Professional Documents
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Coca Cola Marketing Strategies
Coca Cola Marketing Strategies
MARKETING STRATEGY
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Marketing Strategies Of
Coca Cola
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TABLE OF CONTENTS
CONTENTS
1. Acknowledgement.
2. Mission statement
3. Introduction.
4. Coca Cola.
a. Coca Cola International.
b. History.
5. Management.
6. Market share.
7. Financial report.
8. Dividends and Cash Plan.
9. Products.
10. Strategic planning.
11. Bottlers owned by Coca cola
12. Coca Cola Pakistan.
13. Major Competitors
a. Pepsi
b. History.
c. Financial assets.
• Market share.
• Financial report.
• Products.
• Methodology
14. Some basic information regarding marketing of coke
a. Target market:
b. Major segments:
c. Factors effecting sales:
d. Major competitors:
e. Strategies of quality:
f. Threats from competitors:
g. Targets that would like to attain:
h. Expanding target market
i. Threats and opportunities for price:
j. Strategies of getting goals i.e. “high profits”:
k. Marketing strategy:
l. Expectations for the coming year:
m. How coke determine the yearly budget:
15. Marketing strategies
16. Pest analysis
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DEDICATION
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ACKNOWLEDGEMENT
We think if any of us honestly reflects on who we are, how we got here, what we think we
might do well, and so forth, we discover a debt to others that spans written history. The
work of some unknown person makes our lives easier everyday. We believe it's appropriate
to acknowledge all of these unknown persons; but it is also necessary to acknowledge
those people we know have directly shaped our lives and our work.
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The Mission Statement of the Coca Cola Company
Our mission statement is to maximize shareowner value over time.
In order to achieve this mission, we must create value for all the constraints we serve,
including our consumers, our customers, our bottlers, and our communities. The Coca Cola
Company creates value by executing comprehensive business strategy guided by six key
beliefs:
The ultimate objectives of our business strategy are to increase volume, expand our
share of worldwide nonalcoholic ready to drink beverages sales, maximize our long-
term cash flows, and create economic value added by improving economic profit.
The Coca Cola system has more than 16 million customers around the world that sells or
serves our products directly to consumers. We keenly focus on enhancing value for these
customers and helping them grow their beverage businesses. We strive to understand
each customer’s business and needs, whether that customer is a sophisticated retailer in a
developed market a kiosk owner in an emerging market.
There are nearly 6 million people in the world who are potential consumers of our
company’s product. Ultimately, our success in achieving our mission depends on our ability
to satisfy more of their beverage consumption demands and our ability to add value for
customers. We achieve this when we place the right products in the right markets at the
right time.
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COCA COLA INTERNATIONAL
HISTORY:
Coca-Cola Enterprises, established in 1986, is a young company by the
standards of the Coca-Cola system. Yet each of its franchises has a strong
heritage in the traditions of Coca-Cola that is the foundation for this Company.
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MANAGEMENT:
The hierarchy of Coca Cola Company is as follows.
Chairman
Board of governors
Vice Presidents
MARKET SHARE:
SHARE
Being the biggest company in the soft drink industry, Coca Cola enjoys the largest market
share. This company controls about 59% of the world market.
(Table)
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This shows that the market of the company is geographically vast and it is controlling it with
great success. In 2002, the company grew their carbonated soft-drink business by nearly
250 million unit cases and generated record volumes. Because carbonated soft drinks are
the largest growth segment within the nonalcoholic ready-to-drink beverage category
measured by volume, that is why they are focusing more on this and they are continually
increasing the pace because they know that accelerating this pace is crucial to their future
success. Thus they are increasing their market day by day. The operation income earned
by Coca Cola Company can be illustrated by the following pie chart.
(Figure)
This strategy has worked a lot and it has helped them to become the World’s leading Soft
Drink Company. The global unit sale of the Coca Cola Company is increasing from the last
ten years. The data of the global unit sale of the Coca Cola Company can be represented
by following chart.
(Figure)
12
10
8
6
unit sale in billions
4
2
0
1971 1981 1991 2002
So there is positive growth in the market of the Coca Cola Company. There is a worldwide
volume increase by 4% with strong international growth of 5%. This is only due to the
innovative marketing programmers, which has deepened the relationship of the customers
and Coca Cola. The financial health and success of their bottling partners is a critical
component of The Coca-Cola Company's ability to build and deliver leading brands.
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In 2002, the company had worked with their bottlers to turn good intentions into reality by
improving the system economics. The results in 2002 reflect this steadily improving and
mutually constructive relationship between the Company and their bottling partners. The
main reason behind this relationship is to continue realizing shared opportunities for
growth, with closer coordination of operations including customer relationships, logistics
and production.
Operation Review
NORTH AMERICA
LATIN AMERICA
AFRICA
So the volume is least in the Africa and most in the North America. The data about the
market share of this company area wise is given in the following table.
The above table shows the geographical earning of the Coca Cola Company and from this
data; we can find out that the customers of Coca Cola are increasing which is shown by the
company’s per capita income. Unit case equals 24 eight-ounce servings. The column,
which shows the non-alcoholic beverages consist of commercially, sold beverages, as
estimated by the Company based on available industry sources. The country column is
derived from
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The Company's unit case volume while the industry column includes nonalcoholic ready-to-
drink beverages only, as estimated by the Company based on available industry sources.
(Table)
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In Asian population, which is the satisfied customer of Coca Cola, is approximately 3.2
billion and the average consumer enjoys close to two servings of our products each month.
Through an intense focus on Coca-Cola, innovation and new beverages, the company has
achieved volume growth of 10 percent in 2002. With developing economies and
populations, this region has strong long-term potential, and the company is building an
exciting family of beverage brands in addition to expanding the popularity of our core
brands, led by Coca-Cola. In China, for example, sales of Coca-Cola increased 6 percent.
The total unit case sale of Coca Cola in Asia can be shown by the following pie chart.
(Figure)
So the company is emphasizing more in this area and is trying to develop a strategy, which
can increase the growth of the consumption of Coca Cola by the people of Asia. Among the
countries of Asia, Japan has the highest percentage, which is about 29%. Among others,
Pakistan, India and Bangladesh are those countries where the average consumption is
increasing day by day.
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FINANCIAL REPORT:
This company is financially very strong. It is due to the strong finances, the company is still
surviving the ups and down of the business world. The financial report of Coca Cola
Company of the year 2001 and 2000 along with the percentage change is as follows.
(Table)
2002 basic and diluted net income per share includes a non-cash gain of $.02 per share
after taxes, which was recognized on the issuance of stock by Coca-Cola Enterprises Inc.,
one of the equity investors of this company.
2002 basic and diluted net income per share includes the following charges:
• $.24 per share after income taxes related to an organizational Realignment.
• $.19 per share after income taxes related to the Company's portion of charges
recorded by the investors of the company.
• $.16 per share after income taxes related to the impairment of certain bottling,
manufacturing and intangible assets.
• $.05 per share after income taxes related to the settlement terms of a discrimination
lawsuit.
• $.01 per share after income taxes related to incremental marketing expenses in
Central Europe.
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These charges are partially offset by a gain of $.05 per share after income taxes related to
the merger of Coca-Cola Beverages plc and Hellenic Bottling Company S.A. and $.04 per
share after income taxes related to benefits from a tax rate reduction in Germany and from
favorable tax planning strategies.
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COMPANY STATISTICS:
The statistics of this company is impressive. Since it is operating through out the world that
is why the number of employees and the bottling equipments is highest among the other
bottling companies. There is a constant increase in every aspect when we compare the
statistics of 2001 and the statistics of 2002. This is because; Coca Cola Company is
increasing its volume day by day. The expansion of this company, which shows the
success of Coca Cola brands, results in the percentage change in the statistics of the two
years. The statistics is as follows.
(Table)
2002ª 2001
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EBITDA is the Earnings before interest, taxes, depreciation, and amortization,
and other non-operating items.
• Net Debt is the Long-term debt plus current portion of long-term debt less
cash and marketable securities.
• Equivalent Case or Unit Case is the physical case and fountain gallons
converted to a standard unit of measure defined as 24 eight-ounce
servings or 192 ounces per equivalent case sold by Coca-Cola
Enterprises.
PRODUCTS:
There are different brands of the Coca Cola Company, which are currently in use through
out the world. This company not only deals in the carbonated drinks but also other drinks.
While launching its product, the marketing team considers the culture of the country.
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The over all volume of this company is as follows.
(Figure)
The commitment of the company is to devote resources to water only in markets where it
expects profitable growth. This strategy has paid dividends. The company has successfully
applied it’s approach to brands in several key markets, including Ciel in Mexico, Mori No
Mizudayori in Japan, Bonaqua in Russia and Kinley in India. Backed by a strong network of
bottling partners through out the United States, Dasani became the nation's fastest-growing
water brand. In Eurasia, the entire Turkuaz brand team worked together to launch Turkey's
first purified water brand. This year, Coca-Cola Company also successfully energized a
major piece of its beverage strategy—water. By the end of 2001, it’s bottled water volume
exceeded 570 million unit cases, making it the second biggest contributor to the growth of
the company after carbonated soft drinks. Three of the water brands, Dasani, Ciel and
Bonaqua each achieved sales of over 100 million unit cases for the year.
In 2001and 2002, the company has also made good progress in coffees and teas.
Beverage Partners Worldwide, the renewed and strengthened marketing partnership with
Nestlé S.A., began operations in 2001. This partnership combines Nestlé's knowledge in
life science, research and development with the expertise of Coca Cola Company in brand
building and distribution.
At the same time, the company grew Georgia coffee in Japan by 3 percent through award-
winning marketing in a category that was flat for the year. Also in Japan—where The Coca-
Cola Company is the leader in the total tea category, the second-largest category in the
non-alcoholic ready-to-drink segment—it launched Marocha Green Tea. With sales of 46
million unit cases for the year, Marocha Green Tea is the fastest-growing product in the
fastest-growing category: green tea. The popularity of Marocha is also recognized by the
industry with a leading trade journal naming Marocha the most popular new food and
beverage product of the year.
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Know the most recognized word on
the planet after “OK”!
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Among the soft drinks Fanta and Sprite become successful along with the major brand
Coca Cola and Diet Coke. In key markets, the company has created new packaging sizes
to satisfy consumer demands.
Increasingly, Mexican families have lunch together at home. The average Mexican
household drinks two-and-a-half liters or more of soft drinks during that break, while a two-
liter bottle was the largest available package. So the company introduced a convenient 2-½
liter bottle to select regions, contributing to the sale of nearly 1.5 billion unit cases of Coca-
Cola in Mexico this year. This larger bottle will complete its nationwide rollout in 2002. In
China, Coca-Cola is an integral part of holiday celebrations and the family get-togethers
that accompany such events. Through an intense focus on Coca-Cola, innovation and new
beverages, it has achieved volume growth of 10 percent in 2001. In China, sales of Coca-
Cola increased by 6 percent. In the United States, recognizing that consumers often enjoy
their diet Coke with a slice of lemon, the company "bottled" the concept. The result—diet
Coke with lemon—contributed to volume growth of 4 percent for the number-one diet.
Soft drink in North America: diet Coke. The company increased its two largest bottle sizes
during the 2001 holidays, and festival packaging helped drive a 6 percent volume increase
for Coca-Cola. The packaging innovations do not just involve resizing. The company has
also responded to consumers' changing fashion styles with new bottles.
With brands such as Minute Maid, Hi-C, Simply Orange and Disney juices and juice
drinks in the United States, Qoo in Asia, Kapo in Latin America and Bibo in Africa.
This year, the company re-launched its global sports-drink business, investing in new
products, packaging, positioning and marketing. The results speak for themselves: it’s
global sports drinks, led by Powerade and Aquarius, grew by 13 percent in 2002, nearly
double the growth rate of the worldwide sports-drink category. Revitalized in the United
States, the company introduced Powerade in nearly every major Western European
market, including Great Britain, Germany and Spain, as well as in Mexico and Latin
America. The company launched 27 products in 2001.
The commitment of the company to packaging innovation also resulted in new initiatives for
our fountain business, a channel through which many consumers enjoy Coca-Cola. In the
United States, the company developed Fountain, a total beverage dispensing system that
is more flexible and more reliable. Two years of research resulted in a dispensing system
that provides exceptional beverage quality, easy to upgrade technology, brand and graphic
customization and improved reliability.
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STRATEGIC PLANNING
In the year 2002, the company had a great success, as the strategy worked which resulted
in making Coca Cola Company the world’s leading company. In 2001, company
accomplished the crust of it’s strategy as
The strategy for the future of the company is very straightforward. The marketing strategy
for the year 2002 is as follows,
MAJOR COMPETITOR
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PEPSI INTERNATIONAL
HISTORY
PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27
billion and over 143,000 employees. The company consists of the snack businesses of
Frito-Lay North America and Frito-Lay International; the beverage businesses of Pepsi-
Cola North America, Gatorade/Tropicana North America and PepsiCo Beverages
International; and Quaker Foods North America, manufacturer and marketer of ready-to-eat
cereals and other food products. PepsiCo brands are available in nearly 200 countries and
territories.
Many of PepsiCo's brand names are over 100-years-old, but the corporation is relatively
young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.
Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company,
including Gatorade, in 2001.would entertain the listener with the latest musical selections
rendered by violin or piano or both. The new name, “Pepsi Cola”, is derived from the two of
the principle ingredients, Pepsin and Kola Nuts. It was first used on the August 28. At that
time, Bradham’s advertising praises his drink as “Exhilarating, invigorating, aids digestion”.
1990-2002
The advertisement of the Pepsi changes to, “You got the right one baby, Uh-Huh!”.With the
extensive usage of the stars in the adds, the popularity of Pepsi increase. In 1992 Pepsi-
Cola formed a partnership with Thomas J. Lipton Co. Today Lipton is the biggest selling
ready-to-drink tea brand in the United States. Outside the United States, Pepsi-Cola
Company's soft drink operations include the business of Seven-Up International. Pepsi-
Cola beverages are available in more than 190 countries and territories.
In Asia, they selected Lahore to make their regional office. This was done in 1970. This
regional office is monitoring all the operations carried out in South West Asia. As in
Pakistan, they only entered beverage industry. They have eleven bottlers covering whole
Pakistan. The plant operating here is Riaz Bottlers (Pvt) LTD. This plant was established at
Lahore in 1974. The total capacity of the plant is 30,000 cases per day. They have four
filling lines in the plant operating on the three shift bases. Each shift is of eight hours. They
have permanent work force of 750 people and they employee approximately 1000 people
more on temporary basis during summer season.
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Pepsi’s Products
• Pepsi
• Teem
• Mirinda
• Pepsi Max
• Pepsi Lemon
• Pepsi Blue
• Mountain Dew
• 7up
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COCA COLA PAKISTAN
The Coca-Cola Company began operating in Pakistan in 1953. Coca-Cola, Fanta and
Sprite are the brands in Pakistan. The Coca-Cola System in Pakistan operates through
eight bottlers, four of which are majority-owned by Coca-Cola Beverages Pakistan Limited
(CCBPL). The CCBPL plants are in Karachi, Hyderabad, Sialkot, Gujranwala, Faisalabad,
Rahimyar Khan, Multan and Lahore. The remaining two plants, independently owned, are
in Rawalpindi and Peshawar. The Coca-Cola System in Pakistan serves 70,000
customers/retail outlets. The Coca-Cola System in Pakistan employs 1,800 people. During
the last two years, The Coca-Cola System in Pakistan has invested over $130 million (U.S.)
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PROMISE OF COKE
The basic proposition of our business is simple, solid and timeless. When we bring
refreshment, value, joy and fun to our stakeholders, then we successfully nurture and
protect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligation
to provide consistently attractive returns to the owners of our business.
TARGET MARKET
Coke’s commercials basically based on young generations, So, the young generation is the
target market of Coke because they want to represent Coke with the youth and energy but
they also consider about the old people they take then as a co-target market.
MAJOR SEGMENTS
Major segments are basically those people who take this drink daily and those areas where
the demands is higher then the other areas. There are so many people who take this drink
daily and those people who take weekly and those who take less often are always there as
well. So, their basic segments are those people who take this drink regularly.
There are so many factors, which affects the sale of coke. Here we are discussing three
major factors which effects coke.
• Competitors
• Weather
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And to get through with this difficulty there is need to increase the level of per capita
income of Pakistan because it is much lesser than the rest of the countries.
Competitors
Coke’s major competitor is “PEPSI” and there is no hesitation to say this because every
one knows that and all the other cold drinks and water, coffee, tea are the competitors.
Weather
Weather is the third major factor in effecting the Coke’s selling. This is underdeveloped
market so the coke’s consumption in summers is 60% and in winters is 40%.
First of all the majority don’t care that what they are going to have. In other words, they
don’t care before drinking that whether it is “Pepsi” or “coke”. They don’t actually
differentiate between these two brands in order to their tastes.
Consumers basically drink what they get.
They believe on “WHAT COLD THEY SOLD”
Consumer’s availability in brands is basically works like:
Push availability
Pull consumer’s demand.
For this reason Coca-Cola have provided their coolers and freezers in the market. They
have maximum number of coolers and freezers in the market. They provide this
infrastructure free of cost just to provide child coke to their customer, which they want to be
purchase.
Their salesman and mechanics regularly visit all the shops where coke has its
infrastructure to check that either it is in proper condition or not, if not then they immediately
change or repair it.
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MAJOR COMPETITORS
Consumers firstly decide that they are going to have a soft drink. Then they compete
brands with each other. Like they compete Coke with Pepsi and Sprite with 7up and
team .So the major competitor of Coke is Pepsi.
When they motivate to any other brand or on Coke it’s in instinct basically that based on
messages derive certain feelings.
But Coca Cola thinks in a different way, they believe that RC Cola, new coming AMRAT
Cola, and all juices, even they take water and tea as their competitors.
STRATEGIES OF QUALITY
After Micro and macro analysis Brand “coke” is primarily role
1. Enhance competition moments
2. When people watch cricket
3. Through commercialization
4. Fun time
Though these strategies there could be better understanding and better connection with the
public. These are the “key consumption”.
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Over Night Profits
They could be over night profit that is for the number 1 brand for the year. This could be got
my increasing sales volume
Windfall Profit
Can be windfall profit. They are the extras profit. When the consumption the consumption is
on boom. So, there is different kind of profits.
Some profits stays for some time like “over night profits” and some just come and go like
“wind fall profits”. And they can also get profit through different approaches.
Brand Differentiation
Now different companies have got different brand names. So, people can distinguish
between brands. Two major brands “coke” and “Pepsi” also have brand names.
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Coca Cola’s Brand
Coca cola is “US” brand. Because they believe in the togetherness, being people together
and friends are being together. Coca Cola strongly believes that Pakistani temperament is
“US” not “ME”
Pepsi’s Brand
Pepsi’s brand is basically is basically “ME” branded. They use the temperament of “ME”. In
contrast to Coke they believe on individual struggle.
After paying all these taxes coke has to pay electricity charges. We have to spend on
distributions. After paying all these expenses Coke’s margin squeezed and consumers
have to pay for increasing tariffs.
These are the opportunities through which we can increase the price and can get profits.
Threats
There are much more threats in increasing prices. Because same problem of substitute. If
Coke increase the price lets say 1 rupee. Then people definitely won’t go for coke. They
have the best substitute of Coke that is Pepsi. So these are the threats in increasing prices.
Coke will lose the margin of its profit and can face loss.
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STRATEGIES OF GETTING GOALS I.E. “HIGH
PROFITS”
To increase the price is the least thing, which Coke can adopt. There are so many ways
through which Coke can increase the profits. Some major ways are as follows.
Coke can increase the volume by expanding the industry of coke. Through advertisements,
offering different interesting things to attract people towards this product.
And this year in this year 2002 people were anxiously waiting that what interesting thing
coke is going to offer.
MARKETING STRATEGY
Our local marketing strategy enables Coke to listen to all the voices around the world
asking for beverages that span the entire spectrum of tastes and occasions. What people
want in a beverage is a reflection of who they are, where they live, how they work and play,
and how they relax and recharge. Whether you're a student in the United States enjoying a
refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice
drink, or a couple in Korea buying bottled water after a run together, we're there for you.
We are determined not only to make great drinks, but also to contribute to communities
around the world through our commitments to education, health, wellness, and diversity.
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Coke strives to be a good neighbor, consistently shaping our business decisions to improve
the quality of life in the communities in which we do business. It's a special thing to have
billions of friends around the world, and we never forget it.
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MARKET POSITIONING
Product Range
The total range of Coca Cola company in Pakistan includes:
• Coke.
• Sprite.
• Fanta.
• Diet Coke.
And company offers their products in different bottle sizes these includes:
Packing
Coca cola products are available in different packing
• 24 regular bottle shell
• 6 bottle pack for 1.5 pets
• 12 bottles in a pack for disposable bottle
• 24 cans in one pack.
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PRICE STRATEGY
Trade Promotion
Coca cola company gives incentives to middle men or retailers in way a that they offer
them free samples and free empty bottles, by this these retailers and middle man push their
product in the market. And that’s why coca cola seen more in the market. And they have a
good sale in the market because according to the expert which product seen more in the
market that sells more.
“Seen as sold”
They do agreements with a shop keepers and stores to exclusive sale in that stores. These
stores are called as KEY accounts in their local language.
And coke also invest heavy budget on these stores and offers them free samples and free
bottles and some time cash incentives.
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PROMOTION STRATEGIES
Getting shelves
They gets or purchase shelves in big departmental stores and display their products in that
shelves in that style which show their product more clear and more attractive for the
consumers.
Sale Promotion
Company also do sponsorships with different college and school’s cafes and sponsors their
sports events and other extra curriculum activities for getting market share.
UTC Scheme
UTC mean under the crown scheme, coca cola often do 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.
DISTRIBUTION CHANNELS
Coca Cola Company makes two types of selling
Direct selling
Indirect selling
Direct Selling
In direct selling they supply their products in shops by using their own transports. They
have almost 450 vehicles to supply their bottles. In this type of selling company have more
profit margin.
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Indirect Selling
They have their whole sellers and agencies to cover all area. 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.
ADVERTISEMENT
Coca cola company use different mediums
• Print media
• Pos material
• Tv commercial
• Billboards and holdings
Print Media
They often use print media for advertisement. They have a separate department for print
media.
POS Material
Pos material mean point of sale material this includes: posters and stickers display in the
stores and in different areas.
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TV Commercials
As everybody know that TV is a most common entertaining medium so TV commercials is
one of the most attractive way of doing advertisement. So Coca Cola Company does
regular TV commercials on different channels.
And positive feeling felling with the brand, which they used to have Coke wants to advertise
their products heavily in the coming year. And it will take the 10% of their profits. And when
we take it as a global level it is $ I billion.
Coming year is the challenging year for the industry of Coke. They have to take lots of
decisions that how to increase the production and where they have to spend money.
For gaining success in coming year they have to have some important things like:
1. Loyal consumers are important for company’s success.
2. Workers should be the brand centric not the promotion centric.
3. They should know how much to for the brand activities.
4. They should also know that how much to do with the promotion activities for brand.
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Sales Volume
Coke determines its yearly budget through the sales volume. They first concentrate on the
thing is “what is the condition of their sales?” if the condition is good of their sales then they
definitely increase their production and sales volume. Otherwise they concentrate on their
old strategies.
Profitability:
The second thing through which they determines budget is the “profit” .if they r getting
profits with the high margin, then they definitely want to increase their profits in the next
coming year. Every organization runs on the basis of getting high profits. No organization
wants to face Loss in their business. To get profit is the first priority of the Coke.
Target Volume:
To run the business every industry has some targets, which they want to achieve in a
specific time period. If industry achieves those goals in that period then for the coming year
it increases the volume of the target.
So Coke Follow the same thing it has also some goals and targets to achieve in the given
time period. When they succeed to achieve that target then they increase their target
volume in the next year.
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SALES PROMOTION ACTIVITIES
Coca-Cola Cricket
Cricket the most sought after; watched & played game in Pakistan .the game of cricket has
been owned by various brands in the industry for the promotion of their products over a
period of time. It has ranged from tobacco to lubricants to communication companies to
banks to airlines & lately to the beverage industry. The competition has become tougher &
tougher as the time has progressed.
Coca-Cola Concerts
Abrar-ul-haq’s distinct style, lyrics & songs have made him an instant hit among the
masses in Pakistan. His enormous popularity in the country & abroad is supported by
Coca-Cola’s commitment towards providing healthy & fun-filled entertainment for the youth
of Pakistan. Coca-Cola brought Abrar to his fans through holding concerts & featuring
Abrar in a much-appreciated TVC & MMT featured throughout the country.
The TVC campaign focused on the hectic lifestyle of a pop star who found respite & relief
through Coca-Cola in short moments that he had to himself during a concert. Coca-Cola’s
brand positioning of providing deep down refreshment for the body, soul & mind were
captured accurately in the TVC & depicted aptly how the drink completes the moment for
Abrar.
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Coca-Cola Basant Festival
In February the month of basant the parks & horticulture authority in Lahore nominated
Coca-Cola the official sponsor of the basant festival .Coca-Cola added to the carnival
atmosphere by making the festival free to enter & decorating all main roads in Lahore with
illuminated kites. Coca-Cola also hosted a concert of pop idol Abrar-ul-haq, had children’s
parade & held the Coca-Cola kite flying championship during the basant festival. Now
“where there is basant there is Coca-Cola”, it has been impossible to envisage basant
without Coca-Cola. Coca-Cola give the more refreshing flavor to the colors of basant by
adding more life to the festival, giving the consumer a unique experience which they had
never tasted before.
Coca-Cola GO-RED
Quenching the thirst of motorist, pedestrians & passerby’s during Lahore’s hottest summer
season, Coca-Cola’s “GO-RED” teams went out into the cities main quadrants to “serve &
refresh” on the spot with ice-cold Coca-Colas at discounted prices backed by a heavy FM
announcement campaign the “GO-RED” stall, served well to promote the Coca-Cola
industry.
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Coca-Cola Ramzan Campaign
A very special occasion for the people of Pakistan Ramzan saw another very special Coca-
Cola’s promotion, marketing the popular 1.5 liter PET bottle & the 1 liter bottle with a super
price-off promotion. The emphasis on enjoying Coca-Cola at “Iftar” with friends & family.
Diet Coke
After the acquisition of the individual local franchise bottling facilities in 1996, the company
has successfully launched its first new product, diet coke, for the first time in almost 3
years. The was linked with three fashion shows as Diet Coke is related to fashion & fitness,
but the major hit was thematic fashion shows in restaurants, which are the key accounts of
the company as this has been never done before in Pakistan.
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CONCLUSION
After thorough research, we come to the conclusion that the marketing strategy of
Coca Cola is working for them and the product is gaining popularity among youth
day by day.
RECOMMENDATIONS
After completing our project we have concluded some recommendation for the coca
cola company, which are following.
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PEST ANALYSIS OF COCA-COLA
There are four variables, which we will discuss in our report, they are:
POLITICAL VARIABLES
And there are some exceptional things like: “environmental protection laws” they
some what effect the industry of Coke. From last two years Government is going to
be really very much conscious about the environment. But after making the
adjustments in plants and applying the proper way of wastage the chances of being
affected by the “protection laws” are going to be diminished. So it impact good for
the Coke’s reputation. And the second thing in political variables which effects Coke
is “elections & military take over” Because in the days of elections and marshal
law’s condition the countries production in any field is declined. So it affects slightly
the revolution of Coke.
So “political conditions” are over all leave neutral effects on coke’s industry.
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ECONOMICAL VARIABLES
And as a country concerned like “Pakistan” where the unemployment rate is very much
high. The Coca-Cola system in Pakistan employs 1,800 people. During the last 2 years, the
Coca-Cola system in Pakistan has involved over $130 million (U.S).
When we draw the conclusion of “economic variables”. Then we come to know that if
economic variables are in the favorable position of country then they impact good other
wise the impact highly bad.
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SOCIAL VARIABLES
EDUCATION
The Coca-Cola Company has always believed that education is a powerful force in
improving the quality of life and creating opportunity for people and their families around the
world.
The Coca-Cola Company is committed to helping people make their dreams come true. All
over the world, we are involved in innovative programs that give hard-working, Knowledge-
hungry students books, supplies, places to study and scholarships. From youth in Brazil to
first generation scholars, educational programs in local communities are our priority.
ENVIRONMENT
A large part or our relationship with the world around us is our relationship with the physical
world. While we have always sought to be sensitive to the environment, we must use our
significant resources and capabilities to provide active leadership on environmental issues,
particularly those relevant to our business. We want the world we share to be clean and
beautiful. We are always innovating to bring you different delicious beverages. This same
spirit of innovation comes alive in our environment programs. We’re committed to
preserving our environment, from use of more than $ 2 billion (U.S) a year in recycling
content and suppliers, and environment
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The Coca-Cola system in Pakistan operates through eight bottlers. Four of which are
majority-owned by Coca-Cola Beverages Pakistan Limited (CCBPL).
COMMUNITY INVOLVEMENT:
In 2000, when eastern Pakistan suffered its worst droughts, The Coca-Cola system initiated
a famine-relief program to help victims and was the first private-sector company to assist.
The Coca-Cola system in Pakistan initiated a voluntary Hajj program that allows one
employee from each plant, selected through a draw, to be sent on the Holy Pilgrimage to
Mecca at the Company’s expense.
TECHNOLOGICAL VARIABLES
As far as the “governmental hindrances” are concerned the impacts highly bad on coke’s
production. Ever year when budget in announced government taxes rates always shoot up.
This approach of government decreases the profit margin of Coke.
As the coke helping in promoting “paperless environment” .it impacts good, because
computers are the basic need of any person now a days. And though it’s a big industry so it
is promoting the trend of paperless environment. And it is giving the way of other industries
to come to new technologies and into a new world of business. Through computers coke
can increase the efficiency of its business and can have up –to-date data about their
productions.
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OVER ALL RESULTS OF PEST ANANYSIS
After our studies and analysis of CCBPL (Coca-Cola Beverages Private Limited), we came
up with the very interesting report of facts and figures. Coca-Cola is no doubt one of the
most popular beverage company and its product COKE is one of most consumed cola
drink. They spend billion of dollars on their advertisement, promotions and recreational
campaign.
Coca-Cola is a close competitor of Pepsi and it certainly gives its rival a tough time. Coca-
Cola is a 27% shareholder in the Pakistan market and they don’t want to stop here!! Its
target market is to achieve a much higher %age. Coca-Cola has about 2000 employees at
Pakistani plants. Lahore plant of Coca-Cola is one of the beautiful plant in Asia, Situated on
Raiwand Road.
Coca-Cola has always had a close consumer and supplier relationship with its customers.
Its entertaining and colorful advertisements have always and will always rock the media.
Pakistani rock stars, sportmen and actors have played a very vital role in making Coca-
Cola such a popular beverage.
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CONCLUSION:
Coca-Cola no doubt come the heart beat of Pakistanis. Coca-Cola is one of the leaders in
sponsoring the most important, thrilling events. E.g. Cricket matches, concerts and many
other social occasions. Event at the present they are organizing a Basant festival for which
they busily organizing stuff.
So…
cola enjoy ”
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