Professional Documents
Culture Documents
Presented by:
Syed Sajid Hussain
Hafiza Romana Tabassum
Table of Content
History
Some Interesting Facts About
Company Profile
Market Share & Competitors
Brand Element
Distribution Channels
Promotional Activities
POP & POD
Brand Mantra
Brand Portfolio
Brand Knowledge & association
Competitor Analysis
CBBE Pyramid
Recommendation & Conclusion
1886
Coca Cola
BORN
In a drug store
1891
BOTTLING
occurred
1899
The first
bottling
1909
400Coca-Cola
plants
AGREEMENT BOTTLING
was done
were operating
1930
1960
New
GLOBALY
BRANDS
were Introduced
1960
1996
Started Operations in
All rights to
PAKISTAN
CCBPL
Coca Cola
headache
$50
Only
servings of the soft drink were sold
9
each day
1.9 billion
Coca-Cola
is themost recognized word in
the world after
Okay
In 2016
202.97 B
Enterprise Value
3,500
123,200
Company Profile
Name
Worldwide
Headquarters
Current CEO
Muhtar Kent
Revenue
Profit
Employees
123,200
Pepsi ; 21%
Others; 31%
Coca-Cola; 49%
Pepsi
Coca Cola
Gourmet
Other
Brand Elements
www.cocacola.com/
Chronology of Slogans
2001 life is good
2003 Jo Chaho Hojae Coca-Cola enjoy
2006 Thanda Matlab Coca-Cola
2007 Kha Le Pee Le Jee Le
2016 Open Happiness
Point of Parity(POPs):
Contemp
orary, upto-date
Beverage
s
category
Refreshin
g flavor
Point of Differentiation(PODs):
Distinctiv
e taste
profile
Optimisti
c view of
life
Emotional
bond with
customer
Classic
iconic
symbolis
m&
imagery
Brand mantra:
Brand Name
Emotional
Modifier
Descriptive
Modifier
Functional
Benefit
Fun
Family and
friends
Beverages
Brand Portfolio:
carbonated drinks
Soft drinks
Juices
fruit juices
fruit smoothies
fruit tea
Coca-Cola
Tea/ Coffee
coffe
coffe drink
menral water
Water
enhanced water
sports drinks
Other drinks
energy drinks
mixers
Brand Knowledge:
Brand Attributes:
Core Attributes
Great Tasting
Very Refreshing
Thirst Quenching
High Quality(ingredients and production process)
Worth What it Costs
Goes Well With Meals and Snacks
Extended Attributes
Has an Unforgettable Taste
Revitalizes
Enjoyment
Good to Drink With Family and Friends
Is Recognized as the Best Soft Drink
Brand Association:
Competitor Analysis:
Brand
value
Brand
Ranking
Brand
Portfolio
Brand
image
Years in
market
Logo
COCA COLA
PEPSI
$ 80.31 billion
$19.4 Billion
#4
#29
1886 (126)
Text
Universe reflecting
CBBE PYRAMID:
CBBE PYRAMID:
Distribution Channels:
Coca Cola Company makes two
types of selling
1-Direct Selling
In direct selling they supply
their products in shops by
using their own transports.
In this type of selling
company have more profit
margin.
2-Indirect Selling
They deal with many whole
sellers and agencies to cover
all areas globally. To assure
their customers for availability
of coca cola products, as their
products are sold in 200
countries with the
consumption of 1.8 billon coke
products per day.
Distribution Channels:
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.
Eye Catching Position
Salesman of the coca cola company positions their freezers and
their products in eye- catching positions. Normally they keep their
freezers near the entrance of the stores.
Sale Promotion
Company also do sponsorships with different college and schools
cafes and sponsors their
Recommendation:
Possible Brand Extension:
Coca cola has very good brand image and value in consumer mind
which has history of 126 years. They are able enough to launch snacks
or any other related food product, as what pepsi did and have a good
success history.
Rethink about distribution strategy of brands other then Cola. It is
available everywhere but not all the products of Coca Cola are easily
available.
To continue putting same level of efforts for maintaining their position
in market because they have declined from #1 to #4.