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JARO EDUCATION
JARO EDUCATION
DECLARATION
I Mr KRUNAL SHAH hereby declare that this project report titled MARKETING
STRATEGY OF COCA COLA submitted in partial fulfillment of the requirement for the
International or executive MBA in MARKETING is my original work and it has not formed
the basis for the award of any other degree.
Krunal Shah
Place: Mumbai
Date: 05/11/2013
JARO EDUCATION
ACKNOWLEDMENT
I feel fortunate to get the support of numerous sources and people in
making this project a success
I take this golden opportunity to express my profound gratitude and
thank Mr Mahesh shetty of coca cola Company for his valuable
guidance by giving me the knowledge for transforming my ideas into
reality
Krunal shah
JARO EDUCATION
INDEX
Sr.
No.
PARTICULARS
Page
no
01
HISTORY
02
FINANCIAL HISTORY
14
03
COMPANY STATISTICS
15
04
STARTEGIC PLANNING
20
05
MAJOR COMPETITION
21
06
29
07
PRICE STRATEGY
32
08
PROMOTION ACTIVITIES
37
09
CONCLUSION
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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
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MANAGEMENT:
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Chairman
Board of governors
Vice Presidents
MARKET SHARE:
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.
Nonalcoholic
drink
2002
All commercial
Beverages
10 year
compound annual
growth
5-year compound
annual growth
Compan
y
Industry
Compan
y
Industry
Compan
y
Industry
Company
share
Compan
y share
Compan
y per
capita
Income
6%
5%
5%
5%
4%
4%
18%
9%
70
2002
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This shows that the market of the company is geographically vast and it is controlling it with
great success. In 2002, the company grew their carbonated soft-drink business by nearly
250 million unit cases and generated record volumes. Because carbonated soft drinks are
the largest growth segment within the nonalcoholic ready-to-drink beverage category
measured by volume, that is why they are focusing more on this and they are continually
increasing the pace because they know that accelerating this pace is crucial to their future
success. Thus they are increasing their market day by day. The operation income earned
by Coca Cola Company can be illustrated by the following pie chart.
(Figure)
This strategy has worked a lot and it has helped them to become the Worlds leading Soft
Drink Company. The global unit sale of the Coca Cola Company is increasing from the last
ten years. The data of the global unit sale of the Coca Cola Company can be represented
by following chart.
(Figure)
12
10
8
6
4
2
0
1971
1981
1991
2002
So there is positive growth in the market of the Coca Cola Company. There is a worldwide
volume increase by 4% with strong international growth of 5%. This is only due to the
innovative marketing programmers, which has deepened the relationship of the customers
and Coca Cola. The financial health and success of their bottling partners is a critical
component of The Coca-Cola Company's ability to build and deliver leading brands.
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In 2002, the company had worked with their bottlers to turn good intentions into reality by
improving the system economics. The results in 2002 reflect this steadily improving and
mutually constructive relationship between the Company and their bottling partners. The
main reason behind this relationship is to continue realizing shared opportunities for
growth, with closer coordination of operations including customer relationships, logistics
and production.
LATIN
AMERICA
EUROPE &
MIDDLE EAST
ASIA
AFRICA
30%
25%
22%
17%
6%
NORTH AMERICA
LATIN AMERICA
EUROPE & MIDDLE
EAST
ASIA
AFRICA
So the volume is least in the Africa and most in the North America. The data about the
market share of this company area wise is given in the following table.
The above table shows the geographical earning of the Coca Cola Company and from this
data; we can find out that the customers of Coca Cola are increasing which is shown by the
companys per capita income. Unit case equals 24 eight-ounce servings. The column,
which shows the non-alcoholic beverages consist of commercially, sold beverages, as
estimated by the Company based on available industry sources. The country column is
derived from
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The Company's unit case volume while the industry column includes nonalcoholic ready-todrink beverages only, as estimated by the Company based on available industry sources.
(Table)
Country
North
America
United
States
Latin
America
Argentin
a
Brazil
Chile
Mexico
Europe
& Middle
East
Eurasia
France
German
y
Great
Britain
Italy
Middle
East
Spain
Asia
Africa
2002 annual
growth
Nonalcoholi
c
Drinks
2002
All commercial
Beverages
10 year
compound annual
growth
5-year compound
annual growth
2002
Compan
y
Industry
Compan
y
Industry
Compan
y
Industry
Compan
y share
Compan
y share
Company
per capita
Income
22
15
398
23
16
419
24
15
205
20
10
236
5
9
7
6
5
6
10
3
3
5
8
5
6
3
9
3
3
(2)
2
2
5
3
5
4
23
56
22
12
13
23
18
6
144
336
462
72
17
8
1
8
3
2
6
9
(1)
5
3
1
(14)
7
(6)
1
3
1
14
9
14
5
5
7
39
110
193
11
17
193
1
12
3
12
4
7
3
5
2
4
2
8
9
8
6
3
104
17
6
7
7
4
6
6
8
6
8
5
7
3
4
10
10
4
7
6
17
14
34
12
5
11
264
23
34
In Asian population, which is the satisfied customer of Coca Cola, is approximately 3.2
billion and the average consumer enjoys close to two servings of our products each month.
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Through an intense focus on Coca-Cola, innovation and new beverages, the company has
achieved volume growth of 10 percent in 2002. With developing economies and
populations, this region has strong long-term potential, and the company is building an
exciting family of beverage brands in addition to expanding the popularity of our core
brands, led by Coca-Cola. In China, for example, sales of Coca-Cola increased 6 percent.
The total unit case sale of Coca Cola in Asia can be shown by the following pie chart.
(Figure)
So the company is emphasizing more in this area and is trying to develop a strategy, which
can increase the growth of the consumption of Coca Cola by the people of Asia. Among the
countries of Asia, Japan has the highest percentage, which is about 29%. Among others,
Pakistan, India and Bangladesh are those countries where the average consumption is
increasing day by day.
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FINANCIAL REPORT:
This company is financially very strong. It is due to the strong finances, the company is still
surviving the ups and down of the business world. The financial report of Coca Cola
Company of the year 2001 and 2000 along with the percentage change is as follows.
(Table)
Year Ended December 31,
(In millions except per share data, ratios and growth rates)
2002
2001
Percentage
change
20,092
5,352
3,969
1.601
1.601
4,110
(963)
(1,791)
(277)
3,147
26.6%
38.5%
19,889
3,691
2,177
0.882
0.882
3,585
(779)
(1,685)
(133)
2,806
16.2%
23.1%
1%
45%
82%
82%
82%
15%
24%
6%
108%
12%
-
12.5
5.3
17.8
11.9
5.2
17.1
5%
2%
4%
2002 basic and diluted net income per share includes a non-cash gain of $.02 per share
after taxes, which was recognized on the issuance of stock by Coca-Cola Enterprises Inc.,
one of the equity investors of this company.
2002 basic and diluted net income per share includes the following charges:
$.24 per share after income taxes related to an organizational Realignment.
$.19 per share after income taxes related to the Company's portion of charges
recorded by the investors of the company.
$.16 per share after income taxes related to the impairment of certain bottling,
manufacturing and intangible assets.
$.05 per share after income taxes related to the settlement terms of a discrimination
lawsuit.
$.01 per share after income taxes related to incremental marketing expenses in
Central Europe.
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These charges are partially offset by a gain of $.05 per share after income taxes related to
the merger of Coca-Cola Beverages plc and Hellenic Bottling Company S.A. and $.04 per
share after income taxes related to benefits from a tax rate reduction in Germany and from
favorable tax planning strategies.
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COMPANY STATISTICS:
The statistics of this company is impressive. Since it is operating through out the world that
is why the number of employees and the bottling equipments is highest among the other
bottling companies. There is a constant increase in every aspect when we compare the
statistics of 2001 and the statistics of 2002. This is because; Coca Cola Company is
increasing its volume day by day. The expansion of this company, which shows the
success of Coca Cola brands, results in the percentage change in the statistics of the two
years. The statistics is as follows.
(Table)
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
2002
2001
4.2 billion
87%
13%
72,000
54,000
2.4 million
3.8 billion
87%
13%
67,000
52,000
2.3 million
25
385
53
463
80%
46
25
361
50
436
72%
46
44%
52%
4%
45%
51%
4%
63%
3
6.3%
59%
3
6.8%
3%
Flat
1
%
2%
%
$1.95
(18)%
$0.97
6%
83%
$2.39
9%
$1.18
8%
74%
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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 physical case and fountain gallons
converted to a standard unit of measure defined as 24 eight-ounce
servings or 192 ounces per equivalent case sold by Coca-Cola
Enterprises.
PRODUCTS:
There are different brands of the Coca Cola Company, which are currently in use through
out the world. This company not only deals in the carbonated drinks but also other drinks.
While launching its product, the marketing team considers the culture of the country.
Coke
Sprite
Fanta
Diet coke
Coke classic
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The commitment of the company is to devote resources to water only in markets where it
expects profitable growth. This strategy has paid dividends. The company has successfully
applied its approach to brands in several key markets, including Ciel in Mexico, Mori No
Mizudayori in Japan, Bonaqua in Russia and Kinley in India. Backed by a strong network of
bottling partners through out the United States, Dasani became the nation's fastest-growing
water brand. 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
industry with a leading trade journal naming Marocha the most popular new food and
beverage product of the year.
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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.
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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.
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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
Return on common equity grew from 23 percent in 2000 to 38 percent this year.
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,
Grow system profitability and capability together with our bottling partners.
Serve customers with creativity and consistency to generate growth across all
channels.
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MAJOR COMPETITOR
PEPSI INTERNATIONAL
HISTORY
PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27
billion and over 143,000 employees. The company consists of the snack businesses of
Frito-Lay North America and Frito-Lay International; the beverage businesses of PepsiCola North America, Gatorade/Tropicana North America and PepsiCo Beverages
International; and Quaker Foods North America, manufacturer and marketer of ready-to-eat
cereals and other food products. PepsiCo brands are available in nearly 200 countries and
territories.
Many of PepsiCo's brand names are over 100-years-old, but the corporation is relatively
young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.
Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company,
including Gatorade, in 2001.would entertain the listener with the latest musical selections
rendered by violin or piano or both. The new name, Pepsi Cola, is derived from the two of
the principle ingredients, Pepsin and Kola Nuts. It was first used on the August 28. At that
time, Bradhams advertising praises his drink as Exhilarating, invigorating, aids digestion.
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.
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Pepsis Products
Pepsi
Teem
Mirinda
Pepsi Max
Pepsi Lemon
Pepsi Blue
Mountain Dew
7up
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1965
1972
2001
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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.
Competitors
Weather
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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%.
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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.
Windfall profit
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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 differentiating
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.
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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.
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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.
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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.
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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
Packing
Coca cola products are available in different packing
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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.
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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.
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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.
Vizi cooler
Freezers
Display racks
ADVERTISEMENT
Coca cola company use different mediums
Print media
Pos material
Tv commercial
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.
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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.
Sales volume
Profitability
Target volume
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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.
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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.
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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.
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JARO EDUCATION
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.
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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.
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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
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JARO EDUCATION
ECONOMICAL VARIABLES
Economical Variables
Strongly
Effected
++
Some what
Effected
+
No
Effect
+
Some what
Effected
Strongly
Effected
YES
YES
YES
NE
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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
Some what
Effected
+
No
Effect
+
Some what
Effected
Strongly
Effected
YES
YES
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.
The Coca-Cola system in Pakistan operates through eight bottlers. Four of which are
majority-owned by Coca-Cola Beverages Pakistan Limited (CCBPL).
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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
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CONCLUSION:
Coca-Cola no doubt come the heart beat of India. 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
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