EXPLORING THE ADVERTISEMNET STRATEGIES OF COCA ...

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EXPLORING THE ADVERTISEMNET

STRATEGIES OF COCA COLA

A Project Work Report

By

Anayat Ullah

FA17-BBA-081

Submitted To

Department of Management Sciences

COMSATS University Islamabad, Lahore

In Partial Fulfillment of the

Requirements for the Degree of

BACHELOR OF SCIENCES IN BUSINESS ADMINSTRATION (BSBA)

NOVEMBER 2020

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Declaration

I, hereby, declare that the project work entitled EXPLORING THE

ADVERTISEMENT STRATEGIES OF COCA COLA submitted to the Department

of Management, CUI, Lahore Campus, is an original piece of work under the

supervision of Prof./Dr./Mr./Ms------(NASEEB HABIB) ----------, and is submitted in

partial fulfillment of the requirements for the degree of Bachelor of Sciences in

Business Administration (BSBA). This project work report has not been submitted to

any other university or institution for the award of degree.

Signature:

Name of Student: Anayat Ullah

Date:

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Supervisor’s Recommendation

The project work report entitled IMPACT OD COCA COLA’S ADVERTISEMENT

STRATEGIES ON LOCAL MARKET submitted by------- (Anayat Ullah) ------ of

CUI, Lahore Campus, has prepared under my supervision as per the procedure and

format requirements laid by the Department of Management Sciences, CUI, Lahore

Campus, in partial fulfillment of the requirements for the degree of Bachelor of

Sciences in Business Administration (BSBA). I, therefore, recommend the project

work report for evaluation.

Signature

Name of Supervisor:

Date:

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Endorsement by Head of Department

I, hereby, endorse the project work report entitled EXPLORING THE ADVERTISEMENT

STRATEGIES OF COCA COLA submitted by … … … (Anayat Ullah) of, CUI, Lahore

Campus, in partial fulfillment of the requirements for the degree of the Bachelor of Sciences

in Business Administration (BSBA) for external evaluation.

Signature:

Name of Head of Department:

Date:

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TABLE OF CONTENT

CHAPTER-1 - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Introduction

Background of Company

Mission and vision

Values of Coca Cola

CHAPTER-2 - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - -

Literature Review

Research Problem or Statement

Scope and significance of study

CHAPTER-3 - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Methodology

Research Design

Data Collection

Data Source

CHAPTER-4 - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Interpretation

Finding

Suggestion & recommendation

CHAPTER-5 - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Conclusion

Bibliography

Sample Questionnaire

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CHAPTER -1

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INTRODUCTION

Every company use the advertisement tool for promotion of their product (What are they sell)

to the consumers. The reason behind is simple they can get more customers or they get more

sales or profit. Many companies do advertisement for making their product or company image

high form others or in simple world to get competitive advantage. Nowadays it is most

important tool for every company to promote or advertise their product. Coca cola Pakistan

also do or invest high amount of money in their advertisement to get profit as well as

competitive advantage. So my project is based on coca cola advertisement strategies so we also

focus on their effect on their sales, their target audience or the main question will the get

competitive advantage or not. We all know advertisement is the most effect way of convening

their message like coca cola always try to deliver their message by their advertisement like

TASTE THE FEELING or many others. Coca cola spends huge amount of investment on their

advertisement to get the comparative advantage here if we add the table to show you the amount

or expenditure they do on advertisement you will amaze.

Years Expanse

2014 3.4 Billion dollar

2015 3.85 Billion dollar

2016 4 Billion dollar

2017 3.92 Billion dollar

2018 4.11 Billion dollar

2019 4.25 Billion dollar

Because coca cola knows that concept that without advertisement they not exist in the market.

Or we can say they advertisement change with the consumer taste or choice so all we can see

that coca cola regularly change their advertisement but the one thing we talk about that in their

all advertisement the always target the youth. The purpose of choosing this topic or title for my

project is to know how coca cola get competitive advantage through their advertisement and

other strategies like promotions or their advertisement impact on customers etc. Our main

concern is about customer because all make advertisement for customer. As we all know about

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the importance of advertisement which means to convey your message or product to consumer.

In easy word this mean we show or announcement in public what we are doing or selling. So

we study all about impact of these strategies on local market. Local market we mean customers,

retail store so on. For which advertisement are made. Because the reason of making or spending

so much investment in these advertisement is to attract or get the interest of consumer and

others by which the get competitive advantage and more sales. So in this project we do solve

some sort of question by the people like we made questionnaire, for this purpose.

So by the help of this kind of marketing the door covers high portion of market so we also

make attention to these type of marketing of coca cola. Further in this project, as I discuses

earlier that I made a questioner which was based upon the advertisement of Coca Cola, in which

I surveyed around my neighborhood, some retail stores and local market area. Questions were

basically about did they like consuming Coca-Cola over other beverages, what were the points

that they like about the advertisements, did they remember the ads, what impact did they leave

on them etc. After finding all the data from the questionnaire, I analyze all the data using the

formulas of mode, mean, and median etc. In addition, I interpreted it using the graphical

statistical data, using graphs, tables, and bar graphs. After this long process or project, we make

conclusion or findings in which we sum up all project results and also make recommendation.

This whole project helps me also make me able to make a research problem and ways to do

research and at last this makes me able to understand many different ways to do research.

We also see in this project many people like coca cola advertisement which make them

influence and also inspire them to buy that product (coca cola). We also see that coca cola do

advertisement on occasion like Raman Bottle to fill with donations, also on Enid.

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BACKGROUNG OF CAMPANY

The first soft drink Coca Cola was introducing by the Pharmacist whose name is Dr. John

Pemberton’s and he sold it to neighborhood Pharmacy. But when he died in 1888, he sold

company to different parties or companies but the major portion was selling to Atlanta

businessman As Candlar. He introduces coca cola drink in glass. After it a businessman known

as the Josaph Biedanharn started putting the coca cola soft drinks in bottles. Many other

businessmen purchased the rights of coca cola from the Asa candlar for only a One dollar in

year 1899. Three of them Benjemin Thomes, Jehn Luptan, and Joseph Whitahead have made

or produce the coca cola bottling system. As we talk about coca cola marketing. The first step

the coca cola use to marketing is the use of or issuing coupons and after that coca cola used the

newspaper advertisement. In the year 1929 coca cola first used his first slogan which was “the

pause that refreshes” which is still use in the now in the company advertisement. Other than

that in the startup they are just selling coca cola soft drink. But foe expansion and getting more

customer or more taste they started acquiring or purchasing the other Beverages’ companies as

we talk about recant purchase or acquiring is costa coffee for a 5.2 Billion dollars to have or

add this taste. So we can say by acquiring this company gain new capabilities and expertise as

well as customers. Coca cola is the only one beverage company that sold or has 500 brands in

the world. In the portfolio of Coca Cola there are many brands like Fanta, Mintue Maid, sprite,

Georgia Coffee so on.

Coca Cola enter in Pakistan in year 1953. In Pakistan coca cola establish coca cola make Coca

Cola beverage Pakistan limited (CCBPL) and become six worlds’ largest coca cola bottler

company. In Pakistan they have 6 production plants and have 14 warehouses in Pakistan and

have capacity of more than 112 million physical cases. As we can say that in Pakistan coca

cola have strongest contribution in CSR and their advertisement. Coca Cola after getting high

share in market then that they get the attention of consumer by their advertisement. The history

of advertisement of coca cola is very impressive. It’s also involve in many CSR activates and

coca cola also start many campaign which is very interesting like Coke studio and music feats.

In the end if we talk about their net worth which is 80.83 billion dollars and become the world

large beverage company in the world. Coca cola till now working on their strategies to became

or sustain their position in the market. Coca cola add more taste or flavor in their portfolio and

attract attention of customer to get competitive advantage

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MISSION AND VISSION

Coca Cola have the Vision which is that: “Our vision is to ensure great work place for

employees to maintain high productivity, bringing high quality beverages to satisfy different

tastes while maintaining sustainable communities for future generations and maximum profits

for shareholders”.

The company vision is road map or guidelines to business for what we do to attain growth and

sustainability. So Coca Cola more focus on that and focus or add following components in their

vision which are following:

Planet: Makes uniqueness by helping to make or support sustainable environment as a

responsible citizen.

Portfolio: Makes a better beverage brands that satisfy desires and need of consumers or

customers.

People: Pride to work on that place where people are much inspiring or motivating.

Partners: Making a well winning network of customer and suppliers together to create

mutual, enduring value.

Productivity: Make the company most productive, fast moving and effective company.

Profit: Become long term profit Maximization Company or being mindful of overall

duties.

Mission of Coca Cola is the road map of them by which they get their goals and objective.

Coca Cola said that our company declares and serves as the standard.

To inspire every moment of life with happiness

To refresh the world

Make or create value and difference

Satisfy the customers taste in beverages industries.

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VALUES OF COMPANY

“Our values serve as a compass for our action and describe how we behave in the world.”

“Collaboration: Leverage collection genius.

Integrity: Be real

Diversity: As inclusive as our brands.

Leadership: The courage to shape a better future.

Quality: What we do, we do well.

Passion: Committed in heart and mind.

Accountability: If it is to be, it’s up to me.”

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CHAPTER -2

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LITEARTURE REVIEW

Coca Cola is as of now the greatest prize association on the earth having greatest number of

customers, more than 201 countries with pretty much two billion servings for consistently. In

gigantic number of affiliation blends pretty much 101 and 40,001 association or partners to

appropriate this tremendous extent of pop. Note, we are not analyzing only a solitary

unequivocal refreshment, for instance coca cola or Diet coca cola till now an entire degree of

drinks. Without a doubt the Coca Cola affiliation has made purchased and conglomerated in

excess of 3,000 400 wonderful rewards or pop and has decisively or notwithstanding advanced

and masterminded these drinks in the whole world market.

Having a significant colossal or huge plan of thing and running a serious elective technique for

supplier or customers, social requests or mindsets fundamental an extremely certain and red

hot advancing methodology or procedure both all in all world publicizing system, diminishing

down to a more join social way to deal with make with direct society few showing ways of

thinking. The strategy that done in one nation or society could be insignificant to other. "The

central paper to be examined is one which was passed on in 2005 in the 'Thunderbird

International Business Review' called 'Coca Cola's Marketing Challenges in Brazil: The

Dubaians War'. In this paper, the producer examines the publicizing inconveniences of the

Coca Cola relationship as it battles its adversaries, the two its adversary Pepsi yet additionally

various nearby brands (called turbines), some which are kept up by the public authority through

unequivocal cost sparkles, therefore sensibly affecting the cost. Brazil is unmistakably an

immense key nation since it relates to Coca Cola third most noteworthy activity while having

an all-around low use development of just 144 holders for consistently when separated and the

seat typical for the US with 462 compartments for reliably. To try to fill in the rising business

zone", coca cola used distinctive displaying frameworks, from start, at first down the cost of

its things in 1998 (from $1.85 to $1.20) to reason of the measure of association keeping watch.

They besides made the specific sort or sort of drink that was more in appearance with the kind

of the Brazilian refreshments. No ifs, ands or buts place was given to Kat, a specific reward

improved with Guarani, a Brazilian standard Amazonian regular thing. Definitely the Brazilian

right hand made 210 zone of square meter of these normal refreshments to make possible to

get back the Brazilian market. Finally, the "triumphant way of thinking was a unite of worth

organizing, subbing the packaging with new style (from plastic to glass). To denounce the

legitimacy of the framework that coca cola uses in Brazil, it is suitable to see the current use of

the soft drink in the coca cola umbrella. As appeared by coca cola's own numbers or

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characteristics, one-year age's utilization for Brazil was 228 for each capita, an extension in

number from the 145 of in year 2005. This makes up to basically 65% improvement in 5 years

of time, a mouth progression in a serious youth baseball period. As extra as task should be

possible to appear at the usage of other gigantic clients that hit the 665 for each capita. It is

delighting or improving to make note of that in Malta", the coca cola use is the other hand the

most objective or huge on the earth with an astonishing 607 holders for each capita.

Go on the publicizing side however now centering toward the European side of the world,

much more explicitly to "Spain, one can regard the diverse hoisting methods used to go into

the Spanish market. In the paper 'Brand social request on the web – A Case Study of Coca-

Cola's Spanish virtual association", the creators Maria Sicilia and Mariola Palazon talked about

the 'mechanical' approach the Coca Cola took to enter this market.

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RESEARCH PRONLEM

As we all know Coca Cola have great market in Pakistan and in the world. There are many

reason of it. One of them is its advertisement as compare to other beverages companies. In this

project the main focus on the strategies, how coca cola make advertisement, which audience

they target so on. That mean we study how coca cola advertisement influence the consumer to

get competitive advantage.

At the end we define the research problem as “EXPLORING THE ADVERTISEMENT

STRATEGIES OF COCA COLA”.

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SCOPE AND SIGNIFANCE OF STUDY

In this project advertisement strategies of coca cola in Pakistan are focus, so by this project get

many things about coca cola Company like how they make strategies and how they implement

them. It gives us the complete detail about the company advertisement strategies and method

they use to get competitive advantage in Pakistani market. In this project we make a valuable

questionnaire and held some small interview from the consumer as well as some of their

employee by which we get valuable data about the company. This study also covers the other

factor by which coca cola get advantage by their advertisement like which cannels they prefer,

what they prefer the actors, ordinary people and also what the effect of these advertisement on

the customers and their sales. Sales are not our main concern and topic but we just discuss

about it in small portion. Here I added some points by which we get idea about scope of study

which are.

This help to the company to know how their advertisement strategies work.

Through this the company may also help to know about feedback.

During my project I come to know about coca cola advertisement strategies,

Also during this project, I come to know how coca cola get competitive

advantage through advertisement.

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CHAPTER -3

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METHADOLOGY

Methodology or marketing Research is to process or method of design, data gathering, data

interpretation, and after all data reporting to a specific problem in which we make research. So

in these sections we make specific reason of the problem we as in this project we study about

impact of advertisement strategies. This is also important to make final decision by available

information. So we can say that methodology is major part of study and considered as the

method use in project in selecting size, sample collection of data and last one various methods

of analysis.

In this section we discuss about two important parts one is about detail discussion about the

data; variables selection and give justifications about why we select these variables, scale of

measurement of these variable, definitions of variable. The second important part of this section

is about we explain it by econometric or mathematically methodology that we have to apply

for empirical testing and check causality between variables.

After selecting the variables, we use the methodology to measure them like we use the primary

data we use different methods like mean, median or mode. We can also use the software like

SSPS for it by which we get all statically tools or we also get graphs of our result. But for

secondary data we use the other measurements or software like STATA. So our main concern

is primary data so we focus on SSPS and their respective variables.

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RESAERCH DESIGN

For any project or research we make research design, so it makes our finding or start easy or

conventional. So we have four steps to start a project or research plan or process. Name is

following:

Identify the problem statement

Develop research plan

Implementation of plan

Interpretation the report or result of finding.

After we have also two type of research design which name is mention below?

Conclusive

Exploratory

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DATA COLLECTION

The main objective of the study is to explore the advertisement strategies of coca cola. The

study will use the primary as well as the secondary data. In secondary data we study or collect

data from 2010 to 2020 case studies or articles by which we can investigate about its impact.

We also do some interviews or questionnaire from customers and some retail stores or coca

cola companies’ employee for collection of data. As in Pakistan coca cola have huge market

we get easily the important data about it our first preference are the local customers or retail

store because they know better how much impact of advertisement on them.

TYPES OF DATA:

1. Primary data

2. Secondary data

METHOD OF COLLECTION:

As our main source of data is primary so we use following methods

1. Questionnaire

2. Survey

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DATA SOURCE

As this project main concern on primary data, so our main source of data is consumers, retail

source and employees of Coca Cola Company. We get data by them like in form of interview

may be oral or written, in form of questionnaire and the last one is observation form

surroundings market. The second source is secondary we use internet, articles and Google

scholar to find data.

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CHAPTER -4

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INTERPRETATION

This chapter have the interpretation of the questionnaire.

Qno-1 Have you drink soft drinks?

FREQUENCY MEAN

YES 36 13

NO 14 2

TOTAL 50 15

Interpretation:

As we can see in table and graph most people answer yes which mean most people drink soft

drink. Only 13% people say No and other 87% say yes.

Qno-1 which soft drink you like most?

FREQUENCY MEAN

Coca Cola 27 8.5

Pepsi 23 6.15

TOTAL 50 14.65

87%

13%Graph-1

Yes

No

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Interpretation:

By the table or pie chart we can say 17 out of 30 which are around 84% people like coca cola

as compare to the Pepsi which percentage is quite low 16%.

Qno-3 which of these you like most marketing campaign?

FREQUENCY MEAN

Coca Cola 22 7

Pepsi 18 6

No idea 10 2

TOTAL 50 15

Interpretation:

As we can see from table or chart most of people like the marketing campaign of coca cola

and after that 40% people like Pepsi and only 13% whom have no idea about that.

Qno-4 has you seen banners and poster of coca cola on store or outlet?

FREQUENCY MEAN

84%

16%Graph-2

Coca Cola

Pepsi

47%

40%

13%Chart-3 Coca Cola Pepsi No idea

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Yes 37 11.5

No 13 3.5

Total 50 14

Interpretation:

Most people say yes which mean they say posters and banner in store and outlets and some 7

say that they not saw their banner or posters.

Qn0-5 where you usually recognize or saw Coca Cola advertisement?

(You can select more than one option)

FREQUENCY MEAN

TV 27 5.6

Posters 13 2.6

Magazine 10 2

Internet 16 3.2

Radio 7 1.4

Total 73 13.8

88%

12%Chart-4 Yes No

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Interpretation:

This question is based on visibility of coke advertisement so we can see most people see ads

on TV then internet and poster, magazine etc.

Qno-6 Do you influence by advertisement of Coca Cola?

FREQUENCY MEAN

Yes 41 10.5

No 9 4.5

Total 50 15

Interpretation:

By the table and graph we can say that 70% people say yes which mean they are influence by

advertisement of coca cola and 30 % are not.

Qno-7 what type of advertisement you like about Coca Cola?

(You can select more than one option)

40%

19%

15%

24%2%

Chart-5TV Posters Magzines Internet Radio

70%

30%

Chart-6 Yes No

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FREQUENCY MEAN

Friendship related 13 2.6

Traditional 17 3.4

Trendy 11 2.2

Controversial 5 1

Commercial 10 2

Total 56 11.2

Interpretation:

In this question we can say that 30% people like traditional ads and 23% people say friendly

and so on.

Qno-8 Will Coca Cola advertisement help them in introduction new product or flavor?

FREQUENCY MEAN

Yes 36 12

No 14 3

Total 50 15

23%

30%

20%

9%

18%

Graph-7 Friend traditional Trendy Controver.. Commertail

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Interpretation:

By this table or graph we can conclude that many people agree that they get help by the ads

of coca cola what new they introduce.

Qno-9 is advertisement message is relevant?

FREQUENCY MEAN

Agree 31 7.6

Disagree 10 1.3

Not sure 9 1

Total 50 9.9

Interpretation:

81 % people agree on that the message of ads of coca cola is relevant and 14% say against it

only5% say they are not sure about that.

Qno-10 Do you thing Coca Cola ads are:

cc FREQUENCY MEAN

88%

12%Graph-8 Yes No

81%

14%5%

Graph-9 Agree Disagree No sure

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Informative 11 2.3

Emotional 24 4

Attractive 25 3.6

Total 50 9.9

Interpretation:

This means 59% people believe that the advertisement of coca cola is emotional and 34% say

that ads are attractive only small portion say informative.

Qno-11 the ads of Coca Cola or that category is better that other?

FREQUENCY MEAN

Agree 12 2

Disagree 8 2.6

Strongly Agree 30 5.33

Total 50 9.93

Interpretation:

34%

59%

7%

Graph-10Informative Emotional Attarctive

20%

27%

53%

Graph-11 Agree Dsagree

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In this question mostly people strongly agree on that coca cola advertisement is much better

that the other.

Qno-12 which type of Coca Cola advertisement you like or about topic?

Interpretation:

In this question most people like ads topic of coca cola which is related to weeding and then

about family gathering and the last one is party type.

Qno-13 Do you like Coca Cola music feats

61%

33%

6%Graph-12Weeding Party Family Gathring

FREQUENCY MEAN

Weeding 23 4.3

Party 7 2.3

Family gathering 20 3.3

Total 50 9.9

FREQUENCY MEAN

Yes 40 13

No 10 2

Total 30 15

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Interpretation:

In this question we ask about one of most favorite coca cola music feast so we get 87% in

response of yes which is quite good response

Qno-13 after watching the ads of Coca Cola does you wants to purchase that?

Interpretation:

By this graph and table, we can say that there are equal percentages of people who say yes or

sometime and only one 27% people say no.

Qno-15 the ads of Coca Cola are understandable?

87%

13%Graph-13Yes

36%

27%

37%

Graph-14Yes

FREQUENCY MEAN

Yes 25 3.6

No 15 2.6

Sometime 10 3.6

Total 50 9.2

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Interpretation:

By this graph and table, we can conclude that 73% people understand the concept of coca

calla ads and 17% not able to understand or only 10% sometime understand them.

Qno-16 How much time you remember the latest ads you saw of Coca Cola?

73%

17%

10%Graph-15Yes

FREQUENCY MEAN

Yes 28 7.3

No 12 1.6

Sometime 10 1

Total 50 10.2

FREQUENCY MEAN

Remember 31 5

Not at all 10 2

Sometime Remember 9 3

Total 50 10

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Qno-17 Do you thing you prefer Coke product because of their brilliant advertisement?

Interpretation:

The base of this question to know how long the people remember ads of coca cola and how

impactful for them most people agree that they remember he advertisement of coca cola.

Qno-18 Do you think most sales of coca cola product is due to their advertisement?

FREQUENCY MEAN

Agree 13 2

Disagree 7 1.5

Stronger Agree 11 1.7

Strongly Disagree 19 2.2

Total 50 7.4

FREQUENCY MEAN

Agree 19 2.2

Disagree 7 1

Stronger Agree 8 2

Strongly Disagree 16 2.2

41%

16%

43%

Graph-16 Remember Not at all sometime remember

36%

27%

32%

5%Graph-17 Agree Disagree

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Interpretation:

That mean there are 70-30 portion of people that through that the sales of coca cola because

of here advertisement.

Qno-19 Are you read or saw ads of Coca Cola in newspaper?

Interpretation:

By the table or graph we get that most of people see the ads of coca cola on newspaper.

Qno-20 Screen roads and to let ads make you excited to buy coke product?

Total 50 7.2

FREQUENCY MEAN

Yes 33 11.5

No 17 3.5

Total 50 15

FREQUENCY MEAN

Yes 37 5.6

30%

13%

27%

30%

Graph-18 Agree Disagree

88%

12%Graph-19 Yes

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Interpretation:

By the following table and graph information we can say that most of people were excited by

seeing the road screen ads or banner of coca cola to buy it.

Qno-21 Do you think Coca Cola’s advertisement strategies have positive impact on

customers?

Interpretation:

This question is base on to know impact of coca cola advertisement on the consumer are

positive or no so by table or graph we conclude that the most people say yes which mean the

impact is positive.

87%

13%

Graph-21 Yes

No 3 1.3

Sometime 10 3

Total 50 9.6

FREQUENCY MEAN

Yes 32 11

No 18 4

Total 50 15

57%

13%

30%

Graph-20 Yes

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Qno22- Is youth being the main target audience for coca cola what do you think?

Interpretation:

This mean most of the people agree with that coca cola mostly focus or target the young

audience.

Qno23. Are you like coke studio or coke music feast?

Interpretation:

Most of the respondent say yes, they like coca cola music feast or their coke studio. Reason

behind it now all like music.

87%

13%

Graph-22 Yes

87%

13%

Graph-23 Yes

FREQUENCY MEAN

Yes 44 11

No 6 4

Total 50 15

FREQUENCY MEAN

Yes 38 11

No 12 4

Total 50 15

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Qno24. What do you think why coca cola target youth?

Interpretation:

They most focus or target youth because of getting competitive advantage. Then the sale or

the second the knows there are youth majority.

FINDINGS

There are following findings of this project:

FREQUENCY MEAN

Sales 15 11

Competitive advantage 22 4

Youth have majority 17 15

Total 50 25

57%

13%

30%

Graph-24 Yes

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Observe that in stores Coca Cola provide them their own refrigeration which is

completely labeled by coca cola loges and slogan that attract consumers.

During every new stock of coca cola beverage deliveries to stores they also give them

new coupons and discount or sckrashable codes.

My neighbor also us when gust arrive or any occasion we use coca cola as their ads

show or inspire us to use coca cola in gathering.

After 1 to 2 mouth coca cola change their ads or poster which is displays on banner or

to let.

Coca cola mostly focus on trends like in wedding season in Pakistan coca cola start

focus on wedding ads just like ads in which Mahira khan wedding ads.

As most youngster like music coca cola start Coca Cola music feats in a year and also

start Coke studio.

One thing also observe that they use trendy contact and also use high profile actors for

their advertisement.

Coca Cola also take part in sport for their advertisement.

Last thing I obverse as in COVID-19 people while donating something they take picture

so coca cola make poster or publicizes on to let in which they right “Hum achy kam

bagar picture liya bhi kar sakta hai.’

SUGGESTION & RECOMMENDATION

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Company should make more focus on their advertisement as changing day by day environment.

Like due to COVID-19 consumer have not much opportunity to do family gathering, parties,

weddings so on. So they make such kind of advertisement which inspires the consumer in that

situation.

Company advertisement more focus the elite class like they always show high wedding, parties

so on, which is not bed but they also focus on middle class or lower because in Pakistan there

are more people who lie in the middle class.

They use ordinary people as compare to actors (male or female) because some people don’t not

like that actor (male or female) so they mostly ignore the ads.

Company also use that statically that show that coke product is not harmful like we all know

coke and other related beverage are ban in educational institute so they should focus on that.

Company should increase promotion or advertisement in malls and departmental store so by

that they get attention from the audience.

Company should get attention to their new strategies like flavor, new product so on or make or

introduce it with high level of advertisement.

Company when make new poster or banners for their supplier or retail store make sure that

they display to customer, because many time staff retail store for more product change or

replace or paste another add on your ads so people not able to see it so company make sure or

give specific time to them to display the ads to stores.

Company also gives retail store their labeled refrigerator but many retail store use or add other

company’s beverage on it. Company also check and balance.

Company should hire the staff those may get the feedback of their advertisement and

promotion. By this they get the idea of their advertisement impaction customers or local

market.

They also get information of their ads from the customer or market so they just make a team

that observe the makes and customer behavior so this can help them to make good and effective

marketing plan or advertisement.

40

CHAPTER-5

LIMITATION

41

As all know that “Nothing is prefect in the world, every individual is bound to make mistake

at some points, and it is genuine”.

This research is done in under this pandemic situation we all it’s too difficult to perform

that kind of task.

There are less respondent for me to perform my survey or fill questionnaire.

The behavior of respondent is also one of the biggest problems.

Time is also one of the major problem like many respondents have not much time to

fill it so took help from online filling as well as physical from my neighboring

As we know this research or project base on primary data so we can say human error

occur like they not fill the questionnaire without paying attention.

Information is less or insufficient as we have less respondents.

Visit of company is not possible due COVID-19 so it makes difficult to complete this

project.

This project or research restricted by specific area.

One of problem is that many people are not well educated especially the retail store

employee so getting information or filling the questionnaire is one of difficult task.

CONCLUSION

42

After all research or survey it is concluded that coca cola always focusses or target the youth

of Pakistan in their advertisement or their many others marketing campaigns like we can say

Coke Music feast or Coke studio. The reason behind it are many they target the youth because

in Pakistan the ratio of youth is more then by others or we can also say that youth more likes

soft drinks or other beverage and one thing we also notices in coca cola advertisement is that

the add youth with music as they know youth love music so add themes coke with music. For

more attraction they convert their ads towards wedding but they also more like to add music

and youth combination there like Mahira khan wedding ads make memorable for everybody

so coke make 3 to 4 different wedding ads or on that concept. One of the ads of coca cola

TASTE THE FEELING so in this ads they also target the youth customer or influence them to

make their life style like ads hip-hop or funny so on. Moreover, it is noticed that coca cola only

hires the young characters for their advertisement. Coca cola advertisement strategies always

focus on the youth and the factors which effect or attract the youth towards them like music,

parties and the last one is wedding so on. In addition, 95% ads of coca cola where there is

young boy or girl’s characters are use. They also use teenager in their all campaigns or

strategies like in 2013 coke start movement which is “MOVEMENT IS HAPPINESS”. They

target teenager to increase coca cola brand to prove it is healthy. The project that they do or

use youth in their advertisement to get competitive advantage as compare to other like PEPSI

mostly ads for family and gathering. So coca cola differentiates their advertisement strategies

by using youth or target them. So their ads influences audience specially youth ones. So we

can say their ads impact like they get competitive advantage over many other beverages

companies like Pepsi. They have large audience as well as youth one so by this their sales are

more as compare to others.

This play vital role in influencing people or increase sale or get more customer or get

competitive advantage. We can say that advertisement strategies are one of the company factor

by which the company get consumer attention and make loyal customer. As coca cola make

such advertisement to get more market share as compare others beverage companies. The

questionnaire results that people in every question most answer in favor of it. Advertisement

of coca cola or promotion always attracts the attention as compare to other so that why in

Pakistan as well as in world coca cola get higher position. Moreover, this article also add

question in the questionnaire in which coca cola music feast and coke studio which one is most

favorite people music festival so coca cola invest in them or advertise their product in them.

They also focus CSR activates like donating, helping poor’s etc. Coca Cola’s advertisement

43

strategies have positive impact on the local market by which the become the world most as

well as in Pakistan top beverage company or so that why they get competitive advantage.

BIBLOGRAPHY

44

Cohan, Sarah. “How Coca Cola Collect Consumer Insights with Creative Campaigns.”

Influence, www.linkfluence.com/blog/how-coca-cola-collects-consumer-insights-with-

creative-campaigns.

“Customer Value.” Customer Value - Coca Cola Icecap,

www.cci.com.tr/en/sustainability/our-focus-areas/customer-value.

Econsultancy. “10 Inspiring Digital Marketing Campaigns from Coca-Cola.” Econsultancy, 23

Nov. 2018, econsultancy.com/digital-marketing-campaigns-coca-cola/.

Felony, Richard. “7 Brilliant Strategies Coca-Cola Used to Become One of the World's Most

Recognizable Brands.” Business Insider, Business Insider, 12 June 2015,

www.businessinsider.com/strategies-coca-cola-used-to-become-a-famous-brand-2015-

6.

Fleming, Molly. “Coco-Cola CEO Praises 'Consumer-Centric' Innovation as Coke Brand

Grows.” Marketing Week, 22 Oct. 2019, www.marketingweek.com/coco-cola-ceo-

consumer-centric-innovation/.

Seabrook, Escritoire por Allan. “What You Can Learn from Coca-Cola's Marketing Strategy:

Merca2.0.” Revista Merca2.0, 17 Sept. 2019, www.merca20.com/what-you-can-learn-

from-coca-colas-marketing-strategy/.

Stocker, Mike. “How Coca-Cola, Yoplait Use Customer Participation - Marketo.” Marketo

Marketing Blog - Best Practices and Thought Leadership, Marketo, 28 Oct. 2015,

blog.marketo.com/2014/09/how-coca-cola-and-yoplait-use-customer-participation-

marketing-and-how-you-can-too.html.

Tan, Jon, and Lawrence Soth says: “9 Brilliant Coca Cola Advertising Examples of Referral

Marketing.” Word-of-Mouth and Referral Marketing Blog, 8 July 2020,

www.referralcandy.com/blog/coke-word-of-mouth-marketing-strategy/.

“What You Can See from Coca-Cola's Digital Marketing Strategy.” Digital Agency Network,

21 Feb. 2020, digitalagencynetwork.com/what-you-can-see-from-coca-colas-digital-

marketing-strategy/.

45

“Win in the Marketplace.” Cch Group Website, www.coca-colahellenic.com/en/about-

us/what-we-do/win-the-marketplace.

46

SAMPLE QUESTIONNARE

QUESTIONNARE

COMSATS UNIVERSITY ISLAMABAD, LAHORE

MANAGEMENT SCIENCE

NAME: ___________________ AGE:

DATE: ____________________ ROLE:

1. Have you drink beverages?

o Yes

o No

2. Which beverage you like most?

o Coke

o Pepsi

3. What do you thing which is most demanding?

o Coke

o Pepsi

o Others

4. Which of one you like most marketing campaigns?

o coca cola

o Pepsi

o No idea

5. Which soft drink you most easily find in restaurant when you order?

o Coca Cola

o Pepsi

o Others

6. Have you seen baners and poster of coca cola on store or outlit?

o Yes

o No

o Sometime

INSTRUCTION

Please attempt all with consideration.

If you don’t want answer leave the space

You have choice to fill PERSONAL INFORMATION.

47

7. Where you usually recognize or saw Coca Cola advertisement?

(you can choice more than one)

o TV

o Posters

o Magazines

o Internet

o Radio

8. Do you influence by advertisement of Coca Cola?

o Yes

o No

9. What type of advertisement you like about Coca Cola?

(You can choice more than one option)

o Friend’s related

o Traditional

o Trendy

o Controversial

o Commercial

10. Did you like coca cola music feats?

o Yes

o No

11. Which type of Coca Cola advertisement you like or about topic?

o Wedding

o Party

o Family gathering

12. Will Coca Cola advertisement help them in introduction new product or

flavor?

o Yes

o No

13. Is the advertisement being believable?

o Agree

o disagree

o Not sure

14. Is advertisement message being relevant?

o Agree

o Disagree

o Not sure

48

15. If you want to describing the advertisement of Coca Cola to someone:

o Satisfying

o Normal

o Pleasant

16. Do you thing Coca Cola ads are:

o Informative

o Emotional

o Attractive

17. The ads of Coca Cola or that category is better that other?

o Agree

o Disagree

o Strongly agree

o Strongly disagree

18. After watching the ads of Coca Cola do you purchase that?

o Yes

o No

o Sometimes

19. The ads of Coca Cola are understandable?

o Yes

o No

o Sometime

20. How much time you remember the latest ads you saw of Coca Cola?

o Remember

o Not at all

o Sometime Remember

21. Do you thing you prefer Coke product because of their brilliant

advertisement?

o Agree

o Not agree

22. Do you think most sale of coca cola product is due to their advertisement?

o Agree

o Disagree

o Highly agree

o Highly disagree

49

23. Are you read or saw ads of Coca Cola in newspaper?

o Yes

o No

24. Screen roads and to let ads make you excited to buy coke product?

o Yes

o No

o Sometime

25. Do you thing coca cola advertisement have positive impact on its product or

sale?

o Agree

o Disagree

o Highly agree

o Highly disagree.

26. Do you agree coca cola mostly target youth in their advertisement?

o Yes

o No

27. Are you like coke studio or coke music feast?

o Yes

o No

28. What do you think why coca cola target youth?

o Sales

o Comparative Advantage

o Youth have majority

COMSATS University Islamabad Lahore Campus

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TURNITIN Originality Report

Note: Bibliography and quoted materials are excluded as per HEC rules

Note: Computer generated report doesn't need signature

Title EXPLORING THE ADVERTISMENT STRATEGIES OF COCA COLA

Author Anayat Ullah

Submission Date 02-Dec-2020 05:00PM (UTC+0500)

Submitted Class BS. Students

Submission ID 1462372682

Word Count 6059

Character Count 29346

Similarity Index 07% (Detailed report send to quarter concerned via email)

Remarks Report seems OK

Report Generated By Nasira Muneer, Assistant Librarian

[email protected]

Dated on December 02, 2020