Beruflich Dokumente
Kultur Dokumente
Marketing Strategies Of
Coca Cola
TABLE OF CONTENTS CONTENTS 1. 2. 3. 4. Acknowledgement. Mission statement Introduction. Coca Cola. a. Coca Cola International. b. History. 5. Management. 6. Market share. 7. Financial report. 8. Dividends and Cash Plan. 9. Products. 10. Strategic planning. 11. Bottlers owned by Coca cola 12. Coca Cola Pakistan. 13. Major Competitors a. Pepsi b. History. c. Financial assets. 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 i. Threats and opportunities for price: j. Strategies of getting goals i.e. high profits: k. Marketing strategy: l. Expectations for the coming year: m. How coke determine the yearly budget: 15. Marketing strategies 16. Pest analysis
. 3
ACKNOWLEDGEMENT
We think if any of us honestly reflects on who we are, how we got here, what we think we might do well, and so forth, we discover a debt to others that spans written history. The work of some unknown person makes our lives easier everyday. We believe it's appropriate to acknowledge all of these unknown persons; but it is also necessary to acknowledge those people we know have directly shaped our lives and our work.
This continued for 5 years, when in December 1991, a merger between CocaCola enterprises and Johnston founded a stronger Company which was larger and would help boost and increase bottling. Due to this merge, began to successfully reconstruct the companys image in 1992 and the unit sales has increased to 1.4 billion and the total income was $5 billion.
Management:
Here is an image of the hierarchy used in the Coca- Cola Company.
Vice Presidents
Market Share:
As Coca- Cola is probably the largest company in the soft-drink industry, it gets to benefit from the large market share and is in control of around 59% of the worlds market which is very large.
6%
5%
5%
5%
4%
4%
18%
9%
70
This table indicates that the Coca- Colas Companys market is vast geographically and it holds great control successfully. The company generated record volumes of soft-drinks in 2002, when they increased their business by 250 million units. Due to carbonated soft drinks increasing and being the largest growth segment within its category of non-alcoholic ready-to-drink beverage, the company are more focused on this and are ensuring that they are constantly in the market and are increasing it each and every day and are always alert for any changes in customer needs or demands and most importantly it is vital that they are increasing their pace as it is very important that they do so in order to meet their objectives and be successful. The following pie chart demonstrated the operational income earned by the Coca Cola Company. (Figure)
Coca- Cola is the Worlds leading Soft Drink Company as this is due to this strategy and its successfulness. Within the last decade, the global unit sales have increased for the Coca- Cola company and the statistics of these data can be analyzed in the following chart.
(Figure)
This chart shows that within the Coca- Cola Company, there is positive growth in the market. Internationally, there us a growth of 5%, and worldwide, there is a growth of 4%. The reason for this is mainly down to the innovative marketing programmers which have done a fantastic job of excellent marketing and promotional techniques, finding the customers needs and demands, and most importantly putting these needs into practice and creating better products, making the customers feel more connected to Coca- Cola. Another reason for their growth is due to the bottles and their branding methods. The company have ensured that they have kept their good status by making their brands very well known and at times, associating their products with something which is very important to customers, for example, Coca- Cola have a very famous television advert which associates their drink with Christmas. This advert is shown mostly every year at Christmas time and it is put there to make people associate Coca- Cola with Christmas and as this time of the year is a very positive and joyous occasion, it makes people feel more connected to the company and as if they have grown up with that drink always available, particularly the elderly who may have had Coca- Cola with them as a child.
The Coca- Cola Company wanted their bottles to be more economical and in 2002, this dream had become reality as their bottlers had made their bottles just that. This in many ways improved the relationship that the Company had with their bottling companies and this is very helpful, particularly as it helps the two gain more opportunities for growth which means that communication within the two will increase and their relationships with customers, production and logistics will improve.
NORTH AMERICA LATIN AMERICA EUROPE & MIDDLE EAST ASIA AFRICA
This pie chart shows that Coca-Cola has the most volume in North America, and statistically the least in Africa. This is probably due to the fact that Coca- Cola is an American established Company and although it is very popular in Europe and Asia, perhaps there is not enough media coverage or methods of successful promotion in Africa, and this could possibly be worked on and improved by the company.
10
In terms of areas, this table shows data detailing the market share of the Coca- Cola Company. Country Unit case growth Nonalcoholi c Drinks 2002
Compan y share
2002
Compan y share Company per capita Income
North 4 5 3 3 2 2 22 15 398 America United 4 5 3 3 2 2 23 16 419 States Latin 6 7 6 6 3 4 24 15 205 America Argentin 7 4 6 2 7 2 20 10 236 a Brazil 5 5 3 6 3 5 23 13 144 Chile 9 6 5 3 (2) 3 56 23 336 Mexico 7 10 8 9 2 5 22 18 462 Europe 6 3 5 3 2 4 12 6 72 & Middle East Eurasia 17 8 6 5 (14) 1 14 5 39 France 8 3 9 3 7 3 9 5 110 German 1 2 (1) 1 (6) 1 14 7 193 y Great 8 2 11 2 8 3 17 6 193 Britain Italy 1 3 4 3 2 2 9 6 104 Middle 12 12 7 5 4 8 8 3 17 East Spain 6 4 8 5 4 4 17 12 264 Asia 7 6 6 7 10 7 14 5 23 Africa 7 6 8 3 10 6 34 11 34 If we analyze this data, we can conclude that Coca- Cola is gaining more and more customers which are shown in the Companys per capita income geographically. 24 eight- ounce servings equally to one unit case. The non- alcoholic beverages are shown in the table and it includes beverages which are sold commericially which is based on industry sources and is estimated by the Coca- Cola Company.
11
In Asia, Coca- Cola is very widely used and consumed. There are on average around 3.2 billion units sold annually and Asia are main consumers of Coca- Cola. On average, someone who lives in Asia will have around 2 servings of Coca- Cola a month. As the company are constantly trying to think of new ways to improve their drink and come up with new varieties of the original Coca- Cola, they have achieved a growth in volume of 10% in 2002. As more and more countries are developing and become more populated, Coca- Cola can take this as a huge benefit and perhaps come up with new ways to expand their products and increase the popularity of the brand. In China which is a very developed country, the total unit sales of Coca-Cola have increased by 6%. This pie chart shows the total unit sales in Asia: (Figure)
This chart shows that statistically, Japan has the most unit sales in Asia, this is not very surprising as Japan are extremely developed and have the best technology systems and fantastic ways of promoting, for example, in major cities such as Tokyo, there are large screens around the city which can all be used to advertise the Coca- Cola company. However Korea has the least units sold in Asia, this could possibly be due to the fact that Korea are not as economically developed as other Asian countries which means that if the company were to focus more on these countries which has less promotional methods, they could potentially cover the majority of the countries throughout the World. Other countries such as Pakistan and India fall into the other category which shows that these countries are accountable for a quarter of the sales in Asia.
12
Financial Report:
Coca- Cola as a whole is a very strong Company financially, this is due to the sheer volume of units they sells annually. They always make it through tough financial times, and CocaCola will be known for a very long time. This table shows the financial report of Coca- Cola Company of 2000 and 2001 and it also includes the percentage change. (Table) Year Ended December 31, (In millions except per share data, ratios and growth rates) 2002 Net operating revenues Operating income Net income Net income per share (basic) Net income per share (diluted) Net cash provided by operating activities Business reinvestment Dividends paid Share repurchase activity Free cash flow Return on capital Return on common equity Unit case sales (in billions) International operations North America operations Worldwide 20,092 5,352 3,969 1.601 1.601 4,110 (963) (1,791) (277) 3,147 26.6% 38.5% 12.5 5.3 17.8 2001 19,889 3,691 2,177 0.882 0.882 3,585 (779) (1,685) (133) 2,806 16.2% 23.1% 11.9 5.2 17.1 Percentage change 1% 45% 82% 82% 82% 15% 24% 6% 108% 12% 5% 2% 4%
In 2002, there was a non-cash gain of basic and diluted net income or $.02 per share with taxes included. This was recognized by one of the equity investors on the issuance stock of Coca- Cola enterprises Inc. The following charges are for the 2002 basic and diluted net income per share:
$.24 per share including income taxes in relation to the organizational Realignment. $.19 per share including income taxes in relation to the Companys charges which were recorded by companys investors. $.16 per share including income taxes in relation to some of the manufacturing and bottling changes also for the intangible services. $.05 per share including income taxes in relation to a discrimination lawsuit settling terms. 13
$.01 per share including income taxes in relation to promotional and marketing expenses which were based around Central Europe. These charges are made up by an additional $.05 per share including income taxes in relation to the Coca- Cola Company and their mergers Hellenic Bottling Company S.A. and an additional $.04 per share including income taxes in relation to a tax rate reduction in Germany which gave the Company benefits and from tax planning strategies which were in the Companys favor.
14
Company Statistics:
The Companys statistics are quite remarkable; this is probably due to the fact that the company is so well known and it sold worldwide, not only that, but it is one of the most famous non-alcoholic beverages brand in the World with a range of verieties. Also, due to their bottling and their brand name and most importantly their marketing. In the space of one year (between 2001 and 2002) there was an increase in sales and in their volume and every other aspect included in the Company. The Coca- Cola brand is constantly expanding with employers, vehicles, facilities and other aspects, the following tables outlines these statistics: (Table) 2002 Equivalent cases Bottle and cans Fountain Employees Vehicles Cold drink equipments Facilities Production only Distribution Combination Total Percent of North America population coverage Number of States of Operation Bottle and can equivalent case package distribution Cans Non-refillable bottles Refillable bottles Capital structure Net debt to total capital ratio EBITDA interest coverage Weighted average cost of debt Key Statistics Constant territory bottle and can volume growth Bottle and can net revenues per case change Bottle and can cost of sales per physical case change Reported EBITDA (in billions) Reported EBITDA change Capital expenditures( in billions) %-age of net operating revenues Coverage of North American Can/bottle volume 15 4.2 billion 87% 13% 72,000 54,000 2.4 million 25 385 53 463 80% 46 44% 52% 4% 63% 3 6.3% 3% Flat 1 $1.95 (18)% $0.97 6% 83% 2001 3.8 billion 87% 13% 67,000 52,000 2.3 million 25 361 50 436 72% 46 45% 51% 4% 59% 3 6.8% % 2% % $2.39 9% $1.18 8% 74%
EBITDA is all the revenue and income before taxes, interest, depreciation, amortization and other items have been removed from them. Net Debt is the term for debts which are more long-term which also include long-term debt less cash Net Debt is the Long-term debt plus current portion of long-term debt less cash and marketable securities. Equivalent Case or Unit Case is the fountain gallons and physical case which has been converted into a standard unit of measure which is defined as 24 eight-ounce servings or 192 ounces per equivalent case sold by Coca-Cola Enterprises.
Products:
As well as Coca-Cola itself, there are many other different drinks and brands that the CocaCola company own; from carbonated drinks, to others and which are all worldwide and popularly known. When new products are launched, the marketing team carefully considers the countries culture and their restrictions.
Coca-Cola brands:
Coke Sprite Fanta Diet coke Coke Zero Coke with no caffeine
16
The Coca-Cola Company is committed and devoted to resource water only in markets where it expects profitable growth which is a good strategy as it has paid dividends. This approach has been applied successfully in several markets to several brands such as Ciel (Mexico), Mori No Mizudayori (Japan), Bonaqua (Russia) and Kinley in India. As Coca-Cola have many bottling partners which are strong and dedicated located throughout the USA, the countrys fastest increasing water brand was Dasani. . In Eurasia, the entire Turkuaz brand team worked together to launch Turkey's first purified water brand. This year, Coca-Cola Company also successfully energized a major piece of its beverage strategywater. By the end of 2001, its bottled water volume exceeded 570 million unit cases, making it the second biggest contributor to the growth of the company after carbonated soft drinks. Three of the water brands, Dasani, Ciel and Bonaqua each achieved sales of over 100 million unit cases for the year. In 2001and 2002, the company has also made good progress in coffees and teas. Beverage Partners Worldwide, the renewed and strengthened marketing partnership with Nestl S.A., began operations in 2001. This partnership combines Nestl's knowledge in life science, research and development with the expertise of Coca Cola Company in brand building and distribution. At the same time, the company grew Georgia coffee in Japan by 3 percent through awardwinning marketing in a category that was flat for the year. Also in Japanwhere The CocaCola Company is the leader in the total tea category, the second-largest category in the non-alcoholic ready-to-drink segmentit launched Marocha Green Tea. With sales of 46 million unit cases for the year, Marocha Green Tea is the fastest-growing product in the fastest-growing category: green tea. The popularity of Marocha is also recognized by the 17
industry with a leading trade journal naming Marocha the most popular new food and beverage product of the year.
18
Among the soft drinks Fanta and Sprite become successful along with the major brand Coca Cola and Diet Coke. In key markets, the company has created new packaging sizes to satisfy consumer demands. Increasingly, Mexican families have lunch together at home. The average Mexican household drinks two-and-a-half liters or more of soft drinks during that break, while a twoliter bottle was the largest available package. So the company introduced a convenient 2- liter bottle to select regions, contributing to the sale of nearly 1.5 billion unit cases of CocaCola in Mexico this year. This larger bottle will complete its nationwide rollout in 2002. In China, Coca-Cola is an integral part of holiday celebrations and the family get-togethers that accompany such events. Through an intense focus on Coca-Cola, innovation and new beverages, it has achieved volume growth of 10 percent in 2001. In China, sales of CocaCola increased by 6 percent. In the United States, recognizing that consumers often enjoy their diet Coke with a slice of lemon, the company "bottled" the concept. The resultdiet Coke with lemoncontributed to volume growth of 4 percent for the number-one diet. Soft drink in North America: diet Coke. The company increased its two largest bottle sizes during the 2001 holidays, and festival packaging helped drive a 6 percent volume increase for Coca-Cola. The packaging innovations do not just involve resizing. The company has also responded to consumers' changing fashion styles with new bottles. With brands such as Minute Maid, Hi-C, Simply Orange and Disney juices and juice drinks in the United States, Qoo in Asia, Kapo in Latin America and Bibo in Africa. This year, the company re-launched its global sports-drink business, investing in new products, packaging, positioning and marketing. The results speak for themselves: its global sports drinks, led by Powerade and Aquarius, grew by 13 percent in 2002, nearly double the growth rate of the worldwide sports-drink category. Revitalized in the United States, the company introduced Powerade in nearly every major Western European market, including Great Britain, Germany and Spain, as well as in Mexico and Latin America. The company launched 27 products in 2001. The commitment of the company to packaging innovation also resulted in new initiatives for our fountain business, a channel through which many consumers enjoy Coca-Cola. In the United States, the company developed Fountain, a total beverage dispensing system that is more flexible and more reliable. Two years of research resulted in a dispensing system that provides exceptional beverage quality, easy to upgrade technology, brand and graphic customization and improved reliability.
19
STRATEGIC PLANNING
In the year 2002, the company had a great success, as the strategy worked which resulted in making Coca Cola Company the worlds leading company. In 2001, company accomplished the crust of its strategy as Worldwide volume increased by 4 percent with strong international growth of 5 percent and clear signs that our North American business is growing solidly and predictable. Earnings per share grew by 82 percent, as we delivered on our commitment to create volume growth while aggressively Return on common equity grew from 23 percent in 2000 to 38 percent this year. Return on capital increased from 16 percent in 2000 to 27 percent in 2001. The company has generated free cash flow of $3.1 billion, up from $2.8 billion in 2000, a clear indication of its underlying financial strength. The strategy for the future of the company is very straightforward. The marketing strategy for the year 2002 is as follows, Accelerate carbonated soft-drink growth, led by Coca-Cola. Selectively broaden the family of beverage brands to drive profitable growth. Grow system profitability and capability together with our bottling partners. Serve customers with creativity and consistency to generate growth across all channels. Direct investments to highest potential areas across markets. Drive efficiency and cost-effectiveness everywhere.
20
1990-2002
The advertisement of the Pepsi changes to, You got the right one baby, Uh-Huh!.With the extensive usage of the stars in the adds, the popularity of Pepsi increase. In 1992 PepsiCola formed a partnership with Thomas J. Lipton Co. Today Lipton is the biggest selling ready-to-drink tea brand in the United States. Outside the United States, Pepsi-Cola Company's soft drink operations include the business of Seven-Up International. PepsiCola beverages are available in more than 190 countries and territories. In Asia, they selected Lahore to make their regional office. This was done in 1970. This regional office is monitoring all the operations carried out in South West Asia. As in Pakistan, they only entered beverage industry. They have eleven bottlers covering whole Pakistan. The plant operating here is Riaz Bottlers (Pvt) LTD. This plant was established at Lahore in 1974. The total capacity of the plant is 30,000 cases per day. They have four filling lines in the plant operating on the three shift bases. Each shift is of eight hours. They have permanent work force of 750 people and they employee approximately 1000 people more on temporary basis during summer season.
21
Pepsis Products
Pepsi Teem Mirinda Pepsi Max Pepsi Lemon Pepsi Blue Mountain Dew 7up
22
23
PROMISE OF COKE
The basic proposition of our business is simple, solid and timeless. When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurture and protect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business.
TARGET MARKET
Cokes commercials basically based on young generations, So, the young generation is the target market of Coke because they want to represent Coke with the youth and energy but they also consider about the old people they take then as a co-target market.
MAJOR SEGMENTS
Major segments are basically those people who take this drink daily and those areas where the demands is higher then the other areas. There are so many people who take this drink daily and those people who take weekly and those who take less often are always there as well. So, their basic segments are those people who take this drink regularly.
And to get through with this difficulty there is need to increase the level of per capita income of Pakistan because it is much lesser than the rest of the countries.
Competitors
Cokes major competitor is PEPSI and there is no hesitation to say this because every one knows that and all the other cold drinks and water, coffee, tea are the competitors.
Weather
Weather is the third major factor in effecting the Cokes selling. This is underdeveloped market so the cokes consumption in summers is 60% and in winters is 40%.
25
MAJOR COMPETITORS
Consumers firstly decide that they are going to have a soft drink. Then they compete brands with each other. Like they compete Coke with Pepsi and Sprite with 7up and team .So the major competitor of Coke is Pepsi. When they motivate to any other brand or on Coke its in instinct basically that based on messages derive certain feelings. But Coca Cola thinks in a different way, they believe that RC Cola, new coming AMRAT Cola, and all juices, even they take water and tea as their competitors.
STRATEGIES OF QUALITY
After Micro and macro analysis Brand coke is primarily role 1. Enhance competition moments 2. When people watch cricket 3. Through commercialization 4. Fun time Though these strategies there could be better understanding and better connection with the public. These are the key consumption.
26
Windfall Profit
Can be windfall profit. They are the extras profit. When the consumption the consumption is on boom. So, there is different kind of profits.
Brand Differentiation
Now different companies have got different brand names. So, people can distinguish between brands. Two major brands coke and Pepsi also have brand names. 27
Pepsis Brand
Pepsis brand is basically is basically ME branded. They use the temperament of ME. In contrast to Coke they believe on individual struggle.
Threats
There are much more threats in increasing prices. Because same problem of substitute. If Coke increase the price lets say 1 rupee. Then people definitely wont go for coke. They have the best substitute of Coke that is Pepsi. So these are the threats in increasing prices. Coke will lose the margin of its profit and can face loss.
28
MARKETING STRATEGY
Our local marketing strategy enables Coke to listen to all the voices around the world asking for beverages that span the entire spectrum of tastes and occasions. What people want in a beverage is a reflection of who they are, where they live, how they work and play, and how they relax and recharge. Whether you're a student in the United States enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice drink, or a couple in Korea buying bottled water after a run together, we're there for you. We are determined not only to make great drinks, but also to contribute to communities around the world through our commitments to education, health, wellness, and diversity. 29
Coke strives to be a good neighbor, consistently shaping our business decisions to improve the quality of life in the communities in which we do business. It's a special thing to have billions of friends around the world, and we never forget it.
30
MARKET POSITIONING
Product Range
The total range of Coca Cola company in Pakistan includes: Coke. Sprite. Fanta. Diet Coke.
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)
Packing
Coca cola products are available in different packing 24 regular bottle shell 6 bottle pack for 1.5 pets 12 bottles in a pack for disposable bottle 24 cans in one pack.
31
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 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.
32
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.
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.
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.
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.
33
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.
ADVERTISEMENT
Coca cola company use different mediums Print media 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.
34
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.
35
Sales Volume
Coke determines its yearly budget through the sales volume. They first concentrate on the thing is what is the condition of their sales? if the condition is good of their sales then they definitely increase their production and sales volume. Otherwise they concentrate on their old strategies.
Profitability:
The second thing through which they determines budget is the profit .if they r getting profits with the high margin, then they definitely want to increase their profits in the next coming year. Every organization runs on the basis of getting high profits. No organization wants to face Loss in their business. To get profit is the first priority of the Coke.
Target Volume:
To run the business every industry has some targets, which they want to achieve in a specific time period. If industry achieves those goals in that period then for the coming year it increases the volume of the target. So Coke Follow the same thing it has also some goals and targets to achieve in the given time period. When they succeed to achieve that target then they increase their target volume in the next year.
36
Coca-Cola Concerts
Abrar-ul-haqs distinct style, lyrics & songs have made him an instant hit among the masses in Pakistan. His enormous popularity in the country & abroad is supported by Coca-Colas commitment towards providing healthy & fun-filled entertainment for the youth of Pakistan. Coca-Cola brought Abrar to his fans through holding concerts & featuring Abrar in a much-appreciated TVC & MMT featured throughout the country. The TVC campaign focused on the hectic lifestyle of a pop star who found respite & relief through Coca-Cola in short moments that he had to himself during a concert. Coca-Colas brand positioning of providing deep down refreshment for the body, soul & mind were captured accurately in the TVC & depicted aptly how the drink completes the moment for Abrar.
37
Coca-Cola GO-RED
Quenching the thirst of motorist, pedestrians & passerbys during Lahores hottest summer season, Coca-Colas 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.
38
Diet Coke
After the acquisition of the individual local franchise bottling facilities in 1996, the company has successfully launched its first new product, diet coke, for the first time in almost 3 years. The was linked with three fashion shows as Diet Coke is related to fashion & fitness, but the major hit was thematic fashion shows in restaurants, which are the key accounts of the company as this has been never done before in Pakistan.
40
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
After completing our project we have concluded some recommendation for the coca cola company, which are following. 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.
41
POLITICAL VARIABLES
Political variables Effects of government regulations & deregulations Effect of environmental protection laws if any Import and export regulations Effect of political conditions in certain countries of Coke Any effect of election, military take over, Revolution at Coke Strongly Effected ++ Some what Effected + No Effect + NE Some what Effected Strongly Effected
YES NE NE YES
ECONOMICAL VARIABLES
Economical Variables Do soaring interest rates make business task any harder Any effect due to inflation Anything done to reduce unemployment Any effect of 11th September 2001, incident at Coke in Pakistan Strongly Effected ++ Some what Effected + No Effect + Some what Effected Strongly Effected YES YES YES NE
43
SOCIAL VARIABLES
Social variables Effects of advertisement of Coke on Public popularity How will do Cokes contribution affect charity organizations of Pakistan Has rising consciousness of natural resources in people effected your save environment activities. Strongly Effected ++ YES YES YES Some what Effected + No Effect + Some what Effected Strongly Effected
ENVIRONMENT
A large part or our relationship with the world around us is our relationship with the physical world. While we have always sought to be sensitive to the environment, we must use our significant resources and capabilities to provide active leadership on environmental issues, particularly those relevant to our business. We want the world we share to be clean and beautiful. We are always innovating to bring you different delicious beverages. This same spirit of innovation comes alive in our environment programs. Were committed to preserving our environment, from use of more than $ 2 billion (U.S) a year in recycling content and suppliers, and environment Management initiatives, down to very local neighborhood collection and beautification efforts. Heres a sample of what were doing in different communities around the world regarding the conservation of water and natural resources, climate changes, waste environment education. 44
The Coca-Cola system in Pakistan operates through eight bottlers. Four of which are majority-owned by Coca-Cola Beverages Pakistan Limited (CCBPL).
COMMUNITY INVOLVEMENT:
In 2000, when eastern Pakistan suffered its worst droughts, The Coca-Cola system initiated a famine-relief program to help victims and was the first private-sector company to assist. The Coca-Cola system in Pakistan initiated a voluntary Hajj program that allows one employee from each plant, selected through a draw, to be sent on the Holy Pilgrimage to Mecca at the Companys expense.
TECHNOLOGICAL VARIABLES
Technological variables Have business innovations effectively promoted your business Has the governments regulations ever hindered in importing technical equipment Does Coke help in promoting paperless environment Strongly Effected ++ YES Some what Effected + No Effect + Some what Effected Strongly Effected
YES
YES
46
CONCLUSION:
Coca-Cola no doubt come the heart beat of Pakistanis. Coca-Cola is one of the leaders in sponsoring the most important, thrilling events. E.g. Cricket matches, concerts and many other social occasions. Event at the present they are organizing a Basant festival for which they busily organizing stuff.
So
47