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

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

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

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

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

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

market and competitor analysis. It includes introduction of the company and the product. and marketing mix. covering different segments present in the market. internal and external environment. . Analysis carried out on nonalcoholic ready to drink beverages market in terms of size and growth.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.

Coca-Cola is a type of carbonated soft drink sold in stores. We concluded that the marketing strategy of Coca Cola is working for them and the product is gaining popularity among youth day by day. 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’. The Coca-Cola Company began operating in Pakistan in 1953. opportunity analysis and strategies for creating competitive advantage adopted by ‘Coca Cola’. These marketing functions mainly include the marketing mix i-e. . 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. Coke. Pricing Tools and Strategies and Placement and Distribution Strategies as well as other market strategies. market growth and trend. Moreover the project also discusses the analysis of competition. Product Strategy. Pakistan. restaurants and vending machines in more than 200 countries. Pricing Strategy.Page | 10 EXECUTIVE SUMMARY The scope of the project is to discuss the marketing strategies adopted and applied by‘Coca Cola’.

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

lean and fast-moving organization. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Partners: Nurture a winning network of customers and suppliers. People: Be a great place to work where people are inspired to be the best they can be. enduring value.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. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Page | 12 . Productivity: Be a highly effective.

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

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

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

Pemberton’s partner and book-keeper. Frank M. Carbonated water was teamed with the new syrup.” Hand-painted oil cloth signs reading “CocaCola” appeared on store awnings. whether by accident or otherwise. a theme that continues to echo today wherever CocaCola is enjoyed. inviting thirsty citizens to try “the new and popular soda fountain drink.“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. suggested the name and penned “Coca-Cola” in the unique flowing script that is famous worldwide even today.Cola soon appeared in The Atlanta Journal.” The first newspaper ad for Coca. Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in his backyard. Dr. He suggested that “the two Cs would look well in advertising. Robinson. in the year 1886 in Atlanta. 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. a pharmacist. with the suggestions “Drink” added to inform passersby . producing a drink that was proclaimed “delicious and refreshing”.

Dr. In 1895. California. Texas. John Pemberton’s former partner Frank Robinson and two other associates. He gradually sold portions of his business to various partners and. Pemberton never realized the potential of the beverage he created.96 on advertising. shipped in bright red wooden kegs. and Los Angeles. Others were opened in Chicago. the following year. Dr. sales of Coca-Cola averaged nine drinks per day. The first year. the first syrup manufacturing plant outside Atlanta was opened in Dallas. an entrepreneur from Atlanta. Pemberton grossed $50 and spent $73. John S. Within four years. 1893. Red has been a distinctive color associated with the soft drink ever since. 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. sold his remaining interest in Coca-Cola to Asa G. Candler announced in his annual report to share owners that “Coca- . Mr. just prior to his death in 1888. By the year 1886. Pemberton sold 25 gallons of syrup. Illinois. The business continued to grow.that new the Page | 17 beverage was for soda fountain refreshment. Dr. By the year 1891. Mr. three years after The Coca-Cola Company’s incorporation. With his brother. Asa G.” used in the marketplace since 1886. The trademark “Coca-Cola. Candler formed a Georgia corporation named the Coca-Cola Company. Candler. Candler. For his efforts. Mr. was registered in the United States Patent Office on January 31. Candler proceeded to buy additional rights and acquire complete ownership and control of the Coca-Cola business. and in 1894.

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

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

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

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

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

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

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

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

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

9 billion in revenues in 2008. as well as that of other Coca Cola-produced brands. 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. with a global workforce of over 90. Page | 27 MARKET SHARE OF COCA COLA Coca Cola is now one of the largest corporations in the world.Also. the brand equity of the Coca-Cola trademark.000 and revenues of $31. . 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. Over the years.

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872 $5.Sales and Income Data in Millions 2005 2006 007 2 2008 2009 Page | 29 Net Sales $21.0 80 $5 .944 Net Income (Profits) $4.088 $2 28.857 $ $31.104 4.7 .6 21.8 20.807 Units sold in Billions 19. 23.742 $23.4 7 22.981 $5.847 $4.

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40 per share. Brazilian real. the Coca-Cola Company posted revenues of $8.169 billion. an 8. Although the company managed to grow worldwide case volume by 4% (with especially important increase of 33% in India and 14% in China). and South African rand. as the 2008 figure includes an $843 million. 2Q2010: In the second quarter of 2009. as pricing remained constant during the year.037 billion. Mexican peso.267 billion. revenues grew by 4% during 2Q2010.348 billion. net income would've fallen by 12%. the Coca-Cola Company was negatively impacted by the dollar's strengthening against the euro. Ignoring this charge.6% decrease from 2Q2009 figures. charge due to changes in the company's accounting policy of its equity investments in its bottlers. Page | 31 . the Coca-Cola Company posted revenues of $7. or $0.Quarterly Earnings: 1Q2010 in the first quarter of 2009. net income fell 10% to $1. On a currency neutral basis. a 3% decrease from 1Q 2009 figures. net income grew 43% to $2. Although sales volumes actually rose 7% during the quarter. The growth in net income is deceptively large. adverse fluctuations in the foreign exchange caused the decrease in revenue.

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.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. .

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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 .

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

and Bottle Shape.Human Resource. 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. ➢ Page | 36 The fixed time of delivery of Coke to retailers. Bottle caps are one example. Symbol. shopkeeper’s etc punctuality is maintained which gives Coke an edge over all its competitors Brand Name. Same is the case with its symbol and name which cannot be imitated and are so well known. The most known and spoken word in world after OK is “COKE”. These all are Coke’s strengths which give it an edge over its competitors. 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. Superior Product Quality: Coca-Cola Company management never compromise on quality even if they have to spend a little extra in production. 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). Quality in taste as well as bottle and caps and gifts .

Diet Coke to cater the needs of overweight and health conscious people and have been popular to a certain extent. Page | 37 Diet Coke: Coca-Cola’s strength is that they are market leaders who successfully launched . 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. 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. their closest competitor also followed and launched their own diet beverages brand. Aggressiveness in the Market Its marketing strategy is very aggressive which aids it in further and incessant production and distribution of its products. The products are regularly supplied to the dealers through proficient means of delivering and distribution has given Coca-Cola Pakistan an added advantage. This will help Coca-Cola Pakistan in strengthening its integrity in the market.which are offered doesn’t vary from city to city but is same throughout the company.

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The salesmen feel dissatisfied for they are totally powerless to make any decisions themselves. The tough schedule results into limited rest for them and there are no holidays.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. 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 management fault is that they think that the worker is indefatigable and can work tirelessly. In short there is a weak point in their Human Resource management. Thus grievances reign high for they feel that their problems and recommendations are not being aired the top management. Page | 39 Motivational Factors The employees lack motivation simply because of the huge communication gap between them and the management. In dealing with their buyers they . Workers feel that they are being exploited and are not given the remuneration that they deserve.

This indeed results in a high degree of difficulty for coke in penetrating the market.e. The salesmen have to do a lot of clerical work i. . cash memos. Lack of Promotion Promotional activities have been greatly neglected in many areas. which could be effectively channeled to other important activities. 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. All such activities cause an overall great reduction in productivity. Manual Paper Work The huge amount paper work takes a lot of time. clearing bills etc. At the same time the management also complains that the paper work leads to a lot of pilferage by the employees. 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. Page | 40 Less Availability The product is not available to the extent that it should be. route riding forms.) at the shops and also after arriving back at the factory. he has to fill a lot of forms (call slips.have not the slightest authority to allow them any credit or discount.

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

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

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. Such activities really hamper the company’s name and its brand originality. Competitor’s Schemes For the purpose of promoting its product.so are bound to try their new product as well. 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. For example Pepsi’s signage operations have been very successful. which gives the dealers a greater incentive to buy Pepsi rather than Coke. Coca-Cola’s competitors have been doing much more than Coke itself is doing. . they Page | 43 Threats: Fake Products Fake beverages by the name of coke are being supplied by unknown people. In addition to this Pepsi is also giving very liberal credit policies to its dealers.

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

INTERNAL BUSINESS ENVIRONMENT: The internal business environment and its influence is that which is to some extent within the business’s control. through management skills and effective communication channels. Coke must conduct continual appraisals of the business’s operations and readily act upon any factors. Page | 45 MARKET ANALYSIS The market analysis investigates both the internal and external business environment.company in Pakistan. 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. The main attributes in the internal environment include efficiency in the production process. It pays 33% on its total revenues. . which cause inefficiencies in any phase of the production and consumer process. To effectively control and monitor the internal business environment.

In Pakistan recently a few other beverages are also introduced such as Mecca-Cola. in fact. Changes in the external environment will create opportunities or threats in the market place Coca cola must be aware off. The competition between two companies has always been neck to neck. . Fluctuations in the economy. changing customer attitudes and values. 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.EXTERNAL BUSINESS ENVIRONMENT: The External business environment and its influences are usually powerful forces that can affect a whole industry and. Both these companies keep on trying to take lead in terms of pricing. a whole economy. Page | 46 COMPETITION: All over world there are two soft drink giants. packaging. and demographic patterns heavily influence the success of Coke products on the market and the reception they receive from the consumers. promoting and placing. Coke and Pepsi.

➢ CULTURAL FACTORS: Every group and society has its own culture. Soft drink is purchased in bulk for the parties and other occasions. small groups and status. Page | 47 SOCIAL AND CULTURAL FACTORS: The company has to be very careful in the implementation of its promotional campaigns. ➢ SOCIAL FACTORS: Social factors include consumer’s family. Different communities and groups of people have reshaped Pakistan’s culture. Constant political instability does affect the company in terms of building new relations with new Governments all the time. . Cultural factors affect coke purchasing massively.POLITICAL/LEGAL FACTORS: These are uncertainties that are extremely variable in the political conditions of Pakistan. 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.

This change is mainly because of occupation. Where as if the consumer is a business executive who is financially strong will prefer more the coke classic can or diet coke can. personality and self-concept. Page | 48 PSYCHOLOGICAL FACTOR S: A person’s buying behavior is further influenced by major psychological factors such as motivation. Occupation matters a lot when consumer is indulge in buying. 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” . way of thinking and style may change. 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. If a person is highly satisfied with the taste of “diet coke”. learning and self benefits. He may not opt for classic coke anymore and might be more interested in diet coke. Age and lifecycle stage means that people taste and way of living changes with passage of time. occupation.PERSONAL FACTORS: Buyer’s decision is also influenced by personal characteristics such as buyer’s age and life cycle stage. perception.

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

572) 60% (14.802.8% (110.INDUSTRY ANALYSIS POPULATION: CHILDREN: ADULTS: CHILDREN EQUITY: ADULT EQUITY: TOTAL TARGET MARKET: 176.643.607.949 37.680.2% (65.446.242.579 Page | 50 .619) 40% (27.612) 62.960) 42.

000cerates /year. 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. However. MacDonald’s 40.000 cerates/year and Pakistan Railways who buy 50.000cerates /year.COMPETITOR ANALYSIS BUYERS/CUSTOMERS: Coca-Cola has three major and large customers in the market. KFC 60. Page | 51 .) and impose a threat to switch to their closest rival and competitor Pepsi.

prize scheme wars and sponsorship wars to win over each other customers. coffee. Both companies often engage in price cut wars. 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. Page | 52 RIVALS/COMPETITORS: There are two types of Rivals Competitors. 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. mineral water etc. .

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For example: If market has low quality carets of bottles by chance. they call their sales mangers to lift up all the stock from the market then inquired from the quality inspector. 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. SUPPLIERS: Coca-Cola has authorized suppliers and which do not pose a threat to 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. Anyhow Coke does have a quality check procedures in its plants to ensure that they get the right kind of ingredients from suppliers. .

The company management believes that new entrants provoke healthy competition. 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 .

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

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

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

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 .

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

They ensure this by using high quality products. and to be the best in their market. 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.

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Page | 64 These Four stages are: ► Introduction Stage ► Growth Stage ► Maturity Stage ► Decline Stage . There are generally four stages in the life of the product.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.

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

more innovative products have been created that replaces that product. Either everyone that wants to. 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. sales volume is at the peak and most of the market is covered. . There is increase in competitors which are entering in the market.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. Decline Stage This is the stage in which sales of the product begin to fall. 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” . Consumers will buy the coke product because of the high standards and high quality of the Coca Cola products. which deliver the core product.Page | 69 The actual product is the parts and features.

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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. . Coca cola Can quality that is available in middle east is certainly different as compared to Coke Can available in Pakistan. economy packs.g. Quality: Quality differs with respect to the country e. returnable glass bottles.

" said the company in a statement. 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. People are highly brand loyal. Page | 74 LABELING: In 2005. . because the purchasing rate is very high and this is the product that is bought very frequently.PRODUCT CLASSIFICATION: Coke is categorized as a convenience product. BRANDING: ➢ Brand Equity: As far as coke is concerned brand equity for the customers is very high.

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

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

South Africa. China. Hong Kong. Germany. New Zealand (600ml and 350ml only) and Russia It was reintroduced in June of 2007 by popular demand 2007 . 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.

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. Canada. Page | 78 Coca-Cola Raspberry June 2005 End of 2005 Was only available in New Zealand.Coca-Cola C2 2004 2007 Was only available in Japan. Only available in United Kingdom . and the United States. New Zealand and Japan.

DIET LEMON etc.PRODUCT LINE DECISIONS: Product Line Length: It means number of products the company is offering e. COKE. FANTA.g. SPRITE etc. company filled the product line by adding DIET COKE. . 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 COKE.

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

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

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

POSITION OF SPRITE Page | 84 .

POSITION OF FANTA Page | 85 .

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

3. Page | 88 . Improve the technology.

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

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

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

The company can manufacture products. There are lots of chances of growth but the risk factor is also there.DIVERSIFICATION STRATEGY Diversification strategy is one which every company really wants to practice. Page | 93 . So it can cash the name by producing the items. 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. which are not manufactured by it before. which are eaten with the beverages.

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

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

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.

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 | 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 .

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

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

Fanta and Coke. or creation of a corporate image. new product acceptance. 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.• A promotional plan can have a wide range of objectives. positioning. including: sales increases. creation of brand equity. In year 2000 Coca-Cola unveiled the biggest advertising billboards in the history of Pakistan. 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. Page | 102 Advertisement of Coca cola: The field of advertisement is one area where Coca-Cola has always emphasized. ADVERTISEMENT OBJECTIVE Type of advertising with respect to product life cycle that Coca-Cola adopts is reminder type. Each unveiling was marked by entertainment and light shows watched by thousands of people. . competitive retaliations.

. Jay and the Americans. Petula Clark. and (on both television and radio) Ray Charles. Radio commercials were also recorded by the Supremes.History of advertising coca cola: All of the communications of coca cola are planned and blended into carefully integrated marketing communication programs. Page | 103 First advertisement for Muslims: On the international front. 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. 1950. Jan and Dean. the Moody Blues. 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. advertising for Coca-Cola on both radio and television reflected the changing forces in society. The Coca-Cola Company launched a television commercial in 1998 for the Muslim fasting month of Ramadan. Roy Orbison. Throughout the 1960s.

Page | 104 Advertising in 2000’s: In 2000’s coke has targeted youth in all their 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. “GIVE. Moreover it has used some innovative animations and ideas to promote their product.LIVE. Other than this the company has promoted a message of togetherness through its advertisements. Their ads have been youth oriented since then. .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. The company has used the slogans like “COKE SIDE OF LIFE” . Besides that coke advertisements featuring Santa Clause had been all time favorite of audiences when asked.

in recent times. Local and regional managers decide which commercials work best for which markets. Coca-Cola has a policy of avoiding using children younger than the age of 12 in any of its advertising. 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 television ads primarily build and maintain coca cola brand relationship rather than informing or persuading customers to buy in short run. Coca cola has a pool of different commercials that can be used in or adapted to several different international markets. More complex experiments could be designed to include other variables such as differences in ads or media used. However. 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. this has not stopped the company from targeting young consumers. To test the effects of different advertising spending levels. Some can be used with only minor changes—such as language—in several different countries. 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.

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

. coke adds life Page | 107 .Life tastes good. 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..

They have a separate department for print media. Pos Material Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas. 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. 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.

Normally they keep their freezers near the entrance of the stores. coca cola often do this type of scheme and they offer very handy prizes in it. 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. 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. caps. Like once they offer bicycles. . UTC Scheme UTC mean under the crown scheme. cash prizes etc.

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

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

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

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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.

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

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

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

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Page | 121 CONCLUSION .

innovation and technology especially in Pakistan to attain market leader position in this region as well.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. 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%.

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

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