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INTRODUCTION

Coca Cola

Coca-Cola is a carbonated soft drink. It is produced by The Coca-Cola Company of


Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The
Coca-Cola Company in the United States since March 27, 1944). It is one of the worlds
most recognizable and widely sold commercial brands. Coca-Cola's major rival is Pepsi.
Originally intended as a patent medicine when it was invented in the late 19th century by
John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler,
whose marketing tactics led Coke to its dominance of the world soft-drink market
throughout the 20th century. The name refers to two of its original ingredients: kola nuts,
a source of caffeine, and coca leaves. The current formula of Coca-Cola remains a
trade secret, although a variety of reported recipes and experimental recreations have
been published.
The company produces concentrate, which is then sold to licensed Coca-Cola bottlers
throughout the world. The bottlers, who hold territorially exclusive contracts with the
company, produce finished product in cans and bottles from the concentrate in
combination with filtered water and sweeteners. The bottlers then sell, distribute and
merchandise Coca-Cola to retail stores, some restaurants and vending machines. The
Coca-Cola Company also sells concentrate for soda fountains to major restaurants and
food service distributors.
The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke
brand name. The most common of these is Diet Coke, with others including Caffeine-

Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, CocaCola Vanilla, and special versions with lemon, lime, or coffee. In 2013, Coke products
could be found in over 200 countries worldwide, with consumers downing more than 1.8
billion company beverage servings each day.[2]
Based on Interbrand's best global brand study of 2011, Coca-Cola was the world's most
valuable brand.[3] The company's marketing strategies for a high-sugar drink, especially
its targeting of children, remain controversial.
The Coca-Cola Company began operating in Pakistan in 1953. The Coca-Cola Company is a
global company with some of the worlds most widely recognized brands; the Coca-Cola
business in Pakistan has completed its 57 years of operation. The beverages are produced locally,
employing Pakistani citizens. Moreover, their product range and marketing reflects Pakistani
tastes and lifestyles, and they are deeply involved in the life of the local communities in which
they operate. The plants are in Karachi, Hyderabad, Lahore, Gujranwala, Faisalabad, Rahim Yar
Khan, Multan, Rawalpindi, Peshawar and Sialkot. Brands like Coca-Cola , Fanta , Sprite ,
Diet-Coke, Sprite-Zero , Sprite 3G , Minute Maid Pulpy and Kinley have different
SKUs like 250 ml, 500ml, 1ltr, 1.5ltr and 2.25ltr.

History of the Brand worldwide


Coca Cola is a multinational company who started its business on May 1886 in Atlanta as
a beverage (formal drink) industry
In 1895 the company started to sell their product coke in bottles which was a strategy of the
Coca-cola year by year

1976

"Coke Adds Life" campaign is


introduced.
Coke introduces "Have a Coke and a
Smile," a campaign of heartwarming

1979

emotion best captured by the television


commercial featuring "Mean" Joe Greene, a
tackle on the Pittsburgh Steelers football
team.
The Coca-Cola Company introduces diet
Coke to U.S. consumers, marking the first

1982

extension of the Company's most valuable


trademark to another product. And the
"Coke is it!" theme is translated and tailored
to reach consumers everywhere as it is
launched worldwide
In the year of the Company's 100th

1986

anniversary, two large U.S. bottlers combine


to form Coca-Cola Enterprises. Over time,
this new company will assume
responsibility for bottling operations in

1988
1989
1996

Great Britain, France, and Netherland.


An independent worldwide survey confirms
that Coca-Cola is the best known, most
admired trademark in the world.
The Coca-Cola Company sells Columbia
Pictures to Sony Corporation.
Coca-Cola sponsors the Summer Olympics
in the hometown of The Coca-Cola
Company: Atlanta, Georgia. And the
Cisneros Bottling Company, the largest softdrink bottler in Venezuela, switches from

1998
2001

Pepsi to Coca-Cola.
Sales of Coca-Cola and other Company
products exceed 1 billion servings per day.
In October 2001 the isotonic sports drink
PowerAde was launched, followed by the
introduction of other brands including diet
Coke with Lemon, Coca-Cola Vanilla and
diet Coke Vanilla
In 2004, Fanta Apple Splash, our first low
sugar brand, was launched.

2004

In 2004 The Coca-Cola Company's share of


the carbonated soft drinks category in Great
Britain was 45.3%, and market share of the
non-alcoholic beverages was 9.9%. Source:
Canadian 2004.

2005

In 2005, we launched our fifth diet Coke


variant, diet Coke with Lime, and
relaunched our range of diet fruit carbonates
(Fanta, Sprite, Lilt and Dr Pepper) as the 'Z',
for zero added sugar, range. We also
introduced a new Fanta choice - Fanta
Summer Fruits. Another new development
in 2005 was the reformulation of Oasis to
reduce the sugar content. These
developments meant that by the end of
2005, over 35% of our sales by volume
were either low in sugar or diet/light drinks.
We also launched sports water - Powerade
Aqua+, a new sports water drink with
natural fruit flavours that is free from

artificial sweeteners and preservatives.


2005 also saw the launch of brand new
choices in the form of Nestea - an iced tea
drink, plus a range of juice and juice drinks
under the Minute Maid brand.
In February 2006, we launched Relentless, a
new energy drink - our 21st brand in Great
Britain. On 8th May 2006 we celebrated
120 years of inspiration at The Coca-Cola

2006

Company. During this time the Company


has evolved from one product - Coca-Cola to more than 400 brands in 2006.
In July 2006 we launched Coca-Cola Zero,
our biggest brand launch in over two
decades. Coca-Cola Zero has the great Coke
taste but with zero sugar.
In April 2007, in Canada, the name "CocaCola Classic" was changed back to "Coca-

2007

Cola". The word "Classic" was removed


because "New Coke" was no longer in
production, eliminating the need to
differentiate between the two.[The formula
remained unchanged.

2009
2012

Coca-Cola introduced the 7.5-ounce minican.


In 2012, Coca-Cola would resume business
in Myanmar after 60 years of absence due to
U.S.-imposed investment sanctions against
the country. Coca-Cola's bottling plant will
be located in Yangon and is part of the

company's five-year plan and $200 million

2013

investment in Myanmar.
In 2013, it was announced that Coca-Cola
Life would be introduced in Argentina that
would contain stevia and sugar
In 2014 coke introduces a new Marketing
scheme in Pakistan refers to share a coke
this campaign have substantially increased
the profits of coke by increasing the sale in
this category you get the bottle on which

2014

different names are being written like the


mama, papa, friends, family, nana, dada,
sister, brother.
They also introduced a campaign of getting
a coca cola printed glass on buying the
McDonalds deal these glasses were of 6
colors & consumers can make a set of them
by collecting all of them.
In 2015 Coke introduces a Ramzan CSR
initiative, in which with the purchase of
1L , 1.5L, 2.25L during ramzan, Coca-Cola
will share a coke and iftar more than 200,00

2015

deserving people through its network


partners.
It also introduces new 2L coke in 2015.
They also started S8 of Coke Studio in
2015.

New Coke to the Present:


In 1985, Coca-Cola, amid much publicity, attempted to change the formula of the drink.
Some authorities believe that New Coke, as the reformulated drink was called, was invented
specifically to respond to its commercial competitor, Pepsi. Double-blind taste tests indicated
that most consumers preferred the taste of Pepsi (which has more lemon oil, less orange oil, and
uses vanillin rather than vanilla) to Coke. New Coke was reformulated in a way that emulated
Pepsi. Follow-up taste tests revealed that most consumers preferred the taste of New Coke to
both Coca-Cola and Pepsi. The reformulation was led by the then-CEO of the company, Roberto
Goizueta, and the President Don Keough.
It is unclear what part long-time company president Robert W. Woodruff played in the
reformulation. Goizueta claims that Woodruff endorsed it a few months before his death in 1985;
others have pointed out that, as the two men were alone when the matter was discussed, Goizueta
might have misinterpreted the wishes of the dying Woodruff, who could speak only in
monosyllables. It has also been alleged that Woodruff might not have been able to understand
what Goizueta was telling him.
The commercial failure of New Coke therefore came as a grievous blow to the
management of the Coca-Cola Corporation. Coca-Cola management was unprepared, however,
for the nostalgic sentiments the drink aroused in the American public; some compared changing
the Coke formula to rewriting the American Constitution.
The new Coca-Cola formula subsequently caused a public backlash. Gay Mullins, from
Seattle, Washington, USA, founded the Old Coca-Cola Drinkers of America organization, which
attempted to sue the company, and lobbied for the formula of Old Coke to be released into the
public domain. This and other protests caused the company to return to the old formula under the
name Coca-Cola Classic on July 10, 1985. The company was later accused of performing this
volte-face as an elaborate reuse to introduce a new product while reviving interest in the original.
The company president responded to the accusation by declaring: "We are not that stupid, or that
smart."
The Coca-Cola Company is the world's largest consumer of natural vanilla extract. When
New Coke was introduced in 1985, the economy of Madagascar crashed vanilla being a prime
export and recovered only after New Coke flopped, since New Coke used vanillin, a lessexpensive synthetic substitute. Purchases of vanilla more than halved during this period.

Meanwhile, the market share for New Coke had dwindled to only 3% by 1986. The company
renamed the product "Coke II" in 1992 (not to be confused with "Coke C2", a reduced-sugar cola
launched by Coca-Cola in 2004). However, sales falloff caused a severe cutback in distribution.
By 1998, it was sold in only a few places in the Midwestern U.S.

Coca-Cola System wide Performance


In April 2007, associates from The Coca-Cola Company and several of their largest bottling
partners met for the first time to discuss the development of a core set of performance
indicators for the Coca-Cola system. Working groups of Company associates and
representatives from the bottling partners have been formed to determine the feasibility -due to the legal and management complexity of the Coca-Cola system -- of collecting and
consolidating economic and social data in addition to the environmental data already
collected. Many of the bottling partners produce their own corporate responsibility reports
which can be viewed in the Sustainability Reports.

Bottling Investments Group


Bottling Investments Group is a division of The Coca-Cola Company dedicated to investing
in Coca-Cola bottling operations around the world. BIG provides leadership to drive growth
in critical markets, provides venture capital to move quickly, and often amends structural or
ownership challenges. BIG is focused on long-term sustainable growth and manages its
facilities as if they were to be owned by The Coca-Cola Company forever. BIG is committed
to win in every market and strives to become a model of collaboration with other bottlers.
BIG is currently in 19 countries andworks to maintain a healthy balance of franchise and
Company-owned bottlers in the system.

Figure 1

Coca-Cola Refreshments (CCR)


What is CCR? The Coca-Cola Company and the largest bottler, Coca-Cola Enterprises, took
actions in 2010 and 2011 to strategically advance our partnership. The Coca-Cola Company
has acquired CCE's entire North American business, renaming the sales and operational
elements of Coca-Cola Enterprises North American businesses to Coca-Cola Refreshments
(CCR). Additionally, The Coca-Cola Company has folded in the vast majority of its U.S. and
Canada businesses into CCR.

Difference between CCBPL and TCCEC:


The coca-cola company started his business in Pakistan in 1960. All business activities in
Pakistan are monitored by The coca-cola export corporation (TCCEC). Head office of TCCEC
was in Karachi at that time but now days it is shifted to Lahore. But this TCCEC only monitored
business activities, this company issued license for plants in different cities of Pakistan to start
production according to company standard. In 1990, company decided for acquisition
worldwide. Actually they were operating their business through joint venture, now they decided
for acquisition. Thats why in 1996 The coca-cola company buys the Karachi plant, at that time
TCCEC decided to form a new company to monitor the operation of bottling in Pakistan. So
coca-cola beverages Pakistan limited (CCBPL) is the company, which is responsible to
monitor the operations of bottling in Pakistan. Some time people says that there is no difference
in CCBPL and TCCEC, but the basic difference between both companies is that CCBPL is
responsible for bottling operations and TCCEC is responsible for marketing and corporate
decision worldwide.

Creation of Coca-Cola Beverages Pakistan Limited


As a part of its drive to enhance the quality, availability, and image of Coca-Cola
products, the Coca-Cola Company established a new Company in Pakistan in 1996, by
the name of Coca-Cola Beverages Pakistan Limited (CCBPL).
CCBL started the process of acquiring and investing in locally franchised bottling
operations. This process was completed in 2006 and, thereafter, all manufacturing and
selling rights of Coca-Cola products are now with Coca-Cola Beverages Pakistan
Limited.
CCBPL is a significant player in the growth of Pakistans economy. This is quite obvious
through the following facts:

CCBPL is one of the countrys top foreign direct investments in FMCG (Fast
Moving Consumer Goods) business

CCBPL is one of the major tax paying beverages company of Pakistan

CCBPL directly employs more than 3,000 local people in Pakistan

CCBPL creates indirect employment for more than 50,000 people in related
industries through its vast procurement, supply & distribution system

CCBPL runs many programs to support the social set up of the people of
Pakistan

Introduction of Coca cola in Pakistan


Coca Cola Company started its business in Pakistan in 1953, with the brands

Coca Cola

Sprite

Fanta

The name of the company was Coca Cola Beverage Pakistan Limited. The company was result
of a joint venture between The Coca Cola International, Fraser and Neeves Singapore and

Pakage ltd. It acquired many local bottling companies Pakistan, recently most of the bottling
companies have been acquired by the company and now it has switched its attention to boost up
their shares in Pakistani market.

A BRIEF HISTORY OF COKE IN PAKISTAN


Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early
growth was impressive, but it was only when a strong bottling system developed that Coca-Cola
became the world-famous brand it is today.
As a part of its drive to enhance the quality, availability, and image of Coca-Cola products, The
Coca-Cola Company established a new Company in Pakistan in 1996, by the name of CocaCola Beverages Pakistan Limited (CCBPL or Company).
CCBPL is a part of Coca-Cola ecek which is sixth largest KO bottler in the World. It has a
presence in ten countries including Turkey, Kazakhstan, Kyrgyzstan, Azerbaijan, Jordan, Iraq,
Turkmenistan, Tajikistan, Syria, and Pakistan. CCI has 48% shares of CCBPL with Management
Control.
CCBPL started the process of acquiring and investing in locally franchised bottling operations.
This process was completed in 2006 and, thereafter, all manufacturing and selling rights of CocaCola products are now with CCBPL.
CCBPL has 6 plants and 13 warehouses throughout the country and serves a population of more
than 170 million with a production capacity of 111 million physical cases. CCBPL is a
significant player in the growth of Pakistans economy since it is one of the countrys top foreign
direct investments in FMCG (Fast Moving Consumer Goods) business and is one of the major
tax paying beverages companies of Pakistan.

In 1953 the brand itself was Introduced i.e. Coca Cola

In 1961 Concentrate Plant was set up

In 1965 Fanta (Orange) was Introduced

In 1972 the clear fizzy drink Sprite was Introduced

In 2001 Diet Coke was Introduced for the diet conscious target market

In 2005 Sprite Zero was launched which claimed that it had zero calories

In 2007 bottled water was introduced under the brand name of Kinley

In 2007 Fanta Citrus was launched with a touch of lemon in it

In 2007 Sprite 3G was launched which is termed as an energy drink to counter (Mountain
Dew)

In 2008 Minute Maid Pulpy Orange was introduced but it was being manufactured in
China

In 2008 Minute Maid Splash was introduced which had two brands under it, namely
Mango and Apple.

In 2011 Minute Maid Pulpy Tropical was introduced but it was being manufactured in
China

In 2014 the new campaign of share a coke was introduced & also the coke studio season
7 was also started.

Plants of CCBPL:
CCBPL has six plants in total throughout Pakistan situated in different locations, which are:

Lahore Plant

Gujranwala Plant

Multan Plant

Faisalabad Plant

Rahim Yar Khan Plant

Karachi Plant

CCBPL is going to open its new plant early next year at Islamabad.

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

Coke

Sprite

Fanta

Diet Coke

Sprite Zero

Sprite 3G

Fanta citrus

Minute Maid

Splash

Kinley

Functions of CCBPL:
The functions that CCBPL is performing are:

Complete organizational management

Manufacturing

Packaging/Bottling

Selling

Distribution

Partial Advertisement

Slogans of CCBPL:
Here we would like to include some of the popular slogans of coke since the coke journey
started.
1886 Drink Coca-Cola
1993 Always. Coca-Cola
2001 Life is Good
2003 Jo Chaho Ho Jaye Coca Cola Enjoy
2009 - Open Happiness (Until 2015)
2014 - Share A Coke
Slogans In Pakistan
"Coca Cola Hi to hay jo sab ko khooshiyan dai" ("Coca Cola is it")
"Dill Hai To Mango Aur" ("if you have a heart ask for more")
"Khulein Khushian" ("Open Happiness")
"Kha Le Pee Le Jee Le" ("eat drink live")
"Aao mil kar khayen" ("Eat together")
"Piyo Zara Jhoom K" ("Drink in Excitement")

Vision, Mission & Values

Vision
Be the outstanding beverage company, leading the market, inspiring people, adding
value through excellence.
Mission
Build a sustainable and profitable business through refreshing consumers, partnering
with customers, delivering superior value to shareholders and being trusted by
communities.
Values
Our Core Values underlie everything we do. We live by them for two reasons; they are
good and right in themselves, worthy of adherence even at the risk of loss of profitmaking opportunities, and they epitomize our Companys integrity, which we believe will
produce value for our stakeholders over the long term.

Accountability

Passion

Integrity

Teamwork

Cultural Elements
These elements define the key pillars of our organizational culture and are a deeply
ingrained part of our personalities:

Be agile

Be inclusive

Trust each other

Inspire innovation

Focus on Customers

Have fun & enjoy

Collaborate for success

Act Like Owners

a. People: Be a great place to work where people are inspired to be the best
they can be.
b. Portfolio: Bring to the world a portfolio of quality beverage brands that
anticipate and satisfy people desires and needs.
c. Partners: Nurture a wining network of consumers and suppliers, together
we create mutual, enduring value.
d. Planet: Be a responsible citizen that makes a difference by helping build and
support sustainable communities.
e. Profit: Maximize long term return to shareowners while being mindful of
our overall responsibilities.
f. Productivity: Be a highly effective, lean and fast moving organization.

Plants of the company in Pakistan

There are many plants of the Coca Cola Company in whole over Pakistan. The
plants are in Karachi, Hyderabad, Multan, Gujranwala, Sialkot, Faisalabad,
Rahim Yar Khan and Lahore.

Location In Lahore
Coca-Cola Beverages Pakistan Limited. 5-E-II, Gulberg III, Lahore 54660,
Pakistan.

Companys Information
Legal Advisor
Ramday Law Associates

Mr. Mustafa Ramday (Advocate HC)

Insurance Company
International Genral Insurance (IGI) Pakistan
Banks
ABN AMRO Bank
Bank Alfalah Limited
Standard Chartered Bank
Union Bank Limited

Auditors
Fergusons and company ltd
External auditors Islamabad
Registered Office
CCBP limited

Tel: 021-32570124

D-51, Estate Avenue S.I.T.E

Tel: 021-32576351

Karachi-75700, Pakistan

Fax: 021-32564249

Corporate Office
CCBP limited
5-E-II, Gulberg III,
Lahore, Pakistan

Tel: 042-35756845
Fax: 042-35870047

Coca-Cola Lahore Plant

Tel: 042-35320010

Type

Soft Drink (Cola)

Manufacturer

The Coca- Cola Company

Founder (s)

John S. Pemberton

Country of Origin

United States

Introduced

1886

Area Served

Over 200 countries

Color

Caramel E-150d

Flavors

Cola, Cola Green Tea, Cola Lemon, Cola


Lemon Lime, Cola Lime, Cola Orange and

Employees

Cola Raspberry.
92,400

Servings per Day


Website

1.6 Billion
www.coca-cola.com