TERM PROJECT MARKETING STRATEGY

Submitted By: Wajahat Iqbal 14137 Wamiq Ahmed 14446 Quratulain Farooqui 14044 Eraj Hanif 14533 Submittted To: Ms. Ayesha Aman
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MARKETING STRATEGIES OF COCA COLA

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Informational Report for the subject of Principle Of Marketing. Yours sincerely. I have a pleasure in presenting to you. Wajahat Iqbal Wamiq Ahmed Quratulain Farooqui Eraj Hanif 4 .Letter of Transmittal January. I would like to take this opportunity to express my appreciation to the instructor for his commitment in providing me with high quality education and his contribution towards meeting our goals.4th 2012 IQRA University Karachi Dear Sir. The report has been prepared keeping the topic requirement in mind.

4th 2012 Dear Readers. Ayesha Aman. our Principles of Marketing course instructor at Iqra University.Letter Of Authorization January. The report is required to be submitted on 4th January. This Principles of Marketing report is on “Coca Cola” with the authorization of our respected teacher MS. Wajahat iqbal Wamiq Ahmed Quratulain Farooqui Eraj Hanif 5 . 2012 Sincerely.

...............................................................................................................................................................11 Different Price In Different Seasons .................................................................................................................................................................................................12 PROMOTION STRATEGIES...................................................................................................................................................................................................11 Trade Promotion.....................................7 Company History And Background.................................................................21 FACTORS EFFECTING SALES.........................................................................................................................................13 Indirect Selling.............................................................................................................................................................................................................................................22 MAJOR CUSTOMERS NEED..........................................................................................................................................................Contents Letter of Transmittal...............................................22 Weather...............................................................................................................................................................................21 TARGET MARKET.................................................................................................................................................................................................................................................................................................................12 UTC Scheme ................................................................................................................................................................................................................................................................................................................................................................................................................21 Per Capita Income...............................................18 COCA COLA PAKISTAN........................................................................................................................................24 Brand Differentiation.........................................................................................................................14 MANAGEMENT:.........................................................................................................................................10 Packing...............................................................................18 PROMISE OF COKE.............25 THREATS AND OPPORTUNITIES FOR PRICE.................................................................................................................................................................12 DISTRIBUTION CHANNELS................................................10 MARKET POSITIONING ...........................................................................................................16 Major brands of coca cola......................................22 MAJOR COMPETITOR......12 Getting shelves...............................................................................................................................25 6 ..........................................................................................................................................................................................................................................10 Product Range.....................................................................................................................................................13 BCG MATRIX:....................................................23 STRATEGIES OF QUALITY...........................5 Executive Summary....................................................................8 The Mission Statement of the Coca Cola Company.................................................................................................................................................................................................................................................................................................................................................................................................................................................................................16 STRATEGIC PLANNING........................................................................24 Attractive Brand Name............................................................12 Eye Catching Position .............23 TARGETS THAT WOULD LIKE TO ATTAIN...........................................................................................................................................15 PRODUCTS:.................................................................................................10 MARKETING MIX...................................................................................................................................................................................................8 ..................................24 EXPANDING TARGET MARKET................................................................13 Direct Selling................................................11 PRICE STRATEGY ....................................................................................................................................................25 Coca Cola’s Brand ..........23 THREATS FROM COMPETITORS.................................................................................................................................................................................................12 Sale Promotion................................................4 Letter Of Authorization............................................................................................................22 Competitors............................................................................................................................24 Consumer Has Got Choice............................21 MAJOR SEGMENTS..........

...31 Coca-Cola Shopping Festival................................................................................................. In short it was a nice experience to share and information........................................................................................................................................................................................................................................................................................................................................27 TV Commercials ..........................30 Coca-Cola Food Mela.....................32 Coca Cola TV Mazza.............................................33 CONCLUSION...................................................................................................27 Print Media.................................31 Coca-Cola Pet Promotion.........................30 Coca-Cola Basant Festival...................................................................................................................................................27 ADVERTISEMENT ........................................................................................................................................................................................................................................................................29 Coca-Cola Concerts .....................................................................29 Coke Studio............................................................................................................................................... 7 .....................28 Billboards And Holdings.............33 Fanta & Sprite Launched..................................................................................... The sales manager of the company helped us a lot and gave us information without any fear of leakage of information.....................................................................................................................................................................................................................31 Coca-Cola Party in a Park .................................................................33 Diet Coke....32 Coca-Cola & Mc Donald’s......33 Executive Summary In this report we explored the marketing strategies of Coca Cola Company by meeting Sales Manager and Regional Manager of the company to gather the information.................................................................................. This practice helped us a lot we discovered many interesting things we didn’t know before...... We focused on the SWOT analysis and BCG model by our own self with the help of some friends and colleagues........................................................................................................Opportunities...................................................31 Coca-Cola Ramzan Campaign....31 Coca-Cola Wonder of the World Promotion........................................................................................................................................................................................................................................................................................................................27 POS Material ................................................30 Coca-Cola GO-RED................................28 EXPECTATIONS FOR THE COMING YEAR................................................................................................................................................................................................................................................................................................................28 Coca-Cola Cricket.................................................................................................................................................................................32 Coca-Cola & Nokia..................................25 Threats............................................25 FACILITATING THE PRODUCT BY INFRASTRUCTURE.......................................................................................................................................................................................................................................................

Lupton franchises and BCI Holding Corporation's bottling holdings. Whitehead . On an annual basis. In 1986. 1986. when an Atlanta pharmacist. The CocaCola Company merged some of its company-owned operations with two large ownership groups that were for sale. As part of the merger. the John T. established in 1986. Benjamin F. The Coca-Cola Company traces it’s beginning to 1886. local businesses until the early 1980s when bottling franchises began to consolidate.Unit case sales had climbed to 1. Yet each of its franchises has a strong heritage in the traditions of Coca-Cola that is the foundation for this Company.000 in 1986. is a young company by the standards of the Coca-Cola system.50 a share. However the bottling business began in 1899 when two Chattanooga businessmen. (Johnston) created a larger. stronger Company. John Pemberton . The Company offered its stock to the public on November 21. again helping accelerate bottler consolidation. The Coca-Cola bottling system continued to operate as independent. Dr. began to produce Coca-Cola syrup for sale in fountain drinks. at a split-adjusted price of $5. secured the exclusive rights to bottle and sell CocaCola for most of the United States from The Coca-Cola Company. successful restructuring in 1992. 8 . In December 1991. and began a dramatic. and total revenues were $5 billion The Mission Statement of the Coca Cola Company Our mission statement is to maximize shareowner value over time.4 billion. total unit case sales were 880. Inc.Company History And Background Coca-Cola Enterprises. a merger between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group. to form Coca-Cola Enterprises Inc. the senior management team of Johnston assumed responsibility for managing the Company. Thomas and Joseph B.

We achieve this when we place the right products in the right markets at the right time. 6. We strive to understand each customer’s business and needs. we must create value for all the constraints we serve.In order to achieve this mission. The Coca Cola Company creates value by executing comprehensive business strategy guided by six key beliefs: 1. including our consumers. We will think and act locally. There are nearly 6 million people in the world who are potential consumers of our company’s product. and our communities. Brand Coca Cola is the core of our business We will serve consumers a broad selection of the nonalcoholic ready-to–drink beverages We will be the best marketers in the world. We keenly focus on enhancing value for these customers and helping them grow their beverage businesses. The Coca Cola system has more than 16 million customers around the world that sells or serves our products directly to consumers. 5. The ultimate objectives of our business strategy are to increase volume. and create economic value added by improving economic profit. our bottlers. We will lead as a model corporate citizen. 3. 4. Ultimately. our success in achieving our mission depends on our ability to satisfy more of their beverage consumption demands and our ability to add value for customers. they want to drink throughout the day. maximize our long-term cash flows. 9 . Consumer demand drives everything we do. our customers. 2. expand our share of worldwide nonalcoholic ready to drink beverages sales. whether that customer is a sophisticated retailer in a developed market a kiosk owner in an emerging market.

health. a child in Peru asking for a juice drink. Sprite. a woman in Italy taking a tea break. Coke strives to be a good neighbor. What people want in a beverage is a reflection of who they are. where they live. 10 . how they work and play. Fanta. we're there for you. MARKET POSITIONING Product Range The total range of Coca Cola company in Pakistan includes: • • • • Coke.MARKETING MIX Our local marketing strategy enables Coke to listen to all the voices around the world asking for beverages that span the entire spectrum of tastes and occasions. or a couple in Korea buying bottled water after a run together. We are determined not only to make great drinks. Whether you're a student in the United States enjoying a refreshing Coca-Cola. It's a special thing to have billions of friends around the world. and how they relax and recharge. consistently shaping our business decisions to improve the quality of life in the communities in which we do business. but also to contribute to communities around the world through our commitments to education. Diet Coke. wellness. and we never forget it. and diversity.

And they have a good sale in the market because according to the expert which product seen more in the market that sells more. by this these retailers and middle man push their product in the market.5 pets 12 bottles in a pack for disposable bottle 24 cans in one pack. “Seen as sold” They do agreements with a shop keepers and stores to exclusive sale in that stores.And company offers their products in different bottle sizes these includes: • • • • • SSRB LRB NRB PET 1. And coke also invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives. And that’s why coca cola seen more in the market.5 CANS (standers size returnable bottle) (litter returnable bottle) (no return bottle) or disposable bottle (1. PRICE STRATEGY Trade Promotion Coca cola company gives incentives to middle men or retailers in way a that they offer them free samples and free empty bottles.5 litter plastic bottle) (tin pack 330 ml) Packing Coca cola products are available in different packing • • • • 24 regular bottle shell 6 bottle pack for 1. These stores are called as KEY accounts in their local language. 11 .

So in winter they reduce their prices to maintain their sales and profit. Summer is supposed to be a good season for beverage industry in Pakistan. tv sets. Sale Promotion Company also do sponsorships with different college and school’s cafes and sponsors their sports events and other extra curriculum activities for getting market share. cash prizes etc. 12 .Different Price In Different Seasons Some times Coca Cola Company change their product prices according to the season. This scheme is very much popular among children. Normally they keep their freezers near the entrance of the stores. Eye Catching Position Salesman of the coca cola company positions their freezers and their products in eye-catching positions. UTC Scheme UTC mean under the crown scheme. But normally they reduce the prices of their pet bottles or 1 litter glass bottle. coca cola often do this type of scheme and they offer very handy prizes in it. 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. caps.

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. They have almost 450 vehicles to supply their bottles. 13 .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. Indirect Selling They have their whole sellers and agencies to cover all area. In this type of selling company have more profit margin.

BCG MATRIX: STAR o COKE CLASSIC QUESTION MARK o SPRITE 3G o SPRITE ZERO o DIET COKE o KINLEY CASH COW o SPRITE DOG o FANTA HIGH LOW LOW HIGH 14 .

The results in 2002 reflect this steadily improving and mutually constructive 15 . Coca Cola enjoys the largest market share. the company had worked with their bottlers to turn good intentions into reality by improving the system economics. Chairman Board of governors Vice Chairman and chief operating officer Executive Vice Presidents Senior Vice Presidents Vice Presidents MARKET SHARE: Being the biggest company in the soft drink industry. This company controls about 59% of the world market.MANAGEMENT: The hierarchy of Coca Cola Company is as follows. In 2002.

relationship between the Company and their bottling partners. While launching its product. Through an intense focus on Coca-Cola. innovation and new beverages. In Asian population. PRODUCTS: There are different brands of the Coca Cola Company.2 billion and the average consumer enjoys close to two servings of our products each month. logistics and production. with closer coordination of operations including customer relationships. the marketing team considers the culture of the country. which are currently in use through out the world. the company has achieved volume growth of 10 percent in 2002. This company not only deals in the carbonated drinks but also other drinks. The main reason behind this relationship is to continue realizing shared opportunities for growth. (Figure) 16 . Major brands of coca cola • • • • • Coke Sprite Fanta Diet coke Coke classic The overall volume of this company is as follows. is approximately 3. which is the satisfied customer of Coca Cola.

the renewed and strengthened marketing partnership with Nestlé S. the company grew Georgia coffee in Japan by 3 percent through award-winning marketing in a category that was flat for the year. research and development with the expertise of Coca Cola Company in brand building and distribution.In 2001 and 2002. began operations in 2001. the second-largest category in the non-alcoholic ready-to-drink segment—it launched Marocha Green Tea.. Know the most recognized word on the planet after “OK”! 17 . With sales of 46 million unit cases for the year. This partnership combines Nestlé's knowledge in life science. The popularity of Marocha is also recognized by the industry with a leading trade journal naming Marocha the most popular new food and beverage product of the year. Marocha Green Tea is the fastest-growing product in the fastest-growing category: green tea.A. Also in Japan—where The Coca-Cola Company is the leader in the total tea category. Beverage Partners Worldwide. At the same time. the company has also made good progress in coffees and teas.

up from $2. COCA COLA PAKISTAN 18 . • • • • • • Accelerate carbonated soft-drink growth. Serve customers with creativity and consistency to generate growth across all channels. the company has created new packaging sizes to satisfy consumer demands. The strategy for the future of the company is very straightforward. as the strategy worked which resulted in making Coca Cola Company the world’s leading company. Earnings per share grew by 82 percent. company accomplished the crust of it’s strategy as • • • • • Worldwide volume increased by 4 percent with strong international growth of 5 percent and clear signs that our North American business is growing solidly and predictable.1 billion. In 2001. the company had a great success. In key markets. led by Coca-Cola. a clear indication of its underlying financial strength. The company has generated free cash flow of $3. Direct investments to highest potential areas across markets.Among the soft drinks Fanta and Sprite become successful along with the major brand Coca Cola and Diet Coke. as we delivered on our commitment to create volume growth while aggressively Return on common equity grew from 23 percent in 2000 to 38 percent this year. STRATEGIC PLANNING In the year 2002. Return on capital increased from 16 percent in 2000 to 27 percent in 2001. Drive efficiency and cost-effectiveness everywhere. Grow system profitability and capability together with our bottling partners. The marketing strategy for the year 2002 is as follows. Selectively broaden the family of beverage brands to drive profitable growth.8 billion in 2000.

Hyderabad. During the last two years.000 customers/retail outlets. four of which are majority-owned by Coca-Cola Beverages Pakistan Limited (CCBPL).800 people. The remaining two plants. Fanta and Sprite are the brands in Pakistan. independently owned. Multan and Lahore.S. Faisalabad. The Coca-Cola System in Pakistan serves 70. The Coca-Cola System in Pakistan operates through eight bottlers.The Coca-Cola Company began operating in Pakistan in 1953. are in Rawalpindi and Peshawar. Coca-Cola.) 49 years of refreshment in Pakistan 19 . The Coca-Cola System in Pakistan employs 1. The CCBPL plants are in Karachi. Gujranwala. The Coca-Cola System in Pakistan has invested over $130 million (U. Sialkot. Rahimyar Khan.

Coca-Cola introduced in Pakistan 1953 Fanta introduced in Pakistan Sprite was introduced Diet Coke & Fanta Lemon 1965 1972 2001 20 .

So. which affects the sale of coke. TARGET MARKET Coke’s commercials basically based on young generations. So. particularly CocaCola. FACTORS EFFECTING SALES There are so many factors. When we bring refreshment.PROMISE OF COKE The basic proposition of our business is simple. There are so many people who take this drink daily and those people who take weekly and those who take less often are always there as well. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business. value. Here we are discussing three major factors which effects coke. their basic segments are those people who take this drink regularly. then we successfully nurture and protect our brands. • • • Per capita income Competitors Weather 21 . solid and timeless. the young generation is the target market of Coke because they want to represent Coke with the youth and energy but they also consider about the old people they take then as a co-target market. joy and fun to our stakeholders. MAJOR SEGMENTS Major segments are basically those people who take this drink daily and those areas where the demands is higher then the other areas.

They don’t actually differentiate between these two brands in order to their tastes. So the disposable incomes of the people are coming down. They believe on “WHAT COLD THEY SOLD” Consumer’s availability in brands is basically works like: Push availability 22 . Consumers basically drink what they get. They spend heavily on rents. coffee. Weather Weather is the third major factor in effecting the Coke’s selling. utilities. tea are the competitors. MAJOR CUSTOMERS NEED First of all the majority don’t care that what they are going to have. This is underdeveloped market so the coke’s consumption in summers is 60% and in winters is 40%. and education and basic necessities and after that when they get extra money they think about this soft drink .Per Capita Income First we will discuss about “ Per capita income”. This is major factor that affects the sale of this soft drink.So the decreasing per capita income effects badly in selling and production of this soft drink. In other words. Competitors Coke’s major competitor is “PEPSI” and there is no hesitation to say this because every one knows that and all the other cold drinks and water. they don’t care before drinking that whether it is “Pepsi” or “coke”. Because which every passing year budgets are becoming very strict and tight in order to purchase things. And to get through with this difficulty there is need to increase the level of per capita income of Pakistan because it is much lesser than the rest of the countries.

When price goes certain beyond the exact price whether come down or go higher its effects the consumption of soft drink. And when price goes down they think that there is must be some thing wrong in it. Then they compete brands with each other. They have maximum number of coolers and freezers in the market. Price is the major threat. new coming AMRAT Cola. even they take water and tea as their competitors. and all juices. if not then they immediately change or repair it. Enhance competition moments 2. MAJOR COMPETITOR Consumers firstly decide that they are going to have a soft drink. Through commercialization 4. which they want to be purchase. Fun time Though these strategies there could be better understanding and better connection with the public.e. When they motivate to any other brand or on Coke it’s in instinct basically that based on messages derive certain feelings. STRATEGIES OF QUALITY After Micro and macro analysis Brand “coke” is primarily role 1. When people watch cricket 3. These are the “key consumption”. Because when the price go higher people go for the substitute of “coke” i. 23 .For this reason Coca-Cola have provided their coolers and freezers in the market. In short it all depends on customer’s perception. Like they compete Coke with Pepsi and Sprite with 7up and team . THREATS FROM COMPETITORS Threats are well planned.So the major competitor of Coke is Pepsi. they believe that RC Cola. Pepsi. But Coca Cola thinks in a different way. Their salesman and mechanics regularly visit all the shops where coke has its infrastructure to check that either it is in proper condition or not. They provide this infrastructure free of cost just to provide child coke to their customer.

So people can better differentiate brands with each other. Because now they know the name of another big brand. • • • Consumer has choice Attractive brand name Brand differentiating Consumer Has Got Choice Now the consumer has got choice. though coke is the 2nd best name but it can get a better position after some time Attractive Brand Name Now the consumers know the Name of Coke. There are three major ways of making money • • • Over night profit Windfall profit Ethical and un-ethical ways EXPANDING TARGET MARKET In last 2 years Coke has come back in aggressive manner.TARGETS THAT WOULD LIKE TO ATTAIN Every organization runs on the bases of profit maximization so Coke is also looking for a high profit margin. which is the most popular after the word “ok”. because Coke is the name. 24 .

Then people definitely won’t go for coke. people can distinguish between brands. Because same problem of substitute. Then there is the tax rate system 15% . We have to spend on distributions. After paying all these expenses Coke’s margin squeezed and consumers have to pay for increasing tariffs.sales tax 20% .In making Budget After paying all these taxes coke has to pay electricity charges.Brand Differentiation Now different companies have got different brand names. Because they believe in the togetherness. These are the opportunities through which we can increase the price and can get profits. being people together and friends are being together. If Coke increase the price lets say 1 rupee.goes to government 03% . Coca Cola strongly believes that Pakistani temperament is “US” not “ME” .excise duty 27% . Threats There are much more threats in increasing prices. Coca Cola’s Brand Coca cola is “US” brand. Two major brands “coke” and “Pepsi” also have brand names. They have the best 25 . THREATS AND OPPORTUNITIES FOR PRICE Opportunities If Coke is considered a luxury product. So.

Some major ways are as follows. which Coke can adopt. There are so many ways through which Coke can increase the profits.substitute of Coke that is Pepsi. offering different interesting things to attract people towards this product. “HIGH To increase the price is the least thing. How to take part in energetic festivals? 26 . So these are the threats in increasing prices. Coke will lose the margin of its profit and can face loss. • • • Volume can be increased Interest level of consumers To take part in energetic festivals How to increase the volume of consumers? Coke can increase the volume by expanding the industry of coke. How to increase the interest level of consumers? Coke is increasing the interest level of consumers by offering different flavors. this is one of the product of coke. Through advertisements. Through offering different flavors Coke can increase the Level of consumers and through this profits can be gained. STRATEGIES PROFITS” OF GETTING GOALS I.E. For example Coke is increasing the number of flavors in “Fanta”.

Coke is already taking part in the festival like “Basant” since last 3 years. They have a separate department for print media. Coke offers different attractive things in their festival and through this Coke gained high profit and consumption of coke increased on these occasions. And this year in this year 2002 people were anxiously waiting that what interesting thing coke is going to offer. FACILITATING THE PRODUCT BY INFRASTRUCTURE For providing their product in good manner company has provided infrastructure these includes: • • • • Vizi cooler Freezers Display racks Free empty bottles and shells for bottles ADVERTISEMENT Coca cola company use different mediums • • • • Print media Pos material Tv commercial Billboards and holdings 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. 27 .

They should know how much to for the brand activities. So Coca Cola Company does regular TV commercials on different channels. They have so many sites in different locations for their billboards. 4. And positive feeling felling with the brand. Loyal consumers are important for company’s success. EXPECTATIONS FOR THE COMING YEAR Every thing starts from the attitude of consumer’s behavior.TV Commercials As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. They have to take lots of decisions that how to increase the production and where they have to spend money. Coming year is the challenging year for the industry of Coke. 2. They should also know that how much to do with the promotion activities for brand. And when we take it as a global level it is $ I billion. Workers should be the brand centric not the promotion centric. HOW COKE DETERMINE THE YEARLY BUDGET Coke determines its yearly budget by the • Sales volume 28 . Billboards And Holdings Coca cola is very much conscious about their billboards and holdings. which they used to have Coke wants to advertise their products heavily in the coming year. And the basic key to attract the consumers is to throw the “money away”. And it will take the 10% of their profits. For gaining success in coming year they have to have some important things like: 1. 3.

CocaCola realizing the fact that cricket is a very strong element by which it can reach it consumers & masses invested in the opportunity and launched a massive campaign on mass media showing all these cricket stars endorsing & complimenting Coca-Cola brand. Coke Studio has bred on the soulful fusion of western and traditional music styles. the demographic segment on which Pepsi had built its brand. watched & played game in Pakistan . This campaign helped Coca-Cola to establish its association with the game & the player. The new strategy was a direct hit at the youth of Pakistan. Coca Cola came up with an innovative activation strategy in the form of coke studio to strike back at Pepsi. Product portfolio diversification has also been backing up the new direct marketing strategy of the coke studio adopted by the company. The competition has become tougher & tougher as the time has progressed. The Coca-Cola Company developed three TV commercials & four testimonial ads with the player & ran them on the national net work during various cricket matches.• • Profitability Target volume SALES PROMOTION ACTIVITIES Coca-Cola Cricket Cricket the most sought after. These bold steps taken by the Coca-Cola marketing unit acclaimed them many acknowledgements across the board. however.the game of cricket has been owned by various brands in the industry for the promotion of their products over a period of time. Coca-Cola signed a sponsorship agreement with eight of Pakistan’s National cricket players. While Pepsi has cricket celebrities steering its path to glory. Coke Studio Recently. 29 . It has ranged from tobacco to lubricants to communication companies to banks to airlines & lately to the beverage industry.

Coca-Cola Concerts Abrar-ul-haq’s distinct style. Coca-Cola give the more refreshing flavor to the colors of basant by adding more life to the festival. lyrics & songs have made him an instant hit among the masses in Pakistan. The TVC campaign focused on the hectic lifestyle of a pop star who found respite & relief through Coca-Cola in short moments that he had to himself during a concert. fun & prizes to be won. 30 . Coca-Cola’s brand positioning of providing deep down refreshment for the body. soul & mind were captured accurately in the TVC & depicted aptly how the drink completes the moment for Abrar. Coca-Cola brought Abrar to his fans through holding concerts & featuring Abrar in a much-appreciated TVC & MMT featured throughout the country. had children’s parade & held the Coca-Cola kite flying championship during the basant festival.Coca-Cola added to the carnival atmosphere by making the festival free to enter & decorating all main roads in Lahore with illuminated kites. to a festive food festival comprising of 50 restaurants. His enormous popularity in the country & abroad is supported by Coca-Cola’s commitment towards providing healthy & fun-filled entertainment for the youth of Pakistan. spread out all over the bustling city’s map. the Coca-Cola food mela treated the people of Karachi. Coca-Cola also hosted a concert of pop idol Abrar-ul-haq. all resiliently upholding the Coca-Cola identity. giving the consumer a unique experience which they had never tasted before. Coca-Cola Basant Festival In February the month of basant the parks & horticulture authority in Lahore nominated Coca-Cola the official sponsor of the basant festival . it has been impossible to envisage basant without Coca-Cola. The promotion saw the avid families & friends enjoying the delicacies at the restaurants. Coca-Cola Food Mela With a splash of food. Now “where there is basant there is Coca-Cola”.

a resounding success with tempting discounts. The in augural event proved so popular that it is now set to become an annual fixture.10 million households saw Coca-Cola ‘Party in a Park’ while 10 thousand people attended the event. Coca-Cola’s PET was offered through a “price-off” promotion that said………. Coca-Cola launched 1. Liberty marketing Gulberg was a hive of activity during the weeklong shopping extravaganza. Coca-Cola Shopping Festival Coca-Cola hosted “The Coca-Cola Shopping Festival” Lahore’s first shopping festival.A treat for the family. served well to promote the Coca-Cola industry. Coca-Cola created an experiential musical evening in Lahore. Coca-Cola’s 1. pedestrians & passerby’s during Lahore’s hottest summer season. where Junoon performed.Coca-Cola GO-RED Quenching the thirst of motorist. Coca-Cola Pet Promotion In 1996. Coca-Cola Party in a Park In June 2000.5 liter Pet bottle. Coca-Cola’s “GO-RED” teams went out into the cities main quadrants to “serve & refresh” on the spot with ice-cold Coca-Colas at discounted prices backed by a heavy FM announcement campaign the “GO-RED” stall.5 liter Pet contour bottle for the first time in Pakistan. Targeting house wives & family home. took the limelight & gained momentum with a campaign promoting the unique packaging and its numerous consumer benefits . live music. This program was recorded and one-hour program shown in the national TV for free.Go out & get some Coca-Cola Ramzan Campaign 31 . great prizes & fire works.

Branded Coca-Cola with ‘caught red handed’ team in them went to Lahore & Karachi for three days. marketing the popular 1. These days this scheme is very popular among the people. 32 . magical “dream vacation” to numerous “wonder destination” throughout the world on every purchase of a 250 ml RGB bottle of Coca-Cola. the new under-the-crown promotion “Nikla Kiya?”(What have u won) was launched in collaboration with Chimera Nokia. HOLLYWOOD.The promotion gave consumer a chance to win thousand’s of Coca-Cola branded Nokia 3310 cellular phones on every purchase of 750ml RGB bottle of CocaCola .A very special occasion for the people of Pakistan Ramzan saw another very special Coca-Cola’s promotion.The other highlight of promotion was the “Caught Red Handed” campaign. Sprite. & Fanta. Coca-Cola Wonder of the World Promotion In July 2000.5 liter PET bottle & the 1 liter bottle with a super price-off promotion. it is a utc scheme in which people are getting television sets of different sizes. SINGAPORE & CAIRO along with airfare & four nights free stay in these dream lands. NEWYORK. Coca-Cola set the stage of the grand UTC promotion. Coca-Cola went ahead with the idea of giving consumer chances to win fabulous. This activity helped billed confidence and brand loyalty among core consumers. rendering an outstanding testimonial campaign in the second phase. & Fanta. Caught red handed become a huge success among the masses as it was one to one interaction between the CocaCola brand & the consumers. with target that anyone being caught drinking Coca-Cola will be awarded a nokia 3310 mobile phone & if someone is caught talking on a nokia mobile will win free supply of Coca-Cola.Sprite. The emphasis on enjoying Coca-Cola at “Iftar” with friends & family. The promotion saw avid consumer collecting Coca-Cola ‘Crown caps’ & sparked a keen response from the public .The promotion gave consumers a chance to win free drink. a trip to PARIS. highlighting the winners over whelmed in the magical delight of their favorite beverage Coca-Cola. Coca Cola TV Mazza The coca cola new campaign is coca cola tv mazza. Coca-Cola & Nokia In August 2001.

Fanta & Sprite Launched In November 2000moving on to the Sprite & Fanta brands. The Coca-Cola Company declared the new “Non-Returnable” bottles of Sprite & Fanta as the “New. the company has successfully launched its first new product. On the Go Packs” flaunting the innovative packaging convenience. The promotion kicked off with pos material (Danglers.Coca-Cola & Mc Donald’s Coca-Cola & key account of MC Donald’s launched the “we go together” joint promotion to reinstate amongst consumers a real sense of the affinity that. diet coke. 33 . for the first time in almost 3 years. which are following. RECOMMENDATIONS After completing our project we have concluded some recommendation for the coca cola company. both shares globally. Diet Coke After the acquisition of the individual local franchise bottling facilities in 1996. we come to the conclusion that the marketing strategy of Coca Cola is working for them and the product is gaining popularity among youth day by day. Bunting etc) displayed at all MC Donald’s restaurants along with a special offer for coke & fries. CONCLUSION After thorough research. Fanta & Sprite are sure to enjoy considerable success in Pakistan. the consumers in Pakistan witnessed a soft launch in essence.

• Coca Cola Company should try to emphasis more on providing their infrastructure in the market to facilitate their customers. so providing more satisfaction to them company should introduce ½ liter disposable bottle. • According to the survey. 34 . • They should also focus the old people. • Marketing team should try to increase the availability of Coke in rural areas. So for this coca cola company should produce their product according to the local demand. conducted by the international firm Pakistani people like little bit sweeter cola drink. • Now young generation has a trend to drink a coke 2 regular bottles at same time.

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