Serial Contents Page

No No

1 History of the organization

2 4p’s

3 Introduction of Coca cola

4 Challenges and opportunities for brand

5 CBBE Model

6 Brand Positioning

7 Core Brand Associations

8 Brand Mantra

9 Future growth and extensions opportunity

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19th-century historical origins

Eagle Drug and Chemical House in Columbus, Georgia

John Pemberton, the original inventor of Coca-Cola

Believed to be the first coupon ever, this ticket for a free glass of Coca-Cola was first
distributed in 1888 to help promote the drink. By 1913, the company had redeemed 8.5
million tickets.[4]

This Coca-Cola advertisement from 1943 is still displayed in Minden, Louisiana.

Early Coca-Cola vending machine at Biedenharn Museum and Gardens in Monroe,

Louisiana
Confederate Colonel John Pemberton, who was wounded in the American Civil
War and became addicted to morphine, began a quest to find a substitute for the
problematic drug. The prototype Coca-Cola recipe was formulated at Pemberton's
Eagle Drug and Chemical House, a drugstore in Columbus, Georgia, originally as
a coca wine. He may have been inspired by the formidable success of Vin Mariani, a
French coca wine. It is also worth noting that a Spanish drink called "Kola Coca" was
presented at a contest in Philadelphia in 1885, a year before the official birth of Coca-
Cola. The rights for this Spanish drink were bought by Coca-Cola in 1953.
In 1885, Pemberton registered his French Wine Coca nerve tonic. In 1886, when
Atlanta and Fulton County passed prohibition legislation, Pemberton responded by
developing Coca-Cola, a nonalcoholic version of French Wine Coca. The first sales
were at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886. It was initially sold as
a patent medicine for five cents a glass at soda fountains, which were popular in the
United States at the time due to the belief that carbonated water was good for the
health. Pemberton claimed Coca-Cola cured many diseases, including morphine
addiction, indigestion, nerve disorders, headaches, and impotence. Pemberton ran the
first advertisement for the beverage on May 29 of the same year in the Atlanta Journal.
By 1888, three versions of Coca-Cola – sold by three separate businesses – were on
the market. A co-partnership had been formed on January 14, 1888 between
Pemberton and four Atlanta businessmen: J.C. Mayfield, A.O. Murphy, C.O. Mullahy,
and E.H. Bloodworth. Not codified by any signed document, a verbal statement given by
Asa Candler years later asserted under testimony that he had acquired a stake in
Pemberton's company as early as 1887. John Pemberton declared that
the name "Coca-Cola" belonged to his son, Charley, but the other two manufacturers
could continue to use the formula.

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Charley Pemberton's record of control over the "Coca-Cola" name was the underlying
factor that allowed for him to participate as a major shareholder in the March 1888
Coca-Cola Company incorporation filing made in his father's place. Charley's exclusive
control over the "Coca-Cola" name became a continual thorn in Asa Candler's side.
Candler's oldest son, Charles Howard Candler, authored a book in 1950 published
by Emory University. In this definitive biography about his father, Candler specifically
states: "..., on April 14, 1888, the young druggist Asa Griggs Candler purchased a one-
third interest in the formula of an almost completely unknown proprietary elixir known as
Coca-Cola."

Old German Coca-Cola bottle opener.

The deal was actually between John Pemberton's son Charley and Walker, Candler &
Co. – with John Pemberton acting as cosigner for his son. For $50 down and $500 in 30
days, Walker, Candler & Co. obtained all of the one-third interest in the Coca-Cola
Company that Charley held, all while Charley still held on to the name. After the April 14
deal, on April 17, 1888, one-half of the Walker/Dozier interest shares were acquired by
Candler for an additional $750.
The Coca-Cola Company
Coca-Cola also known as coke a n a m e t h a t w a s t r a d e m a r k e d b y T h e C o c a -
C o l a Company after it was discovered many people called it by that particular name) is
a very popular cola (a carbonated soft drink) sold in stores, restaurants and vending
machines in more than 200countries. It is produced by the Coca-Cola Company (NYSE:
KO), which is also often referred to as simply known as coca cola or coke
. Coke is one of the world’s most recognizable and widely sold commercial brands; its
major rival is Pepsi.
Coke was originally intended as a patent medicine when it was invented in the late
19thc e n t u r y , C o c a - C o l a w a s b o u g h t o u t b y b u s i n e s s m a n A s a G r i g g s
C a n d l e r , w h o s e m a r k e t i n g tactics led Coke to its dominance of the world
soft drink market throughout the 20th century .Although faced with critiques of its
health effects and various allegations of wrongdoing by the company, Coca-Cola has
remained a popular soft drink to the present day It was initially sold as a patent
medicine for five cents a glass at soda fountains, which were popular in the
United States at the time thanks to a belief that carbonated water was good for the
health. The first sales were made at Jacob's Pharmacy in Atlanta, Georgia, on
May 8, 1886, and for the first eight months only nine drinks were sold each day.
Coca-Cola was sold in bottles for the first time on March 12, 1894, and cans of Coke
first appeared in 1955. By 1888, three versions of Coca-Cola -sold by three separate
businesses were on the market.On February 7, 2005, the Coca -Cola Company
announced that in the second quarter of 2 0 0 5 t h e y p l a n n e d a l a u n c h o f a
D i e t C o k e p r o d u c t s w e e t e n e d w i t h t h e a r t i f i c i a l s w e e t e n e r sucralose
("Splenda"), the same sweetener currently used in Pepsi One. The company
actually produces concentrate for Coca-Cola, which is then sold to various Coca-Cola
bottlers through out the world. The bottlers, who hold territorially -exclusive
contracts with the company, produce finished product in cans and bottles from the

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concentrate in combination with filtered water and sweeteners. The bottlers
then sell, distribute and merchandise Coca-Cola in cans and bottles to retail
stores and vending machines. Such bottlers include Coca -Cola Enterprises,
which is the single largest Coca-Cola bottler in North America and Europe.
The Coca-Cola Company also sells concentrate for fountain sales to major
restaurants and food service distributors .The Coca-Cola Company has on
occasion introduced other cola drinks under the Coke brand name. The most
famous of these is Diet Coke, which has become a major diet cola but others
exist, such as Cherry Coke, Coke Zero, and Vanilla Coke. The Coca-Cola Company
owns and markets other soft drinks that do not carry the Coca -Cola branding,
such as Sprite, Fanta, and others. The actual production and distribution of
Coca-Cola follows a franchising model.
The Coca-Cola Company only produces a syrup concentrate, which it sells to
various bottlers throughout the world who hold Coca -Cola franchises for one
or more geographical areas. The bottlers produce the final drink by mixing
the syrup with filtered water and sugar (or artificial sweeteners) and fill it into
cans and bottles, which the bottlers then sell and distribute to retail stores,
vending machines, restaurants and food service distributors. The bottlers are
normally also responsible for all advertisement and other sales initiatives within their
areas.
The trademark "Coca-Cola" was registered with the U.S. Patent and Trademark Office
in1 8 9 3 , f o l l o w e d b y " C o k e " i n 1 9 4 5 . T h e u n i q u e c o n t o u r b o t t l e ,
f a m i l i a r t o c o n s u m e r s everywhere, was granted registration as a trademark by
the U.S. Patent and Trademark Office
in1 9 7 7 ; a n h o n o r a w a r d e d v e r y f e w p a c k a g e s . T h e m o s t
v a l u a b l e a s s e t s h a p p e n t o b e t h e trademarks they possess. For Coca-
Cola, the most drunk soft drink on earth is one of the worlds best-known and
most admired trademarks, recognized by more than 90 percent of the
worlds population. Interestingly, the world that is touched by the cherished drinks for
every moment, the Coca-Cola trademarks happen not only to be their most
valuable assets but of the entire earth The business system of the Company in
India directly employs approximately 6,000 people, and indirectly creates employment
for many more in related industries through our vast procurement
,s u p p l y a n d d i s t r i b u t i o n s y s t e m . O n t h e d i s t r i b u t i o n f r o n t , 1 0 -
tonne trucks, open-bay three-wheelers that can navigate the narrow
alleyways of Indian cities, ensure availability of our brands
i n e v e r y n o o k a n d c o r n e r o f t h e c o u n t r y . T h e t e r m soft drink
originally applied to carbonated drinks made from concentrates, although it now
commonly refers to almost any cold drink that does not contain alcohol.

Marketing mix of Coca Cola – Coca cola marketing mix

Coca cola is the brand with the highest brand equity. No doubt it has gone through
the ups and downs of business to reach that position. The marketing mix of Coca cola

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has been changing over time with more and more products being added such that today
it has 3300 products. So what is the marketing mix of Coca cola?

Product in the Marketing mix of Coca cola

The company has the widest portfolio in beverage industry comprising of 3300 products.
Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy
drinks, tea and coffee etc. As per Nielson’s data, Coca cola is the No.1 brand in
sparkling beverages, juice, and retail packaged water in 2010. Coca cola has its market
presence around 200 countries. Coca cola brands in India are Fanta, Maaza,
Limca, sprite, Thums up, Minute Maid, Nimbu fresh, Nested iced tea etc.

Price in the Marketing mix of Coca cola

Due to the availability of wide range products, the pricing is done according to the
market and geographic segment. Each sub-brand of coca cola has different pricing
strategy. Their pricing strategy is based on the competitors pricing, Pepsi is the direct
competitor to coke. Beverage market is said to be a oligopoly market (few sellers and
large buyers), hence they form into cartel contract to ensure a mutual balance in pricing
between the sellers.

Place in the Marketing mix of Coca cola

Coca cola is the world’s most favorite brand and is available all over the world.
The distribution system of coca cola follows the FMCG distribution pattern. The
effective distribution network of coke has almost eroded the small and middle level
players in the market. In India they have captured even the rural market by extensive
distribution and have eroded the market share of Bovonto, Kalimark etc.

Promotions in the Marketing mix of Coca cola

Coca cola adopts various advertising and promotional strategies to create an increased
demand in the market by associating with life style and behavior and
mainly targeting value based advertising. You are more likely to see a coke ad
individualized for a particular festival or in with a general positive .

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 Nutrition Facts
1 Serving Per Container

Serving Size 1 Can

Amount Per Serving

Calories 140
% Daily Value

Total Fat 0g 0%

Sodium 45mg 2%

Total Carbohydrates39g 14%

Total Sugars 39g

Includes 39 Added Sugars 78%

Protein 0g %

Vitamin D 0%

Calcium 0%

Iron 0%

Potassium 0%

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Not a significant source of fat, trans fat, cholesterol, dietary fiber, vitamin D,
calcium, iron and potassium.
INGREDIENTS: CARBONATED WATER, HIGH FRUCTOSE CORN SYRUP,
CARAMEL COLOR, PHOSPHORIC ACID, NATURAL FLAVORS, CAFFEINE.

Brand Elements

 Brand Name: Coca’Cola

 Logos: Coca’Cola

 Symbol: Coca’Cola

 Slogans:

I. Thinks go better with Coke.

II. It is the real thing.

III. Chaye ko thanda kraa day.

 Characters:

I. Sheikh

II. Faisal

III. Family

IV. Zeeshan

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 SWOT analysis of Coca cola
Strength
1. It is the best global brand in the world in terms
of revenue, profits, stock market performance and
brand image.
2. The company holds the largest market share
(almost 40 percent) of the cola industry.
3. It has the most extensive marketing and
distribution network in the world with presence in
more than 200 countries with 1.8 billion drinks
being sold every day.
4. Strong advertising presence with more than 3
million dollars being earmarked every year.
5. It can exert significant power over the
suppliers.
6. The company is increasing focusing on CSR
programs like energy conservation, water
recycling, packaging etc. This has helped it to build
a socially responsible image of the company.
Opportunities
1. Consumption of packaged drinking water and
aerated beverages is expected to grow every year
in Third World countries.
2. With the new trend of fitness and health
gaining grounds, the company will benefit a lot
from the promotion of low calorie and low sugar
Weakness
1. The principle focus of the company is aerated
beverages like Coke, Sprite and Fanta. However,
this limited focus might prove detrimental for the
company if the world is moving towards healthier
drinks.
2. The product portfolio of Coke unlike that of
Pepsi is highly undiversified. While Pepsi has
diversified in both food and beverages, Coke has
concentrated only on drinks. This singular focus
on carbonated drinks may cost the company if
markets for such drinks shrink in future.
3. The company has 8 billion dollars of debt in
the market which is another negative point.
4. Coke has faced flak from experts who have
criticized the water consumption policy of the
company in regions with water scarcity.
5. Finally although Coke sells more than 500
types of product; yet only a few products result in
more than 1 billion dollars sales.
Threats
1. One of the serious threats comes from the
popular perception that sugar based drinks lead to
various health problems. The company will not
prosper if this perception battle is not won.
2. More than 60 percent of the revenue comes
from foreign markets. Weak currency performance
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drinks like Diet Coke and Coke Zero.
3. Another significant way the company can
expand its market is to acquire companies already
existing in the Third World and BRICS nations.
4. Entry into packaged food is another way the
company can expand its markets.
of other countries will hamper the sales of the
company.
3. Water resources continue to be a problem.
4. Rising raw material cost may lead to higher
production costs and low profit ratios.

CBBE model with

 Brand Salience
 Brand performance and imagery
 Brand judgment and feelings
 Brand resonance

Brand Identity – Salience

Achieving the right brand identity involves creating brand salience. Brand salience
relates to aspects of customer awareness of the brand. Formally, brand awareness
refers to customers’ ability to recall and recognize a brand.

Brand awareness also involves linking the brand—brand name, logo, symbol, and so
forth—to certain associations in memory. In particular, building brand awareness
involves making sure that customers understand the product or service category
in which the brand competes. There must be clear links to other products or services
sold under the brand name. Salience provides three important functions:

First, salience influences the formation and strength of brand associations that make up
the brand image and gives the brand meaning.

Second, creating a high level of brand salience in terms of category identification

influences the likelihood that the brand will be in consideration to buy or not seriously.
Brand salience is also important during possible consumption settings in terms of
maximizing potential usage.

Third, when customers have “low involvement” with a product category, they may make
choices based on brand salience alone.

Brand awareness can be distinguished in terms of two key dimensions—depth and

breadth. Depth of brand awareness refers to how easily customers can recall or
recognize the brand. Breadth of brand awareness refers to the range of purchase and
consumption situations in which the brand comes to mind.

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With many brands, the key question is not whether customers can recall the brand, but
rather, where do they think of the brand, when do they think of the brand, and how
easily and often do they think of the brand? In particular, many brands and products
are ignored or forgotten in possible usage situations.

In the case of Coca Cola, in every campaign, they have tried to prove to the world their
brand salience with the specialty of red color – the color of energy, youthful, excitement,
and in a wide scale of approaches. When it comes to a campaign, they use a set of
advertising network, mass media, Internet, even distribution channels to dominate
customer’s brain with Red color and a powerful message. Gradually, people will get
used to it. For example, customers come to the super market with a towels of Coca
Cola in front door, with Coca Cola Refrigerator and cool drinks. In a beverage zone of
any super market, there will sure be a red corner of Coca Cola and other products. For
a psychology reason like that, when considering another products, if people find out that
product belongs to Coca Cola, it will come to mind a driver to buy it.

Brand performance

The product itself is at the heart of brand equity, because it is the primary influence on
what consumers experience with a brand, what they hear about a brand from others
and what the brand owner an tell customers about the brand. Designing and delivering
a product that satisfies consumer needs and wants is a prerequisite for successful
marketing, regardless of whether the product is a tangible good, service, organization or
person.

The basic premise of the Customer-Based Brand Equity (CBBE) is that the power of a
brand lies in what customers have learned, felt, seen and heard about the brand over
time. In other words, the power of a brand resides in the minds of customers.

2. W H AT AR E P E RF O RM AN C E DIM E N S I O NS ?

1. Primary ingredients and supplementary features

2. Product reliability, durability and service ability
3. Service effectiveness, efficiency and empathy
4. Style and design
5. Price

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3. CO C A- C O L A P E R FO RM AN C E

The Coca-Cola brand name has been existence since 1884 when John Pembelton
developed it. Over the years, it has survived in a highly competitive market and
developed its competitive advantage…It has shown the consistency in performance,
The strength of the umbrella brand supports the brand value of each member of Coca-
Cola family, thus implying how reliable the brand is.

Brand imagery
1. U N D E R S T A N D B R AN D I M A G E R Y

Brand imagery is how people think about a brand abstractly, rather than what they think
the brand actually does. Thus, imagery refers to more intangible aspects of the brand.
Imagery associations can be formed directly (from a consumer’s experiences and
contact with the product, brand, target market or usage situation) or indirectly (through
the depiction of these same considerations as communicated in brand advertising or by
some other source of information, such as word of mouth).

2. I M AG E R Y D I M E N S I O N S

Many kinds of intangibles can be linked to a brand, but four categories can be
highlighted.

1. User profiles: person (demographic such as age, gender, race, income;

psychographic such as careers, attitudes towards life, social issues) or organisations
(size and type e.g. “caring”)
2. Purchase and usage situations: channel type (department store, online, boutique);
location (inside or outside home), activity during usage (formal or informal, dine-in or
takeaway)
3. Personality and values: brand acts like a person e.g. modern, sophisticated, and
angry. Consumers often choose brands that they perceive and aspire themselves to
be like so the brand personality is consistent with their own self-concept; otherwise,
consumers who are “self-monitors” will be sensitive to how others see them, so will
more likely choose brands whose personalities fit the consumption situation.
4. History, heritage and experiences: brands may use associations to relate to
consumers’ recollections of personal or shared experiences. Brands can become
iconic by using these experiences to tap into consumers’ hopes and dreams.

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C O C A- C O L A I M AG E RY

The intangible association to Cadbury includes family experiences, cherish able

memories. The product could be bought from supermarket on the insistence of parents
or from department store or specialty store through impulse buying or for little
pleasures. The Coca-Cola imagery creates a feeling of freshness, the togetherness of
family and friends on special occasions, to hold those relationships in life which are of
prime importance.

Brand image is the significant factor affecting Coke’s sale. This brand identity should
reflect your own unique equity and care essence this will ensure brand creativity and
identity that is meaningful and sustainable in long term. Packaging changes have also
affected sales and industry positioning, but in general, the public has tended not to be
affected by new products. Coca-Cola’s bottling system also allows the company to take
advantage of infinite growth opportunities around the world.

“A unique set of associations in the mind of customers concerning what a brand stands
for and the implied promises the brand makes.” There could be hardly any person
around the world that hasn’t heard the name Coca Cola. Ever since it beginning as
world’s leading name in cold drinks, Coca Cola has created a strong brand image
irrespective of age, sex and geographical locations. Millions of people around the world
are consuming cold drinks or soft drinks as part of their daily meal. Coca Cola, ever
since its inception has been the leader in soft drink market.

J U DG M E N T : TH E C US TO M E RS CO NS T AN T L Y M AK E
J U DG M E N TS AB O U T CO C A C O L A B R AN D

 Quality: Customers judge a product or brand based on its actual and perceived
quality. Which concern with the idea of changing customer perception about Coca-
Cola effect on their health.
 Loyalty: Brand loyalty is a central construct to marketing. Keeping the consumer
satisfied, and loyal enough to frequently purchase just one brand, is more difficult in
today’s market place than ever before. But today, major brands are experiencing
heightened brand loyalty due to the growing popularity of the brand as a collectible.

 Credibility: Customers judge credibility using three dimensions – expertise (which

includes innovation), trustworthiness, and likability.
 Consideration: Customers judge how relevant your product is to their unique needs.
The ad campaign shown that cocacola related to every daily activities.
 Superiority: Customers assess how superior your brand is, compared with your
competitors’ brands. From the ad campaign, we customer get a change to see how
special cocacola is compare to other drink.

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F E E LI NG : T HE AD C AM P AI G N “ T AS T E T H E FE E L I NG ”
M AK E C US TO M E RS FE E L C E LE B R AT I O N, U NI TY , F AM I LY
AN D F R I E ND, S E L F - R E S P E CT .

“We’re going from ‘Open Happiness’ to exploring the role Coca-Cola plays in
happiness,” he added. “We make simple, everyday moments more special.”Coca Cola
is no longer simply a drink but what make every moments more special and memorable.

Brand relationships – Resonance

Brand Resonance focuses on the ultimate relationship and level of identification that the
customer has with the brand. Brand resonance is characterized in terms of intensity or
the depth of the psychological bond that customers have with the brand as well as the
level of activity engendered by this loyalty.

Specifically, brand resonance can be broken down into four categories:

1. Behavioral loyalty: how often do customers purchase a brand and how much do they
purchase? For bottom-line profit results, the brand must generate sufficient purchase
frequencies and volumes.

2. Attitudinal attachment: To create resonance, a strong personal attachment is also

necessary. Customers must go beyond simply having a positive attitude to view the
brand as being something special in a broader context. For example, customers with a
great deal of attitudinal attachment to a brand may state that they “love” the brand,
describe it as one of their favorite possessions, or view it as a “little pleasure” that they
look forward to.

3. Sense of community. The brand may also take on broader meaning to the
customer in terms of a sense of community. Identification with a brand community may
reflect an important social phenomenon whereby customers feel a kinship or affiliation
with other people associated with the brand. These connections may involve fellow
brand users or customers or, instead, employees or representatives of the company.

4. Active engagement. Finally, perhaps the strongest affirmation of brand loyalty

occurs when customers are willing to invest time, energy, money, or other resources
into the brand beyond those expended during purchase or consumption of the brand.
For example, customers may choose to join a club centered on a brand, receive
updates, and exchange correspondence with other brand users or formal or informal
representatives of the brand itself. They may choose to visit brand-related websites,
participate in chat rooms, and so forth. In this case, customers themselves become
brand
evangelists and ambassadors on behalf of the brand, communicate about the brand,

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and strengthen the brand ties of others. Strong attitudinal attachment or senses of
community are typically necessary for active engagement with the brand to occur.

Coca Cola is not only the normal beverage, but it also the icon, the spirit the value of
the one who drinks it. A cane of Coca Cola gives them the joyful. happiness, sense of
belonging, a powerful message.

Positioning
Coca Cola has strategically positioned itself within the world soft drink market. It faces a
vital question: does it have to keep the same positioning or to adapt according to the
200 countries where the brand sells its products. The brand has understood this
principle while ago: “think global, act local”. Coca is thus willing to keep the same core
product which is coke, but it adapts the offer to local needs. They use strategic
positioning in order to have the same image all around the world, which is a success
because it is perceived today as a part of daily life everywhere. This perception of the
brand by the consumer leads to a high degree of loyalty and makes the purchasing
decision more automatic. Coca Cola has been successful by using Unique Selling
preposition as “Live the coke side of life”, related to joy and happiness.
Consumers basically associate this brand with these emotions. When the name of Coke
is mentioned, the first thing that comes into mind is fun and entertainment.

Targeting
Segmentation enables Brands to define the appropriate products for different kind of
customers. Coca Cola doesn’t target a specific segment but adapt its marketing strategy
by developing new products.
Age: Generally, Coke does not have a specific target and is addressed to everyone.
But the main consumers are 12-30 years old people; even if there is no specific product
or communication for less than 12 or more than 30, the brand succeed in reaching
them, through partnerships for example (restaurants, fast foods such as McDonald’s…),
or thanks to its value among consumers. So, the core target audience of Coca Cola is
youngster or youth. Their targeting is not based on gender but the results show that
both genders like this product and use it (almost 50/50).
Finally, Coca Cola consider each customer as a target and a potential consumer. All
age groups are being targeted but the most potential is the age group from 18-25 that
covers around 40% of total age segments.
Life style: no life style targeted but more and more busy life style and mobile
generation (youth) are considered to be the most important part of Coke’s consumers.
Occupation: no occupation targeted but consumers are mainly students and family
oriented people

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Nature: fun, joy, entertainment loving…
Customer’s Media Habits
There are some habits which are given as follow:
· The young target audience of the brand loves media exposure
· Mobile generation & social media is part of daily life
· Connected people; they like innovations, they like being surprised.

Direct competitors – Other soft drinks and energy drinks

1) Pepsi

Coke and Pepsi are the two brands which are known for their rivalry. The soft drink
market is almost a duopoly market especially when it comes to cola wars. Whenever a
marketer wants to take an example of brand rivalry, his discussion will be incomplete
without taking the example of Pepsi vs Coke.

Coke has always behaved as the elder brother who is more mature and reserved and
only wants what is best for the family. But Pepsi on the other hand has always taken on
the elder brother and ensured that it is not hunky dory for the worlds leading cola brand.
Both have had all kinds of wars including price wars, distribution wars, and trade
discount / scheme wars.

2) Sprite

Sprite originally started as a competitor to 7 up but it has ended up being a large market
share holder of soft drinks market and although it is from the house of Coca-Cola, it is
one of the strong coca cola competitors in the market. Sprite’s clear formula has helped
the brand amass an excellent fan following and it has captured the market which
previously belonged to Limca or 7 Up.

There are at least 20 variations of sprite and the soft drink is a hit with the teenagers.
Sprite majorly targets the youth and talks of being a brand with a no bullshit – clear
message. This is obviously a pun because Sprite is a soft drink which is clear in color
and is transparent in nature. It is the 5thstrongest direct coca cola, competitor

Indirect coca cola competitors.

1) Lipton

Most prominently known for its green tea and various flavors of tea, Lipton is the
number one competitor for coca cola brand especially in tea drinking nations like UK,
India, China, and others. As people are getting more health conscious, they are turning

15
towards the tea providers which are brands such as Lipton. Lipton has its own café’s as
well to fulfill the demand of its target markets.

2) Nescafe

Some people love tea and others love Coffee. The USA itself is a major coffee drinking
nation and so are many others. And in Coffee, the one brand which has the top
mindshare is Nescafe. Nescafe is without a doubt a very strong coca cola competitor
because of its superb taste and fantastic distribution.

Nescafe is a product from the brand Nestle. Nestle is known for various brands
like Maggi, cerelac, various breakfast cereals and whatnot. As a result, Nescafe has a
distribution setup which is even larger then Coca-cola because of the simple reason that
Nescafe is also sold in medical shops besides being sold in groceries or other markets.

POP of Coke:

The point of parity is that they are two very famous fresh soft drinks.

POD of Coke:

The point of difference is the image that they reflect : pepsi is more trendy and cool with
an image of young people and celebrities while coca cola is an emotional brand. This is
due to the advertising campaigns they both spread.

Core Brand Associations:

Brand association is a powerful tool in corporate marketing. If a brand can have their
product positively associated in a consumer’s mind, they pretty much won that
consumer over for life. In the world of positive brand association, Coca-Cola is king.

According to Interbrand, the world’s largest brand consultancy firm, Coca-Cola ranked
as the third best global brand in the world in 2013, with a brand value of over $79 billion.
Coca-Cola doesn’t see itself as providing a soft drink, but rather, an experience. Coca-
Cola Chief Marketing and Commercial Officer Joe Tripodi says, “It’s important for us, as
a big brand, to lead culture and not just follow it,” Coke believes it has changed culture
with a soft-drink, and even for those detractors of the brand (myself included), one can’t
help but marvel at this reality.

Some of Coke’s recent slogans, “Life begins here” or “Open Happiness” aid in the idea
that drinking a Coke will in turn make your life better. No one can make the logical

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argument that drinking a beverage that contains 39 grams of sugar in 12 ounces will
make anyone’s life better. So instead of focusing on the drink itself, Coke has focused
on the moments that you reach for a Coke.

Over the years Coke has been able to integrate itself in the happiest moments of its
customers’ lives. Whether it is at a Fourth of July barbeque or at the ballpark on a hot
summer day with the family, Coca-Cola is there. Their signature red cups even
somehow find their way in to the hands of athletes that aren't even drinking the
beverage!

Coca-Cola finds a way to have its name and label present during the times that are
most positively associated in the mind of the customer. This inevitably leads the
customer to reach for a Coke in almost every situation, positive and negative, hoping to
rekindle the magical Coca-Cola moment and all of the memories it brings back.

Brand Mantra:

From the Three A’s to the Three P’s

Coca-Cola used to focus its strategy on the three A’s: availability, acceptability, and
affordability. While these provided for tremendous growth, they also led to lowered
entry barriers. Today, Coca-Cola’s mantra is the three P’s: preference, pervasive
penetration, and price-related value.
The Power of Brand Accessibility
If you were another soft drink company, you might define your competitive frame of
reference as the cola market or the soft drink market or even the beverage market. But
Coke thinks of its business and its market share in terms of “share of human liquid
consumption.” This makes water a competitor. In fact, a Coke executive has said that
he won’t be satisfied until “there is a Coca-Cola faucet in every home.” Coca-Cola’s
mantra is “within an arm’s reach of desire.”
Coca-Cola is Serious About Brand Building
Each month, Coca-Cola tests 20 brand attributes with 4,000 consumers to measure
movement. The company also compensates (bonus and other compensation
components) a large portion of its senior managers based on brand preference.
One Final Coca-Cola Fact
A recent Coca-Cola annual report reported that the second most recognized expression
in the world after “ok?” is “Coca-Cola.”

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 Future growth and opportunity

That being said, there are some that believe that Coca-Cola’s best days are behind it.
Soda sales have dropped for 11 straight years. Fiscal 2015 fanned this flame, as
investors watched total revenues fall 4% and operating profits drop by 10%.
In short, many believe that Coca-Cola is on the decline. This is not the case.
In fact, the company still has plenty of room to grow. The beverage industry is expected
to increase by $300 billion between 2015 and 2020, and the company continues to hold
dominant market share.

The company rapidly began to grow, quickly surpassing many significant business
milestones.
 1887: The its 50th anniversary
Fast forward to today, and Coca-Cola is a true giant in the beverage industry. With more
than 130 years of serving customers, the company has scaled up to an impressive size.
Almost 22,000 Coca-Cola beverages are consumed every second.

Here are a few other statistics on the company’s massive scale:

 Products sold in more than 200 countries
 More than 1.9 billion daily servings of Coca-Cola products
 $44 billion of net operating revenues
 $7.4 billion of net income
 $176 billion market capitalization (as of January 12, 2016)
 first use of coupons to purchase Coca-Cola
 1898: Coca-Cola moved to their first independent headquarters, which they quickly
outgrew. The company had to move to larger headquarters five times in the next twelve
years.
 1909: The Coca-Cola Bottler magazine begins publication
 1930: The Coca-Cola Export Corporation was incorporated to help distribute and market
the companyís product in international markets

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