The document provides an overview of Coca-Cola's marketing strategies and plans. It discusses the company's mission, vision, values, objectives, target markets, marketing mix of product, place, price and promotion, as well as analyses of the company's internal and external environments including strengths, weaknesses, opportunities and threats.

2. We are grateful to Ma’am Samia Sundus for giving us such
Opportunity to polish our skills towards marketing management.

5. About company
Objective
Values
Executive Summary
Marketing Policy principles
Situational analysis
Product life cycle
Marketing Objective
Target market
Marketing Mix
Pricing method
Market Analysis
S.w.o.t Analysis
Pests Analysis
Mission
Vision
Content

6. Logo history
Logo color
meaning
Company
history
Company
profile

7. Company Logo History

8. Logo Color Meaning
RED color: draws attention, Known to increase heart beat or create sense of urgency
White color: describe simplicity & purity
John S Pemberton’s & his partner Frank M Suggests the name Coca cola

9. In 1886 ,Coca cola invented by Pharmacist name John pemberton
Jacobs’ pharmacy , caramel colored combined mixture with
carbohydrate water and put it on sale
Lets look company history in a interesting a way……………..next slides
History

12. stand for
Coca cola beverages
Pakistan Ltd..

16. Name The coca cola company
Industrial served Beverages
Geographic areas served Worldwide
Headquarters Atlanta, Georgia, U.S.A
Current CEO Muhtar Kent
Revenue US$ 45.998 billion (2014)
Employees 150900
Company profile

17. Mission
 To Refresh the world in mind body & spirit
 To inspire moments of optimism & happiness through our
brands & actions
 To create value & make a difference
Objectives
Mission
Vision

18. Vision
 People: Inspiring each other to be the best we can be by providing a great place to
work.
 Portfolio: Offering worldwide a portfolio of drinks brands & satisfy people needs &
desire.
 Partners: Nurture winning network of supplier & customer together build loyalty.
 Planted: Being a responsible global citizen that makes a difference by helping to
build & support sustainable communities.
• Profit: Maximizing long term return to shareholders, while being mindful of overall
responsibilities
• Productivity: Being a highly effective ,lean & fast moving organization.

19. ValuesWork smart
Focus on
market
Be brand
Act like
owners

20. Executive summary
 Doubling the revenues by 2020w
 Making a positive difference between communities
Company as a responsible citizen
a) Sustainable water use & packing
b) Climate protection
 Lift the corporate brand Image
 Connect with global middle class by creating new products &
packaging formats for all life styles & occasions

21.  Choice: Provide a range of products for making choices to suitable diets
and active life styles .
 Balance : Encourage sensible consumption & moderation.
 Honesty: Endurance in all marketing & sales activity.
 No marketing to children: under 12 no any product marketed to
children.
Marketing policy principle

22. • Feature 1
• Feature 2
• Feature 3 S.W.O.T Analysis
Pests AnalysisMarket analysis
Internal Environment
External Environment
Strength
weakness
opportunity
Threats
Political
Economical
Social
Technological
Situation Analysis

23. Internal Environment :
External Environment
Offers efficiency in the production process, by using its
Personnel management skills & proper communication
channels & avoid inefficiencies in any phase of
production line.
Can effects the whole company as it is consist of powerful
forces which can bring changes that create opportunity &
threats in market place. Company must be aware of
fluctuations in the economy, changing customer attitude &
value.
Market Analysis

24. • The best global brand.
• World largest market share.
• Strong marketing & advertising.
• Corporate social responsibility
•Negative publicity.
•Low profits in strong
area.
•Supply is restricted.
•Brand failures
•Increase in demand for bottle
consumption.
•Growth of beverage consumption.
•Aggressive acquisitions.
•Increase competition.
•Change in the customer
preferences.
•Negative health effect.
•Water scarcity.

25.  Changes in non-alcoholic business
era
 Changes in law & regulations
Analysis
Political factors : Include
 Political conditions in international
market

26. Changes in law &
regulations
“accounting standards, taxation requirements and
environmental laws either in domestic or foreign
authorities”.
Political cont…..
 Changes in non-
alcoholic business
era
Competitive product and pricing policy pressures and
ability to maintain or earn share of sales in worldwide
market compared to rivals.
•Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.•Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.•: Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.•: Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.•: Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.•Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.•Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.•Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.•Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.•Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.
 Political
conditions in
international
market
Civil conflict, governmental changes, and restrictions
concerning the ability to relocate capital across
borders.

27. Economic factors
Coca cola has remarkable experience
Committed to local market
Paying attention to what people from different cultures & backgrounds like
brinks,& where & how they like to drink
Remain competitive & develop more new drinks to satisfy its markets.
Social factor
Foreign environment have influenced the coca cola strategies in international
marketing
Culture & language effects marketers strategy ,in term of translating product
name ,slogans & promotion messages
Has continued changing , improving & developing new drinks to appeal to local
tastes

28. Social contn…
Like after discovering coke did not appeal much in Japanese consumers,
develop over 30 new drinks are Asian tea, coffee & fermented milk.
Similarly in china ,coke launched fruit juice drinks ice tea & soy milk drink.
Technology factors
 It plays vital role for advertising company's products.
Internet & television uses for advertising through media, it help in
selling products & advertising makes products attractive.
Due to advance technology uses in machineries , production has
tremendously increased.

29. •Have large ,loyal group of stable customers
•Cost management
•Product differentiation
•Marketing growth slow & become a key determinant of
profitability
•Main advantage is establishment strong branding & stable
profitability to subsidize domestic cola wars
Cocacola

30. Marketingobjective
o Starting point of marketing plan.
o Help to motivate individuals & teams to reach a common goal.
o Provide an agreed, consistent focus for all functions of an organization.
o All objective should be smart i.e., :
“ S” Specific
“M” Measurable
“A” Achievable
“R ” Realistic
“T” Timed
Specific: be precious about what u achieve.
Measurable: quantify u objective.
Achievable: are u attempting too much.
Realistic : do u have resources to make objective happen
(men , money , machines , materials , minutes ).
Timed: state when u will achieve the objective.

31. Promotional Objectives: To increase awareness of the product on the market.
Objectives for Survival: To survive the current market war between competitors.
7.
Objectives for Growth: To increase the size of the worldwide Coca Cola
enterprise by 10%.
etermined, attention turns to the target market.determined, attention turns to the target market.
Coca cola objectives
Market Share Objectives: To gain 60% of the market for soft drinks industry by
September 2007.
Profitability Objectives: To achieve a 20% return on capital employed by August
2007

32.  Upper class
Upper middle class
Upper lower class
Middle upper class
Middle class
Middle lower class
They mainly emphasize on student & teenagers, they gain their attraction by
Including into the activities like:
oBecoming a partner at different cultural shows
oPromoting new age music & hiring pop stars into their promotion campaign.

34. Positioning
Coca cola adopts various advertising & promotional
strategies to create an increased demand in market by
associating with life style & behavior & mainly targeting
value based advertising.

35.  A planned mix of the controllable elements
Of a product’s marketing plan commonly termed as 4Ps:
Product
Place
Price
Promotion
 These four elements are adjusted until
the right combination is found that serves
The needs of the product’s customers, while generation optimum income.

36. Product
The company has the widest portfolio in the
beverage industry comprising of 3300 products .
Beverages are divided into diet category, 100 %
fruit juices, fruit drinks, water, energy drinks,
Tea & coffee etc. As per Nielson’s data , coca
cola is the No.1 brand in sparkling beverages,
juices
& retail packaged water. Coca cola has market
presence around 200 countries. Coca cola
brands
In Pakistan are Fanta, Maza, Rani pulppy , Diet
coke, Sprite, kinley , etc.

37. Place
Coca cola is available all over the world. The
distributing system of coca cola follows the FMCG
distribution pattern. The effective distribution network
of coke has almost eroded the small & middle level
players in the market. In Pakistan they have captured
even the rural market by extensive distribution in all
over.

38. Price
Due to the availability of range products the
pricing is done according to the market &
geographic segment. Each sub-brand of coca cola
has a different pricing strategy. Their pricing
strategy is based on the competitor to coke. Pepsi
is the direct competitor to coke. Beverage market
is said to be a oligopoly market (few sellers & large
buyers), hence they form into cartel contract to
ensure a mutual balance in pricing between the
sellers.

39. Promotion
Advertising the Coca cola company
uses advertising as it main source of
increasing consumer awareness. It
mainly uses the television. There are
many television advertisements on
coca cola products. This source allows
the company’s products to reach a
large audience.