TABLE OF CONTENT

Introduction……………………………………………………………………….…..05

Time Line…......………………………………………………………………06

Brand Building Strategy………..……………………………………………………..07

Power of Brand Accesability ....……………………………………………………....08

How values effect the brand choice..………………………………………………….09

Brand Equity..........................................………………………………………………10

Brand Identity........................………………………………………………………….11

Brand Image............…………………………………………………………………...12

Brand Loyalty.................................................................................................................14

Rand's Promise...............................................................................................................14

Brand Personality...........................................................................................................14

Brand Positioning...........................................................................................................15

Children & the role of Coke Beverage's.........................................................................16

Supporting Sport & Physical Activity............................................................................17

Brand Extention..............................................................................................................18

Brand Resonance............................................................................................................19

Coke's Little Drops Of Profits.........................................................................................20

INTRODUCTION

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Coca-Cola is a carbonated soft drink sold in stores, restaurants andvending machines internationally. The Coca-Cola Company claims that thebeverage is sold in more than 200 countries. It is produced by The Coca-ColaCompany in Atlanta, Georgia, and is often referred to simply as Coke or (inEuropean 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 thelate 19th century by John Pemberton, Coca-Cola was bought out bybusinessman As a Griggs Candler, whose marketing tactics led Coke to itsdominance of the world soft-drink market throughout the 20th century.The company produces concentrate, which is then sold to licensedCoca-Cola bottlers throughout the world. The Coca-Cola Company has, onoccasion, introduced other cola drinks under the Coke brand name. The mostcommon of these is Diet Coke, with others including Caffeine-Free Coca-Cola,Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-ColaVanilla, and special editions with lemon, lime or coffee.

Coca-Cola is the world's most recognized brand and now anchors a portfolio of more than 500 brands and more than 3,300 beverages.

Coca-Cola is the most popular and biggest-selling soft drink in history, as well as one of the best known products in the world.

It was created in Atlanta, Georgia, by Dr. John S. Penberton. Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water.

Even though Coca-Cola may have started in the United States, its popularity is universal. Today, you can find Coke in every part of the world.

1.6 billion servings per day. In 2009, 9.8 billion cases of our flagship brand were sold worldwide.

Time Line

BRAND BUILDING STRATEGY

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Brand development strategy of Coca Cola has been far reaching andhas managed to remain in the limelight ever since it became a favorite withthe non alcoholic drinkers.It has been noticed that brand loyalty is an important factor in maintainingthe number one position.Founded in the year 1886, the Coca Cola company enjoys the status ofbeing one of the biggest non alcoholic beverage companies of theworld. It has a distribution system, which makes it unique from the restof the non alcoholic beverage manufacturers. Over the years, CocaCola has passed several tests of brand enhancement and the companymakes it a point that the products under the banner Coca Colacontinue to invade the minds of the consumers.The brand development strategy of Coca Cola comprised redesigning of its brand development policies and techniques to keep up with the changing mindset of its consumers. Earlier, this brand believed in thefollowing:•Afford ability•Availability•Acceptability

However, this brand development strategy of Coca Cola was re worked to stress

on the following instead:

•Price value•Preference•"Pervasive penetration".

The essence of brand building of the company lies in the fact that it wants its consumers accessibility to be "within an arm's reach of desire". In an attempt to build its brand identity, as many as 20 brand attributes are testedevery month involving as many as 4000 customers. The brand development strategy of Coca Cola is effective as it has been able to construct, manage as well as maintain its brand image.Another reason why this brand has gained unanimous acceptance all aroundthe globe is due to the fact that it has been able to connect very well with itsconsumers. This implies brand loyalty. Brand loyalty has been instrumentalin keeping up the brand image of Coca Cola. It believes in shelling out the

best so that the consumers are retained by default. A part of the brandbuilding technique is also to enhance "purchase frequency". The companyhas also invested in various advertisement campaigns often engaging theservices of celebrities around the globe. In addition to the consumers, thereis another category of consumers, who increase the consumer base and theyconstitute the collectors of the brand. The collectors usually indulge incollecting old as well as upcoming logos of Coca Cola, bottles and literarymatter.With regard to the brand development of Coca Cola Zero, the company cameout with an advertisement, which was quite different from the conventionalones. In this regard, (no calorie beverage), it has shelled out three types ofproducts.

Coca Cola Classic Diet Coke Coca Cola Zero

There are few experts who believe that when Coca Cola had the tag line of"The Real Thing", it was really that but with the invention of variouscategories of coke, the "real thing" changes to "many things", and theoriginal flavor is usually lost. Hence, the brand building strategiesshould be such that it does not confuse people and is able to retainconsumers despite the fact that several new non alcoholic beverage firms are on the anvil.

The Power of Brand Accessibility

If you were another soft drink company, you might define your competitiveframe of reference as the cola market or the soft drink market or even thebeverage market.But Coke thinks of its business and its market share interms of “share of human liquid consumption.”This makes water acompetitor.In fact, a Coke executive has said that he won’t be satisfied until“there is a Coca-Cola faucet in every home.”Coca-Cola’s mantra is “withinan arm’s reach of desire.”

One Final Coca-Cola Fact

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A recent Coca-Cola annual report reported that the second most recognizedexpression in the world after “ok?” is “Coca-Cola.”

How Values Affect Brand Choice of Coke

Emotional Value - The brand has been there in the good times, and has also strengthened its emotional bond with consumers by bringing a breath of fresh air and positivity during tough times, including periods of war, economic turmoil and social unrest."During the Great Depression, for example,Coca-Cola advertising focused on the positive and encouraged consumers to take a break and enjoy life's simple pleasures," said Ted Ryan, Manager, Archives Collection. In 'blind' taste tests, people prefer the taste of Pepsi over the taste of Coke. However, if the test is not 'blind' and the tasters know which beverage is which, they prefer the taste of Coke over Pepsi! That is the emotional power of a brand. The Coca-Cola brand has the power to actually change an individual's taste!Social Value – Coca-Cola has always been a social brand people love to share with others, and one that brings people together in a number of different occasions.Coca-Cola has tagged along on beach trips, helped cheer on our favourite teams, and enjoyed a seat at the table for family meals.

Conditional & Functional Value -

Readily available at all locations including remote areas. Quenches thirst. Replacement for water. Available in small sizes and quantities. Uniform acceptance for all group segments(Rich and Poor).

Brand Equity

“The brand assets (or liabilities) linked to a brands name and symbol thatadd from a service.”

Brand equity is difficult to measure because much of it depends on consumers' perception and opinions of a brand. When a product has high brand equity they are successful at retaining their current customers by keeping them satisfied with the quality of products and service. They are also successful at attracting new customers who have heard of the brand through successful marketing or word of mouth. Coca-Cola's brand equity is difficult to measure because they have extended their brand to include numerous products. In addition to the numerous of versions of Coca-Cola worldwide that compete against other beverage brands, Coca-Cola competes with itself. Nationally there are numerous versions / brands that are a part of the Coca-Cola family. Some of the brands include Coca-Cola Classic, Dasani Water, Full Throttle, Fanta, and Soy Products. In addition to competing against itself the Coca-Cola Company has saturated the market andconsumers who may dislike one product may actually enjoy a different Coca-Cola product. However, the consumer may be unaware that the beverage is actually in the Coca-Cola family. As a result measuring brand equity may be difficult as consumers may be loyal and repeat customers of a brand and not know its origin. Coca Cola was taking its core product, Coke, and expanding the product in newform factors and new overseas markets. The brand promise stayed the samewhether it was sold in a Coke store in New York or a road side stand in Mongolia - refreshment, good times, and pure Americana.

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Despite the numerous brands and the difficulty in measuring brand equity it is evident thatCoca-Cola has high brand equity. They are a company who has been in business for manyyears they have gained the business of consumers in the

soda market as well as numerous other beverage markets nationally and internationally. Their sales and growth show that they are a successful company.

Brand identity

The brand identity is the audio-visual 'face' of the brand - the cues that tell you that you are are in the right place. The brand definition is the formal description of what the brand stands for within different description categories - its personality, its values, its stories, its emotional benefits etc.. The brandproposition is the 'deal' the brand is offering you at any given moment.

The coca-cola company has long been recognised as an organisation with significant brand equity with over four four hundread brands available in virtually every nook and crany of the world .The flag ship brand of coca cola has stood the rest of the time over 120 years. Infact coca-cola alone is recognized as the most valuable in the world by the respected inter brand corportion valued at above US $ 67 billion , the coca-cola brand (coke)has become effectively a part of modern world culture though its advertising campaign has changed over the years,coca-cola “THE REAL TASTE” has always stood for a”REAL” COLA DRINKwith authenticity . The identity has been build by an decade with consistent values and diferentiated elements. Many competitors have aim at cokes but the brand continues to command a number one position globaly in ranking of brand equity. After all If u stand for the real thing every competitor is animitator.The Coca-Cola bottle design differentiated the identity, the easier it is to protect from infringement.Just coca cola has remained to its time tested identity. This brand identity should reflect your own unique equity and care essence this will ensure brand creativity and identity that is meaning ful and sustainable in long term.

Brand Image

“A unique set of associations in the mind of customers concerning what abrand stands for and the implied promises the brand makes.”

There could be hardly any person around the world that hasn't heard thename Coca Cola. Ever since its beginning as world's leading name in colddrinks, Coca Cola has created a strong brand image irrespective of age, sexand geographical locations. Millions of people around the world areconsuming cold drinks or soft drinks as part of their daily meal. Coca Cola,ever since its inception has been the leader in soft drink market.

Brand image is the significant factor affecting Coke’s sale. Coca-Cola’sbrand name is very well known all over the world. Packaging changes havealso affected sales and industry positioning, but in general, the public hastended not to be affected by new products. Coca-Cola’s bottling system alsoallows the company to take advantage of infinite growth opportunities around

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the world. This strategy gives Coke the opportunity to service a large geographic, diverse, area.

COKE PEPSI

NAME Certainly coke has a edge over Pepsi . Pepsi still needs to go long way to compete Coke.

CONCEPT AND USES Similar, But Coke has relatively more number of tie ups with international units.

Pepsi lags here also with Coke.

ADVERTISING Amout spend is approx 1 billion dollars in 2009.

Approximately 670 million dollars.

PROMOTIONS AAMIR KHAN..IPL.FIFA2010.. KATRINA KAIF, DEEPIKA PADUKONE,RANBIR KAPOOR, WORLD CUP CRICKET.

PERCEPTION Coke is sweeter than Pepsi but has a greater brand loyalty so people prefer this. Later coke worked on this and improved.

Pepsi in 1990’ tastes better than Coke.(BLIND TASTE ANALYSIS)

TARGET MARKET ALMOST SAME ALMOST SAME

Brand loyalty

Brand loyalty is a central construct to marketing. Keeping the consumersatisfied, and loyal enough to frequently purchase just one brand, is moredifficult in today’s market place than ever before. But today, major brandsare experiencing heightened brand loyalty due to the growing popularity ofthe brand as a collectible.A recent Coca-Cola annual report reported that the second most recognizedexpression in the world after “ok?” is “Coca-Cola.”

Rand's Promise

Building Blocks of Brand Coca cola -

Including football, the Olympics, meals,Christmas and teen recruitment-- focus on inspiring happiness by creating connections that transcend age and geography.

Slogans

“The pause that refreshes “ "I'd like to buy the world a Coke“ "Coke is it"“ Little Drops of Joy”“Welcome to the Coke Side of Life”

Brand personality

Brand Personality identity is understood as the set of human characteristicsassociated with a brand. The brand image building strategy implies the definition of a brand personality and a user personality.Have you ever thought about your personal brand?Brand personalities that1) are well-known,2) offer something different to the world than they do in terms of products

and services

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‘Coca-Cola’s’ brand personality reflects the positioning of its brand. Theprocess of positioning a brand or product is a complex managerial task andmust be done over time using all the elements of the marketing mix.Positioning is in the mind of the consumer and can be described as how theproduct is considered by that consumer. When researching the positioning ofa product, consumers are often asked how they would describe that productif it were a person. The purpose of this is to develop a character statement.This can ensure that consumers have a clear view of the brand values thatmake up the brand personality, just like the values and beliefs that make upa person. Many people see ‘Coca-Cola’ as a part of their daily life. Thissimilarity between the brand and the consumer leads to a high degree ofloyalty and makes the purchasing decision easier

Brand Positioning

The location of a brand in relation to its competitors in some pre-definedspace. The space may be defined by criteria used by consumers, such as"value for money" or "age of consumer" etc.”Five main factors that go into defining a brand position are -1. Brand AttributesWhat the brand delivers through features and benefits to consumers.2. Consumer ExpectationsWhat consumers expect to receive from the brand.3. Competitor attributesWhat the other brands in the market offer through features and benefits toconsumers.4. PriceAn easily quantifiable factor – Your prices vs. your competitors’ prices.5. Consumer perceptions

The perceived quality and valueof your brand in consumer’s minds (i.e.,does your brand offer the cheap solution, the good value for the moneysolution, the high-end, high-price tag solution, etc.?)

The Coca-Cola Company produce a range of beverages suited to different ages, lifestyles and occasions. This includes soft drinks, diet drinks,juices and juice drinks, waters, energy drinks, sports drinks and cordials.As part of a healthy, varied and balanced diet and an active lifestyle, allproducts can be enjoyed by the majority of people.It is committed to helping customers select the product that is best suited to their needs through the provision of detailed product information supported by general advice on healthy eating, drinking and lifestyles.It understands that balancing energy intake with energy output is key to ahealthy body weight. We therefore provide choice through range of low orno-kilojoule products that are ideally suited to the needs of people who wishto reduce energy intake through beverage selection.Such products are readily available at a similar cost to an equivalent higher energy product.As one of the largest producers and marketers of non-alcoholic beverages itpromotes physical activity through our active lifestyles programme andsponsorship of sport.Through new product development they continue to release a range of new types of drinks, including low or no kilojoule products as they look at ways in which to cater to those people who wish to reduce energy intake through selection of lower energy beverages.

Children and the role of coke's beverages

Coca cola respect and support the primary role that parents play in decisionsaffecting the lives of young children, including choices about diet andlifestyle. Beverage choice, like food selection, is a role for parents and theyassist them in this through the provision of nutrition information and bymaking available a wide range of products suitable for all ages, stages andoccasions.Coca-Cola's long standing global policy ensures that they do not directly market products to children under the age of twelve. Coke's brands are not advertised during children's television times and they do not show children under 12 in advertising or promotional materials drinking our products outside of the presence of an adult.Sampling events are even directed to people over the age of 12.

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In the small number of schools where they provide vending machines they workwith the school to provide a range of beverages, and ensure that lowerenergy products are priced attractively and the packaging is in a single servesize. Guidelines have been established to over see the manner in which theywork with schools and their tuck shops.It is company's practice to sell diet drinks and sugar-free alternatives at asimilar price to regular carbonated soft drinks. Retailers offering 'specials'are encouraged to include both the regular and diet versions of our softdrinks. Through new product development it aims to develop more products thatmeet the unique needs of children and will work with nutrition experts for healthy active and growing children, beverages higher in energy can be enjoyed as part of a balanced and varied diet. However, we also provide a range of low or no-kilojoule products also suitable for children.

Supporting sport and physical activity

Globally, 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. Coca-Cola has been an All Black sponsor for the past decade and has also supported provincial netball andrugby. At a grassroots level, Coca-Cola has formed a partnership with the NationalAssociation of OSCAR (Out of School Care and Recreation) to develop andimplement a national physical activity programme available to 75,000 youngNew Zealanders. In South Auckland, the Get Moving programme is workingto encourage children to participate in local sports and recreation courses.The Pump water brand is now a major sponsor of the Heart Foundation'sJump Rope for Heart programme that runs in schools across New Zealandand through the Powerade sports drink brand, we support numerous sportingevents around the country.

LabellingAll products of The Coca-Cola Company provide clear nutrition information incompliance with international regulations.

Packaging

Coca-Cola is committed to strict environmental guidelines, and to ensuringour packaging has as little impact as possible on the environment. To thisend, a recycling project was introduced in New Zealand during 2001 whichensures our PET bottles contain an average of 10% recycled material.

Information ProgrammesCoca cola’s consumer contact centre provides around the clock access toinformation about the companies.

Pricing

It is company practice to sell diet drinks and sugar-free soft drinkalternatives at a similar price to regular carbonated soft drinks. Similarly, anycompetitions or promotions of Coca-Cola can be entered by our consumerswho purchase diet Coke. Although at the discretion of retailers, special offersand reduced prices on soft drinks are usually available for both the regularand diet versions of our soft drinks

Brand Extension

Brand extension or brand stretching is a marketing strategy in which a firmmarketing a product with a well-developed image uses the same brand namein a different product category. Organizations use this strategy to increaseand leverage brand equity (definition: the net worth and long-term sustainability just from the renoened name.)

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BRAND RESONANCE A BRAND EQUITY MODEL

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 how coke has captured emotions of people be it in party, meal, fun, thirst quenching etc.Brand Judgements- Coke is preferred world over over any other drinks.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 is.

Branding Effects Ater Pesticide Controvery on Coke

Coke's market research was clear. Indian consumers wanted someone credible to assure them that Coca-Cola wasn't loaded with dangerous pesticides !!Who better to do that than Aamir Khan, the socially responsible and bigger-than-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 a white lab coat inside a Coke bottling plant. 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.

Coke’s little drops of profitCoca-Cola India’s new campaign attempts to connect simply and strikingly.

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

Coca Cola is now ‘Little drops of joy’! What’s this all about? Does it have to do anything with all the pesticide controversy the brand has been through

in India?

Let’s look at it positively and away from the ‘pesticidal’ past. ‘Little drops of joy’ 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 Coke’s ocean, this is but yet another mega campaign that seeks to involve the Indian consumer and emote with him and her and it!

I believe this campaign is about connect. 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.

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‘Little drops of joy’ is also about mother-branding the offering from the house of Coke. 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.

In many ways, the little drops of joy could be a Kinley mineral water today and a vitamin-enriched offering in 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.