PowerPoint Presentation

HistoryRecipe invented at Eagle Drug & Chemical Company Georgia, by Dr. John S. Pemberton in 1885Offers nearly 400 brands in over 200 countries In 1887, First marketing efforts were executed through coupons promoting free samples of the beverageFollowed by newspaper advertising and the distribution of promotional itemsConnected with fun, friends and good times

Category Analysis Indian Beverage MarketExpected to become the fifth largest in the world from its current seventh position by 2020Enormous growth potential in IndiaCategory with no major health benefits Major Focus- Emotional appealAccounts for about 30 per cent of the total non-alcoholic beverages market

Problem Definition Growing consumer preference forhealthier drinks Saturated marketsMajor reason for concern- Slowing growth rates for sales of carbonated soft drinksMajor Competitor: PepsiMajor Substitutes: Juices, Milk products ,Lassi, Chaas, Flavored water, energy drinks ,other aerated drinks such as Appy-fizz

Some Interesting Campaigns!Created special moments of happiness for people all around the worldUse of Responsible marketing, Indirect MarketingEssence of marketing campaigns till now is friendship and happiness

Public Relations- Then & Now August 2003 Indian NGO finds that Coke and Pepsi products bottled in India contain pesticides. Immediate impact on Coke stock price; Coke threatened legal action over allegations. Indian government tests confirm findings. October 2003 Coke hires PR firm, develops strategy to deflect media attention away December 2003 Ordered by Indian court to stop drawing groundwater for its bottling plant in Plachimada, Kerala; Protesters claim that Coke water use was reducing agricultural yields Coke cited lack of rainfall, not their operations, as cause of crop declines

February 2004 Parliamentary committee finds high amounts of pesticide residue in Coke and Pepsi products bottled in India September 2004 Indian environmental groups launch campaign against Coke and Pepsi Increasing local opposition at bottling plants October 2004 Protests against Coke in U.S. After that Cokes Asia Director of Communications told the Wall Street Journal that activists such as IRC are making false environmental allegations against us to further an anti-globalization agenda. Cox accused Sunita Narain, who heads the CSE, whose report on pesticide content in 2003 first put Coke India in the spotlight, of brandjacking and using Cokes brand name to draw attention to campaign against pesticides

Suggested PR StrategyIn crisis:Acknowledging the crisisA calmer; non inflammatory reaction neededProjecting more responsible and not an Arrogant MNC imageCome up with alleviating communicationOtherwise:Organizing events to reinforce its Leaders ImageExamples: Health and Social Awareness Campaigns for Empowerment of Women in Rural IndiaAnti Obesity Campaigns; Marathons for youthOnline forums for stakeholders like farmers (like ITCs e-Choupal)Partner with more government & other social initiatives

Coke: Stand-Up for a causeMajor Objectives:To increase the growth rates of Coca ColaTo create value, better connect and make a differenceTo inspire moments of optimism and happiness

Strategy:Create brand equity through consumer engagementTwo way story telling Promoting social causes

Teaser campaign!Conduct Facebook pollsChoose a social causeSelect top 8 causesPrint them on the coke cans

Social Media!Creation of a page -Stand-Up for a Cause

Association with people supporting different causes

Donation of a small amount from the sales as per the cause to corresponding NGO

Promoting beneficiaries to share the stories on the page

Channelizing the individual stories to create a bigger Coke story

Mass Media campaign!Showcasing the coke can sales through mass media advertising Sharing the bigger coke story with the general audience to get mass appealCreate synergy between digital and mass media

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