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PROJECT REPORT

“STRATEGIC MARKETING”
SUBMITTED TO:

Sir Qaiser Janjua

SUBMITTED BY:
Arsalan Waseem Dar
BBA-5A
080615

TABLE OF CONTENTS
 INTRODUCTION …………………………………………………………………………………….............. 7

• Background ……………………………………………………………………………………………… 7

• Problems …………………………………………………………………………………………………. 8

• Purpose …………………………………………………………………………………………………… 8

 OBJECTIVES …………………………………………………………………………………………………….. 8
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 LITERATURE REVIEW ………………………………………………………………………………………. 9

 HYPOTHESIS …………………………………………………………………..……………………………….. . 12

 SOURCES ……………………………………………………………………………..……………………………. 12

 RESEARCH METHODOLOGY ……………………………………………………………………………… 13

 QUESTIONNAIRES ……………………………………………………………………………………..……… 14

 RESEARCH ANALYSIS ……………………………………………………………………………………...... 19

 CONCLUSION ……………………………………………………..……………………………………………… 19

 IMPLICATIONS …………………………………………………………………………………………………… 19

 LIMITATIONS ………………………………………………...…………………………………………………… 19

 RECOMMENDATION ………………………………………………………………………………………….. 20
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DEDICATED TO

We dedicated our
work to our respected
teacher. Whose love,
care and wishes
remained with us
during the course of
this project.

EXECTIVE SUMMARY

The scope of the project is to formulate the marketing strategies that must have to be adopted and
applied by Coca-Cola, Pakistan. From the last two I am being conducting a heavy study upon these
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beverages industry in Pakistan and came to know that coke has been declining since the Pepsi rose
with a great marketing strategy. Although, Coke, Co, too have the marketing expertise but still they
need to modify and to mould their strategies in order to sustain in Pakistan. Discussed here is the
marketing functions and strategies adopted by Coca-cola with the required modifications which is
being required by the company now in order to sustain. These marketing functions mainly includes
marketing mix i.e., Product strategy, Pricing strategy, Pricing tools and strategies and Placement &
Distribution strategies as well as other market strategies.

The project also discusses the analysis of competition, market growth and trend, opportunity analysis
and strategies for creating competitive advantage that must have to be adopted by Coca-Cola.

It must have to be mentioned here that the project will provide the readers and listeners very high side
view about the marketing strategies as a whole and also about the Coca-Cola Company. The project
will also be very beneficial and profitable for the readers and the Coca-Cola Company along.

ACKNOWLEDGMENT
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I have no words at our command to express our deepest gratitude to Almighty ALLAH who enabled us
to complete our project against all odds and adversities.

Would that I have words to pay tribute our respected teachers whose invaluable prays, salutary advise
and embolden attitude kept our spirit alive to strive for knowledge and integrity enable us to
reach this milestone.

I offer our heartiest and cordial gratitude to present all thanks to our supervisor Sir. Qaiser Janjua for
his kind supervision and guidance.

INTRODUCTION
It is founded in 1886, the Coca-Cola company is the world’s leading manufacturer, marketer, and
distributor of non-alcoholic beverages concentrates and syrups. The Company’s corporate
headquarters are in Atlanta, with local operations in over 200 countries around the world.

Although Coca-Cola was first created in the United States, it quickly became popular whenever it
went. The first international bottling plants opened in 1906 in Canada, Cuba and Panama, soon
followed by many more. Today, Coca-Cola has a portfolio of more than 3,000 beverages. Coca-Cola
has 92.400 employees worldwide. More than percent of the income comes outside the U.S., but the
real reason is that it is a truly global company and its products meet the varied taste preferences of
consumers everywhere.
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Background

The prototype Coca-Cola recipe was formulated at the Eagle Drug and Chemical Company, a
drugstore in Columbus, Georgia by John Pemberton, originally as a coca wine called Pemberton's
French Wine Coca.

In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton responded by
developing Coca-Cola, essentially a non-alcoholic version of French Wine Coca. The first sales were at
Jacob's Pharmacy in Atlanta, Georgia, on May8, 1886. It was initially sold as a patent medicine for
five cents a glass at soda fountains, which were popular in the United States at the time due to the
belief that carbonated water was good for the health. Pemberton claimed Coca-Cola cured many
diseases, including morphine addiction, dyspepsia, neurasthenia, headache, and impotence.
Pemberton ran the first advertisement for the beverage on May 29 of the same year in the Atlanta
Journal.

By 1888, three versions of Coca-Cola sold by three separate businesses were on the market. Asa Griggs
Candler acquired a stake in Pemberton's company in 1887 and incorporated it as the Coca Cola
Company in 1888. The same year, while suffering from an ongoing addiction to morphine, Pemberton
sold the rights a second time to four more businessmen: J.C. Mayfield, A.O. Murphey, C.O. Mullahy
and E.H. Bloodworth. Meanwhile, Pemberton's alcoholic son Charley Pemberton began selling his
own version of the product.

John Pemberton declared that the name "Coca-Cola" belonged to Charley, but the other two
manufacturers could continue to use the formula. So, in the summer of 1888, Candler sold his
beverage under the names Yum Yum and Koke. After both failed to catch on, Candler set out to
establish a legal claim to Coca-Cola in late 1888, in order to force his two competitors out of the
business. Candler purchased exclusive rights to the formula from John Pemberton, Margaret Dozier
and Wool folk Walker. However, in 1914, Dozier came forward to claim her signature on the bill of
sale had been forged, and subsequent analysis has indicated John Pemberton's signature was most
likely a forgery as well.

Old German Coca-Cola bottle opener

In 1892 Candler incorporated a second company, The Coca-Cola Company (the current corporation),
and in 1910 Candler had the earliest records of the company burned, further obscuring its legal
origins. By the time of its 50th anniversary, the drink had reached the status of a national icon in the
USA. In 1935, it was certified kosher by Rabbi Tobias Geffen, after the company made minor changes
in the sourcing of some ingredients.
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Coca-Cola was sold in bottles for the first time on March 12, 1894. The first outdoor wall
advertisement was painted in the same year as well in Cartersville, Georgia. Cans of Coke first
appeared in 1955. The first bottling of Coca-Cola occurred in Vicksburg, Mississippi, at the
Biedenharn Candy Company in 1891. Its proprietor was Joseph A. Biedenharn. The original bottles
were Biedenharn bottles, very different from the much later hobble-skirt design that is now so
familiar. Asa Candler was tentative about bottling the drink, but two entrepreneurs from Chattanooga,
Tennessee, Benjamin F. Thomas and Joseph B. Whitehead, proposed the idea and were so persuasive
that Candler signed a contract giving them control of the procedure for only one dollar. Candler never
collected his dollar, but in 1899 Chattanooga became the site of the first Coca-Cola bottling
company. The loosely termed contract proved to be problematic for the company for decades to come.
Legal matters were not helped by the decision of the bottlers to subcontract to other companies,
effectively becoming parent bottlers.

Coke concentrate, or Coke syrup, was and is sold separately at pharmacies in small quantities, as an
over-the-counter remedy for nausea or mildly upset stomach.

Mission Statement
The roadmap starts with the mission, which is enduring. The mission declares the purpose as a
company and serves as the standard against which the company weigh its actions and decisions.

• To refresh the world.

• To inspire moments of optimism and happiness.

• To create value and make a difference.

Vision Statement
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The vision serve as the framework for the roadmap and guides every aspects of the business by
describing what it needs to accomplish in order to continue achieving sustainable, quality growth.

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

• Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy
people's desires and needs.

• Partners: Nurture a winning network of customers and suppliers, together we create mutual,
enduring value.

• Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.

• Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.

• Productivity: Be a highly effective, lean and fast-moving organization.

Objectives
The steps to the road of success are as:

• Live our values

• Focus on the market

• Work smart

• Act like owners

• Be the brand

COKE HISTORY IN PAKISTAN

The Coca-Cola Company began operating in Pakistan in 1953. Coke, Fanta and Sprite are the brands
with whom Coca-Cola is operating in Pakistan. The Coca-Cola system in Pakistan operates through
eight bottlers, four of which majority owned by Coca-Cola Beverages Pakistan Limited (CCBPL). The
CCBPL plants are in Karachi, Haiderabad, Sialkot, Gujranwala, Faisalaba, Rahim Yar Khan, Multan
and Lahore. The Coca-Cola system in Pakistan has nearly 3,000 people working constantly for the
company. During the last two years, the Coca-Cola company in Pakistan has invested over $130
million and coke has successfully provided 56 years of dedicated service to its customers in Pakistan.
Since the beginning of Coke company the firm has been continuously changing its slogans and that’s a
very creative idea to get the intention of the customers.

Here are some of the popular slogans as:

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• Drink Coca-Cola

• Get the genuine

• Enjoy Thirst

• When its hard to get stared, start with a Coca-Cola

• The only thing like Coca-Cola is Coca-Cola itself

• The friendliest drink on earth

• Things go better with coke

• Life is good

• Jo chaho ho jaye Coca-Cola enjoy

• Flight of delight

• Galay delicious taste

• Thanda matlab Coca-Cola

• Khaly pily jila Coca-Cola

• Aja jashan mena ly

TODAY
Today CCBPL is operated directly under the supervison of tha Coca-Cola International based in
Atlanta Georgia State-USA. It owns 8 plants all around in Pakistan. Coca-Cola company offers the
brand range as Coca-Cola, Diet Coke, Fanta, Sprite and Kinley water in Pakistan.

DEPARTMENT OF COCA-COLA
There are six functional departments within Coca-Cola, these are:

• Marketing
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• Finance

• Packaging

• Sales

• Research & Development

• Administration

The research project has nothing to do with the other department so given below is a brief description
of Marketing Department of Coca-Cola.

The Coca-Cola marketing department develops core strategies for company brands to ensure that all
the communication is consistent in every market. With this cohesive effort, the Coca-Cola system
maximizes its resources for market leadership and profitable growth. The marketing departments are
responsible for marketing the products, advertising the products and promoting the promoting the
products. If all these departments perform their duty firmly then the objectives of the Coca-Cola
Company will meet.

MARKET SHARE
The market share of coke is stable in Pakistan, its not too much high and not much low. But at a time,
the Coke captures almost all the market share but because of some misleading strategies the share
went down and over taken by Pepsi. Pepsi has the largest market share in Pakistan now. Along there
are also other local beverages companies but Amrat Cola is famous among them and it also captures
some of the market share. Given below is the market share of the three leading beverages companies.

Brands Market ShareCoke25%Pepsi70%Amrat Cola5%

MARKET POSITION OF COCA-COLA IN PAKISTAN

On global level Coca-cola is the most popular brand and market leader controlling 60% of market
share. In Pakistan Coca-Cola is the market follower but still stable position holding 25% of the local
market with a growing and increasing market share everywhere.

BRANDS OF COCA-COLA
Coca-Cola launches the following brands, these are:

• Energy Drinks
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• Juices/Juice Drinks

• Soft drinks

• Sports Drinks

• Tea & Coffee

• Water

• Other Drinks (Milk products, Soup etc)

PORTOFOLIO ANALYSIS
The portfolio analysis of Coca-Cola businesses must have to be done in order to accumulate the
necessary information which will help in the strategy making process. The analysis given below is
done by BCG (Boston Consulting Group) approach.

Coke is one of the main product lines of the Coca-Cola company. It is the one which is giving
maximum revenues to it by different products in this line. Here I have classified some of its major
products in the BCG matrix on the basis of their fame and liking of the people.

STAR
Coke classic is the basic product through which the Coca-Cola company got the fame. It is one
product, which gives the maximum revenue from all over the world. It is one flavour, which has the
maximum consumers all over the world. Coke has already worked a lot on it by launching new flavors
in it, but still it is a product they can turn as famous as coke classic.

CASH COWS
Fanta and Sprite are the products, which the Coca-Cola Company can never think of stop producing.
It is the one which make the company a huge success; it was one product which gives billions of
dollars as revenue from world over. Whenever the company thinks of launching its product in a
country the first product they launch is coke classic as they know that if don’t work here then nothing
else.

QUESTION MARK
Products that are still not a big hit as they haven’t consume much time yet. Sprite 3G, Sprite Zero, Diet
Coke and Kinley are the examples of these questions marks as the question marks as they have taken
much time yet to get a hold of market and not even the large percentage of the people have tasted it.
So its needs time to be fully tested by the company and the company needs to think whether it should
continue the production or should divert to something new.
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DOG
Flavored Fanta is one product that was not a big hit. Even it’s not a long period which flavored Fanta
has consumed but still there are signs that it won’t be a success. So it’s better for the company to get
rid of it.

COMPETITOTRS OF COCA-COLA
The competitors to the products of the company mainly lie in the non-alcoholic beverage industry
consisting of juices and soft drinks.

The Key competitors in the beverage industry to Coca-Cola in Pakistan are:

• PepsiCo

• Amrat Cola

• Nestle

As there are many competitors but the tough competition lies between Coca-Cola and Pepsi and they
always move side by side along each other so here the focus is only upon the competition between
Cola-Cola & Pepsi. Given below is the product vise competition of Coca-Cola % Pepsi products which
will better help to analyze the circumstances and thus provides a great site to formulate the strategies.
It is as follows:

COCA-COLA VS PEPSI PRODUCTS

These both companies have a number of products. Many of these products are innovations but there
are also many products which are brought out just as a competitive product for other companies.
Some of these products that are bought in the market by these companies to compete against each
other are as:

OTHER COMPETITORS
• Mecca Cola

• RC Cola

• Shandy Cola

• Qibla Cola

• Future Cola
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COMPETITOR ANALYSIS
The competitor analysis of Coca-Cola Company must have to be in order to better formulate the
strategy for its growth and sustainability. It is as follows:

BUYERS/CUSTOMERS

The company has three major and large customers in the market, food street 60,000cerates/year,
MacDonald’s 40,000 cerates/year and Pakistan railways who buys 50,000 cerates/year. However,
these customers being large powerful are in influential and bargaining position they can demand
discount or other facilities like (boards signs/freezers/coolers etc.) and impose a threat to switch their
closest rival and competitor (Pepsi).

SUBSTITUTES
Nestle products like juices, coffee, mineral water etc. and Shezan juices are substitutes of coke for
health conscious people and other fresh juices.

RIVALS
Pepsi is the direct competitor of Coca-Cola. There is always ongoing tuff competition between two
arch rivals with Pepsi leading with 70% and coke with 25% market share in Pakistan. On global level
the situation is reverse. Both companies engage in price cut wars, price scheme wars and sponsorship
wars to win over each other customers. Indirect rivals include Nestle and Shezan who don’t pose a
threat to Coke.

SUPPLIERS
Coca-Cola has authorized suppliers and which don’t pose a threat to it. Any how Coke does have a
quality check procedures in its plants to ensure that they get the right kind of ingredients from the
suppliers.

NEW ENTRANTS
There is no as such threat of new entrants to Coca-Cola because the company believes that it provokes
the healthy competition. Where many of new entrants has entered the market i.e. Mecca-Cola, Pak-
Cola, Amrat Cola but they haven’t harmed Coca-Cola. The competition only lies in between Coca-Cola
and Pepsi.
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SWOT ANALYSIS
This is the SWOT analysis sketch of Coca-Cola Company which gives a clear image of it that where it
lacks because of which it has been following under PepsiCo. It gives a clear image of the falling health
of the company and by filling these gaps the Coca-Cola Company can again touch the sky and will
enjoy a lot of profits.

WEAKNE
STRENGHT
SS
S
WORD OF MOUTH
POPULARITY
WELL KNOWN LACK OF OPPORTUNITY OF MANY COCA-Cola’s
brand
BRANDING EASILY RECOGNIZED
MOST UNKNOWN & RARELY SEEN
A LOT OF FINANCE
RESULT OF LOW PROFILE OR NON-EXISTENT
CUSTOMER LOYALTY ADVERTISING
INTERNATIONAL TRADE HEALTH ISSUES

OPPORTUNIT
THREATS
IES

CHANGING HEALTH CONSIOUSNESS MANY SUCCESFUL BRANDS TO PURSUE

LEGAL ISSUES ADVERTISE ITS LESS POPULAR PRODUCTS

HEALTH MINISTERS BUYOUT COMPETITION

COMPETITION (PEPSI) MORE BRAND RECOGNITION

By having a lot of research over the Coca-Cola Company, now it will be very easy to formulate the
strategies accordingly and to make the brand again alive in Pakistan. This can be done by carefully
filling those gaps in which company lacks to fulfill the requirements. Following are the strategies
devised for a great and tremendous future of Coca-Cola Company.
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GROWTH STRATEGY
Growth is the main Objective of every organization. The Coca-Cola Company must have to look
forward for expanding and growing in different markets and must have to make a variety in their
product line. Although it has a vast variety of product line in foreign countries but it must have to
introduce those all in Pakistan in order to capture the larger market share and to survive in market.

The expansion of Coca-Cola company can be identified through the ANSOFF approach.

MARKET PENETRATION

Coca Cola in Pakistan is doing market penetration through the selling its products to the business
buyer, who are huge multinational organizations like McDonalds, Subway, Dunkin Donuts and many
more. They are also keeping the local market in focus. Fri Chiks, AFC, PFC are examples of the buyers
in the local market. They are selling the Coca Cola as the only beverage in their restaurants.

MARKET DEVELOPMENT

Many flavors of Coca Cola are not being sold in Pakistan. Coca Cola can develop a new market if they
introduce those flavors in Pakistan. Many people in Pakistan want a change in the beverage industry,
as they are having the same flavors from many years.

PRODUCT DEVELOPMENT

A company takes a risk when it does Product Development, there is a chance that it looses its
customers or there will be a crowd of people demanding their product. Coca Cola Company can do
product development by introducing the new flavors in Pakistan which are not sold anywhere in the
world by the coke company. The company has to put large effort in that, as it has to conduct all market
research & feasibilities for it. But there is also an opportunity for them as they know the market of
Pakistan, that what the people here can afford & what taste they want.

DIVERSIFICATION STRATEGY

There are lots of chances of growth but the risk factor is also there. The company can manufacture
products, which are not manufactured by it before. Coca Cola is only dealing in beverages but it can
also manufacture its own snacks item as the company name is known almost all over the world like
Pepsi is producing “LAYS”. So it can cash the name by producing the items, which are eaten with the
beverages.
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SEGMENTATION STRATEGY
Coca cola serves its products using mass marketing technique, which obviously falls in
undifferentiated marketing, and undifferentiated marketing means no segmentation but however to
some point it can say that coke has some segmentation strategy as:

GEOGRAPHIC SEGMENTATION

INTERNATIONALLY

Coke segments its products country wise and region wise, here the most important thing is the taste
and the quality, it varies according to the taste and the income level of the people in that country, and
i.e. Third world counties are given low quality taste. Coca Cola Company tries to satisfy the needs of a
whole line of different people. They have drinks that target different, age groups, ethnic groups, sexes,
lifestyles, etc.

CLIMATIC

Weather is the third major factor in effecting the Coke’s selling. In coke marketing, main idea is to
serve it cold, so we can say that, they focus more on hot areas of the world, i.e. middle east etc and
there sale increase in summer. This is underdeveloped market so the coke’s consumption in summers
is 60% and in winters is 40%.. It is a source of refreshment when a person is thirsty due to the hot
weather.

LOCALLY

In Pakistan the coke segments more in urban and suburban areas as compare to rural. 35%
population resides in urban areas and 65% population lives in rural areas in Pakistan. Coca Cola is
focusing on urban areas as people there are more inclined towards such beverage while people in rural
areas are more inclined drinking lassi and desi drinks.

DEMOGRAPHIC SEGMENTATION

AGE

Pakistan is considered to be a young country i.e. average age of Pakistani population is less than 38
years. Thus targeting young generation can be a beneficial marketing strategy for soft drink
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companies. In fact this is the case, all the major brands like Coca Cola, Pepsi mainly target younger
generation in Pakistan.

GENDER

Coca Cola targets both genders with its wide variety of drinks. This market is relatively large and is
open to both genders, thereby allowing greater product diversification.

FAMILY TYPE

Coca Cola introduces its economy pack, and that’s how they focus family and groups.

INCOME
Coca Cola segments different income levels by packaging. Like for small income people it has small
returnable glass bottle, for middle people it has non returnable bottle and for higher income people it
has coke tin.

PSYCHOGRAPHIC SEGMENTATION
All psychographics variables the social class, lifestyle, occupation, level of education and personality,
Coca Cola segments everyone, but again it is their packaging which is different for different
consumers.

SOCIAL CLASS

Coca Cola is a well known brand. People who are brand conscious will not drink beverages of less
known brands and quality such as Amrat cola. They will try to show their status by drinking Coca Cola
which is known to all as a quality drink.

LEVEL OF EDUCATION

A company has to make promotional strategies keeping in view the customer level. If the percentage
of education is high in a country then through advertisements people can be made well aware of their
product and can convey their message easily. Promotion and education has a direct relationship.

BEHAVIOURAL SEGMENTATION
Coca Cola all over the world is recognized as a quality drink and therefore people drink it without any
hesitation whenever they are thirsty or otherwise. So marketers of Coca Cola have made it a drink for
all people and for diabetic people they introduced diet Coke.

OCCASIONS
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A very special occasion for the people of Pakistan Ramzan, people emphasis on enjoying Coca-Cola at
“Iftar” and then on Eid with friends & family with super price off promotion.

BENEFITS SOUGHT

Sometimes, for the promotion strategy of coke, Coca Cola Company introduces prizes in the top cover.
So they segment people by benefit sought, i.e. by giving them prizes.

PROMOTION STRATEGIES OF COCA COLA

GETTING SHELVES

They get or purchase shelves in big departmental stores and display their products in those shelves in
that style which show their product clearer and more attractive for the consumers.

EYE CATCHING POSITION

Salesman of the Coca Cola Company positions their freezers and their products in eyecatching
positions. Normally they keep their freezers near the entrance of the stores.

SALE PROMOTION

Company also do sponsorships with different college and school’s cafes and sponsors their sports
events and other extra curriculum activities for getting market share.

UTC SCHEME

UTC 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. This scheme is very much
popular among children.

DISTRIBUTION CHANNELS

Coca Cola Company makes two types of selling

➢ Direct selling
➢ Indirect selling
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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.

INDIRECT SELLING

They 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 and agencies to assure their
customers for availability of Coca Cola products.

FACILITATE THE PRODUCT BY INFRASTRUCTURE

For providing their product in good manner company has provided infrastructure these
includes:

➢ Vizi cooler
➢ Freezers
➢ Display racks
➢ Free empty bottles and shells for bottles

ADVERTISEMENT OF COCA COLA

The field of advertisement is one area where Coca-Cola has always emphasized. In year 2000 Coca-
Cola unveiled the biggest advertising billboards in the history of Pakistan. Each unveiling was marked
by entertainment and light shows watched by thousands of people. Similarly in July 2000 Coca-Cola
launched its first under the crown promotion by the name of Dream Vacations in which the
consumers could collect caps of promotional bottles of Coca-Cola like Sprite, Fanta and Coke.

ADVERTISEMENT OBJECTIVE

Type of advertising with respect to product life cycle that Coca-Cola adopts is reminder type. The
reason behind this fact is that coke is such a product that is at the maturity level currently so for such
a product companies mostly go for reminder type of advertisement so that they can penetrate more
and more and same is the case with Coke.

SETTING OF ADVERTISING BUDGET

Coca-Cola sets its advertisement budget on the basis of competitor based budgeting. Major competitor
of Coca Cola is Pepsi and as Coke realizes that Pepsi has increased its advertising budget, straight
away Coca-Cola management plans to do the same so that they can compete in advertising
department as well.
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ADVERTISING STRATEGY

Before creating advertising message the Coca-Cola Company gives lots of time to the factor that the
message must gain customer attention. This is basically called “Clutter Buster” means that only that
advertisement will leave impact on customer mind that has some specialty or uniqueness in it. For
example in India Coke current slogan “Thanda Matlab Coca-Cola” has gained reasonable customer
attention.

ADVERTISEMENT MEDIA

Coca-Cola Company advertises its products mainly coke through electronic media that includes
Television, Radio and Internet as well. Moreover leading newspapers of Pakistan are also the targeted
by coke for advertising. So we can say that coke not only uses electronic but print media for
advertisement as well.

Coca Cola Company use different mediums

➢ Print media
➢ Pos material
➢ TV commercial
➢ Billboards and holdings

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 that are
displayed in the stores and in different areas.

TV COMMERCIALS

As everybody know that TV is a most common entertaining medium so TV commercials are one of the
most attractive way of doing advertisement. So Coca Cola Company does regular TV commercials on
different channels.

BILLBOARDS AND HOLDINGS

Coca Cola is very much conscious about their billboards and holdings. They have so
many sites in different locations for their billboards.
SALES PROMITIONAL STRATEGY

Coke determines its yearly budget by:

➢ Sales volume
➢ Profitability
➢ Target volume
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SALES VOLUME

Coke determines its yearly budget through the sales volume. They first concentrate on the thing is
“what is the condition of their sales?” if the condition is good of their sales then they definitely
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 getting profits with
the high margin, then they definitely want to increase their profits in the next coming year. Every
organization runs on the basis of getting high profits. No organization wants 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 a specific 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 given time period.
When they succeed to achieve that target then they increase their target volume in the next year.

SALES PROMOTION STRATEGIES MUST DEVELOP

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 entertainment for the youth of 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-Cola’s brand positioning of
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providing deep down refreshment for the body, soul & mind were captured accurately in the TVC &
depicted aptly how the drink completes the moment for Abrar.

COCA-COLA FOOD MELA

With a splash of food, fun & prizes to be won, the Coca-Cola food mela treated the people of Karachi,
to a festive food festival comprising of 50 restaurants, spread out all over the bustling city’s map. The
promotion saw the avid families & friends enjoying the delicacies at the restaurants; all resiliently
upholding the Coca-Cola identity.

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 SHOPPING FESTIVAL

Coca-Cola hosted “The Coca-Cola Shopping Festival” Lahore’s first shopping festival, a resounding
success with tempting discounts, live music, great prizes & fire works. Liberty marketing Gulberg was
a hive of activity during the weeklong shopping extravaganza. The in augural event proved so popular
that it is now set to become an annual fixture.

COCA-COLA PET PROMOTION

In 1996, Coca-Cola launched 1.5 liter Pet contour bottle for the first time in Pakistan. Targeting house
wives & family home, Coca-Cola’s 1.5 liter Pet bottle, took the limelight & gained momentum with a
campaign promoting the unique packaging and its numerous consumer benefits .A treat for the
family, Coca-Cola’s PET was offered through a “price-off” promotion that said...Go out & get some.

COCA-COLA RAMZAN

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.

CONCLUSION
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I concluded from this detailed report that despite the fact the Coca-Cola occupies market leader
position globally but in Pakistan as compared to Pepsi, Coca-Cola has less number of consumers as
Pepsi’s market share in Pakistan is approximately 70% where as Coke market share is hovering about
25%, hence the conclusion is that Coca-Cola must enhance factors such as relationship marketing,
innovation and technology especially in Pakistan to attain market leader position in this region as
well.

RECOMMENDATIONS

After completing our project we have come up with following recommendations for the Coca Cola
Company, which are following:

➢ Currently in Pakistan there are only two flavor of Coke available, company can extend their
portfolio by introducing new flavors.
➢ According to the survey, conducted by the international firm Pakistani people like less sweet cola
drink. So for this Coca-Cola Company should think about bringing a new product for example new
diet flavors, in the market to fulfill the local need.
➢ Marketing team should try to increase the availability of Coke in rural areas.
➢ Coca Cola Company should think about producing Coke Can locally as well because currently coke
Cans are only smuggled from abroad and sold at high price. Company can capitalize on this factor.

INTREPRETATION FOR BLIND & BRAND TEST

Blind hackle is Pepsi and Blind jackle is Coke and they have the significant graph color as mention in
the graph. In the taste aspect, Pepsi lies above the coke both in the brand and the blind test. Same in
the case with Texture the Pepsi is above the coke in this aspect too but there is no much difference in
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this case. While talking about Sweetness, in the blind test Pepsi is above the coke but when the brand
test happens the coke comes above Pepsi which shows that the people are brand conscious they
haven’t judge the difference in the blind test but in the Brand test they prefer coke in terms of
sweetness. The Pepsi is again above coke in blind test in the case of color and is still above in the
Brand test.

So in short, it become obvious that the people prefers Pepsi more over coke as obvious from the graph
that in the blind test taste graph Pepsi has a greater edge upon Coke. But when the name i.e. Brand
comes the Coke is more preferred by the brand conscious people.