IMC OF

COCA COLA
BY: SHUBHAM MITTAL
(243)
 PRESENTATION FLOW
 INTRODUCTION
 BRANDS OF COCA COLA

 THE PROMOTIONAL MIX

 ADVERTISING

 DIRECT MARKETING

 INTERNET MARKETING

 SALES PROMOTION

 PUBLIC RELATIONS / PUBLICITY

 RESULTS

 PERSONAL SELLING

 MISSION

 VALUES

 VISION

 LOGO

 BUDGET

 CONCLUSION
 INTRODUCTION
 Coca-Cola was invented in May 1886 by pharmacist Dr. John S.
Pemberton in Atlanta ,Georgia.The formula & brand was bought in
1889 by Asa Griggs Candler.
 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 Coca-Cola 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 o leave the country
along with I.B.Min 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
 IMC IN COCA COLA
 Coca cola uses IMC in order to communicate with its target.
 It’s the pioneer company in 360 degree communications as they
rapidly understood they had to get in touch with consumers to create
links & to look for them wherever they are.
 The communication plan is adopted regarding the market, the
society, the potential. the product positioning etc. Coca cola is
willing to be close to its consumers, to be part of the daily life, to be
come a kind of rituals attached to specific moments; for that they use
social marketing to create emotions and affiliation with consumers,
e.g. they raise funds for social causes like earthquake or hurricane.
 Also it always focuses on fun & entertainment as it is the main
message they want to deliver. They adopt their message to target
market based on some values: sharing happiness, fun, tradition of
coke.
THE PROMOTIONAL MIX:
TOOLS OF IMC
 Advertising
 Personal Selling

 Publicity/Public Relations

 Sales Promotions

 Direct Marketing

 Interactive/Internet Marketing
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 & cricket industry mainly become the
brand ambassadors of the Company, such as Amir Khan. Sachin
Tendulkar, AkshayKumar, Aishwarya Rai, Salman Khan etc.
SLOGANS- A MEMORABLE JOURNEY
 Coca Cola continuously uses new slogans in various
countries (also in India) and are very cheerful &
attractive!!’ Those slogans are:
 Thanda Mat lab Cola-Cola

 Jo chaho hojae Cola-Cola enjoy

 Coca-Cola Piyo sir utha ke jiyo

 Brrrrnr!!!

 Open Happiness
MEDIUMS OF ADVERTISING
 The mediums of advertising used by coca cola are:
1.Print media:
They print media for advertisement. Although
very rare, they have a separate department for
print media.
2. Point of sales & point of purchase (pos &pop) Materials:
Point of sale material this includes : posters and
stickers display in the stores and in different areas. It
also includes:
a) Vizi cooler

b) Freezers

c) Display rack
TV 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. Now, they have endorsed ‘triplet’ of movie
‘Student of the Year’ for their new theme Haan Meir
Crazy Hoon..”
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 of India.
 It is essential to take a note that Billboards & banners,
cut-out, holdings play an important role in promotion of
coca cola. This is mostly because of its unique, eye-
catching red colored brand logo. You would never miss
it!!
SOME BEAUTIFUL BILLBOARDS….
DIRECT MARKETING
 Coca-uses direct marketing in many ways. First, the
company forms partnership with various restaurants,
movie theaters, hotels 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.e.g. McDonalds.
 Coca Cola also sponsors various sporting events in India
and around the world in events like Cricket. Football,
and Motor Racing etc.
DIRECT MARKETING
INTERACTIVE/INTERNE
TMARKETING
 Coca-Cola uses the internet lo 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 modem era of communication and networking,
the company uses various social networking sites like
Facebook. YouTube. Twitter to connect with the consumers.
A dedicated section is created on YouTube to see its videos.
 The internet marketing thus helps to reach to those
consumers who can’t afford to spend time on TN and are
always online.
INTERACTIVE MARKETING
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.
I. Consumer -Oriented sales promotion:
 Getting Shelves

 Eye Catching Position

 Under The Crown Scheme

II. Trade – oriented sales promotion:

 Discounts to retailers and stores

 Return back allowances

 Merchandising assets

 Free goods or free tours

PROMOTION ON THE MOVE….
PUBLICITY/PUBLIC
RELATIONS
 Publicity refers to non personal communications regarding
an Organization,product, service or idea not directly paid
or run under identified sponsorship.
 Public relations is defined as “the management function
which evaluates public attitudes, identifies the policies and
procedures of an individual and organization with public
interest, and executes a program of action to earn public
understanding and acceptance”.
 Coca-Cola can address law suits, rumors, stories, new
products, and activities. There is also a section of the
website devoted to investors. Here,current, or future,
investors can access financial statements and up-to-the
minute stock information.
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.
 Coco Cola also Sponsors events in cricket and music.
PERSONAL SELLING
 Coca-Cola has many salespeople, who are individuals
representing the company to communicate, sell, service,
and build relationships with customers.
 These salespeople promote their product to different
customers within their regions, and once they sustain a
customer, they sell their products to them and service
them many times per week.
 These individuals form close relationships with the
customers in order to continue business with them.
BRAND
AWARENESS
Coca-Cola’s popularity had decreased
among Millennials, so the brand developed
a campaign to raise awareness and increase
sales and brand love. Since the “Share a
Coke” campaign had been a global success,
the brand decided to adapt it for a younger
audience. The campaign was further
adapted as a mobile campaign that would
target Mexican teens and young adults.
RESULTS
 Coca-Cola’s “Share a coke’’ campaign was wildly
successful in terms in terms of increasing consumption
of its product and in brand awareness and engagement.

 The company enjoyed a two-percent increase in the sales

in the sales of its soft drinks,paticularly among young
consumers where the ratio to adult consumers grew by
seven percent. But better sales were not the only positive
outcome.
LOGO
Coca-Cola is one of the most famous logos in the world
today, and its curvey flowing script was designed by Dr.
John Pemberton’s bookkeeper FRANK MASON
RABINSON who realised that the two curly ‘C’s would
look great in advertising,he came up with the name
previously and later flowing logotype in spencerian script
the……
MISSION
Our Roadmap starts with our mission, which is enduring. It
declares our purpose as a company and serves as the
standard against which we weigh our actions and decisions.

 To refresh the world...

 To inspire moments of optimism and happiness...

 To create value and make a difference.

VISION
Our vision serves as the framework for our Roadmap and guides every
aspect of our business by describing what we need to accomplish in order
to continue achieving sustainable, quality growth.

 People: Be a great place to work where people are inspired to be the best
they can be.
 Portfolio: Bring to the world a portfolio of quality beverage brands that
anticipate and satisfy people's desires and needs.
 Partners: Nurture a winning network of customers and suppliers,
together we create mutual, enduring value.
 Planet: Be a responsible citizen that makes a difference by helping build
and support sustainable communities.
 Profit: Maximize long-term return to shareowners while being mindful
of our overall responsibilities.
 Productivity: Be a highly effective, lean and fast-moving organization.
VALUES
Our values serve as a compass for our actions and describe
how we behave in the world.

 Leadership: The courage to shape a better future

 Collaboration: Leverage collective genius

 Integrity: Be real

 Accountability: If it is to be, it's up to me

 Passion: Committed in heart and mind

 Diversity: As inclusive as our brands

 Quality: What we do, we do well

BUDGET
 Coca-Cola spends the most on global advertising and
marketing than any other soft drink producer.
 The company averaged averaged about $4 billion each
year on advertising between
2015 and 2020.
CONCLUSION
 From study we can conclude that:
 For any company to reach the peak in today’s
competitive era ,has to use each and every component of
the promotional mix.
 By understanding Coca-Cola we can say it the company
issuing its promotional mix in an effective and efficient
manner.
 That is the reason why Coca-Cola is the market leader
and one of the most valuable brands in the whole world.
 Apart from being the most valuable brand, it also gives
importance to CSR activities.
Thank You