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Product strategy of coca- cola

With a portfolio of more than 3,300 beverages in over 200 countries, from diet and regular sparkling beverages to still beverages such as 100 percent fruit juices and fruit drinks, waters, sports and energy drinks, teas and coffees, and milk-and soy-based beverages, Coca-Colas variety spans the globe Below is a list of a few beverage products around the world.. 1. Brand Name: Andina/Andina light Drink Type: Juice/Juice Drink Andina/Andina light: Andina, a popular line of fortified nectars and juice drinks, has been enjoyed by families in Chile for more than 30 years. Andina Fruit is a light consistency nectar, while Andina Nectar is for those who relish a thicker consistency. Andina Hi-C orange fruit drinks are fun and nutritious, fortified with Vitamin B and calcium. Andina light has fewer calories. Available in the following flavors: Apple, Apricot, Orange, Papaya, Peach, Pear, Pineapple, Tangerine and Tutti-Fruti. Available in the following location: Chile. 2. Brand Name: BEAT

Drink Type: Soft Drink

BEAT: BEAT is a citrus-flavored carbonated soft drink for people with an active, spontaneous and intense attitude.

Available in the following flavor: Citrus Blend.

Available in the following location: Mexico. 3. Brand Name: CAF ZU

Drink Type: Coffee


CAF ZU: CAF ZU is a ready-to-drink canned coffee with ginseng developed for hard-working males between 25 and 35 years old. Refreshing and invigorating, CAF ZU has a totally unique, delicious taste.

Available in the following location: Thailand. 4. Brand Name: Kinley

Drink Type: Soft Drink Kinley: Kinley is a carbonated water that comes in wide array of variants such as tonic, bitter lemon, club soda and a myriad of fruit flavors.

Available in the following flavors: Apple Peach, Bitter Grapefruit, Bitter Herbal, Bitter Lemon, Bitter Water, Blueberry Pomegranate, Club Soda, Ginger Ale, Lemon and Raspberry.

Available in the following locations: Austria, Bulgaria, Czech Republic, Denmark, El Salvador, Germany, Hungary, India, Israel, Italy, Netherlands, Poland, Slovakia, Sweden, Switzerland, United States, West BankGaza and Zambia.

5. Brand Name: Hajime

Drink Type: Tea

Hajime: With an easy-to-drink flavor, Hajime is a green tea designed to emulate the subtle flavor of the finest green teas prized for centuries by the most demanding tea drinkers.

Available in the following flavor: Unflavored.

Available in the following location: Japan.

6. Brand Name: Rehab

Drink Type: Energy Drink

Available in the following flavor: Cherry Citrus.

Available in the following location: United States.

7. Brand Name: Jaz Cola

Drink Type: Soft Drink

Jaz Cola: Jaz Cola was specifically developed for consumers who live in the Visayan Islands in the Philippines. The success of this locally produced soft drink has fueled Visayan pride among its teen consumers. Available in the following flavor: Cola. Available in the following location: Philippines.

8. Brand Name: Sprite Zero/diet Sprite

drink Type: Soft Drink

Sprite Zero/diet Sprite: Known as Sprite Zero in some locations and as diet Sprite or diet Sprite Zero in others, it has a

crisp, clean taste, and is the no-sugar, no-carb version of the world's leading lemon-lime flavored soft drink.

Available in the following flavor: Lemon Lime.

Available in the following locations: Argentina, Australia, Bahamas, Bahrain, Barbados, Belgium, Bermuda, Bolivia, Brazil, British Virgin Islands, Canada, Cayman Islands, Chile, Colombia, Cyprus, Denmark, Djibouti, Ecuador, Egypt, El Salvador, Fiji, Finland, France, French Polynesia, Germany, Great Britain, Greece, Grenada, Guam, Honduras, Hong Kong, Iceland, Israel, Italy, Jamaica, Japan, Jordan, Kenya, Kuwait, Lebanon, Luxembourg, Macau (Macao), Malta, Mariana Islands, Mauritius, Mexico, Morocco, Namibia, Nauru, Netherlands, New Caledonia, New Zealand, Northern Ireland, Norway, Oman, Pakistan, Paraguay, Peru, Philippines, Puerto Rico, Qatar, Republic of Ireland, Saint Maarteen, Samoa, Saudi Arabia, Singapore, South Africa, Spain, Suriname, Swaziland, Sweden, Switzerland, Taiwan, Thailand, Tonga, Trinidad & Tobago, Turks & Caicos Islands, U.S. Virgin Islands, United Arab Emirates, United States, Uruguay, Vanuatu and West Bank-Gaza.

9. Brand Name: Limca

Drink Type: Soft Drink

Limca: This thirst-quenching beverage features a fresh, light lemon-lime taste and fun-loving attitude. It's a home-grown, national treasure in India, where it was acquired by The Coca-Cola Company in 1993. Limca continues to build a loyal following among young adults who love the lighthearted way it complements the best moments of their lives.

Available in the following flavor: Lemon Lime.

Available in the following locations: India, Nigeria, United Arab Emirates and Zambia.

10. Brand Name: Wilkins

Drink Type: Water

Wilkins: Wilkins is a distilled drinking water known as the standard of purity and safety in bottled water among consumers in the Philippines. It is recommended by most pediatricians because of its equity on purity and safety.

Available in the following flavor: Unflavored.

Available in the following location: Philippines.

Promotion strategies
Promotion or marketing is a very powerful tool. Companies use a lot of different ways to attract and convince the consumers and potential customers. Thus, marketing is everywhere in our daily life: on television, in the street, in our e-mails, making a part of our environment.

Consumers will have different experiences, given their personal references and location. Global strategy of coca-cola is adjusting its approach so that it can tap into these differences and provide the appropriate marketing activities and beverages to connect with consumers. Its "think local, act local" approach to marketing allowed adopting communications to fit local circumstances. Coca-Cola Company wants to provide consumers with beverages to fit their different life styles and life stages.

CEO Douglas Daft said "In the past Coke succeeded as it appealed to global commonalties. In the future there is a need to understand and appeal to local differences".

- Firstly he replaced practically all of Coca-Cola's senior management in Europe with local executives. By placing more responsibility and accountability in the hands of local managers who are closest to the local consumer.

- "Coca Cola flourishes when our people are allowed to use their insight to build the business in ways best suited to their local culture and business conditions". Efforts were made to give freedom to local managers to act according to the local conditions.

- Draft believed that it was essential to build the core of the business on the strength of the brand. Also it was important to relate to people. - In Brussels, hostesses go to discos and hand out free Coke to teenagers having alcohol to demonstrate pleasure of a Coke break. This was possible by the insights of local marketing

managers of Coke who knew that Belgians are party animals management in Atlanta would not know this. This is a good example of how the new localization was working. Between march and September 2003, coca-cola launched three commercials with the thanda matlab coca-cola tag line. All three commercials aimed to make the consumers connect with coca- cola. thanda usually means lassi or nimbu paani, garam is essentially tea. Because the character, in itself, represented a culture, they wanted to equate coke with thanda, since thanda too is part of the popular dialect of the north. Thus making thanda generic for coca- cola.

Trade Promotion
Coca cola company gives incentives to middle men or retailers in way a that they offer them free samples and free empty bottles, by this these retailers and middle man push their product in the market. And thats why coca cola seen more in the market. And they have a good sale in the market because according to the expert which product seen more in the market that sells more. Seen as sold They do agreements with a shop keepers and stores to exclusive sale in those stores. These stores are called as KEY accounts in their local language. Also, coke invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives.

Different Price in Different Seasons

Sometimes Coca Cola Company change their product prices according to the season. Summer is supposed to be a good season for beverage industry in India. So in winter they reduce their prices to maintain their sales and profit. But normally they reduce the prices of their pet bottles or 1 litter glass bottle.

Getting shelves
They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers.

Eye Catching Position

Salesman of the coca cola company positions their freezers and their products in eye-catching positions. Normally they keep their freezers near the entrance of the stores.

Sale Promotion
Company also do sponsorships with different college and schools cafes and sponsors their sports events and other extra curriculum activities for getting market share.

UTC Scheme
UTC mean under the crown scheme, coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc. This scheme is very much popular among children.

Coca Cola Company makes two types of selling Direct selling Indirect selling

Direct Selling
In direct selling they supply their products in shops by using their own transports. They have almost 450 vehicles to supply their bottles. In this type of selling company have more profit margin.

Indirect Selling

They have their whole sellers and agencies to cover all area. Because it is very difficult for them to cover all area of India by their own so they have so many whole sellers and agencies to assure their customers for availability of coca cola products.


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

Coca cola company use different mediums Print media Pos material Tv commercial Billboards and holdings

Print Media
They often use print media for advertisement. They have a separate department for print media.

POS Material
Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas.

TV 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.

Billboards And Holdings

Coca cola is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards.


Coca-Cola Cricket
Cricket the most sought after; watched & played game in India. The game of cricket has been owned by various brands in the industry for the promotion of their products over a period of time. It has ranged from tobacco to lubricants to communication companies to banks to airlines & lately to the beverage industry. The competition has become tougher & tougher as the time has progressed. Coca-Cola signed a sponsorship agreement with eight of Indias National cricket players. Coca-Cola realizing the fact that cricket is a very strong element by which it can reach it consumers & masses invested in the opportunity and launched a massive campaign on mass media showing all these cricket stars endorsing & complimenting Coca-Cola brand. The CocaCola Company developed three TV commercials & four testimonial ads with the player & ran them on the national net work during various cricket matches. These bold steps taken by the Coca-Cola marketing unit acclaimed them many acknowledgements across the board. This campaign helped Coca-Cola to establish its association with the game & the player.


Coca-Cola Concerts
Breathtaking music and the happy energy of Coca-Cola pervaded the locations of the Coke Studio concerts across the country. Music lovers experienced fusion music live and celebrated the rich Indian culture. The mini concerts were organized at several platforms including THiNK 2012, one of India's most eclectic, thoughtprovoking and egalitarian platforms organized in Goa. With the impeccable musical renditions by the versatile artists, Coke Studio beautifully echoed the spirit of the THiNK 2012 a confluence of musical talents much as this festival (THiNK 2012) itself is a confluence of diverse brilliant cutting edge minds from across the world! Similarly, leveraging Coca-Cola India's association with its key account, Hard Rock Cafe, the concerts were also organized in Delhi, Mumbai and Hyderabad. Strengthening its association with good music, Hard Rock Caf gave its patrons the opportunity to experience some great fusion music.

Coca-Cola promotions using social media websites

Coke Studio in India has received enormous support from fans and the music fraternity. It has so far registered close to 1.5 Million Facebook fans, over 7 Million hits on YouTube and close to 13 million downloads on mobile platforms. Since its launch last year, the fusion music project has brought together some of the country's best talent in contemporary and traditional music and has garnered huge support from the public as well as the music fraternity.

Coca-Cola Pet Promotion

Coca-Cola launched 1.5 liter Pet contour bottle for the first time in India. Targeting house wives & family home, Coca-Colas 1.5 liter Pet bottle, took the limelight & gained momentum with a campaign promoting the unique packaging and its numerous consumer benefits .A treat for the family, CocaColas PET was offered through a price-off promotion that said.Go out & get some


Coca-Cola Wonder of the World Promotion

Coca-Cola set the stage of the grand UTC promotion. Coca-Cola went ahead with the idea of giving consumer chances to win fabulous, magical dream vacation to numerous wonder destination throughout the world on every purchase of a 250 ml RGB bottle of Coca-Cola, Sprite, & Fanta. The promotion gave consumers a chance to win free drink, a trip to PARIS, HOLLYWOOD, NEWYORK, SINGAPORE & CAIRO along with airfare & four nights free stay in these dream lands. The promotion saw avid consumer collecting Coca-Cola Crown caps & sparked a keen response from the public , rendering an outstanding testimonial campaign in the second phase, highlighting the winners over whelmed in the magical delight of their favorite beverage Coca-Cola.

Coca-Cola & Nokia

In August 2001, the new under-the-crown promotion Nikla Kiya?(What have u won) was launched in collaboration with Chimera Nokia.The promotion gave consumer a chance to win thousands of Coca-Cola branded Nokia 3310 cellular phones on every purchase of 750ml RGB bottle of CocaCola ,Sprite, & Fanta.The other highlight of promotion was the Caught ed campaign. Branded Coca-Cola with caught ed team in them went to Lahore & Karachi for three days, with target that anyone being caught drinking Coca-Cola will be awarded a nokia 3310 mobile phone & if someone is caught talking on a nokia mobile will win free supply of CocaCola. Caught ed become a huge success among the masses as it was one to one interaction between the Coca-Cola brand & the consumers. This activity helped billed confidence and brand loyalty among core consumers.

Coca Cola teaching campaign

Coca-Cola India and NDTV join hands to launch the "Support My School" Campaign, a movement for Healthy, Active and Happy schools.

Coca Cola TV Mazza


The coca cola new campaign is coca cola tv mazza, it is a utc scheme in which people are getting television sets of different sizes. These days this scheme is very popular among the people.

Coca-Cola & Mc Donalds

Coca-Cola & key account of MC Donalds launched the we go together joint promotion to reinstate amongst consumers a real sense of the affinity that, both shares globally. The promotion kicked off with pos material (Danglers, Bunting etc) displayed at all MC Donalds restaurants along with a special offer for coke & fries.

Fanta & Sprite Launched

In November 2000moving on to the Sprite & Fanta brands, the consumers in India witnessed a soft launch in essence. The Coca-Cola Company declared the new Non-Returnable bottles of Sprite & Fanta as the New, On the Go Packs flaunting the innovative packaging convenience. Fanta & Sprite are sure to enjoy considerable success in India.

Diet Coke
After the acquisition of the individual local franchise bottling facilities in 1996, the company has successfully launched its first new product, diet coke, for the first time in almost 3 years. The was linked with three fashion shows as Diet Coke is related to fashion & fitness, but the major hit was thematic fashion shows in restaurants, which are the key accounts of the company as this has been never done before in India.