Assignment # 1

Marketing Management
Submitted To:
Sir Ahmed Haseeb Hasaan
Submitted By:
Adnan Sajid
Aamir Saleem
M.Waqar Gujar
M.Rizwan Virk
Programme:
M.Com (Batch-6)

University Of Management & Technology.

 Coca cola
Company Profile:-
Coca-Cola, the product that has given the world its best-known taste was born in
Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer,
marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400
beverage brands. It sells beverage concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers. The Company's goal is to provide magic every
time someone drinks one of its more than 380 brands through out the world but in only coca cola brand is
famous.

The policies of Coca Cola are applicable through out the world including Pakistan.

COCA COLA OFFERING IN PAKISTAN

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

The main manufacturing plant in Lahore is situated in Riwand Road and production plant
refilled 180,000 bottles in one hour. Cocoa cola has 2500,000 customers in the form of shop holders
where they
Distribute their product.

Fanta introduced in Pakistan 1965

Sprite was introduced ----- 1972

Diet Coke & Fanta Lemon 2001

The percentage to capture the market is

Now In 100 % Coca capture the market 58%
Where Pepsi capture the market 78 %
 Consumer Hot Choices:
Coca-Cola mainly preferred by thYoungster &

Kids.

 Coke for Youngster.

 Fanta Basically Preferred by Ladies and Kids.

 Sprite is common use.

 Now a days coca cola launched

Sprite 3G to competite with

Dew -Brand of Pepsi

 SWOT Analysis

Being the leading manufacturer, distributor and marketer of non-alcoholic beverages in the
world, Coca-Cola has a strong brand recognition and brand portfolio. The company owns more
than 400 brands, including sports drinks, teas, juices, and energy drinks. Coca-cola operates in
more than 200 countries, with 75% of profits coming from abroad (Hoover, 2009). The company
ranks well ahead its closest competitor Pepsi, with brand equity of $67 billion compared to
Pepsi’s $13 billion. However, Coca-Cola is threatened by intense negative publicity and sluggish
performance domestically.

SWOT Analysis of Coco Cola

SWOT
stands for Strengths Weakness Opportunities Threats. SWOT assay is a address abundant
acclimated in abounding accepted administration as able-bodied as business scenarios. SWOT
consists of analytical the accepted activities of the organization- its Strengths and Weakness- and
again application this and alien assay abstracts to set out the Opportunities and Threats that exist.

Strengths:
 Cooler Experience
 Personnel Relations
 Knowledge Regarding Adversary
 Accomplished Staff & Benefactor
 Added Bazaar Allotment in Textile Sector
 Humans Assurance on Above of our Artifact and Cast
 Merchandising and All-around Score Rating (Gives Backbone to brainwash bazaar about
convalescent sales)
 Coca-Cola has been a circuitous allotment of apple ability for a actual continued time.
 The product's angel is loaded with over-romanticizing, and this is an angel abounding
humans accept taken acutely to heart. The Coca-Cola angel is displayed on T-shirts, hats, and
collectible memorabilia.
 This acutely apparent branding is one of Coca-Cola's greatest strengths. "Enjoyed added
than 685 actor times a day about the apple Coca-Cola stands as a simple, yet able attribute of
above and enjoyment" (Allen, 1995).
 Additionally, Coca-Cola's bottling arrangement is one of their greatest strengths. It allows
them to conduct business on a all-around calibration while at the aforementioned time advance
a bounded approach. The bottling companies are locally endemic and operated by absolute
 business humans who are accustomed to advertise articles of the Coca-Cola Company.
Because Coke does not accept absolute affairs of its bottling network, its basic antecedent of
acquirement is the auction of apply to its bottlers.
 Lower amount of assembly
 Demonstrably above annual
 Presented a actual circuitous Artifact
 Extensive advertising, acceptable promotions or business programsвЂ.don't stop here,
accumulate belief your competitors

Weaknesses:

Weaknesses for any business charge to be both minimized and monitored in adjustment to finer
accomplish abundance and ability in their business's activities, Coke is no exception.
 Although calm business as able-bodied as abounding all-embracing markets are
advancing (volumes in Latin America were up 12%), Coca-Cola has afresh appear some
"declines in assemblage case volumes in Indonesia and Thailand due to bargain customer
purchasing power."
 According to an commodity in Fortune magazine, "In Japan, assemblage case sales fell
3% in the additional division .scary because while Japan generates about 5% of common
volume, it contributes three times as abundant to profits.
 Latin America, Southeast Asia, and Japan annual for about 35% of Coke's aggregate and
none of these markets are assuming to expectation.
 Coca-Cola on the added ancillary has furnishings on the teeth which is an affair for
bloom care. It as well has got amoroso by which connected bubbler of Coca-Cola may could
cause bloom problems. Being absorbed to Coca-Cola as well is a bloom problem, because
bubbler of Coca-Cola circadian has an aftereffect on your physique afterwards few years.

Local Weaknesses:
 Finance Botheration (Partnership Desolation)
 Less Abandoned on Floor
 Vehicles Are Less
 Minor Signage in the Breadth
 Ample Number of PCI Abandoned Stock.
 Abandoned Appropriation As we cannot lift empties on our adversary lifts)
 Added Melancholia appeal
 Poor annual
 Top prices
 what abroad keeps me from affairs at some places?

Opportunities:
 Cast acceptance is the cogent agency affecting Coke's aggressive position.
 Coca-Cola's cast name is accepted able-bodied throughout 94% of the apple today.
 The primary affair over the accomplished few years has been to get this name cast to be
even bigger known. Packaging changes accept as well afflicted sales and industry positioning,
but in general, the accessible has tended not to be afflicted by new products.
 Coca-Cola's bottling arrangement as well allows the aggregation to yield advantage of
absolute advance opportunities about the world. This action gives Coke the befalling to annual
a ample geographic, assorted area.

Local Opportunities:
 Customers are Anode from Adversary Specially in Rural Breadth (service and quality).
 New Projects accept been Started (Industrial).
 Minor Signage Work is done in Breadth by PCI.
 PCI is Getting Absorption in Textile Sector.
 Customer of PCI are Disturbed (Because of advantage and benefactor interest. So we can
yield account in this area).
 New technologies that access efficiencies
 Niche markets that ample companies do not ambition to serve
 This account isn't anywhere abreast complete

Threats:
 Currently, the blackmail of new applicable competitors in the carbonated bendable
alcohol industry is not actual substantial.
 The blackmail of substitutes, however, is a actual absolute threat. The bendable alcohol
industry is actual strong, but consumers are not necessarily affiliated to it. Possible substitutes
that continuously put burden on both Pepsi and Coke cover tea, coffee, juices, milk, and hot
chocolate.
 Even admitting Coca-Cola and Pepsi ascendancy about 40% of the absolute cooler
market, the alteration health-consciousness of the bazaar could accept a austere affect.
 Of course, both Coke and Pepsi accept already adapted into these markets, acceptance
them to accept added cogent bazaar shares and account any losses incurred due to fluctuations
in the market.
 Customer affairs ability as well represents a key blackmail in the industry.
 The animosity amid Pepsi and Coke has aftermath a actual apathetic affective industry in
which administration accept to continuously acknowledge to the alteration attitudes and
demands of their consumers or face accident bazaar allotment to the competition.
 Furthermore, consumers can calmly about-face to added beverages with little amount or
consequence.

Local Threats:
 Competitor's Benefactor is Financially Strong.
 A new PCI Distributions is expected.
 Adversary is Thinking Seriously about Textile Sector Market.
 Bounded Brands, Especially 300ML in Rs.12
 Abandoned appropriation from PCI.
 Economic altitude become abortive