THE COCA COLA COMPANY ATLANTA , GEORGIO U.S.A.

INTRODUCTION

• The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of nonalcoholic beverage concentrates and syrups, which is headquartered in Atlanta , Georgia . 

• The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia . 

• The Coca-Cola formula and brand was bought in 1889 by Asa Griggs Candler (December 30, 1851 - March 12, 1929), who incorporated The Coca-Cola Company in 1892. The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory .

• The Coca-Cola Company owns its anchor bottler in North America , Coca-Cola Refreshments.

Its stock is listed on the NYSE and is part of DJIA, S&P 500 index, the Russell 1000 Index and the Russell 1000 Growth Stock Index. Its current chairman and CEO is Muhtar Kent .

THE ADVERTISING STRATEGIES OF COCA COLA IN INDIA

advertising is as much a science as it is an art . Today, the primary objective of the ad is to create an image . The Coca Cola Company (henceforth, Coca Cola) - and the advertisement strategies adopted by them in India to establish their respective brand images – offers an interesting insight into Image Advertising .

SPECIAL PRODUCTS Green tea

The company announced a new "negative calorie" green tea drink, Enviga, in 2006, along with trying coffee retail concepts Far Coast and Chaqwa.

Glaceau

On May 25, 2007, Coca-Cola announced it would purchase Glaceau, a maker of flavored vitamin-enhanced drinks (vitamin water), flavored waters, and Burn energy drinks, for $4.1 billion in cash.

Huiyuan Juice

On September 3, 2008, Coca-Cola announced its intention to make cash offers to purchase China Huiyuan Juice Group Limited (which has a 42% share of the Chinese pure fruit juice market for US$2.4bn (HK$12.20 per share).China's ministry of commerce blocked the deal on March 18, 2009, arguing that the deal would hurt small local juice companies, could have pushed up juice market prices and limited consumers’ choices.

Coke Minilmini

In October 2009, Coca-Cola revealed its new 90-calorie mini can that holds 7.5 fluid ounces. The first shipments are expected to reach the New York City and Washington D.C. markets in December 2009 and nationwide by March 2010.

Holiday can

In November 2011 for the Winter Holidays, Coca-Cola revealed a white can that contained regular Coke instead of Diet Coke, but it was quickly withdrawn only a month after release due to consumer complaints about the similar look to the silver cans commonly used for Diet Coke. There were also complaints about deviating from the traditional red color of Coca-Cola cans.

Pesticide controversy takes toll on coca cola

The year 2003 has been devastating for American soft drink giants Coca-Cola in India, with the pesticide controversy taking an unprecedented toll not only on their public image but also on sales, a mid-year price cut notwithstanding.

When the Centre for Science and Environment alleged that 12 brands of Coke and Pepsi contain pesticide levels many times higher than permissible limits, the two companies were dumbfounded, not having had the experience of dealing with such allegations in any of the countries they operate in globally.

After this allegation on coca cola company , the company has gone through a big loss and various problems of sale and public image .

STEPS TAKEN TO RE-BUILD PUBLIC IMAGE

• The fruit-flavoured variants of Fanta launched earlier that year by Coke did not appear to have been well received in the market .

• the company introduced including Rimzim and Portello have also

apparently met the same fate.

• introduced 200 ml size for Rs five and further reduced the price of the standard 300 ml version in order to boost sales.

So, as 2003 draws to a close, the soft drink industry is still trying to come to terms with the pesticide controversy, which is being kept alive by a Joint Parliamentary Committee probe which is still continuing.

Brand Identity

Advertising bridges the gap between Brand Image and Brand Image.

six key characteristics that together define the brand:

Physique – the physical attributes of the brand

Personality – the personification of the brand

Relationship – the relationship between the consumer and the brand

Culture – the core values of the brandReflection – the way consumers want

to be perceived when using the brand

Self-Image – the image that consumers have of themselves when associated with the brand

Coca Cola’s Campaign

The Coca Cola campaign in India, however, has been different from that of Pepsi, even though they both share similar product traits. Coca Cola had a presence in India before 1977, but was subsequently forced to exit the Indian market. When the company returned to India post liberalization, it came up with an innovative communication and advertising strategy. Coca Cola has essentially been following the principle of differentiation.

TAG LINES

Jo Chaaho Ho Jaaye, Coca Cola Enjoy

It was one of the company’s first campaigns in India . these ads featured celebrities such as Hrithik Roshan and Aishwarya Rai .

Thanda Matlab Coca Cola 

It was the next camwas launched with an objective to have a mass appeal .

Open Happiness

However with the current campaign , Coca Cola seems to have achieved both an emotional as well as a mass appeal.

SPONSORSHIP

Coca-cola's advertising expenses accounted for 3.256 billion dollars in 2011 .

Sports

Coca-Cola sponsored the English Football League from the beginning of the 2004–05 season (beginning August 2004) to the start of 2010/11 season, when the Football Leaguereplaced it with NPower.

Along with this, Coca-Cola sponsored the Coca-Cola Football Camp, that took place in Pretoria, South Africa during the 2010 FIFA World Cup, during which hundreds of teenagers from around the world were able to come together and share their love of the game, partly due to Best Buy's efforts through their @15 program.[64]

Other major sponsorships include NHRA, NASCAR, the NBA, the PGA Tour, NCAA Championships, the Olympic Games, the NRL, the FIFA World Cups and the UEFA European Championships.

In the Philippines, it has a team in the Philippine Basketball Association, the Powerade Tigers.

Television

The company sponsors the hit Fox singing-competition series American Idol. Coca-Cola is a sponsor of the nightly talk show on PBS, Charlie Rose in the US.[65]

MARKET SHARE

By

SALONI CHOUDHARY