Coca Cola

COKE MARKETING MIX SEC (F)
UNIVERSITY OF CENTRAL PUNJAB

PROJECT ON coca-cola
SUBMITTED TO:
PROF. SHEHZAD ALAM
SUBMITTED BY:
GROUP A
M.USMAN NAAZIR L1F09MBAM2169
BILAL EJAZ L1F09MBAM2147
JUNAID INAM L1F09MBAM0097
NAJAM-US-SEHAR L1F09MBAM2090
ANAM KALEEM L1F09MBAM2195
FARYAL SAMI L1F09MBAM2118
DATE OF SUBMISSION: 19/01/2010
Page 1 of 29
TABLE OF CONTENTS
COKEINTRODUCTION……………………………………………………………….4
COKE HISTORY………………………………………………………………………….4
COKE’S MISSION…………………………………………………………………...…5
COKE’S VISION……………………………………………..………………………….5
PLANTS………………………………………………………………………………….…6
TARGET MARKET………………………………………………………………………7
MARKETING MIX…………………………………………………………………..…8
PRODUCT………………………………………………………………..9
PRICE……………………………………………………………………..16
PROMOTION……………………………………………………….…19
PLACEMENT……………………………………………………..……21
S.W.O.T ANALYSIS…………………………………………………………………..24
STRENGTHS……………………………………………………………24
WEAKNESSES…………………………………………………………25
OPPORTUNITIES…………….………………………………………26
THREATS………………………………………………………………..27
CONCLUSION……………………………………………………………………..……28
RECOMMANDATION…………………………………………….…………………29
BIBLIOGRAPHY……………………………………………………..…………………30
INTRODUCTION:
Page 2 of 29
The Coca Cola Company is the world’s largest company, largest

manufacturers, distributor and marketer of non-alcoholic beverage
concentrates and syrups in the world and is one of the largest
corporations (in the U.S.). Coca Cola is invented by pharmacist JOHN
STITH PEMBERTON in May, 1886. The soft drink was first sold to the
public at soda fountain in Jacob’s pharmacy in Atlanta on May8, 1886.
In Pakistan, Coca Cola Beverages Pakistan limited (CCBPL) is serving the

nation after the 9/11 situation when all foreign investors take their
shares back.
HISTORY:
The Coca Cola was originally established as the J.S. Pemberton

Medicine Company. The company was formed to sell three main
products: Pemberton’s French wine Cola (later known as Coca Cola),
Pemberton’s Indian Queen Hair Dye and Pemberton’s Globe Flower
cough syrup. The Coca-Cola is headquartered in Atlanta, Georgia. Its
stock is listed o the NYSE and is part of DJIA and S&P 500. Its current
chairman and CEO is Mukhtar Akhtar. CCBPL was incorporated in 1953
and is based in Karachi Pakistan.
However with growing competition and unstable economic and political

situation in Pakistan the company suffered heavy losses so much so
that Coca Cola almost reached to the point of extinction from market.
Hence the company decided to cancel all franchises to bottle Coke in
Pakistan. Coca Cola International decided to replant in Pakistan under
Page 3 of 29
name and style of Coca Cola Beverages Pakistan Limited in 1996 and
established its first plant in Karachi in 1998.
MISSION STATEMENT:
“TO PROVIDE COCA-COLA AT ARMS LENGTH”
VISION:
 Be the number one Beverages Company of Pakistan and to be
profitable.
 Manufacturing and Marketing leading brands in National and
International markets.
 Making move towards leadership.
SLOGANS:
The current slogan of Coca Cola is:
“OPEN HAPPINESS”
GOALS:
Page 4 of 29
ALL CCBPL plants setup their own goals to achieve the objective. The
company goal is “TO INCREASE SALES VOLUME AND GAIN MARKET
LEADERSHIP IN PAKISTAN”.
PLANTS:
Today CCBPL is operated directly under the supervision of the Coca

Cola international based in Atlanta Georgia state _ USA. It owns 8
plants all around in Pakistan.
 KARACHI.
 LAHORE.
 GUJRANWALA.
 RAWALPINDI.
 PESHAWAR.
 HYDERABAD.
 FAISALABAD.
 RAHIM YAR KHAN.
SHARED VALUES:
Page 5 of 29
 We value and respect our employees and customers.

 We communicate openly.
 We are committed toward winning.
TARGET MARKET:
The target market of Coke is general public. They hit the people from
teenagers to the old age and use the impulse hitting techniques.
MARKETING MIX
Page 6 of 29
(THE 4 P’S OF MARKETING MIX)
PRODUCT
Page 7 of 29
“Product is anything that can be offered to a market for attention,

acquisition, use, or consumption and that might satisfy a want or
need.”
Coca Cola is the world’s popular beverages,
consumer buy Coca Cola products because of their high standards
and high quality. This is one of the reasons of its being popular all
over the world.
BRAND NAME:
A commodity, service, or process having a trade name.
COKE:
 Carbonated drink and most popular soft drink.
 It is well known registered trademarks.
 Its logo consists of red and white color.
 The word Coca Cola is written in white color with a red
background.
 It has a same logo and brand name all over the world
because it is multi-national company.
 Coca Cola export co. is spending million of rupees to
promote Coca Cola products in Pakistan.
 It has more than around 200 brand world Wide.
TEMPERATURE:
Page 8 of 29
4 degree centigrade cold temperature of Coca Cola’s soft dinks

tastes great. If the soft drinks are not cold, they taste like a
medicine (SYRUP).
SHARES:
42% of shares are hold by Pakistan of Coca Cola.
INDICATIONS:
It satisfies thirst and is refreshing. Offering Coke to guests is a

tradition.
TAGLINES OF COKE:
2007: THUNDA MATLAB COCA COLA.
2008: AJA JASHAN MANA LE.
2009: OPEN HAPPINESS.
PACKING:
Page 9 of 29
Packing is important factor because it helps the business to design

promotional schemes so that they can generate more revenues
and profits.
Coca Cola focuses on their product’s packing. They have different

technical methods of packing so that their product can be
protected during transportation.
Coca Cola Pakistan Packages its beverages into:
 250ml bottle.
 Disposable bottles.
 Canes/ Tins.
 Half liter bottle (500 ml).
 1- Liter.
 1.5 liter.
 2.5ml (JUMBO).
INGREDIENTS:
 Carbonated Water.
 Sugar (sucrose of fructose depending on country of origin).
 Caffeine.
 Phosphoric acid V. caramel (E150d).
 Natural flavoring.
A cane of coke (12fl. Ounces /355ml) has
Page 10 of 29
1. 39 grams of Carbohydrates (all from sugar).

2. 50mg of Sodium
3. 0 gram fats.
4. 0 grams Potassium.
5. 140 calories.
LAUNCHING NEW PRODUCTS:
Coca Cola launches new products like minute maid, splash and
pulpy orange as well as drinking water so that their company can
earn more profits. Minute maid is also most popular and
expensive brand because of its high standard, high quality and
unbeatable taste. An additional product the Coke is trying to
launch against energy drink REDBULL, a product called BURN.
OTHER PRODUCTS:
There are 10 major selling brands in Pakistan.
1. Coke
Page 11 of 29
2. Coke Diet
3. Sprite
4. Sprite 3G
Page 12 of 29
5. Sprite Zero
6. Fanta Orange
7.Fanta Citrus
8.Minute Maid Splash
Page 13 of 29
9.Minute Maid Pulpy Orange
10.Kinley Water
PRICING
Page 14 of 29
PRICE:
Which determines the Value of Good is called Price.
PRICE STRATEGY:
Coke use the penetrating strategy to face the competition because

Pepsi having most of the market shares.
The company has not yet changed its pricing strategy.
COST:
Cost of production does not matter but the affordability.
GEOGRAPHICAL VARIATIONS:
There are no variations of prices on geographical basis. They are fixed in

Pakistan.
CASH DISCOUNTS:
Coke never involved in Cash discount Schemes.
SPECIAL OFFER:
 Rs.10 discount on JUMBO and 1.5 liter bottles in Ramadan.

 Rs.5 discount on half liter in Ramadan.
COMPETITOR’S PRICES:
Page 15 of 29
The prices of the competitors are same such as PEPSI and RC Cola and
The prices of GOURMET COLA are relatively low.
Shares of Coke and its Competitors
50
45
40
35
30
25
20
15
10
0
PEPSI COKE OTHERS
RETAIL
PRICES:
QUANTITY (ML) CONSUMER PRICES

(RUPEES)
Page 16 of 29
250(REGULAR) 13
250 ( NON RETURNABLE) 20
500 HALF LITER 25
(330) CANE 30
(1500) PET 65
(2250) JUMBO PACK 80
(500) KINLEY WATER 15
(1500) KINLEY WATER 25
MINUTE MAID PULPY 45
ORANGE
GOVERNMENT:
Government has no any hand in the price policies of the company but
company pays high amount of taxes on their products.
Page 17 of 29
PROMOTION
COKE TARGET MARKET:
Coke commercials based on young generation 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 them as a Co-target market.
CHANNELS ADOPTED FOR PROMOTION:
Segmentation is a channel on the basis of needs. Coke adopt direct

channel for the distribution of the product.
FACILITATING THE PRODUCT BY INFRASTRUCTURE:
For providing their product in good manner company has provided

infrastructure facilities these include:
 Vizzi coolers
 Freezers
 Display racks
 Gondolas
 Free empty bottles and shells for bottles
Page 18 of 29
ADVERTISMENT:
Coca Cola Company uses different mediums for the advertisement of

their product:
 Print Media
 Pos (point of sale) material
 T.V commercials
 Billboards & Hoardings
PROMOTIONAL STARTEGY:
They promote their product as it triggers the impulse rate when it

cooled down at 4⁰C.
NATURE OF MARKETING FOR PRODUCT:
Nature for marketing for product is that it will sale out through impulse.
DISTRIBUTION ON OUTLETS:
Cloj-k method is used for the distribution of product on outlets which

ensures the availability of all products of coke on outlet.
CUSTOMER FEEDBACK:
Coke provides quality services for the better response from the
customers.
COKE STUDIO:
They introduced their own studio to promote their product and music
in the industry.
Page 19 of 29
PLACEMENT
Placement means distribute the products among all channels.
TYPES OF CHANNELS:
Coke has two channels of distribution i.e.:
 DIRECT CHANNEL
 INDIRECT CHANNEL
DIRECT CHANNEL:
In direct channel they distribute their products in markets by using their

own transports.
INDIRECT CHANNEL:
It is very difficult for them to cover all area of Pakistan. So they have so
many whole sellers and agencies to assure their customers for the
availability of Coca Cola products in all over the country.
DISTIRIBUTION PROCESS:
Page 20 of 29
MERCHANDISE OFFICER:
Coke has merchandise officers who have the knowledge of inventory,

which is load or unload on truck while distribution.
COCA COLA EXPORT:
This company concentrates on advertisement to create impulse and

they are on developing brand.
COCA COLA BEVERAGES PAKISTAN LTD:
CCBPL has only three purposes
 PRODUCTION
 DISTRIBUTION
 SALES
They concentrate on fulfilling the needs of the customers.
TOTAL CHANNELS:
There are around 26 channels where products are distributed. i.e.:
 Vendors
 Bakeries
 Pan shops
 Restaurants
 Café
 General stores
 Departmental stores
 Super stores etc.
Page 21 of 29
WAREHOUSING:
Coke provides the facility of warehouses to store the products for

distribution purpose. There are two warehouses of Coke in Lahore. i.e.:
 Industrial Area (Township)

 Saggian
INVENTORY:
They maintain their inventory distribution according to the FIRST IN

FIRST OUT METHOD (FIFO). Due to this the benefit is that regular
bottles expire after nine months and Jumbo bottles after six months.
DISTRIBUTION CLASSIFICATION:
They distribute products according to income levels of people and on

need basis and high, middle and low society basis.
Page 22 of 29
S.W.O.T ANALYSIS
STRENGTHS:
 QUALITY:
Coca-Cola Company management never

compromise on quality. The quality of Coke is better than other similar
beverages products. Coke has a top quality control department for the
quality check.
 EASY AVAILABILITY:
Coke is easily available from the huge

Departmental Stores to the smallest retail shops all around the
Pakistan.
 FINANCIAL POSITION:
Coke is financially strong as compared to its

competitors. Like Gourmet, Shandy and Amrat Cola etc.
 EXPERIENCE:
Coke has an Experience of marketing in all over

the world as well as in Pakistan since 1953.
 QUALIFIED STAFF:
Coke has a qualified and trained staff.
Page 23 of 29
 COMPETITIVE ADVANTAGE:
The Quality and services provided by Coke is

their competitive or differential advantage.
 INNOVATION:
Coke launched numerous products in a short
span of time. such as (minute maid pulpy orange),
(splash)&(sprite 3G).
WEAKNESSES
 INCREASE IN PRICES:
The price of coke products is more than other
products prices prevailing in the market.
 LOW MARKET SHARE:
Coke has low market share as compare to its
competitor PEPSI.
 NO LEADERSHIP:
Pepsi is the market leader. Coke lost its
leadership in 1987.
 LESS BRAND IN PAKISTAN:
Coke has only ten brands in Pakistan and 200
brands in all over the World.
 HIGH PRICES OF NEW BRANDS:
The prices of new products of Coke are very

expensive. Low Income groups can not purchase these brands.
Page 24 of 29
OPPORTUNITIES
 NEVER ENDING DEMAND:
Coke has never ending demand in the market of

Pakistan. They can increase the demand of their products by reducing
the prices and by giving discounts.
 BRANDS:
Coke can Increase the brands in Pakistan.
 INCREASE MARKET SHARES:
Coke can increase its market share as compared

to market shares of PEPSI.
 PLANTS AND WAREHOUSES:
Coke can increase plants and warehouses also in

Rural Areas.
 ATTAIN LEADERSHIP:
Coke can attain leadership from Pepsi.
Page 25 of 29
THREATS
 HIGH COMPETITION:
There is high competition of coke with Pepsi as

Pepsi is key competitor of Coke.
 SMALLER PLAYERS:
Small players like Gourmet and Shandy Cola

covers 10% of market shares. So that’s why they are threats for Coca
Cola.
 MULTINATIONAL SUBSITUTES:
Multinational substitutes are also the threats for

Coca Cola like REDBULL, RANI etc.
 Taxes:
The Coca Cola management is not happy with
Govt. taxes. It pays high tax but less than Cigarettes companies.
Page 26 of 29
CONCLUSION
We have concluded from this detailed report that despite the

fact Coca Cola currently occupies the market leadership
position overall and from the company’s condition. It is
expected that company will sustain its good position in future
as well.
In Pakistan as compared to Pepsi, Coca Cola has less number of
consumers as Pepsi’s market share in Pakistan is approximately
48% where as Coke market share about 42% and remaining
shares of other drinks have the conclusion is that Coke is doing
efforts to enhance factors such as relationship marketing,
Innovation and technology. Especially in Pakistan to attain
market leader position in this region.
Coke is trying to expand its distribution channels in all over the
Pakistan. That’s why coke products are available in super
markets as well as in small retail markets.
Page 27 of 29
RECOMMENDATIONS
After completing our project, we have come up with following

recommendations for the Coca Cola beverages Pakistan
Limited, which are as follows:
 Coke can extend their portfolio in Pakistan by

launching more brands.
 According to the survey conducted by
International firms, Pakistani old age people like
less sweet Cola drinks. So for this Coke should
think about bringing new diet flavors in the
market to fulfill the local needs.
 Marketing teams should try to increase the
availability of Coke in Rural areas.
 Coca Cola should think about producing Canes
locally as well because currently Coke canes are
imported and sold at high prices.
 Coke should reduce the prices of new products
like MINUTE MAID PULPY ORANGE.
Page 28 of 29
BIBLIOGRAPHY
HTTP://www.google.com/coke
http://www.wikipedia.com
http://www.coke.com
http://www.thecocacolacompany.com
Page 29 of 29

Coca Cola

Diunggah oleh

Informasi Dokumen

Judul Asli

Hak Cipta

Format Tersedia

Bagikan dokumen Ini

Bagikan atau Tanam Dokumen

Opsi Berbagi

Apakah menurut Anda dokumen ini bermanfaat?

Apakah konten ini tidak pantas?

Hak Cipta:

Format Tersedia

Coca Cola

Diunggah oleh

Hak Cipta:

Format Tersedia

COKE MARKETING MIX SEC (F)

UNIVERSITY OF CENTRAL PUNJAB

DATE OF SUBMISSION: 19/01/2010

The Coca Cola Company is the world’s largest company, largest

In Pakistan, Coca Cola Beverages Pakistan limited (CCBPL) is serving the

The Coca Cola was originally established as the J.S. Pemberton

However with growing competition and unstable economic and political

“TO PROVIDE COCA-COLA AT ARMS LENGTH”

Today CCBPL is operated directly under the supervision of the Coca

 We value and respect our employees and customers.

(THE 4 P’S OF MARKETING MIX)

“Product is anything that can be offered to a market for attention,

A commodity, service, or process having a trade name.

4 degree centigrade cold temperature of Coca Cola’s soft dinks

42% of shares are hold by Pakistan of Coca Cola.

It satisfies thirst and is refreshing. Offering Coke to guests is a

2007: THUNDA MATLAB COCA COLA.

2008: AJA JASHAN MANA LE.

2009: OPEN HAPPINESS.

Packing is important factor because it helps the business to design

Coca Cola focuses on their product’s packing. They have different

Coca Cola Pakistan Packages its beverages into:

A cane of coke (12fl. Ounces /355ml) has

1. 39 grams of Carbohydrates (all from sugar).

LAUNCHING NEW PRODUCTS:

There are 10 major selling brands in Pakistan.

8.Minute Maid Splash

9.Minute Maid Pulpy Orange

Which determines the Value of Good is called Price.

Coke use the penetrating strategy to face the competition because

The company has not yet changed its pricing strategy.

Cost of production does not matter but the affordability.

There are no variations of prices on geographical basis. They are fixed in

Coke never involved in Cash discount Schemes.

 Rs.10 discount on JUMBO and 1.5 liter bottles in Ramadan.

The prices of GOURMET COLA are relatively low.

Shares of Coke and its Competitors

QUANTITY (ML) CONSUMER PRICES

COKE TARGET MARKET:

Coke commercials based on young generation so the young generation

CHANNELS ADOPTED FOR PROMOTION:

Segmentation is a channel on the basis of needs. Coke adopt direct

FACILITATING THE PRODUCT BY INFRASTRUCTURE:

For providing their product in good manner company has provided

Coca Cola Company uses different mediums for the advertisement of

They promote their product as it triggers the impulse rate when it

NATURE OF MARKETING FOR PRODUCT:

Cloj-k method is used for the distribution of product on outlets which

Placement means distribute the products among all channels.

Coke has two channels of distribution i.e.:

In direct channel they distribute their products in markets by using their

Coke has merchandise officers who have the knowledge of inventory,

COCA COLA EXPORT:

This company concentrates on advertisement to create impulse and

COCA COLA BEVERAGES PAKISTAN LTD:

CCBPL has only three purposes

They concentrate on fulfilling the needs of the customers.

There are around 26 channels where products are distributed. i.e.:

Coke provides the facility of warehouses to store the products for

 Industrial Area (Township)

They maintain their inventory distribution according to the FIRST IN

They distribute products according to income levels of people and on

Coca-Cola Company management never