final coco cola project1

8/8/2019 Final Coco Cola Project1

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SHREE SHANKAR NARAYAN EDUCATION TRUSTSSHANKAR NARAYAN COLLEGE OF ARTSN AND COMMERCE

A

PROJECT REPORT

ON

Marketing Strategies Of

Coca Cola

Submitted By:RUPESH BHOIR.

Guide:Soni Miss

Depeartment of Bacholor Of Mangament Studies Session

2010-2011


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SHREE SHANKAR NARAYAN EDUCATION TRUSTSROHIDAS PATILCOLLEGE OF MANAGEMENT STUDIES

CERTIFICATE

This is to certify that the the following student of Third Year B.M.S. inhas satisfactorily carried out the project work entitled,Marketing

Strategies Of Coca Cola as a partial fulfillment of their B.M.S.

during academic year of 2010-2011

RUPESH BHOIR.

BACHOLOR OF MANAGEMENT STUDIESSHANKAR NARAYAN COLLEGE OF ARTS AND COMMERCE


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ACKNOWLEDGEMENTWe are pleasured to submit this presentation studied out in

SHANKAR NARAYAN COLLEGE OF ARTS AND COMMERCE(BACHOLOR

OF MANAGEMENT STUDIES DEPARTMENT) .We would like for humbledattempt to thank all those people who helped us to make this project.First it isour pleasure to Principal of SHANKAR NARAYAN COLLEGE OF ARTS ANDCOMMERCE(BACHOLOR OF MANAGEMENT STUDIES DEPARTMENT)and Project In-Charge for granting us the opportunity to present our project

Marketing Strategies Of Coca Cola.

We express our heart filled gratitude to honorableMadam, Miss. SONI (Project Guide),who offered us all possible assistanceduring our developing period and for the interest she took in sorting our difficulties and offering us guidence,constant encouragement and help.We also express our heart filled gratitude to our all BACHOLOR OFMANAGEMENT STUDIES STAFF for their help and support that all made our developing period a great experience for us

RUPESH BHOIR.

BACHOLOR OF MANAGEMENT STUDIESSHANKAR NARAYAN COLLEGE OF ARTS AND COMMERCE


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DEDICATION

This report is dedicated

to my beloved parents,Who educated me and enabled meto reach at this level.


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Marketing Strategies Of

Coca Cola


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TABLE OF CONTENTS

CONTENTS

1. Acknowledgement.2. Mission statement3. Introduction.4. Coca Cola.

a. Coca Cola International.b. History.

5. Management.6. Market share.7. Financial report.8. Dividends and Cash Plan.9. Products.

10. Strategic planning.11. Bottlers owned by Coca cola12. Coca Cola Pakistan.13. Major Competitors

a. Pepsib. History.c. Financial assets.

y Market share.y Financial report.y Products.y Methodology

14. Some basic information regarding marketing of cokea. Target market:b. Major segments:c. Factors effecting sales:d. Major competitors:e. Strategies of quality:f. Threats from competitors:g. Targets that would like to attain:h. Expanding target marketi. Threats and opportunities for price:

j. Strategies of getting goals i.e. high profits:

k. Marketing strategy:l. Expectations for the coming year:m. How coke determine the yearly budget:

15. Marketing strategies16. Pest analysis

.


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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 ColaCompany creates value by executing comprehensive business strategy guided by six keybeliefs:

1. Consumer demand drives everything we do.2. Brand Coca Cola is the core of our business3. We will serve consumers a broad selection of the nonalcoholic ready-todrink

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 thesecustomers and helping them grow their beverage businesses. We strive to understandeach customers business and needs, whether that customer is a sophisticated retailer in adeveloped market a kiosk owner in an emerging market.

There are nearly 6 million people in the world who are potential consumers of our companys product. Ultimately, our success in achieving our mission depends on our abilityto satisfy more of their beverage consumption demands and our ability to add value for customers. We achieve this when we place the right products in the right markets at theright time.


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COCA COLA INTERNATIONAL

HHIISS TTOORRYY:: 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 Company traces its 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 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, successful restructuring in 1992.Unit case

sales had climbed to 1.4 billion, and total revenues were $5 billion

MM A ANN A AGGEEMMEENNTT::


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The hierarchy of Coca Cola Company is as follows.

MM A ARRKKEETT SS HH A ARREE: Being the biggest company in the soft drink industry, Coca Cola enjoys the largest marketshare. This company controls about 59% of the world market.

GGLLOOBB A ALL MM A ARRKKEETT SS HH A ARREE:: The following table can show the worldwide operating segments.

(Table)

Unit case growth Non-alcoholic

drink

All commercialBeverages

10 year compound annualgrowth

5-year compoundannual growth

2009 annualgrowth

2010 2010

Company

Industry Company

Industry Company

Industry Companyshare

Company share

Company per capita

Income6% 5% 5% 5% 4% 4% 18% 9% 70

Chairman

Board of governors

Vice Chairman andchief operating

officer

Executive VicePresidents

Senior VicePresidents

Vice Presidents


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This shows that the market of the company is geographically vast and it is controlling it withgreat success. In 2010, the company grew their carbonated soft-drink business by nearly250 million unit cases and generated record volumes. Because carbonated soft drinks arethe largest growth segment within the nonalcoholic ready-to-drink beverage categorymeasured 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 their futuresuccess. Thus they are increasing their market day by day. The operation income earnedby Coca Cola Company can be illustrated by the following pie chart.

(Figure)

This strategy has worked a lot and it has helped them to become the Worlds leading SoftDrink Company. The global unit sale of the Coca Cola Company is increasing from the lastten years. The data of the global unit sale of the Coca Cola Company can be representedby following chart.

(Figure)

So there is positive growth in the market of the Coca Cola Company. There is a worldwidevolume increase by 4% with strong international growth of 5%. This is only due to theinnovative marketing programmers, which has deepened the relationship of the customersand Coca Cola. The financial health and success of their bottling partners is a criticalcomponent of The Coca-Cola Company's ability to build and deliver leading brands.

0

2

4

6

8

10

12

1971 1981 1991 2002

u nit sale in billions


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In 2010, the company had worked with their bottlers to turn good intentions into reality byimproving the system economics. The results in 2010 reflect this steadily improving andmutually constructive relationship between the Company and their bottling partners. Themain reason behind this relationship is to continue realizing shared opportunities for growth, with closer coordination of operations including customer relationships, logistics

and production.

MM A ARRKKEETT SS HH A ARREE BBYY A ARREE A A:: Coca Cola is the world-renowned soft drink and the company is currently operating throughout the world. The world wide total is about 17.8 billion.The operation review according to the segments is as follows.

Operation Review

(2010 worldwide unit case volume by operating segment)

NORTH AMERICA

LATIN AMERICA

EUROPE &MIDDLE EAST

ASIA AFRICA

30% 25% 22% 17% 6%

So the volume is least in the Africa and most in the North America. The data about themarket share of this company area wise is given in the following table.

The above table shows the geographical earning of the Coca Cola Company and from thisdata; we can find out that the customers of Coca Cola are increasing which is shown by thecompanys per capita income. Unit case equals 24 eight-ounce servings. The column,which shows the non-alcoholic beverages consist of commercially, sold beverages, asestimated by the Company based on available industry sources. The country column isderived from

NORTH AMERICA

LATIN AMERICA

EUROPE & MIDDLEEAST

ASIA

AFRICA


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The Company's unit case volume while the industry column includes nonalcoholic ready-to-drink beverages only, as estimated by the Company based on available industry sources.

(Table)

Country Unit case growth Non-alcoholi

cDrinks

All commercialBeverages

10 year compound annualgrowth

5-year compoundannual growth

2010 annualgrowth

2010 2010

Compan

y

Industry Compan

y

Industry Compan

y

Industry Compan

y share

Compan

y share

Compan

per capiIncome

NorthAmerica

4 5 3 3 2 2 22 15 398

UnitedStates

4 5 3 3 2 2 23 16 419

LatinAmerica

6 7 6 6 3 4 24 15 205

Argentina

7 4 6 2 7 2 20 10 236

Brazil 5 5 3 6 3 5 23 13 144Chile 9 6 5 3 (2) 3 56 23 336

Mexico 7 10 8 9 2 5 22 18 462 Eu rope

& MiddleEast

6 3 5 3 2 4 12 6 72

Eu rasia 17 8 6 5 (14) 1 14 5 39France 8 3 9 3 7 3 9 5 110 German

y1 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 104Middle

East12 12 7 5 4 8 8 3 17

Spain 6 4 8 5 4 4 17 12 264Asia 7 6 6 7 10 7 14 5 23

Africa 7 6 8 3 10 6 34 11 34


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In Asian population, which is the satisfied customer of Coca Cola, is approximately 3.2billion and the average consumer enjoys close to two servings of our products each month.Through an intense focus on Coca-Cola, innovation and new beverages, the company hasachieved volume growth of 10 percent in 2010. With developing economies and

populations, this region has strong long-term potential, and the company is building anexciting family of beverage brands in addition to expanding the popularity of our corebrands, led by Coca-Cola. In China, for example, sales of Coca-Cola increased 6 percent.The total unit case sale of Coca Cola in Asia can be shown by the following pie chart.

(Figure)

So the company is emphasizing more in this area and is trying to develop a strategy, whichcan increase the growth of the consumption of Coca Cola by the people of Asia. Among thecountries of Asia, Japan has the highest percentage, which is about 29%. Among others,Pakistan, India and Bangladesh are those countries where the average consumption isincreasing day by day.


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FFIINN A ANNCCII A ALL RREEPP OORRTT:: This company is financially very strong. It is due to the strong finances, the company is stillsurviving the ups and down of the business world. The financial report of Coca ColaCompany of the year 2009 and 2000 along with the percentage change is as follows.

(Table)

Year Ended December 3 1, (In millions except per share data , ratios and growth rates)

2010 2009 Percentagechange

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 ) 1.60 1 0.88 2 82%Net income per share ( d ilute d ) 1.60 1 0.88 2 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%Worldwide 17.8 17.1 4%

2010 basic and diluted net income per share includes a non-cash gain of $.02 per shareafter taxes, which was recognized on the issuance of stock by Coca-Cola Enterprises Inc.,one of the equity investors of this company.

2010 basic and diluted net income per share includes the following charges:y $.24 per share after income taxes related to an organizational Realignment.y $.19 per share after income taxes related to the Company's portion of charges

recorded by the investors of the company.y $.16 per share after income taxes related to the impairment of certain bottling,

manufacturing and intangible assets.y $.05 per share after income taxes related to the settlement terms of a discrimination

lawsuit.y $.01 per share after income taxes related to incremental marketing expenses in

Central Europe.


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These charges are partially offset by a gain of $.05 per share after income taxes related tothe merger of Coca-Cola Beverages plc and Hellenic Bottling Company S.A. and $.04 per share after income taxes related to benefits from a tax rate reduction in Germany and fromfavorable tax planning strategies.

DIVIDEND AND CASH INVESTMENT PLAN:The Dividend and Cash Investment Plan permits shareowners of record to reinvestdividends from Company stock in shares of The Coca-Cola Company. The Plan provides aconvenient, economical and systematic method of acquiring additional shares of our common stock. All shareowners of record are eligible to participate. Shareowners also maypurchase 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 thePlan. In 2010, shareowners invested $36 million in dividends and $31 million in cash in thePlan.


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COMPANY STATISTICS:

The statistics of this company is impressive. Since it is operating through out the world thatis why the number of employees and the bottling equipments is highest among the other

bottling companies. There is a constant increase in every aspect when we compare thestatistics of 2009 and the statistics of 2010. This is because; Coca Cola Company isincreasing its volume day by day. The expansion of this company, which shows thesuccess of Coca Cola brands, results in the percentage change in the statistics of the twoyears. The statistics is as follows.

(Table)

2010 2009

Equivalent cases 4.2 billion 3.8 billion Bottle and cans 87% 87%

Fountain 13% 13%Employees 72,000 67,000 Vehicles 54,000 52,000 Cold drink equipments 2.4 m illion 2.3 m illion Facilities

Production only 25 25 Distribution 385 361

Combination 53 50 Total 463 436 Percent of North America population coverage 80% 72%

Number of States of Operation 46 46 Bottle and can equivalent case package distribution Cans 44% 45%

Non-refillable bottles 52% 51%Refillable bottles 4% 4%

Capital structure Net debt to total capital ratio 63% 59%EBITDA interest coverage 3 3

Weighted average cost of debt 6.3% 6.8%Key Statistics

Constant territory bottle and can volume growth 3% %

Bottle and can net revenues per case change F lat 2%Bottle and can cost of sales per physical casechange

1 %

Reported EBITDA (in billions) $1.95 $2.39Reported EBITDA change (18)% 9%

Capital expenditures( in billions) $0.97 $1.18 %-age of net operating revenues 6% 8%

Coverage of North American Can/bottle volume 83% 74%


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EBITDA is the Earnings before interest, taxes, depreciation, and amortization,and other non-operating items.

y Net Debt is the Long-term debt plus current portion of long-term debt less

cash and marketable securities.y Eq u ivalent Case or Unit Case is the physical case and fountain gallonsconverted to a standard unit of measure defined as 24 eight-ounceservings or 192 ounces per equivalent case sold by Coca-ColaEnterprises.

PRODUCTS:There are different brands of the Coca Cola Company, which are currently in use throughout the world. This company not only deals in the carbonated drinks but also other drinks.While launching its product, the marketing team considers the culture of the country.

Major brands of coca cola y Coke

y Sprite

y Fanta

y Diet coke

y Coke classic


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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 itexpects profitable growth. This strategy has paid dividends. The company has successfullyapplied its approach to brands in several key markets, including Ciel in Mexico, Mori NoMizudayori 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-growingwater brand. In Eurasia, the entire Turkuaz brand team worked together to launch Turkey'sfirst purified water brand. This year, Coca-Cola Company also successfully energized amajor piece of its beverage strategywater. By the end of 2009, its bottled water volumeexceeded 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 andBonaqua each achieved sales of over 100 million unit cases for the year.

In 2009and 2010, the company has also made good progress in coffees and teas.Beverage Partners Worldwide, the renewed and strengthened marketing partnership withNestl S.A., began operations in 2009. This partnership combines Nestl's knowledge inlife science, research and development with the expertise of Coca Cola Company in brandbuilding and distribution.

At the same time, the company grew Georgia coffee in Japan by 3 percent through award-winning marketing in a category that was flat for the year. Also in Japanwhere The Coca-Cola Company is the leader in the total tea category, the second-largest category in thenon-alcoholic ready-to-drink segmentit launched Marocha Green Tea. With sales of 46million unit cases for the year, Marocha Green Tea is the fastest-growing product in thefastest-growing category: green tea. The popularity of Marocha is also recognized by the


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industry with a leading trade journal naming Marocha the most popular new food andbeverage product of the year.

Know the most recognized word onthe planet after OK!


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Among the soft drinks Fanta and Sprite become successful along with the major brandCoca 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 Mexicanhousehold 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 introduced a convenient 2-liter bottle to select regions, contributing to the sale of nearly 1.5 billion unit cases of Coca-Cola in Mexico this year. This larger bottle will complete its nationwide rollout in 2010. InChina, Coca-Cola is an integral part of holiday celebrations and the family get-togethersthat accompany such events. Through an intense focus on Coca-Cola, innovation and newbeverages, it has achieved volume growth of 10 percent in 2009. In China, sales of Coca-Cola increased by 6 percent. In the United States, recognizing that consumers often enjoy

their diet Coke with a slice of lemon, the company "bottled" the concept. The resultdietCoke with lemoncontributed to volume growth of 4 percent for the number-one diet.

Soft drink in North America: diet Coke. The company increased its two largest bottle sizesduring the 2009 holidays, and festival packaging helped drive a 6 percent volume increasefor Coca-Cola. The packaging innovations do not just involve resizing. The company hasalso responded to consumers' changing fashion styles with new bottles.

With brands such as Minute Maid, Hi-C, Simply Orange and Disney juices and juicedrinks in the United States, Qoo in Asia, Kapo in Latin America and Bibo in Africa.

This year, the company re-launched its global sports-drink business, investing in newproducts, packaging, positioning and marketing. The results speak for themselves: itsglobal sports drinks, led by Powerade and Aquarius, grew by 13 percent in 2010, nearlydouble the growth rate of the worldwide sports-drink category. Revitalized in the UnitedStates, the company introduced Powerade in nearly every major Western Europeanmarket, including Great Britain, Germany and Spain, as well as in Mexico and Latin

America. The company launched 27 products in 2009.

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 theUnited States, the company developed Fo u ntain , a total beverage dispensing system that

is more flexible and more reliable. Two years of research resulted in a dispensing systemthat provides exceptional beverage quality, easy to upgrade technology, brand and graphiccustomization and improved reliability.


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STRATEGIC PLANNING

In the year 2010, the company had a great success, as the strategy worked which resultedin making Coca Cola Company the worlds leading company. In 2009, companyaccomplished the crust of its strategy as

y Worldwide volume increased by 4 percent with strong international growth of 5

percent and clear signs that our North American business is growing solidly and

predictable.

y Earnings per share grew by 82 percent, as we delivered on our commitment to

create volume growth while aggressivelyy Return on common equity grew from 23 percent in 2000 to 38 percent this year .

y Return on capital increased from 16 percent in 2000 to 27 percent in 2009.

y The company has generated free cash flow of $3.1 billion, up from $2.8 billion in

2000, a clear indication of its underlying financial strength.

The strategy for the future of the company is very straightforward. The marketing strategy for the year 2010 is as follows,

y Accelerate carbonated soft-drink growth, led by Coca-Cola.

y Selectively broaden the family of beverage brands to drive profitable growth.

y Grow system profitability and capability together with our bottling partners.

y Serve customers with creativity and consistency to generate growth across all

channels.

y Direct investments to highest potential areas across markets.

y Drive efficiency and cost-effectiveness everywhere.


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MAJOR COMPETITOR

PEPSI INTERNATIONAL

HISTORY PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27billion and over 143,000 employees. The company consists of the snack businesses of Frito-Lay North America and Frito-Lay International; the beverage businesses of Pepsi-Cola North America, Gatorade/Tropicana North America and PepsiCo BeveragesInternational; and Quaker Foods North America, manufacturer and marketer of ready-to-eatcereals and other food products. PepsiCo brands are available in nearly 200 countries andterritories.

Many of PepsiCo's brand names are over 100-years-old, but the corporation is relativelyyoung. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company,including Gatorade, in 2009.would entertain the listener with the latest musical selectionsrendered by violin or piano or both. The new name, Pepsi Cola, is derived from the two of the principle ingredients, Pepsin and Kola Nuts. It was first used on the August 28. At thattime, Bradhams advertising praises his drink as Exhilarating, invigorating, aids digestion.

1990-2010The advertisement of the Pepsi changes to, You got the right one baby, Uh-Huh!.With theextensive 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 sellingready-to-drink tea brand in the United States. Outside the United States, Pepsi-ColaCompany'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. Thisregional office is monitoring all the operations carried out in South West Asia. As inPakistan, they only entered beverage industry. They have eleven bottlers covering wholePakistan. The plant operating here is Riaz Bottlers (Pvt) LTD. This plant was established atLahore 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. Theyhave permanent work force of 750 people and they employee approximately 1000 peoplemore on temporary basis during summer season.


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Pepsis Products

y Pepsi

y Teemy Mirinda

y Pepsi Max

y Pepsi Lemon

y Pepsi Blue

y Mountain Dew

y 7up


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COCA COLA PAKISTAN

The Coca-Cola Company began operating in Pakistan in 1953. Coca-Cola, Fanta andSprite are the brands in Pakistan. The Coca-Cola System in Pakistan operates through

eight bottlers, four of which are majority-owned by Coca-Cola Beverages Pakistan Limited(CCBPL). The CCBPL plants are in Karachi, Hyderabad, Sialkot, Gujranwala, Faisalabad,Rahimyar Khan, Multan and Lahore. The remaining two plants, independently owned, arein Rawalpindi and Peshawar. The Coca-Cola System in Pakistan serves 70,000customers/retail outlets. The Coca-Cola System in Pakistan employs 1,800 people. Duringthe last two years, The Coca-Cola System in Pakistan has invested over $130 million (U.S.)

49 years of refreshment in Pakistan

Coca-Cola introduced in Pakistan 195 3

Fanta introduced in Pakistan 1965

Sprite was introduced 1972

Diet Coke & Fanta Lemon 2009


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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 andprotect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligationto provide consistently attractive returns to the owners of our business.

TARGET MARKET

Cokes commercials basically based on young generations, So, the young generation is thetarget market of Coke because they want to represent Coke with the youth and energy butthey also consider about the old people they take then as a co-target market.

MAJOR SEGMENTSMajor segments are basically those people who take this drink daily and those areas wherethe demands is higher then the other areas. There are so many people who take this drinkdaily and those people who take weekly and those who take less often are always there aswell. So, their basic segments are those people who take this drink regularly.

FACTORS EFFECTING SALES

There are so many factors, which affects the sale of coke. Here we are discussing threemajor factors which effects coke.

y Per capita incomey Competitorsy

Weather

Per Capita Income

First we will discuss about Per capita income. This is major factor that affects the sale of this soft drink. Because which every passing year budgets are becoming very strict andtight in order to purchase things. So the disposable incomes of the people are comingdown. They spend heavily on rents, utilities, and education and basic necessities and after


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that when they get extra money they think about this soft drink .So the decreasing per capita income effects badly in selling and production of this soft drink.


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And to get through with this difficulty there is need to increase the level of per capitaincome of Pakistan because it is much lesser than the rest of the countries.

Competitors

Cokes major competitor is PEPSI and there is no hesitation to say this because everyone 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 Cokes selling. This is underdevelopedmarket so the cokes consumption in summers is 60% and in winters is 40%.

MAJOR CUSTOMERS NEED

First of all the majority dont care that what they are going to have. In other words, theydont care before drinking that whether it is Pepsi or coke. They dont actuallydifferentiate between these two brands in order to their tastes.Consumers basically drink what they get.They believe on WHAT COLD THEY SOLD Consumers availability in brands is basically works like:Push availabilityPull consumers demand.

For this reason Coca-Cola have provided their coolers and freezers in the market. Theyhave maximum number of coolers and freezers in the market. They provide thisinfrastructure free of cost just to provide child coke to their customer, which they want to bepurchase.Their salesman and mechanics regularly visit all the shops where coke has itsinfrastructure to check that either it is in proper condition or not, if not then they immediatelychange or repair it.


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MAJOR COMPETITORSConsumers firstly decide that they are going to have a soft drink. Then they competebrands 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 its in instinct basically that based onmessages derive certain feelings.But Coca Cola thinks in a different way, they believe that RC Cola, new coming AMRATCola, 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 cricket3. Through commercialization

4. Fun time

Though these strategies there could be better understanding and better connection with thepublic. These are the key consumption.

THREATS FROM COMPETITORSThreats are well planned. Price is the major threat. When price goes certain beyond theexact 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.

And when price goes down they think that there is must be some thing wrong in it.In short it all depends on customers perception.

TARGETS THAT WOULD LIKE TO ATTAIN Every organization runs on the bases of profit maximization so Coke is also looking for ahigh profit margin.

There are three major ways of making money

y Over night profit

y Windfall profit

y Ethical and un-ethical ways


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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 gotmy increasing sales volume

Windfall Profit Can be windfall profit. They are the extras profit. When the consumption the consumption ison 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 likewind 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.

y Consumer has choice

y Attractive brand name

y Brand differentiating

Consumer Has Got Choice Now the consumer has got choice. Because now they know the name of another big brand,though coke is the 2 nd best name but it can get a better position after some time

Attractive Brand Name

Now the consumers know the Name of Coke, because Coke is the name, which is the mostpopular after the word ok. So people can better differentiate brands with each other.

Brand Differentiation Now different companies have got different brand names. So, people can distinguishbetween brands. Two major brands coke and Pepsi also have brand names.


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Coca Colas BrandCoca cola is US brand. Because they believe in the togetherness, being people together and friends are being together. Coca Cola strongly believes that Pakistani temperament isUS not ME

Pepsis Brand Pepsis brand is basically is basically ME branded. They use the temperament of ME. Incontrast to Coke they believe on individual struggle.

THREATS AND OPPORTUNITIES FOR PRICE

Opportunities

If Coke is considered a luxury product. Then there is the tax rate system15% - sales tax20% - excise duty27% - goes to government03% - In making Budget

After paying all these taxes coke has to pay electricity charges. We have to spend ondistributions. After paying all these expenses Cokes margin squeezed and consumershave 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 wont go for coke. Theyhave 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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STRATEGIES OF GETTING GOALS I.E. HIGHPROFITSTo increase the price is the least thing, which Coke can adopt. There are so many ways

through which Coke can increase the profits. Some major ways are as follows.

y Volume can be increased

y Interest level of consumers

y To take part in energetic festivals

How to increase the volume of consumers?

Coke can increase the volume by expanding the industry of coke. Through advertisements,offering different interesting things to attract people towards this product.

How to increase the interest level of consumers?

Coke is increasing the interest level of consumers by offering different flavors.For example Coke is increasing the number of flavors in Fanta, this is one of the productof coke. Through offering different flavors Coke can increase the Level of consumers andthrough this profits can be gained.

How to take part in energetic festivals?

Coke is already taking part in the festival like Basant since last 3 years. Coke offersdifferent attractive things in their festival and through this Coke gained high profit andconsumption of coke increased on these occasions.

And this year in this year 2010 people were anxiously waiting that what interesting thingcoke is going to offer.

MARKETING STRATEGY

Our local marketing strategy enables Coke to listen to all the voices around the worldasking for beverages that span the entire spectrum of tastes and occasions. What peoplewant 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 arefreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juicedrink, 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 communitiesaround 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


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the quality of life in the communities in which we do business. It's a special thing to havebillions of friends around the world, and we never forget it.


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MARKET POSITIONING

Product Range

The total range of Coca Cola company in Pakistan includes:y Coke.

y Sprite.

y Fanta.

y Diet Coke.

And company offers their products in different bottle sizes these includes:

y SSRB (standers size returnable bottle)y LRB (litter returnable bottle)

y NRB (no return bottle) or disposable bottle

y PET 1.5 (1.5 litter plastic bottle)

y CANS (tin pack 330 ml)

Packing

Coca cola products are available in different packingy 24 regular bottle shell

y 6 bottle pack for 1.5 pets

y 12 bottles in a pack for disposable bottle

y 24 cans in one pack.


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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 thats why coca cola seen more in the market. And they have agood sale in the market because according to the expert which product seen more in themarket that sells more.Seen as sold

They do agreements with a shop keepers and stores to exclusive sale in that stores. Thesestores 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 SeasonsSome 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 theyreduce the prices of their pet bottles or 1 litter glass bottle.


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PROMOTION STRATEGIES Getting shelvesThey gets or purchase shelves in big departmental stores and display their products in thatshelves in that style which show their product more clear and more attractive for theconsumers.

Eye Catching PositionSalesman of the coca cola company positions their freezers and their products in eye-catching positions. Normally they keep their freezers near the entrance of the stores.

Sale PromotionCompany also do sponsorships with different college and schools cafes and sponsors their sports events and other extra curriculum activities for getting market share.

UTC SchemeUTC mean under the crown scheme, coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc. Thisscheme is very much popular among children.

DISTRIBUTION CHANNELSCoca Cola Company makes two types of sellingDirect sellingIndirect selling

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 moreprofit margin.


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Indirect SellingThey have their whole sellers and agencies to cover all area. Because it is very difficult for them to cover all area of Pakistan by their own so they have so many whole sellers andagencies to assure their customers for availability of coca cola products.

FACILITATING THE PRODUCT BYINFRASTRUCTUREFor providing their product in good manner company has provided infrastructure these

includes:

y Vizi cooler

y Freezers

y Display racks

y Free empty bottles and shells for bottles

ADVERTISEMENTCoca cola company use different mediums

y Print media

y Pos material

y Tv commercial

y 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 thestores and in different areas.


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TV Commercials As 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 manysites in different locations for their billboards.

EXPECTATIONS FOR THE COMING YEAR

Every thing starts from the attitude of consumers behavior. And the basic key to attract theconsumers is to throw the money away.

And positive feeling felling with the brand, which they used to have Coke wants to advertisetheir products heavily in the coming year. And it will take the 10% of their profits. And whenwe take it as a global level it is $ I billion.

Coming year is the challenging year for the industry of Coke. They have to take lots of decisions that how to increase the production and where they have to spend money.For gaining success in coming year they have to have some important things like:

1. Loyal consumers are important for companys success.

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

y Sales volume

y Profitabilityy Target volume


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Sales Volume Coke determines its yearly budget through the sales volume. They first concentrate on thething is what is the condition of their sales? if the condition is good of their sales then theydefinitely increase their production and sales volume. Otherwise they concentrate on their old strategies.

Profitability:The second thing through which they determines budget is the profit .if they r gettingprofits with the high margin, then they definitely want to increase their profits in the nextcoming year. Every organization runs on the basis of getting high profits. No organizationwants to face Loss in their business. To get profit is the first priority of the Coke.

Target Volume:To run the business every industry has some targets, which they want to achieve in aspecific time period. If industry achieves those goals in that period then for the coming year it increases the volume of the target.So Coke Follow the same thing it has also some goals and targets to achieve in the giventime period. When they succeed to achieve that target then they increase their targetvolume in the next year.


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SALES PROMOTION ACTIVITIESCoca-Cola CricketCricket the most sought after; watched & played game in Pakistan .the game of cricket hasbeen owned by various brands in the industry for the promotion of their products over aperiod of time. It has ranged from tobacco to lubricants to communication companies tobanks 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 Pakistans National cricketplayers. Coca-Cola realizing the fact that cricket is a very strong element by which it canreach it consumers & masses invested in the opportunity and launched a massivecampaign on mass media showing all these cricket stars endorsing & complimenting Coca-

Cola brand. The Coca-Cola Company developed three TV commercials & four testimonialads 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 manyacknowledgements across the board. This campaign helped Coca-Cola to establish itsassociation with the game & the player.

Coca-Cola Concerts Abrar-ul-haqs distinct style, lyrics & songs have made him an instant hit among themasses in Pakistan. His enormous popularity in the country & abroad is supported byCoca-Colas commitment towards providing healthy & fun-filled entertainment for the youthof Pakistan. Coca-Cola brought Abrar to his fans through holding concerts & featuring

Abrar in a much-appreciated TVC & MMT featured throughout the country.

The TVC campaign focused on the hectic lifestyle of a pop star who found respite & relief through Coca-Cola in short moments that he had to himself during a concert. Coca-Colasbrand positioning of providing deep down refreshment for the body, soul & mind werecaptured accurately in the TVC & depicted aptly how the drink completes the moment for

Abrar.

Coca-Cola Food MelaWith a splash of food, fun & prizes to be won, the Coca-Cola food mela treated the peopleof Karachi, to a festive food festival comprising of 50 restaurants, spread out all over thebustling citys map. The promotion saw the avid families & friends enjoying the delicacies atthe restaurants; all resiliently upholding the Coca-Cola identity.


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Coca-Cola Basant FestivalIn February the month of basant the parks & horticulture authority in Lahore nominatedCoca-Cola the official sponsor of the basant festival .Coca-Cola added to the carnivalatmosphere by making the festival free to enter & decorating all main roads in Lahore withilluminated kites. Coca-Cola also hosted a concert of pop idol Abrar-ul-haq, had childrensparade & held the Coca-Cola kite flying championship during the basant festival. Nowwhere there is basant there is Coca-Cola, it has been impossible to envisage basantwithout Coca-Cola. Coca-Cola give the more refreshing flavor to the colors of basant byadding more life to the festival, giving the consumer a unique experience which they hadnever tasted before.

Coca-Cola GO-REDQuenching the thirst of motorist, pedestrians & passerbys during Lahores hottest summer

season, Coca-Colas 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 FMannouncement campaign the GO-RED stall, served well to promote the Coca-Colaindustry.

Coca-Cola Party in a ParkIn June 2000, Coca-Cola created an experiential musical evening in Lahore, where Junoonperformed. 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 peopleattended the event.

Coca-Cola Shopping Festival Coca-Cola hosted The Coca-Cola Shopping Festival Lahores first shopping festival, aresounding success with tempting discounts, live music, great prizes & fire works. Libertymarketing Gulberg was a hive of activity during the weeklong shopping extravaganza. Thein augural event proved so popular that it is now set to become an annual fixture.

Coca-Cola Pet PromotionIn 1996, Coca-Cola launched 1.5 liter Pet contour bottle for the first time in Pakistan.Targeting house wives & family home, Coca-Colas 1.5 liter Pet bottle, took the limelight &gained momentum with a campaign promoting the unique packaging and its numerousconsumer benefits .A treat for the family, Coca-Colas PET was offered through a price-offpromotion that said. Go o u t & get some


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Coca-Cola Ramzan Campaign A very special occasion for the people of Pakistan Ramzan saw another very special Coca-Colas 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 aheadwith the idea of giving consumer chances to win fabulous, magical dream vacation tonumerous wonder destination throughout the world on every purchase of a 250 ml RGBbottle of Coca-Cola, Sprite, & Fanta.The promotion gave consumers a chance to win freedrink, a trip to PARIS, HOLLYWOOD, NEWYORK, SINGAPORE & CAIRO along withairfare & 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 , renderingan outstanding testimonial campaign in the second phase, highlighting the winners over whelmed in the magical delight of their favorite beverage Coca-Cola.

Coca-Cola & NokiaIn August 2009, the new under-the-crown promotion Nikla Kiya ?(What have u won) waslaunched in collaboration with Chimera Nokia.The promotion gave consumer a chance towin thousands of Coca-Cola branded Nokia 3310 cellular phones on every purchase of 750ml RGB bottle of Coca-Cola ,Sprite, & Fanta.The other highlight of promotion was theCa u ght Red Handed campaign. Branded Coca-Cola with caught red handed team inthem went to Lahore & Karachi for three days, with target that anyone being caughtdrinking Coca-Cola will be awarded a nokia 3310 mobile phone & if someone is caughttalking on a nokia mobile will win free supply of Coca-Cola. Caught red handed become ahuge success among the masses as it was one to one interaction between the Coca-Colabrand & the consumers. This activity helped billed confidence and brand loyalty amongcore consumers.

Coca Cola TV MazzaThe coca cola new campaign is coca cola tv mazza, it is a utc scheme in which people are

getting television sets of different sizes. These days this scheme is very popular among thepeople.

Coca-Cola & Mc Donalds Coca-Cola & key account of MC Donalds launched the we go together joint promotion toreinstate amongst consumers a real sense of the affinity that, both shares globally. Thepromotion kicked off with pos material (Danglers, Bunting etc) displayed at all MC Donaldsrestaurants along with a special offer for coke & fries.


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Fanta & Sprite LaunchedIn November 2000moving on to the Sprite & Fanta brands, the consumers in Pakistanwitnessed a soft launch in essence. The Coca-Cola Company declared the new Non-Returnable bottles of Sprite & Fanta as the New, On the Go Packs flaunting theinnovative packaging convenience. Fanta & Sprite are sure to enjoy considerable successin Pakistan.

Diet Coke After the acquisition of the individual local franchise bottling facilities in 1996, the companyhas successfully launched its first new product, diet coke, for the first time in almost 3years. 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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CONCLUSION

After thorough research, we come to the conclusion that the marketing strategy of

Coca Cola is working for them and the product is gaining popularity among youth

day by day.

RECOMMENDATIONS

After completing our project we have concluded some recommendation for the coca

cola company, which are following.

y Coca Cola Company should try to emphasis more on providing their

infrastructure in the market to facilitate their customers.

y According to the survey, conducted by the international firm Pakistani people

like little bit sweeter cola drink. So for this coca cola company should produce

their product according to the local demand.

y Marketing team should try to increase the availability of Coke in rural areas.

y They should also focus the old people.

y Now young generation has a trend to drink a coke 2 regular bottles at same

time, so providing more satisfaction to them company should introduce liter

disposable bottle.


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PEST ANALYSIS OF COCA-COLAThere are four variables, which we will discuss in our report, they are:

PP OO LLIITTIICC AALL VVAARR IIAABB LLEE SS Political variables Strongly

Effected

Some whatEffected

NoEffect

Some whatEffected

StronglyEffected

Effects of government

regulations &deregulations

NE

Effect of environmentalprotection laws if any

YES

Import and export

regulations

NE

Effect of politicalconditions in certain

countries of Coke

NE

Any effect of election,military take over,

Revolution at Coke

YES

Conclusion Of Political Analysis: As far as the above table is concerned it could be seen that there are very littlechances of political variables to effect the cokes production and selling behavior.In the political variables most of the things are related to Governmental activities.So, they dont leave any good or bad impact in the Industry of coke.

And there are some exceptional things like: environmental protection laws theysome what effect the industry of Coke. From last two years Government is going tobe really very much conscious about the environment. But after making the

adjustments in plants and applying the proper way of wastage the chances of beingaffected by the protection laws are going to be diminished. So it impact good for the Cokes reputation. And the second thing in political variables which effects Cokeis elections & military take over Because in the days of elections and marshallaws condition the countries production in any field is declined. So it affects slightlythe revolution of Coke.

So political conditions are over all leave neutral effects on cokes industry.


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ECONOMICAL VARIABLES

Economical Variables StronglyEffected

Some whatEffected

NoEffect

Some whatEffected

StronglyEffected

Do soaring interest ratesmake business task any

harder

YES

Any effect due toinflation

YES

Anything done to reduceunemployment

YES

Any effect of 11 th September 2009,

incident at Coke inPakistan

NE

Conclusion Of Economical Analysis

It could be seen that econo mical v ariables highly affects the Cokes resolution. Economicfactors are those actors who effect the production of any industry. So, Coke is not the out of question. If the economic conditions of the country is not that strong and Coke increases itsPrice in this situation. Then it would impact highly negative. And inflation is also not a goodposition for any countrys production point of view. It also impacts highly negative in theCokes production.

And as a country concerned like Pakistan where the unemployment rate is very muchhigh. The Coca-Cola system in Pakistan employs 1,800 people. During the last 2 years, theCoca-Cola system in Pakistan has involved over $130 million (U.S).When we draw the conclusion of econo m ic v ariables . Then we come to know that if economic variables are in the favorable position of country then they impact good other wise the impact highly bad.


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SOCIAL VARIABLES

Social variables Strongly

Effected

Some what

Effected

No

Effect

Some what

Effected

Strongly

Effected

Effects of advertisement of Coke on Public popularity

YES

How will do Cokescontribution affect charityorganizations of Pakistan

YES

Has rising consciousnessof natural resources in

people effected your saveenvironment activities.

YES

CONCLUSION OF SOCIAL ANALYSIS

EDUCATION

The Coca-Cola Company has always believed that education is a powerful force inimproving the quality of life and creating opportunity for people and their families around theworld.The Coca-Cola Company is committed to helping people make their dreams come true. Allover 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 tofirst 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 physicalworld. 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 samespirit of innovation comes alive in our environment programs. Were committed topreserving our environment, from use of more than $ 2 billion (U.S) a year in recyclingcontent and suppliers, and environment

Management initiatives, down to very local neighborhood collection and beautificationefforts. Heres a sample of what were doing in different communities around the worldregarding the conservation of water and natural resources, climate changes, wasteenvironment education.


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The Coca-Cola system in Pakistan operates through eight bottlers. Four of which aremajority-owned by Coca-Cola Beverages Pakistan Limited (CCBPL).

COMMUNITY INVOLVEMENT:

In 2000, when eastern Pakistan suffered its worst droughts, The Coca-Cola system initiateda famine-relief program to help victims and was the first private-sector company to assist.The Coca-Cola system in Pakistan initiated a voluntary Hajj program that allows oneemployee from each plant, selected through a draw, to be sent on the Holy Pilgrimage toMecca at the Companys expense.

TECHNOLOGICAL VARIABLES

Technologicalvariables

StronglyEffected

Some whatEffected

NoEffect

Some whatEffected

StronglyEffected

Have business

innovations effectivelypromoted your

business

YES

Has the governmentsregulations ever

hindered in importingtechnical equipment

YES

Does Coke help inpromoting paperless

environment

YES

Conclusion Of Technological AnalysisOf course business inno v ation leaves highly good impacts in the business of Coke. As cokeuse more advance technology in its production process. It will resulted in increment of their production through out the country.

As far as the g ov ern mental hind rances are concerned the impacts highly bad on cokesproduction. 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 pa perless en v iron ment .it impacts good, becausecomputers are the basic need of any person now a days. And though its a big industry so itis promoting the trend of paperless environment. And it is giving the way of other industriesto come to new technologies and into a new world of business. Through computers cokecan increase the efficiency of its business and can have up to-date data about their productions.


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OVER ALL RESULTS OF PEST ANANYSIS After our studies and analysis of CCBPL (Coca-Cola Beverages Private Limited), we cameup with the very interesting report of facts and figures. Coca-Cola is no doubt one of themost popular beverage company and its product COKE is one of most consumed coladrink. They spend billion of dollars on their advertisement, promotions and recreationalcampaign.

Coca-Cola is a close competitor of Pepsi and it certainly gives its rival a tough time. Coca-Cola is a 27% shareholder in the Pakistan market and they dont want to stop here!! Itstarget market is to achieve a much higher %age. Coca-Cola has about 2000 employees atPakistani plants. Lahore plant of Coca-Cola is one of the beautiful plant in Asia, Situated onRaiwand Road.

Coca-Cola has always had a close consumer and supplier relationship with its customers.Its entertaining and colorful advertisements have always and will always rock the media.Pakistani rock stars, sportmen and actors have played a very vital role in making Coca-Cola such a popular beverage.


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CONCLUSION:Coca-Cola no doubt come the heart beat of Pakistanis. Coca-Cola is one of the leaders insponsoring the most important, thrilling events. E.g. Cricket matches, concerts and manyother social occasions. Event at the present they are organizing a Basant festival for whichthey busily organizing stuff .

final coco cola project1

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