Promotion Mix of Coca-Cola

Presented ByPraful S. Metange

MBA Marketing IMC
MIT School of Management, Pune

Company Introduction
Coca-Cola was invented in May 1886 by Dr.

John S. Pemberton in Atlanta, Georgia.

Name "Coca-Cola" was suggested by Dr.
Pembertons bookkeeper, Frank Robinson.
Currently offers more than 500 brands in over
200 countries and serves over 1.6 billion
servings each day.
Company operates a franchised distribution
system dating from 1889

 Leading Cola brand in India (Thums Up & Sprite

combined)
Re-launched in India & acquired local brands
Exited from India FEMA regulations
Expanded internationally out of United States
Birth of the frst contour bottle
Signed the frst bottling agreement
Originated as a soda fountain beverage & sold for 5
cents/ glass

2000
s
1993
1970
1920
s
1916
1899
1886

Evolution

Open happiness

PEOPLE

Atul Singh
Deputy President,
Pacifc Group,
The Coca-Cola
Company

Venkatesh Kini
Deputy Business Unit
president,
Coca-Cola India and South
West Asia

Anupama
Ahluwalia
VP Marketing,
Coca-Cola India

Brands under Coca Cola

Promotion
Top line promotions
Includes the promotional activities intended towards mass
consumers using mass media.
Designed and executed by the company's corporate office at
Gurgaon and their office at Mumbai.
TV Ads, design of banners, and other mega event (like world cup
cricket match and other) sponsorship initiatives taken up by the
company simultaneously all around India with no difference in
designs or execution fall in this category.
Below the line promotion
Includes the promotion schemes, publicity material, Point of Sale

display
Done by the company from zonal, plant, sales manager and area
sales manager level.
At the sales manager and area sales manager level promotion is
done exclusively for the cities in their respective areas.
These activities can be categorized under sales promotions

Promotion

Creating Santa Claus

Associating with McDonalds, etc
Associating with cricket, cinema & music
Endorsing through top celebrities
Building high brand visibility
Re-inventing itself
Making it a generic product thanda matlab

coca cola

Packaging it in an attractive & economical way

Coke
Studio@MTV
embarks on
the third
season of its
musical
voyage

Tamil Actor
& Fanta
Brand
Ambassado
r Tamanna
Bhatia

'Meet and
Greet with
Kareena'
contest in
Chandigarh

Coca-Cola
India
launches the
2012 edition
of the Limca
Book of
Records
Quiz

Limca - do
pal taazgi

Coca Cola India Marketing Strategy

Consistent effort on its part to align its

product with the Indian Culture and tradition

Earliest of the ad campaigns shows the brand
positioning itself as a relaxing drink, fghting
off the hot weather and humidity of Indian
weathers
Coca Cola adopted the dual strategy of Jingles
and Celebrity endorsements
Popular coke Jingles in frst decade of its
existence - Always The Real Thing, Pee Le
Coca-Cola, Jo Chahe Ho JayeCoca-Cola

Coca Cola India Marketing Strategy

Year 2003 - Thanda Matlab Coca cola ad
Amir Khan was presented in 6 different looks,

working on the simple philosophy of

highlighting how Indian related to the brand
as a cool relief.
If you meant refreshment you meant Coca
Cola.
Instrumental in establishing Coca Cola as a
brand in India.

Coca Cola India Marketing Strategy

Bollywood stars endorsing the brand - Karisma Kapoor,

Aamir Khan, Hrithik Roshan and Aishwarya Rai

Post 2003, next 5 years - Cola War with rivals Pepsi
- aggressive marketing campaign - Coca Cola roped in
15 celebrities against 8 of Pepsi.
To counter all negative complaints coke Post 2009 adopted the Global happiness campaign experimented with different kinds of images
Ad campaigns like Saath Khao
Khushiyaan Badao -projected as a
beverage enjoyed by the entire family
together

Coca Cola India Marketing Strategy

Umeedon whale Dhoop, sunshine Wali Asha

ad launched in the year 2012

Sells hope for better tomorrow and shows that
every and any dream is achievable .
Also roped in Sachin Tendulkar, as a
happiness brand ambassador to support
various CSR initiatives the brand is
undertaking

Coca Cola India Marketing Strategy

Besides Flagship coke ad campaign, the brand has focused upon

positioning other umbrella brands i.e Thumbs Up , Limca , sprite

and Fanta etc.
Thumbs Up India
branded as Manly drink in India since year 1993
roped in Salman Khan as the brand ambassador
Coca Cola India has partnered with Salman Khans Charitable

foundation Being Human and would be involved in various

philanthropic initiates of the brands

Brand Fanta
Zyada Fanta Zyada Fun tagline
Bollywood actress Asin currently endorses the brand
Projected as a fun youth brand and celebrities the energy of young
individuals
Ads are usually humorous and perky
Fanta has occupied a strong market place
Is identifed as the The Fun Catalyst.

Promotion in India
In order to add local flavour in its advertisements and

promotional activities, Coca Cola has collaborated with

established Stars and Programmers (Daler Mehndi).
Coca-Cola also connected with movies such as Taal, Dil
Ka Rishta, Yaadein etc
The company has understood the importance of festivals
in the Indian Culture and has taken lot of initiatives in this
regard.
Coca-Cola has an enduring affiliation with cricket which is
the most beloved game for Indians.
Hindi being the national language and the most spoken
language in the country, most of the companys
advertisements are broadcasted in Hindi language.

Promotion in India Ad Campaign

Title: 'Come home this Diwali
Campaign Brief: Build a high impact, high
intensity wide spread campaign. Deploy
multiple innovations in conjunction with
standard outdoor media formats. Create high
visibility brand presence at ambient locations.
Create an air of festivity & celebration through
various lighting & format based execution.

Promotional Mix

Advertising
As a part of pull strategy and also due to intense

competition spends heavily on advertisements.

Concept of aggressive advertising to promote products used
Important tool to cater to mass markets
Mainly does national advertising
Introduce different themes and concepts to sell their product
Advertises mainly in electronic media and out of home
advertising
Advertisements build brand image and create awareness
Use big names of Indian flm industry as the brand
ambassadors of the Company
Created memorable and catchy slogan since years
E.g. Thanda Matlab Cola-Cola, Jo chaho ho jae Cola-Cola
enjoy, Coca-Cola-Piyo sir utha ke, Brrrrrrr!!!

ADVERTISEMENT OBJECTIVE
Type of advertising it adopts is reminder type.
The reason behind this fact is that coke is

such a product that is at the maturity level

currently so for such a product companies
mostly go for reminder type of advertisement
so that they can penetrate more and more
and same is the case with Coke.

SETTING OF ADVERTISING BUDGET

Sets its advertisement budget

on the basis of competitor based

budgeting.
Major competitor of Coca Cola is

Pepsi and as Coke realizes that

Pepsi has increased its
advertising budget, straight
away Coca-Cola management
plans to do the same so that
they can compete in advertising
department as well.

ADVERTISING STRATEGY
Before creating advertising message the Coca-

Cola Company gives lots of time to the factor

that the message must gain customer attention.
This is basically called Clutter Buster means
that only that advertisement will leave impact
on customer mind that has some specialty or
uniqueness in it.
For example in India Coke slogan Thanda
Matlab Coca-Cola has gained reasonable
customer attention.

Mediums of Advertising
Print Media:
Coca cola is said to have a different print media
department.

Coca Cola
advertisements all
over the world are
creative so as to
appeal to the mass
media.

Coca-cola: "REFRESHING WIND"

Print Ad by Mccann Erickson
India

Mediums of Advertising
Point of sale Materials:
Merchandising is essential to
communicate to the consumer
at the point of purchase.
Sales people and delivery
personnel both take the
additional responsibility of
merchandising.
If required special teams are
sent to specifcally
merchandise its products
Includes Posters and stickers
displayed in different areas
Vizi coolers, freezers, Display
Racks

Mediums of Advertising
TV Commercials:
Regular TV Commercials on different channels
focuses on both rural as well as urban crowd
feature diffrent brand ambassdors from time to
time
Try to connect with the crowd
Examples

Reasons to Believe India

Brrr Ad Campaign

Mediums of Advertising

Outdoor Advertising:

Very much conscious about their billboards and

hoardings
Many sites in different locations for their billboards
Billboards are usually found at cross roads,
buildings, shops
In India the Coca-cola can be seen painted on
walls, bus stands, dhabas etc focusing in rural
areas of India.

Coca-Cola splits advertising pie among Lowe

Lintas, Weiden + Kennedy and McCann Erickson

ET Bureau Apr 6, 2012, 04.50AM IST

NEW DELHI: Brand Coca-Cola now has two of
the country's best-known names in creative
advertising, Prasoon Joshi and R Balki, to
create its campaigns. Coca-Cola India has
named Balki-led Lowe Lintas and V Sunil's
Weiden + Kennedy as additional advertising
agencies to work on the creatives of brand
Coke along with its long-standing agency,
Prasoon Joshi's McCann Erickson.

Direct Marketing
Uses direct marketing in many ways
It partners with various restaurants, movie

theatres, etc. 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
Eg. Mc Donalds, Dominos

Direct Marketing

According to mobilemarketingmagazine.com,

Coke uses mobile graphics and texts to appeal

to markets on a more personal level
Cola also sponsors various sporting events in
India and around the world in events like
Cricket, Football, and Motor Racing etc

Direct Marketing

Coca-Cola India now with its

ecommerce presence
Latest online store,

Coke2home.com to provide home

delivery
First of its kind venture by any
FMCG company till date in India
Initially services will be available
only in Ahmedabad providing free
home delivery at minimum order
of Rs. 300
Same day delivery is available if
ordered before 12 noon
Can also make order with mobiles
through m.coke2home.com.

Internet Marketing
Uses the internet to promote its products
Company has its own website - simple to navigate
Website allows customers to become interactive through

various games, contests, shopping, and through a special

section of the website that enables consumers to fnd out
how they can help their community.
Also company uses various social networking sites like
Facebook, YouTube, Twitter to connect with the
consumers.
Internet marketing helps to reach to those consumers
who cant afford to spend time on T.V and are always
online.

Internet Marketing

Coca-Cola Happiness Machine

The Happinessthe
Machine
video, the result of a collaboration
around
world
between Coca-Cola and integrated interactive marketing
agency Defnition 6, features a Coca-Cola vending machine
transformed to deliver surprising doses of happiness to
unsuspecting college students.
In India Delhi; Thapar University, Patiala; DAV College
Chandigarh; colleges in Punjab
Interview with Creators
Goal:
To beef up its digital activation platform
Plan was to release seven different pieces of content, iPhone and

social media applications, wallpaper screen savers and a video

that would go viral
The Happiness Machine web video started out as just a piece of
digital content, a dose of happiness

Coca-Cola Happiness Machine

Spent zero onthe

promoting
The Happiness Machine.
around
world

One status update was posted on Cokes Facebook

Page, one tweet and that was it
Within a day the video was picked up by bloggers and
it spread from there
Coke uploaded the web video to Cokes YouTube
channel on day one
In the frst week there were one million visits. It hit the
top of the viral video chart that week.
It was all about the exercise of producing creative
video for online distribution
Aimed for something the audience would use and enjoy

Coca-Cola tries to bring

India, Pakistan together via
its new vending machines
ET Bureau Mar 21, 2013, 03.09AM IST
Coca-Cola vending machine in upscale mall in South Delhi not only
dispenses Coke but will very soon connect India and Pakistan.
Once a similar machine is installed in Karachi or another Pakistan
city, users of the two vending machines can see and virtually
touch each other
Coca-Cola has quietly launched an online campaign that seeks to
connect people in not-so-friendly countries through vending
machines, starting with India and Pakistan this year.
"This year, two countries will show that what unites us is stronger
than what sets us apart and come together to share a Coca-Cola,"
says the commercial launched on YouTube.
This world peace initiative is part of the frm's
happiness project. "A moment of happiness has
the power to bring the world together," it says.

Coca-Colas vending
machines
Coca-Cola set up a 'hug machine' in Singapore-a vending machine with

red and white message announcing the consumer to 'hug' it, after which
the consumer would be given a free Coke. The 'hug machine' generated
112 million impressions within one day.
In Istanbul, it had installed a vending machine that gave away free Coke
if people could prove they were indeed a couple.
Coca-Cola is spending heavily on social media globally, though the
spends are still small compared to what it spends on traditional mass
media.
"Brands can't work remotely anymore so it is important to listen and
engage to consumers," Wendy Clark, senior VP, integrated marketing
communications and capabilities, at Coca-Cola had told ET last month.
"We make consumers part of our marketing channel, sharing content and
engaging with them all the time," Clark had said, adding that the
company was looking at investing in innovative ways to connect on social
media.

Sales Promotion

A sales promotion is an activity that is implemented to boost the sales

of a product or service temporarily.

It allows price discounts and allowances to distributors and retailers in
order to push more products into the market. It employs both push
strategy through promotions and pull strategy through
advertisements and campaigns.
Coca-Cola does sales promotion in two ways to quickly increase sales.
Consumer

- Oriented sales promotion:

Getting Shelves
Eye Catching Position
Under The Crown Scheme

Trade

- Oriented sales promotion:

Discounts to retailers and stores
Return back allowances
Merchandising assets
Free goods or free tours

Contests
As a mark of the football frenzy that grips

the city of Kolkata every four years announced COCA COLA FOOTBALLER
HULLOR adding to the fervour of the FIFA
World Cup 2010
Inviting paras to show off their passion by

decorating their clubs/paras in the theme

of their favoured team
Also inviting individuals to show their
football mania by dressing up as their
favourite footballer
Coca Cola celebration canter is touring the
city - visiting paras, asking people to show
their passion for football by participating in
contests
Contest Winners were gratifed with LCD
Televisions & Cash Prizes

Publicity
Publicity refers to non personal communications

regarding an organization, product, service or idea

not directly paid or run under identifed sponsorship.
For instance, when Coke produces a new product,
and someone on their lunch break purchases that
new product, and enjoys it, they will tell others in
the office about how great the new product is.
Today, the company can still use word of mouth
advantage.
This will cause others to purchase the product, and
in-turn increase sales.

Public Relations
Public relations is defned as the management function which evaluates

public attitudes, identifes 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, rumors, stories, new products, and
activities.
There is also a section of the website devoted to investors. Here, current,
or future, investors can access fnancial statements and up-to-theminute stock information.
The Coca-Cola India is also undertaking some projects as a 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.

Publicity & Public

Relations
Sanjay Dutt and Sachin
Tendulkar at Coca-Cola
India and NDTV
'SUPPORT MY SCHOOL'
campaign event at Yash
Raj Studios in Andheri,
Mumbai

Coca Cola Market PositioningSustainable Community Model

Projects itself as a brand which wants to grow along with the society.
Has undertaken variety of community development projects in rural & urban

areas.
One such example is Project Unnati. With a seed investment of $2 million,
the project aims at training farmers and has has established about 100 demo
farms in the pilot phase with plans to train 50,000 farmers over fve years.
Coca Cola Indias Parvartan Program trains local Kirana store owners in good
business practices. Similarly in another initiative, Coca cola has distributed
Solar water cooler ekocool to female retailers in Interior regions of Uttar
Pradesh.
According to group head Atul Singh, President and CEO, Coca-Cola India and
South West Asia, the company calls it the golden triangle which involves the
Government, civil society and the company, making it a win-win situation for
all stakeholders.
Developing a highly respectable and trusted Brand In India . The focus of all
marketing and branding initiatives of the brand over the year have been to
build Consumer confdence and light friendly image .

Sponsorship
Coca-Cola India was the

official beverage partner of

The Commonwealth
Games .
Launched an impactful

outdoor campaign in Delhi

NCR
45-day campaign rolled
out on September 10
Is complemented by CocaCola India also launching
its new visual identity
system (VIS) and logo for
the Games

Sponsorship
Associated with mega sporting events

in its efforts to promote healthy, active

living and promoting social
cohesiveness.
Partnership with sporting events across
the world provides an opportunity to
enhance brand value, build capabilities
and further build upon the employee
and system pride in being associated
with such sporting events.
By associating with the Commonwealth
Games, will have the opportunity to
refresh more than 8,000 athletes and
delegates and more than 30,000
volunteers who will take part in the
Games

Sponsorship

Personal Selling
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 thus have
many sales people for personal selling.

According to a Survey
Recall through images and
taglines

Fails to recall Coca Cola

13.33%

86.67%
Able to recall Coca Cola

Conclusion:
Coca Cola has a high brand recall

According to a Survey
Recall amongst the aerated
drinks
Pepsi; 28%

Coca Cola; 72%

Conclusion:
Coca Cola has a large bouquet of offering like Thums Up,
Sprite, Fanta, Maaza, Limca, etc which contribute to the
aggregate recall of Coca Cola

According to a Survey
Ideal celebrity to endorse Coca Cola

4%

7%

13%

6%
4%
6%

60%

Hrithik Roshan
Aamir Khan
John Abraham
Farhan Akhtar
Katrina Kaif
Mahendra Singh Dhoni
No Celebrity

Conclusion:
Aamir Khan scores far above other celebrities when it comes to
endorsing Coca Cola

Celebrity Endorsers

Deductions
Coke has a high brand recall
Coke should not move away from a brand

ambassador in India
Aamir Khan is a bigger brand than Coca Cola in India

Net take away

Cola is an impulse buy

It needs a top-of-the-mind recall

Brand ambassadors enhances brand recall

Promotion is the most vital driver for the sale of a

cola

The Brrr Campaign

Coca-Cola creates 'Igloos' in Indian malls
Innovative initiative to provide the Brrr.... experience to

all their fans and consumers across 18 cities in India

Latest communication is based on the Brrr...
expression, an inexplicable and spontaneous feeling
of upliftment one derives after sipping an icy cold
Coca-Cola
To further leverage the Brrr... experience among
consumers, Coca-Cola India has set up igloo across
key malls
The activation started from 9th April, 2011 and
continued across the country till mid May
The temperature inside the igloo has been kept very
low even in this unbearable Indian summer with the
help of 9 tonnes of air conditioning

The Brrr Campaign

Objective of this initiative
The epitome of the feeling of cold that Brrr... visually depicts.
giving its consumers a once-in-a-lifetime opportunity to experience
an icy-cold atmosphere in summer.
Part of integrated marketing communication.
On-ground activation across all key markets aims to connect with
the consumer at the ground level and create a real Brrr....
experience for all.
A video booth has been setup in the igloos that record consumers
going Brrr....
The consumer is handed over a bottle of ice cold Coca-Cola

inside the igloo and his instant reaction (Brrr... expression) is

captured on camera with the help of a video booth.
Special Brrr... troupes have been placed at each mall in each
city to execute the activation
The key cities where the campaign has been executed are
Mumbai, Delhi, Lucknow, Chennai, Chandigarh, Ahmedabad etc.

Conclusion
For any company to reach the peak in todays 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.
Apart from being the most valuable brand, it also gives
importance to CSR activities.

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