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1Prof Smriti Khanna

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y 1986 Pharmacist John Pemberton created a caramel colored

syrup christened CC. The caption delicious and refreshingwas used to promote. In 19th century music hall performerHilda Clark was the celebrity endorser. In west CC addsbecame related to everyday life like Holidays are coming ..It isn't christmas until I've seen that . In 1940s CC used

Where there is Coke there is Hospitality at the time whenthe world strif torn after the second World war hospitality was a very sought after virtue and was socially regarded.1990 Hippi culture was represented by I would like to buy the world a coke in 1980 Coke is it appealed to teenager.In 1990 it was Always CC a representation of economicrecession when people aspired for stability. In 2000 CCEnjoy summed up the approach of people then who wereenjoying life during globalization.

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y 1970 government regulations

y Return in 1993

y Acquisition

y Business strategy 

y Awards coming there way 

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�Adaptation to Indian appeals

�Creating Personality of Youth

�Tapping the Indian obsession with cricketers and stars

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y Celebrity involved to rub off effect of their personas onthe Coca Cola

y In 2002 Jo Chao ho Jaye With Hrithik Roshan

y Association with cricketers Shehwag and SunilGavaskar with caption like life ho to aise

y Aishwarya and Amir aptly represented change in

technology by using password coke ho jaye forchatting

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y Mass Appeal by Thanda Matlab Coca Cola topenetrate local market

y Self Styled Hero

y Punjabi Farmer

y The Bengali Babu

y Asserttive Young Women

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y Establishing a website for youth to stay connected withthe brand

y

Contest being organizedy For rural consumers rainwater harvesting and planting

trees

y Lectures on sustainable development

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