Project Presentation

of
Marketing

Bilal Raja
B.Com (Hons.)

HAILEY COLLEGE OF COMMERCE

UNIVERSITY OF THE PUNJAB
Evolution
 History

1886: Coca Cola was invented by Doctor

John Pemberton, a pharmacist
from Atlanta.

1887: Name was a suggestion given by John

Pemberton's book keeper Frank Robinson.

1892: The Coca-Cola Company

was incorporated
 History
1893: Caleb Bradham, a young pharmacist
created a beverage that was called
"Brad's drink" made of carbonated water,
sugar, vanilla, rare oils, pepsin and cola nuts.

1898: Caleb Bradham wisely bought the trade name "Pep

Cola" for $100 from a competitor from Newark, New
Jersey .

1898: Pep Cola renamed as

Pepsi-Cola
 History
1903: Bradham's neighbor 1885: logo was created by
designed the first Pepsi John's bookkeeper, Frank
logo Mason Robinson

First year operations : First year sales:

7968 gallon of syrup Averaged nine drinks a day

First logo First logo

 Overview

• Headquarters are in New York • Headquarters are in Atlanta

• Mike White is the President of • Its current chairman and
Pepsi-Co International Division CEO is Muhtar Kent.
• Operations in over 200 • Operations in over 200
countries countries

• 18 different product lines • 300 brands

• Revenue $43.251 Billion • Revenue US$ 31.944 Billion

 Slogons
•1909: Delicious and Healthful •1886 Drink Coca-Cola
•1953 Be Sociable •1934 When it's hard to get started, start
•1961 Now It's Pepsi For Those Who Think with a Coca-Cola
Young
•1942 The only thing like Coca-Cola is Coca-
•1963 Come Alive! You're In The Pepsi
Cola itself
Generation
•1956 The friendliest drink on earth
•1973 Join The Pepsi People Feelin' Free
•1963 Things go better with Coke
•1975 Have A Pepsi Day
•1978 Catch That Pepsi Spirit
•2001 Life is Good

•1981 Pepsi's Got Your Taste For Life! •2003 Jo Chaho Ho Jaye Coca Cola Enjoy
•1984 Pepsi, The Choice Of A New Generation •2004 Flight Of Delight
•2005 Galay Delicious Taste
•2006 Thanda matlab coca cola
Logo Evolution
 Mission and Vision
Mission Mission
• To be the world's premier • To refresh the world...
consumer products company • To inspire moments of optimism
focused on convenient foods and happiness...
and beverages • To create value and make a
difference.
Vision Vision
• PepsiCo's responsibility is to • Be a great place to work where
continually improve all aspects people are inspired to be the best
of the world in which we they can be.
operate - environment, social, • Be a highly effective and fast-
economic - creating a better moving organization
tomorrow than today.
In Market
 Financial comparison
• Revenue • Revenue
USD 43.451 Billion (2009) USD 32.11billion (2009)

• Operating income • Operating income

USD 7.235 Billion (2009) USD 8.646 billion (2009)

• Net income • Net income

USD 5.142 Billion (2009) USD 5.807 billion (2009)
 Financial comparison
• Total equity • Total equity :
USD 12.203 Billion (2009) USD 20.472 billion (2009)

• Employees • Employees :
185,000 (2009) 92,400 (2009)

• Total assets • Total assets :

USD 35.994 Billion (2009) USD 40.51 billion (2009)
Market share
 Market share
• Pepsi commands 31.4% • Coca-Cola dominates
of the U.S. soft drink 42.8 % in U.S. soft drink
market. market

• In 2008, Pepsi • In 2008, Coca-Cola

generated around 29% generated around 75%
of its revenue overseas of its revenue overseas
 Market share
• Non-carbonated soft • Non-carbonated soft
drinks make up 39% of drinks make up 26% of
PEP’s beverage product Coke’s beverage
line product line

• PEP also owns the Frito- • Does not own Snacks

Lay and Quaker Oats
brands
 Market share
• PEP, meanwhile, makes • KO receives nearly 80%
only 42% of its net of its operating income
revenue from outside from international
the U.S., and a large sources and holds over
portion of PEP’s income half of the global
comes instead from its market share for non-
snack business alcoholic beverages
Marketing mix
 Marketing strategies
•Care for our customers, our
consumers and the world we live
in.
•Sell only products we can be
proud of.
•Speak with truth and candor.
•Balance short term and long
term.
•Win with diversity and
inclusion.
•Respect others and succeed
together.
• Consumer demand drives
everything we do.
• Brand Coca Cola is the core of
our business
• We will serve consumers a
broad selection of the
nonalcoholic ready-to–drink
• beverages they want to drink
through out the day.
• We will be the best marketers
in the world.
• We will think and act locally.
• We will lead as a model
corporate citizen.
 Product
•Pepsi-Cola drink contains basic • The Coca-Cola formula is The
ingredients Coca-Cola Company's secret
recipe for Coca-Cola.

•carbonated water, high

fructose corn syrup, sugar,
colorings, phosphoric acid, • one of the most closely held
caffeine, citric acid and natural trade secrets ever
flavors.
 Product
Pepsi-Cola Coca-Cola
• Pepsi • Coca-Cola
• Diet Pepsi • Coca-Cola Zero
• Mirinda • Diet Coke
• Mountain Dew • Fanta
• Slice • Sprite Zero
• Teem
• Sprite
• Pepsi Max
• Minute Maid
• Aquafina
• Aquarius
 Pricing
• Pepsi has adopted market Coca cola company gives
penetration pricing strategy incentives to middle men or
at that time when it was retailers in way a that they
introduce, coca cola has offer them free samples and
covered a large market in free empty bottles,
Pakistan.

• now the prices of Pepsi is

almost same as of its
competitor that is coca cola.
 Pricing
SIZES PRICES SIZES PRICES
• Pepsi Regular Rs13 • Coke Regular Rs13
• Pepsi 5ooml Rs30 • Coke 5ooml Rs30
• Pepsi 1.5Ltr Rs65 • Coke 1.5Ltr Rs65
• Pepsi Jumbo2.25Ltr Rs85 • Coke Jumbo2.25Ltr Rs85
 Place

Pepsi like Coke has spread all Coke is a multinational

over the world. company and it has its market
around the entire world.
TARGET MARKET TARGET MARKET
Pepsi customers are mostly • Coke’s commercials basically
young group between the ages based on young generations.
of 14 to 30 and also target at MAJOR SEGMENTS
School, Collages, Universities,
• drink daily
Homes, Restaurant, Hotel and
Stores. • demands is higher then the
other areas.
 Distribution
•Branches • direct selling
•sales manager • whole sellers
•sales executive (TDM)
•sales supervisor • Retailers
•Salesman

•agencies • agencies
 Promotion
• Every means of promotion
Electronic media
(television, radio, internet),
through print media,
through bill boards etc
• signed some agreements
with some very strong and
expanded retailers.
• Pizza Hut & KFC
• TV actors/models and
cricketers, celebrities
•Every means of promotion
•Electronic media (television,
radio, internet), print media,
through bill boards etc
•Free empty bottles and shells
for bottles
•Coca-Cola Concerts
•Coca-Cola Basant Festival
•Coca-Cola Shopping Festival
•Coca-Cola Ramzan Campaign
•Coca-Cola & Mc Donald’s
Ending Words
 Branding:

• a) Brand Equity
• b) Brand Strategy
• Line Extension
• Brand Extension
• Multi-Branding
• Diversification
LOGOS
SWOT analysis (coke)
 Strengths:

1. No conflict of decisions and policy

2. Working style is highly professional, and
discipline is maintained.
3. Intellectual brain power of highly
professional qualified and dedicated
employees
4. Symbol and name which cannot be imitated
and are so well known
 Weaknesses
• They heavily depend on finance from the
CCI (Coca-Cola International) based in USA
• Distribution channel of Coke is not large
• The lengthy processes of decision making
and implementation through hierarchy
system
 Opportunities
• Increasing distributing channels and
infrastructure to ensure availability in small
towns and areas
• Line extension
• Launch a new product
 Threats
• Major Threat:
• Pepsi and its products as it is market leader so
time to pose a serious threat to Coke.

• Potential Threat:
• New Entrants
• Taxes (Govt. Laws and Policies)
Five forces applied on coca cola
Questionnaire survey
Result
How often you drink a fizzy drink?

80
70
60
50
40
30
20
10
0
Once a day 80
Twice a day 12
3 times in a week 8
Most preferred drink

50
45
40
35
30
25
20
15
10
5
0
Big apple 7
Coca cola 50
Malt 79 15
Pepsi 28
Quality of Pepsi and coca cola
50
45
40
35
30
25
20
15
10
5
0
coca cola pepsi
Highly satisfied 20 30
Just satisfied 50 0
Normal 30 50
Dissatisfied 0 20
Highly dissatisfied 0 0
Price of Pepsi and coca cola
50
45
40
35
30
25
20
15
10
5
0
coca cola pepsi
Highly satisfied 20 0
Just satisfied 10 10
Normal 40 50
Dissatisfied 30 40
Highly dissatisfied 0 0
Easily availability from the market

40
35
30
25
20
15
10
5
0
pepsi 40
coa cola 40
both 10
 Money spent
70

60

50

40

30

20

10

0
less the 500 70
500 to 1000 30.6
more than 1000 45.9
don’t know 30
affected the sale of coca cola and
Pepsi!!
90
80
70
60
50
40
30
20
10
0
Amrat cola 10
Gourmet cola 90
Macca cola 0
Both Pepsi and coca cola are not
available in market!
50
45
40
35
30
25
20
15
10
5
0
Gourmet cola 50
shandy cola 10
macca cola 10
none 40
 Market share

60

50

40

30

20

10

0
Pepsi 60
coca cola 40
Affective advertisements
70
60
50
40
30
20
10
0
Pepsi 30
coca cola 70
 Recommendations:
• According to the survey, conducted by the international firm
Pakistani people like less sweet cola drink. So for this coca-cola
company should think about bringing a new product for example
new diet flavors, in the market to fulfill the local need.
• Marketing team should try to increase the availability of Coke in
rural areas.
• Coca Cola Company should think about producing Coke Can locally
as well
• Currently two plants of coke are being run under private
companies, one is in Peshawer and other in Rawalpindi. Company
should plan to buy these plants as well
• Coca-Cola must enhance factors such as relationship marketing,
innovation and technology specially in Pakistan to attain market
leader position in this region as well.
• They should also focus the old people
 RECOMMENDATIONS (pepsi)
• Management of the company is not participative.
The company should use the participative
management system
• Employee turnover rate is very high in the
organization. Management should take effective
actions to reduce it.
• Latest reorganizing efforts are necessary to make it
cost effective
• The procedure of taking services from the company
must be made easier and straight forward
THANKS FOR YOUR KIND
COOPERATION

AAAL IZ WELL!!! AAAL IZ WELL!!! AAAL IZ WELL!!!