Coca Cola Advertisement Analysis

It is rightly said that advertisement is as much a science as it is an art. Advertisements are major means of communication in the field of marketing as it serves as a direct contact with the consumers of a product. Success of an advertisement depends on success of the product in making its place in the market defined by its reach and an attractive image of the product in the mind of the consumers. Coca-Cola is an American multinational beverage corporation and retailer, manufacturer and marketer of non alcoholic beverage. The headquarters of the company are in Atlanta. The company rightly claims its hold over the Indian market and remains one of the most famous soft drinks in India. All the contemporary beverages use various marketing strategies to keep a hold on the Indian market. The most powerful strategy that ensures a company's reach to the market and thus to the public is through advertisements. Coca-Cola put its constant efforts to reach the masses and has secured its place in top beverage company in India. From heart touching song Umeedon Wali Dhoop, Sunshine Wali Aasha to advertisements with a ‘desi tadka’, Coca-Cola has been able to attract the masses and thus, it has always moved a step forward …show more content…
At that time, the domestic brands had dominance over the Indian market, Limca being the largest selling brand in the country then. Cola was the largest selling flavor whose market share was about 40%, Lemon drinks share being 31% and orange drinks being only 19%. Coca-cola was the leading soft drink brand in India till 1977. Coca-Cola had to leave India because of norms set by the Foreign Exchange Regulation Act (FERA). FERA wanted Coca-Cola to reduce its equity stake as well as to reveal its secret concentrate formula which was not acceptable by the company. But after 16 years of absence from the Indian beverage market the company returned in