Professional Documents
Culture Documents
Praful S. Metange
1899
• Signed the first bottling agreement
1916
• Birth of the first “contour” bottle
1920s
• Expanded internationally out of United States
1970
• Exited from India – FEMA regulations
1993
• Re-launched in India & acquired local brands
2000s
• Leading Cola brand in India (Thums Up & Sprite combined)
Open happiness
PEOPLE…
Coca-Cola
Tamil Actor &
India launches
Fanta Brand
the 2012
Ambassador
edition of the
Tamanna
Limca Book of
Bhatia
Records Quiz
'Meet and
Greet with Limca - do
Kareena' pal taazgi
contest in
Chandigarh
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, fighting off the
hot weather and humidity of Indian weathers
Coca Cola adopted the dual strategy of Jingles and
Celebrity endorsements
Popular coke Jingles in first decade of its existence -
‘Always The Real Thing’, ‘Pee Le Coca-Cola’, ‘Jo Chahe
Ho Jaye…Coca-Cola Enjoy.’
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 Khan’s 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 identified 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 company’s
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 film 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.
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
7%
4% 13%
6% Hrithik Roshan
4% Aamir Khan
John Abraham
6% Farhan Akhtar
Katrina Kaif
Mahendra Singh Dhoni
No Celebrity
60%
Conclusion:
Aamir Khan scores far above other celebrities when it comes to
endorsing Coca Cola
Celebrity Endorsers
Deductions
Coke has a high brand recall