Coca Cola is a global leader in beverage manufacturing founded in 1886. It has local operations in nearly 200 countries and thousands of employees worldwide. In Sri Lanka, Coca Cola Beverages Sri Lanka operates the only Coca Cola bottling plant located in Biyagama with 443 employees. It produces over 10 million unit cases annually through a network of 128 distributors. Coca Cola maintains quality and consistency through stringent requirements and employs scientists to ensure product safety. It uses various marketing strategies including competitive pricing, extensive distribution network, and massive advertising to maintain its position as the world's most valuable brand.

1. MARKETING STRATEGIES

2. Coca Cola
• Founded in 1886 by Dr Jhon Pemberton
• World's leading manufacturer, marketer, and
distributor of nonalcoholic beverage concentrates and
syrups.
• The corporate headquarters are in Atlanta, with local
operations in nearly 200 countries around the world.
The Coca Cola Company is a leader in the coke’s
industry, with thousands of employees and offices in
the entire world, making it an emporium of
beverages.

3. Coca Cola-Sri Lanka
• Coca Cola Beverages Sri Lanka Ltd (CCBSL),
located in Biyagama.
• The only Coca Cola bottling plant in Sri Lanka.
• Has 443 employees.
• Produces and sells over 10 million unit cases of
carbonated soft drinks per annum.
• It operates through a countrywide distributor network,
consisting of about 128 distributors.

4. Target market

5. Product Level
Core product – To satisfy customers need of different Level
carbonated soft drink
Actual product –
Quality:
To ensure such consistency and reliability, the Coca-
Cola system is governed by the Coca-Cola Operating
Requirements (KORE)

6. Features
Permitted Ingredients
Not using any level of Kola nut or Alcohol
How can people be sure Coca Cola product and ingredients
are safe?
To ensure that Coca Cola live up to their reputation, they have
a large staff of scientists and nutritionists working to make
sure product consistently demonstrate the newest standards
of safety and emerging science. Coca Cola diligence in this
area allows them to be sure that people’s confidence in Coca
Cola will remain strong

7. Design & Packaging
•Packaging make from Aluminum, PET plastic & Glass
•Unique design for bottles
•Revolution in bottling industry via Plant Bottle concept

8. Brand Name :
Worlds’ most valuable & strongest brand
name. Same Trade mark & Brand name use
since start.
Brand name value is US $ 79.2 Bn in 2013

9. Maturity stage
Peak sales : 1.9 bn servings per day. 43%
global market share
Low cost per customer
High profits : In 2012 US $ 9.01 billion net
profit. World profit rank # 49
Diversity brands and models
Intensive distribution network
Mass advertising
$ 48 bn
Net
revenue
1.8 bn
Servings
per day
$ 9.01 Bn
Net
Profit in
2012

10. Pricing Strategy
Coca Cola consider following factors at pricing…
•Price should be set according to the product
demand of public.
•Price should be that which gives the company
maximum revenue.
•Price should not be too low or too high than the
price competitor is charging from their customers
otherwise nobody will buy the product.
•Price must be keeping the view of the target market.
Pricing Strategies
Coca Cola determines following factors at determining price…

11. Pricing Strategy
Competitor Approach
Coke was a company ruling the markets before Pepsi
entered. Earlier the price of coke was cost based, it was
decided on the cost which was spent on making the
product plus the profit and other expenses. But after the
emergence of other companies especially the likes of
Pepsi, Coca-cola started with a pricing strategy based on
the basis of competition.

12. Pricing Strategy
In some economies consumers tend to switch
towards a low priced product. Coca cola’s objective is
to target every consumer of the country so Coco Cola
has to set its prices at such a level which no one can
offer to its consumers. That is why Coca Cola charges
the same prices as are being charged by its
competitors. Otherwise, consumers may go for Pepsi
Cola in case of availability of Coca Cola at relatively
high price.
Market Penetration Pricing

13. Distribution Channel
250+
Bottling
Partners
23
Million+
Retail
Outlets
900+
Bottling
Plants
worldwide

14. Getting shelves
They gets or purchase shelves in big departmental stores and display their products in
that shelves in that style which show their product more clear and more attractive for
the consumers.
Eye Catching Position
Salesman of the coca cola company positions their freezers and their products in eye-
catching positions.
Sale Promotion
Company also do sponsorships with different college and school’s cafes and sponsors
extra curriculum activities for getting market share.
UTC Scheme
UTC mean under the crown scheme, coca cola often do this type of scheme and they
offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc.
Facilitating the product by infrastructure
For providing their product in good manner company has provided infrastructure
•Vizi cooler
•Freezers
•Display racks
Promotions

15. Advertisement
Coca cola company use different medias
•Print media: They often use print media for advertisement. They have a
separate department for print media.
•Pos material: Pos material mean point of sale material this includes: posters
and stickers display in the stores and in different areas.
•Tv commercial: As everybody know that TV is a most common entertaining
medium so TV commercials is one of the most attractive way of doing
advertisement. So Coca Cola Company does regular TV commercials on
different channels.
•Billboards and holdings: Coca cola is very much conscious about their
billboards and holdings. They have so many sites in different locations for
their billboards.
Advertising

16. •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 Srilankan 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.
•The company should make hindrance free arrangement for its customers/retailers to
make any feedback or suggestions as and when they feel.
•The company should focus to bring some more flavours like health drinks and other low-
calorie offerings. Coca-Cola Srilanka can also introduce some fruit based drinks, as it has
already entered the energy drink arena with “Burn”.
•The company should use new attractive system of word of mouth advertisement to keep
alive the general awareness in the whole market as a whole.
Recommendations

17. The success of Coca Cola depends on their world premier marketing
strategies. They do their marketing in innovative methods. Coca cola
maintains quality and core features of their product over a 125 years.
They have their own pricing system and appropriately they behave
according to competitors price levels. Promotions of Coca Cola made it
as a world most valuable and recognizable brand. Coca Cola has world
strongest distribution network in FMCG category. According to this
report their performances in 4p’s are really strong and over the industry
levels.
Conclusion

18. THANK YOU