OBJECTIVE

The objective of Coca Cola brand audit is to relate the theoretical approaches with practical life example and mainly to come to know about the inventory and exploratory expects of Coca Cola brand. The online research approach is used to gather information about the brand to do audit through different websites.

CHAPTER - 1 BRAND INVENTORY

INTRODUCTION
Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines globally. The Coca-Cola Company claims that the beverage is sold in more than 200 countries. It is produced by The Coca-Cola Company in Atlanta, Georgia, and is often referred to simply as Coke or (in European and American countries) as cola, pop, or in some parts of the U.S., soda. Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman As a Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century. The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special editions with lemon, lime or coffee. Coca-Cola is the world's most recognized brand and now anchors a portfolio of more than 500 brands and more than 3,500 beverages. Coca-Cola is the most popular and biggest-selling soft drink in history, as well as one of the best known products in the world. It was created in Atlanta, Georgia, by Dr. John S. Penberton. Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water. Even though Coca-Cola may have started in the United States, its popularity is universal. Today, you can find Coke in every part of the world.1.6 billion servings per day.

BRAND ELEMENTS
Coca cola`s Brand elements played a vital role behind enhancing its brand awareness. Coca cola is the top brand. Coca Cola`s brand name is most recognized among customers which was proved by the research done in last July reported on http://www.interbrand.com/en/best-globalbrands/2012/Coca-Cola , according to that the most recognized brand about 90% was coca cola. The survey was taken from USA, Canada, UK, France, Germany and Australia. Red text Coca cola written logo is very famous and most recognized in word due to its strong brand awareness and global viewership because of sponsoring Olympics. There have been some variations in logo mostly just in the change of front style. It has been using slogans since1986 till today. They have been using many slogans with the passing of times and differently in different countries such as America Australia/New Zealand Spain India Indonesia Japan Pakistan, Philippines, Poland, and Russia. Where as its packaging has also helped in increasing its brand awareness due to its being convenient to shelf keeping and placing in freezers etc. Its availability in different sizes has increased its ease to access and availabilitys much it seen as much it increases its aware ness. Coca cola has been heavily implementing digitalization keeping in view the need of customers

and todays word trends by being available on social networking websites and by having their own official websites. The purpose to do so is to keep their customers involve with brand.

DISTRIBUTION CHANNELS
Coca Cola Company makes two types of selling Direct selling Indirect selling DIRECT SELLING In direct selling they supply their products in shops by using their own transports. In this type of selling company have more profit margin. INDIRECT SELLING They deal with many whole sellers and agencies to cover all areas globally. To assure their customers for availability of coca cola products, as their products are sold in 200 countries with the consumption of1.8 billon coke products per day. FACILITATING THE PRODUCT BY INFRASTRUCTURE For providing their product in good manner company has provided infrastructure these includes:

Vizi cooler Freezers Display racks Free empty bottles and shells for bottles

MARKETING SEGMENTATION
There are three broad ways which Coca Cola can segment its market: Mass marketing Differentiated marketing Niche marketing The most apparent method used by Coca Cola is with no doubt the differentiated marketing method as Coke satisfies a range of different markets. Diet coke satisfies the weight consciousness, weather regular coke, sprite, fanta the average human, coffee, iced tea etc. Each group of beverages satisfies a particular group of people.

MARKETING PROGRAMS

POINTS OF DIFFERENCE
Distinctive taste profile Optimistic view of life Classic, iconic symbolism & imagery. Emotional bond with customer

POINTS OF PARITY
Contemporary, up-to-date Refreshing flavor Beverages category
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BRAND MANTRA
BRAND NAME EMOTIONAL MODIFIER DESCRIPTIVE FUNCTIONAL MODIFIRE BENEFIT

Fun

Family and friends

Beverages

BRAND PORTFOLIO
carbonated drinks

soft drinks

diet carbonated drinks frozen beverages fruit juices

juices

coca cola

fruit smoothies fruit tea coffe coffe drink menral water

Tea/ Coffee

water

enhanced water sports drinks energy drinks mixers

other drinks

ORGANIZATIONAL PEOPLE CULTURE AND PEOPLE DEVELOPMENT

They attract and retain best employees who will responsibly and successfully complete their tasks, while encouraging and developing their innovative and creative approach towards business. They do this by motivating and rewarding them. The key for development of a quality motivation and rewarding system is to understand their employees' needs. In Coca-Cola HBC Hrvatska, they regularly conduct quantitative and qualitative research on employee satisfaction. Based on the results, they develop action plans for further improvements of their motivation and rewarding system. They further adjust their system to current trends in the economy, the industry branch, our company's strategic plan, their department goals, and goals of individuals. They differentiate financial and non-financial incentives. Their financial incentives include rewards for innovative solutions, rewards for employees of the quarter based on their achievements, annual and quarterly incentives for the realization of goals. Amongst Coca-Cola's very powerful nonfinancial motivational incentives there are personal development, the chance to achieve full potential, and the chance to be promoted. They are very proud of encouraging internal promotions, education, recognitions, achievements, challenges and responsibility, while also providing additional benefits for their employees. PERFORMANCE MANAGEMENT Coca-Cola HBC Hrvatska d.o.o. focuses on achieving results. Therefore it is important that their employees know exactly and clearly what is expected from them. Expectations of employees are clearly defined through performance standards, and required knowledge, skills and abilities that enable employees to successfully achieve their annual objectives. In their company performance is monitored and measured through seven key achievement areas. These are management, business/financial, people development, leadership, relationship, growth and innovations and corporate and social responsibility. TRAININGS Following the performance appraisals and defined development needs of the employees, the Training and Development department organizes relevant training and development programs. With approximately forty trainers, their major focus is on internal trainings. A part of those programs is delivered in their company, while some are organized within their Group, outside Croatia. They also train and develop their employees through external programs, in cooperation with national and international companies that have proven high quality in their services. EMPLOYMENT The selection of employees (the so-called selection process) in Coca-Cola HBC Hrvatska d.o.o. consists of two basic parts:

Psychological testing: Psychological tests are a verified, objective and reliable measuring instrument that foresees the most probable behaviors of a person in future business related situations. The aim of this kind of tests is to get an objective insight into the character traits of a candidate that are important for successful completion of tasks at their future work place. Special preparations are not required for the testing; it is just important that they arrive relaxed and rested. Selection interview: If they meet all requirements for the vacant position, after the psychological testing, a selection interview will follow. They might be invited to more than one interview, depending on the position they are hiring for. The aim of the selection interview is mutual introduction of the candidate and the employer, whereby the employer assesses the candidates' motivation, their competences and possible contributions to the company. Therefore, be open and self-confident; show that you are aware of your advantages and fields for improvement, while expressing your level of motivation for the job. VALUES Leadership : The courage to shape a better future Collaboration : Leverage collective genius Integrity : Be real Accountability : If it is to be, it's up to me Passion : Committed in heart and mind Diversity : As inclusive as our brands Quality : What we do, we do well

CHAPTER - 2 BRAND EXPLORATORY

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BRAND ATTRIBUTES
CORE ATTRIBUTES Great Tasting Very Refreshing Thirst Quenching High Quality(ingredients and production process) Worth What it Costs Goes Well With Meals and Snacks

EXTENDED ATTRIBUTES Has an Unforgettable Taste Revitalizes Enjoyment Good to Drink With Family and Friends Is Recognized as the Best Soft Drink

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CORE BRAND KNOWLEDGE

Coke Brand Knowledge

Brand Awareness Most Recognized Brand March Survey results: 90% brand awareness (UK, US, Canada, France, Germany, Australia)

Brand Image fun, unique flavor, emotional bound, evolving, innovation, digital, flexible, adapting local markets and areas without diminishing its legacy
refreshment, freedom, chill out, youth, unities generation and global joining, family life experience, sense of community.

Face book likes Twitter followers Google plus Items likedin YouTube views Flicker photos

55,839,947 70, 00,289 153 138,109 118,128 39,432

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BRAND ASSOCIATIONS

Fun

family

emotional bond

global joining

Innovation

unique flavor

Flexible

Adoptable

Freedom

Sharing Happiness

Unities Generations

Coke culture Music

Refreshment

Olympics

style statement

youth

Top Brand

Celebration

Gathering

moms

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PROMISE OF COKE
The basic positioning of their business is simple, solid and timeless. When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurture and protect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business.

PRICING
Different Price in Different Seasons Sometimes Coca Cola Company changes their product prices according to the season. Summer is supposed to be a good season for beverage industry in world, so in winter they reduce their prices to maintain their sales and profit. But normally they reduce the prices of their pet bottles or 1 litter glass bottle.

PROMOTION STRATEGIES
GETTING SHELVES They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers. EYE CATCHING POSITION Salesman of the coca cola company positions their freezers and their products in eye- catching positions. Normally they keep their freezers near the entrance of the stores. SALES PROMOTION Company also do sponsorships with different college and schools cafes and sponsors their sports events and other extra curriculum activities for getting market share. UTC SCHEME UTC mean under the crown scheme, coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, t-shirts, watches, cash prizes etc. This scheme is very much popular among children. TRADE PROMOTION Coca cola company do agreements with a shop keepers and stores to exclusive sale in those stores. Those stores are called as KEY accounts in their local language. Coke also invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives.

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COCA-COLA SOCIAL CRM STRATEGY

Coca-Cola Loves Its Fans In order to maintain relation with their customer, coca cola offers coke solution on their website to appeal to the retailers that sell coke products. There are link such as better beverage marketing, crew programs and innovation and insight. Coca cola has not lost touch with customer, because they have been able to change with the time after evaluating feedback and listening to their customer. Coke knows that people and trends change and they should be able to adjust to future demands. On the simplest level, by creating a Facebook & other social networks group for their organization, they are banking on a number of things: Their customers actually use Facebook & other social networks. That they can be informed via the social network tools provided of the existence of their group - in addition to their own normal communications channels. That they will find what actually they are providing to be enough interest to make their community a regular stop when they are logged in to their social networks accounts. That the customers will opt in to being updated about the continuing activities of their community. That they have no objection to Facebook & other social networks owning the knowledge of their activities in their group as an asset and as part of their Facebook & other social networks "customer record" also known as their profile.

COMPETITOR ANALYSIS

Brand value Brand Ranking Brand Portfolio

Brand image

COCA COLA 77839$m #1 Soft drinks, juices, water, coffee, tea, Mixers, energy drinks, sports drinks, smoothies. Youth, music, sports, high energy,

PEPSI 16594$m #22 Soft drinks, cereals, sports energy drinks, snacks Fun, family, gathering, happiness, sense of community, global joining 1898 (114) Universe reflecting

Years in market 1886 (126) Text Logo

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CBBE PYRAMID
Customer -Based Brand Equity Model.

Resonance Loyal customers, Sense of community, Active customer involvement

Customer Acceptance

Judgments Most recognized brand, Top brand, unique flavor Fun, innovative

Feelings fun, happiness, sharing, unity, celebration, family and friends Gatherings, social approval, Style Statement, warmth, Refreshment

Performance Imagery Energizer (caffeine, juices), energetic, sharing happiness, fun, healthy (water, juice), stylish, flavor, celebration, unities generation and global refreshing joining (coke lovers), sense of community, , Family orientation, youth, moms, cool Salience Beverages, most recognized brand, energy, flavor, sense of community, happiness The customer based brand equity of coca cola reflects the performance of coca cola and the performance of all the brand elements, marketing campaigns, CRM strategies even every strategy and actions of company`s effect in building brand equity. The pyramid reflects that coca cola has resonated nearly everywhere as its brand promise of fun, refreshment and freedom. It has successfully maintained its brand awareness since 1986 with the help of all above mentioned strategies at the stage of salience in its beverage category. Its performance and strong unique favorable associations have helped the brand to have strong image and customers judgments and feelings towards it. Therefore it is enjoying the loyalty of large market share and the position at top in market. It reinforces its deep customer connection with brand.

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RECOMMENDATIONS
Coca Cola is a top brand, and globally operating company. Being a student of brand management under graduation some recommendation suggested are written below, Rethink about distribution strategy of brands other then Cola. It is available everywhere but not all the products of Coca Cola are easily available. To extend their brand in deferent categories other than beverages. To continue putting same level of efforts for maintaining their position in market.

REFERENCES
http://www.scribd.com/doc/17674265/Brand-Audit-of-PEPSI http://www.coca-colacompany.com/ http://www.underconsideration.com/brandnew/archives/coca-cola_vs_pepsi_revised_edition.php http://www.pepsico.com/Brands.html http://www.coca-colahellenic.com/aboutus/productportfolio/ http://www.cokecce.com/corp orate-responsibility-sustainability/product-portfolio http://cargocollective.com/Coca-cola/Product-Line http://www.coca-colacompany.com/brands/all http://www.underconsideration.com/brandnew/archives/coca-cola_vs_pepsi_revised_edition.php http://www.interbrand.com/en/best-global-brands/2012/Coca-Cola http://en.wikipedia.org/wiki/Coca-Cola_slogans

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