1

Integrated Marketing Communication

Coca Cola

Submitted to:
Prof. Isaac Jacob
Submitted by:
Harshit Vora
PGDM RM
Roll No 48

Acknowledgement

I express my sincere thanks to my project guide, Mr. /Dr./Ms./Mrs.

_______________________________________,
_________________, Deptt______________

Designation
for guiding me right form the

inception till the successful completion of the project. I sincerely acknowledge

him/her/them for extending their valuable guidance, support for literature, critical
reviews of project and the report and above all the moral support he/she/they had
provided to me with all stages of this project.

I would also like to thank the supporting staff ___________________________

Department, for their help and cooperation throughout our project.

(Signature of Student)

Name of the Students

Table of Content:
1. History
a. Internal Expansion
b. Coke in India
2. Mission statement of Coca Cola Company
3. Management
4. Market Share
5. Coca-Cola launches integrated marketing communication campaign for 2007.
a. Leveraging Online Media
6. Marketing Strategy
- Market Positioning
a. Product Range
b. Packing
c. Pricing Strategy
Competition-based pricing
Discount price
Meet-the-competition pricing
Psychological pricing
Different Price in Different Seasons
d. Promotion Strategy
Getting shelves
Eye Catching Position
Sale Promotion
UTC Scheme
Trade Promotion
e. Distribution Channels
Direct Selling
Indirect Selling
7. Facilitating the Product by Infrastructure
8. Advertising
a. Print Media
b. Pos material
c. TV commercial
d. Billboards and holdings
e. Internet
9. Expectations for the Coming Year
10. How Coke Determine the Yearly Budget?
a. Sales volume
b. Profitability
c. Target volume
11. Sales Promotion Activities
a. Coca-Cola Cricket
b. Coca-Cola Concerts
c. Coca-Cola Food Mela
d. Coca-Cola Basant Festival
e. Coca-Cola GO-RED
f. Coca-Cola Party in a Park
g. Coca-Cola Shopping Festival
h. Coca-Cola Pet Promotion

i. Coca-Cola Ramzan Campaign

j. Coca-Cola Wonder of the World Promotion
k. Coca-Cola & Nokia
l. Coca Cola TV Mazza
m. Coca-Cola & Mc Donalds
12. Brand Building
a. Intensive brand building
b. Building Brand through Corporate Social Responsibilities
13. Conclusion

a.
HISTORY:
Coca-Cola Enterprises, established in 1986, is a young company by the standards of the
Coca-Cola system. Yet each of its franchises has a strong heritage in the traditions of CocaCola that is the foundation for this Company. The Coca-Cola Company traces its beginning
to 1886, when Pemberton, began to produce Coca-Cola
syrup for sale in fountain drinks. However the bottling
business

began

in

1899

when

two

Chattanooga

businessmen, Benjamin F. Thomas and Joseph B.

Whitehead, secured the exclusive rights to bottle and sell
Coca-Cola for most of the United States from The CocaCola Company. The Coca-Cola bottling system continued
to operate as independent, local businesses until the
early

1980s

when

bottling

franchises

began

to

consolidate. In 1986, The Coca-Cola Company merged

some of its company-owned operations with two large
ownership groups that were for sale, the John T. Lupton franchises and BCI Holding
Corporation's bottling holdings, to form Coca-Cola Enterprises Inc. The Company offered its
stock to the public on November 21, 1986, at a split-adjusted price of $5.50 a share. On an
annual basis, total unit case sales were 880,000 in 1986.In December 1991, a merger
between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group, Inc.
(Johnston) created a larger, stronger Company, again helping accelerate bottler
consolidation. As part of the merger, the senior management team of Johnston assumed
responsibility for managing the Company, and began a dramatic, successful restructuring in
1992.Unit case sales had climbed to 1.4 billion, and total revenues were $5 billion.
International expansion
Cokes first international bottling plants opened in 1906 in Canada, Cuba, and Panama. By
the end of the 1920s Coca-Cola was bottled in twenty-seven countries throughout the
world and available in fifty-one more. In spite of this reach, volume was low, quality
inconsistent, and effective advertising a challenge with language, culture, and government
regulation all serving as barriers. Former CEO Robert Woodruffs insistence that Coca-Cola
wouldnt suffer the stigma of being an intrusive American product, and instead would use
local bottles, caps, machinery, trucks, and personnel contributed to Cokes challenges as
well with a lack of standard processes and training degrading quality.

Coca-Cola continued working for over 80 years on Woodruffs goal: to make Coke available
wherever and whenever consumers wanted it, in arms reach of desire. The Second
World War proved to be the stimulus Coca-Cola needed to build effective capabilities
around the world and achieve dominant global market share. Woodruffs patriotic
commitment that every man in uniform gets a bottle of Coca-Cola for five cents, wherever
he is and at whatever cost to our company was more than just great public relations. As a
result of Cokes status as a military supplier, Coca-Cola was exempt from sugar rationing
and also received government subsidies to build bottling plants around the world to serve
WWII troops.
Coke in India
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than
reveals its formula to the government and reduces its equity stake as required under the
Foreign Exchange Regulation Act (FERA) which governed the operations of foreign
companies in
India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence
with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling
network. Cokes acquisition of local popular Indian brands including Thumbs Up (the most
trusted brand in India), Limca, Maaza, Citra and Gold Spot provided not only physical
manufacturing, bottling, and distribution assets but also strong consumer preference. This
combination of local and global brands enabled Coca-Cola to exploit the benefits of global
branding and global trends in tastes while also tapping into traditional domestic markets.
Leading Indian brands joined the Company's international family of brands, including CocaCola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the
company launched the Kinley water brand and in 2001, Shock energy drink and the
powdered concentrate Sunfill hit the market.

The Mission Statement of the Coca Cola Company:

Our mission statement is to maximize shareowner value over time. In order to achieve this
mission, we must create value for all the constraints we serve, including our consumers, our
customers, our bottlers, and our communities. The Coca Cola Company creates value by
executing comprehensive business strategy guided by six key beliefs:
1. Consumer demand drives everything we do.
2. Brand Coca Cola is the core of our business
3. We will serve consumers a broad selection of the non alcoholic ready-to-drink beverages
they want to drink throughout the day.
4. We will be the best marketers in the world.
5. We will think and act locally.
6. We will lead as a model corporate citizen.
The ultimate objectives of our business
strategy are to increase volume, expand our
share of worldwide non-alcoholic ready to
drink beverages sales, maximize our longterm cash flows, and create economic value
added by improving economic profit. The
Coca Cola system has more than 16 million
customers around the world that sells or
serves our products directly to consumers. We keenly focus on enhancing value for these
customers and helping them grow their beverage businesses. We strive to understand each
customers business and needs, whether that customer is a sophisticated retailer in a
developed market or a kiosk owner in an emerging market. There are nearly 6 million
people in the world who are potential consumers of our companys product. Ultimately, our
success in achieving our mission depends on our ability to satisfy more of their beverage
consumption demands and our ability to add value for customers. We achieve this when we
place the right products in the right markets at the right time.

MANAGEMENT:
The hierarchy of Coca Cola Company is as follows.

Market Share:
Coca-Cola is a leading player in the Indian beverage market with a 60 per cent share in the
carbonated soft drinks segment, 36 per cent share in fruit drinks segment and 33 per cent
share in the packaged water segment.

Coca-Cola launches integrated marketing communication campaign for 2007

To be seen in an all New Avatar- A No Nonsense Attendant on a Train Connecting
Consumers with Coca-Cola

Campaign designed to build the Coca-Cola brand from its refreshment platform to a
higher order of emotional benefit by establishing it as the universal choice which
brings people together.

Strategy includes roll out of initiatives in the digital media like the internet i.e. building
and promotion of online communities and also leveraging www.myenjoyzone.comthe interactive destination for Coca-Cola consumers.

Integrated communication plan to include mass media advertising on all leading TV

channels, complimented by a range of on the ground initiatives - road shows &
contests across all key markets.

Latest advertising campaign conceptualized by acclaimed advertising guru &

Bollywood lyricist Prasoon Joshi.

Ad filmed by the talented Ram Madhvani of Equinox films, music composed by Shankar Ehsaan Loy.

6 Mar 2007 , New Delhi : Coca-Cola, Indias largest beverage company continues its
trend of creating the most powerful and appealing brand messaging for its consumers in
the country. Having made Thanda synonymous with Coca-Cola, the company today
announced the launch of an intensive integrated marketing communication program for
the summer of 2007. Based on the theme Sabka Thanda Ek, the campaign has been
designed to build the Coca-Cola brand from its refreshment platform to a higher order of
emotional benefit by establishing it as the universal choice which brings people together.
As part of the integrated communication plan, a range of initiatives including mass
media advertising and leveraging the digital space like the internet are being rolled out.
The new TV commercial to feature- who else but Aamir Khan, the Coca-Cola brand
ambassador in an all new avatar. In the ad, Aamir appears as a no nonsense attendant
traveling in a train, connecting consumers with Coca-Cola. The campaign has been
conceptualized by the creative genius Prasoon Joshi, Chairman & National Creative
Director of McCann Erickson. To extend the reach and appeal of the new summer
campaign, the company also plans to leverage the internet by building and promoting
online communities. The strategy includes leveraging www.myenjoyzone.com- the
interactive destination for Coca-Cola consumers. To compliment, the entire brand
messaging process, range of on the ground initiatives including road shows and
contests across all key markets are also being rolled out.

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Leveraging Online Media:

The new brand campaign Sabka Thanda Ek is all set to be launched on all leading TV
channels. Besides mass media, the Coca-Colas brand campaign for the summer will
also be extended to the new media platforms including www.myenjoyzone.com. It is a
one stop interactive, online destination for Coca-Cola consumers in India. The
innovative internet platform has over 4 Lac+ registered users, in the age band of 19-24
yrs. The site is extremely contemporary in its appeal and supports Multi User
capabilities to address all the key youth passions- be it music, gaming, cricket and
movies.

MARKETING STRATEGY:

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Our local marketing strategy enables Coke to listen to all the voices around the world
asking for beverages that span the entire spectrum of tastes and occasions. What people
want in a beverage is a reflection of which they are, where they live, how they work and
play, and how they relax and recharge. Whether you're a student in the United States
enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking
for a juice drink, or a couple in Korea buying bottled water after a run together, we're there
for you. We are determined not only to make great drinks, but also to contribute to
communities around the world through our commitments to education, health, wellness, and
diversity. Coke strives to be a good neighbour, consistently shaping our business decisions
to improve the quality of life in the communities in which we do business. It's a special thing
to have billions of friends around the world, and we never forget it.

MARKET POSITIONING
Product Range
The Coca-Cola Company's products include beverage concentrates and syrups, with the
main product being finished beverages. The total range of Coca Cola Company in India
includes:

Coke
Sprite
Fanta
Diet Coke
Mountain Due
Fruitopia 100% Fruit Juice

And company offers their products in different bottle sizes these

include:

SSRB
LRB
NRB
PET 1.5
CANS

Packing

(standers size returnable bottle)

(litter returnable bottle)
(no return bottle or disposable bottle)
(1.5 litter plastic bottle)
(in pack 330 ml)

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Coca cola products are available in different packing

24 regular bottle shell

6 bottle pack for 1.5 pets
12 bottles in a pack for disposable bottle
24 cans in one pack.

Coca-Cola is the most well known trademark, recognised by 94 per cent of the world's
population. The business is very successful and holds a very good reputation.
The Coca-Cola Company uses marketing strategies to differentiate its product from its
competitors to gain a competitive advantage. In 2002, the Coca-Cola Company extended
the products of Coke and developed the new products Coke with lemon and Vanilla Coke.
This extension responded to consumer demands and generated sales and profit.
Coca-Cola recently introduced its new low-carb C2 cola in the company's most aggressive
media blitz since Diet Coke was released in the early 1980s. The cola giant supported C2's
rollout with a marketing campaign that included television, radio, outdoor, cinema and
Internet advertising. The campaign carried the tagline "Half the carbs Half the cals All the
great taste."
The new Coca-Cola product arrives at a time when low-carb diet crazes are sweeping the
nation and producing unlikely products in spades, from low-carb beer to low-carb
doughnuts. Executives at the company claim that C2 is a response to customers that seek
choices that fit their lifestyles. Weight-conscious consumers want to keep enjoying the cola
taste that Coca-Cola delivers, but with the option of a lower-carb, lower-cal soft drink. CocaCola C2 gives that freedom of choice.

PRICE STRATEGY:
Pricing Methods/Pricing strategies

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The Coca-Cola Company's products are sold in retail stores, convenient stores, petrol
stations etc. The pricing methods/strategies are set by those the company sells to. Petrol
stations and convenient stores usually sell Coca-Cola products at a fixed price.
Pricing methods
Competition-based pricing Coca-Cola products are usually priced below, above or equal
to its competitors' prices. For example, during Easter (2003) sale periods (Coca-Cola vs.
Pepsi): Coca-Cola soft drinks 2L - $1.68 Pepsi soft drinks 2L - $1.87 Coca-Cola soft drinks
375 x 18 - $9.98 Pepsi soft drinks 375 x 24 - $9.98
Discount price Coca-Cola products are often marked down during sale periods and
special occasions. This will generate sales and increase profits.
Meet-the-competition pricing The Coca-Cola products pricing are set around the same
level as its competitors.
Psychological pricing Most of the Coca-Cola products use this method of pricing. For
example, for a pack of 375mL x 18 cans of Coca-Cola soft drinks it is priced at $9.98
instead of $10.00. This pricing strategy makes consumers perceive the products to be
cheaper.
Different Price in Different Seasons
Sometimes Coca Cola Company changes their product prices according to the season.
Summer is supposed to be a good season for beverage industry in India and across the
world. 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.

PROMOTION STRATEGIES

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Trade Promotion
Coca Cola Company gives incentives to middle men or retailers in a way 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 that stores. These stores are called as KEY accounts in their local
language. And coke also invest heavy budget on these stores and offers them free samples
and free bottles and some time cash incentives.
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 eyecatching 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.

DISTRIBUTION CHANNELS
Coca Cola Company makes two types of selling: Direct selling & Indirect selling

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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
The Coca-Cola Company uses intermediaries in its distribution. 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. The Coca-Cola Company sells its products
to bottling and canning operations, distributors, fountain wholesalers and some fountain
retailers. These then distributes them to retail outlets, milk bar and corner stores,
restaurants, petrol stations and news agents, schools, sports, and entertainment venues
from vending machines.
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

ADVERTISEMENT
Coca Cola Company use different mediums

Print media
Pos material
TV commercial
Billboards and holdings
Internet

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

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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 & Holdings

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

Internet

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In 1999, the company spent $1.1 million in online advertising in the U.S., compared with
PepsiCo's $581,000, according to Competitive Media Reporting.
But this spring, Coke changed its tack. The company struck a deal reportedly worth $64
million over two years with AOL to exchange marketing and technology services. Coke
plans to tie its products in the U.S. to AOL Moviefone. It will also link local promotions with
AOL's Digital City guides. In addition, the company will promote Sprite, a drink popular with
a young demographic, through AOL music properties Spinner and Winamp.

EXPECTATIONS FOR THE COMING YEAR

Everything starts from the attitude of consumers behaviour. And the basic key to attract the
consumers is to throw the money away. And positive feeling felling with the brand, which
they used to have Coke wants to advertise their products heavily in the coming year. And it
will take the 10% of their profits. And when we take it as a global level it is $ I billion.
Coming year is the challenging year for the industry of Coke. They have to take lots of
decisions that how to increase the production and where they have to spend money. For
gaining success in coming year they have to have some important things like: 1.Loyal
consumers are important for companys success.2.Workers should be the brand centric not
the promotion centric.3.They should know how much to for the brand activities.4.They
should also know that how much to do with the promotion activities for brand.

HOW COKE DETERMINE THE YEARLY BUDGET

Coke determines its yearly budget by the

Sales volume
Profitability
Target volume

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Sales Volume
Coke determines its yearly budget through the sales volume. They first concentrate on the
thing is what is the condition of their sales? if the condition is good of their sales then they
definitely increase their production and sales volume. Otherwise they concentrate on their
old strategies.
Profitability
The second thing through which they determines budget is the profit .if they r getting
profits with the high margin, then they definitely want to increase their profits in the next
coming year. Every organization runs on the basis of getting high profits. No organization
wants to face Loss in their business. To get profit is the first priority of the Coke.
Target Volume:
To run the business every industry has some targets, which they want to achieve in a
specific time period. If industry achieves those goals in that period then for the coming year
it increases the volume of the target. So Coke follow the same thing it has also some goals
and targets to achieve in the given time period. When they succeed to achieve that target
then they increase their target volume in the next year.

SALES PROMOTION ACTIVITIES:

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 Coca-Cola Company developed many TV
commercials & testimonial ads with the player & ran them on the national net work during

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various cricket matches. These bold steps taken by the Coca-Cola marketing unit
acclaimed them many acknowledgements across the board. This campaign helped CocaCola to establish its association with the game & the players.
There are various other ways through which Coca Cola has promoted itself like,

Unveils special edition Coca-Cola bottle sporting the insignia of Gautam Gambhir

for the fans of Delhi Daredevils team.

Riding on Indias passion for cricket, five lucky winners of Coca-Colas ongoing Dilhi
Dil Se consumer initiative wish Best of Luck to their favourite team players of Delhi
Daredevils. All five lucky winners selected from
Delhi & NCR based on a computer generated
lucky draw get a lifetime opportunity to meet
Opening

batsman

& Coca-Cola

Brand

Ambassador- Gautam Gambhir, Captain, Delhi

Daredevils - Virender Sehwag & All rounder,

Delhi Daredevils.
Coca-Cola is an Associate Partner of Delhi
Daredevils team. As part of the partnership, brand Coca-Cola to be featured on the

players apparel (non leading arm) & on their helmets.

Cola and Delhi Daredevils have drawn out plans to roll out an extensive 360-degree
communication initiative leveraging mass media, in - store activation and digital
platforms.

Coca-Cola Concerts
Abrar-ul-haqs distinct style, lyrics & songs have made him an instant hit among the masses
in Pakistan. His enormous popularity in the country & abroad is supported by Coca-Colas
commitment towards providing healthy & fun-filled entertainment for the youth of Pakistan.
Coca-Cola brought Abrar to his fans through holding concerts & featuring Abrar in a muchappreciated TVC & MMT featured throughout the country. The TVC campaign focused on
the hectic lifestyle of a pop star who found respite & relief through Coca-Cola in short
moments that he had to himself during a concert. Coca-Colas brand positioning of
providing deep down refreshment for the body, soul & mind were captured accurately in the
TVC & depicted aptly how the drink completes the moment for Abrar.
Coca-Cola Food Mela

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With a splash of food, fun & prizes to be won, the Coca-Cola food mela treated the people
of Karachi, to a festive food festival comprising of 50 restaurants, spread out all over the
bustling citys map. The promotion saw the avid families & friends enjoying the delicacies at
the restaurants; all resiliently upholding the Coca-Cola identity
Coca-Cola Basant Festival
In February the month of basant the parks & horticulture authority in Lahore nominated
Coca-Cola the official sponsor of the basant festival .Coca-Cola added to the carnival
atmosphere by making the festival free to enter & decorating all main roads in Lahore with
illuminated kites. Coca-Cola also hosted a concert of pop idol Abrar-ul-haq, had childrens
parade & held the Coca-Cola kite flying championship during the basant festival. Now
where there is basant there is Coca-Cola, it has been impossible to envisage basant
without Coca-Cola. Coca-Cola gives the more refreshing flavour to the colours of basant by
adding more life to the festival, giving the consumer a unique experience which they had
never tasted before.
Coca-Cola GO-RED
Quenching the thirst of motorist, pedestrians & passerbys during Lahores hottest summer
season, Coca-Colas GO-RED teams went out into the citys main quadrants to serve &
refresh on the spot with ice-cold Coca-Colas at discounted prices backed by a heavy FM
announcement campaign the GO-RED stall, served well to promote the Coca-Cola
industry.
Coca-Cola Party in a Park
In June 2000, Coca-Cola created an experiential musical evening in Lahore, where junoon
performed. This program was recorded and one-hour program shown in the national TV for
free.10 million households saw Coca-Cola Party in a Park while 10 thousand people
attended the event.
Coca-Cola Shopping Festival
Coca-Cola hosted The CocaCola Shopping Festival Lahores
first

shopping

festival,

resounding success with tempting

discounts, live music, great prizes

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& fireworks. Liberty marketing Gulberg was a hive of activity during the weeklong shopping
extravaganza. The in augural event proved so popular that it is now set to become an
annual fixture.
Coca-Cola Pet Promotion
In 1996, Coca-Cola launched 1.5 liter Pet contour bottle for the first time in Pakistan.
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, Coca-Colas PET was offered through a price-off
promotion that said.
Go out & get some
Coca-Cola Ramzan Campaign
A very special occasion for the people of Pakistan Ramzan saw another very special CocaColas promotion, marketing the popular 1.5 liter PET bottle & the 1 liter bottle with a super
price-off promotion. The emphasis was on enjoying Coca-Cola at Iftar with friends &
family.
Coca-Cola Wonder of the World Promotion
In July 2000, 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 Kya? (What have u won) was
launched in collaboration with Chimera Nokia.
The promotion gave consumer a chance to win

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thousands of Coca-Cola branded Nokia 3310 cellular phones on every purchase of 750ml
RGB bottle of Coca-Cola, Sprite, & Fanta. The other highlight of promotion was the Caught
Red Handed campaign. Branded Coca-Cola with caught red handed 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 Coca-Cola. Caught red handed become a huge success
among the masses as it was one to one interaction between the Coca-Cola brand & the
consumers. This activity helped build confidence and brand loyalty among core consumers.
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.
Brand Building:
Intensive brand building
Coca-Cola follows an intensive brand-building programme. The company has used some of
the following methods to build its brands in the country:
The company focuses on understanding the Indian consumer, and in using these local
insights to build powerful connect for its brands. On the back of an effective advertising
strategy, Coca-Cola has created a brand that stands for affordability and is inalienable to
the common man.
Given the widespread popularity of cricket and movie stars, the company has roped in a
host of cricketers and Indian movie stars to endorse its products.
Activating local Indian festivals and occasions through below-the-line promotions.

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Creating a distinct identity for each of its flagship brands. For instance Sprite, a drink is
promoted as a youth icon standing for a straightforward and honest attitude.
Building Brand through Corporate Social Responsibilities:
Coca Cola India earned itself a drop of
hard-earned joy this week for its corporate
social responsibility initiatives in the form
of the Golden Peacock award for CSR for
2008. As you can see in the given below
picture

Inside

remarkable

Outside

recyclable
The company has been receiving negative
publicity ever since the report was released on January 14 for the 600-page study stating to
shut down the bottling plant in Kaladera, Nabipur and Mehdiganj in Rajasthan as these
plants were bringing down ground water levels at an alarming scale.

CONCLUSION
After thorough research, we come to the conclusion that the Integrated Marketing
Communication of Coca Cola is working for them and the product is gaining popularity
among youth day by day.