Analysis of Coca-Cola

Brand

By : Ankit Bhattacharyya
Brand Positioning of Coca-Cola
• In the late 1990s Coca-Cola began using
Indianized themes to appeal to the Indian
customers.
• in 2000, Coca-Cola chose the leading
Hindi movie stars and also some of the
best cricketers to enable proper brand
associations.
 In a border sense Coca-Cola
positions its brand in two ways

• In Urban Market: “Life ho to aisi”

• In Rural market: “Thanda Matlab Coca-

Cola”

• The latest: “Coke Khule Toh Baat

Chale”
 Origin of the Brand

• Coca-Cola was invented by John Stith

Pemberton in Covington, Georgia in May
1886. The beverage was initially a
cocawine and was called Pemberton’s
French Wine Coca.
• Pemberton made a carbonated, non-
alcoholic version of French Wine Cola and
called itCoca-Cola .
  
Countries in which it is
marketed:
• Coca-cola is marketed in more than 200
countries in the world.

• Brazil, British Virgin Islands , Egypt,

Ireland, Norway, South Africa, Spain, Sri
Lanka etc.
 Brand Positioning around the
world
• "Because Coca-Cola is a global brand with
local connections and meanings, The
Coke Side of Life offers each country an
opportunity to interpret their own moments
of happiness and the brand's role in
those," said Esther Lee, chief creative
officer, Marketing, Strategy and
Innovation.
The brand appeals to me in the
following manner:
• For me coca-cola is a sign of happiness.
• It generates a general feeling of youth and
energy.

• The most important fact about the brand is

a sense of happiness which it brings with
itself.
 Global appeal of the brand

• Fred Posner of AY&R Worldwide has

observed that people live in a world
characterized by stress, alienation, and
clutter.
• Coca-cola is aware of what is relevant in
the lives of its consumers such as sport,
entertainment and family. Life experiences
are created around these interests.
 Recent advertisement of the
product
• 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'
 Logo
• It was Frank Robinson who first scripted
"Coca Cola" into the flowing letters which
has become the famous logo of today.
 Taglines of Coca-cola in India

• “Life ho to aisi”
• “Thanda Matlab Coca-Cola”
 
• The latest:
'Coke Khule Toh Baat Chale'
Packaging (A snapshot)
How is the product displayed on
the shelf of a shop
Thanks you for patience
listening!!