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BRANDING

What is a brand ?
A brand is name, term, sign, symbol or design or a combination of them which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors' A Trade mark is "a brand or a part of brand that is given legal protection because it is capable of exclusive appropriation." Manufacturers can use their own brands (known as Manufacturers' brands) or brands of their distributors (Distributors' brands).

Why branding?
Manufacturers/ distributors use brand names for a variety of reasons from simple identification purposes to having legal protection for unique features of the products from imitations and help consumers recognize certain quality parameters. In some cases, brands are just used to endow the product with unique story and character which itself can be a basis for product differentiation.

Special importance of brands for soft drink products

While brands can represent all types of goods or entities, they have special importance for products. Brand equities are stronger in soft drink products as the consumer is reluctant to try unknown brands/ unbranded products for the following reasons  These products individually account for a small part of household spending.  Most of these products are for personal use.  In many cases, it is difficult to differentiate a product on technical or functional grounds and therefore the consumer is reluctant to switch to an unknown brand.

Successful brands generate strong cash flows, which enable the owner of the brand to reinvest a part of it in the form of aggressive advertisements/ promotions. This reinforces the perceived superiority of a brand

COKE BRANDS IN INDIAN ORIGIN

COCA-COLA: Developed in a brass pot in 1886, Coca-Cola is the most recognized and admired trademark around the globe. Not to mention the best selling soft drink in the world.

SPRITE: In 1961, a citrus-flavored drink made its U.S. debut, using "Sprite Boy" as inspiration for its name. This elf with silver hair and a big smile was used in 1940s advertising for Coca-Cola. Sprite is now the fastest growing major soft drink in the U.S., and the world's most popular lemon-lime soft drink.

FANTA: The name "Fanta" was first registered as a trademark in Germany in 1941, when it was used for a few years for a soft drink created from available materials and flavors.

The name was then revived in 1955 in Naples, Italy, when it was used for the "Fanta" orange drink we know today. It is now the trademark name for a line of flavored drinks sold around the world.

DIET COKE: The extension of the Coca-Cola name began in 1982 with the introduction of diet Coke (also called Coca-Cola light in some countries). Diet coke quickly became the number- one selling lowcalorie soft drink in the world.

VANILA : It is an Ice Cream in taste. Launched in 2004.

LIMCA: This is thirst-quenching beverage features a fresh and light lemon-lime taste and a lighthearted attitude. The Limca brand was introduced in 1971 and acquired by the Coca-Cola Company in 1993.

MAAZA : Maaza, launched in 1984 and acquired by The Coca-Cola Company in 1993, is a non carbonated mango soft drink with a rich, juicy m natural mango taste.

THUMPS UP : In 1993, The Coca-Cola Company acquired this brand, which was originally introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian Cola.

KINLEY WATER: This is thirst-quenching beverage features fresh the fresh water with the saturated oxygen level.

PRODUCT PROFILE


COCA COLA PRODUCT

COKE THUMPS UP SPRITE LIMCA FANTA SODA MAAZA

PEPSI
PEPSI 7UP DEW MIRINDA SODA SLICE

 ANY OTHER BRAND

CATCH

FROOTI

VISION

The long-term vision of Coca-Cola in India is to provide exceptional strategic lead to the Coca-Cola in India. Through Coca-Cola system resulting in consumer & customer preference and loyalty through Coca-Cola is commitment to them and in a highly profitable Coca-Cola Corporate branded beverage system.

MISSION
The mission of coca cola in India is: Increase in shareholder's value over time. To achieve the above by working with business partners to deliver satisfaction and value to customers and consumers through world wide system of superior brand and services thus increasing the brand equity. To achieve the mission the company seeks the contribution from each of the given areas: People working in the company. Commitment of the company. Goals & objectives of the company. Environmental policy. Internal control.

BRINDAWAN BEVERAGES LTD.

In the network of the Coca-Cola system, Coca-Cola has either of the two bottling operation done far the company. 1. 2. COBO (Company Owned & Operated Bottling Operation). FOBO (Franchise Owned & Operated Bottling Operation).

After 1993, when coca cola re enters Indian market, done a lot of changes in the existing system of the soft drink market prevailing in India, by acquiring the major brands and the bottling operations from Parle. After this company founded some of its own bottling operation in India. In year 1997, company did a major investment of $700 million in India by purchasing other bottling operations, all around India and introduces new technology in them. These bottling plants are called Company Owned and Operation Bottling Operation. Company has full ownership and operational right for these type of operations. The other type of bottling operation for the company are called Franchise Owned and Operated bottling Operation, to these, the company has given the right to produce the product for the company and to supply with in the territory assigned by the company. Company has no ownership or operational right/control over these.

GUIDING PRINCIPLES OF COCA-COLA INDIA 1. We will conduct ourselves and our business activities with the highest standards of honesty integrity and professionalism. 2. We will recognize the positive contributions that we make as individuals and team members to produce our business success. 3. We will encourage a learning environment where people can constantly grow, develop and contribute. 4. We will strive for excellence and seek continuous improvement in everything we do. 5. We will respect all stakeholders, including employees, partners and suppliers and instill them with a passion to deliver the highest quality goods and service. 6. We will foster initiative and creativity by empowering individual to attain well-defined objectives.