coca cola marketing report by waleed

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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.



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


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Acknowledgment The Executive Summary Introduction. Mission, vision and values. a. Coca Cola International history. b. Domestic history. Product line. 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 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

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.

MISSION, VISION & 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.

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.


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.

OUR WINNING CULTUREOur Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality.

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

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

WORK SMART Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent Work efficiently

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

INTERNATIONAL HISTORYCoca-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 Company traces its beginning to 1886, when an Atlanta pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for sale in fount ain dr inks. However the bottling business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead, secur ed 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 19 86, The Coca-Cola Company merged some of its company-owned oper ations with two large ownership groups that were for s ale, 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) creat ed 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, successful restructuring in 1992.Unit case sales had climbed to 1.4 billion, and total revenues were $5 billion.

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 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. y y y y y y y y y y y 1886 Drink Coca-Cola 1908 Get the genuine 1923 Enjoy thirst 1934 When it's hard to get started, start with a Coca-Cola 1942 The only thing like Coca-Cola is Coca-Cola itself 1956 The friendliest drink on earth 1963 Things go better with Coke 1993 Always. Coca-Cola 2001 Life is Good 2003 Jo Chaho Ho Jaye Coca Cola Enjoy 2009 Khaa Ley Pee Ley Gee Ley Coca Cola


Today 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. y y y y y y Karachi. Lahore. Gujerwal Rawelpindi Peshawar Hyderabad

PRODUCT LINEBEVERAGESA beverage is a drink specifically prepared for human consumption. Almost always it largely consists of water. These include: Water, from the tap or from a bottle Juice, for example fruit juices, vegetable juices Soft drinks y Lemonade y Carbonated drinks (generally called sodas in the Eastern U.S) y Cola y Ginger ale y Root beer y Cream soda y Sports drinks y Infusions y Coffee y Tea y Dairy drinks, for example milk, yoghurt drink, chocolate milk, y milkshake



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