modeling can help marketing leaders optimize how they spend
marketing budgets to maximize the impact on brand awareness or on sales. Managing

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brands for value creation will often involve applying marketing-mix modeling
techniques in conjunction with brand valuation.

Features of the brand:-

1. Audience Knowledge

The best brands have a thorough understanding of the demographics of their target
market, what their interests are, and how they communicate. Unless it’s a mega chain
like Wal-Mart, most businesses have a specific target audience they’re pursuing.
Understanding the target market is critical because it provides direction for the tone
and reach of a marketing campaign, along with the overall identity of a brand, while
helping to create an organic, human connection between a business and its audience.

Trying to appeal to everyone (ie, ignoring the concept of a target market) can be
counterproductive, causing a company’s brand to become diluted. Finding the right
branding approach requires first understanding the target market.

2. Uniqueness

Establishing a brand identity requires something distinctive. For instance, Apple has
become known worldwide for their innovative products and minimalistic, aesthetic
appeal. When it comes to service companies, Domino’s Pizza used to guarantee that
their pizza would arrive in 30 minutes or it’d be free. In terms of a selling point,
TOMS shoes donates a free pair of shoes to a child in need for every pair of shoes that
are bought.

Creating an identity within a niche doesn’t demand a revolutionary idea. It simply

needs to have one special thing that separates it from the competition. In reality, it’s
possible to be “a one trick pony” as long as that trick is really good. Once a company
figures out what that is, it can concentrate on it and should gain recognition in time.

3. Passion

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While it’s certainly possible to build a brand in the short-term without passion, it’s
almost impossible to sustain it in the long run. When you examine massively
successful people like Steve Jobs, they all have a serious passion that keeps propelling
them to work hard and continually deliver greatness. That passion leads to enthusiasm
and genuine joy, which is infectious.

Consumers often become just as enthusiastic about a product or service, leading to

word of mouth advertising and referrals. Passion also helps businesses persevere
through inevitable setbacks.

4. Consistency

When consumers come back to a business for repeat sales, they usually expect to
receive the same level of quality as they did the first time. Restaurants and their food
and service quality are a great example of this.

No one wants to deal with a company they can’t rely on for consistency. With so
many industries being saturated with competitors, inconsistency is often enough of a
reason for consumers to take their business elsewhere.

That’s why it’s so important to adhere to a certain quality standard with a product or
service. An example of a brand who offers amazing consistency is McDonald’s. This
powerhouse of the fast food world provides patrons with a menu that’s consistent
across the world. Whether someone orders in Florida or China, they know that a Big
Mac is going to taste the same.

5. Competitiveness

Gaining an edge in today’s business world isn’t easy. For a brand to make a name for
itself, team members should thrive on competition and constantly strive to improve.
This is the main principle behind Seahawks Coach Pete Carroll’s book, Win Forever,
as well as the way he runs the team.

When it comes to the major players in any industry, none simply sit back and hope
that their consumers will do the work for them. Instead, they tend to be the movers
and shakers who work tirelessly toward building and optimizing their brand, going

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above and beyond consumer expectations. The end result tends to be a brand that is
continually on the cutting edge of its industry.

6. Exposure

Another big part of being recognized as a distinctive, successful brand is the ability to
reach consumers through multiple channels. Obviously, larger companies have an
advantage gaining exposure because they usually have a bigger marketing budget and
more existing connections. They can pay for television commercials, be featured in
globally-recognized magazines, and rank highly in search engine results pages.

However, the Internet and social media have narrowed the gap between small
companies and large ones. There are more tools than ever before which offer any
company a chance at establishing their brand.

7. Leadership

Just like any thriving community or sports team, there’s typically an influential leader
behind every successful brand. For large companies, this may be the CEO. For
smaller ones, it’s usually the owner.

To coordinate the efforts of team members and guide a strategic vision for a brand,
someone has to step up and steer the ship. The leader resolves complications and acts
as a liaison between different departments to keep everyone on the same page. They
are also expert motivators and know how to maximize the strengths of different team
members.

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 CHAPTER-2

PRPFILE OF THE
COPANY:- (Coca-
Cola)
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Coke is it -- it being the #1 nonalcoholic beverage company, as well as one of the
world's most recognizable brands. The Coca-Cola Company is home to 21 billion-
dollar-brands, including four of the top five soft drinks: Coca-Cola, Diet Coke, Fanta,
and Sprite. Other top brands include Minute Maid, Powerade, and vitaminwater. All
told, the company owns or licenses and markets more than 500 beverage brands,
mainly sparkling drinks but also waters, juice drinks, energy and sports drinks, and
ready-to-drink teas and coffees. With the world's largest beverage distribution system,
The Coca-Cola Company reaches thirsty consumers in more than 200 countries.

Operations

Coke manages seven main operating segments (most of them geographically-based),

including: Europe, the Middle East, and Africa; Latin America; North America; Asia
Pacific; Bottling Investments; and Corporate. The Bottling Investments operating
segment generates the majority of its revenue from the sale of finished beverages,
while the other geographic regions get most of their business from the manufacture
and sale of beverage concentrates and syrups. The company made 60% of its sales
from finished product operations during 2016, while the rest came from concentrate
operations.

The Bottling Investments division focuses on the beverage company's owned bottling
operations outside of North America. This segment helps to maximize the efficiency
of its production, distribution, and marketing efforts. They include a 28% stake in

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Mexico's bottler Coca-Cola FEMSA(now the largest independent Coke bottler), 23%
of European bottler Coca-Cola Hellenic Bottling, 18% each for CCEP and Monster,
and 29% of Coca-Cola Amatil, a bottler and distributor of Coke products in Australia,
New Zealand, and surrounding countries. Other major independent bottling partners
include Arca Continental, New Coca-Cola Enterprises, and wire Beverages.

Geographic Reach

The world's largest beverage company rang up almost 55% of its sales outside the US
during 2015, in some 200 countries worldwide across Eurasia, Africa, Europe, North
America, and the Pacific Region. Important international markets include Asia, Latin
America, and Europe, which made up more than 30% of 2015 revenues, combined.

Sales and Marketing

Not only is Coca-Cola one of the world's most recognizable and valuable brands, but
The Coca-Cola Company supports the largest beverage distribution system in the
world, made up of company-owned or controlled bottling and distribution operations,
as well as independently owned bottling partners, distributors, wholesalers, and
retailers. Beverages bearing trademarks owned by or licensed to them account for
more than 1.9 billion of the approximately 59 billion beverage servings of all types
consumed worldwide every day.

In 2016, more than 80% of the company's worldwide unit case volume was outside of
the US. The largest unit case volumes were in Mexico, China, Brazil, and Japan,
which made up more than 30% of worldwide total. Of these international unit case
volumes, nearly 75% held sparkling beverages while the rest held still beverages.

To keep its brand foremost in the mind of consumers, the company spent $4 billion on
advertising in 2016. The Coca-Cola Company advertises the products through print,
radio, television and other advertisements. Its recent promotional pushes have been
international in nature. The company has also been playing up its non-soda products.

Financial Performance

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The Coca-Cola Company's annuals sales and profits have been trending lower over
the past several years as traditional soft drink sales have fallen with changing
consumer tastes in developed markets.

The soft-drink maker's sales fell $41.8 billion during 2016 with sales falling in every
segment and region except for North America (where it sold more bottled water and
teas), mostly due to the unfavorable impact of foreign exchange rates. Unit case
volume shipments, however, increased in every territory in the low-single digits,
while Bottling Investment shipments rose with higher growth in China and India, and
in Germany to a lesser extent.

Despite sales declines in 2016, the company's net income was $6.5 billion. Coca-
Cola's operating cash levels dipped to $8.78 billion in 2016 after the company ended
fiscal 2015 with about $10.5 billion in cash from operations.

Strategy

The Coca-Cola Company continues to look to relatively undeveloped markets with a

growing middle class and money to spend on soft drinks and juices. To that end, it
announced it will invest $5 billion with its bottling partners in Africa through 2020,
raising its investment in the region to $17 billion from 2010 to 2020.

In a move that supported expanding its fruit-based drinks portfolio and investing in
Africa, The Coca-Cola Company has an ongoing partnership with alcoholic beverage
company SABMiller and South Africa's Gutsche Family Investments to create Coca-
Cola Beverages Africa, the continent's largest bottler.

The company has also teamed up with Keurig Green Mountain, entering into a 10-
year global strategic agreement to collaborate on the development and introduction of
The Coca-Cola Company global brand portfolio for use in Keurig Green Mountain's
Keurig Kold at-home beverage system. It purchased a 16% stake in Monster Beverage
Corporation in a long-term strategy to accelerate growth for both companies in the
fast-growing, global energy drink industry.

The popularity of soft drinks, especially in mature markets, has been on the decline
for the past decade as negative publicity about obesity and other health risks continues

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to threaten sales. As a result, The Coca-Cola Company and other top soft drink
makers are turning toward other parts of their noncarbonated product portfolio for
growth, such as fruit juices, sports and energy drinks, and bottled water and tea
beverages.

A part of the plan to rely less on the old way of doing business, and compensate for
falling sales amidst changing tastes, the company is selling many of its low-margin
bottling operations to concentrate on higher margin operations like selling
concentrates and syrups to bottlers.

Mergers and Acquisitions

In early 2017 The Coca-Cola Company acquired Unilever’s Ades soy-based beverage
maker for $575 million. The deal was another investment by The Coca-Cola
Company into an international brand in Latin America. The acquisition of AdeS
shows the company is working to providing increased choice of nutritious products to
its consumers.

Company Background

In 2013 Coca-Cola opened a new bottling plant in Myanmar as part of a planned $200
million investment during the next five years there which also includes adding more
than 22,000 jobs during that time period. Also that year, in growing its distribution
network, The Coca-Cola Company bought Sacramento Coca-Cola Bottling Company,
the sixth-largest independent Coca-Cola bottler in the nation that serves nine northern
California counties.

COMPETION OF THE ORGANIZATION :-

5 Top Coca cola competitors –

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Coca-cola is one of the most respected brands in the world and it has long warded off
the competition with the use of a strong distribution strategy and equally strong
marketing messages. Coca-cola has over a period of time used positive marketing to
the best of its advantage and has rarely been involved in negative marketing (which
Pepsi does frequently).

In this article, We will be considering Coca-cola as an individual drink and not

considering Coca-cola as a brand which has many sub-brands and products under it.
The ranking is mainly on the basis of brand valuation of the individual

Direct competitors – Other soft drinks and energy drinks

1) Pepsi

coca cola competitors 1

Without a doubt one of the strongest coca cola competitors is Pepsi. One of the
reasons these brands fight tooth and nail is because both of them are very strong in
their distribution and have excellent marketing and sales policies.

2) Red Bull

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coca cola competitors 2

Red Bull gives you wings, quite literally!! Red Bull is one of the strongest growing
energy drink/sports drink and is amongst the strongest direct coca cola competitors in
terms of brand valuation. The popularity of Red Bull is because of a wide adoption in
the pub culture where Red Bull can be mixed in various drinks. Its taste is stronger
and loved by Red Bull drinkers.

Red Bull is another brand which is known for its strong distribution channel. It was
one of the first entrants to popularize energy drinks to such a massive audience.

3) Diet Coke / Diet Pepsi

coca cola competitors 3

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The diet soft drink market is fast rising, especially with at least a 1000 videos and
blog articles bombarding people about the sugar content in traditional soft drinks such
as Coca-Cola and Pepsi. As a result, Diet Coke and Diet Pepsi both are being replaced
and being consumed instead of regular coke and Pepsi.

If we had to rank further, Diet coke will rank much higher then Diet Pepsi in terms of
market penetration and in terms of Brand valuation as well.

4) Fanta

coca cola competitors 4

Again a sub-brand of the Coca-Cola company and one of the most widely loved fruit-
flavored carbonated drink. If you want a break from cola’s which are black colored,
you would do well with the various tastes of Fanta.

Fanta is also known for a differentiated marketing message in each of the countries
which it operates in. But the target message is always towards “freshness”

5) Sprite

coca cola competitors 5

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Sprite originally started as a competitor to 7 up but it has ended up being a large
market share holder of soft drinks market and although it is from the house of Coca-
Cola, it is one of the strong coca cola competitors in the market. Sprite’s clear formula
has helped the brand amass an excellent fan following and it has captured the market
which previously belonged to Limca or 7 Up.

SWOT Analysis of coca cola :-

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 CHAPTER-3

RESEARCH
METHODOLOGY:
-

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Research is a scientific and systematic search for processing information on a specific
topic. It is also said to be the pursuit of truth with the help of study. observation,
comparison and experiment practically. Research methodology is away to
systematically solve the research problem.

Objectives of study:-

 To provide suggestion for the betterment.

 Who owns and to be work.

 To know the customers behavior.

 To study of different strategies of MNC’s

 To know which is the best for soft drinks.

 To differentiate a firms product.

 To gain how to strategies are creates.

 Identifies need and wants of consumers.

 Determine determines demand of product.

 Identifies new customers.

Title of the study:-

Application os various branding techniques of MNC’s

Type of research;-

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Data analysis:-

Samplanind plan;

Sample size=10 employees

Sample area= kaladera,chomu

Data collection :

1) Primary data through questionnaire and personal interaction.

2) Secondary data through internet

Limitation of the study:

 Lack of the time and coat value

 Very large area of the study , not possible to reach each and every customer.
 Lack of quality and quantity.
 Data can be general and vague and may not really help companies with
decision making.
 The information and data may not be accurate . the sources of the data must
always be checked.
 The data may be old and out of the date.
 The sample used to generate the secondary data may be small.
 The company publishing the data may not be reputed.
 Identifies weakness and business skills.

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Questionnaire:

1) How to often do you visit for soft drinks and beverages?

Every day
Weekends
Once in the month

every day
weekends
once in the mont

2) Which is the following beverages chain do you visit the most ?

Coca cola
Pepsi
Red bull
Fanta
Sprite

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 coca cola
pepsi
redbull
fanta
sprite

3) You satisfied with the services provided by coca cola?

Yes
No
Sometimes

yes
no
sometimes

4) What time of the day you refer to drink beverages?

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 Morning
Noon
Evening
Night

morning
noon
evening
night

5) Who is the target audience?

Youth
Middle age
Old age

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 youth
middle age
old age

CHAPTER -
4Analysis and
presentation:

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( branding techniques of 5 competitor)

1) Coca cola:

1. It started with a unique, market-tested formula.

After serving as a Confederate colonel in the Civil War, John Pemberton wanted to
develop a version of the coca wines (basically cola with alcohol and cocaine) that
were in vogue at the time. In 1886, Atlanta passed prohibition laws that forced
beverage manufacturers to produce non-alcoholic versions of their drinks.

Pemberton sent his nephew Lewis Newman with samples of his formulas to a local
pharmacy where people congregated to drink these early versions of sodas. Newman
relayed feedback to his uncle about the various concoctions, and by the end of the
year Pemberton had a recipe that was unique and tailored to customers' tastes. The
original recipe is still locked in a vault in Atlanta.

2. Its logo uses a timeless font.

Pemberton's bookkeeper, Frank Mason Robinson, decided that Coca-Cola's logo

should be written in the Spencerian script, which accountants used, because it would
differentiate it from its competitors. The company standardized the logo in 1923 and,
like the recipe, decided that while packaging could adjust to the times, the core logo
was to be untouched.

It's resulted in a logo that has had more than 100 years to become imprinted in the
minds of people around the world.

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3. It was distributed in a proprietary bottle.

After the Georgia businessman Asa Griggs Candler became the majority shareholder
of Coca-Cola in 1888, he set his sights on making Coke the nation's most popular cola
through marketing and partnerships with regional bottlers.

By 1915, Candler was losing market share to hundreds of competitors. He launched a

national contest for a new bottle design that would signal to consumers that Coke was
a premium product that couldn't be confused with some other brown cola in an
identical clear glass bottle.

The new bottle had to be able to be mass produced using existing equipment yet also
be distinct.

4. It held retailers responsible for maintaining its high standard.

Ernest Woodruff's Trust Company of Georgia bought Coca-Cola from Candler in

1919. Woodruff was focused on maintaining a standard of excellence as the company
scaled.

The Coke team decided that its drink should be served at 36 degrees Fahrenheit, and
would send salesmen to new retailers to tell them the product should never be served
above 40 degrees.

5. It kept its consumer price fixed for 70 years.

6. It guided word-of-mouth advertising and developed a voice.

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It became apparent after Candler took over early in the company's life that Coke was
as much a drink as it was a consumable brand, an idea consumers could feel good
about identifying with.

Candler started a mass coupon initiative that resulted in 10% of all products from
1887 to 1920 to be given away in order to build brand awareness. He also provided
retailers with Coca-Cola swag like posters and festoons for decorations and calendars
and clocks for customers. According to Butler, Coke was a pioneer in affixing a brand
to items unrelated to the product.

7. It adopted a franchise model.

"Amid the soda wars that broke out in the 1880s, Candler's most significant business
decision had nothing to do with branding," Butler writes.

In 1899, two Tennessee lawyers, Benjamin F. Thomas and Joseph B. Whitehead,

approached Candler and asked if he would let them bottle Coke. The drink was sold
as a syrup that retailers would mix with soda water, but it wasn't typical to drink cola
on the go or bring it into the home. Candler decided to hand over the bottling rights
for just a dollar, which he never collected, because he was content with maintaining
the rights to the syrup.

PEPSI:
Success of Pepsi branding strategy

Customer Desired Benefits : Pepsi has been successful in capturing the

Youth Spirit.It has also ventured out to different customer segments with
different offering for e.g. Diet Pepsi was introduced to cater to the health

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conscious people. Pepsi’s entire Product Portfolio caters to the different
customer segments.
Relevance : It’s considered to be a new generation drink, the drink has
managed to grab the imagination of Teens and young Adults alike. Pepsi
through the combination of innovative ideas (like Pepsi Blue even though a
failure), effective communication and aggressive advertising has been able to
stay relevant to its customers.
Pricing : based on consumer’s perception of Value and on the market. Pepsi
isn't on a price war with coke in order to keep its brand equity.
Brand positioning : The brand positioning is based on its sweet sugary taste
suited for its young consumers. Thus it was able to create a Point of difference
from Coca cola.
Consistency : Pepsi has maintained continuity in its brand image and has been
consistent in its brand promise of refreshing drink for Youth. It has always
depicted a defying attitude and continued to challenge the market leader. Its
campaign have been about making a mark and proving its real benefit among
young people & cool people.
Brand Portfolio and hierarchy : All Pepsi brands cater to different market
segments and rarely cannibalize each others sales. It also gives Pepsico
optimum market coverage as its products are diversified.

Repertoire of marketing Activity : Pepsi’s Brand Elements are distinctive

and the awareness is very high. It has an extensive distribution network.
Promotional campaign have also been innovative in the usage of social media
like Facebook ore twitter .
Internal Branding : Pepsi’s give it brand manager the liberty to
experiment ideas to capture customers at the bottom of the pyramid. Pepsi
also has predefined set of rules that brand manager should follow which is
meant to develop a sense of ownership for the brand.
Sustainable and support marketing programs : Pepsi marketing team is
probably the most innovative when it come to determining go to market
strategy for its product. The company’s marketing expenditures are very high.

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Monitoring Sources of Brand Equity : Pepsi has a series of monitoring
programs like periodic brand audit, routine brand sales tracking, monitoring
brand performance, etc.
Pepsi branding strategy is very effective. Its brand value has been estimated to
$12,762 million.

DIET COKE:

FANTA:

1. Established Parent Company: Fanta is flagship Non-Cola brand of Coca-

Cola, the company has the competitive edge over its competitors when it
comes to Operations, Cost control, Brand portfolio, Channel marketing,
Collaborative customer relationship and penetration in the market.

2. Cost control- The diversified product portfolio of the brand, Outsourcing

operations & economies of scale helped in optimizing its operational cost and
increased profitability.

3. Strong Portfolio- The brand have more than 90 flavors worldwide while
the formula of particular variant varies across the different countries like the
Orange variant flavor differs in Canada/ American/ German or European
counterpart.

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4. Collaborative Customer Relationship- The Glo-cal strategy followed by
the brand Fanta helps in creating shared value through participative marketing
and Product
SPRITE:

Sprite was designed for the people who didn’t wanted to have a black coloured
drink. This was also designed to integrate the lemon flavour in the drink. This
was a huge success as this was easily differentiated from other drinks which
was available in the market because of the colour and taste. Sprite was
marketed as a drink which is meant for the refreshment. The packaging was
also done keeping the refreshment in mind. The green colour packaging was
done in order to have the view and idea of refreshment. The taste was such
that it picked up in the market as the people started them using in mocktails
and cocktails at a rapid rate. The rapid growth of Sprite saw a huge demand in
the market. The main aim was to compete with the 7up which was introduced
by Pepsi. But the marketing was done in such a way that the drink overcame
its competitors and made a huge mark in the market to establish itself as a
brand itself. There are a lot of variants of Sprite which was introduced, but the
main product sustained itself in the test of time. This covers the products in the
Sprite marketing mix.

Price:
Sprite is a competitive beverage considering so many players in the market.
Because of several players, the pricing strategy in the marketing mix of Sprite
is primarily competitive pricing. They are priced very competitively along
with the other carbonated soft drinks. They are making sure that they sustain
themselves in the market. Now a days we find that the company has entered
the competitive market in a very serious manner. They are making the
products priced with the other carbonated drinks. They are available at various
shapes of the bottle and they are priced accordingly. We find that they are
priced according to the quantity which is supplied. The main competition of

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sprite is the brand 7up. Thus they are pricing the product at the rate that they
can eat away the competitor, also they are targeting the other refreshment
drinks. Various size of the bottles are priced at various rates. The smaller
bottles are priced at a lower rate and the pet bottles are charged a bit. Then
comes the bigger bottles of 2lts which are priced the highest.

Place:
Sprite is available all over the world. The brand is famous and is eating away a
lot of market shares of the other soft drinks. They are supplying to over 200
countries all over the world. This is the leading lime flavoured drink in the
world. Sprite is a part of coco-cola and the distribution channel of coke is also
used for the distribution. This is a huge supplying chain. They make sure that
their products reaches all the kind of customers and they are readily available
all over the market. The distribution channel is through the usual channel of
the fmcg products. We find that the company has many areas from which it
can supply its products. The company supply its products through the normal
stores, retail stores, supermarkets, online also. The products are making it
count in the world market. With the advent of the online market, we find that
Sprite is available all over the world.

Promotion:
Sprite being a Coca Cola brand focuses heavily on advertising. The Sprite
marketing mix promotional strategy is using various media forms and
aggressively promoting the brand, especially to the youth. The company
believes in the promotion to a strong extent. They are mainly focused in the
promotion activity of the company. They are making sure that the company
reaches to almost all the people all over the world. They uses all the channels
like newspaper, radio, television, hoarding, net, etc. The company makes sure
that the product reaches to almost all the customers. Thus they make sure that
they have a brand which people can easily differentiate from the others. They
are very hard when it comes to making the promotion in the form of packaging
and the way they place their product. They always try to make the product

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appear as a refreshment drink, which is depicted by the kind of packaging
which is a green label. Hence, this concludes the Sprite marketing mix.

tailoring its extensive portfolio of products and packages to the local needs

CHAPTER-
5Conclusion and
result

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A brand is a name and a mark intended to identify the product of one seller or a group
of seller and differentiate the product from competing products.

Branding strategies is more than just the advertising of the product: it is finding what
is the best name or mark that people will remember most when they need to buy that
product . branding strategies start with choosing the brand name , advertising the
brand name, building the brand, finding the best brand-consumer relationship for the
product , and avoiding brand extinction.

I have studies and analysis about various branding techniques of MNC’s. and
different aspect of consumer behavior mix strategies after the study of branding
techniques of coca-cola, we found that this company is following the best branding
strategies of expansion so that they can increase their customers base and profit as
well.

Recommendation:

The recommendation for coca- cola are :

Maintain consistency in the taste and quality of product .

Include more promotion and advertising measure to maintain its brand recall and
increase its market share.

Improve the physical facility

Coca –cola should continue with positioning itself as an economical family beverages

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Scope for the further study:-

1. It would be very interesting to conduct another study within the same area of
research, with the incorporation of more industries and the more departments
,which will give more integrated result to the topic and better utility to the
consultants and management.
2. To determine what should be done to improve its products and services
3. To know the increasing role of customers and companies .
4. To know the branding techniques of beverage city.
5. To know about which method follow better strategy in the beverage city.
6. To know the perception of customers.
7. To observe the relation ship of the seller and customers.

References :

Websites :

en.wikipedia.org/wiki/Brand

www.coca-cola.com

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 www.coca-colacompany.com

www.businessinsider.com/strategies-coca-cola...brand-2015-6

 www.marketing91.com
 › Brand competition

spiderbook.com/cocacola-competitors.html

www.redbull.com/us-en

books:

Research methodology, Rita Jain

Research methods, Ram Ahuja