by,

SAURABH TRIVEDI
SHRUTI AGARWAL
NILABH
VAIBHAV JOSHI
SAILESH BEHANI
PUNEET GOYAL
Coca-Cola‘s Overview
• Manufacture, distribute, and market nonalcoholic
beverage concentrates
• Operational Reach:200 + countries
• $130.5B Market Cap, 92,800 employees Worldwide.
• Beverage Variety: Offer more than 3,000 products
including diet and regular sparkling beverages, and
still beverages such as 100 percent juices, juice
drinks, waters, sports and energy drinks, teas and
coffees,and milk- and soy-based beverages.
 The Choice Is Yours..
• Energy Drinks:

• Juice Drinks:

• Soft Drinks:
• Sports Drinks:

• Tea Coffee:

• Water:

• Others:
POWER OF THE BRAND
Diet Coke vs. Diet Pepsi in Blind Taste Test
• Prefer Pepsi Sample 51%
• Prefer Coke 47%
• No preference 2%

Diet Coke vs. Diet Pepsi in Identified Taste Test

(brand names revealed)
• Prefer Pepsi Sample 23%
• Prefer Coke 65%
• No Preference 12%
 History of coca cola
• THE CANDLER ERA

• BOTTLING BEGINS

• PROTECTING A VALUABLE NAME

• MAN NAMED WOODRUFF

• REFRESHMENT KNOWS NO BOUNDARIES

• A SYMBOL OF FRIENDSHIP

• MOVING WITH THE TIMES

• COKELORE
 BRANDING STRATEGY BY
COCA COLA
THE THREE A”S
• AFFORDABILITY
• AVAILABILITY
• ACCEPTABILITY

THE THREE P”S

PRICE VALUE
PREFERENCE
PERVASIVE PENETRATION
 DIAMONDS AND SPHERES
 COKE USES RED COLOR FOR BRANDING
AND PEPSI USES BLUE

 COKE IS LESS SWEETER THAN PEPSI

 CARBONISATION LEVEL IS HIGHER IN COKE

THAN IN PEPSI
GETTING SHELVES

EYE CATCHING

SALES PROMOTION

UTC SCHEME
 s
1939–1950: "Twice as Much for a Nickel Coca Cola ---- " Thanda
Matlab………..
1958–1961: "Be Sociable, Have a Pepsi"

1983: "It's cheaper than Coke!"

1995: "Nothing Else is a Pepsi

2009–present: "Yeh hai youngistaan

meri jaan"
2009–present: "My Pepsi My Way"
2010–present "Youngistan ka wow."
COKE-CONTROVERSIES
Coca-Cola & Foreign Exchange
Regulation Act (FERA),1977

Colas soft drinks contained a

high level of pesticides.

Coca-Cola's practice of
dumping its wastewater into the
nearby fields.

HOW TO IMPROVE THE

BRAND IMAGE??

Aggressive marketing response.

Corporate Social responsibility

 Last Thought
What's in a name? That which we call a rose
By any other name would smell as sweet.“
-William Shakespeare

Develop Brand Personality :

 Celebrity advertising
 Brand values
 Brand loyalty
Thanks….
?