TERM PROJECT

MARKETING STRATEGY
1
Marketing Strategies Of
Coca Cola
PRESENETED TO:
MR. SUFIAN AHMAD
PRESENTED Y:
Sami Ullah Khan 27s-640
2
TA!E O" CONTENTS
CONTENTS

#$ Ackno%le&ge'ent$
($ Mission state'ent
)$ Intro&*ction$
+$ Coca Cola$
a$ Coca Cola International$
,$ -istor.$
/$ Manage'ent$
0$ Market s1are$
2$ "inancial re3ort$
4$ Di5i&en&s an& Cas1 Plan$
6$ Pro&*cts$
#7$ Strategic 3lanning$
##$ ottlers o%ne& ,. Coca cola
#($ Coca Cola Pakistan$
#)$ Ma8or Co'3etitors
a$ Pe3si
,$ -istor.$
c$ "inancial assets$
Market s1are$
"inancial re3ort$
Pro&*cts$
Met1o&olog.
#+$ So'e ,asic infor'ation regar&ing 'arketing of coke
a$ Target 'arket:
,$ Ma8or seg'ents:
c$ "actors effecting sales:
&$ Ma8or co'3etitors:
e$ Strategies of 9*alit.:
f$ T1reats fro' co'3etitors:
g$ Targets t1at %o*l& like to attain:
1$ E:3an&ing target 'arket
i$ T1reats an& o33ort*nities for 3rice:
8$ Strategies of getting goals i$e$ ;1ig1 3rofits<:
k$ Marketing strateg.:
l$ E:3ectations for t1e co'ing .ear:
'$ -o% coke &eter'ine t1e .earl. ,*&get:
#/$ Marketing strategies
#0$ Pest anal.sis
$
3
DEDICATION
T1is re3ort is &e&icate&
to '. ,elo5e& 3arents=
>1o e&*cate& 'e an& ena,le& 'e
to reac1 at t1is le5el$
4
ACKNOWED!EMENT
>e t1ink if an. of *s 1onestl. reflects on %1o %e are= 1o% %e got 1ere= %1at %e t1ink %e
'ig1t &o %ell= an& so fort1= %e &isco5er a &e,t to ot1ers t1at s3ans %ritten 1istor.$ T1e
%ork of so'e *nkno%n 3erson 'akes o*r li5es easier e5er.&a.$ >e ,elie5e it?s a33ro3riate
to ackno%le&ge all of t1ese *nkno%n 3ersons@ ,*t it is also necessar. to ackno%le&ge
t1ose 3eo3le %e kno% 1a5e &irectl. s1a3e& o*r li5es an& o*r %ork$
"irst of all %e %o*l& like to t1ank o*r teac1er M". M#hamma$ Sha%i&#' for t1eir g*i&ance
t1ro*g1 o*t t1e se'ester$
T1en %e %o*l& like to t1ank o*r frien& an& ,rot1er Mr$ Aees1an An8*' for 3ro5i&ing *s t1e
infor'ation t1at %as re9*ire& for co'3letion of t1is 3ro8ect$
5
6

Th' Missi(n S)a)'m'n) (% )h' C(*a C(la C(m+an,
O*r 'ission state'ent is to 'a:i'iBe s1areo%ner 5al*e o5er ti'e$
In or&er to ac1ie5e t1is 'ission= %e '*st create 5al*e for all t1e constraints %e ser5e=
incl*&ing o*r cons*'ers= o*r c*sto'ers= o*r ,ottlers= an& o*r co''*nities$ T1e Coca Cola
Co'3an. creates 5al*e ,. e:ec*ting co'3re1ensi5e ,*siness strateg. g*i&e& ,. si: ke.
,eliefs:
#$ Cons*'er &e'an& &ri5es e5er.t1ing %e &o$
($ ran& Coca Cola is t1e core of o*r ,*siness
)$ >e %ill ser5e cons*'ers a ,roa& selection of t1e nonalco1olic rea&.CtoD&rink
,e5erages t1e. %ant to &rink t1ro*g1 o*t t1e &a.$
+$ >e %ill ,e t1e ,est 'arketers in t1e %orl&$
/$ >e %ill t1ink an& act locall.$
0$ >e %ill lea& as a 'o&el cor3orate citiBen$
T1e *lti'ate o,8ecti5es of o*r ,*siness strateg. are to increase 5ol*'e= e:3an& o*r
s1are of %orl&%i&e nonalco1olic rea&. to &rink ,e5erages sales= 'a:i'iBe o*r longC
ter' cas1 flo%s= an& create econo'ic 5al*e a&&e& ,. i'3ro5ing econo'ic 3rofit$
T1e Coca Cola s.ste' 1as 'ore t1an #0 'illion c*sto'ers aro*n& t1e %orl& t1at sells or
ser5es o*r 3ro&*cts &irectl. to cons*'ers$ >e keenl. foc*s on en1ancing 5al*e for t1ese
c*sto'ers an& 1el3ing t1e' gro% t1eir ,e5erage ,*sinesses$ >e stri5e to *n&erstan&
eac1 c*sto'erEs ,*siness an& nee&s= %1et1er t1at c*sto'er is a so31isticate& retailer in a
&e5elo3e& 'arket a kiosk o%ner in an e'erging 'arket$
T1ere are nearl. 0 'illion 3eo3le in t1e %orl& %1o are 3otential cons*'ers of o*r
co'3an.Es 3ro&*ct$ Flti'atel.= o*r s*ccess in ac1ie5ing o*r 'ission &e3en&s on o*r a,ilit.
to satisf. 'ore of t1eir ,e5erage cons*'3tion &e'an&s an& o*r a,ilit. to a&& 5al*e for
c*sto'ers$ >e ac1ie5e t1is %1en %e 3lace t1e rig1t 3ro&*cts in t1e rig1t 'arkets at t1e
rig1t ti'e$
7
COCA CO!A INTERNATIONA!
-ISTORY: -ISTORY:
CocaCCola Enter3rises= esta,lis1e& in #640= is a .o*ng co'3an. ,. t1e
stan&ar&s of t1e CocaCCola s.ste'$ Yet eac1 of i ts franc1ises 1as a strong
1eritage in t1e tra&itions of CocaCCola t1at i s t1e fo*n&ation for t1is Co'3an.$
T1e CocaCCola Co'3an. traces i tE s ,eginning to #440= %1en an Atlanta
31ar'aci st= Dr$ Jo1n Pe',erton = ,egan to 3ro&*ce CocaCCol a s.r*3 for sale in
fo*ntain &rinks$ -o%e5er t1e ,ottling ,*siness ,egan in #466 %1en t%o
C1attanooga ,*siness'en= en8 a'i n "$ T1o'as an& Jose31 $ >1i te1ea& =
sec*re& t1e e:cl*si5e ri g1ts to ,ottle an& sell CocaCCola for 'ost of t1e Fni te&
States fro' T1e CocaCCola Co'3an.$
T1e CocaCCola ,ottl ing s.ste' contin*e& to o3erate as in&e3en&ent= local
,*sinesses *ntil t1e earl. #647s %1en ,ottl ing franc1ises ,egan to consoli&ate$
In #640= T1e CocaCCola Co'3an. 'erge& so'e of i ts co'3an.Co%ne&
o3erati ons %i t1 t%o large o%ners1i3 gro*3s t1at %ere for sale= t1e Jo1n T$
!*3ton franc1ises an& CI -ol&ing Cor3oration? s ,ottl ing 1ol &ings= to for'
CocaCCola Enter3ri ses Inc$ T1e Co'3an. offere& i ts stock to t1e 3*,lic on
No5e',er (#= #640= at a s3li tCa&8*ste& 3ri ce of G/$/7 a s1are$ On an ann*al
,asis= total *nit case sales %ere 447=777 in #640$
In Dece',er #66#= a 'erger ,et%een CocaCCol a Enter3rises an& t1e Jo1nston
CocaCCola ottl ing Gro*3= Inc$ HJo1nstonI create& a larger= stronger Co'3an.=
again 1el 3ing accelerate ,ottler consoli&ati on$ As 3art of t1e 'erger= t1e seni or
'anage'ent tea' of Jo1nston ass*'e& res3onsi,ili t. for 'anaging t1e
Co'3an.= an& ,egan a &ra'ati c= s*ccessf*l restr*ct*ri ng in #66($Fni t case
sales 1a& cli',e& to #$+ ,il lion= an& total re5en*es %ere G/ ,ill ion
8
MANAGEMENT: MANAGEMENT:
T1e 1ierarc1. of Coca Cola Co'3an. is as follo%s$

MARKET S-ARE MARKET S-ARE-
eing t1e ,iggest co'3an. in t1e soft &rink in&*str.= Coca Cola en8o.s t1e largest 'arket
s1are$ T1is co'3an. controls a,o*t /6J of t1e %orl& 'arket$
G!OA! MARKET S-ARE: G!OA! MARKET S-ARE:
T1e follo%ing ta,le can s1o% t1e %orl&%i&e o3erating seg'ents$
HTa,leI
Uni) *as' ."(/)h N(n-
al*(h(li*
$"in0
All *(mm'"*ial
1'2'"a.'s
#7 .ear
co'3o*n& ann*al
gro%t1
/C.ear co'3o*n&
ann*al gro%t1
(77# ann*al
gro%t1
(77( (77(
Co'3an
.
In&*str. Co'3an
.
In&*str. Co'3an
.
In&*str. Co'3an.
s1are
Co'3an
. s1are
Co'3an
. 3er
ca3ita
Inco'e
0J /J /J /J +J +J #4J 6J 27
Chairman
Board of governors
Vice Chairman and chief operating officer
Executive Vice residents
!enior Vice residents
Vice residents
"
T1is s1o%s t1at t1e 'arket of t1e co'3an. is geogra31icall. 5ast an& it is controlling it %it1
great s*ccess$ In (77(= t1e co'3an. gre% t1eir car,onate& softC&rink ,*siness ,. nearl.
(/7 'illion *nit cases an& generate& recor& 5ol*'es$ eca*se car,onate& soft &rinks are
t1e largest gro%t1 seg'ent %it1in t1e nonalco1olic rea&.CtoC&rink ,e5erage categor.
'eas*re& ,. 5ol*'e= t1at is %1. t1e. are foc*sing 'ore on t1is an& t1e. are contin*all.
increasing t1e 3ace ,eca*se t1e. kno% t1at accelerating t1is 3ace is cr*cial to t1eir f*t*re
s*ccess$ T1*s t1e. are increasing t1eir 'arket &a. ,. &a.$ T1e o3eration inco'e earne&
,. Coca Cola Co'3an. can ,e ill*strate& ,. t1e follo%ing 3ie c1art$

H"ig*reI
T1is strateg. 1as %orke& a lot an& it 1as 1el3e& t1e' to ,eco'e t1e >orl&Es lea&ing Soft
Drink Co'3an.$ T1e glo,al *nit sale of t1e Coca Cola Co'3an. is increasing fro' t1e last
ten .ears$ T1e &ata of t1e glo,al *nit sale of t1e Coca Cola Co'3an. can ,e re3resente&
,. follo%ing c1art$
H"ig*reI
0
2
4
6
3
40
42
4574 4534 4554 2002
#ni) sal' in 6illi(ns

So t1ere is 3ositi5e gro%t1 in t1e 'arket of t1e Coca Cola Co'3an.$ T1ere is a %orl&%i&e
5ol*'e increase ,. +J %it1 strong international gro%t1 of /J$ T1is is onl. &*e to t1e
inno5ati5e 'arketing 3rogra''ers= %1ic1 1as &ee3ene& t1e relations1i3 of t1e c*sto'ers
an& Coca Cola$ T1e financial 1ealt1 an& s*ccess of t1eir ,ottling 3artners is a critical
co'3onent of T1e CocaCCola Co'3an.?s a,ilit. to ,*il& an& &eli5er lea&ing ,ran&s$
1#
In (77(= t1e co'3an. 1a& %orke& %it1 t1eir ,ottlers to t*rn goo& intentions into realit. ,.
i'3ro5ing t1e s.ste' econo'ics$ T1e res*lts in (77( reflect t1is stea&il. i'3ro5ing an&
'*t*all. constr*cti5e relations1i3 ,et%een t1e Co'3an. an& t1eir ,ottling 3artners$ T1e
'ain reason ,e1in& t1is relations1i3 is to contin*e realiBing s1are& o33ort*nities for
gro%t1= %it1 closer coor&ination of o3erations incl*&ing c*sto'er relations1i3s= logistics
an& 3ro&*ction$
MARKET S-ARE Y AREA: MARKET S-ARE Y AREA:
Coca Cola is t1e %orl&Creno%ne& soft &rink an& t1e co'3an. is c*rrentl. o3erating t1ro*g1
o*t t1e %orl&$ T1e %orl& %i&e total is a,o*t #2$4 ,illion$
T1e o3eration re5ie% accor&ing to t1e seg'ents is as follo%s$
O+'"a)i(n R'2i'/
H(77( %orl&%i&e *nit case 5ol*'e ,. o3erating seg'entI
NORT-
AMERICA
!ATIN
AMERICA
EFROPE K
MIDD!E EAST
ASIA A"RICA
)7J (/J ((J #2J 0J
NORTH AMERICA
ATIN AMERICA
EURO7E 8 MIDDE
EAST
ASIA
AFRICA
So t1e 5ol*'e is least in t1e Africa an& 'ost in t1e Nort1 A'erica$ T1e &ata a,o*t t1e
'arket s1are of t1is co'3an. area %ise is gi5en in t1e follo%ing ta,le$
T1e a,o5e ta,le s1o%s t1e geogra31ical earning of t1e Coca Cola Co'3an. an& fro' t1is
&ata@ %e can fin& o*t t1at t1e c*sto'ers of Coca Cola are increasing %1ic1 is s1o%n ,. t1e
co'3an.Es 3er ca3ita inco'e$ Fnit case e9*als (+ eig1tCo*nce ser5ings$

T1e col*'n=
%1ic1 s1o%s t1e nonCalco1olic ,e5erages consist of co''erciall.= sol& ,e5erages= as
esti'ate& ,. t1e Co'3an. ,ase& on a5aila,le in&*str. so*rces$ T1e co*ntr. col*'n is
&eri5e& fro'
11
T1e Co'3an.?s *nit case 5ol*'e %1ile t1e in&*str. col*'n incl*&es nonalco1olic rea&.CtoC
&rink ,e5erages onl.= as esti'ate& ,. t1e Co'3an. ,ase& on a5aila,le in&*str. so*rces$


HTa,leI
Co*ntr. Fnit case gro%t1 NonC
alco1oli
c
Drinks
All co''ercial
e5erages
#7 .ear
co'3o*n& ann*al
gro%t1
/C.ear co'3o*n&
ann*al gro%t1
(77( ann*al
gro%t1
(77( (77(
Co'3an
.
In&*str. Co'3an
.
In&*str. Co'3an
.
In&*str. Co'3an
. s1are
Co'3an
. s1are
Co'3an.
3er ca3ita
Inco'e
N(")h
Am'"i*a
4 5 3 3 2 2 22 15 398
Uni)'$
S)a)'s
4 5 3 3 2 2 23 16 419
a)in
Am'"i*a
6 7 6 6 3 4 24 15 205
A".'n)in
a
7 4 6 2 7 2 20 10 236
1"a9il 5 5 3 6 3 5 23 13 144
Chil' 9 6 5 3 (2) 3 56 23 336
M':i*( 7 10 8 9 2 5 22 18 462
E#"(+'
8 Mi$$l'
Eas)
6 3 5 3 2 4 12 6 72
E#"asia 17 8 6 5 (14) 1 14 5 39
F"an*' 8 3 9 3 7 3 9 5 110
!'"man
,
1 2 (1) 1 (6) 1 14 7 193
!"'a)
1"i)ain
8 2 11 2 8 3 17 6 193
I)al, 1 3 4 3 2 2 9 6 104
Mi$$l'
Eas)
12 12 7 5 4 8 8 3 17
S+ain 6 4 8 5 4 4 17 12 264
Asia 7 6 6 7 10 7 14 5 23
A%"i*a 7 6 8 3 10 6 34 11 34

12
In Asian 3o3*lation= %1ic1 is t1e satisfie& c*sto'er of Coca Cola= is a33ro:i'atel. )$(
,illion an& t1e a5erage cons*'er en8o.s close to t%o ser5ings of o*r 3ro&*cts eac1 'ont1$
T1ro*g1 an intense foc*s on CocaCCola= inno5ation an& ne% ,e5erages= t1e co'3an. 1as
ac1ie5e& 5ol*'e gro%t1 of #7 3ercent in (77($ >it1 &e5elo3ing econo'ies an&
3o3*lations= t1is region 1as strong longCter' 3otential= an& t1e co'3an. is ,*il&ing an
e:citing fa'il. of ,e5erage ,ran&s in a&&ition to e:3an&ing t1e 3o3*larit. of o*r core
,ran&s= le& ,. CocaCCola$ In C1ina= for e:a'3le= sales of CocaCCola increase& 0 3ercent$
T1e total *nit case sale of Coca Cola in Asia can ,e s1o%n ,. t1e follo%ing 3ie c1art$
H"ig*reI


So t1e co'3an. is e'31asiBing 'ore in t1is area an& is tr.ing to &e5elo3 a strateg.= %1ic1
can increase t1e gro%t1 of t1e cons*'3tion of Coca Cola ,. t1e 3eo3le of Asia$ A'ong t1e
co*ntries of Asia= Ja3an 1as t1e 1ig1est 3ercentage= %1ic1 is a,o*t (6J$ A'ong ot1ers=
Pakistan= In&ia an& angla&es1 are t1ose co*ntries %1ere t1e a5erage cons*'3tion is
increasing &a. ,. &a.$
13
"INANCIA! REPORT: "INANCIA! REPORT:
T1is co'3an. is financiall. 5er. strong$ It is &*e to t1e strong finances= t1e co'3an. is still
s*r5i5ing t1e *3s an& &o%n of t1e ,*siness %orl&$ T1e financial re3ort of Coca Cola
Co'3an. of t1e .ear (77# an& (777 along %it1 t1e 3ercentage c1ange is as follo%s$
HTa,leI
;'a" En$'$ D'*'m6'" <4=
>In milli(ns ':*'+) +'" sha"' $a)a= "a)i(s an$ ."(/)h "a)'s?
2002 2004 7'"*'n)a.'
*han.'
Net o3erating re5en*es 20,092 19,889 1%
O3erating inco'e 5,352 3,691 45%
Net inco'e 3,969 2,177 82%
Net inco'e 3er s1are HbasicI 1.60
1
0.88
2
82%
Net inco'e 3er s1are HdilutedI 1.60
1
0.88
2
82%
Net cas1 3ro5i&e& ,. o3erating acti5ities 4,110 3,585 15%
*siness rein5est'ent (963) (779) 24%
Di5i&en&s 3ai& (1,791) (1,685) 6%
S1are re3*rc1ase acti5it. (277) (133) 108%
"ree cas1 flo% 3,147 2,806 12%
Ret*rn on ca3ital 26.6% 16.2% -
Ret*rn on co''on e9*it. 38.5% 23.1% -
Fnit case sales Hin ,illionsI
International o3erations 12.5 11.9 5%
Nort1 A'erica o3erations 5.3 5.2 2%
>orl&%i&e 17.8 17.1 4%

(77( ,asic an& &il*te& net inco'e 3er s1are incl*&es a nonCcas1 gain of G$7( 3er s1are
after ta:es= %1ic1 %as recogniBe& on t1e iss*ance of stock ,. CocaCCola Enter3rises Inc$=
one of t1e e9*it. in5estors of t1is co'3an.$
(77( ,asic an& &il*te& net inco'e 3er s1are incl*&es t1e follo%ing c1arges:
G$(+ 3er s1are after inco'e ta:es relate& to an organiBational Realign'ent$
G$#6 3er s1are after inco'e ta:es relate& to t1e Co'3an.?s 3ortion of c1arges
recor&e& ,. t1e in5estors of t1e co'3an.$
G$#0 3er s1are after inco'e ta:es relate& to t1e i'3air'ent of certain ,ottling=
'an*fact*ring an& intangi,le assets$
G$7/ 3er s1are after inco'e ta:es relate& to t1e settle'ent ter's of a &iscri'ination
la%s*it$
G$7# 3er s1are after inco'e ta:es relate& to incre'ental 'arketing e:3enses in
Central E*ro3e$
14
T1ese c1arges are 3artiall. offset ,. a gain of G$7/ 3er s1are after inco'e ta:es relate& to
t1e 'erger of CocaCCola e5erages 3lc an& -ellenic ottling Co'3an. S$A$ an& G$7+ 3er
s1are after inco'e ta:es relate& to ,enefits fro' a ta: rate re&*ction in Ger'an. an& fro'
fa5ora,le ta: 3lanning strategies$
DILIDEND AND CAS- INLESTMENT P!AN:
T1e Di5i&en& an& Cas1 In5est'ent Plan 3er'its s1areo%ners of recor& to rein5est
&i5i&en&s fro' Co'3an. stock in s1ares of T1e CocaCCola Co'3an.$ T1e Plan 3ro5i&es a
con5enient= econo'ical an& s.ste'atic 'et1o& of ac9*iring a&&itional s1ares of o*r
co''on stock$ All s1areo%ners of recor& are eligi,le to 3artici3ate$ S1areo%ners also 'a.
3*rc1ase Co'3an. stock t1ro*g1 5ol*ntar. cas1 in5est'ents of *3 to G#(/=777 3er .ear$
At .earCen&= 20 3ercent of t1e Co'3an.?s s1areo%ners of recor& %ere 3artici3ants in t1e
Plan$ In (77(= s1areo%ners in5este& G)0 'illion in &i5i&en&s an& G)# 'illion in cas1 in t1e
Plan$
15
COMPANY STATISTICS:
T1e statistics of t1is co'3an. is i'3ressi5e$ Since it is o3erating t1ro*g1 o*t t1e %orl& t1at
is %1. t1e n*',er of e'3lo.ees an& t1e ,ottling e9*i3'ents is 1ig1est a'ong t1e ot1er
,ottling co'3anies$ T1ere is a constant increase in e5er. as3ect %1en %e co'3are t1e
statistics of (77# an& t1e statistics of (77($ T1is is ,eca*se@ Coca Cola Co'3an. is
increasing its 5ol*'e &a. ,. &a.$ T1e e:3ansion of t1is co'3an.= %1ic1 s1o%s t1e
s*ccess of Coca Cola ,ran&s= res*lts in t1e 3ercentage c1ange in t1e statistics of t1e t%o
.ears$ T1e statistics is as follo%s$
HTa,leI
2002M 2004
E9*i5alent cases 4.2 billion 3.8 billion
ottle an& cans 87% 87%
"o*ntain 13% 13%
E'3lo.ees 72,000 67,000
Le1icles 54,000 52,000
Col& &rink e9*i3'ents 2.4 million 2.3 million
"acilities
Pro&*ction onl. 25 25
Distri,*tion 385 361
Co',ination 53 50
Total 463 436
Percent of Nort1 A'erica 3o3*lation co5erage 80% 72%
N*',er of States of O3eration 46 46
ottle an& can e9*i5alent case 3ackage &istri,*tion
Cans 44% 45%
NonCrefilla,le ,ottles 52% 51%
Refilla,le ,ottles 4% 4%
Ca3ital str*ct*re
Net &e,t to total ca3ital ratio 63% 59%
EITDA interest co5erage 3 3
>eig1te& a5erage cost of &e,t 6.3% 6.8%
Ke. Statistics
Constant terri tor. ,ottl e an& can 5ol*'e gro%t1 3% %
ottl e an& can net re5en*es 3er case c1ange Flat 2%
ottle an& can cost of sales 3er 31.si cal case
c1ange
1 %
Re3orte& EITDA Hin ,il lionsI 1.95 2.39
Re3orte& EITDA c1ange (18)% 9%
Ca3ital e:3en&it*resH in ,illionsI 0.97 1.18
JCage of net o3erating re5en*es 6% 8%
Co5erage of Nort1 A'erican CanN,ottle 5ol*'e 83% 74%
16
E1ITDA is t1e Earnings ,efore interest= ta:es= &e3reciati on= an& a'ortiBati on=
an& ot1er nonCo3erating ite's$
N') D'6) is t1e !ongCter' &e,t 3l *s c*rrent 3ortion of longCter' &e,t less
cas1 an& 'arketa,l e sec*rities$
E&#i2al'n) Cas' (" Uni) Cas' is t1e 31.si cal case an& fo*ntain gal lons
con5erte& to a stan&ar& *nit of 'eas*re &efine& as (+ eig1tCo*nce
ser5ings or #6( o*nces 3er e9*i 5alent case sol& ,. CocaCCola
Enter3ri ses$
PRODFCTS:
T1ere are &ifferent ,ran&s of t1e Coca Cola Co'3an.= %1ic1 are c*rrentl. in *se t1ro*g1
o*t t1e %orl&$ T1is co'3an. not onl. &eals in t1e car,onate& &rinks ,*t also ot1er &rinks$
>1ile la*nc1ing its 3ro&*ct= t1e 'arketing tea' consi&ers t1e c*lt*re of t1e co*ntr.$
Ma8or ,ran&s of coca cola
Coke
S3rite
"anta
Diet coke
Coke classic
17
T1e o5er all 5ol*'e of t1is co'3an. is as follo%s$
H"ig*reI
T1e co''it'ent of t1e co'3an. is to &e5ote reso*rces to %ater onl. in 'arkets %1ere it
e:3ects 3rofita,le gro%t1$ T1is strateg. 1as 3ai& &i5i&en&s$ T1e co'3an. 1as s*ccessf*ll.
a33lie& itEs a33roac1 to ,ran&s in se5eral ke. 'arkets= incl*&ing Ciel in Me:ico= Mori No
MiB*&a.ori in Ja3an= !ona"ua in R*ssia an& Kinle. in In&ia$ acke& ,. a strong net%ork of
,ottling 3artners t1ro*g1 o*t t1e Fnite& States= Dasani ,eca'e t1e nation?s fastestCgro%ing
%ater ,ran&$ In E*rasia= t1e entire T*rk*aB ,ran& tea' %orke& toget1er to la*nc1 T*rke.?s
first 3*rifie& %ater ,ran&$ T1is .ear= CocaCCola Co'3an. also s*ccessf*ll. energiBe& a
'a8or 3iece of its ,e5erage strateg.O%ater$ . t1e en& of (77#= itEs ,ottle& %ater 5ol*'e
e:cee&e& /27 'illion *nit cases= 'aking it t1e secon& ,iggest contri,*tor to t1e gro%t1 of
t1e co'3an. after car,onate& soft &rinks$ T1ree of t1e %ater ,ran&s= Dasani= Ciel an&
ona9*a eac1 ac1ie5e& sales of o5er #77 'illion *nit cases for t1e .ear$
In (77#an& (77(= t1e co'3an. 1as also 'a&e goo& 3rogress in coffees an& teas$
e5erage Partners >orl&%i&e= t1e rene%e& an& strengt1ene& 'arketing 3artners1i3 %it1
NestlP S$A$= ,egan o3erations in (77#$ T1is 3artners1i3 co',ines NestlP?s kno%le&ge in
life science= researc1 an& &e5elo3'ent %it1 t1e e:3ertise of Coca Cola Co'3an. in ,ran&
,*il&ing an& &istri,*tion$
At t1e sa'e ti'e= t1e co'3an. gre% Georgia coffee in Ja3an ,. ) 3ercent t1ro*g1 a%ar&C
%inning 'arketing in a categor. t1at %as flat for t1e .ear$ Also in Ja3anO%1ere T1e CocaC
Cola Co'3an. is t1e lea&er in t1e total tea categor.= t1e secon&Clargest categor. in t1e
nonCalco1olic rea&.CtoC&rink seg'entOit la*nc1e& Maroc1a Green Tea$ >it1 sales of +0
'illion *nit cases for t1e .ear= Maroc1a Green Tea is t1e fastestCgro%ing 3ro&*ct in t1e
fastestCgro%ing categor.: green tea$ T1e 3o3*larit. of Maroc1a is also recogniBe& ,. t1e
in&*str. %it1 a lea&ing tra&e 8o*rnal na'ing Maroc1a t1e 'ost 3o3*lar ne% foo& an&
,e5erage 3ro&*ct of t1e .ear$
18
Kno% t1e 'ost recogniBe& %or& on
t1e 3lanet after ;OK<Q
1"




A'ong t1e soft &rinks Fan)a an& S+"i)' ,eco'e s*ccessf*l along %it1 t1e 'a8or ,ran&
C(*a C(la an& Di') C(0'$ In ke. 'arkets= t1e co'3an. 1as create& ne% 3ackaging siBes
to satisf. cons*'er &e'an&s$
Increasingl.= Me:ican fa'ilies 1a5e l*nc1 toget1er at 1o'e$ T1e a5erage Me:ican
1o*se1ol& &rinks t%oCan&CaC1alf liters or 'ore of soft &rinks &*ring t1at ,reak= %1ile a t%oC
liter ,ottle %as t1e largest a5aila,le 3ackage$ So t1e co'3an. intro&*ce& a con5enient (CR
liter ,ottle to select regions= contri,*ting to t1e sale of nearl. #$/ ,illion *nit cases of CocaC
Cola in Me:ico t1is .ear$ T1is larger ,ottle %ill co'3lete its nation%i&e rollo*t in (77($ In
C1ina= CocaCCola is an integral 3art of 1oli&a. cele,rations an& t1e fa'il. getCtoget1ers
t1at acco'3an. s*c1 e5ents$ T1ro*g1 an intense foc*s on CocaCCola= inno5ation an& ne%
,e5erages= it 1as ac1ie5e& 5ol*'e gro%t1 of #7 3ercent in (77#$ In C1ina= sales of CocaC
Cola increase& ,. 0 3ercent$ In t1e Fnite& States= recogniBing t1at cons*'ers often en8o.
t1eir &iet Coke %it1 a slice of le'on= t1e co'3an. S,ottle&S t1e conce3t$ T1e res*ltO&iet
Coke %it1 le'onOcontri,*te& to 5ol*'e gro%t1 of + 3ercent for t1e n*',erCone &iet$
Soft &rink in Nort1 A'erica: &iet Coke$ T1e co'3an. increase& its t%o largest ,ottle siBes
&*ring t1e (77# 1oli&a.s= an& festi5al 3ackaging 1el3e& &ri5e a 0 3ercent 5ol*'e increase
for CocaCCola$ T1e 3ackaging inno5ations &o not 8*st in5ol5e resiBing$ T1e co'3an. 1as
also res3on&e& to cons*'ers? c1anging fas1ion st.les %it1 ne% ,ottles$
>it1 ,ran&s s*c1 as Min*te Mai&= -iCC= Si'3l. Orange an& Disne. 8*ices an& 8*ice
&rinks in t1e Fnite& States= Too in Asia= Ka3o in !atin A'erica an& i,o in Africa$
T1is .ear= t1e co'3an. reCla*nc1e& its glo,al s3ortsC&rink ,*siness= in5esting in ne%
3ro&*cts= 3ackaging= 3ositioning an& 'arketing$ T1e res*lts s3eak for t1e'sel5es: itEs
glo,al s3orts &rinks= le& ,. Po%era&e an& A9*ari*s= gre% ,. #) 3ercent in (77(= nearl.
&o*,le t1e gro%t1 rate of t1e %orl&%i&e s3ortsC&rink categor.$ Re5italiBe& in t1e Fnite&
States= t1e co'3an. intro&*ce& Po%era&e in nearl. e5er. 'a8or >estern E*ro3ean
'arket= incl*&ing Great ritain= Ger'an. an& S3ain= as %ell as in Me:ico an& !atin
A'erica$ T1e co'3an. la*nc1e& (2 3ro&*cts in (77#$
T1e co''it'ent of t1e co'3an. to 3ackaging inno5ation also res*lte& in ne% initiati5es for
o*r fo*ntain ,*siness= a c1annel t1ro*g1 %1ic1 'an. cons*'ers en8o. CocaCCola$ In t1e
Fnite& States= t1e co'3an. &e5elo3e& F(#n)ain= a total ,e5erage &is3ensing s.ste' t1at
is 'ore fle:i,le an& 'ore relia,le$ T%o .ears of researc1 res*lte& in a &is3ensing s.ste'
t1at 3ro5i&es e:ce3tional ,e5erage 9*alit.= eas. to *3gra&e tec1nolog.= ,ran& an& gra31ic
c*sto'iBation an& i'3ro5e& relia,ilit.$
2#
STRATEGIC P!ANNING
In t1e .ear (77(= t1e co'3an. 1a& a great s*ccess= as t1e strateg. %orke& %1ic1 res*lte&
in 'aking Coca Cola Co'3an. t1e %orl&Es lea&ing co'3an.$ In (77#= co'3an.
acco'3lis1e& t1e cr*st of itEs strateg. as
>orl&%i&e 5ol*'e increase& ,. + 3ercent %it1 strong international gro%t1 of /
3ercent an& clear signs t1at o*r Nort1 A'erican ,*siness is gro%ing soli&l. an&
3re&icta,le$
Earnings 3er s1are gre% ,. 4( 3ercent= as %e &eli5ere& on o*r co''it'ent to
create 5ol*'e gro%t1 %1ile aggressi5el.
Ret*rn on co''on e9*it. gre% fro' () 3ercent in (777 to )4 3ercent t1is .ear.
Ret*rn on ca3ital increase& fro' #0 3ercent in (777 to (2 3ercent in (77#$
T1e co'3an. 1as generate& free cas1 flo% of G)$# ,illion= *3 fro' G($4 ,illion in
(777= a clear in&ication of its *n&erl.ing financial strengt1$
T1e strateg. for t1e f*t*re of t1e co'3an. is 5er. straig1tfor%ar&$ T1e ma"0')in. s)"a)'.,
%(" )h' ,'a" 2002 is as follo%s=
Accelerate car,onate& softC&rink gro%t1= le& ,. CocaCCola$
Selecti5el. ,roa&en t1e fa'il. of ,e5erage ,ran&s to &ri5e 3rofita,le gro%t1$
Gro% s.ste' 3rofita,ilit. an& ca3a,ilit. toget1er %it1 o*r ,ottling 3artners$
Ser5e c*sto'ers %it1 creati5it. an& consistenc. to generate gro%t1 across all
c1annels$
Direct in5est'ents to 1ig1est 3otential areas across 'arkets$
Dri5e efficienc. an& costCeffecti5eness e5er.%1ere$
MAJOR COMPETITOR
21
PEPSI INTERNATIONA!
-ISTORY
Pe3siCo is a %orl& lea&er in con5enient foo&s an& ,e5erages= %it1 re5en*es of a,o*t G(2
,illion an& o5er #+)=777 e'3lo.ees$ T1e co'3an. consists of t1e snack ,*sinesses of
"ritoC!a. Nort1 A'erica an& "ritoC!a. International@ t1e ,e5erage ,*sinesses of Pe3siC
Cola Nort1 A'erica= Gatora&eNTro3icana Nort1 A'erica an& Pe3siCo e5erages
International@ an& T*aker "oo&s Nort1 A'erica= 'an*fact*rer an& 'arketer of rea&.CtoCeat
cereals an& ot1er foo& 3ro&*cts$ Pe3siCo ,ran&s are a5aila,le in nearl. (77 co*ntries an&
territories$
Man. of Pe3siCo?s ,ran& na'es are o5er #77C.earsCol&= ,*t t1e cor3oration is relati5el.
.o*ng$ Pe3siCo %as fo*n&e& in #60/ t1ro*g1 t1e 'erger of Pe3siCCola an& "ritoC!a.$
Tro3icana %as ac9*ire& in #664 an& Pe3siCo 'erge& %it1 T1e T*aker Oats Co'3an.=
incl*&ing Gatora&e= in (77#$%o*l& entertain t1e listener %it1 t1e latest '*sical selections
ren&ere& ,. 5iolin or 3iano or ,ot1$ T1e ne% na'e= ;Pe3si Cola<= is &eri5e& fro' t1e t%o of
t1e 3rinci3le ingre&ients= Pe3sin an& Kola N*ts$ It %as first *se& on t1e A*g*st (4$ At t1at
ti'e= ra&1a'Es a&5ertising 3raises 1is &rink as ;E:1ilarating= in5igorating= ai&s &igestion<$
#667C(77(
T1e a&5ertise'ent of t1e Pe3si c1anges to= ;Yo* got t1e rig1t one ,a,.= F1C-*1Q<$>it1 t1e
e:tensi5e *sage of t1e stars in t1e a&&s= t1e 3o3*larit. of Pe3si increase$ In #66( Pe3siC
Cola for'e& a 3artners1i3 %it1 T1o'as J$ !i3ton Co$ To&a. !i3ton is t1e ,iggest selling
rea&.CtoC&rink tea ,ran& in t1e Fnite& States$ O*tsi&e t1e Fnite& States= Pe3siCCola
Co'3an.?s soft &rink o3erations incl*&e t1e ,*siness of Se5enCF3 International$ Pe3siC
Cola ,e5erages are a5aila,le in 'ore t1an #67 co*ntries an& territories$
In Asia= t1e. selecte& !a1ore to 'ake t1eir regional office$ T1is %as &one in #627$ T1is
regional office is 'onitoring all t1e o3erations carrie& o*t in So*t1 >est Asia$ As in
Pakistan= t1e. onl. entere& ,e5erage in&*str.$ T1e. 1a5e ele5en ,ottlers co5ering %1ole
Pakistan$ T1e 3lant o3erating 1ere is RiaB ottlers HP5tI !TD$ T1is 3lant %as esta,lis1e& at
!a1ore in #62+$ T1e total ca3acit. of t1e 3lant is )7=777 cases 3er &a.$ T1e. 1a5e fo*r
filling lines in t1e 3lant o3erating on t1e t1ree s1ift ,ases$ Eac1 s1ift is of eig1t 1o*rs$ T1e.
1a5e 3er'anent %ork force of 2/7 3eo3le an& t1e. e'3lo.ee a33ro:i'atel. #777 3eo3le
'ore on te'3orar. ,asis &*ring s*''er season$
22
Pe3siEs Pro&*cts
Pe3si
Tee'
Mirin&a
Pe3si Ma:
Pe3si !e'on
Pe3si l*e
Mo*ntain De%
2*3
23
COCA CO!A PAKISTAN
T1e CocaCCola Co'3an. ,egan o3erating in Pakistan in #6/)$ CocaCCola= "anta an&
S3rite are t1e ,ran&s in Pakistan$ T1e CocaCCola S.ste' in Pakistan o3erates t1ro*g1
eig1t ,ottlers= fo*r of %1ic1 are 'a8orit.Co%ne& ,. CocaCCola e5erages Pakistan !i'ite&
HCCP!I$ T1e CCP! 3lants are in Karac1i= -.&era,a&= Sialkot= G*8ran%ala= "aisala,a&=
Ra1i'.ar K1an= M*ltan an& !a1ore$ T1e re'aining t%o 3lants= in&e3en&entl. o%ne&= are
in Ra%al3in&i an& Pes1a%ar$ T1e CocaCCola S.ste' in Pakistan ser5es 27=777
c*sto'ersNretail o*tlets$ T1e CocaCCola S.ste' in Pakistan e'3lo.s #=477 3eo3le$ D*ring
t1e last t%o .ears= T1e CocaCCola S.ste' in Pakistan 1as in5este& o5er G#)7 'illion HF$S$I
+6 .ears of refres1'ent in Pakistan

C(*a-C(la intro&*ce& in Pakistan 45@<
"anta intro&*ce& in Pakistan 456@
S3rite %as intro&*ce& 4572
Diet Coke K "anta !e'on 2004
24
PROMISE O" COKE
T1e ,asic 3ro3osition of o*r ,*siness is si'3le= soli& an& ti'eless$ >1en %e ,ring
refres1'ent= 5al*e= 8o. an& f*n to o*r stake1ol&ers= t1en %e s*ccessf*ll. n*rt*re an&
3rotect o*r ,ran&s= 3artic*larl. CocaCCola$ T1at is t1e ke. to f*lfilling o*r *lti'ate o,ligation
to 3ro5i&e consistentl. attracti5e ret*rns to t1e o%ners of o*r ,*siness$
TARGET MARKET
CokeEs co''ercials ,asicall. ,ase& on .o*ng generations= So= t1e .o*ng generation is t1e
target 'arket of Coke ,eca*se t1e. %ant to re3resent Coke %it1 t1e .o*t1 an& energ. ,*t
t1e. also consi&er a,o*t t1e ol& 3eo3le t1e. take t1en as a coCtarget 'arket$
MAJOR SEGMENTS
Ma8or seg'ents are ,asicall. t1ose 3eo3le %1o take t1is &rink &ail. an& t1ose areas %1ere
t1e &e'an&s is 1ig1er t1en t1e ot1er areas$ T1ere are so 'an. 3eo3le %1o take t1is &rink
&ail. an& t1ose 3eo3le %1o take %eekl. an& t1ose %1o take less often are al%a.s t1ere as
%ell$ So= t1eir ,asic seg'ents are t1ose 3eo3le %1o take t1is &rink reg*larl.$
"ACTORS E""ECTING SA!ES
T1ere are so 'an. factors= %1ic1 affects t1e sale of coke$ -ere %e are &isc*ssing t1ree
'a8or factors %1ic1 effects coke$
Per ca3ita inco'e
Co'3etitors
>eat1er
Per Ca3ita Inco'e
"irst %e %ill &isc*ss a,o*t ; Per ca3ita inco'e<$ T1is is 'a8or factor t1at affects t1e sale of
t1is soft &rink$ eca*se %1ic1 e5er. 3assing .ear ,*&gets are ,eco'ing 5er. strict an&
tig1t in or&er to 3*rc1ase t1ings$ So t1e &is3osa,le inco'es of t1e 3eo3le are co'ing
&o%n$ T1e. s3en& 1ea5il. on rents= *tilities= an& e&*cation an& ,asic necessities an& after
t1at %1en t1e. get e:tra 'one. t1e. t1ink a,o*t t1is soft &rink $So t1e &ecreasing 3er
ca3ita inco'e effects ,a&l. in selling an& 3ro&*ction of t1is soft &rink$
25
An& to get t1ro*g1 %it1 t1is &iffic*lt. t1ere is nee& to increase t1e le5el of 3er ca3ita
inco'e of Pakistan ,eca*se it is '*c1 lesser t1an t1e rest of t1e co*ntries$
Co'3etitors
CokeEs 'a8or co'3etitor is ;PEPSI< an& t1ere is no 1esitation to sa. t1is ,eca*se e5er.
one kno%s t1at an& all t1e ot1er col& &rinks an& %ater= coffee= tea are t1e co'3etitors$
>eat1er
>eat1er is t1e t1ir& 'a8or factor in effecting t1e CokeEs selling$ T1is is *n&er&e5elo3e&
'arket so t1e cokeEs cons*'3tion in s*''ers is 07J an& in %inters is +7J$
MAJOR CFSTOMERS NEED
"irst of all t1e 'a8orit. &onEt care t1at %1at t1e. are going to 1a5e$ In ot1er %or&s= t1e.
&onEt care ,efore &rinking t1at %1et1er it is ;Pe3si< or ;coke<$ T1e. &onEt act*all.
&ifferentiate ,et%een t1ese t%o ,ran&s in or&er to t1eir tastes$
Cons*'ers ,asicall. &rink %1at t1e. get$
T1e. ,elie5e on WHAT COLD THEY SOLD
Cons*'erEs a5aila,ilit. in ,ran&s is ,asicall. %orks like:
P*s1 a5aila,ilit.
P*ll cons*'erEs &e'an&$
"or t1is reason CocaCCola 1a5e 3ro5i&e& t1eir coolers an& freeBers in t1e 'arket$ T1e.
1a5e 'a:i'*' n*',er of coolers an& freeBers in t1e 'arket$ T1e. 3ro5i&e t1is
infrastr*ct*re free of cost 8*st to 3ro5i&e c1il& coke to t1eir c*sto'er= %1ic1 t1e. %ant to ,e
3*rc1ase$
T1eir sales'an an& 'ec1anics reg*larl. 5isit all t1e s1o3s %1ere coke 1as its
infrastr*ct*re to c1eck t1at eit1er it is in 3ro3er con&ition or not= if not t1en t1e. i''e&iatel.
c1ange or re3air it$
26
MAJOR COMPETITORS
Cons*'ers firstl. &eci&e t1at t1e. are going to 1a5e a soft &rink$ T1en t1e. co'3ete
,ran&s %it1 eac1 ot1er$ !ike t1e. co'3ete Coke %it1 Pe3si an& S3rite %it1 2*3 an&
tea' $So t1e 'a8or co'3etitor of Coke is Pe3si$
>1en t1e. 'oti5ate to an. ot1er ,ran& or on Coke itEs in instinct ,asicall. t1at ,ase& on
'essages &eri5e certain feelings$
*t Coca Cola t1inks in a &ifferent %a.= t1e. ,elie5e t1at RC Cola= ne% co'ing AMRAT
Cola= an& all 8*ices= e5en t1e. take %ater an& tea as t1eir co'3etitors$
STRATEGIES O" TFA!ITY
After Micro an& 'acro anal.sis ran& ;coke< is 3ri'aril. role
#$ En1ance co'3etition 'o'ents
($ >1en 3eo3le %atc1 cricket
)$ T1ro*g1 co''ercialiBation
+$ "*n ti'e
T1o*g1 t1ese strategies t1ere co*l& ,e ,etter *n&erstan&ing an& ,etter connection %it1 t1e
3*,lic$ T1ese are t1e ;ke. cons*'3tion<$
T-REATS "ROM COMPETITORS
T1reats are %ell 3lanne&$ Price is t1e 'a8or t1reat$ >1en 3rice goes certain ,e.on& t1e
e:act 3rice %1et1er co'e &o%n or go 1ig1er its effects t1e cons*'3tion of soft &rink$
eca*se %1en t1e 3rice go 1ig1er 3eo3le go for t1e s*,stit*te of ;coke< i$e$ Pe3si$
An& %1en 3rice goes &o%n t1e. t1ink t1at t1ere is '*st ,e so'e t1ing %rong in it$
In s1ort it all &e3en&s on c*sto'erEs 3erce3tion$
TARGETS T-AT >OF!D !IKE TO ATTAIN
E5er. organiBation r*ns on t1e ,ases of 3rofit 'a:i'iBation so Coke is also looking for a
1ig1 3rofit 'argin$
T1ere are t1ree 'a8or %a.s of 'aking 'one.
O5er nig1t 3rofit
>in&fall 3rofit
Et1ical an& *nCet1ical %a.s
27
O5er Nig1t Profits
T1e. co*l& ,e o5er nig1t 3rofit t1at is for t1e n*',er # ,ran& for t1e .ear$ T1is co*l& ,e got
'. increasing sales 5ol*'e
>in&fall Profit
Can ,e %in&fall 3rofit$ T1e. are t1e e:tras 3rofit$ >1en t1e cons*'3tion t1e cons*'3tion is
on ,oo'$ So= t1ere is &ifferent kin& of 3rofits$
Et1ical An& Fnet1ical >a.s
Profit can also get t1ro*g1 et1ical an& *net1ical %a.s$ T1e. ,elie5e on t1is 9*ote
; E5er. t1ing is fare in lo5e an& %ar<$
So'e 3rofits sta.s for so'e ti'e like ;o5er nig1t 3rofits< an& so'e 8*st co'e an& go like
;%in& fall 3rofits<$ An& t1e. can also get 3rofit t1ro*g1 &ifferent a33roac1es$
EUPANDING TARGET MARKET
In last ( .ears Coke 1as co'e ,ack in aggressi5e 'anner$
Cons*'er 1as c1oice
Attracti5e ,ran& na'e
ran& &ifferentiating
Cons*'er -as Got C1oice
No% t1e cons*'er 1as got c1oice$ eca*se no% t1e. kno% t1e na'e of anot1er ,ig ,ran&=
t1o*g1 coke is t1e (
n&
,est na'e ,*t it can get a ,etter 3osition after so'e ti'e
Attracti5e ran& Na'e
No% t1e cons*'ers kno% t1e Na'e of Coke= ,eca*se Coke is t1e na'e= %1ic1 is t1e 'ost
3o3*lar after t1e %or& ;ok<$ So 3eo3le can ,etter &ifferentiate ,ran&s %it1 eac1 ot1er$
ran& Differentiation
No% &ifferent co'3anies 1a5e got &ifferent ,ran& na'es$ So= 3eo3le can &isting*is1
,et%een ,ran&s$ T%o 'a8or ,ran&s ;coke< an& ;Pe3si< also 1a5e ,ran& na'es$
28
Coca ColaEs ran&
Coca cola is ;FS< ,ran&$ eca*se t1e. ,elie5e in t1e toget1erness= ,eing 3eo3le toget1er
an& frien&s are ,eing toget1er$ Coca Cola strongl. ,elie5es t1at Pakistani te'3era'ent is
;FS< not ;ME<
Pe3siEs ran&
Pe3siEs ,ran& is ,asicall. is ,asicall. ;ME< ,ran&e&$ T1e. *se t1e te'3era'ent of ;ME<$ In
contrast to Coke t1e. ,elie5e on in&i5i&*al str*ggle$
T-REATS AND OPPORTFNITIES "OR PRICE
O33ort*nities
If Coke is consi&ere& a l*:*r. 3ro&*ct$ T1en t1ere is t1e ta: rate s.ste'
#/J C sales ta:
(7J C e:cise &*t.
(2J C goes to go5ern'ent
7)J C In 'aking *&get
After 3a.ing all t1ese ta:es coke 1as to 3a. electricit. c1arges$ >e 1a5e to s3en& on
&istri,*tions$ After 3a.ing all t1ese e:3enses CokeEs 'argin s9*eeBe& an& cons*'ers
1a5e to 3a. for increasing tariffs$
T1ese are t1e o33ort*nities t1ro*g1 %1ic1 %e can increase t1e 3rice an& can get 3rofits$
T1reats
T1ere are '*c1 'ore t1reats in increasing 3rices$ eca*se sa'e 3ro,le' of s*,stit*te$ If
Coke increase t1e 3rice lets sa. # r*3ee$ T1en 3eo3le &efinitel. %onEt go for coke$ T1e.
1a5e t1e ,est s*,stit*te of Coke t1at is Pe3si$ So t1ese are t1e t1reats in increasing 3rices$
Coke %ill lose t1e 'argin of its 3rofit an& can face loss$
2"
STRATEGIES O" GETTING GOA!S I$E$ ;-IG-
PRO"ITS<
To increase t1e 3rice is t1e least t1ing= %1ic1 Coke can a&o3t$ T1ere are so 'an. %a.s
t1ro*g1 %1ic1 Coke can increase t1e 3rofits$ So'e 'a8or %a.s are as follo%s$
Lol*'e can ,e increase&
Interest le5el of cons*'ers
To take 3art in energetic festi5als
-o% to increase t1e 5ol*'e of cons*'ersV
Coke can increase t1e 5ol*'e ,. e:3an&ing t1e in&*str. of coke$ T1ro*g1 a&5ertise'ents=
offering &ifferent interesting t1ings to attract 3eo3le to%ar&s t1is 3ro&*ct$
-o% to increase t1e interest le5el of cons*'ersV
Coke is increasing t1e interest le5el of cons*'ers ,. offering &ifferent fla5ors$
"or e:a'3le Coke is increasing t1e n*',er of fla5ors in ;"anta<= t1is is one of t1e 3ro&*ct
of coke$ T1ro*g1 offering &ifferent fla5ors Coke can increase t1e !e5el of cons*'ers an&
t1ro*g1 t1is 3rofits can ,e gaine&$
-o% to take 3art in energetic festi5alsV
Coke is alrea&. taking 3art in t1e festi5al like ;asant< since last ) .ears$ Coke offers
&ifferent attracti5e t1ings in t1eir festi5al an& t1ro*g1 t1is Coke gaine& 1ig1 3rofit an&
cons*'3tion of coke increase& on t1ese occasions$
An& t1is .ear in t1is .ear (77( 3eo3le %ere an:io*sl. %aiting t1at %1at interesting t1ing
coke is going to offer$
MARKETIN! STRATE!;
O*r local 'arketing strateg. ena,les Coke to listen to all t1e 5oices aro*n& t1e %orl&
asking for ,e5erages t1at s3an t1e entire s3ectr*' of tastes an& occasions$ >1at 3eo3le
%ant in a ,e5erage is a reflection of %1o t1e. are= %1ere t1e. li5e= 1o% t1e. %ork an& 3la.=
an& 1o% t1e. rela: an& rec1arge$ >1et1er .o*?re a st*&ent in t1e Fnite& States en8o.ing a
refres1ing CocaCCola= a %o'an in Ital. taking a tea ,reak= a c1il& in Per* asking for a 8*ice
&rink= or a co*3le in Korea ,*.ing ,ottle& %ater after a r*n toget1er= %e?re t1ere for .o*$
>e are &eter'ine& not onl. to 'ake great &rinks= ,*t also to contri,*te to co''*nities
aro*n& t1e %orl& t1ro*g1 o*r co''it'ents to e&*cation= 1ealt1= %ellness= an& &i5ersit.$
3#
Coke stri5es to ,e a goo& neig1,or= consistentl. s1a3ing o*r ,*siness &ecisions to i'3ro5e
t1e 9*alit. of life in t1e co''*nities in %1ic1 %e &o ,*siness$ It?s a s3ecial t1ing to 1a5e
,illions of frien&s aro*n& t1e %orl&= an& %e ne5er forget it$
31
MARKET POSITIONING
Pro&*ct Range
T1e total range of Coca Cola co'3an. in Pakistan incl*&es:
Coke$
S3rite$
"anta$
Diet Coke$
An& co'3an. offers t1eir 3ro&*cts in &ifferent ,ottle siBes t1ese incl*&es:
SSR Hstan&ers siBe ret*rna,le ,ottleI
!R Hlitter ret*rna,le ,ottleI
NR Hno ret*rn ,ottleI or &is3osa,le ,ottle
PET #$/ H#$/ litter 3lastic ,ottleI
CANS Htin 3ack ))7 'lI
Packing
Coca cola 3ro&*cts are a5aila,le in &ifferent 3acking
(+ reg*lar ,ottle s1ell
0 ,ottle 3ack for #$/ 3ets
#( ,ottles in a 3ack for &is3osa,le ,ottle
(+ cans in one 3ack$
32
PRICE STRATEGY
Tra&e Pro'otion
Coca cola co'3an. gi5es incenti5es to 'i&&le 'en or retailers in %a. a t1at t1e. offer
t1e' free sa'3les an& free e'3t. ,ottles= ,. t1is t1ese retailers an& 'i&&le 'an 3*s1 t1eir
3ro&*ct in t1e 'arket$ An& t1atEs %1. coca cola seen 'ore in t1e 'arket$ An& t1e. 1a5e a
goo& sale in t1e 'arket ,eca*se accor&ing to t1e e:3ert %1ic1 3ro&*ct seen 'ore in t1e
'arket t1at sells 'ore$
;Seen as sol&<
T1e. &o agree'ents %it1 a s1o3 kee3ers an& stores to e:cl*si5e sale in t1at stores$ T1ese
stores are calle& as KEY acco*nts in t1eir local lang*age$
An& coke also in5est 1ea5. ,*&get on t1ese stores an& offers t1e' free sa'3les an& free
,ottles an& so'e ti'e cas1 incenti5es$
Different Price In Different Seasons
So'e ti'es Coca Cola Co'3an. c1ange t1eir 3ro&*ct 3rices accor&ing to t1e season$
S*''er is s*33ose& to ,e a goo& season for ,e5erage in&*str. in Pakistan$
So in %inter t1e. re&*ce t1eir 3rices to 'aintain t1eir sales an& 3rofit$ *t nor'all. t1e.
re&*ce t1e 3rices of t1eir 3et ,ottles or # litter glass ,ottle$
33
PROMOTION STRATEGIES
Getting s1el5es
T1e. gets or 3*rc1ase s1el5es in ,ig &e3art'ental stores an& &is3la. t1eir 3ro&*cts in t1at
s1el5es in t1at st.le %1ic1 s1o% t1eir 3ro&*ct 'ore clear an& 'ore attracti5e for t1e
cons*'ers$
E.e Catc1ing Position
Sales'an of t1e coca cola co'3an. 3ositions t1eir freeBers an& t1eir 3ro&*cts in e.eC
catc1ing 3ositions$ Nor'all. t1e. kee3 t1eir freeBers near t1e entrance of t1e stores$
Sale Pro'otion
Co'3an. also &o s3onsors1i3s %it1 &ifferent college an& sc1oolEs cafes an& s3onsors t1eir
s3orts e5ents an& ot1er e:tra c*rric*l*' acti5ities for getting 'arket s1are$
FTC Sc1e'e
FTC 'ean *n&er t1e cro%n sc1e'e= coca cola often &o t1is t.3e of sc1e'e an& t1e. offer
5er. 1an&. 3riBes in it$ !ike once t1e. offer ,ic.cles= ca3s= t5 sets= cas1 3riBes etc$ T1is
sc1e'e is 5er. '*c1 3o3*lar a'ong c1il&ren$
DISTRIFTION C-ANNE!S
Coca Cola Co'3an. 'akes t%o t.3es of selling
Direct selling
In&irect selling
Direct Selling
In &irect selling t1e. s*33l. t1eir 3ro&*cts in s1o3s ,. *sing t1eir o%n trans3orts$ T1e.
1a5e al'ost +/7 5e1icles to s*33l. t1eir ,ottles$ In t1is t.3e of selling co'3an. 1a5e 'ore
3rofit 'argin$
34
In&irect Selling
T1e. 1a5e t1eir %1ole sellers an& agencies to co5er all area$ eca*se it is 5er. &iffic*lt for
t1e' to co5er all area of Pakistan ,. t1eir o%n so t1e. 1a5e so 'an. %1ole sellers an&
agencies to ass*re t1eir c*sto'ers for a5aila,ilit. of coca cola 3ro&*cts$
"ACI!ITATING T-E PRODFCT Y
IN"RASTRFCTFRE
"or 3ro5i&ing t1eir 3ro&*ct in goo& 'anner co'3an. 1as 3ro5i&e& infrastr*ct*re t1ese
incl*&es:
LiBi cooler
"reeBers
Dis3la. racks
"ree e'3t. ,ottles an& s1ells for ,ottles
ADLERTISEMENT
Coca cola co'3an. *se &ifferent 'e&i*'s
Print 'e&ia
Pos 'aterial
T5 co''ercial
ill,oar&s an& 1ol&ings
Print Me&ia
T1e. often *se 3rint 'e&ia for a&5ertise'ent$ T1e. 1a5e a se3arate &e3art'ent for 3rint
'e&ia$
POS Material
Pos 'aterial 'ean 3oint of sale 'aterial t1is incl*&es: 3osters an& stickers &is3la. in t1e
stores an& in &ifferent areas$
35
TL Co''ercials
As e5er.,o&. kno% t1at TL is a 'ost co''on entertaining 'e&i*' so TL co''ercials is
one of t1e 'ost attracti5e %a. of &oing a&5ertise'ent$ So Coca Cola Co'3an. &oes
reg*lar TL co''ercials on &ifferent c1annels$
ill,oar&s An& -ol&ings
Coca cola is 5er. '*c1 conscio*s a,o*t t1eir ,ill,oar&s an& 1ol&ings$ T1e. 1a5e so 'an.
sites in &ifferent locations for t1eir ,ill,oar&s$
EUPECTATIONS "OR T-E COMING YEAR
E5er. t1ing starts fro' t1e attit*&e of cons*'erEs ,e1a5ior$ An& t1e ,asic ke. to attract t1e
cons*'ers is to t1ro% t1e ;'one. a%a.<$
An& 3ositi5e feeling felling %it1 t1e ,ran&= %1ic1 t1e. *se& to 1a5e Coke %ants to a&5ertise
t1eir 3ro&*cts 1ea5il. in t1e co'ing .ear$ An& it %ill take t1e #7J of t1eir 3rofits$ An& %1en
%e take it as a glo,al le5el it is G I ,illion$
Co'ing .ear is t1e c1allenging .ear for t1e in&*str. of Coke$ T1e. 1a5e to take lots of
&ecisions t1at 1o% to increase t1e 3ro&*ction an& %1ere t1e. 1a5e to s3en& 'one.$
"or gaining s*ccess in co'ing .ear t1e. 1a5e to 1a5e so'e i'3ortant t1ings like:
#$ !o.al cons*'ers are i'3ortant for co'3an.Es s*ccess$
($ >orkers s1o*l& ,e t1e ,ran& centric not t1e 3ro'otion centric$
)$ T1e. s1o*l& kno% 1o% '*c1 to for t1e ,ran& acti5ities$
+$ T1e. s1o*l& also kno% t1at 1o% '*c1 to &o %it1 t1e 3ro'otion acti5ities for ,ran&$
-O> COKE DETERMINE T-E YEAR!Y FDGET
Coke &eter'ines its .earl. ,*&get ,. t1e
Sales 5ol*'e
Profita,ilit.
Target 5ol*'e
36
Sales Lol*'e
Coke &eter'ines its .earl. ,*&get t1ro*g1 t1e sales 5ol*'e$ T1e. first concentrate on t1e
t1ing is ;%1at is t1e con&ition of t1eir salesV< if t1e con&ition is goo& of t1eir sales t1en t1e.
&efinitel. increase t1eir 3ro&*ction an& sales 5ol*'e$ Ot1er%ise t1e. concentrate on t1eir
ol& strategies$
Profita,ilit.:
T1e secon& t1ing t1ro*g1 %1ic1 t1e. &eter'ines ,*&get is t1e ;3rofit< $if t1e. r getting
3rofits %it1 t1e 1ig1 'argin= t1en t1e. &efinitel. %ant to increase t1eir 3rofits in t1e ne:t
co'ing .ear$ E5er. organiBation r*ns on t1e ,asis of getting 1ig1 3rofits$ No organiBation
%ants to face !oss in t1eir ,*siness$ To get 3rofit is t1e first 3riorit. of t1e Coke$
Target Lol*'e:
To r*n t1e ,*siness e5er. in&*str. 1as so'e targets= %1ic1 t1e. %ant to ac1ie5e in a
s3ecific ti'e 3erio&$ If in&*str. ac1ie5es t1ose goals in t1at 3erio& t1en for t1e co'ing .ear
it increases t1e 5ol*'e of t1e target$
So Coke "ollo% t1e sa'e t1ing it 1as also so'e goals an& targets to ac1ie5e in t1e gi5en
ti'e 3erio&$ >1en t1e. s*ccee& to ac1ie5e t1at target t1en t1e. increase t1eir target
5ol*'e in t1e ne:t .ear$
37
SA!ES PROMOTION ACTILITIES
CocaCCola Cricket
Cricket t1e 'ost so*g1t after@ %atc1e& K 3la.e& ga'e in Pakistan $t1e ga'e of cricket 1as
,een o%ne& ,. 5ario*s ,ran&s in t1e in&*str. for t1e 3ro'otion of t1eir 3ro&*cts o5er a
3erio& of ti'e$ It 1as range& fro' to,acco to l*,ricants to co''*nication co'3anies to
,anks to airlines K latel. to t1e ,e5erage in&*str.$ T1e co'3etition 1as ,eco'e to*g1er K
to*g1er as t1e ti'e 1as 3rogresse&$
CocaCCola signe& a s3onsors1i3 agree'ent %it1 eig1t of PakistanEs National cricket
3la.ers$ CocaCCola realiBing t1e fact t1at cricket is a 5er. strong ele'ent ,. %1ic1 it can
reac1 it cons*'ers K 'asses in5este& in t1e o33ort*nit. an& la*nc1e& a 'assi5e
ca'3aign on 'ass 'e&ia s1o%ing all t1ese cricket stars en&orsing K co'3li'enting CocaC
Cola ,ran&$ T1e CocaCCola Co'3an. &e5elo3e& t1ree TL co''ercials K fo*r testi'onial
a&s %it1 t1e 3la.er K ran t1e' on t1e national net %ork &*ring 5ario*s cricket 'atc1es$
T1ese ,ol& ste3s taken ,. t1e CocaCCola 'arketing *nit acclai'e& t1e' 'an.
ackno%le&ge'ents across t1e ,oar&$ T1is ca'3aign 1el3e& CocaCCola to esta,lis1 its
association %it1 t1e ga'e K t1e 3la.er$
CocaCCola Concerts
A,rarC*lC1a9Es &istinct st.le= l.rics K songs 1a5e 'a&e 1i' an instant 1it a'ong t1e
'asses in Pakistan$ -is enor'o*s 3o3*larit. in t1e co*ntr. K a,roa& is s*33orte& ,.
CocaCColaEs co''it'ent to%ar&s 3ro5i&ing 1ealt1. K f*nCfille& entertain'ent for t1e .o*t1
of Pakistan$ CocaCCola ,ro*g1t A,rar to 1is fans t1ro*g1 1ol&ing concerts K feat*ring
A,rar in a '*c1Ca33reciate& TLC K MMT feat*re& t1ro*g1o*t t1e co*ntr.$
T1e TLC ca'3aign foc*se& on t1e 1ectic lifest.le of a 3o3 star %1o fo*n& res3ite K relief
t1ro*g1 CocaCCola in s1ort 'o'ents t1at 1e 1a& to 1i'self &*ring a concert$ CocaCColaEs
,ran& 3ositioning of 3ro5i&ing &ee3 &o%n refres1'ent for t1e ,o&.= so*l K 'in& %ere
ca3t*re& acc*ratel. in t1e TLC K &e3icte& a3tl. 1o% t1e &rink co'3letes t1e 'o'ent for
A,rar$

CocaCCola "oo& Mela
>it1 a s3las1 of foo&= f*n K 3riBes to ,e %on= t1e CocaCCola foo& 'ela treate& t1e 3eo3le
of Karac1i= to a festi5e foo& festi5al co'3rising of /7 resta*rants= s3rea& o*t all o5er t1e
,*stling cit.Es 'a3$ T1e 3ro'otion sa% t1e a5i& fa'ilies K frien&s en8o.ing t1e &elicacies at
t1e resta*rants@ all resilientl. *31ol&ing t1e CocaCCola i&entit.$
38
CocaCCola asant "esti5al
In "e,r*ar. t1e 'ont1 of ,asant t1e 3arks K 1ortic*lt*re a*t1orit. in !a1ore no'inate&
CocaCCola t1e official s3onsor of t1e ,asant festi5al $CocaCCola a&&e& to t1e carni5al
at'os31ere ,. 'aking t1e festi5al free to enter K &ecorating all 'ain roa&s in !a1ore %it1
ill*'inate& kites$ CocaCCola also 1oste& a concert of 3o3 i&ol A,rarC*lC1a9= 1a& c1il&renEs
3ara&e K 1el& t1e CocaCCola kite fl.ing c1a'3ions1i3 &*ring t1e ,asant festi5al$ No%
;%1ere t1ere is ,asant t1ere is CocaCCola<= it 1as ,een i'3ossi,le to en5isage ,asant
%it1o*t CocaCCola$ CocaCCola gi5e t1e 'ore refres1ing fla5or to t1e colors of ,asant ,.
a&&ing 'ore life to t1e festi5al= gi5ing t1e cons*'er a *ni9*e e:3erience %1ic1 t1e. 1a&
ne5er taste& ,efore$

CocaCCola GOCRED
T*enc1ing t1e t1irst of 'otorist= 3e&estrians K 3asser,.Es &*ring !a1oreEs 1ottest s*''er
season= CocaCColaEs ;GOCRED< tea's %ent o*t into t1e cities 'ain 9*a&rants to ;ser5e K
refres1< on t1e s3ot %it1 iceCcol& CocaCColas at &isco*nte& 3rices ,acke& ,. a 1ea5. "M
anno*nce'ent ca'3aign t1e ;GOCRED< stall= ser5e& %ell to 3ro'ote t1e CocaCCola
in&*str.$
CocaCCola Part. in a Park
In J*ne (777= CocaCCola create& an e:3eriential '*sical e5ening in !a1ore= %1ere J*noon
3erfor'e&$ T1is 3rogra' %as recor&e& an& oneC1o*r 3rogra' s1o%n in t1e national TL for
free$#7 'illion 1o*se1ol&s sa% CocaCCola WPart. in a ParkE %1ile #7 t1o*san& 3eo3le
atten&e& t1e e5ent$
CocaCCola S1o33ing "esti5al
CocaCCola 1oste& ;T1e CocaCCola S1o33ing "esti5al< !a1oreEs first s1o33ing festi5al= a
reso*n&ing s*ccess %it1 te'3ting &isco*nts= li5e '*sic= great 3riBes K fire %orks$ !i,ert.
'arketing G*l,erg %as a 1i5e of acti5it. &*ring t1e %eeklong s1o33ing e:tra5aganBa$ T1e
in a*g*ral e5ent 3ro5e& so 3o3*lar t1at it is no% set to ,eco'e an ann*al fi:t*re$
CocaCCola Pet Pro'otion
In #660= CocaCCola la*nc1e& #$/ liter Pet conto*r ,ottle for t1e first ti'e in Pakistan$
Targeting 1o*se %i5es K fa'il. 1o'e= CocaCColaEs #$/ liter Pet ,ottle= took t1e li'elig1t K
gaine& 'o'ent*' %it1 a ca'3aign 3ro'oting t1e *ni9*e 3ackaging an& its n*'ero*s
cons*'er ,enefits $A treat for t1e fa'il.= CocaCColaEs PET %as offere& t1ro*g1 a ;3riceCoff<
3ro'otion t1at sai&XXX$!( (#) 8 .') s(m'
3"
CocaCCola Ra'Ban Ca'3aign
A 5er. s3ecial occasion for t1e 3eo3le of Pakistan Ra'Ban sa% anot1er 5er. s3ecial CocaC
ColaEs 3ro'otion= 'arketing t1e 3o3*lar #$/ liter PET ,ottle K t1e # liter ,ottle %it1 a s*3er
3riceCoff 3ro'otion$ T1e e'31asis on en8o.ing CocaCCola at ;Iftar< %it1 frien&s K fa'il.$
CocaCCola >on&er of t1e >orl& Pro'otion
In J*l. (777= CocaCCola set t1e stage of t1e gran& FTC 3ro'otion$ CocaCCola %ent a1ea&
%it1 t1e i&ea of gi5ing cons*'er c1ances to %in fa,*lo*s= 'agical ;&rea' 5acation< to
n*'ero*s ;%on&er &estination< t1ro*g1o*t t1e %orl& on e5er. 3*rc1ase of a (/7 'l RG
,ottle of CocaCCola= S3rite= K "anta$T1e 3ro'otion ga5e cons*'ers a c1ance to %in free
&rink= a tri3 to PARIS= -O!!Y>OOD= NE>YORK= SINGAPORE K CAIRO along %it1
airfare K fo*r nig1ts free sta. in t1ese &rea' lan&s$ T1e 3ro'otion sa% a5i& cons*'er
collecting CocaCCola WCro%n ca3sE K s3arke& a keen res3onse fro' t1e 3*,lic = ren&ering
an o*tstan&ing testi'onial ca'3aign in t1e secon& 31ase= 1ig1lig1ting t1e %inners o5er
%1el'e& in t1e 'agical &elig1t of t1eir fa5orite ,e5erage CocaCCola$
CocaCCola K Nokia
In A*g*st (77#= t1e ne% *n&erCt1eCcro%n 3ro'otion ;Ni0la Ki,aV<H>1at 1a5e * %onI %as
la*nc1e& in colla,oration %it1 C1i'era Nokia$T1e 3ro'otion ga5e cons*'er a c1ance to
%in t1o*san&Es of CocaCCola ,ran&e& Nokia ))#7 cell*lar 31ones on e5er. 3*rc1ase of
2/7'l RG ,ottle of CocaCCola =S3rite= K "anta$T1e ot1er 1ig1lig1t of 3ro'otion %as t1e
ACa#.h) R'$ Han$'$B ca'3aign$ ran&e& CocaCCola %it1 Wca*g1t re& 1an&e&E tea' in
t1e' %ent to !a1ore K Karac1i for t1ree &a.s= %it1 target t1at an.one ,eing ca*g1t
&rinking CocaCCola %ill ,e a%ar&e& a nokia ))#7 'o,ile 31one K if so'eone is ca*g1t
talking on a nokia 'o,ile %ill %in free s*33l. of CocaCCola$ Ca*g1t re& 1an&e& ,eco'e a
1*ge s*ccess a'ong t1e 'asses as it %as one to one interaction ,et%een t1e CocaCCola
,ran& K t1e cons*'ers$ T1is acti5it. 1el3e& ,ille& confi&ence an& ,ran& lo.alt. a'ong
core cons*'ers$
Coca Cola TL MaBBa
T1e coca cola ne% ca'3aign is coca cola t5 'aBBa= it is a *tc sc1e'e in %1ic1 3eo3le are
getting tele5ision sets of &ifferent siBes$ T1ese &a.s t1is sc1e'e is 5er. 3o3*lar a'ong t1e
3eo3le$
CocaCCola K Mc Donal&Es
CocaCCola K ke. acco*nt of MC Donal&Es la*nc1e& t1e ;/' .( )(.')h'"< 8oint 3ro'otion to
reinstate a'ongst cons*'ers a real sense of t1e affinit. t1at= ,ot1 s1ares glo,all.$ T1e
3ro'otion kicke& off %it1 3os 'aterial HDanglers= *nting etcI &is3la.e& at all MC Donal&Es
resta*rants along %it1 a s3ecial offer for coke K fries$
4#
"anta K S3rite !a*nc1e&
In No5e',er (777'o5ing on to t1e S3rite K "anta ,ran&s= t1e cons*'ers in Pakistan
%itnesse& a soft la*nc1 in essence$ T1e CocaCCola Co'3an. &eclare& t1e ne% ;NonC
Ret*rna,le< ,ottles of S3rite K "anta as t1e ;Ne%= On t1e Go Packs< fla*nting t1e
inno5ati5e 3ackaging con5enience$ "anta K S3rite are s*re to en8o. consi&era,le s*ccess
in Pakistan$

Diet Coke
After t1e ac9*isition of t1e in&i5i&*al local franc1ise ,ottling facilities in #660= t1e co'3an.
1as s*ccessf*ll. la*nc1e& its first ne% 3ro&*ct= &iet coke= for t1e first ti'e in al'ost )
.ears$ T1e %as linke& %it1 t1ree fas1ion s1o%s as Diet Coke is relate& to fas1ion K fitness=
,*t t1e 'a8or 1it %as t1e'atic fas1ion s1o%s in resta*rants= %1ic1 are t1e ke. acco*nts of
t1e co'3an. as t1is 1as ,een ne5er &one ,efore in Pakistan$
41
CONC!FSION
After t1oro*g1 researc1= %e co'e to t1e concl*sion t1at t1e 'arketing strateg. of
Coca Cola is %orking for t1e' an& t1e 3ro&*ct is gaining 3o3*larit. a'ong .o*t1
&a. ,. &a.$
RECOMMENDATIONS
After co'3leting o*r 3ro8ect %e 1a5e concl*&e& so'e reco''en&ation for t1e coca
cola co'3an.= %1ic1 are follo%ing$
Coca Cola Co'3an. s1o*l& tr. to e'31asis 'ore on 3ro5i&ing t1eir
infrastr*ct*re in t1e 'arket to facilitate t1eir c*sto'ers$
Accor&ing to t1e s*r5e.= con&*cte& ,. t1e international fir' Pakistani 3eo3le
like little ,it s%eeter cola &rink$ So for t1is coca cola co'3an. s1o*l& 3ro&*ce
t1eir 3ro&*ct accor&ing to t1e local &e'an&$
Marketing tea' s1o*l& tr. to increase t1e a5aila,ilit. of Coke in r*ral areas$
T1e. s1o*l& also foc*s t1e ol& 3eo3le$
No% .o*ng generation 1as a tren& to &rink a coke ( reg*lar ,ottles at sa'e
ti'e= so 3ro5i&ing 'ore satisfaction to t1e' co'3an. s1o*l& intro&*ce R liter
&is3osa,le ,ottle$

42
PEST ANA!YSIS O" COCACCO!A
T1ere are fo*r 5aria,les= %1ic1 %e %ill &isc*ss in o*r re3ort= t1e. are:
7OITICA CARIA1ES 7OITICA CARIA1ES
7(li)i*al 2a"ia6l's S)"(n.l,
E%%'*)'$
++
S(m' /ha)
E%%'*)'$
+
N(
E%%'*)
+
S(m' /ha)
E%%'*)'$

S)"(n.l,
E%%'*)'$

Effects of go5ern'ent
reg*lations K
&ereg*lations
NE
Effect of en5iron'ental
3rotection la%s if an.
YES
I'3ort an& e:3ort
reg*lations
NE
Effect of 3olitical
con&itions in certain
co*ntries of Coke
NE
An. effect of election=
'ilitar. take o5er=
Re5ol*tion at Coke
YES
Concl*sion Of Political Anal.sis:
As far as t1e a,o5e ta,le is concerne& it co*l& ,e seen t1at t1ere are 5er. little
c1ances of ;3olitical 5aria,les< to effect t1e cokeEs 3ro&*ction an& selling ,e1a5ior$
In t1e ;3olitical 5aria,les< 'ost of t1e t1ings are relate& to Go5ern'ental acti5ities$
So= t1e. &onEt lea5e an. goo& or ,a& i'3act in t1e In&*str. of coke$
An& t1ere are so'e e:ce3tional t1ings like: e!"#$%e&'( )#$&e*&"$ ('+, t1e.
so'e %1at effect t1e in&*str. of Coke$ "ro' last t%o .ears Go5ern'ent is going to
,e reall. 5er. '*c1 conscio*s a,o*t t1e en5iron'ent$ *t after 'aking t1e
a&8*st'ents in 3lants an& a33l.ing t1e 3ro3er %a. of %astage t1e c1ances of ,eing
affecte& ,. t1e ;3rotection la%s< are going to ,e &i'inis1e&$ So it i'3act goo& for
t1e CokeEs re3*tation$ An& t1e secon& t1ing in 3olitical 5aria,les %1ic1 effects Coke
is e(e*&"$, - %"("&'#. &'/e $!e# eca*se in t1e &a.s of elections an& 'ars1al
la%Es con&ition t1e co*ntries 3ro&*ction in an. fiel& is &ecline&$ So it affects slig1tl.
t1e re5ol*tion of Coke$
So )$("&"*'( *$0"&"$, are o5er all lea5e ne*tral effects on cokeEs in&*str.$
43
ECONOMICA CARIA1ES
E*(n(mi*al Ca"ia6l's S)"(n.l,
E%%'*)'$
++
S(m' /ha)
E%%'*)'$
+
N(
E%%'*)
+
S(m' /ha)
E%%'*)'$

S)"(n.l,
E%%'*)'$

Do soaring interest rates

'ake ,*siness task an.
1ar&er
YES
An. effect &*e to
inflation
YES
An.t1ing &one to re&*ce
*ne'3lo.'ent
YES
An. effect of ##
t1
Se3te',er (77#=
inci&ent at Coke in
Pakistan
NE
Concl*sion Of Econo'ical Anal.sis
It co*l& ,e seen t1at #economical $a%iables& 1ig1l. affects t1e CokeEs resol*tion$ Econo'ic
factors are t1ose actors %1o effect t1e 3ro&*ction of an. in&*str.$ So= Coke is not t1e o*t of
9*estion$ If t1e econo'ic con&itions of t1e co*ntr. is not t1at strong an& Coke increases its
Price in t1is sit*ation$ T1en it %o*l& i'3act 1ig1l. negati5e$ An& inflation is also not a goo&
3osition for an. co*ntr.Es 3ro&*ction 3oint of 5ie%$ It also i'3acts 1ig1l. negati5e in t1e
CokeEs 3ro&*ction$
An& as a co*ntr. concerne& like ;Pakistan< %1ere t1e *ne'3lo.'ent rate is 5er. '*c1
1ig1$ T1e CocaCCola s.ste' in Pakistan e'3lo.s #=477 3eo3le$ D*ring t1e last ( .ears= t1e
CocaCCola s.ste' in Pakistan 1as in5ol5e& o5er G#)7 'illion HF$SI$
>1en %e &ra% t1e concl*sion of #economic $a%iables&. T1en %e co'e to kno% t1at if
econo'ic 5aria,les are in t1e fa5ora,le 3osition of co*ntr. t1en t1e. i'3act goo& ot1er
%ise t1e i'3act 1ig1l. ,a&$


44
SOCIA CARIA1ES
S(*ial 2a"ia6l's S)"(n.l,
E%%'*)'$
++
S(m' /ha)
E%%'*)'$
+
N(
E%%'*)
+
S(m' /ha)
E%%'*)'$

S)"(n.l,
E%%'*)'$

Effects of a&5ertise'ent of
Coke on P*,lic 3o3*larit.
YES
-o% %ill &o CokeEs
contri,*tion affect c1arit.
organiBations of Pakistan
YES
-as rising conscio*sness
of nat*ral reso*rces in
3eo3le effecte& .o*r ;sa5e
en5iron'ent acti5ities$
YES
CONC!FSION O" SOCIA! ANA!YSIS
EDFCATION
T1e CocaCCola Co'3an. 1as al%a.s ,elie5e& t1at e&*cation is a 3o%erf*l force in
i'3ro5ing t1e 9*alit. of life an& creating o33ort*nit. for 3eo3le an& t1eir fa'ilies aro*n& t1e
%orl&$
T1e CocaCCola Co'3an. is co''itte& to 1el3ing 3eo3le 'ake t1eir &rea's co'e tr*e$ All
o5er t1e %orl&= %e are in5ol5e& in inno5ati5e 3rogra's t1at gi5e 1ar&C%orking= Kno%le&geC
1*ngr. st*&ents ,ooks= s*33lies= 3laces to st*&. an& sc1olars1i3s$ "ro' .o*t1 in raBil to
first generation sc1olars= e&*cational 3rogra's in local co''*nities are o*r 3riorit.$
ENLIRONMENT
A large 3art or o*r relations1i3 %it1 t1e %orl& aro*n& *s is o*r relations1i3 %it1 t1e 31.sical
%orl&$ >1ile %e 1a5e al%a.s so*g1t to ,e sensiti5e to t1e en5iron'ent= %e '*st *se o*r
significant reso*rces an& ca3a,ilities to 3ro5i&e acti5e lea&ers1i3 on en5iron'ental iss*es=
3artic*larl. t1ose rele5ant to o*r ,*siness$ >e %ant t1e %orl& %e s1are to ,e clean an&
,ea*tif*l$ >e are al%a.s inno5ating to ,ring .o* &ifferent &elicio*s ,e5erages$ T1is sa'e
s3irit of inno5ation co'es ali5e in o*r en5iron'ent 3rogra's$ >eEre co''itte& to
3reser5ing o*r en5iron'ent= fro' *se of 'ore t1an G ( ,illion HF$SI a .ear in rec.cling
content an& s*33liers= an& en5iron'ent
Manage'ent initiati5es= &o%n to 5er. local neig1,or1oo& collection an& ,ea*tification
efforts$ -ereEs a sa'3le of %1at %eEre &oing in &ifferent co''*nities aro*n& t1e %orl&
regar&ing t1e conser5ation of %ater an& nat*ral reso*rces= cli'ate c1anges= %aste
en5iron'ent e&*cation$
45
T1e CocaCCola s.ste' in Pakistan o3erates t1ro*g1 eig1t ,ottlers$ "o*r of %1ic1 are
'a8orit.Co%ne& ,. CocaCCola e5erages Pakistan !i'ite& HCCP!I$
COMMFNITY INLO!LEMENT:
In (777= %1en eastern Pakistan s*ffere& its %orst &ro*g1ts= T1e CocaCCola s.ste' initiate&
a fa'ineCrelief 3rogra' to 1el3 5icti's an& %as t1e first 3ri5ateCsector co'3an. to assist$
T1e CocaCCola s.ste' in Pakistan initiate& a 5ol*ntar. -a88 3rogra' t1at allo%s one
e'3lo.ee fro' eac1 3lant= selecte& t1ro*g1 a &ra%= to ,e sent on t1e -ol. Pilgri'age to
Mecca at t1e Co'3an.Es e:3ense$
TECHNOO!ICA CARIA1ES
T'*hn(l(.i*al
2a"ia6l's
S)"(n.l,
E%%'*)'$
++
S(m' /ha)
E%%'*)'$
+
N(
E%%'*)
+
S(m' /ha)
E%%'*)'$

S)"(n.l,
E%%'*)'$

-a5e ,*siness
inno5ations effecti5el.
3ro'ote& .o*r
,*siness
YES
-as t1e go5ern'entEs
reg*lations e5er
1in&ere& in i'3orting
tec1nical e9*i3'ent
YES
Does Coke 1el3 in
3ro'oting 3a3erless
en5iron'ent
YES
Concl*sion Of Tec1nological Anal.sis
Of co*rse business inno$ation lea5es 1ig1l. goo& i'3acts in t1e ,*siness of Coke$ As coke
*se 'ore a&5ance tec1nolog. in its 3ro&*ction 3rocess$ It %ill res*lte& in incre'ent of t1eir
3ro&*ction t1ro*g1 o*t t1e co*ntr.$
As far as t1e #'o$e%nmental (ind%ances& are concerne& t1e i'3acts 1ig1l. ,a& on cokeEs
3ro&*ction$ E5er .ear %1en ,*&get in anno*nce& go5ern'ent ta:es rates al%a.s s1oot *3$
T1is a33roac1 of go5ern'ent &ecreases t1e 3rofit 'argin of Coke$
As t1e coke 1el3ing in 3ro'oting #)a)e%less en$i%onment& $it i'3acts goo&= ,eca*se
co'3*ters are t1e ,asic nee& of an. 3erson no% a &a.s$ An& t1o*g1 itEs a ,ig in&*str. so it
is 3ro'oting t1e tren& of 3a3erless en5iron'ent$ An& it is gi5ing t1e %a. of ot1er in&*stries
to co'e to ne% tec1nologies an& into a ne% %orl& of ,*siness$ T1ro*g1 co'3*ters coke
can increase t1e efficienc. of its ,*siness an& can 1a5e *3 DtoC&ate &ata a,o*t t1eir
3ro&*ctions$
46
OLER A!! RESF!TS O" PEST ANANYSIS
After o*r st*&ies an& anal.sis of CCP! HCocaCCola e5erages Pri5ate !i'ite&I= %e ca'e
*3 %it1 t1e 5er. interesting re3ort of facts an& fig*res$ CocaCCola is no &o*,t one of t1e
'ost 3o3*lar ,e5erage co'3an. an& its 3ro&*ct COKE is one of 'ost cons*'e& cola
&rink$ T1e. s3en& ,illion of &ollars on t1eir a&5ertise'ent= 3ro'otions an& recreational
ca'3aign$
CocaCCola is a close co'3etitor of Pe3si an& it certainl. gi5es its ri5al a to*g1 ti'e$ CocaC
Cola is a (2J s1are1ol&er in t1e Pakistan 'arket an& t1e. &onEt %ant to sto3 1ereQQ Its
target 'arket is to ac1ie5e a '*c1 1ig1er Jage$ CocaCCola 1as a,o*t (777 e'3lo.ees at
Pakistani 3lants$ !a1ore 3lant of CocaCCola is one of t1e ,ea*tif*l 3lant in Asia= Sit*ate& on
Rai%an& Roa&$
CocaCCola 1as al%a.s 1a& a close cons*'er an& s*33lier relations1i3 %it1 its c*sto'ers$
Its entertaining an& colorf*l a&5ertise'ents 1a5e al%a.s an& %ill al%a.s rock t1e 'e&ia$
Pakistani rock stars= s3ort'en an& actors 1a5e 3la.e& a 5er. 5ital role in 'aking CocaC
Cola s*c1 a 3o3*lar ,e5erage$
47
CONC!FSION:
CocaCCola no &o*,t co'e t1e 1eart ,eat of Pakistanis$ CocaCCola is one of t1e lea&ers in
s3onsoring t1e 'ost i'3ortant= t1rilling e5ents$ E$g$ Cricket 'atc1es= concerts an& 'an.
ot1er social occasions$ E5ent at t1e 3resent t1e. are organiBing a !asant festi5al for %1ic1
t1e. ,*sil. organiBing st*ff.
S$1
Jo chaho ho jaye coca-
cola enjoy
48