Shahid Muhammed Tawhid

Basic of Coca - Cola

Type Manufacturer Founder Country of Origin Introduced Area Coverage Flavors Carbonated Soft Drinks The Coca-Cola Company John S. Pemberton America 1886 More than 200 countries Cola, Cola Green Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola Orange, Cola Vanilla and Cola Raspberry. Carbonated drinks, sports drinks, Juice, Water, Energy drinks etc, tea and coffee.

Segments

Mission
Everything we do is inspired by our enduring mission:
To Refresh the World... in body, mind, and spirit. To Inspire Moments of Optimism... through our brands and our actions. To Create Value and Make a Difference... everywhere we engage.

Vision
To achieve sustainable growth, we have established a vision with clear goals. Profit: Maximizing return to shareowners while being mindful of our overall responsibilities. People: Being a great place to work where people are inspired to be the best they can be. Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples desires and needs. Partners: Nurturing a winning network of partners and building mutual loyalty. Planet: Being a responsible global citizen that makes a difference.

Values
We are guided by shared values that we will live by as a company and as individuals. Leadership: "The courage to shape a better future" Passion: "Committed in heart and mind" Integrity: "Be real" Accountability: "If it is to be, it s up to me" Collaboration: "Leverage collective genius" Innovation: "Seek, imagine, create, delight" Quality: "What we do, we do well"

Beverage Industry of Bangladesh

Soft Drink

Juice

Hot Beverage

Beverage Industry
Water Sports Drink

nergy Drink

Others

Overview of Beverage Industry

The market size of soft drinks in Bangladesh is around TK.800 Crore per year. Coca-Cola was the market leader for many years, still it has the popularity among the large population of Bangladesh Coke is in consumers TOM. Now Pepsi is leading the industry with 40% market share Coca-Cola has 25% market share Mojo has 20% market share Others have 15% market share

Players in the Industry

1. Transcom Beverage Ltd. 2. Sun Crest Beverage Industries Ltd 3. Abdul Monem Limited 4. Partex Beverage Limited 5. Eastern Beverage Industries Ltd. 6. Sanowara Drinks and Bev. md. Ltd. 7. Globe Soft Drinks Limited. 8. Desh Beverage Co. Ltd. 9. Northern Beverage Ltd. 10. National Beverage Industries Ltd. 11. Bridge Corporation Limited 12. Tezarat Enterprise 13. Southern Beverage Ltd. 14. Akij Group 15. Bangladesh Beverage Ind. Ltd. 16. Dhaka Beverage Industries Ltd 17. Sunny Foods and Beverage Ltd. 18. Tabani Beverage Co. Ltd. 19. Global Beverage Limited
(Bangladesh Beverage: 2008)

Major Players in the industry

Transcom Beverage (Pepsi, 7up, Mirinda) Akij Group (Mojo, Lemu, Frutika) Agriculture Marketing Company Limited (Pran) Global Beverage Limited (Virgin) Globe Soft Drinks Limited (Uro Cola, Uro Lemon) Partex Beverage Limited (RC Cola, Lychena)

Secondary Survey To understand the consumers response regarding Soft Drinks

Secondary Survey Result (cont)

Respondent: 60 (Male 37, Female 23) Age Group:

Occupation:

Secondary Survey Result

Frequency of Consumption:

Time of Consumption:

Secondary Survey Result (cont)

Criteria affecting buying behavior

Market Segment

Family

Students

Executives

When to purchase?

Occasion

Family
Guests

Casual

When to purchase?
After office Returning home

Guest

Executives
Meeting Hang out

Lunch / Snacks

When to purchase?
Academic time Fast F d

Adda

Students
Thirsty Outing

rts

Consumer Segment

Anonta :
Anonta is a young professional with 22 years old . He loves Coke because of its taste. Drinks Coca-Cola on daily basis and she would hardly change it for another brand. Being fit its important, but it is not a requirement. She preferes to be updated about the latest trends in fashion or arts.

Alvi
Alvi is a university going 17 years old kid. He is very active and practice several sports. He is not a big fan of carbonated drinks and not concious of healthy drinks like juice. At evening after finishing sports he and his friends spend little time while drinking coke and other soft drinks.

Consumer Segment

Sunny
Sunny is a mid level executive, 32 years old. He prefers Coke and consumes once in every week while returning to home. He drinks Merinda in house parties, when he watches cinema or goes shopping cause it is preferred by his wife.

Sumon
Sumon is a young village kid. If he gets the chance to drink he chooses Pepsi cause he wants to associate Shakib with him. Advertisement has a huge impact on him cause he wants to be a part of the trendy class.

Customer Segment - Primary

Traits Hopeful Confident Media-savvy Tech -savvy Worldly-wise Individualistic Brand-conscious
Generation Y

Values Teamwork Authenticity Self-expression Civic engagement

Generation Y comprehends a group of people born aged between 15-35 years old. They have divided into subsequent trends, such as the Fashionists and Techno lovers.
20

TG Profile
Can be identified with Rock Music & concerts Eat Cricket, Sleep Cricket

Hangs out a lot & generally at restaurants, malls, canteens etc.

College students/Young Professionals

These add up to his segments core personality SEC A - B Look trend is metroMore rational, mere sexuality Always looks aspirational segment
Tech savvy. Loves Car/Bikes. for opposite sexs attention

TG Touch-points

Caf/ Lounges

Gyms/ Spa University Campus

Students Executives

Office

Clubs Online

Malls/ Market Places

Customer Segments - Secondary

Adults in between the ages of 35-60 35Why? Love the caffeine in Coke Like the refreshing flavor and carbonation They are concerned with health problems

Buying Criteria
Motivators factors Brand Affinity Taste Packaging Belongingness Affordable Hygiene factors Quality Refreshing Taste Slimming

Perceptual Map
High Health Awareness

Low Brand Affinity

High Brand Affinity

Low Health Awareness

Strategy

26

Strategies for being Market Leaders

Market Leaders objectives: To increase its market share by expanding the total market:
Finding new users Creating new uses, and Encouraging more usage

Protect its current market share

Strategy
Affordability Acceptability Availability

Price to value Pervasiveness Preference

Availability
Urban market
Modern Trade Departmental Stores Restaurant and Fast Foods Fountain Cokes in front of school, college, university Line extension

Affordability Acceptability Availability

Rural market
Number of outlets to be increased Activation in Haats, Melas etc.

Value-in-Use
Experience Surround Social Service responsability ingredients Product quality taste Value-in-use: Hapiness and fun Refreshing Just for taste Social gathering Sense of belonging

Complementary product Enjoyment I feel close to my idol!

Promotional Campaigns
Coke can capitalize on its current slogan: Open Happiness
Share the happy moment with Coke (Clips, photos or Story)

My Coke Rewards
Collect points and be the lucky winner to travel Atlanta or to collect the golden bottle of Coke

Summer excitements
Cap Codes (movie passes, gifts, ipod, badge) Prize in every five minutes

Promotional Campaign (Cont)

Online Campaign through Facebook:
Create a facebook fan page Where have you had a coke lately? 125 photos of your next coke Share the souvenirs of coke Games Flavor voting

Expedition: 6 month long Search for happiness in 64 districts

Expidition happiness go around

We will choose three Happiness Ambassador who will start an unprecedented journey to 64 districts in order to find out What makes people happy These happiness ambassador will search for and share the optimism and happiness of Coca-Cola from Teknaf to Tetulia. Through out these journey our ambassadors will keep posting their posts in blogs, facebook fan page, interviews and pictures.

Events
Associate coke with Music
Jamming session with artist (ref. coke studio)

Associate coke with Sports

Football

Associate coke with Fun

Naveeds Comedy Club Laughter show

Glocalization Think Global Act Local

Questions?