4P's Marketing Mix of the Coca cola pakistan Ltd.

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Company Name:
Coca-Cola is the world’s favourite soft drink and has been enjoyed since 1886. Coca-Cola is now the most recognized
trademark in the world, available everywhere from Australia to Zambia. Coca-Cola was introduced in Pakistan in 1953.
Soon after the country’s independence in 1947, Coca-Cola came to Pakistan in 1953. Like in every other country where it
operates, the Coca-Cola business in Pakistan is a local business. The beverages are produced locally, providing employment
to Pakistani citizens, and the product range and marketing reflects Pakistani tastes and lifestyle.
After the introduction of Coca-Cola, Fanta was introduced in 1965, Sprite was introduced in 1972, and after a gap of 30 years,
Diet Coke and Fanta Lemon were introduced in 2001. Currently, Coca-Cola beverages are produced and sold in Pakistan via
the company’s own bottling plants which operate under Coca-Cola Beverages Pakistan Ltd. (CCBPL). A local service
office, Coca-Cola Pakistan, focuses on marketing the Company’s brands locally.

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Product:
Coca Cola soft drinks
 Nutrition Facts
Amount Per Serving
Calories 140
% Daily Value
Total Fat 0g 0%
Sodium 45mg 2%
Total Carbohydrates39g 14%
Total Sugars 39g
Includes 39 Added Sugars 78%
Protein 0g %
Vitamin D 0%
Calcium 0%
Iron 0%
Potassium 0%
 Ingredients
CARBONATED WATER, HIGH FRUCTOSE CORN
SYRUP, CARAMEL COLOR, PHOSPHORIC ACID,
NATURAL FLAVORS, CAFFEINE.
 Quality & safety of Product
The global nature of business requires that the Coca-
Cola system has the highest standards and processes for
ensuring consistent product safety and quality -- from
concentrate production to bottling and product delivery.
Coca Cola measure key product and package quality
attributes to ensure beverage products in the
marketplace meet Company requirements and
consumer expectations. Consistency and reliability are
critical to our product quality and to meeting global
regulatory requirements and Company standards.

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 Product Brand Logo:
 Packaging of Coca Cola bottles in
Pakistan:
 Coca Cola 250 ml Glass bottle
 Coca Cola 250 ml Can pack
 Coca Cola 330 ml Can pack
 Coca Cola 500 ml plastic bottle

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 Coca Cola 750 ml Plastic bottle
 Coca Cola 1 Litter plastic bottle
 Coca Cola 1.5 Litter plastic bottle
 Coca Cola 2.25 Litter plastic bottle
 Product Brand Family:
Most famous Coca Cola Soft drinks of Pakistan following
here:
 Coca Cola
 Coca Cola Diet
 Coca Cola Zero

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 Sprite
 Sprite Zero
 Fanta Orange
 Fanta Apple
 Fanta Grape

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Price:
Earlier the price of coke was cost based. It was decided on
the cost which was spent on making the product plus the
profit and other expenses. But after the emergence of other
companies especially the likes of Pepsi, Coca-Cola started
with a pricing strategy based on the basis of competition.
Following factors Coca Cola kept in mind while
determining the pricing strategy;
 The price should be set according to the public
demand for product
 Price should be that which gives maximum revenue
to the company
 Price should not be too high or too low than the price
competitor is charging from their customers,
otherwise no one will buy the product
 Price must be keeping in view the company’s target
market
 Price list of Coca Cola product:
Name: Rs.
Coca Cola 250 ml Glass bottle 20
Coca Cola 250 ml Can pack 35
Coca Cola 330 ml Can pack 50
Coca Cola 500 ml plastic bottle 40
Coca Cola 750 ml Plastic bottle 50
Coca Cola 1 Litter plastic bottle 65
Coca Cola 1.5 Litter plastic bottle 80
Coca Cola 2.25 Litter plastic bottle 110

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 Different Pricing Strategies:
 Competition based pricing approach:
Coca Cola is in intense competition with Pepsi so its pricing
can’t exceed too much nor decrease too much as compare
to the price of Pepsi cola. If price of Coca Cola exceeds too
much from Pepsi the people will shift towards Pepsi cola
and on the other hand if Coca Cola decreases its price too
much people might get impression that the quality is also
low.
 Promotional Pricing Policy:
Coca Cola offers promotional prices very frequently.
Especially on some occasions like Ramadan the Coca Cola
reduces its price up to 5 or 10 rupees on 1.5 liter bottle.
 Marketing Penetration Pricing Policy:
Price in the beverage industry is determined by the
consumer. In an economy like Pakistan, consumers tend to
switch towards a low price product. Coca Cola’s objective
is to target every consumer of the country so Coca Cola has
to set its price at such a level which no one can offer to its
consumer. That is the reason Coca Cola is charging the
price as its competitors are charging. Otherwise, people
may go for Pepsi cola in case the Coca Cola products are
available at a high price.

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Place:
Coca cola is the world’s most favorite brand and is
available all over the world. The distribution system of coca
cola follows the FMCG distribution pattern. The effective
distribution network of coke has almost destroyed the small
and middle level players in the market. Coca-Cola is Selling
in mostly everywhere in the world, you can find all the
favorite different brands of Coca Cola in every big chain
super market and in most little shops like corner shops.
 Distribution Channels
Selecting the most appropriate distribution channel is
important, as the choice will determine sales levels and
costs. The choice for a distribution channel for any business
depends on numerous factors, these include
 How far away the customers are;
 The type of product being transported;
 The lead times required; and;
 The costs associated with transport
It is apparent from the popularity of the Coca Cola’s
products in the market of Pakistan that the company is using
the intensive distribution as the products are available at
every possible outlet. From supermarkets to service stations
to your local corner shop, anywhere you go you will find
the Coca Cola products. In short Coca Cola use the all
channels for distribution of the Coca Cola product in whole
over the Pakistan like retailer, whole sellers and direct
selling.
Coca Cola also use both direct and indirect route for the
distribution of Coca Cola products in whole over Pakistan.

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Promotion:
Coca Cola Company uses the following promotional
activities:
 Advertisement
 Sales promotion
 Advertisement:
Coca Cola Company advertises its products in Pakistan
mainly through electronic media that include television,
Radio and internet as well. More over the leading
newspapers of Pakistan are also targeted by Coca Cola
Company for its advertisement. So we can say it uses not
only the electronic media but also use the print media. They
often use the following mediums
 Print media
 TV Commercials
 Billboards
 Social Media
 Print Media:
The Coca Cola Company often uses the print media for
advertisement of their products. They have separate
department for print media.
 TV Commercials:
Now a days TV commercials are becoming the common
way of advertisement. The Coca Cola Company does
regular commercials on different TV channels for its
products advertisement.

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Billboards:
The Coca Cola Company is very much conscious about
their billboards and holdings. They have so many sites in all
over Pakistan for their billboards.

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 Social Media:
Now a days Social Media are becoming the common way of advertisement. The Coca Cola Company does regular Ads on
different Social Media channels for its products advertisement.

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 Sales Promotions:
The Coca Cola Company also does sponsorships with
colleges, schools and universities’ cafes and Sponsors their
sports events and other extra curriculum activities for
getting the market share. The Coke studio is the biggest way
to show the activities in Pakistan because Coke studio
introduced large number of musical songs. Now coke studio
session 10 started.

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