Advertising and Personal Selling Presentation

Presentation by-Mishika TalwarBcom(h)-F14BC091F-26

ADVERTISING STRATEGIES

• Founded in 1892 after the formula was invented by Pharmacist John S. Pemberton

• Headquartered at Atlanta, Georgia-USA• Currently offers more than 500 brands in over

200 countries • Provides 1.7 billion servings a day• Of this Coca Cola(Coke) accounts for nearly 78%• Sales distributed as follows: 42%(USA), 38%

(Mexico, India, Brazil, Japan and China), 20%(Rest of the World)

• Employees: 1,39,600

Introduction to company

Advertising Strategy of the CompanyMission of the company:• To Refresh the World... In body, mind, and spirit• To Inspire Moments of Optimism…Through our brands and

our actions• To Create Value and Make a Difference... Everywhere we

engage.Advertising Strategies:• Same Trade mark & Brand name use since start.• Use of celebrity endorsements-Aamir Khan, Hrithik

Roshan, Sachin Tendulkar, Alia Bhatt,etc.• Cocacola tend to focus their advertisements on appeals

relating to Happiness to attract the attention of the audience.

• The company uses different ads and ways for urban and rural India.

• The music used by them in their ads remain the same.• Use of covet advertisements.

SWOT AnalysisStrengths Weaknesses

Quality Concerns are met with. Happiness appeal Celebrity Endorsers Corporate Identity Financial Stability Innovation Strong R&D

Competition from Pepsi Pesticide Controversy Under Utilization Of Capacity

 

Opportunities Threats• Developing A Global Brand• Coca Cola’s Bottling System • Sufficient Capital • Has A Potential • Expansion Into New Market • Possible Growing Demand • Merge

• Competition Pepsi • Substituted• Not Necessarily Married • Pesticide Matter • Change Of Taste

Products To Offer in Current Market SituationAerated Drinks

Coca ColaDiet CokeSpriteThumbs upMaazaLimca Kinley Soda

Juices Minute MaidIced Tea NesteaWater Kinley Water Tonic Water SchweppsEnergy Drink BurnCanned Coffee Georgia

Coca cola company use different medias •Print media: They often use print media for advertisement. They have a separate department for print media.

•POS material: Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas.

•T.V. commercial: As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So Coca Cola Company does regular TV commercials on different channels.

•Billboards and holdings: Coca cola is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards.

• Radio Advertisement

AdvertisingMedias used

OPEN HAPPINESS CAMPAIGN

Open Happiness was a global marketing campaign for The Coca-Cola Company that was rolled out worldwide in the first half of 2009, following the company's "Coke Side of Life“ advertising campaign. It was developed by either the McCann-Erickson or the Wieden + Kennedy creative agency. This campaign ran for around 7 yrs before coming to an end. It was an award winning campaign by coke.

• Conceptualised and created by McCann Erickson, the TVC was shot by Bollywood director Anurag Kashyap.

• The TVC opens with Padukone and a friend running after a bus as they are late for college. When they miss it, Padukone worriedly tells her friend that if she doesn't pass, her father will get her married off and she will have to shell peas for the rest of her life.

“Choti ho ya Badi, Har khushi me Coca-cola”

• Then Enters Farhan Akhtar, the rickshaw puller who secretly harbours feelings for the lady. He takes a swig of Coke and pedals his way to overtake the bus. The TVC ends by urging people to celebrate the little joys of life with a bottle of Coca-Cola.

• It smartly communicates the message that Coca-cola is for all whether low class people or high class,whether urban or rural.

Han Han mai Crazy hun!

• This very famous ad by Coca-cola was launched in 2013 as a tri series ad with the same theme .

• It featured Alia Bhatt, Varun Dhawan and Siddharth Malhotra as youth icons.

• The ad uses a very catchy jingle “ han han mai crazy hun”.• The ad opens up with 3 friends hanging out in a small restaurant. While

sitting there, They witness the stressed waiter and ask him to get 4 bottles of coca cola instead of three. When he returns with 4 coca-colas , they offer one bottle to the waiter making him happy and relaxed.

• The aim of the ad is to spread happiness among one and all by offering coca-cola and to respect those who work for you.

• “Bewajah khushiyan baato,Cocacola pilao” was their official moto.

Small World Machine ad• In March 2013 Coca-Cola with this ad

wanted to help solve one of the thorniest political conflicts in the world- The Indo-Pak differences.

• The three-minute spot showcases a pair of connected vending machines that Coke and the agency set up in India and Pakistan. Each vending machine featured a webcam and a giant touchscreen monitor. Passersby could grant free sodas to the people onthe other side of the digital window—but only if both parties participated in a series of simple joint activities, like touching their hands to corresponding places on the screen, drawing concurrent peace signs, and dancing with each other.“Happiness without borders” was the moto of the company. The campaign was very successful in both the countries and contributed towards a better reputation for Coca cola.

“Thanda matlb Coca-cola”• The Aamir Khan-starrer "Thanda matlab

Coca Cola" ad campaign made the presumed rural word for soft drinks a hot catchphrase. It also brought Prasoon Joshi, national creative director, McCann Erickson India, into the limelight.

• Six different television ads featuring Bollywood star Aamir Khan based as a part of the 'Thanda Matlab Coca-Cola' campaign aired . While the protagonist in each ad typifies a person from a particular region like Bihar ,Nepal Hyderabad, etc., the entire campaign plays on 'Thanda', a colloquial term implying any cold drink in most parts of India.

• These ads aimed to synonymise “Thanda” with “Coca-cola”.

• These ads were exceptionally successful in Rural counterparts of the country

#TasteTheFeeling campaign• “Taste the Feeling” campaign, launched in

early 2016 aims to bring to life the idea that drinking a Coca-Cola – any Coca-Cola – is a simple pleasure that makes everyday moments more special.“Taste the Feeling” will feature universal storytelling with the product at the heart to reflect both the functional and emotional aspects of the Coca-Cola experience.

• Ogilvy New York, Madrid's SRA Rushmore and Santo in Buenos Aires-are the ad agencies which are appointed to run the campaign.

Taste the feeling ad

The objective of the campaign is to simply remind consumers of the happy and joyous moments that a chilled and effervescent Coca-Cola bottle brings to their lives

• The TVC features Sidharth Malhotra. It emphasizes on storytelling and celebrating everyday moments. Entering a supermarket, Sidharth romances the feeling of drinking Coca-Cola which catches the attention of the female cashier.

• Watching Sidharth enjoying his ice cold Coca-Cola, the cashier gets lost in her thoughts and gets caught off guard when Sidharth comes in front of her. To cover up she spontaneously tells him that he is their lucky customer and has won a Coca-Cola with the condition that he has to drink it there itself. As Sidharth gulps his Coca-Cola, the cashier continues to watch him in awe.

Hello Happiness• As a part of promotion as well as to fulfill the

Corporate Social Responsibility , Coca-cola came up with this “Hello Happiness” initiative.

• Hello happiness campaign was for South Asian workers working in Dubai so they can talk to their families-coke cap as currency-launched on May 7, 2014 This aimed to give labourers in the UAE a few extra minutes of happiness, Coca-Cola created the Hello Happiness Phone Booth -- a special phone booth that accepts Coca-Cola bottle caps instead of coins for a free 3-minute international phone call, helping them connect with their families back home more often.

Conclusion…… The success of Coca Cola depends on their world premier

Advertising strategies. They do their advertisement in innovative methods.

Promotions of Coca Cola made it as a world most valuable and recognizable brand.

The ads are creative and also comes with catchy music The ads gained many views on YouTube and were a tremendous

success.  The message of the “Open happiness” campaign was to spread

happiness and of “Taste the feeling” is to find joy in small moments of life.

They are using storytelling as a method of advertising strategy to sell their product which connects very well with the consumers.

THANK YOU