COCA COLA

PRESENTED TO:

Miss Zunera

PRESENTED BY:

Dil Muhammad

(2123220)

Akmal Younis

(________)

COCA COLA

MISSION STATEMENT

Our Roadmap starts with our mission, which is enduring. It declares our purpose
as a company and serves as the standard against which we weigh our actions
and decisions.

To refresh the world...

To inspire moments of optimism and happiness...
To create value and make a difference.

VISION STATEMENT
Our vision serves as the framework for our Roadmap and guides every aspect of
our business by describing what we need to accomplish in order to continue
achieving sustainable, quality growth.

MISSION STATEMENT.....................................................................................................3

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Vision Statement..................................................................................................................3
Introduction:........................................................................................................................6
History of Coca-Cola:..................................................................................................6
Coke History in Pakistan.....................................................................................................6
Target Marketing:................................................................................................................7
Marketing Mix of Coca-Cola...............................................................................................7
Product.........................................................................................................................8
Packing........................................................................................................................9
Product strategy...............................................................................................................9
Levels of coke as a product.................................................................................................9
Core product:...............................................................................................................9
Actual product:............................................................................................................9
Product Classifications:...............................................................................................9
Line Extension:............................................................................................................9
Brand Extension:.......................................................................................................10
Multi-Branding:.........................................................................................................10
Diversification:..........................................................................................................10
Product Line Decisions:.....................................................................................................10
Product Line Length:.................................................................................................10
Product Line Filling:..................................................................................................10
Price...................................................................................................................................10
Price...................................................................................................................................10
PRICE STRATEGY...........................................................................................................11
Trade Promotion........................................................................................................11
Different Price in Different Seasons..........................................................................11
Place...................................................................................................................................11
Availability.................................................................................................................11
DISTRIBUTION CHANNELS.................................................................................11
Direct Selling.............................................................................................................12
Indirect Selling...........................................................................................................12
FACILITATING THE PRODUCT BY INFRASTRUCTURE..................................12
Market segmentation:........................................................................................................12
Coke segmentation strategy:..............................................................................................13
Geographic Segmentation:.........................................................................................13
Internationally:...........................................................................................................13
Climatic:....................................................................................................................13
Locally:......................................................................................................................13
Demographic Segmentation:.....................................................................................13
Age:............................................................................................................................13
Family type:...............................................................................................................13
Income:......................................................................................................................14
Psychographics Segmentation:..................................................................................14
Behavioral Segmentation:..........................................................................................14
Occasions:..................................................................................................................14
Benefits Sought:.........................................................................................................14
Promotion:.........................................................................................................................15

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PROMOTION STRATEGIES...........................................................................................15
Getting shelves...........................................................................................................15
Eye Catching Position................................................................................................15
Sale Promotion...........................................................................................................15
PUBLICITY......................................................................................................................16
Promotional campaigns of coke:...................................................................................17
Conclusion & Recommendations:.....................................................................................17
CONCLUSION..........................................................................................................17
Recommendations:....................................................................................................18
References..........................................................................................................................18

COCA COLA

INTRODUCTION:

History of Coca-Cola :

The Coca-Cola Company traces its beginning to 1886, when an Atlanta pharmacist, Dr.
John Pemberton, began to produce Coca-Cola syrup for sale. However the bottling
business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and
Joseph B. Whitehead, secured the exclusive rights to bottle and sell Coca-Cola for most
of the United States from The Coca-Cola Company.
The Coca-Cola bottling system continued to operate as independent, local businesses
until the early 1980s when bottling franchises began to consolidate. In 1986, The CocaCola Company merged some of its company-owned operations with two large ownership
groups that were for sale, the John T. Lupton franchises and BCI Holding Corporation's
bottling holdings, to form Coca-Cola Enterprises Inc. The Company offered its stock to
the public on November 21, 1986, at adjusted prices of $5.50 a share. On an annual basis,
total unit case sales were 880,000 in 1986.In December 1991; a merger between CocaCola Enterprises and the Johnston Coca-Cola Bottling Group, Inc. (Johnston) created a
larger, stronger Company, again helping accelerate bottler consolidation. As part of the
merger, the senior management team of Johnston assumed responsibility for managing
the Company, and began a dramatic, successful restructuring in 1992.Unit case sales had
climbed to 1.4 billion, and total revenues were $5 billion at the year-end. Presently The
Coca-Cola Company is the largest soft drink company in the world. Every year
800,000,000 servings of just "Coke" are sold in the U.S alone.

COKE HISTORY IN PAKISTAN

58 Years of dedicated service
The Coca-Cola Company began operating in Pakistan in 1953. Coke, Fanta and Sprite are
the brands with whom Coca-Cola is operating 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 Company
in Pakistan has invested over $130 million (U.S) and coke has successfully provided 58
years of dedicated service to its customers in Pakistan. Since the beginning of Coke
Company the firm has been continuously changing its slogans and thats a very creative
idea to get the attention of the customers. Here we would like to include some of the
popular slogans of coke since the coke journey started.
1886 Drink Coca-Cola

COCA COLA

1908 Get the genuine

1923 Enjoy thirst
1934 When it's hard to get started, start with a Coca-Cola
1942 The only thing like Coca-Cola is Coca-Cola itself
1956 The friendliest drink on earth
1963 Things go better with Coke
1993 Always. Coca-Cola
2001 Life is Good
2003 Jo Chaho Ho Jaye Coca Cola Enjoy
2006 geo coke zindagi
2007 Kha lee pee lee jee lee
2008 Hans gaa jee lee coke zindagi
2009 Brrrrrr.

TARGET MARKETING:
This is the process of evaluating each market segments attractiveness and selecting one
or more segments to enter.
After evaluating different segments, the company must now decide which and how many
segments it will target, because buyers have unique needs and wants, a seller could
potentially view each buyer as a separate target market. Ideally, then, a seller might
design a separate marketing program for each buyer. There are three types of market
segments.

Undifferentiated marketing. (Mass Marketing)

Differentiated marketing.
(Segmented Marketing)

MARKETING MIX OF COCA-COLA

Product
Price
Place
Promotion

COCA COLA

Product

Price

Place

Promotion

Functionality

List price

Channel members

Advertising

Appearance

Discounts

Channel motivation Personal selling

Quality

Allowances

Market coverage

Public relations

Packaging

Financing

Locations

Message

Brand

Leasing options Logistics

Warranty

Service levels

Media
Budget

Service/Support

Product

Coca-Cola the worlds 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

Product Range
The total range of Coca Cola company in Pakistan includes:

Product Range
Coke/ Diet coke
Sprite/ Sprite 3G/ zero
Fanta/ Fanta citrus
Kinley Pure water
Pulpy Orange juice (New)

And company offers their products in different bottle sizes these includes:
SSRB
LRB
NRB
PET 1.5
CANS

(standers size returnable bottle)

(litter returnable bottle)
(no return bottle) or disposable bottle
(1.5 litter plastic bottle)
(tin pack 330 ml)

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Packing

24 regular bottle shells

6 bottle pack for 1.5 pets
12 bottles in a pack for disposable bottle
24 cans in one packet.
Product strategy
Product: Anything that can be offered to a market for attention, acquisition, use or
consumption that might satisfy a want or need.

LEVELS OF COKE AS A PRODUCT

Core product:

Core benefit is that it fulfills the thirst.

Actual product:

Design: Pet bottles, returnable glass bottles, economy packs.

Quality: Quality differs with respect to country for example. Coca-Cola Can quality that
is available in Middle East is certainly different as compared to Coke Can available in
Pakistan.
Product Classifications:

Coke is categorized as a convenience product, because the purchasing rate is very high
and this is the product that is bought very frequently.
Line Extension:

Line extension occurs when a company introduces additional items in a given product
category under the same brand name. For example if Coke introduces new flavors and
package size, it will be considered as line extension.

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Brand Extension :

Brand extension means using a successful brand name lets say Coca-Cola and then
launching new product for example cherry coke. This was an example of brand
extension.
Multi-Branding:

It means introducing additional brands in the same category. For example Coca-Cola not
only introduced coke as a brand but also sprite and Fanta.
Diversification:

It means introducing new product with the new brand name. It means diversification but
this is something Coca-Cola has not adopted for as yet.

PRODUCT LINE DECISIONS:

Product Line Length:

It means the number of products that company is offering. For example Coke, Diet Coke,
Fanta, Sprite.
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 company filled the
product line by adding diet coke, diet lemon etc

PRICE
Price
Rs.25/- for 250-ml bottle,
Rs.50/- for tin.
Rs.80/- for 1.5 liter bottle.
Rs.75/- for 2.25 liter bottle
Very economical justifies the ultimate taste and joy provided by the beverage of and on
price cuts are provided to customers.

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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, by this these retailers and middle
man push their product in the market. And thats why coca cola seen more in the
market. And they have a good sale in the market because according to the expert
which product seen more in the market that sells more.
Seen as sold
They do agreements with a shop keepers and stores to exclusive sale in that store.
These stores are called as KEY accounts in their local language.
And coke also invest heavy budget on these stores and offers them free samples and
free bottles and some time cash incentives.
Different Price in Different Seasons

Some times Coca Cola Company changes their product prices according to the
season. Summer is supposed to be a good season for beverage industry in Pakistan.
So in winter they reduce their prices to maintain their sales and profit. But normally
they reduce the prices of their pet bottles or 1 litter glass bottle.

PLACE
Availability

Available in all main as well as posh and backward areas in big cities. Available to some
extent in posh areas of small cities.
Available in all restaurants and hotels, colleges, universities, hospitals, bus stops etc.
DISTRIBUTION CHANNELS

Coca Cola Company makes two types of selling

Direct selling
Indirect selling

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Direct Selling

In direct selling they supply their products in shops by using their own transports.
They have almost 350 vehicles to supply their bottles. In this type of selling
company have more profit margin.
Indirect Selling

They have their whole sellers and agencies to cover all area. Because it is very
difficult for them to cover all area of Pakistan by their own so they have so many
whole sellers and agencies to assure their customers for availability of coca cola
products.

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

MARKET SEGMENTATION:
Dividing a market into distinct groups with distinct needs, characteristics, or behavior
who might require separate products or marketing mixes.
In evaluating different market segments, a firm must look at three factors:

Segment size
Segment growth
Segment structural attractiveness and company objectives and resources.

There is no single way to segment a market. The market has to try different
segmentation variables, alone and in combination, to find the best way to view the market
structure.

Concentrated marketing.

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(Segmented Marketing, small segment)

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COKE SEGMENTATION STRATEGY:

Coca cola servers its products using mass marketing technique, which obviously falls in
undifferentiated marketing, and undifferentiated marketing means no segmentation, but
there are minor factors on which we can say that the coke segments its products and then
targets the customers somehow. These factors are as follows.
Geographic Segmentation :
Internationally:

Coke segments its products country wise and region wise, here the most important thing
is the taste and the quality, it varies according to the taste and the income level of the
people in that country, i.e. Third world counties are given low quality taste.
Climatic:

In coke marketing, main idea is to serve it cold, so we can say that, they focus more on
hot areas of the world, i.e. middle east etc and there sale increase in summer.
Locally:

In Pakistan the coke segments more in urban and suburban areas as compare to rural.

Demographic Segmentation :
Age:

Internationally coke has segments the small children introducing tastes like vanilla, lime
and cherry, they focus children from 4-12. Coke specifically target more young people
than older.
Family type:

Coke introduces its economy pack, and thats how they focus family and groups.
Income:

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Coke segments different income levels by packaging. Like for small income people it has
small returnable glass bottle, for middle people it has non returnable bottle and for higher
income people it has coke tin.
Psychographics Segmentation :

All psychographics variables the social class, lifestyle, occupation, level of education and
personality, coke segments everyone, but again its there packaging which is different for
different consumers.
Behavioral Segmentation:
Occasions:

Thanks to the Coca-Cola Company the local festival of Basant has become and
international event and an identity of the culture of Pakistan. Over the year the annual
spring festival of Basant has taken on mega proportions. Previously restricted largely to
the walled city, the festivities now flood every nook and corner of Lahore. The credit for
making the celebrations available to almost everyone largely goes to The Coca-Cola
Company. In 2003, Coke was once again nominated as the official sponsor for the Basant
festival bye the parks& horticulture authority, Lahore for the fourth year running. In these
four years, the company has played a pioneering role in making the Basant festival
Major social and culture event in Pakistan. (The News on 50th anniversary of the CocaCola in Pakistan.)
Benefits Sought:

Sometimes, for the promotion strategy of coke, they introduce prizes in the top cover. So
they segment people by benefit sought, i.e. by giving them prizes.

PROMOTION:
To promote the Coca-Cola, Fanta, and Sprite the company uses the following tactics or
ways

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Advertisements with catchy slogans.

Coca-Cola enjoys
Always Coca-Cola.
Eat Cricket, sleep cricket, and drink Coca-Cola.

Sponsorship:

Sports e.g. cricket matches and hockey.

Events e.g. basant festivals.
Concerts.
Artist album e.g.Arar-ul-Haq.

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.

Eye Catching Position

Salesman of the coca cola company positions their freezers and their products in
eye-catching positions. Normally they keep their freezers near the entrance of the
stores.
Sale Promotion

Company also do sponsorships with different college and schools cafes and
sponsors their sports events and other extra curriculum activities for getting market
share.

PUBLICITY
Coca Cola Company use different mediums
Print media

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Pos material
TV commercial
Billboards and holdings
Print Media
They often use print media for advertisement. They have a separate department for
print media.
Pos Material
Pos material mean point of sale material this includes: posters and stickers display
in the stores and in different areas.
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. So Coca Cola Company does
regular tv commercials on different channels

Prize schemes:
Coca-Cola glasses.
Bicycles.
TV (16, 21.28)

Billboard electronic sign board.

In major public areas, liberty bank square.
Defence Y block Commercial area.
At centre point.etc.

Promotional campaigns of coke:

BASANT:

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The Coca-Cola Company sponsors the basant festivals in Lahore, a festival that marks
the beginning of spring and attracts visitors from all over the world. Part of the festivals
is Coca-Cola kite flying championship.

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 Pakistans national
cricket players for promotional and advertising use.

CONCLUSION & RECOMMENDATIONS:

CONCLUSION

After thorough research, 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

Recommendations:

Bottle shape.
Availability in rural areas
Repositioning of flavored Fanta.

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Should be flexible in policies.
Prize schemes
Instead of large expensive gifts, prize schemes should constitute of small, inexpensive
gifts e.g. Coca-Cola penal case. Coca-Cola pen, key chains, T-shirts, Cups, bottles in
each cerate could contain prizes. This would be a much effective scheme to increase
sales.

Should be flexible in policies

CCI should allow some degree of freedom in its policies and work procedures and
policies according to the environment and conditions of Pakistan without having to ask
for permission every time.

REFERENCES
http://www.coca-colajourney.com.pk/our-company/coca-cola-starts-operations-inpakistan
http://www.coca-colacompany.com/our-company/mission-vision-values
Google, Wikipedia

COCA COLA