While, The Coca-Cola Company is a global company with some of the world's most widely recognized brands, the Coca-Cola business in India, as in each country where it operates, is a local business. Its Marketing Co. are produced locally, employing Indian citizens, our product range and marketing reflect Indian tastes and lifestyles, and we are deeply involved in the life of the local communities in which it operate.
After a 16-year absence, Coca-Cola returned to India in 1993. The Company's presence in India was cemented in November that year in a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network.
Coca-Cola India has made significant investments to build and continually improve its business in India, including new production facilities, wastewater treatment plants, distribution systems and marketing equipment. During the past decade, the Coca-Cola system has invested more than US$1 billion in India. As such Coca-Cola is one of the country's top international investors. In 2003, Coca-Cola India pledged to invest a further US$100 million in its operations. The Coca-Cola business system directly employs approximately 10,000 local people in India. In addition, several independent studies have documented that, by providing opportunities for local enterprises, the Coca-Cola business also generates a significant employment multiplier effect. In India, we indirectly create employment for more than 1,25,000 people in related industries through our vast procurement, supply and distribution system.
[...] In early 2003, Coca-Cola India collected Advertiser of the Year and Campaign of the Year awards for the “Thaana Mat lab Coca-Cola” all- media campaign. Innovation has been the hallmark of other marketing campaigns, with the Company racking up "firsts" in the introduction of canned and PET soft drinks, vending machines and backpack dispensers for crowds of cricket supporters. Coca Cola considers the consistent high quality of its Marketing Co. to be one of its business' primary assets. In India, as in each country where its Marketing Co. [...]
[...] Therefore, it is in this light, publicity is paid for' by the company who is receiving all the benefits of the publicity. Point of purchase (POP) communications include displays at the counter as well as at the show windows, trial packs, posters, hangings glow signs an a variety of other promotional materials that are especially created and designed to influence buying decisions at the point of purchase. This is traditionally done at the supermarkets and reputed retail outlets. The other communication elements with which promotion is linked and coordinated are price, product, retail outlet and other company actions, which consumers perceive as communication. [...]
[...] The idea of the refreshment of Coca-Cola with a hint of Vanilla was found very appealing when tested in India and hence was launched Vanilla Coke in April 2004. The Thanda Matlab Coca-Cola campaign which was launched in 2002 had made Coca-Cola India's favorite soft drink and this helped launch Vanilla Coke as ‘Ice-Creamy Thanda', thereby making the new brand something familiar and comfortable to the consumer. Vanilla Coke was launched with a high profile TVC featuring teen heartthrob Vivek Oberoi in a remarkably new and different retro avatar. [...]
[...] Coca-Cola has been very strongly associated with cricket, sponsoring the World Cup in 1996 and various other tournaments, including the Coca-Cola Cup in Sharjah in the late nineties. Coca-Cola's advertising campaigns Chaho Ho Jaye and Life ho to Aisi” were very popular and had entered the youth's vocabulary. In 2002, Coca- Cola launched the campaign "Thanda Matlab Coca-Cola" which skyrocketed the brand to make it India's favorite soft-drink brand. In 2003, Coke was available for just Rs across the country and this pricing initiative together with improved distribution ensured that all brands in the portfolio grew leaps and bounds. [...]
[...] However, in business promotion has a somewhat similar meaning, mainly, to motivate customers to take action. In marketing communications its general meaning may be confined to those communication activities which include advertising, personal selling, sales promotion, publicity, an POP (point of purchase) communication. There are a number of ways written messages, symbols, pictures, quality products, window displays, salesmen, attractive and colorful packages, centrally located show rooms etc. by which a company tries to communicate with their consumers. A blend of above referred activities is known as a promotional mix, which is actually a part of the marketing communication mix. [...]
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