Report On:

Coca Cola Soft Drink

Submitted to:
Sir. Yousaf Khan

Submitted by:
Fahad Sattar

Roll No:
06

Class:
BBA (HONS) 7th R1

Date:
15-06-2014

Introduction:
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending
machines throughout the world. In May, 1886, Coca Cola was invented by Doctor
John Pemberton a pharmacist from Atlanta, Georgia. The name was a suggestion
given by John Pemberton's bookkeeper Frank Robinson. Being a bookkeeper,
Frank Robinson also had excellent penmanship. It was he who first scripted "Coca
Cola" into the flowing letters which has become the famous logo of today. The soft
drink was first sold to the public at the soda fountain in Jacob's Pharmacy in
Atlanta on May 8, 1886. Originally intended as a patent medicine when
it was invented. About nine servings of the soft drink were sold each day. Sales for
that first year added up to a total of about $50. The funny thing was that it cost
John Pemberton over $70 in expanses, so the first year of sales were a loss.

It is produced by The Coca-Cola Company of Atlanta,

Georgia, and is often referred to simply as Coke. It is a
registered trademark of The Coca-Cola Company in the
United States since March 27, 1944. In 1887, another
Atlanta pharmacist and businessman, Asa Candler bought
formula for Coca Cola from inventor John Pemberton for

$2,300. By the late 1890s, Coca Cola was one of America's most popular fountain
drinks, largely due to Candler's aggressive marketing of the product. With Asa
Candler, now at the helm, the Coca Cola Company increased syrup sales by over
4000% between 1890 and 1900. Advertising was an important factor in John
Pemberton and Asa Candler's success and by the turn of the century, the drink was
sold across the United States and Canada. Around the same time, the company
began selling syrup to independent bottling companies licensed to sell the drink.
Even today, the US soft drink industry is organized on this principle.

The

company

produces

concentrate, which is then sold to

licensed

Coca-Cola

bottlers

throughout the world. The bottlers,

who hold territorially exclusive
contracts

with

the

company,

produce finished product in cans

and bottles from the concentrate in
combination with filtered water and
sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail
stores and vending machines. The Coca-Cola Company also sells concentrate for
soda fountains to major restaurants and food service distributors.

Logo design:

The Coca-Cola logo was created by John

Pemberton's bookkeeper, Frank Mason Robinson, in
1885. Robinson came up with the name and chose
the

logo's

distinctive

cursive

script.

The

typeface used, known as Spenserian script, was

developed in the mid-19th century and was the
dominant form of formal handwriting in the United
States during that period. Robinson also played a
significant role in early Coca-Cola advertising.
His promotional suggestions to Pemberton included
giving away thousands of free drink coupons and
plastering the city of Atlanta with publicity banners
and streetcar signs.

Coca-Cola in Pakistan:

Coca-Cola Beverages Pakistan Ltd. (CCBPL) was established first in

Karachi in 1996, following the acquisition of locally franchised bottling operations
throughout the country over the next 10 years. In 2008, Coca-Cola ecek acquired
49% share in Coca-Cola Pakistan and took over the management. CCBPL has 6
plants and 13 warehouses throughout the country and serves a population of more
than 170 million. CCBPL is a significant player in the growth of Pakistans
economy since it is one of the countrys top foreign direct investments in FMCG
business and is one of the major tax paying beverages company of Pakistan.

Perception:
A)Basic stimuli:
1) Color:

Coca Cola use red and white

color as basic stimuli in its ads. The red
color is the color of strength, arousal,
stimulation, excitement, energy, passion
and action. It arouses the viewers to do
the thing, to take the actions and spend
life in an active way. It makes them
practical and encourages them to take actions. It provides the strength to the
decision. While the while color creates the calm color creates relaxing and pure
feeling in its people. Hence the ads of coco cola encourages the people to take
actions and to enjoy their life.

2)Sound:
Along with this picture ad in the video ads coca cola also uses a specific type
of jingle or a sound of cock bottle bumping.

B) Sensory perception:

1)Vision:
Coca cola depends massively on the sense of sight. Within the advert
linked above, they use a delicious-looking, bubbly glass of coke being poured. Just
seeing the product would reinforce the image of coke that is already in the
consumers minds. The use of the corporate colors (red and white) and the CocaCola logo is also creating/reinforcing the coke image to consumers and making
them associate these colors with the Coca-Cola brand.

2) Sound:
The sounds used in this advert also
help to create a five dimensional image of
Coca-Cola in the consumers brains. They
cleverly use of the noises that coke
makes, for example, the sound it makes
when you unscrew the cap, the fizzing
noise, and the sound it makes to pour and
drink the coke, as they are aiming to
make the consumers associate these
noises with coke. Coca-Cola have done a
good job at this as they have featured
these

noises

in

many

of

their

advertisements making these noises iconic to coke.

3)Touch:
The use of touch is hard to portray in a television advert as the consumer cant
actually touch the product and get an idea how it feels. However, as coke is such a
well-known brand, the majority of consumers would know how it feels to hold a
coke. Therefore, the use of the woman in the advertisement picking up the iconic
glass of coke and drinking it, would make peoples mirror neurons fire, meaning
they would feel as though they were picking up the glass and having a drink in
their brains. Coca cola has also design the bottle in such a way that anyone can
recognize it even though he/she holds it in the dark.

4)Taste & Smell:

Finally, the taste and smell of coke is also hard to portray in an
advertisement, but the majority of consumers would have already experienced this.
Therefore, the distinct taste and smell of coke would enter the consumers minds
when watching this ad as they relive the experience of drinking a coke. Research
has also found that Coca-Colas brand is most identifiable by the taste and the logo.
Thus, coke do not necessarily need to portray the taste of coke as this sense is
already strongly represented in the consumers heads. Therefore, Coca-Cola is
successful in creating this five dimensional image of their brand in the consumers
heads through the look, sound, taste, smell, and feel of the product, making it an
extremely memorable brand.

D) Semiotic Components:

Three thing are included in the semiotic components of the ad which are
1) Object 2) Sign 3) Interpretant.

1)Object:
Coca cola bottle itself is the
Object in this ad. It is the focuses of the
message. It is the main product that we
want to show in our ad.

2)Sign:
The girl who is opening the coca cola bottle in this ad is the sign. She is
used in the ad to attract the attention of the customers. This girl is the sensory
imaginary that shows the intended meaning of coke. Mostly the consumers relate
the attributes and qualities of the sign with the attributes and qualities of the
product

3)Interpretant:
Interpretant meaning is the meaning derived. It is the meaning that is
derived by seeing the ad. This is what that the ad want to say. For example in this
ad of coke the meaning derived from this ad are that open happiness. The ad
shows that coke will bring the happiness and pleasure in your life. The girl which
is the sign is opening the object coke want to say that coke brings happiness and
pleasure in their life.

E) Perceptual Positioning:

1) Positioning by User:
Coca cola is positioning itself
according to the need of the users. Its
main focus is upon the youth of Pakistan
and it also design its ads according to the
psyche of the youth. It uses the colors that
create the arousing feeling among the
youth and encourages them to the actions.
It encourages them to enjoy the life in a
positive manner. It also encourages the culture of collectivism and team work.

3)Positioning by Occasions:
Coca cola also sometimes positions itself
according to the occasions. It lounges it campaign
according to the specific occasions such as EID,
Ramzan or Christmas.