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Coca-Cola

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by

Vasanth Ramkumar

on 21 July 2014

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Transcript of Coca-Cola

Brand Ideals
Vision
Meaning
Authenticity
Differentiation
Sustainability
Coherence
Flexibility
Commitment
Value
Segmentation
Logo
Mission
Hitomi/ Market Researcher
Harani / Creative Head
Marie/ Creative Head
Yasir / Project Management
1887-1890s – Inserting the ‘Trademark’
1890-1891 – Extra swirls
1941-1960s – Tail tweaked
1958-1960s – A fishy shape


The HAHA Team
Brand Elements
1969 – That famous white wave
2003 – Keeping it real
2007 – A classic design
2011 – 125 years of happiness

Mission
Refresh the world
Create value and make a deference
Inspire moment of optimism and happiness
Slogans
1886 - Drink Coca-Cola 

1993 - Always Coca-Cola

2001 - Life Tastes Good

2005 - Make It Real

2006 - The Coke Side of Life
2009 - Open Happiness

Vision
People
Portfolio
Partners
Planet
Profit
Productivity
Meaning
2011 – 125 years of happiness
CocaCola's 125th birthday logo sees bubbles bursting from our famous Contour Bottle – a celebration of our past, present and future.
Authenticity
Differentiation
Symbol of Joy and Fun!
Sustainability
Coherence
Flexibility
Commitment
Focus on needs of our consumers, customers and franchise partners
Get out into the market and listen, observe and learn
Possess a world view
Focus on execution in the marketplace every day
Be insatiably curious
Values
Leadership: The courage to shape a better future
Collaboration: Leverage collective genius
Integrity: Be real
Accountability: If it is to be, it's up to me
Passion: Committed in heart and mind
Diversity: As inclusive as our brands
Quality: What we do, we do well
Coca Cola uses
“Multi-segment” targeting strategy.

400 different products line,
total of 3500 products mix.
Gender-Both gender
Age 15-25 years old 40
income-All income level
Showing their status
Getting attention.

Product Architecture
SWOT Analysis
Strength
The #1 beverage brand in terms of reach and sales.
Popular subsidiary like Fanta, sprite and Minute made
Strong marketing and advertising
Most extensive beverage distribution channel
Customer loyalty
Effective and efficient packaging
Weakness
Opportunities
Bottled water consumption growth
Increase demand for healthy food and beverages
Growth through acquisition
Entering snacks industry
Threats
Health consciousness amongst people
Difficulty in complying with different government regulations and norms in different countries
Strong competition
Changes in consumer preferences
No presence in the snacks and food industry.
The presence of traces of pesticides in the cola beverages have caused damage to the brand image
Strong competition in the aerated drinks segment from Pepsi Co means constant fight over market share
New product development - Lollipop
Thank You!

Climate-
summer is 60%
winter time is 40%
Various targets
( age, sexes, lifestyle.)

-Coca Cola- For all
-Coca Cola Zero- targets teens
-Diet Coca Cola- targets adults
(between 30-50)
Full transcript