Brand Managment Management

December 17, 2016

Final Presentation
For
Sir Kashif Farhat

Presented by:
Syed Sajid Hussain
Hafiza Romana Tabassum

Table of Content
History
Some Interesting Facts About
Company Profile
Market Share & Competitors
Brand Element
Distribution Channels
Promotional Activities
POP & POD
Brand Mantra
Brand Portfolio
Brand Knowledge & association
Competitor Analysis
CBBE Pyramid
Recommendation & Conclusion

1886

Coca Cola

BORN
In a drug store

1891

Coca Colas first

BOTTLING
occurred

1899

The first
bottling

1909

400Coca-Cola
plants

AGREEMENT BOTTLING
was done

were operating

1930

1960

The company started

moving

New

GLOBALY

BRANDS
were Introduced

1960

1996

Started Operations in

All rights to

PAKISTAN

CCBPL

Some Interesting Facts About

Coca Cola

Coca-Cola was made for the

cure of

headache

and other illnesses

Sales for the first year

were only

$50

Only
servings of the soft drink were sold
9
each day

Now number of coke bottles sold each da

1.9 billion

Coca-Cola
is themost recognized word in
the world after

Okay

In 2016

202.97 B

Enterprise Value

Total number of Coca-Cola Products

3,500

Number of worldwide Coke employees

123,200

Company Profile
Name

The Coca Cola Company

Industries served Beverages

Geographic areas
served

Worldwide

Headquarters

Atlanta, Georgia, U.S.

Current CEO

Muhtar Kent

Revenue

$ 44.294 billion (2015)

Profit

$ 12.16 billion (2015)

Employees

123,200

orldwide Share - 2016

Pepsi ; 21%
Others; 31%

Coca-Cola; 49%

Market Share in Pakistan

Pepsi; 29%; 29%

Other; 32%; 32%

Gourmet; 15%; 15%

Pepsi

Coca Cola

Coca Cola; 23%; 23%

Gourmet

Other

Some Local Competitors

Main Competitor
Pepsi
Other Competitors
Gourmet
Pakola

Brand Elements

www.cocacola.com/

Chronology of Slogans
2001 life is good
2003 Jo Chaho Hojae Coca-Cola enjoy
2006 Thanda Matlab Coca-Cola
2007 Kha Le Pee Le Jee Le
2016 Open Happiness

Point of Parity(POPs):
Contemp
orary, upto-date

Beverage
s
category

Refreshin
g flavor

Point of Differentiation(PODs):
Distinctiv
e taste
profile

Optimisti
c view of
life

Emotional
bond with
customer

Classic

iconic
symbolis
m&
imagery

Brand mantra:

Brand Name

Emotional
Modifier

Descriptive
Modifier

Functional
Benefit

Fun

Family and
friends

Beverages

Brand Portfolio:
carbonated drinks
Soft drinks

diet carbonated drinks

frozen beverages

Juices

fruit juices
fruit smoothies
fruit tea

Coca-Cola

Tea/ Coffee

coffe
coffe drink
menral water

Water

enhanced water
sports drinks

Other drinks

energy drinks
mixers

Brand Knowledge:

Brand Attributes:
Core Attributes
Great Tasting
Very Refreshing
Thirst Quenching
High Quality(ingredients and production process)
Worth What it Costs
Goes Well With Meals and Snacks
Extended Attributes
Has an Unforgettable Taste
Revitalizes
Enjoyment
Good to Drink With Family and Friends
Is Recognized as the Best Soft Drink

Brand Association:

Competitor Analysis:

Brand
value
Brand
Ranking
Brand
Portfolio
Brand
image
Years in
market
Logo

COCA COLA

PEPSI

$ 80.31 billion

$19.4 Billion

#4

#29

Soft drinks, juices, water,

coffee, tea, Mixers, energy
drinks, sports drinks,
smoothies.
Youth, music, sports, high
energy,

Soft drinks, cereals, sports

energy drinks, snacks

1886 (126)

Fun, family, gathering,

happiness, sense of
community, global joining
1898 (114)

Text

Universe reflecting

CBBE PYRAMID:

CBBE PYRAMID:

Distribution Channels:
Coca Cola Company makes two
types of selling
1-Direct 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.

2-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.

Distribution Channels:

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 schools
cafes and sponsors their

sports events and other extra curriculum activities for getting

market share.

Other Promotion Activities

Coca-Cola
Concerts

Coke Ramzan Offer

Recommendation:
Possible Brand Extension:

Coca cola has very good brand image and value in consumer mind
which has history of 126 years. They are able enough to launch snacks
or any other related food product, as what pepsi did and have a good
success history.
Rethink about distribution strategy of brands other then Cola. It is
available everywhere but not all the products of Coca Cola are easily
available.
To continue putting same level of efforts for maintaining their position
in market because they have declined from #1 to #4.