very easy to understand before read book

3. Group Members:
MUmar Adeeb (161250)
Farjad khan Niazi (161256)
Shahzeb Hussain (161237)
Abrar Zafar (161243)
Abdur Rahman (161249)

5. Table of Contents:
History
Product Line And Positioning
SWOT Analysis
Segmentation
Macro Environment
Micro Environment
BCG-matrix
Pricing
Promotion Mix
Sales Promotion
Product Life Cycle

6. Created in 1886 in Atlanta, Georgia, by Dr. John S.
Pemberton, Coca-Cola was first offered as a fountain
beverage at Jacob's Pharmacy by mixing Coca-Cola syrup
with carbonated water.
Coca-Cola was patented in 1887, registered as a trademark
in 1893 and by 1895 it was being sold in every state and
territory in the United States.
In 1899, The Coca-Cola Company began franchised bottling
operations in the United States and in 1906 bottling
operations for Coca-Cola began to expand internationally.

7. "Our mission is: “To refresh the world in mind, body and
spirit, to inspire moments of optimism and happiness through
our brands and actions.”
Mission
“We will become the best and the biggest anchor bottler in
the world”
"To achieve our mission, we have developed a set of goals,
which we will work with our bottlers to deliver:
Vision

8. 1887-1893 Birth of the Famous Script
1893-1904 Making it Official
1903-1941 Trademark Registered

9. 1941-1962 REG. U.S. PAT. OFF
1950s Simplified Trademark Information
1958 The Fishtail Logo

10. 1969-1985 Catch the Wave
1985-1987 New Coke
1987 Back to Classic

11. 1993-2002 Always Coca Cola
2002-2007 The Dynamic Ribbon
2009 - Present

12. Coca Cola Bottle
TimeLine

13. COCA COLA TIMELINE
1886 – Coca-Cola invented
1906 - Foreign Sales Group formed for global
expansion
1945 – Coca-Cola established as a global
brand
1953 - Coca Cola was introduced in Pakistan
1960s, - Fanta, Sprite, and Tab introduced
1970s, - Focus on marketing
1980s - The Coca Cola system stabilized

14. Carbonated Water
Coca cola
Fanta
Sprite
Diet coke
Monster
Juices
 Minute maid
 Cappy pulpy

19. 1. Company valuation
2. Vast global presence
3. Largest market share
4. Fantastic marketing strategies
5. Distribution network

20. 1. Competition with Pepsi
2. Product Diversification is low Lays and Kurkure )
3. Absence in health beverages
4. Water management

21. 1. Diversification
2. Developing nations
3. Supply chain improvement
4. Market the lesser selling products

22. 1. Raw material sourcing .
2. Indirect competitors

24. Segmenting consumer markets
 Geographic Segmentation
 Demographic Segmentation
 Behavioral Segmentation
 Psychographic Segmentation

26.  Coca Cola has drinks that targets different age groups, ethnic groups, sexes,
lifestyles, etc. Examples:
 - Oasis- Juice made for the younger working adults, between the ages of 20-
30. The product is available in different flavors (berry, lemon, and orange
tangerine). It’s mostly popular in Britain and Ireland.
 - Coca Cola- the most popular soft drink so far that being sold in most
countries in the world. The large demand for its taste and the trend toward
healthier lifestyle influenced Coca Cola to produce healthier products such as
Coca Cola Zero, Diet Coca Cola, and etc.
 - Coca Cola Zero- targets teens that don't want calories but want the taste.
 - Diet Coca Cola- targets adults, between 30-50 who are health conscious
but want the taste.
 - Powerade- sport drink, targets athletes between 13-27 ages.
 - Minute Maide- targets kids and adults from 1 year to 10 and 40 plus. It’s
convenience to carry. It targets parents that want their children to drink
healthier drinks.


27.  -Age- 15-25 years old and 40 plus.
 -Gender- targets both genders with wide
variety drinks.
 -Income- segments different income level.
for example, by packaging: for low level
income the company is selling returnable
glass bottle; for high level income, the
company is selling coke in tins.

28. In behavioral segmentation, Coca Cola buyers
are divided into groups on the basis of their
knowledge of, attitude toward, use of, or
response to a product. Many marketers
believe that behavioral variables-occasions,
benefits, user status, usage rate, loyalty
status, buyer-readiness stage, and attitude—
are the best starting points for the
construction of market segments.

29. People who are brand conscious will not drink
beverages of less known brands. They will try
to show their status by drinking Coca-Cola.
The level of education is another factor that the
company is paying attention to. In an high
percentage education, the company can use
advertisements to convey the company
massage.

31. www.coca-cola.com.pk
www.ccbpl.com.pk

32. Packing Characteristics
As shown in the pictures, the name of
the brand is clearly visible. With the
packaging sizes mentioned along with
ingredients and nutrition facts on each
of the packaging.
Production of Bottles in MGF
 60,000 BPH Bottles per hour
 2500 Crates in One Hour
Brands are arranged in two following order
Pack Wise: Top to Bottom (250ml, 330ml, 1000ml, 1500ml, 2500ml)
Brand Wise: Left to Right This Sequence is according to Plano gram
which is KLOJK. ( Coke , Sprite , Fanta , Juices , Kinley)

37. Within Coca Cola several different demographic
factors are relevant to their market sector.
Age is a factor that is relevant as the
organization has to obey by certain laws and
regulations for example by advertising to
children, it is deemed unorthodox and
morally wrong. Coca Cola have stated that
they will not advertise their products to
children and will not show them on children
TV channels as they contain high quantity of
sugar and are unhealthy.

38. Inflation increases cost of production.
Consequently, Coca Cola have to face the
uncontrollable problem of increasing their
pricing. With this increase they risk losing
customers who cannot afford their products
because it is a desired product not a necessity.
For example, in 2002, a 2 liter bottle of coca cola
was 70rp whereas today a 2 liter bottle costs
150rp. Due to inflation in 11 years the price of an
identical bottle of Coca Cola has doubled in
price. Alternatively, Coca Cola could be forced to
lower their prices to facilitate an increase in
consumption whilst taking a less favorable profit
margin.

39. Other ways that Coca Cola are responding to
different natural forces is by trying a more
environmentally friendly packaging. Coca Cola
say that they are always looking at ways on how
to improve their packaging and use fewer raw
materials when creating them. At the moment
they use raw materials like petroleum and other
fossil fuels to create their plastic bottles. To
reduce their use of these fuels they have create a
new ‘Plant Bottle’ packaging which will bring
them one step closer in creating a completely
petroleum free bottle. They aim to achieve this
goal by 2020

40. Coca Cola are breaking into other markets with the
help of technology. They have a partnership with
spottily which are a music service that offers
music on demand. Coca Cola and spottily have
created a service which provides customers with
music and helps them connect with others
around the world that loves the same type of
music. Coca Cola have stated that they like
technological advances and that music has been
a big part in their marketing strategy. This is why
they have partnered up with Spottily so they can
improve this digital on demand service and make
it available to more people around the world.

41. The political forces that affect Coca Cola are
mostly different rules and regulations the
company needs to follow in order to not break
the law. Coca Cola promote their product as a
strictly non-alcoholic beverage. Because of this
they are constantly monitored by the government
and health authorities on what they put in their
drinks. Coca Cola are monitored by more than
200 governments and health authorities who also
include Muslim countries where Coca Cola need
to include a Halal stamp on their product.

42. The rapidly growing population today has
meant that more and more companies can
increase their market share and have more
business. This is no different for Coca Cola.
As different cultures grow Coca Cola grows
with them. This is because there are more
people to buy the products and it rapidly
increase Coca Cola’s profit and also their
market share. Coca Cola expect that with a
bigger population there will

43. We can divide the whole organization of
Coca-Cola Beverages Pakistan Limited
Multan Plant into five major departments
these are
Plant into five major departments these are
1. HR &Administration Department
2. Key COUNT Department
3. Sales coordination
4. Marketing
5. Finance department
6. Supply chain

44. Industrial
Relations
Departmen
t
Human
Resource
Department
Key count
Department
Supply
Chain
Department
Marketing
Departmen
t
Production
Department
Finance
Departmen

47. 1. Top Management
2. Marketing Department
3. HR & Administration Department
4. R & D
5. Purchasing
6. Operations
7. Accounts & Finance Department

48.  Provide the resource to produce goods and
service.
 Treat as partners to provide customer value

49.  Helps the Company to Promote, Sell, and
Distribute its Products to Final Consumers.

Physical
Distributor
Advertising
Agencies
Marketing Research
& Consulting Firms
Wholesalers Retailers
Associated
Partners

50.  To Build strong Relationship
TYPES
 Consumer
 Business Customer
 Reseller
 Government Customer
 International Customer

51.  A company must provide greater customer
value and satisfaction then its competitors do

52.  Any group that has an actual or potential
interest in or impact on an organizations
ability to achieve its objectives.
 External Publics
 Internal Publics
 Media Publics

54. The Star products of Coca-Cola are Thumbs
Up, Kinley, and these are the leaders of the
business.

55.  The Cash Cows of Coca-Cola are kinley which
functions as the foundation of the company

56.  The Question Marks of Coca-Cola are Fanta,
and Sprite and the investment is high on
these products.

57.  The Dogs of Coca-Cola are Diet Coke and
Minute Maid Pulpy that are the cash traps of
the company.

59.  Market Competitive
Pricing Strategy
 Normally as same as
of its biggest
Competitor PEPSI Co.

61.  Advertising – Any paid form of non personal presentation and promotion of
ideas, goods, or services by an identified sponsor.
 Personal selling: – Personal presentation by the firm’s sales force for the
purpose of making sales and building customer relationships.
 Sales promotion: – Short-term incentives to encourage the purchase or sale
of a product or service.
 Public relations – Building good relationships with the company’s various
publics by obtaining favorable publicity, building up a good “corporate
image”, and handling or heading off unfavorable rumors, stories, and events.

62.  BILLBOARDS
 TV ADVERTS
 MAGAZINE/NEWSPAPER
 PUBLIC/STREET FURNITURE
 ONLINE ADVERTISING

69.  Sales promotion includes incentive-offering and
interest-creating activities which are generally short-
term marketing events other than advertising,
personal selling, publicity and direct marketing.
 COKE does sales promotion for:
 Consumer
 Retailers
 Employees

70. 1. Displays and Demonstrations
2. Coupon
3. Discounts
4. Price offs
5. Contests and Sponsorship

71. 1. Painting the walls
2. Provide infrastructure
3. Discount
4. Provide banners to retailers

72.  WALL PAINTING

73. COCA COLA gives the following incentives to employees:
 Trips
 Free cell phones
 Bonus
 Wall clock
 Key rings
 Mugs
 Calendars

75. • displays advertisements in or on the
outside of vehicles such as on the
side of or above the seats of a bus or
tram
• the exposure to the advertisement is
longer, especially while traveling
there is longer time for audience to
look at the Coca Cola advertisement
• Coca Cola advertisement on
decorated trucks.