A visual tale of CocaCola...

6. History
1886 1887 1893
Dr. John
Pemberton
Registered
Formula
Registered
Logo

7. History
1898 1915 1919
1st
Headquarter
Contour
Bottle
Guaranty Bank’s
Vault

8. Happ ness
Core value of the Strategic Brand
Refresh ng
F zzy

9. Pricing Strategy of
Ultimate Bottom line Affordable Enjoyment of Life
Different pricing strategies for different countries
Market Penetration
Pricing Policy
Promotional Pricing
Policy

10. Pricing Strategy of
• Lower penetrating price for new sensitive
market
Objective :
 Face the competitors
 Raise brand awareness
 Reposition itself as a premium brand after
successful penetration.

11. Pricing Strategy of
Promotional Pricing
• Offers promotional pricing frequently through:
Quantity discount
Cash discount
Objective:
 Boost sales
Example: During Ramadan, Coca Cola reduces
its rates up to 5 Tk on 1.5 liter bottle.

12. Value Chain of

13. Distribution Strategy of

14. Brand Promise
fun, freedom, and
refreshment

15. Promotional Campaigns
Print Ads

16. Promotional Campaigns
TV Commercials

17. Promotional Campaigns
Billboards

18. Promotional Campaigns
Sponsoring

19. Promotional Campaigns
New Format

20. Promotional Campaigns
Public
Relation

21. Promotional Campaigns
Brand
Ambassadors

22. Brand Equity
Visibility- Bottle & Logo
Loyalty- Nothing but Cocacola
Trust and Perceived Quality
Brand Association- Happiness

23. Brand Equity

24. Financial Forecast
2013 2012 2011 2010 2009
Revenue 46,854 48,017 46,542 35,119 30,990
COGS (18,421) (19,053) (18,215) (12,693) (11,088)
Gross Profit 28,433 28,964 28,327 22,426 19,902
Operating Expanses (18,205) (18,185) (18,174) (13,977) (11,671)
Operating Profit 10,228 10,779 10,153 8,449 8,231
Interest income 534 471 483 317 249
Equity Income (Loss) 602 819 690 1,025 781
Other Income (Loss) 576 137 529 5,185 40
EBIT 11,940 12,206 11,855 14,976 9,301
Interest expanse (463) (397) (417) (733) (355)
EBT 11,477 11,809 11,438 14,243 8,946
Tax (2,851) (2,723) (2,812) (2,384) (2,040)
Net income 8,626 9,086 8,626 11,859 6,906
Growth in net profit (0.05) 0.05 (0.27) 0.72
Average Growth 0.11
*ThefiguresareinMillions$

25. Financial Forecast
2013 2014 2015 2016 2017 2018 2019 2020
Projected
Income 8,626 9,591 10,663 11,855 13,181 14,65516,29418,116
* The figures are in Millions $

26. Inter Brand Ranking
1st
3rd