COCA COLA CASE STUDY

2. Presented By-
Praful S. Metange
MBA Marketing – IMC
MIT School of Management, Pune

3. Company Introduction
 Coca-Cola was invented in May 1886 by Dr. John S.
Pemberton in Atlanta, Georgia.
 Name "Coca-Cola" was suggested by Dr. Pemberton’s
bookkeeper, Frank Robinson.
 Currently offers more than 500 brands in over 200
countries and serves over 1.6 billion servings each day.
 Company operates a franchised distribution system
dating from 1889

4. Evolution
1886
• Originated as a soda fountain beverage & sold for 5 cents/ glass
1899
• Signed the first bottling agreement
1916
• Birth of the first “contour” bottle
1920s
• Expanded internationally out of United States
1970
• Exited from India – FEMA regulations
1993
• Re-launched in India & acquired local brands
2000s
• Leading Cola brand in India (Thums Up & Sprite combined)

5. Open happiness

6. Atul Singh
Deputy President, Pacific
Group,
The Coca-Cola Company
Venkatesh Kini
Deputy Business Unit president,
Coca-Cola India and South West
Asia
Anupama Ahluwalia
VP Marketing,
Coca-Cola India
PEOPLE…

7. Brands under Coca Cola

8. Promotion
 Top line promotions
 Includes the promotional activities intended towards mass
consumers using mass media.
 Designed and executed by the company's corporate office at
Gurgaon and their office at Mumbai.
 TV Ads, design of banners, and other mega event (like world cup
cricket match and other) sponsorship initiatives taken up by the
company simultaneously all around India with no difference in
designs or execution fall in this category.
 Below the line promotion
 Includes the promotion schemes, publicity material, Point of Sale
display
 Done by the company from zonal, plant, sales manager and area
sales manager level.
 At the sales manager and area sales manager level promotion is
done exclusively for the cities in their respective areas.
 These activities can be categorized under sales promotions

9. Promotion
• Creating Santa Claus
• Associating with McDonald’s, etc
• Associating with cricket, cinema & music
• Endorsing through top celebrities
• Building high brand visibility
• Re-inventing itself
Making it a generic product – “thanda matlab coca cola”
• Packaging it in an attractive & economical way

10. Coke
Studio@MTV
embarks on
the third
season of its
musical voyage
Coca-Cola
India launches
the 2012
edition of the
Limca Book of
Records Quiz
Tamil Actor &
Fanta Brand
Ambassador
Tamanna
Bhatia
'Meet and
Greet with
Kareena'
contest in
Chandigarh
Limca - do
pal taazgi

11. Coca Cola India Marketing Strategy
 Consistent effort on its part to align its product with
the Indian Culture and tradition
 Earliest of the ad campaigns shows the brand
positioning itself as a relaxing drink, fighting off the
hot weather and humidity of Indian weathers
 Coca Cola adopted the dual strategy of Jingles and
Celebrity endorsements
 Popular coke Jingles in first decade of its existence -
‘Always The Real Thing’, ‘Pee Le Coca-Cola’, ‘Jo Chahe
Ho Jaye…Coca-Cola Enjoy.’

12. Coca Cola India Marketing Strategy
 Year 2003 - “Thanda Matlab Coca cola ad”
 Amir Khan was presented in 6 different looks, working
on the simple philosophy of highlighting how Indian
related to the brand as a cool relief.
 If you meant refreshment you meant Coca Cola.
 Instrumental in establishing Coca Cola as a brand in
India.

13. Coca Cola India Marketing Strategy
 Bollywood stars endorsing the brand - Karisma Kapoor,
Aamir Khan, Hrithik Roshan and Aishwarya Rai
 Post 2003, next 5 years - “Cola War” with rivals Pepsi -
aggressive marketing campaign - Coca Cola roped in 15
celebrities against 8 of Pepsi.
 To counter all negative complaints coke Post 2009 - adopted
the “Global happiness” campaign - experimented with
different kinds of images
•Ad campaigns like “Saath Khao Khushiyaan
Badao” -projected as a beverage enjoyed by the
entire family together

14. Coca Cola India Marketing Strategy
 “Umeedon whale Dhoop, sunshine Wali Asha” ad
launched in the year 2012
 Sells hope for better tomorrow and shows that every
and any dream is achievable .
 Also roped in Sachin Tendulkar, as a “happiness brand
ambassador” to support various CSR initiatives the
brand is undertaking

15. Coca Cola India Marketing Strategy
 Besides Flagship coke ad campaign, the brand has focused upon
positioning other umbrella brands i.e Thumbs Up , Limca , sprite and
Fanta etc.
 Thumbs Up India
 branded as ‘Manly drink‘ in India since year 1993
 roped in Salman Khan as the brand ambassador
 Coca Cola India has partnered with Salman Khan’s Charitable
foundation “Being Human“ and would be involved in various
philanthropic initiates of the brands
 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 identified as the “The Fun Catalyst”.

16. Promotion in India
 In order to add local flavour in its advertisements and
promotional activities, Coca Cola has collaborated with
established Stars and Programmers (Daler Mehndi).
 Coca-Cola also connected with movies such as ‘Taal’, ‘Dil
Ka Rishta’, ‘Yaadein’ etc
 The company has understood the importance of festivals in
the Indian Culture and has taken lot of initiatives in this
regard.
 Coca-Cola has an enduring affiliation with cricket which is
the most beloved game for Indians.
 Hindi being the national language and the most spoken
language in the country, most of the company’s
advertisements are broadcasted in Hindi language.

17. Promotion in India – Ad Campaign
Title: 'Come home this Diwali‘
Campaign Brief: Build a high impact, high intensity
wide spread campaign. Deploy multiple innovations in
conjunction with standard outdoor media formats.
Create high visibility brand presence at ambient
locations. Create an air of festivity & celebration
through various lighting & format based execution.

18. Promotional Mix

19. Advertising
 As a part of ‘pull strategy’ and also due to intense competition
spends heavily on advertisements.
 Concept of aggressive advertising to promote products used
 Important tool to cater to mass markets
 Mainly does national advertising
 Introduce different themes and concepts to sell their product
 Advertises mainly in electronic media and out of home
advertising
 Advertisements build brand image and create awareness
 Use big names of Indian film industry as the brand ambassadors
of the Company
 Created memorable and catchy slogan since years
E.g. Thanda Matlab Cola-Cola, Jo chaho ho jae Cola-Cola enjoy,
Coca-Cola-Piyo sir utha ke, Brrrrrrr!!!

20. ADVERTISEMENT OBJECTIVE
 Type of advertising it adopts is reminder type.
 The reason behind this fact is that coke is such a
product that is at the maturity level currently so for
such a product companies mostly go for reminder type
of advertisement so that they can penetrate more and
more and same is the case with Coke.

21. SETTING OF ADVERTISING BUDGET
 Sets its advertisement budget on
the basis of competitor based
budgeting.
 Major competitor of Coca Cola is
Pepsi and as Coke realizes that
Pepsi has increased its advertising
budget, straight away Coca-Cola
management plans to do the same
so that they can compete in
advertising department as well.

22. ADVERTISING STRATEGY
 Before creating advertising message the Coca-Cola
Company gives lots of time to the factor that the
message must gain customer attention.
 This is basically called “Clutter Buster” means that
only that advertisement will leave impact on customer
mind that has some specialty or uniqueness in it.
 For example in India Coke slogan “Thanda Matlab
Coca-Cola” has gained reasonable customer
attention.

23. Mediums of Advertising
 Print Media:
Coca cola is said to have a different print media
department.

24. Coca Cola
advertisements all over
the world are creative
so as to appeal to the
mass media.

25. Coca-cola: "REFRESHING WIND" Print
Ad by Mccann Erickson India

26. 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 specifically
merchandise its products
Includes Posters and stickers
displayed in different areas
Vizi coolers, freezers, Display
Racks

27. 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
 Reasons to Believe India
 Brrr Ad Campaign

28. Mediums of Advertising
 Outdoor Advertising:
 Very much conscious about their billboards and 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.

30. Coca-Cola splits advertising pie among Lowe
Lintas, Weiden + Kennedy and McCann Erickson
ET Bureau Apr 6, 2012, 04.50AM IST
NEW DELHI: Brand Coca-Cola now has two of the
country's best-known names in creative advertising,
Prasoon Joshi and R Balki, to create its campaigns.
Coca-Cola India has named Balki-led Lowe Lintas and
V Sunil's Weiden + Kennedy as additional advertising
agencies to work on the creatives of brand Coke along
with its long-standing agency, Prasoon Joshi's McCann
Erickson.

31. Direct Marketing
 Uses direct marketing in many ways
 It partners with various restaurants, movie theatres,
etc. to carry its product
 So when a customer orders a drink, the only brand
they are offered is Coca-Cola, which forces them to
consume that brand itself
 Thus Coke forces out the competitors, and keeps the
restaurants, or other businesses, purchasing their
product over and over again
Eg. Mc Donalds, Dominos

32. Direct Marketing
 According to mobilemarketingmagazine.com, Coke
uses mobile graphics and texts to appeal to markets on
a more personal level
 Cola also sponsors various sporting events in India and
around the world in events like Cricket, Football, and
Motor Racing etc

33. Direct Marketing

34. Coca-Cola India now with its
ecommerce presence
 Latest online store,
Coke2home.com to provide home
delivery
 First of its kind venture by any
FMCG company till date in India
 Initially services will be available
only in Ahmedabad providing free
home delivery at minimum order of
Rs. 300
 Same day delivery is available if
ordered before 12 noon
 Can also make order with mobiles
through m.coke2home.com.

35. Internet Marketing
 Uses the internet to promote its products
 Company has its own website - simple to navigate
 Website allows customers to become interactive through
various games, contests, shopping, and through a special
section of the website that enables consumers to find out
how they can help their community.
 Also company uses various social networking sites like
Facebook, YouTube, Twitter to connect with the
consumers.
 Internet marketing helps to reach to those consumers who
cant afford to spend time on T.V and are always online.

36. Internet Marketing

37. Coca-Cola – Happiness Machine around the
world
 The “Happiness Machine” video, the result of a collaboration
between Coca-Cola and integrated interactive marketing agency
Definition 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
social media applications, wallpaper screen savers and a video that
would go viral
 “The Happiness Machine” web video started out as just a piece of
digital content, a dose of happiness

38. Coca-Cola – Happiness Machine around the
world
 Spent zero on promoting “The Happiness Machine.” One
status update was posted on Coke’s Facebook Page, one
tweet and that was it
 Within a day the video was picked up by bloggers and it
spread from there
 Coke uploaded the web video to Coke’s YouTube channel
on day one
 In the first week there were one million visits. It hit the top
of the viral video chart that week.
 It was all about the exercise of producing creative video for
online distribution
 Aimed for something the audience would use and enjoy

39. Coca-Cola tries to bring India, Pakistan
together via its new vending machines
ET Bureau Mar 21, 2013, 03.09AM IST
 Coca-Cola vending machine in upscale mall in South Delhi not only
dispenses Coke but will very soon connect India and Pakistan.
 Once a similar machine is installed in Karachi or another Pakistan city,
users of the two vending machines can see and virtually touch each
other
 Coca-Cola has quietly launched an online campaign that seeks to
connect people in not-so-friendly countries through vending
machines, starting with India and Pakistan this year.
 "This year, two countries will show that what unites us is stronger than
what sets us apart and come together to share a Coca-Cola," says the
commercial launched on YouTube.
 This world peace initiative is part of the firm's
happiness project. "A moment of happiness has
the power to bring the world together," it says.

40. Coca-Cola’s 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 Coke. The 'hug machine'
generated 112 million impressions within one day.
 In Istanbul, it had installed a vending machine that gave away free
Coke 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.

41. Sales Promotion
 A sales promotion is an activity that is implemented to boost the sales
of a product or service temporarily.
 It allows price discounts and allowances to distributors and retailers in
order to push more products into the market. It employs both push
strategy through promotions and pull strategy through advertisements
and campaigns.
 Coca-Cola does sales promotion in two ways to quickly increase sales.
 Consumer - Oriented sales promotion:
Getting Shelves
Eye Catching Position
Under The Crown Scheme
 Trade - Oriented sales promotion:
Discounts to retailers and stores
Return back allowances
Merchandising assets
Free goods or free tours

43. Contests
 As a mark of the football frenzy that grips
the city of Kolkata every four years -
announced COCA COLA FOOTBALLER
HULLOR adding to the fervour of the
FIFA World Cup 2010
Inviting paras to show off their passion by
decorating their clubs/paras in the theme
of their favoured team
Also inviting individuals to show their
football mania by dressing up as their
favourite footballer
Coca Cola celebration canter is touring the
city - visiting paras, asking people to show
their passion for football by participating
in contests
Contest Winners were gratified with LCD
Televisions & Cash Prizes

44. Publicity
 Publicity refers to non personal communications
regarding an organization, product, service or idea not
directly paid or run under identified sponsorship.
 For instance, when Coke produces a new product, and
someone on their lunch break purchases that new
product, and enjoys it, they will tell others in the office
about how great the new product is.
 Today, the company can still use word of mouth
advantage.
 This will cause others to purchase the product, and in-
turn increase sales.

45. Public Relations
 Public relations is defined as “the management function which
evaluates public attitudes, identifies the policies and procedures of an
individual and organization with public interest, and executes a
program of action to earn public understanding and acceptance”.
 Coca-Cola can address law suits, rumors, stories, new products, and
activities.
 There is also a section of the website devoted to investors. Here,
current, or future, investors can access financial statements and up-to-
the- minute stock information.
 The Coca-Cola India is also undertaking some projects as a part of their
social cause and part of the corporate social responsibility. The support
my school campaign along with NDTV has Sachin Tendulkar as the
brand ambassador.
 The project Unnati focuses on more yield of mangoes to farmers.
 Coca Cola also Sponsors events in cricket and music.

46. Sanjay Dutt and Sachin
Tendulkar at Coca-Cola
India and NDTV 'SUPPORT
MY SCHOOL' campaign
event at Yash Raj Studios in
Andheri, Mumbai
Publicity & Public Relations

47. Coca Cola Market Positioning-
Sustainable Community Model
 Projects itself as a brand which wants to grow along with 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 five years.
 Coca Cola India’s 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.
 According to group head Atul Singh, President and CEO, Coca-Cola India and
South West Asia, the company calls it the golden triangle which involves the
Government, civil society and the company, making it a win-win situation for
all stakeholders.
 Developing a highly respectable and trusted Brand In India . The focus of all
marketing and branding initiatives of the brand over the year have been to
build Consumer confidence and light friendly image .

48. Sponsorship
 Coca-Cola India was the
official beverage partner of
The Commonwealth Games .
Launched an impactful
outdoor campaign in Delhi
NCR
45-day campaign rolled out
on September 10
Is complemented by Coca-
Cola India also launching its
new visual identity system
(VIS) and logo for the Games

49. Sponsorship
 Associated with mega sporting events
in its efforts to promote healthy, active
living and promoting social
cohesiveness.
 Partnership with sporting events across
the world provides an opportunity to
enhance brand value, build capabilities
and further build upon the employee
and system pride in being associated
with such sporting events.
 By associating with the
Commonwealth Games, will have the
opportunity to refresh more than 8,000
athletes and delegates and more than
30,000 volunteers who will take part in
the Games

50. Sponsorship

51. Personal Selling
 Has many salespeople, who are individuals representing
the company to communicate, sell, service, and build
relationships with customers.
 These salespeople promote their product to different
customers within their regions, and once they sustain a
customer, they sell their products to them and service them
many times per week.
 These individuals form close relationships with the
customers in order to continue business with them.
 Thus though minimum, the company also thus have many
sales people for personal selling.

52. According to a Survey…
86.67
%
13.33%
Able to recall Coca Cola
Fails to recall Coca Cola
Recall through images and
taglines
Conclusion:
Coca Cola has a high brand recall

53. According to a Survey…
Recall amongst the aerated drinks
Coca
Cola
72%
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

54. According to a Survey…
13%
60%
6%
4%
6%
4%
7%
Hrithik Roshan
Aamir Khan
John Abraham
Farhan Akhtar
Katrina Kaif
Mahendra Singh Dhoni
No Celebrity
Ideal celebrity to endorse Coca Cola
Conclusion:
Aamir Khan scores far above other celebrities when it comes to
endorsing Coca Cola

55. Celebrity Endorsers

56. Deductions
 Coke has a high brand recall
 Coke should not move away from a brand ambassador
in India
Aamir Khan is a bigger brand than Coca Cola in India

57. Net take away
Promotion is the most vital driver for the sale of a cola
Brand ambassadors enhances brand recall
It needs a top-of-the-mind recall
Cola is an impulse buy

58. The Brrr Campaign…
 Coca-Cola creates 'Igloos' in Indian malls
 Innovative initiative to provide the Brrr....
experience to all their fans and consumers across
18 cities in India
 Latest communication is based on the Brrr...
expression, an inexplicable and spontaneous
feeling of upliftment one derives after sipping an
icy cold Coca-Cola
 To further leverage the Brrr... experience among
consumers, Coca-Cola India has set up igloo
across key malls
 The activation started from 9th April, 2011 and
continued across the country till mid May
 The temperature inside the igloo has been kept
very low even in this unbearable Indian summer
with the help of 9 tonnes of air conditioning

59. The Brrr… Campaign
 Objective of this initiative
 The epitome of the feeling of cold that Brrr... visually depicts.
 giving its consumers a once-in-a-lifetime opportunity to
experience an icy-cold atmosphere in summer.
 Part of integrated marketing communication.
 On-ground activation across all key markets aims to connect with
the consumer at the ground level and create a real Brrr....
experience for all.
 A video booth has been setup in the igloos that record consumers
going Brrr....
 The consumer is handed over a bottle of ice cold Coca-Cola inside
the igloo and his instant reaction (Brrr... expression) is captured
on camera with the help of a video booth.
 Special Brrr... troupes have been placed at each mall in each city
to execute the activation
 The key cities where the campaign has been executed are
Mumbai, Delhi, Lucknow, Chennai, Chandigarh, Ahmedabad etc.

60. Conclusion
 For any company to reach the peak in today’s competitive
era, has to use each and every component of the
promotional mix.
 By understanding Coca-Cola we can say it the company is
using its promotional mix in an effective and efficient
manner.
 That is the reason why Coca-Cola is the market leader and
one of the most valuable brands in the whole world.
 Apart from being the most valuable brand, it also gives
importance to CSR activities.