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    Marketing strategies of coca cola Marketing strategies of coca cola Document Transcript

    • Projectsformba.blogspot.com Project on Marketing Strategy MARKETING STRATEGY OF COCA COLA Projectsformba.blogspot.com 1
    • Projectsformba.blogspot.com Project on Marketing Strategy Marketing Strategies Of Coca Cola PRESENETED TO: MR. SUFIAN AHMAD PRESENTED BY: Sami Ullah Khan 27s-640 Projectsformba.blogspot.com 2
    • Projectsformba.blogspot.com Project on Marketing Strategy TABLE OF CONTENTS CONTENTS 1. Acknowledgement. 2. Mission statement 3. Introduction. 4. Coca Cola. a. Coca Cola International. b. History. 5. Management. 6. Market share. 7. Financial report. 8. Dividends and Cash Plan. 9. Products. 10. Strategic planning. 11. Bottlers owned by Coca cola 12. Coca Cola Pakistan. 13. Major Competitors a. Pepsi b. History. c. Financial assets. • Market share. • Financial report. • Products. • Methodology 14. Some basic information regarding marketing of coke a. Target market: b. Major segments: c. Factors effecting sales: d. Major competitors: e. Strategies of quality: f. Threats from competitors: g. Targets that would like to attain: h. Expanding target market i. Threats and opportunities for price: j. Strategies of getting goals i.e. “high profits”: k. Marketing strategy: l. Expectations for the coming year: m. How coke determine the yearly budget: 15. Marketing strategies 16. Pest analysis. Projectsformba.blogspot.com 3
    • Projectsformba.blogspot.com Project on Marketing Strategy DEDICATION This report is dedicated to my beloved parents, Who educated me and enabled me to reach at this level. Projectsformba.blogspot.com 4
    • Projectsformba.blogspot.com Project on Marketing Strategy ACKNOWLEDGEMENTWe think if any of us honestly reflects on who we are, how we got here, what we think wemight do well, and so forth, we discover a debt to others that spans written history. Thework of some unknown person makes our lives easier everyday. We believe its appropriateto acknowledge all of these unknown persons; but it is also necessary to acknowledgethose people we know have directly shaped our lives and our work.First of all we would like to thank our teacher Mr. Muhammad Shafique for their guidancethrough out the semester.Then we would like to thank our friend and brother Mr. Zeeshan Anjum for providing us theinformation that was required for completion of this project. Projectsformba.blogspot.com 5
    • Projectsformba.blogspot.com Project on Marketing Strategy Projectsformba.blogspot.com 6
    • Projectsformba.blogspot.com Project on Marketing StrategyThe Mission Statement of the Coca Cola CompanyOur mission statement is to maximize shareowner value over time.In order to achieve this mission, we must create value for all the constraints we serve,including our consumers, our customers, our bottlers, and our communities. The Coca ColaCompany creates value by executing comprehensive business strategy guided by six keybeliefs: 1. Consumer demand drives everything we do. 2. Brand Coca Cola is the core of our business 3. We will serve consumers a broad selection of the nonalcoholic ready-to–drink beverages they want to drink through out the day. 4. We will be the best marketers in the world. 5. We will think and act locally. 6. We will lead as a model corporate citizen.The ultimate objectives of our business strategy are to increase volume, expand ourshare of worldwide nonalcoholic ready to drink beverages sales, maximize our long-term cash flows, and create economic value added by improving economic profit.The Coca Cola system has more than 16 million customers around the world that sells orserves our products directly to consumers. We keenly focus on enhancing value for thesecustomers and helping them grow their beverage businesses. We strive to understandeach customer’s business and needs, whether that customer is a sophisticated retailer in adeveloped market a kiosk owner in an emerging market.There are nearly 6 million people in the world who are potential consumers of ourcompany’s product. Ultimately, our success in achieving our mission depends on our abilityto satisfy more of their beverage consumption demands and our ability to add value forcustomers. We achieve this when we place the right products in the right markets at theright time. Projectsformba.blogspot.com 7
    • Projectsformba.blogspot.com Project on Marketing Strategy COCA COLA INTERNATIONALHISTORY:Coca-Cola Enterprises, established in 1986, is a young company by thestandards of the Coca-Cola system. Yet each of its franchises has a strongheritage in the traditions of Coca-Cola that is the foundation for this Company.The Coca-Cola Company traces it’s beginning to 1886, when an Atlantapharmacist, Dr. John Pemberton , began to produce Coca-Cola syrup for sale infountain drinks. However the bottling business began in 1899 when twoChattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead ,secured the exclusive rights to bottle and sell Coca-Cola for most of the UnitedStates from The Coca-Cola Company.The Coca-Cola bottling system continued to operate as independent, localbusinesses until the early 1980s when bottling franchises began to consolidate.In 1986, The Coca-Cola Company merged some of its company-ownedoperations with two large ownership groups that were for sale, the John T.Lupton franchises and BCI Holding Corporations bottling holdings, to formCoca-Cola Enterprises Inc. The Company offered its stock to the public onNovember 21, 1986, at a split-adjusted price of $5.50 a share. On an annualbasis, total unit case sales were 880,000 in 1986.In December 1991, a merger between Coca-Cola Enterprises and the JohnstonCoca-Cola Bottling Group, Inc. (Johnston) created a larger, stronger Company,again helping accelerate bottler consolidation. As part of the merger, the seniormanagement team of Johnston assumed responsibility for managing theCompany, and began a dramatic, successful restructuring in 1992.Unit casesales had climbed to 1.4 billion, and total revenues were $5 billion Projectsformba.blogspot.com 8
    • Projectsformba.blogspot.com Project on Marketing StrategyMANAGEMENT:The hierarchy of Coca Cola Company is as follows. Chairman Board of governors Vice Chairman and chief operating officer Executive Vice Presidents Senior Vice Presidents Vice PresidentsMARKET SHARE: SHAREBeing the biggest company in the soft drink industry, Coca Cola enjoys the largest marketshare. This company controls about 59% of the world market.GLOBAL MARKET SHARE:The following table can show the worldwide operating segments. (Table) Unit case growth Non- All commercial alcoholic Beverages drink10 year 5-year compound 2001 annual 2002 2002compound annual annual growth growthgrowthCompan Industry Compan Industry Compan Industry Company Compan Company y y share y share y per capita Income 6% 5% 5% 5% 4% 4% 18% 9% 70 Projectsformba.blogspot.com 9
    • Projectsformba.blogspot.com Project on Marketing StrategyThis shows that the market of the company is geographically vast and it is controlling it withgreat success. In 2002, the company grew their carbonated soft-drink business by nearly250 million unit cases and generated record volumes. Because carbonated soft drinks arethe largest growth segment within the nonalcoholic ready-to-drink beverage categorymeasured by volume, that is why they are focusing more on this and they are continuallyincreasing the pace because they know that accelerating this pace is crucial to their futuresuccess. Thus they are increasing their market day by day. The operation income earnedby Coca Cola Company can be illustrated by the following pie chart. (Figure)This strategy has worked a lot and it has helped them to become the World’s leading SoftDrink Company. The global unit sale of the Coca Cola Company is increasing from the lastten years. The data of the global unit sale of the Coca Cola Company can be representedby following chart. (Figure) 12 10 8 6 unit sale in billions 4 2 0 1971 1981 1991 2002So there is positive growth in the market of the Coca Cola Company. There is a worldwidevolume increase by 4% with strong international growth of 5%. This is only due to theinnovative marketing programmers, which has deepened the relationship of the customers Projectsformba.blogspot.com 10
    • Projectsformba.blogspot.com Project on Marketing Strategyand Coca Cola. The financial health and success of their bottling partners is a criticalcomponent of The Coca-Cola Companys ability to build and deliver leading brands. Projectsformba.blogspot.com 11
    • Projectsformba.blogspot.com Project on Marketing StrategyIn 2002, the company had worked with their bottlers to turn good intentions into reality byimproving the system economics. The results in 2002 reflect this steadily improving andmutually constructive relationship between the Company and their bottling partners. Themain reason behind this relationship is to continue realizing shared opportunities forgrowth, with closer coordination of operations including customer relationships, logisticsand production.MARKET SHARE BY AREA:Coca Cola is the world-renowned soft drink and the company is currently operating throughout the world. The world wide total is about 17.8 billion.The operation review according to the segments is as follows. Operation Review (2002 worldwide unit case volume by operating segment) NORTH LATIN EUROPE & ASIA AFRICA AMERICA AMERICA MIDDLE EAST 30% 25% 22% 17% 6% NORTH AMERICA LATIN AMERICA EUROPE & MIDDLE EAST ASIA AFRICASo the volume is least in the Africa and most in the North America. The data about themarket share of this company area wise is given in the following table.The above table shows the geographical earning of the Coca Cola Company and from thisdata; we can find out that the customers of Coca Cola are increasing which is shown by thecompany’s per capita income. Unit case equals 24 eight-ounce servings. The column,which shows the non-alcoholic beverages consist of commercially, sold beverages, as Projectsformba.blogspot.com 12
    • Projectsformba.blogspot.com Project on Marketing Strategy estimated by the Company based on available industry sources. The country column is derived from The Companys unit case volume while the industry column includes nonalcoholic ready-to- drink beverages only, as estimated by the Company based on available industry sources. (Table)Country Unit case growth Non- All commercial alcoholi Beverages c Drinks 10 year 5-year compound 2002 annual 2002 2002 compound annual annual growth growth growth Compan Industry Compan Industry Compan Industry Compan Compan Company y y y y share y share per capita Income North 4 5 3 3 2 2 22 15 398America United 4 5 3 3 2 2 23 16 419 States Latin 6 7 6 6 3 4 24 15 205AmericaArgentin 7 4 6 2 7 2 20 10 236 a Brazil 5 5 3 6 3 5 23 13 144 Chile 9 6 5 3 (2) 3 56 23 336 Mexico 7 10 8 9 2 5 22 18 462Europe 6 3 5 3 2 4 12 6 72& Middle EastEurasia 17 8 6 5 (14) 1 14 5 39 France 8 3 9 3 7 3 9 5 110German 1 2 (1) 1 (6) 1 14 7 193 y Great 8 2 11 2 8 3 17 6 193 Britain Italy 1 3 4 3 2 2 9 6 104 Middle 12 12 7 5 4 8 8 3 17 East Spain 6 4 8 5 4 4 17 12 264 Asia 7 6 6 7 10 7 14 5 23 Projectsformba.blogspot.com 13
    • Projectsformba.blogspot.com Project on Marketing StrategyAfrica 7 6 8 3 10 6 34 11 34In Asian population, which is the satisfied customer of Coca Cola, is approximately 3.2billion and the average consumer enjoys close to two servings of our products each month.Through an intense focus on Coca-Cola, innovation and new beverages, the company hasachieved volume growth of 10 percent in 2002. With developing economies andpopulations, this region has strong long-term potential, and the company is building anexciting family of beverage brands in addition to expanding the popularity of our corebrands, led by Coca-Cola. In China, for example, sales of Coca-Cola increased 6 percent.The total unit case sale of Coca Cola in Asia can be shown by the following pie chart. (Figure)So the company is emphasizing more in this area and is trying to develop a strategy, whichcan increase the growth of the consumption of Coca Cola by the people of Asia. Among thecountries of Asia, Japan has the highest percentage, which is about 29%. Among others,Pakistan, India and Bangladesh are those countries where the average consumption isincreasing day by day. Projectsformba.blogspot.com 14
    • Projectsformba.blogspot.com Project on Marketing StrategyFINANCIAL REPORT:This company is financially very strong. It is due to the strong finances, the company is stillsurviving the ups and down of the business world. The financial report of Coca ColaCompany of the year 2001 and 2000 along with the percentage change is as follows. (Table) Year Ended December 31, (In millions except per share data, ratios and growth rates) 2002 2001 Percentage changeNet operating revenues 20,092 19,889 1%Operating income 5,352 3,691 45%Net income 3,969 2,177 82%Net income per share (basic) 1.601 0.882 82%Net income per share (diluted) 1.601 0.882 82%Net cash provided by operating activities 4,110 3,585 15%Business reinvestment (963) (779) 24%Dividends paid (1,791) (1,685) 6%Share repurchase activity (277) (133) 108%Free cash flow 3,147 2,806 12%Return on capital 26.6% 16.2% -Return on common equity 38.5% 23.1% -Unit case sales (in billions) International operations 12.5 11.9 5% North America operations 5.3 5.2 2% Worldwide 17.8 17.1 4%2002 basic and diluted net income per share includes a non-cash gain of $.02 per shareafter taxes, which was recognized on the issuance of stock by Coca-Cola Enterprises Inc.,one of the equity investors of this company.2002 basic and diluted net income per share includes the following charges: • $.24 per share after income taxes related to an organizational Realignment. • $.19 per share after income taxes related to the Companys portion of charges recorded by the investors of the company. • $.16 per share after income taxes related to the impairment of certain bottling, manufacturing and intangible assets. • $.05 per share after income taxes related to the settlement terms of a discrimination lawsuit. Projectsformba.blogspot.com 15
    • Projectsformba.blogspot.com Project on Marketing Strategy • $.01 per share after income taxes related to incremental marketing expenses in Central Europe.These charges are partially offset by a gain of $.05 per share after income taxes related tothe merger of Coca-Cola Beverages plc and Hellenic Bottling Company S.A. and $.04 pershare after income taxes related to benefits from a tax rate reduction in Germany and fromfavorable tax planning strategies.DIVIDEND AND CASH INVESTMENT PLAN:The Dividend and Cash Investment Plan permits shareowners of record to reinvestdividends from Company stock in shares of The Coca-Cola Company. The Plan provides aconvenient, economical and systematic method of acquiring additional shares of ourcommon stock. All shareowners of record are eligible to participate. Shareowners also maypurchase Company stock through voluntary cash investments of up to $125,000 per year.At year-end, 76 percent of the Companys shareowners of record were participants in thePlan. In 2002, shareowners invested $36 million in dividends and $31 million in cash in thePlan. Projectsformba.blogspot.com 16
    • Projectsformba.blogspot.com Project on Marketing StrategyCOMPANY STATISTICS:The statistics of this company is impressive. Since it is operating through out the world thatis why the number of employees and the bottling equipments is highest among the otherbottling companies. There is a constant increase in every aspect when we compare thestatistics of 2001 and the statistics of 2002. This is because; Coca Cola Company isincreasing its volume day by day. The expansion of this company, which shows thesuccess of Coca Cola brands, results in the percentage change in the statistics of the twoyears. The statistics is as follows. (Table) 2002ª 2001Equivalent cases 4.2 billion 3.8 billion Bottle and cans 87% 87% Fountain 13% 13%Employees 72,000 67,000Vehicles 54,000 52,000Cold drink equipments 2.4 million 2.3 millionFacilities Production only 25 25 Distribution 385 361 Combination 53 50Total 463 436Percent of North America population coverage 80% 72%Number of States of Operation 46 46Bottle and can equivalent case package distribution Cans 44% 45% Non-refillable bottles 52% 51% Refillable bottles 4% 4%Capital structure Net debt to total capital ratio 63% 59% EBITDA interest coverage 3 3 Weighted average cost of debt 6.3% 6.8%Key Statistics Constant territory bottle and can volume growth 3% ½% Bottle and can net revenues per case change Flat 2% Bottle and can cost of sales per physical case 1 ½% change Reported EBITDA (in billions) $1.95 $2.39 Reported EBITDA change (18)% 9% Capital expenditures( in billions) $0.97 $1.18 %-age of net operating revenues 6% 8% Coverage of North American Can/bottle volume 83% 74% Projectsformba.blogspot.com 17
    • Projectsformba.blogspot.com Project on Marketing StrategyEBITDA is the Earnings before interest, taxes, depreciation, and amortization,and other non-operating items. • Net Debt is the Long-term debt plus current portion of long-term debt less cash and marketable securities. • Equivalent Case or Unit Case is the physical case and fountain gallons converted to a standard unit of measure defined as 24 eight-ounce servings or 192 ounces per equivalent case sold by Coca-Cola Enterprises.PRODUCTS:There are different brands of the Coca Cola Company, which are currently in use throughout the world. This company not only deals in the carbonated drinks but also other drinks.While launching its product, the marketing team considers the culture of the country.Major brands of coca cola • Coke • Sprite • Fanta • Diet coke • Coke classic Projectsformba.blogspot.com 18
    • Projectsformba.blogspot.com Project on Marketing StrategyThe over all volume of this company is as follows. (Figure)The commitment of the company is to devote resources to water only in markets where itexpects profitable growth. This strategy has paid dividends. The company has successfullyapplied it’s approach to brands in several key markets, including Ciel in Mexico, Mori NoMizudayori in Japan, Bonaqua in Russia and Kinley in India. Backed by a strong network ofbottling partners through out the United States, Dasani became the nations fastest-growingwater brand. In Eurasia, the entire Turkuaz brand team worked together to launch Turkeysfirst purified water brand. This year, Coca-Cola Company also successfully energized amajor piece of its beverage strategy—water. By the end of 2001, it’s bottled water volumeexceeded 570 million unit cases, making it the second biggest contributor to the growth ofthe company after carbonated soft drinks. Three of the water brands, Dasani, Ciel andBonaqua each achieved sales of over 100 million unit cases for the year.In 2001and 2002, the company has also made good progress in coffees and teas.Beverage Partners Worldwide, the renewed and strengthened marketing partnership withNestlé S.A., began operations in 2001. This partnership combines Nestlés knowledge inlife science, research and development with the expertise of Coca Cola Company in brandbuilding and distribution.At the same time, the company grew Georgia coffee in Japan by 3 percent through award-winning marketing in a category that was flat for the year. Also in Japan—where The Coca-Cola Company is the leader in the total tea category, the second-largest category in thenon-alcoholic ready-to-drink segment—it launched Marocha Green Tea. With sales of 46million unit cases for the year, Marocha Green Tea is the fastest-growing product in thefastest-growing category: green tea. The popularity of Marocha is also recognized by the Projectsformba.blogspot.com 19
    • Projectsformba.blogspot.com Project on Marketing Strategyindustry with a leading trade journal naming Marocha the most popular new food andbeverage product of the year. Know the most recognized word on the planet after “OK”! Projectsformba.blogspot.com 20
    • Projectsformba.blogspot.com Project on Marketing StrategyAmong the soft drinks Fanta and Sprite become successful along with the major brandCoca Cola and Diet Coke. In key markets, the company has created new packaging sizesto satisfy consumer demands.Increasingly, Mexican families have lunch together at home. The average Mexicanhousehold drinks two-and-a-half liters or more of soft drinks during that break, while a two-liter bottle was the largest available package. So the company introduced a convenient 2-½liter bottle to select regions, contributing to the sale of nearly 1.5 billion unit cases of Coca-Cola in Mexico this year. This larger bottle will complete its nationwide rollout in 2002. InChina, Coca-Cola is an integral part of holiday celebrations and the family get-togethersthat accompany such events. Through an intense focus on Coca-Cola, innovation and newbeverages, it has achieved volume growth of 10 percent in 2001. In China, sales of Coca-Cola increased by 6 percent. In the United States, recognizing that consumers often enjoytheir diet Coke with a slice of lemon, the company "bottled" the concept. The result—dietCoke with lemon—contributed to volume growth of 4 percent for the number-one diet.Soft drink in North America: diet Coke. The company increased its two largest bottle sizesduring the 2001 holidays, and festival packaging helped drive a 6 percent volume increasefor Coca-Cola. The packaging innovations do not just involve resizing. The company hasalso responded to consumers changing fashion styles with new bottles.With brands such as Minute Maid, Hi-C, Simply Orange and Disney juices and juicedrinks in the United States, Qoo in Asia, Kapo in Latin America and Bibo in Africa.This year, the company re-launched its global sports-drink business, investing in newproducts, packaging, positioning and marketing. The results speak for themselves: it’sglobal sports drinks, led by Powerade and Aquarius, grew by 13 percent in 2002, nearlydouble the growth rate of the worldwide sports-drink category. Revitalized in the UnitedStates, the company introduced Powerade in nearly every major Western Europeanmarket, including Great Britain, Germany and Spain, as well as in Mexico and LatinAmerica. The company launched 27 products in 2001.The commitment of the company to packaging innovation also resulted in new initiatives forour fountain business, a channel through which many consumers enjoy Coca-Cola. In theUnited States, the company developed Fountain, a total beverage dispensing system thatis more flexible and more reliable. Two years of research resulted in a dispensing systemthat provides exceptional beverage quality, easy to upgrade technology, brand and graphiccustomization and improved reliability. Projectsformba.blogspot.com 21
    • Projectsformba.blogspot.com Project on Marketing StrategySTRATEGIC PLANNINGIn the year 2002, the company had a great success, as the strategy worked which resultedin making Coca Cola Company the world’s leading company. In 2001, companyaccomplished the crust of it’s strategy as • Worldwide volume increased by 4 percent with strong international growth of 5 percent and clear signs that our North American business is growing solidly and predictable. • Earnings per share grew by 82 percent, as we delivered on our commitment to create volume growth while aggressively • Return on common equity grew from 23 percent in 2000 to 38 percent this year. • Return on capital increased from 16 percent in 2000 to 27 percent in 2001. • The company has generated free cash flow of $3.1 billion, up from $2.8 billion in 2000, a clear indication of its underlying financial strength.The strategy for the future of the company is very straightforward. The marketing strategyfor the year 2002 is as follows, • Accelerate carbonated soft-drink growth, led by Coca-Cola. • Selectively broaden the family of beverage brands to drive profitable growth. • Grow system profitability and capability together with our bottling partners. • Serve customers with creativity and consistency to generate growth across all channels. • Direct investments to highest potential areas across markets. • Drive efficiency and cost-effectiveness everywhere. Projectsformba.blogspot.com 22
    • Projectsformba.blogspot.com Project on Marketing StrategyMAJOR COMPETITORPEPSI INTERNATIONALHISTORYPepsiCo is a world leader in convenient foods and beverages, with revenues of about $27billion and over 143,000 employees. The company consists of the snack businesses ofFrito-Lay North America and Frito-Lay International; the beverage businesses of Pepsi-Cola North America, Gatorade/Tropicana North America and PepsiCo BeveragesInternational; and Quaker Foods North America, manufacturer and marketer of ready-to-eatcereals and other food products. PepsiCo brands are available in nearly 200 countries andterritories.Many of PepsiCos brand names are over 100-years-old, but the corporation is relativelyyoung. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company,including Gatorade, in 2001.would entertain the listener with the latest musical selectionsrendered by violin or piano or both. The new name, “Pepsi Cola”, is derived from the two ofthe principle ingredients, Pepsin and Kola Nuts. It was first used on the August 28. At thattime, Bradham’s advertising praises his drink as “Exhilarating, invigorating, aids digestion”.1990-2002The advertisement of the Pepsi changes to, “You got the right one baby, Uh-Huh!”.With theextensive usage of the stars in the adds, the popularity of Pepsi increase. In 1992 Pepsi-Cola formed a partnership with Thomas J. Lipton Co. Today Lipton is the biggest sellingready-to-drink tea brand in the United States. Outside the United States, Pepsi-ColaCompanys soft drink operations include the business of Seven-Up International. Pepsi-Cola beverages are available in more than 190 countries and territories.In Asia, they selected Lahore to make their regional office. This was done in 1970. Thisregional office is monitoring all the operations carried out in South West Asia. As inPakistan, they only entered beverage industry. They have eleven bottlers covering wholePakistan. The plant operating here is Riaz Bottlers (Pvt) LTD. This plant was established atLahore in 1974. The total capacity of the plant is 30,000 cases per day. They have fourfilling lines in the plant operating on the three shift bases. Each shift is of eight hours. Theyhave permanent work force of 750 people and they employee approximately 1000 peoplemore on temporary basis during summer season. Projectsformba.blogspot.com 23
    • Projectsformba.blogspot.com Project on Marketing StrategyPepsi’s Products • Pepsi • Teem • Mirinda • Pepsi Max • Pepsi Lemon • Pepsi Blue • Mountain Dew • 7up Projectsformba.blogspot.com 24
    • Projectsformba.blogspot.com Project on Marketing StrategyCOCA COLA PAKISTANThe Coca-Cola Company began operating in Pakistan in 1953. Coca-Cola, Fanta andSprite are the brands in Pakistan. The Coca-Cola System in Pakistan operates througheight bottlers, four of which are majority-owned by Coca-Cola Beverages Pakistan Limited(CCBPL). The CCBPL plants are in Karachi, Hyderabad, Sialkot, Gujranwala, Faisalabad,Rahimyar Khan, Multan and Lahore. The remaining two plants, independently owned, arein Rawalpindi and Peshawar. The Coca-Cola System in Pakistan serves 70,000 customers/retail outlets. The Coca-Cola System in Pakistan employs 1,800 people. During the last twoyears, The Coca-Cola System in Pakistan has invested over $130 million (U.S.) 49 years of refreshment in Pakistan Coca-Cola introduced in Pakistan 1953 Fanta introduced in Pakistan 1965 Sprite was introduced 1972 Diet Coke & Fanta Lemon 2001 Projectsformba.blogspot.com 25
    • Projectsformba.blogspot.com Project on Marketing StrategyPROMISE OF COKEThe basic proposition of our business is simple, solid and timeless. When we bringrefreshment, value, joy and fun to our stakeholders, then we successfully nurture andprotect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligationto provide consistently attractive returns to the owners of our business.TARGET MARKETCoke’s commercials basically based on young generations, So, the young generation is thetarget market of Coke because they want to represent Coke with the youth and energy butthey also consider about the old people they take then as a co-target market.MAJOR SEGMENTSMajor segments are basically those people who take this drink daily and those areas wherethe demands is higher then the other areas. There are so many people who take this drinkdaily and those people who take weekly and those who take less often are always there aswell. So, their basic segments are those people who take this drink regularly.FACTORS EFFECTING SALESThere are so many factors, which affects the sale of coke. Here we are discussing threemajor factors which effects coke.• Per capita income• Competitors• WeatherPer Capita IncomeFirst we will discuss about “ Per capita income”. This is major factor that affects the sale ofthis soft drink. Because which every passing year budgets are becoming very strict andtight in order to purchase things. So the disposable incomes of the people are comingdown. They spend heavily on rents, utilities, and education and basic necessities and afterthat when they get extra money they think about this soft drink .So the decreasing percapita income effects badly in selling and production of this soft drink. Projectsformba.blogspot.com 26
    • Projectsformba.blogspot.com Project on Marketing Strategy And to get through with this difficulty there is need to increase the level of per capitaincome of Pakistan because it is much lesser than the rest of the countries.CompetitorsCoke’s major competitor is “PEPSI” and there is no hesitation to say this because everyone knows that and all the other cold drinks and water, coffee, tea are the competitors.WeatherWeather is the third major factor in effecting the Coke’s selling. This is underdevelopedmarket so the coke’s consumption in summers is 60% and in winters is 40%.MAJOR CUSTOMERS NEEDFirst of all the majority don’t care that what they are going to have. In other words, theydon’t care before drinking that whether it is “Pepsi” or “coke”. They don’t actuallydifferentiate between these two brands in order to their tastes.Consumers basically drink what they get.They believe on “WHAT COLD THEY SOLD”Consumer’s availability in brands is basically works like:Push availabilityPull consumer’s demand.For this reason Coca-Cola have provided their coolers and freezers in the market. Theyhave maximum number of coolers and freezers in the market. They provide thisinfrastructure free of cost just to provide child coke to their customer, which they want to bepurchase.Their salesman and mechanics regularly visit all the shops where coke has itsinfrastructure to check that either it is in proper condition or not, if not then they immediatelychange or repair it. Projectsformba.blogspot.com 27
    • Projectsformba.blogspot.com Project on Marketing StrategyMAJOR COMPETITORSConsumers firstly decide that they are going to have a soft drink. Then they competebrands with each other. Like they compete Coke with Pepsi and Sprite with 7up andteam .So the major competitor of Coke is Pepsi.When they motivate to any other brand or on Coke it’s in instinct basically that based onmessages derive certain feelings.But Coca Cola thinks in a different way, they believe that RC Cola, new coming AMRATCola, and all juices, even they take water and tea as their competitors.STRATEGIES OF QUALITYAfter Micro and macro analysis Brand “coke” is primarily role 1. Enhance competition moments 2. When people watch cricket 3. Through commercialization 4. Fun timeThough these strategies there could be better understanding and better connection with thepublic. These are the “key consumption”.THREATS FROM COMPETITORSThreats are well planned. Price is the major threat. When price goes certain beyond theexact price whether come down or go higher its effects the consumption of soft drink.Because when the price go higher people go for the substitute of “coke” i.e. Pepsi.And when price goes down they think that there is must be some thing wrong in it.In short it all depends on customer’s perception.TARGETS THAT WOULD LIKE TO ATTAINEvery organization runs on the bases of profit maximization so Coke is also looking for ahigh profit margin.There are three major ways of making money • Over night profit • Windfall profit • Ethical and un-ethical ways Projectsformba.blogspot.com 28
    • Projectsformba.blogspot.com Project on Marketing StrategyOver Night ProfitsThey could be over night profit that is for the number 1 brand for the year. This could be gotmy increasing sales volumeWindfall ProfitCan be windfall profit. They are the extras profit. When the consumption the consumption ison boom. So, there is different kind of profits.Ethical And Unethical WaysProfit can also get through ethical and unethical ways. They believe on this quote“ Every thing is fare in love and war”.Some profits stays for some time like “over night profits” and some just come and go like“wind fall profits”. And they can also get profit through different approaches.EXPANDING TARGET MARKETIn last 2 years Coke has come back in aggressive manner. • Consumer has choice • Attractive brand name • Brand differentiatingConsumer Has Got ChoiceNow the consumer has got choice. Because now they know the name of another big brand,though coke is the 2nd best name but it can get a better position after some timeAttractive Brand NameNow the consumers know the Name of Coke, because Coke is the name, which is the mostpopular after the word “ok”. So people can better differentiate brands with each other.Brand DifferentiationNow different companies have got different brand names. So, people can distinguishbetween brands. Two major brands “coke” and “Pepsi” also have brand names. Projectsformba.blogspot.com 29
    • Projectsformba.blogspot.com Project on Marketing StrategyCoca Cola’s BrandCoca cola is “US” brand. Because they believe in the togetherness, being people togetherand friends are being together. Coca Cola strongly believes that Pakistani temperament is“US” not “ME”Pepsi’s BrandPepsi’s brand is basically is basically “ME” branded. They use the temperament of “ME”. Incontrast to Coke they believe on individual struggle. THREATS AND OPPORTUNITIES FOR PRICEOpportunitiesIf Coke is considered a luxury product. Then there is the tax rate system15% - sales tax20% - excise duty27% - goes to government03% - In making BudgetAfter paying all these taxes coke has to pay electricity charges. We have to spend ondistributions. After paying all these expenses Coke’s margin squeezed and consumershave to pay for increasing tariffs.These are the opportunities through which we can increase the price and can get profits.ThreatsThere are much more threats in increasing prices. Because same problem of substitute. IfCoke increase the price lets say 1 rupee. Then people definitely won’t go for coke. Theyhave the best substitute of Coke that is Pepsi. So these are the threats in increasing prices.Coke will lose the margin of its profit and can face loss. Projectsformba.blogspot.com 30
    • Projectsformba.blogspot.com Project on Marketing StrategySTRATEGIES OF GETTING GOALS I.E. “HIGHPROFITS”To increase the price is the least thing, which Coke can adopt. There are so many waysthrough which Coke can increase the profits. Some major ways are as follows. • Volume can be increased • Interest level of consumers • To take part in energetic festivalsHow to increase the volume of consumers?Coke can increase the volume by expanding the industry of coke. Through advertisements,offering different interesting things to attract people towards this product.How to increase the interest level of consumers?Coke is increasing the interest level of consumers by offering different flavors.For example Coke is increasing the number of flavors in “Fanta”, this is one of the productof coke. Through offering different flavors Coke can increase the Level of consumers andthrough this profits can be gained.How to take part in energetic festivals?Coke is already taking part in the festival like “Basant” since last 3 years. Coke offersdifferent attractive things in their festival and through this Coke gained high profit andconsumption of coke increased on these occasions.And this year in this year 2002 people were anxiously waiting that what interesting thingcoke is going to offer.MARKETING STRATEGYOur local marketing strategy enables Coke to listen to all the voices around the worldasking for beverages that span the entire spectrum of tastes and occasions. What peoplewant in a beverage is a reflection of who they are, where they live, how they work and play,and how they relax and recharge. Whether youre a student in the United States enjoying arefreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juicedrink, or a couple in Korea buying bottled water after a run together, were there for you.We are determined not only to make great drinks, but also to contribute to communities Projectsformba.blogspot.com 31
    • Projectsformba.blogspot.com Project on Marketing Strategyaround the world through our commitments to education, health, wellness, and diversity.Coke strives to be a good neighbor, consistently shaping our business decisions to improvethe quality of life in the communities in which we do business. Its a special thing to havebillions of friends around the world, and we never forget it. Projectsformba.blogspot.com 32
    • Projectsformba.blogspot.com Project on Marketing StrategyMARKET POSITIONINGProduct RangeThe total range of Coca Cola company in Pakistan includes: • Coke. • Sprite. • Fanta. • Diet Coke.And company offers their products in different bottle sizes these includes: • SSRB (standers size returnable bottle) • LRB (litter returnable bottle) • NRB (no return bottle) or disposable bottle • PET 1.5 (1.5 litter plastic bottle) • CANS (tin pack 330 ml)PackingCoca cola products are available in different packing • 24 regular bottle shell • 6 bottle pack for 1.5 pets • 12 bottles in a pack for disposable bottle • 24 cans in one pack. Projectsformba.blogspot.com 33
    • Projectsformba.blogspot.com Project on Marketing StrategyPRICE STRATEGYTrade PromotionCoca cola company gives incentives to middle men or retailers in way a that they offerthem free samples and free empty bottles, by this these retailers and middle man push theirproduct in the market. And that’s why coca cola seen more in the market. And they have agood sale in the market because according to the expert which product seen more in themarket that sells more.“Seen as sold”They do agreements with a shop keepers and stores to exclusive sale in that stores. Thesestores are called as KEY accounts in their local language.And coke also invest heavy budget on these stores and offers them free samples and freebottles and some time cash incentives.Different Price In Different SeasonsSome times Coca Cola Company change their product prices according to the season.Summer is supposed to be a good season for beverage industry in Pakistan.So in winter they reduce their prices to maintain their sales and profit. But normally theyreduce the prices of their pet bottles or 1 litter glass bottle. Projectsformba.blogspot.com 34
    • Projectsformba.blogspot.com Project on Marketing StrategyPROMOTION STRATEGIESGetting shelvesThey gets or purchase shelves in big departmental stores and display their products in thatshelves in that style which show their product more clear and more attractive for theconsumers.Eye Catching PositionSalesman of the coca cola company positions their freezers and their products in eye-catching positions. Normally they keep their freezers near the entrance of the stores.Sale PromotionCompany also do sponsorships with different college and school’s cafes and sponsors theirsports events and other extra curriculum activities for getting market share.UTC SchemeUTC mean under the crown scheme, coca cola often do this type of scheme and they offervery handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc. Thisscheme is very much popular among children.DISTRIBUTION CHANNELSCoca Cola Company makes two types of sellingDirect sellingIndirect sellingDirect SellingIn direct selling they supply their products in shops by using their own transports. Theyhave almost 450 vehicles to supply their bottles. In this type of selling company have moreprofit margin. Projectsformba.blogspot.com 35
    • Projectsformba.blogspot.com Project on Marketing StrategyIndirect SellingThey have their whole sellers and agencies to cover all area. Because it is very difficult forthem to cover all area of Pakistan by their own so they have so many whole sellers andagencies to assure their customers for availability of coca cola products.FACILITATING THE PRODUCT BYINFRASTRUCTUREFor providing their product in good manner company has provided infrastructure theseincludes: • Vizi cooler • Freezers • Display racks • Free empty bottles and shells for bottlesADVERTISEMENTCoca cola company use different mediums • Print media • Pos material • Tv commercial • Billboards and holdingsPrint MediaThey often use print media for advertisement. They have a separate department for printmedia.POS MaterialPos material mean point of sale material this includes: posters and stickers display in thestores and in different areas. Projectsformba.blogspot.com 36
    • Projectsformba.blogspot.com Project on Marketing StrategyTV CommercialsAs everybody know that TV is a most common entertaining medium so TV commercials isone of the most attractive way of doing advertisement. So Coca Cola Company doesregular TV commercials on different channels.Billboards And HoldingsCoca cola is very much conscious about their billboards and holdings. They have so manysites in different locations for their billboards.EXPECTATIONS FOR THE COMING YEAR Every thing starts from the attitude of consumer’s behavior. And the basic key to attract theconsumers is to throw the “money away”.And positive feeling felling with the brand, which they used to have Coke wants to advertisetheir products heavily in the coming year. And it will take the 10% of their profits. And whenwe take it as a global level it is $ I billion.Coming year is the challenging year for the industry of Coke. They have to take lots ofdecisions that how to increase the production and where they have to spend money.For gaining success in coming year they have to have some important things like: 1. Loyal consumers are important for company’s success. 2. Workers should be the brand centric not the promotion centric. 3. They should know how much to for the brand activities. 4. They should also know that how much to do with the promotion activities for brand.HOW COKE DETERMINE THE YEARLY BUDGETCoke determines its yearly budget by the • Sales volume • Profitability • Target volume Projectsformba.blogspot.com 37
    • Projectsformba.blogspot.com Project on Marketing StrategySales VolumeCoke determines its yearly budget through the sales volume. They first concentrate on thething is “what is the condition of their sales?” if the condition is good of their sales then theydefinitely increase their production and sales volume. Otherwise they concentrate on theirold strategies.Profitability:The second thing through which they determines budget is the “profit” .if they r gettingprofits with the high margin, then they definitely want to increase their profits in the nextcoming year. Every organization runs on the basis of getting high profits. No organizationwants to face Loss in their business. To get profit is the first priority of the Coke.Target Volume:To run the business every industry has some targets, which they want to achieve in aspecific time period. If industry achieves those goals in that period then for the coming yearit increases the volume of the target.So Coke Follow the same thing it has also some goals and targets to achieve in the giventime period. When they succeed to achieve that target then they increase their targetvolume in the next year. Projectsformba.blogspot.com 38
    • Projectsformba.blogspot.com Project on Marketing StrategySALES PROMOTION ACTIVITIESCoca-Cola CricketCricket the most sought after; watched & played game in Pakistan .the game of cricket hasbeen owned by various brands in the industry for the promotion of their products over aperiod of time. It has ranged from tobacco to lubricants to communication companies tobanks to airlines & lately to the beverage industry. The competition has become tougher &tougher as the time has progressed.Coca-Cola signed a sponsorship agreement with eight of Pakistan’s National cricketplayers. Coca-Cola realizing the fact that cricket is a very strong element by which it canreach it consumers & masses invested in the opportunity and launched a massivecampaign on mass media showing all these cricket stars endorsing & complimenting Coca-Cola brand. The Coca-Cola Company developed three TV commercials & four testimonialads with the player & ran them on the national net work during various cricket matches.These bold steps taken by the Coca-Cola marketing unit acclaimed them manyacknowledgements across the board. This campaign helped Coca-Cola to establish itsassociation with the game & the player.Coca-Cola ConcertsAbrar-ul-haq’s distinct style, lyrics & songs have made him an instant hit among themasses in Pakistan. His enormous popularity in the country & abroad is supported byCoca-Cola’s commitment towards providing healthy & fun-filled entertainment for the youthof Pakistan. Coca-Cola brought Abrar to his fans through holding concerts & featuringAbrar in a much-appreciated TVC & MMT featured throughout the country.The TVC campaign focused on the hectic lifestyle of a pop star who found respite & reliefthrough Coca-Cola in short moments that he had to himself during a concert. Coca-Cola’sbrand positioning of providing deep down refreshment for the body, soul & mind werecaptured accurately in the TVC & depicted aptly how the drink completes the moment forAbrar.Coca-Cola Food MelaWith a splash of food, fun & prizes to be won, the Coca-Cola food mela treated the peopleof Karachi, to a festive food festival comprising of 50 restaurants, spread out all over thebustling city’s map. The promotion saw the avid families & friends enjoying the delicacies atthe restaurants; all resiliently upholding the Coca-Cola identity. Projectsformba.blogspot.com 39
    • Projectsformba.blogspot.com Project on Marketing StrategyCoca-Cola Basant FestivalIn February the month of basant the parks & horticulture authority in Lahore nominatedCoca-Cola the official sponsor of the basant festival .Coca-Cola added to the carnivalatmosphere by making the festival free to enter & decorating all main roads in Lahore withilluminated kites. Coca-Cola also hosted a concert of pop idol Abrar-ul-haq, had children’sparade & held the Coca-Cola kite flying championship during the basant festival. Now“where there is basant there is Coca-Cola”, it has been impossible to envisage basantwithout Coca-Cola. Coca-Cola give the more refreshing flavor to the colors of basant byadding more life to the festival, giving the consumer a unique experience which they hadnever tasted before.Coca-Cola GO-REDQuenching the thirst of motorist, pedestrians & passerby’s during Lahore’s hottest summerseason, Coca-Cola’s “GO-RED” teams went out into the cities main quadrants to “serve &refresh” on the spot with ice-cold Coca-Colas at discounted prices backed by a heavy FMannouncement campaign the “GO-RED” stall, served well to promote the Coca-Colaindustry.Coca-Cola Party in a ParkIn June 2000, Coca-Cola created an experiential musical evening in Lahore, where Junoonperformed. This program was recorded and one-hour program shown in the national TV forfree.10 million households saw Coca-Cola ‘Party in a Park’ while 10 thousand peopleattended the event.Coca-Cola Shopping FestivalCoca-Cola hosted “The Coca-Cola Shopping Festival” Lahore’s first shopping festival, aresounding success with tempting discounts, live music, great prizes & fire works. Libertymarketing Gulberg was a hive of activity during the weeklong shopping extravaganza. Thein augural event proved so popular that it is now set to become an annual fixture.Coca-Cola Pet PromotionIn 1996, Coca-Cola launched 1.5 liter Pet contour bottle for the first time in Pakistan.Targeting house wives & family home, Coca-Cola’s 1.5 liter Pet bottle, took the limelight &gained momentum with a campaign promoting the unique packaging and its numerousconsumer benefits .A treat for the family, Coca-Cola’s PET was offered through a “price-off”promotion that said……….Go out & get some Projectsformba.blogspot.com 40
    • Projectsformba.blogspot.com Project on Marketing StrategyCoca-Cola Ramzan CampaignA very special occasion for the people of Pakistan Ramzan saw another very special Coca-Cola’s promotion, marketing the popular 1.5 liter PET bottle & the 1 liter bottle with a superprice-off promotion. The emphasis on enjoying Coca-Cola at “Iftar” with friends & family.Coca-Cola Wonder of the World PromotionIn July 2000, Coca-Cola set the stage of the grand UTC promotion. Coca-Cola went aheadwith the idea of giving consumer chances to win fabulous, magical “dream vacation” tonumerous “wonder destination” throughout the world on every purchase of a 250 ml RGBbottle of Coca-Cola, Sprite, & Fanta.The promotion gave consumers a chance to win freedrink, a trip to PARIS, HOLLYWOOD, NEWYORK, SINGAPORE & CAIRO along withairfare & four nights free stay in these dream lands. The promotion saw avid consumercollecting Coca-Cola ‘Crown caps’ & sparked a keen response from the public , renderingan outstanding testimonial campaign in the second phase, highlighting the winners overwhelmed in the magical delight of their favorite beverage Coca-Cola.Coca-Cola & NokiaIn August 2001, the new under-the-crown promotion “Nikla Kiya?”(What have u won) waslaunched in collaboration with Chimera Nokia.The promotion gave consumer a chance towin thousand’s of Coca-Cola branded Nokia 3310 cellular phones on every purchase of750ml RGB bottle of Coca-Cola ,Sprite, & Fanta.The other highlight of promotion was the“Caught Red Handed” campaign. Branded Coca-Cola with ‘caught red handed’ team inthem went to Lahore & Karachi for three days, with target that anyone being caughtdrinking Coca-Cola will be awarded a nokia 3310 mobile phone & if someone is caughttalking on a nokia mobile will win free supply of Coca-Cola. Caught red handed become ahuge success among the masses as it was one to one interaction between the Coca-Colabrand & the consumers. This activity helped billed confidence and brand loyalty amongcore consumers.Coca Cola TV MazzaThe coca cola new campaign is coca cola tv mazza, it is a utc scheme in which people aregetting television sets of different sizes. These days this scheme is very popular among thepeople.Coca-Cola & Mc Donald’sCoca-Cola & key account of MC Donald’s launched the “we go together” joint promotion toreinstate amongst consumers a real sense of the affinity that, both shares globally. The Projectsformba.blogspot.com 41
    • Projectsformba.blogspot.com Project on Marketing Strategypromotion kicked off with pos material (Danglers, Bunting etc) displayed at all MC Donald’srestaurants along with a special offer for coke & fries.Fanta & Sprite LaunchedIn November 2000moving on to the Sprite & Fanta brands, the consumers in Pakistanwitnessed a soft launch in essence. The Coca-Cola Company declared the new “Non-Returnable” bottles of Sprite & Fanta as the “New, On the Go Packs” flaunting theinnovative packaging convenience. Fanta & Sprite are sure to enjoy considerable successin Pakistan.Diet CokeAfter the acquisition of the individual local franchise bottling facilities in 1996, the companyhas successfully launched its first new product, diet coke, for the first time in almost 3years. The was linked with three fashion shows as Diet Coke is related to fashion & fitness,but the major hit was thematic fashion shows in restaurants, which are the key accounts ofthe company as this has been never done before in Pakistan. Projectsformba.blogspot.com 42
    • Projectsformba.blogspot.com Project on Marketing StrategyCONCLUSIONAfter thorough research, we come to the conclusion that the marketing strategy ofCoca Cola is working for them and the product is gaining popularity among youthday by day.RECOMMENDATIONSAfter completing our project we have concluded some recommendation for the cocacola company, which are following. • Coca Cola Company should try to emphasis more on providing their infrastructure in the market to facilitate their customers. • According to the survey, conducted by the international firm Pakistani people like little bit sweeter cola drink. So for this coca cola company should produce their product according to the local demand. • Marketing team should try to increase the availability of Coke in rural areas. • They should also focus the old people. • Now young generation has a trend to drink a coke 2 regular bottles at same time, so providing more satisfaction to them company should introduce ½ liter disposable bottle. Projectsformba.blogspot.com 43
    • Projectsformba.blogspot.com Project on Marketing StrategyPEST ANALYSIS OF COCA-COLAThere are four variables, which we will discuss in our report, they are: POLITICAL VARIABLES Political variables Strongly Some what No Some what Strongly Effected Effected Effect Effected Effected ++ + +− − −− Effects of government NE regulations & deregulations Effect of environmental YES protection laws if any Import and export NE regulations Effect of political NE conditions in certain countries of Coke Any effect of election, YES military take over, Revolution at CokeConclusion Of Political Analysis:As far as the above table is concerned it could be seen that there are very littlechances of “political variables” to effect the coke’s production and selling behavior.In the “political variables” most of the things are related to Governmental activities.So, they don’t leave any good or bad impact in the Industry of coke.And there are some exceptional things like: “environmental protection laws” theysome what effect the industry of Coke. From last two years Government is going tobe really very much conscious about the environment. But after making theadjustments in plants and applying the proper way of wastage the chances of beingaffected by the “protection laws” are going to be diminished. So it impact good forthe Coke’s reputation. And the second thing in political variables which effects Cokeis “elections & military take over” Because in the days of elections and marshallaw’s condition the countries production in any field is declined. So it affects slightlythe revolution of Coke.So “political conditions” are over all leave neutral effects on coke’s industry. Projectsformba.blogspot.com 44
    • Projectsformba.blogspot.com Project on Marketing Strategy ECONOMICAL VARIABLES Economical Variables Strongly Some what No Some what Strongly Effected Effected Effect Effected Effected ++ + +− − −−Do soaring interest rates YESmake business task any harder Any effect due to YES inflationAnything done to reduce YES unemployment Any effect of 11th NE September 2001, incident at Coke in PakistanConclusion Of Economical AnalysisIt could be seen that “economical variables” highly affects the Coke’s resolution. Economicfactors are those actors who effect the production of any industry. So, Coke is not the out ofquestion. If the economic conditions of the country is not that strong and Coke increases itsPrice in this situation. Then it would impact highly negative. And inflation is also not a goodposition for any country’s production point of view. It also impacts highly negative in theCoke’s production.And as a country concerned like “Pakistan” where the unemployment rate is very muchhigh. The Coca-Cola system in Pakistan employs 1,800 people. During the last 2 years, theCoca-Cola system in Pakistan has involved over $130 million (U.S).When we draw the conclusion of “economic variables”. Then we come to know that ifeconomic variables are in the favorable position of country then they impact good otherwise the impact highly bad. Projectsformba.blogspot.com 45
    • Projectsformba.blogspot.com Project on Marketing Strategy SOCIAL VARIABLES Social variables Strongly Some what No Some what Strongly Effected Effected Effect Effected Effected ++ + +− − −−Effects of advertisement of YESCoke on Public popularity How will do Coke’s YES contribution affect charity organizations of PakistanHas rising consciousness YES of natural resources inpeople effected your “save environment activities.CONCLUSION OF SOCIAL ANALYSISEDUCATIONThe Coca-Cola Company has always believed that education is a powerful force inimproving the quality of life and creating opportunity for people and their families around theworld.The Coca-Cola Company is committed to helping people make their dreams come true. Allover the world, we are involved in innovative programs that give hard-working, Knowledge-hungry students books, supplies, places to study and scholarships. From youth in Brazil tofirst generation scholars, educational programs in local communities are our priority.ENVIRONMENTA large part or our relationship with the world around us is our relationship with the physicalworld. While we have always sought to be sensitive to the environment, we must use oursignificant resources and capabilities to provide active leadership on environmental issues,particularly those relevant to our business. We want the world we share to be clean andbeautiful. We are always innovating to bring you different delicious beverages. This samespirit of innovation comes alive in our environment programs. We’re committed topreserving our environment, from use of more than $ 2 billion (U.S) a year in recyclingcontent and suppliers, and environmentManagement initiatives, down to very local neighborhood collection and beautificationefforts. Here’s a sample of what we’re doing in different communities around the worldregarding the conservation of water and natural resources, climate changes, wasteenvironment education. Projectsformba.blogspot.com 46
    • Projectsformba.blogspot.com Project on Marketing StrategyThe Coca-Cola system in Pakistan operates through eight bottlers. Four of which aremajority-owned by Coca-Cola Beverages Pakistan Limited (CCBPL).COMMUNITY INVOLVEMENT:In 2000, when eastern Pakistan suffered its worst droughts, The Coca-Cola system initiateda famine-relief program to help victims and was the first private-sector company to assist.The Coca-Cola system in Pakistan initiated a voluntary Hajj program that allows oneemployee from each plant, selected through a draw, to be sent on the Holy Pilgrimage toMecca at the Company’s expense. TECHNOLOGICAL VARIABLES Technological Strongly Some what No Some what Strongly variables Effected Effected Effect Effected Effected ++ + +− − −− Have business YES innovations effectively promoted your business Has the government’s YES regulations ever hindered in importing technical equipment Does Coke help in YES promoting paperless environmentConclusion Of Technological AnalysisOf course business innovation leaves highly good impacts in the business of Coke. As cokeuse more advance technology in its production process. It will resulted in increment of theirproduction through out the country.As far as the “governmental hindrances” are concerned the impacts highly bad on coke’sproduction. Ever year when budget in announced government taxes rates always shoot up.This approach of government decreases the profit margin of Coke.As the coke helping in promoting “paperless environment” .it impacts good, becausecomputers are the basic need of any person now a days. And though it’s a big industry so itis promoting the trend of paperless environment. And it is giving the way of other industriesto come to new technologies and into a new world of business. Through computers cokecan increase the efficiency of its business and can have up –to-date data about theirproductions. Projectsformba.blogspot.com 47
    • Projectsformba.blogspot.com Project on Marketing StrategyOVER ALL RESULTS OF PEST ANANYSISAfter our studies and analysis of CCBPL (Coca-Cola Beverages Private Limited), we cameup with the very interesting report of facts and figures. Coca-Cola is no doubt one of themost popular beverage company and its product COKE is one of most consumed coladrink. They spend billion of dollars on their advertisement, promotions and recreationalcampaign.Coca-Cola is a close competitor of Pepsi and it certainly gives its rival a tough time. Coca-Cola is a 27% shareholder in the Pakistan market and they don’t want to stop here!! Itstarget market is to achieve a much higher %age. Coca-Cola has about 2000 employees atPakistani plants. Lahore plant of Coca-Cola is one of the beautiful plant in Asia, Situated onRaiwand Road.Coca-Cola has always had a close consumer and supplier relationship with its customers.Its entertaining and colorful advertisements have always and will always rock the media.Pakistani rock stars, sportmen and actors have played a very vital role in making Coca-Cola such a popular beverage. Projectsformba.blogspot.com 48
    • Projectsformba.blogspot.com Project on Marketing StrategyCONCLUSION:Coca-Cola no doubt come the heart beat of Pakistanis. Coca-Cola is one of the leaders insponsoring the most important, thrilling events. E.g. Cricket matches, concerts and manyother social occasions. Event at the present they are organizing a Basant festival for whichthey busily organizing stuff.So… “ Jo chaho ho jaye coca- cola enjoy ” Projectsformba.blogspot.com 49