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Page 1: COKE Presentation
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Introduction

• World’s leading Manufacturer, marketer, and distributor of non alcoholic beverage concentrates and syrups

• Corporate head quarter in Atlanta • With local operations in over 200 countries

around the world• First created in the United States but it

quickly became popular wherever it went

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Introduction:

• Today, Coca Cola has a portfolio of more than 3,000 beverages

• Coca Cola has 92,400 employees worldwide• More than 70% of their income comes from

outside the U.S

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History:

Dr.John Pemberton

Establish in 1886

In Atlanta

Accidently Produced in Pharmacy

John Stith Pemberton

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Cont…

• “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

• 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

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Cont…

• 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

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Cont…

• 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

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Bottle design evolution:

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Mission Statement of Coca-Cola:

Brand Coca Cola is the core of our business

Customer is king; Customer demand drives everything we do

We will serve consumers a broad selection of the nonalcoholic ready-to–drink beverages they want to drink through out the day

To Refresh the World...in body, mind, and spirit.To Create Value and Make a difference...

everywhere we engage.

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Coke History In Pakistan:

57 years of dedicated service

Started in Pakistan in 1953 at Karachi

CCBPL

Market leader till 1987

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CCBPL

• Till 1996, 10 bottling plants were being run by local partners

• Running 9 plants in Pakistan in Rahim Yar Khan Hyderabad Multan Lahore Gujranwala Sialkot Faisalabad Isalamabad Peshawer

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Product Line:

Coca-Cola introduced in Pakistan 1953 Fanta introduced in Pakistan 1965 Sprite was introduced 1972 Diet Coke & Fanta Citrus 2001 Sprite Zero Sprite 3G Kinley Minute Maid

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Popular Slogans of Coke:

1886 Drink Coca-Cola

1942 The only thing like Coca-Cola is Coca-Cola itself

1993 Always. Coca-Cola

2001 Life is Good

2005 “Geo Coke Zindagi”

2007 “Coke side of life”

2008 Kha le pee le jee le coca cola

2009 Brrrrrrrrrrr…..

2010 kha lo pee lo dil say

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S.W.O.T. Analysis:

Strength (Quality)

Weakness (Not frequently available in rural areas)

Opportunities (Corporate Sector)

Threats (Pepsi Cola)

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SWOT Analysis:

Strengths -Popularity-well known-branding obvious and easilyrecognized-A lot of finance-customer loyalty-International Trade

Weakness-Word of mouth-lack of popularity of many CocaCola’s brands-Most unknown and rarely seen-result of low profile or non-existent advertising-Inconvenience in availability

Opportunities-many successful brands to pursue-advertise its less popular products-buy out competition-More Brand recognition

Threats -changing health-consciousnessattitude-legal issues-Health issues-competition (Pepsi)

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Competitors:

• PepsiCo (direct & strong competitor)

• Nestle (indirect competitor)

• Gourmet cola(Potential competitor)

OTHER COMPETITORS

 

• Makkah Cola (distant competitor)

• Amrat Cola (distant competitor)

• RC Cola (distant competitor)

• Shandy Cola (distant competitor)

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Market Leadership:

• In Pakistan Pepsi is the market leader and Coca Cola is its competitor. The Pepsi makes defense strategies so that it can maintain its position in the market. While Coca Cola is a challenger and it makes attack strategies so that it can become the market leader

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Pepsi Brands Vs Coke Brands

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Growth Strategy:

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Market Penetration:

• Coca Cola in Pakistan is doing market penetration through the selling its products to the business buyer, who are huge multinational organizations like – McDonalds, – Subway, – Dunkin Donuts

• They are also keeping the local market in focus– Fri-Chiks, – AFC, – PFC

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Market Development

• Coca Cola Company can do product development by introducing the new flavors in Pakistan which are not sold anywhere in the world by the coke company

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Diversification:

• Coca Cola is only dealing in beverages but it can also manufacture its own snacks item as the company name is known all over the world

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Target Marketing:

Mass Marketing

Segmented Marketing

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Marketing Mix of Coca-Cola:

Product

Price

Place

Promotion

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Product:

Product Range

Coke Sprite Fanta Diet coke 3G Kinley Minute Maid

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Product:

Bottle sizes

SSRB LRB NRB PET 1.5 PET 2.25 CANS

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Product:

Packaging Coca Cola’s goal is to advance a

packaging framework in which packaging is no longer seen as waste, but as a valuable resource for future use. Introducing PlantBottle™. The next step in the sustainability journey

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Product:

Levels of product

Core product fulfills the thirst

Actual product DesignQuality

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Brand Strategy

Product

Line Extension Brand Extension

Multi-Branding New Brands

Exi

stin

g N

ew

Existing New

Brand

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Brand Strategy:  

➢ LINE EXTENSION

For example if Coke introduces new flavors and package size.

➢ BRAND EXTENSION 

Brand extension means using a successful brand name lets say Coca-Cola and then launching new product for example cherry coke

➢ MULTI-BRANDING

For example Coca-Cola not only introduced coke as a brand but also sprite and Fanta

➢ DIVERSIFICATION 

Coca-Cola has not adopted yet

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Price:

Price Regular bottle 13

Non returnable or disposable bottle 30

1.5 liter bottle 65

2.25 liter bottle 85

Coca Cola can 40

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Pricing Strategy

COMPETITION BASED PRICING APPROACH

PROMOTIONAL PRICING POLICY

DISCOUNTS

SEASONAL DISCOUNT

SPECIAL OFFERS

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Price:

Different Price in Different Seasons

Different in Summer Different In Ramadan Different In Competition

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Place:

Availability

Available in posh areas

Available in Backward areas

Extent in posh areas

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DISTRIBUTION CHANNELS

Direct selling In direct selling they supply their products in shops

by using their own transports. They have almost 450 vehicles to supply their bottles

Indirect selling Through whole sellers and agencies

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Place:

Facilitating The Product by Infrastructure

Vizi cooler Freezers Display racks Free empty bottles and

shells for bottles

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Place:

Market Segmentation

Segment size Segment growth Segment structural attractiveness

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Place:

Coke Segmentation Strategy

Geographic Segmentation Climatic Locally

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Place:

Demographic Segmentation

Age Family Type Income

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Promotion:

Advertisements with slogans

Coca-Cola enjoys Always Coca-Cola Kha lay pee lay jee lay Coca-Cola Maza zindgi ka Coca-Cola Geo Coke zindagi Very Brrrr hai coke zindagi

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Promotion:

PROMOTION STRATEGIES

Getting shelves Eye Catching Position Sale Promotion

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Promotion:

PUBLICITY

Print media Pos material

(Point of sales material) TV commercial Billboards

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Promotion:

Prize Schemes

Coca-Cola glasses Bicycles TV

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Promotion:

Price cuts from time to time

Ramadan offer Eid offer Buy one get one free Anniversary offer Independence Day offered

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Promotion:

Billboard –electronic sign board

In major public areas, liberty bank square

At center point.etc

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Promotional campaigns:

COCA-COLA PET PROMOTION COCA-COLA GO-RED COCA-COLA WONDER OF THE

WORLD PROMOTION COCA COLA TV MAZZA COCA-COLA & MC DONALD’S COCA-COLA & FIFA

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Promotional Campaigns:

COCA-COLA CRICKET COCA-COLA CONCERTS COCA-COLA RAMZAN CAMPAIGN COCA-COLA FOOD MELA COCA-COLA BASANT FESTIVAL COCA-COLA PARTY IN A PARK COCA-COLA SHOPPING FESTIVAL

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Societal marketing:

• Tree Plantation Campaign in Pakistan

• On 12th August 2009• 450 employees participated• Plant 3500 trees • On 27 different locations

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Societal Marketing:

CCI is doing responsible marketing through ads by providing a public service message such as in USA CCI has started a campaign to save the Polar Bears before they become instinct

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Conclusion & Recommendations:

Should Increase frequent availability & promotional schemes in rural areas

Coca-Cola must enhance factors such as relationship marketing, innovation and technology especially in Pakistan to attain market leader position

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• Only two flavors of Coke available, company can extend their portfolio by introducing new flavors

• Coca Cola Co. should launch its own energy drink

• Add more sweetness to cola

Conclusion & Recommendations:

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Q & A Session: