ADVERTISMENT

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Presented By::

Ashutosh Singh Sengar

Ashwani Kumar Singh
Punit Khatnani
 INTRODUCTION
 The Coca-Cola Company is the world's largest
beverage company.

 largest manufacturer, distributor and marketer of

non-alcoholic beverage.

 The company is best known for its flagship product

 Coca-Cola invented by pharmacist John Stith

Pemberton in 1886.
 Cont.
 The Coca-Cola formula and brand was bought in 1889
by Asa Candler who incorporated The Coca-Cola
Company in 1892.

 The company operates a franchised distribution system

dating from 1889

 where The Coca-Cola Company only produces syrup

concentrate which is then sold to various bottlers
throughout the world who hold an exclusive territory.
 HISTORY
 Coca-Cola Enterprises established in 1986.

 ByAtlanta pharmacist Dr. John Pemberton

 He began to produce Coca-Cola syrup for sale in

fountain drinks.

 The bottling system business began in 1899.

 Cont.
 The Company offered its stock to the public on
November 21, 1986.

 In December 1991, a merger between Coca-Cola

Enterprises and the Johnston Coca-Cola Bottling
Group.

 In 1992 sales climbed to 1.4 billion, and total

revenues were $5 billion.
 Marketing Objectives
 To increase the market shares in the
upcoming years.
 To increase awareness of the product on
the market.
 To survive the current market war
between competitors.
 To increase the size of the worldwide Coca
Cola enterprise by 10%.
 Marketing strategy
 Availability.
 Aggressive Advertising.
 Dual distribution plan.
 Quality.
 Catchy taglines
 Trendy Packaging
 SWOT Analysis
Strength

 World’s leading brand.

 Large scale of operations.

 Strong supply chain management system

 Weakness

 Unable to differentiate itself from Pepsi.

 Less effective campaigns.

 Oppurtunity

 Growing bottled water market.

 Untouched markets.

 Acquisitions Intense competition.

 Threats

 Intense competition with competitors.

 Intense price competition.

 Dependence on bottling partners.

 Sluggish growth of carbonated beverages.

 Key Success Factors

 Marketing

 Innovation

 Globalization
 Major brands of coca cola
 Coke
 Sprite
 Fanta
 Diet coke
 Coke classic
 Maaza
 Thums-up
 Georgia
 Kinley
 Major Competitors

 Pepsi
 Slice
 Mirinda
 Mountain Dew
 7up
 Nimbooz
 Aquafina
MARKET SHARE BY AREA
Sales Growth
 Brand Equity
Brand equity is difficult to measure because much of it
depends on consumers' perception and opinions of a brand.
When a product has high brand equity they are successful at
retaining their current customers by keeping them satisfied
with the quality of products and service. They are also
successful at attracting new customers who have heard of the
brand through successful marketing or word of mouth.
Coca-Cola's brand equity is difficult to measure because they
have extended their brand to include numerous products. In
addition to the numerous of versions of Coca-Cola worldwide
that compete against other beverage brands, Coca-Cola
competes with itself. Nationally there are numerous versions /
brands that are a part of the Coca-Cola family. Some of the
brands include Coca-Cola Classic, Dasani Water, Full
Throttle, Fanta, and Soy Products.
 Brand identity
The brand identity is the audio-visual 'face' of
the brand - the cues that tell you that you are
are in the right place. The brand definition is
the formal description of what the brand
stands for within different description
categories - its personality, its values, its
stories, its emotional benefits etc.. The brand
proposition is the 'deal' the brand is offering
you at any given moment
 Brand Positioning
The location of a brand in relation to its competitors in
some pre-defined space. The space may be defined by
criteria used by consumers, such as "value for money" or
"age of consumer" etc.”
5 main factors that go into defining a brand position.
1.Brand Attributes
2. Consumer Expectations
3. Competitor attributes
4. Price
5. Consumer perceptions
 Advertising
• Coke was first advertised
as a remedy for
headaches and exhaustion
• Coke has been advertising
on television for 50 years.
• Songs used in coca cola
commercials have become
popular.
• They use catchy mottos
such as:
“Adds a refreshing relish to
every form of exercise”
 International Coca-Cola
• In Hong-Kong, heated
Coke is served as a
cold remedy
• Coke advertises 200 in
countries around the
world.
• In Japan people use
money chips on their
cell phones to pay for
drinks.
 Coke in Space
• In July 1985, Coke
was the first soft
drink to be enjoyed
in outer space on
the space shuttle
Challenger
• A special space can
was developed
Coca-Cola in Our Schools
• Students in our surveys
indicated their ads were
similar to those in the
United States. This
was particularly true in
Europe.
• Coke vending machines
appear in many schools
around the world.
 Business Strategy

 Consumer demand drives everything we do.

 Brand Coca Cola is the core of there business.

 We will serve consumers a broad selection of the

nonalcoholic ready-to–drink
 Cont.

 beverages they want to drink through out the

day.

 We will be the best marketers in the world.

 We will think and act locally.

 We will lead as a model corporate citizen.

THANKING YOU