“With the name of Allah the most beneficial and the most merciful”

PRESENTAION

SPECIALIZATION : MARKETING.

PRESENTED TO : MISS , DUR - E - NAJAF.

PRESENTED BY : IRFAN UL HAQ. (1631-209001)

PRESTON UNIVERSITY LAHORE CAMPUS.

INTRODUCTION OF COCACOLA.Founder : John Syth Pemberton Type : Soft Drink (Cola)Manufacturer : The Coca- Cola CompanyCountry of Origin : United StatesIntroduced : 1886Area served : Over 200 countriesColor : Caramel E-150dEmployees:92,400Servings per Day:1.6 BillionWebsite : www.coca-cola.com

MISSION STATEMENT.

Customer is king; Customer demand drives everything we do.

Brand Coca Cola is the core of our business.

We will be the best marketers in the world.

VISION STATEMENT.• Be a highly effective, lean and fast-moving organization.

OBJECTIVE OF COCA COLA

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

current fiscal year.”

ORGANIZATIONAL HIERARCHYOF COCA COLA.

Managing Director

Chief Operating Officer (Sales)

Director Operations Director Operations

Quality Control

Manager

Assisstant Manager

Executive Manager

Senior Officer

Sales and Marketing Manager

Regional Sales Manager

Sales Manager

Marketing Development Officer

Sales and Marketing Officer

Driver

HR Manager

Distribution and Logistics

Manager

Accounts

Manager

Production Manager

HISTORY IN PAKISTAN.• Coca-Cola began in Pakistan in 1953.• serves 70,000 customers/retail outlets.• CCBPL plants in Karachi, Hyderabad, Sialkot, Gujranwala, Faisalabad, Rahim Yar

Khan, Multan and Lahore.

SLOGANS.• 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• 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 • 2008 khaly pily jila coca cola• 2009 Aja jashan mena lay • 2010 Brrrrrrrrrrrrrr

DEPARTMENTS OF COCA COLA

There are 6 functional departments within Coca Cola, these are:

• Marketing

• Finance

• Packaging

• Sales

• Research and development

• Administration

REGION WISE CONSUMPTIONOF COCA COLA

27%

6.399 billion cases

24%

5.688 billion cases

17%

4.029 billion cases

17%

4.029billion cases

15%

3.555billion cases

Latin America

North America

Europe

Pacific

Eurasia & Africa

MARKET POSITION OF COCA COLA WORLDWIDE.

MARKET POSITION OF COCA COLA IN PAKISTAN.

60%

30%

10%

Coca Cola

Pepsi

Others

54%36%

10%

Pepsi

Coca Cola

Others

BRANDS OF COCA COLA• ENERGY DRINKS.For those who want high-intensity approach to life.

• JUICES/JUICE DRINKS.Offering both adults and children nutritious, refreshing and flavorful beverages.

• SOFT DRINKS.Dozens of soft drink brands provide flavor and refreshment in a variety.

SPORTS DRINKS.Providing rapid hydration and terrific taste for fitness-seekers at any level.

TEA AND COFFEE.Satisfying both traditional tea drinkers and today's growing coffee culture.

Water.Smooth and essential, our Waters and Water Beverages offer hydration in its purest form.

BCG (BOSTON CONSULTING GROUP) APPROACH.

STAR. COKE CLASSIC.

CASH COWS. SPRITE

QUESTION MARKS. SPRITE 3G,SPRITE ZERO , DIET COKE, KINLAY.

DOGS. FANTA.

COMPETITORS OF COCACOLA.•PEPSI •MECCA COLA•AMRAT COLA•RC COLA •SHANDY COLA •QIBLA COLA•FUTURE COLA•UNILEVER

COMPETATIVE ADVANTAGES.

• BRAND NAME, SYMBOL, BOTTLE SHAPE.• DIET COKE• SNATCHING AWAY CUSTOMERS

SWOT ANALYSIS.

•STRENGTH.PopularityWell knownBranding obvious and easily recognizedA lot of financeCustomer loyaltyInternational Trade

•WEAKNESSES.

Word of mouth.Lack of popularity of many Coca Cola’s brands. Most unknown and rarely seen.Result of low profile or non-existent advertising. Health issues.

•OPPERTUNITIES.

Many successful brands to pursue.Advertise its less popular products.Buy out competition. More Brand recognition.

• THREATS.

Changing health-consciousness attitude. Legal issues Health ministers Competition (Pepsi)

GROWTH STRATEGY.

• MARKET PENITRATION.• MARKET DEVELOPMENT.• PRODUCT DEVELOPMENT.• DIVERSIFICATION.

SEGMENTATION STRATEGY COCA COLA

• GEOGRAPHIC SEGMENTATION.(INTERNATIONALLY)• CLIMATE.• LOCALLY.• DEMOGRAPHIC SEGMENTATION.

Age Gender

Family type Income

• PSYCHOGRAPHIC SEGMENTATION. Social class

Level of education• BEHAVIOURAL SEGMENTATION.

occasions

MARKETING MIX OF COCA COLA.

• PRODUCT.Core product , Actual product.

• PRICE.Competitive based , promotional based . Discounts.

• PLACE.More than 200 countries.

• PROMOTION. Incentives to retailers and dealers , Seasonal discounts, special offers.

DISTRIBUTION CHANNELS.

• Direct selling.• Indirect selling.

ADVERTISING STRATEGY.• Print media.• Pos material.• T.V Commercials.• Billboards & holdings.

SALES PROMOTIONAL ACTIVITIES.

• COCACOLA CRICKET.• COCACOLA CONCERTS.• COCACOLA FOOD MELA.• COCACOLA BASANT FESTIVAL.• COCACOLA GO-RED.• COCACOLA PARTY IN PARK.• COCACOLA SHOPPING FESTIVAL.• COCACOLA PET PROMOTION.• COCACOLA RAMAZAN CAMPAIGN.

CONCLUSION.• We have concluded that despite the fact Coca Cola currently occupies the

market leadership position overall but it does not guarantee that the company will sustain its position in the future as well. In Pakistan as compared to Pepsi, Coca-Cola has less number of consumers as Pepsi’s market share in Pakistan is approximately 54% where as Coke market share is hovering about 36%, hence the conclusion is that Coca-Cola must enhance factors such as relationship marketing, innovation and technology especially in Pakistan to attain market leader position in this region as well.

THANK YOU.

Now the house is open for quires.