Nagpur

Project On: - To study the concept of

Branding and Packaging of
Particular FMCG Product.

Submitted to:- Submitted by:-

Ajay Patole Kamlesh A. Gulhane
(Faculty of Marketing Enrol No. 8NBNG120
Management) Section: - “C”
 Contents

Introduction of Coca cola

History of Coca Cola

Objective

Meaning of Branding and

Packaging

Branding and Packaging of

Coco Cola
 Introduction of Coca Cola

As the world's largest manufacturer, distributor,

and marketer of nonalcoholic beverage
concentrates and syrups, operating in more
than 200 countries, the firm supplies many
products in addition to its flagship brand.
These include fruit-based and other carbonated
beverages tailored to local tastes as well as
newer variants of the main brand, such as
Diet, Cherry, and Vanilla Coke. Although the
company did experiment with diversification in
recent decades (for example, motion pictures,
coffee, and wine), current corporate strategy
has emphasized the nonalcoholic
beverage market. Although
carbonated beverages represented
85 percent of worldwide sales
volume in 2002, increased market
share for the Coke products Dasani
bottled water, POWERade sports
drink, and Minute Maid orange juice
have demonstrated growth in the
noncarbonated sector.
 History of Coca Cola
Coca Cola, re-branded India in 1993, after having
withdrawn from the country in the late 1970’s in the
wake of Foreign Exchange Regulation Act (FERA) of
1973. India is the home to one of the most ancient
cultures in the world dating back over 5000 years. At
the beginning of the twenty-first century, 26 different
languages were spoken across the India, 30% of the
population knew English, and greater than 40% were
illiterate. In the process, India has created the world’s
largest middle class, secondly to China. Coca cola
cited this as a opportunity. Coca Cola was the leading
Soft drink brand in India. Coke’s acquisition of local
popular Indian brand including Thums up Maaza,
Citra, and Gold spot provided not only physical
manufacturing, bottling and distribution asset but also
strong consumer preference. In 2000 the company
launched the Kinley water brand and in 2001 Shock
energy drink. From 1993 to 2003 Coca cola invested
more than US 1Billion in India. Coca cola India had
won the prestigious Woodruf cup from among 22
division.
 Objective

To study the concept of branding and

Packaging of the Coca Cola Drink
 Meaning Of Branding and
Packaging

Definition of Branding
The creation, development and maintenance of
a mutually-valuable relationship with a
strategically selected group of customers,
through the medium of a fresh and compelling
elaborated proposition that is delivered
consistently over time by an artificial personality.
Definition of Packaging

Packaging is the science, art and technology of

enclosing or protecting products for distribution,
storage, sale, and use.
Or
Packaging is the process of developing a design and a
comtainer for a product. Packaging adds the value ti
the products in the form of easier handling and
secured usage.
Branding and Packaging of
Coca Cola
Branding: -
From the Three A’s to the Three P’s
Coca-Cola used to focus its strategy on the three A’s:
availability, acceptability, and affordability. While these
provided for tremendous growth, they also led to lowered
entry barriers. Today, Coca-Cola’s mantra is the three P’s:
preference, pervasive penetration, and price-related value.
The Power of Brand
Accessibility
If you were another soft drink
company, you might define your
competitive frame of reference
as the cola market or the soft
drink market or even the
beverage market. But Coke
thinks of its business and its
market share in terms of “share
of human liquid consumption.”
This makes water a competitor.
In fact, a Coke executive has
said that he won’t be satisfied
until “there is a Coca-Cola faucet
in every home.” Coca-Cola’s
mantra is “within an arm’s reach
of desire.”
Coca-Cola is Serious about Brand Building

Each month, Coca-Cola tests 20 brand attributes with 4,000

consumers to measure movement. The company also
compensates (bonus and other compensation components) a
large portion of its senior managers based on brand
preference.
One Final Coca-Cola Fact
A recent Coca-Cola annual report reported that the second
most recognized expression in the world after “ok?” is
“Coca-Cola.”
 Packaging

The Coca-Cola bottle is probably the

most easily recognized containers in
the world. It was described by the 'Pop'
artist Andy Warhol as, the 'design icon
of the decade'.
The smooth, organically shaped bottle
was originally conceived in the early
1900's. It was a time when both the
packaging and the actual Coca-Cola
product was being imitated.

In response to this the company, in 1916 set a brief ,

which was to find: 'A Coca-Cola bottle which a
person will recognize as a Coca-Cola bottle even if
he feels it in the dark. The Coca-Cola bottle should
be shaped that, even if broken, one could tell at a
glance what it was'.
The bottle shown below is the 192ml size bottle. It is
still sold in many countries throughout the world
today. The bottle design was re-launched in Britain as
recently as 1997. Coca-Cola conducted research
which confirmed that consumers still preferred to
drink Coca-Cola from a glass bottle.
Coca Cola had a number of achievements in 2003
and all were related to a renewed focus on
understanding the consumer. This is especially
important from a packaging standpoint and we were
able to achieve business results by introducing
packaging innovations to satisfy consumer needs.
The most notable achievements are the Fridge Pack
national rollout, 1.5 liter development, Simply
Orange national rollout of the PET carafe and the
development of the Simply Orange small carafe.
Packaging is more important than ever to The Coca-
Cola Co. In February 2003, we fully integrated
packaging with marketing, media, promotion and
sports and entertainment marketing. The results of
this endeavor have been increased synergy for one of
the most important initiatives of the company: Coca-
Cola C2. This synergy is one of the main reasons we
were able to go to market so quickly with C2.
SHAPE \* MERGEFORMAT

THANK YOU