3. INTRODUCTION
• The Coca-Cola Company is an American multinational beverage
corporation and manufacturer, retailer and marketer of nonalcoholic
beverage concentrates and syrups, which is headquartered in Atlanta
, Georgia .
• The company is best known for its flagship product Coca-Cola, invented in
1886 by pharmacist John Stith Pemberton in Columbus, Georgia .
• The Coca-Cola formula and brand was bought in 1889 by Asa Griggs
Candler (December 30, 1851 - March 12, 1929), 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 .
• The Coca-Cola Company owns its anchor bottler in North America , Coca-
Cola Refreshments.
Its stock is listed on the NYSE and is part of DJIA, S&P 500 index, the Russell
1000 Index and the Russell 1000 Growth Stock Index. Its current chairman
and CEO is Muhtar Kent .
4. THE ADVERTISING STRATEGIES OF
COCA COLA IN INDIA
advertising is as much a science as it is an art .
Today, the primary objective of the ad is to create
an image . The Coca Cola Company (henceforth,
Coca Cola) - and the advertisement strategies
adopted by them in India to establish their
respective brand images – offers an interesting
insight into Image Advertising .
5. SPECIAL PRODUCTS
Green tea
The company announced a new "negative calorie" green tea drink, Enviga, in 2006, along with trying
coffee retail concepts Far Coast and Chaqwa.
Glaceau
On May 25, 2007, Coca-Cola announced it would purchase Glaceau, a maker of flavored vitamin-enhanced
drinks (vitamin water), flavored waters, and Burn energy drinks, for $4.1 billion in cash.
Huiyuan Juice
On September 3, 2008, Coca-Cola announced its intention to make cash offers to purchase China
Huiyuan Juice Group Limited (which has a 42% share of the Chinese pure fruit juice market for
US$2.4bn (HK$12.20 per share).China's ministry of commerce blocked the deal on March 18,
2009, arguing that the deal would hurt small local juice companies, could have pushed up juice
market prices and limited consumers’ choices.
Coke Minilmini
In October 2009, Coca-Cola revealed its new 90-calorie mini can that holds 7.5 fluid ounces. The first
shipments are expected to reach the New York City and Washington D.C. markets in December
2009 and nationwide by March 2010.
Holiday can
In November 2011 for the Winter Holidays, Coca-Cola revealed a white can that contained regular
Coke instead of Diet Coke, but it was quickly withdrawn only a month after release due to
consumer complaints about the similar look to the silver cans commonly used for Diet Coke.
There were also complaints about deviating from the traditional red color of Coca-Cola cans.
6. Pesticide controversy takes toll on
coca cola
The year 2003 has been devastating for
American soft drink giants Coca-Cola in
India, with the pesticide controversy taking
an unprecedented toll not only on their
public image but also on sales, a mid-year
price cut notwithstanding.
When the Centre for Science and Environment
alleged that 12 brands of Coke and Pepsi
contain pesticide levels many times higher
than permissible limits, the two companies
were dumbfounded, not having had the
experience of dealing with such allegations
in any of the countries they operate in
globally.
After this allegation on coca cola company , the
company has gone through a big loss and
various problems of sale and public image .
7. STEPS TAKEN TO RE-BUILD
PUBLIC IMAGE
• The fruit-flavoured variants of Fanta launched earlier that year by Coke
did not appear to have been well received in the market .
• the company introduced including Rimzim and Portello have also
apparently met the same fate.
• introduced 200 ml size for Rs five and further reduced the price of the
standard 300 ml version in order to boost sales.
So, as 2003 draws to a close, the soft drink industry is still trying to come to
terms with the pesticide controversy, which is being kept alive by a Joint
Parliamentary Committee probe which is still continuing.
8.
9. Brand Identity
Advertising bridges the gap between
Brand Image and Brand Image.
six key characteristics that together
define the brand:
Physique – the physical attributes of
the brand
Personality – the personification of
the brand
Relationship – the relationship
between the consumer and the
brand
Culture – the core values of the brand
Reflection – the way consumers want
to be perceived when using the
brand
Self-Image – the image that
consumers have of themselves
when associated with the brand
10. Coca Cola’s Campaign
The Coca Cola campaign in India, however, has been
different from that of Pepsi, even though they both
share similar product traits. Coca Cola had a
presence in India before 1977, but was subsequently
forced to exit the Indian market. When the company
returned to India post liberalization, it came up with
an innovative communication and advertising
strategy. Coca Cola has essentially been following
the principle of differentiation.
11. TAG LINES
Jo Chaaho Ho Jaaye, Coca Cola Enjoy
It was one of the company’s first campaigns in India . these ads
featured celebrities such as Hrithik Roshan and Aishwarya Rai .
Thanda Matlab Coca Cola
It was the next camwas launched with an objective to have a mass
appeal .
Open Happiness
However with the current campaign , Coca Cola seems to have
achieved both an emotional as well as a mass appeal.
12. SPONSORSHIP
Coca-cola's advertising expenses accounted for 3.256 billion dollars in 2011 .
Sports
Coca-Cola sponsored the English Football League from the beginning of the 2004–05
season (beginning August 2004) to the start of 2010/11 season, when the Football
Leaguereplaced it with NPower.
Along with this, Coca-Cola sponsored the Coca-Cola Football Camp, that took place in Pretoria, South
Africa during the 2010 FIFA World Cup, during which hundreds of teenagers from around the
world were able to come together and share their love of the game, partly due to Best Buy's
efforts through their @15 program.[64]
Other major sponsorships include NHRA, NASCAR, the NBA, the PGA Tour, NCAA Championships,
the Olympic Games, the NRL, the FIFA World Cups and the UEFA European Championships.
In the Philippines, it has a team in the Philippine Basketball Association, the Powerade Tigers.
Television
The company sponsors the hit Fox singing-competition series American Idol. Coca-Cola is a sponsor
of the nightly talk show on PBS, Charlie Rose in the US.[65]
