3. Marketing Mix & SWOT Analysis of
Class :
B.B.A. (HONS) - 8 Evening
Session :
2011 - 2015
Group Members :
MUHAMMAD SHAHID 133
IBRAR ASGHAR BUTT 117
SHAHBAZ AHMAD 142

4.  Coca Cola is the world's largest beverage company.
The drink Coca Cola was created in March 27,
1944.
 Originally intended as a patent medicine when it
was invented in the late 19th century by John
Pemberton.
 Coca-Cola was bought out by businessman Griggs
Candler, whose marketing tactics led Coke to its
dominance of the world soft-drink market
throughout the 20th century.
 Started operating in Pakistan in 1953 as CCBP
(Coca Cola Beverages Pakistan Limited).

5.  Product
 Price
 Place
 Promotion

6. Coca Cola definitely focused on the
internationalization of is brand. Therefore,
it exists in almost 200 countries and has a
global brand value and brand loyalty
contrary to most brands in the world.

7. Differentiation strategy:
• A differentiation strategy is the development of a
product or service that offers unique and
differentiating attributes.
• The value added by the uniqueness of the product
may allow the firm to charge a more expansive
price for it (premium price).
• Coca Cola Company spends round about 20% of
their total advertisement budget for maintaining
and communicating on its differentiation strategy.

8. Packaging:
• The packaging and shapes of Coca Cola soda products
are diversified and adapted to the target and to the
moment of consumption.
• All over the world, the classic Coke had the same
color: red. This is the color consumers associate with
coca cola.
• Diet Coke is grey, it is more “shiny” as it reflects
more the light.
• The different shapes are:
Glass bottle (0,25l; 0,5l; 1,5l)
Plastic bottle (0,5 l; 1l; 1,5l, 2
Cans (0,25l; 0,33l)

9. Critical Factors:
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.

10. Size of Coca Cola Price of Coca Cola (RS.)
 Regular bottle 22
 0.5 liter 40
 1.5 liter bottle 80
 2.25 liter bottle 100
 Coca Cola can 35

11. Different Pricing Policies:
 PROMOTIONAL PRICING POLICY
 MARKET PENETRATION PRICING POLICY

12.  Place is concerned with making available the
products at a place where (s) he demands.
 Product distribution (or placement) is the
process of making a product or service
accessible for use or consumption by a
consumer or business user, using direct means,
or using indirect means with intermediaries.

13.  Channels
 Coverage
 Assortments
 Locations
 Inventory
 Transport

14. The distribution system of coca cola follows the
FMCG distribution pattern.
 Distribution Types
o Intensive Distribution
o Selective Distribution
o Exclusive Distribution
 Distribution Channels
o Indirect Selling
o Direct Selling

15. o Wholesalers / Distributors
o Retail / Corner stores / Supermarkets / Groceries…
o Convenience Store
o Restaurants / Cafés / Night clubs / Fast Food Chains
o Petrol stations
o Automated Teller Machines (AMTs)
o Chain Drug Stores
o Hotels/Motels / Resorts
o Mass Merchandisers
o U.S. DOD Military Resale retail commands: AAFES,
NAVRESSO and DECA
o Vending

16.  Getting Shelves
 Eye Catching Position
 Sale Promotion

17.  Major Types of Retail Stores :
1. Mom and Pop Stores
2. Department Stores
3. Discount Stores
4. Convenience Stores
5. Supermarkets
6. Superstores
7. Hypermarket
8. Cash-and-Carry Stores
9. Warehouse Showrooms
10. Specialty Retailers
11. Chain Stores
12. Multi – Level Retailing
13. Mail Order Retailing
14. Non-Store based Retailers

18.  Coverage:
o Coca cola is the world’s most favorite brand and is available
all over the world. The company and its subsidiaries employ
nearly 30,000 people around the world Syrups, concentrates
and beverages bases for Coca-Cola, the company’s flagship
brand, & over 160 other Company Soft Drink brands are
manufactured and Sold by the Coca Cold Company and its
Subsidiaries in nearly 200 countries around the world.
o The distribution system of coca cola follows the FMCG
distribution pattern. The effective distribution network of
coke has almost eroded the small and middle level players in
the market.
o Serves more than 70,000 Customers and retail outlets in
Pakistan.
o In fact approximately 70% of company volume and 80% of
company profit come from outside the United States.

19.  Transportation:
Coca Cola’s transportation of their products are done through
following ways
o By Lorries
o By Air Plans
o By Ships
o By Trucks / Containers
o By Vans
 Inventory :
Coca Cola use the perpetual inventory system in Pakistan. Coca Cola’s major
inventories are available in in Karachi, Lahore, Hyderabad, Sialkot,
Gujranwala, Faisalabad, Rahimyar Khan, Multan and two independent stocks
in Rawalpindi and Peshawar.

20. Company promotes coca cola through following
ways,
 Advertising
 Sales Promotion
 Interactive Marketing

21.  Audio/TV Materials( Coke Studio)
 Outdoor Advertisement
 Print Media

22. 1. Consumer oriented sales promotion:
 Coca Cola applies consumer oriented sales
promotion in following manner
 Getting Shelves
 Under the Crown Approach
 Eye catching Position
2: Trade oriented sales promotion:
Coca cola also uses trade oriented sales promotion to
boost sales it often offers discounts to retailers and
wholesalers for this purpose. Often offer 20 Rupees
less per pet for this purpose.

23. Coca Cola uses internet to promote its products. In
modern era company is also using internet sites
such as
 Facebook
 Twitter
 MySpace

24.  Coca cola spent $15Billion on Promotion globally in 2010.
o Coca-Cola advertising budget USA based(2010): $2.9
billion
 Promotional Budget approximation for Pakistan:
 Per person in USA consumes 491 units whereas in Pakistan
per person consumes 21 units per year which is 5% of 491.
 Hence promotional budget for Pakistan in 2010 may be
found,
 $2.9billion*0.05= $0.145Billion

26. Strengths:
o World wide availability
o Strong positioning
o Quality processing system
o Profitable outsourcing
o Sponsoring large events

27. Weaknesses:
o Revenue falls when purchasing power
decreases
o Product are not basic necessity
o May cause health problems
o Different tastes in different countries
o Mass Marketing Strategy may omit some
segments

28. Opportunities:
o Enhance Market share by encashing brand
name
o Niche marketing may increase revenues
o Target marketing can increase revenues
o May increase Market share by becoming
o Brand ambassador of Pakistan Hockey team.

29. Threats:
o New competitors offering additional challenges
o Little price change by competitors may
drastically affect company
o New Health regulations may affect current
market position in country
o Health conscious consumers may spread bad
word of mouth.