Académique Documents
Professionnel Documents
Culture Documents
Company Introduction
Coca-Cola was invented in May 1886 by Dr.
2000
s
1993
1970
1920
s
1916
1899
1886
Evolution
Open happiness
PEOPLE
Atul Singh
Deputy President,
Pacifc 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
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
Promotion
coca cola
Coke
Studio@MTV
embarks on
the third
season of its
musical
voyage
Tamil Actor
& Fanta
Brand
Ambassado
r Tamanna
Bhatia
'Meet and
Greet with
Kareena'
contest in
Chandigarh
Coca-Cola
India
launches the
2012 edition
of the Limca
Book of
Records
Quiz
Limca - do
pal taazgi
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 identifed as the The Fun Catalyst.
Promotion in India
In order to add local flavour in its advertisements and
Promotional Mix
Advertising
As a part of pull strategy and also due to intense
ADVERTISEMENT OBJECTIVE
Type of advertising it adopts is reminder type.
The reason behind this fact is that coke is
ADVERTISING STRATEGY
Before creating advertising message the Coca-
Mediums of Advertising
Print Media:
Coca cola is said to have a different print media
department.
Coca Cola
advertisements all
over the world are
creative so as to
appeal to the mass
media.
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 specifcally
merchandise its products
Includes Posters and stickers
displayed in different areas
Vizi coolers, freezers, Display
Racks
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
Mediums of Advertising
Outdoor Advertising:
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.
Direct Marketing
Uses direct marketing in many ways
It partners with various restaurants, movie
Direct Marketing
According to mobilemarketingmagazine.com,
Direct Marketing
Internet Marketing
Uses the internet to promote its products
Company has its own website - simple to navigate
Website allows customers to become interactive through
Internet Marketing
The Happinessthe
Machine
video, the result of a collaboration
around
world
between Coca-Cola and integrated interactive marketing
agency Defnition 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
Coca-Colas 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.
Sales Promotion
Trade
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
Publicity
Publicity refers to non personal communications
Public Relations
Public relations is defned as the management function which evaluates
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 fve years.
Coca Cola Indias 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 confdence and light friendly image .
Sponsorship
Coca-Cola India was the
Sponsorship
Associated with mega sporting events
Sponsorship
Personal Selling
Has many salespeople, who are individuals
According to a Survey
Recall through images and
taglines
13.33%
86.67%
Able to recall Coca Cola
Conclusion:
Coca Cola has a high brand recall
According to a Survey
Recall amongst the aerated
drinks
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
According to a Survey
Ideal celebrity to endorse Coca Cola
4%
7%
13%
6%
4%
6%
60%
Hrithik Roshan
Aamir Khan
John Abraham
Farhan Akhtar
Katrina Kaif
Mahendra Singh Dhoni
No Celebrity
Conclusion:
Aamir Khan scores far above other celebrities when it comes to
endorsing Coca Cola
Celebrity Endorsers
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
Conclusion
For any company to reach the peak in todays competitive
n
a
h
T
k
k
n
a
h
T u!
o
Y