Coca-Cola Beverages Pakistan Ltd.

Tinkers Group

Lubna Shehzadi (S2F13MCOM0031)

Asma Tahir(S2F13MCOM0064)

Saira Azam(S2F13MCOM0034)

Humaira Shamshad (S2F13MCOM0006)

OUTLINEIntroduction of CompanyMarket place and customer needsMarket segmentationMarket targetingMarketing PositioningDifferentiationMarketing strategies and plansMarketing channelsAdvertising and public relationSales promotions

The Coca Cola company traces it’s beginning to 1886, when an Atlanta Pharmacist, Dr. john pemberton, began to produce Coca-Cola syrup for sale. However the bottling business started in 1899 when two chattanooga (fourt-lareget city in U.S.A ) Businessmen , Benjamin F.thomas and Joseph B. Whitehead, secured the exclusive rights to bottle and sale coca-cola for most of the United States from the Coca-Cola company.

History Of Coca-cola

“56 Years of dedication”

The Coca-Cola company began operating in pakistan in 1953. Coke Fanta and sprite the brands with which Coca-Cola is operating in pakistan. Coca-Cola system in pakistan operates through eight bottlers four of which are owned by Coca-Cola Beverages Pakistan Limited (CCBPL).

Coca-Cola In PAKISTAN

Marketplace and customer needs

Plants of the company in Pakistan

There are many plants of the Coca-Cola Company in whole over Pakistan. The plants are inKarachi, Hyderabad, Multan, Gujranwala, Sialkot, Faisalabad, Rahim Yar Khan Lahore.Location In LahoreCoca-Cola Beverages Pakistan Limited. 5-E-II, Gulberg III, Lahore 54660, Pakistan.

Outstanding marketing companies go to great lengths to learn about and understand their customers needs. They conduct customer research and analyze mountains of customers data. As coca-cola conducted a survey before launching coca cola diet that demand for coke is decreasing in the age range of 30 to 45 years of people because most of them were suffering from diabetes.In this way, they focused on needs of customers. Actually their purpose was to deliver superior value to customers.

Customer Needs

“To provide Coca-Cola at arms ‘length”

Market segmentation of Coca cola Coca-Cola serves its products using mass market technique. Which obviously falls in undifferentiated marketing and undifferentiated marketing means no segmentation, but there are minor factors on which we can say that the coke segments its products and then targets the customers somehow.

Some of these are as follows:

GEOGRAPHIC SEGMENTATION.INTERNATIONALLY: Coke segments its products country wise and region wise.The most important things is the taste and quality.It varies according to the taste and income level of the people in that country. I.e.: third world countries are given low quality and taste.CLIMATIC: In coke marketing, main idea is to serve it cold, so we that they focus on hot areas of the world.i.e.: middle east etc and their sale increase in summer.

LOCALY: In Pakistan the coke segments more in urban and suburban areas as compare to rural areas.

• DEMOGRAPHIC: AGE:. Coke segments the small

children introducing tastes like vanilla, lime and cherry. They focus children from 4-12.

Coke specifically target more young than older.

FAMILY TYPE:. Coke introduces its economy pack and that’s how the focus family and groups.

INCOME:. Coke segments different income levels by packing. For small income people it has small returnable glass bottle.

• For middle people it has small non-returnable bottle.

• For higher income people it has Coke Tin.

PSYCHOGRAPHIC. All psychographics variables the social class, lifestyle, occupation, level of education and personality Coke segments everyone.But again its there packaging which is different for different consumers.

BEHAVIORAL:

OCCASION:. Coca-Cola segments different occasions which are celebrated in the country.Basant has become an international event identity of the culture of Pakistan.The credit for making celebrations available for almost everyone largely goes to Coca-Cola Company.

Coca-Cola takes every customer as target and potential who is thirsty.All age groups are being targeted but the most potential is the age group from 18-25 that covers around 40% of total age segment.

AGE: The target market for the Coca-Cola is based on age. The audience of Coca-Cola is youngster or youth targeting. It ranges from the age of 15-25 and reaches to 40.

TARGET MARKET OF COCA-COLA

Their targeting is not based gender but the results show that both genders like this product and use it.

GENDER: Coca-Cola segments pakistani market with a percentage ratio of 58% females and 42% males.

Life style; busy life style( face shortage of time) and mobile generation.

Family; dependent on their family.Occupation; students and family oriented people.

Market Positioning

•Open happiness – varieties of advertisements and taste

•Coke spends lots of money to make a different creative slogan for targeted people

•Coke controls about 59% of the world marke•Positing statement of Coke To all, who wants best drinks to quench their thurst, by providing the best quality and taste in an affordable price.

Differentiation of Coca cola

Coca Cola Company spends round about 20% of their total advertisement budget for maintaining its differentiation strategy. Similarly coca cola has created its differentiation by utilizing soft sell approach. Company has successfully positioned itself on the following standards;

·         Corporate reputation for quality and innovation.·         Successful communication of perceived strengths of the

product.·         Symbol of fun and enjoy

Marketing Strategies and plans

Marketing strategies and plans consists of marketing mix, SWOT Analysis, and strategies.

Marketing Strategy

To listen to all the voices around the world asking for beverages

to contribute to communities around the world through our commitments to education, health, wellness, and diversity.

Determined to make great drinks

Marketing Plans

To increase volume

To Expand worldwide nonalcoholic ready to drink beverages

Improving economic profit

Coke aim is to focus on enhancing value for their customers.

Swot Analysis

Strength WeaknessesPopularity

Well known

Branding  obvious  and  easily recognized

A lot of finance

Customer loyalty

International Trade

Holding  a  large  part  of  world culture for a very long time

Brand  image,  supreme  taste quality

Word of mouth

Lack of popularity of many Coca Cola’s brands

Most unknown and rarely seen

Result of low profile or non-existent advertising

Health issues

No Luxury packing

Internal

External

Threats Opportunities

Changing health conscious attitude

Legal issues

Health ministers

Competition (Pepsi)

Many successful brands to pursue

Advertise its less popular products

Buy out competition.

More Brand recognition

Marketing Mix

Product

•World’s most favorite brand

•FMCG distribution pattern

•Wide range of soft drinks

•Core product , Augmented Product, Actual product

Place

.

•Wide scale distribution.

•Coke sets its own distributions directly to stores Supermarket

•Available nationwide and worldwide

Price

.

•Each sub-brand of Coke has different pricing strategy according to the market and its segments

•Pricing is done keeping in view the increasing rivalry with Pepsi

•Pricing is basically standard for all over the world

Promotion

•Targeting value based advertising.

•Allows price discounts and allowances to distributors and retailers

•Push strategy and Pull strategy

•Most widely recognized word after "OK

Marketing Channels

Coca cola company use different mediums•Print media•Pos material•Tv commercial•Billboards and holdings

Print MediaThey often use print media for advertisement. They have a separate department for printmedia.POS MaterialPos material mean point of sale material this includes: posters and stickers display in the stores and in different areas.TV CommercialsAs everybody know that TV is a most common entertaining medium so TV commercials isone of the most attractive

way of doing advertisement. So Coca Cola Company doesregular TV commercials on different channels.Billboards And HoldingsCoca cola is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards

Advertisement and Public relationThe field of advertisement is one area where coca cola has always emphasized.In year 2000,coca cola unveiled the biggest advertising billboards in history of Pakistan.Each unveiling was marked by entertainment and light shows watched by thousands of people.Similarly in July 2000 coca cola launched its first under the crown promotion by the name of dream vacations in which consumers can collect caps of promotional bottles of coca cola like Sprite,Fanta and Coke.Advertisement Media•Television•Radio•Internet•Newspaper 

Sales Promotion Activities

•Coca-Cola Cricket•Coca-Cola Concerts•Coca-Cola Food Mela•Coca-Cola Basant Festival•Coca-Cola GO-RED•Coca-Cola Party in a Park•Coca-Cola Shopping Festival•Coca-Cola Pet Promotion•Coca-Cola Ramzan Campaign•Coca-Cola Wonder of the World Promotion•Coca Cola TV Mazza•Coca-Cola & Mc Donald's•Fanta & Sprite Launched•Coke Studio

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Tinkers