COKE MARKETING PLAN

8/9/2019 COKE MARKETING PLAN

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hifa


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MARKETING PLAN

GROUP MEMBERS

ABDUL RAFAY (4198)

WALEED LAL BAKHSH (4311)

ADEEL ALVI (4331)


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At the coca cola warehouse


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At the coca cola sales hall


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CONTENTS

y I N T R O D U C T I O N

y V I S I O N & M I S S I O N & V A L U E S

y F O C U S O N T H E M A R K E T

y

I N T E R N A T I O N A L M AR K E T S H A R Ey L O C A L M A R K E T S H A R E

y P R O D U C T S I T U A T I O N

y M A R K E T S T A R A T E G Y

y P R O M O T I O N

y A C T I O N P R O G R A M

y P R O F I T & L O S S A C C O U N T

y C O N C L U S I O N


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INTRODUCTION

Coca-Cola is a carbonated soft drink sold in stores, restaurants

and vending machines, Worldwide.

Coca-Cola Enterprises was established in 1886.

The Coca-Cola Company is sold in more than 200 countries. It is

produced by The Coca-Cola Company in Atlanta, Georgia, and isoften referred to simply as Coke.


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MISSION , VISION & VALUE

MISSIONEverything they do is inspired by their long-lasting Mission

y To Refresh the world

y To Inspire Moments of Optimism

y To Create Value and Make a Difference

VISION

To achieve sustainable growth, they have established a vision with clear Goal

y People

y Planet

y Portfolio

y

Profit


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Our values serve as a compass for our actions and describe how

we behave in the world.

y Leadership: The courage to shape a better futurey Collaboration: Leverage collective genius

y Integrity: Be real

y Accountability

: If it is to be, it's up to me

y Passion: Committed in heart and mind

y Diversity: As inclusive as our brands

y Quality: What we do, we do well

VALUES


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FOCUS ON THE MARKET

y Focus on needs of our consumers, customers and

franchise partners

y

Get out into the market and listen, observe and learn

y Possess a world view

y Focus on execution in the marketplace every day

y Be insatiably curious


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INTERNATIONAL MARKET SHARE

y Coca Cola share 60% in whole world.

y Pepsi share 30% in whole world.

y Others product share 10% in whole world.

60%

30%

10%

Coca-cola

Pepsi

Other


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MARKET POSITION IN PAKISTAN

yCoca Cola share 36% in Pakistan.

yPepsi share 54% in Pakistan.

yOthers product share 10% in Pakistan

., 36%

54%

., 10%

Coca-Cola

Pepsi

Others


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Operates in

200+

CountriesWorldwide with a

global work force of

90,000

PRODUCT SITUATION


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1.5 billion people consume a

Coca-Cola product each day


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Largest manufacturer, distributor andmarketer in the world


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Its the 68 thousand billion dollar brand, the

worlds most expensive brand


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MARKET STRATEGY

TARGET MARKETCokes basically target mass market, but their main focus is on the

younger generation

PRODUCT LINEMajor Brands of Coca Cola:

y Coke

y Sprite

y Fanta

y Diet Coke


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PRICE

y Regular 250 ml RS.15/-

y Family pack 1 liter RS.30/-

1.25 liter RS.50/-

1.5 liter RS.60/-

y Jumbo pack 2.25ltr RS.70/-


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Promotion

Advertising

Public RelationsMessage

Direct Sales

SalesMedia


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BOTTLE OF

HAPPINESAND

REFRESHMENT


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TELEVISION Television is widely seen network therefore cokesadvertisement campaign on TV takes about 35% at primetime as compare it competitors

ADVERT IS ING


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NEWS PAPERSIt is a largely local medium and easily reachable to cokes

advertisement campaigns on newspapers takes only on

special occasion especial on Sunday newspapers

MORNING

NEWS

$ 3.5


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MAGAZINESVarious largely circulated magazines examples spider

Akhbare Jahan family Sunday magazines contains the adds.


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Billboards and

hoardings

Coca cola is very much conscious about their billboards and

hoardings. They have so many sites in different locations for

their billboards.


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ACTION PROGRAM

Coke Studio- Coke Studio is a musical program sponsored by coca cola and

telecasted on popular channels in Pakistan.

Coke Blitz- In coke blitz coca cola companys employees worked as a team and visited

their retailers and helped them in cleaning.


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Sprite Mad About TV- In this promotional activity a media team visited the

universities all over Pakistan in search of talent under the coca cola company

name to promote its product.

Ramadan offer- In month of Ramadan special discounts are given to increase

the sales.


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PROFIT AND LOSS STATEMENT

Internationally, the Company achieved broad-based unit case volumegrowth of 3 percent.

Unit case volume increased in key emerging markets,

with 31 percent growth in India,

10 percent growth in China,

high single-digit growth in Southern Eurasia,

Thailand and Vietnam and mid single-digit growth in Korea and Nigeria.


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CONCLUSION

The Coca Cola company is one of the largest manufactures,

distributors and marketers of nonalcoholic beverage

concentrates and syrup in the world.

The Coca Cola has the worlds biggest brand equity approximately

48 to 50 billion US dollar.


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THANK

YOU

Documents

COKE MARKETING PLAN