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BRAND AUDIT REPORT 2012




Submitted To: Sir Goher Raza
Submitted by:Sagar Paryani and
Sarah khan Chandio
Dated: 15-12-2012
By BBA-7

                                  1
TABLE OF CONTENTS
                                                                                                                          PAGE #

   TABLE OF CONTENTS.................................................................................................... 2

CHAPTER 1 BRAND INVENTORY

1.1 INTRODUCTION ........................................................................................................... ...3

1.2 BRAND ELEMENTS ......................................................................................................... 4

1.3 MARKET SEGMENTATION...........................................................................................5

1.4 SUPPORTED MARKET PROGRAMS..........................................................................5-6

1.5 POPS AND PODS............................................................................................................... ..7

1.6 BRAND MANTRA......................................................................................................... …..7

1.7 BRAND PORTFOLIO..........................................................................................................7

1.8: Organizational culture and people development.................................................... 8

CHAPTER 2 BRAND EXPLORATORY

 2.1: Brand Attributes.............................................................................................................9

2.2   Coke Brand Knowledge............................................................................................10

2.3:Brand Association ..................................................................................................... 11

2.4: PROMISE OF COKE........................................................................................... 12

2.5:Pricing............................................................................................................................. 12

2.6:PROMOTION STRATEGIES............................................................................ 12

2.7: Coca-Cola social CRM strategy:..................................................................... 13

2.8: Competitor Analysis................................................................................................. 13

2.9: CBBE PYRAMID:................................................................................................ ......... 14

2.10:Recommendation: ................................................................................................... 15




                                                                                                                                              2
The objective of Coca Cola brand audit is to   week and topics related to the brand
relate the theoretical approaches with         management course only. The online
practical life example and mainly to come to   research approach is used to gather
know about the inventory and exploratory       information about the brand to do audit
expects of Coca Cola brand. The scope is       through different websites.
limited to the 3000 words, time limit of one
1.1: Introduction
Coca-Cola is a carbonated soft drink sold in   Diet Coke, with others including Caffeine-
stores, restaurants and vending machines       Free Coca-Cola, Diet Coke Caffeine-Free,
globally. The Coca-Cola Company claims         Coca-Cola Cherry, Coca-Cola Zero, Coca-
that the beverage is sold in more than 200     Cola Vanilla, and special editions with
countries. It is produced by The Coca-Cola
Company in Atlanta, Georgia, and is often
referred to simply as Coke or (in European
and American countries) as cola, pop, or in
some parts of the U.S., soda. Originally
intended as a patent medicine when it was
invented in the late 19th century by John
Pemberton, Coca-Cola was bought out by
businessman As a Griggs Candler, whose
marketing tactics led Coke to its dominance
of the world soft-drink market throughout
                                               lemon, lime or coffee.
the 20th century. The company produces
concentrate, which is then sold to licensed    Coca-Cola is the world's most recognized
Coca-Cola bottlers throughout the world.       brand and now anchors a portfolio of more
The Coca-Cola Company has, on occasion,        than 500 brands and more than 3,500
                                               beverages. Coca-Cola is the most popular
                                               and biggest-selling soft drink in history, as
                                               well as one of the best known products in
                                               the world.It was created in Atlanta, Georgia,
                                               by Dr. John S. Penberton. Coca-Cola was
                                               first offered as a fountain beverage by
                                               mixing Coca-Cola syrup with carbonated
                                               water. Even though Coca-Cola may have
                                               started in the United States, its popularity is
                                               universal. Today, you can find Coke in
                                               every part of the world.1.6 billion servings
introduced other cola drinks under the Coke    per day. In 2009, 9.8 billion cases of their
brand name. The most common of these is        flagship brand were sold worldwide.

                                                                                            3
purpose to do so is to keep their customers
                                                   involve with brand. Its distribution
1.2: Brand elements                                channels
Coca cola`s Brand elements played a vital          DISTRIBUTION CHANNELS:
role behind enhancing its brand awareness.
Coca cola is the top brand. Coca Cola`s            Coca Cola Company makes two types of selling
brand name is most recognized among
                                                           Direct selling
customers which was proved by the research                 Indirect selling
done     in     last    July    reported     on
http://www.interbrand.com/en/best-global-          Direct Selling
brands/2012/Coca-Cola , according to that
                                                   In direct selling they supply their products in
the most recognized brand about 90% was            shops by using their own transports. In this type
coca cola. The survey was taken from USA,          of selling company have more profit margin.
Canada, UK, France, Germany and
Australia. Red text Coca cola written logo
is very famous and most recognized in word
due to its strong brand awareness and global
viewership because of sponsoring Olympics.
There have been some variations in logo
mostly just in the change of front style. It
has been using slogans since1986 till today.
They have been using many slogans with the
passing of times and differently in different      Indirect Selling
countries such as America Australia/New
Zealand Spain India Indonesia Japan                They deal with many whole sellers and agencies
Pakistan, Philippines, Poland, Russia shown        to cover all areas globally. To assure their
in appendix. Where as its packaging has            customers for availability of coca cola products,
                                                   as their products are sold in 200 countries with
also helped in increasing its brand awareness
                                                   the consumption of 1.8 billon coke products per
due to its being convenient to shelf keeping
                                                   day.
and placing in freezers etc. Its availability in
different sizes has increased its ease to          Facilitating the product by infrastructure
access and availability’s much it seen as
                                                   For providing
much it increases its awareness. Coca cola
                                                   their product in
has      been        heavily     implementing      good      manner
digitalization keeping in view the need of         company       has
customers and today’s word trends by being         provided
available on social networking websites and        infrastructure
by having their own official websites. The         these includes:


                                                                                                  4
•Vizi cooler                                             •Display racks

•Freezers                                                •Free empty bottles and shells for bottles

1.3: Marketing segmentation
There are four broad ways which Coca Cola can segment its market:

    1. -Mass marketing
    2. -Differentiated marketing
    3. -Niche marketing

The most apparent method used by Coca Cola is with no doubt the differentiated marketing method as
Coke satisfies a range of different markets. Diet coke satisfies the weight consciousness, weather regular
coke, sprite, fanta the average human, coffee, iced tea etc. Each group of beverages satisfies a particular
group of people



1.4: Support marketing Programs:




                                                                                                         5
6
1.5: Points-of-difference:                              Points-of-parity
        Distinctive taste profile                           Contemporary, up-to-date
        Optimistic view of life                             Refreshing flavor
        Classic, iconic symbolism &                         Beverages category
        imagery.
        Emotional bond with customer

1.6: Brand mantra
Brand Name                                      Emotional               Descriptive    Functional
                                                Modifier                 Modifier       Benefit



                                                  Fun                   Family and     Beverages
                                                                          friends




1.7: Brand Portfolio:


                                                              carbonated drinks


                                 soft drinks                diet carbonated drinks


                                                               frozen beverages


                                                                    fruit juices

                                   juices
                                                               fruit smoothies
coca cola
                                                                 fruit tea


                                                                   coffe
                                Tea/ Coffee

                                                                 coffe drink


                                                               menral water

                                   water
                                                            enhanced water


                                                              sports drinks


                                                            energy drinks
                                 other drinks                                                   7
                                                               mixers
1.8: Organizational culture and people               skills and abilities that enable employees to
                                                     successfully achieve their annual objectives. In
development
                                                     their company performance is monitored and
They attract and retain best employees who will      measured through seven key achievement areas.
responsibly and successfully complete their          These are management, business/financial,
tasks, while encouraging and developing their        people development, leadership, relationship,
innovative and creative approach towards             growth and innovations and corporate and social
business. They do this by motivating and             responsibility.
rewarding them. The key for development of a
quality motivation and rewarding system is to        Trainings
understand their employees' needs. In Coca-Cola
                                                     Following the performance appraisals and
HBC Hrvatska, they regularly conduct
                                                     defined development needs of the employees,
quantitative and qualitative research on
                                                     the Training and Development department
employee satisfaction. Based on the results, they
                                                     organizes relevant training and development
develop action plans for further improvements
                                                     programs. With approximately forty trainers,
of their motivation and rewarding system. They
                                                     their major focus is on internal trainings. A part
further adjust their system to current trends in
                                                     of those programs is delivered in their company,
the economy, the industry branch, our
                                                     while some are organized within their Group,
company's strategic plan, their department goals,
                                                     outside Croatia. They also train and develop
and goals of individuals. They differentiate
                                                     their employees through external programs, in
financial and non-financial incentives. Their
                                                     cooperation with national and international
financial incentives include rewards for
                                                     companies that have proven high quality in their
innovative solutions, rewards for employees of
                                                     services.
the quarter based on their achievements, annual
and quarterly incentives for the realization of      Employment
goals. Amongst Coca-Cola's very powerful non-
financial motivational incentives there are          The selection of employees (the so-called
personal development, the chance to achieve full     selection process) in Coca-Cola HBC Hrvatska
potential, and the chance to be promoted. They       d.o.o. consists of two basic parts:
are very proud of encouraging internal
promotions,        education,       recognitions,    Psychological testing: Psychological tests are a
achievements, challenges and responsibility,         verified, objective and reliable measuring
while also providing additional benefits for their   instrument that foresees the most probable
employees.                                           behaviors of a person in future business related
                                                     situations. The aim of this kind of tests is to get
Performance Management                               an objective insight into the character traits of a
                                                     candidate that are important for successful
Coca-Cola HBC Hrvatska d.o.o. focuses on             completion of tasks at their future work place.
achieving results. Therefore it is important that    Special preparations are not required for the
their employees know exactly and clearly what        testing; it is just important that they arrive
is expected from them. Expectations of               relaxed and rested.
employees are clearly defined through
performance standards, and required knowledge,

                                                                                                      8
Selection interview: If they meet all                      Values
requirements for the vacant position, after the
psychological testing, a selection interview will          Leadership : The courage to shape a
follow. They might be invited to more than one             better future
interview, depending on the position they are              Collaboration : Leverage collective
hiring for. The aim of the selection interview is          genius
mutual introduction of the candidate and the               Integrity : Be real
employer, whereby the employer assesses the                Accountability : If it is to be, it's up to
candidates' motivation, their competences and              me
possible contributions to the company.                     Passion : Committed in heart and mind
Therefore, be open and self-confident; show that           Diversity : As inclusive as our brands
you are aware of your advantages and fields for            Quality : What we do, we do well
improvement, while expressing your level of
motivation for the job.




Chapter 2




2.1: Brand Attributes
Core Attributes
     Great Tasting                                  Extended Attributes
     Very Refreshing
                                                        Has an Unforgettable Taste
     Thirst Quenching
                                                        Revitalizes
     High Quality(ingredients and production
     process)                                           Enjoyment
     Worth What it Costs                                Good to Drink With Family and Friends
     Goes Well With Meals and Snacks                    Is Recognized as the Best Soft Drink




                                                                                                    9
2.2:
                                   Coke Brand Knowledge




       Brand Awareness                                               Brand Image

Most Recognized Brand                                fun, unique flavor, emotional bound,

July survey results: 90% brand awareness             evolving, innovation, digital,

(UK, US, Canada, France, Germany, Australia)         flexible, adapting local markets and
                                                     areas without diminishing its legacy

Facebook likes      55,738,549                        refreshment, freedom, chill out,

Twitter followers      54,406                        youth, unities generation and global

Google plus Items      135                           joining, family life experience, sense

likedin.com            138,109.                      of community.

YouTube views          1,913,995

Flicker photos         24,919




                                                                                              10
2.3:Brand Association



Fun                              family          emotional bond                  global joining


                  Innovation                                                unique flavor



Flexible                                                                         Adoptable




  Freedom                                                                 Sharing Happiness



 Unities Generations



                  Coke culture                                                      Refreshment

                                    Music




                         Olympics                style statement            youth      Top Brand



           Celebration                    Gathering                moms




                                                                                                  11
2.4: PROMISE OF COKE

The basic positioning of their business is simple, solid and timeless. “When we bring refreshment, value,
joy and fun to our stakeholders, then we successfully nurture and protect our brands, particularly Coca-
Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the
owners of our business”.




2.5:Pricing

Different Price in Different Seasons Sometimes Coca Cola Company changes their product prices
according to the season. Summer is supposed to be a good season for beverage industry in world, so in
winter they reduce their prices to maintain their sales and profit. But normally they reduce the prices of
their pet bottles or 1 litter glass bottle.




                                                          sports events and other extra curriculum
2.6: PROMOTION STRATEGIES
                                                          activities for getting market share.
Getting shelves
                                                          UTC Scheme
They gets or purchase shelves in big
                                                          UTC mean under the crown scheme, coca cola
departmental stores and display their products in
                                                          often do this type of scheme and they offer very
that shelves in that style which show their
                                                          handy prizes in it. Like once they offer bicycles,
product more clear and more attractive for the
                                                          caps, tv sets, t-shirts, watches, cash prizes etc.
consumers.
                                                          This scheme is very much popular among
Eye Catching Position                                     children.

Salesman of the coca cola company positions               Trade Promotion
their freezers and their products in eye- catching
                                                          Coca cola company do agreements with a shop
positions. Normally they keep their freezers near
                                                          keepers and stores to exclusive sale in those
the entrance of the stores.
                                                          stores. Those stores are called as KEY accounts
Sale Promotion                                            in their local language. Coke also invest heavy
                                                          budget on these stores and offers them free
Company also do sponsorships with different               samples and free bottles and some time cash
college and school’s cafes and sponsors their             incentives.




                                                                                                          12
2.7: Coca-Cola social CRM strategy:

            Coca-Cola Loves Its Fans In order to                   2. That they can be informed via the social
            maintain relation with their customer, coca               network tools provided of the existence
            cola offers coke solution on their website to             of their group - in addition to their own
            appeal to the retailers that sell coke                    normal communications channels.
            products. There are link such as better                3. That they will find what actually they
            beverage marketing, crew programs and                     are providing to be enough interest to
                                                                      make their community a regular stop
            innovation and insight. Coca cola has not
                                                                      when they are logged in to their social
            lost touch with customer, because they
                                                                      networks accounts.
            have been able to change with the time
                                                                   4. That the customers will opt in to being
            after evaluating feedback and listening to
                                                                      updated about the continuing activities
            their customer. Coke knows that people                    of their community.
            and trends change and they should be able              5. That they have no objection to
            to adjust to future demands.                              Facebook & other social networks
                                                                      owning the knowledge of their
            On the simplest level, by creating a
                                                                      activities in their group as an asset and
            Facebook & other social networks group for
                                                                      as part of their Facebook & other social
            their organization, they are banking on a
                                                                      networks        "customer record" also
            number of things:
                                                                      known as their profile.
              1. Their customers actually use Facebook
                 & other social networks.




            2.8: Competitor Analysis



                    COCA COLA                                  PEPSI
Brand value          77839$m                                                   16594$m
Brand Ranking       #1                                         #22
Brand Portfolio     Soft drinks, juices, water, coffee, tea,   Soft drinks, cereals, sports energy drinks,
                    Mixers, energy drinks, sports drinks,      snacks
                    smoothies.
Brand image         Youth, music, sports, high energy,         Fun, family, gathering, happiness, sense
                                                               of community, global joining
Years in market     1886 (126)                                 1898 (114)
logo                text                                       Universe reflecting


                                                                                                             13
2.9: CBBE PYRAMID:




                      Customer -Based Brand Equity Model.




                                                                  Resonance
                                                                loyal customers,
                                                             sense of community,
                                                         active customer involvement




                                                     Judgments             Feelings
Customer acceptance




                                             most recognized brand,        fun, happiness,
                                             top brand, unique flavor      sharing, unity,
                                             fun, innovative               celebration, family and friends
                                                                           gatherings, social approval,
                                                                           style Statement, warmth,
                                                                           refreshment

                                            Performance                            Imagery
                             Energizer (caffeine, juices) ,                energetic, sharing happiness, fun,
                             healthy (water, juice), stylish, flavor,      celebration, unities generation and global
                             refreshing                                    joining(coke lovers), sense of community, ,
                                                                           Family orientation, youth, moms, cool

                                                                Salience
                             Beverages, most recognized brand, energy, flavor, sense of community, happiness

                      The customer based brand equity of coca cola reflects the performance of coca cola and the
                      performance of all the brand elements, marketing campaigns, CRM strategies even every
                      strategy and actions of company`s effect in building brand equity. The pyramid reflects that coca
                      cola has resonate nearly everywhere as its brand promise of fun, refreshment and freedom. It has
                      successfully maintained its brand awareness since 1986 with the help of all above mentioned
                      strategies at the stage of salience in its beverage category. Its performance and strong unique
                      favorable associations have helped the brand to have strong image and customers judgments and
                      feelings towards it. Therefore it is enjoying the loyalty of large market share and the position at
                      top in market. It reinforces its deep customer connection with brand.


                                                                                                                       14
2.10: Recommendation:

Coca Cola is a top brand, and globally operating company. Being a student of brand management
under graduation some recommendation suggested are written below,

       Rethink about distribution strategy of brands other then Cola. It is available everywhere
       but not all the products of Coca Cola are easily available.
       To extend their brand in deferent categories other than beverages.
       To continue putting same level of efforts for maintaining their position in market.

References:
http://www.scribd.com/doc/17674265/Brand-Audit-of-PEPSI

http://www.coca-colacompany.com/

http://www.underconsideration.com/brandnew/archives/coca-cola_vs_pepsi_revised_edition.php

http://www.pepsico.com/Brands.html

http://www.coca-colahellenic.com/aboutus/productportfolio/

http://www.cokecce.com/corp

orate-responsibility-sustainability/product-portfolio

http://cargocollective.com/Coca-cola/Product-Line

http://www.coca-colacompany.com/brands/all

http://www.underconsideration.com/brandnew/archives/coca-cola_vs_pepsi_revised_edition.php

http://www.interbrand.com/en/best-global-brands/2012/Coca-Cola

http://en.wikipedia.org/wiki/Coca-Cola_slogans




                                                                                               15
Appendex
Slogans, 1886 - 2011 in America
1886 - Drink Coca-Cola.                        1941 - Coca-Cola is Coke!
1904 - Delicious and refreshing.               1942 - The only thing like Coca-Cola is
                                               Coca-Cola itself.
1905 - Coca-Cola revives and sustains.
                                               1944 - How about a Coke?
1906 - The great national temperance
beverage.                                      1945 - Coke means Coca-Cola.
1908 - Good til the last drop                  1945 - Passport to refreshment.
1917 - Three million a day.                    1947 - Coke knows no season.
1922 - Thirst knows no season.                 1948 - Where there's Coke there's
                                               hospitality.
1923 - Enjoy life.
                                               1949 - Coca-Cola ... along the highway to
1924 - Refresh yourself.                       anywhere.
1925 - Six million a day.                      1952 - What you want is a Coke.
1926 - It had to be good to get where it is.   1954 - For people on the go.
1927 - Pure as Sunlight                        1956 - Coca-Cola ... makes good things taste
                                               better.
1927 - Around the corner from anywhere.
                                               1957 - The sign of good taste.
1928 - Coca-Cola ... pure drink of natural
flavors.                                       1958 - The Cold, Crisp Taste of Coke
1929 - The pause that refreshes.               1959 - Be really refreshed.
1932 - Ice-cold sunshine.                      1963 - Things go better with Coke.
1937 - America's favorite moment.              1966 - Coke ... after Coke ... after Coke.
1938 - The best friend thirst ever had.        1969 - It's the real thing.
1938 - Thirst asks nothing more.               1971 - I'd like to buy the world a Coke.
                                               (basis for the song I'd Like to Teach the
1939 - Coca-Cola goes along.
                                               World to Sing)
1939 - Coca-Cola has the taste thirst goes
                                               1974 - Look for the real things.
for.
                                               1976 - Coke adds life.
1939 - Whoever you are, whatever you do,
wherever you may be, when you think of         1979 - Have a Coke and a
refreshment, think of ice cold Coca-Cola.
                                               1982 - Coke is it!

                                                                                            16
1985 - America's Real Choice                   "You Can't Beat the Feeling" (1987)
1986 - Red White & You (for Coca-              "Live on the Coke side of life" (2008)
Cola Classic)
                                               "Real taste. Uplifting refreshment" (2009)
1986 - Catch the Wave (for New Coke)
                                               "Open Happiness" (2011)
1989 - Can't Beat the Feeling. (also used in
the UK)                                        "Share A Coke" (2011)

1991 - Can't Beat the Real Thing. (for Coca-   Spain
Cola Classic)
                                               1886: «Disfrute Coca-Cola».(Enjoy Coca-
1993 - Always Coca-Cola.                       Cola)

2000 - Enjoy.                                  1929: «La pausa que refresca». (The Break
                                               That Refreshes)
2001 - Life tastes good. (also used in the
UK)                                            1959: «Coca-Cola refresca mejor». (Coca-
                                               Cola refreshes better)
2003 - Real.
                                               1963: «Todo va mejor con Coca-Cola».
2005 - Make It Real.                           (Everything goes Better with Coke)
2006 - The Coke Side of Life (used also in     1970: «El sabor de la vida» (Spain) (The
the UK)                                        Flavor of Life)
2007 - Live on the Coke Side of Life (also     1976: «Coca-Cola da más vida». (Coke
used in the UK)                                Adds Life)
2008 - love it light (also used in the UK)     1982: «Coca-Cola es así» (Spain) (Coke Is
                                               It)
2009 - Open Happiness
                                               1987: «Sensación de vivir» (Spain) (You
2010 - Twist The Cap To Refreshment            Can’t Beat the Feeling)
2011 - Life Begins Here                        1993: «Siempre Coca-Cola» (Always Coca-
                                               Cola)
2012 - Enjoy Coca Cola
                                               2000: «Vívela» (Spain and Mexico) (Live It)
Australia/New Zealand
                                               2001: «La vida sabe bien» (Spain) (Life
"Be really refreshed" (1961)
                                               Tastes Good)
"Things go better with Coke" (1964)
                                               2003: «Coca-Cola, de verdad». (Coca-Cola,
"It's the real thing" (1972)                   Truly)

"Coke adds life" (1977)                        2006: «El lado Coca-Cola de la vida (Spain
                                               and Latin America) (The Coke Side of Life)
"Smile. Coke adds life" (1980)
                                               2008: Desde 1886 repartiendo felicidad
"Coke is it!" (1982)                           (Spain). (Spreading Happiness since 1886)

                                                                                            17
2008: «El lado Coca-Cola de la vida» (Spain    1991 - さわやかになるひととき。 (Make
and Latin America) (The Coke Side of Life)     a refreshing moment.)
2009: «Destapa la felicidad» (Spain) (Open     1993 - Always Coca-Cola
Happiness)
                                               2000 - Enjoy
India
                                               2001 - No Reason
"       मतलब Coca-Cola!" ("Cold means
Coca-Cola!") (2000s)                           2004 - Special Magic

"       सर            " ("Drink with pride")   2007 - The Coke Side of Life

"                        ,        -            Pakistan
enjoy!" ("Whatever you wish will come
                                               "Dill Hai To Mango Aur" ("if you have a
true, enjoy Coca-Cola!")
                                               heart ask for more") (2000s)
"Burrrrrrrrr" ("Refreshment" )(2011)
                                               "Khulein Khushian"("Open Happiness")
"Open Happiness (2012)
                                               "Kha Le Pee Le Jee Le" ("eat drink live")
Indonesia
                                               "‫"( "خو ش یاں ک ھ ل یں ک ر جل مل‬Open
"Minumlah Coca-Cola" (1990) (Drink Coca-       Happiness together") (for Ramadan 2011)
Cola)
                                               Philippines
"Semangat Coca-Cola" (2000) (Spirit of
Coca-Cola)                                     1912 - Drink Coca Cola Philippines

"Segarnya Mantap" (2002) (Feel Refreshed)      1977 - Coke Adds Life

"Hidup ala Coca-Cola" (2007) (Life ala         1983 - Coke Is It!
Coca-Cola)                                     1989 - Can't Beat The Feeling Coke
"Brrr... Hidup ala Coca-Cola" (2009) (Brr...   Philippines
Life ala Coca-Cola)                            1991 - Coca Cola Is It!
"Buka Coca-Cola, Buka semangat baru"           1993 - Always Coca Cola Philippines
(2010) (Open Coca-Cola, Start a new spirit)
                                               2004 - Coke Ko To!
Japan
                                               2005 - Kasama Ka Coke!
1962 - スカッとさわやかコカ・コーラ
(Sparkling and refreshing C                    2008 - Buhay Coke Buksan Mo!

1976 - Come on in. (Drink) Coke.               2009 - Mag Smile Sa Buhay, Mag Coke
                                               Araw Araw!
1980 - Yes Coke Yes
                                               2010 - Open Happiness Coke Philippines
1987 - I feel Coke.
                                               2011 - Coke Mismo!


                                                                                           18
2012 - 100 Taon Na Saya Sa Coke!               2006 - 2008 Ber život s radostí ("Enjoy life
                                               with happiness")
2012 - Salamat Sa Saya Ng 100 Christmas
Coke!                                          2009 - 2012 Radost otevřít ("Open
                                               Happiness")
Poland
                                               Coca-Cola Cherry
"Coca-Cola. To jest to!" - Agnieszka
Osiecka's slogan ("Coca-Cola. This is it!")    1996 - Žij jinak! ("Live differently!")
(1971)
                                               Coca-Cola Light
"Zawsze Coca-Cola" (1992)
                                               1995 - Osvěžení, jaké jste ještě nezažili!
"Coca-Cola: co za radość" (2000) - created     ("Refreshment you have yet to experience!")
by professor Jerzy Bralczyk, authority in
linguistics.                                   1998 - Už pro ten pocit ("Just for the
                                               feeling")
Russia
                                               2006 - Neodolatelná chuť ("Irresistible
"Всегда Coca-Cola" (1993–2009, "Always         taste")
Coca-Cola")
                                               Coca-Cola Zero
"Coca-Cola идет в дом!" (2010, "Coca-Cola
is going to the house!")                       200x - Pravá chuť. Zero cukr. ("Real taste.
                                               Zero sugar")
Czech Republic
                                               2012 - Pravá chuť. Nula cukru. Je to možné?
Coca-Cola                                      ("Real taste. Zero sugar. Possible?")
1990 - Coca-Cola je to pravé! ("The Real       [edit]Christmas
Thing!")
                                               1996 - Coca-Cola, to pravé Vánoční
1997 - Coca-Cola je k jídlu to pravé ("Coca-   osvěžení ("Coca-Cola, the real Christmas
Cola Is Good With Food")                       refreshment")
1997 - Vždy Coca-Cola ("Always Coca-           1997 - To pravé Vánoční osvěžení! ("The
Cola")                                         real Christmas refreshment")
1998 - Žízeň uhasí, mysl osvěží ("Quenches     2001 - Vychutnejte si to pravé Vánoční
thirst, refresh                                osvěžení ("Enjoy the real Christmas
                                               refreshment")
2000 - 2002 Vychutnejte si! ("Enjoy!")
                                               2003 - To pravé Vánoční osvěžení ("The
2002 - Chuť, kterou miluje celý svět ("A       real Christmas refreshment")
taste the whole world loves")
                                               2007 - Podělte se o kouzlo Vánoc ("Pass On
2003 - Chihuahua! Spolu na jedné vlně!         The Christmas Spirit")
("Chihuahua! Together on one wave!")
                                               2008 - Vánoce s chutí ("Christmas with
2004 - Vždy osvěží ("Always Refreshes")        taste")


                                                                                             19
Special                                        Arwa
1994 - Všechny jsou teď Jo-Jo ("All of them    Ayataka
are Yo-yo")
                                               Aybal-Kin
1996 - Celosvětový Olympijský partner
("World partner of the Olympics")              Bacardi Mixers *
1997 - Překvapení pod každým víčkem            Bacardi Premium Mixers *
"(Surprise under every cap")
                                               Bankia
1999 - Osvěž se a vyhraj! ("Refresh yourself
and win!")                                     Barbican
2002 - 2003 Osvěž se na Ex! ("Refresh
                                               Barq's
yourself in one shot”)
COCA COLA product list                         Barrilitos

Agua de Taxco                                  Battery

Ali                                            Bbaeonal Su

Almdudler                                      Bebere

Alpina                                         Benedictino

Ambasa                                         Beverly

Ameyal                                         Bevi

Amorino                                        Bibo

Andina                                         Bimbo

Andina Frut                                    Bimbo Break

Andina Nectar                                  Birds Nest

Apollinaris                                    Bistra

Aquabona                                       Bistrone

Aquapure                                       Bitter Rosso

Aquarius                                       Bjare

Aquarius Spring!                               BlackFire

Aquavalue                                      BlaK

                                                                          20
Boga                                 Caprice

Bonaqua/BonaQa                       Carioca

Bong Pyoung                          Carlsberg

Botaniq 1QQ                          Carlsberg Onside Sport

Botany                               Carlysle Farm

BPM                                  Cascal

Brazzi                               Cepita

Bright And Early                     Cham

Brisa                                Chaon

Brisa Gas                            Chaqwa

Brisa Spa                            Charrua

Bu                                   Chaudfontaine

burn                                 Cheers

Buyulu Bohca                         cherry Coke

caffeine free Barq's                 Chinotto

caffeine free Coca-Cola              Chinotto Light

caffeine free Coke light/Diet Coke   Chippewa

caffeine free Diet Coke              Chivalry

Calpis                               Ciel

Calypso                              Citra

Campbells                            Club

Canada Dry                           Coca-Cola

Cannings                             Coca-Cola Freestyle

Cappy                                Coca-Cola light

Cappy Pulpy                          Coca-Cola Zero

                                                              21
Coco Palm              diet Almdudler

Cocoteen               diet Andina Frut/Andina Frut Light

Combi                  diet Andina Nectar/Andina Nectar Lt

Country Club           diet Barq's

Creamy                 diet Canada Dry

Cresta                 Diet cherry Coke

Cristal                Diet Coke

Crush                  Diet Coke/Coca-Cola light

Crushed                Diet Coke/Coca-Cola light with Lemon

Crusta                 Diet Coke/Coca-Cola light with Lime

Crystal                Diet Coke with Lime

Cumberland Gap         diet Crush

DA                     diet Dr Pepper

Damla                  diet Fanta

Damla Minera           diet Inca Kola

DANNON *               diet Kia Ora

DASANI                 diet Kinley CSD

Del Prado              diet Lift

Del Valle              diet Lilt

Del Valle Frut         diet Mello Yello/Mello Yello Zero

Del Valle Kapo         diet Mezzo Mix

Del Valle Mais         diet Nestea - Nestea light

Del Valle Mais Light   Diet NESTEA *

Delaware Punch         diet Oasis

diet A&W               diet Quatro/Quatro light

                                                              22
diet Schweppes               Far Coast

diet Sport                   Felicia

diet Tai                     Finley

diet Vanilla Coke            Fioravanti

Disney Xtreme Coolers        Five Alive

Do You Have                  Flavor Rage

Dobriy                       Florida 7

Dogadan                      Fonte Ijui

Dogadan Plus                 Frazer & Neave

Dorna                        Fresca

D'Oro                        Fresca One

Dr. Pepper                   Frescolita

Dr Pepper                    Freskyta

E2                           Frestea

Eight O Clock                Friolin

Eight O Clock Funchum        Frisco

Eight O Clock ImmunoActive   Frugos

Epika                        Fruitia

Escuis                       Fruitopia

Estrella Azul                Fruktime

Eva                          Frutier

Evian                        Frutsi

Excellade                    FUZE

Fakher                       FUZE TEA

Fanta                        Georgia

                                              23
Georgia Gold                Hani

glacéau smartwater          Hatidar

glacéau vitaminwater        Hawai

glacéau vitaminwater 10     Healthworks

glacéau vitaminwater zero   Heppinger

glacéau vitaminwater        Hi-C

glacéau vitaminwater zero   Hi Spot

Gladiator                   Hit

Gold Peak                   Honest

Gold Spot                   Honest Tea

Golden Crush                Hot Point

Golden Drop                 Huang

Good Morning                I Lohas

Goombay                     Ice Dew

Goongbi                     Ice Dew 3+

Goongbi Momegeoun           Ice Tea Leao

Gosohan                     Illy *

Gosohan Achim               Inca Kola

Goulburn Valley             Innocent

Goulburn Valley Dairy       Izvorul Alb

Guarana Jesus               Java Monster

Guarapan                    Jaz Cola

Gwailchon                   Jericho

H2OK                        Jet Tonic

Hajime                      Jolly Juice

                                           24
Joy                Kuli

Joya               La Jolla

Juan Valdez        La Vuelta

Just Juice         Lacti Deli

Kamjiki            Lanitis

Kani               Lanitis Extra

Kapo               Lanitis Fun

Karadameguricha    Leao Green Tea

Keri               Leao Guarana Power

Keunjib Sikhye     Less is More

Kia Ora            Lezz

Kildevaeld         Lift

Kilimanjaro        Lift Plus

Kin                Lilia

Kist               Lilt

Kiwi Blue          Limca

Kochakaden         Limelite

Kola Inglesa       Limonade

Krest              Linnuse

Kristal            Lion

Kropla Beskidu     Maaza

Krushka & Bochka   Mado

Krystal            Magdalenen Brunnen

Kuat               Magic Summer

Kuat Light         Malvern

                                        25
Manantial                  Minute Maid Soft Drink

Marocha                    Mireille

Master Chill               Momegeoun

Master Pour                Mone

Matte Leao                 Monster

Matusov Pramen             Mori No Mizudayori

Mazoe                      Mother

McCafe                     Moya Semya

McFruit                    Pibb Xtra

Mello                      Multivita

Mello Yello                Mundet

Melonec                    Nada

Mer                        Nagomi

Mezzo Mix                  Nalu

Miami                      Namthip Water

Mickey Mouse               Naturaqua

Migoro-Nomigoro            Natures Own

Mineragua                  NESTEA *

Minute Maid                NESTEA COOL *

Minute Maid 10 Score V     Nestea Vitao

Minute Maid Enhanced       Nestle

Minute Maid Juices To Go   Nevada

Minute Maid Nutri Boost    Neverfail

Minute Maid Pulpy          Next

Minute Maid Schorle        Nico Biotime

                                                    26
Nordic Mist     POWERADE

Northern Neck   POWERADE ENERGY

NOS             POWERADE LIGHT

Oasis           POWERADE PLAY

Odwalla         POWERADE ZERO

Olimpija        Powerplay

Olo Olo         Premio

Orchy           Presta Light

Pampa           Prisco

Pandori         Private LabelGreenwood

Peace           Private LabelKipa

Pearona         Private LabelKipapazar

Peats Ridge     Private LabelMigros

Pepe Rico       Pulp

Peranec         Pump

Pibb            Pumped

Piko            Pura Sol

Piko Pulpy      Pyungchangsoo

Pilskalna       Qoo

Play            Quatro

Poiana Negri    Quwat Jabal

PoljakPoljak    Ramlosa

Poms            Rani

Pop             Real

Portello        Real Gold

                                         27
Real Leaf              Shandy

Real Leaf Frutcy       Shangri-La

Red Flash              Sidral

Relentless             Sidral Light

Rich                   Sierra Azul

Rio!                   Simba

Ripe N Ready           Simply Orange

Riwa                   Smart

Roemerquelle           Sobo

Rosa                   Sodenthaler

Roses                  Sokenbicha

Royal Tru              Solaria

Safia                  Solo

Samurai                Sonfil

San Luis               Southern Sun

Sarsi                  Sparkle

Saryusaisai            Sparletta

Schurwald              Sparletta Iron Brew

Schuss                 Splash

Schweppes              Sport

Schweppes Abbey Well   Spring Water

Seagram's *            Sprite

Sensation              Sprite 3-G

Sensun                 Sprite Flavors

Senzao                 Sprite Remix

                                             28
Sprite Zero - diet Sprite              Toppur

Sprite Zero/diet Sprite/Sprite light   Tops

Spur                                   Toscal

Squirt                                 Tropi

Stoney Ginger Beer                     Tropi Frut

Su Voce                                Tropical

Sunfill                                Tuborg

Sunny-10                               Tuborg Light

Svali                                  Ultra

Sveva                                  Urbacher

TaB                                    Urge

Tab X-Tra                              Valle Frut

Tai                                    Valle Pulpy

Taiyo no Mate Cha                      Valpre

Ten Ren                                Valser

The Coca-Cola Company                  Valser Viva

The Spirit of Georgia                  Vanilla Coke

Thextons                               Vaquita

This Water                             VAULT

Thums Up                               Vegitabeta

Tian Yu Di                             Victoria

Tiky                                   Vio

Toka                                   Vita Slim

Top                                    Vital

Topo Chico                             Vital O

                                                      29
Vittalev

Viva

Wildberry

Wilkins

World Of Coca-Cola

Worx Energy

Yangguang

Yangguang Juicy T

Yarylo Kvass

Yasly Sad

Yo Conozco a Hugo

Yoli

Youki

Yuan Ye

Yuan Ye Frutcy

Zico



Logos evolution of both brands




                                 30

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Coca cola brand audit

  • 1. BRAND AUDIT REPORT 2012 Submitted To: Sir Goher Raza Submitted by:Sagar Paryani and Sarah khan Chandio Dated: 15-12-2012 By BBA-7 1
  • 2. TABLE OF CONTENTS PAGE # TABLE OF CONTENTS.................................................................................................... 2 CHAPTER 1 BRAND INVENTORY 1.1 INTRODUCTION ........................................................................................................... ...3 1.2 BRAND ELEMENTS ......................................................................................................... 4 1.3 MARKET SEGMENTATION...........................................................................................5 1.4 SUPPORTED MARKET PROGRAMS..........................................................................5-6 1.5 POPS AND PODS............................................................................................................... ..7 1.6 BRAND MANTRA......................................................................................................... …..7 1.7 BRAND PORTFOLIO..........................................................................................................7 1.8: Organizational culture and people development.................................................... 8 CHAPTER 2 BRAND EXPLORATORY 2.1: Brand Attributes.............................................................................................................9 2.2 Coke Brand Knowledge............................................................................................10 2.3:Brand Association ..................................................................................................... 11 2.4: PROMISE OF COKE........................................................................................... 12 2.5:Pricing............................................................................................................................. 12 2.6:PROMOTION STRATEGIES............................................................................ 12 2.7: Coca-Cola social CRM strategy:..................................................................... 13 2.8: Competitor Analysis................................................................................................. 13 2.9: CBBE PYRAMID:................................................................................................ ......... 14 2.10:Recommendation: ................................................................................................... 15 2
  • 3. The objective of Coca Cola brand audit is to week and topics related to the brand relate the theoretical approaches with management course only. The online practical life example and mainly to come to research approach is used to gather know about the inventory and exploratory information about the brand to do audit expects of Coca Cola brand. The scope is through different websites. limited to the 3000 words, time limit of one 1.1: Introduction Coca-Cola is a carbonated soft drink sold in Diet Coke, with others including Caffeine- stores, restaurants and vending machines Free Coca-Cola, Diet Coke Caffeine-Free, globally. The Coca-Cola Company claims Coca-Cola Cherry, Coca-Cola Zero, Coca- that the beverage is sold in more than 200 Cola Vanilla, and special editions with countries. It is produced by The Coca-Cola Company in Atlanta, Georgia, and is often referred to simply as Coke or (in European and American countries) as cola, pop, or in some parts of the U.S., soda. Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman As a Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout lemon, lime or coffee. the 20th century. The company produces concentrate, which is then sold to licensed Coca-Cola is the world's most recognized Coca-Cola bottlers throughout the world. brand and now anchors a portfolio of more The Coca-Cola Company has, on occasion, than 500 brands and more than 3,500 beverages. Coca-Cola is the most popular and biggest-selling soft drink in history, as well as one of the best known products in the world.It was created in Atlanta, Georgia, by Dr. John S. Penberton. Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water. Even though Coca-Cola may have started in the United States, its popularity is universal. Today, you can find Coke in every part of the world.1.6 billion servings introduced other cola drinks under the Coke per day. In 2009, 9.8 billion cases of their brand name. The most common of these is flagship brand were sold worldwide. 3
  • 4. purpose to do so is to keep their customers involve with brand. Its distribution 1.2: Brand elements channels Coca cola`s Brand elements played a vital DISTRIBUTION CHANNELS: role behind enhancing its brand awareness. Coca cola is the top brand. Coca Cola`s Coca Cola Company makes two types of selling brand name is most recognized among Direct selling customers which was proved by the research Indirect selling done in last July reported on http://www.interbrand.com/en/best-global- Direct Selling brands/2012/Coca-Cola , according to that In direct selling they supply their products in the most recognized brand about 90% was shops by using their own transports. In this type coca cola. The survey was taken from USA, of selling company have more profit margin. Canada, UK, France, Germany and Australia. Red text Coca cola written logo is very famous and most recognized in word due to its strong brand awareness and global viewership because of sponsoring Olympics. There have been some variations in logo mostly just in the change of front style. It has been using slogans since1986 till today. They have been using many slogans with the passing of times and differently in different Indirect Selling countries such as America Australia/New Zealand Spain India Indonesia Japan They deal with many whole sellers and agencies Pakistan, Philippines, Poland, Russia shown to cover all areas globally. To assure their in appendix. Where as its packaging has customers for availability of coca cola products, as their products are sold in 200 countries with also helped in increasing its brand awareness the consumption of 1.8 billon coke products per due to its being convenient to shelf keeping day. and placing in freezers etc. Its availability in different sizes has increased its ease to Facilitating the product by infrastructure access and availability’s much it seen as For providing much it increases its awareness. Coca cola their product in has been heavily implementing good manner digitalization keeping in view the need of company has customers and today’s word trends by being provided available on social networking websites and infrastructure by having their own official websites. The these includes: 4
  • 5. •Vizi cooler •Display racks •Freezers •Free empty bottles and shells for bottles 1.3: Marketing segmentation There are four broad ways which Coca Cola can segment its market: 1. -Mass marketing 2. -Differentiated marketing 3. -Niche marketing The most apparent method used by Coca Cola is with no doubt the differentiated marketing method as Coke satisfies a range of different markets. Diet coke satisfies the weight consciousness, weather regular coke, sprite, fanta the average human, coffee, iced tea etc. Each group of beverages satisfies a particular group of people 1.4: Support marketing Programs: 5
  • 6. 6
  • 7. 1.5: Points-of-difference: Points-of-parity Distinctive taste profile Contemporary, up-to-date Optimistic view of life Refreshing flavor Classic, iconic symbolism & Beverages category imagery. Emotional bond with customer 1.6: Brand mantra Brand Name Emotional Descriptive Functional Modifier Modifier Benefit Fun Family and Beverages friends 1.7: Brand Portfolio: carbonated drinks soft drinks diet carbonated drinks frozen beverages fruit juices juices fruit smoothies coca cola fruit tea coffe Tea/ Coffee coffe drink menral water water enhanced water sports drinks energy drinks other drinks 7 mixers
  • 8. 1.8: Organizational culture and people skills and abilities that enable employees to successfully achieve their annual objectives. In development their company performance is monitored and They attract and retain best employees who will measured through seven key achievement areas. responsibly and successfully complete their These are management, business/financial, tasks, while encouraging and developing their people development, leadership, relationship, innovative and creative approach towards growth and innovations and corporate and social business. They do this by motivating and responsibility. rewarding them. The key for development of a quality motivation and rewarding system is to Trainings understand their employees' needs. In Coca-Cola Following the performance appraisals and HBC Hrvatska, they regularly conduct defined development needs of the employees, quantitative and qualitative research on the Training and Development department employee satisfaction. Based on the results, they organizes relevant training and development develop action plans for further improvements programs. With approximately forty trainers, of their motivation and rewarding system. They their major focus is on internal trainings. A part further adjust their system to current trends in of those programs is delivered in their company, the economy, the industry branch, our while some are organized within their Group, company's strategic plan, their department goals, outside Croatia. They also train and develop and goals of individuals. They differentiate their employees through external programs, in financial and non-financial incentives. Their cooperation with national and international financial incentives include rewards for companies that have proven high quality in their innovative solutions, rewards for employees of services. the quarter based on their achievements, annual and quarterly incentives for the realization of Employment goals. Amongst Coca-Cola's very powerful non- financial motivational incentives there are The selection of employees (the so-called personal development, the chance to achieve full selection process) in Coca-Cola HBC Hrvatska potential, and the chance to be promoted. They d.o.o. consists of two basic parts: are very proud of encouraging internal promotions, education, recognitions, Psychological testing: Psychological tests are a achievements, challenges and responsibility, verified, objective and reliable measuring while also providing additional benefits for their instrument that foresees the most probable employees. behaviors of a person in future business related situations. The aim of this kind of tests is to get Performance Management an objective insight into the character traits of a candidate that are important for successful Coca-Cola HBC Hrvatska d.o.o. focuses on completion of tasks at their future work place. achieving results. Therefore it is important that Special preparations are not required for the their employees know exactly and clearly what testing; it is just important that they arrive is expected from them. Expectations of relaxed and rested. employees are clearly defined through performance standards, and required knowledge, 8
  • 9. Selection interview: If they meet all Values requirements for the vacant position, after the psychological testing, a selection interview will Leadership : The courage to shape a follow. They might be invited to more than one better future interview, depending on the position they are Collaboration : Leverage collective hiring for. The aim of the selection interview is genius mutual introduction of the candidate and the Integrity : Be real employer, whereby the employer assesses the Accountability : If it is to be, it's up to candidates' motivation, their competences and me possible contributions to the company. Passion : Committed in heart and mind Therefore, be open and self-confident; show that Diversity : As inclusive as our brands you are aware of your advantages and fields for Quality : What we do, we do well improvement, while expressing your level of motivation for the job. Chapter 2 2.1: Brand Attributes Core Attributes Great Tasting Extended Attributes Very Refreshing Has an Unforgettable Taste Thirst Quenching Revitalizes High Quality(ingredients and production process) Enjoyment Worth What it Costs Good to Drink With Family and Friends Goes Well With Meals and Snacks Is Recognized as the Best Soft Drink 9
  • 10. 2.2: Coke Brand Knowledge Brand Awareness Brand Image Most Recognized Brand fun, unique flavor, emotional bound, July survey results: 90% brand awareness evolving, innovation, digital, (UK, US, Canada, France, Germany, Australia) flexible, adapting local markets and areas without diminishing its legacy Facebook likes 55,738,549 refreshment, freedom, chill out, Twitter followers 54,406 youth, unities generation and global Google plus Items 135 joining, family life experience, sense likedin.com 138,109. of community. YouTube views 1,913,995 Flicker photos 24,919 10
  • 11. 2.3:Brand Association Fun family emotional bond global joining Innovation unique flavor Flexible Adoptable Freedom Sharing Happiness Unities Generations Coke culture Refreshment Music Olympics style statement youth Top Brand Celebration Gathering moms 11
  • 12. 2.4: PROMISE OF COKE The basic positioning of their business is simple, solid and timeless. “When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurture and protect our brands, particularly Coca- Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business”. 2.5:Pricing Different Price in Different Seasons Sometimes Coca Cola Company changes their product prices according to the season. Summer is supposed to be a good season for beverage industry in world, so in winter they reduce their prices to maintain their sales and profit. But normally they reduce the prices of their pet bottles or 1 litter glass bottle. sports events and other extra curriculum 2.6: PROMOTION STRATEGIES activities for getting market share. Getting shelves UTC Scheme They gets or purchase shelves in big UTC mean under the crown scheme, coca cola departmental stores and display their products in often do this type of scheme and they offer very that shelves in that style which show their handy prizes in it. Like once they offer bicycles, product more clear and more attractive for the caps, tv sets, t-shirts, watches, cash prizes etc. consumers. This scheme is very much popular among Eye Catching Position children. Salesman of the coca cola company positions Trade Promotion their freezers and their products in eye- catching Coca cola company do agreements with a shop positions. Normally they keep their freezers near keepers and stores to exclusive sale in those the entrance of the stores. stores. Those stores are called as KEY accounts Sale Promotion in their local language. Coke also invest heavy budget on these stores and offers them free Company also do sponsorships with different samples and free bottles and some time cash college and school’s cafes and sponsors their incentives. 12
  • 13. 2.7: Coca-Cola social CRM strategy: Coca-Cola Loves Its Fans In order to 2. That they can be informed via the social maintain relation with their customer, coca network tools provided of the existence cola offers coke solution on their website to of their group - in addition to their own appeal to the retailers that sell coke normal communications channels. products. There are link such as better 3. That they will find what actually they beverage marketing, crew programs and are providing to be enough interest to make their community a regular stop innovation and insight. Coca cola has not when they are logged in to their social lost touch with customer, because they networks accounts. have been able to change with the time 4. That the customers will opt in to being after evaluating feedback and listening to updated about the continuing activities their customer. Coke knows that people of their community. and trends change and they should be able 5. That they have no objection to to adjust to future demands. Facebook & other social networks owning the knowledge of their On the simplest level, by creating a activities in their group as an asset and Facebook & other social networks group for as part of their Facebook & other social their organization, they are banking on a networks "customer record" also number of things: known as their profile. 1. Their customers actually use Facebook & other social networks. 2.8: Competitor Analysis COCA COLA PEPSI Brand value 77839$m 16594$m Brand Ranking #1 #22 Brand Portfolio Soft drinks, juices, water, coffee, tea, Soft drinks, cereals, sports energy drinks, Mixers, energy drinks, sports drinks, snacks smoothies. Brand image Youth, music, sports, high energy, Fun, family, gathering, happiness, sense of community, global joining Years in market 1886 (126) 1898 (114) logo text Universe reflecting 13
  • 14. 2.9: CBBE PYRAMID: Customer -Based Brand Equity Model. Resonance loyal customers, sense of community, active customer involvement Judgments Feelings Customer acceptance most recognized brand, fun, happiness, top brand, unique flavor sharing, unity, fun, innovative celebration, family and friends gatherings, social approval, style Statement, warmth, refreshment Performance Imagery Energizer (caffeine, juices) , energetic, sharing happiness, fun, healthy (water, juice), stylish, flavor, celebration, unities generation and global refreshing joining(coke lovers), sense of community, , Family orientation, youth, moms, cool Salience Beverages, most recognized brand, energy, flavor, sense of community, happiness The customer based brand equity of coca cola reflects the performance of coca cola and the performance of all the brand elements, marketing campaigns, CRM strategies even every strategy and actions of company`s effect in building brand equity. The pyramid reflects that coca cola has resonate nearly everywhere as its brand promise of fun, refreshment and freedom. It has successfully maintained its brand awareness since 1986 with the help of all above mentioned strategies at the stage of salience in its beverage category. Its performance and strong unique favorable associations have helped the brand to have strong image and customers judgments and feelings towards it. Therefore it is enjoying the loyalty of large market share and the position at top in market. It reinforces its deep customer connection with brand. 14
  • 15. 2.10: Recommendation: Coca Cola is a top brand, and globally operating company. Being a student of brand management under graduation some recommendation suggested are written below, Rethink about distribution strategy of brands other then Cola. It is available everywhere but not all the products of Coca Cola are easily available. To extend their brand in deferent categories other than beverages. To continue putting same level of efforts for maintaining their position in market. References: http://www.scribd.com/doc/17674265/Brand-Audit-of-PEPSI http://www.coca-colacompany.com/ http://www.underconsideration.com/brandnew/archives/coca-cola_vs_pepsi_revised_edition.php http://www.pepsico.com/Brands.html http://www.coca-colahellenic.com/aboutus/productportfolio/ http://www.cokecce.com/corp orate-responsibility-sustainability/product-portfolio http://cargocollective.com/Coca-cola/Product-Line http://www.coca-colacompany.com/brands/all http://www.underconsideration.com/brandnew/archives/coca-cola_vs_pepsi_revised_edition.php http://www.interbrand.com/en/best-global-brands/2012/Coca-Cola http://en.wikipedia.org/wiki/Coca-Cola_slogans 15
  • 16. Appendex Slogans, 1886 - 2011 in America 1886 - Drink Coca-Cola. 1941 - Coca-Cola is Coke! 1904 - Delicious and refreshing. 1942 - The only thing like Coca-Cola is Coca-Cola itself. 1905 - Coca-Cola revives and sustains. 1944 - How about a Coke? 1906 - The great national temperance beverage. 1945 - Coke means Coca-Cola. 1908 - Good til the last drop 1945 - Passport to refreshment. 1917 - Three million a day. 1947 - Coke knows no season. 1922 - Thirst knows no season. 1948 - Where there's Coke there's hospitality. 1923 - Enjoy life. 1949 - Coca-Cola ... along the highway to 1924 - Refresh yourself. anywhere. 1925 - Six million a day. 1952 - What you want is a Coke. 1926 - It had to be good to get where it is. 1954 - For people on the go. 1927 - Pure as Sunlight 1956 - Coca-Cola ... makes good things taste better. 1927 - Around the corner from anywhere. 1957 - The sign of good taste. 1928 - Coca-Cola ... pure drink of natural flavors. 1958 - The Cold, Crisp Taste of Coke 1929 - The pause that refreshes. 1959 - Be really refreshed. 1932 - Ice-cold sunshine. 1963 - Things go better with Coke. 1937 - America's favorite moment. 1966 - Coke ... after Coke ... after Coke. 1938 - The best friend thirst ever had. 1969 - It's the real thing. 1938 - Thirst asks nothing more. 1971 - I'd like to buy the world a Coke. (basis for the song I'd Like to Teach the 1939 - Coca-Cola goes along. World to Sing) 1939 - Coca-Cola has the taste thirst goes 1974 - Look for the real things. for. 1976 - Coke adds life. 1939 - Whoever you are, whatever you do, wherever you may be, when you think of 1979 - Have a Coke and a refreshment, think of ice cold Coca-Cola. 1982 - Coke is it! 16
  • 17. 1985 - America's Real Choice "You Can't Beat the Feeling" (1987) 1986 - Red White & You (for Coca- "Live on the Coke side of life" (2008) Cola Classic) "Real taste. Uplifting refreshment" (2009) 1986 - Catch the Wave (for New Coke) "Open Happiness" (2011) 1989 - Can't Beat the Feeling. (also used in the UK) "Share A Coke" (2011) 1991 - Can't Beat the Real Thing. (for Coca- Spain Cola Classic) 1886: «Disfrute Coca-Cola».(Enjoy Coca- 1993 - Always Coca-Cola. Cola) 2000 - Enjoy. 1929: «La pausa que refresca». (The Break That Refreshes) 2001 - Life tastes good. (also used in the UK) 1959: «Coca-Cola refresca mejor». (Coca- Cola refreshes better) 2003 - Real. 1963: «Todo va mejor con Coca-Cola». 2005 - Make It Real. (Everything goes Better with Coke) 2006 - The Coke Side of Life (used also in 1970: «El sabor de la vida» (Spain) (The the UK) Flavor of Life) 2007 - Live on the Coke Side of Life (also 1976: «Coca-Cola da más vida». (Coke used in the UK) Adds Life) 2008 - love it light (also used in the UK) 1982: «Coca-Cola es así» (Spain) (Coke Is It) 2009 - Open Happiness 1987: «Sensación de vivir» (Spain) (You 2010 - Twist The Cap To Refreshment Can’t Beat the Feeling) 2011 - Life Begins Here 1993: «Siempre Coca-Cola» (Always Coca- Cola) 2012 - Enjoy Coca Cola 2000: «Vívela» (Spain and Mexico) (Live It) Australia/New Zealand 2001: «La vida sabe bien» (Spain) (Life "Be really refreshed" (1961) Tastes Good) "Things go better with Coke" (1964) 2003: «Coca-Cola, de verdad». (Coca-Cola, "It's the real thing" (1972) Truly) "Coke adds life" (1977) 2006: «El lado Coca-Cola de la vida (Spain and Latin America) (The Coke Side of Life) "Smile. Coke adds life" (1980) 2008: Desde 1886 repartiendo felicidad "Coke is it!" (1982) (Spain). (Spreading Happiness since 1886) 17
  • 18. 2008: «El lado Coca-Cola de la vida» (Spain 1991 - さわやかになるひととき。 (Make and Latin America) (The Coke Side of Life) a refreshing moment.) 2009: «Destapa la felicidad» (Spain) (Open 1993 - Always Coca-Cola Happiness) 2000 - Enjoy India 2001 - No Reason " मतलब Coca-Cola!" ("Cold means Coca-Cola!") (2000s) 2004 - Special Magic " सर " ("Drink with pride") 2007 - The Coke Side of Life " , - Pakistan enjoy!" ("Whatever you wish will come "Dill Hai To Mango Aur" ("if you have a true, enjoy Coca-Cola!") heart ask for more") (2000s) "Burrrrrrrrr" ("Refreshment" )(2011) "Khulein Khushian"("Open Happiness") "Open Happiness (2012) "Kha Le Pee Le Jee Le" ("eat drink live") Indonesia "‫"( "خو ش یاں ک ھ ل یں ک ر جل مل‬Open "Minumlah Coca-Cola" (1990) (Drink Coca- Happiness together") (for Ramadan 2011) Cola) Philippines "Semangat Coca-Cola" (2000) (Spirit of Coca-Cola) 1912 - Drink Coca Cola Philippines "Segarnya Mantap" (2002) (Feel Refreshed) 1977 - Coke Adds Life "Hidup ala Coca-Cola" (2007) (Life ala 1983 - Coke Is It! Coca-Cola) 1989 - Can't Beat The Feeling Coke "Brrr... Hidup ala Coca-Cola" (2009) (Brr... Philippines Life ala Coca-Cola) 1991 - Coca Cola Is It! "Buka Coca-Cola, Buka semangat baru" 1993 - Always Coca Cola Philippines (2010) (Open Coca-Cola, Start a new spirit) 2004 - Coke Ko To! Japan 2005 - Kasama Ka Coke! 1962 - スカッとさわやかコカ・コーラ (Sparkling and refreshing C 2008 - Buhay Coke Buksan Mo! 1976 - Come on in. (Drink) Coke. 2009 - Mag Smile Sa Buhay, Mag Coke Araw Araw! 1980 - Yes Coke Yes 2010 - Open Happiness Coke Philippines 1987 - I feel Coke. 2011 - Coke Mismo! 18
  • 19. 2012 - 100 Taon Na Saya Sa Coke! 2006 - 2008 Ber život s radostí ("Enjoy life with happiness") 2012 - Salamat Sa Saya Ng 100 Christmas Coke! 2009 - 2012 Radost otevřít ("Open Happiness") Poland Coca-Cola Cherry "Coca-Cola. To jest to!" - Agnieszka Osiecka's slogan ("Coca-Cola. This is it!") 1996 - Žij jinak! ("Live differently!") (1971) Coca-Cola Light "Zawsze Coca-Cola" (1992) 1995 - Osvěžení, jaké jste ještě nezažili! "Coca-Cola: co za radość" (2000) - created ("Refreshment you have yet to experience!") by professor Jerzy Bralczyk, authority in linguistics. 1998 - Už pro ten pocit ("Just for the feeling") Russia 2006 - Neodolatelná chuť ("Irresistible "Всегда Coca-Cola" (1993–2009, "Always taste") Coca-Cola") Coca-Cola Zero "Coca-Cola идет в дом!" (2010, "Coca-Cola is going to the house!") 200x - Pravá chuť. Zero cukr. ("Real taste. Zero sugar") Czech Republic 2012 - Pravá chuť. Nula cukru. Je to možné? Coca-Cola ("Real taste. Zero sugar. Possible?") 1990 - Coca-Cola je to pravé! ("The Real [edit]Christmas Thing!") 1996 - Coca-Cola, to pravé Vánoční 1997 - Coca-Cola je k jídlu to pravé ("Coca- osvěžení ("Coca-Cola, the real Christmas Cola Is Good With Food") refreshment") 1997 - Vždy Coca-Cola ("Always Coca- 1997 - To pravé Vánoční osvěžení! ("The Cola") real Christmas refreshment") 1998 - Žízeň uhasí, mysl osvěží ("Quenches 2001 - Vychutnejte si to pravé Vánoční thirst, refresh osvěžení ("Enjoy the real Christmas refreshment") 2000 - 2002 Vychutnejte si! ("Enjoy!") 2003 - To pravé Vánoční osvěžení ("The 2002 - Chuť, kterou miluje celý svět ("A real Christmas refreshment") taste the whole world loves") 2007 - Podělte se o kouzlo Vánoc ("Pass On 2003 - Chihuahua! Spolu na jedné vlně! The Christmas Spirit") ("Chihuahua! Together on one wave!") 2008 - Vánoce s chutí ("Christmas with 2004 - Vždy osvěží ("Always Refreshes") taste") 19
  • 20. Special Arwa 1994 - Všechny jsou teď Jo-Jo ("All of them Ayataka are Yo-yo") Aybal-Kin 1996 - Celosvětový Olympijský partner ("World partner of the Olympics") Bacardi Mixers * 1997 - Překvapení pod každým víčkem Bacardi Premium Mixers * "(Surprise under every cap") Bankia 1999 - Osvěž se a vyhraj! ("Refresh yourself and win!") Barbican 2002 - 2003 Osvěž se na Ex! ("Refresh Barq's yourself in one shot”) COCA COLA product list Barrilitos Agua de Taxco Battery Ali Bbaeonal Su Almdudler Bebere Alpina Benedictino Ambasa Beverly Ameyal Bevi Amorino Bibo Andina Bimbo Andina Frut Bimbo Break Andina Nectar Birds Nest Apollinaris Bistra Aquabona Bistrone Aquapure Bitter Rosso Aquarius Bjare Aquarius Spring! BlackFire Aquavalue BlaK 20
  • 21. Boga Caprice Bonaqua/BonaQa Carioca Bong Pyoung Carlsberg Botaniq 1QQ Carlsberg Onside Sport Botany Carlysle Farm BPM Cascal Brazzi Cepita Bright And Early Cham Brisa Chaon Brisa Gas Chaqwa Brisa Spa Charrua Bu Chaudfontaine burn Cheers Buyulu Bohca cherry Coke caffeine free Barq's Chinotto caffeine free Coca-Cola Chinotto Light caffeine free Coke light/Diet Coke Chippewa caffeine free Diet Coke Chivalry Calpis Ciel Calypso Citra Campbells Club Canada Dry Coca-Cola Cannings Coca-Cola Freestyle Cappy Coca-Cola light Cappy Pulpy Coca-Cola Zero 21
  • 22. Coco Palm diet Almdudler Cocoteen diet Andina Frut/Andina Frut Light Combi diet Andina Nectar/Andina Nectar Lt Country Club diet Barq's Creamy diet Canada Dry Cresta Diet cherry Coke Cristal Diet Coke Crush Diet Coke/Coca-Cola light Crushed Diet Coke/Coca-Cola light with Lemon Crusta Diet Coke/Coca-Cola light with Lime Crystal Diet Coke with Lime Cumberland Gap diet Crush DA diet Dr Pepper Damla diet Fanta Damla Minera diet Inca Kola DANNON * diet Kia Ora DASANI diet Kinley CSD Del Prado diet Lift Del Valle diet Lilt Del Valle Frut diet Mello Yello/Mello Yello Zero Del Valle Kapo diet Mezzo Mix Del Valle Mais diet Nestea - Nestea light Del Valle Mais Light Diet NESTEA * Delaware Punch diet Oasis diet A&W diet Quatro/Quatro light 22
  • 23. diet Schweppes Far Coast diet Sport Felicia diet Tai Finley diet Vanilla Coke Fioravanti Disney Xtreme Coolers Five Alive Do You Have Flavor Rage Dobriy Florida 7 Dogadan Fonte Ijui Dogadan Plus Frazer & Neave Dorna Fresca D'Oro Fresca One Dr. Pepper Frescolita Dr Pepper Freskyta E2 Frestea Eight O Clock Friolin Eight O Clock Funchum Frisco Eight O Clock ImmunoActive Frugos Epika Fruitia Escuis Fruitopia Estrella Azul Fruktime Eva Frutier Evian Frutsi Excellade FUZE Fakher FUZE TEA Fanta Georgia 23
  • 24. Georgia Gold Hani glacéau smartwater Hatidar glacéau vitaminwater Hawai glacéau vitaminwater 10 Healthworks glacéau vitaminwater zero Heppinger glacéau vitaminwater Hi-C glacéau vitaminwater zero Hi Spot Gladiator Hit Gold Peak Honest Gold Spot Honest Tea Golden Crush Hot Point Golden Drop Huang Good Morning I Lohas Goombay Ice Dew Goongbi Ice Dew 3+ Goongbi Momegeoun Ice Tea Leao Gosohan Illy * Gosohan Achim Inca Kola Goulburn Valley Innocent Goulburn Valley Dairy Izvorul Alb Guarana Jesus Java Monster Guarapan Jaz Cola Gwailchon Jericho H2OK Jet Tonic Hajime Jolly Juice 24
  • 25. Joy Kuli Joya La Jolla Juan Valdez La Vuelta Just Juice Lacti Deli Kamjiki Lanitis Kani Lanitis Extra Kapo Lanitis Fun Karadameguricha Leao Green Tea Keri Leao Guarana Power Keunjib Sikhye Less is More Kia Ora Lezz Kildevaeld Lift Kilimanjaro Lift Plus Kin Lilia Kist Lilt Kiwi Blue Limca Kochakaden Limelite Kola Inglesa Limonade Krest Linnuse Kristal Lion Kropla Beskidu Maaza Krushka & Bochka Mado Krystal Magdalenen Brunnen Kuat Magic Summer Kuat Light Malvern 25
  • 26. Manantial Minute Maid Soft Drink Marocha Mireille Master Chill Momegeoun Master Pour Mone Matte Leao Monster Matusov Pramen Mori No Mizudayori Mazoe Mother McCafe Moya Semya McFruit Pibb Xtra Mello Multivita Mello Yello Mundet Melonec Nada Mer Nagomi Mezzo Mix Nalu Miami Namthip Water Mickey Mouse Naturaqua Migoro-Nomigoro Natures Own Mineragua NESTEA * Minute Maid NESTEA COOL * Minute Maid 10 Score V Nestea Vitao Minute Maid Enhanced Nestle Minute Maid Juices To Go Nevada Minute Maid Nutri Boost Neverfail Minute Maid Pulpy Next Minute Maid Schorle Nico Biotime 26
  • 27. Nordic Mist POWERADE Northern Neck POWERADE ENERGY NOS POWERADE LIGHT Oasis POWERADE PLAY Odwalla POWERADE ZERO Olimpija Powerplay Olo Olo Premio Orchy Presta Light Pampa Prisco Pandori Private LabelGreenwood Peace Private LabelKipa Pearona Private LabelKipapazar Peats Ridge Private LabelMigros Pepe Rico Pulp Peranec Pump Pibb Pumped Piko Pura Sol Piko Pulpy Pyungchangsoo Pilskalna Qoo Play Quatro Poiana Negri Quwat Jabal PoljakPoljak Ramlosa Poms Rani Pop Real Portello Real Gold 27
  • 28. Real Leaf Shandy Real Leaf Frutcy Shangri-La Red Flash Sidral Relentless Sidral Light Rich Sierra Azul Rio! Simba Ripe N Ready Simply Orange Riwa Smart Roemerquelle Sobo Rosa Sodenthaler Roses Sokenbicha Royal Tru Solaria Safia Solo Samurai Sonfil San Luis Southern Sun Sarsi Sparkle Saryusaisai Sparletta Schurwald Sparletta Iron Brew Schuss Splash Schweppes Sport Schweppes Abbey Well Spring Water Seagram's * Sprite Sensation Sprite 3-G Sensun Sprite Flavors Senzao Sprite Remix 28
  • 29. Sprite Zero - diet Sprite Toppur Sprite Zero/diet Sprite/Sprite light Tops Spur Toscal Squirt Tropi Stoney Ginger Beer Tropi Frut Su Voce Tropical Sunfill Tuborg Sunny-10 Tuborg Light Svali Ultra Sveva Urbacher TaB Urge Tab X-Tra Valle Frut Tai Valle Pulpy Taiyo no Mate Cha Valpre Ten Ren Valser The Coca-Cola Company Valser Viva The Spirit of Georgia Vanilla Coke Thextons Vaquita This Water VAULT Thums Up Vegitabeta Tian Yu Di Victoria Tiky Vio Toka Vita Slim Top Vital Topo Chico Vital O 29
  • 30. Vittalev Viva Wildberry Wilkins World Of Coca-Cola Worx Energy Yangguang Yangguang Juicy T Yarylo Kvass Yasly Sad Yo Conozco a Hugo Yoli Youki Yuan Ye Yuan Ye Frutcy Zico Logos evolution of both brands 30