Presenter:Rizwan Hafeez

Introduction

• Georgia on 8 May 1886, the first Coca-Cola was described as “delicious and refreshing”. 

• The Coca-Cola Company established a new Company in Pakistan in 1996, by the name of “Coca-Cola Beverages Pakistan Limited” 

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• CCBPL started the process of acquiring and investing in locally franchised bottling operations. This process was completed in 2006 and, thereafter, all manufacturing and selling rights of Coca-Cola products are now with CCBPL.

Chronology of Slogans

• 2001 life is good• 2003 Jo Chaho Hojae

Coca-Cola enjoy• 2006 Thanda Matlab

Coca-Cola• 2007 Kha Le Pee Le Jee Le

("eat drink live")

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• 2008 Aaja Jashan Manaly• Burrrrrrrrr

("Refreshment" )(2009)• 2012 Open Happiness

Competitors

Main Competitor• PepsiOther Competitors• Gourmet• Pakola

Market Share

Pepsi ; 65%

Coca-Cola; 30%

Others; 5%

Beverages: Major Brands are: • Coke • Minute Maid • Kinley • Maaza• Sprite • Fanta

Product Line

Price

• Competitive Pricing Strategy

Segmented Pricing Strategy

Coke uses the segmented pricing strategy for its Original Coke. For instance, Coca-Cola offers liter bottles, 6-pack cans, 6-pack bottles, and 12-pack cans of the same product, all for separate prices. By their product in different sizes and at different costs, they get to increase their revenue, because there is not much difference in the costs required to produce the products.

Promotional Pricing Strategy

• Coke also uses the promotional pricing strategy. In store that cell Coca-Cola, prices are often temporarily priced below the list price to increase short-run sales. It gives the product a sense of urgency and customers purchase the product because of the lower price.

Sale Promotion strategy

• Sale Promotion Coca Cola Company also does sponsorships with different college and school's cafes and sponsors their sports events and other extra curriculum activities for getting market share. Normally they keep their freezers near the entrance of the stores. Sale Promotion Company also does sponsorships with different college and school's cafes and sponsors their sports events and other extra curriculum activities for getting market share.

Place

• Available in all major cities of Pakistan.

• In rural areas penetration is slow due to lack of sound distribution network.

Promotion

• News paper ads• Billboard and holdings• TVC’s• Coke Studio (2008)• Vending machine• ‘Ho Jao Good Ke Liye Crazy’ campaign

Campaigns

• Target Customers : General Public specially youth

• Psychological impact : Social and moral values.

• Changing consumers taste

Competition

Sports based campaign Social Campaign

VS

New Campaign

• Coca Cola Pakistan’s creative agency launched a new promotional campaign “Ho jao good k lea crazy”on December 23rd 2012 i.e. part of Coca Cola’s Global Cultural Leadership Programme “Crazy for Good”.

• This campaign is extension of the earlier campaign of 2012 i.e. “Ho Yaqeen” which is also based on Coke’s global theme, “Reasons to believe”

Idea! (Ho Yaqeen)

• The earlier campaign “Ho yaqeen” was based on the documentaries created by SOC (Sharmeen Obaid Chinoy) Films.

• This campaign was in six parts

• There were the stories of six individuals who aimed themselves at creating difference in the society by transforming Pakistan at grassroots level.

Ho Jao Good k lea Crazy!!

• Crazy for Good campaign has been launched in almost 10 countries simultaneously.

• The campaign aims at prevalence of goodness in society through recognizing the act of kindness and keeping people happy through little acts of goodness.

• This campaign calls on the youth of Pakistan to turn their beliefs into actions.

• Ho yaqeen campaign was a bit somber in tone, whereas this one is unusual, light-hearted and more approachable.

TV COMMERCIAL FOR HOJAO GOOD K LEA CRAZY

Insights

• It is based on the insights that people have lost the sight of kindness and if anybody does any good he/she is considered as crazy.

• So, through “crazy for good” Coca Cola cheers people to “Go crazy for good” by showcasing those who are already spreading happiness to inspire people and encouraging them to join the movement.

• To unite all the efforts a central hub is created for sharing those inspiring little stories. http://www.kindness.coca-cola.com/pk