Coca-Cola India
• Re-launched in India in 1993. • More than 7000 distributors and 1.7 million retailers.
Products In India
Organising PR activities
“How well you work with the media along the way can mean the difference between the success and failure” says the PR head of Coca Cola. • Decide the type of event . • Decide a suitable date and venue. • Provide sufficient literature to those present. • Brief the speakers. • Be prompt, precise and accessible.
PR Hierarchy
Vice President – Public Affairs & Comm
Mr. Deepak Jolly
Senior ManagerPublic Affairs & corporate Comm
Ms. Priyanka Pac
Team Leader 1
Team Leader 2
Team leader 3
Budgetary Allocation
• The allocation of budget differs from one campaign to another. • However, in most cases tie-up’s are made to sponsor the event as it benefits all the company’s involved. • Interesting fact: Coca-Cola spends more money on advertising than Microsoft and Apple combined.
Selection Of Target Audience
• Depends from one campaign to another. • Eg, “Thanda matlab Coca Cola” targets rural audience. • Energy drink called “burn” attracts sportspersons, and fitness enthusiasts.
PR tools
• Priyanka Pac, the Senior PR Manager “It is not always necessary to hold press conference, various other innovative and creative activities can be held.” • Press conference. • Press release.
Coca Cola CEO, Muther Kent addressing a press conference in New Delhi.
PR Tools
• CSR activities. • Advertisement strategy. • Television shows and concerts.
Press Coverage
Coke Studio – PR Activity
“Coca-Cola's unique point of view on music, allowing the 'Happy' energy of Coca-Cola to bring people together. “ said Mr. Deepak Jolly in a press conference. • Features live music performances. • The format is to feature one popular artist, one folk legend and one promising new talent.
Support My School Campaign
• Coke joined hands with NTDV to launch the campaign. • Sachin Tendulkar as brand ambassador. • Aimed at providing improved access to water, sanitation facilities, recreational facilities, etc. • As a part of the inaugural contribution towards this fund raising initiative, Coke had pledged Rs.1 Crore to the campaign.
SMS Campaign - Telethon
• Sachin and Aishwarya lead the Support My School campaign to raise Rs. 13.6 crores through the live Telethon. • The Telethon, which marked culmination of a 6 month long fundraising drive, received pledges from several organizations and individuals alike.
Conducting Press Conferences
• Select the occasion or cause of a press conference. • Brief the company’s top officials. • Call in all the partners(if any) involved in the initiative. • Handle media with care and politeness.
The Pesticides Controversy
Regaining market – Intelligent PR strategy?
• Launched a counter attack. • Launched an advertisement with Aamir Khan taking a tour of the Coca Cola factory. • It also offered the customers a tour in it’s processing plants to check and assure the quality of the product. VIDEO
Corporate Social Responsibility: Rain Water Harvesting Project
• The rain water harvesting(RWH) project was launched by Coca Cola. • The project has a potential to harvest 1.7 crore litre of rainwater annually at normal rainfall. • Already installed more than 600 RWH structures.
Awards
• Vishwakarma Award. • Chanakya Award. • The “Best Use of Public Relations for a social cause” Award. • Silver Prize. • Golden Peacock Award .
Brand Ambassadors
Managing Media Relations
• Pre-event publicity. • Press release. • Social media.
Relations With Competitor’s
• Fiercest rival is Pepsi. • Competition is good for both the industry and consumers. • In terms of social media usage, Coke fares better.
Acknowledgements & Bibliography
• Primary Data: Ms. Priyanka Pac who is currently the Senior Manager of Public Affaurs and Corporate Communications, Gurgaon. • Secondary Data: www.Cocacolaindia.com www.Google.com www.YouTube.com
Presented by:Anurag Golecha - 004 Ekta Thakkar - 078 Pranay Dutta - 112 Siddhant Makkar - 101 Rushabh Thakker – 113 Taha Bawa - 082 Sneha Jhawar - 095
doc_600409290.pptx
• Re-launched in India in 1993. • More than 7000 distributors and 1.7 million retailers.
Products In India
Organising PR activities
“How well you work with the media along the way can mean the difference between the success and failure” says the PR head of Coca Cola. • Decide the type of event . • Decide a suitable date and venue. • Provide sufficient literature to those present. • Brief the speakers. • Be prompt, precise and accessible.
PR Hierarchy
Vice President – Public Affairs & Comm
Mr. Deepak Jolly
Senior ManagerPublic Affairs & corporate Comm
Ms. Priyanka Pac
Team Leader 1
Team Leader 2
Team leader 3
Budgetary Allocation
• The allocation of budget differs from one campaign to another. • However, in most cases tie-up’s are made to sponsor the event as it benefits all the company’s involved. • Interesting fact: Coca-Cola spends more money on advertising than Microsoft and Apple combined.
Selection Of Target Audience
• Depends from one campaign to another. • Eg, “Thanda matlab Coca Cola” targets rural audience. • Energy drink called “burn” attracts sportspersons, and fitness enthusiasts.
PR tools
• Priyanka Pac, the Senior PR Manager “It is not always necessary to hold press conference, various other innovative and creative activities can be held.” • Press conference. • Press release.
Coca Cola CEO, Muther Kent addressing a press conference in New Delhi.
PR Tools
• CSR activities. • Advertisement strategy. • Television shows and concerts.
Press Coverage
Coke Studio – PR Activity
“Coca-Cola's unique point of view on music, allowing the 'Happy' energy of Coca-Cola to bring people together. “ said Mr. Deepak Jolly in a press conference. • Features live music performances. • The format is to feature one popular artist, one folk legend and one promising new talent.
Support My School Campaign
• Coke joined hands with NTDV to launch the campaign. • Sachin Tendulkar as brand ambassador. • Aimed at providing improved access to water, sanitation facilities, recreational facilities, etc. • As a part of the inaugural contribution towards this fund raising initiative, Coke had pledged Rs.1 Crore to the campaign.
SMS Campaign - Telethon
• Sachin and Aishwarya lead the Support My School campaign to raise Rs. 13.6 crores through the live Telethon. • The Telethon, which marked culmination of a 6 month long fundraising drive, received pledges from several organizations and individuals alike.
Conducting Press Conferences
• Select the occasion or cause of a press conference. • Brief the company’s top officials. • Call in all the partners(if any) involved in the initiative. • Handle media with care and politeness.
The Pesticides Controversy
Regaining market – Intelligent PR strategy?
• Launched a counter attack. • Launched an advertisement with Aamir Khan taking a tour of the Coca Cola factory. • It also offered the customers a tour in it’s processing plants to check and assure the quality of the product. VIDEO
Corporate Social Responsibility: Rain Water Harvesting Project
• The rain water harvesting(RWH) project was launched by Coca Cola. • The project has a potential to harvest 1.7 crore litre of rainwater annually at normal rainfall. • Already installed more than 600 RWH structures.
Awards
• Vishwakarma Award. • Chanakya Award. • The “Best Use of Public Relations for a social cause” Award. • Silver Prize. • Golden Peacock Award .
Brand Ambassadors
Managing Media Relations
• Pre-event publicity. • Press release. • Social media.
Relations With Competitor’s
• Fiercest rival is Pepsi. • Competition is good for both the industry and consumers. • In terms of social media usage, Coke fares better.
Acknowledgements & Bibliography
• Primary Data: Ms. Priyanka Pac who is currently the Senior Manager of Public Affaurs and Corporate Communications, Gurgaon. • Secondary Data: www.Cocacolaindia.com www.Google.com www.YouTube.com
Presented by:Anurag Golecha - 004 Ekta Thakkar - 078 Pranay Dutta - 112 Siddhant Makkar - 101 Rushabh Thakker – 113 Taha Bawa - 082 Sneha Jhawar - 095
doc_600409290.pptx