Submitted under the partial fulfilment of the requirement for BACHELOR OF BUSINESS ADMINISTRATION by Chaudhary Charan Singh University

, Meerut.

Submitted To:Prof.Vimal Aggrawal Cordinator

Submitted By:MrityunjayRai BBA 6rd sem. 9922578


I Mrityunjay Rai hereby that this project report entitled Marketing Strategies Analysis has been completed based on actual study carried out by me during my internship program at Hindustan Coca-Cola Beverages Private Limited, Najafgarh, Delhi.

I am presenting an authentic report of my work to MIMT college,Gr.NOIDA carried out at Hindustan Coca-Cola Beverages Private Limited, Najafgarh, Delhi for the partial fulfilment of the requirement of the Bachelor Of Business Administraion programme of Chaudhary Charan Singh University, Meerut.

This research report is original and information, data and fact furnished their in are actual based on study carried out by me.

(Mrityunjay Rai)



This is certify that the Vocational Training Report entitled “Marketing Strategies Analysis”submitted to Hindustan Coca-Cola Beverages Private Limited,Najafgarh,Delhi in partial fulfillment of requirement for the award of the degree of Bachelor of Business Administration original work carried out by Mrityunjay Rai and Roll No.9922578 Under my guidance. This vocational report done on (training period June 6, 2010 to july 20, 2010) the topic hasn’t been submitted for any other examination & doesn’t form part of any other course undergone by the candidate.

Signature of Training Incharge A.K.Sen

Name & Roll no of Std. Mrityunjay Rai 9922578


After completing my IVth semester curriculum. I went for summer training for 6 weeks duration and it bears inspirit of several person. I have achieve this training in one of the most esteemed organisation of the country Hindustan Coca-Cola Beverages Private Limited, Najafgarh,Delhi for their kind permission to undertaken its study I am grateful to respected Mr. A.K. Sen (HR Executive,in Coca-Cola Beveragws Private Limited). For there moral support and encouragement throughout my project work. This list will go incomplete without the special reference of the contribution and whole hearted support of manager’s and all other staff and department, which truly reflect their deep insight into the project and the professional touch which is their benchmark. My gratitude will not be completed without thanking my beloved parents who have been a constant source of aspiration & blessing in my pursuit for studies.


So I am thankful to all the managers of Hindustan Coca-Cola Beverages Private Limited.Delhi. najafgarh Mrityunjay Rai BBA (6rd Semester) TABLE OF CONTENTS 5 . Financial department is also being considered.I did my summer training in Hindustan Coca-Cola Beverages Private Limited. Hence I am presenting the training report Marketing Strategies Analysis. Najafgarh. I got training in the study of Marketing Strategies Analysis. All the mistakes and problems had been carefully removed with the help of all the managers. I completed my summer training for 8 weeks.

a. 12. Products. 9. 10. Pepsi. Coca Cola Pakistan. 14. Coca Cola. Market share by area. 8. 7. Product Life Cycle of Coke. Financial report. 6. The Over all Volume of this Company. b. 4. Strategic planning. External Marketing Environment. History. Major Competitors a. Management. 11. 5. Some basic information regarding marketing of coke 6 . Market share. 3. b. Mission Statement 2. 15. Market mix of Coca-Cola. Company Statistics. 16. 13. History.CONTENTS 1. Coca Cola International.

Target market: b. Major competitors: e. 24. Conclusion. 23. 20. Data Analysis. 21. Factors effecting sales: d. Recommendation. Suggestion.e. Threats from competitors: g. Annexure. 26. Expectations for the coming year: m. Expanding target market i. Questionniare. 18. 19. Strategies of quality: f. 22. 25. Bibliography. Strategies of getting goals i.a. Major segments: c. 7 . “high profits”: k. How coke determine the yearly budget: 17. Sales Promotion Activities. SWOT Analysis. Marketing strategy: l. Limitation. Targets that would like to attain: h. Threats and opportunities for price: j.

We achieve this when we place the right products in the right markets at the right time. We will serve consumers a broad selection of the nonalcoholic ready-to–drink beverages they want to drink through out the day.. our customers. 6. The ultimate objectives of our business strategy are to increase volume. There are nearly 6 million people in the world who are potential consumers of our company’s product. We will lead as a model corporate citizen. maximize our long-term cash flows. We will think and act locally. The Coca Cola system has more than 16 million customers around the world that sells or serves our products directly to consumers. including our consumers. 2. 4. In order to achieve this mission. our success in achieving our mission depends on our ability to satisfy more of their beverage consumption demands and our ability to add value for customers. The Mission Statement of the Coca Cola Company Our mission statement is to maximize shareowner value over time. and create economic value added by improving economic profit. The Coca Cola Company creates value by executing comprehensive business strategy guided by six key beliefs: 1. we must create value for all the constraints we serve. whether that customer is a sophisticated retailer in a developed market a kiosk owner in an emerging market. We strive to understand each customer’s business and needs. Ultimately. and our communities. Consumer demand drives everything we do. our bottlers. 8 . 5. expand our share of worldwide nonalcoholic ready to drink beverages sales. We will be the best marketers in the world. Brand Coca Cola is the core of our business 3. We keenly focus on enhancing value for these customers and helping them grow their beverage businesses.

local businesses until the early 1980s when bottling franchises began to consolidate. secured the exclusive rights to bottle and sell Coca-Cola for most of the United States from The Coca-Cola Company. The Coca-Cola Company traces it’s beginning to 1886. is a young company by the standards of the Coca-Cola system.000 in 1986. The Company offered its stock to the public on November 21. to form Coca-Cola Enterprises Inc. Dr. John Pemberton . In 1986. the John T. total unit case sales were 880.50 a share. began to produce Coca-Cola syrup for sale in fountain drinks. Whitehead .COCA COLA INTERNATIONAL HISTORY: Coca-Cola Enterprises. On an annual basis. Yet each of its franchises has a strong heritage in the traditions of Coca-Cola that is the foundation for this Company. Lupton franchises and BCI Holding Corporation's bottling holdings. 1986. However the bottling business began in 1899 when two Chattanooga businessmen. The Coca-Cola Company merged some of its company-owned operations with two large ownership groups that were for sale. Benjamin F. when an Atlanta pharmacist. at a splitadjusted price of $5. established in 1886. Thomas and Joseph B. 9 . The Coca-Cola bottling system continued to operate as independent.

and total revenues were $5 billion The Coca-Cola Company is the world’s largest beverage company. stronger Company.4 billion. successful restructuring in 1992. They operate in more than 200 countries & markets more than 2800 beverage products.Unit case sales had climbed to 1. (Johnston) created a larger. 10 . they employ approximately 90500 employees all over the world. the senior management team of Johnston assumed responsibility for managing the Company. Inc.In December 1991. Georgia. and began a dramatic. Headquartered at Atlanta. a merger between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group. It is often referred to simply as Coke or (in European and American countries) as Cola or Pop. As part of the merger. again helping accelerate bottler consolidation.

11 .

MANAGEMENT: The hierarchy of Coca Cola Company is as follows. Chairman Board of governors Vice Chairman and chief operating officer Executive Vice Presidents Senior Vice Presidents Vice Presidents 12 .

This company controls about 59% of the world market. Coca Cola enjoys the largest market share. the company grew their carbonated soft-drink business by nearly 250 million unit cases and generated record volumes. Because carbonated soft drinks are the largest growth segment within the nonalcoholic ready-to-drink beverage category measured by volume. that is why they are focusing more on this and they are continually increasing the pace because they know that accelerating this pace is crucial to their future success. In 2002.MARKET SHARE: SHARE Being the biggest company in the soft drink industry. 13 . GLOBAL MARKET SHARE: The following table can show the worldwide operating segments. Thus they are increasing their market day by day. (Table) Unit case growth NonAll commercial alcoholic Beverages drink 2001 annual growth 2002 2002 10 year compound annual growth Comp any Industr y 5-year compound annual growth Comp any Industr Comp y any Industr Company y share Comp any share Comp any per capita Incom e 70 6% 5% 5% 5% 4% 4% 18% 9% This shows that the market of the company is geographically vast and it is controlling it with great success.

The operation income earned by Coca Cola Company can be illustrated by the following pie chart. (Figure) This strategy has worked a lot and it has helped them to become the World’s leading Soft Drink Company. (Figure) 12 10 8 6 4 2 0 1971 1981 1991 2002 unit sale in billions 14 . The data of the global unit sale of the Coca Cola Company can be represented by following chart. The global unit sale of the Coca Cola Company is increasing from the last ten years.

The main reason behind this relationship is to continue realizing shared opportunities for growth. In 2002. which has deepened the relationship of the customers and Coca Cola. This is only due to the innovative marketing programmers. The financial health and success of their bottling partners is a critical component of The Coca-Cola Company's ability to build and deliver leading brands.So there is positive growth in the market of the Coca Cola Company. the company had worked with their bottlers to turn good intentions into reality by improving the system economics. The results in 2002 reflect this steadily improving and mutually constructive relationship between the Company and their bottling partners. with closer coordination of operations including customer relationships. There is a worldwide volume increase by 4% with strong international growth of 5%. logistics and production. 15 .

The following are some of the factors that could cause Coca-Cola company's actual results to differ materially from the expected results described in their underlying company's forward statement:• Changes in laws and regulations. especially in international markets. Political structure and legal considerations also have impinged on Coco-Cola Company’s strategies. including changes in accounting standards. including civil unrest. taxation requirements. 16 . • Changes in the non-alcoholic business environment. government changes and restrictions on the ability to transfer capital across borders. • Political conditions.EXTERNAL MARKETING ENVIRONMENT (PEST ANALYSIS) Political Analysis for Coca-Cola Non-alcoholic beverages fall within the food category under the FDA. without limitation. There are potential fines set by the government on companies if they do not meet a standard of laws. Governments of some Arab nations boycotted CocaCola’s products due to a political dispute and discontented with the company for maintaining distributors in Israel. new tax laws and revised tax law interpretations) and environmental laws in domestic or foreign jurisdictions. The government plays a role within the operation of manufacturing these products in terms of regulations. These include. (including tax rate changes. competitive product and pricing pressures and their ability to gain or maintain share of sales in the global market as a result of action by competitors.

car shopping. However. Consumers are now resuming their normal habits. and it is the company’s mission to make that choice exciting and satisfying. Previously the U. 126. which these have earned the company an enormous profits quarterly. 2001. No doubt of the remarkable experience it has. They believe that with lower inflation still to come. things changed. 17 .S. However. As researching for new products would cost less the Coca-Cola Company will sell its products for less and the people will spend as they would get cheap products from Cocacola.Economical Analysis Being flexible and willing to change to satisfy consumers’ needs. and where and how they like to drink it. choose to reach out for one of The CocaCola Company brands. the United States was starting to see the economy recover slightly and it is only just recently that they achieved the economic levels. it is still very committed to local markets. many are still handling their money cautiously. the company has benefited from the various cultural insights and perspectives of the societies in which business is done. to remain competitive and to develop more new drinks to satisfy its markets. market share of more than 50 percent in beverage industry globally and about 70 percent of its income comes from countries outside United States. and eating out at restaurants. Before the attacks on September 11. the estimated brand equity of Coca-Cola is $84billion. has enabled Coca-Cola to exploit the economies of scale that was gained by its global marketing and at the same time making its products appeal to local taste. every single time.000 people in the whole world. Every 10 seconds. As Coca-Cola has expanded over the decades or even nearly a century. economy was strong and nearly every part of it was growing and doing well. to paying attention to what people from different cultures and backgrounds like to drink. consumers will recover their confidence over the next year. going to the malls. Now.

slogans and promotional messages so as not to convey the wrong meaning. time management has increased and is at approximately 43% of all households. The need for bottled water and other more convenient and healthy products are in important in the average day-to-day life. improving and developing new drinks to appeal to local tastes. “bite the wax tadpole”. This has affected the non-alcoholic beverage industry in that many are switching to bottled water and diet colas instead of beer and other alcoholic beverages. Coca-Cola developed over 30 new drinks for the Japanese market.S. Coca-Cola has also begun the similar strategy of introducing beverages developed for the taste buds of local market. citizens are practicing healthier lifestyles. Changes are necessary in international marketing for consumer’s products.Social Analysis for Coca-Cola Foreign environment factors have influenced the Coca-Cola’s strategies in international marketing. as it is important that the products suit one’s taste. coffee and fermented-milk drink. After discovering that Coke did not appeal as much to Japanese consumers. In China. English tea. Language is one of the aspects of culture that marketers must take care of. Also. which inclusive of Asian tea. It launched a fruit juice drink called Tian Yu Di (Heaven and Earth) specifically for the Chinese market with planning of introducing the market with a Chinese iced tea and soy milk drink. Many U. preferences and fulfill one’s needs. Culture has a tremendous effect on people’s preferences and perception. 18 . Coca-Cola did not look much into this aspect when entering into the markets of countries like China and Taiwan as the literal translation of Coca-Cola in Chinese characters mean. in term of translating product name. Coca-Cola has continued changing.

Yorkshire in 1990. Europe's largest soft drinks factory was opened by CCE in Wakefield. Since many are reaching an older age in life they are becoming more concerned with increasing their longevity. They make some products look attractive. • Introduction of cans and plastic bottles have increased sales for CocaCola as these are easier to carry and you can bin them once they are used. This advertising makes the product attractive. This technology is being used in media to sell their products.Consumers from the ages of 37 to 55 are also increasingly concerned with nutrition. marketing and promotional programs. This will continue to affect the non-alcoholic beverage industry by increasing the demand overall and in the healthier beverages. This helps in selling of the products. The new technology of internet and television which use special effects for advertising through media. Technological Analysis for Coca-Cola Some factors that cause company's actual results to differ materially from the expected results are as follows: • The effectiveness of company's advertising. • As the technology is getting advanced there has been introduction of new machineries all the time. The Wakefield factory has the technology to produce cans of Coca-Cola faster than bullets from a machine gun 19 . There is a large population of the age range known as the baby boomers. Due to introduction of this machineries the production of the Coca-Cola company has increased tremendously then it was few years ago • Coca-Cola has six factories in Britain which use the most state-of the-art drinks technology to ensure top product quality and speedy delivery.

The world wide total is about 17.MARKET SHARE BY AREA: Coca Cola is the world-renowned soft drink and the company is currently operating through out the world.8 billion. The operation review according to the segments is as follows. Operation Review (2002 worldwide unit case volume by operating segment) NORTH AMERICA 30% LATIN AMERICA 25% EUROPE & MIDDLE EAST 22% ASIA AFRICA 17% 6% 20 .

The column.NORTH AMERICA LATIN AMERICA EUROPE & MIDDLE EAST ASIA AFRICA So the volume is least in the Africa and most in the North America. as estimated by the Company based on available industry sources. The data about the market share of this company area wise is given in the following table. as estimated by the Company based on available industry sources. The country column is derived from The Company's unit case volume while the industry column includes nonalcoholic ready-to-drink beverages only. we can find out that the customers of Coca Cola are increasing which is shown by the company’s per capita income. Unit case equals 24 eight-ounce servings. sold beverages. which shows the nonalcoholic beverages consist of commercially. 21 . The above table shows the geographical earning of the Coca Cola Company and from this data.

Country (Table) Unit case growth 10 year compound annual growth Comp Indust any ry North Americ a United States Latin Americ a Argenti na Brazil Chile Mexico Europe & Middl e East Eurasia France Germa ny Great Britain Italy Middle East Spain Asia Africa 4 4 6 7 5 9 7 6 17 8 1 8 1 12 6 7 7 5 5 7 4 5 6 10 3 8 3 2 2 3 12 4 6 6 5-year compound annual growth Comp Indust any ry 3 3 6 6 3 5 8 5 6 9 (1) 11 4 7 8 6 8 3 3 6 2 6 3 9 3 5 3 1 2 3 5 5 7 3 22 2002 annual growth Comp any 2 2 3 7 3 (2) 2 2 (14) 7 (6) 8 2 4 4 10 10 Indust ry 2 2 4 2 5 3 5 4 1 3 1 3 2 8 4 7 6 Nonalcoho lic Drinks 2002 Comp any share 22 23 24 20 23 56 22 12 14 9 14 17 9 8 17 14 34 All commercial Beverages 2002 Comp any share 15 16 15 10 13 23 18 6 5 5 7 6 6 3 12 5 11 Compa ny per capita Income 398 419 205 236 144 336 462 72 39 110 193 193 104 17 264 23 34 .

India and Bangladesh are those countries where the average consumption is increasing day by day FINANCIAL REPORT: This company is financially very strong. In China. led by Coca-Cola. Pakistan. sales of Coca-Cola increased 6 percent. which can increase the growth of the consumption of Coca Cola by the people of Asia. the company has achieved volume growth of 10 percent in 2002. which is about 29%. The total unit case sale of Coca Cola in Asia can be shown by the following pie chart. Among others. which is the satisfied customer of Coca Cola. innovation and new beverages. and the company is building an exciting family of beverage brands in addition to expanding the popularity of our core brands. Through an intense focus on Coca-Cola. It is due to the strong finances. this region has strong long-term potential.2 billion and the average consumer enjoys close to two servings of our products each month. Japan has the highest percentage. Among the countries of Asia. 23 . for example. (Figure) So the company is emphasizing more in this area and is trying to develop a strategy. With developing economies and populations. is approximately 3. The financial report of Coca Cola Company of the year 2001 and 2000 along with the percentage change is as follows. the company is still surviving the ups and down of the business world.In Asian population.

177 0.691 2.601 4.806 16.882 0.(Table) Year Ended December 31.6% 38.882 3.585 (779) (1.5% 12.110 (963) (1.2 17.2% 23. (In millions except per share data.1% 11.969 1. ratios and growth rates) 2002 2001 Percentag e change 1% 45% 82% 82% 82% 15% 24% 6% 108% 12% 5% 2% 4% Net operating revenues Operating income Net income Net income per share (basic) Net income per share (diluted) Net cash provided by operating activities Business reinvestment Dividends paid Share repurchase activity Free cash flow Return on capital Return on common equity Unit case sales (in billions) International operations North America operations Worldwide 20.3 17.5 5.791) (277) 3.685) (133) 2.889 3.147 26.1 24 .8 19.092 5.352 3.601 1.9 5.

manufacturing and intangible assets.2002 basic and diluted net income per share includes a non-cash gain of $. • $.A.19 per share after income taxes related to the Company's portion of charges recorded by the investors of the company. These charges are partially offset by a gain of $. one of the equity investors of this company.04 per share after income taxes related to benefits from a tax rate reduction in Germany and from favorable tax planning strategies.16 per share after income taxes related to the impairment of certain bottling. • $.02 per share after taxes. 2002 basic and diluted net income per share includes the following charges: • $.. and $. 25 .01 per share after income taxes related to incremental marketing expenses in Central Europe.05 per share after income taxes related to the merger of Coca-Cola Beverages plc and Hellenic Bottling Company S.05 per share after income taxes related to the settlement terms of a discrimination lawsuit. which was recognized on the issuance of stock by Coca-Cola Enterprises Inc. • $.24 per share after income taxes related to an organizational Realignment. • $.

8 billion 87% 13% 67.000 2. (Table) 2002ª Equivalent cases Bottle and cans Fountain Employees Vehicles Cold drink equipments Facilities Production only Distribution Combination Total Percent of North America population coverage Number of States of Operation Bottle and can equivalent case package distribution Cans Non-refillable bottles Refillable bottles Capital structure Net debt to total capital ratio EBITDA interest coverage Weighted average cost of debt Key Statistics Constant territory bottle and can volume growth Bottle and can net revenues per case change 26 2001 3. The statistics is as follows. which shows the success of Coca Cola brands. This is because.8% ½% 2% 4.000 54. results in the percentage change in the statistics of the two years. Since it is operating through out the world that is why the number of employees and the bottling equipments is highest among the other bottling companies.000 52.4 million 25 385 53 463 80% 46 44% 52% 4% 63% 3 6. The statistics of this company is impressive. Coca Cola Company is increasing its volume day by day. There is a constant increase in every aspect when we compare the statistics of 2001 and the statistics of 2002.3% 3% Flat .000 2.COMPANY STATISTICS.2 billion 87% 13% 72. The expansion of this company.3 million 25 361 50 436 72% 46 45% 51% 4% 59% 3 6.

and amortization. 27 .95 (18)% 83% ½% $2. • Net Debt is the Long-term debt plus current portion of long-term debt less cash and marketable securities.39 9% 74% BITDA is the Earnings before interest. • Equivalent Case or Unit Case is the physical case and fountain gallons converted to a standard unit of measure defined as 24 eight-ounce servings or 192 ounces per equivalent case sold by Coca-Cola Enterprises.Bottle and can cost of sales per physical case change Reported EBITDA (in billions) Reported EBITDA change Coverage of North American Can/bottle volume 1 $1. and other non-operating items. depreciation. taxes.

which are currently in use through out the world. This company not only deals in the carbonated drinks but also other drinks. the marketing team considers the culture of the country.PRODUCTS: There are different brands of the Coca Cola Company. While launching its product. Major brands of coca cola • Coke • Sprite • Fanta • Diet coke • Coke classic 28 .

By the end of 2001. The company has successfully applied it’s approach to brands in several key markets. research and development with the expertise of Coca Cola Company in brand building and distribution. Dasani became the nation's fastest-growing water brand. Ciel and Bonaqua each achieved sales of over 100 million unit cases for the year. Dasani. This year. making it the second biggest contributor to the growth of the company after carbonated soft drinks.A. the entire Turkuaz brand team worked together to launch Turkey's first purified water brand. In Eurasia. Coca-Cola Company also successfully energized a major piece of its beverage strategy—water. began operations in 2001. Beverage Partners Worldwide.The over all volume of this company is as follows. In 2001and 2002. the company grew Georgia coffee in Japan by 3 percent 29 . (Figure) The commitment of the company is to devote resources to water only in markets where it expects profitable growth. Bonaqua in Russia and Kinley in India.. This strategy has paid dividends. including Ciel in Mexico. This partnership combines Nestlé's knowledge in life science. Three of the water brands. At the same time. Mori No Mizudayori in Japan. Backed by a strong network of bottling partners through out the United States. the renewed and strengthened marketing partnership with Nestlé S. it’s bottled water volume exceeded 570 million unit cases. the company has also made good progress in coffees and teas.

Marocha Green Tea is the fastest-growing product in the fastestgrowing category: green tea. The popularity of Marocha is also recognized by the industry with a leading trade journal naming Marocha the most popular new food and beverage product of the year. the second-largest category in the non-alcoholic ready-to-drink segment—it launched Marocha Green Tea. With sales of 46 million unit cases for the year. Also in Japan—where The Coca-Cola Company is the leader in the total tea category. Know the most recognized word on the planet after “OK”! 30 .through award-winning marketing in a category that was flat for the year.

the company re-launched its global sports-drink business. In key markets. In the United States. Kapo in Latin America and Bibo in Africa. investing in new products. Simply Orange and Disney juices and juice drinks in the United States. innovation and new beverages. This larger bottle will complete its nationwide rollout in 2002. This year. while a two-liter bottle was the largest available package. The average Mexican household drinks two-and-a-half liters or more of soft drinks during that break. Increasingly. With brands such as Minute Maid. In China. In China. packaging. Coca-Cola is an integral part of holiday celebrations and the family gettogethers that accompany such events. positioning and marketing. it has achieved volume growth of 10 percent in 2001. 31 . Mexican families have lunch together at home. contributing to the sale of nearly 1. grew by 13 percent in 2002. nearly double the growth rate of the worldwide sportsdrink category. Hi-C.5 billion unit cases of Coca-Cola in Mexico this year. Qoo in Asia.Among the soft drinks Fanta and Sprite become successful along with the major brand Coca Cola and Diet Coke. Through an intense focus on CocaCola. led by Powerade and Aquarius. The company has also responded to consumers' changing fashion styles with new bottles. The results speak for themselves: it’s global sports drinks. The packaging innovations do not just involve resizing. The result—diet Coke with lemon—contributed to volume growth of 4 percent for the number-one diet. sales of Coca-Cola increased by 6 percent. and festival packaging helped drive a 6 percent volume increase for Coca-Cola. recognizing that consumers often enjoy their diet Coke with a slice of lemon. Soft drink in North America: diet Coke. the company "bottled" the concept. So the company introduced a convenient 2-½ liter bottle to select regions. The company increased its two largest bottle sizes during the 2001 holidays. the company has created new packaging sizes to satisfy consumer demands.

The quality of the soft drink is needed to be regularly high. so they won't crack or leak. So. and are not too heavy to casually walk around with. although thirst is what is needed to be satisfied and that is the core benefit. with flexible packaging. and creates a nicer & more futuristic look. 1. and again they have provided several options. Sealed caps ensure that none of the "fizz" is lost.The appearance of the product is eye catching with the bright red colour.MARKETING MIX OF COCA-COLA Firstly. Soft drinks satisfy the need of thirst. that is . immediately. promotions and place. people are always different. Product: The product (Coca-Cola soft drink) includes not just the liquid inside but also the packaging. 32 . Fanta and Diet Coke which increase the product line length.bought frequently. Therefore Coca-Cola has made allowances for that by providing many sizes. some want more and others want less. The bottles are light. On the product-service continuum we see that a soft drink provides little service. but also several brands such as Sprite. The cans are also light and safe. price. We also have particular tastes. It has a uniquely designed bottle shape that fits in your hand better. apart from the convenience. Lift. The marketing mix is divided up into 4 parts. thus making full use of the market to maximize sales. The product is convenient. and with a minimum of comparison and buying effort. product. we are receiving other benefits in the taste and size. However. Coca-Cola has developed several different flavours and sizes as mentioned above. we will look at how Coca-Cola has used their marketing mix.

diet Cherry Coke. diet Coke caffeine free diet Coke.The product range of Coca-Cola includes: • • • • • • • • • • • • • • Coca-Cola. diet Coke with lemon Vanilla Coke. Coca-Cola classic. diet Sprite Sprite Remix 33 . Fanta brand soft drinks. caffeine free Coca-Cola. Cherry Coke. Sprite. diet Vanilla Coke.

in U. Africa. During 34 .S. Growth 3. Decline. Coca-Cola is currently going through the maturity stage in Western countires. This maturity stage lasts longer than all other stages. Maturity 4. Management has to pay special attention to products during this stage of the product life-cycle. There is a vast difference in terms of above given phases for example. Introduction 2.Product Lifecycle of Coke: Product life cycle has four phases 1.A & Europe it has reached maturity stage where it can’t expand its market more but if we consider Asia. it is still in the growth phase. Europe and Asia. The markets where Coke is a dominant player are United States of America.

Vanilla Coke and Diet Coke. including Cherry Coke. 35 .Cola has had to remain tremendously fluent with their pricing strategy. sales have increased by 1. cans to plastic liter bottles. According to Coca-Cola's 2001 annual report. The relationship between Coca-Cola & Pepsi is a healthy one that each corporation has learned to appreciate. faster. products usually go through a slowdown in sales growth. They have had the privilege of a worthy competitor constantly driving them to be smarter. glass bottles to 8-oz. the sharper we have to be. and better.the maturity stage. This percentage has no comparison to the high level of growth Coca-Cola enjoyed during its growth stage. COCA-COLA 2. Coca. all helping increase consumption.02% compared to last year. Price: Like any company who has successfully endured a century of existence. Also Coca-Cola went from 6-oz." states it simply. we'd pray for someone to invent them. To add a little variation Coca-Cola took the Coca-Cola Classic and added variations to it. If the Coca-Cola Company didn't exist. A quote from Pepsi Co's CEO "The more successful they are.

the average income of a rural worker is Rs. at almost double the cost of no name brands. an affordable amount on the pockets of the rural audience. Both Coke & Pepsi utilized a low price strategy in the early 1990s. As cola consumption has decreased in the US colas have come to realize the untapped international market. which was contrary to policy in America). for which no name brands do without. to have the most expensive range of soft drinks common to supermarkets. Coca-Cola decided to drop their prices slightly. It creates consumer perceptions and values.Throughout the years Coca-Cola has made many pricing decisions but one might say that their ultimate goal has always been to maximize shareholder value. The carbonated soft drink market in India is nearly 37% of the total beverage market there.500 a month. In 2003 both Coke and Pepsi had a solid presence in India and had each introduced a 300mL bottle. Coca.Cola planned to use the lower price point to penetrate new cities that were especially price sensitive. When people buy Coca-Cola they are not just buying the beverage but also the image that goes with it. This is known as value-based pricing and is used by many other industries in attracting consumers.5. Coke chose to reposition itself as a "Premium" brand and then raise prices. This can be for several reasons apart from just to cover the extra costs of promotions. on the shelf. 36 . In India. After annihilating the low price store brands. In order to grab market share Pepsi began to drop prices (even with summer approaching. This low price strategy was not unfamiliar to Coca-Cola. Shortly thereafter. Coca-Cola products would appear. The most common modes of entry are direct exporting. Coca Cola launched a 200 ml bottle for just Rs. 3. therefore to have the price higher reiterates the fact that the product is of a better quality than the rest and that the consumer is not cheap. Place: Coca-Cola entered foreign markets in various ways. licensing and franchising. but focused on the reduced price point of their 200mL container.

Besides beverages and their special syrups, Coca-Cola also directly exports its merchandise to overseas distributors and companies. Other than exporting, the company markets internationally by licensing bottlers around the world and supplying them with the syrup needed to produce the product. There are different types of franchising. The type that is used by CocaCola Company is manufacturer-sponsored wholesaler franchise system. It is very comparable to licensing but the only difference is that the finished products are sold to the retailers in local market. Coca Cola has managed their company’s marketing and sales strategy within channels. Have you ever considered the significance of the Coke vending machine to the success and profitability of the Coca Cola company? This channel is direct to consumer and vending machines often have little to no competition and no trade or price promotions. The Coke Company operates three primary delivery systems for its business channels: • Bulk delivery for the channels of large Supermarkets, Mass Merchandisers and Club stores; • For smaller channels Coke does advanced sale delivery for convenience stores, drug stores, small supermarkets and onpremise fountain accounts. • Full service delivery for its full service vending customers.

Key Channel Listing
• • • • • • • • Supermarkets Convenience Stores Fast Food Petroleum Retailers Chain Drug Stores Hotels/Motels/Resorts Mass Merchandisers U.S. DOD Military Resale retail commands: AAFES, NAVRESSO and DECA

In 2006, the Company began changing its delivery method for its route delivery system. Historically, the Company loaded its trucks at a warehouse with products the route delivery employee would deliver. The delivery employee was responsible for pulling the required products off a side load truck at each customer location to fill the customer's order. Coke began using a new CooLift® delivery system in 2006 in a portion of the Company's territory which involves pre-building orders in the warehouse on a small pallet the delivery employee can roll off a truck directly into the customer's location. The CooLift® delivery system involves the use of a rear loading truck rather than a conventional side loading truck. Coke will continue to rollout this program over the next several years since they expect such significant savings and more efficient deliverys. This is a huge investment for Coke. The company works through independent bottlers of Coke. They work in coordination with the Coke company which produces the 'secret formula concentrate' and ships to the distributors and bottlers for final processing and packaging prior to shipment to the stores. Coca-Cola floods all possible retailing stores in satisfying the third part, place. In supermarkets and convenient stores, Coca-Cola products are always easy to identify, and usually make up the greater proportion of options to buy. This increases their market exposure through effective use of the retailers. For a FMCG it is important that they can be found and purchased easily. With many automatic Can machines located in many sports stadiums and shopping malls, you don't even need to go to a store to buy a drink. This greatly enhances the speed of purchase. The company produces concentrate, which is then sold to various licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola in cans and bottles to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single Coca-Cola bottler in North America and Western Europe and food service distributors.


The Coca-Cola Company only produces a syrup concentrate, which it sells to various bottlers throughout the world who hold Coca-Cola franchises for one or more geographical areas. The bottlers produce the final drink by mixing the syrup with filtered water and sugar (or artificial sweeteners) and then carbonate it before filling it into cans and bottles, which the bottlers then sell and distribute to retail stores, vending machines, restaurants and food service distributors. The Coca-Cola Company owns minority shares in some of its largest franchises, like Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling Company (CCHBC) and Coca-Cola FEMSA, but fully independent bottlers produce almost half of the volume sold in the world. Since independent bottlers add sugar and sweeteners, the sweetness of the drink differs in various parts of the world, to cater for local tastes.

In the year 2002, the company had a great success, as the strategy worked which resulted in making Coca Cola Company the world’s leading company. In 2001, company accomplished the crust of it’s strategy as


• Worldwide volume increased by 4 percent with strong international growth of 5 percent and clear signs that our North American business is growing solidly and predictable. • Earnings per share grew by 82 percent, as we delivered on our commitment to create volume growth while aggressively

Return on common equity grew from 23 percent in 2000 to 38 percent this year.

• Return on capital increased from 16 percent in 2000 to 27 percent in 2001. • The company has generated free cash flow of $3.1 billion, up from $2.8 billion in 2000, a clear indication of its underlying financial strength. The strategy for the future of the company is very straightforward. The marketing strategy for the year 2002 is as follows, • Accelerate carbonated soft-drink growth, led by Coca-Cola. • Selectively broaden the family of beverage brands to drive profitable growth. • Grow system profitability and capability together with our bottling partners. • Serve customers with creativity and consistency to generate growth across all channels. • Direct investments to highest potential areas across markets. • Drive efficiency and cost-effectiveness everywhere.


and Quaker Foods North America. Pepsi-Cola beverages are available in more than 190 countries and territories. Outside the United States. the beverage businesses of Pepsi-Cola North America. “Pepsi Cola”.MAJOR COMPETITOR PEPSI INTERNATIONAL HISTORY PepsiCo is a world leader in convenient foods and beverages. Gatorade/Tropicana North America and PepsiCo Beverages International. manufacturer and marketer of ready-to-eat cereals and other food products. the popularity of Pepsi increase. Bradham’s advertising praises his drink as “Exhilarating. This was done in 1970. PepsiCo was founded in 1965 through the merger of PepsiCola and Frito-Lay. with revenues of about $27 billion and over 143. At that time. The plant operating here is Riaz 41 . Many of PepsiCo's brand names are over 100-years-old. In 1992 Pepsi-Cola formed a partnership with Thomas J. UhHuh!”. aids digestion”.With the extensive usage of the stars in the adds. It was first used on the August 28. They have eleven bottlers covering whole Pakistan. Pepsi-Cola Company's soft drink operations include the business of Seven-Up International. Lipton Co. Today Lipton is the biggest selling ready-to-drink tea brand in the United States.would entertain the listener with the latest musical selections rendered by violin or piano or both. but the corporation is relatively young. “You got the right one baby. invigorating. they only entered beverage industry. The company consists of the snack businesses of Frito-Lay North America and Frito-Lay International. is derived from the two of the principle ingredients.000 employees. they selected Lahore to make their regional office. This regional office is monitoring all the operations carried out in South West Asia. Pepsin and Kola Nuts. The new name. As in Pakistan. in 2001. 1990-2002 The advertisement of the Pepsi changes to. PepsiCo brands are available in nearly 200 countries and territories. In Asia. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company. including Gatorade.

This plant was established at Lahore in 1974.000 cases per day. The total capacity of the plant is 30.Bottlers (Pvt) LTD. Pepsi’s Products • Pepsi • Teem • Mirinda • Pepsi Max • Pepsi Lemon • Pepsi Blue • Mountain Dew • 7up 42 .

COCA COLA PAKISTAN 49 years of refreshment in Pakistan Coca-Cola introduced in Pakistan 1953 Fanta introduced in Pakistan Sprite was introduced Diet Coke & Fanta Lemon 1965 1972 2001 43 .

000 customers/retail outlets. The Coca-Cola System in Pakistan has invested over $130 million (U.S. are in Rawalpindi and Peshawar.COCA COLA PAKISTAN The Coca-Cola Company began operating in Pakistan in 1953. The Coca-Cola System in Pakistan serves 70. Sialkot. Fanta and Sprite are the brands in Pakistan. Faisalabad.800 people. Gujranwala. Coca-Cola. Hyderabad. Multan and Lahore.) 44 . four of which are majority-owned by Coca-Cola Beverages Pakistan Limited (CCBPL). The Coca-Cola System in Pakistan employs 1. independently owned. Rahimyar Khan. The Coca-Cola System in Pakistan operates through eight bottlers. The CCBPL plants are in Karachi. During the last two years. The remaining two plants.

joy and fun to our stakeholders. the young generation is the target market of Coke because they want to represent Coke with the youth and energy but they also consider about the old people they take then as a co-target market. 45 . TARGET MARKET Coke’s commercials basically based on young generations. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business. When we bring refreshment. value. then we successfully nurture and protect our brands. particularly Coca-Cola. So.PROMISE OF COKE The basic proposition of our business is simple. solid and timeless.

FACTORS EFFECTING SALES There are so many factors. their basic segments are those people who take this drink regularly. Because which every passing year budgets are becoming very strict and tight in order to purchase things. Here we are discussing three major factors which effects coke. There are so many people who take this drink daily and those people who take weekly and those who take less often are always there as well. This is major factor that affects the sale of this soft drink.MAJOR SEGMENTS Major segments are basically those people who take this drink daily and those areas where the demands is higher then the other areas. 46 . which affects the sale of coke. They spend heavily on rents. So the disposable incomes of the people are coming down. • Per capita income • Competitors • Weather Per Capita Income First we will discuss about “ Per capita income”. And to get through with this difficulty there is need to increase the level of per capita income of Pakistan because it is much lesser than the rest of the countries.So the decreasing per capita income effects badly in selling and production of this soft drink. tea are the competitors. and education and basic necessities and after that when they get extra money they think about this soft drink . So. utilities. Competitors Coke’s major competitor is “PEPSI” and there is no hesitation to say this because every one knows that and all the other cold drinks and water. coffee.

They don’t actually differentiate between these two brands in order to their tastes. even they take water and tea as their competitors. MAJOR COMPETITORS Consumers firstly decide that they are going to have a soft drink. they believe that RC Cola. This is underdeveloped market so the coke’s consumption in summers is 60% and in winters is 40%. Like they compete Coke with Pepsi and Sprite with 7up and team .So the major competitor of Coke is Pepsi. Consumers basically drink what they get. But Coca Cola thinks in a different way. they don’t care before drinking that whether it is “Pepsi” or “coke”. They believe on “WHAT COLD THEY SOLD” Consumer’s availability in brands is basically works like: Push availability Pull consumer’s demand. STRATEGIES OF QUALITY After Micro and macro analysis Brand “coke” is primarily role 1. MAJOR CUSTOMERS NEED First of all the majority don’t care that what they are going to have. and all juices. Then they compete brands with each other. In other words. Enhance competition moments 47 .Weather Weather is the third major factor in effecting the Coke’s selling. new coming AMRAT Cola. When they motivate to any other brand or on Coke it’s in instinct basically that based on messages derive certain feelings.

Price is the major threat. Fun time Though these strategies there could be better understanding and better connection with the public. This could be got my increasing sales volume 48 .2.e. There are three major ways of making money • Over night profit • Windfall profit • Ethical and un-ethical ways Over Night Profits They could be over night profit that is for the number 1 brand for the year. THREATS FROM COMPETITORS Threats are well planned. In short it all depends on customer’s perception. Because when the price go higher people go for the substitute of “coke” i. TARGETS THAT WOULD LIKE TO ATTAIN Every organization runs on the bases of profit maximization so Coke is also looking for a high profit margin. Through commercialization 4. When people watch cricket 3. When price goes certain beyond the exact price whether come down or go higher its effects the consumption of soft drink. Pepsi. These are the “key consumption”. And when price goes down they think that there is must be some thing wrong in it.

When the consumption the consumption is on boom. Some profits stays for some time like “over night profits” and some just come and go like “wind fall profits”. though coke is the 2nd best name but it can get a better position after some time Attractive Brand Name Now the consumers know the Name of Coke. So. So people can better differentiate brands with each other. They believe on this quote “ Every thing is fare in love and war”. which is the most popular after the word “ok”. They are the extras profit.Windfall Profit Can be windfall profit. 49 . there is different kind of profits. Because now they know the name of another big brand. And they can also get profit through different approaches. EXPANDING TARGET MARKET In last 2 years Coke has come back in aggressive manner. • Consumer has choice • Attractive brand name • Brand differentiating Consumer Has Got Choice Now the consumer has got choice. Ethical And Unethical Ways Profit can also get through ethical and unethical ways. because Coke is the name.

After paying all these expenses Coke’s margin squeezed and consumers have to pay for increasing tariffs. We have to spend on distributions. These are the opportunities through which we can increase the price and can get profits. Then there is the tax rate system 15% . So. In contrast to Coke they believe on individual struggle. Two major brands “coke” and “Pepsi” also have brand names.excise duty 27% .sales tax 20% . being people together and friends are being together. 50 .In making Budget After paying all these taxes coke has to pay electricity charges. THREATS AND OPPORTUNITIES FOR PRICE Opportunities If Coke is considered a luxury product. Because they believe in the togetherness. They use the temperament of “ME”. Coca Cola’s Brand Coca cola is “US” brand.Brand Differentiation Now different companies have got different brand names.goes to government 03% . people can distinguish between brands. Coca Cola strongly believes that Pakistani temperament is “US” not “ME” Pepsi’s Brand Pepsi’s brand is basically is basically “ME” branded.

51 .

where they live. Through advertisements.E. And this year in this year 2002 people were anxiously waiting that what interesting thing coke is going to offer. this is one of the product of coke.STRATEGIES OF GETTING GOALS I. 52 . and how they relax and recharge. What people want in a beverage is a reflection of who they are. Through offering different flavors Coke can increase the Level of consumers and through this profits can be gained. offering different interesting things to attract people towards this product. For example Coke is increasing the number of flavors in “Fanta”. how they work and play. Some major ways are as follows. How to increase the interest level of consumers? Coke is increasing the interest level of consumers by offering different flavors. How to take part in energetic festivals? Coke is already taking part in the festival like “Basant” since last 3 years. There are so many ways through which Coke can increase the profits. “HIGH PROFITS” To increase the price is the least thing. MARKETING STRATEGY Our local marketing strategy enables Coke to listen to all the voices around the world asking for beverages that span the entire spectrum of tastes and occasions. Coke offers different attractive things in their festival and through this Coke gained high profit and consumption of coke increased on these occasions. • Volume can be increased • Interest level of consumers • To take part in energetic festivals How to increase the volume of consumers? Coke can increase the volume by expanding the industry of coke. which Coke can adopt.

consistently shaping our business decisions to improve the quality of life in the communities in which we do business. a child in Peru asking for a juice drink. • Sprite.5 • CANS (standers size returnable bottle) (litter returnable bottle) (no return bottle) or disposable bottle (1. and we never forget it. or a couple in Korea buying bottled water after a run together. MARKET POSITIONING Product Range The total range of Coca Cola company in Pakistan includes: • Coke.Whether you're a student in the United States enjoying a refreshing CocaCola. but also to contribute to communities around the world through our commitments to education. health. And company offers their products in different bottle sizes these includes: • SSRB • LRB • NRB • PET 1. Coke strives to be a good neighbor. • Diet Coke.5 litter plastic bottle) (tin pack 330 ml) 53 . It's a special thing to have billions of friends around the world. a woman in Italy taking a tea break. wellness. We are determined not only to make great drinks. and diversity. we're there for you. • Fanta.

Different Price In Different Seasons Some times Coca Cola Company change their product prices according to the season. by this these retailers and middle man push their product in the market. And they have a good sale in the market because according to the expert which product seen more in the market that sells more. And that’s why coca cola seen more in the market.5 pets • 12 bottles in a pack for disposable bottle PRICE STRATEGY Trade Promotion Coca cola company gives incentives to middle men or retailers in way a that they offer them free samples and free empty bottles. “Seen as sold” They do agreements with a shop keepers and stores to exclusive sale in that stores. Summer is supposed to be a good season for beverage industry in Pakistan. These stores are called as KEY accounts in their local language. 54 . So in winter they reduce their prices to maintain their sales and profit. But normally they reduce the prices of their pet bottles or 1 litter glass bottle.Packing Coca cola products are available in different packing • 24 regular bottle shell • 6 bottle pack for 1. And coke also invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives.

tv sets.PROMOTION STRATEGIES Getting shelves They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers. DISTRIBUTION CHANNELS Coca Cola Company makes two types of selling Direct selling Indirect selling Direct Selling In direct selling they supply their products in shops by using their own transports. UTC Scheme UTC mean under the crown scheme. Normally they keep their freezers near the entrance of the stores. Sale Promotion Company also do sponsorships with different college and school’s cafes and sponsors their sports events and other extra curriculum activities for getting market share. In this type of selling company have more profit margin. 55 . Like once they offer bicycles. This scheme is very much popular among children. caps. They have almost 450 vehicles to supply their bottles. coca cola often do this type of scheme and they offer very handy prizes in it. cash prizes etc. Eye Catching Position Salesman of the coca cola company positions their freezers and their products in eye-catching positions.

FACILITATING THE PRODUCT BY INFRASTRUCTURE For providing their product in good manner company has provided infrastructure these includes: • Vizi cooler • Freezers • Display racks • Free empty bottles and shells for bottles ADVERTISEMENT Coca cola company use different mediums • Print media • Pos material • Tv commercial • Billboards and holdings 56 . Because it is very difficult for them to cover all area of Pakistan by their own so they have so many whole sellers and agencies to assure their customers for availability of coca cola products.Indirect Selling They have their whole sellers and agencies to cover all area.

And when we take it as a global level it is $ I billion. And the basic key to attract the consumers is to throw the “money away”.TV Commercials As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. They have to take lots of decisions that how to increase the production and where they have to spend money. 57 . So Coca Cola Company does regular TV commercials on different channels. And positive feeling felling with the brand. Billboards And Holdings Coca cola is very much conscious about their billboards and holdings. which they used to have Coke wants to advertise their products heavily in the coming year. Coming year is the challenging year for the industry of Coke. They have so many sites in different locations for their billboards. And it will take the 10% of their profits. EXPECTATIONS FOR THE COMING YEAR Every thing starts from the attitude of consumer’s behavior.

2. 3. HOW COKE DETERMINE THE YEARLY BUDGET Coke determines its yearly budget by the • Sales volume • Profitability • Target volume 58 . They should also know that how much to do with the promotion activities for brand. They should know how much to for the brand activities. Loyal consumers are important for company’s success.For gaining success in coming year they have to have some important things like: 1. Workers should be the brand centric not the promotion centric. 4.

then they definitely want to increase their profits in the next coming year. If industry achieves those goals in that period then for the coming year it increases the volume of the target. 59 . To get profit is the first priority of the Coke. So Coke Follow the same thing it has also some goals and targets to achieve in the given time period. No organization wants to face Loss in their business.if they r getting profits with the high margin. When they succeed to achieve that target then they increase their target volume in the next year. Target Volume: To run the business every industry has some targets. Every organization runs on the basis of getting high profits. Otherwise they concentrate on their old strategies. which they want to achieve in a specific time period. Profitability: The second thing through which they determines budget is the “profit” .Sales Volume Coke determines its yearly budget through the sales volume. They first concentrate on the thing is “what is the condition of their sales?” if the condition is good of their sales then they definitely increase their production and sales volume.

This campaign helped Coca-Cola to establish its association with the game & the player. lyrics & songs have made him an instant hit among the masses in Pakistan. Coca-Cola signed a sponsorship agreement with eight of Pakistan’s National cricket players.SALES PROMOTION ACTIVITIES Coca-Cola Cricket Cricket the most sought after.the game of cricket has been owned by various brands in the industry for the promotion of their products over a period of time. 60 . These bold steps taken by the Coca-Cola marketing unit acclaimed them many acknowledgements across the board. Coca-Cola brought Abrar to his fans through holding concerts & featuring Abrar in a much-appreciated TVC & MMT featured throughout the country. Coca-Cola Concerts Abrar-ul-haq’s distinct style. Coca-Cola realizing the fact that cricket is a very strong element by which it can reach it consumers & masses invested in the opportunity and launched a massive campaign on mass media showing all these cricket stars endorsing & complimenting Coca-Cola brand. The CocaCola Company developed three TV commercials & four testimonial ads with the player & ran them on the national net work during various cricket matches. His enormous popularity in the country & abroad is supported by Coca-Cola’s commitment towards providing healthy & fun-filled entertainment for the youth of Pakistan. watched & played game in Pakistan . It has ranged from tobacco to lubricants to communication companies to banks to airlines & lately to the beverage industry. The competition has become tougher & tougher as the time has progressed.

soul & mind were captured accurately in the TVC & depicted aptly how the drink completes the moment for Abrar. to a festive food festival comprising of 50 restaurants. 61 . fun & prizes to be won. Coca-Cola Food Mela With a splash of food. The promotion saw the avid families & friends enjoying the delicacies at the restaurants. the Coca-Cola food mela treated the people of Karachi. Coca-Cola’s brand positioning of providing deep down refreshment for the body. all resiliently upholding the Coca-Cola identity.The TVC campaign focused on the hectic lifestyle of a pop star who found respite & relief through Coca-Cola in short moments that he had to himself during a concert. spread out all over the bustling city’s map.

served well to promote the Coca-Cola industry. pedestrians & passerby’s during Lahore’s hottest summer season. giving the consumer a unique experience which they had never tasted before. Coca-Cola created an experiential musical evening in Lahore. Coca-Cola went ahead with the idea of giving consumer chances to win fabulous. Coca-Cola GO-RED Quenching the thirst of motorist.5 liter PET bottle & the 1 liter bottle with a super price-off promotion.10 million households saw Coca-Cola ‘Party in a Park’ while 10 thousand people attended the event. This program was recorded and one-hour program shown in the national TV for free. magical “dream vacation” to numerous “wonder destination” throughout the world on 62 . Now “where there is basant there is Coca-Cola”. had children’s parade & held the Coca-Cola kite flying championship during the basant festival.Coca-Cola Basant Festival In February the month of basant the parks & horticulture authority in Lahore nominated Coca-Cola the official sponsor of the basant festival . marketing the popular 1. Coca-Cola Ramzan Campaign A very special occasion for the people of Pakistan Ramzan saw another very special Coca-Cola’s promotion. where Junoon performed. it has been impossible to envisage basant without Coca-Cola. Coca-Cola also hosted a concert of pop idol Abrar-ul-haq. Coca-Cola give the more refreshing flavor to the colors of basant by adding more life to the festival. Coca-Cola set the stage of the grand UTC promotion.Coca-Cola added to the carnival atmosphere by making the festival free to enter & decorating all main roads in Lahore with illuminated kites. Coca-Cola Party in a Park In June 2000. Coca-Cola’s “GO-RED” teams went out into the cities main quadrants to “serve & refresh” on the spot with ice-cold Coca-Colas at discounted prices backed by a heavy FM announcement campaign the “GORED” stall. The emphasis on enjoying Coca-Cola at “Iftar” with friends & family. Coca-Cola Wonder of the World Promotion In July 2000.

Coca Cola TV Mazza The coca cola new campaign is coca cola tv mazza. the new under-the-crown promotion “Nikla Kiya?”(What have u won) was launched in collaboration with Chimera Nokia.every purchase of a 250 ml RGB bottle of Coca-Cola. a trip to PARIS. both shares globally. HOLLYWOOD. This activity helped billed confidence and brand loyalty among core consumers. NEWYORK. The promotion kicked off with pos material (Danglers. The promotion saw avid consumer collecting Coca-Cola ‘Crown caps’ & sparked a keen response from the public . Caught red handed become a huge success among the masses as it was one to one interaction between the Coca-Cola brand & the consumers. Bunting etc) displayed at all MC Donald’s restaurants along with a special offer for coke & fries. These days this scheme is very popular among the people. Branded Coca-Cola with ‘caught red handed’ team in them went to Lahore & Karachi for three days. & Fanta. rendering an outstanding testimonial campaign in the second phase. with target that anyone being caught drinking Coca-Cola will be awarded a nokia 3310 mobile phone & if someone is caught talking on a nokia mobile will win free supply of Coca-Cola.The promotion gave consumers a chance to win free drink. Sprite.Sprite. SINGAPORE & CAIRO along with airfare & four nights free stay in these dream lands.The promotion gave consumer a chance to win thousand’s of Coca-Cola branded Nokia 3310 cellular phones on every purchase of 750ml RGB bottle of Coca-Cola .The other highlight of promotion was the “Caught Red Handed” campaign. it is a utc scheme in which people are getting television sets of different sizes. & Fanta. Coca-Cola & Mc Donald’s Coca-Cola & key account of MC Donald’s launched the “we go together” joint promotion to reinstate amongst consumers a real sense of the affinity that. highlighting the winners over whelmed in the magical delight of their favorite beverage Coca-Cola. Coca-Cola & Nokia In August 2001. 63 .

While organics are becoming more and more popular. The Coca-Cola image is displayed on T-shirts. but Odwalla's knowledge of natural juice making will be a great strength for Coca-Cola. but in 200 nations. Coca-Cola itself is a strong company to say the least. with 70% of Americans having purchased something organic at least once. Although Coke has never produced an organic product. and this is an image many people have taken deeply to heart. its main source of revenue is the sale of concentrate to its bottlers. including four of the top five sellers right now. Coca-Cola Enterprises. Coca-Cola's bottling system is one of their greatest strengths. Additionally. As far as internal strengths go. Coke sells about 400 drink brands. The bottling companies are locally owned and operated by independent business people who are authorized to sell products of the Coca-Cola Company. they do own Odwalla. there still are not many well-known 64 . Because Coke does not have outright ownership of its bottling network. Organic products are on the rise. they begin to run into many internal and external weaknesses as well. A company like Coca-Cola has much internal and external strength. which staffs facilities all over the world. hats. which is a natural juice company. The product's image is loaded with over-romanticizing. This product would not be marketed as an Odwalla brand. and collectible memorabilia. but when launching a product of this sort. Not only are they a $23 billion company. It allows them to conduct business on a global scale while at the same time maintain a local approach. They own 36% of the largest Coke bottler in the world.SWOT ANALYSIS Strengths: Coca-Cola has been a complex part of American culture for over a century. This extremely recognizable branding is one of Coca-Cola's greatest strengths.

Packaging changes have also affected sales and industry positioning. but in general. Latin America. Coca-Cola's bottling system also allows the company to 65 .organic companies. because drinking of Coca-Cola daily has an effect on your body after few years. When this product is launched. and Japan account for about 35% of Coke's volume and none of these markets are performing to expectation. "In Japan. therefore. the public has tended not to be affected by new products. Perhaps one of their biggest strengths is the brand loyalty their customers have." According to an article in Fortune magazine. Coca-Cola on the other side has effects on the teeth's which is an issue for health care. Opportunities: Brand recognition is the significant factor affecting Coke's competitive position. Being addicted to Coca-Cola also is a health problem. it contributes three times as much to profits. unit case sales fell 3% in the second quarter because while Japan generates around 5% of worldwide volume. Southeast Asia. Coca-Cola will not have much competition. Coca-Cola has recently reported some "declines in unit case volumes in Indonesia and Thailand due to reduced consumer purchasing power. It also has got sugar by which continuous drinking of Coca-Cola may cause health problems. avid Coke drinkers will choose this organic fruit juice or soda over any other competitor simply because it's a Coca-Cola product and they trust it. Weaknesses: Although domestic businesses as well as many international markets are thriving. Coca-Cola's brand name is known well throughout 94% of the world today.

coffee. diverse. the changing health-consciousness of the market could have a serious affect. but consumers are not necessarily married to it. is a very real threat. Even though Coca-Cola and Pepsi control nearly 40% of the entire beverage market. The threat of substitutes. and hot chocolate. milk. This strategy gives Coke the opportunity to service a large geographic. both Coke and Pepsi have already diversified into these markets. Possible substitutes that continuously put pressure on both Pepsi and Coke include tea. the threat of new viable competitors in the carbonated soft drink industry is not very substantial. Consumer buying power also represents a key threat in the industry. Furthermore. allowing them to have further significant market shares and offset any losses incurred due to fluctuations in the market. juices. however. Threats: Currently. consumers can easily switch to other beverages with little cost or consequence 66 . The rivalry between Pepsi and Coke has produced a very slow moving industry in which management must continuously respond to the changing attitudes and demands of their consumers or face losing market share to the competition. The soft drink industry is very strong.take advantage of infinite growth opportunities around the world. Of course. area.

• Marketing team should try to increase the availability of Coke in rural areas. • They should also focus the old people. • Coca Cola Company should try to emphasis more on providing their infrastructure in the market to facilitate their customers. we come to the conclusion that the marketing strategy of Coca Cola is working for them and the product is gaining popularity among youth day by day. 67 .CONCLUSION After thorough research. which are following. • According to the survey. conducted by the international firm Pakistani people like little bit sweeter cola drink. So for this coca cola company should produce their product according to the local demand. RECOMMENDATIONS After completing our project we have concluded some recommendation for the coca cola company.

they don’t leave any good or bad impact in the Industry of coke. ECONOMICAL VARIABLES Economical Variables Do soaring interest rates make business task any harder Any effect due to inflation Anything done to reduce unemployment Any effect of 11th September 2001. So it affects slightly the revolution of Coke. incident at Coke in Pakistan Strongly Effected ++ Some what Effected + No Effect + − Some what Effected − Strongly Effected −− YES YES YES NE 68 . From last two years Government is going to be really very much conscious about the environment. So it impact good for the Coke’s reputation.Conclusion Of Political Analysis: As far as the above table is concerned it could be seen that there are very little chances of “political variables” to effect the coke’s production and selling behavior. And the second thing in political variables which effects Coke is “elections & military take over” Because in the days of elections and marshal law’s condition the countries production in any field is declined. And there are some exceptional things like: “environmental protection laws” they some what effect the industry of Coke. So. So “political conditions” are over all leave neutral effects on coke’s industry. In the “political variables” most of the things are related to Governmental activities. But after making the adjustments in plants and applying the proper way of wastage the chances of being affected by the “protection laws” are going to be diminished.

So. The Coca-Cola system in Pakistan employs 1. It also impacts highly negative in the Coke’s production.Conclusion Of Economical Analysis It could be seen that “economical variables” highly affects the Coke’s resolution. And inflation is also not a good position for any country’s production point of view. When we draw the conclusion of “economic variables”. During the last 2 years. And as a country concerned like “Pakistan” where the unemployment rate is very much high. the Coca-Cola system in Pakistan has involved over $130 million (U. SOCIAL VARIABLES Social variables Strongly Effected ++ YES Some what Effected + No Effect + − Some what Effected − Strongly Effected −− Effects of advertisement of Coke on Public popularity How will do Coke’s YES 69 . Then we come to know that if economic variables are in the favorable position of country then they impact good other wise the impact highly bad. Economic factors are those actors who effect the production of any industry.800 people.S). If the economic conditions of the country is not that strong and Coke increases its Price in this situation. Then it would impact highly negative. Coke is not the out of question.

All over the world.S) a year in recycling content and suppliers. We are always innovating to bring you different delicious beverages. YES CONCLUSION OF SOCIAL ANALYSIS EDUCATION The Coca-Cola Company has always believed that education is a powerful force in improving the quality of life and creating opportunity for people and their families around the world. ENVIRONMENT A large part or our relationship with the world around us is our relationship with the physical world. we must use our significant resources and capabilities to provide active leadership on environmental issues. we are involved in innovative programs that give hard-working. supplies. We want the world we share to be clean and beautiful. The Coca-Cola Company is committed to helping people make their dreams come true. particularly those relevant to our business.contribution affect charity organizations of Pakistan Has rising consciousness of natural resources in people effected your “save environment activities. from use of more than $ 2 billion (U. While we have always sought to be sensitive to the environment. From youth in Brazil to first generation scholars. educational programs in local communities are our priority. We’re committed to preserving our environment. Knowledge-hungry students books. This same spirit of innovation comes alive in our environment programs. and environment 70 . places to study and scholarships.

waste environment education. The Coca-Cola system in Pakistan initiated a voluntary Hajj program that allows one employee from each plant. Four of which are majority-owned by Coca-Cola Beverages Pakistan Limited (CCBPL). selected through a draw. to be sent on the Holy Pilgrimage to Mecca at the Company’s expense. climate changes. The Coca-Cola system initiated a famine-relief program to help victims and was the first private-sector company to assist. when eastern Pakistan suffered its worst droughts. The Coca-Cola system in Pakistan operates through eight bottlers. TECHNOLOGICAL VARIABLES Technological variables Have business innovations effectively promoted your business Has the government’s regulations ever hindered in importing technical Strongly Effected ++ YES Some what Effected + No Effect +− Some what Effected − Strongly Effected −− YES 71 . COMMUNITY INVOLVEMENT: In 2000. down to very local neighborhood collection and beautification efforts. Here’s a sample of what we’re doing in different communities around the world regarding the conservation of water and natural resources.Management initiatives.

As far as the “governmental hindrances” are concerned the impacts highly bad on coke’s impacts good. As coke use more advance technology in its production process. And though it’s a big industry so it is promoting the trend of paperless environment. 72 . And it is giving the way of other industries to come to new technologies and into a new world of business. This approach of government decreases the profit margin of Does Coke help in promoting paperless environment YES Conclusion Of Technological Analysis Of course business innovation leaves highly good impacts in the business of Coke. It will resulted in increment of their production through out the country. As the coke helping in promoting “paperless environment” . Ever year when budget in announced government taxes rates always shoot up. because computers are the basic need of any person now a days.

This explains the brand awareness of Coca-Cola.DATA ANALYSIS 1. Have you ever tried the product (Coca-Cola)? 35 30 25 20 15 10 5 0 yes no Out of the 30 people we surveyed. all of them said they had tried CocaCola atleast once. 73 .

2. 74 . the least of the lot being 2 kids who were also asked to participate in the survey. there were 18 men & 12 women. Age groups Age Groups 51 & above 36-50 yrs 20-35 yrs 10-19 yrs below 10 yrs 0 5 10 15 no. 3. majority of the respondents were in the age group of 20-35 years. of people As represented in the chart. Gender 20 18 16 14 12 10 8 6 4 2 0 male female Out of the 30 respondents.

4. What brand would you say is more popular among the public? a) Coca-Cola b) Pepsi c) Other 75 . 5. Do you enjoy the product (Coca-Cola)? no 23% yes 77% From the analysis. it was found that majority of 77% (23 people) respondents said they enjoyed drinking Coca-Cola as against 23% (7 people) who said they preferred other drinks.

76 . Coca-Cola was more popular while 11 respondents said they preferred Pepsi as a popular brand. 6. 17 respondents said. in their opinion. out of 30 people. Do you enjoy Coca-Cola’s advertisements on TV? I don’t like them not bad they are good but nothing special I really like them 0 2 4 6 8 10 12 14 The chart represents that a majority of people thought the Advertisements were good enough & they like what they see.Others 7% Pepsi 37% Coca-Cola 56% As seen in the chart.

7. a majority of 23 people out of the 30 respondents thought that the Coca-Cola Cans are slightly overpriced with a few people also rating it as expensive. 77 . Do you think the price for a can of Coca Cola is cheap or expensive? expensive slightly overpriced cheap 0 5 10 15 20 25 As seen in the above figure.

9. If you were to see the Coca-Cola logo somewhere would you recognize it? no 0% yes 100% It is understood from the fact that the Logo of the Company still has its image in the minds of the people with all the respondents saying they would recognize the “Coca-Cola” Logo.8. How often do you buy the product? everyday few times in a week few times in a month once/few times in a year never 0 5 10 15 78 .

79 . This shows the brand loyalty of the customers towards Coca-Cola.As it can be seen in the figure. 10. Where do you buy Coca-Cola products the most? Restaurants general stores super markets 0 5 10 15 20 As seen in the above chart. The second largest option was General stores stocking Coca-Cola. customers usually preferred to buy Cocacola in restaurants like KFC. Sub-Way etc. it was concluded that majority of the respondents bought the product quite frequently. Mc Donalds.

This can be for several reasons apart from just to cover the extra costs of promotions. There is little personal selling. People are aware of the Brand & Awareness of Coca-Cola is quite high in the market. to have the most expensive range of soft drinks common to supermarkets. Coca-Cola sponsors a lot of events including sports and recreational activities. When a product is launched. at almost double the cost of no name brands. avid Coke drinkers choose this soda over any other competitor simply because it's a Coca-Cola product and they trust it. • Coca-Cola products would appear. but that is made up for in public relations and corporate image. When people buy Coca-Cola they are not just buying the beverage but also the image that goes with it. So… “ Jo chaho ho jaye coca-cola enjoy ” 80 . • Although Coke has been into controversies. • In supermarkets and convenience stores Coca-Cola has their own fridge which contains only their products.CONCLUSION • It was observed that Coca-Cola has been perceived quite positively as it has been projected. on the shelf. people still prefer to stay loyal to the Brand with Coca-Cola being termed as a more popular brand than Pepsi. therefore to have the price higher reiterates the fact that the product is of a better quality than the rest and that the consumer is not cheap. for which no name brands do without.

these organisations are situated outside Varanashi. there is no interection with customers of Hindustan Coca-Cola Beveragws Private Limited. So . • Position and Authentication Constraints: With no authority or position it was sometimes difficult to convince the customer in front as summer trainee holds no responsibilities in the eyes of corporate.LIMITATIONS • Time Constraints: A two months time limits us to understand completely the market requirements and all round working perspective of the company. • No Customer Interection:ection It is because the customers of Hindustan Coca-Cola Beveragws Private Limited are big organisations. 81 .

work distribution. inventory management. In the graph of order booking we have seen that the order for our product is increasing year.SUGGESTIONS In the report we have seen the graph of order booking targets and sales turnover. these can be turnkey for the company. It means that with the increase of order to target. • Profit generation: In the SWOT analysis we have seen there is a great opportunity products. we have to improve on certain points: • Cost efficiency: To get the achievement of cost efficiency we have to keep certain points in our mind they are resale of scraps. The 82 . We have efficiency of the organisation.

They should lay more emphasis on export. • Becoming a global player: With the last dealings we can conclude that the company had satisfy there maximum customers. But from time to time the regular improvement of the technology. It improves the quality of the product as well as save the time. After those dealings the company should try to get a good name in India as well as in international market. 83 .company should try to work on export. • Improving technology: There is no doubt that the product of company is not good.

Have you ever tried the product (Coca-Cola)? a) Yes b) No 2. Gender a) Male b) Female 3. How old are you? a) b) c) d) e) Below 10 10-19 20-35 36-50 51 & Above 4.Name: __________________________ 1. Do you enjoy the product? a) Yes b) No c) It's not bad 5. What brand would you say is more popular among the public? d) Coca-Cola e) Pepsi f) Other 84 .

If you were to see the Coca Cola logo somewhere would you recognize it? a) Yes b) No 9. Subway. Where do you buy Coca-Cola products the most? a) Super Markets b) General stores c) Restaurants (McDonald's.6. KFC etc) 85 . Do you think the price for a can of Coca Cola is cheap or expensive? a) Cheap b) Slightly over priced c) Expensive 8. How often do you buy the product? a) b) c) d) e) Never Once/few times a year Few times a month Few times a week Everyday 10. Do you enjoy Coca Colas advertisements on TV? a) b) c) d) I really like them They good but nothing special Not bad I don't enjoy them 7.

This annexure has been compiled for the net-savvy reader who would like to surf the net for information on an aspect that is. articles and slides over management theories on Marketing! 86 . in some way. related to matter covered in this project work. It may be a site related to general references. This compilation is meant to be illustrative rather than comprehensive and there might be many other sources.ANNEXURE The internet is a powerful source of information related to management theories and practices. You must be on the guard as every site listed on the search engines under the title ‘Marketing Strategies Analysis’ may not be related to my project over my study undergone in BPC Hindustan CocaCola Beveragws Private Limited. www.BIBLIOGRAPHY Bibliography refers to the sources through which information has been retrieved in my project development: Books & Magzines: • • • Marketing Management Economic Times By ( Philip Kotler ) Annual Report of coca-cola Websites: • • • 87 .com www.coca-colaindia.

88 .

Sign up to vote on this title
UsefulNot useful

Master Your Semester with Scribd & The New York Times

Special offer for students: Only $4.99/month.

Master Your Semester with a Special Offer from Scribd & The New York Times

Cancel anytime.