3. VISION STATEMENT
• Coke vision guides every aspect of our business by describing what
we need to accomplish in order to continue achieving sustainable
growth.
• ➢People
• ➢Portfolio
• ➢ Partners
• ➢Planet
• ➢ Profit
• ➢ Productivity
4. MISSION STATEMENT
• ➢To Refresh the World...in body, mind, and spirit.
• ➢To Create Value and Make a Difference...everywhere we engage.
• ➢Customer is king; Customer demand drives everything we do.
• ➢Brand Coca Cola is the core of our business.
• ➢We will be the best marketers in the world.
5. Introduction
• The Coca-Cola company is the largest
corporation, manufacturer, retailer, distributor and marketer
of non-alcoholic beverage concentrates syrups.
• It produces more than 500 brands in over 200 countries or
territories and serves over 1.8 billion servings each day.
9. Coke’s major competitor is “PEPSI” and there is no hesitation to say
these because everyone knows that all the other cold
drinks, coffee, tea are the competitors. Whereas according to Coke
their direct competitor is “Tap Water”.
Competitors
10. Competitors
• The direct competitor of Coca-Cola is Pepsi there is always ongoing
tough competition between these two rivals with Pepsi leading with
54% market share and Coke gradually growing and catching up 36%
market share in Pakistan. However on global level the situation is
reverse.
• Nestle and Shezan juices that do not pose a threat to Coke as yet but
has the potential to do so as it is exploiting the natural aspect and
health issues more and more to make people conscious about
physical fitness Coke has launched “Diet Coke” to counter the
physical fitness demands.
11. • Coca-Cola is recognized by 94% of the world’s population
.Coca cola owns more than ½ of the world’s beverages.
. Coke is affordable in all the countries. It was not out of the
price range for an afternoon snack.
. Coke comes in a variety of sizes worldwide so you can use it
for a crowd or as a personal snack drink .
Coca Cola Statistics
13. Coca-Cola Marketing Mix
The marketing mix of Coca cola has been changing over time with
more and more products being added such that today it has 500+
products, and many different ways of advertising all those products.
But because of this Coca cola is the brand with the highest brand
equity.
14. The 4 P’s of Marketing:
Product :
Price : Coca Cola products distributed according to size and price.
Place : Coca Cola is available all over the world. The distribution system
of coca cola the FMCG distribution pattern.
Promotion : Coca Cola adopts various advertising and promotional
strategies to create and increased demand in market by associating with
life style and behavior and mainly targeting value based advertising.
15. Pricing Strategy
Following factors Coca Cola kept in mind while determining the pricing strategy.
➢Price should be set according to the product demand of public.
➢Price should be that which gives the company maximum revenue.
➢Price should not be too low or too high than the price competitor is charging from their
customers otherwise nobody will buy your product.
➢Price must be keeping the view of your target market.
The price of Coca Cola, despite being market leader is the same as that of its competitor Pepsi
Cola. Sometimes, Pepsi places its customers into some psychological pricing strategies by
reducing a high priced bottle and consumers think that they save a lot of money from this.
16. Pricing Strategy
• COMPETITION BASED PRICING APPROACH
• Coca Cola has intense competition with neither Pepsi so its pricing can’t
exceed too much nor decrease too much as compared to the price of Pepsi
Cola. If price of the Coca Cola exceed too much from the Pepsi then people
will shift to the Pepsi Cola and on the other hand if the price of Coca Cola
decreases people might get the impression that its quality is also low.
• PROMOTIONAL PRICING POLICY
• Coca Cola has offered promotional prices very frequently. Especially on some
occasion Coca Cola reduces its rates like in Ramzan Coca Cola reduces its rate
unto 5 Rupees on 1.5 liter bottle.
• MARKET PENETRATION PRICING POLICY
• Prices in beverage industry are determined by the consumer. In an economy
like that of Pakistan, consumers tend to switch towards a low priced product.
Coca Cola’s objective is to target every consumer of the country so Coca Cola
has to set its prices at such a level which no one can offer to its consumers.
That is why Coca Cola charges the same prices as are being charged by its
competitors. Otherwise, consumers may go for Pepsi Cola in case of
availability of Coca Cola at relatively high price.
18. DISTRIBUTION CHANNELS
• Coca Cola Company makes two types of selling
• ➢Direct selling
• ➢Indirect 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 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.
19. MARKETING COMMUNICATION
(ADVERTISEMENT) STRATEGY
• 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.
20. MARKETING COMMUNICATION
(ADVERTISEMENT) STRATEGY
• 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.
21. • 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 Pakistan 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
MARKETING COMMUNICATION
(ADVERTISEMENT) STRATEGY
26. Departmentalization:
There are five departments at CCBPL.
>Production Department.
>Industrial Relations Department.
>Sales and Marketing Department.
>Human Capital Department.
>Finance Department.
27. WORK SPECIALISATION:
The work specialization is high, as each
Manager is made responsible for only a
particular function, which is his expertise.
There is no boredom or monotony as each
salesman is meeting the different sort of
person and the work is challenging and
promotions are based on performance there
is no monotony and boredom
28. SPAN OF CONTROL:
The span of control is low as there are 3-5
employees reporting to their managers. This
low structure is due to the fact that
organization is a vertical and different
people have different works to do so. It is
also difficult to control more than five
people and still manage the resources and
people in an effective manner.
