Course: MKT654 Strategic Brand Management

Submitted To: Prof. Jinal Parek

Brand Name: Coco Cola

Group: 3

NAME ENROLMENT NO. PROGRAMME

Rushita Agrawal AU1910108 BBA (honours)

Kirti Singhal AU1910551 BBA (honours)

Purvesh Goswami AU2014053 IMBA

Darshan Detroja AU1910081 BBA (honours)

Shivam Kundariya AU1910593 BBA (honours)

Khushi Shah AU1910372 BBA (honours)

Khushi Doshi AU1910557 BBA (honours)

 Module 1

• Target Market: Coca cola's target market is wide and it provides a variety of products to its
customers. The primary focus is to satisfy the needs of the customer both average and health
conscious one. The things they provide are said to make their target market delighted. The
target market of coca cola is between the age group of 10-45 and mostly focused on
youngster, family-oriented people. In terms of taste, it targets the consumer that needs strong
flavour in their regular drinks. For the health conscious one they came up with diet drinks
with variants. In both, Rural and urban areas people can easily afford it. Coca cola has
established itself as a side drink with almost all varieties of fast food like pizza, sandwich, etc.

Segmentation Target market

Age group of 10-45 years.

Demographics Both males and females.
Consumed by all professional, student and
employee.
Focus on both urban and rural areas.
Geographic Available both domestic and international.

People with explorer, succeeder and aspirer

Psychographic lifestyle.

Regular users
Behavioral Spending time with family and friend
High degree of loyalty
Refreshment
Emotional attach

• Competitors: Top competitors of Coca Cola includes:

PepsiCo

Red bull

Soylent

Thumbs up

Mountain dew

Monster beverage
• Positioning: With the help of a unique selling proposition as “live the coke side of life” which
associates joy and happiness which help coca cola to become a successful brand. It markets it
as a good quality product and gains customer loyalty. They make potential customers and the
customer feel connected with this brand with emotion. The first thing which comes into
customer mind while listening to the brand name is fun, entertainment and enjoyment. Its
products make customer happy and make a good influence in their lives

• Point of parity: The point of parity is its stability in terms of taste and drink type and all come
in beverage categories. All the brand focus on advertising and campaign using celebrities to
maintain its position in the market and attract major customer

• Point of difference:

Desirability criteria:

Coca cola makes its customers feel emotionally connected with its brand and also offer a
variety of drinks based on consumer preference whereas Pepsi is cool and tendy. It markets its
product as refreshing and thirst quenching. It provides premium products to its customers which
help in building loyalty and make potential customers. We relate with the brand by spending good
time with friends and family and making everyday life more cheerful. It mainly focuses on the
customer who is interested in sports, music and fun and makes eye-catching advertisements to
attract them.

Deliverability criteria:

The design and style of the bottle is more attractive which helps in distinguishing it from another
brand. Coca Cola assure that consumers can purchase that in different amounts like plastic bottles
that come in 0.25, 0.5 and 1 litre and cans available in 0.25 and 0.33 litre and also the material used
in packaging are recyclable and environment-friendly. The company offers a wide variety of
beverages, all of which provide customers with a pleasant experience. Coca-Cola, unlike other
beverage companies, promotes itself as a drink that brings enjoyment and positivity to customers'
lives. The main thing which helps it differentiate with others is a confident and cheerful view of
life, distinctive taste, unique and solid image in the market should be provided to the target
consumer at a competitive price.

• Varieties of Coca Cola are:

Diet coke 1982
Caffeine-free coke
Cherry coke
Diet cherry coke
Coke with lemon
Diet coke with lemon
Vanilla coke
Diet vanilla coke
Coca cola C2
Coke with lime
Diet coke with lime
Diet coke with splenda
Coca Cola zero
Coca cola black cherry vanilla
Diet coca cola black cherry vanilla

Strategies: The company should focus on one brand strategy which provide four different variants
i.e. Coca cola, Diet coke, Coca cola zero and Coca cola life. In light of global calls for a sugar
crackdown, one brand strategy that provides consumers with more options is the company's goal
of promoting good health choices.

Reference:
• https://www.ukessays.com/essays/marketing/positioning-and-brand-management-in-
coca-cola.php
• https://www.edrawmind.com/article/coca-cola-segmentation-targeting-and-
positioning.html
• The-Coca-Cola-Company-Marketing-Strategy (2).pdf
 Module 2: CBBE Model of Coca-Cola

The Customer-Based Brand Equity Model (CBBE) was designed by Kevin Lane Keller which
companies can use to create a successful brand. It is in a pyramid form and has 4 levels. Further,
each level has its own sub-dimensions. The key levels of the pyramid are-
• Brand Identity
• Brand meaning
• Brand Responses
• Brand Relationships

CBBE of Coca-Cola-

Brand Identity
Salience-
It relates to aspects of customer awareness of the brand. It also involves associating brand name,
logo, symbol, etc. which is instilled in the memory of customers. For Coca-Cola, the brand identity
is seen in-
• Speciality of red color
• Coca-Cola refrigerator
• Beverage zone of any supermarket.
Brand performance-
Performance Dimensions-
1. Primary ingredients and supplementary features.
2. Product reliability, durability, and serviceability.
3. Service effectiveness, efficiency, and empathy.
4. Style and design.
5. Price.
Brand Imagery-
The imagery perceptions can be formed directly or indirectly.
Directly- from consumer’s experiences, contact with the product, usage situation, etc.
Indirectly- through perceptions build through advertisements, someone’s saying, etc.
For Coca-Cola, it is-
• A feeling of freshness
• The togetherness of family and friends on special occasions
• To hold those relationships in life which are of prime importance
Judgments-
These are the set of opinions people often have about the brand or comment about it. The judgments
about Coca-Cola are-
• Quality
• Loyalty
• Credibility
• Consideration
• Superiority
Feelings-
It refers to what people feel about the brand not just in terms of the product quality but also in
the emotions attached to it.
• Coca-Cola’s ad campaign makes customers feel celebration, unity, family, friend, self-
respect, etc.
• They have shifted from ‘open happiness’ to the ‘role Coca-Cola plays in happiness.
• They want to make Coca-Cola an everyday drink that makes every moment special and
memorable.

Brand relationships
Resonance-
It includes-
• Behavioural loyalty
• Attitudinal attachment
• Sense of community
• Active engagement
Module 3: Brand Audit of Coca Cola

Brand Vision: LOVED BRANDS, DONE SUSTAINABLY, FOR A BETTER SHARED

FUTURE
Our vision is to craft the brands and choice of
drinks that people love, to refresh them in
body & spirit. And done in ways that create a
more sustainable business and better shared
future that makes a difference in people’s
lives, communities and our planet.

Brand Purpose: Refresh the world. Make a

difference

Brand Mission:
i. To refresh the people in mind, body and spirit
ii. To inspire moment of optimism and happiness through our brands and actions.
iii. To create value and make a difference

Brand Promise: “To inspire moments of optimism and uplift”- The beverage giant Coca Cola's
promise takes a slightly different path. It gives no indication of the service or product they serve,
instead seeking to convey a mindset held by all employees of the giant company. With a
marketing promise like this, Coca-Cola promotes itself as in the context of life-style brand, which
is far more than merely manufacturing popular drinking drinks.

Brand Position: Coca-Cola's are marketed as

refreshment and thirst-quenching fascinating
thing for any people. Their products are
meant to deliver their target market happy.
Coca-Cola beverages and other products are
also associated with having fun time with
friends or family despite carrying about
someone's daily activities.
Brand Personality: This beverage brand is
an perfect mixture of excitement and sincerity, channeling the happy delight and honesty of truth
using social media efforts and commercial campaigns, such as the "Share a Coke" campaign.

Brand Inventory of Coca Cola:

Brand Elements of Coca Cola:
• Brand name: Coca Cola's two main constituents when it first came out were
cocaine and caffeine. Coca leaf was used to normally make the cocaine, while
 kola nuts were used to make caffeine, giving rise to the term Coca Cola.

• Brand logo: The Coca Cola logo in

1886 was in black and white
typewritten font which portrayed
seriousness, sophistication and class.
In 1887, the company came up with
iconic wordmark known today. In
1941, the brand used red italicized
font and has been serving as coca
colas visual identity ever since. In
2021, logo has been
termed “magical” and “genius” by design gurus from all around world. The logo
appears to be hugging the bottle, symbolizing good times and togetherness.

• Coca Cola color palette and font: The company first initiated with a white and
black color combination to convey expertise, responsibility, and strength. The soft
drink titan Coca Cola empowered the red and white color scheme to represent
passion, youthful, power, love, and purity. The red logo was influenced by the brand's
debut advertising, which portrayed the character of Santa Claus dressed a red and
white outfit and holding a Coca-Cola bottle.

• Brand graphic: Coca-Cola company has been working on its famous brand
image for over 130 years. But, despite all of the creativity and originality, there is
one sign that continues to make itself known silently, and that was red disc. The
red disc had become a trust mark, assuring consumers that they would be getting
genuine Coca-Cola bottle at store.

• Slogans: The advertising slogans of the beverage giant Coca Cola company have
over the years symbolized not only the brand, but also the times. The slogans which
are used by Coca Cola are basic and straightforward way of talking about Coca-
Cola. Some slogans, such as "Where There's Coke, There's Hospitality," have been
insanely aim on the refreshing flavor, product quality and its role in entertainment,
as in 1948's.
Slogans for Coca-Cola from 1886 to 2021:

• 1886 - Drink Coca-Cola

• 1904 - Delicious and
Refreshing
• 1905 - Coca-Cola Revives
and Sustains
• 1906 - The Great National
Temperance Beverage
• 1917 - Three Million a Day
• 1922 - Thirst Knows No
Season
• 1923 - Enjoy Thirst
• 1924 - Refresh Yourself
• 1925 - Six Million a Day
• 1926 - It Had to Be Good to Get Where It Is
• 1927 - Pure as Sunlight
• 1927 - Around the Corner from Everywhere
• 1929 - The Pause that Refreshes
• 1932 - Ice Cold Sunshine
• 1938 - The Best Friend Thirst Ever Had
• 1939 - Thirst Asks Nothing More
• 1939 - Whoever You Are, Whatever You Do, Wherever You May Be,
When You Think of Refreshment Think of Ice-Cold Coca-Cola
• 1942 - The Only Thing Like Coca-Cola is Coca-Cola Itself
• 1948 - Where There's Coke There's Hospitality
• 1949 - Along the Highway to Anywhere
• 1952 - What You Want is a Coke
• 1956 - Coca-Cola... Makes Good Things Taste Better
• 1957 - Sign of Good Taste
• 1958 - The Cold, Crisp Taste of Coke
• 1959 - Be Really Refreshed
• 1963 - Things Go Better with Coke
• 1969 - It's the Real Thing
• 1971 - I'd Like to Buy the World a Coke (part of the "It's the Real
Thing" campaign)
• 1975 - Look Up America
• 1976 - Coke Adds Life
• 1979 - Have a Coke and a Smile
• 1982 - Coke Is It!
• 1985 - We've Got a Taste for You (for both Coca-Cola & Coca-Cola
classic)
 • 1985 - America's Real Choice
(for both Coca-Cola & Coca-
Cola classic)
• 1986 - Red, White & You (for
Coca-Cola classic)
• 1986 - Catch the Wave (for
Coca-Cola)
• 1987 - When Coca-Cola is a
Part of Your Life, You Can't
Beat the Feeling
• 1988 - You Can't Beat the
Feeling
• 1989 - Official Soft Drink of Summer
• 1990 - You Can't Beat the Real Thing
• 1993 - Always Coca-Cola
• 2000 - Coca-Cola. Enjoy
• 2001 - Life Tastes Good
• 2003 - Coca-Cola ... Real
• 2005 - Make It Real
• 2006 - The Coke Side of Life
• 2009 - Open Happiness
• 2016 - Taste the Feeling
• 2021 - Real Magic

• Packaging: The company thrive to provide

products will all feature the iconic red
packaging and symbolism, with a splash of
color to showcase the various options. The
company with the global network of bottling
partners will approach the objective, which is
the part of a broader effort which is known as
World Without Waste, by focusing on the
whole product package lifecycle- starting
from designing of canes and bottles and
manufactured to how they are repurposed,
reused and recycled.

• Jingle: A jingle is a short

fascinating song or melody that
is used in advertisements and
other commercial settings.
Jingles are a type of audio
branding. Coca Cola's current
jingle is "Coca-Cola Khulay
toh dil khulay", “Thanda
matalaba Coca-Cola!”, “Coke khule toh baat chale”, “Har Rishta Bola, Mere Naam Ki
Coca-Cola.”

Supporting marketing programs:

The beverage giant Coca Cola's digital marketing history is littered with well-known marketing
initiatives that rate among the world's most successful. Here are some of the most famous Coca-
Cola advertisements campaigns that reflect the soul of the brand while also offering fantastic
marketing tactics for the company.
1. The “Share a Coke” campaign
2. The “Always Coca Cola” campaign
3. “The World’s cup” campaign
 Profile of competitive brands: PepsiCo one of
Coca Cola's major rivals has production plants
in the same markets as Coca-Cola. Other
beverage giants like Red Bull, Keurig Dr.
Pepper, Lipton, Mountain Dew and Nestlé on
the other hand, represent a severe threat to its
market supremacy.

Brand The Coca Cola PepsiCo Dr. Pepper Snapple

element Company Group
Brand Name Strongly noticeable Strongly noticeable Moderately noticeable
Logos
 Slogan Real Magic Live for Now There’s just more to it.

Spokesperson Celebrity endorsers Celebrity endorsers B-list celebrity endorsers

Jingles Despite minor Instead of prefabricated In its branding activities,
alterations, the same jingles, use music in the Dr. Pepper Snapple
jingle has been used your advertising. This company does not use a
for years and is widely might make it easily jingle.
known by so many remembrance of brand.
peoples.
Packaging Clean and Simple Modern and sleek Simple and Clean
with red iconic packaging
packaging

POPs and PODs of Coca Cola:

• Point of parity: The point of parity is its stability in terms of taste and drink type and all
come in beverage categories. All the brands focus on advertising and campaign using celebrities
to maintain their position in the market and attract major customers.
• Point of difference:
Desirability criteria:
Coca-cola makes its customers feel emotionally connected with its brand and also offers a
variety of drinks based on consumer preference whereas Pepsi is cooler and trendier. It markets
its product as refreshing and thirst-quenching. It provides premium products to its customers
which helps in building loyalty and making potential customers. We relate with the brand by
spending a good time with friends and family and making everyday life more cheerful. It mainly
focuses on the customer who is interested in sports, music and fun and makes eye-catching
advertisements to attract them.
Deliverability criteria:
The design and style of the bottle are more attractive which helps in distinguishing it from other
brands. Coca Cola assure that consumers can purchase that in different amounts like plastic
bottles that come in 0.25, 0.5 and 1 litre and cans available in 0.25 and 0.33 litre also the
materials used in packaging are recyclable and environment-friendly. The company offers a wide
variety of beverages, all of which provide customers with a pleasant experience. Coca-Cola,
unlike other beverage companies, promotes itself as a drink that brings enjoyment and positivity
to customers' lives. The main thing which helps it differentiate from others is a confident and
cheerful view of life, distinctive taste, unique and solid image in the market should be provided to
the target consumer at a competitive price.

Brand mantra of Coca Cola:

A brand mantra is a short statement that expresses the essential nature of what a company stands
for or the image it wants to project in the mind of target population. The length of a brand mantra
statement is generally limited to two or three words. Even though wording of message might
change, tone is significant criteria. The statement generally associate brand with a sequence of
adjectives and might and might not include brand identity and name.
 Brand Name Emotional Descriptive Functional
Modifier Modifier Benefit

Happiness & Fun • Family Beverage

• Friends

COCO-COLA BRAND EXPLORATORY:

Coca Cola's marking improvement and the board are important for the business interaction that
affects the chief dynamic cycle and plan of approaches inside the boundaries of creating and
promoting refreshment items. Concerning this, Coca Cola has normally made its items to mirror a
one-of-a-kind brand that predicts particular ascribes. The brand name of Coca Cola's image items,
as well as the logo images, has been essential for this promoting stage; an element that has driven
the organization to pick suitable marking and bundling standards for its items. Furthermore, an
outline of how Coca Cola brands, markets and sells its items shows that the methodology of the
organization to showcase and foster its image item is adjusted to the subject of shaping a
character arrangement of the brand, making a durable picture in the personalities of the shoppers,
upgrading the exchange among creation and utilization, developing a brand substance and adding
esteem both to the purchaser and the organization.
The most grounded connection of marking improvement involved by Coca Cola lies in the way
that its items structure the organization's name. As purchasers consider the organization, it
becomes basic that they contemplate the items and this makes the entire organization a brand all
alone. Accordingly, the interchanges highlight utilized by Coca-Cola in its image advertising add
to the organization's famous selling point of the sodas on the planet's set of experiences leaving
Coca-Cola drink items the best advertisement biggest known items in the entire world.
Research shows that Coca-Cola satisfies
the prerequisites of a powerful brand
since completely an image and
configuration tries to recognize the
organization as an association in drinks
and gains an upper hand (Willows et al,
2006, pp 87-89). Concerning this, Coca
Cola has fostered a showcasing strength
by hinting at the American culture in the
drinks. This element has made the
picture of Coca Cola's items to be overloaded with feelings.
Likewise, the capacity for Coca Cola as an organization to show the picture of its image on shirts,
covers and umbrellas just to specify a couple,
incredibly works for the organization in that Coca Cola
items are perceived and consumed by a large number
of individuals all over the planet. Considering this, the
brand of the organization makes sense of why Coca
Cola stands as a predominant and compelling image of
value as well as pleasure. Generally, this permits the
organization not exclusively to complete its business
on a worldwide scale yet additionally to alter and limit its creation and showcasing approaches
considering the expanded social foundations of its purchasers.
Coca Cola provides pocket-accommodating cost estimates for their brands and in this manner
extend the market size as well as influence brand value. The limited-time technique and
promotion make sense of the progress in Coca Cola brand picture. Coca-Cola entrances its clients
with ad messages that are completely splendid. Towards holding the upper hand that Coca Cola
has accomplished, it considers utilizing the advertising methodology of cost skimming. This
approach is contended by the investigator to be instrumental to the association in making an
extended market specialty as well as to lay out a quality brand picture.

Brand Analysis:
Graph 1
Coca Cola Dominates the
soft drink market. About
61% of respondents
thought of Coca Cola
when they think of soft
drink. Second comes
Thumps Up (20%).
Soft Drink = Coca Cola

Graph 2
About 51% of the
respondent associated
Coca Cola company with
the Brand Value and 48%
with qualitied product.
This shows Coca Cola
have built great layer of
brand value and
satisfaction in terms of its
quality products.
 Graph 3
Coca Cola drink is the one
of the most preferred
drinks by the respondents
with 69% from the bucket
of the coca cola company.
Followed by Thumps Up,
Maaza, and Sprite with
second most popular stake
in the beverage industry.

Graph 4
With the Analysis we
have found that PepsiCo
is the toughest
competitor with the
second mega
productions of
beverages industry.
Survey suggest that that
Pepsi holds around 65%
as the second competitor
followed by Red Bull
and Mountain Dew and
other companies.

Graph 5
About 57% of the respondents
believes Brand Trust is
contributing brand loyalty
towards Coca Cola. The
company provided an its own
identity in the consumer’s mind
when it comes to brand trust. As
there are many brands in the beverage industry but Coca-Cola drinkers are most loyal to this
brand because it kind of build the trust in the market.
 Graph 6
For about 34% of the
respondents coca cola logo
means Refreshing and For
18.5% of the respondent
coca cola logo means
happiness.

Reference:
Brand Purpose and vision: https://www.coca-colacompany.com/company/purpose-and-vision
Brand Mission: https://fourweekmba.com/coca-cola-vision-statement-mission-statement/
Brand Promise- https://www.powerreviews.com/blog/brand-promise-examples/
Brand Personality: https://fabrikbrands.com/what-your-brand-personality-says-about-
you/#:~:text=Brand%20personality%20examples%3A%20Coca%2DCola%20brand%20personali
ty&text=This%20soft%2Ddrink%20brand%20is,%E2%80%9CShare%20a%20Coke%E2%80%9
D%20campaign.
Brand Mantra: https://www.techtarget.com/whatis/definition/brand-essence-brand-
mantra#:~:text=Brand%20essence%2C%20also%20known%20as,statement's%20tone%20is%20
most%20important.
https://www.slideshare.net/skparyani/coca-cola-brand-audit
https://phdessay.com/coca-cola-brand-audit/
https://www.acrwebsite.org/volumes/8388/volumes/v27/NA-27
Module 4: Brand Element
Coca-Cola is constructed with a number of physical factors that establish and construct
visual, aural, and aromatic identity, leading in intrinsic and fundamental brand elements.
Its brand characteristics were critical in increasing brand recognition.
Coca Cola brand elements are:

• Brand name: Coca Cola's two main constituents when it first came out were
cocaine and caffeine. Coca leaf was used to normally make the cocaine, while
kola nuts were used to make caffeine, giving rise to the term Coca Cola.

• Brand logo: The Coca Cola logo in

1886 was in black and white
typewritten font which portrayed
seriousness, sophistication and class.
In 1887, the company came up with
iconic wordmark known today. In
1941, the brand used red italicized
font and has been serving as coca
colas visual identity ever since. The
design appeared modern and
minimalistic. In 2021, logo has been
termed “magical” and “genius” by design gurus from all around world. The new logo
has been designed using red and white color palette. The logo appears to be hugging
the bottle, symbolizing good times and togetherness. Coca Cola logo is relevant,
memorable, simple and timeless.

• Coca Cola color palette and font: The company first initiated with a white and
black colour combination to convey expertise, responsibility, and strength. The soft
drink titan Coca Cola empowered the red and white colour scheme to represent
passion, youthful, power, love, and purity. The red logo was influenced by the brand's
debut advertising, which portrayed the character of Santa Claus dressed a red and
white outfit and holding a Coca-Cola bottle.

• Brand graphic: Coca-Cola company has been working on its famous brand
image for over 130 years. But, despite all of the creativity and originality, there is
one sign that continues to make itself known silently, and that was red disc. The
red disc had become a trust mark, assuring consumers that they would be getting
genuine Coca-Cola bottle at store.

• Vision and mission statements: Coca Cola company’s vision statement was “to
craft the brand and choice of drinks that people love, to refresh them in body and
spirit. And done in ways that create more sustainable business and better shared
future that makes difference in people lives, communities and our planet.”
Mission statement is “to refresh the world in mind, body and spirit to inspire moments
of optimism and happiness through our brands and actions to create value and make a
difference.”
• Slogans: The advertising slogans of the beverage giant Coca Cola company have
over the years symbolised not only the brand, but also the times. The slogans which
are used by Coca Cola are basic and straightforward way of talking about Coca-
Cola. Some slogans, such as "Where There's Coke, There's Hospitality," have been
insanely aim on the refreshing flavour, product quality and its role in entertainment,
as in 1948's.

Slogans for Coca-Cola from 1886 to 2021:

• 1886 - Drink Coca-Cola

• 1904 - Delicious and
Refreshing
• 1905 - Coca-Cola Revives
and Sustains
• 1906 - The Great National
Temperance Beverage
• 1917 - Three Million a Day
• 1922 - Thirst Knows No
Season
• 1923 - Enjoy Thirst
• 1924 - Refresh Yourself
• 1925 - Six Million a Day
• 1926 - It Had to Be Good to Get Where It Is
• 1927 - Pure as Sunlight
• 1927 - Around the Corner from Everywhere
• 1929 - The Pause that Refreshes
• 1932 - Ice Cold Sunshine
• 1938 - The Best Friend Thirst Ever Had
• 1939 - Thirst Asks Nothing More
• 1939 - Whoever You Are, Whatever You Do, Wherever You May Be,
When You Think of Refreshment Think of Ice-Cold Coca-Cola
• 1942 - The Only Thing Like Coca-Cola is Coca-Cola Itself
• 1948 - Where There's Coke There's Hospitality
• 1949 - Along the Highway to Anywhere
• 1952 - What You Want is a Coke
• 1956 - Coca-Cola... Makes Good Things Taste Better
• 1957 - Sign of Good Taste
• 1958 - The Cold, Crisp Taste of Coke
• 1959 - Be Really Refreshed
• 1963 - Things Go Better with Coke
• 1969 - It's the Real Thing
• 1971 - I'd Like to Buy the World a Coke (part of the "It's the Real
Thing" campaign)
• 1975 - Look Up America
• 1976 - Coke Adds Life
• 1979 - Have a Coke and a Smile
• 1982 - Coke Is It!
• 1985 - We've Got a Taste for You (for both Coca-Cola & Coca-Cola
classic)
 • 1985 - America's Real Choice
(for both Coca-Cola & Coca-
Cola classic)
• 1986 - Red, White & You (for
Coca-Cola classic)
• 1986 - Catch the Wave (for
Coca-Cola)
• 1987 - When Coca-Cola is a
Part of Your Life, You Can't
Beat the Feeling
• 1988 - You Can't Beat the
Feeling
• 1989 - Official Soft Drink of Summer
• 1990 - You Can't Beat the Real Thing
• 1993 - Always Coca-Cola
• 2000 - Coca-Cola. Enjoy
• 2001 - Life Tastes Good
• 2003 - Coca-Cola ... Real
• 2005 - Make It Real
• 2006 - The Coke Side of Life
• 2009 - Open Happiness
• 2016 - Taste the Feeling
• 2021 - Real Magic

• Packaging: The company thrive to provide

products will all feature the iconic red
packaging and symbolism, with a splash of
color to showcase the various options. The
company with the global network of bottling
partners will approach the objective, which is
the part of a broader effort which is known as
World Without Waste, by focusing on the
whole product package lifecycle- starting
from designing of canes and bottles and
manufactured to how they are repurposed,
reused and recycled.

• Jingle: A jingle is a short

fascinating song or melody that
is used in advertisements and
other commercial settings.
Jingles are a type of audio
branding. Coca Cola's current
jingle is "Coca-Cola Khulay
toh dil khulay", “Thanda
matalaba Coca-Cola!”, “Coke khule toh baat chale”, “Har Rishta Bola, Mere Naam Ki
Coca-Cola.”

Evaluation of Brand logo

1. The brand element that is missing in the coca cola is that they do not have any brand
character/personality like 7up, Amul, Redbull, Parle G, Mc Donalds, many more.
Brand character help people to recognize brand even without the brand name. it can
provide a vehicle to express a person’s self, represent relationship, communicate
attributes, understand the customer. It can become point of differentiation for the
brand. Brand character can communicate the brand in a better way. If coca cola
launches its brand character than it will benefit them in various ways.
 2. As per our concern, the Coca Cola company need some changes in the logo
because the name or the format in which Coca Cola is written might get sort of
confusing. Although Coca Cola is the most popular brand in the beverage
industry in the world, the word Cola where the letter “L” seems to be seen as
the letter “C”. So, it might create a sort of confusion in some consumers who
have never tried a Coca Cola product.

Another concern related to the brand element that Coca Cola needs to change is
its slogans. As we can see in the above context the Coca Cola company is
constantly changing their brand slogan. As they have changed around 49
different slogans from the year 1886 to 2021. Changing the slogans constantly
create a confusing image in the minds of consumers. As giant brands such as
Apple use the slogan “Think Different”, Nike use the slogan “Just Do It” and
Addidas with the slogan “Impossible is Nothing” these are slogans that they have
used for a longer duration which normally created an image in the minds of
consumers. And in the case of Coca Cola, they use to change their slogan a lot of
times which does create a confusing brand image for the company.

References:

1. https://designbro.com/blog/brand-logos/coca-cola-logo-visual-
identity/#:~:text=According%20to%20a%20popular%20story,the%20bra
nd% 20since%20the%20beginning.

2. https://www.coca-colacompany.com/au/news/past-and-present-
exploring-the- iconic-brand-design-behind-coca-cola-s-red-disc

3. https://www.coca-colacompany.com/company/purpose-
and- vision#:~:text=Our%20Vision%3A-
,Our%20Vision%3A,lives%2C%20communities%20and%20our%20planet.

4. https://www.coca-colacompany.com/company/history/history-of-coca-
cola- advertising-slogans
Module 5: Product, Price and Distribution Strategy

Product strategy:
Product mean what
value it delivers to its
customer. Beverages,
sparkling soft water,
water, juices, dairy and
plant based, coffee and
teas are the five
different categories of
coco cola. Coco cola
has extensive variety of
product throughout the
world. Coco cola
provide its product in
different taste based on
consumer preference. Coco cola come up with different varieties like diet coke 1982, Cherry
coke, diet cherry coke. Coke with lemon, vanilla coke, coco coal C2, coke with lime,
caffeine-free coke, diet coke with Splenda, coco coal zero, coco cola black cherry vanilla,
diet coco cola black cherry vanilla, diet coke with lime. Coca cola designed the product in a
way that its looks attractive and unique. The product is created in can and pat bottle with
standard size of 250ml, 500ml, 1l, 1.5l, 2l, 2.5l. The company signature product is coco cola.
Among all non-alcoholic beverages coca cola considered to be one of the best popular and
selling company in the world.

Price Strategy:
In terms of pricing, Coca cola maintains very high competitions with its competitors. As it
primarily follows the price skimming strategy, market penetration strategy and market price
strategy. In the price skimming strategy, the coca cola initially charges the premium price to
earn the maximum profit and offers a high-quality coke after that coca cola decided to use the
market penetration pricing strategy so they setting low prices to immediately attract the huge
amount of buyers and number of sales also acquire the high share of market. Now to compete
with the major rival such Pepsi, they follow the market price strategy, so setting the price at
the market rate indicates that they comparable to what the competitors are charging and also
trust that price should not be high and low than the value which the competitor is charged.
However, coca cola had great success by using this strategy.
There are alternate strategies which is uses by coca cola:
• Promotional price strategy: Coca cola makes advantage by using this strategy. To
enhance the short run sales usually priced below the marked price in the stores. Coca
cola reduce its price on some occasion like Ramadan, when the price of a 1.5 litre
bottle is reduced to 5 rupees so customer attracts and likely to buy it. Coca cola also
 focus on promotion strategy through the ad campaigns via television, print media, and
sponsorship and so on. It sponsors FIFA World Cup, Olympic Games etc.
• Psychological price strategy: Coca cola utilize psychological price to encourage
customer to buy their product for example, in 2009 they used initial Coke
psychological method 2 litre original coke jug price $2.49 they determine the price
ends with 9. So, the customer think that the price is lower than the $2.50.
• Segmented pricing: Coca cola comes in a variety of price range based on the different
item. They sold their product in different sizes and at lower cost to raise their profit.

Quantity Price
100ml Rs 6
250ml Rs 20
750ml Rs 40
1.25l Rs 65
2l Rs 90
2.25l Rs 95

Distribution Strategy

According to the statement made

by the Coca Cola Company, the
company has the World's Largest
Beverage Distribution System.

The most important feature that

allows Coca-Cola to function
across over 200 nations is its
strong and effective distributing
capabilities and networks. The
supply of Coca-Cola is completely
dependent upon the bottler partners. It operates in six regions: South America, North
America, Eurasia, Europe, Pacific, and Africa. The gigantic company distributes about 2
billion beverages in a single day, according to statistics. The bottling partners bottle, seal,
market, and distribute the finished packed beverages to both buyers and retail distributors
while promoting to customers. The shipping agencies apply specific strategies and operate in
a widespread distribution network, providing their goods to 2.5 million spokes.
The network involves numerous legal and management divisions, and these divisions are all
independently of one another, and it doesn’t control all of the coca- cola’s bottling partners
across all over the world. While many people believe that Coca-Cola performs all of its
operations on a global platform, this is really handled through a number of local channels.
The company produces and supplies concentrates, beverage bases, and syrups to bottling
partners. It retains ownership of the brand and is in control of consumer brand marketing
initiatives. Bottling partners manufacture, package, and distribute finished branded drinks to
merchants and vending partners, who then sell them to customers.

These bottling partners work closely with suppliers, restaurants, grocery stores, retail outlets,
and many Others, to execute localized core strategies developed in consultation with Coca-
Cola. More precisely, despite the fact that Coca-Cola is a global company, its items never
have to travel far to reach the final client, making the product more local than you may think.
Coca-Cola beverages may be roughly classified into the following arrays of points of sale:

• Wholesalers/ Distributors
• Retailers
• Restaurants/ Cafes/ Nightclubs
• ATM (Beverages vending machines)
• Petrol Stations

Current Gaps and solutions

Current Gaps
Coca-Cola, regardless of solid worldwide brand recognition, the organization battles to keep
up with huge development in the refreshment/soda area. Patterns shift, and carbonated
refreshment deals in North America keep on declining as purchasers choose different choices
like water, juice, cold-fermented espresso and teas, or caffeinated drinks. Remember Coca-
Cola's portfolio has developed over the course of the years as the organization endeavors to
mirror the progressions in buyer tastes and patterns. Due to this high varieties available in the
market, customer tends to shift from one product over other to try or to change the taste. This
shows that coco-cola misses out on brand loyalty of their customer base and therefore coco-
cola should work on its brand loyalty.
SOLUTIONS - Brand Building
World class marketing –

Incredible advertising starts with human experiences - understanding what the buyer needs,
making an unrivaled tasting item and through the shopper enthusiasm focuses, recounting the
brand story in an appealing way. Our new working design is wiring us to accomplice across
capacities and topographies to make worldwide arrangements, empowering us to settle the
score better at what we specialize in. Combined with the size of our new office associations,
we feel we've never been in a superior situation to connect our customers in start to finish
commitment across mediums outside of conventional media. We accept this will bring about
more customized associations with shoppers, adding new consumers to our brands while
taking into account more co-creation and significant informing.

Innovations
Supplementing our work to assemble incredible brands is our focused way to deal with
development, to offer new applicable item or gear or thoughts that might be of some value.
Buyer centricity permits us to drive gradual development through advancement. We are
zeroing in on "more focused advancement", however this doesn't imply "less development".
We are moving toward advancement from alternate points of view and with thorough targets:
Our pipeline for 2022 has been created through clear schedules and cycles to evaluate the
reason and the right degree of development. Savvy trial and error goes past new flavors and
brands - it additionally incorporates item, bundle and interaction. It urges neighborhood
markets to test the smartest thoughts in a manner that empowers us to sustain and scale them,
permitting us to grow across geologies quicker than previously.

Reference:
1. https://investors.coca-colacompany.com/about/coca-cola-system
2. https://mpk732.wordpress.com/2015/05/17/the-coca-cola-companys-distribution-
strategy/
3. https://www.thestrategywatch.com/marketing-mix-coca-cola/
4. https://www.mbaskool.com/marketing-mix/products/16786-coca-cola.html
Module 6: Secondary association leveraged

Company: Coco-Cola
Country of origin: It's essential to link your new brand extension to memorable, powerful
elements such as the country of origin. Coco Cola’s country of origin is the United States of
America. Coco cola associates its brand with America as it is well known for the beverage
market and carbonated soft drinks.
Channel of distribution: It is important to
ensure that the product is available to a
different market segment. First, coco-cola
sells its product to bottling operations,
distributors, wholesalers and retailers. Then
they further sell it to retail outlets,
restaurants, cafés, corner stores,
supermarkets, etc.

Other brands (co-branding): Co-branding is essential as it diminishes the overall cost and
helps in introducing a product to the market. Coco cola aligned with the American Red Cross,
coco-cola with tic tac and coco-cola with burger king.

Character: Featuring the popular and right

choice of character for the brand is very
important as Coca-Cola features the character
“Sprite Boy” in 1942 with the Coca-Cola
Santa Claus image. The image was designed
in such a way that depicts a little pixie. The
main aim of the image was to constantly
remind the consumer that both coke and
Coca-Cola were the same things.
Celebrity: Celebrity endorsement is one of the most powerful strategy. With the rising use of
social media, celebrity endorsement plays a vital role in order to draw the attention of the
consumer as Coca-Cola celebrity endorsements are Hritik Roshan, Deepika Padukone,
Aishwarya Rai, Alia Bhatt, Siddharth Malhotra, Imraan, Diljit Dosanjh, Farah Akhtar, Kalki
Koechlin and Ranbir Kapoor etc.
Events: In order to increase the brand reputation and awareness brand usually sponsor events
same as Coca-Cola sponsoring the Olympic Games, FIFA world cup, NASCAR, NCAA, and
UEFA EURO 2020.
Other third-party sources: Coca-Cola has been certified by the FSSAI. They provide
quality coke. As it has increased the goodwill and reputation in the market, as well as the
consumer, have faith in the brand.
Module 7

Print media advertisement for the Coca Cola

company and as we have made the video-based
advertisement for the advertisement campaign
but it is not capable to support in the word file.
We have submitted it on Google Classroom.
Module 8: Brand value chain
Marketing program investment:
To reach a wide range of audiences and create awareness about the product in the market. At
the same time to attract more customers to
purchase the product marketing program is being
used. Coco cola sponsors various kinds of
games at both national and international levels.
Coco cola is considered to be the top sports
sponsor in the world. Coco cola associates its
brand with events such as The Olympic Games,
the Rugby world cup, and The FIFA world cup.
Coco cola comes up with different campaigns to
spread a message to its customer.
Among all the campaigns the one campaign
which I find interesting is ‘That’s Gold’ which tells celebrities every moment of life and
success no matter whether it is big or small. Coco cola also uses a brand endorsement strategy
with the help of youngsters and celebrities.

Program Multiplier:
The quality of the Posters
Marketing program
decides whether the
customer’s mindset will
be affected or not. A
good marketing
program can positively
change customers’
mindsets in the
company’s favor. Coca-
Cola’s marketing
Campaign “Open
Happiness” affected the
customer’s mindset in
such a way that customers recall/ remember Coca-Cola whenever they have happiness. Open
happiness- which refers to opining Coca-cola in happy times. A Quality Marketing program
should have Clarity, Relevance, Distinctiveness, and Consistency.
Open Happiness campaign by Coca Cola India:

Video campaign https://youtu.be/S59gN7bl6As

Customer mind:
Coco cola creates a high level of awareness among its customer about the product. It
associates its brand as strong, favourable, and unique. Along with that customers intensively
attach to the brand as wherever the customer thinks about the beverage the first brand that
comes into mind is coco cola. Customers are emotionally attached to the coco-cola. It also
has a high level of brand activity.

Shareholder Value:

Stock Price:
The stock price of The Coca-Cola Company is $63.44(as of 03/05/2022 closing). The stock
price of the coca-cola company has increased significantly, Stock price year ranges from
$52.28 to $67.20 (B/W May2021-May2022).
P/E Ratio:
The P/E ratio of The Coca-Cola Company is 26.76%.
Market Capitalization:
The market Capitalization of The Coca-Cola Company is 275.01 billion USD.

Consumer Multiplier:
• The customer Size and profile of The Coca-Cola Company are not defined.
• The main competitor of The Coca-Cola Company is PepsiCo, and Competitors
are reacting by reactivating their marketing programs of Pepsi.
• The Coca-Cola Company uses multiple channel support to communicate or
interact with their customers. Like Emails, Digital marketing campaigns, print
media including hoardings and newspaper ads, and Videography campaigns on
TV, many channels are used by the company.
Market Performance: A positive customer mindset as a result higher the sales of the
cocacola and also leads to a rising in the market performance. Coca-cola serves more than 1.9
billion drinks in 200 and more countries within a day. As coca-cola is one of the leading
players in the beverage market so Coca-cola owns 56.7% market in India and 60% is the
market share in carbonated drinks. In 2021, India generate approx. 23 billion revenue by
using a unique business model. Cocacola also has a significant impression on the mind of the
customer so the profitability of the company increases.
Market Multiplier: The Company has generated net operating revenue of over $38.66
billion. The company is growing rapidly. The shareholder value of coca-cola is around $337
billion. The production of new products is driven by customer demand and preferences, with
the company ready to adapt to the dynamic demand of its variety of customers.

Reference:

• How many drinks does The Coca-Cola Company sell worldwide each day?|
Frequently asked questions | Coca-Cola GB. (n.d.). Coca-Cola Great Britain.
https://www.coca-cola.co.uk/our-business/faqs/how-many-cans-of-coca-cola-
aresold-worldwide-in-a-day

• Coca-Cola's net operating revenues worldwide in 2019. (2020, March 2).

Statista. https://www.statista.com/statistics/1287217/coca-cola-india-revenue-
fromoperations/#:~:text=In%20fiscal%20year%202021%2C%20Coca,compare
d%20to%2 0the%20previous%20year.