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

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

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

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

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

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

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

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

Cuba and Panama. with local operations in over 200 countries around the world. but the real reason we are truly global company is that our product meet the varied taste preferences of consumers everywhere.. The company’s corporate head quarters are in Atlanta . More than 70 percentage of our income come from outside U. . it quickly became popular wherever it went. soon followed by many more. Although Coca-Cola was first created in the United States. marketer. Coca-cola has 92.400 employees worldwide. and distributor of non alcoholic beverage concentrates and syrups. Today Coca-cola has a portfolio of more than 3.S. Our first international bottling plants opened in 1960 in Canada.Page | 11 INTRODUCTION Founded in 1886. the coca-cola company is the world’s leading manufacturer.000 beverages.

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

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

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

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

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

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

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

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

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

Australia and South Africa. Woodruff. becoming generally available in 1960. Mexico. By the end of the 1920s. Plants were opened in France. This followed an urgent request for bottling equipment and materials from General Eisenhower's base in North Africa.Cola package size and type -. consumers had choices of Coca. Belgium. Guatemala. or larger servings including 10-. A few years later.and 26-ounce versions.the traditional 6.000 Coca-Cola bottlers were operating in the U. . 12. Italy. permanently enlarging the bottling system and accelerating the growth of the Company's worldwide business.S. Many of these war-time plants were later converted to civilian use. Six-bottle cartons were a huge hit after their 1923 introduction. Their ideas and zeal fueled steady growth. Cans were also introduced. Spain. 64 bottling plants were set up around the world to supply the troops.5. Coca-Cola was being bottled in 44 countries.ounce contour bottle. the Company began a major push to establish bottling operations outside the U.As the 1920s dawned. open-top metal coolers became the forerunners of automated vending machines. Peru. bottle sales of Coca-Cola exceeded fountain sales. more than 1. Page | 21 1920s and 30s … International expansion Led by longtime Company leader Robert W. chief executive officer and chairman of the Board. Honduras.S. By the time World War II began. 1940s … Post-war growth During the war. 1950s … Packaging innovations For the first time.

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

And as the century closed. the Company invested heavily to build plants in Eastern Europe. The Coca-Cola bottling system grew up with roots deeply planted in local communities. As was true a century ago. This heritage serves the Company well today as people seek brands that honor local identity and the distinctiveness of local markets. more than $1.5 billion was committed to new bottling facilities in Africa. the retailers who sold Coca-Cola merged and evolved into international mega chains. Such customers required a new approach. strong locally based relationships between Coca-Cola bottlers.. 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. 1990s … New and growing markets Political and economic changes opened vast markets that were closed or underdeveloped for decades. After the fall of the Berlin Wall. many small and medium-size bottlers consolidated to better serve giant international customers.and 80s … Consolidation to serve customers As technology led to a global economy. In response. 21st Century ………. customers and communities are the foundation on which the entire business grows. 1970s Page | 23 .

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

also known as strategic business units (SBU's). each of these departments help Coca Cola achieve their objectives. Asia. The six SBU's are North America. Middle East and finally Latin America. Each country has their own Head Office and departments. There are 6 functional departments within Coca Cola. Europe. the amounts of departments are huge. Africa. Coca Cola is geographically split into five geographic operating segments. but we mainly focus on: Marketing Packaging Sales Page | 25 . As Coca Cola is a large multinational company.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.

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

has established Coca Cola as a prominent figure in the non-alcoholic beverage industry and allowed the company to keep both revenues and profits high. Over the years.Also. 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. .000 and revenues of $31.9 billion in revenues in 2008. the brand equity of the Coca-Cola trademark. 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.

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Sales and Income Data in Millions 2005 2006 007 2 2008 2009 Page | 29 Net Sales $21.088 $2 28.8 20.872 $5.857 $ $31.104 4. 23.981 $5.847 $4.7 .4 7 22.742 $23.807 Units sold in Billions 19.6 21.944 Net Income (Profits) $4.0 80 $5 .

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The growth in net income is deceptively large. Although the company managed to grow worldwide case volume by 4% (with especially important increase of 33% in India and 14% in China). an 8. Brazilian real. Page | 31 . net income fell 10% to $1. net income grew 43% to $2. a 3% decrease from 1Q 2009 figures.40 per share. On a currency neutral basis.267 billion. net income would've fallen by 12%. as the 2008 figure includes an $843 million.037 billion. or $0. revenues grew by 4% during 2Q2010. Mexican peso. Ignoring this charge. the Coca-Cola Company posted revenues of $8. the Coca-Cola Company was negatively impacted by the dollar's strengthening against the euro. and South African rand.Quarterly Earnings: 1Q2010 in the first quarter of 2009. charge due to changes in the company's accounting policy of its equity investments in its bottlers. Although sales volumes actually rose 7% during the quarter.348 billion. 2Q2010: In the second quarter of 2009. adverse fluctuations in the foreign exchange caused the decrease in revenue.6% decrease from 2Q2009 figures.169 billion. the Coca-Cola Company posted revenues of $7. as pricing remained constant during the year.

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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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 .Manual Paper work -Lack of coordination Opportunities -Fake products -Competitors scheme -New entrants -More Brand recognition External .

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

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

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

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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 salesmen feel dissatisfied for they are totally powerless to make any decisions themselves. In dealing with their buyers they . 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. In short there is a weak point in their Human Resource management. The management fault is that they think that the worker is indefatigable and can work tirelessly. Workers feel that they are being exploited and are not given the remuneration that they deserve. 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.

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

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

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

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

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

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

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

Page | 47 SOCIAL AND CULTURAL FACTORS: The company has to be very careful in the implementation of its promotional campaigns. 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. In recent years the Bahar/ Basant festival in Punjab specially become important part of our culture in which sales of coke go very high. ➢ CULTURAL FACTORS: Every group and society has its own culture.POLITICAL/LEGAL FACTORS: These are uncertainties that are extremely variable in the political conditions of Pakistan. Soft drink is purchased in bulk for the parties and other occasions. ➢ SOCIAL FACTORS: Social factors include consumer’s family. small groups and status. . 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. Different communities and groups of people have reshaped Pakistan’s culture.

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

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

8% (110.949 37.612) 62.572) 60% (14.619) 40% (27.607.960) 42.643.680.802.2% (65.INDUSTRY ANALYSIS POPULATION: CHILDREN: ADULTS: CHILDREN EQUITY: ADULT EQUITY: TOTAL TARGET MARKET: 176.242.579 Page | 50 .446.

000 cerates/year and Pakistan Railways who buy 50. KFC 60. MacDonald’s 40. 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.000cerates /year.000cerates /year.COMPETITOR ANALYSIS BUYERS/CUSTOMERS: Coca-Cola has three major and large customers in the market.) and impose a threat to switch to their closest rival and competitor Pepsi. However. Page | 51 .

.SUBSTITUTES: Nestle products like juices. However on global level the situation is reverse. coffee. Both companies often engage in price cut wars. prize scheme wars and sponsorship wars to win over each other customers. and Shezan juices are substitutes of Coke for health conscious people and other fresh juices. mineral water etc. 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.

Page | 53 .

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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.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. SUPPLIERS: Coca-Cola has authorized suppliers and which do not pose a threat to it. Anyhow Coke does have a quality check procedures in its plants to ensure that they get the right kind of ingredients from suppliers. .

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

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

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

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

Page | 60 PRODUCT: Coca-Cola the world’s most popular beverages .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: .

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

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

Page | 63 .

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

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

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

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

OFFERINGS: Page | 68 .

Page | 69 The actual product is the parts and features. which deliver the core product. 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.

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

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

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

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

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

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

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

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

Page | 81 .

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

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 .

Page | 86 .

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

3. Page | 88 . Improve the technology.

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

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

Page | 91 .

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

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

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

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

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.

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

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

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

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

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

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

Local and regional managers decide which commercials work best for which markets. 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. Coca-Cola has a policy of avoiding using children younger than the age of 12 in any of its advertising. However. Page | 105 . 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. this has not stopped the company from targeting young consumers. 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. To test the effects of different advertising spending levels.Coca cola television ads primarily build and maintain coca cola brand relationship rather than informing or persuading customers to buy in short run. in recent times. 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.

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

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... coke adds life Page | 107 .

PUBLICITY Coca Cola Company use different mediums Print media • Pos material • TV commercials • Billboards and holdings • Page | 108 Print Media They often use print media for advertisement. Pos Material Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas. TV Commercials As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. They have a separate department for print media. So Coca Cola Company does regular TV commercials on different channels .

. caps. TV sets. Like once they offer bicycles.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. 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. cash prizes etc. 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. UTC Scheme UTC mean under the crown scheme.

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

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

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

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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.

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

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

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

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Page | 121 CONCLUSION .

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

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

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