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TABLE OF CONTENTS

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INTRODUCTION. HISTORY OF Coca - Cola . 2.1 GLOBAL BRANDS SCORE- BOARD & Coca-Cola . 2.2 EVERYDAY AROUND THE WORLD 2.3 PLEASING EVERY TASTE Coca - Cola IN PAKISTAN 3.1 BOTTLING INFORMATION. 3.2 ECONOMIC IMPACT. 3.3 COMMUNITY INVOLMENT. 3.4 SPONSORSHIPS. BEVERAGE INDUSTRY IN PAKISTAN. 4.1 CLAIMS AND COUNTER CLAIMS. 4.2 Coca-Cola AS BEVERAGE INDUSTRY. 4.2 STRUCTURE. MARKETING MIX(4 PS OF COCA-COLA ). 5.1 PRODUCT. 5.11 BRAND SAMPLES. 5.12 CONTENTS OF COCA-COLA. 5.2 PRICE. 5.3 PLACEMENT/DISTRIBUTION. 5.4 PROMOTION. 5.5 PACKAGING COMPETITIVE ANALYSIS. 6.1 INTRODUCTION. 6.11 STRATEGIES/OBJECTIVES. 6.12 WEAKNESSES/STRENGTHS. 6.13 REACTION PATTERNS. 6.2 PEPSI 6.21 PRODUCT. 6.22 PRICE. 6.23 PLACE. 6.24 PROMOTION. 6.3 MECCA COLA 6.4 QUIBLA COLA. 6.5 OTHERS.

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MICRO ENVIRONMENT. 7.1 MARKETING. 7.2 SUPPLIERS & DISTRIBUTION. 7.3 FINANCIAL POSITION. 7.4 HUMAN RESOURCES. 7.5 NO OF WORKERS. 7.6 RESEARCH AND DEVELOPMENT DEPARTMENT. 7.7 PRODUCTION FACILITY. MACRO ENVIRONMENT. 8.1 SWOT ANALYSIS. 8.2 BCG MATRIX. 8.3 LIFE CYCLE. MARKETING STRATEGIES. ADVERTISING.

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The coca cola company exists to benefit and refresh everyone who is touched by the business. Founded in 1866, the company is the worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce nearly beverage brands. The co-operate headquarters are in Atlanta with local operations in nearly 200 countries around the world.

INTRODUCTION
Companys local strategy enables them 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 beverage is a reflection of which they are, where they live, how they work and play, and how they relax and recharge. Whether youre a student in the United States or Pakistan 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.

Coca-Cola strives to be a good neighbor, consistently shaping their Business decisions to improve the quality of life in the communities in which they do business. Its a special thing to have billions of friends around the world, and we never forget it. The companies are determined not only to make great drinks, but also to contribute to communities around the world through their commitments in which they do business.

HISTORY OF COCA COLA

Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. Created in Atlanta, Georgia by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water. Coca-Cola was registered as a trademark in 1887 and by 1895 Coca-Cola was being sold in every state and territory in the United States. In 1899, the company began franchised bottling operations in the United States. Today, you can find Coca-Cola in virtually every part of the world. The Coca-Cola Company has more than 300 beverages in its portfolio. Coca cola is certainly no stranger to global market. Long the world leading soft drink marker, the company now sell its brands more than 200 countries. The great global cola wars between Coca Cola and Pepsi have become decidedly one sided. Coca-Cola boasts one overseas, and coca cola boast four of the world five leading soft drink brands: Coca Cola, Diet Coke, Sprite and Fanta. Coca cola aggressively cultivates a local image. Its claimed official sponsorship for world cup cricket a favorite national sport, and used Pakistani cricketers and their fans and rather than actors to promote coke products.

Global Brands Scoreboard & Coca-Cola

Although Coca Cola was first created in the Unites State, it quickly become popular whenever it went. Their first international bottling plants opened in 1906 in Canada, Cuba and Panama, soon followed by many more. Today, that company produces nearly 300 brands in almost 200 countries. More than 70% of their income comes from outside the U.S, but the real reason may be they are truly global company is that their products meet the varied taste preference of consumers every where. In short Coca Cola bring refreshment to people in nearly 200 countries.

SPECIAL REPORT: THE 100 BEST BRANDS 2002 Global Brands Scoreboard
The table that follows ranks 100 global brands that have a value greater than $1 billion. The brands were selected according to two criteria. They had to be global in nature, deriving 20% or more of sales from outside their home country. There also had to be publicly available marketing and financial data on which to base the valuation.
2002 2002 Brand 2001 Change in Brand Value Brand Value Brand Value Rank Brand Name ($Mil) ($Mil) (%)
1 2 3 4 5 6 7 8 9 45 46 47 48 49 50 COCA-COLA MICROSOFT IBM GE INTEL NOKIA DISNEY MCDONALD'S MARLBORO PEPSI HARLEY DAVIDSON MTV PIZZA HUT KFC APPLE 69,637 64,091 51,188 41,311 30,861 29,970 29,256 26,375 24,151 6,394 6,266 6,078 6,046 5,346 5,316 68,945 65,068 52,752 42,396 34,665 35,035 32,591 25,289 22,053 6,214 5,532 6,599 5,978 5,261 5,464 1 -2 -3 -3 -11 -14 -10 4

Parent Company
Coca-Cola Company Microsoft Corp. International Business Machines Corp. General Electric Company Intel Corp. Nokia Corp. Walt Disney Company McDonald's Corp.

10 Philip Morris Companies Inc. 3 Pepsico, Inc. 13 Harley Davidson, Inc. -8 1 2 -3 Viacom, Inc. Yum! Brands, Inc. Yum! Brands, Inc. Apple Computer, Inc.

Every Day Around The Globe

By almost any standard, The Coca_Cola Company has long been a worldwide business. Their first soda fountain sales to Canada and Mexico were recorded in 1897. Their first international bottler in Panama was established in 1906. They entered China in 1927 and our 100th country Sierra Leone in 1957. Their international unit case volume has exceeded unit case volume in the United States since the 1970s. Today, The Coca-Cola Company operates in more than 200 countries around the world and generates approximately 70 percent of its revenues outside the United States Although Coca Cola was first created in the Unites State, it quickly become popular whenever it went. Their first international bottling plants opened in 1906 in Canada, Cuba and Panama, soon followed by many more.

Pleasing Every Taste

Along with Coca-Cola, recognized as the worlds most valuable brand, The Coca-Cola Company markets four of the worlds top-five soft drinks, including diet Coke, Fanta and Sprite. The Company is in an excellent position to grow in every nonalcoholic beverage category. In addition to marketing and brand-building activitiesdiscussed later in this reportwe grow by extending our established brands and by providing new and innovative products, packages and experiences

COCA COLA IN PAKISTAN

The Coca-Cola Company began operating in Pakistan in 1953. Benjamin H. Oehlert Jr., former senior vice president of The Coca-Cola Company, served as United States Ambassador to Pakistan from 1967 to 1969.

Bottling Information
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.

Employment/Economic Impact
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.).

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 Haj program that allows one employee from each plant, selected through a draw, to be sent on the Holy Pilgrimage to Mecca at the Company's expense.

Sponsorships
The Coca-Cola Company sponsors the Basant Festival in Lahore, a festival that marks the beginning of spring and attracts visitors from all over the world. Part of the festival is the Coca-Cola Kite Flying Championship. The Coca-Cola Company sponsors Pakistan's leading pop group and organizes concerts throughout the country for teenagers and underprivileged children. The Company sponsors Pakistan's No. 1 solo artist, who will participate in concerts and charity events organized by The Coca-Cola Company in Pakistan. The Company has signed a sponsorship agreement with eight of Pakistan's national cricket players for promotional and advertising use. The Coca-Cola System in Pakistan is the exclusive supplier for Pakistan Railways, serving soft drinks in stations, platforms and on trains. The Company will be undertaking a beautification program of stations and platforms.

Beverage Industry In Pakistan

The beverage industry in Pakistan, currently having a size of little over 120 million cases per annum with an annual growth of around 10-15 per cent, has the potential to double its size in the next 3-5 years, if the government's taxation policies towards this industry are corrected. The beverage industry at the moment has very low per capita consumption of 20 serves whereas in other countries of our region it varies from120-250 on the basis of single serve of 250 ml.
The beverage industry in Pakistan has grown over the time. The industry produces aerated waters, juices, syrups, and squashes. With about 170 units currently in operation throughout the country, both upstream and downstream industries have grown and are flourishing. The focus on this industry profile is restricted to aerated water only.

Claims and Counter Claims

Three flavours are produced with the help of concentrates available through imports and open market purchases. A fixed formula to combine the concentrates with water is acceptable internationally. However, input-output variations are common for variety of reasons including the extent of dilution - using less than the recommended or declared level of concentrate per unit of output, exaggerated claims on the level of wastage, and the use of smuggled/counterfeit concentrates. The problem is deep rooted in the absence of effective monitoring of production. Hence, the manufacturers and tax collectors have divergent view on the level of actual declared production. Moreover, the price mechanism is flawed as no explicit account is made for retailer's margin and chilling factor. As a consequence, consumers are charged higher than the printed price at the retail level. The combined effect of these production and price distortions has been a low tax yield for the government and excess burden for the consumers.

Coca-Cola as Beverage Industry

The Coca-Cola is multi national company, its association is called CCBPL i.e. Coca-Cola beverage Pakistan limited. Being beverage industry it means that you can go in any market and make out profits. Like they can sell to the banks, shopping malls, schools, universities, cafeterias, hostels, parties, hotels and other retail and general departmental stores. With this all Coca-Cola is making its sales with this huge market and targeting each segment and trying to fulfill the needs of this market, not satisfy rather delight them.

Structure
Coca-Cola has two working units that are standard business units i.e. SBUs and central business units that are CBUs. Their SBUs are established in the cities of Karachi and Multan.

While their CBUs are located in Lahore, Faisalabad and Gujranwala. In Islamabad they previously were working under franchise network but now they have established their own unit in 2006. They also are operating in Pindi and Peshawar by now. Coca-Cola first unit was established in Karachi in 1996.

4 Ps of Coca Cola
Coca Cola , being the world leader decides its marketing mix carefully and updates it regularly. The companys marketing mix are discussed below; Product Place/distribution Price Promotion.

Product
Coca Cola is the product which speaks for itself, soft drink, thirst quencher and taste generator.The name which u will see in parties, gatherings at dinner places, at schools, universities at shopping malls and other retail and general outlets where people buy them at impulse or intentionally. What ever the reason Coca Cola is premium in quenching the thirst. Coca-Cola stands out everywhere to meet the needs of population around the world. The product promises the higher energy generation with a sip so people like it the way, they feel the energy in themselves. This is the basic theme of Coca-Cola . Basic attributes of product are water, sweeteners and colors.

Brand Sample
One of the most popular areas of THE WORLD OF COCA COLA. The companys Atlanta attraction is TASTES OF THE WORLD, the opportunity to sample some of the many beverages they produce. As the global leader in the nonalcoholic beverage industry. They offer nearly 300 brands across almost 200 countries.

Many of these brands, including soft drinks, fruit juices, bottled water and sports drinks, are only available in specific regions of the world, sometimes in just a single country. The reason for this is simple different people like different beverages at different times, for different reasons.

Product line
Fanta, Coca-Cola, Sprite .DietCoke

Product line length: The product line OF Coca-Cola IN Pakistan consist of : FANTA, COKE, SPRITE.and DIET COKE Product Line width: Width consist of size of each item in the line like: COKE is available in: 10

Cans 250 ml, Regular coke 250 ml, .Disposable coke 250ml, 1 liter large glass bottle, 1 1/5 litre large plastic bottle. Diet coke is also available in 250 ml.

FANTA is available: .Cans 250 ml, .Regular coke 250 ml, ..Disposable coke 250ml, 1 liter large glass bottle, 1 1/5 litre large plastic bottle. Diet coke is also available in 250 ml.

Same assortments are found for SPRITE

Price
The government plays its role to set the price of product. In Pakistan, the Pakistan Beverages Manufactures Association regulates prices .Due to strong competitor Product has made consumer demand price elastic.

Bottles Regular 250 ml Disposable NRB 250 ml Cans 330 ml Diet Can Liter Bottles 1.5 liter 1 liter

Rs. 10 Rs. 10

Rs. 25 Rs. 30

Rs. 50 Rs. 30

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500ml

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Placement/Distribution
Their distribution system the bottlers sell our branded products in over 200 countries on six continents to business and institution including retail chains, supermarkets, restaurants, small neighborhood grocers, sports and entertainment venues and school and colleges. The co. continue to expand their marketing presence and increase their unit case volume growth in emerging economies throughout the Asia, Africa and Latin America.The string and stable system helps them to capture growth by distributing existing, enhanced and new, innovative products to our consumers throughout the world. The Coca-Cola Company is multi national firm as mentioned above and the best thing about the firm is that their distribution is through the TRADE CHANNELS. They have universe outlets of the main unit, which are bifrageted into channels. In such away they have 6 Main channels, which are again subdivided into Sub-Channels. This is done through out the Pakistan. Trade channels could be described as those channels, which serve the consumer directly. Consumer come to them and purchase. These channels are described below:

MODERN TRADE CHANNELS.

These channels can be described as those outlets, which are in real posh areas. The outlets are displayed with the Coca-Cola banners, boards, as might be the case. These are very high-class channels and they are source of revenue to the firm. In Karachi examples are Park Towers, Mc-donalds etc.

CONVENTIONAL TRADE CHANNELS.

Conventional channels are those, which are open for large population segment and stand at lower level from modern channels. This could include the pan and cigarette shops and other outlets like that.

MODERN TRADE HOLLICAST.

This channel is big channel and comprises huge groups basically. It could include the hotels, restaurants, cafeterias and so on.

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TRADITIONALLY HOLLICAST.
This channel is traditional one it targets the traditional places like university campuses and their cafeterias.

TRANSPORTATION.
This channels used by Coca-Cola is unique in a sense that is mobile one. The buses and vans, trucks etcs are also used as trade channel by Coca-Cola Company.

SPECIALTY STORES
Coca-Cola has established specialty store trade channels, which are found at beaches. So overall we can observe that Coca-Cola is controlling the Karachi and Pakistan through its trade channels and trying to satisfy the needs of people where ever they can be found.

Promotion
Coca-Cola is at good position in the market, retailers and distributors are enjoying the profits and sales of Coca cola. Even though they use some strategies. From the company marketing departments it was found that following strategies are applies wherever necessary. They strictly define that marketing is art more then a theory so you have to at the time decide which strategy will bring back the coin in your pocket. The sales people are quick at getting the cues from people as they are well trained in human psychological behaviors. They believe understanding their consumers and their distributors are key to delight them. ADVANCE PAYMENTS OFFER So retailers are willing to accept the advance payments from the Coca-Cola. In that case sales executives offer them advance payments with target sales. In this way a promotional scheme is worked out. LIQUOR FREE OFFER One common practice observed at Coca-Cola is like this, they offer one bottle free if you buy one more crate. Or you will get 10 bottles free at 10 crates. And few other combinations are used so on. if the retailer is willing he will purchase the offer. SUM OFF OFFER In some other cases one incentive, which is given, is as if you will buy 10 crates we will give you 10 RS off. That is some amount is off if they purchase certain amount of CocaCola. These schemes are in market and they work.

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CAN OFFER

On the sale of single can retailer earns Rs 3/=. If in this manner he sales 100 cans he can save Rs 300/=. LITER BOTTLE OFFER. 1 liter bottle the sellers earn Rs 2/=. They can earn Rs 200/= if they sale 100 bottles.

1 CRATE OFFER

If retailer manage to sale 1 crate they earns Rs 18/=.

SCHEME OFFERS During the peak seasons if retailers will buy 6 crates they will get 1.5-ltr bottles free. These schemes are introduced twice in the year. if good stock purchased during the year then he will earn profit for the rest of the period. Even if prices rise he will be at benefit side. CHILLING EQUIPMENTS/REFRIGERATORS This offer is for those retailers and sellers who maintain good sales and achieve the target sales. The Coca-Cola has their own chilling equipments so they place them at their outlets. But if sales drop they remove the equipments.

Packaging
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. Generally, packaging can refer to everything from the unique bottle and can designs, to label designs, to cardboard boxes and containers, to plastic rings. Because the needs and tastes of the company the consumers are so diverse; the packaging varies depending on where the beverages are being sent. At the Atlanta headquarters, Coca Cola has been thrilled to see all their products available in all areas and in all packaging. But that's just not feasible. It's up to local bottling company to determine which products to package and sell in its territory, based on consumer demand and other market factors. Since the bottlers live and work in the area, they are in the best position to make those decisions in Pakistan. Those decisions. In Pakistan, Coca cola Beverage Pakistan Limited (CCBPL) design and manufacturing bottles and distribute to local market. 14

COMPETITION ANALYSIS
Competition analysis is carried out on the basis of strategies, objectives and on strengths and weaknesses of competitor player.

STRATEGIES/OBJECTIVES
Competition as Cola War:
Pepsi cola is the strong competitor of Coca Cola. Coca cola spent heavy amount of money to advertise their product as well as Pepsi. Various soft drinks under the name of Mecca Cola, Zamzama Cola, Amrit Cola, Zam Zam Cola and Al-Mecca become their close competitor have now hit the market as an alternative option for the consumers who are not interested in drinking American brand soft drinks.

Competition among Price Positioning:

The new players are offering soft drinks at Rs. 30-45 for a 1.5 liter bottle as compared to Rs50 offered by old players. After smelling the competition, the local producers of Coca Cola take this problem seriously and maintain their strategy to over come the market especially in Asia where coca cola already faced Pepsi cola as a strong competitor and enjoy just approximately 32% percent market share.

Competition due to Substitutes:

Currently, the threat of new viable competitors in the carbonated soft drink industry is not very substantial. The threat of substitutes, however, is a very real threat. The soft drink industry is very strong, but consumers are not necessarily married to it. Possible substitutes that continuously put pressure on both Pepsi and Coke include tea, coffee, juices, milk, and hot chocolate

Health Consciousness as Competition Agent:

Even though Coca-Cola and Pepsi control nearly 40% of the entire beverage market, the changing health-consciousness of the market could have a serious affect. Of course, both Coke and Pepsi have already diversified into these markets, allowing them to have further significant market shares and offset any losses incurred due to fluctuations in the market .

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Consumer buying Power as Competing Factor:

Consumer buying power also represents a key threat in the industry. The rivalry between Pepsi and Coke has produce a very slow moving industry in which management must continuously respond to the changing attitudes and demands of their consumers or face losing market share to the competition. Furthermore, consumers can easily switch to other beverages with little cost or consequence .

WEAKNESSES/STRENGTHS
The competition market is Dominated by market leader i.e. PEPSI. Other competitors are in favorable positions because of image of Coca-Cola in the market as U.S based cold drink. Weaknesses of the competitor are they dont have strong distribution system as CocaCola. Secondly Coca-Cola is worldwide and populations like taste. Share of market: The competitor share of the target market is obviously greater as is leader though Coca-Cola has 38% market share. Share of mind: The % of customer who named the competitor in responding to the statement name the first company that comes to mind in this industry. In this case CocaCola hold the higher place. People recall more frequently than competitor brands. Pepsi is second other players dont have it. Share of heart: The % of customers who named the competitor, is good for PEPSI because of anti US activities on in market of Pakistan. Still Coca-Cola has enough share of heart. Other brands are too new for people.

Reaction Patterns.
PEPSI is tiger competitor: They are very prompt to react they react swiftly and strongly. Other competitors show behavior of The laid back competitor: They sit back, watch, think, plan then only make move.

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Product
PepsiCo assumes responsibility for supplying the essential ingredients of the product and it assures the bottler of exclusive right of sale within their specified geographical franchise area. Pepsi offers service through a large field force, including specialists in a number of technical and marketing skills. Packaging is an important factor of any product, there is particular focus on quality packaging. As products leave the manufacturing line, they're combined into a variety of packages. The familiar Pepsi blue, red and white globe and possibly the latest Pepsi slogan "Dare for more is printed on each bottle or can. As far as its contents are concerned, Pepsi contains carbonated water, high fructose com syrup and/or sugar, caramel color, phosphoric acid, caffeine, citric acid and natural flavors Pepsi is/was available in these bottles sizes: 250 ml- Regular:

250 ml - Non returnable! Disposable - Phased out

300 ml- Non returnable/ Disposable 1000 ml / liter Returnable glass bottle 1000 ml / liter non returnable pet bottle - take home. 1500 ml /1. liter pet bottle

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Price
Pepsi chooses competition based pricing when it comes to marking the prices for Pepsi. At present, the prices of the different varieties of the Pepsi brand available in the market are as follows: Bottles Regular 250 ml Disposable NRB 250 ml Cans 330 ml Diet Can Liter Bottles 1.5 liter 1 liter 500ml

Rs. 10 Rs. 10

Rs. 25 Rs. 30

Rs. 50 Rs. 30 20

Promotion
Pepsi employs extensive and aggressive advertising to remain on top of the beverage industry in Pakistan. The channels used are primarily TV advertising with radio, magazine, cinema and outdoor support. Other promotional items include point of purchase promotional material, consumer premiums (e.g. clothing, caps, etc), and sporting and concert sponsorships.PepsiCo International also offers aid in formulating local level community relations projects where the aim is to promote the company as a whole rather any particular PepsiCo brand. Other schemes introduced by PepsiCo are categorized as consumer oriented or retailer oriented. PepsiCo has been committed to service quality, too. Customer services is one of main marketing objective as the aim is to deliver the right pack size at the right price.

Placement
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PepsiCo beverages are produced by a combination of independent franchised bottlers, joint venture bottling operations and company-owned bottling plants. In Pakistan, the franchise was handed over to Pakistan Beverages who are thus responsible for its distribution.Their distribution system our bottlers sell our branded products in over 200 countries on six continents to business and institution including retail chains, supermarkets, restaurants, small neighborhood grocers, sports and entertainment venues and school and colleges. About 70% of distribution is done directly by the Pepsi fleet and 300/0 done through indirect channels of distribution. Pepsi also has refrigerated vending machines at various locations and workplaces. In addition, there are 15000 refrigerators as opposed to Coke with only 4000 refrigerators at various selling points in Karachi alone.

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Mecca Cola has received over 1,000 initial enquiries within two days of its "No More Drinking Stupid" advertising campaign, which is trying to cash in on the fierce anti-US sentiments in Pakistan. The promoters of "Mecca Cola," the Muslim world's answer to popular US soft drinks, are preparing to cash in on fierce anti-US sentiments in Pakistan. The Paris-based company is planning to launch its product here and has been inviting tenders from local distributors through newspaper advertisements. They received over 1,000 initial enquiries within two days of the ad appearing," Mecca Cola advertised in local papers under the slogan with which its scored success among Europe's Muslims: "No More Drinking Stupid, Drink with Commitment." It promises to allocate one tenth of profits to Palestinian children and local charities. Mecca Cola is the brainchild of Paris-based businessman Tawfiq Mathlouthi, who launched it in France last year and is now running a roaring trade in the United Kingdom, France, Belgium and Germany Mecca Cola challenges US giants' Coca Cola and Pepsi's market dominance, which has confounded radical Islamists who hate the United States but love its soft drinks. It is guaranteed huge markets among Pakistan's 138 million Muslims, in the grip of a wave of anti-American sentiment over the US-led ouster of neighboring Afghanistan's Taliban regime, its invasion of Iraq and the presence of US intelligence agents hunting alQaeda suspects. Radical clerics leading fiery anti-US rallies are often seen drinking bottles of Pepsi and Coca Cola, even as they lead calls to boycott US products. US fast food outlets have been the target of boycott calls and terror plots. A bomb exploded outside a Kentucky Fried Chicken outlet on Monday night, injuring an Islamic militant accused of carrying it.

Qibla Cola is going global more accurately Asian.Qibla Cola Company Ltd, a UK based enterprise is all set to launch its products in Pakistan. On 7 April 2004, Qibla Cola together with their appointed exclusive distributor for Pakistan, Mighty Beverages (Pvt) Ltd (member of Allied Fort Group), will be holding a launch event and press conference 20

at the Marriott International hotel in Islamabad. The launch will be one of its kinds as it claims to be the largest launch for Qibla Cola till date. Board members of Qibla Cola will also be gracing the launch in Islamabad. 'The appeal for ethical products such as Qibla Cola is gaining global momentum. Consumers love the taste of Qibla Cola whilst knowing that their money will contribute to worthy causes.' 'We have chosen the name 'Qibla' as it means 'direction' which reflects the philosophy of the company - allows consumers to choose a new direction. The Qibla brand is emerging as the choice for the aware consumer worldwide. People from all sectors of society in Pakistan are questioning the role that many unethical multinationals play in their society and across the globe. Qibla's licensee for Pakistan, Mighty Beverages has purchased and refurbished a former 7UP bottling plant in Islamabad, which will act as the manufacturing base for Qibla Cola in Pakistan. The initial production run will be for two million liters of Qibla Cola. Mighty Beverages is also looking at employing over a hundred people at the plant states the company release.

Others
Other soft drinks under the name of, Amrit Cola, Zam Zam Cola and their close competitor have now hit the market as an alternative option for the consumers who are not interested in drinking American brand soft drinks

MICRO ENVIRONMENTS
MARKETING More than a billion times every day, thirsty people around the world reach for Coca-Cola products for refreshment. They deserve the highest qualityevery time. The most important promise of the company is to deliver the best quality that they have promised to their consumers. And it involves a worldwide, yet distinctively local, network of bottling partners, suppliers, distributors and retailers whose success is paramount to the success of the company. Always and everywhere, the company pursue continuous innovation in the products offered, the processes they use to make them, the packages they develop and the ways they bring them to market. SUPPLIERS & DISTRIBUTION

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Suppliers are the important in the overall customer value delivery system. They provide the resources needed by the company to produce it goods and services. Coca-cola manages so many distributors and direct dealers of their soft drinks. Company sales department specialty targets the availability and tries to make cost effective distribution.

FINANCIAL POSITION In 2002, the total sales of the company were over 18.7 Billion, which was great achievement. In May, 1886, nine bottles/drinks were sale per day. But in 2002, the most popular soft drink had sale of more then 700 millions drinks per day. According to 2002, the world wide market share was above 52%. But only 32% market share in Pakistan. Today , 2006 ,the market share in Pakistan is about 38% and Karachi has market shareof 30%. HUMAN RESOURCES

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The bottles of Coca Cola are Coca Cola Beverage Pakistan (CCBPL). They take the concentrate from the Coca Cola Export Company and then carbonate, bottle & sell the finished product to retailers & wholesalers in the local markets, such as Karachi & Hyderabad. The wholesalers are the next step in the distribution network, which comes under indirect retailing. They provide transportation facilities to retail outlets. In Karachi, CCBPL has 4000 retail outlet & 110 wholesalers & distributors.

NO OF WORKERS
More than 400 workers are involved in production processing in Karachi from which Office 350 persons are working. Marketing and sales department includes more than 100 workers for different territory of Karachi.

RESEARCH AND DEVELOPMENT

Coca cola heavily invest on different kind of research such as how to attract consumer, consumer perception, belief and specially how to improve quality of product, packaging and bottling style. The coca cola beverage prides itself of being the trendsetters in bringing new & innovative technological breakthrough in the soft drink industry. When coca cola re-launched itself in the Pakistan market it introduced the contour shaped bottle & new styled caps on its returnable bottles CCBPL are also the pioneers in introducing plastic caps for its disposable bottles & installation of billboards. Now the company use information technology almost each sector. Consume less time as compared to early 1900s.

Coca cola introduced new technology before few years ago, which helps to control whole organization with single remote button, which consume less time and safe money.

PRODUCTION FACILITIES
Coca Cola manufacturer exist in the main area of Lahore and their Distribution network is in the site area of Karachi. One of the most popular areas of THE WORLD OF COCA COLA. The companys Atlanta attraction is TASTES OF THE WORLD, the opportunity to sample some of the many beverages they produce. As the global leader in the 23

nonalcoholic beverage industry. They offer nearly 300 brands across almost 200 countries. Many of these brands, including soft drinks, fruit juices, bottled water and sports drinks, are only available in specific regions of the world, sometimes in just a single country. The reason for this is simple different people like different beverages at different times, for different reasons.

MACRO ENVIRONMENT
Factor that effect consumer buying power and spending patterns. Coca Cola set their price according to the buying power of the nation. Its easily affordable by every one even lower class of people. Natural resources that are needed as inputs by marketers or that are affected by marketing activities. According to Pakistani climate beverage industry especially soft drink business have substantial turnover due to long hot season

SWOT ANALYSIS
Strengths of Coca-Cola Pakistan. have been its brand familiarity throughout the world and

The products image is laden with sentimentality, and this is an image many people have taken deeply to heart. The Coca-Cola image is displayed on T-shirts, hats, and collectible memorabilia. This extremely recognizable branding is one of Coca-Colas greatest strengths. Enjoyed more than 685 million times a day around the world Coca-Cola stands as a simple, yet powerful symbol of quality and enjoyment Coca-Colas bottling system is one of their greatest strengths. It allows them to conduct business on a global scale while at the same time maintain a local approach. The bottling companies are locally owned and operated by independent business people who are authorized to sell products of the Coca-Cola Company. Because Coke does not have outright ownership of its bottling network, its main source of revenue is the sale of concentrate to its bottlers. Weaknesses: Though international business is flourishing at declining rate but in Asia and specifically Pakistan Coca-Cola is not performing up to the expectation of it brand position. Reasons are political issues between the west and east world hemispheres. People in Pakistan resist it due to its origin in US. Opportunities: Brand recognition is the significant factor affecting Cokes competitive position. Coca-Colas brand name is known well throughout 90% of the world today. The primary concern over the past few years has been to get this name brand to be even better 24

known. Packaging changes have also affected sales and industry positioning, but in general, the public has tended not to be affected by new products. Coca-Colas bottling system also allows the company to take advantage of infinite growth opportunities around the country. This strategy gives Coke the opportunity to service a large geographic, diverse, area. It had diversified through out the country. Threats: Currently, the threat of new viable competitors in the carbonated soft drink industry is not very substantial. The threat of substitutes, however, is a very real threat. Even though Coca-Cola and Pepsi control nearly 40% of the entire beverage market, the changing health-consciousness of the market could have a serious affect. Consumer buying power also represents a key threat in the industry.

BCG MATRIX
The company is a star in the market of today. They have a high market share and a high growth rate. In the market they have a very close competition with Pepsi. The promotional strategy that is applied by the company is the Invest strategy that is they highly invest on their advertisements in order to retain their market share in the market and to have a close competition with its competitor.

LIFE CYCLE
To be able to market its product properly, a firm must be aware of the product life cycle of its product. The standard product life cycle tends to have five phases: Development, Introduction, Growth, Maturity and Decline. Coca-Cola is currently in the maturity stage, which is evidenced primarily by the fact that they have a large, loyal group of stable customers. Furthermore, cost management, product differentiation and marketing have become more important as growth slows and market share becomes the key determinant of profitability. In foreign markets the product life cycle is in more of a growth trend Coke's advantage in this area is mainly due to its establishment strong branding and it is now able to use this area of stable profitability to subsidize the domestic "Cola Wars". 25

MARKETING STRATEGIES
Marketing intermediaries help the company to promote, sale, and distribute its goods to final customers. They include reseller; physical distribution firm marketing services agencies and financial intermediaries. Coca cola believe in supporting the organization that customer care about. All around the world, consumers tells that they are passionate about sports. Thats why company has been involved with the Olympic game since 1928. Thats why coca cola sponsor the FIFA world cup and supports hundred of sports activities in local markets around the world. Sports and coca cola are great match. But our sponsorships extend beyond the playing fields into other areas that captivate their consumers. o The company invests a lot upon advertising of their product. o They also give sponsors to different companies and concerts held in the city through which their product is advertised in market. o Retail shops are provided with special fridges with the company name and logo printed on it and retail shops are given different targets of sales volume and hence profit is also fixed on the target set and that are told to be achieved. o Different media advertising campaigns are also held through TV and radio to attract mass of consumers. o They use celebrity endorsement in their advertisements, which helps to attract more consumers towards their product. o Along with high quality of the product they offer the product in a reasonable price through which more and more segments of the consumers are able to buy the product. o The Coca-Cola Company sponsors the Basant Festival in Lahore, a festival that marks the beginning of spring and attracts visitors from all over the world. Part of the festival is the Coca-Cola Kite Flying Championship. o The Coca-Cola Company sponsors Pakistan's leading pop group and organizes concerts throughout the country for teenagers and underprivileged children.

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o The Company has signed a sponsorship agreement with eight of Pakistan's national cricket players for promotional and advertising use.

ADVERTISING.

Wherever You Are Whatever You Do When You Think of Refreshment Think of Ice Cold Coca cola

o They sponsor musical concerts to attract the new generation. o The company has signed a sponsorship agreement with eight of Pakistans national cricketers for advertising purpose. o They organize charity events to show themselves as a society friendly company. o They advertise to celebrate the Religious events. Like Eid, Ramadan

WHERE THERE IS COKE THERE IS HOSPITALITY

MAZA ZINDAGI KA COCA-COLA ENJOY and HAI DUNYA TUMHARI COCA-COLA ENJOY

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COCA-COLA ALONG THE HIGHWAY TO ANYWHERE.

SLOGANS PUBLICATIONS
1886 ---- Drink coca cola 1904--- Delicious and refreshing 1905----- Coca cola revives and sustain 1906------ See an arrow thinks coca cola 1917------Three million a day 1922------Thirst knows no season 1925-----Six million a day 1927----Around the corner from every where 1929----The pause that refreshes 1932---Ice cold sunshine 1938-----The best friend thirst ever had 1939----Coca cola goes along 1942-----Whenever you are, Whatever you do, Whenever you may be, When you think of refreshment, Think of ice cold coca cola 1942----The only think that coca cola is coca cola itself, its the real think 1948---Where theres coke, theres hospitality 1949---Coca cola. along the highway to anywhere 1952--What you want is a coke 1952---Coca cola..making good things taste better 1956----Sign of good taste 1957----The cold crisp taste of coke 1958-----Be really refreshed 1959---Things go better with coke 1960---Its the real thing 1971----Id like to buy the world a coke 1975--Look up America 1976--Coke adds life 1959---Have a coke have a smile 1982---Coke is it! 1985---Weve got a taste for you 1990-----Cant beat the feeling 1993---Always coca cola 28

2003----Coca cola real

ACCESSORIES USED TO MARKET THEIR COMPANY

Tiffany Style Accent Lamp

Monopoly Game: COCA-COLA Collector's Edition

Bottle Cap Sign

Flat Bottom Lunch Bags

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PROBLEMS WHILE MARKETING

All soft drinks are wholesome beverages manufactured in compliance with the U.S. Federal Food Laws, the laws of all U.S. states, and the laws of nearly 200 countries throughout the world where our products are marketed. Unfortunately, the incredible power of the Internet is sometimes used to spread false information about our products. There are several baseless rumors circulating on the Internet claiming that our products or their packaging can cause health problems. We've gathered some of those rumors here so that you can easily get the facts about these false claims.

CONCLUSION
The coca cola company is the biggest company in the world of soft drink. Company produced 300 brands in approxmately 200 countries. Coca cola cover 52% market in all over the world but the organization faced a very strong competitor Pepsi in Asia thats how they cover only 30% market share as Pepsi cover 57% market share. They also faced some problem which create negative image of company due to internet. Thus the company indeed and use excellent marketing strategies..

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