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Brief History Born in Atlanta, Georgia, on May 8, 1886 by Dr. John

Stith Pemberton, a local pharmacist

Registered as a trademark in 1887 and by 1895 Coca-

Cola was being sold in every state and territory in theUnited States

Today is the world's leading

manufacturer, marketer, and distributor ofnonalcoholic beverage concentrates and syrups

Regarded as the worlds most well known brand

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Coca Cola in Pakistan

Came to Pakistan in 1953 with their first plant at

Karachi and it all started with a franchised and

licensed distribution

In 1996 Coca Cola International acquired all the

Cokes manufacturing operations from the licensees

in Pakistan and formed CCBPL

Today Coco Cola has the 2nd largest share in the CSD

market after Pepsi.

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Ownership Structure

Started with a franchised and licensed distribution

Coca-Cola Beverages Pakistan Limited (CCBPL) was

incorporated in 1996

Joint venture between Coca-Cola International, Fraser

and Neeves Singapore and Packages

Coca-Cola Company and local partners have a 90 : 10

shareholding pattern

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Location of Office/Factory

CCBPL Lahore Plant

23 KM

RAIWIND ROAD,LAHORE

PAKISTAN

HEAD OFFICE:5-E-II GULBERG III,LAHORE

PAKISTAN

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Location of Plants

The CCBPL plants are in

Karachi

Hyderabad

Sialkot Gujranwala

Faisalabad

Rahimyar Khan

Multan

Lahore

Rawalpindi

Peshawar

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Introduction of the Brand

Brand Names & Logos

Coca Cola Sprite Fanta

Diet coke Sprite Zero Kinley

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Introduction of the Brand

Various Sizes

250ml

250 ml (Non Returnable) 300ml (Non Returnable)

500ml (Non Returnable)

1 liter

1.5 liter pet

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Goals and ObjectivesCorporate Objectives

To become the best and the biggest anchor bottler inthe world

To Inspire moments of optimism... through ourbrands and our actions.

To create value and make a difference... everywherewe engage

To continue to be an organization providing thequality products to the valuable customers.

To project an outstanding corporate image.

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Marketing Objectives

Sustainable Growth

Increase Sale Volume

Maintain or Increase Market Share

(Both Mind share and Heart share)

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Market Segments Strategy

Multi Segment Strategy

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Target Market

Customer Profile Demographic segmentation: Age

For coke and Sprite Every age group but targetgroup overwhelmingly contains age groupbetween

15-25 For Fanta age group of less than 15

For Diet Coke and Sprite Zero Age group of30 &above

Gender

Male, female

Occupation

Belonging from the every walk of life

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Customer Profile

Psychographic Segmentation

Social Class:

For Coke, Sprite and Fanta Sec A,B,C

For Diet Coke and Sprite zero Sec A and B

Personality and Behavior: Diet Coke and Sprite zero for more health

conscious people

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Core Competencies

Assurance of quality

Company operated factories so they canensurethe quality in every drop of their products.

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Competitive Advantage

Most well known brand all over the

world

Directly owned by

State of the art manufacturing plant

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Brand Life Cycle Analysis

Market Trends

Changing life styles

More diet consciousness

Brand Life Cycle Analysis

Coke, Sprite and Fanta are in Maturity stage

Diet Coke and Sprite zero are in growth stage

Kinley in Introductory stage

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Need Analysis Present specific need of the customer

Intrinsic

Association with specific class

Extrinsic

Quenching the thirst, refreshing ones self

Gaps in the market Availability Gap

Brand awareness gap

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Brand Management Strategy

Brand Architecture

CSDs Drinking Water

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Cont. Band Positioning

Festivities

Fun And Joy

Refreshing

Branding Objectives

To create awareness

To build brand preference and increasing market share

To increase awareness in semi urban and rural areas

Brand Essence

Joy and freshness

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Cont.. Brand Personality

A 17-18 year old student, very friendly,

optimistic, enthusiastic and full oflife

Brand Promise

The Coca-Cola Company exists to benefit and

refresh everyone it touches

Brand Association Analysis

Freshness Style

Food

Basant

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Cont.. Brand Endorsement

Coke used Abrar ul Haq for this purpose but

they are not using him anymore

Brand Problems

Availability

Awareness

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The Marketing Mix

Product Analysis

Brand name

Coca cola

Logo

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Coca

cola

250

ml

250 ml (Non

Returnable)

300ml (Non

Returnable)

500ml (Non

Returnable)

1liter 1.5 liter

Sprite 250ml

250 ml (Non

Returnable)

300ml (Non

Returnable)

500ml (Non

Returnable)

1liter 1.5 liter

Fanta 250ml

250 ml (Non

Returnable)

300ml (Non

Returnable)

500ml (Non

Returnable)

1 liter 1.5 liter

Dietcoke

250

ml

250 ml (Non

Returnable)

300ml (Non

Returnable)

500ml (Non

Returnable)

1 liter 1.5 liter

Sprite

zero

250

ml

250 ml (Non

Returnable)

300ml (Non

Returnable)

500ml (Non

Returnable)

1 liter 1.5liter

Packaging (Various sizes)

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Cont. Product quality statement:

Embodies the most up-to-date, stringent

manufacturing practices... because Coca-Cola is a

symbol of quality.

Focuses on customer and consumer satisfaction...

because Coca-Cola is customer and consumer

satisfaction.

Provides a framework for safety and

environmental stewardship... because Coca-Cola

is a responsible citizen of the world

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Pricing Analysis

Pricing Method:

In Pakistan the Coca Cola uses competitor

indexing method means it locate its priceswithrespect to their competitor prices.

Pricing Strategy: Keep the price at par with your competitors

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Sr.N

o

Units Retail

Price

Whole Sale

Price

Factory

price

1 250ml 10 9 8

2 250ml(non

returnable)

15 13 12

3 500ml(non

returnable)

20 19 18

4 1 liter 23 22 21

5 1.5 liter pet 40 36 35

6 Tin Pack 25 18 17

Factory and Retail price

Of various offerings

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Distribution Channels

In Pakistan, there are 11 territories where thefranchised units produce and sell Coca-Cola. Someof these territories are:

Lahore

Karachi

Rawalpindi

Peshawar

Hyderabad

Multan

Rahim Yar KhanOut of these 11 territories 8 territories have beenpurchased by Coca-Cola international now inPakistan. Now most of them have been operated bythe company itself.

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Cont

Distribution ChannelSome of the major distributors in Lahore are:

Star (Pvt.) Ltd. Shahdara

Urban (Pvt.) Ltd. Bhattia Chowk

Abbas Enterprises (Pvt.) Ltd. located at Gulberg

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PeshawarRawalpindiGujranwala

Lahore Faaisalabad

Multan Rahim Yar Khan

Karachi

On Map

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Promotional AnalysisThere are Four types of advertisement.

Informing This kind of advertising preambles or follows the immediate

launch of a new product or service. It is meant to spread theword, educate or inform the clientele about a new productand service and highlight its attributes.

Persuading

These kinds of ads are meant to induce brand preference andpersuade customers to buy it by highlighting their featuresaseasy availability ad high quality.

Reminding

Now Coca Cola is an established name considered as atrend setter. The primary focus of most of the Cokesads isto just refresh and remind the customers memory about the

product.

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Cont

Special Occasions They also promote their products on special

events in Pakistan like BASANT,EID and

Sports events like Cricket.

MEDIA

The company used almost every media inPakistan in electronic media PTV,ATV,Cable

Channels in print various news papers and

professional magazines, pamphlets

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Themes Of Ads

Trying to Associate Coke with

Happiness

Liveliness

Optimism

Positive Attitude

Enjoy your life fully

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Discounts and free

sampling

Quality Discounts

Coca Cola offers 5-10% discount to those

customers purchasing one crate, whichconsist

of almost 24 bottles.

Trade Discounts

Discount to wholesalers 12 15%

Retailers 8 10%

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Cont.

Push and Pull Strategy

The company uses mix of the push and pull

strategy because it gives the discounts to the

wholesalers , retailers and also promote their

products through advertisements.

Coca Cola also give price concessions to thecustomers like Ramadan offers.

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Market Positioning

Strategy

Promise and Support Claimed

Promise

Fun, joy and freshness

Support

Ensuring the quality in every drop of their product

Sponsoring festivles and cultural events, concerts

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Communication Strategy

Providing fridges and deep freezers

Posters and stickers on the shops

Excessive bill boarding

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Posters and Print ads

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Posters and Print ads

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Posters and Print ads

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Posters and Print ads

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Posters and Print ads

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Posters and Print ads

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Sponsorships

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Sponsorships

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Coke on the road side

Sl

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Slogans

Slogans

Drink Coca-Cola (1886)

Maza Zindage ka

Jio Coke zindage (most recent)

Thund program (for Sprite)

Coca cola rang day BasantFood is asking for Coca Cola

C t R l ti hi

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Customer Relationship

Management

Key account executives for exclusive

corporate clients

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Competitive Analysis

Direct Competition

Pepsi

Indirect Competition

Shandy

Mecca Cola Amrat Cola

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Substitutes

Juices

Mineral water

Shakes Hot beverages

Lassi

Milk

Sharbat

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Brand Strength The Coca-Cola Company is the largest

manufacturer, distributor and marketer of non

alcoholic beverage concentrates and syrups in the

world. More than 400 brands are now sold in more

than 200 countries. The companys brand is one of the most

recognized in the world (94% of the worlds

population recognizes the coca cola trademarkand

afterOK, it is the second most recognized wordin the world) and accordingly is the companys

major source of competitive advantage

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Effective presence inPakistan In Pakistan, Coca cola follows non-franchised

production and distribution business model.Though distribution is about to be outsourced to athird party, still, the non franchised production

brings in added advantages of uniformity ofoperations, uniform and better workingenvironment, shared and unified knowledge baseand better understanding of local demand

pressures and trends.

The last franchises of Pindi and Peshawar werebought out in March 2006, and since then thecompany is going through major restructuring, and

infrastructure and capacity building.

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Results of Operations CCBPL, founded in 1997, went on a shopping spree of its

local operations from the franchisees in 1999. The last ofthe franchises were bought out in 2006. Owing to the stiffcompetition from Pepsi, the first few years weretroublingtimes. But concerted efforts towards capacity building and

infrastructure development, the last two years haveshownpositive double digit growth rates in major urban markets(Lahore and Gujranwala).

The next three years corporate plan envisages acquisitionof market leadership (the total market share of Coke standsat 37% right now, 1% being occupied by local brands likeAmrat and Shandy and the rest is that of Pepsi).

Weaknesses

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Lack of Coherent BrandingStrategies Pepsi has cashed in on the Cricket formula

courtesy of the genius of Imran Mustafa, the thenCEO of Pepsi. Interflow, the ad agency of Pepsi,

has done a good deal of wonders for Pepsi. OME(Orient McKann Erickson), the long time adagency for Coke, seemed at a loss as to how tocounter the branding onslaught of Pepsi.

Cokes dissatisfaction with OME has led to therecent switchover from OME to a relatively lesserknown name, Ogilvey and Mathers.

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Weak Distribution Network A strong distribution network ensures ample

availability in tight demand cycles. Pepsi has for along time outsourced its distribution to PTN(Perfect Transport Network) and has ensured its

presence in every nook and cranny of the country.

Recognizing the efficacy of third partydistribution, Coke has also decided to outsourceitsdistribution. In Karachi, all the distribution is nowdone by PTN. The same will be implementedacross the country by the mid of 2008.

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OpportunitiesIntroduction of New Product Lines

Late it may be, but Coke now envisions to bring outproducts suited to the changing dietary needs of the urbanaudiences. Nutraceuticals, like fruit juices and mineralwater, are experiencing brisk double figure growth rates.

Coca cola introduced its premier mineral water brand,Kinley, in December 2006. the product is going throughsoft launch phase and its effective advertising anddistribution can win it its due share in the every increasingmineral water pie.

By July 2007, the company is expected to roll out its fruitjuices line. By mid 2008, the company is expected tointroduce its coffee and iced tea brands.

Brand is attractive to Global

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partners With its strong international portfolio and huge

customer base, Coca Cola has been able to attractother globally renowned companies to cross selland co brand. Coke today has exclusivedistribution with food chains like BurgerKing andMcdonalds. It now has joint ventures withNestle

and Starbucks. So, in the coming days, we may expect a similar

understanding taking place between CCBPL andother MNCs (for cross selling and co

brandingan acquisition for local food processingcompany-Shezan however couldnt be realizedbecause of shezans reluctance to sell only itsbeverages line).

Threats

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Stiff Competition Unlike the global trends, the fizzy drinks

growth rate in Pakistan is in double digits.

Fruit juices, energy drinks and dilutables

(like Tang and Limu Pani) have also found

appreciation and recognition in the urban

and semi-urban markets.

M k t C titi St t

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Market Competition Strategy

Coca- Cola is in an ologopolistic market

and where branding plays a great role. In

the ologopolistic market the firms dont

compete with price, but rather with

advertising and other non-price strategies

And coca cola has been successful in doing

so