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Presentation on BRAND MANAGEMENT Of coca colaCoca-Cola was developed in 1886 by Dr. John S. PembertonIn 1888, Asa Candler bought out PembertonIn 1899, Asa Candler sold the bottling rights for Coca-Cola to Benjamin Franklin Thomas &Joseph B. WhiteheadThis bottler model was a critical factor in the Coca-Cola Growth Story.Even today, it is the most successful business modelBenjamin F. Thomas Joseph B. Whitehead
Asa G. Candler
Dr. John S. PembertonIn the Beginning2In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was a suggestion given by John Pemberton's book keeper Frank Robinson.It was a prohibition law, enacted in Atlanta in 1886, that persuaded physician and chemist Dr. John Stith Pemberton to rename and rewrite the formula for his popular nerve tonic, stimulant and headache remedy, "Pemberton's French Wine Coca," sold at that time by most, if not all, of the city's druggists.So when the new Coca-Cola debuted later that year--still possessing "the valuable tonic and nerve stimulant properties of the coca plant and cola nuts," yet sweetened with sugar instead of wine--Pemberton advertised it not only as a "delicious, exhilarating, refreshing and invigorating" soda-fountain beverage but also as the ideal "temperance drink."Though Pemberton died just two years later--five months, in fact, after his March 24, 1888, filing for incorporation of the first Coca-Cola Co.--the trademark he and his partners created more than one hundred years ago can claim wider recognition today than that of any other brand in the world.And the Coca-Cola beverage, whose unit sales totaled a mere 3,200 servings in 1886 ("nine drinks per day" based on the twenty-five gallons of syrup sold to drugstores by Pemberton Chemical Co.), is today called the world's most popular soft drink--accounting for billions of servings at restaurants in 195 countries.In 1888, another Atlanta pharmacist and businessman, Asa Candler bought the formula for Coca Cola from inventor John Pemberton for $2,300. By the late 1890s, Coca Cola was one of America's most popular fountain drinks, largely due to Candler's aggressive marketing of the product. With Asa Candler, now at the helm, the Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900
In 1899, Benjamin Franklin Thomas and James Whitehead signed a contract with Candler for the bottling rights for most of the U.S. Bottler has become the most successful model.In light of what happened with the growth of Coca-Cola over the years, its amazing to note that the bottling rights were sold for $1.00; there was no fixed term in the contract; and there was no provision for modifying the price of the syrup. This will have major implications for the company almost 80 years later.
TypeSoft Drink (Cola)ManufacturerThe Coca- Cola CompanyFounder (s)John S. PembertonCountry of OriginUnited StatesIntroduced1886Area ServedOver 200 countriesFlavorsCola, Cola Green Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry.Employees92,400Servings per Day1.6 Billion
COMPANY OVERVIEWCoca-Cola was first sold to the public in Atlanta at Jacobs Pharmacy Only 9 servings of the soft drink were sold each day Sales for the first year were only $50 Today it has 3000 brands-200 nations
VISION 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: Nature 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 responsibilitiesProductivity: Be a highly effective, lean and fast-moving organization.
To refresh the world in body, mind and spirit To inspire moments of optimism through our brands and our actions To create value and make a difference everywhere we engage. VALUES
Leadership: The courage to shape a better futureCollaboration: Leverage collective geniusIntegrity: Be realAccountability: If it is to be, it's up to mePassion: Committed in heart and mind Diversity: As inclusive as our brandsQuality: What we do, we do well
Coca-Cola Bottles1894 was the first time Coca-Cola was bottled
1894- early 1900s1905-19161915- todayIntroductionCoca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines globally. The Coca-Cola Company claims that the beverage is sold in more than 200 countries. It is produced by The Coca-Cola Company in Atlanta, Georgia, and is often referred to simply as Coke or (in European and American countries) as cola, pop, or in some parts of the U.S., soda. Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman As a Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century. The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name.The most common of these is Diet Coke, with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special editions with lemon, lime or coffee.
Brand elementsNAME: name is most recognized among customers which was proved by the research done in last July reported on http://www.interbrand.com/en/best-global-brands/2012/Coca-Cola , according to that the most recognized brand about 90% was coca cola. The survey was taken from USA, Canada, UK, France, Germany and Australia.
logo is very famous and most recognized in word due to its strong brand awareness and global viewership because of sponsoring Olympics. There have been some variations in logo mostly just in the change of front style.
slogans since1986 till today. They have been using many slogans with the passing of times and differently in different countries such as America Australia/New Zealand Spain India Indonesia Japan Pakistan, Philippines, Poland, Russia shown in appendix. 1979 - Have a Coke and a smile (see alsoHey Kid, Catch!)1981 - Coke is it!1985 - America's Real Choice1986 - Red White & You (forCoca-ColaClassic)1986 -Catch the Wave(forNew Coke)1989 - Can't Beat the Feeling. (also used in the UK)1991 - Can't Beat the Real Thing. (for Coca-Cola Classic)1993 - Always Coca-Cola.1999 - Enjoy. (also used in the UK)2001 - Life tastes good. (also used in the UK)2003 - Real. (also used in the UK)2005 - Make It Real. (also used in the UK)2006 - The Coke Side of Life (also used in the UK)2007 - Live on the Coke Side of Life (also used in the UK)2008 - love it light (also used in the UK)2009 -Open Happiness2010 - Twist the Cap to Refreshment2011 - Life Begins Here
" Coca-Cola!" ("Cold means Coca-Cola!")" " ("Drink with pride")" , - enjoy!" ("Whatever you wish will come true, enjoy Coca-Cola!")"Burrrrrrrrr" ("Refreshment")"Open Happiness"
packaging :has also helped in increasing its brand awareness due to its being convenient to shelf keeping and placing in freezers etc. Its availability in different sizes has increased its ease to access and availabilitys much it seen as much it increases its awareness. Coca cola has been heavily implementing
Brand ValueMARKETING SEGMENTATION
There are four broad ways which Coca Cola can segment its market:-Mass marketing -Differentiated marketing-Niche marketingThe most apparent method used by Coca Cola is with no doubt the differentiated marketing method as Coke satisfies a range of different markets. Diet coke satisfies the weight consciousness, weather regular coke, sprite, fanta the average human, coffee, iced tea etc. Each group of beverages satisfies a particular group of people
More than 3500 beverages brands of coca cola are sold world wide.
Brand Strategy & Development.
This strategy has been fixed in peoples mindset such that whenever you ask for a cold drinkTHANDA, you get a Coca Cola.Aamir shown as a Pahadi Guide, Tapori and a village guy drinking Coke
Selling local brand in global markets21
Brand BuildingAd 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 SeriousCreating Fun
BRRRRRR.Campaign started in South African Market
Achieved success across 40 international marketsFind every reasons to be happier
Seedhee Baat, No Bakwas Clear HaiNew Product DevelopmentEntering a new market of Nimbu PaaniCompetition with
Traditional lemon drinkNimboozzz by PepsicoWait Do market research, study Customers buying motivesAnd learnLaunch of Nimbu FreshBilkul Ghar JaisaWhats New
Recently launched world famous brand Minute Maid in Indian Market.
Nimbu Fresh, Bilkul Ghar Jaisa
Pepsi says, Asali Indian DrinkExposure Rural Marketing
60% of total Indian population is in Rural area.
When most of the MNCs were targeting Urban consumers, Coca Cola was one of the first global majors to spot the potential spin offs from Countrys Rural Markets. According to industry estimates, Rural India accounts for 74% of population.26
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