Submitted to: Submitted by:

Raminder Kaur Alisha Garg

Lecturer MBA-1(B)
5742

School of Management Studies

Punjabi University, Patiala
What is a Marketing Strategy?

Marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable competitive
advantage. A marketing strategy should be centred on the key concept that customer satisfaction is
the main goal.

Key part of the general corporate strategy

Marketing strategy is a method of focusing an organization's energies and resources on a course of

action which can lead to increased sales and dominance of a targeted market niche. A marketing
strategy combines product development, promotion, distribution, pricing, relationship
management and other elements; identifies the firm's marketing goals, and explains how they will
be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target
market segments, positioning, marketing mix, and allocation of resources. It is most effective
when it is an integral component of overall firm strategy, defining how the organization will
successfully engage customers, prospects, and competitors in the market arena. Corporate
strategies, corporate missions, and corporate goals. As the customer constitutes the source of a
company's revenue, marketing strategy is closely linked with sales. A key component of
marketing strategy is often to keep marketing in line with a company's overarching mission
statement.

Basic theory:

1. Target Audience
2. Proposition/Key Element
3. Implementation

Tactics and actions

A marketing strategy can serve as the foundation of a marketing plan. A marketing plan contains a
set of specific actions required to successfully implement a marketing strategy. For example: "Use
a low cost product to attract consumers. Once our organization, via our low cost product, has
established a relationship with consumers, our organization will sell additional, higher-margin
products and services that enhance the consumer's interaction with the low-cost product or
service."

A strategy consists of a well thought out series of tactics to make a marketing plan more effective.
Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill
market needs and reach marketing objectives[5]. Plans and objectives are generally tested for
measurable results.

A marketing strategy often integrates an organization's marketing goals, policies, and action
sequences (tactics) into a cohesive whole. Similarly, the various strands of the strategy , which
might include advertising, channel marketing, internet marketing, promotion and public relations
can be orchestrated. Many companies cascade a strategy throughout an organization, by creating
strategy tactics that then become strategy goals for the next level or group. Each one group is
expected to take that strategy goal and develop a set of tactics to achieve that goal. This is why it
is important to make each strategy goal measurable.

Marketing strategies are dynamic and interactive. They are partially planned and partially
unplanned. See strategy dynamics.
 Type Public (NYSE: KO)

Founded 1893

Atlanta, Georgia, United

Headquarters
States

Area served Worldwide

Muhtar Kent
Key people
(Chairman and CEO)

Industry Beverage

Coca-Cola
Carbonated Soft Drinks
Products Water
Other Non-alcoholic
beverages

Revenue ▲ US$ 31.944 billion (3008)

Operating income ▲ US$ 8.446 billion (3008)

Net income ▼ US$ 5.807 billion (3008)

Total assets ▼ US$ 40.519 billion (3008)

Total equity ▼ US$ 30.473 billion (3008)

Employees 93,400 (October 3009)

The Coca-Cola Company

Introduction

The Coca-Cola Company (NYSE: KO) is the world’s largest manufacturer, distributor, and
marketer of non-alcoholic beverage concentrates and syrups. Based in Atlanta, Georgia, KO sells
concentrated forms of its beverages to bottlers, which produce, package, and sell the finished
products to retailers. The Coca-Cola Company operates in over 300 countries and sells over 400
different brands that produce over 3000 different products, including the world-famous Coca-Cola
and Sprite lines of soft drinks.

Coca-Cola has sold more than one billion servings every day. More than 10,450
beverages are consumed every second. The company achieved earnings of $4,347,000,000 in
3003. It is present on all seven continents and is recognized by 94% of the world population. How
did Coca-Cola grow from its humble roots as a home-brewed Georgia-based patent medicine to be
the international soft drink powerhouse that it is today? Coca-Cola used numerous technologies to
achieve its rise to the top of the soft drink industry, defining new technologies and establishing
paradigms that popped the status quo like a cap from a soda bottle. Through technology, Coca-
Cola perfected Coke as a beverage and spread it throughout the world. Even today, the US soft
drink industry is organized on this principle. "The Coca-Cola Company" is now the largest soft
drink company in the world. Every year 800,000,000 servings of just "Coca-Cola" are sold in the
U.S alone.

Company overview

The Coca-Cola Company was first established in 1886 by Dr John Styth Pemberton. Today,
the company is the world's leading manufacturer in the beverage industry, and focuses mainly
on non-alcoholic beverage market. The company is operating globally in more than 300
countries with its head office located in Atlanta, USA, with the help of directly controlled
subsidiaries, partnerships and franchising, thus making it a truly global company . It produces
more than 300 beverage brands and over 1.06 billion drinks are consumed per day around the
world. It is now the most recognized trademark in the world, with 94% recognition.

Mission: The mission statement of the company is "The Coca-Cola Company exists to
benefit and refresh everyone who is touched by our business". In 1933 Robert Woodruff,
former chairman of the Coca-Cola Company stated that Coca-Cola should always be "within
an arm’s reach of desire". Their mission is to:

•To refresh the world in body, mind and spirit

•To inspire moments of optimism and happiness through our brands and our actions.
•To create value and make a difference everywhere we engage.

Vision: Our vision serves as the framework for our Roadmap and guides every aspect of
our business by describing what we need to accomplish in order to continue achieving
sustainable, quality growth. Four P’s of Coca Cola Company:
• People: Be a great place to work where people are inspired to be the best they can be.
• Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and
satisfy people's desires and needs.
• Partners: Nurture a winning network of customers and suppliers, together we create
mutual, enduring value.
• Planet: Be a responsible citizen that makes a difference by helping build and support.

Products

The Coca-Cola Company produces over 400 brands of non-alcoholic beverages, including
carbonated and non-carbonated beverages, such as ready-to-drink juices, coffee drinks, tea and
bottled water. Of these over 400 brands, there are more than 3,000 different beverage products.
Most of KO's beverage portfolio is composed of CSD, though the company has been expanding
into the non-CSD category in response to a shift in consumer demand and a greater emphasis on
healthy options.
Marketing strategy of coca-cola

1. Coca-Cola India Partners With Bharti Walmart To Launch

“Go Green” Project

 Provides sustainable livelihoods for the economically disadvantaged through pushcarts

 Partners with Coca-Cola India to launch a Plantation Drive for ‘Green Amritsar’

New Delhi/Amritsar, September 22, 2009: Bharti Walmart provided ten pushcarts to the
unemployed and economically disadvantaged from rural areas located near its cash-and-carry
store, Best Price Modern Wholesale. The pushcart owners, now holding legitimate businesses,
have been signed up as members of Best Price Modern Wholesale, to enable them to procure fresh
produce at best prices and pass on these benefits to their customers.

In keeping with its strong commitment to sustainable development, Bharti Walmart joined hands
with Coca-Cola India to undertake a plantation drive in and around Best Price Modern Wholesale
store. This partnership with Coca-Cola India begins with planting of over 2000 saplings in
Amritsar and would be scaled up to reach every location where Bharti Walmart is present.

This initiative also rolls out Bharti Walmart project, in partnership with Municipal Corporation,
Amritsar, to adopt and manage a two kilometre road stretch on the Amritsar highway starting
from UBDC Canal up to the end point of Municipal Corporation Amritsar limit.

Speaking on the occasion, Mr. Raj Jain, Managing Director and CEO, Bharti Walmart Pvt.
Ltd. said, “Bharti Walmart is committed to giving back to the community it serves. These
initiatives underscore our belief and culture of caring for the community and the environment. We
strongly believe that being an efficient and profitable business goes hand-in-hand with being a
good steward of the environment and in supporting communities. We are happy to partner with
Coca-Cola India who shares similar concern for environment for greening the environment around
our stores. ”

Lending their support, Ashutosh Singh, National Director, Key Accounts, Hindustan Coca-
Cola Beverages Pvt Ltd., “Preservation and protection of the Environment is a key priority for
the Coca-Cola system in India. However, this is an issue that requires all stakeholders to come
together and arrive at meaningful solutions. Bharti Walmart has provided us with an excellent
opportunity to partner them in this green initiative. Our associates and bottler’s are excited to join
this Green partnership with Bharti Walmart and to extend it to all other cities where Bharti
Walmart is present in the country.”

Bharti Walmart also launched India’s first skills training centre in a Public Private Partnership
with the Punjab Government in December 2008. The Training Centre, which offers 100%
scholarship to all enrolled candidates, aims to bridge the shortage of skilled workers for cash and-
carry and organized retail formats, thereby creating employment opportunities for the youth.
Nearly 1200 students have been certified out of which 335 have been placed in various jobs and
Bharti Walmart supports initiatives focused on enhancing opportunities in education for under-
privileged through philanthropic programs and partnerships and has adopted four Satya Bharti
Schools for under-privileged children in Amritsar. Through this initiative, Bharti Walmart
provides uniforms, meals, study materials and a conducive environment to educate children.
Bharti Walmart associates engage with the children regularly through voluntary activities.

About Bharti Walmart Private Limited

Bharti Walmart Private Limited is a business-to-business (B2B) joint venture between Bharti
Enterprises and Walmart for wholesale cash-and-carry and back-end supply chain management
operations in India to serve small retailers, manufacturers and farmers. The joint venture (JV) has
already set up a Distribution Centre in Punjab which will partly service the merchandise needs of
the JV’s cash-and-carry stores as well as retail stores around the area, including Bharti Retail’s
wholly owned Easy Day stores. The JV launched its first B2B wholesale cash-and-carry store in
Amritsar in May 2009. A typical cash-and-carry store will stand between 50,000 and 100,000
square feet and sell a wide range of fresh, frozen and chilled foods, fruits and vegetables, dry
groceries, personal and home care, hotel and restaurant supplies, clothing, office supplies and
other general merchandise items. The JV is expected to open 10 to 15 wholesale cash-and-carry
facilities and employ approximately 5,000 people over the next three years.
 2. Coca-Cola India Partners Partnership With Indian Football
Association To Organize Elliott Shield Challenge Trophy in
Kolkata
City of Joy to witness some incredible playoffs at one of the oldest Football tournaments in the
Indian Football history

 Initiative to identify the young football talent in the state to be organized from 29th
December to 16th January, 2010
 31 matches to be played on a knock out basis amongst 32 colleges across four venues i.e.
Barasat, Md. Sporting, Makardah Union and Khardah Stadium, in Kolkata
 Winners also get once-in-a-lifetime opportunity to experience the allure and happiness that
2010 FIFA World Cup™ Trophy brings with it in Kolkata.

New Delhi, 28 December, 2009: Coca-Cola India today announced its partnership with the
Indian Football Association (IFA) for the 'Coca-Cola Elliot Shield Challenge Trophy', one of
the oldest tournaments in the history of Indian Football. The partnership was announced by Mr.
Utpal Kumar Ganguly, Honorary Secretary, Indian Football Association (IFA). The
initiative is organized keeping in line with Coca-Cola India’s commitment to promote a sporting
culture and a healthy active living through association with various sports. The winners also get
once-in-a-lifetime opportunity to experience the allure and happiness that 2010 FIFA World
Cup™ Trophy brings with it in Kolkata.

The Coca-Cola Elliot Shield Challenge Trophy, is one of the oldest Tournaments in the history
of Indian Football was started in 1894 under the aegis of IFA. The tournament includes 31
matches and will be played on a knock-out basis among 32 colleges in four venues - Barasat, Md.
Sporting, Makardah Union and Khardah Stadium in Kolkata.

According to Mansoor Siddiqui, Director, Integrated Marketing Communications, Coca-

Cola India, "Coca-Cola India has always believed in promoting healthy and active lifestyle
through sports. The Coca-Cola Company has been the official sponsor of the FIFA World Cup
that began in 1978. We also plan to bring the FIFA Trophy to India in January 2010, as part of the
Worldwide Coca-Cola FIFA trophy tour. We believe that Indian football has all the potential to
make a mark on the global football map. As part of same endeavour, we are proud to be a part of
'Coca-Cola Elliot Shield', one of India's oldest inter-college tournaments in Kolkata involving
young footballers from over 30 colleges."

According to Utpal Kumar Gangly, President, Indian Football Association (IFA), "I am
delighted that Coca-Cola has come forward to support the Elliott Shield Challenge trophy. The
tournament which started in 1894 has been one of the most keenly contested tournaments among
the Colleges. I am sure Coca-Cola's support will ensure a highly contested and well organized
tournament among the Colleges of West Bengal and will help identify young football talents in
our country. I sincerely thank Coca-Cola and look forward to a long and mutually beneficial
association between IFA and Coca-Cola."

About Coca-Cola Elliot Shield Trophy Tournament

The Elliot Shield is named after Colonel Elliot, British Administrator in Calcutta, who was an
ardent football lover, who donated the Elliot Shield Trophy to IFA. The tournament generated
keen competition and great fanfare among colleges such as Presidency, St. Xaviers, Vidyasagar
etc. Presidency College has won the Shield eight times during 1894-1914, information unknown
to many sports lover and college students of the present day.

This year the tournament will be organized from 29th December to 16th January, 2010. A total of
31 matches will be played and will involve 32 teams.

Participating Colleges in the Tournament

1. Colleges from Calcutta University- Raja Peary Mohan College, Narasinha Dutta
College, Heramba Chandra College, Netaji Nagar Day College, Prafulla Chandra College,
Vivekananda College, Serampore College, Umesh Chandra College, Charu Chandra
College, Chittaranjan College, Budge Budge College, S.A.Jaipuria College, Lal Baba
College, Kidderpore College and Vidyasagar College.
2. Burdwan University- Burdwan Raj College, Vivekananda Mahavidyalaya College,
Bankura Haripal College, Sarat Centenary College, A.K.P.C Mahavidyalaya College, Kabi
Sukanta Mahavidyalaya College, Suri Vidyasagar College
3. State University – P.G.G.P.E.C- Baruipur , Satabarsiki Mahavidyalaya College, Habra
4. Rabindra Bharati University
 5. Vidyasagar University – Bajkul Miloni Mahavidyalaya College, Sankrail A.B. Smriti
Mahavidyalaya College, Panskura Banamali College, Kharagpur College.
6. B.E. College
7. Jadavpur University
8. Bidhan Chandra Krishi Viswavidyalaya

About Indian Football Association

The Indian Football Association (IFA) is responsible for development and administration of
football in the state of West Bengal, India. It is the oldest Football association in India and was
founded in 1893. Amongst the founders was former England international Elphinstone Jackson.

About Coca-Cola India's Association with Football

Coca-Cola India has always believed in promoting healthy and active lifestyle through sports.
Coca-Cola partnered with All India Football Federation (AIFF) to organize Coca-Cola Mir
Iqbal Hussain Trophy, a grassroots talent hunt initiative rolled out in association with) to
uncover the most dynamic young footballers in the country. As part of the Coca-Cola Mir Iqbal
Hussain Trophy, 20 promising young footballers will be identified and short-listed by AIFF and
will be subsequently coached and groomed to form the National Under-16 Sub-junior Team. Out
of these 20 young footballers, 16 most promising players will attend The Coca-Cola
International Football Camp in South Africa, to be organized in June 2010 during the FIFA
World Cup. Jharkhand team from the East Zone won the national finals of the ‘Coca-Cola Mir
Iqbal Hussain Trophy’.

Coca-Cola's association with FIFA World Cupth

Coca-Cola has been the official sponsor of the FIFA World Cup™ that began in 1978. To its
credit, the company has had stadium advertising rights at ever. Coca-Cola is also brining the 2010
FIFA World Cup TM Trophy to Kolkata from 15th -17th January, 2010.
 3. Bollywood Sensations Genelia D’Souza & Shahid Kapur
Launch Fanta Fun Dance Challenge - Chance Pe Dance Special
Edition Bottle
Initiative further complemented by the Fanta Fun Dance Challenge', organized in Mumbai to
further strengthen Fanta's connect with the youth

 Fanta brand ambassador Genelia D'Souza and Bollywood sensation Shahid Kapur launch
the Special Edition "Fanta Fun Dance Challenge – Chance Pe Dance" 600 ml PET bottle across
Delhi & Mumbai
 Launch of the special edition bottle also complemented by one-of-a-kind 'Fanta Fun Dance
Challenge' initiative designed to connect and engage the youth who are constantly on the lookout for
opportunities to add fun and excitement into their lives
 Hotsteppers team (Hitesh Patil & Enette D'Souza) emerged the winners of 'Fanta Fun
Dance Challenge' and also won a Mega cash prize of Rs 5 lakhs including a once-in-a-lifetime
opportunity to shake a leg with the star cast of 'Chance Pe Dance'
 In addition to mass media the entire initiative to be further supported by an integrated 360-
degree marketing communications program involving Out-of-home (OOH), Radio, digital platforms
and other on ground activities.

11th January, 2010, New Delhi: Riding on fun and excitement, Fanta today launched
"Fanta Fun Dance Challenge - Chance Pe Dance" Special Edition Bottle. The exciting initiative
was unveiled by Fanta brand ambassador, Genelia D'Souza, Bollywood sensation Shahid Kapur
and Srinivas Murthy, Director, Marketing-Flavors, Coca-Cola India. The limited edition bottle
will be made available in 600 ml PET pack priced at Rs 22 across Delhi and Mumbai.
In-addition, to further strengthen it’s connecting with the youth; Fanta also organized an exciting
initiative 'Fanta Fun Dance Challenge' in Mumbai. The one-of-its-kind 'Fanta Fun Dance
Challenge (FFDC) initiative designed celebrates the idea of dance as a preferred platform for the
youth to have fun and express themselves. Hotsteppers team (Hitesh Patil & Enette D'Souza)
emerged the winners of the 'Fanta Fun Dance Challenge' and also won a mega cash prize of Rs 5
lakhs including a once-in-a-lifetime opportunity to shake a leg with the star cast of 'Chance Pe
Dance'
According to Fanta brand ambassador and lead actor - 'Chance Pe Dance', Genelia
D'Souza, "Fanta is all about being lively and vibrant. Fanta Fun Dance Challenge gave youngsters an
ideal opportunity to make it big even as they let their hair down and have fun. This reminds me of
my college days when I used to go out partying. I had so many friends who could not dance, but that
did not stop them from shaking a leg and having fun. I was really thrilled to see the participants' rock
and roll and got to see some really interesting and entertaining dance numbers."

According to Bollywood Sensation and lead actor - Chance Pe Dance, Shahid Kapur, "I
am really thrilled to be here today amongst my fans in Delhi. Initiative like these gives me an
excellent opportunity to connect with my fans. I am very excited to be a part of this initiative."

The "Fanta Fun Dance Challenge - Chance Pe Dance" Special Edition Bottle is especially designed
for the consumers and sport a specially created Fanta shrink sleeve with the Chance Pe Dance movie
logo. The label will also have an image of the lead pair Genelia and Shahid along with the logo of
exciting dance competition 'Fanta Fun Dance Challenge'.

According to Srinivas Murthy, Director, Marketing - Flavors, Coca-Cola India, "Brand

Fanta is all about exuberance, excitement and fun. The launch of 'Fanta Fun Dance Challenge –
Chance Pe Dance' special edition bottle embodies the same spirit. To complement this initiative, we
also organized the Fanta Fun Dance Challenge initiative. Both these initiatives were organized to
connect and engage with the youth who believe in seeking fun and enjoyment in everything that they
do."

Additional Details: Fanta Fun Dance Challenge (FFDC)

Fanta Fun Dance Challenge Fanta Fun Dance Challenge (FFDC) is a unique dance platform,
which invites youth to participate in teams in a dance competition, and gives them a chance to have
fun as they make it big. It features "Fun Quotient" as a unique measure on which teams will be
judged, apart from their dancing skills and the votes they receive from their supporters via SMS and
online voting.
As part of the initiative, the participating teams were required to go through a round of auditions.
The top 20 teams moved to the semi-finals. Out of these, 10 were selected for the Grand Finale. The
teams were evaluated on the basis of performance, fun quotient and public voting. The Grand Finale
organized on 10th January, 2010 witnessed the winning team Hotsteppers team (Hitesh Patil &
Enette D'Souza) shake a leg on stage with Chance Pe Dance movie star cast in addition to wining a
mega cash prize of Rs. 5 lakhs.
The exciting initiative 'Fanta Fun Dance Challenge' also gave young consumers in the age group
of 15-25 years, an opportunity to enjoy and have fun while dancing. In-addition to the mega prize,
the 1st and the 2nd runners up were also awarded a cash prize of Rs 2 lakhs and 1 lakhs.
 4. Coca-Cola Extends Its Market Leadership In the Indian Juice
Drink Market, Launches "Minute Maid Nimbu Fresh"
After the success of Minute Maid Pulpy Orange, launches a truly refreshing lemon juice-based
drink with no added preservative or added color

 Minute Maid Nimbu Fresh is a lemon juice-based drink from The Coca-Cola Company's
(TCCC) stable developed especially for Indian consumers
 ‘Minute Maid Nimbu Fresh' is made out of great quality fresh lemon juice concentrate,
providing consumers with a great refreshing experience - just like natural, home-made
‘nimbu pani'
 Innovative consumer proposition of Minute Maid Nimbu Fresh is best explained by the
brand's tagline – ‘Bilkul Ghar Jaisa' (just like home)
 Made available in two pack sizes- on-the-go 400 ml PET and 1 litre PET all affordably
priced at Rs 15 and Rs 40 respectively
 Part of a phased launch, Minute Maid Nimbu Fresh will be initially made available to
consumers through selective channels and outlets in the state of Tamil Nadu – to be rolled
out nationally later this year
 Launch will be further supported by intensive consumer activation program that will
include both above and below the line activities involving extensive experiential sampling,
road shows, etc
 As part of the phased launch, Minute Maid Nimbu Fresh will be initially manufactured at
the plant facilities in Gangaikondan (Thirunellveli) in Tamil Nadu and Chittoor in Andhra
Pradesh
 First launched in 1945, Minute Maid today is world's leading juice and juice drink brand,
sold in over 60 countries

Monday, 18th January, 2010: Riding on the success of Minute Maid Pulpy Orange, Coca-
Cola in India today announced the launch of its latest product innovation under the Minute Maid
brand umbrella. The new Minute Maid Nimbu Fresh is a truly refreshing lemon juice-based
drink with no added preservative or added color. The latest offering is a lemon juice-based drink
from the Coca-Cola Company's (TCCC) stable developed especially for consumers in India.
Minute Maid Nimbu Fresh is made out of great quality fresh lemon juice concentrate, providing
consumers with a great refreshing experience - just like natural, home-made ‘nimbu pani'. The
innovative consumer proposition of Minute Maid Nimbu Fresh especially formulated to offer a
refreshing experience is best explained by the brand's tagline – ‘Bilkul Ghar Jaisa' (just like
home).
Minute Maid Nimbu Fresh is being made available in two pack sizes - on-the-go 400 ml PET and
1 liter PET all affordably priced at Rs 15 and Rs 40 respectively. The latest innovation by Coca-
Cola in India is targeted at consumers across all age groups who are on the lookout for a naturally
refreshing juice drink. Minute Maid Nimbu Fresh is being launched in a phased manner and will
be initially made available to consumers through selective channels and outlets in the state of
Tamil Nadu, followed by a nation-wide launch later this year.

According to T. Krishnakumar, CEO, Hindustan Coca-Cola Beverages Pvt. Ltd, "Innovation

has always been the hallmark of Coca-Cola's business strategy in India. The launch of Minute
Maid Nimbu Fresh is the latest example. Part of a phased launch, the latest product innovation
would be first made available to consumers across the state of Tamil Nadu. As part of the same
process, over the next two months, Minute Maid Nimbu Fresh would be retailed across 35,000
outlets in the state followed by a nation-wide launch later this year."

Coca-Cola in India currently enjoys market leadership in the juice drink segment with brand
Maaza (no.1 mango juice drink in the country) and Minute Maid Pulpy Orange (no.1 orange juice
drink in the country). With the launch of Minute Maid Nimbu Fresh, Coca-Cola in India is all set
to further extend its leadership in this fast growing segment.

Speaking at the event, Ricardo Fort, Vice President, Marketing, Coca-Cola India said, "We at
Coca-Cola India are constantly trying to find new ways to delight and refresh our consumers. It
gives me immense pleasure to announce the launch of Minute Maid Nimbu Fresh, a refreshing
lemon juice-based drink developed especially for Indian consumers. The roll out of the latest
innovation has been designed to further extend the company's market leadership in the juice drink
segment."

Connecting With Consumers

Coca-Cola in India has drawn up an aggressive consumer activation campaign to market Minute
Maid Nimbu Fresh in the selected channels and outlets in Tamil Nadu. The 360 degree
marketing communication plan involves organizing road shows including extensive
experiential sampling sessions, presence in engaging touch points etc. Complementing the on
ground initiatives, TV commercial bringing out the "Bilkul Ghar Jaisa" (just like home)
proposition of Minute Maid Nimbu Fresh would be aired on all leading channels in Tamil Nadu.
The entire brand campaign has been developed and executed by Leo Burnett.

The Minute Maid Experience

The history of Minute Maid brand goes as far back as 1945 when the Florida Foods Corporation
launched the brand Minute Maid. The Coca-Cola Company subsequently acquired the Minute
Maid brand in 1960. Over the years, through continuous innovations and unmatched consumer
experience provided in over 60 countries, Minute Maid is now one of the world's leading juice and
juice drink brands.
 5. 'Coca-Cola Open Happiness' Campaign To Feature Bollywood
Sensation Imran Khan
Latest communication initiative launched this summer as part of brand Coca-Cola's GLOBAL
campaign in India

 New communication initiative takes the 'Open Happiness' theme of 'sharing life's simple
pleasures' to the next level by building spontaneous human connections and sharing joys
even with people who are complete strangers
 Targeted at the youth, the latest communication aims to build an emotional connect with
the youth, best explained by the tagline - 'Coke Khule To Baat Chale' (Coke Opens Up
Possibilities)
 With the latest communication, Imran Khan joins the league of illustrious Bollywood stars
including his uncle Aamir Khan as the brand ambassador of Coca-Cola
 Appeal of latest communication is further enhanced by the appearance of also Kalki
Koechlin of Dev D fame
 'Coca-Cola Open Happiness' communication initiative conceptualized by the creative team
of McCann Erickson - Prasoon Joshi ,Tirtha Ghosh, Nakul Sharma and Ashish
Chakravarty, & directed by Dibakar Banerjee of Freshwater Films
 In-addition to leveraging mass media, the entire communication effort to be complimented
by a range of initiatives including in store & on- the- ground activation across all key
markets

New Delhi, 11th February, 2010: Gearing up for the summers ahead, Coca-Cola
India today unveiled the latest communication for "Open Happiness campaign' for brand
Coca-Cola for 2010. The all-new communication features Bollywood Sensation and the
new Coca-Cola Brand Ambassador- Imran Khan The latest communication is based on
the spontaneous human connections between people, who are unlike each other. The latest
campaign leverages the appeal of an 'Invisible Bottle' of Coca-Cola. The latest
communication is targeted at the youth and aims to build an emotional connect by bringing
to life the silent yet unique interaction of two strangers connecting over a bottle of Coca-
Cola - aptly explained by the tagline 'Coke Khule Toh Baat Chale' (Coke Opens Up
Possibilities). Also featuring in the new communication is Kalki Koechlin of the Dev D
fame.
Commenting on his association Coca-Cola brand ambassador and Bollywood
sensation, Imran Khan said, "As an adolescent, I was always fascinated by Coca-Cola
and today it feels great to be a part of the brand that I have grown up with. This is actually
the first and the only endorsement that I have signed in over a year and a half since I have
joined the film industry. It was the only endorsement I wanted to sign, before they ever
came to me. Aamir has been endorsing Coca-Cola for 10 years now and ever since I was a
kid and I used to watch his ads. I have always considered Coca-Cola to be synonymous
with refreshment and happiness. I am sure everyone will find the new Coca-Cola
communication extremely engaging.”

The strategic communication for 'Coca-Cola Open Happiness' in India has been
conceptualized by the creative team of McCann Erickson - Prasoon Joshi ,Tirtha Ghosh,
Nakul Sharma and Ashish Chakravarty. The film directed by Dibakar Banerjee of
Freshwater Films is all set to be rolled out in the last week of February.

According to Anand Singh, Director, Marketing- Colas, Coca-Cola India, "Coca-Cola

has been growing successfully and has established a strong connect with the youth. We
owe this to the consistent communication with the target audience over the years we have
struck the right chord in India. The global communication initiative is all about inviting
people to welcome small moments of joy and happiness into their lives. The idea really is
to pause, enjoy a bottle of Coca-Cola and also enjoy life's simple pleasures. Through our
latest Open Happiness Campaign, we aim to further create a strong emotional connect with
today's youth and we are happy to bring Imran Khan on board as the new Coca-Cola brand
ambassador. I am sure that the consumers will find the communication extremely
appealing.
In addition to leveraging mass media, the entire communication effort will be
complimented by a range of initiatives including in store and on- the- ground activation
across all key markets.
'Coca-Cola Open Happiness' is designed to serve as a platform for all integrated marketing
initiatives for brand Coca-Cola globally. The latest communication is a follow up to the
series of the campaigns which have leveraged the passion of both 'Cricket' and 'Movies'
involving the likes of Gautam Gambhir and Aamir Khan.
Storyboard of the Ad

The latest communication for brand Coca-Cola demonstrates the spontaneous human
connections between people, who are unlike each other. These connections are natural,
unprompted and without any hidden agenda. The Invisible Bottle film addresses the divide
between genders. Through the lovable device of the invisible bottle, brand Coca-Cola
breaks the ice of social distance between a boy and a girl.

Speaking about the latest initiative, Prasoon Joshi, Executive Chairman, Regional
Creative Director, Asia Pacific, McCann Erickson Pvt. Ltd said, "I am extremely
excited about the latest commercial that we have done for Coca-Cola. It's a new concept
and is inherent to the character of brand Coca-Cola. It's about bringing people together,
building connections, breaking ice between different people irrespective of where they
come from. It's a beautiful story in an everyday situation with a little under-confident boy
and a bolder girl in a bus, where the girl notices and likes him. There's a Coca-Cola
hoarding outside. She enacts as if she is taking the bottle out. She opens the imaginary
bottle and is about to drink. The guy also plays along knowing that there's a game
happening here. The girl passes on the bottle to him and the ice breaks between them. We
are sure everybody is going to like it and find it appealing.”