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A Brand Dossier

Presented by

B. Kannadasan (B09005)

Drupad Parmar (B09007)

Jayesh Baldania (B09009)

Mayuri Ghosh (B09011)

Prahlad Agarwal (B09014)

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Outline

o Evolutiono Competitiono Distributiono Promotiono Hypotheseso Surveyo Inferenceso Deductiono Net take away

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Open happiness

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Evolution

1886

•Originated as a soda fountain beverage & sold for 5 cents/ glass

1899

•Signed the first bottling agreement

1916

•Birth of the first “contour” bottle

1920s

•Expanded internationally out of United States

1970

•Exited from India – FEMA regulations

1993

•Re-launched in India & acquired local brands

2000s

•Leading Cola brand in India (Thums Up & Sprite combined)

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Competition

o First mover advantageo Pepsi – biggest rivalo New Cokeo Cola warso Cola market share to Throat market share

• Making Coca Cola a generic brand

o Consumers becoming health conscious• Launching Minute Maid “Pulpy Orange”

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Distribution model

INDIA - B INDIA - A

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Promotion

o Creating Santa Clauso Associating with McDonald’s, etco Associating with cricket, cinema & musico Endorsing through top celebritieso Building high brand visibilityo Re-inventing itself

o Making it a generic product – “thanda matlab coca cola”

o Packaging it in an attractive & economical way

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Hypotheses

H1: Coca Cola has a high brand recall• Cola is an impulse buy so it must have a high

recall

H2: Coca Cola should move away from a brand ambassador in India

• Coca Cola seems to be such a big brand[1] that it need not have an ambassador for its promotion

[1] As per Interbrands, 2008 (last 9 years)

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Survey

• Sample– Size: 70 people– Technique: Convenience sampling

• Questionnaire– Recall of Coca Cola through images – Recall of brand ambassadors of various FMCG brands– Regard for Coca Cola attributes– Ideal brand ambassador for Coca Cola

• Data Analysis– Central tendency & graphical representations

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Inferences

Able to recall Coca Cola

Fails to recall Coca Cola

86.67%

13.33%

So what?Coca Cola has a high brand recall

Recall through images and taglines

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Inferences

Coca

Cola

72%

Pepsi28%

Recall amongst the aerateddrinks

So what?Coca Cola has a large bouquet of offering like Thums Up, Sprite, Fanta, Maaza, Limca, etc which contribute to the aggregate recall of Coca Cola

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InferencesStatus symbol

11%

Taste18%

Food supplement13%

Easily Availabe19%

Pocket friendly18%

My friends drink it

9%

Its suits my personality11%

So what?Promotion & Product are the most vital factors in the 4Ps of marketing mix of Coca Cola

• But after a blind taste test, it was found that product features are a perception created by the promotion

Importance of Coca Cola atttributes

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Inferences

So what?Aamir Khan scores far above other celebrities when it comes to endorsing Coca Cola

13%

60%

6%

4%

6%

4%

7%

Hritik RoshanAamir KhanJohn AbrahamFarhan AkhtarKatrina KaifMahendra Singh DhoniNo Celebrity

Ideal celebrity to endorse Coca Cola

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Deduction

H1: Coke has a high brand recall

H2: Coke should not move away from a brand ambassador in India

• Aamir Khan is a bigger brand than Coca Cola in India

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Net take away

Promotion is the most vital driver for the sale of a cola

Brand ambassadors enhances brand recall

It needs a top-of-the-mind recall

Cola is an impulse buy

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THANK

YOU!