A Brand Dossier

Presented by
B. Kannadasan (B09005)
Drupad Parmar (B09007)
Jayesh Baldania (B09009)
Mayuri Ghosh (B09011)
Prahlad Agarwal (B09014)

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 Outline


o Evolution
o Competition
o Distribution
o Promotion
o Hypotheses
o Survey
o Inferences
o Deduction
o Net take away

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Open happiness

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Evolution

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 Competition
o
o First mover advantage
o Pepsi – biggest rival
o New Coke
o Cola wars
o Cola market share to Throat market share
 Making Coca Cola a generic brand
o Consumers becoming health conscious
 Launching Minute Maid “Pulpy Orange”
•
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 Distribution model

INDIA - B INDIA - A

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

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 Hypotheses


H1: Coca Cola has a high brand recall

• Cola is an impulse buy so it must have a
high recall


H2: Coca Cola should move away from a

brand ambassador in India
• Coca Cola seems to be such a big brand[1]
that it need not have an ambassador for
its promotion

[1]
As per Interbrands, 2008 (last 9 years)
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
 Survey


• Sample
– Size: 70 people
– Technique: Convenience sampling
• Questionnaire
– Recall of Coca Cola through images
– Recall of brand ambassadors of various FMCG
brands
– Regard for Coca Cola attributes
– Ideal brand ambassador for Coca Cola
• Data Analysis
– Central tendency & graphical representations
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 Inferences
Recall through images and
taglines

So what?
Coca Cola has a high brand recall
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 Inferences
Recall

amongst the aerated
drinks



So what?
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
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 Inferences
Importance of
Coca Cola
atttributes

So what?
Promotion & Product are the most vital factors in the 4Ps of
marketing mix of Coca Cola
But after a blind taste test, it was found that product features
are a perception created by the promotion
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 Inferences
Ideal celebrity to
endorse Coca Cola

So what?
Aamir Khan scores far above other celebrities when it comes to
endorsing Coca Cola 13
 Deduction


H1: Coke has a high brand recall



H2: Coke should not move away from a



brand ambassador in India

• Aamir Khan is a bigger brand than Coca
Cola in India

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Net take away

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T
H
A
N
K

Y
O
U! 16