Link between mass communication done by coca-cola and how it effects the sales of its products.

1. Relationship between Sales and Mass Communication w.r.t coca - cola
Sales and Distribution
IBS MUMBAI
Presented by-
Trishna
Prakhar
Tejas shah
Priya yadav
Ishani mishra
Archishman Deb
Pranshu chouhan
Khushbhu panapai

2. Coca Cola
• The Coca-Cola Company is an American multinational beverage corporation and
manufacturer, retailer, and marketer of non alcoholic beverage concentrates and syrups.
• headquartered in Atlanta, Georgia,The company is best known for its flagship product Coca-
Cola.
• Invented in 1886 by pharmacist John S Pemberton in Columbus, Georgia.
• The Coca-Cola formula and brand was bought in 1889 by Asa Griggs Candler (December 30,
1851 – March 12, 1929), who incorporated The Coca-Cola Company in 1892.
• Currently offers more than 500 brands in over 200 countries and serves 1.6 billion servings
each day.
• Coca Cola came to India in the year 1956.
• Coca Cola was asked to leave the country by GOI in 1977 due to investment violation.
• Coca Cola re-entered the Indian market in 1993.

3. Sales Definition
• The exchange of a commodity for money, the action of selling something .
• In general, a transaction between two parties where the buyer receives goods (tangible or
intangible), services and/or assets in exchange for money.
• Sales management is a business discipline which is focused on the practical application
of sales techniques and the management of a firm's sales operations. It is an important
business function as net sales through the sale of products and services and resulting profit
drive most commercial business.
• 3 types of sales-
1. Transactional Selling
2. Relationship Selling
3. Value Added Selling

4. Mass Communication Defination
• The imparting or exchanging of information on a large scale to a wide range of people.
• Mass communication is the transmission of information to a large numbers of people
through the mass media. Mass media includes newspapers, magazines, television, radio, film,
websites, and any technology that allows the dissemination of information to the public.
• Mass Com is mostly a one-way process, With little feedback from the audience, although the
internet is bringing some change, with options that allow people to comment or otherwise
provide feedback.
• The field of Mass Com include-
1. Advertising
2. Corporate and institutional media(providing visual, audio, written and multimedia materials
for training and instruction, internal & external communication, sales & public relations)
3. Electronic media(Facebook, Twitter, YouTube, LinkedIn)
4. Production management
5. Public relations
6. Telecommunications(news or production)
7. Visual Communications (graphic design, production design, photography, vedio)

5. ADVERTISEMENT
• Advertising is the nonpersonal communication of information usually paid for and usually
persuasive in nature about products, services or ideas by identified sponsors through the
various media.
• The main aim of advertising is raising awareness about the product.
• Coco-cola uses aggressive advertising to promote its product.
• As it has to cater mass consumer market s they prefer to do national marketing
• Celebrities of Indian film industry mainly become brand Ambassadors of the company like
Aamir Khan , Hrithik Roshan, Aishwarya Rai, Sidharth Malhotra, Alia Bhatt for the flagship
product and Salman khan for Thumps up and Rani Mukherjee for Fanta.
• Throughout the year the slogan of Coca-Cola have been memorable , such as :-
• thanda matlab Coca-Cola
• Jo chaho ho jae Coca-Cola enjoy
• Coca-cola piyo sir utha ke

7. RELATIONSHIP BETWEEN SALES AND ADVERTISMENT
• As the advertising became the primary weapon the Coca-Cola market share increased from
41% to 44% in 1994 to 1996
• To increase the market share and to give tough completion to its rivals the Coca-Cola has
invested more in advertising.
• Marginal Analysis-

8. Electronic/Digital marketing of Coca-Cola
• Coca cola uses social media to interact with the consumer by encouraging user to share stories,
pictures and videos. Use of these social media led coca cola to have “ connected consumers”
• Facebook:- Coca-Cola has attracted 63 million fans to its main Facebook page, which isn’t that
surprising as it’s one of the most recognisable brands in the world.
• - Encouraging fan interactions
• -posting shareable comment
• - asking questions
• Coca-Cola also has Facebook pages for its other products such as Diet Coke and Coke Zero,
however these have far fewer fans.
• Twitter :- Coca-Cola has separate Twitter feeds for each of the local markets in which it operates.
• The main Twitter feed has just over 700,000 followers and has tweeted more than 75,000
times, which makes it among the most active brands.
• The Diet Coke feed adopts a very different approach and is mainly used for tweeting marketing
messages, asking questions, and spouting inspirational quotes.

9. Continued…
• Pintreset :- coca-Cola’s Pinterest account is really quite interesting as there’s only one board
that relates to a specific Coca-Cola ad campaign, while the others are all images that focus on
a random theme.
• The other five are themed around vague topics such as ‘Be Together’, ‘Keep Discovering’ and
‘Be Active’.
• There is also a Diet Coke Pinterest account that has 3,400 followers, slightly more than the
Coca-Cola page.
• It has nine boards that are largely brand related, but it does a good job of collating content
posted on other networks and websites by its fans.
• Google +:- It has more than 800,000 followers, but as with most brands the level of user
engagement on the page is really low when compared to Facebook, with only a few hundred
+1s and comments on each update.

10. Corporate and institutional media of Coca-Cola
• Coca-Cola India has announced a partnership with global student organisation AIESEC. The
partnership would bring together companies and students in developing a road map for
sustainable development. As part of the programme, 4,500 youth volunteers would engage
with Coca-Cola for its sustainability initiatives.
• The partnership between Coca-Cola India and AIESEC would also see the induction of
international students, who would be involved in sustainability initiatives through 2013.
• Present in over 110 countries and territories and with over 60,000 members, AIESEC is the
world’s largest youth-run organization with a keen focus on leadership development amongst
youngsters. It offers opportunities for youngsters to develop leadership skills on a global
platform through international internships and experience as well as their internal programs.

11. Continued…
• Coca Cola tie-up with Inox:-
• - In an effort to reach out to its target customers through the entertainment
media, especially cinema and music, Coca-Cola India has entered into a
strategic alliance with Inox Leisure. The Inox group plans to set up a chain of
multiplex theatres across the country.
• - According to Coca-Cola, the partnership with Inox will be mutually beneficial.
Coke could reach their consumer through one of their favourite leisure
activities cinema

12. HOW PR AFFECTED SALES OF COCA COLA
• Coca cola system returned approx. 126.7 billion lts of water used in its manufacturing process
back to communities and nature through treated wastewater in 2014
• Coca cola also faced a string of health issue which had endured some embarrassing PR
disasters.
• Coca Cola India undertaken some projects as a part of their CSR-
1. “Support My School” campaign along with NDTV has Sachin Tendulkar as brand ambassador.
2. Project “Unnati” focuses on more yield of mangoes to farmers.
3. Coca Cola can address law suits, rumours, stories, new products and activities by thw help of
the section of their website which is devoted to stakeholders which contain all the pertaining
information.

13. HOW ELECTRONIC MEDIA HAS AFFECTED SALES OF COCA COLA
• Television
• Radio
• Online
• In 2010 coke had” phenomenal results from twitter ads.It saw 86 million impressions on
view of the ads in 24 hrs.

14. HOW CORPORATE/INSTITUTIONAL MEDIA HAS AFFECTED SALES OF COCA COLA
• Newspaper-most popular forms of media advertising that is widely used by coca cola
company.
• Similarly magazines have been widely used at a global level