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Promotionmixofcoca Cola 131117053309 Phpapp01
Promotionmixofcoca Cola 131117053309 Phpapp01
Metange
Company Introduction
Coca-Cola was invented in May 1886 by Dr. John S.
Evolution
1886
1899
1916
1920s
1970
1993
2000s
Open happiness
PEOPLE
Atul Singh
Deputy President, Pacific
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
Creating Santa Claus
Associating with McDonalds, etc
Associating with cricket, cinema & music
Coke
Studio@MTV
embarks on
the third
season of its
musical voyage
'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 identified 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 competition
ADVERTISEMENT OBJECTIVE
Type of advertising it adopts is reminder type.
ADVERTISING STRATEGY
Before creating advertising message the Coca-Cola
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 specifically
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:
Very much conscious about their billboards and hoardings
Many sites in different locations for their billboards
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 theatres,
Direct Marketing
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
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
Getting Shelves
Eye Catching Position
Under The Crown Scheme
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 defined as the management function which
Sponsorship
Coca-Cola India was the
Sponsorship
Associated with mega sporting events
Sponsorship
Personal Selling
Has many salespeople, who are individuals representing
According to a Survey
Recall through images and
taglines
Conclusion:
Coca Cola has a high brand recall
13.33%
86.67
%
According to a Survey
Recall amongst the aerated drinks
Pepsi
28%
Coca
Cola
72%
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%
Hrithik Roshan
Aamir Khan
John Abraham
Farhan Akhtar
Katrina Kaif
Mahendra Singh Dhoni
No Celebrity
4%
6%
60%
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