ACKNOWLEDGEMENT

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We owe my gratitude to Allah Almighty whose shower of blessings and kindness has been on me throughout the working on these pages. It is his hidden help that we are finally able to compile this project. I acknowledge with deep gratitude the invaluable support diehard motivation and encouragement extended to me by my respected teacher, Madam SAJIDA NISAR for her indispensable and detailed comments on various aspects coupled with encouragement, which made me come forth with these articles and for her valuable advices, assistance and other involvement throughout every phase of this Psychology project.

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SUBMITTED TO:
Mrs. SAJIDA NISAR, Associate Professor of Marketing Institute Of Business Administration (IBA)

SUBMITTED BY:
Hafiza Faryal Riaz Chatha (021) Murtaza Akmal (037) Usmani (013) Muhammad Hassan Mehmood (051) (016) Sidra Tariq (044) Jalal (047) Saman Nazir (024) Faryal Khalid (030) Sharjeel Qaiser Ayesha Hafeez

BBA (Hons) 3rd Semester

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PROJECT OBJECTIVE.......................................................................................................................................................................9 EXECUTIVE SUMMARY..................................................................................................................................................................10 INTRODUCTION............................................................................................................................................................................11 VISION STATEMENT......................................................................................................................................................................12 MISSION STATEMENT...................................................................................................................................................................13 SHARED VALUES..........................................................................................................................................................................14 OBJECTIVE OF COCA COLA............................................................................................................................................................15 GOALS OF COCA COLA..................................................................................................................................................................15 HISTORY OF COCA COLA...............................................................................................................................................................16 HISTORY OF BOTTLING.................................................................................................................................................................19 COKE HISTORY IN PAKISTAN.........................................................................................................................................................23 DEPARTMENTS OF COCA COLA......................................................................................................................................................24 MARKETING DEPARTMENT...........................................................................................................................................................................................25 PACKAGING DEPARTMENT...........................................................................................................................................................................................25 SALES DEPARTMENT....................................................................................................................................................................................................25 MARKET SHARE OF COCA COLA.....................................................................................................................................................26 MARKET POSITION OF COCA COLA IN PAKISTAN............................................................................................................................29

.....................................................................................................................................................................................................................................35 Motivational Factors.................................................................................41 COMPETITION:...............................................................................................................................................................................................................................................................................................................................33 Superior Product Quality:............................................................................................................................................................................................................................36 Manual Paper Work...........................................................................42 ................................................................................................................................39 Fake Products....................................................................................................................................................................................................................................36 Lack Of Coordination..............................................................................................................................................................................................................................................................................................................................................................................................40 Taxes (Govt........................................32 Single Established Company........................................................................STRENGTHS: ....................................................................................................................................................32 Page | 4 Human Resource...........................................................................................................................................................................................................................................................................................................................................................35 Less Availability.................................35 Centralized Decision Making...........................................................................................................................................................................................................................................................................................................41 INTERNAL BUSINESS ENVIRONMENT:..............................................................................................................................................................................................38 THREATS:...............................................................................................................................................................35 Dissatisfaction among Staff..............................................................................................................................................................................33 Diet Coke:........................................................................................................................................................................................................................................................................32 Working Structure...........................................................................................38 New Markets..........................................................................................................................................................................................................................................33 Regular Supply.............42 POLITICAL/LEGAL FACTORS:...................................................................................................................................................................................................................................................................................................... and Bottle Shape.............................................................. Symbol.........................................................36 Lack of Promotion....................................................................................................Laws and Policies):................................................................................................40 MARKET ANALYSIS...........................................................................................................................................................................................................................................................................................................................................................................................................................40 New Entrants:.............................................................................................................................................................................................................................................................................................................................................................................34 Aggressiveness in the Market...........................40 Nestle Products:.......................36 OPPORTUNITIES:.............................................................................41 EXTERNAL BUSINESS ENVIRONMENT:..........................................................................................................34 WEAKNESSES:...............................................................................................................................................................................................................................................................................................................................39 POTENTIAL THREAT:............................39 Competitor’s Schemes..32 Brand Name.........................................................................................

...............................................................................................................................................................58 Introduction Stage Of Coca Cola:...............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................44 INDUSTRY ANALYSIS...........54 INGREDIENTS OF COCACOLA:..............................................................................61 Decline Stage.............50 COMPETITIVE ADVANTAGES.......................................................................................................................................................49 NEW ENTRANTS:..............................................46 BUYERS/CUSTOMERS:.............................................................................................................................................................................................................................................................................................................................................................................................62 ..........51 BRAND NAME............................................................................................................................................................................49 SUPPLIERS:............................................................................................................................................................................................................................................................................................................................................46 SUBSTITUTES:..................................................................................................................................55 PRODUCT OBJECTIVE:.......................................................................................47 DIRECT COMPETITORS:.......................................................53 PRODUCT:...60 Growth Stage of Coca Cola...........................47 INDIRECT COMPETITOR S:................................................................................................................................................................................................................................................................................................................................................51 CUSTOMER ANALYSIS......................................................................................................SOCIAL AND CULTURAL FACTORS:..............44 Page | 5 OTHER FACTORS:.................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... SYMBOL..................................................47 RIVALS/COMPETITORS:............................................................................................................................................................51 SNATCHING AWAY CUSTOMERS:......61 OFFERINGS:................................................................................................................................................................................................................................................................................................................60 Maturity Stage of Coca Cola.................................................................................43 PSYCHOLOGICAL FACTOR S:..................................................................................................................................................................................................................................................................................................................................................................51 DIET COKE:................................................................................................................................. 42 PERSONAL FACTORS:.............................................................................................................................................................................................. BOTTLE SHAPE:...............................................................................................................................................................................................45 COMPETITOR ANALYSIS......................................................................56 PRODUCT LIFE CYCLE OF COCA COLA:..........................................

......................................................................88 ...................................................................84 PRICE....................................................................................................................................79 INTRODUCTION TO PRODUCT / MARKET EXPANSION GRID:....................74 POSITION OF COCA-COLA...................................................................................................................................................................................................64 PACKAGING:....................................................................................................................................................................................................................................................................................................................................................................................................................78 POSITION OF FANTA................................................................................................................................................................................................85 STRATEGY...................................................................................................................................................................................................................................................73 • Product Line Length:....................................................................................................................85 PLACE.............................................................................................................................................................................73 • Product line filling:....................................................................................................................................................................................................................68 BRANDING:................................................................................................................................80 CPRODUCT/MARKET EXPANSION GRID FOR COCA COLA:........................................................................................................................................................................77 POSITION OF SPRITE................................................................................................................................................................................................................................................................................................................................................................................................................................88 STRATEGY:.....................................................................83 MARKET DEVELOPMENT................................................................................................................85 OBJECTIVE......................................................................................................................................85 COCA COLA PRICING STRATEGY........................82 MARKET PENETRATION...............................73 INTRODUCTION TO BCG MATRIX.................................................................................................83 DIVERSIFICATION STRATEGY..68 BRAND PORTFOLIO.....................................................................................................................................................................................................................................................................................................................................................67 PRODUCT CLASSIFICATION:...................................................................................................................................................................THE COCA-COLA COMPANY OFFERS NEARLY 400 BRANDS IN OVER 200 COUNTRIES...................................................................................................................................................................................................68 LABELING:...................................................................................................................................................................................................................................................................................................................................................................88 OBJECTIVE:........67 ► Core Product:...............................................................67 ► Actual Product:.........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................71 PRODUCT LINE DECISIONS:.............................................................................................66 Page | 6 LEVELS OF COKE AS A PRODUCT:....................................................................................................................................................................................................................................................................................................................................................................................

..................................................................................... 88 DISTRIBUTION: 89 DISTRIBUTION CHANNELS...............................................................................................................................................................................................................................................92 PROMOTIONAL MIX:............................................................................................................................................92 TYPES OF PROMOTION:....................................................................................................................................................................................................................................................................97 PUBLICITY....................................................................................................................................................................................................99 PROMOTION STRATEGIES............................................................101 ENDORSEMENT:........................................100 UTC Scheme............................................................................................................102 CELEBRITY ENDORSEMENT:....................89 Page | 7 INDIRECT SELLING.............................................................................................. SOMETIMES FROM A PRIVATE CITIZEN......................................................................99 TV Commercials...............................................................................................................................................................................................................................................102 IN PROMOTION AND OF ADVERTISING..................................................................100 Getting shelves...............................................................................92 DEFINITION:............................................................93 HISTORY OF ADVERTISING COCA COLA:................100 Eye Catching Position..............................................................................................................................................................................................................................................................................................89 FACILITATING THE PRODUCT BY INFRASTRUCTURE........................................................................................................................................93 ADVERTISEMENT OBJECTIVE...95 SLOGANS:.....................................................................................................................................................................................................89 DIRECT SELLING..............................101 PRIZE CUTS FROM TIME TO TIME................................................100 PRIZE SCHEMES:. SOMETIMES FROM A PERSON FIGURE............................................................................. A TESTIMONIAL OR ENDORSEMENT CONSISTS OF A WRITTEN OR SPOKEN STATEMENT.....................................................100 Sales Promotion............................................94 ADVERTISING IN 2000’S:...............................................................................................................................................92 • Above the line promotion:.............................................................................................................................................................................................................................................................................................. EXTOLLING THE VIRTUE OF SOME PRODUCT..................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................92 ADVERTISEMENT OF COCA COLA:.......................................................................................................................................................................................................................................................................................................................AVAILABILITY:.......................................................................................................................................................................................................................................................................................................94 FIRST ADVERTISEMENT FOR MUSLIMS:...............................................................................................................................................................................................................................102 ...........................................................................99 Pos Material..............................................................................90 PROMOTION....................................................................................................................................................................................92 • Below the line promotion:...............................................................................99 Print Media.......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................

......................................................................................................................................................................................................................................................................114 RECOMMENDATIONS..................................................................106 Coke Cricket Junoon:.........................................................................................................................................................................106 Cricket players for promotion:.........................................................................................................................................................................................................................................................102 CELEBRITY ENDORSERS FOR COKE:.......................................................................................105 PROMOTIONAL CAMPAIGNS OF COKE:...........115 .........................................................................................................................................................................................................................................................WHY COMPANIES NEED TO ENDORSE:........................................................................................................................................................103 Page | 8 SPONSORSHIP:......................................................................................106 Concerts and charity programs:.......................................................................................................................109 CONCLUSION.........................................................................................................107 COKE STUDIO:...............................................................................................................................................................................................................................................

RECOMMENDATIONS Page | 9 PROJECT OBJECTIVE The objective of this project is to give an overview of Marketing Strategy of ‘Coca Cola’ to provide a broad selection of the nonalcoholic ready to drink beverages to potential consumers in Pakistan. covering different segments present in the market. Analysis carried out on nonalcoholic ready to drink beverages market in terms of size and growth. market and competitor analysis. It includes introduction of the company and the product. and marketing mix. . internal and external environment.

opportunity analysis and strategies for creating competitive advantage adopted by ‘Coca Cola’. restaurants and vending machines in more than 200 countries. The Coca-Cola Company began operating in Pakistan in 1953.Page | 10 EXECUTIVE SUMMARY The scope of the project is to discuss the marketing strategies adopted and applied by‘Coca Cola’. From the last month or so our group is in the process of a continuous research on marketing functions and strategies adopted by ‘Coca Cola’. market growth and trend. Product Strategy. Coke. . These marketing functions mainly include the marketing mix i-e. We concluded that the marketing strategy of Coca Cola is working for them and the product is gaining popularity among youth day by day. We will like to add that the project will provide the readers very high profile information about the marketing strategies as a whole and also about the Coca Cola Company. Fanta and Sprite are the brands with whom Coca-Cola is operating in Pakistan. Coca-Cola is a type of carbonated soft drink sold in stores. Moreover the project also discusses the analysis of competition. Pricing Tools and Strategies and Placement and Distribution Strategies as well as other market strategies. Pricing Strategy. Pakistan.

marketer. Today Coca-cola has a portfolio of more than 3. and distributor of non alcoholic beverage concentrates and syrups. soon followed by many more. Our first international bottling plants opened in 1960 in Canada. the coca-cola company is the world’s leading manufacturer. The company’s corporate head quarters are in Atlanta .000 beverages. Coca-cola has 92.S. More than 70 percentage of our income come from outside U. it quickly became popular wherever it went. but the real reason we are truly global company is that our product meet the varied taste preferences of consumers everywhere.. Cuba and Panama.Page | 11 INTRODUCTION Founded in 1886. Although Coca-Cola was first created in the United States. with local operations in over 200 countries around the world.400 employees worldwide. .

Productivity: Be a highly effective. lean and fast-moving organization.VISION STATEMENT Our vision guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable growth. together we create mutual. enduring value. Page | 12 . People: Be a great place to work where people are inspired to be the best they can be. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Partners: Nurture a winning network of customers and suppliers. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.

.everywhere we engage.in body. Customer demand drives everything we do.Page | 13 MISSION STATEMENT Mission statement is a statement of organization’s purposes that what it wants to accomplish. including our consumers.. To Inspire Moments of Optimism. mind. Everything we do is inspired by our enduring Mission: To Refresh the World. To Create Value and Make a Difference. In order to achieve mission of increasing market share and maintaining good relations with our customers all over the world.through our brands and our actions. . We will serve consumers a broad selection of the nonalcoholic ready-to-drink beverages they want to drink throughout the day. The Coca Cola Company creates value by executing business strategy guided by four key beliefs: Customer is king. We will be the best marketers in the world. our bottlers.. and spirit. we wish to create value for all the constraints we serve.. and our communities. Brand Coca Cola is the core of our business...

Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be.Page | 14 SHARED VALUES Our values serve as a compass for our actions and describe how we behave in the world. it's up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do. we do well .

advertising plan. Currently the company‘s objective is to “Increase the volume of sales up to the maximum level as much as possible during the current fiscal year. The company goal is .future expectations and predictions. social values.” The company sets its objective keeping in view the past performance. Historical trends. production etc. GOALS OF COCA COLA All CCBPL plants setup their own goal to achieve the objective. market size and growth rate . current market position.Page | 15 OBJECTIVE OF COCA COLA The company has sales based objective.) is derived from this objective. Everything else (marketing plan. economic condition. macro environment and micro environment factors.

Dr. Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in his backyard. whether by accident or otherwise. a theme that continues to echo today wherever CocaCola is enjoyed. a pharmacist.” Hand-painted oil cloth signs reading “CocaCola” appeared on store awnings. Carbonated water was teamed with the new syrup. He suggested that “the two Cs would look well in advertising. Pemberton’s partner and book-keeper. inviting thirsty citizens to try “the new and popular soda fountain drink. Frank M.” The first newspaper ad for Coca. producing a drink that was proclaimed “delicious and refreshing”. with the suggestions “Drink” added to inform passersby . suggested the name and penned “Coca-Cola” in the unique flowing script that is famous worldwide even today. in the year 1886 in Atlanta. Robinson. He first “distributed” the product by carrying it in a jug down the street to Jacob’s Pharmacy and customers bought the drink for five cents at the soda fountain.Cola soon appeared in The Atlanta Journal.“CONTINUE DEVELOPING PRODUCTS FORTIFIED WITH ADDITIONAL NUTRIENTS TO MEET CONSUMER NEEDS” Page | 16 HISTORY OF COCA COLA Coca-Cola was first introduced by John Syth Pemberton.

California. and in 1894. Red has been a distinctive color associated with the soft drink ever since. and Los Angeles. 1893. John S. By the year 1886. Mr. the first syrup manufacturing plant outside Atlanta was opened in Dallas. With his brother. Dr. Pemberton sold 25 gallons of syrup. By the year 1891.96 on advertising. In 1895. Candler formed a Georgia corporation named the Coca-Cola Company. For his efforts. The business continued to grow. shipped in bright red wooden kegs. sales of Coca-Cola averaged nine drinks per day. Candler. Candler. Asa G. Candler proceeded to buy additional rights and acquire complete ownership and control of the Coca-Cola business. Mr. the following year. Others were opened in Chicago. Dr. The trademark “Coca-Cola.” used in the marketplace since 1886. his merchandising flair had helped expand consumption of Coca-Cola to every state and territory after which he liquidated his pharmaceutical business and focused his full attention on the soft drink. Within four years. Pemberton grossed $50 and spent $73. Illinois. Pemberton never realized the potential of the beverage he created. He gradually sold portions of his business to various partners and. Mr. The first year. just prior to his death in 1888. Texas. John Pemberton’s former partner Frank Robinson and two other associates. Dr. three years after The Coca-Cola Company’s incorporation.that new the Page | 17 beverage was for soda fountain refreshment. an entrepreneur from Atlanta. was registered in the United States Patent Office on January 31. Candler announced in his annual report to share owners that “Coca- . sold his remaining interest in Coca-Cola to Asa G.

the Coca-Cola Company was sold to a group of investors for $25 million. A new building erected in 1898 was the first headquarters building devoted exclusively to the production of syrup and the management of the business. the Company quickly outgrew its facilities. In the year 1919. .S. Woodruff became the President of the Company in the year 1923 and his more than sixty years of leadership took the business to unsurpassed heights of commercial success. As demand for Coca-Cola increased.Cola now is Page | 18 drunk in every state and territory in the U. Robert W. making Coca-Cola one of the most recognized and valued brands around the world.

Cola impressed the store's owner. who owned the Company. Biedenharn. but it was only when a strong bottling system developed that Coca-Cola became the worldfamous brand it is today. using a common glass bottle called a Hutchinson. 1899 … The first bottling agreement . Candler thanked him but took no action. 1894 … A modest start for a bold idea In a candy store in Vicksburg. brisk sales of the new fountain beverage called Coca.Page | 19 HISTORY OF BOTTLING Coca-Cola® originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive. Mississippi. Joseph A. He began bottling Coca-Cola to sell. but Candler focused on fountain sales. One of his nephews already had urged that Coca-Cola be bottled. Biedenharn sent a case to Asa Griggs Candler.

Indiana won enthusiastic approval in 1915 and was introduced in 1916.S. Today. Tennessee believed they could build a business around bottling Coca-Cola. John T. Benjamin F. The contour bottle became one of the few packages ever granted trademark status by the U. most of them family owned businesses. By 1909.Two young attorneys from Chattanooga. soon joined their venture. 1916 … Birth of the contour bottle Bottlers worried that the straight-sided bottle for Coca-Cola was easily confused with imitators. A third Chattanooga lawyer. Their efforts were boosted by major progress in bottling technology. nearly 400 Coca-Cola bottling plants were operating. 1900-1909 … Rapid growth The three pioneer bottlers divided the country into territories and sold bottling rights to local entrepreneurs. Whitehead obtained exclusive rights to bottle CocaCola across most of the United States (specifically excluding Vicksburg) -for the sum of one dollar. Patent Office. A design from the Root Glass Company of Terre Haute. In a meeting with Candler. Thomas and Joseph B. Some were open only during hot-weather months when demand was high. which improved efficiency and product quality. it's one of the most recognized icons in the world . Lupton.even in the dark! 1920s … Bottling overtakes fountain sales Page | 20 .

Peru. bottle sales of Coca-Cola exceeded fountain sales. becoming generally available in 1960. 64 bottling plants were set up around the world to supply the troops. . or larger servings including 10-.S. Six-bottle cartons were a huge hit after their 1923 introduction.000 Coca-Cola bottlers were operating in the U. Woodruff. Plants were opened in France. Honduras. Page | 21 1920s and 30s … International expansion Led by longtime Company leader Robert W. By the time World War II began.5.S. consumers had choices of Coca. Mexico.the traditional 6. 1940s … Post-war growth During the war.and 26-ounce versions. Their ideas and zeal fueled steady growth. By the end of the 1920s. Spain. Belgium. 12.As the 1920s dawned. the Company began a major push to establish bottling operations outside the U. Coca-Cola was being bottled in 44 countries. This followed an urgent request for bottling equipment and materials from General Eisenhower's base in North Africa. Guatemala. Cans were also introduced. 1950s … Packaging innovations For the first time. Australia and South Africa. Italy.Cola package size and type -. permanently enlarging the bottling system and accelerating the growth of the Company's worldwide business.ounce contour bottle. open-top metal coolers became the forerunners of automated vending machines. more than 1. Many of these war-time plants were later converted to civilian use. A few years later. chief executive officer and chairman of the Board.

followed by POWERADE® and DASANI® in the 1990s. Page | 22 . The 1980s brought diet Coke® and Cherry Coke®. Minute Maid®. Pibb® and Mello Yello® were added in the 1970s. Fresca® and TaB® joined brand Coca-Cola in the 1960s.1960s … New brands introduced Following Fanta® in the 1950s. Mr. Sprite®. Today hundreds of other brands are offered to meet consumer preferences in local markets around the world.

The Company encouraged and invested in a number of bottler consolidations to assure that its largest bottling partners would have capacity to lead the system in working with global retailers. the Company invested heavily to build plants in Eastern Europe.and 80s … Consolidation to serve customers As technology led to a global economy. After the fall of the Berlin Wall. many small and medium-size bottlers consolidated to better serve giant international customers. And as the century closed. Such customers required a new approach. more than $1. As was true a century ago. 1990s … New and growing markets Political and economic changes opened vast markets that were closed or underdeveloped for decades. customers and communities are the foundation on which the entire business grows.. 1970s Page | 23 . This heritage serves the Company well today as people seek brands that honor local identity and the distinctiveness of local markets. the retailers who sold Coca-Cola merged and evolved into international mega chains. strong locally based relationships between Coca-Cola bottlers. The Coca-Cola bottling system grew up with roots deeply planted in local communities. 21st Century ………. In response.5 billion was committed to new bottling facilities in Africa.

. The Coca-Cola Company in Pakistan has invested over $130 million (U. four of which are majority-owned by Coca-Cola Beverages Pakistan Limited (CCBPL). The Coca-Cola System in Pakistan operates through eight bottlers. Coke. The CCBPL plants are in Karachi. Gujranwala. Since the beginning of Coke Company the firm has been continuously changing its slogans and that’s a very creative idea to get the attention of the customers.000 people working constantly for the company.Page | 24 COKE HISTORY IN PAKISTAN “To provide Coca-Cola at arms ‘length” The Coca-Cola Company began operating in Pakistan in 1953. Rahim Yar Khan. Multan and Lahore. Hyderabad. Faisalabad. During the last two years. Sialkot.000 customers/retail outlets. The Coca-Cola System in Pakistan serves 70. Fanta and Sprite are the brands with whom Coca Cola is operating in Pakistan. The Coca-Cola System in Pakistan has nearly 3.S) and coke has successfully provided 56 years of dedicated service to its customers in Pakistan.

Middle East and finally Latin America. the amounts of departments are huge. There are 6 functional departments within Coca Cola. Each country has their own Head Office and departments. Europe. but we mainly focus on: Marketing Packaging Sales Page | 25 . Africa. also known as strategic business units (SBU's). each of these departments help Coca Cola achieve their objectives. As Coca Cola is a large multinational company. The six SBU's are North America.DEPARTMENTS OF COCA COLA Every organization is made up of different departments. Asia. If all departments perform in the correct way then that will continue the success of Coca Cola. Coca Cola is geographically split into five geographic operating segments.

The marketing departments are responsible for marketing the products and advertising the products and promoting the products. They also have to make the distribution methods. the Coca. They have to make the packaging attractive so that that product meets the eyes of the consumers. With this cohesive effort.Cola system maximizes its resources for market leadership and profitable growth. It works with the companies bottling partners to produce an attractive combination. Page | 26 PACKAGING DEPARTMENT The packaging department of Coca-Cola Company is responsible for the packaging of the products. etc. SALES DEPARTMENT The sales department of the Coca Cola Company is to coordinate the selling program. Bringing new products package is their responsibility. . If all these departments perform their duty firmly then the objectives of the Coca-Cola Company will meets.MARKETING DEPARTMENT The Coca Cola marketing department develops core strategies for company brands to ensure that all communication is consistent in every market.

has established Coca Cola as a prominent figure in the non-alcoholic beverage industry and allowed the company to keep both revenues and profits high. decide how much to sell and how much to store in the warehouse and to choose the transporting method which is the most cost efficient and the quickest way. as well as that of other Coca Cola-produced brands. with a global workforce of over 90.000 and revenues of $31.9 billion in revenues in 2008. Over the years. the brand equity of the Coca-Cola trademark. . Page | 27 MARKET SHARE OF COCA COLA Coca Cola is now one of the largest corporations in the world.Also.

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104 4.4 7 22.0 80 $5 .742 $23.857 $ $31.7 . 23.981 $5.807 Units sold in Billions 19.872 $5.Sales and Income Data in Millions 2005 2006 007 2 2008 2009 Page | 29 Net Sales $21.088 $2 28.8 20.6 21.847 $4.944 Net Income (Profits) $4.

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Brazilian real. a 3% decrease from 1Q 2009 figures. the Coca-Cola Company posted revenues of $7.6% decrease from 2Q2009 figures. net income grew 43% to $2.Quarterly Earnings: 1Q2010 in the first quarter of 2009. as the 2008 figure includes an $843 million. Although the company managed to grow worldwide case volume by 4% (with especially important increase of 33% in India and 14% in China). adverse fluctuations in the foreign exchange caused the decrease in revenue. or $0. Page | 31 . Although sales volumes actually rose 7% during the quarter. net income would've fallen by 12%. net income fell 10% to $1. 2Q2010: In the second quarter of 2009.037 billion. as pricing remained constant during the year. The growth in net income is deceptively large.40 per share. charge due to changes in the company's accounting policy of its equity investments in its bottlers. Mexican peso. an 8. Ignoring this charge.169 billion. On a currency neutral basis. and South African rand.267 billion. the Coca-Cola Company was negatively impacted by the dollar's strengthening against the euro. the Coca-Cola Company posted revenues of $8.348 billion. revenues grew by 4% during 2Q2010.

Page | 32 MARKET POSITION OF COCA COLA IN PAKISTAN On global level Coca-Cola is the most popular brand and market leader controlling 60% of market share. In Pakistan Coca Cola is the market follower but still in a very strong and stable position holding 36% of the local market with a growing and increasing market share every year. .

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Manual Paper work -Lack of coordination Opportunities -Fake products -Competitors scheme -New entrants -More Brand recognition External .Page | 34 Strengths Internal -Single established company -Working structure -Human Resource -ProperTime Delivery -Brand name -Superior Product Quality -Diet Coke -Regular supply -Aggressiveness in the Market Threats -changing healthconsciousness -Attitude -legal issues -Health ministers -competition (Pepsi) Weaknesses -Dissatisfaction among staff -Motivational factor -Centralized decision making -Less availability -Lack of Promotion .

Working Structure. hence working style is highly professional.2/-) is implemented effectively and immediately in all plants all over Pakistan without argument. and discipline is maintained.Page | 35 STRENGTHS: Single Established Company. CocaCola’s organizational structure is of International standards. procedures rules and regulations that have to be followed under all circumstances. . it has established itself as a single large company CCBPL with 10 plants in all major cities running directly under supervision of Coca-Cola international.g. So unlike to bottler system there is no conflict of decisions and policy. So you will find same prices. Similarly one decision taken (e. same schemes in all cities. The biggest strength of Coca-Cola is that unlike other beverages. hence there are clear cut and well defined policies. same quality. price cuts+Rs. One policy adopted is for al plants throughout the country.

and Bottle Shape. ➢ Page | 36 The fixed time of delivery of Coke to retailers. Examine and you will find that Coca-Cola brand caps (especially on liter bottles) and disposable bottles are superior in quality than those of others beverages). shopkeeper’s etc punctuality is maintained which gives Coke an edge over all its competitors Brand Name. Symbol. The biggest strength of Coca-Cola is its Intellectual brain power of highly professional qualified and dedicated employees who put in all their efforts to satisfy their customers by providing the ultimate best of Coke. Same is the case with its symbol and name which cannot be imitated and are so well known. Bottle caps are one example. These all are Coke’s strengths which give it an edge over its competitors. The most known and spoken word in world after OK is “COKE”. Quality in taste as well as bottle and caps and gifts . Coca-Cola bottle shape is so unique and stylish than even if the name is rubbed off people will still easily identify that its Coca-Cola bottle. Superior Product Quality: Coca-Cola Company management never compromise on quality even if they have to spend a little extra in production.Human Resource.

The products are regularly supplied to the dealers through proficient means of delivering and distribution has given Coca-Cola Pakistan an added advantage. .which are offered doesn’t vary from city to city but is same throughout the company. Aggressiveness in the Market Its marketing strategy is very aggressive which aids it in further and incessant production and distribution of its products. but it never proved to be up to the mark and failed Regular Supply The regular supply of the products is strength of the company.Diet Coke to cater the needs of overweight and health conscious people and have been popular to a certain extent. Coke trucks supply the products regularly and always have the desired products for the dealers. It gives trade offers to its dealers for storing more and more coke products and the signage strategies and agglomeration of all the marketing strategies proves that it has a very aggressive marketing strategy. their closest competitor also followed and launched their own diet beverages brand. Page | 37 Diet Coke: Coca-Cola’s strength is that they are market leaders who successfully launched . This will help Coca-Cola Pakistan in strengthening its integrity in the market.

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The salesmen feel dissatisfied for they are totally powerless to make any decisions themselves. Workers feel that they are being exploited and are not given the remuneration that they deserve. In dealing with their buyers they . The management fault is that they think that the worker is indefatigable and can work tirelessly.WEAKNESSES: Dissatisfaction among Staff One of the major weaknesses as in majority of companies is the lack of co-ordination between the management and the worker. In short there is a weak point in their Human Resource management. Page | 39 Motivational Factors The employees lack motivation simply because of the huge communication gap between them and the management. The workers expect to be adequately satisfied in terms of their salary and compensations Centralized Decision Making The decision making process in the company is highly centralized and the workers feel that there exists no proper authority existing in the firm. The tough schedule results into limited rest for them and there are no holidays. Thus grievances reign high for they feel that their problems and recommendations are not being aired the top management.

Page | 40 Less Availability The product is not available to the extent that it should be. Manual Paper Work The huge amount paper work takes a lot of time. cash memos. clearing bills etc. Lack of Promotion Promotional activities have been greatly neglected in many areas. The salesmen have to do a lot of clerical work i. he has to fill a lot of forms (call slips.) at the shops and also after arriving back at the factory.have not the slightest authority to allow them any credit or discount. All such activities cause an overall great reduction in productivity. which could be effectively channeled to other important activities. . route riding forms. In an interview with the route officer and a few salesmen it was clear that for areas such as Nazimabad and Liaquatabad no heed has been paid both to the singe and promotional activities.e. This indeed results in a high degree of difficulty for coke in penetrating the market. If Coca-Cola wants to make an impact in the market they will have to do more than they are doing at the present moment. At the same time the management also complains that the paper work leads to a lot of pilferage by the employees.

The sales department complains that the marketing department does not pay any heed to their problems. sales and repairing departments. The sales department also complains that the repair of the visicoolers is always delayed.Lack Of Coordination In the factory there is a co-ordination lag between the activities of the marketing. Page | 41 . Until or unless Coca-Cola restructures its co-coordinating activities the availability of its product would be always delayed.

and Sprite in different flavors.e.Opportunities: New Markets We know that Coke came to Pakistan in 1996 and since it is working hard to develop its market.i. We think that Coca-Cola can secure new dealers and buyers of its product as still large part of the country is still devoid of its products. RC. It can promote its products in the younger generation by targeting the new outlets being opened due to improved law & order situation and a growing population.cola. Coke. Launch a new product it can do it successfully as it’s is well established. So there is vast opportunity for Coke to capture 70% market share. and Page | 42 Coca-Cola with International standards can increase its market share many folds with little efforts. Coke currently holds about 36% market share in Pakistan.g. Pak-Cola etc. Pepsi leads by holding 54% of market share 10% to other small beverages . Company and has already positioned itself in customers mind (as those who provide the ultimate in taste and quality) .e. Maka-Cola. Line extension like Fanta .54% of Pepsi 10% of others.Increasing distributing channels and infrastructure to ensure availability in small towns and areas.

Above all the fake beverages supplied are almost similar to the taste of the original Coke brand and not everyone can decipher the difference between the original and the fake product. . In addition to this Pepsi is also giving very liberal credit policies to its dealers. they Page | 43 Threats: Fake Products Fake beverages by the name of coke are being supplied by unknown people. Such activities really hamper the company’s name and its brand originality. Coca-Cola’s competitors have been doing much more than Coke itself is doing. For example Pepsi’s signage operations have been very successful. which gives the dealers a greater incentive to buy Pepsi rather than Coke. This is in fact a great threat to Coca-Cola for unworthy people is taking advantage of its brand name and spoiling its good name in the market.so are bound to try their new product as well. Competitor’s Schemes For the purpose of promoting its product.

Pak –Cola that can exploit anti Jewish and anti war sentiments. Being a multinational with whole plants in 10 cities it is under heavy tax .g.97/. squashes. Taxes (Govt. Nestle Products: Like juices.Page | 44 Potential Threat: New Entrants: New entrants like Maka-Cola. With the consequent result that Coca-Cola is the first beverage and 2nd highest tax paying . tax laws and policies. It has to pay as much as Rs2. Milo cold coffee.as tax to the government.Although Coke has converted their attack on health issues by offering Diet Coke yet the threat isn’t over .Laws and Policies): The Coca-Cola management is not happy with the Govt. etc as well as Shezan products e. tetra pack juices are also sort of threat but not the direct threat for Coke because they provoke health consciousness and physical fitness . drinks.However CocaCola can effectively counter their threat at any time by launching their own juice. provoke nationalism sell at low price and thus can be a source of threat for Coke in future once they fully launch their product in Pakistani market so Coke management has to look out for them over time.Imposition so much so that on single bottle revenue.

Page | 45 MARKET ANALYSIS The market analysis investigates both the internal and external business environment. It pays 33% on its total revenues. It is vital that Coca cola carefully monitor both the internal and external aspects regarding it’s business as both the internal and external environment and their respective influences will be decisive traits in relation to Coke’s success and survival in the soft drink industry.company in Pakistan. . INTERNAL BUSINESS ENVIRONMENT: The internal business environment and its influence is that which is to some extent within the business’s control. which cause inefficiencies in any phase of the production and consumer process. To effectively control and monitor the internal business environment. Coke must conduct continual appraisals of the business’s operations and readily act upon any factors. through management skills and effective communication channels. The main attributes in the internal environment include efficiency in the production process.

in fact. and demographic patterns heavily influence the success of Coke products on the market and the reception they receive from the consumers. Fluctuations in the economy. Both these companies keep on trying to take lead in terms of pricing. . promoting and placing. In Pakistan recently a few other beverages are also introduced such as Mecca-Cola. a whole economy. Page | 46 COMPETITION: All over world there are two soft drink giants.EXTERNAL BUSINESS ENVIRONMENT: The External business environment and its influences are usually powerful forces that can affect a whole industry and. changing customer attitudes and values. The competition between two companies has always been neck to neck. Shandy Cola and Amrat -Cola but currently these soft drinks are not a threat for coke due to their very low market share and secondly due to brand loyalty of customers for coke. Changes in the external environment will create opportunities or threats in the market place Coca cola must be aware off. Coke and Pepsi. packaging.

➢ SOCIAL FACTORS: Social factors include consumer’s family. Different communities and groups of people have reshaped Pakistan’s culture. since the social cultural environment of Pakistan is very conservative and any suggestive advertisements usually face a lot of negative reactions on the part of the consumer. In recent years the Bahar/ Basant festival in Punjab specially become important part of our culture in which sales of coke go very high. Constant political instability does affect the company in terms of building new relations with new Governments all the time. Soft drink is purchased in bulk for the parties and other occasions. Page | 47 SOCIAL AND CULTURAL FACTORS: The company has to be very careful in the implementation of its promotional campaigns. Cultural factors affect coke purchasing massively. ➢ CULTURAL FACTORS: Every group and society has its own culture. . small groups and status.POLITICAL/LEGAL FACTORS: These are uncertainties that are extremely variable in the political conditions of Pakistan.

he may share his experience with another person and as a result the latter person might get motivated by his opinion and end up buying “diet coke” . occupation.PERSONAL FACTORS: Buyer’s decision is also influenced by personal characteristics such as buyer’s age and life cycle stage. If a person is highly satisfied with the taste of “diet coke”. Where as if the consumer is a business executive who is financially strong will prefer more the coke classic can or diet coke can. perception. way of thinking and style may change. This change is mainly because of occupation. learning and self benefits. personality and self-concept. Age and lifecycle stage means that people taste and way of living changes with passage of time. Page | 48 PSYCHOLOGICAL FACTOR S: A person’s buying behavior is further influenced by major psychological factors such as motivation. If consumer is a student by occupation he will certainly go for returnable bottle of or may be disposable bottle of 25 RS but most probably not for the coke CAN which is high in price. Let’s say in earlier stage of life if a person’s best choice for soft drink was Coke classic but as he proceeds with his life. He may not opt for classic coke anymore and might be more interested in diet coke. Occupation matters a lot when consumer is indulge in buying.

Page | 49 . regulations and technological advancements have had no significant effect on the product and the company.OTHER FACTORS: Other factors like the Government rules.

643.242.949 37.579 Page | 50 .612) 62.8% (110.802.960) 42.619) 40% (27.680.2% (65.INDUSTRY ANALYSIS POPULATION: CHILDREN: ADULTS: CHILDREN EQUITY: ADULT EQUITY: TOTAL TARGET MARKET: 176.607.446.572) 60% (14.

these three customers being large and powerful are in an influential and bargaining position they can demand discount or others facilities like (boards sign/freezers/coolers etc.) and impose a threat to switch to their closest rival and competitor Pepsi.000cerates /year. MacDonald’s 40. Page | 51 . However.COMPETITOR ANALYSIS BUYERS/CUSTOMERS: Coca-Cola has three major and large customers in the market.000 cerates/year and Pakistan Railways who buy 50. KFC 60.000cerates /year.

mineral water etc. . prize scheme wars and sponsorship wars to win over each other customers. coffee. DIRECT COMPETITORS: The direct competitor of Coca-Cola is Pepsi and that of CCBPL is PCI (Pepsi cola international) there is always ongoing tuff competition between these two arch rivals with Pepsi leading with 54% market share and Coke gradually growing and catching up 36% market share in Pakistan. However on global level the situation is reverse. and Shezan juices are substitutes of Coke for health conscious people and other fresh juices.SUBSTITUTES: Nestle products like juices. Page | 52 RIVALS/COMPETITORS: There are two types of Rivals Competitors. Both companies often engage in price cut wars.

Page | 53 .

Page | 54 .

SUPPLIERS: Coca-Cola has authorized suppliers and which do not pose a threat to it. . they call their sales mangers to lift up all the stock from the market then inquired from the quality inspector. For example: If market has low quality carets of bottles by chance. Anyhow Coke does have a quality check procedures in its plants to ensure that they get the right kind of ingredients from suppliers. They take strict notice of that and do not take materials from that company again if that default is due to the ingredient contained by it.Page | 55 INDIRECT COMPETITOR S: These include Nestle and Shezan juices who do not pose a threat to Coke as yet but has the potential to do so as it is exploiting the natural aspect and health issues more and more to make people conscious about physical fitness Coke has launched “Diet Coke” to counter the physical fitness demands.

which will provide Coke with a challenge to hold on to its loyal customers.NEW ENTRANTS: Coca-Cola is not afraid of competing .It doesn’t fear losing its share to Mecca-Cola or other new entrants. Page | 56 Besides it will take a lot of effort on the part of new . The company management believes that new entrants provoke healthy competition.

SYMBOL.Cola. . Pak-cola to fully launch its product in Pakistan and capture or even motivate people to switch on to their new product from Coke. (Even without name people can easily identify Coke’s. BOTTLE SHAPE: Brand name. Pakistan Railways.entrants like Mecca. fanta’s.) They cannot be copied or imitated by others. DIET COKE: Coca-Cola has successfully addressed to the needs of its health conscious overweight customers with the launch of diet Coke. McDonald’s. Its competitor has yet to come up with and counter diet Coke properly. as well as Sponsorship events (Basant. Page | 57 COMPETITIVE ADVANTAGES BRAND NAME. concerts etc.) from Pepsi mainly due to its superiority in the following areas. symbol and bottle shape are distinctive features of CocaCola which give it an edge over its competitors. and sprite’s bottle from crowd. SNATCHING AWAY CUSTOMERS: In the market Coke has been able to snatch large customers like KFC. Eid.

Innovation: new ideas for billboards design. changing their slogans time to time. according to the needs of the market. Page | 58 . Speed: On time delivery in all over the Pakistan. get the best all over Pakistan at any cost. sponsorship.Cost: It is very economical. justifies performance Quality: No quality compromise.

Coca Cola seeing this trend has begun to produce. The Coca Cola Company has over 400 brands of drinks designed to satisfy a very wide range of consumers. They can do this by updating the equipment used to produce their drinks. such as diet coke. people are looking to lead better. etc. They are able to provide drinks for many different target markets including. Coca-Cola products are able to sell to a diverse worldwide population and its success is unmatched. Page | 59 . people of all ages. due to their success they are able to spend more money making their factories work more efficiently. races. sexes. or coke zero. In today’s society. because they have more money to spend on luxury items. Coca Cola products are purchased by all the different classes. healthier lives. Coca Cola is a very successful company.CUSTOMER ANALYSIS The Coca Cola Company exists to satisfy the consumers’ needs. diet drinks that have the same great taste as their regular drinks while still being low fat or low calorie drinks. but mainly by the middle and high-class citizens.

The popularity of Coke is to such an extent that “The most known and spoken word in world after OK is COKE Coca Cola customers are buying a wide range of soft drinks: .Page | 60 PRODUCT: Coca-Cola the world’s most popular beverages .

Sugar. Phosphoric Acid. Flavouring (Caffeine) The product which is non returnable glass bottle containing the 250 mille litters of coke liquid.INGREDIENTS OF COCACOLA: ► ► ► ► ► ► Carbonated Water. Colour (Caramel E150d). It is a superior quality product. Page | 61 . Natural Flavourings (it's a coke secret).

They ensure this by using high quality products. . Coca Colas aims and objectives are to ensure a top quality product for their consumers.Page | 62 PRODUCT OBJECTIVE: As non returnable glass bottle is already a superior quality product so we will be trying to maintain the over all quality. and to be the best in their market.

Page | 63 .

There are generally four stages in the life of the product. Page | 64 These Four stages are: ► Introduction Stage ► Growth Stage ► Maturity Stage ► Decline Stage .PRODUCT LIFE CYCLE OF COCA COLA: Product Life Cycle (PLC) is used to map the lifespan of a product.

Page | 65 The Following Graph Illustrate the four stages of the PLC. .

People got more awareness about Coca Cola and the increase in the competition leads it to decrease prices.Page | 66 Introduction Stage Of Coca Cola: In the Introduction stage. sales volume were low. In this stage the marketing strategies used by Coca Cola were as follows: . Growth Stage of Coca Cola In the growth stage Coca Cola experienced rapid increase in sales volume and its Competition began to increase. When their costs were high. Efforts were made for creating its awareness in the market. inducing trial of the product and securing space in the outlet shelf. Coca Cola was launched and initially promoted. and there was no existing demand for Coca Cola in this stage.

sales volume is at the peak and most of the market is covered. . There is increase in competitors which are entering in the market. The marginal costs of Coca Cola are low in this stage. The only way to increase sales during this period is to cut the cost of the product. Decline Stage This is the stage in which sales of the product begin to fall. more innovative products have been created that replaces that product. Either everyone that wants to.Product improvement New models were developed It entered new market segments Page | 67 Maturity Stage of Coca Cola Coca Cola is in the Maturity stage from years now. Coca Cola’s brand differentiation and features Diversification is emphasized to maintain and increase market share. has bought the product or new.

OFFERINGS: Page | 68 .

And it’s marketing like “piyas hai to rukna kiya” .Page | 69 The actual product is the parts and features. which deliver the core product. Consumers will buy the coke product because of the high standards and high quality of the Coca Cola products.

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The Coca-Cola Company offers nearly 400 brands in over 200 countries
► Diet Coke (introduced in 1982), which uses aspartame, a synthetic phenylalanine-based artificial sweetener in place of sugar ► Diet Coke Caffeine-Free ► Cherry Coke (1985) ► Diet Cherry Coke (1986) ► Coke with Lemon (2001) ► Diet Coke with Lemon (2001) ► Vanilla Coke (2002) ► Diet Vanilla Coke (2002) ► Coca-Cola C2 (2004) ► Coke with Lime (2004) ► Aquarius Mineral Water (2004) ► Diet Coke with Lime (2004) ► Diet Coke Sweetened with Splenda (2005) ► Coca-Cola Zero (2005) ► Coca-Cola Black Cherry Vanilla (2006) ► Diet Coca-Cola Black Cherry Vanilla (2006) ► Coca-Cola BlāK (2006)

► Diet Coke Plus (2007)
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PACKAGING:
Coca cola products are available in different packing ► 24 regular bottle shell ► 6 bottle pack for 1.5 pets ► 12 bottles in a pack for disposable bottle ► 24 cans in one packet. "We have made a commitment to ensure the sustainability -- and recyclability -- of our packaging," said Sandy Douglas, president, Coca-Cola North America. "We envision a world in which our packaging is no longer seen as waste, but as a valuable resource for future use." Because of its attractive packaging it is creating instant consumer recognition of company.

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.LEVELS OF COKE AS A PRODUCT: ► Core Product: Core benefit is that it fulfills the thirst. Page | 73 ► Actual Product: Design: Pet bottles.g. Coca cola Can quality that is available in middle east is certainly different as compared to Coke Can available in Pakistan. returnable glass bottles. economy packs. Quality: Quality differs with respect to the country e.

Coca-Cola North America introduced labeling that provides consumers with nutrition information for a standard eight-ounce serving as well as for the total of a single-serve package.PRODUCT CLASSIFICATION: Coke is categorized as a convenience product. People are highly brand loyal. because the purchasing rate is very high and this is the product that is bought very frequently. . BRANDING: ➢ Brand Equity: As far as coke is concerned brand equity for the customers is very high. Page | 74 LABELING: In 2005." said the company in a statement.

➢ Brand Strategy: The following is the brand strategy of Coke Line Extension. Page | 75 . Multi-Branding. Brand Extension. Diversification.

g. it will be considered as line extension.g. Coca-Cola not only introduced Coke as brand but also Sprite and Fanta.g.Page | 76 Line Extension: Line extension occurs when a company introduces additional items in a given product category under the same brand name e. Multi-Branding: It means introducing additional brands in same category e. if Coke introduces new flavors and package size. Brand Extension: Brand extension means using a successful brand name let’s say Coca-Cola and then launching new product e. Diversification: It means introducing new product with new brand name. This was an example of brand extension. Cherry Coke. .

Australia.BRAND Name Coca-Cola Coca-Cola Cherry Launche Discontinue Notes d d 1886 PORTFOLIO Pictur e Page | 77 1985 Still available in: Coca-Cola Vanilla 2002 2005 Austria. Hong Kong. Germany. China. New Zealand (600ml and 350ml only) and Russia It was reintroduced in June of 2007 by popular demand 2007 . South Africa.

New Zealand and Japan. Page | 78 Coca-Cola Raspberry June 2005 End of 2005 Was only available in New Zealand. and the United States. Only available in United Kingdom . Coca-Cola Black 2006 Cherry Vanilla Middle of 2007 Was replaced by Vanilla Coke in June of 2007 Coca-Cola Citra Coca-Cola Orange 2006 2007 Only available in Federation of Bosnia and Herzegovina.Coca-Cola C2 2004 2007 Was only available in Japan. Canada.

Page | 79 Soft drinks Energy drinks Juice drinks: Sport drinks 6 5 5 4 Product Mix Width: 5 Product Mix Length: 24 Product line filling: Product line filling means that earlier when Coca-Cola started it had only one flavor of Coke available and that is classic coke but with the passage of time. DIET LEMON etc. SPRITE etc. DIET COKE.PRODUCT LINE DECISIONS: Product Line Length: It means number of products the company is offering e. FANTA. company filled the product line by adding DIET COKE. COKE. .g.

Boston Consulting Group analysis. Boston Matrix.e. product management. This can be explaining with the help of following FOUR fictitious business symbols. Page | 80 .INTRODUCTION TO BCG MATRIX • BCG Matrix i. and portfolio analysis. The BCG matrix is based on the product life cycle theory that can be used to determine what priorities should be given to a business unit. Growth-Share Matrix is also known as Boston Box. • Created by “Bruce Henderson” for the Boston Consulting Group in 1970 to help corporations with analyzing their business units or product lines. • This helps the company allocate resources and is used as an analytical tool in brand marketing. strategic management.

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The term dog refers to businesses that have low relative share and low expected growth rate. CASH: . Dogs may generate enough points to sustain but they are rarely. These businesses were stars but now have lost their attractiveness. Page | 82 . QUESTION MARK: . They have a high point shares and are the ideal businesses. This suggests that they have potential but may require huge ever.STARS: Stars are high growth business competing in market where they are relatively strong compared with the competition. DOGS: . a competing force extraordinary effort in order to grow point share.Question marks are businesses with low point share but which may have a high growth rate. if ever.Cash cows are low-growth business with a relatively high point shares. a competing force.

NOW ONE BY ONE POSITION OF EVERY PRODUCT OF COCA-COLA WILL BE KNOWN WITH THE HELP OF BCG MATRIX. Page | 83 POSITION OF COCA-COLA .

POSITION OF SPRITE Page | 84 .

POSITION OF FANTA Page | 85 .

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one for each of the quadrants: Market Penetration Strategy when the product is in the current market. There are four strategies. 2. Attract competitor's customers. There are three major approaches to increasing current product's market share: 1. the intensive growth strategies could be to: 1. Identify the potential users. Sell in new locations. Product-Development Strategy When a new product is launched in the current market. 3. Encourage current customers to buy more. there are three approaches to develop the market: 1. Develop different quality levels. Develop new features. 3. 2. Convince non-users to use the product. 2.Introduction to Product / Market Expansion Grid: Ian Ansoff has proposed a useful framework called the product/market expansion grid for detecting new intensive growth opportunities. Page | 87 . Expand distribution channels. Market-Development Strategy when the current product is launched in a new market. it can still grow.

3. Improve the technology. Page | 88 .

Conglomerate Diversification Strategy: Develop new products for new markets. The diversification strategies are of three types: 1. Page | 89 .Diversification When a new product is launched in a new market. Concentric Diversification Strategy: Develop new products with the earlier technology for new segments 2. diversification makes good sense as better opportunities are found outside the present business. 3. Horizontal Diversification Strategy: Develop new products with new technology for old customers.

cProdu ct/Mark et Page | 90 Expansion grid For Coca Cola: .

Page | 91 .

They are selling the Coca Cola as the only beverage in their restaurants. But there is also an opportunity for them as they know the market of Pakistan. Many flavors of Coca Cola are not being sold in Pakistan. PFC are examples of the buyers in the local market. which every company has to opt when it reaches a maximum height of growth. They are also keeping the local market in focus. as it has to conduct all market research & feasibilities for it. Many people in Pakistan want a change in the beverage industry. Coca Cola Company can do product development by introducing the new flavours in Pakistan which are not sold anywhere in the world by the coke company. there is a chance that it loses its customers or there will be a crowd of people demanding their product. as they are having the same flavors from many years. Coca Cola can develop a new market if they introduce those flavours in Pakistan. that what the people here can afford & what taste they want. A company takes a risk when it does Product Development. Subway. The company has to put large effort in that. Page | 92 MARKET DEVELOPMENT Market Development is exploring new markets for the products you are already selling.MARKET PENETRATION Market Penetration is the strategy. AFC. Coca Cola in Pakistan is doing market penetration through the selling its products to the business buyer. Dunkin Donuts and many more. Fri Chicks. . who are huge multinational organizations like McDonalds.

There are lots of chances of growth but the risk factor is also there. which are not manufactured by it before. Page | 93 . Coca Cola is only dealing in beverages but it can also manufacture its own snacks item as the company name is known almost all over the world. So it can cash the name by producing the items. The company can manufacture products. which are eaten with the beverages.DIVERSIFICATION STRATEGY Diversification strategy is one which every company really wants to practice.

e. faster. Rs. A quote from Pepsi Co's CEO "The more successful they are.Price Objective The research we have conducted for this project reveals that the price is not an issue for our target market.18." taken from Roger Enrico's "The Other Guy Blinked and Other Dispatches from the Cola Wars . If the Coca Cola company didn't exist. the sharper we have to be. The product shall be designed in such an effective way that it delivers the consumers a superior value than competitors’ products. without increasing or decreasing it i. we'd pray for someone to invent them. and better. Coca Cola has had to remain tremendously fluent with their pricing strategy. They have had the privilege of a worthy competitor constantly driving them to be smarter. Coca Cola Pricing Strategy Like any company who has successfully endured a century of existence. so we do not go for any changes but we shall definitely try to deliver a superior customer value to our customers at the existing price. Page | 94 Strategy We shall go for the current existing price.

Coca Cola planned to use the lower price point to penetrate new cities that were especially price sensitive. 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. In 2003 both Coke and Pepsi had a solid presence in India and had each introduced a 300mL bottle. The relationship between Coca Cola & Pepsi is a healthy one that each corporation has learned to appreciate. but focused on the reduced price point of their 200mL container. Shortly thereafter. As cola consumption has decreased in the US colas have come to realize the untapped international market. In order to grab market share Pepsi began to drop prices (even with summer approaching. The carbonated soft drink market in India is nearly 37% of the total beverage market there.The Other Guy Blinked and Other Dispatches from the Cola Wars" states it simply. Page | 95 . which was contrary to policy in America). Coca Cola decided to drop their prices slightly.

This low price strategy was not unfamiliar to Coca Cola. As referenced in the HBR article, Cola Wars Continue: Coke & Pepsi in the Twenty-First Century, both bottlers utilized a low price

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strategy in the early 1990s. After annihilating the low price store brands, Coke chose to reposition itself as a "Premium" brand and then raise prices.

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Place
Objective:
We want to make our product available at different key points like; Schools, universities, airports, railway stations, cinema halls, entertainment parks, high ways, small and large stores, and suburbs of the cities.

Strategy:
We will redesign the distribution network and make it more efficient so that it could reach to those areas where there is demand for this product. We will be using push strategy for this product so that it could penetrate the market and cater the potential consumers by giving more incentives and margins to retailers.

Availability:
Coke is available in all main as well as posh and backward areas in big cities and available in posh areas of small cities to some extent. It is also available in all restaurants and hotels, colleges, universities, hospitals etc.

Distribution:
The place P of the marketing mix refers to distribution of the product- the ways of getting the product to the market. The distribution of products starts with the producer and ends with the consumer. One key element of the “Place/Distribution” aspect is the respective distribution channels that Coca Cola has elected to transport and sells its product.

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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. They have almost 450 vehicles to supply their bottles. In this type of selling company have more profit margin.

Page | 99 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 .INDIRECT SELLING They have their whole sellers and agencies to cover all area. 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.

Page | 100 Promotion Definition: It is the communication link between sellers and buyers for the purpose of influencing. informing. . or persuading a potential buyer's purchasing decision.

radio. trade shows Promotional Mix: The specification of five elements creates a promotional mix or promotional plan.g. historically. E. and publicity. direct mail. advertising. sales promotion. • A promotional mix specifies how much attention to pay to each of the five subcategories. Mobile Phones. sales promotion. These elements are personal selling. endorsements. . personal selling. Internet. sponsorship. TV. Much of this is intended to be subtle enough for the consumer to be unaware that promotion is taking place.g. illustrated songs) in which the advertiser pays an advertising agency to place the ad Below the line promotion: All other promotion. merchandising. and how much money to budget for each. product placement.Types of Promotion: The following are two types of Promotion: Page | 101 Above the line promotion: Promotion in the media (e. newspapers. public relations. and. direct marketing.

competitive retaliations. creation of brand equity. In year 2000 Coca-Cola unveiled the biggest advertising billboards in the history of Pakistan.• A promotional plan can have a wide range of objectives. The reason behind this fact is that coke is such a product that is at the maturity level currently so for such a product companies mostly go for reminder type of advertisement so that they can penetrate more and more and same is the case with Coke. Fanta and Coke. . Page | 102 Advertisement of Coca cola: The field of advertisement is one area where Coca-Cola has always emphasized. or creation of a corporate image. including: sales increases. Similarly in July 2000 Coca-Cola launched its first under the crown promotion by the name of Dream Vacations in which the consumers could collect caps of promotional bottles of CocaCola like Sprite. Each unveiling was marked by entertainment and light shows watched by thousands of people. positioning. ADVERTISEMENT OBJECTIVE Type of advertising with respect to product life cycle that Coca-Cola adopts is reminder type. new product acceptance.

. and (on both television and radio) Ray Charles. 1950. Radio commercials were also recorded by the Supremes. The first television ad created for The Coca-Cola Company was produced in conjunction with a television special featuring Edgar Bergen and Charlie McCarthy on Thanksgiving Day. Throughout the 1960s. Jay and the Americans. Jan and Dean. the Moody Blues. advertising for Coca-Cola on both radio and television reflected the changing forces in society. The "Things Go Better with Coke" campaign was adapted to the youth market by allowing a number of popular-music artists to modify and perform the song.History of advertising coca cola: All of the communications of coca cola are planned and blended into carefully integrated marketing communication programs. Petula Clark. The Coca-Cola Company launched a television commercial in 1998 for the Muslim fasting month of Ramadan. Roy Orbison. Page | 103 First advertisement for Muslims: On the international front.

“GIVE. The company has used the slogans like “COKE SIDE OF LIFE” . Other than this the company has promoted a message of togetherness through its advertisements. Now -a-days the coke advertisement which is immensely popular shows that for coke their customer’s happiness and satisfaction is the most important.Page | 104 Advertising in 2000’s: In 2000’s coke has targeted youth in all their advertisements.LIVE. Their ads have been youth oriented since then. Moreover it has used some innovative animations and ideas to promote their product.LOVE” and “OPEN HAPPINESS” to promote a message of peace. For example the series of advertisements featuring polar bears and penguins which were onaired in 2007-2008 gained immense popularity. . Besides that coke advertisements featuring Santa Clause had been all time favorite of audiences when asked.

Coca cola has a pool of different commercials that can be used in or adapted to several different international markets. coca cola could vary the amount it spends on advertising in different market areas and measures the differences in the resulting sales and profit levels. this has not stopped the company from targeting young consumers.Coca cola television ads primarily build and maintain coca cola brand relationship rather than informing or persuading customers to buy in short run. To test the effects of different advertising spending levels. Page | 105 . Coca cola has built sophisticated statistical models to determine the relationship between promotional spending and brand sales and to help determine the “optimal investment” across various media. Local and regional managers decide which commercials work best for which markets. This decision was made as a result of a lawsuit from the beginning of the 20th century that alleged that Coke's caffeine content was dangerous to children. Coca-Cola has a policy of avoiding using children younger than the age of 12 in any of its advertising. More complex experiments could be designed to include other variables such as differences in ads or media used. However. in recent times. Some can be used with only minor changes—such as language—in several different countries.

after Coke . trays and calendars on other forms of promotion of their product I'd like to buy the world a Coke. Where there is coke there is hospitality.. How about a coke…. These slogans were used on signs. Enjoy... Things go better with coke Have a Coke and a smile Coke is it! Drink cocacola Be really refreshed Always Coca-Cola. Coke adds life.. after Coke Page | 106 . Coke .SLOGANS: The Coca-Cola Company has had many catchy slogans over the years that they used in their advertising campaigns.

. coke adds life Page | 107 .. Thirst know no reason The Coke Side of Life Live on the Coke Side of Life Thanda matlab coca cola Pio sar utha kay Khaley peelay jeelay …cocacola BRRRRR Twist the cap to refrehment Open Happiness COKE KHULE BAAT CHALI Jo chaho ho jay…coca cola enjoy Coke adds life Smile.Life tastes good.

They have a separate department for print media. So Coca Cola Company does regular TV commercials on different channels .PUBLICITY Coca Cola Company use different mediums Print media • Pos material • TV commercials • Billboards and holdings • Page | 108 Print Media They often use print media for advertisement. Pos Material Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas. 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.

cash prizes etc. Sales 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. coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles. caps. 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 Page | 109 Eye Catching Position Salesman of the coca cola company positions their freezers and their products in eye-catching positions. UTC Scheme UTC mean under the crown scheme. Normally they keep their freezers near the entrance of the stores. .

 Ramadan offer.  Buy one get one free.  Independence Day offered.Prize schemes: Coca-Cola glasses.28’)  Page | 110 Prize cuts from time to time.  TV (16’.  Anniversary offer.  Eid offer. . 21’.  Bicycles.

The challenge of marketer is to find a hook that will hold the subject’s attention.Page | 111 ENDORSEMENT: In promotion and of advertising. Because of constant media saturation people become numb to understand marketing techniques. a testimonial or endorsement consists of a written or spoken statement. sometimes from a person figure. They have some characteristic attributes like attractiveness. Companies rope in celebrities because they have a stopping power and can influence the audiences in a better way. And that hook is a celebrity endorser. extolling the virtue of some product. sometimes from a private citizen. extraordinary lifestyles or special skills not commonly observed. CELEBRITY ENDORSEMENT: Celebrities are people who enjoy specific public recognition by large number of people. WHY COMPANIES NEED TO ENDORSE: There are large numbers of brands available in market. In the world of ever-increasing advertisement bombardments everyday consumers are exposed to thousands of voices and images. The charisma of celebrities always entices people and their words are worshipped by people. .

Amir Khan playing the perfect role. Aishwariya Rai. Coke has firmly established the “THANDA” position in minds of customers with. Coke has roped in the celebrities who are recognized and loved worldwide. Sonam Kapoor and Imran Khan and sportspersons like Sachin Tendulkar to endorse coke. Recently coke has struck a three year deal with Sachin Tendulkar who is the very famous among cricket lovers all over the world.CELEBRITY ENDORSERS FOR COKE: Coke has roped in the most famous celebrities like Amir Khan. Vivek Oberoi. Page | 112 .

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Sponsorship: Sports Cricket matches, Olympics and FIFA. Coca-Cola was the first commercial sponsor of the Olympic games, at the 1928 games in Amsterdam, and has been an Olympics sponsor ever since. The Coca-Cola Company is one of the longest-standing corporate partners of FIFA, with a formal association since 1974 and an official sponsorship of FIFA World Cup™ that began in 1978. Coca-Cola has had stadium advertising at every FIFA World Cup™ since 1950. In 2010, Coca-Cola is activating a world-wide campaign in support of its sponsorship of the 2010 FIFA World Cup™. The campaign is an extension of the current Coca-Cola brand platform “Open Happiness” and invites fans to express their optimism and passion for football through active dance celebrations. Events Basant festivals, spring festivals

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Concerts. Coke live music festival Artists’ albums Abrar-ul-Haq and Junoon Coca cola made its presence felt in music industry by sponsoring albums of Abrar-ulHaq and Junoon in 1990’s who were most famous singers of that decade. The goal of coke was to build brand equity through stars.

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PROMOTIONAL CAMPAIGNS OF COKE:
Concerts and charity programs:
The Coca-Cola Company sponsors Pakistani leading pop group and organizes concerts and charity shows throughout the country for teen ages and underprivileged children.

Cricket players for promotion:
The company has signed a sponsorship agreement with eight of Pakistan’s national cricket players for promotional and advertising use.

A select fan army lead by Chacha Cricket will carry the flag to Sri Page | 116 . Agya bhee Agya. Since the world cup matches will not be played in Pakistan. will travel around the country as well. students flocked to the booths with great zeal. but the fans who are the real heroes of the game. Coke Cricket Junoon booths are also going to be installed in major cities and a Junooni float lead by Mr. I am overwhelmed by Chacha cricket’s patriotism and intense enthusiasm for the game. on Friday. and this is a celebration of crazy cricket fans. featured purpose-built booths where fans recorded brief messages and posed for pictures. Abdul Jalil. Coke has shown its spirited point of view in life and found a way for the whole nation to be with the team to support them. In Pakistan mostly everyone is a Cricket Junooni by birth. chacha cricket agya!!” The nationwide Junoonis personalized goodwill messages. The photos were printed and framed for each participant at the event. Ali Mumtaz a student commented. will be put together to compose a huge photo mosaic flag. “I think it’s a great initiative to provide cricket fans an outlet to express their passion for the game in such an innovative manner. A Cricket Junoon Movement launched today at the Forman Christian University lawns.Coke Cricket Junoon: Coke’s latest campaign Coke Cricket Junoon is all about celebrating the passion and love that we as a nation feel for cricket. without which the game is nothing! The highlight of cricket matches is not just the score board or stars. Fans can go to those Junoon booths and have their pictures taken At FCU. fondly known by cricket fans the world over as “Chacha Cricket”.

and will be the unprecedented representation of sport loving Pakistani fans.Lanka to be unveiled at Pakistan’s first match. Page | 117 .

receiving critical acclaim and frequently being rebroadcasted on television and radio in Pakistan. and contemporary popular music. 2009 without a live audience. Abida Parveen to name a few.Zeb and Haniya. Coke Studio is produced by Rohail Hyatt. Misha Shafi. The program focuses on a fusion of the diverse musical influences in Pakistan. Amanat Ali. The show provides a platform for renowned as well as upcoming and less mainstream artists. including eastern classical. Arif Lohar. Ali Zafar. and his wife Umber Hyatt. Season Three premiered on June 6. Featured artists on each episode are backed by a house band and guest artists. to collaborate musically in live studio recording session Season One premiered on June 8. Page | 118 .COKE STUDIO: Coke Studio is a Pakistani television series featuring live music performances. from various genres and regions. 2008 and included a live audience. Coke Studio has been popular. Coke studio featured live performances of Atif aslam . eliminating the associated background noise and providing a more intimate atmosphere. of Vital Signs (band) fame. 2010. folk. Strings.000 fans. Season Two premiered on June 14. The official Face book page of coke studio has more than 400. Rahat Fateh Ali Khan.

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Page | 121 CONCLUSION .

Page | 122 . In Pakistan as compared to Pepsi. hence the conclusion is that Coca-Cola must enhance factors such as relationship marketing. Coca-Cola has less number of consumers as Pepsi’s market share in Pakistan is approximately 54% where as Coke market share is hovering about 36%.We have concluded from this detailed report that despite the fact Coca Cola currently occupies the market leadership position overall but it does not guarantee that the company will sustain its position in the future as well. innovation and technology especially in Pakistan to attain market leader position in this region as well.

Currently in Pakistan there are only two flavor of Coke available. Marketing team should try to increase the availability of Coke in rural areas. in the market to fulfill the local need. Page | 123 . According to the survey. So for this Coca-Cola Company should think about bringing a new product for example new diet flavors.RECOMMENDATIONS After completing our project we have come up with following recommendations for the Coca Cola Company. Company can capitalize on this factor. which are following. Coca Cola Company should think about producing Coke Can locally as well because currently coke Cans are only smuggled from abroad and sold at high price. conducted by the international firm Pakistani people like less sweet cola drink. company can extend their portfolio by introducing new flavors.

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