BANGLADESH UNIVERSITY OF PROFESSIONALS

Group Presentation

BANGLADESH UNIVERSITY OF PROFESSIONALS

www.bup.edu.bd
 STRATEGIC MARKETING OF COCA-COLA
IN BANGLADESH

SUBMITTED TO SUBMITTED BY

Dr. Santus Kumar Deb GROUP 1

Associate Professor (Dhaka University) Shazbah Shafi (2025351002)

Adjunct Faculty, Tanveer Islam (2025351006)
Department of Business Administration in Marketing, Maruf Ahmed Abir (2025351010)
Faculty of Business Studies, Nafis Islam (2025351013)
Bangladesh University of Professionals (BUP) Ferdows Abid Chowdhury (2025351016)

BANGLADESH UNIVERSITY OF PROFESSIONALS

www.bup.edu.bd
INTRODUCTION

• An American multinational company

• Originated in 1886 by John S. Pemberton

• Originally was for health and energy purposes

• “Coke” was first used in 1941

• A huge catalog of soft beverages

• Leader in soft drinks industry worldwide

BANGLADESH UNIVERSITY OF PROFESSIONALS

www.bup.edu.bd
INTRODUCTION

• Abdul Monem is bottler in Bangladesh

• Three processing plants in the country

• One of the major players in carbonated beverages

industry in the country

BANGLADESH UNIVERSITY OF PROFESSIONALS

www.bup.edu.bd
 O V E RV I E W O F M A R K E T I N G

Integrated R e l a ti o n s h i p H o l i s ti c
M a r k e ti n g M a r k e ti n g M a r k e ti n g

• Product • Reliance on consumers • Focus on environment

• Price • Social media • Care for the
• Place advertisement unprivileged
• Promotion • Supplier relationship • Giving back to the
management system society

BANGLADESH UNIVERSITY OF PROFESSIONALS

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 VA L U E C H A I N

• Global Supply Chain

Inbound • Vendors are viewed as corporate associates
Logistics • Excellent relationship with its manufacturers

• Operates in many countries around the globe

Operations • Focuses on local manufacturing

Outbound • Bottling is main focus here

• Huge distribution network
Logistics

BANGLADESH UNIVERSITY OF PROFESSIONALS

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 VA L U E C H A I N

• Most focus on marketing

Marketing & • Over a century’s experience
Sales • 450 million liters sold every year

• Undertaking of producers and vendors in huge number

Procurement • Strong connection with distributors

BANGLADESH UNIVERSITY OF PROFESSIONALS

www.bup.edu.bd
 VA L U E D E L I V E R Y A P P R O A C H

Choosing the Value: STP model to know what the customers need

Providing Value: Whole population is provided superior value

Communicating the Value: Dependent on social media and publishing media

BANGLADESH UNIVERSITY OF PROFESSIONALS

www.bup.edu.bd
B C G M AT R I X

BANGLADESH UNIVERSITY OF PROFESSIONALS

www.bup.edu.bd
S W O T A N A LY S I S

BANGLADESH UNIVERSITY OF PROFESSIONALS

www.bup.edu.bd
 BRAND EQUITY
Memorability • Striking red color

Meaningfulness • Coca leaf and Kola fruit, components of the first drink

Likeability • Relatability and emotional attachment

Transferability • Leveraging brand name on new products

Adaptability • Over a century’s worth of experience

Protectability • Trademarks, patents and licenses

BANGLADESH UNIVERSITY OF PROFESSIONALS

www.bup.edu.bd
BRAND POSITIONING

• Refreshing, high quality beverages

• Inspires happiness above all
• Tries to position itself as a part of
cultural activities

BANGLADESH UNIVERSITY OF PROFESSIONALS

www.bup.edu.bd
PERCEPTUAL MAPPING

BANGLADESH UNIVERSITY OF PROFESSIONALS

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PROMOTIONAL ACTIVITIES

1. Advertising

BANGLADESH UNIVERSITY OF PROFESSIONALS

www.bup.edu.bd
PROMOTIONAL ACTIVITIES

2. Personal Selling

BANGLADESH UNIVERSITY OF PROFESSIONALS

www.bup.edu.bd
PROMOTIONAL ACTIVITIES

3. Direct Marketing

BANGLADESH UNIVERSITY OF PROFESSIONALS

www.bup.edu.bd
PROMOTIONAL ACTIVITIES

4. Public Relations

BANGLADESH UNIVERSITY OF PROFESSIONALS

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PROMOTIONAL ACTIVITIES

5. Sales Promotion

BANGLADESH UNIVERSITY OF PROFESSIONALS

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PROMOTIONAL ACTIVITIES

6. Publicity

BANGLADESH UNIVERSITY OF PROFESSIONALS

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 STP

Segmentation

Psychographic • No psychographic segmentation, Coke is for all

• Different occasion is aimed differently

Behavioral • Happiness is for all

BANGLADESH UNIVERSITY OF PROFESSIONALS

www.bup.edu.bd
 STP

Targeting
• No specific age is targeted
Age • More focus on age bracket 12-30

• Busy life style and young generation given more

Life Style focus

Occupation • Students and family people mostly

Nature • Fun, joy, entertainment-loving people

BANGLADESH UNIVERSITY OF PROFESSIONALS

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 STP

Positioning

Think Globally,
Act Locally

BANGLADESH UNIVERSITY OF PROFESSIONALS

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 D I F F E R E N T I AT I O N S T R AT E G Y

Symbol of Joy and Culturally Shaped

Huge Product Line
Fun Products

Excellent Water Organic Soda and Customized Slot

Purity Standard Beverage Line Machine

BANGLADESH UNIVERSITY OF PROFESSIONALS

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PORTE R’ S FI V E FO RC ES

BANGLADESH UNIVERSITY OF PROFESSIONALS

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 P R I C I N G S T R AT E G Y

Psychological Promotional Segmented

Pricing Pricing Pricing

• Odd pricing • Discounted pricing • Price differs with

policy variation of the product
• Event-based pricing

BANGLADESH UNIVERSITY OF PROFESSIONALS

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 P R I C I N G S T R AT E G Y

Discriminatory International
Pricing Pricing

• Different channels, • Pricing based on

different prices economic condition of
the country

BANGLADESH UNIVERSITY OF PROFESSIONALS

www.bup.edu.bd
M A R K E T I N G C O M M U N I C AT I O N

Publishable Visual/Aural
Media Media

• Newspapers • Television
• Magazines • Cinema
• Internet • Radio
• Posters and Billboards

BANGLADESH UNIVERSITY OF PROFESSIONALS

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 CSR

CSR Model of Coca-Cola

People Partner Portfolio

Profit Planet

BANGLADESH UNIVERSITY OF PROFESSIONALS

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 CSR

“Support My School” Project

BANGLADESH UNIVERSITY OF PROFESSIONALS

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 CSR

Women Entrepreneurship

BANGLADESH UNIVERSITY OF PROFESSIONALS

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 CSR

• 1% of profit is contributed every year to many projects, associations

Sharing Profit and campaigns
• Donations for safe living spaces, water, healthcare and hygiene

• 200 million USD is planned to be invested in Bangladesh

Creating • Coca-Cola has created over 1,000 employments directly and over
Employment 13,000 indirectly since 1950s

BANGLADESH UNIVERSITY OF PROFESSIONALS

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 END

THANK
YOU

BANGLADESH UNIVERSITY OF PROFESSIONALS

www.bup.edu.bd