This document discusses a strategic marketing presentation for Coca-Cola in Pakistan. It provides background on Coca-Cola including its introduction in Pakistan, mission, vision, and existing products. It then discusses Coca-Cola's product extension, competitive, pricing, packaging, promotion, sales and distribution, positioning, differentiation, and global strategies. Finally, it proposes a new product extension of flavored milk called "Milkalicious" and strategies for its marketing and sales in Pakistan.

1. COURSE NAME
STRATEGIC MARKETING
TEACHER
DR.AMENA
SIBGHATULLAH
PRESENTERS
TARIQ MEHMOOD 56908
SAEED AHMED 10603
SONEHRA SHAIKH 6606

2. Tariq Mehmood
MS – HRM
SID – 56908
Email:
shadowsofursoul@gmail.com
tariqmehmooda30s@gmail.com
LinkedIn Profile:
https://www.linkedin.com/in/tariq-mehmood-87530840/
TARIQ MEHMOOD 56908

3. INTRODUCTION
1. Coca-Cola located in Unites in the early years of 1886.
2. world's largest beverage company.
3. Scored 91.7 out of 100 on a brand strength index score.
4. Pakistan became familiar with Coca-Cola in 1953.
5. In Pakistan, its head office is situated in Lahore
6. In1965,introduced “Fanta” and sprite in 1972.
7. Coca-Cola has 7 plants and 10 warehouses in Pakistan.
TARIQ MEHMOOD 56908

4. MISSION STATEMENT
1. To refresh the world
2. To inspire moments of optimism and happiness
3. To create value and make a difference
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5. VISION
framework for their guides of every aspect of its business.
It is presented in 5Ps:
1.People
2.Portfolio
3.Partners
4.Planet
5.Profit
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6. EXISTING MARKETING
DIRECTION
“We sell moments of happiness, for cents at a time,
more than 1.7 billion times a day and more than
200 companies.”
Muhtar Kent, CEO, The Coca Cola Company
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7. PRODUCT EXTENSION
STRATEGY
• Soft drinks
• Mineral water.
• Chips.
• Juices.
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8. COMPETITIVE STRATEGY
• Coca-Cola have 36% market share.
• Market leadership
• Business partnership
• Collaborative Customer Relationship
• Channel Marketing
• Client Value Management
• Go-to-market Strategy
• Sustainable Development
TARIQ MEHMOOD 56908

9. PRICING STRATEGY
should not be too high or too low than the price competitor.
company’s target market
1. Coca Cola 250 ml Glass bottle 30
2. Coca Cola 250 ml Can pack 35
3. Coca Cola 330 ml Can pack 50
4. Coca Cola 500 ml plastic bottle 40
5. Coca Cola 750 ml Plastic bottle 50
6. Coca Cola 1 Litter plastic bottle 90
7. Coca Cola 1.5 Litter plastic bottle 110
8. Coca Cola 2.25 Litter plastic bottle 140 TARIQ MEHMOOD 56908

10. PACKING STRATEGY
250 ml Can pack
250 ml Can pack
330 ml Can pack
500 ml plastic bottle
750 ml Plastic bottle
1 Litter plastic bottle
1.5 Litter plastic bottle
2.25 Litter plastic bottle
TARIQ MEHMOOD 56908

11. INTEGRATED MARKETING
COMMUNICATION STRATEGY
Coca-Cola effectively uses 360°communication techniques.
Raising funds to help the poor sector of economy.
Involves in cultural and musical shows
Slogans such as; happiness, sharing, fun and traditions of Coke.
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12. PROMOTIONAL STRATEGY
1. Television, Radio and internet
2. Newspapers of Pakistan.
3. Billboards
4. Social Media
5. Refrigerator provided to customer with branding
6. Coke studio introduced large number of musical songs.
Now coke studio session 10 started.
7. Social campaign in RAMADAN with EDHI.
SAEED AHMED 10603

13. SALES AND DISTRIBUTION
STRATEGY
Distribution Channels
Coca-Cola makes selling through two essential and big
channels of distribution:
A. Direct Selling
B. Indirect Selling
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14. POSITIONING STRATEGY
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1. Create an image in the mind of their customers "Real One”
2. effective picture of their products.
3. Once they had decided the market segment they wanted to
target and compete in, they clearly developed a picture of that
targeted market segment and properly defined their products as
part of their positioning strategy.
4. Coca-Cola’s compare products with Pepsi, so that drive their
customers to believe that Coca-Cola’s products had higher
quality and standard.

15. DIFFENTIATION STRATEGY
• Symbol of Joy and Fun.
• Product Line.
• Culturally Tailored Products.
• Water Purity Standard.
• Organic Soda and Beverage line.
• Snack Food Line.
• Customize Vending Machine.
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16. GLOBAL STRATEGY
1923 Coke became official drink for the sportsmen.
1928 Officially partnered in Olympic Games.
1974 Partnered with FIFA.
1996 Partnership with France Football team officially.
2007 Rugby world cup 2007 officially partnership.
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17. FUTUR MARKETING DIRECTION
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18. PRODUCT EXTENSION STRATEGY
• After a great success of COCA COLA group in beverages and
food products, market is now expecting something new from us.
• To satisfy this demand of the market, we are adding this new
product to our profile, Milkalicious which is flavored milk.
SAEED AHMED 10603

19. COMPETITIVE STRATEGY
• Coca-Cola increased market share by 36%.
• Another product line increased.
• Available over Pakistan having competitive edge.
• Coca-Cola's Milkalicious have competitors.
SONEHRA SHAIKH 6606

20. PRICING STRATEGY
Coca-Cola. is a full- fledged and growing
company at a rapid rate. So they can
easily cope up their expenses by their
sales. Anyone can buy Milkalicious for just
Rs.30.
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21. PACKAGING STRATEGY
• Personnel hygiene measures.
• Sterilized equipment before processing.
• Correct pasteurization process at 63ᵒC for 30 minutes.
• Milk is cooled down to restrict the growth of micro-organisms and
enzymes activity.
• Cans and containers are cleaned ,sterilized to prevent
recontamination of heat treated milk.
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22. PROMOTIONAL STRATEGY
1. Develop website.
2. Online campaign for feedback
3. Surveying in schools, universities and gymnasiums.
4. Distributed catalogs and brochures regarding details
of Milkalicious
SONEHRA SHAIKH 6606

23. SALES AND DISTRIBUTION
STRATEGY
1. Coca-Cola attract doctors‘/nutritionist clinic &
other celebrities.
2. Mini shops in sports centers.
3. Mini shops in healthcare institutes.
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24. POSITIONING STRATEGY
1. PHYSICAL POSITIONING :
• Having TIN pack with hygiene.
• No caffeine used .
1. PERCEPTUAL POSITIONING :
• Health conscious gentry to be captured.
• Healthy drink without soda etc.
SONEHRA SHAIKH 6606

25. SALES AND
DISTRIBUTION STRATEGY
SONEHRA SHAIKH 6606
1. Coca-Cola start schools/university campaign.
2. Gyms tuck shops like Karachi Gymkhana club and Get smart
gym having branches in different areas of Karachi city
especially.
3. Diet control healthcare centers visit because of rich protein
and replaced milk with caffeine.
4. Sports centers visit and mini shops of Coca-Cola to provide
healthy product in new tin pack technology in Pakistan.

26. WHY WE CHOOSE THIS
ONE PRODUCT
• Needs of school, university students.
• Athletes need.
• It is a Cola flavored milk.
• Rich amount of proteins and minerals.
SONEHRA SHAIKH 6606