Brand, Branding and Internet Marketing !!

1. Coca Cola - Open Happiness
CASE STUDY
Prashant Chaudhary
Fb.com/chyprashant
@Chyprashant

2. About
 The ‘Coca Cola’ brand has consecutively occupied the number 1 position since Interbrand
initiated its Global Brand Report 12 years ago.
 The 2011 Interbrand report estimates Coca Cola’s brand value to be at around $71.9 million,
a 2 % increase from 2010.
 Coca Cola offers 400 brands in around 200 countries with 1.5 Billion of servings per day.

3. SEO Objectives
Coca Cola Outcome Expected
Objective 1 Expand Reach
Objective 2 Beating Competition
Objective 3 Customers Interactions
Objective 4 Increase Brand Value

4. Beginning
From 1993 to 2003 Coca cola invested $ 1 Billion in India.
Result
•39% volume growth
•23 % industrial growth
Coca-Cola to invest $5bn India to increase market share

6. Social Media Presence

7. Comparisons
 October 2011  July 2012
Facebook users - 750 Facebook users 955
million & Coca cola million & Coca cola
was ranked number still the no. 1 brand
one
Facebook - 46 million
Facebook - 34 million fans and growing at a
fans growing at a rate rate of more than 5%
of 3% monthly monthly

8. Coca Cola Vs Pepsi
S no. Category Coca Cola Pepsi
1 Indexed Pages 56,800,000 32,900,000
2
Facebook Followings 46 Million + 8.5 Million +
3
Mobile Optimized Website Yes No
4
Twitter 59,804 tweets 15,376 tweets
5 Page Rank 8 7

9. Assessment
 Facebook
 Twitter
 Blog
 Traditional Marketing

10. Resources

12. Social Media Presence

14. Opportunity
 Wal-Mart ranked on top  Interestingly, Apple is
for overall engagement. the only company
The largest retailer has among the nation’s
huge engagement with its top 100 advertisers
Facebook fans. that does not have
an official Facebook
 Wal-Mart receives an
page.
average of 7,390
comments and 726 “likes”  The top Apple listing is
on every post, a user page with
which far exceeds 188,000 followers.
everyone

15. Questions?