BRAND AUDIT REPORT

Coca Cola

Introduction
Coca-Cola was invented in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. The
name "Coca-Cola" was suggested by Dr. Pemberton's bookkeeper, Frank Robinson.
Coca-Cola currently offers more than 500 brands in over 200 countries and serves over
1.6 billion servings each day.
The company operates a franchised distribution system dating from 1889 where The CocaCola Company only produces syrup concentrate which is then sold to
various bottlers throughout the world who hold an exclusive territory.
Coca-cola was asked by the Indian government to leave the country along with I.B.M in 1977
due to investment violations.
It re-entered India in 1993. Since then its operations have grown rapidly through a model that
supports bottling operations, both company owned as well as locally owned and includes over
7,000 Indian distributors and more than 1.3 million retailers.

Brands Of Coca-Cola India

Brand elements

Coca cola`s Brand elements played a vital role behind enhancing

its brand awareness. Coca cola is the top brand. Coca Cola`s
brand name is most recognized among customers which was
proved by the research done in last July, according to that the
most recognized brand about 90% was coca cola. The survey was
taken from USA, Canada, UK, France, Germany and Australia. Red
text Coca cola written logo is very famous and most recognized
in word due to its strong brand awareness and global viewership
because of sponsoring Olympics. There have been some variations
in logo mostly just in the change of front style. It has been using
slogans since1986 till today.

DISTRIBUTION CHANNELS:
Direct Selling
In direct selling they supply their products in shops by using their own transports. In this
type of selling company have more profit margin.
Indirect Selling
They deal with many whole sellers and agencies to cover all areas globally. To assure
their customers for availability of coca cola products, as their products are sold in 200
countries with the consumption of 1.8 billon coke products per day.

Facilitating the product by infrastructure

For providing their product in good manner company has provided infrastructure these
includes:
Vizi cooler
Freezers
Display racks
Free empty bottles and shells for bottles

Marketing segmentation
There are three broad ways which Coca Cola segments
its market:
1. -Mass marketing
2. -Differentiated marketing
3. -Niche marketing

The most apparent method used by Coca Cola is with no

doubt the differentiated marketing method as Coke
satisfies a range of different markets. Diet coke satisfies
the weight consciousness, weather regular coke, sprite,
fanta the average human, coffee, iced tea etc. Each
group of beverages satisfies a particular group of people

Support marketing
Programs

Advertising
Advertising is defined as any paid form of non personal communication about an
organization, product, service, or idea by an identified sponsor.
Coca-Cola uses the concept of aggressive advertising to promote its products. Thus
advertising is the most important marketing tool for the company as it has to cater mass
consumer markets. They mainly does national advertising.
Company introduces different themes and concepts to sell their product and advertises
mainly in electronic media and out of home advertising. These advertisements build brand
image and create awareness.
Big names of Indian film industry mainly become the brand ambassadors of the Company.
Throughout the years, the slogans of the Coca-Cola have been memorable. For E.g.
Thanda Matlab Cola-Cola
Jo chaho ho jae Cola-Cola enjoy
Coca-Cola-Piyo sir utha ke
Brrrrrrr!!!

Mediums Of Advertising
The mediums of advertising used by Coca-Cola are:
Print media:
They print media for advertisement. Although very rare,
they have a separate department for print media.
Point Of Sale Materials:
Point of sale material this includes: Posters and Stickers
display in the stores and in different areas. It also includes:
Vizi cooler
Freezers
Display racks
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T.V Commercials

As everybody know that TV is a most common entertaining medium so TV

commercials is one of the most attractive way of doing advertisement. So
Coca Cola Company does regular TV commercials on different channels.

It focuses on both the urban as well as the rural India with its
advertisements.

In the summer of 2011, Coca-Cola introduced the new Brrrrr!! Ad and

featured Imran Khan as the brand ambassador.

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Outdoor Advertising

Coca cola is very much conscious about their billboards and hoardings. They
have so many sites in different locations for their billboards.
Billboards are usually found at cross roads, buildings, shops.
Also in India the Coca-cola can be seen painted on walls, bus stands, dhabas
etc focusing in rural areas if India.

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Direct Marketing
Coca-Cola uses direct marketing in many ways. First, the company
partners with various restaurants, movie theaters, etc. to carry its product.
This way, when a customer orders a drink, the only brand they are offered
is Coca-Cola, which forces them to buy a drink from that brand. By doing
this, Coke forces out other competition, and keeps the restaurants, or
other businesses, purchasing their product over and over again.
Eg. Mc Donalds.
According to mobilemarketingmagazine.com, Coke uses mobile graphics
and texts to appeal to markets on a more personal level.
Coca Cola also sponsors various sporting events in India and around the
world in events like Cricket, Football, and Motor Racing etc.

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Interactive/Internet Marketing
Coca-Cola uses the internet to promote its products. The company has its
own website, which is quite simple to navigate through. The 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 in the modern era of communication and networking, the company uses
various social networking sites like Facebook, YouTube, Twitter to connect
with the consumers.
The internet marketing thus helps to reach to those consumers who cant
afford to spend time on T.V and are always online.

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Sales Promotion
A sales promotion is an activity that is implemented to boost the sales of a
product or service temporarily. Coca-Cola does sales promotion in two ways
to quickly increase sales.
1. Consumer - Oriented sales promotion:
Getting Shelves
Eye Catching Position
Under The Crown Scheme
2. Trade - Oriented sales promotion:

Discounts to retailers and stores

Return back allowances
Merchandising assets
Free goods or free tours

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Publicity/Public Relations

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.

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Points-of-difference &
Points-of-parity
Points-of-difference

Distinctive taste profile

Optimistic view of life
Classic, iconic symbolism & imagery.
Emotional bond with customer

Points-of-parity
Contemporary, up-to-date
Refreshing flavor
Beverages category

Brand mantra
Brand Name

Emotional
Modifier

Fun

Descriptive Functional
Modifier
Benefit

Family and
friends

Beverages

Brand Portfolio
carbonated drinks
soft drinks

diet carbonated drinks

frozen beverages
fruit juices

juices

coca cola

fruit smoothies
fruit tea

Tea/ Coffee

coffe
coffe drink
menral water

water

enhanced water
sports drinks

other drinks

energy drinks
mixers

Brand Attributes
Core Attributes

Great Tasting
Very Refreshing
Thirst Quenching
High Quality(ingredients and production process)
Worth What it Costs
Goes Well With Meals and Snacks

Extended Attributes

Has an Unforgettable Taste

Revitalizes
Enjoyment
Good to Drink With Family and Friends
Is Recognized as the Best Soft Drink

Coke Brand Knowledge

Brand Association

Competitor Analysis
COCA COLA
Brand
value
Brand
Ranking
Brand
Portfolio

Brand
image
Years in
market
logo

PEPSI

77839$m

16594$m

#1

#2

Soft drinks, juices, water,

coffee, tea, Mixers, energy
drinks, sports drinks,
smoothies.
Youth, music, sports, high
energy,

Soft drinks, cereals, sports

energy drinks, snacks

1886 (126)

Fun, family, gathering,

happiness, sense of
community, global joining
1898 (114)

text

Universe reflecting

Customer -Based Brand Equity

Model

SWOT ANALYSIS Of Coca Cola

Strengths
Worlds Leading Brand
Largest Market Share.
Customer Loyality.
Most extensive distribution
Network.

Opportunities
Diversify Into non Carbonated
Drinks.
Opening new Outlets in those
areas where market share is
less.
Targeting the youth
Generation.

S
O

W
T

Weaknesses
Negative publicity.
Carbonated Drinks.
No presence in the Snacks and
Food Industry.
Declining market Share.

Threats
Strong Competition with
Pepsico Company.
Health consiousness among
people.
More choices in Beverages.

BCG MATRIX OF COCA-COLA

HIG
H

Questi
on
Mark

STAR

BUSINESS
GROWTH
RATE
LOW

CAS
H
COW

DO
G

HIGH

LOW
MARKET

Logos evolution of both brands

Thank
You
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