BRAND AUDIT REPORTCoca Cola

Introduction• Coca-Cola was invented in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. The

name "Coca-Cola" was suggested by Dr. Pemberton's bookkeeper, Frank Robinson.

• Coca-Cola currently offers more than 500 brands in over 200 countries and serves over 1.6 billion servings each day. 

• The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory.

• Coca-cola was asked by the Indian government to leave the country along with I.B.M in 1977 due to investment violations.

• It re-entered India in 1993. Since then its operations have grown rapidly through a model that supports bottling operations, both company owned as well as locally owned and includes over 7,000 Indian distributors and more than 1.3 million retailers.

Brands Of Coca-Cola India

Brand elements• Coca cola`s Brand elements played a vital role behind enhancing its brand

awareness. Coca cola is the top brand. Coca Cola`s brand name is most recognized among customers which was proved by the research done in last July, according to that the most recognized brand about 90% was coca cola. The survey was taken from USA, Canada, UK, France, Germany and Australia. Red text Coca cola written 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. It has been using slogans since1986 till today.

DISTRIBUTION CHANNELS:• Direct Selling• In direct selling they supply their products in shops by using their own transports. In this type of selling

company have more profit margin. • Indirect Selling• They deal with many whole sellers and agencies to cover all areas globally. To assure their customers

for availability of coca cola products, as their products are sold in 200 countries with the consumption of 1.8 billon coke products per day.

• Facilitating the product by infrastructure • For providing their product in good manner company has provided infrastructure these includes:• •Vizi cooler • •Freezers• •Display racks• •Free empty bottles and shells for bottles

Marketing segmentation

• There are three broad ways which Coca Cola segments its market:1. -Mass marketing 2. -Differentiated marketing3. -Niche marketing

• The 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

Support marketing Programs

Advertising Advertising is defined as any paid form of non personal communication about an

organization, product, service, or idea by an identified sponsor. Coca-Cola uses the concept of aggressive advertising to promote its products. Thus

advertising is the most important marketing tool for the company as it has to cater mass consumer markets. They mainly does national advertising.

Company introduces different themes and concepts to sell their product and advertises mainly in electronic media and out of home advertising. These advertisements build brand image and create awareness.

Big names of Indian film industry mainly become the brand ambassadors of the Company.

• Throughout the years, the slogans of the Coca-Cola have been memorable. For E.g.• Thanda Matlab Cola-Cola• Jo chaho ho jae Cola-Cola enjoy• Coca-Cola-Piyo sir utha ke• Brrrrrrr!!!

Mediums Of Advertising

The mediums of advertising used by Coca-Cola are:Print media: They print media for advertisement. Although very rare,

they have a separate department for print media. Point Of Sale Materials: Point of sale material this includes: Posters and Stickers

display in the stores and in different areas. It also includes: Vizi cooler Freezers Display racks

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T.V Commercials

• As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So Coca Cola Company does regular TV commercials on different channels.

• It focuses on both the urban as well as the rural India with its advertisements.

• In the summer of 2011, Coca-Cola introduced the new Brrrrr!! Ad and featured Imran Khan as the brand ambassador.

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Outdoor Advertising• Coca cola is very much conscious about their billboards and hoardings. They

have so many sites in different locations for their billboards.• Billboards are usually found at cross roads, buildings, shops.• Also in India the Coca-cola can be seen painted on walls, bus stands, dhabas

etc focusing in rural areas if India.

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Direct Marketing• Coca-Cola uses direct marketing in many ways. First, the company

partners with various restaurants, movie theaters, etc. to carry its product. • This way, when a customer orders a drink, the only brand they are offered

is Coca-Cola, which forces them to buy a drink from that brand. By doing this, Coke forces out other competition, and keeps the restaurants, or other businesses, purchasing their product over and over again. Eg. Mc Donalds. 

• According to mobilemarketingmagazine.com, Coke uses mobile graphics and texts to appeal to markets on a more personal level.

• Coca Cola also sponsors various sporting events in India and around the world in events like Cricket, Football, and Motor Racing etc.

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Interactive/Internet Marketing

Coca-Cola uses the internet to promote its products. The company has its own website, which is quite simple to navigate through. The website allows customers to become interactive through various games, contests, shopping, and through a special section of the website that enables consumers to find out how they can help their community.

•  Also in the modern era of communication and networking, the company uses various social networking sites like Facebook, YouTube, Twitter to connect with the consumers.

• The internet marketing thus helps to reach to those consumers who cant afford to spend time on T.V and are always online.

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Sales Promotion

A sales promotion is an activity that is implemented to boost the sales of a product or service temporarily. Coca-Cola does sales promotion in two ways to quickly increase sales.  

1. Consumer - Oriented sales promotion:

Getting Shelves Eye Catching Position Under The Crown Scheme

2. Trade - Oriented sales promotion:

Discounts to retailers and stores Return back allowances Merchandising assets Free goods or free tours 14

Publicity/Public Relations

• The Coca-Cola India is also undertaking some projects as a part of their social cause and part of the corporate social responsibility.

• The support my school campaign along with NDTV has Sachin Tendulkar as the brand ambassador.

• The project Unnati focuses on more yield of mangoes to farmers.• Coca Cola also Sponsors events in cricket and music.

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Points-of-difference & Points-of-parity

• Points-of-difference• Distinctive taste profile• Optimistic view of life• Classic, iconic symbolism & imagery.• Emotional bond with customer

• Points-of-parity• Contemporary, up-to-date• Refreshing flavor• Beverages category

Brand mantra

Brand Name EmotionalModifier

DescriptiveModifier

FunctionalBenefit

Fun Family and friends

Beverages

Brand Portfolio

coca cola

soft drinks

carbonated drinks

diet carbonated drinks

frozen beverages

juices

fruit juices

fruit smoothies

Tea/ Coffee

fruit tea

coffe

coffe drink

water

menral water

enhanced water

other drinks

sports drinks

energy drinks

mixers

Brand Attributes• Core Attributes

• Great Tasting• Very Refreshing• Thirst Quenching• High Quality(ingredients and production process)• Worth What it Costs• Goes Well With Meals and Snacks

• Extended Attributes• Has an Unforgettable Taste• Revitalizes • Enjoyment • Good to Drink With Family and Friends• Is Recognized as the Best Soft Drink

Coke Brand Knowledge

Brand Association

Competitor AnalysisCOCA COLA PEPSI

Brand value 77839$m 16594$m

Brand Ranking #1 #2

Brand Portfolio Soft drinks, juices, water, coffee, tea, Mixers, energy drinks, sports drinks, smoothies.

Soft drinks, cereals, sports energy drinks, snacks

Brand image Youth, music, sports, high energy, Fun, family, gathering, happiness, sense of community, global joining

Years in market 1886 (126) 1898 (114)

logo text Universe reflecting

Customer -Based Brand Equity Model

SWOT ANALYSIS Of Coca Cola

S W

T

Strengths

•World’s Leading Brand •Largest Market Share. •Customer Loyality.•Most extensive distribution Network.

Opportunities

•Diversify Into non Carbonated Drinks.•Opening new Outlets in those areas where market share is less.•Targeting the youth Generation.

Threats•Strong Competition with Pepsico Company.•Health consiousness among people.•More choices in Beverages.O

Weaknesses

•Negative publicity.•Carbonated Drinks.•No presence in the Snacks and Food Industry.•Declining market Share.

BCG MATRIX OF COCA-COLA

Question Mark

STAR

CASH COW

DOG

HIGH LOW

HIGH

LOW

BUSINESS GROWTH RATE

MARKET SAHRE

Logos evolution of both brands

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Thank You…