History

1886 1887 1893

Dr. John

Pemberton

Registered

Formula

Registered

Logo

History

1898 1915 1919

1st

Headquarter Contour

Bottle

Guaranty Bank’s

Vault

Happ ness

Core value of the Strategic Brand

Refresh ng

F zzy

Pricing Strategy of

Ultimate Bottom line Affordable Enjoyment of Life

Different pricing strategies for different countries

Market Penetration Pricing Policy

Promotional Pricing Policy

Pricing Strategy of

• Lower penetrating price for new sensitive market

Objective :

Face the competitors

Raise brand awareness

Reposition itself as a premium brand after successful penetration.

Pricing Strategy of

Promotional Pricing • Offers promotional pricing frequently through:

Quantity discount

Cash discount

Objective:

Boost sales

Example: During Ramadan, Coca Cola reduces its rates up to 5 Tk on 1.5 liter bottle.

Value Chain of

Distribution Strategy of

Brand Promise

fun, freedom, and refreshment

Promotional Campaigns

Print Ads

Promotional Campaigns

TV Commercials

Promotional Campaigns

Billboards

Promotional Campaigns

Sponsoring

Promotional Campaigns

New Format

Promotional Campaigns

Public

Relation

Promotional Campaigns

Brand

Ambassadors

Brand Equity

Visibility- Bottle & Logo

Loyalty- Nothing but Cocacola

Trust and Perceived Quality

Brand Association- Happiness

Brand Equity

Financial Forecast2013 2012 2011 2010 2009

Revenue 46,854 48,017 46,542 35,119 30,990

COGS (18,421) (19,053) (18,215) (12,693) (11,088)Gross Profit 28,433 28,964 28,327 22,426 19,902

Operating Expanses (18,205) (18,185) (18,174) (13,977) (11,671)

Operating Profit 10,228 10,779 10,153 8,449 8,231

Interest income 534 471 483 317 249

Equity Income (Loss) 602 819 690 1,025 781

Other Income (Loss) 576 137 529 5,185 40

EBIT 11,940 12,206 11,855 14,976 9,301

Interest expanse (463) (397) (417) (733) (355)

EBT 11,477 11,809 11,438 14,243 8,946

Tax (2,851) (2,723) (2,812) (2,384) (2,040)

Net income 8,626 9,086 8,626 11,859 6,906

Growth in net profit (0.05) 0.05 (0.27) 0.72

Average Growth 0.11

* The figu

res are in M

illion

s $

Financial Forecast

2013 2014 2015 2016 2017 2018 2019 2020

Projected Income 8,626 9,591 10,663 11,855 13,181 14,655 16,294 18,116

* The figures are in Millions $

Inter Brand Ranking

1st3rd