brand management coca cola
DESCRIPTION
The presentation is on Brand Managment on Coca-ColaTRANSCRIPT
FANTASYINNOVATION
ETHICS
EXPOSURE
FUN
HAPPINESS
BRAN
D
LEADERMOTIVATOR
NEW THINKING
POSITIVE
SOCIAL
PATIENCE
BELIEVE
CREATIVITY
REPEATING
TIMING
Coca-Cola was developed in 1886 by Dr. John S. Pemberton
In 1888, Asa Candler bought out Pemberton
In 1899, Asa Candler sold the bottling rights for Coca-Cola to
Benjamin Franklin Thomas &Joseph B. Whitehead
This bottler model was a critical factor in the Coca-Cola Growth Story.
Even today, it is the most successful business model
Benjamin F. Thomas
Joseph B. Whitehead
Asa G. Candler
Dr. John S. Pemberton
In the Beginning…
Coa-Cola History_Hindi.mpg
Brand Value
Brand Strategy & Development.
This strategy has been fixed in people’s mindset such that whenever
you ask for a cold drink‘THANDA’, you get a Coca Cola.
Aamir shown as a Pahadi Guide, Tapori and a village guy drinking Coke
Brand Building…Ad says – with Coca Cola, “Open Happiness”
Bund bund me Vishwaas..!
look at the brighter side of life and believe in a happier
tomorrow..
More Fanta, Less Serious…
Creating Fun
BRRRRRR….Campaign started in South African Market
Achieved success across 40 international markets
Find every reasons to be happier
Seedhee Baat, No Bakwas… Clear Hai…
New Product Development
Entering a new market of ‘Nimbu Paani’
Competition with…
Traditional lemon drink Nimboozzz by Pepsico
Wait – Do market research, study Customer’s buying motivesAnd learn…
Launch of Nimbu FreshBilkul Ghar Jaisa…
What’s New…Recently launched world famous brand Minute Maid in Indian Market.
Nimbu Fresh, Bilkul Ghar Jaisa
Pepsi says, Asali Indian Drink
Exposure… Rural MarketingCoca cola
Pepsi
60% of total Indian population is in Rural area.
When most of the MNC’s were targeting Urban consumers, Coca Cola was one of the first global majors to spot the potential spin offs from Country’s Rural Markets.
More than 3500 beverages brands of coca cola are sold world wide.
Segmentation…
DOWNFAL L…
Keep Patience Fight back
Coke Aamir 60 Final.mpg
Corporate Social Responsibility
Sea shore cleaning activity
Plantation
Recycling Tin
Coca Cola took an initiative to start rainwater harvesting plants
Invention of Solar CoolersPenetrating sales in
villages where there is no electricity
Using solar energy to cool the bottles in transport
S OTWAnalysis
Brand nameStrong distribution
networkGood promotional
strategyValue propositions
Lack of infrastructureErratic power supply
Profitability is lessDistribution cost is
high
Brand awarenessProliferation of media
Increased income level of rural consumers
Huge untapped market
CompetitorsTraditional beveragesRural people are price
sensitive
Inspiring_Video_from_I_spirit.AVI
Open Happiness…!