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COKE

MARKETING MIX

SEC (F)

UNIVERSITY OF CENTRAL PUNJAB PROJECT ON COCA-COLASUBMITTED TO: PROF. SHEHZAD ALAM SUBMITTED BY:

GROUP AM.USMAN NAAZIR BILAL EJAZ JUNAID INAM NAJAM-US-SEHAR ANAM KALEEM FARYAL SAMI L1F09MBAM2169 L1F09MBAM2147 L1F09MBAM0097 L1F09MBAM2090 L1F09MBAM2195 L1F09MBAM2118

DATE OF SUBMISSION:

19/01/2010

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TABLE OF CONTENTS

COKE INTRODUCTION COKE HISTORY COKE S MISSION COKE S VISION PLANTS TARGET MARKET MARKETING MIX PRODUCT PRICE PROMOTION PLACEMENT S.W.O.T ANALYSIS STRENGTHS WEAKNESSES OPPORTUNITIES THREATS CONCLUSION RECOMMANDATION BIBLIOGRAPHY

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INTRODUCTION:

The Coca Cola Company is the world s largest company, largest manufacturers, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world and is one of the largest corporations (in the U.S.). Coca Cola is invented by pharmacist JOHN STITH PEMBERTON in May, 1886. The soft drink was first sold to the public at soda fountain in Jacob s pharmacy in Atlanta on May8, 1886. In Pakistan, Coca Cola Beverages Pakistan limited (CCBPL) is serving the nation after the 9/11 situation when all foreign investors take their shares back.

HISTORY:

The Coca Cola was originally established as the J.S. Pemberton Medicine Company. The company was formed to sell three main products: Pemberton s French wine Cola (later known as Coca Cola), Pemberton s Indian Queen Hair Dye and Pemberton s Globe Flower cough syrup. The Coca-Cola is headquartered in Atlanta, Georgia. Its stock is listed o the NYSE and is part of DJIA and S&P 500. Its current chairman and CEO is Mukhtar Akhtar. CCBPL was incorporated in 1953 and is based in Karachi Pakistan.

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However with growing competition and unstable economic and political situation in Pakistan the company suffered heavy losses so much so that Coca Cola almost reached to the point of extinction from market. Hence the company decided to cancel all franchises to bottle Coke in Pakistan. Coca Cola International decided to replant in Pakistan under name and style of Coca Cola Beverages Pakistan Limited in 1996 and established its first plant in Karachi in 1998.

MISSION STATEMENT:TO PROVIDE COCA-COLA AT ARMS LENGTH

VISION: Be the number one Beverages Company of Pakistan and to be profitable. Manufacturing and Marketing leading brands in National and International markets. Making move towards leadership.

SLOGANS:The current slogan of Coca Cola is:

OPEN HAPPINESSPage 4 of 29

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GOALS:

ALL CCBPL plants setup their own goals to achieve the objective. The company goal is TO INCREASE SALES VOLUME AND GAIN MARKET LEADERSHIP IN PAKISTAN .

PLANTS:Today CCBPL is operated directly under the supervision of the Coca Cola international based in Atlanta Georgia state _ USA. It owns 8 plants all around in Pakistan.

KARACHI. LAHORE. GUJRANWALA. RAWALPINDI. PESHAWAR. HYDERABAD. FAISALABAD. RAHIM YAR KHAN.

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SHARED VALUES: We value and respect our employees and customers. We communicate openly. We are committed toward winning.

TARGET MARKET:The target market of Coke is general public. They hit the people from teenagers to the old age and use the impulse hitting techniques.

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MARKETING MIX(THE 4 P S OF MARKETING MIX)

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PRODUCTProduct is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. Coca Cola is the world s popular beverages, consumer buy Coca Cola products because of their high standards and high quality. This is one of the reasons of its being popular all over the world. BRAND NAME: A commodity, service, or process having a trade name.

COKE:Carbonated drink and most popular soft drink. It is well known registered trademarks. Its logo consists of red and white color. The word Coca Cola is written in white color with a red background. It has a same logo and brand name all over the world because it is multi-national company. Coca Cola export co. is spending million of rupees to promote Coca Cola products in Pakistan. It has more than around 200 brand world Wide.Page 8 of 29

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TEMPERATURE: 4 degree centigrade cold temperature of Coca Cola s soft dinks tastes great. If the soft drinks are not cold, they taste like a medicine (SYRUP). SHARES: 42% of shares are hold by Pakistan of Coca Cola. INDICATIONS: It satisfies thirst and is refreshing. Offering Coke to guests is a tradition. TAGLINES OF COKE: 2007: 2008: 2009: THUNDA MATLAB COCA COLA. AJA JASHAN MANA LE. OPEN HAPPINESS.

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PACKING:Packing is important factor because it helps the business to design promotional schemes so that they can generate more revenues and profits. Coca Cola focuses on their product s packing. They have different technical methods of packing so that their product can be protected during transportation. Coca Cola Pakistan Packages its beverages into: y y y y y y y 250ml bottle. Disposable bottles. Canes/ Tins. Half liter bottle (500 ml). 1- Liter. 1.5 liter. 2.5ml (JUMBO).

INGREDIENTS: Carbonated Water. Sugar (sucrose of fructose depending on country of origin). Caffeine. Phosphoric acid V. caramel (E150d). Natural flavoring.

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A cane of coke (12fl. Ounces /355ml) has 1. 2. 3. 4. 5. 39 grams of Carbohydrates (all from sugar). 50mg of Sodium 0 gram fats. 0 grams Potassium. 140 calories.

LAUNCHING NEW PRODUCTS: Coca Cola launches new products like minute maid, splash and pulpy orange as well as drinking water so that their company can earn more profits. Minute maid is also most popular and expensive brand because of its high standard, high quality and unbeatable taste. An additional product the Coke is trying to launch against energy drink REDBULL, a product called BURN.OTHER PRODUCTS: There are 10 major selling brands in Pakistan.

1. Coke

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2. Coke Diet

3. Sprite

4. Sprite 3G

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5. Sprite Zero

6. Fanta Orange

7.Fanta Citrus

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8.Minute Maid Splash

9.Minute Maid Pulpy Orange

10.Kinley Water

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PRICINGPRICE: Which determines the Value of Good is called Price. PRICE STRATEGY: Coke use the penetrating strategy to face the competition because Pepsi having most of the market shares. The company has not yet changed its pricing strategy. COST: Cost of production does not matter but the affordability. GEOGRAPHICAL VARIATIONS: There are no variations of prices on geographical basis. They are fixed in Pakistan. CASH DISCOUNTS: Coke never involved in Cash discount Schemes. SPECIAL OFFER:

Rs.10 discount on JUMBO and 1.5 liter bottles in Ramadan. Rs.5 discount on half liter in Ramadan.

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COMPETITOR S PRICES: The prices of the competitors are same such as PEPSI and RC Cola and The prices of GOURMET COLA are relatively low.

Shares of Coke and its Competitors

50 45 40 35 30 25 20 15 10 5 0 PEPSI COKE OTHERS

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RETAIL PRICES:

QUANTITY (ML) 250(REGULAR) 250 ( NON RETURNABLE) 500 HALF LITER (330) CANE (1500) PET (2250) JUMBO PACK (500) KINLEY WATER (1500) KINLEY WATER MINUTE MAID PULPY ORANGE

CONSUMER PRICES (RUPEES) 13 20 25 30 65 80 15 25 45

GOVERNMENT: Government has no any hand in the price policies of the company but company pays high amount of taxes on their products.

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PROMOTION

COKE TARGET MARKET: Coke commercials based on young generation 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 them as a Co-target market.

CHANNELS ADOPTED FOR PROMOTION: Segmentation is a channel on the basis of needs. Coke adopt direct channel for the distribution of the product.

FACILITATING THE PRODUCT BY INFRASTRUCTURE: For providing their product in good manner company has provided infrastructure facilities these include:

Vizzi coolers Freezers Display racks Gondolas Free empty bottles and shells for bottles

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ADVERTISMENT: Coca Cola Company uses different mediums for the advertisement of their product: Print Media Pos (point of sale) material T.V commercials Billboards & Hoardings

PROMOTIONAL STARTEGY: They promote their product as it triggers the impulse rate when it cooled down at 4 C. NATURE OF MARKETING FOR PRODUCT: Nature for marketing for product is that it will sale out through impulse. DISTRIBUTION ON OUTLETS: Cloj-k method is used for the distribution of product on outlets which ensures