1. Harry Potter; The Phenomenon International Marketing

2. Harry Potter is a series of seven fantasy novels written by the British author J. K. Rowling. The series is about the adventures of a magician Harry Potter and his friends Ronald Wesley and Hermione Granger. Harry Potter is one of the Most Recognized Brand in the World values 4.0$ Billions Harry Potter made alliances with global licensees such as Coca Cola, Mattel & Lego.Introduction 3. Harry Potter & Sorcerers Stone 1997 ( June ) Harry Potter & Chamber of Secrets 1998 ( July ) Harry Potter & Prisoner of Azkaban 1999 ( July ) Harry Potter & Goblet of Fire 2000 ( July ) Harry Potter & the Order of the Phoenix 2003 ( June ) Harry Potter & Half Blood Prince 2005 ( July ) Harry Potter & Deathly Hallows 2007 ( July )Harry Potter Book Series 4. Time Line of Harry Potter 5. Strategic Alliance Coca Cola & Harry Potter 6. Coca Cola spent 150$ Millions of worldwide sponsorship in producing first movie of Harry Potter in 2000-2001 Coca Cola placed Well Known Harry Potter logo in 850 million of beverage bottles Coca Cola used the themes of Friendship, Happiness, Honest as the best fit from the brand Harry Potter 7. Q1. Do you think that Harry Potter would have achieved the same success had Bloomsbury not aligned itself with global heavyweights such as Coca Cola? 8. Yes First Book Harry Potter & Sorcerers Stone ( 1997 June ) First Movie released in 2001 Harry Potter & Sorcerer's Stone First 3 books have released before the first movie 66 Million copies of first 3 books sold before movie release First 3 books have translated into 200 languages before the movie release 9. Unique Story which anyone will love. It is like a fantasy solution for human problems. Emotional Relationship with the readers. Through social media networks & Teaser Campaigns by publishers Harry Potter became a Hero for both children & adults - Do Not Open Packages Danish Toy Manufactures produce toys of all characters of Harry Potter 10. Harry Potter will gain the same success without Coca Cola As - No Coca Cola brand appearance in the movie - Harry Potter is not appearing with Coke commercials But, With Coca Cola Harry Potter approach the unsought places where Coca Cola is distributing their brands - Harry Potter Literacy Campaign - 11. Q2.Is Harry Potter perceived differently around the world? Why or Why not? 12. Yes Harry porter is not about magic, Harry porter is a magic. Harry Potter used Fantasy Appeal as a solution to Human Problems. Harry Potter is all about the Friendship, Honesty & Imaginations which do not have any cultural & geographical differences Give a worthwhile message through the story between Good & Bad. 13. 66 Million sales of the First Book with 200 language translation First book was awarded by four countries. - Nestle Smarties Book Prices ( 1997 1999) - Scottish Art Council Book Awards (1999- 2001) - Whitebread Childrens Book of the Year (1999) - WHSmith Book of the Year (2006) Harry Potter included one of the best books list ranked by American Library association New York Times - 14. Q3.What measures could be taken to ensure that licensees do not tarnish the Harry Potter brand? 15. Coca Cola Teenagers Coke is accepted as an unhealthy beverage brand for children Harry Potter Children Harry Potter is HERO to children Children trust Harry PotterAlliance of Coca Cola with Harry Potter may tarnish to the Brand Trust of Harry Potter 16. No product placement in the movie. J. K. Rowling do not let Coca Cola to appear on the movie No characters appear within the coca cola commercials. Harry Potter is a HERO to children, Brand Guardian protect the HERO from unethical sales tactics of Coca Cola. Coca cola implemented a literacy campaign around the world as a CSR activity not for profit. - Win A School Library Campaign 17. Q4.What, if any, are the risks to licensees such as coca cola and Lego of aligning themselves with harry porter? 18. Coca Cola Teenagers Coke used Images of characters in Harry Potter in their packages Harry Potter Children Usage of Childrens HERO as a sales representative of Coca Cola brandMarketers accept Coca Cola packages as an unethical Sales Strategy of Coca Cola to promote their brand may damage to the Brand Image of Coca Cola 19. Coca Cola spent 150 $ Million for the worldwide sponsorship of the Movie Harry Potter CSR Contests such as Win a School Library, Screening Contests within the Harry Potter & Chamber of Secrets movieShort Term Liquidity Problems 20. Saveharry.com website aimed at ending Coca cola use of Harry Potter to market Junk food to kids.Influence from Pressure Groups 21. Thank You