PRESENTATION ON

EVENTS AND BTL ACTIVITIES DONE BY COCA COLA IN LAST 2 YEARS

By Vijayshree Gidde

Coca-cola has a truly remarkable heritage. From a humble beginning in 1886, it's now the flagship brand of the largest manufacturer, marketer and distributor of non alcoholic beverages in the world.

Products of Coco cola

Coca-Cola Diet Coke Thums Up Sprite Fanta Limca Maaza Maaza Milky Delite Minute Maid Pulpy Orange Minute Maid Nimbu Fresh Burn Kinley Water Kinley Soda
Atul Singh, President and CEO, Coca-Cola India

Marketing is defined as anything that creates consumer demand for their products. In addition to investments in bottling and distribution infrastructure, the Company also makes significant expenditures in support of their trademarks

Integrated marketing programs are used to create awareness and product appeal for their trademarks. These programs include activities such as advertising, point-of-sale merchandising and product sampling.

Business partnership : Coca-Cola company provides cold as well as as ready to drink beverages to all McDonalds restaurants across the globe

Activities :
Burn, Coca-Cola's premium energy drink, brought down DJ Sasha to India as part of a Three-city Burn DJ Sasha Tour. At a special unveiling ceremony in Delhi on 5th May 2010, DJ Sasha along with Ricardo Fort, VP Marketing, Coca-Cola India unveiled the Burn Mix CD' - a compilation of the originally composed electronic music tracks by music enthusiasts. DJ Sasha performed live at F Bar in New Delhi, Blue Frog in Mumbai and E Zone in Bangalore on May 5, May 6 and May 7 respectively. Fountainhead Events and Promotions, managed the entire tour.

As a part of the Burn-DJ Sasha tour, Burn Mix, an online consumer engagement initiative was rolled out to provide young musicians with an opportunity to showcase their creativity and talent. Contestants were required to log on to www.burnsashatour.com between April 19 to May 2, and upload an originally composed electronic music track in mp3 format. A press release from the company informed that over 10,000 youngsters from the DJ and music community were targeted through the Burn Mix' initiative.

9 to 9 Events and Promotions initiated its rain campaign called Fun Barse' for Vardhman Fantasy Park, owned by the Vardhman Group. This campaign started on June 1 and will go on until August 15- 2011. The objective of this event is to increase footfalls in the park. Coca-Cola India is the official beverage partner for the event. Currently, this park witnesses footfall of 5,000 people on weekdays and 15,000 people on weekends.

Coca Cola India has been arranging

Sprite Gully Cricket Championship' since last 5 years.

This initiative is a prelude to the IPL and is being sponsored by CCIPL and hosted by coca cola.

A call for participation is being executed through road shows, on-label, radio, print and outdoors after which, a lucky draw will be conducted to select teams for centre level matches.

Coca-Cola India, initiated the 'Brrr campaign' which was executed by placing igloos in malls across 18 cities in India, including Gurgaon, Mumbai, Lucknow, Chennai, Chandigarh and Ahmedabad. This is an ongoing campaign and has been planned and executed by Vivify Enterprises.

this campaign gave people an opportunity to experience the Brrr moment' themselves which was conceptualized by placing igloos across various malls. This campaign attracted more than 3000 people who were greeted with a coke before they entered. "

Fanta has launched the Fanta - Funmasters Hunt , an initiative which has organized across 60 cities in 13 states from February 15 to 20 in year2011 The idea behind the initiative is to infuse fun into life's serious moments'.
Apart from leveraging mass media, the integrated communication program is being supported by a range of initiatives including out-of-home (OOH) media, on-ground activities, radio spots and point of sale merchandising.

Sponsorship :

Coca-Cola India partners Delhi Tourism for 'Delhi Celebrates' Celebrating the spirit of the XIX Commonwealth Games 2010, CocaCola India announced its partnership with Delhi Tourism in jointly organizing one of the country's biggest ever cultural extravaganzas "Delhi Celebrates".

Procam International launched its fourteenth edition of the Cricket Cup partnering with Coca-Cola India.

Coca-Cola India felicitated 16 young footballers identified from amongst players at the Coca-Cola Mir Iqbal Hussain Trophy 2009. These individuals have been taken to South Africa to participate in the 'Coca-Cola International 2010 Football Camp' organized from June 15 to 20, 2010.
Coca Cola India and NDTV announce the 'Support my School' initiative in association with their NGO partners.

Coke Studio @ MTV has launched its 2nd season of a

revolutionary band show with a new lineup of eight music producers who reinvent the way music captures the soul of our nation.

Coca-Cola has supported the Olympic Games since 1928, making the longest continuous supporter of the Olympic Movement.

Coca-Cola has also supported the FIFA World-cup 2008

and 2010

Celebration:

Fountainhead Promotions & Events conceptualized, executed and managed the 125th anniversary celebration of Coca-Cola on May 8 at Nitesh Kunj Farms, Delhi-Gurgaon Highway. The commemorative event was attended by the employees of Coca-Cola India and Hindustan Coca-Cola Beverages, along with their families. The event witnessed the presence of more than 1,200 members of the Coca-Cola family.

Coca-Cola Tops Interbrands Global Brand Survey for 11th Consecutive Year (2010)

Opportunities for E-sense :

As e-sense is in developing stage , we do have lots of opportunities in in terms of integrated marketing. Coke does lots of sponsorship, we would ask them to join us for our annual property IRFW. They are very much engrossed in events ,BTL and ATL activities such as (out-ofhome (OOH) media, on-ground activities, radio spots and point of sale merchandising) for their newly launched products and to promote their brand as well , so here we can grab the opportunity.

THANK YOU !!!