Group Name: PROFESSIONALS 
 
Group Members:  
    Housh Muhammad  4581 

    Ghulam Mohammad  4336 

    Imran Ali Shiakh   4641 

Course:  Marketing Management  9748 

Instructor:  Sir, Mirza Shakeel Baig   
 PRO
OFESSIONALS
S 

 of Conten
Table o nts 
ACKNOW NT ............................................................................................................................................... 5 
WLEDGEMEN
Project Obbjective ............................................................................................................................................................. 6 
SITUATIO YSIS .......................................................................................................................................... 7 
ONAL ANALY
MARKET ANALYSIS.................................................................................................................................................... 7 
INTERN
NAL BUSINES NMENT ............................................................................................................... 7 
SS ENVIRON
EXTERN
RNAL BUSINE NMENT .............................................................................................................. 7 
ESS ENVIRON
ETITION .......................................................................................................................................................... 7 
COMPE
CAL/LEGAL .................................................................................................................................................. 7 
POLITIC
SOCIAL
L AND CULTU ORS .................................................................................................................... 7 
URAL FACTO
PERSON RS.............................................................................................................................................. 8 
NAL FACTOR
PSYCHOLOGICAL FACTORS
F ................................................................................................................................. 8 
R FACTORS ..................................................................................................................................................... 8 
OTHER
COCA CO UCTION ................................................................................................................................... 9 
OLA INTRODU
Mission, Vision
V & Valuees ............................................................................................................................................... 9 
Our Misssion ................................................................................................................................................................. 9 
Our Visiion ................................................................................................................................................................... 9 
ED VALUES .................................................................................................................................................... 9 
SHARE
VE OF COCA COLA ...................................................................................................................................... 9 
OBJECTIV
GOALS OF LA ............................................................................................................................................ 10 
O COCA COL
MARKET SHARE OF COCA
C COLA .......................................................................................................................... 10 
MARKET POSITION OF
O COCA COL TAN .......................................................................................... 10 
LA IN PAKIST
BRANDS OF COCA CO STAN ................................................................................................................ 10 
OLA in PAKIS
LIO ANALYSIIS............................................................................................................................................. 11 
PORTFOL
BCG (B
BOSTON CON
NSULTING GR OACH ...................................................................................... 11 
ROUP) APPRO
OCA COLA ............................................................................................................................. 12 
COMPETIITORS OF CO
PEPSI.......................................................................................................................................................................... 12 
COCA COLA
C V/S PE CTS .................................................................................................................... 12 
EPSI PRODUC
COCA COLA
C ............................................................................................................................................................. 12 
YSIS ......................................................................................................................................... 13 
COMPETIITOR ANALY
BUYER ERS .......................................................................................................................................... 13 
RS/CUSTOME
SUBSTIITUTES ......................................................................................................................................................... 13 
RIVALS ORS ........................................................................................................................................ 13 
S/COMPETITO
NTRANTS .................................................................................................................................................... 14 
NEW EN
NTAGES ................................................................................................................................ 14 
COMPETIITIVE ADVAN
BRAND
D NAME, SYM LE SHAPE. ...................................................................................................... 14 
MBOL, BOTTL

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SNATC
CHING AWAY RS ...................................................................................................................... 14 
Y CUSTOMER
SWOT anaalysis of Coca Cola ........................................................................................................................................ 14 
THE MAR
RKETING STR
RATEGY OF COCA
C COLA .......................
. ........................................................................... 15 
H STRATEGY ................................................................................................................................................ 15 
GROWTH
MARKE ATION ...................................................................................................................................... 15 
ET PENETRA
MARKE PMENT .................................................................................................................................... 16 
ET DEVELOP
DIVERS
SIFICATION STRATEGY
S ........................................................................................................................... 16 
SEGMENT
TATION STRA A COLA .......................................................................................................... 16 
ATEGY COCA
GEOGR MENTATION ......................................................................................................................... 16 
RAPHIC SEGM
TE .................................................................................................................................................................. 17 
CLIMAT
LLY ................................................................................................................................................................ 17 
LOCAL
DEMOG GMENTATION ...................................................................................................................... 17 
GRAPHIC SEG
TION ................................................................................................................ 18 
PSYCHOGRAPHICS SEGMENTAT
BEHAV MENTATION ......................................................................................................................... 18 
VIORAL SEGM
A......................................................................................................................... 18 
MARKETING MIX OF COCA COLA
PRODU
UCT STRATEG A COLA ............................................................................................................. 18 
GY OF COCA
BRANDIING ............................................................................................................................................................... 18 
XTENSION .................................................................................................................................................... 19 
LINE EX
BRAND EXTENSION ................................................................................................................................................ 19 
MULTI--BRANDING .................................................................................................................................................. 19 
DIVERSSIFICATION .................................................................................................................................................. 19 
PRODUCT SIONS ..................................................................................................................................... 19 
T LINE DECIS
PRODU NGTH ....................................................................................................................................... 19 
UCT LINE LEN
PRODU LING ....................................................................................................................................... 19 
UCT LINE FILL
O COCA COLA ................................................................................................................... 19 
PRICING STRATEGY OF
Place: .............................................................................................................................................................................. 20 
ocated at Sevenn Places: ............................................................................................................ 20 
Coca Cola’s Plants are lo
Karachi, Lahore,
L Y Khan, Muultan, Faislabadd, Gujranwala, IslamAbad......................................................... 20 
Rahim Yar
POSITION EGY ........................................................................................................................................ 20 
NING STRATE
CA COLA ......................................................................................................... 21 
PROMOTIION STRATEGIES OF COC
NG SHELVES ................................................................................................................................................. 21 
GETTIN
EYE CA SITION..................................................................................................................................... 21 
ATCHING POS
SALE PROMOTION
P ................................................................................................................................................ 21 
DISTRIBU NNELS ..................................................................................................................................... 21 
UTION CHAN
T SELLING ................................................................................................................................................... 21 
DIRECT
INDIRE G ............................................................................................................................................... 21 
ECT SELLING
A ........................................................................................................................ 21 
ADVERTIISEMENT OF COCA COLA
ADVER
RTISEMENT OBJECTIVE
O ............................................................................................................................ 21 
SETTIN
NG OF ADVER DGET................................................................................................................ 22 
RTISING BUD

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ADVER ATEGY................................................................................................................................... 22 

RTISING STRA
ADVER
RTISEMENT MEDIA
M .................................................................................................................................... 22 
PRINT MEDIA
M ........................................................................................................................................................... 22 
SALES PROMOTION S ....................................................................................................................... 22 
N ACTIVITIES
RAPHY ......................................................................................................................................................... 25 
BIBLIOGR

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ACKNOW
WLEDGEM
MENT 

First of
o all we would
w likke to thankk almighty
ty ALLAH
H who hass give us this
coura
age and strength
s thhat we haave make this repoort.

After that we would

w likee to thankk our teaccher Sir, Mirza
M Sh
hakeel Baaig
that hee has guid
ded us thrroughoutt the semeester. Ourr teacher took painn to
teachh us on evvery stagee of this project
p whhat to doo and how
w to do .W
We
had faced
f ma
any difficuulties in completing
c g this repport but our
o teacheer
directed us on
o a right track att right tim
mes and thhat is whyy we havee
complleted this project
p of Coca Cola
C
ot the leasst is that in this prroject we come to that
The laast but no t how we
w
h
have colleect, analyyze and present
p thee report on
o a givenn date.
 

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Proje
ect Objective 
Purpoose of this Project is to leaarn about how
w to apply the marketing steeps that we have
h learned inn
Marketingg Managemen nt. In this proj
oject we applieed most of thhe steps includding Analyzinng the compettitors,
Markketing Mix, Seegmentation, Promotional Strategies annd many moree, which givess us a practicaal
approachh to understannd Coca Cola and its strateegies.

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SITUAT
TIONAL AN
NALYSIS 
Beverages are a major co onsumerable ittem and there is a huge dem mand and potenntial in this maarket particularrly the
nonalcohollic ready to drrink soft drink.. The nonalcohholic ready to drink beveragee has grown year on year annd as a
result, the pie
p is growing bigger every year.
y

MARKE
ET ANALYS
SIS 

The market
m analysiss investigates both
b the internaal and externall business enviironment. It is vital that Cocaa Cola
carefully monitor
m t internal annd external asppects regardingg it’s business as both the internal and exxternal
both the
environmeent and their reespective influeences will be decisive
d traits in relation to Coke’s
C successs and survival in the
soft drink industry.
i

  IN
NTERNAL B
 BUSINESS E
 ENVIRONMENT 
The internal busineess environmeent and its inffluence is that which is to somes extent within
w the busiiness’s
control. Thhe main attribbutes in the innternal environnment includee efficiency inn the productioon process, thhrough
managemeent skills and effective
e commmunication channnels. To effecctively controll and monitor the
t internal buusiness
environmeent, Coke must conduct contiinual appraisalss of the busineess’s operationns and readily act
a upon any factors,
fa
which causse inefficienciees in any phasee of the production and consuumer process.

  E
EXTERNAL B
 BUSINESS E
 ENVIRONM
MENT 
The External
E businness environmeent and its inffluences are usually
u powerfful forces that can affect a whole
hole economy.. Changes in thhe external envvironment will create opportuunities or threatts in th
industry annd, in fact, a wh
e market place Coca
C cola musst be aware off. i the economyy, changing cuustomer attitudes and
f. Fluctuations in
values, andd demographicc patterns heaavily influence the success of o Coca Cola’s products on the market annd the
reception they
t receive froom the consum
mers.

  C
COMPETITION

All over
o world therre are two softt drink giants, Coke and Peppsi. The compeetition betweenn two companiies has
always beeen neck to neck k. Both these companies
c keeep on try to takke lead in terms of pricing, paackaging, prom
moting
and placing. In Pakistan recently a few w other beveragges are also inntroduced suchh as Mecca-Cola, Shandy Coola and
Amrat-Colla but currently y these soft drinnks are not a thhreat for coke due to their very low markeet share and seccondly
due to brannd loyalty of cu
ustomers for cooke

  P
POLITICAL/
/LEGAL 
These are uncertaintties that are exxtremely variaable in the pollitical conditioons of Pakistann. Constant poolitical
instability does affect thee company in teerms of buildinng new relationns with new Goovernments alll the time.

  SOCIAL AND
D CULTURA
AL FACTORS
S 
Thhe company hash to be very careful
c in the implementatioon of its promootional campaigns, since the social
cultural ennvironment off Pakistan is very
v conservattive and any suggestive
s advvertisements usually
u face a lot of
negative reeactions on the part of the connsumer.

SOCIAL  FACTORS
F : Social factors include
i consummer’s family, small groups and status. Family
F
memmbers can affecct buying behaavior in such a way that if number n of chilldren is more in a family than the
elderrs, then the chilldren choice caan matter a lott at the time off soft drink purrchase. On the contrary, someetimes
peoplle go for the product
p that shoows their statuss in society.

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CULTURA AL  FACTORS S: Every groupp and society has its own cuulture. Culturaa factors affectt coke
purchhasing massiveely. Different communities
c annd groups of people
p have resshaped Pakistann’s culture. In recent
yearss the Bahar/ Basant
B festival in Punjab b specially become
b impportant part of our cultuure in
whicch sales of coke
c go veryy high. Soft drink is purrchased in bulk
b for the parties and other
occaasions.
P
PERSONAL F  FACTORS
Buyerr’s decision iss also influencced by personnal characterisstics such as buyer’s
b age and
a life cycle stage,
occupationn, personality and
a self-conceppt. Age and life fecycle stage means
m that peopple taste and way
w of living chhanges
b choice for soft drink wass Coke classic but as
with passaage of time. Lets say in earlieer stage of life if a person’s best
he proceedds with his life,, way of thinkinng and style may
m change. Hee may not opt for f classic cokee anymore and might
be more innterested in diet coke. Occuupation matterss a lot when consumer
c is indulge in buyinng. If consumeer is a
student byy occupation hee will certainlyy go for returnnable bottle off or may be dissposable bottlee of 25 RS butt most
probably not
n for the cok ke CAN whichh is high in prrice. Where as if the consum mer is a busineess executive who
w is
financiallyy strong will prefer
p more thhe coke classiic can or diett coke can. This T change is mainly becauuse of
occupationn.

   P
PSYCHOLOG
GICAL FACT
TORS 
A persson’s buying behavior is furthher influenced by major psycchological factoors such as mootivation, perceeption,
learning annd self benefitss. Motivation is
i basically a drive
d that’s suffficiently pressiing a person too seek satisfacttion of
the need. Sometimes
S a person
p has no intention to buuy a particularr product but what happens is that the grooup of
people aroound him motiv vates him mottivates. If a peerson is highlyy satisfied withh the taste of “diet
“ coke”, he may
share his experience withh another persoon and as a resuult the latter peerson might get motivated byy his opinion annd end
up buying “diet coke” In I some cases,, consumers haave descriptivee thoughts andd beliefs abouut something. It I may
change witth the passage of time becausse mostly all thhe self beliefs are
a secondary anda not the core ones.

  O
OTHER FACTORS 
Other factors
f like the Governmentt rules, regulattions and technnological advaancements havve had no significant
effect on thhe product and
d the company.
 

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C
COCA COLA
A INTRODU
UCTION 
Foundded in 1886, thet coca-cola company is thhe world’s leaading manufactturer, marketerr, and distribuutor of
nonalcohollic beverage concentrates
c annd syrups. Thee company’s corporate
c headqquarters are inn Atlanta, withh local
operations in over 200 coountries aroundd the world. Since our first sooda fountain saales in 1886, we
w have been a driver
of marketpplace innovatioon and an invesstor in local ecconomies. Todaay we lead thee beverage induustry with morre than
400 beveraage brands -- inncluding four of
o the world's top-five
t sparkling brands. Buut while our buusiness opportuunities
are enormoous, our comm mitment to our consumers and the communnities in which we operate is even greater. Coca-
Cola has 92,400 employeees worldwide..
Muhtar Keent, our Chairm man of the Booard and Chieff Executive Offficer, leads uss into the new century with a firm
t become a suustainable, profitable
commitmeent to the valuees and spirit off the world's greatest brand. Inn our journey to
growth commpany, our maanagement struucture has evollved to sharpenn external focuus on the markketplace with greater
g
speed, prodductivity and effectiveness.
e
Mission
n, Vision &
& Values 
The world is changing all around us. Too continue to thhrive as a businness over the next
n ten years and
a beyond, wee must
look aheadd, understand the
t trends and forces that willl shape our buusiness in the future
f and movve swiftly to prepare
for what's to come. We must get readyy for tomorrow w today. That'ss what our 20220 Vision is all
a about. It creeates a
long-term destination forr our businesss and provides us with a "Rooadmap" for winning
w togethher with our boottling
partners.

OUR MIS
SSION 
Our Roadm map starts withh our mission, which is enduuring. It declarres our purposse as a companny and serves as the
standard aggainst which we
w weigh our acctions and deciisions.
Î To refresh the world...
w
Î To inspire mom ments of optimissm and happiness...
Î To create value and make a diffference.

OUR VIS
SION  
Our visionn serves as the framework
f for our Roadmap and guides evvery aspect of our
o business byy describing whhat we
need to acccomplish in ordder to continuee achieving susstainable, qualiity growth.

• People: Be a great placce to work wheree people are insppired to be the beest they can be.
• Portfollio: Bring to the world a portfoliio of quality bevverage brands thaat anticipate andd satisfy people's desires and needs.
• Partneers: Nurture a wiinning network of o customers andd suppliers, togeether we create mutual,
m enduringg value.
• Planet:: Be a responsible citizen that makes
m a differencce by helping buiild and support sustainable
s comm munities.
• Profit: Maximize long-term return to shareowners
s whiile being mindfuul of our overall responsibilities.
r
• Producctivity: Be a higghly effective, leaan and fast-movving organizationn.

SHARED
D VALUES 
Our valuess serve as a com
mpass for our actions
a and desscribe how we behave in the world.
w
¾ Leadership:
L Th
he courage to shhape a better future
fu
¾ Collaboration:
C Leverage colleective genius
¾ In ntegrity: Be reeal
¾ Accountability
A : If it is to be, it's
i up to me
¾ Passion: Comm mitted in heart and
a mind
¾ Diversity:
D As in
nclusive as ourr brands
¾ Quality:
Q What wew do, we do well w

OBJECT
TIVE OF CO
OCA COLA  
The company
c has sales based objective .Everythhing else (marrketing plan, addvertising plann, production etc.)
e is
derived froom this objectiv
ve.

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 OFESSIONALS
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Currently the
t company‘s objective is too
“Increase the
t volume of sales
s up to the maximum leveel as much as possible
p duringg the current fisscal year.”
The coompany sets itss objective keeeping in view thhe past performmance, Historical trends, currrent market poosition,
economic condition,
c maccro environmennt and micro environment
e faactors, social values,
v market size and growtth rate
,future exppectations and predictions.
p
GOALS  OF COCA C
 COLA 
All CCBPL L plants setup their own goall to achieve thee objective.
The compaany goal is
“To increaase sales volum
me and gain marrket leadershipp in Pakistan.”
MARKE
ET SHARE  OF COCA C
 COLA 
Coca Cola is now one o of the larggest corporatioons in the worrld, with a globbal workforce of over 90,0000 and
revenues of
o $31.9 billion n in revenues inn 2008. Over thet years, the brand
b equity off the Coca-Colla trademark, asa well
as that of other
o Coca Co ola-produced brands,
b has estaablished Coca Cola as a prom minent figure in the non-alccoholic
beverage inndustry and alllowed the com mpany to keep both
b revenues and
a profits highh.
Quarterly Earnings
E :1Q2009 In the firstt quarter of 2009, the Coca-C Cola Companyy posted revenuues of $7.169 billion,
b
a 3% decreease from 1Q 2008 figures; net n income felll 10% to $1,348 billion. Altthough sales voolumes actuallly rose
7% duringg the quarter, th he Coca-Cola Company wass negatively im mpacted by thee dollar's strengthening againnst the
euro, Braziilian real, Mex
xican peso, andd South Africann rand.
2Q2009:Inn the second qu uarter of 2009, the Coca-Colaa Company possted revenues of o $8.267 billioon, an 8.6% deecrease
from 2Q20008 figures; neet income grew w 43% to $2.0337 billion. Althhough the com mpany managedd to grow worlldwide
case volumme by 4% (with h especially im
mportant increaase of 33% in India
I and 14% % in China), addverse fluctuatiions in
the foreignn exchange caused the decreease in revenuue. On a currenncy neutral baasis, revenues grew by 4% during d
2Q2009, asa pricing remaained constant during the yeaar. The growthh in net income is deceptivelly large, as thee 2008
figure incluudes an $843 million,
m or $0.440 per share, charge
c due to changes
c in the company's
c acccounting policyy of its
equity inveestments in its bottlers. Ignorring this chargee, net income would've
w fallenn by 12%.

MARKE
ET POSITIO
ON OF COC
CA COLA IN
N PAKISTA
AN 
On gllobal level Cocca-Cola is the most popular brand and maarket leader coontrolling 60% % of market shaare. In
Pakistan Coca
C Cola is th
he market Challlenger but still in a very stroong and stable position holdiing 36% of thee local
market witth a growing annd increasing market
m share evvery year.
 
BRAND
DS OF COCA
A COLA in  PAKISTAN
N 

¾ COKE CLA
C ASSIC  ¾ KINLE
EY WATER
R 
¾ C
Coke Diet   
¾ S
SPRITE   Cok
ke Zero 
¾ F
FANTA   
¾ 3
3G SPRITE E   
¾ S
SPLASH A PPLE 

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PORTFO
OLIO ANALYSIS 
A tool by which the management identifies and evaluates the various busineesses that makkes up the com mpany.
Generally there are two approaches off doing the porrtfolio analysiss & Coca Colaa’s portfolio analysis
a is donee with
both the methods
m & the results
r are as foollows:

  B
BCG  (BOSTO
ON CONSUL
LTING GRO
OUP) APPRO
OACH 
In the BCG
G approach, a company
c classiifies all its Buss according to the
t growth shaare matrix.
Coke is one of the main product lines of the Coca C Cola Com mpany. It is thhe one which is giving maxximum
revenues to it by differeent products inn this line. Herre we have claassified some of its major products
p in thee BCG
matrix on the
t basis of theeir fame and likking of the peoople.

S
STAR 
Coke Classic is the bassic product thrrough which thhe Coca Cola Company gott the fame. It is one
pproduct, which h gives the maximum
m revennue from all over
o the worldd. It is one flaavor, which has
h the
m
maximum conssumers all oveer the world. Coke has alreaddy worked a lott on it by launcching new flavvors in
i but still it is a product theyy can turn as faamous as coke Classic.
it,
 
CA
CASH COWS 
Fanta and Sprite are the products, whicch the Coca Cola Company can never thinnk of stop prodducing.
Itt is the one which
w make thee coke companny a huge succcess; it was onne product which gives billioons of
d
dollars nue from worlld over. Wheneever the company thinks of launching its product
as reven p in a coountry
thhe first productt they launch is coke classic as
a they know that
t if don’tworrk here then noothing else cann.
 
Q
QUESTION MA
ARK 
Products thaat are still not a big hit as thhey haven’t coonsumed muchh time yet., Sprrite Zero, Diett Coke
annd Kinley wateer are the exam mples of these question markks as the question marks as they have nott taken
muuch time yet to o get a hold ofo market & noot even the large percentage of the people have tasted it. So it
needs timee to be fully tested by the company & the company needs to think whether it should continuue the
productionn or should diveert to somethinng new.
D
DOGS A prroduct that hass not worked good or a produuct which has been
b a source of
o loss. Sprite 3G is
onne product thatt was not a big hit.

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COMPE
ETITORS O
OF COCA CO
OLA 
The compeetitors to the products
p of thhe company mainly lie in the non-alcoholiic beverage inndustry consistting of
juices and soft drinks.
The key coompetitors in th
he industry aree as follows:
➢ PepsiCoo
➢ Nestle

  P
PEPSI 
Calebb Brandhum, a North Caroliine Pharmacisst, structure Peepsi Cola Inc. the 1890’s as a cure of dysppepsia
(indigestioon). In 1902, Brradhum applied for a trade mark,
m issued ninnety seven share of stock andd began sellingg Pepsi
syrup in eaarnest. In his first
f year of buusiness he speends $1900 onn advertising a huge sum thaat he sold onlyy 8000
gallons of syrup. In 1905 5 Bradhum built Pepsi’s botttling plant. Byy 1907 he was selling 10,0000 gallons a yeaar, two
years laterr; he hired a New
N York advertising agency. After passinng through maany troubles foor some periodd now
Pepsi is a market
m leader in
i internationall arence and is available in 1887 Nations throoughout the woorld.

  C
COCA COLA 
 V/S PEPSI  PRODUCTS
S 
Both thhe companies Coca
C Cola and Pepsi have a number
n of prodducts. Many off these productss are innovatioons but
there are allso many produ ucts which are brought out juust as a compettitive product for
f other companies. Some off these
products thhat are broughtt in the market by both the coompanies to com mpete against each other are as follows:

  C
COCA COLA 
The main dark
d cola drink
k of the companny which starteed the rivalry between
b these Companies.
C
P
PEPSI 
Pepsi versiion of dark cola which is the major primaryy competitor to Coke.
C
Coca Cola Ful
ll Throttle 

Full Throtttle is an energy i late 2004 in North Americaa.

y drink produceed by the Cocaa Cola Companny. It deputed in
P
Pepsi AMP 
AMP is annd energy drink
k produced andd distributed byy Pepsi CO. under the Mountaain Dew soft drink
d brand.
C
Coca Vault 
Vault is a carbonated
c bev
verage that wass released by thhe Coca Cola Company
C in Juune 2005.

P
Pepsi Mounta
ain Dew 
Mountain Dew
D MDX is an
a energy drinkk manufacturedd distributed byy PepsiCo. Unnder Mountain Dew brand in 2005.
2

C
Coca Power A
Ade 
PowerAde is a sports drin
nk by Coca Coola Company annd currently nuumber two in the
t sports drinkk market worlddwide.
 
P
Pepsi Gatorade 
Gatorade is
i a non carbon nated sports drink
d marketed by Quaker Oats Company, a division of Pepsi Co. origginally
made for athletes
a but now
w often consum
med as a snackk beverage.

C
Coca Sprite 
Sprite is a clear, lemon n lime flavoreed, non caffeiinated soft drrink, producedd by Coca Coola Company.IIt was
introducedd in the U.S in 1961.
P
Pepsi 7up 
7 up is a brrand of a lemon
n-lime flavoredd soft drink.
C
Coca Minute M
Maid 

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S 

Minute Maaid is a producct line of beverrages usually associated

a withh orange juice,, but now extends to soft drinks of
many kindds. The Minute Maid companny is now owned by Coca Coola and is worlld’ largest marrketers of fruit juices
and drinks.
 
P
Pepsi Tropica
ana 
Tropicana products are an
n American coompany based in i Bradenton, Florida,
F USA, which is one of
o the world’s largest
l
producers and marketers of orange juice. It has been owned
o by Pepssi Co. Inc. since 1998
C
Coca Cola Nesstea 
Nestea is brand
b of iced tea
t manufacturred and distribuuted by the Neestle company’’s beverage department in thhe U.S.
and by Cocca Cola in seveeral European countries,
c Brazzil and Venezuuela.
P
Pepsi Lipton 
Lipton Oriiginal iced teaa is a ready to drink iced teaa brand sold by
b Lipton throuugh a worldwide partnershipp with
Pepsi.
C
Coca Bags 
Barq’s is a brand of roott beer notable for
f being the only
o major Norrth American root
r bear to conntain caffeine. It has
been bottleed start of 20th century and is currently sold by Coca Cola Company.
P
Pepsi Mug Ro
oot 
Mug root beer
b is a brand name of root beer
b made by the
t Pepsi Comppany.
C
Coca Diet 
Diet Cokee or Diet Cocaa Cola is a suugar-free soft drink
d producedd and distributed by Coca Cola
C Companyy, was
introducedd in U.S. in 198
82
P
Pepsi Diet 
Diet Pepsi is a low caloriie carbonated cola.
c It was intrroduced in 19664 as a variant of Pepsi Cola with
w no sugar.

COMPE
ETITOR AN
NALYSIS 
  B
BUYERS/CU
USTOMERS  
Coca--Cola has threee major and laarge customerss in the markett, food street 60,000
6 cerates /year, MacDoonald’s
40,000 cerates/year and Pakistan
P Railwways who buy 50,000
5 cerates /year.
However, these three cu ustomers beingg large and poowerful are in an influential and bargaininng position theey can
demand diiscount or otheers facilities like (boards siggn/freezers/cooolers etc.) and impose a threeat to switch too their
closest rivaal and competitor Pepsi.

  SUBSTITUTES 
Nestlee products likee juices, coffeee, mineral watter etc. and Shezan juices are
a substitutes of Coke for health
conscious people
p and othher fresh juices.

  R
RIVALS/COM
MPETITOR
RS 
DIREC
CT COMPETIITORS 
The direct
d or of Coca-Colla is Pepsi and that of CCBPL
competito L is PCI (Pepsii cola international) there is always
a
ongoing tuuff competitionn between theese two arch rivals with Peepsi leading with
w 54% markket share and Coke
gradually growing
g and caatching up 36%
% market sharee in Pakistan. However on global
g level thee situation is reeverse.
Both comppanies often enngage in pricee cut wars, prizze scheme warrs and sponsorrship wars to win w over eachh other
customers..
INDIR
RECT COMPE
ETITORS 
These include Nestlee and Shezan juuices who do not
n pose a threat to Coke as yet
y but has the potential to doo so as
it is exploiiting the naturaal aspect and health
h issues more
m and more to make peoplle conscious abbout physical fitness
f
Coke has launched “Diett Coke” to counnter the physical fitness demaands.
SUPPL
LIERS 
Coca-C Cola has autho orized supplierrs and which do d not pose a threat to it. Any
A how Coke does have a quality
q
check proccedures in its plants to ensuree that they get the
t right kind of
o ingredients from
f suppliers..
 
 
 

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FOR EXAM MPLE 
If market has
h low quality y carets of botttles by chancee, they call theeir sales mangeers to lift up alll the stock froom the
market theen inquired froom the quality inspector. Theey take strict notice
n of that and
a don’t takee materials from m that
company again
a if that deffault is due to the
t ingredient contains by it.

NEW EN
NTRANTS 
Coca-Colaa is not afraid of competing.. It doesn’t fear losing its share to Meccaa-Cola or otheer new entrants. The
company management
m believes
b that new
n entrants prrovoke healthyy competition,, which will providep Coke with
w a
challenge to
t hold on to itts loyal custommers. Besides itt will take a lott of effort on thhe part of new entrants like Mecca-
M
Cola, Pak-cola to fully laaunch its produuct in Pakistann and capture or o even motivatte people to sw witch on to their new
product froom Coke.

COMPEETITIVE ADVANTAAGES 
BRAND  NAME, SYM
MBOL, BOTTLE SHAPE
E. 
Brand namme, symbol an o Coca-Cola
nd bottle shappe are distincttive features of a which give it an edge ovver its
competitorrs. (Even witho out name peopple can easily identify Coke’’s, fanta’s, andd sprite’s bottlee from crowd.)) They
cannot be copied
c or imitaated by others.

  C
Coca Cola has
s distinctivee features lik
ke: Test, servvice, brand n
name, brand
d equity

SNATCH
HING AWAY
Y CUSTOME
ERS 
In the marrket Coke has been able to snatch large cuustomers like Food F Street, Pakistan
P Railwaays, McDonaldd’s, as
well as Spponsorship eveents (basant, Eid,
E concerts ettc.) from Pepssi mainly due to its superiorrity in the folllowing
areas.
Cost: It is very economiccal, justifies peerformance,
Quality: No
N quality commpromise, get thhe best all overr Pakistan at anny cost.
Innovation n: new ideas for billboards design, sponssorship, changiing their slogaans time to tim me, according to the
needs of thhe market.
Speed: Onn time delivery in all over the Pakistan.

SWOT a
 analysis off Coca Cola
a 
The Cocca-Cola Com mpany (Coca--Cola) is a leading manufacturer,
m distributor and marketeer of
Non-alcoholic beverage concentratees and syruups, in the world. Cooca-Cola has a strong brand
name annd brand portfolio.
p Buusiness-Week and Interbrrand, a braanding consuultancy, recoognize
Coca-Colaa as one off the leadingg brands in their top 100 global brands rankinng in 2006.. The
Business Week-Interbrred valued Coca-Cola at a $67,000 million in 2006. Coca-Cola ranks well
ahead of its close co ompetitor Peppsi which haas a ranking of 22 haviing a brand value of $112,690
million The
T Company y’s strong brand
b value facilitates customer
c recaall and alloows Coca-Coola to
penetrate markets. Ho owever, the company is threatened by b intense competition
c w
which could have
an adverse impact on the company’s maarket share
   

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STR
RENGTHS WE
EAKNESSE
ES
having Quality control
Reasonnable price (competitive based))

Strong positioning

A huge product raange of Mo

ore than 40
00
brands as well pla
ants and sa
ales centers
are In 200 countries around the world
customer loyalty

OPPER
RTUNITIT
TES T
THREATS
Introduc
cing Existiing brandss in Pakista
an Incre
easing the substitute
es of
Market (Line extenntion) Softd
drinks
advertis
se its less popular prroducts Stron
ng Compettitors (pepsi, Nestle)

buy outt competition Lega

al/Govt. Thrreats

More Brrand recog

gnition

THE MA
ARKETING
G STRATEG
GY OF COC
CA COLA 
Local markketing strategy enables
e Coke to listen to all thee voices aroundd the world askiing for beveragees that span thee entire
spectrum off tastes and occasions. What peoople want in a beeverage is a refleection of who theey are, where theey live, how theyy work
and play, annd how they rellax and rechargee. Whether you''re a student in the United Statees enjoying a reefreshing Coca-C Cola, a
woman in Ittaly taking a teaa break, a child ini Peru asking for
fo a juice drink,, or a couple in Korea
K buying boottled water afteer a run
together, wee're there for you
u. We are determ mined not only to t make great drrinks, but also too contribute to coommunities arouund the
world through our commitm ments to educatioon, health, wellnness, and diversitty.
Coke strivess to be a good neighbor, consistently shaping ouur business decissions to improvee the quality of lifel in the comm munities
in which wee do business. It's a special thingg to have billionss of friends arounnd the world, annd we never forget it
GROWT
TH STRATEGY 
Grow
wth is the main objective of every
e organization. They loook forward for expanding & growing in diffferent
markets & making a variiety in their prroduct line. A company
c can identify
i their growth
g throughh the product-m
market
expansion grid. The apprroach is knownn as ANSOFF. Coca Cola Company
C can also
a identify itts expansion thhrough
the ANSOFFF approach:

  M
MARKET PE
ENETRATIO
ON 
Markeet Penetration is the strategyy, which everyy company haas to opt whenn it reaches a maximum heiight of
i products too the business buyer,
growth. Cooca Cola in Paakistan is doinng market peneetration througgh the selling its
who are huuge multinationnal organizatioons like McDoonalds, Subwayy, Dunkin Donnuts and many more. They arre also
keeping thhe local markett in focus. Fri Chiks, AFC, PFC
P are exam
mples of the buuyers in the loccal market. Thhey are
selling the Coca Cola as the
t only beverage in their resstaurants.

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  M
MARKET DE
EVELOPMENT 
Markket Developmeent is exploringg new markets for the productts you are alreaady selling.
Many flavors of Coca ColaC are not being sold in Pakkistan. Coca ColaC can develop a new markket if they intrroduce
those flavoors in Pakistan
n. Many peoplee in Pakistan wantw a change in the beveragge industry, ass they are havinng the
same flavoors from many years.
A company takes a risk when it does Product Development, there is a chaance that it loooses its custom mers or
there will be a crowd of people demaanding their prroduct. Coca Cola C Companyy can do prodduct developmeent by
introducingg the new flav vors in Pakisttan which are not sold anyw where in the world
w by the coke companyy. The
h to put largee effort in that, as it has to coonduct all markket research & feasibilities foor it. But there is also
company has
an opportuunity for them as
a they know the
t market of Pakistan,
P that what
w the peoplee here can affoord & what tastte they
want.

  D
DIVERSIFICA
ATION STR
RATEGY 
Diverrsification strattegy is one whhich every com mpany really wants to practice. There aree lots of channces of
growth butt the risk facto
or is also theree. The companyy can manufaccture products, which are nott manufacturedd by it
before. Coca Cola is only y dealing in bevverages but it can
c also manuffacture its ownn snacks item as
a the companyy name
is known almost all oveer the world. So S it can cashh the name by producing thee items, whichh are eaten wiith the
beverages.
SEGMEN
NTATION  STRATEGY COCA CO
OLA 
Coca cola
c serves its products usingg concentratedd marketing tecchnique for theeir softdrinks, they said they target
customers above age of 10+ for their softdrinks, Allso they segm ments their targget market as ffollows for diffferent
beverages:

  G
GEOGRAPHI
IC SEGMEN
NTATION 
 
RNATIONALL
INTER LY 
 
Cokee segments its products counntry wise and region
r wise, heere the most immportant thingg is the taste annd the
quality, it varies accordiing to the tastte and the incoome level of the
t people in thatt a i.e. Third world
country, and
counties arre given low qu
uality taste.
Coca Cola
C Company y tries to satisffy the needs off a whole line of different peeople. They haave drinks that target
different, age
a groups, ethhnic groups, sexxes, lifestyles, etc.
 
T
There are som
me of the diffferent brands: 
Oasis 
This is a juuice made for the
t younger woorking adults, 20-30.
2 It is avaailable in berryy, lemon and orrange tangerinee. This
drink is moost popular in Britain
B and Irelland.
Minute M
Maid 
Minute Maaid targets kidss and adults, agges 1-10 and 400+. This drink is convenientlyy packaged to take with you on the
go anywheere. The health h check is part of
o the reason for
f the wide tarrget market, paarents want theeir kids to be healthy
h
and so knoowing that this product is acccepted by such a well known respected com mpany pleases the
t parents andd gives
them a sennse of relief.
Coca Cola
a 
The Coca Cola drink is by b far there most
m successfull drink. It is veery popular am mong many diffferent nations. It is a
soft drink. Because of th he huge demannd for the coca cola drink, annd the trend tow wards healthieer lifestyles cocca and
begun to produce spin-offfs of the coca cola
c product.
They have made drinks such s me etc. By having all
as coca coola zero, coca cola diet, cocaa cola C2, cocaa cola with lim
these differrent drinks witth the same bassic taste they arre able to targeet a much bigger market. Duee to the large suuccess
of the drinkks coca cola is in demand woorldwide. As suuch the Coca Cola C brand is soold in most couuntries in the world.
w
Coca Coa
al Zero 
This drink is specifically targeted at teeens that don’t want
w the caloriees that come with
w coke but want
w same greatt taste.
This Produuct is sweetened with aspartam me.
Coca Cola
a Diet 

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The diet drrinks are targeeted at adults of

o ages 30-50, who are healthh conscious buut still love thee great taste off coke.
This drink is sugar less.
Coca Cola
a with lime 
h regular and diet. It is for a wide range a coke lovers who
The drink is sold in both w are lookinng for an extraa little
punch.
Sprite 
This is a soft drink that hash many diffeerent target maarkets. This prroduct has a different taste thhen coke all toogether
and is not as popular butt it is still a verry popular drinnk. Like coke iti also has a whhole other line of drinks assoociated
with it, succh as diet spritee, sprite zero, sprite
s with a hint of lime. Thiis drink is also sold in many places
p worldwiide.
Powerad
de 
Powerade is a sports drin nk. It is designed with a greatt taste and is also
a thirst quennching. It is maade for athletess of all
ages, sexess and sports, bu
ut they would target this drinnk at teens andd young adults, age’s 13- 27. This drink is sold
s in
many placees but mostly over
o North Am merica.
Aquariuss  
Aquarius is nk, enjoyed by people who have
i a sports drin h healthy liffestyles. It is made
m for athlettes of all ages,, sexes
and sports,, but they woulld target this drink
d at teens annd young adullts, age’s 13-277. This producee is very well known
k
in Europe. Particularly in
i France, Norrway, Spain. But B it is still known
k all overr. It became evven more succcessful
when it beccame the officiial drink of thee Olympic gammes in Barcelonna in 1992.
Full Thro
ottle 
This is an energy
e drink. It
I is designed for
f athletes botth male and fem o ages 14-25. As we
male but particularly males, of
w variety off drinks to satisfy everyone’s needs.
can see by looking at a seelect few of coca colas drinkss they have a wide

CLIMATE
E 
Weather iss the third majoor factor in efffecting the Cokke’s selling. In coke marketinng, main idea is
i to serve it coold, so
we can sayy that, they foccus more on hoot areas of thee world, i.e. miiddle east etc and
a there sale increase in sum mmer.
This is undderdeveloped market
m so the coke’s consumpption in summeers is 60% andd in winters is 40%.
4 It is a souurce of
refreshmennt when a perso on is thirsty duue to the hot weeather.

LOCALL
LY 
In Pakistann the coke seg
gments more inn urban and suuburban areas as compare too rural. 35% population
p resiides in
urban areas and 65% pop pulation lives inn rural areas inn Pakistan. Cocca Cola is focusing on urban areas as peoplee there
are more innclined toward
ds such beveragge while peoplee in rural areass are more incliined drinking lassi
l and desi drinks.
d

DEMOGR
RAPHIC SE
EGMENTATION 

AGE 
Internationnally coke has segments the small childreen introducing tastes like vaanilla, lime andd cherry, they focus
children froom 4-12. Cokee specifically taarget more youung people thann folder.
Pakistan iss considered to
o be a young country
c i.e. avverage age of Pakistani
P popuulation is less than 38 years.. Thus
targeting young
y generatio
on can be a beeneficial markeeting strategy for
f soft drink companies.
c In fact this is thee case,
all the major brands like Coca Cola, Peppsi mainly targget younger generation in Pakkistan.
GENDER 
Coca Colaa targets both genders
g with itts wide varietyy of drinks. Thhis market is reelatively large and is open too both
genders, thhereby allowing
g greater produuct diversificattion.
FAMILY T
TYPE 
Coca Cola introduces its economy packk, and that’s hoow they focus family
f and grouups.
INCOME 
Coca Colaa segments diffferent income levels by pacckaging. Like for f small incoome people it has h small retuurnable
glass bottlee, for middle people it has noon returnable boottle and for hiigher income people
p it has cooke tin.

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PSYCHO
OGRAPHICS
S SEGMENT
TATION 
All psychoographics variaables the sociaal class, lifestyyle, occupationn, level of education and perrsonality, Cocaa Cola
segments everyone,
e but again
a it is their packaging whhich is differentt for different consumers.
c
LE
EVEL OF EDU
UCATION 
A companyy has to make promotional sttrategies keeping in view thee customer leveel. If the percenntage of educaation is
high in a country
c then th
hrough advertissements peoplee can be made well aware of their product and
a can conveyy their
on and educatioon has a direct relationship.
message eaasily. Promotio

BEHAVIIORAL SEGM
MENTATIO
ON 
It is how people
p ve a specific prroduct, in shorrt psychological analysis of a product. Cooca Cola all ovver the
perceiv
world is reecognized as a quality drink and
a therefore people
p drink it without any hesitation
h whennever they are thirsty
t
or otherwisse. So marketeers of Coca Coola have made iti a drink for all
a people and for
f diabetic people they introoduced
diet Coke.
O
OCCASIONS 
A very speecial occasion for the people of Pakistan Ramzan,
R peoplee emphasis on enjoying Cocaa-Cola at “Iftaar” and
then on Eidd with friends & family with super price off
ff promotion.
B
BENEFITS SOUGHT 
motion strategyy of coke, Coca Cola Comppany introducee prizes in thee top cover. Soo they
Sometimess, for the prom
segment peeople by beneffit sought, i.e. by
b giving them
m prizes.

MARKE
ETING MIX
X OF COCA  COLA 
Marketing decisions geneerally fall into the following controllable
c caategories:
➢ Productt
➢ Price
➢ positionn
➢ Place (ddistribution)
➢ Promotiion

PRODUC
CT STRATE
EGY OF COC
CA COLA 
Product: Anything
A that can
c be offered to a market foor attention, acqquisition, use or
o consumptionn that might saatisfy a
want or need.

LEVELS OOF COKE AS A
A PRODUCT 
 
C
CORE PRODU UCT 
Core beneffit is that it fulffills the thirst.
ACTUAL PROD
DUCT 
Design: Peet bottles, returrnable glass boottles, economyy packs.
Quality: Quality
Q differs with respect too country for exxample. Coca--Cola Can quallity that is avaiilable in Middlle East
is certainlyy different as co
ompared to Cooke Can availabble in Pakistann.
P
PRODUCT CLA
ASSIFICATIO
ONS 
Coke is cattegorized as a convenience product,
p becausse the purchasiing rate is veryy high and this is the product that is
bought verry frequently.

BRANDIN
NG 

B
BRAND EQUIT
TY 
As far as coke is concern
ned brand equitty for the custoomers is very high.
h People aree highly brand loyal.
 

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B
BRAND STRATEGY 
The follow
wing is the bran
nd strategy of Coke
C

LINE EXT
TENSION 
Line extennsion occurs when
w a companny introduces additional item ms in a given product categgory under thee same
brand nam
me. For examplee if Coke introdduces new flavvors and packagge size, it will be considered as line extensiion.

BRAND EX
EXTENSION 
Brand exteension means using a succeessful brand naame lets say Coca-Cola
C andd then launchiing new produuct for
example chherry coke. This was an exam
mple of brand extension.
e

MULTI­BR
RANDING 
It means inntroducing add
ditional brands in the same caategory. For exxample Coca-C
Cola not only introduced
i cokke as a
brand but also
a sprite and Fanta.

DIVERSIF
FICATION 
It means inntroducing new
w product withh the new brannd name. It means
m diversificcation but this is something Coca-
Cola has not adopted for as yet.
 
UCT LINE D
PRODU DECISIONS
S 
PRODUCT
T LINE LENGTH 
It means thhe number of products
p mple Coke, Dieet Coke, Fanta, Sprite etc.
that coompany is offering. For exam

PRODUCT
T LINE FILLIN
NG 
Product linne filling meanns that earlier when Coca-Coola started it had
h only one flavor
fl of coke available and that is
classic cokke but with the passage of tim
me company fillled the productt line by adding diet coke, dieet lemon etc.
 
PRICING STRATE
EGY OF COC
CA COLA  
  Siize of Coca C
Cola      Pricce of Coca Co
ola     
Regular bottle
R 12
N returnable or
Non o disposable bottle
b 25
1..5 liter bottle 60
2..25 liter bottle 70
C
Coca Cola can 30

COMPETI
TITION BASED
D PRICING A
APPROACH 
Coca Colaa has intense competition
c w Pepsi so its
with i pricing cann’t exceed too much nor deecrease too muuch as
compared to t the price of Pepsi Cola. If price of the Cooca Cola exceeed too much frrom the Pepsi then
t people willl shift
to the Pepssi Cola and on the other handd if the price of
o Coca Cola decreases
d peoplle might get thhe impression that
t its
quality is also
a low.
PROMOT
TIONAL PRIC
CING POLICY
Y 
Coca Colaa has offered prromotional pricces very frequently. Especiallly on some occcasion Coca Cola
C reduces its rates
like in Ram
mzan Coca Colla reduces its raate unto 5 Ruppees on 1.5 literr bottle.
MARKET
T PENETRATIION PRICING
G POLICY 
Prices in beverage
b industtry are determiined by the connsumer. In an economy
e like that
t of Pakistann, consumers tend
t to
switch towwards a low priced product. Coca
C Cola’s objjective is to tarrget every consumer of the country so Cocaa Cola
has to set its
i prices at succh a level whicch no one can offer
o to its consumers. That is why Coca Coola charges thee same

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prices as arre being chargeed by its comppetitors. Otherw

wise, consumerrs may go for Pepsi
P Cola in case
c of availabiility of
Coca Cola at relatively high price.
DISCOUN
NTS 
Coca Colaa offers variouss discounts to those
t retailers who have the maximum salees of Coca Colla products on daily,
monthly annd on seasonal basis. Some of the main disccounts given too the retailers are
a as follows:
QUALITY
Y DISCOUNT 
Following are discounts offered
o by Cocca Cola.
➢ 1/10 DIISCOUNT
I.e. one casse of Coca Colla is free on buuying 10 cases of
o Coca Cola at
a one time.
➢ 2/20 DIISCOUNT
I.e. two casses of Coca Co
ola are free on buying 20 casees of Coca Colla at one time.
SEASONA
AL DISCOUNT
T 
Following are discounts offered
o by Cocca Cola.
Coca Colaa also offers seaasonal discounnts schemes byy reducing pricce in Ramadan and on Eid. Coca
C Cola also offers
trade in alllowance for rettailers.

3 B – F DIISCOUNT 
i.e. sometimmes, especially y in the off-seaason duration, in order to inccrease the sale of Fanta and Sprite,
S 3-BF disscount
is given (i.e.) 3 bottles freee on purchasinng every case of
o Fanta and Sprite.
INCENTIV
VES 
Mainly twoo types of inceentives are giveen by the Coca Cola:
INCENTIV
VE TO RETAIILERS 
Coca Colaa provide vario ous incentives to retailers onn the best saless and achievinng the predeterrmined sales taargets.
These inceentives are in th
he shape of:
➢ Deep Frreezers
➢ Return Tickets
➢ Free Transportation Services.
INCENTIV
VE TO DEALE
ERS 
The first, second
s and thirrd best dealers of the year aree awarded.
CREDIT 
There is noo credit system
m in the beveragge industry. Evvery single botttle is sold on thhe cash basis.
SPECIAL OFFERS 
Coca Colaa gives special offers to consuumers on special occasions like
l a Eid days instead of decreasing
Ramadan and
o the products,, some special packs like Pakkkora Mix, Chhat Massala, or Free Drinks with
the price of w Liter Bottlles are
offered.
 
Place:  
Coca Cola’s Plants are lo
ocated at Sevenn Places:

K
Karachi, Lahoree, Rahim Yar Khan,
K Multan, Faislabad,
F Gujranwala, Islam
mAbad

POSITIO
ONING STR
RATEGY 
The way thhe product is defined
d by connsumers on immportant attribuutes, the place the product occcupies in connsumer
minds relattive to competiing products.
Here if we talk about more price and more
m w can discuss Coca Cola andd Pepsi.
benefits, we
As both arre the market leaders
l and 900% market shaare of Pakistann beverage induustry is securee by them & thhe rest
10% is seccure by the resst. And we cann also take Cocca Cola and Peepsi as challenger for each other as both off them
provides more
m for same, more for less & same for leess. As they arre giving their customers moore benefits forr same
price and also
a more beneefits for less priice with respecct to different packaging
p sizess.
Others colas like Mecca Cola, Amrat ColaC and Mounntain Dew are offering samee for same pricce and same beenefits
for more price. They are using followerrs strategy, as they
t follow thee other market leaders and giiving their custtomers

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same benefits for same price.

p Others coolas like tha boottles (local coolas) are offerinng less benefitts for same pricce and
less benefiits for less pricee.
As they haave no existen nce in market and
a their prodducts have no position
p or wee can say veryy badly positionned in
consumer minds.
m
 
OTION STR
PROMO RATEGIES  OF COCA C
 COLA 
GETTING
G SHELVES 
They get or
o purchase shhelves in big departmental
d sttores and dispplay their prodducts in those shelves in that style
which show
w their productt clearer and more
m attractive for the consummers.
EYE CATC
CHING POSIT
TION 
Salesman of
o the Coca Co ola Company positions
p their freezers
f and thheir products inn eye- catchingg positions. Norrmally
they keep their
t freezers near
n the entrancce of the storess.
SALE PR
ROMOTION
N 
Company also do sponso orships with diifferent collegee and school’s cafes and sponsors their spoorts events andd other
extra curricculum activitiees for getting market
m share.
UTC SCHE
EME 
UTC meann under the cro own scheme, coca
c cola oftenn do this type ofo scheme and they offer verry handy prizess in it.
Like once they offer bicy
ycles, caps, TV
V sets, cash prizzes etc. This sccheme is very much
m popular among
a childrenn.
 
DISTRIBUTION C
CHANNELS 
Coca Cola Company mak
kes two types of
o selling
➢ Direct selling
s
➢ Indirectt selling

DIRECT  SELLING 
In direct seelling they supp
ply their produucts in shops byy using their ow
wn transports.

INDIREC
CT SELLING
G 
They have their whole seellers and agenncies to cover all
a area. Because it is very diffficult for them
m to cover all area
a of
Pakistan byy their own so
o they have so many whole sellers and agenncies to assuree their customeers for availabiility of
Coca Cola products.

ADVERTISEMENT
T OF COCA
A COLA 
The field of
o advertisemen nt is one area where
w Coca-Coola has always emphasized.
In year 2000 Coca-Cola unveiled the biggest
b advertiising billboardds in the historyy of Pakistan. Each unveilinng was
marked byy entertainmen nt and light shhows watchedd by thousandss of people. Similarly
S in Juuly 2000 Cocaa-Cola
launched itts first under th
he crown prom motion by the name
n of Dreamm Vacations in which the consumers could collect
c
caps of proomotional bottlles of Coca-Coola like Sprite, Fanta and Cokke.

ADVERT
TISEMENT  OBJECTIVE
E 
Type of addvertising with respect to prodduct life cycle that Coca-Cola adopts is rem minder type. Thhe reason behinnd this
fact is thatt coke is such a product that is at the maturrity level curreently so for such a product companies
c mosstly go
for remindder type of adveertisement so thhat they can peenetrate more and
a more and same s is the case with Coke.

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SETTING
G OF ADVERTISING BU
UDGET 
Coca-Colaa sets its adverttisement budgeet on the basis of competitor based budgetinng. Major com mpetitor of Cocaa Cola
is Pepsi annd as Coke reaalizes that Pepssi has increasedd its advertisinng budget, straaight away Cocca-Cola managgement
plans to doo the same so th
hat they can coompete in adveertising departm ment as well.

ADVERT
TISING STR
RATEGY 
Before creating advertisiing message thhe Coca-Cola Company
C givess lots of time to
t the factor thhat the messagee must
gain customer attention. This is basiccally called “CClutter Buster”” means that only
o that advertisement will leave
impact on customer min nd that has somme specialty or
o uniqueness in i it. For exammple in India Coke
C current slogan
s
“Thanda Matlab
M Coca-Co ola” has gainedd reasonable cuustomer attentiion.
`
ADVERT
TISEMENT  MEDIA 
Coca-Colaa Company adv vertises its prooducts mainly coke
c through electronic
e meddia that includees Television, Radio
and Interneet as well. Moreover leadingg newspapers of o Pakistan are also the targetted by coke foor advertising. So we
can say thaat coke not only
y uses electronnic but print meedia for adverttisement as welll.
Coca Cola Company use different mediiums
➢ Print media
➢ Pos matterial
➢ TV com mmercial
➢ Billboarrds and holding gs

PRINT ME
EDIA 
They oftenn use print med
dia for advertiseement. They have a separate department forr print media.
POS MAT
TERIAL 
POS materrial mean poin
nt of sale materrial this includdes: posters annd stickers thatt are displayedd in the stores and in
different arreas.
TV COMM
MERCIALS 
As everybbody know thaat TV is a moost common enntertaining meedium so TV commercials are a one of thee most
attractive way
w of doing advertisement. So
S Coca Cola Company doess regular TV coommercials onn different channnels.
BILLBOA
ARDS AND HO
OLDINGS 
Coca Colaa is very mucch conscious about
a their billlboards and holdings.
h Theyy have so manny sites in diffferent
locations for
fo their billboaards.

SALES P
PROMOTION
N ACTIVITIIES 
 
C
COCA­COLA C
CRICKET 
Cricket thee most sought after; watchedd & played gam me in Pakistan .the game of cricket
c has beeen owned by various
v
brands in the industry for fo the promotiion of their prroducts over a period of tim me. It has rangged from tobacco to
lubricants to communicaation companiees to banks to airlines
a & latelly to the beverrage industry. The competitioon has
become touugher & tough her as the time has
h progressedd.
Coca-Colaa signed a spon nsorship agreem ment with eightt of Pakistan’s National crickket players. Cocca-Cola realiziing the
fact that crricket is a veryy strong elemeent by which itt can reach it consumers
c & masses
m investeed in the opporrtunity
and launchhed a massive campaign
c on mass
m media shoowing all thesee cricket stars endorsing
e & complimenting Coca-
Cola brandd. The Coca- ColaC Companyy developed thrree TV commeercials & four testimonial adds with the plaayer &
ran them on the national net work during d various cricket matchhes. These boold steps takenn by the Cocaa-Cola
marketing unit acclaimeed them many acknowledgem ments across the
t board. This campaign helped h Coca-CCola to
establish itts association with
w the game & the player.
COCA­CO
OLA CONCERT
TS 
Abrar-ul-hhaq’s distinct style,
s lyrics & songs have made
m him an instant hit am
mong the massses in Pakistann. His
enormous popularity
p in th
he country & abroad
a is suppoorted by Coca-Cola’s committment towards providing heallthy &

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fun-filled entertainment
e for
f the youth ofo Pakistan. Cooca-Cola brougght Abrar to hiis fans throughh holding concerts &
featuring Abrar
A in a much
h-appreciated TVC
T & MMT featured throuughout the counntry.
The TVC campaign focu used on the heectic lifestyle of
o a pop star who
w found resppite & relief thhrough Coca-C Cola in
short mom h to himselff during a conncert. Coca-Coola’s brand positioning of prroviding deep down
ments that he had
refreshmennt for the boddy, soul & minnd were captuured accuratelyy in the TVC & depicted aptly a how the drink
completes the moment fo or Abrar.

C
COCA­COLA F
FOOD MELA 
With a splash of food, fuun & prizes to be won, the Coca-Cola
C foodd mela treated the people of Karachi, to a festive
f
food festivval comprising of 50 restauraants, spread ouut all over the bustling
b city’s map. The promotion saw thhe avid
families & friends enjoyiing the delicaciies at the restauurants; all resilliently upholdinng the Coca-Cola identity.
C
COCA­COLA B
BASANT FEST
TIVAL 
In Februarry the month of o basant the parks & horticculture authoriity in Lahore nominated Cooca-Cola the officialo
sponsor off the basant fesstival .Coca-Cola added to thhe carnival atmmosphere by making
m the festival free to ennter &
decorating all main road ds in Lahore with
w illuminatedd kites. Coca-C o pop idol Abrar-ul-
Cola also hosteed a concert of
haq, had chhildren’s parad de & held the Coca-Cola kitte flying champpionship durinng the basant festival.
fe Now “where
“
there is baasant there is Coca-Cola”,
C it has been impoossible to enviisage basant without
w Coca-C Cola. Coca-Colla give
the more refreshing flavo or to the colorss of basant by adding more life
l to the festiival, giving thee consumer a unique
u
experiencee which they haad never tastedd before.
C
COCA­COLA G
GO­RED 
Quenchingg the thirst of motorist, pedeestrians & passserby’s duringg Lahore’s hotttest summer season,
s Coca-CCola’s
“GO-RED” teams went out o into the citiies main quadrrants to “serve & refresh” onn the spot with ice-cold Coca--Colas
at discountted prices back
ked by a heavyy FM announccement campaiign the “GO-R RED” stall, servved well to prromote
the Coca-C
Cola industry.
C
COCA­COLA P
PARTY IN A P
PARK 
In June 2000, Coca-Colaa created an expperiential musiical evening inn Lahore, wherre Junoon perfoormed. This program
was recordded and one-hoour program shhown in the nattional TV for free.10
f millionn households saaw Coca-Cola ‘Party
in a Park’ while
w 10 thoussand people attended the evennt.
C
COCA­COLA S
SHOPPING FE
ESTIVAL 
Coca-Colaa hosted “The Coca-Cola Shoopping Festivaal” Lahore’s fiirst shopping festival,
f a resounding successs with
tempting discounts,
d live music, great prizes
p & fire works.
w Liberty marketing
m Gullberg was a hivve of activity during
d
the weekloong shopping extravaganza.
e T in augural event proved so popular thatt it is now set to
The t become an annual
a
fixture.
C
COCA­COLA R
RAMZAN CAM
MPAIGN 
A very sppecial occasionn for the peopple of Pakistann Ramzan saw w another veryy special Coca-Cola’s prom motion,
marketing the popular 1..5 liter PET boottle & the 1 liter
l bottle withh a super pricee-off promotioon. The emphaasis on
enjoying Coca-Cola
C at “IIftar” with friennds & family.

C
COCA­COLA W
WONDER OF THE WORLD
D PROMOTIO
ON 
In July 20000, Coca-Colaa set the stage ofo the grand UTC
U promotionn. Coca-Cola went
w ahead witth the idea of giving
consumer chances to wiin fabulous, magical
m “dreamm vacation” to numerous “w wonder destinattion” throughoout the
world on every
e purchasee of a 250 ml RGBR bottle off Coca-Cola, Sprite, & Fantaa.The promotioon gave consum mers a
chance to win free drink k, a trip to PAARIS, HOLLY YWOOD, NE EWYORK, SIN NGAPORE & CAIRO alongg with
airfare & four
f nights freee stay in these dream
d lands.
The promootion saw avid consumer colllecting Coca-C Cola ‘Crown caaps’ & sparkedd a keen responnse from the public ,
rendering an
a outstanding g testimonial campaign in thee second phasee, highlightingg the winners over
o whelmed in the
magical deelight of their favorite
f beveragge Coca-Cola.
C
COCA­COLA &
& NOKIA 
In Augustt 2001, the newn under-thee-crown promotion “Nikla Kiya?”(What have u wonn) was launchhed in
collaboratiion with Chimeera Nokia. Thee promotion gaave consumer a chance to winn thousand’s off Coca-Cola brranded
Nokia 3310 cellular pho ones on every purchase of 750ml
7 RGB boottle of Coca- Cola ,Sprite, & Fanta. Thee other
highlight of
o promotion was
w the “Caughht Red Handed”” campaign.
Branded Coca-Cola
C with ‘caught red haanded’ team inn them went to Lahore & Karachi for three days,
d with targget that
anyone beiing caught drin
nking Coca-Coola will be awarrded a nokia 33310 mobile phone & if someoone is caught talking
t

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on a Nokiaa mobile will win

w free supplyy of Coca-Colaa. Caught red handed
h becomee a huge successs among the masses
m
as it was one to one interaction
i bettween the Cocca-Cola brandd & the consuumers. This acctivity helped build
confidencee and brand loy
yalty among coore consumers.

C
COCA COLA T
TV MAZZA 
The Coca Cola
C new camp paign is Coca Cola TV mazzza, it is a utc sccheme in which people are getting
g televisioon sets
of differennt sizes. These days
d this schem
me is very popuular among thee people.
C
COCA­COLA &
& MC DONALD’S 
Coca-Colaa & key accou unt of MC Donnald’s launcheed the “we go together” joinnt promotion to t reinstate am
mongst
consumerss a real sense of the affinityy that, both shares
s globallyy. The promottion kicked offf with pos material
m
(Danglers, Bunting etc) displayed
d at alll MC Donald’ss restaurants aloong with a speccial offer for coke & fries.

FA
FANTA & SPR
RITE LAUNCH
HED 
In Novembber 2000movin ng on to the Sprite
S & Fanta brands, the coonsumers in Pakistan
P witnesssed a soft launnch in
essence. The
T Coca-Cola Company decclared the new “Non-Returnaable” bottles of Sprite & Fannta as the “New, On
g the innovativve packaging convenience. Fanta & Spriite are sure too enjoy considderable
the Go Paacks” flaunting
success in Pakistan.
D
DIET COKE 
After the acquisition off the individuaal local franchhise bottling faacilities in 19996, the compaany has successsfully
launched its
i first new prroduct, diet cooke, for the firrst time in alm
most 3 years. TheT was linkedd with three fashion
fa
shows as Diet
D Coke is related
r to fashion & fitness, but the majorr hit was them matic fashion shows in restauurants,
which are the
t key accoun nts of the comppany as this hass been never doone before in Pakistan.
P

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BIBLIOGRAPHY  

www.cocaacola.com
w
w
www.theco ocacolacompany.coom
w
www.wikip pedia.com
m
w
www.goog gle.com
P
Principles of Marketting by Phhilip Kotleer
M
Marketing Marketinng by Philiip Kotler
L
Local TV channels
c a Print Media.
and M

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