Presented by:Santanu Pal

INTRODUCTION

Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines globally

The Coca-Cola Company claims that the beverage is sold in more than 200 countries

The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world

The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla,

Brand elements

Name – Coca colaLogo - URL - http://www.coca-cola.com/Packaging – Red and white color glass as well as 100% recyclable plastic bottle.Celebrity - Deepika Padukone

DISTRIBUTION CHANNELS

• Direct selling• Indirect sellingDirect selling - In direct selling they supply their

products in shops by using their own transports. In this type of selling company have more profit margin.

• Indirect selling - They deal with many whole sellers and agencies to cover all areas globally. To assure their customers for availability of coca cola products, as their products are sold in 200 countries with the consumption of 1.8 billon coke products per day.

Points-of-parity

• Beverage• Refreshing drink• Contemporary, up-to-date

Points-of-difference

• Distinctive taste profile• Classic, iconic symbolism & imagery• Emotional bond with customer

Brand Portfoliococa colasoft drinks

juices

Tea/ Coffee

water

other drinks

Brand association

Pricing

Different Price in Different Seasons Sometimes Coca Cola Company changes their product prices according to the season. Summer is supposed to be a good season for beverage industry in world, so in winter they reduce their prices to maintain their sales and profit

PROMOTION STRATEGIES

• Getting shelves - They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers

• Eye Catching Position - Salesman of the coca cola company positions their freezers and their products in eye- catching positions. Normally they keep their freezers near the entrance of the stores

• Sale Promotion - Company also do sponsorships with different college and school’s cafes and sponsors their sports events and other extra curriculum activities for getting market share.

Competitor Analysis

Customer -Based Brand Equity pyramid

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