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Prepared by Asif Ali


 Coca cola was invented on May 8, 1886 by Dr. John

Styth Pemberton a pharmacist in Atlanta Georgia,

 Company is the world’s leading manufacturer of non

alcoholic Beverage.

 Local operations in over 200 countries around the



 Coca-Cola Company started its operation in Pakistan in

1953, at Karachi.

 Benjamin H. Oehlert Jr., former senior vice president of

the Coca Cola Company, served as United States
Ambassador to Pakistan.

 Till 1996, 10 bottling plants were being managed and

run by the local partners.
Coca-Cola’s Objectives

 Coca-Cola’s first objective is to maximize share

owner value over time.

 Maximize long-term cash flow

 To ensure the strongest and most efficient

production, distribution, and marketing systems


It is bottling and selling the following brands in Pakistan.

 Coke

 Diet coke

 Sprite

 Sprite – 3G

 Sprite Zero

 Fanta-Orange
 Fanta – Citrus

How Coca Cola Set the Communication Strategy

 Setting the communication Objectives

 Create Awareness

 Increase Sale

 Discount

 Goodwill

 Designing the type of Advertising and Promotional


 Advertising

 Sales Promotion

 Direct Marketing

 Public Relations

 Personal Selling
 Select the Media

 Print Media

 Electric Media

 Radio

 Internet

Communication objectives

Communication objectives will be

 increase the awareness of the people

 create a differentiation awareness increased by 20% in

the next 12 months

 To emphasis the brand values‘ awareness by 20% in

the next 12 months.
The communication strategy

Targeting the youths

 Use of Celebrities
 Art Sponsorship

Targeting the males

 Sports Events

Targeting young adults:

 attract in Hotels and Restaurants

Targeting large audience:

 advertising on TV and cinema

Targeting elderly people:

 advertising on press

Other communication mix


 Banners

 Sports

 Sales promotions

 On-line promotion

Things to be consider by Coca Cola while designing the

Promotion Strategy

 Availability of Fund

 Cost

 Degree of Competition

 The Type of Market

 Human Resource