This project report is all about Coca-Cola Beverages Pakistan Limited and including the factors of Marketing tools and techniques which are established in the Company.

1. Internal Marketing Strategies and Brand Essence of
Coca-Cola Pakistan
Submitted By: Hafiz Muhammad Bilal
ID: 151505
Submitted to: Miss Sadaf Latif
The project report has been submitted with fulfilling requirements for
the Degree award of Master of Business Administration by
The Institute of Management Sciences, Lahore

2. DECLARATION
I hereby solemnly declare that the project work entitled as “Internal Marketing
Strategies and Brand Essence of Coca-Cola Pakistan” has been submitted to The
Institute of Management Sciences, Lahore is an original work done under the
supervision of instructor Ms. Sadaf Latif Assistant Professor in Marketing
Department. Moreover I declare that, this project report is the requirement for the
degree award for the Masters in Business Administration (Executive) program at
same university as mentioned above. The analysis and results achieved from this
this project report have not been shared with and submitted to any other institute or
university for any other degree awarding programs.

3. EXECUTUVE SUMMARY
This report is the assessment of marketing aspects of The Coca-Cola Company Pakistan. The
report has been made to analyze different aspects including background, business activities,
market worth, and brand essence.
The report contains many aspects of data which might be able to inculcate the importance of
running the business of Coca-Cola within Pakistani environment. Coca-Cola is an international
standard brand and would be following regional and geographical based marketing activities for
the host country.
The beverage sector contributes to: GDP, per capita income, employment and in overall growth
of the country. Some core marketing techniques have also been analyzed in context of this
report. Their marketing techniques, target audience and their products offering upon different
sort of segments. All such elements have been analyzed and their ultimate outcome has been
derived in the form of this descriptive report. Maximum effort has been made in order to clearly
explaining the real topic discussions and marketing evaluation of the company.

4. ACKNOWLEDGEMENTS
This project has been brought to completion after doing efforts and receiving support from many
people. I want to express my gratitude to all those individuals who have direct and indirect role
in development of this project report. Those special individuals including my instructor,
colleagues and organization personnel who helped me a lot in completion of this project report. I
personally believe that the project would have not been completed without the kind support and
assistance from above mentioned people.
Some officials from the Coca-Cola Company, Lahore office helped me for searching the required
and desired information regarding my project. I am very thankful to the organization officials
including Mr Javaid Siddique (Sales Manager), Mr. Salman Rabbani Siddiqui (Sales Manager),
Mr. Atif Nawaz (Executive Business Planner and Reporting) and Mr. Riaz Ahmed (Operational
Executive) for making me able to establish my achievements in this regards of making project.
They contributed with their area of expertise and that expertise level brought in the form of my
project report.
Moreover, I personally consider an essential role of my instructor Ms. Sadaf Latif at The
Institute of Management Sciences, Lahore for the accomplishment of this project report. This
project would not have been completed without her supportive role, guidance and further
coordination. I am grateful to her for being such a kind person to willingly guiding me for this
report writing. She guided me to achieve the best outcome with required time period with her
best cooperation and kind supportive role.

5. TABLE OF CONTENTS
Chapter 1:
1.1 Introduction to the industry.................................................................................................. 9
1.2 Objectives .......................................................................................................................... 10
1.3 Scope of the Study: ............................................................................................................ 10
1.4 Research Methodology ...................................................................................................... 11
Chapter 2:
2.1 History of the Coca-Cola Company................................................................................... 12
2.1.1 Brand recognition ....................................................................................................... 12
2.1.2 Product Expansion...................................................................................................... 13
2.2 Introduction in Pakistan..................................................................................................... 13
2.2.1 Products‟ introduction in Pakistan.............................................................................. 14
2.2.2 Vision.......................................................................................................................... 14
2.2.3 Mission ....................................................................................................................... 15
2.3 Competition........................................................................................................................ 15
Chapter 3:
3.1 Coca-Cola Brand Value ..................................................................................................... 16
3.2 Coke‟s ranking Among Top Brands .................................................................................. 17
3.3 Coca-Cola‟s Brand Performance ....................................................................................... 17
3.4 Coca Cola‟s Market Share ................................................................................................. 19
3.4.1 International Market Share ......................................................................................... 19
3.4.2 Market Share for Pakistan .......................................................................................... 20

6. 3.5 Challenges in Maintaining Market Share .......................................................................... 22
Chapter 4:
4.1 Target Consumers .............................................................................................................. 23
4.2 Products Attributes............................................................................................................. 24
4.2.1 Brand Awareness........................................................................................................ 24
4.2.2 Brand Association....................................................................................................... 25
4.2.3 Brand Advocacy ......................................................................................................... 26
4.3 Brand Benefits ................................................................................................................... 28
4.4 Employees Benefits ........................................................................................................... 28
4.5 Integrated Marketing Communication (IMC).................................................................... 29
4.6 Tools of Integrated Marketing Communication ................................................................ 30
4.6.1 Advertising ................................................................................................................. 32
4.6.2 Direct Marketing......................................................................................................... 32
4.6.3 Sales Promotion.......................................................................................................... 32
4.6.4 Public Relations.......................................................................................................... 34
4.6.5 Internet Marketing...................................................................................................... 35
4.6.6 Partnership and Sponsorship ...................................................................................... 35
Chapter 5:
5.1 MARKETING MIX OF COCA-COLA (4 Ps).................................................................. 37
5.1.1 PRODUCT.................................................................................................................. 37
5.1.2 Levels of Products for Coke:...................................................................................... 37
5.1.3 Quality: ....................................................................................................................... 38
5.1.4 Coke Products:............................................................................................................ 38
5.1.5 PRICE............................................................................................................................. 39

7. PRICING STRATEGY OF COCA-COLA .................................................................................. 39
5.1.6 Important Things while Setting Price......................................................................... 39
5.1.7 Prices of Different Products: ...................................................................................... 40
5.1.8 Competition Based Pricing Strategy: ............................................................................. 40
5.1.9 Promotional Pricing Strategy ......................................................................................... 41
5.1.10 Market Penetration Pricing Strategy .............................................................................. 41
5.1.11 Placing Strategies ........................................................................................................... 41
Distribution Channels ................................................................................................................... 41
5.1.12 Direct Selling.............................................................................................................. 42
5.1.13 Indirect Selling ........................................................................................................... 42
5.1.14 Promotional Strategies ................................................................................................... 42
Getting Shelves ......................................................................................................................... 42
Fridges Distribution .................................................................................................................. 43
Eye Catching Position............................................................................................................... 43
Sale Promotion.......................................................................................................................... 43
UTC Scheme............................................................................................................................. 43
5.2 SWOT Analysis ................................................................................................................. 43
5.2.1 Strengths ..................................................................................................................... 44
5.2.2 Weaknesses................................................................................................................. 45
5.2.3 Opportunities .............................................................................................................. 46
5.2.4 Threats ........................................................................................................................ 47
5.3 Qualitative Analysis of the Company................................................................................ 49
5.4 Coca-Cola‟s CSR............................................................................................................... 52
5.4.1 Water Treatment Plant................................................................................................ 52
5.4.2 Drinking Water Filtration Plant.................................................................................. 54

8. 5.4.3 Edhi Campaign ........................................................................................................... 55
5.5 Competitive Analysis......................................................................................................... 56
5.6 Pepsi Cola International (Pvt) Limited ............................................................................. 57
5.7 Products Range of Pepsi .................................................................................................... 57
5.8 Promotional Strategies....................................................................................................... 57
5.9 Pepsi SWOT Analysis........................................................................................................ 58
5.10 Challenges being faced by Coke........................................................................................ 59
5.10.1 Extensive Distribution:............................................................................................... 59
5.10.2 Relationship with Retailers:........................................................................................ 60
5.10.3 Fake Bottling: ............................................................................................................. 60
5.10.4 Sustaining as Market Leader: ..................................................................................... 60
Chapter 6:
6.1 Recommendations.............................................................................................................. 62
6.2 Concluding Remarks.......................................................................................................... 65
References

9. CHAPTER 1: The Introduction
1.1 Introduction to the industry
The modern styles of living have created wider impact on the industrial outlook globally.
Similarly the ways of routine activities have also updated according to time. In Pakistan, due to
globalization the introduction of multinational corporations have greatly impacted and changed
the ways of living styles of their consumers. Beverage companies are those companies which
produce cold drinks that are fulfilling the needs of their consumers. They produce non-durable
products which includes beverages of various kinds and flavors with different taste. These items
are sold relatively quickly because these products have specific time for their consumption and
are cost effective.
The beverage companies have greatly affected Pakistan‟s consumer mindsets and their life
styles. Coca-Cola Beverages Pakistan Ltd is among those companies which have played vital
role in the development of modern lifestyle and ultimately the economic development of
Pakistan. It has introduced new taste and standards of drinking habits among its consumers. 25
years ago, CCBPL started its operations in Pakistan. It indicates the importance of Coca Cola
being a business development entity and largest tax payer company in the Pakistan economy.
Ultimately, it contributes towards the economic development of the country.

10. 1.2 Objectives
The core objectives of this study are:
 To indicate the importance of Coca Cola in terms of marketability aspects
 To identify the internal and external factors that have impact on marketing performance of
the company
 To study the comparison of the company with its core competitors in the industry such that
Pepsi
 To identify the area of development through analyzing core marketing strategies, the
company‟s performance for the near future.
The prime focus of the study is not only to elaborate the above-mentioned objectives but also to
put focus on the analysis of company and the industry in terms of marketability. This will have a
positive logical impact in terms of market analysis of the company. The main objectives also to
include the functional analysis of Coca-Cola Pakistan Limited company in perspectives of
marketing.
1.3 Scope of the Study:
This study will clearly analyze the marketing aspects of the company. Moreover, the study will
also highlight the significance of Coca-Cola being a key player in Pakistan‟s FMCG sector. This
study will highlight the key factors affecting the company‟s marketing strategies for being a
valuable brand among its customers. The study will also try to explore the outlook of the
company. The key features of marketing mix, competitive analysis and brand essence will be

11. explained with the high focus on positive outcome in this report. The study will not only focus
on the fulfillment of the objectives defined above but also it will try to explain every possible
planning, strategies and tactics which are being used by the company in order to facilitate its
routine operations.
1.4 Research Methodology
The methodology in this project is to be based upon internal analysis for the company. This
internal analysis is expected and aimed to be of qualitative nature. Data collection is to be done
by utilizing secondary sources including advertisements, company website, market insights,
focus groups, observations interviews and research surveys. The major portion of the project
report would be based upon the qualitative analysis to assess the quality of marketing tools and
techniques being used by the company. In short, major portion of secondary data and minor
sources of primary data would be evaluated. This will ultimately contribute towards project in
the form of quantifiable data and eventually the qualitative data will be furthermore elaborated. It
is the key factor to elaborate the required results.
Moreover, this project report is to be processed towards the highlighting the factors that have
direct, indirect, major, minor, internal and external emphasis on brand recognition and brand
loyalty. The more data available the more clarity in the project will be occurred.

12. CHAPTER 2: The Company
2.1 History of the Coca-Cola Company
The company‟s headquarter located in the Unites States and the state of Atlanta, Georgia. Coca-
Cola began its journey towards success since the early years of 1886. Candler was the founder of
the company who had willingness to introduce and develop the taste of beverage that had never
been introduced before in the whole world. The drink was actually invented by a chemist named
as John S. Pemberton during the same year of 1886.
2.1.1 Brand recognition
Later, in 1889 Candler bought the
formula and brand for the Coca Cola. It was prepared to introduce to the world and let the world
taste something special, unique and different that they hadn‟t tried before. The company was
incorporated as the Coca-Cola Company in 1892. Later in 1916, the company began to produce
its unique shaped signature bottles which still are accepted by consumers in today‟s time. Due
to widely acceptance by its consumers and willingness of expansion, the president at that time
Mr Robert Woodruff took step to target international market for the further expansion and
recognition of brand globally. This initiative was taken in 1928; the Coca-Cola was introduced
to the Olympic Games for the very first time in its history.

13. 2.1.2 Product Expansion
During the years of 1960s, Coca-Cola decided to expand its flavors from just cola towards
different excited flavors which had natural touch and taste. These new flavors had brand names
as Sprite, Fanta and Fresca. These flavors were introduced after critical evaluation of the targeted
market and consumers. In later years, the company acquired the Minute Maid Company which
had entirely different products including juices. This brought the company to introduce the new
line of juice towards beverage line which is already their core business approach. Afterwards, the
company decided to introduce new products through innovations and changes in their current
products ranges, so they introduced “Diet” ranges of products which were sugar free in the years
of 1980‟s. The company had developed much brand image among their consumers.
2.2 Introduction in Pakistan
Like many other industries and companies, Coca-Cola also introduced themselves after the
official existence of Pakistan. The company operated their business in the name of Coca-Cola
Beverages Pakistan Limited (CCBPL). Pakistan became familiar with Coca-Cola in 1953. They
started producing beverages using local ingredients and local workforce was introduced to the
world renowned brand. From the beginning period, it was still important to target the market
with accuracy that‟s the reason the company introduced marketing team at very earlier stages.

14. 2.2.1 Products’ introduction in Pakistan
The company firstly introduced their signature drink that was Coca-Cola. In 1965, they
introduced the different flavor known as “Fanta”. After seven years the company introduced
Sprite in 1972. Later on, after 30 years of gap the company started introducing some other range
of products like “Diet Flavors” and “Lemon Fanta”. CCBPL operates in Pakistan in such a way
that they produce locally by using everything available within the country and distribute their
products across the country. The company has 7 plants and 10 warehouses in the country to
better serve the customers in Pakistan.
2.3 Company’s Core Competencies
The company‟s core competencies included their visionary objectives, sharp vision and mission.
2.3.1 Vision
The company states their visionary objectives as under;
“Our vision serves as the framework for our Roadmap and guides every aspect of our
business by describing what we need to accomplish in order to continue achieving
sustainable, quality growth”
 People: Be a great place to work where people are inspired to be the best they can be.
 Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and
satisfy people's desires and needs.
 Partners: Nurture a winning network of customers and suppliers, together we create
mutual, enduring value.

15.  Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.
 Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
 Productivity: Be a highly effective, lean and fast-moving organization.
2.3.2 Mission
Similarly the company has developed its mission to cope with the short term and long terms
competitiveness. Their mission states as follow:
“To refresh the world in mind, body and spirit. To inspire moments of optimism and
happiness through our brands and actions”
 To refresh the world-in body, mind and spirit.
 To inspire moments of optimism and happiness- through our brands & actions.
 To create value and make a difference-everywhere we engage
2.4 Competition
From the very beginning of the company‟s history in Pakistan, they discovered that their core
competition is with non-other than the multinational brand known as “Pepsi”. Pepsi is a
renowned brand but Coca-Cola is the market leader everywhere in the world but the case reverts
for the Pakistani context. Because here in Pakistan, Pepsi is the market leader because of having
good percentages of market share and other reasons to be discussed furthermore but at present
Coca Cola compete the Pepsi very well. The market share of Pepsi is 36 % while on the other
hand the market share of coke is 54 %.

16. CHAPTER 3: Market Analysis
In this chapter, different angles and different perspectives are discussed. These perspectives give
clear picture of the marketability, brand loyalty, market share and many other aspects. The whole
beverage industry has developed specified market shares and market values of different brands.
This is the reason that Coca-Cola needed to derive specific branding techniques and customer
attraction tactics. In this chapter of market analysis, some key details are highlighted which
shows the clear scenario of the company‟s outlook towards marketability. This has direct and
indirect impact on the international standards that are already set by the company globally to
maintain brand value.
3.1 Coca-Cola Brand Value
The Coca-Cola Company developed much of its brand value over time. There was a time when a
famous investor and Finance Guru Mr. Warren Buffet purchased shares of the Coca-Cola
Company after forecasting that the shares they purchased would be much and more benefitted in
the future, its value of share was eventually increased after certain years. This meant to develop
the value for the company not only for the end consumers but also essential to retain the
investors for the sake of brand image and loyalty development.
The company worked on several aspects because it‟s a multinational and globally renowned
company which would never expect to reduce its market shares. Ultimately the company‟s
investors are retained through two things; one is the distribution of dividends and the other one is
company‟s intentions to invest the amount of money.

17. 3.2 Coke’s ranking Among Top Brands
During latest announcement, it was observed that the Coca-Cola Company retained 3rd
Spot on
Interbrand's Annual Best Global Brands for fourth consecutive years. That‟s the reason of
company‟s commitment towards sustainability and progressively increasing market value. The
brand value of the company is so high that it is always considered among world‟s top class
brands. It is also considered an obvious thing that the company is well established and well
known for the reason of its well organized variety of brands. According to the official newsfeed
by company‟s website, there are more than 500 brands that are spread under the umbrella of
Coca-Cola Company.
These achievements have direct and indirect impact on company‟s brand image, market value,
marketability and ultimately revenue generation. The Coca-Cola Company effectively and
accurately manages these varieties of brands. According to earlier statistics the company had
established the brand value of $73,102 million in 2017, which was recorded as 7 percent down as
compared to the same time period of previous year. Despite of this 7 percent downfall the
company hasn‟t stopped eradicating the reasons of this downfall and performed well in the first
quarter of current fiscal year.
3.3Coca-Cola’s Brand Performance
The performance of any company with respect to its loyalty and market capture can easily be
assessed through the performance in its brand value proposition and the market share in the
current target market. Both of these tools are somehow core implements to indicate the company
and brand‟s performance.

18. The graph clearly indicates the trend analysis of the company‟s performance in terms of their
Brand value throughout different years of performances. The line graph indicates Coke‟s
performance for past 10 years and 11th
year which is the current year in this project scenario. The
highest achievement was being recorded in the year 2015 and the lowest was recorded at the very
beginning year of 2006. Coca-Cola increasingly gained its brand value since 2006 until it
acquired the highest record making brand value of 83.84 billion dollars in 2015. There has been
noted that the company obtained tremendous performance between 2006 and 2011 to because
they achieved almost 80 percent of the brand value in 2006. Since 2015 to current year 2017 due
to intense competition between Coca-Cola and its core competitor‟s strategic outlook there have
been a slight downfall in its brand value. Due to some other qualitative reasons, the company lost
its brand value that was not highlighted before.
41.41
44.14
58.21
67.63 67.99
73.76 74.29
78.42 80.69
83.84
80.31 78.14
0
10
20
30
40
50
60
70
80
90
ValueinBillionDollars Coca-Cola Brand Value

19. 3.4 Coca Cola’s Market Share
As mentioned earlier, there are two core tools through which a brand‟s loyalty and its
performance can be assessed. Market share analysis is the second essential tool to evaluate the
level of acceptance and brand performance. These can only be done when a company engages its
customers up to the level of acceptance.
3.4.1 International Market Share
There are 3 main players in international market and Coca-Cola is market leader with the 52%
shares while Pepsi is following with the 36% shares and Dr. Pepper Snapple Group has 12%
shares. As it can clearly be observed in below pie chart Coca-Cola brand is the most accepted
brand in the market of beverage industry for global perspective with leading percentage of share
as 26 Percent and Pepsi is being runner up as the 15percent of market share.

20. 3.4.2 Market Share for Pakistan
During July 2010, the Wall Street Journal reported that Pepsi lost its significant market share as
compared to Coca-Cola the reason behind that was the huge investments and sponsorship for
Coke-Studio. Pepsi usually sponsors the sports especially cricket fields. Pepsi recorded the
dominant market share of 54 % and the remaining percentage was covered by Coca-Cola
Company. Due to some positive factors and strategic approach, Pepsi had been the market leader
for many years. This data is compact and quantitative nature which directly indicates the direct
impact in the market share analysis for both of the companies. Now we compare this data with
the most recent one and see the difference between what had already been done and the
differences are to be observed after that implementation.
65%
35%
Market Share in Pakistan 2010
Pepsi
Coca-Cola

21. Now in this pie chart we can clearly observe and compare it with the previous pie chart that Coke
has developed to be the dominant and market leader in the beverage industry for Pakistan. Coke
developed from 35% of market share in 2010 to 54% of market share according to the most
recent data and observations. Pepsi lost too much of its market share as it was the market leader
with distinction of 65 % in 2010. Now its market share has decreased to 36% according to most
recent data. In those seven years, other local brands have also come to business and they also
developed some of their market share. Gourmet developed 4% of market share in regional
distribution. Whereas, other local brands have also flourished and observed to discovering
market share of 6%.
Coke
54%Pepsi
36%
Gourmet
4%
Others
6%
Latest Market Share Trend
coke
pepsi
gourmei
others

22. This was a closer outlook and comparison of the performance of the beverage companies
between year 2010 and 2017 to elaborate their company‟s market performance.
3.5 Challenges in Maintaining Market Share
As the time passes, the quality of life style has also altered from past to present and expected to
be changed in future as well. By keeping in views these situations the company ought to have a
competition through:
 Unique value proposition through quality products
 Copyright handling to eliminate the fake products in the markets

23. CHAPTER 4: Brand Essence
The brand essence of any company is the heart or the main key role in evaluating its market
sustainability for the future period. Brand essence usually includes several important keynotes
that create logical input in terms of identifying the actual target group of the product. Some
others also suggest that brand essence is heart and soul for the products under certain brands.
Various categories and several target groups are further explained in this type of analyzing
activities. These are also including some sort of qualitative analysis and quantitative analysis in
order to judge the products‟ acceptance in real time data.
4.1 Target Consumers
The first and primary considered thing for the company to consider is the consumer and
customer. The clear thing to consider in this section is the exact target audience. In brand essence
it can be termed as “to whom I want to appeal to”. If the product has been developed by using
proper inputs and converted that input towards output with proper value addition that brings the
revenue for the company. In other term, consumers are the „business generators‟. Target
consumers are assessed after evaluation the gap analysis. The gap analysis can indicate the
difference between what the consumers‟ geography, demographic, social life, personal life and
their routine life daily activities. Coca-Cola is a product related to beverage industry so the
company assessed the eating, socializing, habits and other assessments in order to work for the
exact and accurate target market. This at the end helps the focus towards the targeted consumers.

24. 4.2 Products Attributes
There are some core products attributes that bring the goodwill towards the brand and finally the
company gets benefit in terms of business development. These attributes are directly linked to
the products and their activities. Similarly, Coca-Cola also possesses some of its attributes that
the company main concern.
4.2.1 Brand Awareness
The first and foremost thing while branding is to create awareness about the products. Is target
market or public aware bout the product which company wants to offer? The other thing that is
importing while creating awareness is Brand Personality which refers to the uniqueness in
offerings by the company through that product or service. It also means to define whether the
target market is to become a first time user or the regular consumer. Because these things should
be clear before launching the products in valuable ways.
Communication is most essential tool while creating brand awareness. There are several ways to
create brand awareness. Most effective ways in today‟s digital era is social media
communication, effective marketing through creating purposeful marketing campaigns and
promoting at right platforms in the right time period. These tools are important because they are
the key towards successful brand awareness activities. In this way Coca-Cola has created
effective campaigns in different social crowds for meaningful purposes and objectives. Using
these types of media (including social media) would definitely increase the branding value and
consumer retention towards the brand. If the media is strong enough then time is the only thing
required. Timely introduction and timely promotion is the best thing to set as the core objectives
while creating awareness for the products to the relevant target market.

25. 4.2.2 Brand Association
After beginning with the brand awareness, next comes to create relationship with the people to
whom the brand is to be created awareness mean customers. The further step is important
because the awareness is just a beginning. Creating relationship will depict the level of
understanding between the customers and the brand. This is so called as brand association with
respect to the people or public. This brand attribution is important to understand because today‟s
consumers are not just irrational and crazy for the products but they want more than just a
product in terms of product quality and brand consciousness. More than a product includes
relationship with the company and personal association. These subjects are needed to be clearly
understood by the market.
Markets not always control the subjects to experience the brand; people can be attracted towards
the brand. The consumers are attracted towards brand in many other sources such as
recommendations, advertising, personal views of other users, researches, surveys and many other
sources. If you create awareness but still someone does not know about your company, that
branding may lead to failure of marketing and needs to be redefined in terms of brand publicity
then leads towards brand loyalty.
Further association is needed as emotional attraction towards customers. Positive association
with customers contains effective and essential techniques to handle customers‟ insight. Loyalty
for the brand is created when your customer is attentively hearing from the company and
engaged in the brand‟s insight. If you can meet a consumer‟s emotional needs and build
confidence, pride, and passion for your brand, you can keep them coming back and develop
allegiance that you cannot easily buy. This is only possible through reminder with the brand.
Aside from Coca-Cola there are many other brands which have already established image among

26. their customers and end users. Those companies including Apple, Microsoft, Google, Mercedes,
Walt-Disney and several other companies are the examples who have already created efficient
brand memory and brand recognition with their customers. Brand association can also be
achieved through developing the mechanism of feedback and opinions from customers and
consumers.
4.2.3 Brand Advocacy
After associating with the customers by creating relationship and association with him, the next
step is fulfilling the entire needs of branding a product. This can be understood by market to
create advocacy through understanding level between the company representatives and the
customers. Brand advocate can be created once the association and understanding developed in
the stage of brand association. Brand advocates are also referred as loyalists. Brand loyalists will
do more than just marketing, they can bring businesses in such ways that even marketing cannot
put effort to do so.
Companies somehow also compensate those loyalists in many terms to support their brands and
products. This thing supports to encourage the expansion of business activities. Brand advocates
work through the channels of sharing activities. These sharing activities happen through many
further ways including feedback, examinations, user personal reviews and the most important
thing word of mouth which is to be called viral marketing. If people are talking about your
brands just because they love it but you didn‟t force them, you probably won the target market
that was desired. Brand advocate will share your company via social media, conferences,
seminars and other social events which will have direct impact on your company‟s performances.

27. Benefitted relationship between company and customers (especially loyal ones) can create them
from just loyal customers to brand advocates. This relationship should not only benefit to the
company only but also benefitted to that brand advocate as well in monetary and non-monetary
terms. Coca-Cola not only supports its customers but also work to engage their customer to one
platform where they will interact with each other socially and commercially. This generates good
revenue for the company and ultimately create high-quality brand image among customers.
By considering all the above factors, the product attributes are accomplished. All the product
attributes are accomplished when the company tries to establish the linkages between
PRODUCT
ATTRIBUTES
Brand
Awarenes
s
Brand
Advocacy
Brand
Association

28. recognition, association and advocacy. Similarly, when these attributes are accomplished the
ultimate benefit is towards company‟s revenue generation which is an optimal thing to be done.
Customers should be engaged in such a level that they feel to be a part of the company‟s team to
progress their business. This can be done through motivational activities.
4.3 Brand Benefits
Brand benefits denote the ultimate benefits and advantages that the
customers can enjoy by selecting specific product to appreciate. The
Coca-Cola Company has developed great value for its consumers.
Coca-Cola is not only giving the value in terms of their beverage
products but they are also contributing towards society in return. Brand benefits compose of non-
monetary benefits that mostly include after-sale services but for Coca-Cola it is merely a return
to the society. The company offers products that are definitely presenting the unique taste in
them; finally the brand creates value due to its uniqueness among other competitive brands.
4.4 Employees Benefits
The Coca-Cola Company creates value not only for its customers and consumers, but also they
create value for the employees that put efforts in making the company from small entity to the
big, bigger and acceptable among its customers. Employees‟ health benefits, fringe benefits,
bonuses, training & development and many other non-monetary benefits are being offered by the
company in order to compensate their employees. The company has recognized great satisfaction
among its employees in terms of remunerations and many other benefits. As the market is

29. moving dynamically, the company accommodates their employees and engulfs their employees
with best offers in the market. Based upon cultural, social, national and international emergence,
the company offers holidays and arranges social events for all to compensate them with the best
they can.
4.5 Integrated Marketing Communication (IMC)
The company effectively and efficiently uses integrated marketing communication techniques in
order to get connected and staying involved with its targeted customers. It is merely not false to
say that the Coca-Cola Company was the pioneer company to launch the 360 degree marketing
communication technique in order to staying connected to their consumers wherever they are.
This communication technique revolves around the consumers (market), potential customers, the
society and product positioning etc.
Likewise, the company always tends to stay associated to their customers to deliver more than
just physical products. They cooperate with their customers for different causes and they support
to raise voices for the rights. For all these reasons, the company is willing to stay close to their
consumers through vast and quick social media, where every part of the world is gathered as
global village.
Coca-Cola effectively uses 360° communication techniques to be a part of practical and
emotional world of their consumers. The company has great interest to be close to its customers,
to be a part of their daily life activities, to be sympathetic in different emotional situations and
eventually creating emotions and feelings affiliations with the public. The example to understand

30. this concept is that they help public in catastrophic periods and raising funds to help the poor
sector of economy.
Coca-Cola also involves their customers through cultural and musical shows that bring an
awesome touch between the company and the themes. By using those attractions and affiliations
the company creates its valuable messages in the form of slogans such as; happiness, sharing, fun
and traditions of Coke.
4.6 Tools of Integrated Marketing Communication
After describing the role of IMC, now there is dire need to understand the features and facts that
actually work for perfect marketing technique. IMC tools include major portion of marketing
tactics which many companies including Coca-Cola uses effectively in order to tackle the
untapped market and to endure the current customers. Integrated Marketing Communication or
IMC is the key feature which not only depends upon the products and customers but it also
depends upon the objectives which the company wants to achieve through proper promoting
their brands to end consumers.

31. Main channels or media used in this technique are; mass media (newspapers, TV), Print media
(Magazines, flyers and banners) and Social media (Social websites and applications) which play
the effective role of assigning company‟s message to their desired customers or general public.
All the elements must work together for better results in terms of marketing and advertising.
IMC mix must be working enough fundamentally with the marketing channels so that they
convince effectively. Various elements have been added to IMC mix which must have definite
output on the brand‟s performance measurements. This is done when convincing message is
delivered to the customers. Here are some core elements of IMC mix that usually followed by
the Coca-Cola Company for directing and getting to maximum customers.
IMCTools
Marketing
Direct Promotion
Public Relation
Online
Marketing
Personal Selling

32. 4.6.1 Advertising
It is very important and core element of IMC tools in which mass consumers are effectively
focused towards intentions of the company and their contributions. The huge target market is
tapped by utilizing mass media. Hence, the most consumers are attracted through TV Ads and
other multimedia advertisements. It must be interestingly mentioning that Coca-Cola has
basically one objective worldwide and they use similar techniques in the whole world. This is
called as “think global, act local”. Coke‟s slogan has always been eye-capturing for even public
who haven‟t been linked with the products.
4.6.2 Direct Marketing
Another effective yet advanced technique is to get associated with the consumers through digital
means of communications. Similar to brand association, in this method the company directly
involve its customers to receive feedbacks, 2-way communication. Examples in this mechanism
are; SMS-Marketing, E-Mail marketing and direct/indirect sponsorships for specific events.
From these examples it can clearly be noticed that the company is intensely interested to create
consciousness through any channel and engaging their customers at every possible step. One
example is to sending code words through SMS service to have a chance of winning through
lucky draw.
4.6.3 Sales Promotion
One of the key elements from IMC in which the company must discover its distinguishing
features from its competitors in super markets or chain stores. Moreover, the Coca-Cola

33. Company uses its unique strategies in terms of sales and promotions in the market. Sales
promotions are referred for the sake of utilizing both customer attraction and trade benefits to
both of the parties. In Pakistan, they rarely use sales promotions because they have already stood
up to the mark in the taste and exceptionality. People already have understood the company‟s
unique standard. Despite of having low focus on sales promotion, the public creates tremendous
response to the company and the brand. This inspires the value for the brand as well the
company‟s focus towards understanding promotional activities. Many times the company uses its
sales promotions just to have a reminder to its consumers that they are strong entity in terms of
understanding their consumers very efficiently. Moreover, Coke links its sales activities to social
responsibilities in order to do two tasks on sale of even a single product.

34. 4.6.4 Public Relations
The Coca-Cola Company is considered among very active companies who take effectively part
in developing relationship with their consumers and customers. Most of the public relation
strategies are introduced for detailed cultural as well as social events. Corporate social
responsibilities role are effectively played by the company.
By utilizing several forms of media, the key note will be brought to the target market completely,
even for those who do not fundamentally have the same attitude towards the brand and toward
communication. Some people are more likely to watch TV while others more attracted towards
internet and digital media, and many others are keen to live and/or share their experience with
the brand directly or indirectly. Through their public relationships they create some innovative
ideas in order to facilitate their customers and consumers. They tend to create the positivity and
positive image towards the society.
Coca-Cola has created several examples in Pakistan under the umbrella of publicity of their
brand and branding activities. Company develops digital, print and social media effectively in
such a way that their customers understand the uniqueness in the brand identity. Coke Studio,
Coke Hello Happiness Phone Booths, Investments in food related activities, sponsoring food
related shows and cultural shows and last but not the least they have created a great social
activity to ask their consumers to donate for “Edhi Center” Pakistan. In these ways the
organization has created great impact on their customers to support morally, ethically, culturally
and ultimately trading to create revenue.

35. 4.6.5 Internet Marketing
Due to advancements in technologies, acceptance of different gadgets and advancements in
connectivity the company has effectively tried to focus on the outcome of the company‟s
performance. Customers use the latest gadgets, applications, smart phones and internet to get
connected to the world. Similarly, the company has also adopted the latest introducing
connectivity ideas. Coke‟s strategies are including capturing the maximum communities. It is the
matter of fact that every consumer has his own taste of entertainment and communicating. A
specific percentage of target market use television to get consciousness for the brands, a huge
number of people watch internet including YouTube, Facebook, Instagram, WhatsApp and
several other socializing websites, applications and platforms, many of the consumers read
newspapers on internet. These are the main points to be understood by the marketers so that they
should tap the untapped markets through the media. Moreover, it is a fact of knowledge that
almost everyone on the earth is aware about the Coca-Cola due to pioneering in their marketing
strategies. The company has adopted new strategies through the execution of modern styles of
internet marketing. Almost every company has started electronic advertising.
4.6.6 Partnership and Sponsorship
The Coca-Cola Company has objectives to achieve their core objectives through sponsorship
programs. The strategies are based upon investing and supporting in the major events in the
world. By sponsoring such big events, the company becomes a part of the major events that
create positive impacts even in the general public. The strategies they approve are implemented
as global tactics. Coke created historical views in different fields. Some of the global strategies
they adopted are as follow:

36. 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
The most accepted yet awesome activity by the company is their
investments in musical performances and activities. Coke studio is a studio
which creates unique and catchy musical instrumental sounds for the public.
They have contributed to create awareness about cultural, regional and
musical tunes. These are throwing according to different seasons. Coke studio is very popular
studio because musicians, stars and other personalities subsidize their talents to in the form of
valuable sounds and musical tones. Coca-Cola Company has successfully created linkage with
the public and their consumers. Millions of viewers on YouTube channel and several stars are
introduced through this platform. Similarly, the original soundtracks are re-made through the
influence of coke studio. Started from season 1 and the latest one was season 8 at the end of
previous year 2016. India has its own artistic approach to the studio and Pakistan as its own pace
of creating its cultural music.

37. Chapter 5: Internal Analysis
Internal analysis referred to the impacts and changes that have been taken place within the
company to tolerate the market growth as well as to attain the revenue. Internal analysis can be
one in many ways, in this report it has been done mainly through identifying marketing mix,
SWOT analysis, BCG Matrix development and comparison with its close competitor.
5.1 MARKETING MIX OF COCA-COLA (4 Ps)
5.1.1 PRODUCT
Product: Anything that is to be offered to the market (including individuals and businesses) to
make them satisfied and satisfying their needs, wants and demands is called as product.
5.1.2 Levels of Products for Coke:
Core: Core benefit is that to fulfill the thirst and create the joyful time while drinking.
Actual: These products line including different tastes and different sort of bottling designs,
beverage colors, tastes and ultimately consumers‟ lifestyle to use this product.
Design:
 Pet bottles
 Reusable glass bottles
 Economy packs
 Tin Can

38. 5.1.3 Quality:
First of all this is a multinational brand that is why every country (or nation) will have
developed a distinct sort of taste and ingredients. The suitable example is that Coca-
Cola‟s taste would be different in the USA, Middle East and in Pakistan. The reason is
original ingredients for making this beverage is only available in its home country.
5.1.4 Coke Products:
The products by the company are characterized to be “convenience product”, because of
the reason that its purchasing rate is very high and highly consumer oriented product
which rarely gets depreciation or expired during its timeline period. These are the
products which a customer/consumer rarely thinks before purchasing.
 Coke (Cola Drink)
 Sprite (Cola Drink)
 Fanta (Soft Drinks)
 Sprite-3G (Cola Drink)
 Kinley (Mineral Water)
 Minute Maid (Juice)

39. 5.1.5 PRICE
After identification of the products, next comes to realize the value for the product. Every
product or services offered are delivered to the consumers and in exchange of these products
(and services) company charges some amount, this is called as Price for the product. The price of
Coca-Cola, despite being making very acceptable market share they kept similar as that of its
competitors.
PRICING STRATEGY OF COCA-COLA
The suitable value for the products or services that a company charges in exchange for cash or
other assistances, called as pricing of that product. Prices are charges in order to give something
in exchange for the usage of products or services. This P is also important for the company to
identify their product‟s value proposition and marketability. When the users are satisfied from
one time purchase, they purchase again and again so this creates demand and ultimately pricing
strategies are gone through these mechanics. Prices fulfill the company‟s operative activities and
other sort of ideas to develop cost activities.
5.1.6 Important Things while Setting Price
 Demands of the product control the level of pricing
 Targeted Revenue should be kept in mind while determining pricing
 Too low or too high prices may lead to customer dissatisfaction and customer
retention rate is affected badly due to this factor.
 Product‟s price should be according to the acceptable level for maximum targeted
consumers

40.  Customer‟s satisfaction should be meeting completely with the offered product‟s
price.
5.1.7 Prices of Different Products:
Product Volume
(in mili litres)
Price
(in Pakistani Rs)
250 ML (Regular) 20
500 ML 40
1000 ML (1 Liter) 55
1500 ML (1.2 Liter) 80
2250 ML (2.25 Liter) 100
Tin Can 50
5.1.8 Competition Based Pricing Strategy:
Being a close competitor of PepsiCo, the Coca-Cola Company develops plans that are based on
pure competition in the market to avoid consumers‟ switching to other products and their
satisfaction levels. Coke‟s pricing strategy in this regards is set in such a way that they cannot
exceed nor decreased below the certain limit that competitor has already set in customer‟s mind.
If the company decreases its value that would be considered worse condition because consumers
can consider it to be the fake or low quality products.

41. 5.1.9 Promotional Pricing Strategy
Promotional pricing is merely applied by the super stores and big stores on special occasions.
Company may not directly involve in those promotional pricing but the stores are doing for their
own promotions. Company directly offers promotional pricing on special occasion of Ramadan
(Islamic Month) and they decrease their prices to support their consumers.
5.1.10Market Penetration Pricing Strategy
Prices in beverage industry are determined by the consumer. In an economy like that of Pakistan,
consumers tend to switch towards a low priced product. Coca-Cola‟s objective is to target every
consumer of the country so Coca-Cola has to set its prices at such a level which no one can offer
to its consumers. That is why Coca-Cola charges the same prices as are being charged by its
competitors. Otherwise, consumers may go for Pepsi-Cola in case of availability of Coca-Cola at
relatively high price. These strategies are applied in most part of the world by Coke.
5.1.11Placing Strategies
Distribution Channels
Coca-Cola makes selling through two essential and big channels of distribution:
a. Direct Selling
b. Indirect Selling

42. 5.1.12 Direct Selling
In direct selling the company supplies their products in stores, shops, local markets and cafeterias
by utilizing their own transportation systems. They have more than 550 vehicles to supply their
bottles to the end consumers. In this type of selling, the company develops and devises more
profit margins. Since this type of selling is directly associated to consumers hence this is also
known as B2C (business to consumers) transactions. This is convenience for company to directly
linking their demands to end consumers.
5.1.13 Indirect Selling
Coca-Cola has their whole sellers and agencies to cover all areas. Because it is very difficult for
them to cover all area of Pakistan by their own so they have so many whole sellers and Agencies
to assure their customers for availability of Coca-Cola products. The company also has
developed their supply chain process that has intermediaries between company and their end
consumers. The products are provided to agencies and agencies supply those bottles to the
outlets, stores and shops where direct vehicles are merely not possible to reach. Those areas are
covered by agencies.
5.1.14 Promotional Strategies
Getting Shelves
The company gets or purchases shelves at big departmental stores and displays their products in
those shelves in that style which indicating their products clear, attractive and more eye-catching
for the consumers.

43. Fridges Distribution
The company provides refrigerators to shops, stores and local food points (including restaurants)
in order to promote their products in high range and secondly to support their seller with best
offers. Refrigerators are successful promotional strategies because they contain coke‟s logo and
only Coca-Cola‟s products range are to be placed inside it.
Eye Catching Position
Salesmen of the Coca-Cola Company position their freezers and their products in eye catching
positions. Normally they keep their freezers near the entrance of the stores. This brings
awareness about availability of the product at specific places.
Sale Promotion
Company also provides sponsorships (at some areas specified) with different college and
school‟s cafes and sponsors their sports events and other extra curriculum activities for getting
market share.
UTC Scheme
UTC means “under the crown scheme”. Coca-Cola often does this type of scheme and they offer
very handy prizes in it. Like once they offer bicycles, caps, TV sets, cash prizes etc. This scheme
is very much popular among children. Most often they offer glass ranges to be composed by the
consumers by showing the code to shopkeepers.
5.2 SWOT Analysis
SWOT analysis is a situation analysis tool that helps the managers to identify internal strengths
and weaknesses, external opportunities, and threats and the potential impact of these factors on

44. the organizational performance. In this analysis, the internal and external analysis are done in
order to assess the company‟s strengths, weaknesses (as internal) and opportunities, threats (as
external) factors. This is also measured to be an essential tool for marketing strategies
determination.
5.2.1 Strengths
Keeping in view of company‟s current performance and its market value, Coca-Cola has already
developed its strengths by considering much differentiation among other brands in this industry.
Some of the core strengths that have been identified are as follow;
 Popularity: Coke being an accepted by consumer and having unique recognition among
its consumers has developed a well standard. These things are accountable for the
company to remain recognizable and famous for being unique in giving taste.
 Branding: Strength by the company is its branding techniques. Consumers rely on this
brand because they have developed a specific image of this brand in their minds.
 International Recognition: Being a multinational recognition of the company, Coke is a
brand which has acceptance from all over the countries. Its recognition can be assessed
through this term that loyal consumers ask for coke‟s products even they travel to abroad
countries.
 Decisive Financing: Many events are sponsored and financed by the company which
develops the ultimate goodwill for the company. This is one of the main strengths of the
company that they actually possess. Investing in cultural shows, food streets, cafeterias,

45. bigger level of food related events, musical events (including coke studio) and many
other shows are being financed by the company.
 Customer Loyalty: An important factor of strength is that Coke‟s brand image has been
an acceptable image among its consumers (majority of consumers). The drinks are
initiate everywhere they go such as work, schools, colleges, universities, markets and
even small vendors have coke brand at priority.
 Promotional Mix: In recent years, Coca-Cola has also developed as a brand of excellent
advertisement in Pakistan. They have utilized huge billboards, huge LCDs and decoration
at park sides in city areas. On multimedia, they have made huge impact through their
outstanding ads. The famous advertisements included the drink for being used as cold and
tag was “Brrrrr”. Recent ad was the remixing of a song to capture the tagline of coke as
“Zaalima Coka-Cola Pila De”. Sprite is usually used to link with spicy food and many
times it is linked with the feelings of being thirsty.
5.2.2 Weaknesses
 Less Product Range: The Company has a good range of products that are delivered to
their consumers worldwide, but in Pakistan their product range is having much smaller
scale. Many products under the brand are seemed to be missing in Pakistan.
 Health Issues: Un-wanting health issues are still there in the products that the company
might not communicate to their consumers. Consuming too much (especially coke) can

46. also lead to their addiction which some doctors suggest unhealthy for the human body‟s
system. These are also getting up due to artificiality (artificial flavors) in their beverages.
 Consumer’s Behavior: The consumers are ultimately the end users of products.
Occasionally, they stop purchasing or at least boycott such products due to instructions
and media awareness of negative impacts of consuming such products. This awareness
creates consumers to be aware of what they are drinking, so this is a weak point which
needs to be elaborated.
5.2.3 Opportunities
 Introducing New brands: Just like other countries, Coca-Cola can introduce wider
range of products to Pakistan as well.
 Healthy beverages: Despite of having great impact in the market through marvelous
products, the company still has room to introduce and work for the healthy (natural)
beverages that everyone can accept without any hesitation. “Hilal” certification is an
issue that represents surety for the product to be legalized and edible or drinkable for the
Muslims everywhere. Moreover, the company can also create awareness of unhealthy
beverages that are already available in the market as their replicas.
 More Target Market: Coke has developed and grown much to become the market
leader. Being market leader doesn‟t mean that company has achieved everything. Coke
has rooms for achieving more. Targeting teenagers, or below age with more products

47. range which should be natural ingredients based is a good target market that can be
worked.
 Kicking Out Pretenders: Regardless of achieving high market share and good
acceptance by the public there are many competitors which are using similar formulas or
similar bottling for the sake of their business developments. The company can clearly
kick them out of the way by making legal and lawful implementations against them.
 Staying Ahead of the Competition: The competition is getting tougher now a days in
the markets due to several valuable reasons. Coca-Cola can clearly beat its competition
when it will cover up its opportunities in the required time period. Coca-Cola can merely
beat its competitors through quality products, mass advertisements, positive conclusion in
customers‟ mindsets, maximum retention rate in the industry and several other factors
that are directly linked to the grown of the company and ultimately removing this weak
point.
5.2.4 Threats
Threats are considered to be the risk for the businesses and they are also danger to the businesses
in generating revenue and customer satisfaction levels. Here are some of the threats that the
company faces.
 Legal Issues: Legal issues including the regulations of being multinational brand, the
company has to follow the state laws whether it is in its home country or in other
countries. Following legal issues is not a threat; rapid changes in regulations are the

48. threats for the company to operate in the country. Sometimes excise and taxation issues
are also stated as legal issues in this terminology.
 Political Issues: Just like other businesses and companies Coca-Cola Company is also
directly affected by the political issues. The unforeseen political acts and ups & downs of
situations are threats on the company‟s performance.
 Inflation: Rise in prices of commodities, inputs and ingredients are directly affecting the
products or outcomes. The increase in price will increase the cost and ultimately the
products‟ prices will rise. This thing directly affects consumer buying behavior and
purchasing capacities.
 Fake Products (Copyright): Many small businesses are still unknown which are threats
to the company. Those businesses are creating fake products in cheaper cost and same
bottling. This is merely unethical thing that must be eradicated to support consumers trust
on brand. Fake products often appear on peak seasons like in summer, Ramadan and on
some official occasions. Although food authorities are playing their roles to eliminate this
unethical thing but still there is room for company to take serious legal actions against
them. Moreover, the implementation of copyright issues in Pakistan is weaker as compare
to other nations.

49. STRENGTHS WEAKNESSES
Popularity
International Recognition
Branding
Customer Loyalty
Effective Promotions
Less Product Range
Consumer Behavior
Health Issues
OPPORTUNITIES THREATS
Introducing New Brands
Staying Ahead of competition
Healthy Beverages
New Target Market Recognition
Kicking Out The Pretenders
Legal Issues
Political Issues
Inflation
Copyright Issues
Market Competition
SWOT Analysis in a Nutshell
5.3 Qualitative Analysis of the Company
The effective measurement that assesses the qualitative aspects of a company is called as “BCG
Matrix”. This can evaluate a company‟s performance in the entire diversified field. If the
company has more than two businesses or products range then they evaluate their performance
through this useful material. The chart below is the illustration of The Coca-Cola Company as a
whole; this will give idea of their diversified products under one analysis.

50. From the above BCG Matrix of the company, it can clearly see that all the products are
categorized in different divisions according to their market share and market growth rate.
 Star Product:
Fanta and Sprite are being the high evolution rate and having high market share. These
are categorized as star products for the company as they
possess higher growth stats.

51.  Question Mark:
Diet Coke has been characterized in this segment because of its low
market share but having high growth in the market. Diet coke is also
acceptable product in the market but having market share relatively lower
as compared to other products.
 Cash Cow:
Coca-Cola itself has been put in this category which directs that Coca-
Cola has high market share but possessing relatively lower market
growth. This also indicates that the product needed to be observed for the
growth management.
 Dogs:
This category designates the worst situation of products or division of product line for
any company. In Coca-Cola Company, two products have been categorized in this
division; one is Minute Maid and the other one is Kinley water. These products have low
market share and even low market growth. The company is still funding in these two
product lines.

52. 5.4 Coca-Cola’s CSR
Corporate Social Responsibility or CSR is referred for a business to give returns to society in the
form of valuable projects that benefits merely for the society only and company‟s profit should
not be linked with that activities. Being a multinational company, Coca-Cola has also developed
its structure of business activities in which they are supporting not only their own businesses but
they are also assisting their environments in which they are operating. However, there are several
issues that are being addressed by other multinational corporations and businesses but Coca-Cola
has also taken its steps towards emphasizing some of the main issues that can create difference in
the society. These CSR are essential for developing brand image. Coca-Cola Pakistan has
already developed vast portfolio in terms of corporate social responsibility.
There are three main projects and activities that have been recently done by the company and
they are doing it so far to have a valuable contribution in the society.
i. Water Treatment Plant
ii. Drinking Water Filtration Plant
iii. Edhi Campaign
5.4.1 Water Treatment Plant
Focusing on the global issues regarding utilization of water, many projects by governments and
corporations have been implemented in past few years. Similarly, Coca-Cola Company has also
taken initiatives in order to fulfill in its objectives to replenish the water requirement in as many
countries as possible. This thing will bring out the corporate social responsibility for the
company as well as the goodwill for their business development. Through this mechanism the
company gives back the same amount of water that has been consumed by the company during

53. production of beverages. This is the way they are saving water to re-utilize for the purpose of
plants and other valuable natural resources.
Initially in 2007, The Coca-Cola Company announced its water replenishment objectives for
overall countries where they have already in operations. They introduced and integrated the
framework of individuals, communities and the environment. This collaboration of framework
was tagged as “Me, We, World”. Through this framework, the company set goals to achieve 100
percent of water replenishment throughout the environment so that maximum people can enjoy
this blessing. Coca-Cola Company operated this responsibility activity in 61 countries. Pakistan
remained among those 61 countries which are enlisted in this corporate activity.
The success of this project can be observed through achievement in 2014. Coca-Cola operated
209 watershed projects worldwide. They consumed around 300 billion liters of water that
produced. Coca-Cola Pakistan was able to replenish around 782 million liters of the ground
water. This project had developed its importance especially for the plants and all related fields of
agriculture because they are most essential part of our country. 782 million liters of ground water
was being replenished by the Coca-Cola Company in 2008 in collaboration with renowned
organization WWF in Pakistan in Ayubia National Park.

54. 5.4.2 Drinking Water Filtration Plant
As it was mentioned in previous section that Coca-Cola has portfolio of social responsibility
activities, therefore the company has developed another water related project that has direct
impact on the consumer as well as society. Coca-Cola has introduced plants and machinery that
is being used to filter the water for drinking purpose. As according to a recent news report, exact
84% of population in Pakistan is facing lack of pure water supply. This means that a
state/country having more than 200 million of population, not even 160 million people are
enjoying pure water. This leads to scarcity of water usage. By keeping in view these drastic
situations, Coca-Cola has developed its objectives to supply water to those areas and those
individuals who do not have access to water that is able for drinking purpose.
This is a purposeful objective to work for the community in such a way to minimize the water
crisis. Specific timeframes have been decided by the company and areas have been allotted with
the projects in working conditions. Initially this project was implemented throughout the world
except Pakistan, but later on in 2015 when the company observed severe condition in this
situation, they took initiative throughout the country in different selective regions. Pakistani
areas include; majorly focused areas of Punjab, KPK and Sindh. Some more areas of Gilgit,
Karachi coastal areas and in Lahore city it is operated at Bedian.
It must be kept in mind that the company acted internationally first and then they brought the
good thing and activities at level even for Pakistan. In this way, they have followed the
mechanism and concept of “Think Global-Act Local” which means to think for global
communities and act for every country‟s local community.

55. 5.4.3 Edhi Campaign
The most recent and yet one of the most important social responsibility for the community was
taken by the Coca-Cola Pakistan. In the Islamic month of Ramadan, they initiated a campaign in
which they showed their contribution to the world‟s most renowned social worker‟s organization
named as “Edhi Foundation”. After death of the founder Abdul Sattar Edhi, the whole world was
in sorrow for him. Similarly many people wanted to follow his mission. In this respect, the
company took initiative to support the foundation in entirely unique way that hasn‟t been done
before. Coca-Cola Pakistan introduced a campaign in which charity donors or aid assisting
individuals will donate their amount to Edhi through Coke, and Coke will ultimately double that
amount for the sake of CSR. The aid consisted of Zakat and non-Zakat donations. The month of
Ramadan had been selected for this purpose because this month is the best time spiritually for the
Muslims to donate and receive best rewards hereafter. The main message or objective of the
campaign was to carry on Edhi‟s legacy and his missions towards community.

56. In this campaign, it was observed that unlike other CSR campaigns many TV stars and Pakistani
film industry actors were in to create awareness for people to go for donating through Coke. This
indicates the respect for humanity and contribution through valid method of donating the cash
amount. In this campaign, Coca-Cola Pakistan created retail partners as well as they partnered
with “Easy Paisa” services. The collection methods for the campaigns included more than 75000
collection points designated by the company, more than 300 Edhi centers for collection
throughout the country. People can donate as much as they can for this sake of good deeds, the
company set amount of Rs 25 million as maximum limit. The very encouraging impact on social
media had been observed through hash tag of #BottleOfChange.
5.5 Competitive Analysis
In this section, the comparison with Coke‟s closest competitor has been under consideration.
Pepsi Cola International (Private) Limited is the closest competitor of the Coca Cola Company in
almost every type of product range. Pepsi Cola has its own uniqueness and proposed market
value and status. Hence it is enjoying discrete separation in the same market as coke. Pepsi had
achieved high market value that made it as market leader for several years in the past. In the
recent years, the trends have been changed due to strategic approach in different activities.

57. 5.6 Pepsi Cola International (Pvt) Limited
Just like Coca-Cola, Pepsi is also a well-known
international brand having developed different product
range and having sustained position in beverage
industry. This was also a creation by American pharmacist in late 19th
century. Established in
1902 and expanded their business to other nations in 1907 and first they exported to Mexico.
5.7 Products Range of Pepsi
Pepsi (Cola Drink)
7UP (Cola Drink)
Miranda (Soft Drink)
Mountain Dew (Cola Drink)
Slice (Soft Drink)
Aqua-Fina (Mineral Water)
Light flavored beverages without sugar
5.8 Promotional Strategies
Pepsi has its unique way of promoting products in their target
market. They usually link their products with entertainment sources
and sources of recreation. In their campaigns, they mainly put impact
on the youth so they put things according to the energy of doing
something for entertainment and recreation. Moreover, Pepsi also
supports sports activities through their products‟ advertisement.

58. Many times, they have signed cricket stars for campaigns and advertisements. Stars plus
Waseem Akram, Waqar Younas, Shoaib Akhtar and Shahid Afridi and many other cricket stars.
Similarly, they have also signed to be official sponsor in Pakistan‟s cricket team that‟s why their
uniform also represents the symbol of Pepsi logo.
One of the most effective campaigns was in 2016 that was support non lighted areas through
Rs.1 per bottle donation. This campaign boosted up the level of sales because of the unique
objective was communicated through that advertisement. This campaign was also supported by
TV stars and actors to communicate the noble cause for which Pepsi had been related.
There are some other ways of Pepsi to attract through offers and gifts:
 Discounts (RAMDAN Offers)
 In-Store Displays (Signs, banners etc.)
 Entertainment (Games with free T-shirts, Pepsi points under the cap etc.)
 Sponsorship (sports teams/clubs/events)
5.9 Pepsi SWOT Analysis
STRENGTHS WEAKNESSES
Brand Name
Quality Consciousness
Good Relations with Franchisers
Product Diversity
Weak distribution in rural areas
Lack of Innovation in Advertisements
Weak brand awareness
Low Consumer Retention

59. Extensive Distribution
Effective and Successful Marketing Campaigns
Sponsorships
OPPORTUNITIES THREATS
Grow with the food markets
Adjust according to social trends
To extend distribution for rural areas
Change in consumers taste
Excise and duties fluctuations
Government policies
Fake bottling companies
Strong Market Competition
5.10 Challenges being faced by Coke
5.10.1 Extensive Distribution:
Coca-Cola has well established distribution channel which has its own uniqueness in terms of
quality service providing. The challenges being faced by the company are; (1) getting access to
maximum rural areas. This is a big task for the company because their distribution is limited
towards agencies or wholesalers. It means that company has less access to reach to their target
consumers in rural areas. Second big challenge in distribution is timely delivering of the
products. These days and upcoming days are big challenge for every big organization including
Coca-Cola because of value for time.

60. 5.10.2 Relationship with Retailers:
Developing relationship with retailers is not a big deal because they already have big brand name
and already sustained in the consumers mindsets. The challenge is to maintain or sustain the
relationship with more than just business partnering with retailers. Providing retailers with more
than just products are the essential qualities to sustain the association between two business
entities.
5.10.3 Fake Bottling:
In Pakistan it is merely an obvious thing that any big brand or any big business name has its
duplicates and fake makers in the markets. Those fake players tend to be the representatives of
original but the truth is actually in addition the actual happening. Fake beverages are also playing
their roles to distribute their products which pretend to be the real one. The challenge is to cope
with them and to remain in the market. Consumers are also not willing to get access to replicas.
5.10.4 Sustaining as Market Leader:
Achieving highest growth in terms of market share is merely a big achievement for any business.
The other big and main challenge is to remain at the top of that category. Coke achieved highest
growth in the market which is an excellent achievement, but the challenge is to remain at the top
in future as well. Competitors will always try to defame or devalue the brand through any means;
the success is to defeat them with distinctively. It is merely an essential for any business to not
just achieve the top positions but to remain in that position for the long time. Similarly, it is also
big challenge for the company to remain at the top ranking in presence of tough competitors.
With unique value among them, Coke can remain at the distinction position in the market with

61. highest market share and good percentage of growth rate. This is the strategic approach which
supports the company to remain among top brands in the world.

62. Chapter 6: Recommendation & Conclusion
6.1 Recommendations
It is a fact that every business is not merely a perfect one. Similarly there are some points of
improvements that are required to take further steps into the market for acceptability. Some of
the main recommendations are as follow:
i. Customer Support Through Helpline:
Customer support through communication is essential part for any organization. Coca-Cola
Pakistan has already developed a number to contact but consumers and people rarely contact
on that number because; lack of awareness, charging upon calling, un clear mechanism of
connecting to the company. By keeping in views of above factors, the company needs to
develop a system to interact with the consumers in both ways. Social media is another
significant part of today‟s era in order to get connected with consumers. Programs and
awareness are these days promoted through social media. The company should develop a
proper awareness program to motivate their consumers to contribute their ideas through
customer reviews via helpline calls, through sending queries on electronic mails and other
ways of getting connected.
ii. Production and Demand Gap:
This is to be considered as internal type of recommendation for the purpose of analyzing the
company‟s capacity for improvement. Production and demand gap can be assessed through
sales performance. Unit production and demand gap is an internal point to be assessed by the
company‟s production capacity. Operations management is rightly related to this factor and

63. workforce is linked to this. My recommendations for this point is to evaluate the demand-
supply gap effectively then work for the fulfillment of that gap. This factor is very important
for the performance of company in terms of inventory turnover ratios.
iii. Job Security Threat
Workforce is a core input and main asset these days for any big corporation. The human
resource management for the company should be efficient enough to support every person
and make him satisfied and loyal to the company. Job security is an important issue that
needs to be resolved in an efficient way and effective outcome should be derived from it.
Loyalty must not be considered as mandatory for the customers only, but it should be also a
part of the company‟s employees to love and be loyal to their jobs. Jobs securities are to be
resolved in order to get maximum employee retention and ultimately the company‟s
performance would be maximize.
iv. Resolving Management Issues:
Another important recommendation for the company‟s optimal performance is to resolve the
personal and management issues that are linked to company‟s image in the industry.
Management issues including employee motivation, job security, employee job loyalty and
internal & external motivation factors to be developed. In these factors, company‟s training
& development and human resource management are directly associated for managing the
optimal performance. By devising the optimal performance measurements, management
issues will ultimately be resolved and the company would be progressed in every field of
activities.

64. v. Price Controlling:
This is one of the core recommendations from my point of view to control the pricing of the
products. Many of the consumers feel uncomforted due to this factor. Pricing control by the
company is merely weaker strategy. Despite of announcing official prices by the company,
the overcharging on the products are kind of routine activities. Many sellers sell at their own
prices rather than official company‟s prices. This is a bad factor for the company to control
the prices for all the consumers so that they can get more access to the products. Also it is a
matter of company‟s original costing systems and consumers‟ price management.
vi. Highlighting Social Issues
Like they have already worked for the welfare foundations and water systems, the company
needs to address more social and ethical issues to have an encouraging role in development
the society towards progressive country.
vii. Distribution Channels Improvement
Coca-Cola is having a distribution channel that is directly linked to the agencies and
wholesalers (in most of the cases). They need to redefine the distribution channels and
extensive distribution is required to deliver the bottles to maximum areas of the targeted
market. Extensive distribution will approach rural areas which are untapped at any means of
communication.

65. 6.2 Concluding Remarks
After thorough evaluation and assessment of the company‟s performance in relevant field of
sales and marketing, I would like to conclude my observation that the Coke has achieved a
dominant position among its competitors in the market. The company has developed its image
enough to remain at top in the industry. Moreover, it has also been observed through different
marketing perspectives that the company stands at optimistic role towards society‟s development
in important issues. Coke has the maximum market share which they have achieved after
struggling in many roles. As comparing it with competitors Coca-Cola has its own marketable
brand value. The brand is being recognized through its original signature drink rather than its sub
product or other product range. As compared with its close competitor Pepsi, Pepsi has gained its
market share with other than its signature product. This brings the difference in gaining and
sustaining market share through quality product and value.
The competitive analysis in this report clearly depicts the company‟s quantitative performance in
the industry. During past years the Coca-Cola Pakistan gained market share that made it a market
leader with distinction market shares through effective performances. It was also observed that
Coke‟s portfolio of products was more effective in revenue generation and sales than its close
competitor Pepsi. Moreover, Coke‟s strategic approach is developing in upcoming time period
and even more ethical issues and social issues are addressing through effective brand awareness.

66. References
http://www.businessinsider.com/4-big-beverage-industry-trends-in-2016-2015-12
http://www.coca-colacompany.com/coca-cola-unbottled/coca-cola-no-3-on-most-valuable-
brands-ranking
http://interbrand.com/best-brands/best-global-brands/2016/ranking/cocacola/
http://www.coca-colajourney.com.pk/our-company/coca-cola-starts-operations-in-pakistan
https://tribune.com.pk/story/552055/coke-and-pepsi-bank-on-showbiz-to-fight-cola-wars/
http://softdrinkcolawar.blogspot.com/2012/12/coca-cola-targeting-and-positioning.html
http://coca-cola-remodel.tripod.com/id21.html
https://www.dawn.com/news/1319157