Prestige Institute of Management and Research, Indore

(An Autonomous Institution Established in 1994, Accredited Twice Consecutively with Grade „A‟ NAAC(UGC) ISO 9001: 2008 Certified
Institute, AICTE / UGC Approved Programs affiliated to DAVV, Indore)

SUBJECT : ADVERTISING AND SALES PROMOTION

SESSION 2020-2021
SUBMITTED TO: SUBMITTED BY:
Dr. Pragya Kesari Vishakha Sharma
Vibhor Bhawsar
Vikalp Jain
TOPIC
PRESENTATION

ON

PROMOTION MIX
OF
COCA COLA
INTRODUCTION
•The Coca-Cola Company was founded in 1892 and established
its Headquarters in Atlanta, Georgia, US

•The founder of Coca Cola is John Stith Pemberton and current

CEO is James Quincey.

•The Coca Cola Franchise is the World’s biggest Beverage

Industry.

•In total the Franchise is responsible for over 160 different

beverages within a market consisting of 200 Countries.

•Examples of their products are Coke, Sprite, and many more.

Their products range from Sport’s Beverages, Juices, Tea, Coffee
and Water.
WHAT IS PROMOTIONAL MIX?
MEANING
A promotional mix is a combination of different promotional methods that
helps companies achieve their goals. A promotion mix is a key method for
delivering a relevant promotion message via the most suitable channel for
each segment. Improves communication with clients. Companies develop
a promotion mix trying to speak their consumers' language

Why is using a promotional mix important?

Improves the effectiveness of promotional campaigns
Helps segment the audience
Improves communication with clients
Informs subscribers
Stands out from the crowd
 ELEMENTS
OF PROMOTION MIX
ADVERTISING

DIRECT MARKETING

SALES PROMOTION

PUBLIC RELATIONS

PERSONAL SELLING
 1. ADVERTISING
•It is a concept of aggressive advertising to promote
products
•Important to cater to mass market
•Use big names of Indian film industry as the brand
ambassadors of the company
•Advertises mainly in electronic media and out of
home advertising.
•Created memorable and catchy slogan since years
•Example: -Thanda matlab Coca Cola
-Jo Chaho ho jae Coca Cola enjoy,
-Coca Cola piyo sir utha ke
 MEDIUMS OF
Advertising ADVERTISING
Before creating advertising
message the Coca Cola company
gives lots of time to the factor that
the message must gain customer
attention.

This basically called “clutter buster”

means that only that Ad will leave
impact on customer mind that has
some speciality or uniqueness in it.

For example: In India Coke slogan

“Thanda Matlab Coca Cola” has
gained reasonable customer
attention.
OUTDOOR MEDIA
MEDIUMS OF ADVERTISING
 02 TV COMMERCIALS
•Regular TV Commercials on different channels
•Focuses on both rural as well as urban crowd
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•Feature different brand ambassador from time to
time
•Try to connect with crowd

03
OUTDOOR ADVERTISING
•Very much conscious about their billboards and
hoarding
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•Many sites in different locations of their billboard
•Billboards are usually found at cross roads,
building, shops.
•In India the Coca Cola can be seen painted on
walls, bus stands, dhabas etc focusing in rural
areas of India.
 Infographic Style

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2. DIRECT MARKETING
•Coca Cola uses direct marketing in many
ways
•It partners with various restaurants, movie
theatres, to carry its product
•So when a customer orders a drink, the
only brand they are offered is Coca Cola,
which forces them to consume that brand
itself
•Thus coke forces out the competitors and
keeps the restaurants or other businesses
purchasing their product over and over
again

•E.g. Mc Donals, Dominos

Coca-Cola India is now with its online presence
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 3. SALES PROMOTION

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4. PUBLIC RELATION
 Public relations is defined as “the management function
which evaluates public attitudes, identifies the policies and
procedures of an individual and organization with public
interest, and executes a program of action to earn public
understanding and acceptance”.
 Coca-Cola can address law suits, rumours, stories, new
products and activities.
 The Coca-Cola India is also undertaking some projects as
part of their social cause and part of the corporate social
responsibility. The support my school campaign along with
NDTV has Sachin Tendulkar as the brand ambassador.
 The project Unnati focuses on more yield of mangoes to
farmers.
 Coca Cola also sponsors events in cricket and music
 Events for PR

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 5. PERSONAL SELLING

Coca-Cola has many salespeople who are

individuals representing the company to
communicate, sell, service, and build relationships
with customers

These salespeople promote their product to

different customers within their regions and once
they sustain a customer they sell their products to
them and service them many times per week.

These individuals form close relationships with the

customers in order to continue business with them

Thus though minimum, the company also have

many sales people for personal selling.
 According to a survey by “Opinion Unlimited”

Conclusion-
Able to recall
86.67% Coca Cola
Coca Cola has a high brand recall

Coca Cola has a large bouquet of

offering like Thumbs Up, Sprite, Recall Coca
fanta, Maaza, Limca etc which 72% Cola amongst
contribute to the aggregate recall aerated drinks
of Coca Cola

Year 2017
CELEBRITY ENDROSERS
OF COCA COLA
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 Your Picture Here And Send To Back

CONCLUSION
For any company to reach the peak in today’s competitive
era, has to use each and every component of the
promotional mix.

By understanding Coca-Cola we can say it the company is

using its promotional mix in an effective and efficient
manner.

That is the reason why Coca-Cola is the market leader

and one of the most valuable brands in the whole world.
Thank You