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TABLE OF CONTENTS

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INTRODUCTION. HISTORY OF Coca - Cola . 2.1 GLOBAL BRANDS SCORE- BOARD & Coca-Cola . 2.2 EVERYDAY AROUND THE WORLD 2.3 PLEASING EVERY TASTE Coca - Cola IN PAKISTAN 3.1 BOTTLING INFORMATION. 3.2 ECONOMIC IMPACT. 3.3 COMMUNITY INVOLMENT. 3.4 SPONSORSHIPS. BEVERAGE INDUSTRY IN PAKISTAN. 4.1 CLAIMS AND COUNTER CLAIMS. 4.2 Coca-Cola AS BEVERAGE INDUSTRY. 4.2 STRUCTURE. MARKETING MIX(4 P’S OF COCA-COLA ). 5.1 PRODUCT. 5.11 BRAND SAMPLES. 5.12 CONTENTS OF COCA-COLA. 5.2 PRICE. 5.3 PLACEMENT/DISTRIBUTION. 5.4 PROMOTION. 5.5 PACKAGING COMPETITIVE ANALYSIS. 6.1 INTRODUCTION. 6.11 STRATEGIES/OBJECTIVES. 6.12 WEAKNESSES/STRENGTHS. 6.13 REACTION PATTERNS. 6.2 PEPSI 6.21 PRODUCT. 6.22 PRICE. 6.23 PLACE. 6.24 PROMOTION. 6.3 MECCA COLA 6.4 QUIBLA COLA. 6.5 OTHERS.

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MICRO ENVIRONMENT. 7.1 MARKETING. 7.2 SUPPLIERS & DISTRIBUTION. 7.3 FINANCIAL POSITION. 7.4 HUMAN RESOURCES. 7.5 NO OF WORKERS. 7.6 RESEARCH AND DEVELOPMENT DEPARTMENT. 7.7 PRODUCTION FACILITY. MACRO ENVIRONMENT. 8.1 SWOT ANALYSIS. 8.2 BCG MATRIX. 8.3 LIFE CYCLE. MARKETING STRATEGIES. ADVERTISING.

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The coca cola company exists to benefit and refresh everyone who is touched by the business. Founded in 1866, the company is the world’s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce nearly beverage brands. The co-operate headquarters are in Atlanta with local operations in nearly 200 countries around the world.

INTRODUCTION
Company’s local strategy enables them to listen to all the voices around the world asking for beverages that span the entire spectrum of tastes and occasions.

What people want in beverage is a reflection of which they are, where they live, how they work and play, and how they relax and recharge. Whether you’re a student in the United States or Pakistan enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice drink, or a couple in Korea.

Coca-Cola strives to be a good neighbor, consistently shaping their Business decisions to improve the quality of life in the communities in which they do business. It’s a special thing to have billions of friends around the world, and we never forget it. The companies are determined not only to make great drinks, but also to contribute to communities around the world through their commitments in which they do business.

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and used Pakistani cricketers and their fans and rather than actors to promote coke products. Long the world leading soft drink marker. John S. the company began franchised bottling operations in the United States. you can find Coca-Cola in virtually every part of the world. Coca cola is certainly no stranger to global market. Created in Atlanta. Georgia by Dr. soon followed by many more. and coca cola boast four of the world five leading soft drink brands: Coca Cola. as well as the best-known product in the world. The great global cola wars between Coca Cola and Pepsi have become decidedly one sided. Today.S. In short Coca Cola bring refreshment to people in nearly 200 countries. Sprite and Fanta. Today. Coca-Cola boasts one overseas. In 1899. Coca-Cola was registered as a trademark in 1887 and by 1895 Coca-Cola was being sold in every state and territory in the United States. that company produces nearly 300 brands in almost 200 countries. Global Brands Scoreboard & Coca-Cola Although Coca Cola was first created in the Unites State.HISTORY OF COCA COLA Coca-Cola is the most popular and biggest-selling soft drink in history. Coca cola aggressively cultivates a local image. Cuba and Panama. it quickly become popular whenever it went. More than 70% of their income comes from outside the U. 4 . the company now sell its brands more than 200 countries. Pemberton. The Coca-Cola Company has more than 300 beverages in its portfolio. Its claimed official sponsorship for world cup cricket a favorite national sport. Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water. but the real reason may be they are truly global company is that their products meet the varied taste preference of consumers every where. Diet Coke. Their first international bottling plants opened in 1906 in Canada.

188 41.256 26.053 6.SPECIAL REPORT: THE 100 BEST BRANDS 2002 Global Brands Scoreboard The table that follows ranks 100 global brands that have a value greater than $1 billion. Inc.261 5. Inc. Inc.346 5. There also had to be publicly available marketing and financial data on which to base the valuation.464 1 -2 -3 -3 -11 -14 -10 4 Parent Company Coca-Cola Company Microsoft Corp. Inc.945 65.091 51.752 42.068 52.396 34. The brands were selected according to two criteria. Nokia Corp.078 6.289 22.591 25.151 6.978 5.599 5. 5 .970 29. Walt Disney Company McDonald's Corp.266 6.046 5.532 6. They had to be global in nature. Inc.861 29. Apple Computer.035 32.665 35. 3 Pepsico. General Electric Company Intel Corp. -8 1 2 -3 Viacom. 2002 2002 Brand 2001 Change in Brand Value Brand Value Brand Value Rank Brand Name ($Mil) ($Mil) (%) 1 2 3 4 5 6 7 8 9 45 46 47 48 49 50 COCA-COLA MICROSOFT IBM GE INTEL NOKIA DISNEY MCDONALD'S MARLBORO PEPSI HARLEY DAVIDSON MTV PIZZA HUT KFC APPLE 69.214 5. Yum! Brands.637 64. Inc. Yum! Brands.316 68.394 6.375 24. 10 Philip Morris Companies Inc. deriving 20% or more of sales from outside their home country. International Business Machines Corp.311 30. 13 Harley Davidson.

6 . Today. former senior vice president of The Coca-Cola Company. packages and experiences COCA COLA IN PAKISTAN The Coca-Cola Company began operating in Pakistan in 1953. recognized as the world’s most valuable brand. The Coca-Cola Company markets four of the world’s top-five soft drinks. Their international unit case volume has exceeded unit case volume in the United States since the 1970s. Their first international bottling plants opened in 1906 in Canada. Oehlert Jr. Their first international bottler in Panama was established in 1906. Their first soda fountain sales to Canada and Mexico were recorded in 1897. They entered China in 1927 and our 100th country Sierra Leone in 1957.Every Day Around The Globe By almost any standard. In addition to marketing and brand-building activities—discussed later in this report—we grow by extending our established brands and by providing new and innovative products. Cuba and Panama. including diet Coke. it quickly become popular whenever it went. Benjamin H. served as United States Ambassador to Pakistan from 1967 to 1969.. soon followed by many more. The Coca_Cola Company has long been a worldwide business. Fanta and Sprite. The Company is in an excellent position to grow in every nonalcoholic beverage category. Pleasing Every Taste Along with Coca-Cola. The Coca-Cola Company operates in more than 200 countries around the world and generates approximately 70 percent of its revenues outside the United States Although Coca Cola was first created in the Unites State.

The Coca-Cola System in Pakistan serves 70.Bottling Information The Coca-Cola System in Pakistan operates through eight bottlers. The Company sponsors Pakistan's No. Part of the festival is the Coca-Cola Kite Flying Championship. Multan and Lahore. Community Involvement In 2000. Employment/Economic Impact The Coca-Cola System in Pakistan employs 1. During the last two years. The Coca-Cola System initiated a famine-relief program to help victims and was the first private-sector company to assist. 1 solo artist. are in Rawalpindi and Peshawar. The Company will be undertaking a beautification program of stations and platforms.000 customers/retail outlets. The remaining two plants.S. 7 . The Coca-Cola System in Pakistan has invested over $130 million (U. Faisalabad. The Coca-Cola System in Pakistan initiated a voluntary Haj program that allows one employee from each plant. The Coca-Cola Company sponsors Pakistan's leading pop group and organizes concerts throughout the country for teenagers and underprivileged children. four of which are majority-owned by Coca-Cola Beverages Pakistan Limited (CCBPL). Sponsorships The Coca-Cola Company sponsors the Basant Festival in Lahore. to be sent on the Holy Pilgrimage to Mecca at the Company's expense. Rahimyar Khan. serving soft drinks in stations. Sialkot. The CCBPL plants are in Karachi.800 people. a festival that marks the beginning of spring and attracts visitors from all over the world. platforms and on trains. independently owned. when Eastern Pakistan suffered its worst droughts. selected through a draw. The Company has signed a sponsorship agreement with eight of Pakistan's national cricket players for promotional and advertising use. who will participate in concerts and charity events organized by The Coca-Cola Company in Pakistan.). The Coca-Cola System in Pakistan is the exclusive supplier for Pakistan Railways. Gujranwala. Hyderabad.

The beverage industry at the moment has very low per capita consumption of 20 serves whereas in other countries of our region it varies from120-250 on the basis of single serve of 250 ml. 8 . Their SBUs are established in the cities of Karachi and Multan. the price mechanism is flawed as no explicit account is made for retailer's margin and chilling factor. Hence. input-output variations are common for variety of reasons including the extent of dilution . The problem is deep rooted in the absence of effective monitoring of production. Coca-Cola beverage Pakistan limited. hotels and other retail and general departmental stores. Claims and Counter Claims Three flavours are produced with the help of concentrates available through imports and open market purchases. shopping malls. With this all Coca-Cola is making its sales with this huge market and targeting each segment and trying to fulfill the needs of this market. SBUs and central business units that are CBUs. The combined effect of these production and price distortions has been a low tax yield for the government and excess burden for the consumers. and squashes.Beverage Industry In Pakistan The beverage industry in Pakistan. The beverage industry in Pakistan has grown over the time. the manufacturers and tax collectors have divergent view on the level of actual declared production. Coca-Cola as Beverage Industry The Coca-Cola is multi national company. Like they can sell to the banks. syrups.using less than the recommended or declared level of concentrate per unit of output. consumers are charged higher than the printed price at the retail level. Moreover. exaggerated claims on the level of wastage. hostels. The industry produces aerated waters. both upstream and downstream industries have grown and are flourishing. cafeterias. if the government's taxation policies towards this industry are corrected. However. and the use of smuggled/counterfeit concentrates. With about 170 units currently in operation throughout the country.e. has the potential to double its size in the next 3-5 years. Structure Coca-Cola has two working units that are standard business units i. not satisfy rather delight them. The focus on this industry profile is restricted to aerated water only. schools. Being beverage industry it means that you can go in any market and make out profits. its association is called CCBPL i. juices. universities. As a consequence. A fixed formula to combine the concentrates with water is acceptable internationally. currently having a size of little over 120 million cases per annum with an annual growth of around 10-15 per cent. parties.e.

Coca-Cola stands out everywhere to meet the needs of population around the world.While their CBUs are located in Lahore. at schools. Product Place/distribution Price Promotion. What ever the reason Coca Cola is premium in quenching the thirst. universities at shopping malls and other retail and general outlets where people buy them at impulse or intentionally. thirst quencher and taste generator. Faisalabad and Gujranwala. sweeteners and colors. The product promises the higher energy generation with a sip so people like it the way. This is the basic theme of Coca-Cola . They also are operating in Pindi and Peshawar by now. The company’s Atlanta attraction is “TASTES OF THE WORLD”. 4 Ps of Coca Cola Coca Cola . being the world leader decides its marketing mix carefully and updates it regularly. the opportunity to sample some of the many beverages they produce. The company’s marketing mix are discussed below. soft drink. In Islamabad they previously were working under franchise network but now they have established their own unit in 2006. 9 . Coca-Cola first unit was established in Karachi in 1996. Basic attributes of product are water. They offer nearly 300 brands across almost 200 countries. Product Coca Cola is the product which speaks for itself. they feel the energy in themselves. gatherings at dinner places. As the global leader in the nonalcoholic beverage industry. Brand Sample One of the most popular areas of “THE WORLD OF COCA COLA”.The name which u will see in parties.

for different reasons. Product line Fanta®. fruit juices.DietCoke® Product line length: The product line OF Coca-Cola IN Pakistan consist of : FANTA. Coca-Cola®. including soft drinks. COKE. are only available in specific regions of the world. bottled water and sports drinks. SPRITE.and DIET COKE Product Line width: Width consist of size of each item in the line like: COKE is available in: 10 . Sprite® . The reason for this is simple different people like different beverages at different times.Many of these brands. sometimes in just a single country.

10 Rs. . the Pakistan Beverages Manufactures Association regulates prices .Cans 250 ml. . Diet coke is also available in 250 ml.Regular coke 250 ml. In Pakistan. 30 Rs. Same assortments are found for SPRITE Price The government plays its role to set the price of product. 25 Rs. Regular coke 250 ml.ǽ ǽ ǽ ǽ ǽ ǽ Cans 250 ml. 1 liter large glass bottle. 1 liter large glass bottle. 30 11 . FANTA is available: ǽ ǽ ǽ ǽ ǽ ǽ .5 liter 1 liter Rs. Bottles Regular 250 ml Disposable NRB 250 ml Cans 330 ml Diet Can Liter Bottles 1.. . 1 1/5 litre large plastic bottle.Disposable coke 250ml.Disposable coke 250ml. 1 1/5 litre large plastic bottle. Diet coke is also available in 250 ml.Due to strong competitor Product has made consumer demand price elastic. 10 Rs. 50 Rs.

These are very high-class channels and they are source of revenue to the firm. These channels can be described as those outlets. continue to expand their marketing presence and increase their unit case volume growth in emerging economies throughout the Asia. Africa and Latin America. The outlets are displayed with the Coca-Cola banners. This channel is big channel and comprises huge groups basically. The co. which are bifrageted into channels. restaurants. boards.500ml 20 Placement/Distribution Their distribution system the bottlers sell our branded products in over 200 countries on six continents to business and institution including retail chains. enhanced and new. restaurants. They have universe outlets of the main unit. Consumer come to them and purchase. This could include the pan and cigarette shops and other outlets like that. which are open for large population segment and stand at lower level from modern channels. In Karachi examples are Park Towers. supermarkets. MODERN TRADE HOLLICAST. sports and entertainment venues and school and colleges. In such away they have 6 Main channels. These channels are described below: MODERN TRADE CHANNELS. Mc-donalds etc. which are again subdivided into Sub-Channels.The string and stable system helps them to capture growth by distributing existing. small neighborhood grocers. innovative products to our consumers throughout the world. 12 . cafeterias and so on. which serve the consumer directly. which are in real posh areas. This is done through out the Pakistan. It could include the hotels. CONVENTIONAL TRADE CHANNELS. Trade channels could be described as those channels. Conventional channels are those. as might be the case. The Coca-Cola Company is multi national firm as mentioned above and the best thing about the firm is that their distribution is through the ‘TRADE CHANNELS’.

TRANSPORTATION. ǽ ADVANCE PAYMENTS OFFER So retailers are willing to accept the advance payments from the Coca-Cola. So overall we can observe that Coca-Cola is controlling the Karachi and Pakistan through its trade channels and trying to satisfy the needs of people where ever they can be found. This channel is traditional one it targets the traditional places like university campuses and their cafeterias. In this way a promotional scheme is worked out. This channels used by Coca-Cola is unique in a sense that is mobile one. is as if you will buy 10 crates we will give you 10 RS off. In that case sales executives offer them advance payments with target sales. They strictly define that marketing is art more then a theory so you have to at the time decide which strategy will bring back the coin in your pocket. That is some amount is off if they purchase certain amount of CocaCola. which are found at beaches. they offer one bottle free if you buy one more crate. Even though they use some strategies. retailers and distributors are enjoying the profits and sales of Coca cola. The buses and vans. These schemes are in market and they work. which is given. 13 . Promotion Coca-Cola is at good position in the market. ǽ LIQUOR FREE OFFER One common practice observed at Coca-Cola is like this. SPECIALTY STORES Coca-Cola has established specialty store trade channels.TRADITIONALLY HOLLICAST. if the retailer is willing he will purchase the offer. The sales people are quick at getting the cues from people as they are well trained in human psychological behaviors. And few other combinations are used so on. ǽ SUM OFF OFFER In some other cases one incentive. Or you will get 10 bottles free at 10 crates. trucks etcs are also used as trade channel by Coca-Cola Company. They believe understanding their consumers and their distributors are key to delight them. From the company marketing departments it was found that following strategies are applies wherever necessary.

But that's just not feasible. if good stock purchased during the year then he will earn profit for the rest of the period. In Pakistan.5-ltr bottles free. to cardboard boxes and containers. It's up to local bottling company to determine which products to package and sell in its territory. These schemes are introduced twice in the year. the packaging varies depending on where the beverages are being sent. based on consumer demand and other market factors. 14 . ǽ LITER BOTTLE OFFER. packaging can refer to everything from the unique bottle and can designs. But if sales drop they remove the equipments. they are in the best position to make those decisions in Pakistan. Generally. but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. Early growth was impressive. If in this manner he sales 100 cans he can save Rs 300/=. At the Atlanta headquarters. Even if prices rise he will be at benefit side. They can earn Rs 200/= if they sale 100 bottles. to plastic rings. 1 ½ liter bottle the sellers earn Rs 2/=. ǽ SCHEME OFFERS During the peak seasons if retailers will buy 6 crates they will get 1. Coca Cola has been thrilled to see all their products available in all areas and in all packaging.ǽ CAN OFFER On the sale of single can retailer earns Rs 3/=. Those decisions. Since the bottlers live and work in the area. Because the needs and tastes of the company the consumers are so diverse. Packaging Coca-Cola® originated as a soda fountain beverage in 1886 selling for five cents a glass. The Coca-Cola has their own chilling equipments so they place them at their outlets. to label designs. Coca cola Beverage Pakistan Limited (CCBPL) design and manufacturing bottles and distribute to local market. ǽ 1 CRATE OFFER If retailer manage to sale 1 crate they earns Rs 18/=. ǽ CHILLING EQUIPMENTS/REFRIGERATORS This offer is for those retailers and sellers who maintain good sales and achieve the target sales.

however. Competition among Price Positioning: The new players are offering soft drinks at Rs. both Coke and Pepsi have already diversified into these markets. the changing health-consciousness of the market could have a serious affect. juices. Amrit Cola. Competition due to Substitutes: Currently. the threat of new viable competitors in the carbonated soft drink industry is not very substantial. the local producers of Coca Cola take this problem seriously and maintain their strategy to over come the market especially in Asia where coca cola already faced Pepsi cola as a strong competitor and enjoy just approximately 32% percent market share.COMPETITION ANALYSIS Competition analysis is carried out on the basis of strategies. but consumers are not necessarily married to it. 30-45 for a 1. 15 . milk. allowing them to have further significant market shares and offset any losses incurred due to fluctuations in the market . The threat of substitutes. Of course. Possible substitutes that continuously put pressure on both Pepsi and Coke include tea. Zam Zam Cola and Al-Mecca become their close competitor have now hit the market as an alternative option for the consumers who are not interested in drinking American brand soft drinks. The soft drink industry is very strong. objectives and on strengths and weaknesses of competitor player.5 liter bottle as compared to Rs50 offered by old players. and hot chocolate Health Consciousness as Competition Agent: Even though Coca-Cola and Pepsi control nearly 40% of the entire beverage market. coffee. Various soft drinks under the name of Mecca Cola. Coca cola spent heavy amount of money to advertise their product as well as Pepsi. Zamzama Cola. After smelling the competition. STRATEGIES/OBJECTIVES Competition as Cola War: Pepsi cola is the strong competitor of Coca Cola. is a very real threat.

e. Weaknesses of the competitor are they don’t have strong distribution system as CocaCola. People recall more frequently than competitor brands. Other brands are too new for people. The rivalry between Pepsi and Coke has produce 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. Share of market: The competitor share of the target market is obviously greater as is leader though Coca-Cola has 38% market share. Other competitors are in favorable positions because of image of Coca-Cola in the market as U. Share of mind: The % of customer who named the competitor in responding to the statement” name the first company that comes to mind in this industry. Still Coca-Cola has enough share of heart. Reaction Patterns. Pepsi is second other players don’t have it. WEAKNESSES/STRENGTHS The competition market is Dominated by market leader i. plan then only make move. PEPSI is tiger competitor: They are very prompt to react they react swiftly and strongly. Other competitors show behavior of The laid back competitor: They sit back. Share of heart: The % of customers who named the competitor.Consumer buying Power as Competing Factor: Consumer buying power also represents a key threat in the industry. is good for PEPSI because of anti US activities on in market of Pakistan. consumers can easily switch to other beverages with little cost or consequence . 16 . PEPSI.S based cold drink. In this case CocaCola hold the higher place. watch. think. Furthermore. Secondly Coca-Cola is worldwide and populations like taste.

Regular: 250 ml . including specialists in a number of technical and marketing skills. red and white globe and possibly the latest Pepsi slogan "Dare for more” is printed on each bottle or can. caramel color.take home. Pepsi offers service through a large field force. As far as its contents are concerned.Phased out 300 ml. caffeine. citric acid and natural flavors Pepsi is/was available in these bottles sizes: • • • • • • 250 ml. phosphoric acid. As products leave the manufacturing line. liter pet bottle 17 . The familiar Pepsi blue.Non returnable/ Disposable 1000 ml / liter Returnable glass bottle 1000 ml / liter non returnable pet bottle . Pepsi contains carbonated water. 1500 ml /1½.Non returnable! Disposable . there is particular focus on quality packaging. high fructose com syrup and/or sugar.Product PepsiCo assumes responsibility for supplying the essential ingredients of the product and it assures the bottler of exclusive right of sale within their specified geographical franchise area. Packaging is an important factor of any product. they're combined into a variety of packages.

PepsiCo has been committed to service quality. At present. and sporting and concert sponsorships. Other schemes introduced by PepsiCo are categorized as consumer oriented or retailer oriented. too. The channels used are primarily TV advertising with radio. 50 Rs.5 liter 1 liter 500ml Rs.PepsiCo International also offers aid in formulating local level community relations projects where the aim is to promote the company as a whole rather any particular PepsiCo brand. cinema and outdoor support. the prices of the different varieties of the Pepsi brand available in the market are as follows: Bottles Regular 250 ml Disposable NRB 250 ml Cans 330 ml Diet Can Liter Bottles 1. caps. Other promotional items include point of purchase promotional material. Placement 18 . magazine.Price Pepsi chooses competition based pricing when it comes to marking the prices for Pepsi. 10 Rs. 30 20 Promotion Pepsi employs extensive and aggressive advertising to remain on top of the beverage industry in Pakistan. Customer services is one of main marketing objective as the aim is to deliver the right pack size at the right price. 25 Rs. etc). 10 Rs.g. consumer premiums (e. clothing. 30 Rs.

Pepsi also has refrigerated vending machines at various locations and workplaces. In Pakistan. there are 15000 refrigerators as opposed to Coke with only 4000 refrigerators at various selling points in Karachi alone. In addition. supermarkets. joint venture bottling operations and company-owned bottling plants. 19 . sports and entertainment venues and school and colleges. small neighborhood grocers. restaurants. About 70% of distribution is done directly by the Pepsi fleet and 300/0 done through indirect channels of distribution. the franchise was handed over to Pakistan Beverages who are thus responsible for its distribution.Their distribution system our bottlers sell our branded products in over 200 countries on six continents to business and institution including retail chains.PepsiCo beverages are produced by a combination of independent franchised bottlers.

It is guaranteed huge markets among Pakistan's 138 million Muslims.000 initial enquiries within two days of the ad appearing. in the grip of a wave of anti-American sentiment over the US-led ouster of neighboring Afghanistan's Taliban regime. its invasion of Iraq and the presence of US intelligence agents hunting alQaeda suspects. are preparing to cash in on fierce anti-US sentiments in Pakistan. a UK based enterprise is all set to launch its products in Pakistan. who launched it in France last year and is now running a roaring trade in the United Kingdom. Belgium and Germany Mecca Cola challenges US giants' Coca Cola and Pepsi's market dominance. The Paris-based company is planning to launch its product here and has been inviting tenders from local distributors through newspaper advertisements. Qibla Cola is going global more accurately Asian. Radical clerics leading fiery anti-US rallies are often seen drinking bottles of Pepsi and Coca Cola." Mecca Cola advertised in local papers under the slogan with which it’s scored success among Europe's Muslims: "No More Drinking Stupid." It promises to allocate one tenth of profits to Palestinian children and local charities. injuring an Islamic militant accused of carrying it.” They received over 1.000 initial enquiries within two days of its "No More Drinking Stupid" advertising campaign. will be holding a launch event and press conference 20 .Qibla Cola Company Ltd. US fast food outlets have been the target of boycott calls and terror plots. Mecca Cola is the brainchild of Paris-based businessman Tawfiq Mathlouthi.Mecca Cola has received over 1. Mighty Beverages (Pvt) Ltd (member of Allied Fort Group). The promoters of "Mecca Cola. A bomb exploded outside a Kentucky Fried Chicken outlet on Monday night. Drink with Commitment. On 7 April 2004. Qibla Cola together with their appointed exclusive distributor for Pakistan." the Muslim world's answer to popular US soft drinks. which has confounded radical Islamists who hate the United States but love its soft drinks. which is trying to cash in on the fierce anti-US sentiments in Pakistan. even as they lead calls to boycott US products. France.

the processes they use to make them. the packages they develop and the ways they bring them to market. 'The appeal for ethical products such as Qibla Cola is gaining global momentum.at the Marriott International hotel in Islamabad. the company pursue continuous innovation in the products offered. The initial production run will be for two million liters of Qibla Cola. Qibla's licensee for Pakistan. which will act as the manufacturing base for Qibla Cola in Pakistan. thirsty people around the world reach for Coca-Cola products for refreshment. Consumers love the taste of Qibla Cola whilst knowing that their money will contribute to worthy causes. suppliers. Mighty Beverages is also looking at employing over a hundred people at the plant states the company release. People from all sectors of society in Pakistan are questioning the role that many unethical multinationals play in their society and across the globe. The most important promise of the company is to deliver the best quality that they have promised to their consumers. The Qibla brand is emerging as the choice for the aware consumer worldwide. Others Other soft drinks under the name of. They deserve the highest quality—every time. distributors and retailers whose success is paramount to the success of the company. Zam Zam Cola and their close competitor have now hit the market as an alternative option for the consumers who are not interested in drinking American brand soft drinks MICRO ENVIRONMENTS MARKETING More than a billion times every day. The launch will be one of its kinds as it claims to be the largest launch for Qibla Cola till date. Board members of Qibla Cola will also be gracing the launch in Islamabad. Amrit Cola. And it involves a worldwide. yet distinctively local. SUPPLIERS & DISTRIBUTION 21 .' 'We have chosen the name 'Qibla' as it means 'direction' which reflects the philosophy of the company . network of bottling partners. Mighty Beverages has purchased and refurbished a former 7UP bottling plant in Islamabad.allows consumers to choose a new direction. Always and everywhere.

But only 32% market share in Pakistan. But in 2002. HUMAN RESOURCES 22 . 2006 . According to 2002. They provide the resources needed by the company to produce it goods and services. FINANCIAL POSITION In 2002. Coca-cola manages so many distributors and direct dealers of their soft drinks. Company sales department specialty targets the availability and tries to make cost effective distribution.the market share in Pakistan is about 38% and Karachi has market shareof 30%. which was great achievement. Today . 1886.7 Billion. the world wide market share was above 52%. nine bottles/drinks were sale per day. In May.Suppliers are the important in the overall customer “value delivery” system. the total sales of the company were over 18. the most popular soft drink had sale of more then 700 millions drinks per day.

When coca cola re-launched itself in the Pakistan market it introduced the contour shaped bottle & new styled caps on its returnable bottles CCBPL are also the pioneers in introducing plastic caps for its disposable bottles & installation of billboards. • • Now the company use information technology almost each sector. CCBPL has 4000 retail outlet & 110 wholesalers & distributors. belief and specially how to improve quality of product. They provide transportation facilities to retail outlets. such as Karachi & Hyderabad. the opportunity to sample some of the many beverages they produce. PRODUCTION FACILITIES Coca Cola manufacturer exist in the main area of Lahore and their Distribution network is in the site area of Karachi. bottle & sell the finished product to retailers & wholesalers in the local markets. One of the most popular areas of “THE WORLD OF COCA COLA”. Marketing and sales department includes more than 100 workers for different territory of Karachi. The wholesalers are the next step in the distribution network. They take the concentrate from the Coca Cola Export Company and then carbonate. RESEARCH AND DEVELOPMENT Coca cola heavily invest on different kind of research such as how to attract consumer.The bottles of Coca Cola are Coca Cola Beverage Pakistan (CCBPL). which consume less time and safe money. which helps to control whole organization with single remote button. As the global leader in the 23 . consumer perception. In Karachi. The company’s Atlanta attraction is “TASTES OF THE WORLD”. The coca cola beverage prides itself of being the trendsetters in bringing new & innovative technological breakthrough in the soft drink industry. NO OF WORKERS More than 400 workers are involved in production processing in Karachi from which Office 350 persons are working. Consume less time as compared to early 1900’s. packaging and bottling style. • Coca cola introduced new technology before few years ago. which comes under indirect retailing.

including soft drinks. The primary concern over the past few years has been to get this name brand to be even better 24 . for different reasons. It allows them to conduct business on a global scale while at the same time maintain a local approach. “Enjoyed more than 685 million times a day around the world Coca-Cola stands as a simple. The reason for this is simple different people like different beverages at different times. According to Pakistani climate beverage industry especially soft drink business have substantial turnover due to long hot season SWOT ANALYSIS Strengths of Coca-Cola Pakistan. sometimes in just a single country. Natural resources that are needed as inputs by marketers or that are affected by marketing activities. are only available in specific regions of the world. have been its brand familiarity throughout the world and The product’s image is laden with sentimentality. Reasons are political issues between the west and east world hemispheres. fruit juices. People in Pakistan resist it due to its origin in US. Opportunities: Brand recognition is the significant factor affecting Coke’s competitive position. its main source of revenue is the sale of concentrate to its bottlers. yet powerful symbol of quality and enjoyment” Coca-Cola’s bottling system is one of their greatest strengths. MACRO ENVIRONMENT Factor that effect consumer buying power and spending patterns. Weaknesses: Though international business is flourishing at declining rate but in Asia and specifically Pakistan Coca-Cola is not performing up to the expectation of it brand position. The bottling companies are locally owned and operated by independent business people who are authorized to sell products of the Coca-Cola Company. bottled water and sports drinks. It’s easily affordable by every one even lower class of people. Coca-Cola’s brand name is known well throughout 90% of the world today. They offer nearly 300 brands across almost 200 countries. Because Coke does not have outright ownership of its bottling network. Many of these brands. and this is an image many people have taken deeply to heart. The Coca-Cola image is displayed on T-shirts.nonalcoholic beverage industry. hats. This extremely recognizable branding is one of Coca-Cola’s greatest strengths. and collectible memorabilia. Coca Cola set their price according to the buying power of the nation.

the changing health-consciousness of the market could have a serious affect. a firm must be aware of the product life cycle of its product. Introduction. Even though Coca-Cola and Pepsi control nearly 40% of the entire beverage market. Threats: Currently. which is evidenced primarily by the fact that they have a large. Coca-Cola is currently in the maturity stage. Packaging changes have also affected sales and industry positioning. Consumer buying power also represents a key threat in the industry. LIFE CYCLE To be able to market its product properly. Coca-Cola’s bottling system also allows the company to take advantage of infinite growth opportunities around the country. but in general. Furthermore. The standard product life cycle tends to have five phases: Development. It had diversified through out the country. Maturity and Decline. the threat of new viable competitors in the carbonated soft drink industry is not very substantial. 25 . loyal group of stable customers. cost management. The promotional strategy that is applied by the company is the Invest strategy that is they highly invest on their advertisements in order to retain their market share in the market and to have a close competition with its competitor. They have a high market share and a high growth rate. In foreign markets the product life cycle is in more of a growth trend Coke's advantage in this area is mainly due to its establishment strong branding and it is now able to use this area of stable profitability to subsidize the domestic "Cola Wars". In the market they have a very close competition with Pepsi. is a very real threat. product differentiation and marketing have become more important as growth slows and market share becomes the key determinant of profitability. diverse.known. however. BCG MATRIX The company is a star in the market of today. the public has tended not to be affected by new products. Growth. The threat of substitutes. area. This strategy gives Coke the opportunity to service a large geographic.

MARKETING STRATEGIES Marketing intermediaries help the company to promote. o The Coca-Cola Company sponsors Pakistan's leading pop group and organizes concerts throughout the country for teenagers and underprivileged children. o They also give sponsors to different companies and concerts held in the city through which their product is advertised in market. Sports and coca cola are great match. a festival that marks the beginning of spring and attracts visitors from all over the world. 26 . That’s why company has been involved with the Olympic game since 1928. o Different media advertising campaigns are also held through TV and radio to attract mass of consumers. o Along with high quality of the product they offer the product in a reasonable price through which more and more segments of the consumers are able to buy the product. o The Coca-Cola Company sponsors the Basant Festival in Lahore. physical distribution firm marketing services agencies and financial intermediaries. But our sponsorships extend beyond the playing fields into other areas that captivate their consumers. That’s why coca cola sponsor the FIFA world cup and supports hundred of sports activities in local markets around the world. and distribute its goods to final customers. which helps to attract more consumers towards their product. o The company invests a lot upon advertising of their product. They include reseller. Part of the festival is the Coca-Cola Kite Flying Championship. o Retail shops are provided with special fridges with the company name and logo printed on it and retail shops are given different targets of sales volume and hence profit is also fixed on the target set and that are told to be achieved. sale. All around the world. o They use celebrity endorsement in their advertisements. Coca cola believe in supporting the organization that customer care about. consumers tells that they are passionate about sports.

o They advertise to celebrate the Religious events. Like Eid. o The company has signed a sponsorship agreement with eight of Pakistan’s national cricketers for advertising purpose. ADVERTISING.o The Company has signed a sponsorship agreement with eight of Pakistan's national cricket players for promotional and advertising use. Wherever You Are Whatever You Do When You Think of Refreshment Think of Ice Cold Coca cola o They sponsor musical concerts to attract the new generation. o They organize charity events to show themselves as a society friendly company. Ramadan WHERE THERE IS COKE …… THERE IS HOSPITALITY “MAZA ZINDAGI KA COCA-COLA ENJOY” and “HAI DUNYA TUMHARI COCA-COLA ENJOY” 27 .

. there’s hospitality 1949---Coca cola….Delicious and refreshing 1905----.making good things taste better 1956----Sign of good taste 1957----The cold crisp taste of coke 1958-----Be really refreshed 1959---Things go better with coke 1960---It’s the real thing 1971----I’d like to buy the world a coke 1975--Look up America 1976--Coke adds life 1959---Have a coke have a smile 1982---Coke is it! 1985---We’ve got a taste for you 1990-----Can’t beat the feeling 1993---Always coca cola 28 . Think of ice cold coca cola 1942----The only think that coca cola is coca cola itself. Whatever you do. SLOGANS PUBLICATIONS 1886 ---.See an arrow thinks coca cola 1917------Three million a day 1922------Thirst knows no season 1925-----Six million a day 1927----Around the corner from every where 1929----The pause that refreshes 1932---Ice cold sunshine 1938-----The best friend thirst ever had 1939----Coca cola goes along 1942-----Whenever you are.Coca cola revives and sustain 1906-----. Whenever you may be. along the highway to anywhere 1952--What you want is a coke 1952---Coca cola…. it’s the real think 1948---Where there’s coke.COCA-COLA ……… ALONG THE HIGHWAY TO ANYWHERE. When you think of refreshment.Drink coca cola 1904--.

2003----Coca cola real ACCESSORIES USED TO MARKET THEIR COMPANY Tiffany Style Accent Lamp Monopoly Game: COCA-COLA Collector's Edition Bottle Cap Sign Flat Bottom Lunch Bags 29 .

CONCLUSION The coca cola company is the biggest company in the world of soft drink.S. Federal Food Laws. the incredible power of the Internet is sometimes used to spread false information about our products. Thus the company indeed and use excellent marketing strategies. Unfortunately. Company produced 300 brands in approxmately 200 countries. states. We've gathered some of those rumors here so that you can easily get the facts about these false claims.PROBLEMS WHILE MARKETING All soft drinks are wholesome beverages manufactured in compliance with the U. There are several baseless rumors circulating on the Internet claiming that our products or their packaging can cause health problems. and the laws of nearly 200 countries throughout the world where our products are marketed.. Coca cola cover 52% market in all over the world but the organization faced a very strong competitor Pepsi in Asia that’s how they cover only 30% market share as Pepsi cover 57% market share. the laws of all U.S. They also faced some problem which create negative image of company due to internet. 30 .