Introduction• Georgia on 8 May 1886, the firstCoca-Cola was described as“delicious and refreshing”.• The Coca-Cola Company establisheda new Company in Pakistan in1996, by the name of “Coca-ColaBeverages Pakistan Limited”
Continue…• CCBPL started the process of acquiringand investing in locally franchised bottlingoperations. This process was completed in2006 and, thereafter, all manufacturingand selling rights of Coca-Cola productsare now with CCBPL.
Chronology of Slogans• 2001 life is good• 2003 Jo Chaho HojaeCoca-Cola enjoy• 2006 Thanda MatlabCoca-Cola• 2007 Kha Le Pee Le Jee Le("eat drink live")
Segmented Pricing StrategyCoke uses the segmented pricing strategy for itsOriginal Coke. For instance, Coca-Cola offers literbottles, 6-pack cans, 6-pack bottles, and 12-packcans of the same product, all for separate prices. Bytheir product in different sizes and at differentcosts, they get to increase their revenue, becausethere is not much difference in the costs required toproduce the products.
Promotional PricingStrategy• Coke also uses the promotional pricing strategy. Instore that cell Coca-Cola, prices are oftentemporarily priced below the list price to increaseshort-run sales. It gives the product a sense ofurgency and customers purchase the productbecause of the lower price.
Sale Promotion strategy• Sale Promotion Coca Cola Company also doessponsorships with different college and schoolscafes and sponsors their sports events and otherextra curriculum activities for getting marketshare. Normally they keep their freezers near theentrance of the stores. Sale Promotion Companyalso does sponsorships with different college andschools cafes and sponsors their sports eventsand other extra curriculum activities for gettingmarket share.
Place• Available in all major cities ofPakistan.• In rural areas penetration is slowdue to lack of sound distributionnetwork.
Promotion• News paper ads• Billboard and holdings• TVC‟s• Coke Studio (2008)• Vending machine• „Ho Jao Good Ke Liye Crazy‟ campaign
Campaigns• Target Customers : General Publicspecially youth• Psychological impact : Social and moralvalues.• Changing consumers taste
CompetitionSports based campaign Social CampaignVS
New Campaign• Coca Cola Pakistan‟s creative agency launched a newpromotional campaign “Ho jao good k lea crazy”onDecember 23rd 2012 i.e. part of Coca Cola‟s GlobalCultural Leadership Programme “Crazy for Good”.• This campaign is extension of the earlier campaignof 2012 i.e. “Ho Yaqeen” which is also based onCoke‟s global theme, “Reasons to believe”
Idea! (Ho Yaqeen)• The earlier campaign “Ho yaqeen” was based on thedocumentaries created by SOC (Sharmeen ObaidChinoy) Films.• This campaign was in six parts• There were the stories of six individuals who aimedthemselves at creating difference in the society bytransforming Pakistan at grassroots level.
Ho Jao Good k lea Crazy!!• Crazy for Good campaign has been launched inalmost 10 countries simultaneously.• The campaign aims at prevalence of goodness insociety through recognizing the act of kindnessand keeping people happy through little acts ofgoodness.• This campaign calls on the youth of Pakistan toturn their beliefs into actions.• Ho yaqeen campaign was a bit somber intone, whereas this one is unusual, light-hearted andmore approachable.
Insights• It is based on the insights that people have lostthe sight of kindness and if anybody does any goodhe/she is considered as crazy.• So, through “crazy for good” Coca Cola cheerspeople to “Go crazy for good” by showcasing thosewho are already spreading happiness to inspirepeople and encouraging them to join the movement.• To unite all the efforts a central hub is createdfor sharing those inspiring little stories.http://www.kindness.coca-cola.com/pk