Introduction of Company
Market place and customer
Marketing strategies and
Advertising and public
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
History Of Coca-cola
“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
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
Rahim Yar Khan
Location In Lahore
Coca-Cola Beverages Pakistan Limited. 5-E-II,
Gulberg III, Lahore 54660, Pakistan.
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.
“To provide Coca-Cola at arms ‘length”
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
Some of these are as
INTERNATIONALLY: Coke segments its
products country wise and region wise.
The most important things is the taste
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
LOCALY: In Pakistan the coke segments
more in urban and suburban areas as
compare to rural areas.
AGE:. Coke segments the small
children introducing tastes like
vanilla, lime and cherry. They focus
children from 4-12.
Coke specifically target more young
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-
• For higher income people it has
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.
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
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
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
TARGET MARKET OF COCA-COLA
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.
busy life style( face shortage of time)
and mobile generation.
Family; dependent on their family.
Occupation; students and family oriented
•Open happiness – varieties of advertisements
•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.
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
Marketing Strategies and plans
Marketing strategies and plans consists of marketing mix,
SWOT Analysis, and strategies.
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
To increase volume
To Expand worldwide nonalcoholic ready to drink
Improving economic profit
Coke aim is to focus on enhancing value for their
Branding obvious and easily
A lot of finance
Holding a large part of world
culture for a very long time
Brand image, supreme taste
Word of mouth
Lack of popularity of many
Coca Cola’s brands
Most unknown and rarely seen
Result of low profile or non-
No Luxury packing
Changing health conscious
Many successful brands to pursue
Advertise its less popular products
Buy out competition.
More Brand recognition
•World’s most favorite brand
•FMCG distribution pattern
•Wide range of soft drinks
•Core product , Augmented Product,
•Wide scale distribution.
•Coke sets its own distributions directly to stores Supermarket
•Available nationwide and worldwide
•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
•Pricing is basically standard for all over the world
•Targeting value based advertising.
•Allows price discounts and allowances to distributors
•Push strategy and Pull strategy
•Most widely recognized word after "OK
Coca cola company use different mediums
•Billboards and holdings
They often use print media for advertisement. They have a separate department for printmedia.
Pos material mean point of sale material this includes: posters and stickers display in the stores and in
As everybody know that TV is a most common entertaining medium so TV commercials isone of the most
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
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.
Sales Promotion Activities
•Coca-Cola Food Mela
•Coca-Cola Basant Festival
•Coca-Cola Party in a Park
•Coca-Cola Shopping Festival
•Coca-Cola Pet Promotion
•Coca-Cola Ramzan Campaign
•Coca-Cola Wonder of the World
•Coca Cola TV Mazza
•Coca-Cola & Mc Donald's
•Fanta & Sprite Launched
For listening us………..
Its time for questions and answers.