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Quick facts

Ranking: Consumer
own 4 of Operationa
Associates: Serving:
Established the world’s l reach:
92,400 nearly 1.6
1886. top 5 non- 200+
worldwide billion per
alcholic countries. day.
beverages.

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 Coca-Cola Recognition
• Coca-Cola is recognized by
94% of the world’s population

• Approximately 10,450 Coca-

Cola brand drinks are
consumed around the world
each second of every day

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 Coca-Cola India
• Head Quarters : Gurgaon
• Invested more than US $1 billion in India
• Pledged to invest a further $100 million in its
operations
• 24 Company-owned bottling operations
• 25 franchisee-owned bottling operations
• Jobs (Direct & Indirect) : 150,000
• 33% Growth in Sales in India in 2009
DIFFERENT
PRODUCTS

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 Comparision

• Market Share : 57.8% • Market Share : 35.6%

• ThumsUp : 12.2% • Pepsi : 13.1%
• Fanta : 12% • Mirinda Orange :8.9%
• Sprite : 10.9% • Mirinda 7up : 5.8%
• Limca : 10% • Mirinda Lime : 0.4%
• Coke : 8.2%
 Segmentation
• Fashionable Brand Conscious Customers

• Average Consumers

• Peer pressured Consumers

• Coke Addicts
 Targeting
• The main consumers of this market are people
in the age group of 30 and below
• This can be seen by Coca-Colas advertising
campaigns, which are aimed towards the young
• Features well known personalities popular to
this age group, ranging from entertainers such
as Aamir Khan, Aishwarya Rai, Hrithik Roshan
• Rural Markets are a prime target Rs.5 Coke
 Positioning
Coke relies heavily on images of
• Happiness and togetherness
• Tradition
• Nationalism
" Thanda Matlab Coca Cola" ----- People in India
generally refers cold drinks as ‘thanda’.
ADVERTISMENTS

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 ADVERTISING

1. first advertised as a remedy for headaches

and exhaustion

2 Songs used in coca cola commercials have

become popular.

3 They use catchy mottos such as:

“Adds a refreshing relish to every form of
exercise”
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 As posters

As books On trays
Music cd’s

On Christmas
As clock
furniture
On apparels

Salt and pepper On dolls

On calendars 12
shakers Home decorating
 ADVERTISING CAMPAIGNS

Things go better with coke

Live on the coke

side of life
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Some of COCA-COLA
successful Campaigns in
India
 DORS
B ASS
D AM
BRAN
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Jashan…mana …le..

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 JASHAN…….MANA….. LE
• Jashan Mana Le', the campaign has been designed to
showcase the magical force of Coca-Cola, energizing even
the regular things in life and also giving reason for
togetherness and celebrations. The campaign featuring
Hrithik brings out the young, exuberant, playful attitude of
the generation today and showcase how a bottle of Coca-
Cola adds 'Jashn' to one's life, and transforms every
moment into an impromptu celebration.

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THANDA MATLAB
COCACOLA

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•Coca-Cola India believed that the first brand to offer communication targeted to
the smaller towns would own the rural market and went after that objective with a
comprehensive strategy.
•“ India B” included small towns and rural areas, comprising the other 96% of the
nation’s population.
•This segment’s primary need was out-of-home thirst-quenching and the soft drink
category was undifferentiated in the minds of rural consumers.
•Additionally, with an average Coke costing Rs. 10 and an average day’s wages
around Rs. 100, Coke was perceived as a luxury that few could afford.

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PANNCH.. MATLAB CHHOTA
COKE

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"Sabka Thanda Ek,

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 "Sabka Thanda Ek,"
• 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 will feature Aamir
Khan (Coca-Cola brand ambassador) in a new avatar.

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Some of COCA-COLA
successful Campaigns
1970: It's the real thing.
1971: I'd like to buy the world a
Coke.
1976: Coke adds life.
1979: Have a Coke and a Smile.
1990: Can't Beat the Real Thing.

‘COCA-COLA OPEN HAPPINESS’

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thank you
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