COMSATS University Lahore, Pakistan

Assignment
MARKETING MANAGEMENT

Submitted To: Submitted By:

Mr. Khuram Shazad

Makhdoom Ali Fareed

Reg# CIIT/FAII-MBT-045 Section-C

Makhdoom Ali Fareed

Page 1

COMSATS University Lahore, Pakistan

Product
Coca Cola is manufactured by The Coca Cola Company and it is worlds largest soft drink beverage. It is being produced in more than 200 countries of the world. Its Black color and its tempting taste makes it a unique drink.

Product History
The drink was first created by a doctor and pharmacist named John S. Pamberton in 1886. Its name was suggested as Coca Cola. Since then, its formula is worlds top secret ever held in the business world. Since its inception there have been no changes in its taste, but the logo and size of the bottles were altered in the overall era. Major changes in the Logo are as under:

1887-1890s Inserting the Trademark. These two important little words were added to the tail of the first C.

Makhdoom Ali Fareed

Page 2

COMSATS University Lahore, Pakistan

1890-1891 Extra swirls. For just one year, our logo changed its appearance quite dramatically with this extra swirly script. Afterwards, the logo returned to its previous font.

1941-1960s Tail tweaked. In this version, the words Trademark Registered moved out of the tail of the C and were noted as Reg. US Pat Off below the Coca-Cola name.

1958-1960s A fishy shape. This period saw the introduction of the Arciform or fishtail logo.

1969 That famous white wave The Arden Square logo was unveiled to the world. In this red box, the familiar

Makhdoom Ali Fareed

Page 3

COMSATS University Lahore, Pakistan

Coca-Cola script was underlined with the iconic white wave known as the Dynamic Ribbon Device, which is still used to this day.

2003 Keeping it real With the introduction of the Coca-Cola... Real campaign, the logos white wave was enhanced with a shock of yellow and some floating bubbles.

2007 A classic design A simple, yet bold, design with a single white ribbon.

2011 125 years of happiness Coca-Cola's 125th birthday logo sees bubbles bursting from our famous contour bottle a celebration of our past, present and future.

Makhdoom Ali Fareed

Page 4

COMSATS University Lahore, Pakistan

Competitor Analysis
Leader Challenger Follower Pepsi Cola Coca Cola Shandy Cola Locally 64% 34% 02% Internationally 20% 80%

If we talk about internationally, then Coca Cola is the market leader with 80% of market share.

Customer Access
The product is widely available at stores, mini marts, super marts, confectionery stores, grocery stores, even at smoke corners. The distribution network is very intensively operated. The customers can enjoy their Coke, all thanks to free refrigerators supplied by the company that made it possible to bring ice cold Coca Cola to refresh our nerves.

Recent News
Strategic agreement with Dunkin Donuts to serve Coca Cola in all 9400 outlets around the world. Facebook Coca Cola Timeline got upto 41 million likes uptill now. Interactive musical sessions, The Coke Studio, is taking a start in rest of the world after India and Pakistan. This is actually a new recipe to the original Brazilian show, comprising of live singing only.

References
http://en.wikipedia.org/wiki/Coke_Studio_%28Pakistan%29 http://mashable.com/2012/03/01/facebook-timeline-brands-guide/ http://www.facebook.com/cocacola http://www.reuters.com/finance/stocks/KO/key-developments
www.coca-cola.com/ www.coca-cola.co.uk/

Makhdoom Ali Fareed

Page 5

COMSATS University Lahore, Pakistan

Makhdoom Ali Fareed

Page 6