Introduction

• World’s leading Manufacturer, marketer,

and distributor of non alcoholic
beverage concentrates and syrups
• Corporate head quarter in Atlanta
• With local operations in over 200
countries around the world
• First created in the United States but it
quickly became popular wherever it
went
Introduction:

• Today, Coca Cola has a portfolio of more

than 3,000 beverages
• Coca Cola has 92,400 employees worldwide
• More than 70% of their income comes from
outside the U.S
History:
Dr.John Pemberton

Establish in 1886

In Atlanta

Accidently Produced in Pharmacy

John Stith Pemberton

Cont…

• “Distributed” the product by carrying it in a

jug down the street to Jacob’s Pharmacy
and customers bought the drink for five
cents at the soda fountain
• Dr. Pemberton’s partner and book-keeper,
Frank M. Robinson, suggested the name
and penned “Coca-Cola” in the unique
flowing script that is famous worldwide
even today
Cont…

• With his brother, John S. Candler, John

Pemberton’s former partner Frank
Robinson and two other associates,

• Mr. Candler formed a Georgia

corporation named the Coca-Cola
Company
Cont…

• In the year 1919, the

Coca-Cola Company was
sold to a group of
investors for $25 million
• Robert W. Woodruff
became the President of
the Company
Bottle design evolution:
Mission Statement of Coca-Cola:

Brand Coca Cola is the core of our business

Customer is king; Customer demand drives everything we do

We will serve consumers a broad selection of the

nonalcoholic ready-to–drink beverages they want to drink
through out the day

To Refresh the World...in body, mind, and spirit.

To Create Value and Make a difference...
everywhere we engage.
Coke History In Pakistan:

57 years of dedicated service

Started in Pakistan in 1953
at Karachi
CCBPL
Market leader till 1987
 CCBPL

• Till 1996, 10 bottling plants were being run

by local partners
• Running 9 plants in Pakistan in
 Rahim Yar Khan
 Hyderabad
 Multan
 Lahore
 Gujranwala
 Sialkot
 Faisalabad
 Isalamabad
 Peshawer
Product Line:
 Coca-Cola introduced in Pakistan 1953
 Fanta introduced in Pakistan 1965
 Sprite was introduced 1972
 Diet Coke &
 Fanta Citrus 2001
 Sprite Zero
 Sprite 3G
 Kinley
 Minute Maid
Popular Slogans of Coke:
1886 Drink Coca-Cola

1942 The only thing like Coca-Cola is Coca-Cola itself

1993 Always. Coca-Cola

2001 Life is Good

2005 “Geo Coke Zindagi”

2007 “Coke side of life”

2008 Kha le pee le jee le coca cola

2009 Brrrrrrrrrrr…..

2010 kha lo pee lo dil say

S.W.O.T. Analysis:

Strength (Quality)

Weakness (Not frequently

available in rural areas)

Opportunities (Corporate Sector)

Threats (Pepsi Cola)

SWOT Analysis:
Strengths Weakness
-Popularity -Word of mouth
-well known -lack of popularity of many Coca
-branding obvious and easily Cola’s brands
recognized -Most unknown and rarely seen
-A lot of finance -result of low profile or non-existent
-customer loyalty advertising
-International Trade -Inconvenience in availability

Opportunities Threats
-many successful brands to pursue -changing health-consciousness
-advertise its less popular products attitude
-buy out competition -legal issues
-More Brand recognition -Health issues
-competition (Pepsi)
Competitors:

• PepsiCo (direct & strong competitor)

• Nestle (indirect competitor)
• Gourmet cola(Potential competitor)

OTHER COMPETITORS

• Makkah Cola (distant competitor)

• Amrat Cola (distant competitor)
• RC Cola (distant competitor)
• Shandy Cola (distant competitor)
Market Leadership:

• In Pakistan Pepsi is the market leader and Coca Cola

is its competitor. The Pepsi makes defense strategies
so that it can maintain its position in the market.
While Coca Cola is a challenger and it makes attack
strategies so that it can become the market leader
Pepsi Brands Vs Coke Brands
Growth Strategy:
Market Penetration:

• Coca Cola in Pakistan is doing market

penetration through the selling its products
to the business buyer, who are huge
multinational organizations like
– McDonalds,
– Subway,
– Dunkin Donuts
• They are also keeping the local market in
focus
– Fri-Chiks,
– AFC,
– PFC
Market Development

• Coca Cola Company can do product

development by introducing the new
flavors in Pakistan which are not sold
anywhere in the world by the coke
company
Diversification:

• Coca Cola is only dealing in

beverages but it can also
manufacture its own snacks item
as the company name is known all
over the world
Target Marketing:

Mass Marketing

Segmented Marketing
Marketing Mix of Coca-Cola:

Product

Price

Place

Promotion
Product:

Product Range
 Coke
 Sprite
 Fanta
 Diet coke
 3G
 Kinley
 Minute Maid
Product:

Bottle sizes
 SSRB
 LRB
 NRB
 PET 1.5
 PET 2.25
 CANS
Product:

Packaging
Coca Cola’s goal is to advance a
packaging framework in which
packaging is no longer seen as waste, but
as a valuable resource for future use.
Introducing PlantBottle™. The next step
in the sustainability journey
Product:

Levels of product

Core product
fulfills the thirst

Actual product
Design
Quality
Brand Strategy
Brand

Existing New

Line Extension Brand Extension

Existing
Product

Multi-Branding New Brands

New
Brand Strategy:

➢ LINE EXTENSION
For example if Coke introduces new flavors and package size.
➢ BRAND EXTENSION
Brand extension means using a successful brand name lets
say Coca-Cola and then launching new product for example
cherry coke
➢ MULTI-BRANDING
For example Coca-Cola not only introduced coke as a brand
but also sprite and Fanta
➢ DIVERSIFICATION
Coca-Cola has not adopted yet
Price:

Price
Regular bottle 13
Non returnable or disposable bottle 30
1.5 liter bottle 65
2.25 liter bottle 85
Coca Cola can 40
Pricing Strategy

COMPETITION BASED PRICING APPROACH

PROMOTIONAL PRICING POLICY
DISCOUNTS
SEASONAL DISCOUNT
SPECIAL OFFERS
Price:

Different Price in Different

Seasons

 Different in Summer
 Different In Ramadan
 Different In Competition
 Place:

Availability

 Available in posh areas

 Available in Backward areas

 Extent in posh areas

DISTRIBUTION CHANNELS

 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

 Indirect selling
Through whole sellers and agencies
Place:

Facilitating The Product

by Infrastructure

 Vizi cooler
 Freezers
 Display racks
 Free empty bottles and
shells for bottles
Place:

Market Segmentation

 Segment size
 Segment growth
 Segment structural attractiveness
Place:

Coke Segmentation Strategy

 Geographic Segmentation
 Climatic
 Locally
Place:

Demographic Segmentation

 Age
 Family Type
 Income
Promotion:

Advertisements with slogans

 Coca-Cola enjoys
 Always Coca-Cola
 Kha lay pee lay jee lay Coca-Cola
 Maza zindgi ka Coca-Cola
 Geo Coke zindagi
 Very Brrrr hai coke zindagi
Promotion:

PROMOTION STRATEGIES

 Getting shelves
 Eye Catching Position
 Sale Promotion
Promotion:

PUBLICITY

 Print media
 Pos material
(Point of sales material)
 TV commercial
 Billboards
Promotion:

Prize Schemes

 Coca-Cola glasses
 Bicycles
 TV
Promotion:

Price cuts from time to time

 Ramadan offer
 Eid offer
 Buy one get one free
 Anniversary offer
 Independence Day offered
 Promotion:

Billboard –electronic sign

board

 In major public areas, liberty

bank square

 At center point.etc
Promotional campaigns:

 COCA-COLA PET PROMOTION

 COCA-COLA GO-RED
 COCA-COLA WONDER OF THE
WORLD PROMOTION
 COCA COLA TV MAZZA
 COCA-COLA & MC DONALD’S
 COCA-COLA & FIFA
Promotional Campaigns:
 COCA-COLA CRICKET
 COCA-COLA CONCERTS
 COCA-COLA RAMZAN CAMPAIGN
 COCA-COLA FOOD MELA
 COCA-COLA BASANT FESTIVAL
 COCA-COLA PARTY IN A PARK
 COCA-COLA SHOPPING FESTIVAL
Societal marketing:

• Tree Plantation Campaign in

Pakistan
• On 12th August 2009
• 450 employees participated
• Plant 3500 trees
• On 27 different locations
Societal Marketing:

 CCI is doing
responsible marketing
through ads by providing
a public service message
such as in USA CCI has
started a campaign to save
the Polar Bears before
they become instinct
Conclusion & Recommendations:

Should Increase frequent availability &

promotional schemes in rural areas
Coca-Cola must enhance factors such as
relationship marketing, innovation and technology
especially in Pakistan to attain market leader
position
Conclusion & Recommendations:

• Only two flavors of Coke available, company

can extend their portfolio by introducing new
flavors

• Coca Cola Co. should launch its own energy

drink
• Add more sweetness to cola
Q & A Session: