Professional Documents
Culture Documents
Company Introduction
Coca-Cola was founded in May 1886 by Dr.
2000
1993
1970
1920
s
1916
1899
1886
Evolution
Open happiness
Marketing Strategy
Marketing Mix
3
Product Line
Product: Quality
Brand Name
Logo
Packaging
Major Markets:
U.S.
Europe
Asia
Africa
Marketing Strategy
Marketing Mix
Price:
Modulation in Prices
Psychological Pricing
Penetration Method
PRICING PHILOSOPHY:
In 2013 both Coca Cola and Pepsi had a solid presence in
the beverage but also the image that goes with it,
therefore to have the price higher reiterates the fact
that the product is of a better quality than the rest and
that the consumer is not cheap. This is known as
value-based pricing and is used by many other
industries in attracting consumers.
Marketing Strategy
Marketing Mix
Place:
Promotional Mix
Promotion
Top line promotions:
Promotional activities intended towards mass consumers using
mass media.
TV Ads, design of banners and other mega event (like world cup
Promotion
coca cola
Coca Cola
Studio@MTV
embarks on
the third
season of its
musical
voyage
Tamil Actor
& Fanta
Brand
Ambassado
r Tamanna
Bhatia
'Meet and
Greet with
Kareena'
contest in
Chandigarh
Coca-Cola
India
launches the
2012 edition
of the Limca
Book of
Records
Quiz
Limca - do
pal taazgi
Brand Fanta
Zyada Fanta Zyada Fun tagline
Bollywood actress Asin currently endorses the brand
Projected as a fun youth brand and celebrities the energy of young
individuals
Ads are usually humorous and perky
Fanta has occupied a strong market place
Is identifed as the The Fun Catalyst.
Promotion in India
In order to add local flavour in its advertisements and
Advertising
As a part of pull strategy and also due to intense
on the basis of
based budgeting.
competitor
Mediums of Advertising
Print Media:
Coca cola is said to have a different print media
department.
Coca
Cola
advertisements all over
the world are creative
so as to appeal to the
mass
media.
Mediums of Advertising
Point of sale Materials:
Merchandising is essential to
communicate to the consumer
at the point of purchase.
Sales people and delivery
personnel both take the
additional responsibility of
merchandising.
If required special teams are
sent to specifcally
merchandise its products
Includes Posters and stickers
displayed in different areas
Coolers, freezers, Display
Racks
Mediums of Advertising
TV Commercials:
Regular TV Commercials on different channels
focuses on both rural as well as urban crowd
feature diffrent brand ambassdors from time to
time
Try to connect with the crowd
Examples
Mediums of Advertising
Outdoor Advertising:
hoardings
Many sites in different locations for their billboards
Billboards are usually found at cross roads,
buildings, shops
In India the Coca-cola can be seen painted on
walls, bus stands, dhabas etc focusing in rural
areas of India.
Direct Marketing
Uses direct marketing in many ways
It partners with various restaurants, movie
Direct Marketing
According to mobilemarketingmagazine.com,
Direct Marketing
Internet Marketing
Uses the internet to promote its products
Company has its own website - simple to navigate
Website allows customers to become interactive through
Internet Marketing
Coca-Cola
Happiness Machine around the
world
The Happiness Machine video, the result of a collaboration
between Coca-Cola and integrated interactive marketing
agency Defnition 6, features a Coca-Cola vending machine
transformed to deliver surprising doses of happiness to
unsuspecting college students.
In India Delhi; Thapar University, Patiala; DAV College
Chandigarh; colleges in Punjab
Interview with Creators
Goal:
To beef up its digital activation platform
Plan was to release seven different pieces of content, iPhone and
Coca-Cola
Happiness Machine around the
world
Coca-Colas vending
machines
Coca-Cola set up a 'hug machine' in Singapore-a vending machine with
red and white message announcing the consumer to 'hug' it, after
which the consumer would be given a free Coca Cola. The 'hug
machine' generated 112 million impressions within one day.
In Istanbul, it had installed a vending machine that gave away free
Coca Cola if people could prove they were indeed a couple.
Coca-Cola is spending heavily on social media globally, though the
spends are still small compared to what it spends on traditional mass
media.
"Brands can't work remotely anymore so it is important to listen and
engage to consumers," Wendy Clark, senior VP, integrated marketing
communications and capabilities, at Coca-Cola had told ET last month.
"We make consumers part of our marketing channel, sharing content
and engaging with them all the time," Clark had said, adding that the
company was looking at investing in innovative ways to connect on
social media.
Sales Promotion
Trade
Publicity
Publicity refers to non personal communications
Public Relations
Public relations is defned as the management function which
the society.
Has undertaken variety of community development
projects in rural & urban areas.
One such example is Project Unnati. With a seed
investment of $2 million, the project aims at training
farmers and has has established about 100 demo farms in
the pilot phase with plans to train 50,000 farmers over fve
years.
Coca Cola Indias Parvartan Program trains local Kirana
store owners in good business practices. Similarly in
another initiative, Coca cola has distributed Solar water
cooler ekocool to female retailers in Interior regions of
Uttar Pradesh.
Sponsorship
Coca-Cola India was the
an impactful
outdoor campaign in Delhi
NCR
45-day campaign rolled
out on September 10
Is complemented by CocaCola India also launching
its new visual identity
system (VIS) and logo for
the Games
Sponsorship
Associated with mega sporting events
Sponsorship
Sponsorships:
Personal Selling
Has
According to a Survey
Recall through images and
taglines
13.33%
Conclusion:
Coca Cola has a high brand recall
86.67%
According to a Survey
Recall amongst the aerated
drinks
Pepsi; 28%
Conclusion:
Coca Cola has a large bouquet of offering like Thums Up,
Sprite, Fanta, Maaza, Limca, etc which contribute to the
aggregate recall of Coca Cola
According to a Survey
Ideal celebrity to endorse Coca Cola
4%
7%
13%
6%
4%
6%
60%
Hrithik Roshan
Aamir Khan
John Abraham
Farhan Akhtar
Katrina Kaif
Mahendra Singh Dhoni
No Celebrity
Conclusion:
Aamir Khan scores far above other celebrities when it comes to
endorsing Coca Cola
Celebrity Endorsers
n
a
h
T
k
k
n
a
h
T u!
o
Y