INTRODUCTION

Founded in 1886, the coca-cola company is the world’s leading

manufacturer, marketer, and distributor of nonalcoholic
beverage concentrates and syrups. The company’s corporate
headquarters are in Atlanta, with local operations in over 200
countries around the world.

Although Coca-Cola was first created in the United States, it

quickly became popular wherever it went. Our first international
bottling plants opened in 1906 in Canada, Cuba and Panama,
soon followed by many more. Today, Coca -Cola has a portfolio
of more than 3,000 beverages. Coca -Cola has 92,400 employees
worldwide. More than 70 percent of our income comes from
outside the U.S., but the real reason we are a truly global
company is that our products meet the varied taste preferen ces
of consumers everywhere.

Type Soft Drink (Cola)

Manufacturer The Coca- Cola Company
Founder(s) John S. Pemberton
Country of Origin United States
Introduced 1886
Area served Over 200 countries
Color Caramel E-150d
Flavors Cola, Cola Green Tea, Cola Lemon, Cola
Lemon Lime, Cola Lime, Cola Orange and
Cola Raspberry.
Related Products Pepsi, Irn Bru, RC Cola, Cola Turka, Zam Zam
Cola, Mecca Cola, Virgin Cola, Parsi Cola,
Qibla Cola, Evoca Cola, Corsica Cola, Breizh
Cola, Afri Cola
Employees 92,400
Servings per Day 1.6 Billion
Website www.coca-cola.com
 VISION STATEMENT

Our vision guides every aspect of our business by describing what we need to
accomplish in order to continue achieving sustainable 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.

 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

MISSION STATEMENT OF COCA-COLA:

ission statement is a statement of organization’s purposes that what it

M wants to accomplish. In order to achieve mission of increasing market

share and maintaining good relations with our customers all over the
world, we wish to create value for all the constraints we serve, including our
consumers, our bottlers, and our communities. The Coca Cola Company creates
value by executing business strategy guided by four key beliefs:

 Customer is king; Customer demand drives everything we do.

 Brand Coca Cola is the core of our business.
 We will serve consumers a broad selection of the nonalcoholic ready-
to–drink beverages they want to drink through out the day.
 We will be the best marketers in the world.
 Everything we do is inspired by our enduring Mission:

 To Refresh the World...in body, mind, and spirit.

 To Inspire Moments of Optimism...through our brands and our actions.
 To Create Value and Make a Difference...everywhere we engage.

VALUE OF COCA COLA

We are guided by shared Values that we will live by as a company and as individuals:

 Leadership: “The courage to shape a better future”

 Passion: “Committed in heart and mind”
 Integrity: “Be real”
 Accountability: “If it is to be, it's up to me”
 Innovation: “Seek, imagine, create, delight”
 Quality: “What we do, we do well”
 Collaboration: “Leverage collective genius”

OBJECTIVE OF COCA COLA

The company has sales based objective .Every thing else (marketing plan,
advertising plan, production etc.) is derived from this objective.

Currently the company‘s objective is to

“Increase the volume of sales up to the maximum level as much as possible

during the current fiscal year.”

The company sets its objective keeping in view the past performance, Historical
trends, current market position, economic condition, macro environment and
micro environment factors, social values, market size and growth rate ,future
expectations and predictions.
 GOALS OF COCA COLA

All CCBPL plants setup their own goal to achieve the objective.

The company goal is

“To increase sales volume and gain market leadership in Multan.”

“ HISTORY OF COCA-COLA:
Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the
year 1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a
three-legged brass kettle in his backyard. He first “distributed” the product by
carrying it in a jug down the street to Jacob’s Pharmacy and customers bought
the drink for five cents at the soda fountain. Carbonated water was teamed with
the new syrup, whether by accident or otherwise, producing a drink that was
proclaimed “delicious and refreshing”, a theme that continues to echo today
wherever Coca-Cola is enjoyed.

Dr. Pemberton’s partner and book-keeper, Frank M. Robinson, suggested

the name and penned “Coca-Cola” in the unique flowing
script that is famous worldwide even today. He suggested
that “the two Cs would look well in advertising.” The first
newspaper ad for Coca-Cola soon appeared in The
Atlanta Journal, inviting thirsty citizens to try “the new and
popular soda fountain drink.” Hand-painted oil cloth signs
reading “Coca-Cola” appeared on store awnings, with the
suggestions “Drink” added to inform passersby that the
new beverage was for soda fountain refreshment.
 By the year 1886, sales of Coca-Cola averaged nine drinks per day. The
first year, Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden
kegs. Red has been a distinctive color associated with the soft drink ever since.
For his efforts, Dr. Pemberton grossed $50 and spent $73.96 on advertising. Dr.
Pemberton never realized the potential of the beverage he created. He gradually
sold portions of his business to various partners and, just prior to his death in
1888, sold his remaining interest in Coca-Cola to Asa G. Candler, an
entrepreneur from Atlanta. By the year 1891, Mr.
Candler proceeded to buy additional rights and acquire
complete ownership and control of the Coca-Cola
business. Within four years, his merchandising flair had
helped expand consumption of Coca-Cola to every
state and territory after which he liquidated his
pharmaceutical business and focused his full attention
on the soft drink. With his brother, John S. Candler,
John Pemberton’s former partner Frank Robinson and two other associates, Mr.
Candler formed a Georgia corporation named the Coca-Cola Company. The
trademark “Coca-Cola,” used in the marketplace since 1886, was registered in
the United States Patent Office on January 31, 1893.

The business continued to grow, and in 1894, the first syrup manufacturing
plant outside Atlanta was opened in Dallas, Texas. Others were opened in
Chicago, Illinois, and Los Angeles, California, the following year. In 1895, three
years after The Coca-Cola Company’s incorporation, Mr. Asa G. Candler
announced in his annual report to share owners that “Coca-Cola is now drunk in
every state and territory in the United States.”

As demand for Coca-Cola increased, the Company quickly outgrew its facilities.
A new building erected in 1898 was the first headquarters building devoted
exclusively to the production of syrup and the management of the business. In
the year 1919, the Coca-Cola Company was sold to a group of investors for $25
million. Robert W. Woodruff became the President of the Company in the year
1923 and his more than sixty years of leadership took the business to
unsurpassed heights of commercial success, making Coca-Cola one of the most
recognized and valued brands around the world.

COKE HISTORY IN PAKISTAN

“To provide Coca-Cola at arms ‘length”

T
he Coca-Cola Company began operating in Pakistan in 1953. Coke, Fantail
and Sprite are the brands with whom Coca-Cola is operating 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, Rahim Yar 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 working constantly for the company. During the
last two years, The Coca-Cola Company in Pakistan has invested over $130
million (U.S) and coke has successfully provided 51 years of dedicated service to
its customers in Pakistan. Since the beginning of Coke Company the firm has
been continuously changing its slogans and that’s a very creative idea to get the
attention Of the customers.

Here we would like to include some of the popular slogans of coke since the coke
journey started.

 1886 Drink Coca-Cola

 1908 Get the genuine
 1923 Enjoy thirst
 1934 When it's hard to get started, start with a Coca-Cola
 1942 The only thing like Coca-Cola is Coca-Cola itself
 1956 The friendliest drink on earth
 1963 Things go better with Coke
 1993 Always. Coca-Cola
 2001 Life is Good
 2003 Jo Chaho Ho Jaye Coca Cola Enjoy
 2004 Flight Of Delight
  2005 Galay Delicious Taste
 2006 Thanda matlab coca cola
 2007 khaly pily jila coca cola
 2008 Aja jashan mena ly
 2010 Coca Cola Hi to hay jo sab ko khooshiyan dai
 2012 Dill Hai To Mango Aur
 2014 Khulein Khushian
 2015 Kha Le Pee Le Jee Le
 2016 Maza Har Lamhe Ka
 2017 Zaalima Coca-Cola Pila Dey

Today

Today CCBPL is operated directly under the supervision of the Coca-Cola

International based in Atlanta Georgia State___ USA .It owns 10 plants all
around in Pakistan.

► Karachi.

► Lahore.

► Gujerwala

► Rawelpindi

► Peshawar

► Hyderabad

► Faisalabad

► Sialkot

► Rahim yar khan

► Multan.

► Sahiwal
 MARKET POSITION IN PAKISTAN: -

., 10%

Coca-Cola
., 36%
Pepsi
54% Others

ADVERTISING HISTORY OF COCA COLA

Coca-Cola's advertising have a significant impact on

American culture, and is frequently credited with the "invention" of
the modern image of Santa Claus as an old man in red-and-white
garments; however, while the company did in fact start promoting
this image in the 1930s in its winter advertising campaigns, it was
already common before that. In fact, Coca-Cola was not even the
first soft drink company to utilize the modern image Santa Claus in
its advertising – White Rock Beverages used Santa in
advertisements for its ginger ale in 1923 after first using him to sell mineral water
in 1915.
 Before Santa Claus, however, Coca-Cola relied on images
of smartly dressed young women to sell its beverages.
Coca-Cola's first such advertisement appeared in 1895
and featured a young Bostonian actress named Hilda Clark
as its spokesperson.
In the 1970s, a song from a Coca-Cola commercial called
"I'd Like to Teach the World to Sing", produced by Billy
Davis, became a popular hit single.
Coca-Cola has a policy of avoiding using children younger than the
age of 12 in any of its advertising. This decision was made as a result of a
lawsuit from the beginning of the 20th century that alleged that Coke's
caffeine content was dangerous to children.

However, in recent times, this has not stopped the company from targeting
young consumers. Coke's advertising is rather pervasive, as one of Woodruff's
stated goals was to ensure that everyone on Earth drank Coca-Cola as their
preferred beverage. This is especially true in southern areas of the United States,
such as Atlanta, where Coke was born.
Some of the memorable Coca-Cola television commercials between 1960
through 1986, were written and produced by former Atlanta radio veteran Don
Naylor (WGST 1936-1950, WAGA 1951-1959) during his career as a producer
for the McCann Erickson advertising agency. Many of these early television
commercials for Coca-Cola featured movie stars, sports heroes, and popular
singers of the day.

During the 1980s, Pepsi-Cola ran a series of television advertisements

showing people participating in taste tests essentially demonstrating that: "Fifty
percent of the participants who said they preferred Coke actually chose the
Pepsi". Statisticians were quick to point out the problematic nature of a 50/50
result; that most likely all this really showed was that in blind tests, most people
simply cannot tell the difference between Pepsi and Coke. Coca-Cola ran ads to
combat Pepsi's ads in an incident sometimes referred to as the cola wars; one of
Coke's ads compared the so-called Pepsi challenge to two chimpanzees
deciding which tennis ball was furrier. Thereafter, Coca-Cola regained its
leadership in the market.
 Selena was a spokesperson for Coca-Cola from 1989 till the time of her
death. She filmed three commercials for the company. In 1994 to commemorate
her 5 years with the company, Coca-Cola issued special Selena coke bottles.

In an attempt to broaden its portfolio, Coca-Cola purchased

Columbia Pictures in 1982. Columbia provided subtle publicity
through Coke product placements in many of its films while
under Coke's ownership. However, after a few early successes,
Columbia began to under-perform, and was dropped by the
company in 1989.
Coca-Cola has gone through a number of different advertising
slogans in its long history, including "The pause that refreshes",
"I'd like to buy the world a Coke", and "Coke is it".

In 2006, Coca-Cola introduced My Coke Rewards, a customer loyalty

campaign where consumers earn virtual "points" by entering codes from special
marked packages of Coca-Cola products into a website. These points can in turn
be redeemed for various prizes or sweepstakes entries