COCA COLA

BRAND AUDIT

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| P a g e to: Dr. ASHWANI SINGH
BACKGROUND
The brand Coca-Cola brand was established in India in the year 1950 but was shut down in the
year 1977 due to government regulations regarding the dilution of equity of MNC’s.

After liberalization in India, the brand was re-launched in India in the year 1993. The company
has a huge product portfolio that includes Maaza, Minute Maid Juice Drinks, Kinley Packaged
Drinking Water, Thums Up etc. The company has successfully made a significant presence in the
Indian market and has been competing toe to toe with its nearest competitor Pepsi.

The flagship product of the parent company Coca-Cola has been a hit in the Indian Market in the
past and is still performing very well. The major competitors to the drink (excluding the brands
owned by the parent company itself) are Pepsi, Mountain Dew (A subsidiary product of
PepsiCo).

The company claims to have a distribution network of over 2.6 million retail outlets in India. The
company also claims that they had invested more than $2 billion in the country by the year 2011
and plan to invest $5 billion by the year 2020.

About Industry
The beverage industry in India contributes $230 million amongst the $65 billion food processing
industry. The major share of the beverage industry in India is of tea and coffee which are sold
heavily in the domestic market and are also exported to various other countries.

Fruit juices, Fruit pulp and concentrates, sauces or ketchups are also doing well in this Industry
in India. Milk products, beer & other alcoholic drinks, health beverages have also been
contributing to the huge demand of beverages in India. The top beverage players in India are not
only manufacturing and selling products in India, but are also exporting their products to the
international markets. Amongst the leading beverage players in India, Coca-Cola has accounted
for a huge growth since its entrance in India. It occupies more than 60% of the carbonated drinks
sector of the Indian beverage industry. The other dominant brand in this industry is Nestle India
as the Nestle products manufactured in India are exported to Russia in huge quantities apart from
the selling of their products in the domestic Indian market.

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BRAND PORTFOLIO
Ever since its re-entry in 1993, the Company has gone on to establish a portfolio of beverages.
The product portfolio of Coca-Cola is given below:

Coca-Cola

Refreshing Water based Energy

Milk & Juices Tea & Coffee
drinks beverages Drinks

VIO Flavored Georgia &

Coca-Cola Kinley BURN
Milk Georgia Gold

Coca-Cola
Maaza Bonaqua
Zero

Kinley Club
Diet Coke Minute Maid
Soda

Thums Up

Fanta

Fanta Green
Mango

Limca

Sprite

Sprite Zero

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MARKETING MIX FOR COCA-COLA
Product:
Refreshing Drink with glass as well as plastic bottle packaging which tastes best when cold.
Available in different SKUs – 200 ml bottles, 300 ml bottles, 300 ml cans, 600 ml bottles, 1 lt.
bottles, 1.5 lt. bottles and 2 lt. bottles.

Price:
Prices vary w.r.t. regions and retail types. In the urban areas, the prices vary from Rs. 13 for 100
ml bottle to Rs. 82 for the 2 lt. bottle.
However, in rural areas, the product is available for a cheaper price. Cups of 80-150 ml of Coca-
Cola cost only Rs. 5 at the Splash Bar kiosks operated by the Company.

Place:
The Company has tried to mass market the product for which they have tried to build a strong
distribution network. As stated above, the company claims to have a distribution network that
includes more than 2.6 million retail outlets in India.

Promotion:
The company has invested heavily on the promotion of Coca-Cola. They have not only
advertised heavily on TV, Newspapers, magazines, etc. but have also used the digital media for
targeting the youth as the product itself has always been portrayed as a trendy & cool product.
The Company has used various ad-campaigns such as “Thanda matlab coca-cola”, “Celebrating
Friendships”, etc. Recently, the company has launched a new ad-campaign – “Share a coke” that
takes Relationships as the concept.

CONSUMER ANALYSIS
Coca Cola has a huge product portfolio for the satisfaction of a wide range of consumers.

The company offers products for many different target markets based upon the following
segmentations that include all ages, all sexes, all races, etc. Most of the products are mass
marketed and the differentiated marketing approach is followed for a few products such as diet
coke which is targeted to a set of consumers looking for a low fat and low calorie drink.

As far as the purchasing behavior is concerned, Coca-Cola is purchased by almost all the income
groups as the company offers SKUs for a wide range of price ranges.

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As the consumer needs started to change, the company launched new products. Since health
concerns were rising and the demand for fruit based drinks was also rising, Coca-Cola launched
fruit juices for both kids and adults. Minute Maid was launched in the country and the pulp
presence in the drink was advertised heavily.

Key Channels for Sale of Coca-Cola Products

Convenience
Supermarkets Fast Food
Stores

Petroleum Chain Drug

Hotels/Motels
Retailers Stores

Mass-
Vending
Merchandisers

BRAND INVENTORY:
Coca-Cola’s success as the beverages brand in India can be attributed to several factors. The
company unlike PepsiCo didn’t go into the eatables segment. The Indian Coca-Cola has more
products than anywhere else in the world. Coca-Cola’s sophisticated marketing strategy has
created a brand awareness that is unbeatable. The brand inventory will cover these factors in
more depth.

Brand Elements
The most iconic brand element in the product is Coca-Cola logo. The red background with white
text is designed to drive a feel of hunger in the audience. The tagline stays “Open Happiness” in
India. But the punchline is changed according to the product. For example, the coke beverage
have a punchline as “Har Rishta Bola, Mere Naam Ki Coca-Cola”.

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PRODUCT PORTFOLIO:
The Coca-Cola brand consists of 23 brands under its umbrella in India. They are as follows.
1. Coca-Cola
2. Diet Coke
3. Minute Maid Pulpy Orange
4. Fanta
5. Limca
6. Fuze Tea Peach & Lemon
7. VIO (Kesar Treat, Chocolate Burst, Almond Delight, Vanilla Wave)
8. Thumps Up
9. Sprite & Sprite Zero
10. Schweppes (Tonic Water & Soda Water & Ginger Ale)
11. Aquarius
12. Maaza( Gols & Refresh)
13. Kinley Soda & Water

14. Minute Maid (Apple, Gritty Guava, Mixed Fruit, Mango, Nimbu Fresh, Pulpy Mosambi),
Litchy, nar, Guava, Pulpy Santra)
15. Zico
16. CocaCola Zero
17. Georgia
18. Thums up Charged (With and Without Sugar)
19. SmartWater
20. RimZim
21. Aquarius 3x
22. Vitingo
23. Rani Float (orange, Peach, Pineapple, Strawberry)

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In India in fact, it has more number of brands than anywhere else around the world. Every brand
has its own Segmentation, Targeting and Positioning. Most of the brands are doing well but
brand like RimZim, Vitingo and Rani Float are not marketed properly and the production figures,
due to the less demand is reported by CocaCola recently.
Distribution:

All the products in Coca-Cola are distributed in the same way. The way Coca-Cola distributes
their product is different than most. Coca-Cola is a franchised operation. The Gurgaon
headquarters takes care of the overall brand and marketing as well as product development.
Similarly, Each country has their own bottlers, which are generally separate legal entities. The
MDC (Manual Distribution Centers) then deliver the products to the retailers where it is sold.
Targeted Population and Marketing for every product

1. CocaCola: The flagship product that started it all in 1886 created by John Stith
Pemberten. Coca-Cola is sold in over 200 countries. It has that classic taste and is what the
company built themselves around. A well-known brand in indian market which came up with the
new marketin campaign of writing relations on the wrapper of the product such as “bhai”, “didi”,
“Maa” etc., helping the brand to connect emotionally which rose the sales of the product by 5%.
The target population ae youngsters, Friends and Family Members who are not sugar
constrained. The brand is trying to change it’s positioning to a break item as well as an emotional
gift.

2. Diet Coke: Diet Coke was introduced in 1982. It is a sugar free and calorie free soft
drink. It was the first new brand since 1886 to use the Coca-Cola trademark. Diet Coke is
available in 150 markets around the world. As the name suggest, it concentrate the diabetic
patients who still want to have a cool drink.
3. Minute Maid Pulpy Orange : Introduced in india in 2011, minute maid is one of the best
products of cocacola, almost 2lakh farmers were employed due to this and fruit juice lovers were
targeted with pulpiness in the juice as its USP. “ras Ras mein india” was the campaign, which
covered almost every favorite fruit juice of an Indian.
4. Fanta : Fanta entered the Indian market in the year 1993. Perceived as a fun youth brand,
Fanta stands for its vibrant color, tempting taste and tingling bubbles. Fanta targets the vibrancy
lovers and associated the color to orange and of orange flavor to catch the eye. As the Orange
flavor juice

5. Limca : “Chada Le Taazgi” the new marketin campaign of limca, is targeted to attract
fresh and frizz lemon drink lovers. It has also marketed itself through limca book of record

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6. Fuze Tea Peach & Lemon : FUZE tea is introduced in india in 2015, as it is just 3 years
of its launch, the product awareness is very low and the marketing is done through a very
illogical way of “Try something new” and “Where Tea meets Fruit Flavours”, The sales of the
productr are going down.

7. VIO (Kesar Treat, Chocolate Burst, Almond Deligt, Vanilla Wave) : Vio is in the dairy
offering, which targets milkshake lovers and aim to make vio easily accessible to the consumers.

8. Thumps Up : Introduced in 1993, targets the adventure lovers, with biggest competitor as
mountain dew. “Taste The thunder” being tagline attracts the energetic younsters of india.

9. Sprite & Sprite Zero : Lemon flavored soft drink with positionin as white drink or “
Refreshment drink” in india. Targets the college students and advertises as sprite drinking is
smartness. Current marketing campaign “ Refreshment Full, Garmi Gul”.

10. Schweppes (Tonic Water & Soda Water & Ginger Ale) : Introduced in india in 1999. No
big marketing efforts are made except 2014 of “Seperating men from boys” and “Seperating
women from girls”. Targets the carborated drink lovers in india.

11. Aquarius : Hydration beverage , introduced in 2016 in inda, Marketing campaign “lose
nothing”. Targeting the summer sales and sports people in india.

12. Maaza( Gols & Refresh) : Targeting Mango Juice lovers in India. Last Marketing
campign of “Pongal with Maaza” is done.

13. Kinley Soda & Water : Due to reduction in the sales of Kinley water Aquaris was
introduced. Kinley and Aquaris have a same target segment. This is essentially causing crand
cannibalization.

14. Minute Maid (Apple, Gritty Guava, Mixed Fruit, Mango, Nimbu Fresh, Pulpy Mosambi),
Litchy, nar, Guava, Pulpy Santra) : One of the huge successes in the market. Targets Juice lovers
except mango juice lovers, for which maaza serves the purpose. THE USP of the product is its
pulpiness in all its juices and increases viscosity, making it the ideal juice brand for the people in
india.

15. Zico : Targets Coconut water lovers segment in india. Currently serving only the urban
markets. Currently marketing as “whats inside is everything”. Reduction in sales and reduced
production.

16. CocaCola Zero : This is the same as DIET coke targeting, but with its “zero” branding on
it, targets diabetic people, but this is resulting in the brand cannibalization in india.
17. Georgia : Coffee and Tea markets in india is targeted, launched in 2002 in india, delay in
its lauch caused the reduction in sales. As it is launced globally in 1999.

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18. Thums up Charged (With and Without Sugar) : Extra energetic and comes in black color,
essentially targeting the adventurers that associate themselves with black color. Comes in two
variants with and without sugar.

19. SmartWater : Introduced in India in 2017, vapour distillation technology is the USP , it is
a very new product from cocacola and is ambassadored by Jennifer aniston, currently the product
is released in very few urban areas to understand the target customers and is questionable.

20. RimZim : Jeera flavored sparkling beverage and aims to creare a unique brand in the
masala/jeera soda space. Introduced in Decemebr 2017, it is still under market testing.

21. Aquarius 3x : Gluco Water , Targets sports people and energy segment. Biggest
competitor is Tata Gluco drinks, highly due to the price point and tata btand.
22. Vitingo : Iron Rich drink from Minutemaid. Targets Women and kids, still trying to
understand the market and portrays itself as a drink that gives kids 7 essential vitamins other than
Iron.

23. Rani Float (orange, Peach, Pineapple, Strawberry) : Real Fruit pieces inside the drink,
chewable . Targets helath conscious and soft drink haters. It is currently served in the urban
markets and is testing to understand the customer better.

BRAND STRATEGY
Brand advancement system of Coca Cola has been sweeping and has figured out how to stay in
the spotlight as far back as it turned into a most loved with the non-fermented drinkers. It has
been seen that brand devotion is a vital factor in maintaining, the number one position. The brand
advancement procedure of Coca Cola included are planning of its image improvement strategies
and methods to stay aware of the changing mentality of its buyers. Prior, this brand had faith in
the following:
• Affordability
• Availability
• Acceptability

Be that as it may, this brand advancement technique of Coca Cola was re attempted to weight on
the accompanying:
• Price esteem
• Preference

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• Pervasive infiltration

The pith of brand working of the organization lies in the way that it needs its purchaser’s
openness to be "inside an arm's scope of want". While trying to fabricate its image personality,
upwards of 20 mark characteristics are tried each month including upwards of 4000 clients. The
brand improvement procedure of Coca Cola is powerful as it has possessed the capacity to build,
oversee. And keep up its image.

BRAND IDENTITY
The brand identity is the audio-visual 'face' of the brand - the cues that tell you that you are are in
the right place. The brand definition is the formal description of what the brand stands for within
different categories.
Description categories - its personality, its values, its stories, its emotional benefits etc.. The
brand proposition is the 'deal' the brand is offering you at any given moment

The Coca-Cola comp has long been recognised as an organisation with significant brand equity
with over four hundred brands available in virtually every nook and cranny of the world .the flag
ship brand of coca cola has stood the rest of the time over 120 years. Infact Coca-Cola alone is
recognized as the most valuable in the world by the respected inter Brand Co-operation valued at
above US $ 67 billion, the Coca-Cola brand (coke) has become effectively become a part of
modern world culture. Though its advertising campaign has changed over the years, Coca-Cola
“THE REAL TASTE” has always stood for a “REAL” COLA DRINK with authenticity. The
identity has been built by a decade with consistent values and differentiated elements. Many
competitors have aim at cokes but the brand continues to command a number one position
globally in ranking of brand equity. After all it stand for the real thing every competitor is an
imitator.

ADVERTISING:
Coca Cola is a well-suited case of an item with no genuine advantages. Comparable and better
item fulfillment regarding physical traits are generally accessible in the market. However there is
something else about having a Coke. The mental reasons of picking a Coke over a Nimboo Soda
is vastly different, and the fulfillment accomplished is route separated too. How about we dissect
how Coca Cola accomplished this situation in the purchasers mind.

Coca Cola was propelled in India in 1956. So its precisely a multi year old brand in India now.
The following are a portion of the early Coke promotions in India. They showed up as print
advertisements.

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Coke focused on youth (16– 34 yrs) and situated themselves as a fun and invigorating beverage
for youthful couples however its utilizing the expression "companions" in the duplicate. In this
manner, it normally extended the utilization events , drink Coke with your date or companions.
Amid 1950's, the best approach to sentiment was very different from now — much neighborhood
and in the city — typical romancing spots were shorelines, parks, open air greenery enclosures,
boulevards or instruction grounds. There was unquestionably an absence of prevalent bistros,
shopping centers or agreeable open spaces. View some well known 1950's Bollywood
sentimental melodies.

Campaign 1 — The Coca Cola 1998 Cup

Coca Cola left the Indian market in 1977 because of the then Foreign Exchange Act. It
reappeared India again in 1999. Coca Cola completed a key sponsorship 1998 with the Sharjah
Tri-Nation Cricket Cup, just before it entered the Indian market. It came to be known as the Coca
Cola 1998 Cup.

This was the principal cricket competition in Sharjah to be supported by Coca Cola, played by
India, Australia, New Zealand. India won the competition in an inversion of what occurred in the
Pepsi Cup , which was simply played before the Coca Cola container. India winning the Coca
Cola glass when Coke is arranging its reentry into the Indian market, is an incredible
masterstroke.

Campaign 2 — Jo Chaaho Ho Jaaye, Coca Cola Enjoy

Coke reemerged India with the "Jo Chaaho Ho Jaaye, Coca Cola Enjoy" crusade. The
advertisements included exceptionally famous youth celebs of the time — Hrithik Roshan,
Aishwarya Rai, Aamir Khan. Coke kept up its underlying TG in this crusade and focused on
youth, it requested both at an item level and in addition at an enthusiastic level.
Here are a portion of the print promotion crusades from 1999 to mid 2000.

Campaign 3 — Thanda Matlab Coca Cola

In 2003 Coca Cola propelled a standout amongst the best battles till date, "Thanda Matlab Coca
Cola." The promotion crusade is a brainchild of a standout amongst the most loved publicists in
India Prasoon Joshi. The arrangement was sanctioned by Aamir Khan.

Thanda in India implies cool drink, and this word is imbued in our way of life. For instance,
when visitors go to our home, we ask "Kuch thanda lenge yaa garam?", means will you lean
toward having something cool or hot? Thus vendors offer cool beverages, pop or chilled water

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by shouting out "Thanda!." Joshi utilized a smart bit of this exceptionally commonplace Indian
Hindi word to connect it to Coca Cola. Bringing about a synonymous acknowledgment in the
Indian personalities of anything cool means Coca Cola.

So when you hunger for a cool reviving beverage or Thanda, the prompt word that strikes a
chord is Coca Cola. This is nevertheless a splendid method to position Coca Cola again as a cool,
invigorating beverage for the adolescent and everybody. This crusade extended the Coke TG
from the underlying youth to the majority. This was a first endeavor in dissolving limits and
speaking to Coke as The Cool Drink for everybody.

Campaign 4 — Sabka Thanda Ek

In the wake of having made 'Thanda' synonymous with Coca-Cola, in 2007 Coke propelled the
"Sabka Thanda Ek" battle. The crusade was intended to construct the Coke mark from its
refreshment stage to a higher request of enthusiastic advantage by setting up it as the general
decision, which would unite individuals.

As per Prasoon Joshi, "The sheer intensity of the Coca-Cola mark lies in its widespread interest.
The innovative test was to think of a crusade, which plainly draws out this widespread interest.
At the same time, mind should have been taken to guarantee a higher request of passionate
advantage for the purchaser. The battle catches every one of these feelings in an exceptionally
engaging and connecting with way."

Campaign 5 — Open Happiness

As a piece of the worldwide Coke Side of Life battle, the Open Happiness incorporated
showcasing effort was taken off in India in 2009 , directly after its effective take off in the US in
late January 2009.

The primary Open Happiness advertisement film is called 'Dost' highlights Indian cricketer
Gautam Gambhir. This advertisement film is one of the splendid methodologies by Coke to
connect itself with the session of cricket. Cricket as we probably am aware is a religion for
individuals in India. Indians crosswise over states, ages, standings, networks and every single
other limit meet up to watch and praise the soul of the game.

As Coke was at that point setting up itself as a widespread cool drink for everybody through its
past "Thanda Matlab Coca Cola" and "Sabka Thanda Ek" crusade, the approach of connecting
harmony, festivity and satisfaction through cricket with Coke is another awesome lift for
developing brand's general interest.

The following Open Happiness advertisement film in light of the festival and satisfaction of
cricket was 'Cricket Ki Khushi', highlighting the organization's 'Bliss Ambassador', and
cricketing legend, Sachin Tendulkar. The crusade again observes India's most cherished game,

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Cricket, which rises above all limits, opening joy for individuals the country over, much the
same as appreciating a container of Coca-Cola. The new battle, praises the elating soul of the
amusement that ties individuals together regardless of districts or conditions. In the new battle,
Master Blaster, Sachin Tendulkar, urges individuals to continue playing, be cheerful and
appreciate Coca-Cola.

All the while Coke was taking off different ads focused at the adolescent, which was its
underlying TG. View this advertisement film took off in 2010, highlighting Bollywood celebs
Imran Khan , Kalki Koechlin.

This correspondence activity takes the 'Open Happiness' topic of 'sharing life's straightforward
joys' to the following level by building unconstrained human associations and sharing delights
even with individuals who are finished outsiders

Directed at the adolescent, the most recent correspondence expects to fabricate a passionate
interface with the young, best clarified by the tagline — 'Coke Khule To Baat Chale' (Coke Opens
Up Possibilities).

The Invisible Bottle in the film tends to the separation between sexual orientations. Through the
adorable gadget of the undetectable container, mark Coca-Cola breaks the ice of social
separation between a kid and a young lady. This advertisement film is tied in with uniting
individuals, building associations, breaking ice between various individuals regardless of where
they originate from.

Despite being so popular in the advertising and brand awareness part of the coca-cola the
company is still facing problems with other products, due to heavy competition and also due to
the product launch timings.

Recently, the brand has changed its packaging to a new packaging for diet coke. This was
triggered by the change in the UK, as the coca cola brand awareness was reducing and the people
were more concentrated on the No sugar part of it. This triggered coca cola to increase the size of
CocaCola and zero sugar to a less size. This has nothing to do with india, but still as coca cola
follows something called a global strategy, the indian market never needed it.

“Coca-Cola is replacing packaging of its Diet Coke and Coke Zero cans and bottles with the
trademark red packaging of brand Coke. This is in line with its global ‘one brand, one marketing’
strategy announced mid last year, the beverages maker said “.
(//economictimes.indiatimes.com/articleshow/61349087.cms?utm_source=contentofinterest&ut
m_medium=text&utm_campaign=cppst)

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The Coca-Cola Company centers around Innovation in 5 principle zones;

1. Packaging: The famous shape is synonymous with the brand, however often the jars are
incidentally changed for the occasions or notwithstanding raising money for causes, for example,
securing Polar bears.

2. Partnerships: Coca-Cola acquired a 16.7% organization stake in the Monster Beverage

Corporation. They intend to grow Monster's circulation and also Monster intends to help Coca-
Cola split the caffeinated drink showcase more distant than their item NOS has. This long haul
association will quicken development for the two organizations.

3. Cultural Leadership: Coca-Cola centers around seven center qualities while employing
for any situation at the organization. Those incorporate initiative, interests, honesty, joint effort,
decent variety, quality, and responsibility. Since they are a worldwide brand, it is basic to grasp
the multicultural world in the commercial center and the working environment.

4. Products and Equipment: To energize prosperity and sound living, Coca-Cola is

exploring numerous new sweeteners for their items, and also littler can sizes to lessen divide
measure, and expanding the flavor choices of more advantageous alternatives or items with
included minerals and vitamins, as Vitaminwater Zero. Coca-Cola has likewise made the main
ever completely recyclable plastic container that is made incompletely from plants. It will be the
main jug they use by 2020.

5. Consumer prosperity: Coca-Cola started the "Take care of business" activity to move
individuals to go ahead and has roused 3 million individuals to do as such. They sketched out
four prosperity duties to help battle heftiness:
• Offer low or no calorie refreshments in each market.
• Provide nourishment data obviously in from everything being equal.

• Get individuals moving by supporting physical action programs in each nation they work
together.
• Market mindfully, including no promoting to kids under 12 years of age on the planet.

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Points of Difference
A critical difference is the measure of wage that the two organizations make. Coca Cola is at
present a significantly more profitable organization than Pepsi is. Toward the finish of 2012,
Pepsi had a yearly salary of $457 million contrasted with over $4 billion made by Coca Cola.
Since this is valid, Coca Cola has significantly more assets that they can use for advancement.

Pepsi is generally known to be Coca-Cola's main rival. Their general picture is present day and
engaging. This is another point of difference between the two organizations. Coca Cola
underlines the inventiveness of their item to keep up the imperative rehash purchasers. Their
principle item is designated "Coca Cola Classic." Coca Cola has numerous faithful clients that
will bolster the organization their whole lives. Pepsi isn't in a circumstance like this. They are
utilizing innovative advancement strategies to acquire clients however it doesn't have as close the
same number of dedicated purchasers. Pepsi endeavors to influence Coca-Cola to resemble an
old and stale organization while advancing themselves as the Cola of today. The objective of
utilizing top notch publicizing and advancement systems is to inspire individuals enough to make
them attempt their item. Their site has an exceptionally ostentatious interface with livelinesss and
pictures and their advertisements dependably contain noteworthy innovation. There are at present
numerous advancements in movement, every one focusing on various markets of individuals. For
instance, there is a challenge to win a "maximized Mazda RX-8" which will engage guys ages
16-30. There is additionally an advancement in which you win "super bowl tickets forever"
which means you are given a ticket to the super bowl each time of your life. The greater part of
the numerous advancements are deliberately put to draw in various markets of individuals. The
reason for Pepsi offering a wide range of items and completing a wide range of advancements is
basically to have each individual conceivable in their market.

The last point of difference for Pepsi is that they put not too bad advancement endeavors into the
greater part of their items while Coca Cola centers around a couple of prominent brands.

Point of Parity
As Pepsi being the biggest competitor both of them fall under some shared attributes, these are

1. Contemporary: Being the beverages brand, they have to be contemporary and change
according to the needs of the people, to sustain the trends and satisfy the needs of the people.

2. Refreshing: Both the brand position themselves as refreshing brands, this cannot change
as this is the need the people are buying these brands for.

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 Primary Competitor
Coca Cola’s main competitor is Pepsi. Coca cola and Pepsi both are age old rivals as they are
equally strong in sales and marketing policies and distribution network and availability. Therefore
these brands acquire maximum market share in any country they enter.

PepsiCo came in India in the year 1989 and is now it is India’s one of the biggest food and beverage
company. The number of employees, suppliers and distributors are 150000.

PRODUCT PORTFOLIO

DRINKS

1. Pepsi

2. 7UP

3. Nimbooz

4. Mirinda

5. Mountain Dew

6. Diet

7. Aquafina

8. Tropicana

9. Leher, Mangola

FOODS

1. Lay’s

2. Kurkure

3. Uncle Chips

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4. Cheetos

5. Quaker

BRAND ELEMENTS

The logo of PEPSI has been made to give it a refreshing look keeping in mind its target audience
Teens and young Adults. The logo gives it a look of three dimension. There is a combination of
three colors in an oval. The white colour in the middle is tweaked so that it can give a smiling
face to pepsi’s logo.

The colors blue and red are contrasting to each other and the whitw in the middle enhances their
contrast. This makes it all the way more applealing.

Target Audience.

1. Pepsi has always targeted a younger people and single, active teenagers and young adults.

2. It targets Men and Women aged 16-45

3. Middle class people

4. Rural and Urban dwellwers

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 5. People who are interested in Sports and entertainment

ADVERTISING STRATEGY

Pepsi focuses its positioning on these four things

1. Young people as its target customer is Teens and Young adults

2. Celebrities- They use relevant celebrities with whom people can connect

3. Fresh – It focuses on giving a fresh feeling

4. Sport – There is an aggressive marketing done in Cricket Series and FIFA, etc.

1. The target audience of Pepsi are Young adults and Teens mostly and therefore the same is
reflected in their advertising also.
2. Pepsi strategy of advertisement reflects hip and cool promos to attract the teens and young
adults.

FAMOUS CAMPAIGNS

1. Back To School

A story of the wonderful school days when we were carefree leaves audience sad & happy both.
The wars for tiffin food, pranks on class mates, tears when classmates had to be left behind is
told like a nostalgic story.

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 2. Change The Game

One of the most famous Pepsi ad campaign is Change The Game . It had that excitement

of the game in which whole India is submerged as Cricket is religion in India and it is very well
used by Pepsi.

3. Ghar Wali Diwali

It touches the emotional chord of Indians as Diwali is the biggest festival on which everybody
living outside wants to go home to meet parents and siblings. The same relationship and
emotions is captured in this ad.

4. That Pepsi Intern

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 This ad featured Ranbir Kapoor as Pepsi’s That IPL Intern gave 13 Interns an exclusive IPL
experience. More than 10000 Internship applications were received and the campaign was a
significant win in the brand’s advertising report card.

5. Pepsi Thi Pi Gaya

This ad was humorous in Nature that showed the instant urge of youngsters to have Peps

6. #LiveItAbhi / #OhYesAbhi

It just focuses on emphasizing living life to the fullest and right now

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LEVEL OF BRAND AWARENESS

As of 2017, Coca Cola's brand, the

Brand Perception
world's third largest food
and food company, is recognized
by ninety six of the world's population. Party Drink
HOW? 30, 30%
• Coca Cola cooperated Official Drink
with fourteen completely 55, 55%
different influencers. Of these, 6 were 15, 15%
macro influencers with over 1 lack A Drink with
followers, whereas 8 were small Junk Food
influencers with fewer than 1 lack
followers.
• Influencers turn out a complete of
twenty-two sponsored content for the
product, the signature of Coke. Brand awareness
• Each sponsor has the content on the
brand's Instagram the @cocacolae the
account is tagged and #thisonesf is 0, 0% Extremely
23, 23%
Hashtag was used. Every influencer Familiar
44, 44%
created original stories regarding World
Health Organization to share their Coke Very Familiar
33, 33%
product with.
Major Influencers:
1. flower Deyes - 1.3M Followers
2. Emily Canham - 547B Followers
3. Apostle Henderson - 362B Followers
4. Alex Decunha - 26B Followers

With the help of primary research, among the sample size of 100, none were unaware about the
brand Coca Cola including 66% of the people being highly familiar with the brand.
The most common source of awareness among the sample size was Advertisements by the
company, followed by food chains, peers and social media respectively.

BRAND ASSOCIATION
According to Inter brand, the world’s largest complete practice firm, Coca-
Cola hierarchic because the third best world complete within the world in 2013, with a complete
price of over $79 billion. Coca-Cola doesn’t see itself as providing a beverage, but
rather, an experience. Coca-Cola Chief promoting and business Officer Joe Tripodi says,
“It’s necessary for North American country, as an enormous complete, to steer culture and

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not simply follow it,” Coke believes it's modified culture with a soft-drink, and even for those
detractors of the complete (myself included), one can’t facilitate however marvel at this reality.
Some of Coke’s recent slogans, “Life begins here” or “Open Happiness” aid within
the concept drinking a Coke can successively build your life higher. Nobody will build the line
of reasoning that drinking a food that contains 39 grams of sugar
in 12 ounces can build anyone’s life higher. Thus rather than specializing in the drink itself,
Coke has targeted on the moments that you just reach for a Coke.
Over the years Coke has been able to integrate itself within the happiest moments of its
customers’ lives. Whether or not it's at a Fourth of Gregorian calendar month barbeque or at the
ballpark on a hot summer day with the family, Coca-Cola is there.

POSITIONING
Coca Cola has strategically positioned itself
on the globe marketplace for soft drinks. It Source of brand
faces a vital question: will it have to be
compelled to maintain an equivalent awareness in past 3…
positioning or adapt to the two
Advertisements
hundred countries wherever it sells its
products? The company understood this 21% (Online/Shoppin
42%
g Shelf)
principle a while ago: "Think globally, act 32%5%
locally". Thus it is prepared to stay an Peers
equivalent core product as
coke, however adjusts to provide to native desires. They use strategic positioning to own an
equivalent image round the world, that could be a success as a result of which, it is perceived all
over as a part of standard of living. This perception of Coca Cola by the buyer results in a high
degree of loyalty. Coke has been in exploitation the preposition "Unique selling" as "live the
coke aspect of life" related to joy and happiness.
Once the name of Coke is mentioned, the primary issue that involves mind is fun
and amusement.

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LATEST STEPS

Changes in perception Frequency of

over last three months consumption…
Much more 17 12 18
1%
0%
20% favorable
45%
34% More 62
favorable

Every Day Twice in a Week Once a Week

Coca Cola has launched the low-calorie beverage merchandise namely Coke Zero and Diet
Coke. During this case, Coke uses the Coke Zero and Diet Coke to serve the shoppers in low
calorie beverage market phase, whereas exploiting its original merchandise to serve the
shoppers in traditional beverage market phase. However, it seems that the style for
such beverage might not be accepted by all the shoppers. Therefore, Coke has developed the new
low-calorie beverage product, the Coke Life. As Herbison (2015) delineated, Coke Life is that
the low-calorie beverage product with similar style for the first Coke, however with half-
hour less sugar. Coke developed this product because the result that it is aware of several of the
shoppers might not wish to quit the taste whereas need to realize higher health. Therefore, each
the sugar free beverage and also the original beverage might not be correct suited the wants of
such customers. During this case, Coke need to develop a healthier beverage product, without
compromising the taste.

CONSUMER PERCEPTION
According to a publication by International Journal of Current analysis, 116 respondents most
popular to drink Coke out of two hundred among others. one among the explanations is that
folks like Coke because it style is extremely smart. one more reason is that
Coke additionally acts as refreshment to sample that influenced the sales of
those 2 competitory brands. style is additionally vital issue that influence to decide on their most
popular complete. Frequency of packaging is additionally necessary issue for coke client to
decide on their complete. it's additionally detected within the study that promotion theme &
discount have additionally vie a crucial role for creating individuals to buy their most
popular complete. Majority of respondents return to understand regarding the beverage brands

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through packaging on TV thus promotion through tv is that the most popular mode of reaching
their target market together with the purpose of Purchase Displays. As
per this study availableness is a smaller amount necessary issue to decide on the
popular complete. If the complete most popular by them isn't out there within the nearest outlet
then the sample respondents expressed that they approach another outlet for his or her complete.
Among the sample respondents, shoppers of each Coke and Pepsi Cola area unit giving
importance to the complete ambassadors and Promotional activities undertaken by
these 2 makers. Coke clients suppose that it's not solely wont to fill their basic thirst however
additionally for refreshment whereas cola customer suppose that their most popular cola is
vital as a result of it fill their basic thirst.

From the primary research, 55% of the sample size perceived Coca Cola as a party drink,
whereas 30% of people believe it to be just a beverage with junk food.
Also with the current campaign “share a coke”, the company is able to improve its perception
from just a beverage to an experience of joy to a great extent.

SWOT ANALYSIS

Strengths

 World’s largest market share in beverages.

 Extremely recognizable branding
 Extensive beverage distribution channel.
 Customer loyalty.
 Bargaining power over suppliers.
 Growing product portfolio.

Weakness

 Less diversified portfolio that’s too focused on beverages unlike their competitor PepsiCo.
 High debt level.
 Latin America, Southeast Asia, and Japan account for about 35% of Coke's volume and
none of these markets are performing to expectation.
 It also has got sugar by which continuous drinking of Coca
Cola may cause health problems.

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  Popular supermarkets and fast food outlets which have traditionally been served by Coca-
Cola are terminating contracts and severing their ties with the brand.

Opportunities

 Coca-Cola have recently expresses their intent to become a business which is more
growth-orientated, and is able to adapt more quickly to changes in consumer behaviour.
 Focusing on innovation will enable the brand to remain successful and maintain its
competitive advantage in an increasingly changing and complex world.
 Coca Cola can create new products and diversifies their current offerings.
 They could focus on moving into developing countries with humid temperatures.
 Coca-Cola's brand name is known well throughout 94% of the world today.
 CocaCola's bottling system also allows the company to takeadvantage of infinite growth
opportunities around the world.

Threats

 While Coca-Cola continue to work on their brand, their main competitor Pepsi do the same,
with Pepsi currently working to prioritise its premium products and establish a larger
ecommerce presence.
 Substitutes like tea, coffee, milk, juice, hot chocolate etc.
 Water is also becoming limited because of climate change
 People are looking for healthy alternatives to less sugar.
 Saturated carbonated drinks’ market.

RECOMMENDATIONS
The following strategies must be undertaken by Coca-Cola in order to build a better brand value
and make more profits by strengthening their brand:

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 1. Price:
a. Promoting the lower price: The Company must promote the lower priced SKUs
more as these low priced SKUs are not provided by the competitors. For e.g. the
price of the 250 ml plastic bottle Coca-Cola is only Rs. 20 and no such SKU has
been launched by Pepsi till date. However, Coca-Cola hasn’t advertised the price
as much as they’ve advertised the name “My Pack”.

Currently, it is perceived by the customers that the prices of Coca-Cola products

and its competitors is similar.

Hence, Coca-Cola must make sure that their low priced products are perceived by
the customers as cheaper SKUs rather than “Smaller SKUs”.

b. Based upon the Target Market: Coca-Cola has to price its products based upon
their target market. They have done it well by pricing it lower in the rural areas
which has helped them to penetrate the rural segment.

Similarly, Coca-Cola may price their products higher in the markets where the
purchasing power may be high. For e.g. the price of Coca-Cola products cannot
be same for a tier-1 and a tier-3 city.

2. Brand Positioning:

As per our research, Coca-Cola’s brand positioning is pretty clear in the minds of the
consumers.

They have position themselves as the “beverage company that offers high quality
products that will make you feel refreshed and spread happiness”

3. Brand Mantra:

Coca-Cola has been focusing on the refreshing feeling that a person gets when they
consumer their drinks.
It is also perceived as a party drink. The Company also focusses on the “Open
Happiness” during its global campaigns. Thus the Brand Mantra that captures these ideas
would be:
“Refreshing Minds, Creating Happiness”

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 4. Packaging:
Consumers feel that the packaging done by Coca-Cola is simple and that there is nothing
unique.
The shape and design of the bottles as well as labels has not changed from the past few
years. The design of the plastic bottles may be changed and the same can be done for
cans.
With the launch of My-Can by Pepsi, Pepsi advertised their product as “cool”. Coca-Cola
may come up with their own idea of associating their brand with something unique.
However, the design of the glass bottle should not be changed as the classic design of the
same is admired by many.
5. Service:
Coca-Cola already has a good distribution network. But it must address the regions that
are still untapped (either rural, urban or semi-urban) and expand its distribution for
increasing the reach.
Coca-Cola has already tapped the rural areas but there is still a lot of scope in the same
and the company must address the same before the competitors does.
6. Advertising & Sales Promotion:

It has also been observed that Coca-Cola has been changing its ad-campaigns constantly
from the past few years. It shows inconsistency and may tarnish the brand value.

Coca-Cola must stick to its core message of “Spreading Happiness” and signify the same
message in localized ad-campaigns.

It should also address the health concerns that have created a negative word of mouth for
Coca-Cola and make sure that Coca-Cola is a safe product.

7. Distancing itself from Health Concern Issues:

Coca-Cola has been in the headlines time and again due to the health issues caused. It
was also noted that the pesticide levels in the drink were high during tests done in
laboratories. Also, a lot of fake news has been spread regarding health concerns
associated with consumption of Coca-Cola.

It should also distance itself from the perception that Coca-Cola is a great toilet cleaner!

8. Address Counterfeit Products:

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 Due to the high demand of beverage products, there is a huge number of counterfeit
products available in the country.

The retailers sell the empty glass bottles, which are later filled and packaged by fake
entities and sold in the market. In a recent survey, it was found that 30% of Thums-Up
sold was counterfeit.
Hence, it is important to address this issue for gaining the lost sales.

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