CBBE MY OWN PPT
Transcript of CBBE MY OWN PPT
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Cococola is the Worlds most recognized carbonated soft drink sold in 200
countries.
It anchors a portfolio of more tha 500 brands and more than 3300 beverages.
It was created in Atlanta, Georgia, by Dr.John S. Penberton.
1.6 billion servings per day.
9.8 billion cases of their flagship brands are sold worldwide.
Other Cola drinks under the Coke Brand Name are:
Diet Coke
Caffeine-Free cococola
Diet Coke Caffeine-freeCococola Cherry
Cococola Zero
Cococola Vanilla(and also Lemon)
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1885 LOGO TYPE
CRAETED
1886 FIRST COKE AD IN
THE ATLANTA JOURNAL
1894 FIRST SOLD
IN 6 OZ. BOTTLES
1916 FIRST HOBBLE-
SKIRT BOTTLE DESIGN
INTRODUCED
1928 FIRST SPONSOR
IN THE OLYPMPICS IN
AMSTERDAM
1930 IMAGE OF
SANTA
PROJECTED
1950 FIRST
COLA TV-AD
CREATED
1966 THINGS GO
BETTER WITH COKE
CAMPAIGN
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Coca-Colas Competitors:Lemon-Lime
Sodas
Pepsi RC Cola Diet Sodas
Other
SodasEnergy
Drinks
Enhanced
Tea
Sports Drinks RTD Coffee
Bottled
Water
Milk Juices
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Cococola has passed several tests of brand enhancement .
They make it a point that the products under cococola brand continueto invade in the minds of people.
They continuously redesign their brand development policies to ensure:
I. Affordability
II. Availability
III. Acceptability
Cococola lays stress on:
I. Price value
II. Preference
III. Pervasive Penetration
20 Brand Attributes are tested every month involving as many as 4000
customers.
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The company has invested in various advertising
campaigns engaging celebrities around the globe.
The Collectors of Old as well as Upcoming Logos of
Cococola Bottles, literary matter increase the customer
base.
The Tag Line The Real Thing With its new categories
can very well be change dto Many Things .
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The Power Of Brand
AccessibilityCoke thinks of its Business and its Market Share in
terms of Share of Human Liquid Consumption.
This ,makes water a competitior.
They wont be satisfied until there is a cococola
Faucet in every home.
Cococola mantra is Within an Arms Reach of
Desire.
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How Values Affect Brand Choice of
Cococola
Emotional Value: Cococola has strengthened its
brand by bringing a breath of fresh air and
positivity during tough times, including periods ofwar, economic turmoil and social unrest. During
depression coke ads focused on encouraging
customers to take a break and enjoy lifes simple
pleasures.
Cococola has the power to actually change an
individuals taste.
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Social Value: Cococola ha s always brings people together in
different occasions.
It has tagged along on beach trips, helped cheer on our
favourite teams, and enjoyed a seat at the table for family
meals.
Conditional and Functional Value:Readily available at all locations including remote areas.
Quenches thirst
Replacement for water.
Available in small sizes and quantities
Uniform acceptance by all segments.
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Brand Equity
Brand Equity depends upon the consumer perceptions andopinions of a brand. If brand equity is high customers can be
retained successfully by keeping them satisfied.
It is difficult to measure cokes brand equity because coke
competes with its own products ( Fanta, Sprite, Full throttle, Soy
products, Dasani water).
In addition coke has saturated the market and consumers who
may dislike one product but mat actually enjoy a differentcococola product unknowingly.
But still Coke has high brand equity. The slaes and growth
show that they are successful.
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Brand Identity
The Brand identity is the audio-visual face of the brand.
The Cokes Brand description decsribes about the personality
values, emotional benefits and its stories . The Brand propsition is
the deal that the brand offers to us.
Coke stands number one in all these dimensions and its identity
is built by its consistent valueas and differentiated elements.
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Brand Image:
The unique associations in the minds of consumers
concerning what a brand stands for and the impied
promises th brand makes.
Coke is known all over th world and is consumedirrespective of age, sex, and geographical locations.
Our people are tended not to get affected by new
products. So coke has always been the market leader.
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COKE PEPSI
AME Certainly coke has a edge over
Pepsi
Pepsi still needs to go long
way
to compete Coke.
ONCEPT AND USES Similar, But Coke has relatively
more
number of tie ups with
international
units.
units.
Pepsi lags here also with Coke
DVERTISING Amout spend is approx 1
billion dollars
Approximately 670 million
dollars.ROMOTIONS AAMIR KHAN..IPL.FIFA2010.. KATRINA KAIF, DEEPIKA
PADUKONE,RANBIR
KAPOOR, WORLD CUP
CRICKET.
ERCEPTION Coke is sweeter than Pepsi buthas a
greater brand loyalty so
people prefer
this. Later coke worked on this
and
improved.
Pepsi in 1990 tastes betterthan
Coke.(BLIND TASTE
ANALYSIS
ARGET MARKET ALMOST SAME ALMOST SAME
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Brand Loyalty
The second most recognized expression in the world after ok is COCOCOLA.
Coke is experiencing heightened brand loyalty due to the growing popularity of
the brand as a collectible.
Slogans:
The pause that refreshes
Id like to buy the world of coke
Coke is it
Little drops of Joy
Welcome to the Coke side of Life
Including Football ,olympics, meals, christmas they focus on inspiring happiness
by creating connections that transcend age and geography
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Brand Personality:
Brand Personality identity is understood as the set of
human characteristics associated with the brand.
The purpose of this is to develop a character statementwhich in turn leads to a high degree of loyalty and makes the
purchase decision easier.
Many people see Cococola as daily part of their life,
member of their Family.
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Brand Positioning:
The location of the Brand in relation to its competitiors in some pre-defined space. Space mat be Value for Money or Age of Customer.
Brand Attributes: Coke produces a wide range of beverages suited
to different ages, lifestyles and occasion . It rejuvenates minds.
Consumer Expectations: Consumers wants juices to quench the
thirst, enjoy the flavour and also gain energy when they consume it.
Coke provides all these in the right proportion. Coke have tried out
diet coke, Low Kilojoule coke etc. Enjoys good quality
Competitor Attributes: Pepsi also has similar features but coke
leads the game through its international presence.
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Packaging: Coke is committed to to strictenvironmental guidelines . A recycling project
was introduced in 2001 in newzealand which
ensures that PET bottles contain an average of10% recycled material.
Labeling: They provide clear nutritioninformation in compliance with international
regulations.
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Positioning StrategyTo Dynamics,
Coca-Cola Classic is the ice-cold taste that refreshes life
by providing a physical & emotional touch.
Coca-Cola Classic is synonymous with the color red and
tradition.
Our new Coca-Cola Classic market strategy refocuses
the Coke Side of Life campaign back on Cokes key
benefit: taste.
Coca-Cola Classic will turn the act of sticking out your
tongue into another trademark of Coca-Cola and
establish it as the gateway to The Coke Side of Life.
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The Coca-Cola Company has a long history of supporting
sport and physical activity it has have been a major Olympic
Games sponsor since 1928 and also sponsor major
international sporting events.
In South Auckland, the Get Moving programme is
working to encourage children to participate in local sports
and recreation courses.
SUPPPORTING SPORT AND PHYSICAL ACTIVITY
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The Pump water brand is now a major sponsor of the Heart
Foundation's Jump Rope for Heart programme that runs in schools
across New Zealand
At a grassroots level, Coca-Cola has formed a partnership with the
National Association of OSCAR (Out of School Care and Recreation) todevelop and implement a national physical activity programme
available to 75,000 youngNew Zealanders
Powerade sports drink brand, we support numerous sporting events
around the country.
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BRAND RESONANCE
A BRAND EQUITY MODEL
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Brand Salience First thing that comes to your mind when you are
thirsty.
Brand Performance Cokes performance is undoubtedly the best
available at all places
.
Brand Imagery- In recent times coke has captured emotions of
people be it in party, meal, fun, thirst quenching etc.
Brand Judgements- Coke is preferred world wide over any otherdrinks.
Brand Feelings- After recent cola controversy, coke again won hearts
of people world over.
Brand Resonance- Every customer may be rich, poor, student,
housewife,kids,all consider coke as the status symbol.It equalizes
everyone and everyone like this.
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Who better to do that than Aamir Khan, the socially responsible and biggerthan-
life Indian movie star loved the country over?
In a television testimonial, a serious but humble Aamir Khan, arms crossed
behind his back, told everyday Indians that he cared for their safety.
The dreamy actor donned a hairnet and looked studiously at a test tube held by a
man in white lab coat inside a Coke bottling plant.
BRANDING EFFECTS AFTER PESTICIDE
CONTROVERSY ON COKE
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He stared into the camera and told Indians to come see the plant for themselves.
And in the final act of the 60- second ad, Khan pulled a bottle of Coke Classic from the
manufacturing line, popped the top and gulped fearlessly.
While Khan's ads were targeted at the mass audience and youths, testimonial ads
featuring soap star and member of Parliament Smriti Irani were targeted for
housewives and adult women who make the majority of the food-buying
decisions in Indian households
CONTINUED..
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Cokes little drops of profitCoca-Cola Indias new campaign attempts to connect simply and strikingly.
More to Coca-Cola: Cokes new campaign in India aims to tell people just that.
Coca Cola is now Little drops of joy! Whats this all about? Does it have to
do anything with all the pesticide controversy the brand has been through
in India?
Lets look at it positively and away from the pesticidal past. Little drops ofjoy has the seed of making a lovely campaign. A big idea. A very campaignable
macro idea at large as well.
This is a nice tweak of little drops of water make a mighty ocean. In Cokes
ocean, this is but yet another mega campaign that seeks to involve the Indianconsumer and emote with him and her and it!
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Consumer connect.
Consumers are simple people. Simple and uncomplicated
statements make us that much more happy. Little drops of joy is
that kind of a phrase.
As it gets set to music and mood, expect a lot of action on the
front of building a platform that is truly big for Coke in India.
Little drops of joy is also about mother-branding the offering
from the house of Coke.
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CONTINUED.
In many ways, the campaign is a company
campaign. I will not call it a corporate campaign,
but it certainly is about all the brands that Coke
has to offer in India.
In some ways, it subliminally establishes a wee
bit of distance from being painted into the
corner of a cola image alone.There is more to Coca-Cola Than Coke. Coca-
Cola sure wants that.
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Brand Portfolio:
Kinley mineral water today and a vitamin-enriched offeringin water tomorrow. It is certainly about all the other drinks in
its portfolio of the carbonated kind, orange, lime and
everything else included.
It is about its latest offering, Minute Maid, just as it is about
any other beverage it will offer in the future.
Coffee is but one. There could be others.
The campaign is pregnant with possibilities. Watch it
unwind closely as it knits its consumer profile tightly together.
Slowly but surely.
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