The document discusses the international marketing and strategic alliances of the Harry Potter brand. It provides background on the Harry Potter book series and timeline of releases. It then focuses on Coca-Cola's $150 million sponsorship of the first Harry Potter film in 2000-2001, where they placed the Harry Potter logo on 850 million beverage bottles. While this alliance helped spread brand awareness, there is a risk it could tarnish the image of Harry Potter with children if not implemented carefully without directly marketing junk food. Overall licensees need to avoid using characters to promote their brands in an unethical way and respect the integrity of the Harry Potter world.

1. Harry Potter; The
Phenomenon
International Marketing

2.  Harry Potter is a series of seven fantasy novels written by
the British author J. K. Rowling.
 The series is about the adventures of a magician Harry
Potter and his friends Ronald Wesley and Hermione Granger.
 Harry Potter is one of the Most Recognized Brand in the
World values 4.0$ Billions
 Harry Potter made alliances with global licensees such as
Coca Cola, Mattel & Lego.
Introduction

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Harry Potter & Sorcerer’s Stone – 1997 ( June )
Harry Potter & Chamber of Secrets – 1998 ( July )
Harry Potter & Prisoner of Azkaban – 1999 ( July )
Harry Potter & Goblet of Fire – 2000 ( July )
Harry Potter & the Order of the Phoenix – 2003 ( June )
Harry Potter & Half Blood Prince – 2005 ( July )
Harry Potter & Deathly Hallows – 2007 ( July )
Harry Potter Book Series

5. Time Line of Harry Potter

6. Strategic Alliance –
Coca Cola & Harry Potter

7.  Coca Cola spent 150$ Millions of worldwide
sponsorship in producing first movie of Harry Potter in
2000-2001
 Coca Cola placed Well Known Harry Potter logo in 850
million of beverage bottles
 Coca Cola used the themes of Friendship, Happiness,
Honest as the best fit from the brand Harry Potter

8. Q1.
Do you think that Harry Potter would
have achieved the same success
had Bloomsbury not aligned itself
with global heavyweights such as
Coca Cola?

9. Yes
• First Book – Harry Potter & Sorcerer’s Stone ( 1997 June )
• First Movie released in 2001 – Harry Potter & Sorcerer's
Stone
• First 3 books have released before the first movie
• 66 Million copies of first 3 books sold before movie
release
• First 3 books have translated into 200
languages before the movie release

11. • Unique Story which anyone will love. It is like a fantasy
solution for human problems.
• Emotional Relationship with the readers.
Through social media networks & Teaser Campaigns by
publishers Harry Potter became a Hero for both children &
adults
- Do Not Open Packages
• Danish Toy Manufactures produce toys of all
characters of Harry Potter

13. Harry Potter will gain the same success without Coca Cola
As
- No Coca Cola brand appearance in the movie
- Harry Potter is not appearing with Coke commercials
But,
With Coca Cola Harry Potter approach the unsought places
where Coca Cola is distributing their brands
- Harry Potter Literacy Campaign -

14. Q2.
Is Harry Potter perceived differently
around the world? Why or Why not?

15. Yes
• “Harry porter is not about magic, Harry porter is a
magic.” Harry Potter used Fantasy Appeal as a solution to
Human Problems.
• Harry Potter is all about the Friendship, Honesty &
Imaginations which do not have any cultural &
geographical differences
• Give a worthwhile message through the story
between Good & Bad.

16. • 66 Million sales of the First Book with 200 language
translation
• First book was awarded by four countries.
- Nestle Smarties Book Prices ( 1997 – 1999)
- Scottish Art Council Book Awards (1999- 2001)
- Whitebread Children’s Book of the Year (1999)
- WHSmith Book of the Year (2006)
• Harry Potter included one of the best books list
ranked by American Library association
– New York Times -

19. Q3.
What measures could be taken
to ensure that licensees do not
tarnish the Harry Potter brand?

20. • Coca Cola – Teenagers
• Coke is accepted as an
unhealthy beverage
brand for children
• Harry Potter – Children
• Harry Potter is HERO to
children
• Children trust Harry
Potter
Alliance of Coca Cola with Harry
Potter may tarnish to the Brand
Trust of Harry Potter

21. • No product placement in the movie.
J. K. Rowling do not let Coca Cola to appear on the movie
• No characters
appear within the coca cola
commercials.
Harry Potter is a HERO to children, Brand Guardian
protect the HERO from unethical sales tactics of Coca Cola.
• Coca cola implemented a literacy campaign around the
world as a CSR activity not for profit.
- Win A School Library Campaign

23. Q4.
What, if any, are the risks to
licensees such as coca cola and
Lego of aligning themselves with
harry porter?

24. • Coca Cola – Teenagers
• Coke used Images of
characters in Harry
Potter in their packages
• Harry Potter – Children
• Usage of Children’s HERO
as a sales representative
of Coca Cola brand
Marketers accept Coca Cola packages as
an unethical Sales Strategy of Coca Cola
to
promote
their
brand
may damage to the Brand Image of Coca
Cola

25. • Coca Cola spent 150 $ Million for the
worldwide sponsorship of the Movie
Harry Potter
• CSR Contests such as Win a School
Library, Screening Contests within the
Harry Potter & Chamber of Secrets movie
Short Term Liquidity
Problems

26. • Saveharry.com website aimed at ending Coca
cola use of Harry Potter to market “Junk” food to
kids.
Influence from Pressure
Groups

28. Thank You