Project report on coca cola marketing mix

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PROJECT REPORT ON MARKETING MIX
COCA COLA
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The Mission Statement of the Coca Cola Company
Our mission statement is to maximize shareowner value
over time.
In order to achieve this mission, we must create value for all
the constraints we serve, including our consumers, our
customers, our bottlers, and our communities. The Coca
Cola Company creates value by executing comprehensive
business strategy guided by six key beliefs:
1. Consumer demand drives everything we do.
2. Brand Coca Cola is the core of our business
3. We will serve consumers a broad selection of the
nonalcoholic ready-to–drink beverages they want to
drink through out the day.
4. We will be the best marketers in the world.
5. We will think and act locally.
6. We will lead as a model corporate citizen.
The ultimate objectives of our business strategy are to
increase volume, expand our share of worldwide
nonalcoholic ready to drink beverages sales, maximize
our long-term cash flows, and create economic value
added by improving economic profit.
The Coca Cola system has more than 16 million customers
around the world that sells or serves our products directly to
consumers. We keenly focus on enhancing value for these
customers and helping them grow their beverage
businesses. We strive to understand each customer’s
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COCA COLA INTERNATIONAL
HHIISSTTOORRYY::
Coca-Cola Enterprises, established in 1886, 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 it’s beginning to 1886,
when an Atlanta pharmacist, Dr. John Pemberton,
began to produce Coca-Cola syrup for sale in fountain
drinks. However the bottling business began in 1899
when two Chattanooga businessmen, Benjamin F.
Thomas and Joseph B. Whitehead, 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
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employees all over the world. It is often referred to simply as
Coke or (in European and American countries) as Cola or
Pop.
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MMAARRKKEETT SSHHAARREE:
Being the biggest company in the soft drink industry, Coca
Cola enjoys the largest market share. This company
controls about 59% of the world market.
GGLLOOBBAALL MMAARRKKEETT SSHHAARREE::
The following table can show the worldwide operating
segments.
(Table)
Unit case growth Non-
alcoholic
drink
All commercial
Beverages
10 year
compound annual
growth
5-year compound
annual growth
2001 annual
growth
2002 2002
Compan
y
Industry Compan
y
Industry Compan
y
Industry Company
share
Compan
y share
Compan
y per
capita
Income
6% 5% 5% 5% 4% 4% 18% 9% 70
This shows that the market of the company is geographically
vast and it is controlling it with great success. In 2002, the
company grew their carbonated soft-drink business by nearly
250 million unit cases and generated record volumes.
Because carbonated soft drinks are the largest growth
segment within the nonalcoholic ready-to-drink beverage
category measured by volume, that is why they are focusing
more on this and they are continually increasing the pace
because they know that accelerating this pace is crucial to
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innovative marketing programmers, which has deepened the
relationship of the customers and Coca Cola. The financial
health and success of their bottling partners is a critical
component of The Coca-Cola Company's ability to build and
deliver leading brands.
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EXTERNAL MARKETING ENVIRONMENT (PEST
ANALYSIS)
Political Analysis for Coca-Cola
Non-alcoholic beverages fall within the food category under
the FDA. The government plays a role within the operation of
manufacturing these products in terms of regulations. There
are potential fines set by the government on companies if
they do not meet a standard of laws.
The following are some of the factors that could cause Coca-
Cola company's actual results to differ materially from the
expected results described in their underlying company's
forward statement:-
 Changes in laws and regulations, including changes in
accounting standards, taxation requirements, (including
tax rate changes, new tax laws and revised tax law
interpretations) and environmental laws in domestic or
foreign jurisdictions.
 Changes in the non-alcoholic business environment.
These include, without limitation, competitive product
and pricing pressures and their ability to gain or
maintain share of sales in the global market as a result
of action by competitors.
 Political conditions, especially in international markets,
including civil unrest, government changes and
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to paying attention to what people from different cultures and
backgrounds like to drink, and where and how they like to
drink it, to remain competitive and to develop more new
drinks to satisfy its markets.
Now, the estimated brand equity of Coca-Cola is $84billion,
market share of more than 50 percent in beverage industry
globally and about 70 percent of its income comes from
countries outside United States. Every 10 seconds, 126,000
people in the whole world, choose to reach out for one of
The Coca-Cola Company brands, and it is the company’s
mission to make that choice exciting and satisfying, every
single time.
Previously the U.S. economy was strong and nearly every
part of it was growing and doing well. However, things
changed. Before the attacks on September 11, 2001, the
United States was starting to see the economy recover
slightly and it is only just recently that they achieved the
economic levels. Consumers are now resuming their normal
habits, going to the malls, car shopping, and eating out at
restaurants. However, many are still handling their money
cautiously. They believe that with lower inflation still to come,
consumers will recover their confidence over the next year.
As researching for new products would cost less the Coca-
Cola Company will sell its products for less and the people
will spend as they would get cheap products from Coca-cola.
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Many U.S. citizens are practicing healthier lifestyles. This
has affected the non-alcoholic beverage industry in that
many are switching to bottled water and diet colas instead of
beer and other alcoholic beverages. Also, time management
has increased and is at approximately 43% of all
households. The need for bottled water and other more
convenient and healthy products are in important in the
average day-to-day life.
Consumers from the ages of 37 to 55 are also increasingly
concerned with nutrition. There is a large population of the
age range known as the baby boomers. Since many are
reaching an older age in life they are becoming more
concerned with increasing their longevity. This will continue
to affect the non-alcoholic beverage industry by increasing
the demand overall and in the healthier beverages.
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MMAARRKKEETT SSHHAARREE BBYY AARREEAA::
Coca Cola is the world-renowned soft drink and the
company is currently operating through out the world. The
world wide total is about 17.8 billion.
The operation review according to the segments is as
follows.
Operation Review
(2002 worldwide unit case volume by operating segment)
NORTH
AMERICA
LATIN
AMERICA
EUROPE &
MIDDLE
EAST
ASIA AFRICA
30% 25% 22% 17% 6%
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Country Unit case growth Non-
alcoholi
c
Drinks
All commercial
Beverages
10 year
compound annual
growth
5-year compound
annual growth
2002 annual
growth
2002 2002
Compan
y
Industry Compan
y
Industry Compan
y
Industry Compan
y share
Compan
y share
Company
per capita
Income
North
America
4 5 3 3 2 2 22 15 398
United
States
4 5 3 3 2 2 23 16 419
Latin
America
6 7 6 6 3 4 24 15 205
Argentin
a
7 4 6 2 7 2 20 10 236
Brazil 5 5 3 6 3 5 23 13 144
Chile 9 6 5 3 (2) 3 56 23 336
Mexico 7 10 8 9 2 5 22 18 462
Europe
& Middle
East
6 3 5 3 2 4 12 6 72
Eurasia 17 8 6 5 (14) 1 14 5 39
France 8 3 9 3 7 3 9 5 110
German
y
1 2 (1) 1 (6) 1 14 7 193
Great
Britain
8 2 11 2 8 3 17 6 193
Italy 1 3 4 3 2 2 9 6 104
Middle
East
12 12 7 5 4 8 8 3 17
Spain 6 4 8 5 4 4 17 12 264
Asia 7 6 6 7 10 7 14 5 23
Africa 7 6 8 3 10 6 34 11 34
In Asian population, which is the satisfied customer of Coca
Cola, is approximately 3.2 billion and the average consumer
enjoys close to two servings of our products each month.
Through an intense focus on Coca-Cola, innovation and new
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FFIINNAANNCCIIAALL RREEPPOORRTT::
This company is financially very strong. It is due to the
strong finances, the company is still surviving the ups and
down of the business world. The financial report of Coca
Cola Company of the year 2001 and 2000 along with the
percentage change is as follows.
(Table)
Year Ended December 31,
(In millions except per share data, ratios and growth rates)
2010 2009 Percentage
change
Net operating revenues 20,092 19,889 1%
Operating income 5,352 3,691 45%
Net income 3,969 2,177 82%
Net income per share (basic) 1.601
0.882
82%
Net income per share
(diluted) 1.601
0.882
82%
Net cash provided by
operating activities 4,110 3,585 15%
Business reinvestment (963) (779) 24%
Dividends paid (1,791) (1,685) 6%
Share repurchase activity (277) (133) 108%
Free cash flow 3,147 2,806 12%
Return on capital 26.6% 16.2% -
Return on common equity 38.5% 23.1% -
Unit case sales (in billions)
International
operations 12.5 11.9 5%
North America
operations 5.3 5.2 2%
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DIVIDEND AND CASH INVESTMENT PLAN:
The Dividend and Cash Investment Plan permits
shareowners of record to reinvest dividends from Company
stock in shares of The Coca-Cola Company. The Plan
provides a convenient, economical and systematic method
of acquiring additional shares of our common stock. All
shareowners of record are eligible to participate.
Shareowners also may purchase Company stock through
voluntary cash investments of up to $125,000 per year.
At year-end, 76 percent of the Company's shareowners of
record were participants in the Plan. In 2010, shareowners
invested $36 million in dividends and $31 million in cash in
the Plan.
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Coverage of North American Can/bottle volume 83% 74%
EBITDA is the Earnings before interest, taxes,
depreciation, and amortization, and other non-operating
items.
 Net Debt is the Long-term debt plus current portion
of long-term debt less cash and marketable
securities.
 Equivalent Case or Unit Case is the physical case
and fountain gallons converted to a standard unit of
measure defined as 24 eight-ounce servings or 192
ounces per equivalent case sold by Coca-Cola
Enterprises.
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The over all volume of this company is as follows.
(Figure)
The commitment of the company is to devote resources to
water only in markets where it expects profitable growth.
This strategy has paid dividends. The company has
successfully applied it’s approach to brands in several key
markets, including Ciel in Mexico, Mori No Mizudayori in
Japan, Bonaqua in Russia and Kinley in India. Backed by a
strong network of bottling partners through out the United
States, Dasani became the nation's fastest-growing water
brand. In Eurasia, the entire Turkuaz brand team worked
together to launch Turkey's first purified water brand. This
year, Coca-Cola Company also successfully energized a
major piece of its beverage strategy—water. By the end of
2009, it’s bottled water volume exceeded 570 million unit
cases, making it the second biggest contributor to the growth
of the company after carbonated soft drinks. Three of the
water brands, Dasani, Ciel and Bonaqua each achieved
sales of over 100 million unit cases for the year.
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Know the most recognized word on
the planet after “OK”!
Among the soft drinks Fanta and Sprite become successful
along with the major brand Coca Cola and Diet Coke. In
key markets, the company has created new packaging sizes
to satisfy consumer demands.
Increasingly, Mexican families have lunch together at home.
The average Mexican household drinks two-and-a-half liters
or more of soft drinks during that break, while a two-liter
bottle was the largest available package. So the company
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States, the company introduced Powerade in nearly every
major Western European market, including Great Britain,
Germany and Spain, as well as in Mexico and Latin America.
The company launched 27 products in 2001.
The commitment of the company to packaging innovation
also resulted in new initiatives for our fountain business, a
channel through which many consumers enjoy Coca-Cola. In
the United States, the company developed Fountain, a total
beverage dispensing system that is more flexible and more
reliable. Two years of research resulted in a dispensing
system that provides exceptional beverage quality, easy to
upgrade technology, brand and graphic customization and
improved reliability.
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MARKETING MIX OF COCA-COLA
Firstly, we will look at how Coca-Cola has used their
marketing mix. The marketing mix is divided up into 4 parts;
product, price, promotions and place.
1. Product:
The product (Coca-Cola soft drink) includes not just the
liquid inside but also the packaging. On the product-
service continuum we see that a soft drink provides little
service, apart from the convenience. Soft drinks satisfy
the need of thirst. However, people are always
different, some want more and others want less.
Therefore Coca-Cola has made allowances for that by
providing many sizes. We also have particular tastes,
and again they have provided several options. So,
although thirst is what is needed to be satisfied and that
is the core benefit, we are receiving other benefits in the
taste and size. Coca-Cola has developed several
different flavours and sizes as mentioned above, but
also several brands such as Sprite, Lift, Fanta and Diet
Coke which increase the product line length, thus
making full use of the market to maximize sales.
The product is convenient, that is - bought frequently,
immediately, and with a minimum of comparison and
buying effort.The appearance of the product is eye
catching with the bright red colour. It has a uniquely
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2. Price:
Like any company who has successfully endured a
century of existence, Coca- Cola has had to remain
tremendously fluent with their pricing strategy. They
have had the privilege of a worthy competitor constantly
driving them to be smarter, faster, and better. A quote
from Pepsi Co's CEO "The more successful they are,
the sharper we have to be. If the Coca-Cola Company
didn't exist, we'd pray for someone to invent them."
states it simply. The relationship between Coca-Cola &
Pepsi is a healthy one that each corporation has learned
COCA-COLA
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they are not just buying the beverage but also the image
that goes with it, therefore to have the price higher
reiterates the fact that the product is of a better quality
than the rest and that the consumer is not cheap. This
is known as value-based pricing and is used by many
other industries in attracting consumers.
In India, the average income of a rural worker is Rs.500
a month. Coca Cola launched a 200 ml bottle for just
Rs.5, an affordable amount on the pockets of the rural
audience.
3. Place:
Coca-Cola entered foreign markets in various ways. The
most common modes of entry are direct exporting,
licensing and franchising.
Besides beverages and their special syrups, Coca-Cola
also directly exports its merchandise to overseas
distributors and companies. Other than exporting, the
company markets internationally by licensing bottlers
around the world and supplying them with the syrup
needed to produce the product.
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 Petroleum Retailers
 Chain Drug Stores
 Hotels/Motels/Resorts
 Mass Merchan-disers
 U.S. DOD Military Resale retail commands:
AAFES, NAVRESSO and DECA
 Vending
In 2006, the Company began changing its delivery
method for its route delivery system. Historically, the
Company loaded its trucks at a warehouse with
products the route delivery employee would deliver. The
delivery employee was responsible for pulling the
required products off a side load truck at each customer
location to fill the customer's order. Coke began using a
new CooLift® delivery system in 2006 in a portion of the
Company's territory which involves pre-building orders
in the warehouse on a small pallet the delivery
employee can roll off a truck directly into the customer's
location. The CooLift® delivery system involves the use
of a rear loading truck rather than a conventional side
loading truck. Coke will continue to rollout this program
over the next several years since they expect such
significant savings and more efficient deliverys. This is a
huge investment for Coke.
The company works through independent bottlers of
Coke. They work in coordination with the Coke company
which produces the 'secret formula concentrate' and
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The Coca-Cola Company only produces a syrup
concentrate, which it sells to various bottlers throughout
the world who hold Coca-Cola franchises for one or
more geographical areas. The bottlers produce the final
drink by mixing the syrup with filtered water and sugar
(or artificial sweeteners) and then carbonate it before
filling it into cans and bottles, which the bottlers then sell
and distribute to retail stores, vending machines,
restaurants and food service distributors.
The Coca-Cola Company owns minority shares in some
of its largest franchises, like Coca-Cola Enterprises,
Coca-Cola Amatil, Coca-Cola Hellenic Bottling
Company (CCHBC) and Coca-Cola FEMSA, but fully
independent bottlers produce almost half of the volume
sold in the world. Since independent bottlers add sugar
and sweeteners, the sweetness of the drink differs in
various parts of the world, to cater for local tastes.
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 Accelerate carbonated soft-drink growth, led by Coca-
Cola.
 Selectively broaden the family of beverage brands to
drive profitable growth.
 Grow system profitability and capability together with
our bottling partners.
 Serve customers with creativity and consistency to
generate growth across all channels.
 Direct investments to highest potential areas across
markets.
 Drive efficiency and cost-effectiveness everywhere.
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The advertisement of the Pepsi changes to, “You got the
right one baby, Uh-Huh!”.With the extensive usage of the
stars in the adds, the popularity of Pepsi increase. In 1992
Pepsi-Cola formed a partnership with Thomas J. Lipton Co.
Today Lipton is the biggest selling ready-to-drink tea brand
in the United States. Outside the United States, Pepsi-Cola
Company's soft drink operations include the business of
Seven-Up International. Pepsi-Cola beverages are available
in more than 190 countries and territories.
In Asia, they selected Lahore to make their regional office.
This was done in 1970. This regional office is monitoring all
the operations carried out in South West Asia. As in
Pakistan, they only entered beverage industry. They have
eleven bottlers covering whole Pakistan. The plant operating
here is Riaz Bottlers (Pvt) LTD. This plant was established at
Lahore in 1974. The total capacity of the plant is 30,000
cases per day. They have four filling lines in the plant
operating on the three shift bases. Each shift is of eight
hours. They have permanent work force of 750 people and
they employee approximately 1000 people more on
temporary basis during summer season.
21st century
On February 7, 2005, the Coca-Cola Company announced
that in the second quarter of 2005 they planned to launch a
Diet Coke product sweetened with the artificial sweetener
sucralose, the same sweetener currently used in Pepsi
One.[22][23] On March 21, 2005, it announced another diet
product, Coca-Cola Zero, sweetened partly with a blend of
aspartame and acesulfame potassium.[24] In 2007, Coca-
Cola began to sell a new "healthy soda": Diet Coke with
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Pepsi’s Products
 Pepsi
 Teem
 Mirinda
 Pepsi Max
 Pepsi Lemon
 Pepsi Blue
 Mountain Dew
 7up
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PROMISE OF COKE
The basic proposition of our business is simple, solid and
timeless. When we bring refreshment, value, joy and fun to
our stakeholders, then we successfully nurture and protect
our brands, particularly Coca-Cola. That is the key to fulfilling
our ultimate obligation to provide consistently attractive
returns to the owners of our business.
TARGET MARKET
Coke’s commercials basically based on young generations,
So, the young generation is the target market of Coke
because they want to represent Coke with the youth and
energy but they also consider about the old people they take
then as a co-target market.
MAJOR SEGMENTS
Major segments are basically those people who take this
drink daily and those areas where the demands is higher
then the other areas. There are so many people who take
this drink daily and those people who take weekly and those
who take less often are always there as well. So, their basic
segments are those people who take this drink regularly.
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And to get through with this difficulty there is need to
increase the level of per capita income of Pakistan because
it is much lesser than the rest of the countries.
Competitors
Coke’s major competitor is “PEPSI” and there is no
hesitation to say this because every one knows that and all
the other cold drinks and water, coffee, tea are the
competitors.
Weather
Weather is the third major factor in effecting the Coke’s
selling. This is underdeveloped market so the coke’s
consumption in summers is 60% and in winters is 40%.
MAJOR CUSTOMERS NEED
First of all the majority don’t care that what they are going to
have. In other words, they don’t care before drinking that
whether it is “Pepsi” or “coke”. They don’t actually
differentiate between these two brands in order to their
tastes.
Consumers basically drink what they get.
They believe on “WHAT COLD THEY SOLD”
Consumer’s availability in brands is basically works like:
Push availability
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MAJOR COMPETITORS
Consumers firstly decide that they are going to have a soft
drink. Then they compete brands with each other. Like they
compete Coke with Pepsi and Sprite with 7up and team .So
the major competitor of Coke is Pepsi.
When they motivate to any other brand or on Coke it’s in
instinct basically that based on messages derive certain
feelings.
But Coca Cola thinks in a different way, they believe that RC
Cola, new coming AMRAT Cola, and all juices, even they
take water and tea as their competitors.
STRATEGIES OF QUALITY
After Micro and macro analysis Brand “coke” is primarily role
1. Enhance competition moments
2. When people watch cricket
3. Through commercialization
4. Fun time
Though these strategies there could be better understanding
and better connection with the public. These are the “key
consumption”.
THREATS FROM COMPETITORS
Threats are well planned. Price is the major threat. When
price goes certain beyond the exact price whether come
down or go higher its effects the consumption of soft drink.
Because when the price go higher people go for the
substitute of “coke” i.e. Pepsi.
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Over Night Profits
They could be over night profit that is for the number 1 brand
for the year. This could be got my increasing sales volume
Windfall Profit
Can be windfall profit. They are the extras profit. When the
consumption the consumption is on boom. So, there is
different kind of profits.
Ethical And Unethical Ways
Profit can also get through ethical and unethical ways. They
believe on this quote
“ Every thing is fare in love and war”.
Some profits stays for some time like “over night profits” and
some just come and go like “wind fall profits”. And they can
also get profit through different approaches.
EXPANDING TARGET MARKET
In last 2 years Coke has come back in aggressive manner.
 Consumer has choice
 Attractive brand name
 Brand differentiating
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THREATS AND OPPORTUNITIES FOR PRICE
Opportunities
If Coke is considered a luxury product. Then there is the tax
rate system
15% - sales tax
20% - excise duty
27% - goes to government
03% - In making Budget
After paying all these taxes coke has to pay electricity
charges. We have to spend on distributions. After paying all
these expenses Coke’s margin squeezed and consumers
have to pay for increasing tariffs.
These are the opportunities through which we can increase
the price and can get profits.
Threats
There are much more threats in increasing prices.
Because same problem of substitute. If Coke increase
the price lets say 1 rupee. Then people definitely won’t
go for coke. They have the best substitute of Coke that
is Pepsi. So these are the threats in increasing prices.
Coke will lose the margin of its profit and can face
loss.
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festival and through this Coke gained high profit and
consumption of coke increased on these occasions.
And this year in this year 2002 people were anxiously
waiting that what interesting thing coke is going to offer.
MARKETING STRATEGY
Our local marketing strategy enables Coke to listen to all the
voices around the world asking for beverages that span the
entire spectrum of tastes and occasions. What people want
in a beverage is a reflection of who they are, where they live,
how they work and play, and how they relax and recharge.
Whether you're a student in the United States enjoying a
refreshing Coca-Cola, a woman in Italy taking a tea break, a
child in Peru asking for a juice drink, or a couple in Korea
buying bottled water after a run together, we're there for you.
We are determined not only to make great drinks, but also to
contribute to communities around the world through our
commitments to education, health, wellness, and diversity.
Coke strives to be a good neighbor, consistently shaping our
business decisions to improve the quality of life in the
communities in which we do business. It's a special thing to
have billions of friends around the world, and we never
forget it.
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PRICE STRATEGY
Trade Promotion
Coca 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 that’s 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.
Different Price In Different Seasons
Some times 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.
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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. In this type of selling company have
more profit margin.
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Print Media
They often use print media for advertisement. They have a
separate department for print media.
POS Material
Pos material mean point of sale material this includes:
posters and stickers display in the stores and in different
areas.
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2. Workers should be the brand centric not the promotion
centric.
3. They should know how much to for the brand activities.
4. They should also know that how much to do with the
promotion activities for brand.
HOW COKE DETERMINE THE YEARLY BUDGET
Coke determines its yearly budget by the
 Sales volume
 Profitability
 Target volume
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SALES PROMOTION ACTIVITIES
Coca-Cola Cricket
Cricket the most sought after; watched & played game in
Pakistan .the game of cricket has been owned by various
brands in the industry for the promotion of their products
over a period of time. It has ranged from tobacco to
lubricants to communication companies to banks to airlines
& lately to the beverage industry. The competition has
become tougher & tougher as the time has progressed.
Coca-Cola signed a sponsorship agreement with eight of
Pakistan’s National cricket players. Coca-Cola realizing the
fact that cricket is a very strong element by which it can
reach it consumers & masses invested in the opportunity
and launched a massive campaign on mass media showing
all these cricket stars endorsing & complimenting Coca-Cola
brand. The Coca-Cola Company developed three TV
commercials & four testimonial ads with the player & ran
them on the national net work during various cricket
matches. These bold steps taken by the Coca-Cola
marketing unit acclaimed them many acknowledgements
across the board. This campaign helped Coca-Cola to
establish its association with the game & the player.
Coca-Cola Concerts
Abrar-ul-haq’s distinct style, lyrics & songs have made him
an instant hit among the masses in Pakistan. His enormous
popularity in the country & abroad is supported by Coca-
Cola’s commitment towards providing healthy & fun-filled
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Coca-Cola Basant Festival
In February the month of basant the parks & horticulture
authority in Lahore nominated Coca-Cola the official sponsor
of the basant festival .Coca-Cola added to the carnival
atmosphere by making the festival free to enter & decorating
all main roads in Lahore with illuminated kites. Coca-Cola
also hosted a concert of pop idol Abrar-ul-haq, had children’s
parade & held the Coca-Cola kite flying championship during
the basant festival. Now “where there is basant there is
Coca-Cola”, it has been impossible to envisage basant
without Coca-Cola. Coca-Cola give the more refreshing
flavor to the colors of basant by adding more life to the
festival, giving the consumer a unique experience which they
had never tasted before.
Coca-Cola GO-RED
Quenching the thirst of motorist, pedestrians & passerby’s
during Lahore’s hottest summer season, Coca-Cola’s “GO-
RED” teams went out into the cities main quadrants to “serve
& refresh” on the spot with ice-cold Coca-Colas at
discounted prices backed by a heavy FM announcement
campaign the “GO-RED” stall, served well to promote the
Coca-Cola industry.
Coca-Cola Party in a Park
In June 2000, Coca-Cola created an experiential musical
evening in Lahore, where Junoon performed. This program
was recorded and one-hour program shown in the national
TV for free.10 million households saw Coca-Cola ‘Party in a
Park’ while 10 thousand people attended the event.
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Coca-Cola Ramzan Campaign
A very special occasion for the people of Pakistan Ramzan
saw another very special Coca-Cola’s promotion, marketing
the popular 1.5 liter PET bottle & the 1 liter bottle with a
super price-off promotion. The emphasis on enjoying Coca-
Cola at “Iftar” with friends & family.
Coca-Cola Wonder of the World Promotion
In July 2000, Coca-Cola set the stage of the grand UTC
promotion. Coca-Cola went ahead with the idea of giving
consumer chances to win fabulous, magical “dream
vacation” to numerous “wonder destination” throughout the
world on every purchase of a 250 ml RGB bottle of Coca-
Cola, Sprite, & Fanta.The promotion gave consumers a
chance to win free drink, a trip to PARIS, HOLLYWOOD,
NEWYORK, SINGAPORE & CAIRO along with airfare & four
nights free stay in these dream lands. The promotion saw
avid consumer collecting Coca-Cola ‘Crown caps’ & sparked
a keen response from the public , rendering an outstanding
testimonial campaign in the second phase, highlighting the
winners over whelmed in the magical delight of their favorite
beverage Coca-Cola.
Coca-Cola & Nokia
In August 2001, the new under-the-crown promotion
“Nikla Kiya?”(What have u won) was launched in
collaboration with Chimera Nokia.The promotion gave
consumer a chance to win thousand’s of Coca-Cola
branded Nokia 3310 cellular phones on every
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essence. The Coca-Cola Company declared the new “Non-
Returnable” bottles of Sprite & Fanta as the “New, On the
Go Packs” flaunting the innovative packaging convenience.
Fanta & Sprite are sure to enjoy considerable success in
Pakistan.
Diet Coke
After the acquisition of the individual local franchise bottling
facilities in 1996, the company has successfully launched its
first new product, diet coke, for the first time in almost 3
years. The was linked with three fashion shows as Diet Coke
is related to fashion & fitness, but the major hit was thematic
fashion shows in restaurants, which are the key accounts of
the company as this has been never done before in
Pakistan.
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the largest Coke bottler in the world, Coca-Cola
Enterprises, which staffs facilities all over the world.
Although Coke has never produced an organic product,
they do own Odwalla, which is a natural juice company.
This product would not be marketed as an Odwalla
brand, but Odwalla's knowledge of natural juice making
will be a great strength for Coca-Cola.
Organic products are on the rise, with 70% of
Americans having purchased something organic at least
once. While organics are becoming more and more
popular, there still are not many well-known organic
companies; therefore, Coca-Cola will not have much
competition.
Perhaps one of their biggest strengths is the brand
loyalty their customers have. When this product is
launched, avid Coke drinkers will choose this organic
fruit juice or soda over any other competitor simply
because it's a Coca-Cola product and they trust it.
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world. This strategy gives Coke the opportunity to
service a large geographic, diverse, area.
Threats:
Currently, the threat of new viable competitors in the
carbonated soft drink industry is not very substantial.
The threat of substitutes, however, is a very real threat.
The soft drink industry is very strong, but consumers are
not necessarily married to it. Possible substitutes that
continuously put pressure on both Pepsi and Coke
include tea, coffee, juices, milk, and hot chocolate.
Even though Coca-Cola and Pepsi control nearly 40%
of the entire beverage market, the changing health-
consciousness of the market could have a serious
affect. Of course, both Coke and Pepsi have already
diversified into these markets, allowing them to have
further significant market shares and offset any losses
incurred due to fluctuations in the market.
Consumer buying power also represents a key threat in the
industry. The rivalry between Pepsi and Coke has produced
a very slow moving industry in which management must
continuously respond to the changing attitudes and demands
of their consumers or face losing market share to the
competition. Furthermore, consumers can easily switch to
other beverages with little cost or consequence
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RECOMMENDATIONS
After completing our project we have concluded some
recommendation for the coca cola company, which are
following.
 Coca Cola Company should try to emphasis more on
providing their infrastructure in the market to facilitate
their customers.
 According to the survey, conducted by the international
firm India people like little bit sweeter cola drink. So for
this coca cola company should produce their product
according to the local demand.
 Marketing team should try to increase the availability of
Coke in rural areas.
 They should also focus the old people.
 Now young generation has a trend to drink a coke 2
regular bottles at same time, so providing more
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And there are some exceptional things like: “environmental
protection laws” they some what effect the industry of
Coke. From last two years Government is going to be really
very much conscious about the environment. But after
making the adjustments in plants and applying the proper
way of wastage the chances of being affected by the
“protection laws” are going to be diminished. So it impact
good for the Coke’s reputation. And the second thing in
political variables which effects Coke is “elections &
military take over” Because in the days of elections and
marshal law’s condition the countries production in any field
is declined. So it affects slightly the revolution of Coke.
So “political conditions” are over all leave neutral effects
on coke’s industry.
ECONOMICAL VARIABLES
Economical Variables Strongly
Effected

Some what
Effected

No
Effect
 
Some what
Effected

Strongly
Effected

Do soaring interest rates
make business task any
harder
YES
Any effect due to
inflation
YES
Anything done to reduce
unemployment
YES
Any effect of 11th
September 2001,
incident at Coke in
Pakistan
NE
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How will do Coke’s
contribution affect charity
organizations of Pakistan
YES
Has rising consciousness
of natural resources in
people effected your “save
environment activities.
YES
CONCLUSION OF SOCIAL ANALYSIS
EDUCATION
The Coca-Cola Company has always believed that
education is a powerful force in improving the quality of life
and creating opportunity for people and their families around
the world.
The Coca-Cola Company is committed to helping people
make their dreams come true. All over the world, we are
involved in innovative programs that give hard-working,
Knowledge-hungry students books, supplies, places to study
and scholarships. From youth in Brazil to first generation
scholars, educational programs in local communities are our
priority.
ENVIRONMENT
A large part or our relationship with the world around us is
our relationship with the physical world. While we have
always sought to be sensitive to the environment, we must
use our significant resources and capabilities to provide
active leadership on environmental issues, particularly those
relevant to our business. We want the world we share to be
clean and beautiful. We are always innovating to bring you
different delicious beverages. This same spirit of innovation
comes alive in our environment programs. We’re committed
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promoting paperless
environment
Conclusion Of Technological Analysis
Of course business innovation leaves highly good
impacts in the business of Coke. As coke use more
advance technology in its production process. It will
resulted in increment of their production through out
the country.
As far as the “governmental hindrances” are concerned the
impacts highly bad on coke’s production. Ever year when
budget in announced government taxes rates always shoot
up. This approach of government decreases the profit
margin of Coke.
As the coke helping in promoting “paperless environment” .it
impacts good, because computers are the basic need of any
person now a days. And though it’s a big industry so it is
promoting the trend of paperless environment. And it is
giving the way of other industries to come to new
technologies and into a new world of business. Through
computers coke can increase the efficiency of its business
and can have up –to-date data about their productions.
OVER ALL RESULTS OF PEST ANANYSIS
After our studies and analysis of CCBPL (Coca-Cola
Beverages Private Limited), we came up with the very
interesting report of facts and figures. Coca-Cola is no doubt
one of the most popular beverage company and its product
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DATA ANALYSIS
1. Have you ever tried the product (Coca-Cola)?
0
5
10
15
20
25
30
35
yes no
Out of the 30 people we surveyed, all of them said they
had tried Coca-Cola atleast once. This explains the
brand awareness of Coca-Cola.
2. Gender
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As represented in the chart, majority of the respondents
were in the age group of 20-35 years, the least of the lot
being 2 kids who were also asked to participate in the
survey.
4. Do you enjoy the product (Coca-Cola)?
yes
77%
no
23%
From the analysis, it was found that majority of 77% (23
people) respondents said they enjoyed drinking Coca-
Cola as against 23% (7 people) who said they preferred
other drinks.
5. What brand would you say is more popular
among the public?
a)Coca-Cola
b)Pepsi
c) Other
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The chart represents that a majority of people thought
the Advertisements were good enough & they like what
they see.
7. Do you think the price for a can of Coca Cola is
cheap or expensive?
0 5 10 15 20 25
cheap
slightly
overpriced
expensive
As seen in the above figure, a majority of 23 people
out of the 30 respondents thought that the Coca-Cola
Cans are slightly overpriced with a few people also
rating it as expensive.
8. If you were to see the Coca-Cola logo somewhere
would you recognize it?
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frequently. This shows the brand loyalty of the
customers towards Coca-Cola.
10. Where do you buy Coca-Cola products the
most?
0 5 10 15 20
super markets
general stores
Restaurants
As seen in the above chart, customers usually preferred
to buy Coca-cola in restaurants like KFC, Mc Donalds,
Sub-Way etc. The second largest option was General
stores stocking Coca-Cola.
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public relations and corporate image. Coca-Cola
sponsors a lot of events including sports and
recreational activities.
So…
“ Jo chaho ho jaye coca-
cola enjoy ”
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SUGGESTIONS
In the report we have seen the graph of order booking
targets and sales turnover. In the graph of order booking we
have seen that the order for our product is increasing year. It
means that with the increase of order to target. We have
efficiency of the organization; we have to improve on certain
points:
 Cost efficiency:
To get the achievement of cost efficiency
we have to keep certain points in our mind they are
resale of scraps, inventory management, work
distribution.
 Profit generation:
In the SWOT analysis we have seen there
is a great opportunity products, these can be turnkey for
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Name: __________________________
1. Have you ever tried the product (Coca-Cola)?
a) Yes
b) No
2. Gender
a) Male
b) Female
3. How old are you?
a) Below 10
b) 10-19
c) 20-35
d) 36-50
e) 51 & Above
4. Do you enjoy the product?
a) Yes
b) No
c) It's not bad
5. What brand would you say is more popular among the public?
d) Coca-Cola
e) Pepsi
f) Other
6. Do you enjoy Coca Colas advertisements on TV?
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ANNEXURE
The internet is a powerful source of information related to management theories and
practices. This annexure has been compiled for the net-savvy reader who would like to surf the net
for information on an aspect that is, in some way, related to matter covered in this project work. This
compilation is meant to be illustrative rather than comprehensive and there might be many other
sources. You must be on the guard as every site listed on the search engines under the title
‘Marketing Strategies Analysis’ may not be related to my project over my study undergone in BPC
Hindustan Coca-Cola Beveragws Private Limited. It may be a site related to general references,
articles and slides over management theories on Marketing!
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Project report on coca cola marketing mix

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