IMC of Coca Cola in Pakistan

Adnan Waheed Syed Muhammad Humair Fahad Habib

Coca Cola - History

It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty. Eight hundred miles away in Atlanta, another great American symbol was about to be unveiled. John Pemberton, an Atlanta pharmacist, was inspired by simple curiosity.

History (Contd)
Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola and wrote it out in his distinct script. To this day, Coca-Cola is written the same way. In the first year, Pemberton sold just 9 glasses of Coca-Cola a day. A century later, The Coca-Cola Company has produced more than 10 billion gallons of syrup. 1888-1891, Atlanta businessman Asa Griggs Candler secured rights to the business for a total of about $2,300.

Jacobs Pharmacy Birthplace of Coke

Model of the Very First Dispensers

Coca Cola Communication Begins

Asa G. Candler, a natural born salesman, transformed Coca-Cola from an invention into a business. He gave away coupons for complimentary first tastes of Coca-Cola, and outfitted distributing pharmacists with clocks, calendars and apothecary scales bearing the Coca-Cola brand.

People saw Coca-Cola everywhere, and the aggressive promotion worked. By 1895, Candler had built syrup plants in Chicago, Dallas and Los Angeles.

Print Advertisement - 1892

Coke Wagon - 1894

Print Advertisement - 1894

Bottling Begins
In 1894, a Mississippi businessman named Joseph Biedenharn became the first to put Coca-Cola in bottles. He sent 12 of them to Candler, who responded without enthusiasm. Despite being a brilliant and innovative businessman, he didn't realize then that the future of Coca-Cola would be with portable, bottled beverages customers could take anywhere. He still didn't realize it five years later, when, in 1899, two Chattanooga lawyers, Benjamin F. Thomas and Joseph B. Whitehead, secured exclusive rights from Candler to bottle and sell the beverage -- for the sum of only one dollar.

First Coke Bottle - 1894

Coke Bottling Factory

Vintage Edition Coke Bottle

Coca Cola Demand the Genuine

The Root Glass Company of Terre Haute, Indiana, won a contest to design a bottle that could be recognized in the dark. In 1916, they began manufacturing the famous contour bottle. The contour bottle, which remains the signature shape of Coca-Cola today, was chosen for its attractive appearance, original design and the fact that, even in the dark, you could identify the genuine article.

Coke Bottle Over the years

Early Coke Bottling Cleaning Machine

The Famous Six Pack

Santa Advertisement

Coca Cola And it goes international

In 1919 Ernest Woodruff purchased Coca Cola company His Son; Woodruff became the Company president in 1923 He led the expansion of Coca-Cola overseas and in 1928 introduced Coca-Cola to the Olympic Games for the first time when Coca-Cola traveled with the U.S. team to the 1928 Amsterdam Olympics. Woodruff pushed development and distribution of the six-pack, the open top cooler, and many other innovations that made it easier for people to drink Coca-Cola at home or away. This new thinking made Coca-Cola not just a huge success, but a big part of people's lives.

1928 Olympics Bill Board

Coke Olympics Souvenir

Olympics Coke Badge

Coca Cola A WWII Legacy

1941; America enters war Woodruff orders "every man in uniform gets a bottle of Coca-Cola for 5 cents, wherever he is, and whatever it costs the Company. In 1943, General Dwight D. Eisenhower sent an urgent cablegram to Coca-Cola, requesting shipment of materials for 10 bottling plants. During the war, many people enjoyed their first taste of the beverage when peace finally came, the foundations were laid for Coca-Cola to do business overseas.

WWII Print Advertisement

WWII Print Advertisement

Coca Cola Post WWII

Woodruffs vision that Coca-Cola be placed within "arm's reach of desire," was coming true -- from the mid-1940s until 1960, the number of countries with bottling operations nearly doubled. Post-war America was alive with optimism and prosperity. Coca-Cola was part of a fun, carefree American lifestyle, and the imagery of its advertising -- happy couples at the drive-in, carefree moms driving big yellow convertibles -- reflected the spirit of the times.

Coke Represents Post WWII America

First Coke Can 1960s

1960s Onwards
Packaging improvements (500ml, 1 liter e.t.c) Fanta, originally developed in the 1940s and introduced in the 1950s Sprite followed in 1961 TAB in 1963 Fresca in 1966. In 1960, The Coca-Cola Company acquired The Minute Maid Company, adding an entirely new line of business -- juices -- to the Company.

Coke Comes to Pakistan

Introduced in 1953 Historically they have not used electronic media for advertising Primary focus on print ads Bill boards BTL campaigns Reason?

Pepsi Comes to Pakistan

In 1979 Pepsi arrived ATLs Cricket sponsorships Reach 60% market share today Coke has 30% 10% with others

Brand Activation
We all know brand activation Ramadan campaigns World Cup campaign

 14th August

50 years in Pakistan Print AD

World Cup Exit AD

Coke Studio
A part of brand activation of Coke Associate Music with Coke Multiple artists Fusion TRP of Coke Studio TRP of Coke Music Appeal and it worked

TVC - Analysis
Ingredients of a successful ad
In accordance with the culture In line with the socio economic conditions Demographics

Their ads are generally based on affective/emotional strategy+ appeal Since they are made for middle eastern audience, Pakistani audience has a difficulty in digesting it

Transit Advertising
Extremely effective medium of communication Red Coke trucks are easily recognizable.

Lahore Railway Station Hoarding

Street Furniture Advertising

Coke Street

Conclusion
Brandsynario.com (2008) provided the evidence of higher frequency of advertised Pepsi brands on TV and variety of advertising messages was confirmed for different brands. Pepsi seems higher than Coke in terms of marketing communication. Further more, transit and street furniture advertising is presented which explains the missing part of culture and product information in either sense Historically, Coke became what it is today because audience could relate with it In Pakistan, Coke doesnt connect with the people as much as Pepsi does Whats the missing bit?

Questions!!