The 4Ps of Coca Cola

1. GROUP 3
TOPIC :4PS OF COCA COLA PAKISTAN

2. Introduction
International
•3rd largest soda company
• Year revenue of $41.5bn
• Headquarters is in Atlanta, Florida
Pakistan
• 2nd largest soda company
• almost 3500 to 4000 employees
• Head office is in Lahore

3. Coca cola Bottlers
Six bottlers in Pakistan
• Multan
• Lahore
• Gujranwala
• Faisalabad
• Rahim Yar Khan
• Karachi

4. More than 50 years in Pakistan
• In 1953 Coca cola was launched in Pakistan
• Fanta was introduced in Pakistan 1965
• Sprite was introduced 1972
• Diet Coke was introduced 2001.

5. Product
carbonated drinks
 juices
 mineral water
 Soda

6. Product Attributes
•Quality: (Never compromise on quality)
•Features and design: ( Logo and brand colour is red)
• Appearance: ( Introduced different sizes and shape)
1. 330 ml (Tin pack)
2. 250 ml (Tin pack)
3. 250 ml (Glass bottle)
4. 350 ml (Tin pack)
5. 500 ml (PET Bottle)
6. 1 liter (PET Bottle)
7. 1.5 liter (PET Bottle)
8. 2.25 Liter – Jumbo pack

7. Product Line
1. Coke
2. Diet coke
3. Sprite
4. Coke classic
5. Fanta
6. Coca cola zero
7. DASANI
8. Sprite zero
9. Cappy PULPY
10. ROAR

8. Packing strategy
Different packing strategy for different customer
1. Tin Pack
2. Glass bottle
3. Plastic bottle

9. Services
Coca-Cola retains its customer care practices through
• Internet chat with a digital operator
• Customer service telephone
• Detailed FAQ on website

10. Price
• Earlier coke used Cost based pricing Strategy
•As competition started now coke has shifted to Competitive Pricing Strategy.

11. Competition based price approach
• Earlier coke used based price strategy
• As competition has started coke has shifted to competitive pricing strategy

12. Pricing Strategies
Coca cola determines following factors at determining price…
•Price should be set according to public demand of Product.
•Price should be which gives the company maximum revenue.
•Price should be not too low or too high then the competitor is charging from the customers.
•Price must be keeping the view of target market

13. Pricing
• In general coca cola charges similar price to it’s competitors for it’s Product

14. Coca cola, Sprite & Fanta:

15. Dasani water, Cappy Pulpy and Roar
500 ml Rs 35
1.5 liter Rs 55
350 ml Rs 70
1 liter Rs 160
500 ml Rs 50

16. Discounts
• Coca cola products are often Marked down during sale periods and special occasions Like
Ramadan and Eid.

17. Market penetration pricing policy
• Coca cola objective is to target every consumer of the country, so coca cola has to set it’s Price’s
at such a level which no one can offer to it’s consumers

18. Different pries in different seasons
• Sometimes coca cola company changes their product prices according to the season

19. PLACE
• The Place P of marketing fix refers to distribution of products the ways of getting the
product to market.
• It refers to the point of sale.
• It is the process used to bring products or service to consumer .
• It is also called placement or distribution .

20. COCA COLA DISTRIBUTION STRAGEDY
▪ Coca Cola is world’s favourite brand and it is available all over the world .
▪ The distribution system of Coca Cola follows the FMCG Distribution Pattern.
▪ The effective distribution network of Coke has almost destroyed middle and small level
players In market .
Some decisions that should be taken for place are:
▪ Distribution channels
▪ Coverage
▪ Specific channel members
▪ Ware houses
▪ Transportation

21. DISTRIBUTION CHANNELS
.
The company sells its products to bottling, canning operations and some fountain retailers.
▪ Wholesaler / distributors
▪ Retail / corner stores/ supermarkets
▪ Convenience stores
▪ Restaurants / Cafes / Fast food chains
▪ Petrol stations
▪ Drug stores

22. COVERAGE
▪ The Coca-Cola serves more then 70,000 customers and retail outlets in Pakistan
▪ 70% of company volume and 80% of company profit come from outside the United
States

23. SPECIFIC CHANNEL MEMBERS
Coca Cola has ties up with major food giants and they supply exclusive Coca Cola with their
outlets .
Examples:
▪Subway
▪Burger king
▪MacDonald

24. WARE HOUSES
There are many inventories/ware houses in Pakistan these are;
1.Karachi
2.Lahore
3.Hyderabad
4.Sialkot
5.Gujranwala
6.Multan
7.Faisalabad
8.And two independent stocks In Rawalpindi and Peshawar.

25. TRANSPORTATION
Coca Cola’s transportation of their products are done through following ways:
▪ By lorries
▪ By trucks / container
▪ By vains

26. Promotion
Promotion is the set of activity to attract and induce people to buy the product or service in
preference over others.
•30 billion rupees used for advertisement of their products last year.
•All coca cola products has same target audience that is youngsters
•every product has its own promotion strategies and different campaigns are made according to
the strategy.

27. Coca Cola company contains different promotional
activities
1. Advertisement
2. Sales Promotions

28. 1. Advertisement
Coca Cola Company advertises its products in Pakistan mainly through these channels
• Print media
•TV commercial
•Billboards
• Digital Media

29. Print media
The Coca Cola Company often uses the print media for advertisement of their products. They
have separate department for print media.
Such as newspaper

30. TV commercials
Now a days TV commercial are becoming the common way of advertisement. The Coca Cola
Company does steady commercials on different TV channels for its products advertisement.

31. Billboards
The Coca Cola Company is very much aware about their billboards and holdings. They have so
many sites in all over Pakistan for their billboards

32. Digital Media
Digital marketing is advertising through digital channels
1. Social media
2. Mobile applications
3. Websites

33. 2.Sales promotion
The Coca Cola Company does sponsorships with
• Colleges
• Schools
• Universities
• Cafes
• Restaurants

34. Sponsorship
1. Coke Studio
2. Coke Fest

35. Promotional strategies
Getting shelves:
They takes or do purchase shelves in big departmental stores and display their products in that
shelves in that style that show product very clear and very attractive for the customers.
Eye Catching Position:
Their salesman positions their freezers and their products in eye catching places. Usually the
company keeps freezers near the entrance.

36. Thank you !
Any questions ?