8/6/2019 Coke_SMT

1/36

Shahid Muhammed Tawhid

8/6/2019 Coke_SMT

2/36

8/6/2019 Coke_SMT

3/36

Mission

Everything we do is inspired by our enduring mission:

To Refresh the World... in body, mind, and spirit.

To Inspire Moments of Optimism... through our brands and our

actions.

To Create Value and Make a Difference... everywhere we engage.

8/6/2019 Coke_SMT

4/36

Vision

To achieve sustainable growth, we have established a vision withclear goals.

Profit: Maximizing return to shareowners while being mindful ofour overall responsibilities.

People: Being a great place to work where people are inspired tobe the best they can be.

Portfolio: Bringing to the world a portfolio of beverage brands thatanticipate and satisfy peoples desires and needs.

Partners: Nurturing a winning network of partners and buildingmutual loyalty.

Planet: Being a responsible global citizen that makes a difference.

8/6/2019 Coke_SMT

5/36

Values

We are guided by shared values that we will live by as a companyand as individuals.

Leadership: "The courage to shape a better future"

Passion: "Committed in heart and mind"

Integrity: "Be real"

Accountability: "If it is to be, its up to me"

Collaboration: "Leverage collective genius"

Innovation: "Seek, imagine, create, delight"

Quality: "What we do, we do well"

8/6/2019 Coke_SMT

6/36

Beverage Industry of Bangladesh

BeverageIndustry

Soft Drink

HotBeverage

SportsDrink

OthersnergyDrink

Water

Juice

8/6/2019 Coke_SMT

7/36

Overview of Beverage Industry

The market size of soft drinks in Bangladesh is aroundTK.800 Crore per year.

Coca-Cola was the market leader for many years, still ithas the popularity among the large population ofBangladesh

Coke is in consumers TOM.

Now Pepsi is leading the industry with 40% market share

Coca-Cola has 25% market share

Mojo has 20% market share

Others have 15% market share

8/6/2019 Coke_SMT

8/36

Players in the Industry

1. Transcom Beverage Ltd.

2. Sun Crest Beverage Industries Ltd

3. Abdul Monem Limited

4. Partex Beverage Limited

5. Eastern Beverage Industries Ltd. 6. Sanowara Drinks and Bev. md.

Ltd.

7. Globe Soft Drinks Limited.

8. Desh Beverage Co. Ltd.

9. Northern Beverage Ltd.

10. National Beverage IndustriesLtd.

11. Bridge Corporation Limited 12. Tezarat Enterprise

13. Southern Beverage Ltd.

14. Akij Group

15. Bangladesh Beverage Ind.Ltd.

16. Dhaka Beverage Industries

Ltd

17. Sunny Foods and Beverage

Ltd.

18. Tabani Beverage Co. Ltd.

19. Global Beverage Limited

(Bangladesh Beverage: 2008)

8/6/2019 Coke_SMT

9/36

Major Players in the industry

Transcom Beverage (Pepsi, 7up, Mirinda)

Akij Group (Mojo, Lemu, Frutika)

AgricultureM

arketing Company Limited (Pran)Global Beverage Limited (Virgin)

Globe Soft Drinks Limited (Uro Cola, Uro Lemon)

Partex Beverage Limited (RC Cola, Lychena)

8/6/2019 Coke_SMT

10/36

Secondary Survey

To understand the consumersresponse regarding Soft Drinks

8/6/2019 Coke_SMT

11/36

Secondary Survey Result (cont)

Respondent: 60 (Male 37, Female 23)

Age Group:

Occupation:

8/6/2019 Coke_SMT

12/36

Secondary Survey Result

Frequency of Consumption:

Time of Consumption:

8/6/2019 Coke_SMT

13/36

Secondary Survey Result (cont)

Criteria affecting buying behavior

8/6/2019 Coke_SMT

14/36

Market Segment

Family

ExecutivesStudents

8/6/2019 Coke_SMT

15/36

When to purchase?

Family

Occasion

CasualGuests

8/6/2019 Coke_SMT

16/36

When to purchase?

Executives

Afteroffice

Returninghome

Hang out

Lunch /Snacks

Meeting

Guest

8/6/2019 Coke_SMT

17/36

When to purchase?

Students

Academictime

Adda

Outing

S rts

Thirsty

FastF d

8/6/2019 Coke_SMT

18/36

Consumer Segment

Anonta :Anonta is a young professional with

22 years old . He loves Coke because

of its taste.

Drinks Coca-Cola on daily basis and

she would hardly change it for

another brand.

Being fit its important, but it is not a

requirement. She preferes to be

updated about the latest trends in

fashion or arts.

AlviAlvi is a university going 17 years old

kid. He is very active and practice

several sports.

He is not a big fan of carbonateddrinks and not concious of healthy

drinks like juice.

At evening after finishing sports he

and his friends spend little time while

drinking coke and other soft drinks.

8/6/2019 Coke_SMT

19/36

Consumer Segment

SunnySunny is a mid level executive, 32

years old. He prefers Coke and

consumes once in every week while

returning to home.

He drinks Merinda in house parties,

when he watches cinema or goes

shopping cause it is preferred by his

wife.

SumonSumon is a young village kid. If he

gets the chance to drink he chooses

Pepsi cause he wants to associate

Shakib with him.

Advertisement has a huge impact on

him cause he wants to be a part of

the trendy class.

8/6/2019 Coke_SMT

20/36

Customer Segment - Primary

20

Values

Teamwork

Authenticity

Self-expression

Civic engagement

Traits Hopeful

Confident

Media-savvy

Tech -savvy

Worldly-wise

Individualistic

Brand-conscious

Generation Y

Generation Y comprehends a group of people born aged

between 15-35 years old. They have divided into subsequent

trends, such as the Fashionists and Techno lovers.

8/6/2019 Coke_SMT

21/36

TG Profile

Look trend

is metro-

sexuality

Eat Cricket,

Sleep

Cricket

Always looks

for opposite

sexs

attention

These add up to his segments core personality

College students/Young Professionals

SEC A - B

Tech savvy.

Loves

Car/Bikes.

Hangs out a lot &

generally at

restaurants, malls,

canteens etc.

Can be

identified withRock Music &

concerts

More rational, mere

aspirational segment

8/6/2019 Coke_SMT

22/36

TG Touch-points

Gyms/

Spa

Clubs

Office

Caf/

Lounges

University

Campus

Malls/

MarketPlaces

Online

Executives

Students

8/6/2019 Coke_SMT

23/36

Customer Segments - Secondary

Adults in between the ages of 35Adults in between the ages of 35--6060

Why?Why?

Love the caffeine in CokeLove the caffeine in Coke

Like the refreshing flavor and carbonationLike the refreshing flavor and carbonation

They are concerned with health problemsThey are concerned with health problems

8/6/2019 Coke_SMT

24/36

Buying Criteria

Brand Affinity

Taste

Packaging

Belongingness

Affordable

Quality

Refreshing

Taste

Slimming

Motivators factors Hygiene factors

8/6/2019 Coke_SMT

25/36

Perceptual Map

High Health Awareness

Low Health Awareness

Low Brand Affinity High Brand Affinity

8/6/2019 Coke_SMT

26/36

Strategy

26

8/6/2019 Coke_SMT

27/36

Strategies for being Market Leaders

Market Leaders objectives:

To increase its market share by expandingthe total market:

Finding new users

Creating new uses, and

Encouraging more usage

Protect its current market share

8/6/2019 Coke_SMT

28/36

Strategy

Affordability

Acceptability

Availability

Price to value

PervasivenessPreference

8/6/2019 Coke_SMT

29/36

Availability

Urban market Modern Trade

Departmental Stores

Restaurant and Fast Foods Fountain Cokes in front of school, college, university

Line extension

Rural market Number of outlets to be increased

Activation in Haats, Melas etc.

Affordability

Acceptability

Availability

8/6/2019 Coke_SMT

30/36

Value-in-Use

Product

Service

ExperienceSurround

quality

taste

Social

responsabilityingredients

Value-in-use:

Hapiness and

funRefreshing

Just for taste

Social

gatheringSense of

belonging

Enjoyment

Complementaryproduct

I feel

close to

my idol!

8/6/2019 Coke_SMT

31/36

Promotional Campaigns

Coke can capitalize on its current slogan: OpenHappiness

Share the happy moment with Coke (Clips, photos or Story)

My Coke Rewards

Collect points and be the lucky winner to travel Atlanta or to

collect the golden bottle of Coke

Summer excitements Cap Codes (movie passes, gifts, ipod, badge)

Prize in every five minutes

8/6/2019 Coke_SMT

32/36

Promotional Campaign (Cont)

Online Campaign through Facebook:

Create a facebook fan page

Where have you had a coke lately?

125 photos of your next coke

Share the souvenirs of coke

Games

Flavor voting

Expedition: 6 month long Search for happiness in 64 districts

8/6/2019 Coke_SMT

33/36

Expidition happiness go around

We will choose three Happiness Ambassadorwho will start an unprecedented journey to 64districts in order to find out What makes peoplehappy

These happiness ambassador will search forand share the optimism and happiness ofCoca-Cola from Teknaf to Tetulia.

Through out these journey our ambassadors willkeep posting their posts in blogs, facebook fanpage, interviews and pictures.

8/6/2019 Coke_SMT

34/36

Events

Associate coke with Music

Jamming session with artist (ref. coke studio)

Associate coke with Sports

Football

Associate coke with Fun

Naveeds Comedy Club

Laughter show

8/6/2019 Coke_SMT

35/36

Glocalization Think Global Act Local

8/6/2019 Coke_SMT

36/36

Questions?Questions?