3. OUTLINE
Introduction of Company
Market place and customer
needs
Market segmentation
Market targeting
Marketing Positioning
Differentiation
Marketing strategies and
plans
Marketing channels
Advertising and public
relation
Sales promotions
4. The Coca Cola company traces it’s
beginning to 1886, when an Atlanta
Pharmacist, Dr. john pemberton, began
to produce Coca-Cola syrup for sale.
However the bottling business started
in 1899 when two chattanooga (fourt-
lareget city in U.S.A ) Businessmen ,
Benjamin F.thomas and Joseph B.
Whitehead, secured the exclusive
rights to bottle and sale coca-cola for
most of the United States from the
Coca-Cola company.
History Of Coca-cola
5. “56 Years of dedication”
The Coca-Cola company began
operating in pakistan in 1953. Coke
Fanta and sprite the brands with which
Coca-Cola is operating in pakistan.
Coca-Cola system in pakistan operates
through eight bottlers four of which are
owned by Coca-Cola Beverages
Pakistan Limited (CCBPL).
Coca-Cola In PAKISTAN
6. Marketplace and customer needs
Plants of the company in Pakistan
There are many plants of the Coca-Cola Company in
whole over Pakistan. The plants are in
Karachi,
Hyderabad,
Multan,
Gujranwala,
Sialkot,
Faisalabad,
Rahim Yar Khan
Lahore.
Location In Lahore
Coca-Cola Beverages Pakistan Limited. 5-E-II,
Gulberg III, Lahore 54660, Pakistan.
7. Outstanding marketing companies go to great lengths to
learn about and understand their customers needs. They
conduct customer research and analyze mountains of
customers data. As coca-cola conducted a survey before
launching coca cola diet that demand for coke is
decreasing in the age range of 30 to 45 years of people
because most of them were suffering from diabetes.In this
way, they focused on needs of customers. Actually their
purpose was to deliver superior value to customers.
Customer Needs
“To provide Coca-Cola at arms ‘length”
8. Market segmentation of Coca cola
Coca-Cola serves its products
using mass market technique.
Which obviously falls in
undifferentiated marketing and
undifferentiated marketing means no
segmentation, but there are minor
factors on which we can say that the
coke segments its products and
then targets the customers
somehow.
Some of these are as
follows:
9. GEOGRAPHIC SEGMENTATION.
INTERNATIONALLY: Coke segments its
products country wise and region wise.
The most important things is the taste
and quality.
It varies according to the taste and
income level of the people in that country.
I.e.: third world countries are given low
quality and taste.
CLIMATIC: In coke marketing, main idea
is to serve it cold, so we that they focus on
hot areas of the world.
i.e.: middle east etc and their sale increase
in summer.
LOCALY: In Pakistan the coke segments
more in urban and suburban areas as
compare to rural areas.
10. • DEMOGRAPHIC:
AGE:. Coke segments the small
children introducing tastes like
vanilla, lime and cherry. They focus
children from 4-12.
Coke specifically target more young
than older.
FAMILY TYPE:. Coke introduces its
economy pack and that’s how the
focus family and groups.
INCOME:. Coke segments different
income levels by packing. For small
income people it has small
returnable glass bottle.
• For middle people it has small non-
returnable bottle.
• For higher income people it has
Coke Tin.
PSYCHOGRAPHIC.
All psychographics variables the social class,
lifestyle, occupation, level of education and
personality Coke segments everyone.
But again its there packaging which is different
for different consumers.
BEHAVIORAL:
OCCASION:. Coca-Cola segments different
occasions which are celebrated in the country.
Basant has become an international event identity of
the culture of Pakistan.
The credit for making celebrations available for
almost everyone largely goes to Coca-Cola
Company.
11. Coca-Cola takes every customer as target
and potential who is thirsty.
All age groups are being targeted but the
most potential is the age group from 18-25
that covers around 40% of total age
segment.
AGE: The target market for the Coca-Cola
is based on age. The audience of Coca-
Cola is youngster or youth targeting. It
ranges from the age of 15-25 and reaches
to 40.
TARGET MARKET OF COCA-COLA
12. Their targeting is not based gender but the
results show that both genders like this
product and use it.
GENDER: Coca-Cola segments pakistani
market with a percentage ratio of 58%
females and 42% males.
Life style;
busy life style( face shortage of time)
and mobile generation.
Family; dependent on their family.
Occupation; students and family oriented
people.
13. Market Positioning
•Open happiness – varieties of advertisements
and taste
•Coke spends lots of money to make a different
creative slogan for targeted people
•Coke controls about 59% of the world marke
•Positing statement of Coke To all, who wants
best drinks to quench their thurst, by providing
the best quality and taste in an affordable price.
14. Differentiation of Coca cola
Coca Cola Company spends round about 20% of their total
advertisement budget for maintaining its differentiation strategy. Similarly
coca cola has created its differentiation by utilizing soft sell approach.
Company has successfully positioned itself on the following standards;
· Corporate reputation for quality and innovation.
· Successful communication of perceived strengths of the product.
· Symbol of fun and enjoy
15. Marketing Strategies and plans
Marketing strategies and plans consists of marketing mix,
SWOT Analysis, and strategies.
Marketing Strategy
To listen to all the voices around the world
asking for beverages
to contribute to communities around the
world through our commitments to education,
health, wellness, and diversity.
Determined to make great drinks
16. Marketing Plans
To increase volume
To Expand worldwide nonalcoholic ready to drink
beverages
Improving economic profit
Coke aim is to focus on enhancing value for their
customers.
17. Swot Analysis
Strength Weaknesses
Popularity
Well known
Branding obvious and easily
recognized
A lot of finance
Customer loyalty
International Trade
Holding a large part of world
culture for a very long time
Brand image, supreme taste
quality
Word of mouth
Lack of popularity of many
Coca Cola’s brands
Most unknown and rarely seen
Result of low profile or non-
existent advertising
Health issues
No Luxury packing
Internal
18. External
Threats Opportunities
Changing health conscious
attitude
Legal issues
Health ministers
Competition (Pepsi)
Many successful brands to pursue
Advertise its less popular products
Buy out competition.
More Brand recognition
19. Marketing Mix
Product
•World’s most favorite brand
•FMCG distribution pattern
•Wide range of soft drinks
•Core product , Augmented Product,
Actual product
21. Price
.
•Each sub-brand of Coke has different pricing strategy
according to the market and its segments
•Pricing is done keeping in view the increasing rivalry
with Pepsi
•Pricing is basically standard for all over the world
22. Promotion
•Targeting value based advertising.
•Allows price discounts and allowances to distributors
and retailers
•Push strategy and Pull strategy
•Most widely recognized word after "OK
23. Marketing Channels
Coca cola company use different mediums
•Print media
•Pos material
•Tv commercial
•Billboards and holdings
Print Media
They often use print media for advertisement. They have a separate department for printmedia.
POS Material
Pos material mean point of sale material this includes: posters and stickers display in the stores and in
different areas.
TV Commercials
As 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 Holdings
Coca cola is very much conscious about their billboards and holdings. They have so many sites in different
locations for their billboards
24. Advertisement and Public relation
The field of advertisement is one area where coca cola has always
emphasized.In year 2000,coca cola unveiled the biggest advertising billboards
in history of Pakistan.Each unveiling was marked by entertainment and light
shows watched by thousands of people.Similarly in July 2000 coca cola
launched its first under the crown promotion by the name of dream vacations
in which consumers can collect caps of promotional bottles of coca cola like
Sprite,Fanta and Coke.
Advertisement Media
•Television
•Radio
•Internet
•Newspaper
25. Sales Promotion Activities
•Coca-Cola Cricket
•Coca-Cola Concerts
•Coca-Cola Food Mela
•Coca-Cola Basant Festival
•Coca-Cola GO-RED
•Coca-Cola Party in a Park
•Coca-Cola Shopping Festival
•Coca-Cola Pet Promotion
•Coca-Cola Ramzan Campaign
•Coca-Cola Wonder of the World Promotion
•Coca Cola TV Mazza
•Coca-Cola & Mc Donald's
•Fanta & Sprite Launched
•Coke Studio
