30250774 Coca Cola Marketing Report WALEED

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<p>MARKETING PLAN OF COCA COLA</p> <p>MARKETING PLAN OF COCA COLA</p> <p>1 WALEED LAL BAKHSH</p> <p>SUBMITTED TO SIR MAZHAR ALI</p> <p>SUBMITTED BY ABDUL RAFAY WALEED LAL BAKHSH ADEEL ALVI ANWAR MITHANI (4198) (4311) (4331) (4096)</p> <p>GROUP MEMBERS PARTCIPATION ABDUL RAFAY WALEED LAL BAKHSH ADEEL ALVI ANWAR MTHANI</p> <p>2 WALEED LAL BAKHSH</p> <p>AKNOWLEDGEMENT</p> <p>First of all bow our head before ALLAH ALMIGHTY. ALLAH the Omnipotent, Omnipresent and to the HOLY PROPHET MUHAMMAD (PBUH) for completion of our assignment. Our humble and heartiest thanks are for our best teacher SIR MAZHAR to motivate us and encourage us to complete this task.</p> <p>THE EXECUTIVE SUMMARY</p> <p>The scope of the project is to discuss the marketing strategies adopted and applied by Coco Cola, Pakistan. From the last two month or so our group is in the process of continuous research on the marketing functions and strategies adopted by Coco Cola. These marketing functions mainly include the marketing mix i-e, Product strategy, Pricing strategies, pricing tool and strategies as well as other market strategies More over the project also market growth and trend, opportunities analysis and strategies of making competitive advantage adopted by Coco Cola. We will like to add a the project will provide the readers and listeners very highly profile information about the marketing strategies as a whole and also about the Coco Cola Company .In the end hope that the project will result very profitable for the readers and Coco Cola</p> <p>3 WALEED LAL BAKHSH</p> <p>CONTENTS</p> <p>1. 2. 3. 4.</p> <p>Acknowledgment The Executive Summary Introduction. Mission, vision and values. a. Coca Cola International history. b. Domestic history. 5. Product line. 6. Current situation analysis a. Market Condition b. Market Strategy c. Market analysis d. Market share analysis. e. Market Positioning f. Price Strategy g. Promotion Strategy 7. Marketing strategies of coca cola a. Product b. Place c. Promotion d. Price 8. Sale Promotion Activity 9. Coco cola swot analysis a. Strength b. Weakness c. Opportunities d. Threat 10. Profit and loss statements 11. Financial highlights 12. Action programs</p> <p>4 WALEED LAL BAKHSH</p> <p>INTRODUCTIONCoca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines, Worldwide (The Coca-Cola Company claims that it is sold in more than 200 countries.). It is produced by The Coca-Cola Company in Atlanta, Georgia, and is often referred to simply as Coke or (in European and American countries) as cola, pop, or in some parts of the U.S., soda. Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century. The company produces concentrate, which is then sold to various licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola in cans and bottles to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single Coca-Cola bottler in North America and Western Europe. The Coca-Cola Company also sells concentrate for fountain sales to major restaurants and food service distributors. The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, which has become a major diet cola. However, others exist, including Caffeine-Free Coca-Cola, Diet Coke Caffeine- Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special editions with lemon, lime, or coffee. In response to consumer insistence on a more natural product, the company is in the process of phasing out E211, or sodium benzoate, the controversial additive linked to DNA damage and hyperactivity in children, of Diet Coke. The company has stated that it plans to remove the controversial additive from its other products, including Sprite and Oasis, as soon as a satisfactory alternative is discovered.</p> <p>MISSION, VISION &amp; VALUESThe world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a long term destination for our business and provides us with a "Roadmap" for winning together with our bottler partners.</p> <p>OUR MISSIONOur Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference.</p> <p>OUR VISIONOur vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.</p> <p>OUR WINNING CULTURE 5 WALEED LAL BAKHSH</p> <p>Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality.</p> <p>LIVE OUR VALUESOur values serve as a compass for our actions and describe how we behave in the world. Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, it's up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we do well</p> <p>FOCUS ON THE MARKET Focus on needs of our consumers, customers and franchise partners Get out into the market and listen, observe and learn Possess a world view Focus on execution in the marketplace every day Be insatiably curious</p> <p>WORK SMART Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent Work efficiently</p> <p>ACT LIKE OWNERS Be accountable for our actions and inactions Steward system assets and focus on building value Reward our people for taking risks and finding better ways to solve problems</p> <p>INTERNATIONAL HISTORY</p> <p>6 WALEED LAL BAKHSH</p> <p>Coca-Cola Enterprises, established in 1986, is a young company by the standards of the Coca-Cola system. Yet each of its franchises has a strong heritage in the traditions of Coca-Cola that is the foundation for this Company. The Coca-Cola drinks. Company However traces the its beginning business Thomas to 1886, in when 1899 B. an Atlanta two pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for sale in fountain bottling F. began and when Chattanooga businessmen, Benjamin Joseph Whitehead,</p> <p>secured the exclusive rights to bottle and sell Coca -Cola for most of the United States from The Coca-Cola Company. The Coca-Cola bottling system continued to operate as independent, local businesses until the early 1980s when bottling franchises began to consolidate. In 1986, The Coca-Cola Company merged some of its company -owned operations with two large ownership groups that were for sale, the John T. Lupton franchises and BCI Holding Corporation's bottling holdings, to form Coca-Cola Enterprises Inc. The Company offered its stock to the public on November 21, 1986, at a split-adjusted price of $5.50 a share. On an annual basis, total unit case sales were 880,000 in 1986. In December 1991, a merger between Coca -Cola Enterprises and the Johnston Coca-Cola Bottling Group, Inc. (Johnston) created a larger, stronger Company, again helping accelerate bottler consolidation. As part of the merger, the senior management team of Johnston assumed responsibility for managing the Company, and began a dramatic, succes sful restructuring in 1992.Unit case sales had climbed to 1.4 billion, and total revenues were $5 billion.</p> <p>DOMESTIC HISTORYCoca cola started its operations in Pakistan in early sixties. The brand became very popular in a very short span of time and the company broadened its operations to meet its increasing demands. The coca cola inaugurated their plant in Multan at Vehari road in 1965. It is still situated at the</p> <p>7 WALEED LAL BAKHSH</p> <p>same place. Initially it was introduced as a franchise basis. The owners who took the franchise were not focusing on the quality of coke very much and they were unable to meet the standard of coke internationally. They were losing the market share against Pepsi. So the coca cola company now has taken over it in Pakistan. Here we would like to include some of the popular slogans of coke since the coke journey started. 1886 1908 1923 1934 1942 1956 1963 1993 2001 2003 2009 Drink Coca-Cola Get the genuine Enjoy thirst When it's hard to get started, start with a Coca-Cola The only thing like Coca-Cola is Coca-Cola itself The friendliest drink on earth Things go better with Coke Always. Coca-Cola Life is Good Jo Chaho Ho Jaye Coca Cola Enjoy Khaa Ley Pee Ley Gee Ley Coca Cola</p> <p>TODAYToday CCBPL is operated directly under the supervision of the Coca-Cola International based in Atlanta Georgia State___ USA .It owns 10 plants all around in Pakistan. Karachi. Lahore. Gujerwal Rawelpindi Peshawar Hyderabad</p> <p>PRODUCT LINEBEVERAGESA beverage is a drink specifically prepared for human consumption. Almost always it largely consists of water. These include:</p> <p>8 WALEED LAL BAKHSH</p> <p> Water, from the tap or from a bottle Juice, for example fruit juices, vegetable juices Soft drinks Lemonade Carbonated drinks (generally called sodas in the Eastern U.S) Cola Ginger ale Root beer Cream soda Sports drinks Infusions Coffee Tea Dairy drinks, for example milk, yoghurt drink, chocolate milk, milkshake</p> <p>PRODUCT LINE OF COCA COLAThe coca cola beverage industry is currently producing different types of beverage products. The most famous are: COCA COLA FANTA SPRITE, SPRITE 3G KINLY water MAAZA MANGO The bottles that are filled in this plant are 250ml and 1 liter bottles. The pet bottles tin packs are not filled. The bottles are also not produced in this plant.</p> <p>PRODUCT RANGE IN PAKISTANThe total range of Coca Cola company in Pakistan includes: Coke. Sprite. Fanta. Diet Coke.</p> <p>CURRENT SITUATION ANALYSISMARKET CONDITIONMarket condition worldwide</p> <p>9 WALEED LAL BAKHSH</p> <p>60%</p> <p>Coca-cola Pepsi</p> <p>30%10% Coca Cola share 60% in whole world. Pepsi share 30% in whole world. Others product share 10% in whole world.</p> <p>Other</p> <p>Market position in Pakistan</p> <p>., 10%Coca-Cola</p> <p>., 36%Pepsi Others</p> <p>54%</p> <p>Coca Cola share 36% in Pakistan. Pepsi share 54% in Pakistan. Others product share 10% in Pakistan.</p> <p>MARKETING STRATEGE Going Global Our Quality Promises Targeting Young Mind</p> <p>10 WALEED LAL BAKHSH</p> <p>Changes Of Bottle Design Fun Island Coca Cads Coca Hokha Coke Pump</p> <p>MARKET ANALYSIS: The market analysis investigates both the internal and external business environment. It is vital that Coca cola carefully monitor both the internal and external aspects regarding its business as both the internal and external environment and their respective influences will be decisive traits in relation to Cokes success and survival in the soft drink industry. INTERNAL BUSINESS ENVIRONMENT The internal business environment and its influence is that which is to some extent within the businesss control. The main attributes in the internal environment include efficiency in the production process, through management skills and effective communication channels. To effectively control and monitor the internal business environment, Coke must conduct continual appraisals of the businesss operations and readily act upon any factors, which cause inefficiencies in any phase of the production and consumer process. EXTERNAL BUSINESS ENVIRONMENT The External business environment and its influences are usually powerful forces that can affect a whole industry and, in fact, a whole economy. Changes in the external environment will create opportunities or threats in the market place Coca cola must be aware off. Fluctuations in the economy, changing customer attitudes and values, and demographic patterns heavily influence the success of Coca Colas products on the market and the reception they receive from the consumers. MARKET SHARE ANALYSIS Coca cola is now one of the largest corporations in the world, with a global work force of over 90,000 and revenues of $31.9 billion in revenues in 2009. Over the years, the brand equity of the coca cola trademark, as well as that of other coca cola produced brands, has established coca cola as prominent figure in the non- alcoholic beverage industry and allowed the company to keep both revenues and profits high. Market share analysis compares Coca Colas business sales performance with that of its competitors. In Pakistan Coca Cola looks to increase its market share from 30% to 35%.</p> <p>11 WALEED LAL BAKHSH</p> <p>MARKET POSITIONINGProduct RangeThe total range of Coca Cola company in Pakistan includes: Coke. Sprite. Fanta. Diet Coke.</p> <p>And company offers their products in different bottle sizes these includes: SSRB (standers size returnable bottle) LRB NRB PET 1.5 CANS (litter returnable bottle) (no return bottle) or disposable bottle (1.5 litter plastic bottle) (tin pack 330 ml)</p> <p>PackingCoca cola products are available in different packing 24 regular bottle shell 6 bottle pack for 1.5 pets 12 bottles in a pack for disposable bottle 24 cans in one pack.</p> <p>PRICE STRATEGYTrade PromotionCoca Cola Company gives incentives to middle men or retailers in way a that they offer them free samples and free empty bottles, by this these retailers and middle man push their product in the market. And thats why coca cola seen more in the market. And they have a good sale in the market because according to the expert which product seen more in the market that sells more. Seen as sold They do agreements with a shop keepers and stores to exclusive sale in that stores. These stores are called as KEY accounts in their local language. And coke also invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives.</p> <p>Different Price in Different Seasons 12 WALEED LAL BAKHSH</p> <p>Sometimes Coca Cola Company change their product prices according to the season. Summer is supposed to be a good season for beverage industry in Pakistan. So in winter they reduce their prices to maintain their sales and profit. But normally they reduce the prices of their pet bottles or 1 litter glass bottle.</p> <p>PROMOTION STRATEGIESGetting shelves They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers. Eye Catchin...</p>