marketing product plan and marketing plan of coca cola

1. COCA COLA

2. Presented by!
QURAT UL AIN
AMDAD KHAN
Fifth semester
BALUCHISTAN UNIVERSITY OF INFORMATION TECHNOLOGY AND
MANAGEMENT SCIENCES QUETTA

3. First and fore mostly we would like to thank almighty Allah who blessed us
with knowledge, understanding and ability to do this project.
We have discover that the work of some unknown persons make our life
easier every day. We believe it is appropriate to acknowledge all of these
unknown person; but it is also necessary to acknowledge those people who we
know have directly shaped our life’s and our work. First of all we would like to
thank our teacher/mentor, Mr Mateeullah khan Achakzai for his guidance
throughout the semester.
We thank assistant manager coca cola Faisalabad division Mr mehboob sultan,
under whose kind supervision we got our required material. A special
gratitude to Mr Muhammad Nadeem, head of division pepsi co. Faisalabad.
LETTER OF
ACKNOWLEDGEMENT

4. I have established this marketing plan after critically examining and thoroughly
researching over it. It consists of examining market research, auditing
situation analysis and carefully scrutinizing the soft drink industry and
possibilities for Coca Cola in the market. We have carefully analyzed the
internal and external business environment and critically examined the
industry in general, considering all external threats and opportunities. We have
researched our product thoroughly, and all the marketing mix of our product.
From our product production till distribution we gathered information about
our product. Therefore I have come up with marketing plan for Coca Cola
simply called coke by coca cola company .
EXECUTIVE SUMMARY

5. We have chosen this product because beverages are now a part of everybody’s
daily life or you can say that it has become an important trend now a days.
Hence it is really important to promote coca cola against many competitors in
the market to gain a huge market share. It needs to be differentiated from
other beverages and to tell people that it is not a new drink but the most
trendy and best drink among others and off course old is always gold.
WHY YOU HAVE CHOSEN
THIS PRODUCT

6.  World’s largest beverage company.
 More than 500 sparling and still brands.
 Company and bottling partners dedicated to 2020 vision.
 Focused on five key areas (profit, people, portfolio, partners and planet).
 Strongest portfolio of brands.
 Featuring 20 brands, that generate more than 1 billion USD.
INTRODUCTION COCA COLA
COMPANY

7.  Coca cola (coke)
COCA COLA PORTFOLIO OF
BRANDS INCLUDES

8.  Fanta

9. DIET COKE COCA COLA ZERO

10. MINUTE MAID GEORGIA COFFEE

11. POWERADE DEL VALLE

12. AQUARIOUS SCHWEPPES

13. MINUTE MAID PULPY DASANI

14. SIMPLY ORANGE GLACEAU

15. BON AQUA SPRITE

18.  Our vision serves as the framework for our goals.
 Our vision based on six key areas:
1. Profit
2. People
3. Portfolio
4. Planet
5. Partners
6. Productivity
VISION OF COCA COLA

19.  To refresh the world
 To inspire moments of optimism and happiness
 To create value and make a difference
MISSION STATEMENT

20.  Our marketing objective is to create strong awareness towards coke by
coca cola Company.
 We want to expand our share of worldwide nonalcoholic ready to drink
beverages sales.
 We want to add economic value by improving our economic profit. We
want to increase our volume and maximize our long term cash flows.
 The coca cola system has more than 16 million customers around the
world that sells or serves our product directly to customers.
 We keenly focus on enhancing value for these customers and helping them
grow their beverage businesses.
 We strive to understand each customer’s business and needs whether that
customer is a retailer in a developed market or a owner in an emerging
market.
MARKETING OBJECTIVES

21. INTRODUCTION OF COKE
 coke is a carbonated soft drink.
 Most popular and biggest selling soft drink.
 Produced by the coca cola company of Atlanta, Georgia.
 Created in 1886 by Dr Johns. Pemberton by mixing coca cola
syrup with carbonated water.
 Coke was patented in 1887 and registered as a trademark in 1893.
 The bottlers, who hold contracts with the company , produce
coke in cans and bottles from the concentration with filtered
water and sweeteners.
 The bolters then sell, distribute and merchandise coke to retail
stores and vending machines.
 The coca cola company has also introduced diet coke , caffeine
free coke, diet coke caffeine free, coke cherry ,coke zero and coke
vanilla in the same brand name coke. These are the different type
of the product coke.

22. SITUATION
ANALYSIS

23. Consumption:
 As coca cola is the biggest company in soft drinks so it enjoys the largest
market share.
 It controls about 59% of world market.
 There are 1.7 billion servings of coke sold every year, (report 2010)
 In united states average person drinks 3296 ounce coke per year
 Average global citizens consume 85 8 ounces coke per year which is
equivalent of 680 ounces consume in coke per year.
 In Asian population which is approximately 4.2 billion and the average
consumer enjoys close to four servings of coke each month.
 In Pakistan the market share of coke is about 36%.
INDUSTRY ANALYSIS

24. Trends and growth rate of industry.
 In 2002 the coca cola grew their carbonated soft drink business by nearly
250 million unit cases and generated record volumes.
 Carbonated soft drinks are the largest segment within the nonalcoholic
ready to drink beverage category.
 The company has achieved the volume growth of 22% in 2009.
 Coca cola is trying to develop a strategy which can increase consumption
of coca cola by the people of Asia.
 japan has the highest percentage of 29%, while Pakistan, India and
Bangladesh are countries where consumption is increasing day by day.

25.  One of the ways Coke measures itself is by its share of daily worldwide
beverage consumption. According to the company, in the year 2000, the
human population consumed a total of approximately 48 billion beverages
each day. Coke's share of this daily consumption (counted as beverages
bearing trademarks owned by or licensed to the company) was roughly 1
billion beverages, or 2.1%. By the end of 2012, Coke estimated that global
daily beverage consumption had grown to approximately 57 billion
beverages each day, and its share of that consumption was pegged at 1.8
billion beverages daily, or 3.2% of the total.
 . In 13 years, world daily consumption of beverages grew by almost 19%.
Coke grew its servings, however, by 80%, and grew its share of the daily
market by 50%. You can tie Coke's revenue growth to these two drivers
just as Coke does: the population of the world, and Coke's growing share
of each beverage consumed daily worldwide.

26. SWOT
ANAYLSIS

27.  Single established company.
 Market leader in soft drinks.
 Coca-Cola has massive world appeal. The product's image is loaded with
over-romanticizing, and this is an image many people have taken deeply to
heart. The Coca-Cola image is displayed on T-shirts, hats, and collectible
memorabilia. This extremely recognizable branding is one of Coca-Cola's
greatest strengths.
 Additionally, Coca-Cola's bottling system is one of their greatest strengths.
It allows them to conduct business on a global scale while at the same time
maintaining a local approach. The bottling companies are locally owned
and operated by independent business people who are authorized to sell
products of the Coca-Cola Company. Because Coke does not have outright
ownership of its bottling network, its main source of revenue is the sale of
concentrate to its bottlers.
STRENGHTS

28.  Social Responsibility, sponsorship of UK Football Leagues, continual
sponsorship of the Olympics.
 Coke Music introduced for youth.
 Other brands owned by the Coca Cola company that have a strong
brand image.
 Seasonal advertising awareness e.g. TV Christmas advert and summer
advert. Caca cola’s organization structure is of international standards,
hence there are clear cut and well defined policies, procedure rules and
regulations that have to be followed under all circumstances, hence
working style is highly professional, and discipline is maintained.
 The biggest strength of coca cola is its intellectual brain power of highly
professional, qualified and dedicated employees who put in all their
effort to satisfy their customers by providing the ultimate best of coke.

29.  The fixed time delivery of coke to retailer, shop keepers etc punctuality
is maintained which gives coke an edge over all its competitors.
 Coca cola company never compromise on quality even if they have to
spend a little extra in production. Bottle caps are one example. Examine
and you will find that coca cola brand caps and disposable bottles are
superior in quality than those of other beverages. Quality in taste as
well as bottle caps and gifts they offered does not vary from city to city
but is same throughout the company.
 The company have launched diet coke for health conscious people.

30.  Coca-Cola has effects on the teeth which is an issue for health care.
 It also has got sugar by which continuous drinking of Coca-Cola may
cause health problems.
 Being addicted to Coca-Cola also is a health problem, because drinking of
Coca-Cola daily has an effect on your body after few years.
 Brand market share makes Coca Cola direct competition for competitors
and new competitors emerging in the market.
 Previous failed marketing strategies such as coke zero.
 Coke is not available in small towns and in rural areas as distribution
channel of coke is not large.
WEAKNESSES

31.  Opportunity to introduce new product into market.
 Brand recognition is the significant factor affecting Coke's competitive
position.
 Coca-Cola's brand name is known well throughout 94% of the world today
 The primary concern over the past few years has been to get this name
brand to be even better known.
 Coca cola with international standards can increase its market share with
little efforts.
OPPORTUNITIES

32.  Packaging changes have also affected sales and industry positioning, but in
general, the public has tended not to be affected by new products.
 Need for ‘green business’ and sustainability in packaging business.
 Coca-Cola's bottling system also allows the company to take advantage of
infinite growth opportunities around the world. This strategy gives Coke
the opportunity to service a large geographic, diverse area.
 Investment into developing countries.
 Opportunities to develop social responsibility in narrower demographics

33.  New entrants like makka-cola, pak cola that can be a source of threat for
coke as they are cheaper.
 Juces, millo, shezan products and nestle products nd different squashes are
also a sort of threat for coke, but not the direct threat for coke because
they provoke health consciousness and physical fitness.
 Although coke has converted their attact on health issues by offering diet
coke yet the threat is not over.
 Government heavy taxes.
 Currently, the threat of new viable competitors in the carbonated soft
drink industry is not very substantial.
 The threat of substitutes, however, is a very real threat. Possible
substitutes that continuously put pressure on both Pepsi and Coke include
tea, coffee, juices, milk, and hot chocolate.
THREATS

34.  Even though Coca-Cola and Pepsi control nearly 40% of the entire
beverage market, the changing health-consciousness of the market could
have a serious affect. Of course, both Coke and Pepsi have already
diversified into these markets, allowing them to have further significant
market shares and offset any losses incurred due to fluctuations in the
market.
 Consumer buying power also represents a key threat in the industry. The
rivalry between Pepsi and Coke has produced a very slow moving industry
in which management must continuously respond to the changing attitudes
and demands of their consumers or face losing market share to the
competition.
 Furthermore, consumers can easily switch to other beverages with little
cost or consequence. (Fast moving goods)

35.  PepsiCO with $27 billion revenue and available in 190 countries.
 Pepsi holds 54% market share in Pakistan where as coke only 36%.
COMPETITORS ANALYSIS
Sales
coke
pepsi
others
small
drinks

36. Coca cola the leading company in soft drink and coke with the world leading
beverage of coca cola company targets all custmer with different age, status
and income.
• Age
• Income
• Gender
 Coca cola serves its product coke using mass marketing technique which
obviously falls in undifferentiated marketing.
TARGET MARKET

37.  Geographical segmentation
Coke is use through out the world with same ingredient shape and size that
why it does not use geographic segmentation. Price of coke vary through all
countries because of the currency.
BASES OF SEGMENTATION

38. Dividing m,arket into group based variable such as :
 AGE: 15 to 40 plus
 GENDER: both male and female
 FAMILY SIZE: normal
 INCOME: regullar for low income, and tin for high level.
DEMOGRAPHIC SEGMENTION

39.  Coke provide a superior value and quality to brand conscious consumers.
 Target both lower and upper class.
 It also take into account an environment friendly consumers whose
decision are based on the company ethics and social responsibilities, for
such consumers coke contributes to environment in different ways.
PHYCHOGRAPHIC
SEGMENTATION

40.  Occasion segmentation help firms to build up product usage. The coca
cola company carries occasion segmentation for coke.
 The company promote its product coke on occasions like Diwali, new
year, Eid, Christmas, birthdays, and family outings.
OCCASION SEGMENTATION

41.  According to coca cola forecasting team the coke consumption iun
summer is 60% and 40% in winters.
 Company increase production in summer.
CLIMATE SEGMENTATION

42. The need for segment arise when company aim to maintain strong
relationship with customer and provide superior value to its customers.
Effective segmentation benefit both firm and customer.
 FOCUS OF COMPANY: segmentation enable company to increase the
focus on particular segment because better focus have direct relation with
better return. Its easy to provide better quality on consistent basses which
will be not possible in mass marketing.
 INCREASE IN COMPETITIVNESS: naturally when your focus increase
your competitor in the market increase. By focusing on a segment with
providing better quality will increase your segment share and dis courage
competitors to enter in the market.
SEGMENT NEEDS

43.  HAVE BETTER COMMUNICATION: with better communication it is
easy to differentiate between loyal customers and others. It enable firms to
interact in more deep manner with its loyal and core customers.
 ,INCREASE PROFITABILTY: Segmentation increases competitiveness,
brand recall, brand equity, thus if it is affecting so many factor of your
business, than definitely it affect the profitability of the firm. Coke gain a
edge with its fix price without any negotiation which mean a high profit.

44.  Coca cola in pakistan is doing its market penetration through selling coke
to business buyers of multination organization like Mc Donalds, subway,
Dunking donuts and many more.
 In local market they are selling coke to Fri chicks, Pfc , Afc etc.
 Many flavors of coke are not sold in Pakistan like cherry coke etc so the
company can develop new market if they introduce new flavors of coke in
Pakistan.
 By segment penetration in local and international market the company can
increase the size of their product coke and by introducing new flavors of
coke they can do product development.
GROWTH POTENTIAL IN NEAR
FUTURE

45.  Coca cola pakistan announced to invest to bring systemic improvements
within existing facilities and also building three new plants in Multan,
Islamabad and Karachi. (US$ 380 Million invested)
 Coca cola is also improving existing facilities in Karachi, Gujarawala,
Multan, Lahore, Rahimyarkhan and Faisalabad.
 Coca cola pakistan is replacing coolers phase with new technology and
energy efficient merchandising coolers.

46.  The segment size of coca cola or “coke” varies throughout the world according to
their population, because coke is same through the world and coke target every
individual of different age, gender, and income level etc.
In Pakistan Coke’s share is only 36%.
 POPULATION: 176,242,949
 CHILDREN: 37.2% (65,607,612)
 ADULTS: 62.8% (110,680,572)
 CHILDREN EQUITY: 60% (14,643,619)
 ADULT EQUITY: 40% (27,802,960)
 TOTAL TARGET MARKET: 42,446,579
Coke targets both genders in Pakistan
SIZE OF SEGMENT

47.  Positioning is used as a communication tools to reach target customer in a
crowded market place.
 Coca cola position its product coke as a refreshing and thirst quenching
the product are said to bring joy the product are associated with good time
with your family and friends to enjoy and also marked as consistent and
high quality.
 coke plan to further create positions that will give their product the
greatest advantage in their target market.
 Coke has been positioned based on the process of positioning by direct
comparison and have positioned itself to benefit its targets market.
 The company coca cola have position its product coke as a drink which
happiness as the coca cola company made a famous slogan for coke
“OPEN HAPINESS” with each bottle.
 The company is positioning coke b y providing quality and best taste at
affordable prices for individual.
POSITIONING STRATEGY

48.  A differentiation call for the development of a product or service that offer unique
attributes that are valued by customers and that customer perceive to be better then or
different from the products of the competition.
 Cola cola differentiate its product coke on the bases of brand color , coke comes in red
cans.
 Coke taste, ingredients, sale, distributers, promotion campaign the value added but the
uniqueness of the product coke may allow the firm to charge a premium price for it.
 Coca cola company spends 20% of their total advertisement strategy.
 Similarly coca cola has created difference adopted soft coke on the following standards.
• Corporate reputation for quality and innovation.
• Successful communication of perceived strengths of the product coke.
• Symbol of fun and joy.
 The company has effectively focus on the distribution of coke to differentiate from
competitors.
 The company has also focus on the promotion of coke to make people think that it’s
the most trendy and best drink ever.
 The company have focused on cokes quality and innovation in taste, packaging of the
coke bottle to differentiate itself from the competitors.
DIFFERENTIATION STRATEGY
FOR COKE

49. INTREGRATED
MARKETING MIX
(4P,S)

50.  Production in a widest sense every offering that marketed called a product.
 Consumer will buy the coke because of high standards and high quality of
the coca cola products.
 The product coke is convenient, that is bought frequently, immediately, and
with a minimum comparison and buying effort.
 The appearance of the coke bottle is eye catching with bright red color.
 It has a uniquely designed bottle shape that fits in your hand better, and
create a nicer and more futuristic look.
 The quality of the soft drink coke is needed to be regular high, sealed caps
ensure that none of the fizz is loss.
 The bottles are light, with flexible packaging, so they won’t crack or leak, and
they are not too heavy to causally walk around with.
 The can are also light and safe of our product coke.
PRODUCT

51.  Energy
 Carbohydrates
 Of which sugar
 Protein
 Fat
 Sodium
42 kcal
10.6 g
10.6 g
0.0 g
0.0 g
0.0 g
Nutritional Table (per 100 ml )
INGREDIENT
 Guideline Daily Amount Based on a 200 kcal d
INREDIENTS; Water, sugar carbon dioxide, caramel,
color , acidulate (phosphoric acid), natural flavors, caffeine.

52.  Price is an important element in marketing mix, because it directly relates to revenue
generation.
 The coca cola company sets all of its prices charged to the company under incident
pricing agreement.
 Price is a very important part of the marketing mix as it can affect both the supply and
demand for coke.
 . The price of coke product is one of the most important factors in customer decision
to buy.
 Coca cola charge different price for different size.
 Price strategy is important to coca cola because the price determine the amount of sale
and profit per unit sold.
 Coca cola company set the prices of its product coke in view the product itself, targeted
customer class with includes middle and upper class both and competitors product
prices.
 Before setting the price coke consider the following:
• Pricing objectives
• Importance of pricing for target customers
• Identifies the demand
• Estimated cost
• Competitor’s prices.
PRICE

53. Prices of different sizes of coke in Pakistan;
 cola tin pack 330ml = 55 RS
 Coca cola 500ml bottle = 50 RS

54.  Coca cola 2.25 l bottle (jumbo) = 120 RS
 Coca cola 1.5 l 6 bottles packs = 510
Coca cola 1.5 L bottle= 85 RS

55.  Place is concerned with making available the product at
a place where the product is demanded.
 Coke is the world most favorite brand and is available
all over the world.
 Coke deliver the world best network with local network
to assure availability of product always and everywhere.
 The distribution system of coca cola follows the FMCG
Distribution pattern.
 The effective distribution network of coke has almost
eroded the small and middle level players in the market.
You make purchase coke everywhere because coca cola
is the leading brand, its available across the world.
PRICE

56.  Promotion relates to communicating with customers.
 Coca cola adopts various advertising and promotional strategies to create an increased
demand in the market by associating with life style and behavior and mainly targeting
value based advertising.
 You are more likely to see a coke ad individualized for a particular festival or in with a
general positive message.
 Coca cola uses CSR as its marketing tool to gain emotional benefits in consumers
mind.
 Some channel including television, radio, internet and advertising are used to promote
the product coke.
 Coke publicity sponsorship entertainment and music.
 customer can win a free bottle of coke if they get a wining cap.
 Coca cola ”get token talk with family” this program in which cap of the coke bottle is
used as token or currency to make free call account specially labor working outside
their country, those labor talk with their families without any cost.
PROMOTION

57.  Coca-Cola also sponsors the FIFA World
Cup and hundreds of sports activities in
local markets around the world.
 The company made advertisements of
coke so colorful with music and showed
its product coke as a high class product
which makes you look the coolest and
intelligent of all has attracted the whole
youth towards the product coke.
 The company has made the product coke
as a status symbol in the eyes of youth by
its advertisement and featuring coke with super
stars of Bollywood.

58.  Using advance CRM we can get the required information of the customer.
 Using CRM system Coca-Cola was able to achieve their goal of customer
focus.
 The CRM in Coca Cola also handle customer service support where you can
direct talk to the person in the company for problem with the product.
 They provide the customer service not only through feedback, email and
telephone but also through monitoring and many types of analysis.
 Coca Cola has provided efficient customer service to gain customer
satisfaction.
 Coca Cola has taken many steps to win back the customer and to retain the
existing customer.
 They have created a fan page in Face book which became a very popular with
the customers and when they are connected to Facebook, They can actually
keep on getting update on recent action by Coca Cola.
 They can send group message in Face book and Can gain feedback from
customer and provide solution online.
CUSTOMER RELATIONSHIP
MANAGEMENT DONE BY
ORGANIZATION

59.  In 2014 Coca-Cola launched a new CRM platform for its core brands
Coca-Cola, Coke Zero and Coke light.
 They developed and implemented the CRM2.0 strategy to establish a
new and more effective way of interacting with the consumer.
 We implemented a precise marketing and behavioral targeting
approach to address users in an individual context and create a more
personal and relevant digital experience. Individual landing pages and
website contents are displayed based on user interests and behavior.

60. 1; Core benefit: At this level the question comes that what is the customers
buying? So the core benefit of coke is that its quench thirst and its taste.
2; Actual product: the actual product deals with features, brand name design and
packaging of the product.
• Features: coke is high quality soft drink.
• Brand name: coke by coca cola company
• Design: plastic bottles and cans which are flexible so the can not break or leak.
Bottles are light weight so can be easily carried.
• Packaging: Their bottles are of red color which is eye catching. The coke name
is written in bold black color. The bottle caps are of red color with coca cola
written on it. Now recently the have written on coke that “share your coke
with” your love one’s.
 3; Augmented product: The augmented level simply means that how is the
product supported and what services it provide for customer help. The web
site is given on the back of the product coke where you can get information
you need and you can avail customers service.
THREE LEVEL OF DECISION
TAKEN FOR COKE BY COCA
COLA COMPANY

61. The product coke by the world largest company coca cola is the best drink
which quench the thirst. Coke is a high quality product with best and unique
taste ever. Although the market share of coke in Pakistan is 36% which is less
than its competitor Pepsi, but with the coke’s promotion strategies and CRM
it can gain greater share in the market in Pakistan. By bringing more flavors of
coke in Pakistan it can easily gain advantage over the Pepsi.
CONCLUSION

62.  http://www.coca-cola.co.uk/faq/products/how-many-cans-of-coca-cola-
are-sold-worldwide-in-a-day.html
 http://www.prosebeforehos.com/image-of-the-day/10/13/cocacola-
consumption-per-capita/
 http://www.fool.com/investing/general/2013/04/10/coca-cola-a-great-
stock-for-kids-and-adults.aspx
 http://www.aimia.com/content/dam/aimiawebsite/CaseStudiesWhitepape
rsResearch/english/Aimia_CaseStudyCOKE.pdf
 http://www.td-berlin.com/project/coca-cola-crm-2-
0/http://www.reuters.com/finance/stocks/companyProfile?symbol=KO
 http://www.coke.net/app/home/portal/!ut/p/.cmd/cs/.ce/7_0_A/.s/7_
0_10D/_th/J_1_FL/_s.7_0_A/7_0_VO/_s.7_0_A/7_0_10D
BIBLIOGRAPHY

65. PRESENTED BY:
QURAT UL AIN
AMDAD KHAN