Coca cola

History

In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist
from Atlanta, Georgia. The soft drink was first sold to the public at the soda
fountain in Jacob's Pharmacy in Atlanta on May 8, 1886.Until 1905, the soft drink,
marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich kola
nut.

On April 23, 1985, Coca-Cola, amid much publicity, attempted to change

the formula of the drink with "New Coke". Follow-up taste tests revealed that
most consumers preferred the taste of New Coke to both Coke and Pepsi, but
Coca-Cola management was unprepared for the public's nostalgia for the old
drink, leading to a backlash. The company returned to a variation of the old
formula, under the name Coca-Cola Classic on July 10, 1985.

Coke in India

Coca-Cola was the leading soft drink brand in India until 1977 when it left rather
than reveal its formula to the government. After a 16-year absence, Coca-Cola
returned to India in 1993, cementing its presence with a deal that gave Coca-Cola
ownership of the nation’s top soft-drink brands and bottling network. Coke’s
acquisition of local popular India brands including Thums Up, Limca, Maaza, Citra
etc.: a strategic step & success. In spite of growth, annual per capita consumption
was only 6 bottles versus 17 in Pakistan, 73 in Thailand, and 800 in U.S. With its
large population and low consumption, the rural market represented a significant
opportunity for penetration.
Brand inventory

COCA-COLA PAID A $10 CPM FOR ITS COKE ZERO FACIAL PROFILER CAMPAIGN

The Coke Zero Facial Profiler campaign on Facebook is often pointed to as an example of a successful
branding campaign that represents the way the company will monetize its inventory in the future through
premium rates.

Coke Zero created an application on Facebook where users can upload pictures and find strangers that
look similar to them.  The application was located on Coke Zero's landing page where users had to sign up
to use the application.  It is an example of engagement that very few publishers (if any) can offer like
Facebook.

Brand portfolio
Coke has many products under them. The major brands are:

• Coca-Cola

• Limca

• Fanta

• Sprite

• Thums-Up

• Mazza

• Minuite Maid

• Kinley Soda

• Schweppes Soda

• Schweppes Bitter lemon

• Tonic Water

• Crush Soda
 • Schweppes Ginger ale

Brand Equity
Brand equity is difficult to measure because much of it depends on consumers' perception and
opinions of a brand. When a product has high brand equity they are successful at retaining their
current customers by keeping them satisfied with the quality of products and service. They are
also successful at attracting new customers who have heard of the brand through successful
marketing or word of mouth.

Coca-Cola's brand equity is difficult to measure because they have extended their brand to
include numerous products. In addition to the numerous of versions of Coca-Cola worldwide that
compete against other beverage brands, Coca-Cola competes with itself. Nationally there are
numerous versions / brands that are a part of the Coca-Cola family. Some of the brands include
Coca-Cola Classic, Dasani Water, Full Throttle, Fanta, and Soy Products. In addition to
competing against itself the Coca-Cola Company has saturated the market and consumers who
may dislike one product may actually enjoy a different Coca-Cola product. However, the
consumer may be unaware that the beverage is actually in the Coca-Cola family. As a result
measuring brand equity may be difficult as consumers may be loyal and repeat customers of a
brand and not know its origin.

A consumer is willing to pay a higher price for a Coca-Cola than for a generic (or unknown)
cola. It is the knowledge about the brand that consumers hold in their heads which determines
this equity.