CONTENTS

1. Acknowledgement.
2. Mission statement
3. Introduction.
4. Coca Cola.
a. Coca Cola International.
b. History
5. Market share.

6. Products.
10. Strategic planning. Doubt hey ismy mujhy tum read karo??

12. Coca Cola Pakistan.

13. Major Competitors (a bit review of it)
a. Pepsi
b. History.

• Market share.
• Financial report.
• Products.
• Methodology
14.Some basic information regarding marketing of coke
a. Target market:
b. Major segments:
c. Factors effecting sales:
d. Major competitors:
e. Strategies of quality:
f. Threats from competitors:
g. Targets that would like to attain:
h. Expanding target market
L Threats and opportunities for price:
j. Strategies of getting goals i.e, "high profits": k. Marketing strategy:
I. Expectations for the coming year:

15. Marketing strategies

16. Pest analysis
The Coca-Cola Company is the world's largest beverage company, largest
manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the
world and is one of the largest corporations in the United States. The company is best known for its
flagship product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola
formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company
in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in
over 200 countries or territories and serves 1.5 billion servings each day.

Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines
internationally
The company operates a franchised distribution system dating from 1889 where The Coca-Cola
Company only produces syrup concentrate which is then sold to various bottlers throughout the
world who hold an exclusive territory.

The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE and is
part of DJIA and S&P 500. Its current president and CEO is Muhtar Kent.

Mission, Vision & Values

The world is changing all around us. To continue to thrive as a business over the next ten years and
beyond, we must look ahead, understand the trends and forces that will shape our business in the
future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That's
what our 2020 Vision is all about. It creates a long-term destination for our business and provides us
with a "Roadmap" for winning together with our bottler partners

Our Mission
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.

Our Vision
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.

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

49 Years Of Refreshment In Pakistan

Coca-Cola introduced in Pakistan 1953

Fanta introduced in Pakistan 1965

Sprite was introduced 1972

Diet Coke & Fanta Lemon 2001

Coca Cola 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.)

Market Share
Being the biggest company in the soft drink industry, Coca Cola enjoys the largest market share.
This company controls about 59% of the world market.

Market Share By Area

Coca Cola is the world-renowned soft drink and the company is currently operating through out the
world. The world wide total is about 17.8 billion.
 Industrial SWOT analysis
Strengths:
The soft drinks market in Pakistan enjoyed dynamic growth over the review period in both volume
and current value terms. Carbonates have become part of the culture in Pakistan and multinational
companies have maintained their standards over the years to provide consumers with high-quality
carbonated drinks. Off-trade sales of carbonates are higher than those of the on-trade but both
achieved strong growth over the review period

Weaknesses:
Liquid concentrates and powder concentrates are both seasonal categories in the market and their
sales peak in the summer in Pakistan. Both Rooh Afza and Jam-e-Shirin are traditional sandalwood
drinks in Pakistan which are highly regarded by consumers. These drinks can be found in every
home in Pakistan, especially in rural areas, throughout the summer and are the mainstay of liquid
concentrates

Opportunities:
The government of Pakistan has reduced excise taxes to encourage soft drinks manufacturers and
importers. The government also reduced other applicable taxes to promise more profits not only for
soft drinks manufacturers already in the market but also to attract potential soft drinks manufacturers
to invest in Pakistan. Tax reductions proved extremely beneficial to the soft drinks market in
Pakistan and certainly encouraged and attracted multinational companies to invest in the country's
soft drinks industry. The government also decided to tax the beverage industry on capacity of
production rather than on actual production and that brave move encouraged soft drinks
manufacturers to maximize production and reduce prices

Threats:
Increasing health and hygiene awareness among Pakistanis has greatly increased sales of
fruit/vegetable juice products. Both the government and the media have started health awareness
campaigns to make Pakistanis realize that consumption of fruit/vegetable juice is as essential as
eating food. Fruit/vegetable juices are doing very well in both urban and rural areas. On the other
hand, health and hygiene awareness has also led to increased sales of bottled water in Pakistan.
Previously bottled water was targeted only at major cities where consumers are more health-
conscious and aware of the difference between bottled water and tap water.Nowadays, health-
conscious rural inhabitants also drink bottled water due to health concerns.
SWOT Analysis Of COKE
SWOT Analysis, which is based on thorough review of the business (corporation, product category
competition, customers and products), identities and evaluates the internal strengths and weakness of
the companies well as its external threats and opportunities. The marketing mix is driven by the
results of the SWOT analysis.

Strength
Demand of coke is more than its competitors.Company has a very established name and a good
reputation.coke has large market share than its competitors.As the target customers of coke is young
generation, so coke has more brand loyal customers.Most of the customers are satisfied with the
price of the coke.coke is an international company and it has a very strong position
internationally.The environment of factory is very good and attractive.

• Large scale of operations

• Strong supply chain management system

Weakness
coke does not offer any sort of incentive or discount to its retailers.coke target only young customers
in their promotions.Crown of the disposable bottle is not good.Demand of disposal bottle is
declining. coke tin pack is not available in far off rural areas.

• Unable to differentiate itself from Pepsi.

• Less effective campaigns.

Opportunity
Company may start entering rural areas also.The company may also diversify its business in some
other potential business.Increased interest of people in musical groups, cultural shows and sports has
provided an opportunity for coke to increase its sales through them.

• Growing bottled water market.

• Untouched markets.
Threats
The main competitor of the company is the Pepsi Cola.At the international level, coke has a very
strong competition with pepsi. pepsi has started its advertisements more effectively to increase their
demand and it is a very strong threat for coke. Cola drinks are not good for the health so the
awareness level of the people is in creasing which is a big threat to the company.

• Intense competition with competitors.

• Intense price competition.
• Dependence on bottling partners
• Sluggish growth of carbonated beverages

HOW Internal and External factors affecting the strategies

Marketers need to be good at building relationships with customers, others in the company and
external links. To do this effectively, they must understand the major environmental forces that
surround all of these relationships. A company’s environment consists of forces outside marketing
that affect marketing management’s ability to build and maintain successful relationship with the
target customers. Every company should know the vital importance of constantly watching and
adapting to the changing environment. As the world is moving fast today, no one can be certain
about the future. The environment continues to change rapidly. By carefully studying the
environment, marketers can adapt their strategies to meet new marketplace challenges and
opportunities.

Some of the external and internal environmental factors that affect the marketing trend of the
company are as follows:

External Environment
The macro environment consists of the larger societal forces that affect the microenvironment. The
external factors are not under the control of the marketers; they can just observe them and make
strategies in light of these factors. Some of these factors are given below:

DEMOGRAPHIC FACTORS:

• Age

The requirements of different age groups are different. coke should target that age
group that consumes it the most and make promotional strategies according to their
behavior. So their main target is the young generation.
 • Education

A company has to make promotional strategies keeping in view the customer level. If
the percentage of education is high in a country then through advertisements people
can be made well aware of their product and can convey their message easily.
Promotion and education has a direct relationship.

• Population Distribution

Population distribution means how much [population lives In urban areas and rural areas. In Pakistan
35 % population resides in urban areas and 65% population lives in rural areas. coke is focusing on
urban areas as people there are more inclined towards such beverage while people in rural areas are
more inclined drinking lassi and desi drinks.

• Population Density

It means number of people in one square km per area. Karachi has the largest
population density and Islamabad has less population density in Pakistan. coke sales
are more in Karachi as compared to the sales in Islamabad.

ECONOMIC FACTORS:

• Income and Income per Capita

If the income level or per capita income of the people increases, it will have a positive
effect on the consumption of coke.

• Inflation

If the country faces inflationary trend in the market, the price of the Coke will
ultimately increase which will lower its demand.

• Consumption Behavior

Pakistan is a consumption oriented society. Due to demonstration effect the people

are more inclined towards consumption than saving. So the people of Pakistan spent
heavily on food items. Hence COKE has a good market share in the present
circumstances.

• Income Distribution

It means how much is in the hands of rich and poor class. In Pakistan 10% rich people
posses 93% of wealth and 90% people posses 7% of wealth. If there is balanced
distribution of income in the country, the consumption of the people will increase
hence increasing the sales of beverages as well.
• Payment Mod

As the use of plastic money is increasing the consumption pattern of the people are
increasing. Although it will have a low affect on the consumption of Coke.

• Employment Opportunities

As employment opportunities increase the living standard of the people increase and
the people consume more.

• Aggregate Demand

In case of Coke, aggregate demand of the product increases in the season of summer
as the hot weather makes the consumers want to drink more.

• Aggregate Supply

In summer season to cope up with the increasing demand they have to increase the
aggregate supply of their product.

• Economic Policies

Some of the economic policies which can affect the market of coke are discussed
below:

• Fiscal Policy

It is the policy of taxes. If heavy tax is levied on Coke then its price will rise having
negative affect on its consumption.

• Monetary Policy

Monetary policy is made to restrict or increase the supply of money in the market. If
policies are made to restrict the flow of money in the market, inflation can be
controlled hence increasing the real income of the people which will ultimately affect
the consumption of Coke.

• Price Policy

If price of Coke is increased its demand will decrease and vice versa.

• Income Policy

If income of the people will increase their purchasing power will increase and hence
increasing the market share of Coke.
PHYSICAL FACTOR:

• Region

Pakistan is divided into different geographical regions. Marketing and sales of Coke
is different in different geographical regions. In hot areas its demand is more.

• City Size

The cities which are densely populated the consumption of Coke is more.

• Climate

Coke is more suitable for humid or hot weathered countries like Pakistan. It is a
source of refreshment when a person is thirty due to the hot weather.

• Infrastructure

Roads are the basic need for transportation of Coke from one place to another. Coke
cannot open factories in every city of Pakistan so it has to transport it to other cities
where Pepsi is demanded.

Electricity is the basic necessity for production of any product. Constant load
shedding slows down the process of production which leads to less production and
low market share.

TECHNOLOGICAL FACTORS:

• Research and Development

Through research and development quality of the product can be improved or better
techniques or machinery can be developed which can increase the production. When
technology is advance the supply of the product increase hence the company
experiences growth in their business.

POLITICAL AND LEGAL FACTORS:

• POLITICAL STABILITY:

Whenever the government is considered to be stable, the business will flourish. If

there is political stability in the country the policies and strategies made by Coke can
be consistent to be implemented. Foreign companies are also keen to invest in those
countries which are politically stable where they have no fear of decline in their
market share or shut down due to sudden change of government.
 • Mixed Economy

In mixed economy government and private sector both plays their role in developing
the economy of the country. Investment by foreign companies like Coke is more
likely to flourish in mixed economy.

• Laws Formulation

Government has given copy rights to Coke so that another company cannot sell their
product by the name of Coke. The countries where laws are formulated, the strategies
and activities of the company are different.

• Social Responsibility

Coke’s social responsibility is to provide its customers with clean and hygienic
product so to do this they have increased the use of disposable bottles.

SOCIAL AND CULTURAL FACTORS:

• Psychographic

It is a combination of demographic and psychological factors. Psychological

attributes mean how you perceive things. The company will focus on the behavior of
consumers and make different changes in their product quantity or quality and in
promoting their product so that they can attract the customers. Keeping in view that
the behavior of different consumers is not alike they have to make their marketing
strategies in accordance with their requirements so that they are convinced to buy the
product.

• Religious

Religious factors can influence the market sales of Coke as it happened in 2003 when
the U.S-led attack on Iraq, wide sections of society in Pakistan have banned American
multinationals Coke and Pepsi

• Social Status

Coke is a well renowned brand. People who are brand conscious will not drink
beverages of lesser known brands such as Amrat cola. They will try to show their
status by drinking Coke which is known to all as a quality drink.

• Media

It is a very important factor for marketing. Media these days is a very effective way
of inspiring people to buy a specific product. A good promotion can boast up sales to
a great extent.

　
 　

INTERNAL ENVIRONMENT
CUSTOMERS:

There are three types of customers

1. Consumer

2. Business

3. Government

Coke main focus is the consumers which are the end users. Coke has to make its marketing strategies
keeping in view the consumer buying behavior. To forecast the behavior of the consumer is a
business problem. Physical aspect of the consumer can be satisfied but it is difficult to satisfy the
consumer psychologically. Consumer buying behavior is affected by certain factors like Cultural
factors, Social factors, Personal factors and Psychological factors. So the producer should keep these
factors in Mind while promoting their product so that they can acquire the customer and increase
their market share.

There are different consumers in a society whose behavior is not the same. Every consumer has a
different perception of different products. Some consumers are impressed by one quality of the
product which may be in the view of other consumer not that impressive. So to deal with different
consumers in a society one should know about the consumer buying behavior process which may
help in making a true picture of their product in the mind of the consumers.

CONSUMER BUYING BEHAVIOUR PROCESS:

Consumer buying behavior process is explained in some steps which are discussed below:

• Need Identification

The consumer is thirsty and he wants to quench his thirst.

• Information Search

He will search as to what will satisfy his thirst the most.

• Evaluation of Alternatives

He will now evaluate from the wide range of beverages available to him that which
one of them is suitable to him in terms of quality, taste and is pocket friendly.
 • Selection

After evaluating the product he will select a product

• Purchase

The consumer will buy the selected product.

• Post-Purchase Experience:

It is the experience that the consumer gets after using the product. He will use the
product again if he feels that his satisfaction after use is more or equal to the price of
the product.

After looking at above mentioned example, we can get an understanding that a product should be so
desirable that whenever a person identifies his need, he selects our product among various substitute
products and he feel satisfies so that he retains the use of that product.

COMPETITOR:

He is the person who is selling the same type of product in the market.

The marketing concept states that to be successful, a company must provide greater customer value
and satisfaction than its competitors do.

Coke has a tough competition with Pepsi Cola while it faces a little competition with the local
producers like RC Cola, Shandi Cola etc. The local producers hardly affect the sales of Coke in the
market.

There are different types of competitor in the market. Some of them in which our product lies are
discussed below:

• Close Vs Distant Competitor

Pepsi and Coke are close competitors. It means that both have direct competition in
the market, their products are close substitutes for one another. Both the products can
influence the market share of one another through effective strategies made to cope
up with their competitors.

Coka cola and Nestle juice are distant competitors of one another. It means that their products satisfy
the same want but they are in indirect competition with one another.
 • Strong Vs Weak:

Coca Cola and Pepsi are strong competitors. In Pakistan Pepsi is the market leader
and Coca Cola is its competitor. The Pepsi makes defense strategies so that it can
maintain its position in the market. While Coca Cola is a challenger and it makes
attack strategies so that it can become the market leader.

Coke and Shandi Cola are weak competitors. Pepsi is the market leader and Shandi
Cola is the follower.

SEGMENTATION

It means that you divide the target market in to different groups. Market consists of buyers and
buyers differ in one or more ways. They may differ in wants, resources, locations and buying
practices. Through market segmentation companies divide large, heterogeneous markets into smaller
segments that can be reached more efficiently and effectively with products and services that match
their unique needs.

MARKETING STRATEGIES

There are different marketing strategies which are applied in targeting. Some of these strategies
which Coke follows are discussed below:

TARGET MARKET

The market which is focused by the producer is called the target market. Targeting is to focus on the
target market to attract the customers.

CHARACTERISTICS OF TARGET MARKET

The target market should have some following features.

• Accessible

It means that the target market which is focused should be accessible or easily
approachable.

• Substantial

The target Market should be substantial. It should have a specific size where
strategies can be made and implemented.

• Measurable

One should be able to measure the demand in the market.

　

• Comparable

The producer should identify that needs of different customers are different.

• Profitable

The target market should be profitable for the producer.

• Mass Marketing

Big firms or companies say that everyone is their buyer whether they belong to rural
or urban area, big or small country, rich or poor, adults and small children etc. Coke
is mostly used by the young generation but it claims that it is moving towards mass
marketing.

POSITIONING STRATEGY

It means that you try to give image to your product in the mind of the customers. To give a true and
positive picture of the product is the best positioning. The company should promote its good points
or comparative advantage which it has over its competitors

DIFFERENTIATION STRATEGY

In order to serve your target market you introduce different things to your product so that your
product can be differentiated from other products.

• Basis of Differentiation

There are many bases on which a product can be differentiated but Coke has
differentiated its product on the following base:

• Product Differentiation

Coke differentiate its product from its competitors on the basis of brand, quality and
taste.

• Image Differentiation

Logo is used for image differentiation. Logo is what establishes a brand name in the
consumer mind. It is the brands identification, signature and image. Coca cola has
kept on changing its logo from time to time.
PROMOTION STRATEGIES

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 that's 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 stores. 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 change their product prices according to the season. Summer is

UTC Scheme
UTC mean under the crown scheme, coca cola often do this type of scheme and they offer very
handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc. This scheme is very
much popular among children.
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.

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 eyecatching
positions. Normally they keep their freezers near the entrance of the stores.
Sale Promotion
Company also do sponsorships with different college and school's cafes and sponsors their sports
events and other extra curriculum activities for getting market share.
34

Distribution Channels

Coca Cola Company makes two types of selling

Direct selling
Indirect selling

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

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
Billboards And Holdings
• Freezers
• Display racks
• Free empty bottles and shells for bottles
Advertisement
Coca cola company use different mediums • Print media
• Pas material
• Tv commercial
• Billboards and holdings
Print Media
They often use print media for advertisement. They have a separate department for print
media.

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.
Coca cola is very much conscious about their billboards and holdings. They have so many sites
in different locations for their billboards.

Coca cola is very much conscious about their billboards and holdings. They have so many sites
in different locations for their billboards.

Coca-Cola Basant Festival

In February the month of basant the parks & horticulture authority in Lahore nominated Coca-Cola
the official sponsor of the basant festival .Coca-Cola added to the carnival atmosphere by making the
festival free to enter & decorating all main roads in Lahore with illuminated kites. Coca-Cola also
hosted a concert of pop idol Abrar-ul-haq, had children's parade & held the Coca-Cola kite flying
championship during the basant festival. Now "where there is basant there is Coca-Cola", it has been
impossible to envisage basant without Coca-Cola. Coca-Cola give the more refreshing flavor to the
colors of basant by adding more life to the festival, giving the consumer a unique experience which
they had never tasted before.

Coca-Cola GO-RED
Quenching the thirst of motorist, pedestrians & passerby's during Lahore's hottest summer season,
Coca-Cola's "GO-RED" teams went out into the cities main quadrants to "serve & refresh" on the
spot with ice-cold Coca-Colas at discounted prices backed by a heavy FM announcement campaign
the "GO-RED" stall, served well to promote the Coca-Cola industry.
Coca-Cola Party in a Park
In June 2000, Coca-Cola created an experiential musical evening in Lahore, where Junoon
performed. This program was recorded and one-hour program shown in the national TV for free. 1 0
million households saw Coca-Cola 'Party in a Park' while 10 thousand people attended the event.
Coca-Cola Shopping Festival
Coca-Cola hosted "The Coca-Cola Shopping Festival" Lahore's first shopping festival, a resounding
success with tempting discounts, live music, great prizes & fire works. Liberty marketing Gulberg
was a hive of activity during the weeklong shopping extravaganza. The in augural event proved so
popular that it is now set to become an annual fixture.
Coca-Cola Pet Promotion
In 1996, Coca-Cola launched 1.5 liter Pet contour bottle for the first time in Pakistan. Targeting
house wives & family home, Coca-Cola's 1.5 liter Pet bottle, took the limelight & gained momentum
with a campaign promoting the unique packaging and its numerous consumer benefits .A treat for
the family, Coca-Cola's PET was offered through a "price-off'
promotion that said ..............Go out & get some
39
Coca-Cola Ramzan Campaign

A very After
special occasion our
completing for project
the people of Pakistan
we have Ramzan
concluded saw another veryforspecial
some recommendation CocaCola's
the coca cola company,
promotion, marketing the popular
which are following. 1.5 liter PET bottle & the 1 liter bottle with a super price-off
promotion. The emphasis on enjoying Coca-Cola at "Iftar" with friends & family.
Recommendations

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.

• Coca Cola Company should try to emphasis more on providing their

infrastructure in the market to facilitate their customers.
• According to the survey, conducted by the international firm Pakistani people like little bit
sweeter cola drink. So for this coca cola company should produce their product according to
the local demand.
• Marketing team should try to increase the availability of Coke in rural areas.
• They should also focus the old people.
• Now young generation has a trend to drink a coke 2 regular bottles at same time, so
providing more satisfaction to them company should introduce ~ liter disposable bottle.

CONCLUSION