cbbe my own ppt

7/31/2019 CBBE MY OWN PPT

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Cococola is the Worlds most recognized carbonated soft drink sold in 200

countries.

It anchors a portfolio of more tha 500 brands and more than 3300 beverages.

It was created in Atlanta, Georgia, by Dr.John S. Penberton.

1.6 billion servings per day.

9.8 billion cases of their flagship brands are sold worldwide.

Other Cola drinks under the Coke Brand Name are:

Diet Coke

Caffeine-Free cococola

Diet Coke Caffeine-freeCococola Cherry

Cococola Zero

Cococola Vanilla(and also Lemon)


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1885 LOGO TYPE

CRAETED

1886 FIRST COKE AD IN

THE ATLANTA JOURNAL

1894 FIRST SOLD

IN 6 OZ. BOTTLES

1916 FIRST HOBBLE-

SKIRT BOTTLE DESIGN

INTRODUCED

1928 FIRST SPONSOR

IN THE OLYPMPICS IN

AMSTERDAM

1930 IMAGE OF

SANTA

PROJECTED

1950 FIRST

COLA TV-AD

CREATED

1966 THINGS GO

BETTER WITH COKE

CAMPAIGN


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Coca-Colas Competitors:Lemon-Lime

Sodas

Pepsi RC Cola Diet Sodas

Other

SodasEnergy

Drinks

Enhanced

Tea

Sports Drinks RTD Coffee

Bottled

Water

Milk Juices


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Cococola has passed several tests of brand enhancement .

They make it a point that the products under cococola brand continueto invade in the minds of people.

They continuously redesign their brand development policies to ensure:

I. Affordability

II. Availability

III. Acceptability

Cococola lays stress on:

I. Price value

II. Preference

III. Pervasive Penetration

20 Brand Attributes are tested every month involving as many as 4000

customers.


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The company has invested in various advertising

campaigns engaging celebrities around the globe.

The Collectors of Old as well as Upcoming Logos of

Cococola Bottles, literary matter increase the customer

base.

The Tag Line The Real Thing With its new categories

can very well be change dto Many Things .


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The Power Of Brand

AccessibilityCoke thinks of its Business and its Market Share in

terms of Share of Human Liquid Consumption.

This ,makes water a competitior.

They wont be satisfied until there is a cococola

Faucet in every home.

Cococola mantra is Within an Arms Reach of

Desire.


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How Values Affect Brand Choice of

Cococola

Emotional Value: Cococola has strengthened its

brand by bringing a breath of fresh air and

positivity during tough times, including periods ofwar, economic turmoil and social unrest. During

depression coke ads focused on encouraging

customers to take a break and enjoy lifes simple

pleasures.

Cococola has the power to actually change an

individuals taste.


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Social Value: Cococola ha s always brings people together in

different occasions.

It has tagged along on beach trips, helped cheer on our

favourite teams, and enjoyed a seat at the table for family

meals.

Conditional and Functional Value:Readily available at all locations including remote areas.

Quenches thirst

Replacement for water.

Available in small sizes and quantities

Uniform acceptance by all segments.


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Brand Equity

Brand Equity depends upon the consumer perceptions andopinions of a brand. If brand equity is high customers can be

retained successfully by keeping them satisfied.

It is difficult to measure cokes brand equity because coke

competes with its own products ( Fanta, Sprite, Full throttle, Soy

products, Dasani water).

In addition coke has saturated the market and consumers who

may dislike one product but mat actually enjoy a differentcococola product unknowingly.

But still Coke has high brand equity. The slaes and growth

show that they are successful.


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Brand Identity

The Brand identity is the audio-visual face of the brand.

The Cokes Brand description decsribes about the personality

values, emotional benefits and its stories . The Brand propsition is

the deal that the brand offers to us.

Coke stands number one in all these dimensions and its identity

is built by its consistent valueas and differentiated elements.


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Brand Image:

The unique associations in the minds of consumers

concerning what a brand stands for and the impied

promises th brand makes.

Coke is known all over th world and is consumedirrespective of age, sex, and geographical locations.

Our people are tended not to get affected by new

products. So coke has always been the market leader.


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COKE PEPSI

AME Certainly coke has a edge over

Pepsi

Pepsi still needs to go long

way

to compete Coke.

ONCEPT AND USES Similar, But Coke has relatively

more

number of tie ups with

international

units.

units.

Pepsi lags here also with Coke

DVERTISING Amout spend is approx 1

billion dollars

Approximately 670 million

dollars.ROMOTIONS AAMIR KHAN..IPL.FIFA2010.. KATRINA KAIF, DEEPIKA

PADUKONE,RANBIR

KAPOOR, WORLD CUP

CRICKET.

ERCEPTION Coke is sweeter than Pepsi buthas a

greater brand loyalty so

people prefer

this. Later coke worked on this

and

improved.

Pepsi in 1990 tastes betterthan

Coke.(BLIND TASTE

ANALYSIS

ARGET MARKET ALMOST SAME ALMOST SAME


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Brand Loyalty

The second most recognized expression in the world after ok is COCOCOLA.

Coke is experiencing heightened brand loyalty due to the growing popularity of

the brand as a collectible.

Slogans:

The pause that refreshes

Id like to buy the world of coke

Coke is it

Little drops of Joy

Welcome to the Coke side of Life

Including Football ,olympics, meals, christmas they focus on inspiring happiness

by creating connections that transcend age and geography


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Brand Personality:

Brand Personality identity is understood as the set of

human characteristics associated with the brand.

The purpose of this is to develop a character statementwhich in turn leads to a high degree of loyalty and makes the

purchase decision easier.

Many people see Cococola as daily part of their life,

member of their Family.


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Brand Positioning:

The location of the Brand in relation to its competitiors in some pre-defined space. Space mat be Value for Money or Age of Customer.

Brand Attributes: Coke produces a wide range of beverages suited

to different ages, lifestyles and occasion . It rejuvenates minds.

Consumer Expectations: Consumers wants juices to quench the

thirst, enjoy the flavour and also gain energy when they consume it.

Coke provides all these in the right proportion. Coke have tried out

diet coke, Low Kilojoule coke etc. Enjoys good quality

Competitor Attributes: Pepsi also has similar features but coke

leads the game through its international presence.


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Packaging: Coke is committed to to strictenvironmental guidelines . A recycling project

was introduced in 2001 in newzealand which

ensures that PET bottles contain an average of10% recycled material.

Labeling: They provide clear nutritioninformation in compliance with international

regulations.


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Positioning StrategyTo Dynamics,

Coca-Cola Classic is the ice-cold taste that refreshes life

by providing a physical & emotional touch.

Coca-Cola Classic is synonymous with the color red and

tradition.

Our new Coca-Cola Classic market strategy refocuses

the Coke Side of Life campaign back on Cokes key

benefit: taste.

Coca-Cola Classic will turn the act of sticking out your

tongue into another trademark of Coca-Cola and

establish it as the gateway to The Coke Side of Life.


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The Coca-Cola Company has a long history of supporting

sport and physical activity it has have been a major Olympic

Games sponsor since 1928 and also sponsor major

international sporting events.

In South Auckland, the Get Moving programme is

working to encourage children to participate in local sports

and recreation courses.

SUPPPORTING SPORT AND PHYSICAL ACTIVITY


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The Pump water brand is now a major sponsor of the Heart

Foundation's Jump Rope for Heart programme that runs in schools

across New Zealand

At a grassroots level, Coca-Cola has formed a partnership with the

National Association of OSCAR (Out of School Care and Recreation) todevelop and implement a national physical activity programme

available to 75,000 youngNew Zealanders

Powerade sports drink brand, we support numerous sporting events

around the country.


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BRAND RESONANCE

A BRAND EQUITY MODEL


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Brand Salience First thing that comes to your mind when you are

thirsty.

Brand Performance Cokes performance is undoubtedly the best

available at all places

.

Brand Imagery- In recent times coke has captured emotions of

people be it in party, meal, fun, thirst quenching etc.

Brand Judgements- Coke is preferred world wide over any otherdrinks.

Brand Feelings- After recent cola controversy, coke again won hearts

of people world over.

Brand Resonance- Every customer may be rich, poor, student,

housewife,kids,all consider coke as the status symbol.It equalizes

everyone and everyone like this.


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Who better to do that than Aamir Khan, the socially responsible and biggerthan-

life Indian movie star loved the country over?

In a television testimonial, a serious but humble Aamir Khan, arms crossed

behind his back, told everyday Indians that he cared for their safety.

The dreamy actor donned a hairnet and looked studiously at a test tube held by a

man in white lab coat inside a Coke bottling plant.

BRANDING EFFECTS AFTER PESTICIDE

CONTROVERSY ON COKE


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He stared into the camera and told Indians to come see the plant for themselves.

And in the final act of the 60- second ad, Khan pulled a bottle of Coke Classic from the

manufacturing line, popped the top and gulped fearlessly.

While Khan's ads were targeted at the mass audience and youths, testimonial ads

featuring soap star and member of Parliament Smriti Irani were targeted for

housewives and adult women who make the majority of the food-buying

decisions in Indian households

CONTINUED..


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Cokes little drops of profitCoca-Cola Indias new campaign attempts to connect simply and strikingly.

More to Coca-Cola: Cokes new campaign in India aims to tell people just that.

Coca Cola is now Little drops of joy! Whats this all about? Does it have to

do anything with all the pesticide controversy the brand has been through

in India?

Lets look at it positively and away from the pesticidal past. Little drops ofjoy has the seed of making a lovely campaign. A big idea. A very campaignable

macro idea at large as well.

This is a nice tweak of little drops of water make a mighty ocean. In Cokes

ocean, this is but yet another mega campaign that seeks to involve the Indianconsumer and emote with him and her and it!


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Consumer connect.

Consumers are simple people. Simple and uncomplicated

statements make us that much more happy. Little drops of joy is

that kind of a phrase.

As it gets set to music and mood, expect a lot of action on the

front of building a platform that is truly big for Coke in India.

Little drops of joy is also about mother-branding the offering

from the house of Coke.


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CONTINUED.

In many ways, the campaign is a company

campaign. I will not call it a corporate campaign,

but it certainly is about all the brands that Coke

has to offer in India.

In some ways, it subliminally establishes a wee

bit of distance from being painted into the

corner of a cola image alone.There is more to Coca-Cola Than Coke. Coca-

Cola sure wants that.


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Brand Portfolio:

Kinley mineral water today and a vitamin-enriched offeringin water tomorrow. It is certainly about all the other drinks in

its portfolio of the carbonated kind, orange, lime and

everything else included.

It is about its latest offering, Minute Maid, just as it is about

any other beverage it will offer in the future.

Coffee is but one. There could be others.

The campaign is pregnant with possibilities. Watch it

unwind closely as it knits its consumer profile tightly together.

Slowly but surely.


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