Presentation on coca-cola

Presented to :prof. Vareen Ray

Media Agency
McCann Erickson is a global advertising agency network, with offices in more than 130 countries. Alfred Erickson & Harry McCann shared a common belief that advertising should only be about one thing: creating demand. So, in 1930 the two agencies merged. Together, the newly formed McCann Erickson would expand to 'stir desire and impel action' for clients around the world, in 160 cities and 111 countries. Today we offer expertise in Brand and Direct Response advertising, Public Relations, Brand Identity, Relationship Marketing, Events and Promotions, Interactive marketing and Media Services.
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Coca cola campaigns

Thanda matlab coca cola Life ho toh aisi Ash ke saath cash Coke side of life Open happiness

company
First coca cola ad in Atlanta journal (1886) 1885 logo created first coca cola sold in 6 oz bottle (1894) Image of white and red of santa clause is promoted (1930s) In 1950s first tv coca cola ad created

VISION
To maintain our reputation as the leading cola company in the world

OBJECTIVE/ MESSAGE OF THE CAMPAIGN

To Position coca cola as a Generic Brand for Cold

Drinks. The Campaign was launched to CCIs Rural initiatives. To target at rural semi urban consumers. Universal Rural word for soft drinks a hot catchphrase To create/increase sales volume/market share. To retain customer loyalty/ensure repeat purchase By this advertisement coca cola want to say Cold Means Coca cola.

Mission statement
Everything we do is inspired by our enduring mission: 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.

Risk and challenges

Coca cola product was initially unknown Had only one flavor Entreprenur had little money Relied upon word of mouth advertisement

Cut throat competition . Distribution was difficult.

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Coca cola competitors

Pepsi Rc cola Soda diets Lemon lime sodas other sodas Energy drink Enhanced tea Sports drink Rtd coffee Real juices Mirinda mazza Thumsup

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Marketing strategy
AThink local, act local mantra.

Recognizing that a single global strategy or single global campaign wouldnt work. Coke India re-examined its approach in an attempt to gain leadership in the Indian market and capitalize on significant growth potential, particularly in rural market.
Urban v/s rural two distinct markets.
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Brand overview
Coca cola experienced a 2%sales decreases 20052006 In 2005 coca cola choose to use 88% traditional media to reach 13-24 year old consumer . Until 2007 coca cola had been absent from super bowl marketing opportunities for 10 years

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Promotion and PR

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Media planning
Who :- dynamic cola drinkers who have no brand preference or who will purchase coca cola classic drink. What:- message delivered in areas of high opportunity. When :- launch in january. One year campaign.

Where :-dynamic cities . Highest percent age population young people between the ages 18-24.
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Retail outlets in rural areas from 80,000 in 2001 1,60,000 in 2003.

13-25 % market penetration.

Media effectivness

Cokes advertising and promotion strategy pulled the marketing plan together using local language and idiomatic expressions. Coca-Cola won Advertiser of the Year and Campaign of the Year in 2003. Comprising 74% of the country's population, 41% of its middle class, and 58% of its disposable income, the rural market was an attractive target and it delivered results.

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Media effectivness
Coke experienced

12000

10000

sales

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37% growth in 2003 in this segment versus the 24% growth seen in urban areas. This market accounted for 80% of Indias new Coke drinkers, 30% of 2002 volume, and was expected to account for 50% of the companys sales in 2003. Fiscal Year Million Bottles Sold

8000

6000

4000

2000

Success of coca- cola

Effective advertising and catchy slogans.

Expanding its brands with different flavors and types of drinks .

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Now time for advertisment Bole toh video

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