TABLE OF CONTENT

Introduction……………………………………………………………………….…..05
Time Line…......………………………………………………………………06
Brand Building Strategy………..……………………………………………………..07
Power of Brand Accesability ....……………………………………………………....08
How values effect the brand choice..………………………………………………….09
Brand Equity..........................................………………………………………………10
Brand Identity........................………………………………………………………….11
Brand Image............…………………………………………………………………...12
Brand Loyalty.................................................................................................................14
Rand's Promise...............................................................................................................14
Brand Personality...........................................................................................................14
Brand Positioning...........................................................................................................15
Children & the role of Coke Beverage's.........................................................................16
Supporting Sport & Physical Activity............................................................................17
Brand Extention..............................................................................................................18
Brand Resonance............................................................................................................19
Coke's Little Drops Of Profits.........................................................................................20

INTRODUCTION
2

Coca-Cola is a carbonated soft drink sold in stores, restaurants and

vending machines internationally. The Coca-Cola Company claims that the
beverage is sold in more than 200 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 the 20th century.
The company produces concentrate, which is then sold to licensed
Coca-Cola bottlers throughout the world. The Coca-Cola Company has, on
occasion, introduced other cola drinks under the Coke brand name. The most
common of these is Diet Coke, with others including Caffeine-Free Coca-Cola,
Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola
Vanilla, and special editions with lemon, lime or coffee.

 Coca-Cola is the world's most recognized brand and now anchors a

portfolio of more than 500 brands and more than 3,300 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 per day.
 In 2009, 9.8 billion cases of our flagship brand were sold worldwide.

Time Line
BRAND BUILDING STRATEGY
4

Brand development strategy of Coca Cola has been far reaching and
has managed to remain in the limelight ever since it became a favorite with
the non alcoholic drinkers.It has been noticed that brand loyalty is an important
factor in maintainingthe number one position.
Founded in the year 1886, the Coca Cola company enjoys the status of
being one of the biggest non alcoholic beverage companies of the
world. It has a distribution system, which makes it unique from the rest
of the non alcoholic beverage manufacturers. Over the years, Coca
Cola has passed several tests of brand enhancement and the company
makes it a point that the products under the banner Coca Cola
continue to invade the minds of the consumers.
The brand development strategy of Coca Cola comprised redesigning of its
brand development policies and techniques to keep up with the changing
mindset of its consumers. Earlier, this brand believed in thefollowing:
•Afford ability
•Availability
•Acceptability

However, this brand development strategy of Coca Cola was re worked to stress
on the following instead:
•Price value
•Preference
•"Pervasive penetration".

The essence of brand building of the company lies in the fact that it wants its
consumers accessibility to be "within an arm's reach of desire". In an attempt to
build its brand identity, as many as 20 brand attributes are testedevery month
involving as many as 4000 customers. The brand development strategy of Coca
Cola is effective as it has been able to construct, manage as well as maintain its
brand image.
Another reason why this brand has gained unanimous acceptance all around
the globe is due to the fact that it has been able to connect very well with its
consumers. This implies brand loyalty. Brand loyalty has been instrumental
in keeping up the brand image of Coca Cola. It believes in shelling out the
best so that the consumers are retained by default. A part of the brand
building technique is also to enhance "purchase frequency". The company
has also invested in various advertisement campaigns often engaging the
services of celebrities around the globe. In addition to the consumers, there
is another category of consumers, who increase the consumer base and they
constitute the collectors of the brand. The collectors usually indulge in
collecting old as well as upcoming logos of Coca Cola, bottles and literary
matter.
With regard to the brand development of Coca Cola Zero, the company came
out with an advertisement, which was quite different from the conventional
ones. In this regard, (no calorie beverage), it has shelled out three types of
products.
 Coca Cola Classic
 Diet Coke
Coca Cola Zero

There are few experts who believe that when Coca Cola had the tag line of
"The Real Thing", it was really that but with the invention of various
categories of coke, the "real thing" changes to "many things", and the
original flavor is usually lost. Hence, the brand building strategies
should be such that it does not confuse people and is able to retainconsumers
despite the fact that several new non alcoholic beverage firms are on the anvil.

The Power of Brand Accessibility

If you were another soft drink company, you might define your competitive
frame of reference as the cola market or the soft drink market or even the
beverage market.But Coke thinks of its business and its market share in
terms of “share of human liquid consumption.”This makes water a
competitor.In fact, a Coke executive has said that he won’t be satisfied until
“there is a Coca-Cola faucet in every home.”Coca-Cola’s mantra is “within
an arm’s reach of desire.”

One Final Coca-Cola Fact

6

A recent Coca-Cola annual report reported that the second most recognized
expression in the world after “ok?” is “Coca-Cola.”

How Values Affect Brand Choice of Coke

Emotional Value - The brand has been there in the good times, and has also
strengthened its emotional bond with consumers by bringing a breath of fresh air
and positivity during tough times, including periods of war, economic turmoil
and social unrest."During the Great Depression, for example,Coca-Cola
advertising focused on the positive and encouraged consumers to take a break
and enjoy life's simple pleasures," said Ted Ryan, Manager, Archives Collection.
In 'blind' taste tests, people prefer the taste of Pepsi over the taste of
Coke. However, if the test is not 'blind' and the tasters know which beverage is
which, they prefer the taste of Coke over Pepsi! That is the emotional power of a
brand. The Coca-Cola brand has the power to actually change an individual's
taste!
Social Value – Coca-Cola has always been a social brand people love to share
with others, and one that brings people together in a number of different
occasions.Coca-Cola has tagged along on beach trips, helped cheer on our
favourite teams, and enjoyed a seat at the table for family meals.

Conditional & Functional Value -

  Readily available at all locations including remote areas.
 Quenches thirst.
 Replacement for water.
 Available in small sizes and quantities.
 Uniform acceptance for all group segments(Rich and Poor).

Brand Equity

“The brand assets (or liabilities) linked to a brands name and symbol that
add from a service.”

Brand equity is difficult to measure because much of it depends on consumers'

perception and opinions of a brand. When a product has high brand equity they
are successful at retaining their current customers by keeping them satisfied with
the quality of products and service. They are also successful at attracting new
customers who have heard of the brand through successful marketing or word of
mouth.
Coca-Cola's brand equity is difficult to measure because they have extended
their brand to include numerous products. In addition to the numerous of
versions of Coca-Cola worldwide that compete against other beverage brands,
Coca-Cola competes with itself. Nationally there are numerous versions / brands
that are a part of the Coca-Cola family. Some of the brands include Coca-Cola
Classic, Dasani Water, Full Throttle, Fanta, and Soy Products. In addition to
competing against itself the Coca-Cola Company has saturated the market and
consumers who may dislike one product may actually enjoy a different Coca-
Cola product. However, the consumer may be unaware that the beverage is
actually in the Coca-Cola family. As a result measuring brand equity may be
difficult as consumers may be loyal and repeat customers of a brand and not
know its origin.
Coca Cola was taking its core product, Coke, and expanding the product in new
form factors and new overseas markets. The brand promise stayed the same
whether it was sold in a Coke store in New York or a road side stand in
Mongolia - refreshment, good times, and pure Americana.
8

Despite the numerous brands and the difficulty in measuring brand equity it is
evident thatCoca-Cola has high brand equity. They are a company who has been
in business for manyyears they have gained the business of consumers in the

soda market as well as numerous other beverage markets nationally and

internationally. Their sales and growth show that they are a successful company.

Brand identity

The brand identity is the audio-visual 'face' of the brand - the cues that tell you
that you are are in the right place. The brand definition is the formal description
of what the brand stands for within different description categories - its
personality, its values, its stories, its emotional benefits etc.. The brand
proposition is the 'deal' the brand is offering you at any given moment.
The coca-cola company has long been recognised as an organisation with
significant brand equity with over four four hundread brands available in
virtually every nook and crany of the world .The flag ship brand of coca cola has
stood the rest of the time over 120 years. Infact coca-cola alone is recognized as
the most valuable in the world by the respected inter brand corportion valued at
above US $ 67 billion , the coca-cola brand (coke)has become effectively a part
of modern world culture though its advertising campaign has changed over the
years,coca-cola “THE REAL TASTE” has always stood for a”REAL” COLA
DRINKwith authenticity . The identity has been build by an decade with
consistent values and diferentiated elements. Many competitors have aim at
cokes but the brand continues to command a number one position globaly in
ranking of brand equity. After all If u stand for the real thing every competitor is
animitator.The Coca-Cola bottle design differentiated the identity, the easier it is
to protect from infringement.
Just coca cola has remained to its time tested identity. This brand identity should
reflect your own unique equity and care essence this will ensure brand creativity
and identity that is meaning ful and sustainable in long term.

Brand Image

“A unique set of associations in the mind of customers concerning what a

brand stands for and the implied promises the brand makes.”

There could be hardly any person around the world that hasn't heard the
name Coca Cola. Ever since its beginning as world's leading name in cold
drinks, Coca Cola has created a strong brand image irrespective of age, sex
and geographical locations. Millions of people around the world are
consuming cold drinks or soft drinks as part of their daily meal. Coca Cola,
ever since its inception has been the leader in soft drink market.

Brand image is the significant factor affecting Coke’s sale. Coca-Cola’s

brand name is very well known all over the world. Packaging changes have
also affected sales and industry positioning, but in general, the public has
tended not to be affected by new products. Coca-Cola’s bottling system also
allows the company to take advantage of infinite growth opportunities around
10

the world. This strategy gives Coke the opportunity to service a large
geographic, diverse, area.

COKE PEPSI

NAME Certainly coke has a edge over Pepsi . Pepsi still needs to go long way
to compete Coke.

CONCEPT AND USES Similar, But Coke has relatively more Pepsi lags here also with Coke.
number of tie ups with international
units.

ADVERTISING Amout spend is approx 1 billion dollars Approximately 670 million

in 2009. dollars.

PROMOTIONS AAMIR KHAN..IPL.FIFA2010.. KATRINA KAIF, DEEPIKA

PADUKONE,RANBIR
KAPOOR, WORLD CUP
CRICKET.

PERCEPTION Coke is sweeter than Pepsi but has a Pepsi in 1990’ tastes better than
greater brand loyalty so people prefer Coke.(BLIND TASTE
this. Later coke worked on this and ANALYSIS)
improved.

TARGET MARKET ALMOST SAME ALMOST SAME

Brand loyalty

Brand loyalty is a central construct to marketing. Keeping the consumer

satisfied, and loyal enough to frequently purchase just one brand, is more
difficult in today’s market place than ever before. But today, major brands
are experiencing heightened brand loyalty due to the growing popularity of
the brand as a collectible.
A recent Coca-Cola annual report reported that the second most recognized
expression in the world after “ok?” is “Coca-Cola.”

Rand's Promise

Building Blocks of Brand Coca cola -

Including football, the Olympics, meals,Christmas and teen recruitment-- focus

on inspiring happiness by creating connections that transcend age and
geography.

Slogans

“The pause that refreshes “

"I'd like to buy the world a Coke“
"Coke is it"
“ Little Drops of Joy”
“Welcome to the Coke Side of Life”

Brand personality

Brand Personality identity is understood as the set of human characteristics

associated with a brand. The brand image building strategy implies the definition
of a brand personality and a user personality.
Have you ever thought about your personal brand?
Brand personalities that
1) are well-known,
2) offer something different to the world than they do in terms of products
and services
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‘Coca-Cola’s’ brand personality reflects the positioning of its brand. The

process of positioning a brand or product is a complex managerial task and
must be done over time using all the elements of the marketing mix.
Positioning is in the mind of the consumer and can be described as how the
product is considered by that consumer. When researching the positioning of
a product, consumers are often asked how they would describe that product
if it were a person. The purpose of this is to develop a character statement.
This can ensure that consumers have a clear view of the brand values that
make up the brand personality, just like the values and beliefs that make up
a person. Many people see ‘Coca-Cola’ as a part of their daily life. This
similarity between the brand and the consumer leads to a high degree of
loyalty and makes the purchasing decision easier

Brand Positioning

The location of a brand in relation to its competitors in some pre-definedspace.

The space may be defined by criteria used by consumers, such as"value for
money" or "age of consumer" etc.”
Five main factors that go into defining a brand position are -
1. Brand Attributes
What the brand delivers through features and benefits to consumers.
2. Consumer Expectations
What consumers expect to receive from the brand.
3. Competitor attributes
What the other brands in the market offer through features and benefits to
consumers.
4. Price
An easily quantifiable factor – Your prices vs. your competitors’ prices.
5. Consumer perceptions
The perceived quality and valueof your brand in consumer’s minds (i.e.,
does your brand offer the cheap solution, the good value for the money
solution, the high-end, high-price tag solution, etc.?)
The Coca-Cola Company produce a range of beverages suited to different ages,
lifestyles and occasions. This includes soft drinks, diet drinks,juices and juice
drinks, waters, energy drinks, sports drinks and cordials.
As part of a healthy, varied and balanced diet and an active lifestyle, all
products can be enjoyed by the majority of people.It is committed to helping
customers select the product that is best suited to their needs through the
provision of detailed product information supported by general advice on healthy
eating, drinking and lifestyles.
It understands that balancing energy intake with energy output is key to a
healthy body weight. We therefore provide choice through range of low or
no-kilojoule products that are ideally suited to the needs of people who wish
to reduce energy intake through beverage selection.Such products are readily
available at a similar cost to an equivalent higher energy product.
As one of the largest producers and marketers of non-alcoholic beverages it
promotes physical activity through our active lifestyles programme and
sponsorship of sport.Through new product development they continue to release
a range of new types of drinks, including low or no kilojoule products as they
look at ways in which to cater to those people who wish to reduce energy intake
through selection of lower energy beverages.

Children and the role of coke's beverages

Coca cola respect and support the primary role that parents play in decisions
affecting the lives of young children, including choices about diet and
lifestyle. Beverage choice, like food selection, is a role for parents and they
assist them in this through the provision of nutrition information and by
making available a wide range of products suitable for all ages, stages and
occasions.
Coca-Cola's long standing global policy ensures that they do not directly market
products to children under the age of twelve. Coke's brands are not advertised
during children's television times and they do not show children under 12 in
advertising or promotional materials drinking our products outside of the
presence of an adult.Sampling events are even directed to people over the age of
12.
14

In the small number of schools where they provide vending machines they work
with the school to provide a range of beverages, and ensure that lower
energy products are priced attractively and the packaging is in a single serve
size. Guidelines have been established to over see the manner in which they
work with schools and their tuck shops.
It is company's practice to sell diet drinks and sugar-free alternatives at a
similar price to regular carbonated soft drinks. Retailers offering 'specials'
are encouraged to include both the regular and diet versions of our soft
drinks.
Through new product development it aims to develop more products that
meet the unique needs of children and will work with nutrition experts for
healthy active and growing children, beverages higher in energy can be enjoyed
as part of a balanced and varied diet. However, we also provide a range of low or
no-kilojoule products also suitable for children.

Supporting sport and physical activity

Globally, The Coca-Cola Company has a long history of supporting sport and
physical activity it has have been a major Olympic Games sponsor since 1928
and also sponsor major international sporting events. Coca-Cola has been an All
Black sponsor for the past decade and has also supported provincial netball and
rugby.
At a grassroots level, Coca-Cola has formed a partnership with the National
Association of OSCAR (Out of School Care and Recreation) to develop and
implement a national physical activity programme available to 75,000 young
New Zealanders. In South Auckland, the Get Moving programme is working
to encourage children to participate in local sports and recreation courses.
The Pump water brand is now a major sponsor of the Heart Foundation's
Jump Rope for Heart programme that runs in schools across New Zealand
and through the Powerade sports drink brand, we support numerous sporting
events around the country.

Labelling
All products of The Coca-Cola Company provide clear nutrition information in
compliance with international regulations.
Packaging
Coca-Cola is committed to strict environmental guidelines, and to ensuringour
packaging has as little impact as possible on the environment. To thisend, a
recycling project was introduced in New Zealand during 2001 whichensures our
PET bottles contain an average of 10% recycled material.

Information Programmes
Coca cola’s consumer contact centre provides around the clock access to
information about the companies.

Pricing
It is company practice to sell diet drinks and sugar-free soft drink
alternatives at a similar price to regular carbonated soft drinks. Similarly, any
competitions or promotions of Coca-Cola can be entered by our consumers
who purchase diet Coke. Although at the discretion of retailers, special offers
and reduced prices on soft drinks are usually available for both the regular
and diet versions of our soft drinks

Brand Extension

Brand extension or brand stretching is a marketing strategy in which a firm

marketing a product with a well-developed image uses the same brand name
in a different product category. Organizations use this strategy to increase
and leverage brand equity (definition: the net worth and long-term sustainability
just from the renoened name.)
16

BRAND RESONANCE
A BRAND EQUITY MODEL

Brand Salience – First thing that comes to your mind when you are thirsty.
Brand Performance – Cokes performance is undoubtedly the best available at
all places.
Brand Imagery- In recent times how coke has captured emotions of people be it
in party, meal, fun, thirst quenching etc.
Brand Judgements- Coke is preferred world over over any other drinks.
Brand Feelings- After recent cola controversy, coke again won hearts of people
world over.
Brand Resonance- Every customer may be rich, poor, student, housewife,
kids,all consider coke as the status symbol.It equalizes everyone and everyone
like is.
Branding Effects Ater Pesticide Controvery on Coke

Coke's market research was clear. Indian consumers wanted someone credible to
assure them that Coca-Cola wasn't loaded with dangerous pesticides !!
Who better to do that than Aamir Khan, the socially responsible and bigger-
than-life Indian movie star loved the country over?
In a television testimonial, a serious but humble Aamir Khan, arms crossed
behind his back, told everyday Indians that he cared for their safety. The dreamy
actor donned a hairnet and looked studiously at a test tube held by a man in a
white lab coat inside a Coke bottling plant. He stared into the camera and told
Indians to come see the plant for themselves. And in the final act of the 60-
second ad, Khan pulled a bottle of Coke Classic from the manufacturing line,
popped the top and gulped fearlessly.
While Khan's ads were targeted at the mass audience and youths, testimonial ads
featuring soap star and member of Parliament Smriti Irani were targeted for
housewives and adult women who make the majority of the food-buying
decisions in Indian households.

Coke’s little drops of profit

Coca-Cola India’s new campaign attempts to connect simply and strikingly.
More to Coca-Cola: Coke’s new campaign in India aims to tell people just that.

Coca Cola is now ‘Little drops of joy’! What’s this all about? Does it have to
do anything with all the pesticide controversy the brand has been through
in India?
Let’s look at it positively and away from the ‘pesticidal’ past. ‘Little drops of
joy’ has the seed of making a lovely campaign. A big idea. A very campaignable
macro idea at large as well.
This is a nice tweak of “little drops of water make a mighty ocean”. In Coke’s
ocean, this is but yet another mega campaign that seeks to involve the Indian
consumer and emote with him and her and it!
I believe this campaign is about connect. Consumer connect.
Consumers are simple people. Simple and uncomplicated statements make us
that much more happy. ‘Little drops of joy’ is that kind of a phrase. As it gets set
to music and mood, expect a lot of action on the front of building a platform that
is truly big for Coke in India.
‘Little drops of joy’ is also about mother-branding the offering from the house of
Coke. In many ways, the campaign is a company campaign. I will not call it a
18

corporate campaign, but it certainly is about all the brands that Coke has to offer
in India. In some ways, it subliminally establishes a wee bit of distance from
being painted into the corner of a cola image alone. There is more to Coca-Cola
than Coke. Coca-Cola sure wants that.
In many ways, the little drops of joy could be a Kinley mineral water today and a
vitamin-enriched offering in water tomorrow. It is certainly about all the other
drinks in its portfolio of the carbonated kind, orange, lime and everything else
included. It is about its latest offering, Minute Maid, just as it is about any other
beverage it will offer in the future. Coffee is but one. There could be others.
The campaign is pregnant with possibilities. Watch it unwind closely as it knits
its consumer profile tightly together. Slowly but surely.