COKE Presentation
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Transcript of COKE Presentation
Introduction
• World’s leading Manufacturer, marketer, and distributor of non alcoholic beverage concentrates and syrups
• Corporate head quarter in Atlanta • With local operations in over 200 countries
around the world• First created in the United States but it
quickly became popular wherever it went
Introduction:
• Today, Coca Cola has a portfolio of more than 3,000 beverages
• Coca Cola has 92,400 employees worldwide• More than 70% of their income comes from
outside the U.S
History:
Dr.John Pemberton
Establish in 1886
In Atlanta
Accidently Produced in Pharmacy
John Stith Pemberton
Cont…
• “Distributed” the product by carrying it in a jug down the street to Jacob’s Pharmacy and customers bought the drink for five cents at the soda fountain
• Dr. Pemberton’s partner and book-keeper, Frank M. Robinson, suggested the name and penned “Coca-Cola” in the unique flowing script that is famous worldwide even today
Cont…
• With his brother, John S. Candler, John Pemberton’s former partner Frank Robinson and two other associates,
• Mr. Candler formed a Georgia corporation named the Coca-Cola Company
Cont…
• In the year 1919, the Coca-Cola Company was sold to a group of investors for $25 million
• Robert W. Woodruff became the President of the Company
Bottle design evolution:
Mission Statement of Coca-Cola:
Brand Coca Cola is the core of our business
Customer is king; Customer demand drives everything we do
We will serve consumers a broad selection of the nonalcoholic ready-to–drink beverages they want to drink through out the day
To Refresh the World...in body, mind, and spirit.To Create Value and Make a difference...
everywhere we engage.
Coke History In Pakistan:
57 years of dedicated service
Started in Pakistan in 1953 at Karachi
CCBPL
Market leader till 1987
CCBPL
• Till 1996, 10 bottling plants were being run by local partners
• Running 9 plants in Pakistan in Rahim Yar Khan Hyderabad Multan Lahore Gujranwala Sialkot Faisalabad Isalamabad Peshawer
Product Line:
Coca-Cola introduced in Pakistan 1953 Fanta introduced in Pakistan 1965 Sprite was introduced 1972 Diet Coke & Fanta Citrus 2001 Sprite Zero Sprite 3G Kinley Minute Maid
Popular Slogans of Coke:
1886 Drink Coca-Cola
1942 The only thing like Coca-Cola is Coca-Cola itself
1993 Always. Coca-Cola
2001 Life is Good
2005 “Geo Coke Zindagi”
2007 “Coke side of life”
2008 Kha le pee le jee le coca cola
2009 Brrrrrrrrrrr…..
2010 kha lo pee lo dil say
S.W.O.T. Analysis:
Strength (Quality)
Weakness (Not frequently available in rural areas)
Opportunities (Corporate Sector)
Threats (Pepsi Cola)
SWOT Analysis:
Strengths -Popularity-well known-branding obvious and easilyrecognized-A lot of finance-customer loyalty-International Trade
Weakness-Word of mouth-lack of popularity of many CocaCola’s brands-Most unknown and rarely seen-result of low profile or non-existent advertising-Inconvenience in availability
Opportunities-many successful brands to pursue-advertise its less popular products-buy out competition-More Brand recognition
Threats -changing health-consciousnessattitude-legal issues-Health issues-competition (Pepsi)
Competitors:
• PepsiCo (direct & strong competitor)
• Nestle (indirect competitor)
• Gourmet cola(Potential competitor)
OTHER COMPETITORS
• Makkah Cola (distant competitor)
• Amrat Cola (distant competitor)
• RC Cola (distant competitor)
• Shandy Cola (distant competitor)
Market Leadership:
• In Pakistan Pepsi is the market leader and Coca Cola is its competitor. The Pepsi makes defense strategies so that it can maintain its position in the market. While Coca Cola is a challenger and it makes attack strategies so that it can become the market leader
Pepsi Brands Vs Coke Brands
Growth Strategy:
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
• They are also keeping the local market in focus– Fri-Chiks, – AFC, – PFC
Market Development
• 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
Diversification:
• Coca Cola is only dealing in beverages but it can also manufacture its own snacks item as the company name is known all over the world
Target Marketing:
Mass Marketing
Segmented Marketing
Marketing Mix of Coca-Cola:
Product
Price
Place
Promotion
Product:
Product Range
Coke Sprite Fanta Diet coke 3G Kinley Minute Maid
Product:
Bottle sizes
SSRB LRB NRB PET 1.5 PET 2.25 CANS
Product:
Packaging Coca Cola’s goal is to advance a
packaging framework in which packaging is no longer seen as waste, but as a valuable resource for future use. Introducing PlantBottle™. The next step in the sustainability journey
Product:
Levels of product
Core product fulfills the thirst
Actual product DesignQuality
Brand Strategy
Product
Line Extension Brand Extension
Multi-Branding New Brands
Exi
stin
g N
ew
Existing New
Brand
Brand Strategy:
➢ LINE EXTENSION
For example if Coke introduces new flavors and package size.
➢ BRAND EXTENSION
Brand extension means using a successful brand name lets say Coca-Cola and then launching new product for example cherry coke
➢ MULTI-BRANDING
For example Coca-Cola not only introduced coke as a brand but also sprite and Fanta
➢ DIVERSIFICATION
Coca-Cola has not adopted yet
Price:
Price Regular bottle 13
Non returnable or disposable bottle 30
1.5 liter bottle 65
2.25 liter bottle 85
Coca Cola can 40
Pricing Strategy
COMPETITION BASED PRICING APPROACH
PROMOTIONAL PRICING POLICY
DISCOUNTS
SEASONAL DISCOUNT
SPECIAL OFFERS
Price:
Different Price in Different Seasons
Different in Summer Different In Ramadan Different In Competition
Place:
Availability
Available in posh areas
Available in Backward areas
Extent in posh areas
DISTRIBUTION CHANNELS
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
Indirect selling Through whole sellers and agencies
Place:
Facilitating The Product by Infrastructure
Vizi cooler Freezers Display racks Free empty bottles and
shells for bottles
Place:
Market Segmentation
Segment size Segment growth Segment structural attractiveness
Place:
Coke Segmentation Strategy
Geographic Segmentation Climatic Locally
Place:
Demographic Segmentation
Age Family Type Income
Promotion:
Advertisements with slogans
Coca-Cola enjoys Always Coca-Cola Kha lay pee lay jee lay Coca-Cola Maza zindgi ka Coca-Cola Geo Coke zindagi Very Brrrr hai coke zindagi
Promotion:
PROMOTION STRATEGIES
Getting shelves Eye Catching Position Sale Promotion
Promotion:
PUBLICITY
Print media Pos material
(Point of sales material) TV commercial Billboards
Promotion:
Prize Schemes
Coca-Cola glasses Bicycles TV
Promotion:
Price cuts from time to time
Ramadan offer Eid offer Buy one get one free Anniversary offer Independence Day offered
Promotion:
Billboard –electronic sign board
In major public areas, liberty bank square
At center point.etc
Promotional campaigns:
COCA-COLA PET PROMOTION COCA-COLA GO-RED COCA-COLA WONDER OF THE
WORLD PROMOTION COCA COLA TV MAZZA COCA-COLA & MC DONALD’S COCA-COLA & FIFA
Promotional Campaigns:
COCA-COLA CRICKET COCA-COLA CONCERTS COCA-COLA RAMZAN CAMPAIGN COCA-COLA FOOD MELA COCA-COLA BASANT FESTIVAL COCA-COLA PARTY IN A PARK COCA-COLA SHOPPING FESTIVAL
Societal marketing:
• Tree Plantation Campaign in Pakistan
• On 12th August 2009• 450 employees participated• Plant 3500 trees • On 27 different locations
Societal Marketing:
CCI is doing responsible marketing through ads by providing a public service message such as in USA CCI has started a campaign to save the Polar Bears before they become instinct
Conclusion & Recommendations:
Should Increase frequent availability & promotional schemes in rural areas
Coca-Cola must enhance factors such as relationship marketing, innovation and technology especially in Pakistan to attain market leader position
• Only two flavors of Coke available, company can extend their portfolio by introducing new flavors
• Coca Cola Co. should launch its own energy drink
• Add more sweetness to cola
Conclusion & Recommendations:
Q & A Session: