NEW AD CAMPAIGN

Introduction
Beverage Industry
In the last few decades, dynamic changes have been observed in food habits of the people
worldwide due to fast growing economy, a shift from traditional to modern tech,
globalization, constant travel across the globe which leads to increase in demand of fast and
processed foods throughout the globe. One of the leading example is beverage industry.
Beverage is nothing but the liquid meant to satisfy the wants for consumption and thirst of
human being like tea, beer, carbonated drinks, sparkling water etc. As each country has its
own beverage culture, we can classify beverage into two broad categories:
1) Non-Alcoholic Drinks are those which have little or no alcohol presence like lemonade,
tea, coffee, energy drinks etc
2) Alcoholic Drinks are those which have ethanol or alcohol presence like beer, wines, cider
etc

Coca-Cola or Coke is a carbonated soft drink offered by American multinational beverage

corporation The Cola-Cola Company.
On May 8th, 1886 Coca-Cola is created by pharmacist Dr. John S. Pemberton and served at
Jacobs’ Pharmacy as temperance drink. Company’s accountant, Frank Robinson, named the
drink “Coca-Cola,”. The company named Coca-Cola because of its two most important
ingredient: Coca leaves and Kola nuts for caffeine. The company enjoys leading position in
the beverage world with more than 48% of the global market share and more than 160
products being made and sold by the company around the globe. Product of company
includes Sport’s beverages, juice, tea, fruit juice and sparkling water. The tagline of the
company is “Refreshing the world, one story at a time “. Also, the company follow the brand
manta of sharing, happiness, tasty. The Coca-Cola company follows the vision of achieving
sustainability, quality and growth in long run.
If we talk about Coca Cola India, it was first started its operation back in 1950 but it was shut
down. On October 24, 1993, the company restarted its operation and since then they
maintained their strong presence. Due to its unmatched portfolio the company is country’s
largest beverage maker and India is fifth-largest market in the world in terms of volume. The
company product line includes:
1) carbonated drinks like Coke, Diet Coke, Fanta, etc
2) fruit drinks like Mazza, Minute Maid etc
3) packaged water like Kinley
4) coffee and tea like Georgia, Fuse Lemon Tea etc and
5) bottled soda like Kinley Soda etc
The reason for being at the top of the beverage industry is that Coca-Cola India do not target
any specific group or segment but adapts its marketing strategy by developing new products.
But in contrast diet coke target niche market for those people who are health conscious.
“The company has partnered with more than 2.6 retail stores across the country and
employed more than 2500 direct employees and around 2 lakhs indirect employees through
the medium of logistics, procurement, warehousing etc. The company has expected to reach
to the goal of $12billion till 2023. As a responsible corporate citizen, the Company spend 2%
of its average Net Profits during every block of three years. Also, company is committed to
sustainable development and inclusive growth of the country by focusing on issues relating to
water, environment, healthy living, education, social advancement and promoting gender
equality and empowerment of women over the past several years.”

Mission

“Our Roadmap starts with our mission, which is enduring. It declares our purpose as a
company and serves as the standard against which we weigh our actions and decisions.

 To refresh the world.

 To inspire moments of optimism and happiness.
 To create value and make a difference.”
Vision
““Our vision serves as the framework for our Roadmap and guides every aspect of our
business by describing what we need to accomplish in order to continue achieving
sustainable, quality growth.””

IMC Tools Used by Coca-Cola

The integrated segments used by Coca Cola employed a broad communications technique
which included Television advertising, print media and banner ads promotions. The
methodology used a showcasing marketing mix of advertising, direct marketing, just as Web
based intelligent and social-media marketing and sales promotion.
Tools of IMC
1. Advertising
2. Direct Marketing
3. Interactive / Internet Marketing
4. Sales Promotion
5. Publicity/ Public Relations
6. Personal Selling

 Advertising
1. Advertising is defined as a means of marketing communication used to bring
products, opinions, services towards the public notice for a respond.
2. Coca – Cola uses Aggressive Advertising Concept for their products promotion.
3. Coca – Cola always introduce different concepts and themes for selling their
products specially in e-media and home advertising. These kind of advertisement
leads to brand loyalty and brand image.
4. Some of the memorable advertisement slogans of Coca-Cola are :
 Thanda matlab Coca-Cola
 Coca-Cola piyo sir utha k
 Share a Coke.

 Mediums of Advertising
1. Print Media – Coca-Cola uses print media for advertisement. As they use this medium
very rarely and also, they have a separate department for this.
2. Point of Sale Material – This include display items in different stores and places like :
 Posters
 Stickers
 Vizi Cooler
 Freezers
 Display Racks
 TV Commercials
1. As Television is one of the most entertaining medium so thereby TV commercials is
one of the most attractive way to advertise your product.
2. As of now Coca-Cola has signed Bollywood superstar Mr. Ranbir Kapoor as new
Brand Ambassador for the campaign.

 Outdoor Advertising
1. Coca-Cola is very conscious about using billboards and hoardings as one of their
Outdoor advertisement. They have so many different sites in different areas for
their hoardings and billboards.
2. If we talk about Coca-Cola advertisement in India they uses walls, bus stands,
dhabas and etc. focusing in rural areas.

 Direct Marketing
1. Direct marketing is used by Coca-Cola in many different ways.
2. As Coca-Cola partners with various different partners like – restaurants, movie
theaters etc. to carry their product. So, this if any customer order drink at their place
so they only offers Coca-Cola as one their drink. Eg – Mc Donalds
3. One of the Magazine name as mobilemarketingmagazine.com says that Coca-Cola
uses mobile graphics and wallpapers to appeal towards market.
4. Coca-Cola directly sponsors various major events like Cricket, Football. Motor sports
etc.

 Internet Marketing
1. Coca-Cola uses Internet Marketing as one of their IMC tool to promote their
product. The Coca-Cola has its on website which plays a very crucial role in
engaging and interacting with their customers through various contests, shopping,
games.
2. Also in this modern era of technology, Coca-Cola uses various social media
platforms like Facebook, You tube, Twitter, Instagram to contact with their
customers.

 Sales Promotion
1. Sales Promotion is type of activity which helps in boosting up the sales of a
product or services but temporarily.
2. Coca-Cola does sales promotion in two different ways to enhance the sales.
 Consumer Oriented Sales Promotion –
 Eye Catching Position
 Getting Shelves
 Under the Crown Schemes
 Trade Oriented Sales Promotion –
 Discount to retailers and wholesalers
 Merchandising assets
 Free goods
 Return back allowances

 Public Relations
1. Public Relations is defined as the one of the management process which identify
public attitudes also identify the various policies of an organisation and individual
in contrast to execute the action programme.
2. Coca-Cola also addresses rumors, new products, stories, activities and law suites.
This leads to attract the number of investors.
3. In Coca-Cola current, future investors can able to access financial statements of
Coca-Cola
4. As Coca-Cola India also working on some social projects and also part of the
corporate social responsibility.
5. Coca-Cola select Sachin Tendulkar as their Brand Ambassador along with NDTV
to support MY School campaign.
  Personal Selling
1. Every year Coca-Cola hire a lot of sales man, who are the individuals and also
responsible for representing to communicate, sell, service and build long term
relationships with clients.
2. These salespeople not only sell the products but also promote their products in
different regions with different methods.
3. Salesman are the only one who work at the ground level or we can say only
people to contact with customers directly and also have to build long term
relationships.

BRAND IDENTITY

Brand identity shows what kind of values your brand shows, communication of your product
and it also shows the tangible elements of brand like – logo, design and colour that gives a
unique image in customers mind about the product and its brand.
Brand identity plays a major role in business development. As importance of brand identity
are –
 “Face” of business
 Trust and Credibility
 Impressions about advertisement
 Vison and mission of organisation
 Help in promoting and generating new customers

COCA – COLA BRAND IDENTIFICATION

Coca- Cola brand identity starts with red colour. As red colour is set in the mind of people in
carbonated drinks industry. We can also called red colour is carbonated drinks is brand face
for Coca cola. Coca-Cola also use brand identity in their shape of bottle which uniquely
design and different from competitors. Brand identity is the only reason why brand Coca-
Cola creates trust and credibility over a decade.
Three aspects that proves the brand identity of Coca-Cola over the years
1. Consistent Brand loyalty
Coca-Cola starts its first ever advertisement by branding their brand. As their first
slogan was “ a refreshing and delicious drink”
2. Timeless iconic logo
The Coca-Cola red colour in logos shows the symbol of energy, passion, excitement
and power

At the point when you include the brain research behind the decision of the shading
and their message of bliss, when practically the entirety of your advertising procedure
adjusts together to serve the ultimate objective, you have yourself a fruitful brand
methodology.

3. Advertisement innovative Tactic

The first advertising strategy executed back in quite a while coupons offering free
example of Coca-Cola, just after, was paper advertisements and dispersion of special
marked things like tickers, plans and then some.

In the 1970, they began interfacing the brand with joy, great occasions and
companions.
IMC TOOLS OF COCA-COLA WITH EFFECTIVNESS AMONG
CUSTOMERS

1. Delightful vending machines of Coca-Cola

Coca-Cola's "Bliss Machines" were interesting vending machines spread over the
globe in unassuming areas. The machines expected clients to collaborate with the
machines in strange manners to get a free Coke.
It includes –
 Singapore -Hugging machine
 South Korea - K-pop dancing
 Sweden – Singing Christmas song
2. Get your name on the bottle
The "Offer A Coke" crusade rotated around Coke bottles with regular names (e.g
"John", "Sarah") printed of Coca-Cola bottles. The names urged customers to "Offer
A Coke With" a companion of that name. Expression of the unique containers
detonated via web-based media as customers snapped a large number of pictures
with/of their jugs of Coke.

3. Music produced by Coca-Cola from different generations

Grammy winner producer Songstress katy B with Mark Ronson in connection with
Coca-Cola produce an anthem of campaign “Anywhere the world”, “Move to Beat”
with music at its core.
4. The whole world into the Fifa World Cup
Coca-Cola is one of the biggest sponsor of Fifa World Cup 2014 Brazil. "Everybody's
Invited" bases on a 2-minute film named "One World, One Game", which recounts to
the tales of four football crews from Otsuchi, Japan; Eastern Europe, the Amazon; and
Ramallah, Palestine, regions as of late stricken with debacle.

GAP Analysis
Coca cola has been dominant in communicating its message through different marketing
communication channels. It has been focusing on a message of youth, stylish and trendy to
have coke which shows in its logo colour combination appealing to young generation.
Strengths of Coca cola:
 Published Media: they have been using newspapers magazines and internet in order to
attract the masses since young enthusiasts easily get attracted to visual images in
newspapers, internet and even magazines. This helps them to make an appeal to
almost all the levels of generation and make an appealing statement for the
consumers.
 Visual and aural media: it happens to be a very established and effective way of
communicating one’s brand through cinema, television, radio and billboards as it his
almost accessible to everyone and most of the people and young generations are
addicted to one or the other medium, making it an effective medium to pass on the
message and attract the customers and create its own brand image in the eyes of the
consumers.
Weakness:
 Negative/Fake publicity: Many people have that belief that cola drinks are unsafe to
drink and are not at all healthy be it Diet coke or a normal coke, This affects the brand
image of coca cola and thus people due to more concerned towards their health stop
buying the product and prefer other alternative drinks or brands.
In terms of successful outcome, Coca Cola’s IMC approach has set a standard that offers a
point of reference of desired triumph that is enviable across the industrial landscape. Record-
setting sales and revenues, brand visibility and recognition and positioning on the global
market are indicative of the Herculean levels of accomplishment achieved by the company.
Coca Cola products are consumed world-wide as a direct result of retail and in-store
marketing efforts which are meticulously detailed. In the almost one hundred thirty years of
business practice in the soft drink trade, Coke has risen to the top of the industrial food chain.
The elements which are expended in regards to the integrated approach, the comparative
importance of the components, component efficiency, and the overall success of the IMC
approach have combined to create a sensation that customers have warmly embraced. As long
as this integrated marketing communications strategy is utilized there is no doubt that Coca
Cola will continue to be a market leader that is universally recognized?
Below is the fish bone diagram which states the weakness which persists in the minds of the
customer and what is the cause for it.

From the above cause and effect diagram we can see that causes can come from people,
environment and media and method of processing the drinks. The mentality of assorted
drinks is unhealthy which creates a negative impact or impression on today’s generation
as now people are more health conscious and thus do not prefer any kind of assorted
drinks.
Even coca cola has brought in Diet coke as the product for those who are diet conscious
and contains minimal or no sugar, but still the communication done is not proper for the
masses in Asian countries and people haven’t been able to separate the identity of diet
coke from a normal coke.
Due to hectic work-life people don’t prefer cola drinks in order to prevent health
degrading, just because the psychological approach towards cola drinks have been
developed and thus people prefer fruit juices over cola drinks. Coca cola should use
media to convey and try to make a better brand image of Diet coke in the eyes of people
in order to build the trust that, their health is taken into consideration. So that people start
preferring the cola drinks rather than going to its alternatives.
They should also be using other effective tools which involves information like blogs,
WordPress and even other social media tools for marketing and communicating their product
over internet and improve the information and understanding regarding the products.

Advertisement Analysis

“Taste the Feeling”

2016
Coca-Cola India, is one of the country’s leading beverage company, offering safe, high
quality, refreshing beverage options to consumers. Over many years Coca-Cola comes up
with different types of advertisements like “Thanda matlab Coca-Cola” with the Indian
Superstar Actor Amir Khan in it and in 2016 they have come up with a new advertisement
campaign which is “Taste the Feeling” and for this advertisement they are coming up with
the Diet Coke and Coca Cola Zero.
In the “Taste the Feeling” ad Indian actor Sidharth Malhotra is in lead and Coca-Cola is
emphasized on storytelling and celebrating every moment of life. In the ad actor enters into a
supermarket and buy a Coca Cola to refresh himself, the cashier girl was busy on her phone
so doesn’t noticed him and told him to take the Coca Cola from the fridge.
After the actor started drinking the Coca Cola, cashier finds him quite attractive and
handsome and starts watching him by zooming the in- store camera and by this time she was
so lost in “Taste the Feeling” of chilled Coca Cola, that she does not realized that the actor is
now standing in front of her counter and to enjoy more moments she told the guy that he is
the lucky winner and offers him one more Coca Cola and said “ ye apko yahi peeni padegi”
This ad shows the healthy romance and how a bottle of Coca Cola creates a moment to enjoy.
Ad targets the young customers- millennials. “In this way, the ad tries to strike a romantic
connection with the young generation by connecting the drink with everything that is special
to the young generation’s heart. Music, fun, food and free time, nothing is free without Coca
Cola. The values it espouses are that of the modern generation. The ad tries to relate with
everything that reflects energy and madness.”
“Taste the Feeling” advertisement was rolled on tv on 11th March 2016:
 Ad shows the strong TV presence on all the Hindi and regional language channels.
 The ad attracted many customers as it was shown mainly in between the ads of IPL
matches.
 “Taste the Feeling” ad was a global ad campaign and the company filmed it
differently for every country which was a great move.

Behind the camera team

 New Ad Campaign for Coca Cola

This ad campaign is specially designed for the coca cola company, as Coca-Cola have faced a
lot of controversial forefront in the long years of serving the society. It made very effective
efforts to change the brand identity among the consumers. Yet coke have a mind-set “lots of
Sugar” which with time causes obesity, heart diseases and weakens bone density. Still
managing to convey its connected advertisement campaigns to its customer. In the ad
campaign coca cola zero is being promoted, with the regular tag line of the Coca-Cola
company “Open Happiness”.

“You make me feel strong,

You make me go wise
You augment the living sprit
Your love gives me the reason to SMILE”

These lines are the actual message for the consumer, where “Strong” is defined as refreshing,
confident, the consumer can depend on the same for diet purposes, and also as the same old
most favorite taste with minimal to low health effects.

“Wise” is referred to the decision made by the consumer to say no to excess sugar and choose
a better zero calorie coke, wisdom in health consciousness.
“Augment the living sprit” refers to the added value to the new coca cola zero to the living
health, larger benefits with better taste.
“Smile” is what coca cola seeks in their customers reply. Spreading happiness. Cola zero is
referred as the reason to smile as for making a good decision choosing zero calorie and with
the right amount of happiness.

The right work and the current situational trend of the society encourages people to be health
conscious and are concerned about what they are consuming, are there chemically improved
or adulterated products. To create a strong brand presence and identity in the customers mind,
the organizations should focus more on connecting with people on the daily lifestyle and also
to their emotional and physiological needs. Using the right word and right ingredient. Fitness
freaks and busy scheduled customers prefer refreshing and non-health harming products.