Some

Category Problem Our

History Interesting PR Analysis
Analysis Definition Campaign
Campaigns

History
Recipe invented at Eagle Drug & Chemical Company Georgia, by Dr. John S.
Pemberton in 1885

Offers nearly 400 brands in over 200 countries

In 1887, First marketing efforts were executed through coupons promoting free
samples of the beverage

Followed by newspaper advertising and the distribution of promotional items

Connected with fun, friends and good times

 Some
Category Problem Our
History Interesting PR Analysis
Analysis Definition Campaign
Campaigns

Category Analysis Indian Beverage Market

Expected to become the fifth largest in the world from its
current seventh position by 2020

Enormous growth potential in India

Category with no major health benefits

Major Focus- Emotional appeal

Accounts for about 30 per cent of the total non-alcoholic

beverages market
 Some
Category Problem Our
History Interesting PR Analysis
Analysis Definition Campaign
Campaigns

Problem Definition
Growing consumer preference forhealthier drinks

Saturated markets

Major reason for concern- Slowing growth rates for

sales of carbonated soft drinks

Major Competitor: Pepsi

Major Substitutes: Juices, Milk products ,Lassi,

Chaas, Flavored water, energy drinks ,other aerated
drinks such as Appy-fizz
 Some
Category Problem Our
History Interesting PR Analysis
Analysis Definition Campaign
Campaigns

Some Interesting Campaigns!

Created special moments of happiness for people
all around the world

Use of Responsible marketing, Indirect Marketing

Essence of marketing campaigns till now is

friendship and happiness
 Some
Category Problem Our
History Interesting PR Analysis
Analysis Definition Campaign
Campaigns

Public Relations- Then & Now

August 2003
Indian NGO finds that Coke and Pepsi products bottled in India
contain pesticides.
Immediate impact on Coke stock price; Coke threatened legal action
over allegations.
Indian government tests confirm findings.
October 2003
Coke hires PR firm, develops strategy to deflect media attention away
December 2003
Ordered by Indian court to stop drawing groundwater for its bottling
plant in Plachimada, Kerala; Protesters claim that Coke water use was
reducing agricultural yields
 Some
Category Problem Our
History Interesting PR Analysis
Analysis Definition Campaign
Campaigns
February 2004
Parliamentary committee finds high amounts of pesticide residue in Coke and Pepsi
products bottled in India
September 2004
Indian environmental groups launch campaign against Coke and Pepsi
Increasing local opposition at bottling plants
October 2004
Protests against Coke in U.S.
After that
Cokes Asia Director of Communications told the Wall Street Journal that activists
such as IRC are making false environmental allegations against us to
further an anti-globalization agenda. Cox accused Sunita Narain, who heads
the CSE, whose report on pesticide content in 2003 first put Coke India in the spotlight,
of brandjacking and using Cokes brand name to draw attention to campaign against
pesticides
 Some
Category Problem Our
History Interesting PR Analysis
Analysis Definition Campaign
Campaigns

Suggested PR Strategy
In crisis:
Acknowledging the crisis
A calmer; non inflammatory reaction needed
Projecting more responsible and not an Arrogant MNC image
Come up with alleviating communication
Otherwise:
Organizing events to reinforce its Leaders Image
Examples:
Health and Social Awareness Campaigns for Empowerment of
Women in Rural India
Anti Obesity Campaigns; Marathons for youth
Online forums for stakeholders like farmers (like ITCs e-
Choupal)
 Some
Category Problem Our
History Interesting PR Analysis
Analysis Definition Campaign
Campaigns

Coke: Stand-Up for a cause

Major Objectives:
To increase the growth rates of Coca Cola
To create value, better connect and make a difference
To inspire moments of optimism and happiness

Strategy:
Create brand equity through consumer engagement
Two way story telling
Promoting social causes
 Some
Category Problem Our
History Interesting PR Analysis
Analysis Definition Campaign
Campaigns

Teaser campaign!
Conduct Facebook polls
Choose a social cause
Select top 8 causes
Print them on the coke cans
 Some
Category Problem Our
History Interesting PR Analysis
Analysis Definition Campaign
Campaigns

Social Media!
Creation of a page -Stand-Up for a Cause

Association with people supporting different causes

Donation of a small amount from the sales as per the cause to

corresponding NGO

Promoting beneficiaries to share the stories on the page

Channelizing the individual stories to create a bigger Coke story

 Some
Category Problem Our
History Interesting PR Analysis
Analysis Definition Campaign
Campaigns

Mass Media campaign!

Showcasing the coke can sales through mass
media advertising

Sharing the bigger coke story with the general

audience to get mass appeal

Create synergy between digital and mass

media
THANK
YOU