We are grateful to Ma’am Samia Sundus for giving us such Opportunity to polish our skills towards marketing management.

Marketing Management Project

Rabia yahyaAqsa Nawab Iram Iqra Farhat

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Efforts By: Group no 10

About companyObjectiveValuesExecutive SummaryMarketing Policy principlesSituational analysisProduct life cycleMarketing Objective Target marketMarketing MixPricing method

Market Analysis

S.w.o.t Analysis

Pests Analysis

Mission

Vision

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Your Text HereAbout Company

Logo history

Logo color meaning

Company history

Company profile

Your Text Here Company Logo History

Logo Color Meaning

RED color: draws attention, Known to increase heart beat or create sense of urgency

White color: describe simplicity & purity

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John S Pemberton’s & his partner Frank M Suggests the name Coca cola

In 1886 ,Coca cola invented by Pharmacist name John pemberton

Jacobs’ pharmacy , caramel colored combined mixture with carbohydrate water and put it on sale

Lets look company history in a interesting a way……………..next slides

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History

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stand forCoca cola beverages Pakistan Ltd..

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Name The coca cola company

Industrial served Beverages

Geographic areas served Worldwide

Headquarters Atlanta, Georgia, U.S.A

Current CEO Muhtar Kent

Revenue US$ 45.998 billion (2014)

Employees 150900

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Company profile

Mission

To Refresh the world in mind body & spirit To inspire moments of optimism & happiness through our brands & actions To create value & make a difference

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Objectives Mission

Vision

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Vision

People: Inspiring each other to be the best we can be by providing a great place to work. Portfolio: Offering worldwide a portfolio of drinks brands & satisfy people needs & desire. Partners: Nurture winning network of supplier & customer together build loyalty. Planted: Being a responsible global citizen that makes a difference by helping to build & support sustainable communities.• Profit: Maximizing long term return to shareholders, while being mindful of overall responsibilities• Productivity: Being a highly effective ,lean & fast moving organization.

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ValuesWork smart

Focus on market

Be brand

Act like owners

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Executive summary

Doubling the revenues by 2020w Making a positive difference between communitiesCompany as a responsible citizen a) Sustainable water use & packing b) Climate protection Lift the corporate brand Image Connect with global middle class by creating new products & packaging formats for all life styles & occasions

Choice: Provide a range of products for making choices to suitable diets and active life styles . Balance : Encourage sensible consumption & moderation. Honesty: Endurance in all marketing & sales activity. No marketing to children: under 12 no any product marketed to children.

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Marketing policy principle

• Feature 1• Feature 2• Feature 3 S.W.O.T Analysis

Pests Analysis Market analysis

Internal Environment

External Environment

Strength

weaknessopportunity

Threats

Political

Economical

Social

Technological

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Situation Analysis

Internal Environment :

External Environment

Offers efficiency in the production process, by using itsPersonnel management skills & proper communication channels & avoid inefficiencies in any phase of production line.

Can effects the whole company as it is consist of powerful forces which can bring changes that create opportunity & threats in market place. Company must be aware of fluctuations in the economy, changing customer attitude & value.

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Market Analysis

• The best global brand.• World largest market share.• Strong marketing & advertising.• Corporate social responsibility

•Negative publicity. •Low profits in strong area.•Supply is restricted.•Brand failures

•Increase in demand for bottle consumption. •Growth of beverage consumption.•Aggressive acquisitions.

•Increase competition.•Change in the customer preferences.•Negative health effect.•Water scarcity.

Changes in non-alcoholic business era

Changes in law & regulations

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Analysis

Political factors : Include

Political conditions in international market

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Changes in law & regulations

“accounting standards, taxation requirements and environmental laws either in domestic or foreign authorities”.

Political cont…..

Changes in non-alcoholic business era

Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.

•Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.•Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.•: Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.•: Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.•: Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.•Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.•Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.•Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.•Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.•Competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals.

Political conditions in international market

Civil conflict, governmental changes, and restrictions concerning the ability to relocate capital across borders.

Your Text HereEconomic factors

Coca cola has remarkable experience Committed to local market Paying attention to what people from different cultures & backgrounds like brinks,& where & how they like to drinkRemain competitive & develop more new drinks to satisfy its markets.

Social factor

Foreign environment have influenced the coca cola strategies in international marketingCulture & language effects marketers strategy ,in term of translating product name ,slogans & promotion messagesHas continued changing , improving & developing new drinks to appeal to local tastes

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Social contn…

Like after discovering coke did not appeal much in Japanese consumers, develop over 30 new drinks are Asian tea, coffee & fermented milk.Similarly in china ,coke launched fruit juice drinks ice tea & soy milk drink.

Technology factors

It plays vital role for advertising company's products.Internet & television uses for advertising through media, it help in selling products & advertising makes products attractive.Due to advance technology uses in machineries , production has tremendously increased.

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•Have large ,loyal group of stable customers•Cost management•Product differentiation •Marketing growth slow & become a key determinant of profitability•Main advantage is establishment strong branding & stable profitability to subsidize domestic cola wars

Coca

col

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Your Text HereMarketing objective

o Starting point of marketing plan. o Help to motivate individuals & teams to reach a common goal.o Provide an agreed, consistent focus for all functions of an organization. o All objective should be smart i.e., : “ S” Specific “M” Measurable “A” Achievable “R ” Realistic “T” Timed

Specific: be precious about what u achieve.Measurable: quantify u objective.Achievable: are u attempting too much.Realistic : do u have resources to make objective happen(men , money , machines , materials , minutes ).Timed: state when u will achieve the objective.

Promotional Objectives: To increase awareness of the product on the market.

Objectives for Survival: To survive the current market war between competitors.

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Objectives for Growth: To increase the size of the worldwide Coca Cola enterprise by 10%.

etermined, attention turns to the target market. determined, attention turns to the target market.

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Coca cola objectives

Market Share Objectives: To gain 60% of the market for soft drinks industry by September 2007.

Profitability Objectives: To achieve a 20% return on capital employed by August 2007

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Upper classUpper middle classUpper lower classMiddle upper classMiddle classMiddle lower classThey mainly emphasize on student & teenagers, they gain their attraction by Including into the activities like:oBecoming a partner at different cultural showsoPromoting new age music & hiring pop stars into their promotion campaign.

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Positioning

Coca cola adopts various advertising & promotional strategies to create an increased demand in market by associating with life style & behavior & mainly targeting value based advertising.

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A planned mix of the controllable elementsOf a product’s marketing plan commonly termed as 4Ps: Product Place Price Promotion These four elements are adjusted untilthe right combination is found that serves The needs of the product’s customers, while generation optimum income.

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The company has the widest portfolio in the beverage industry comprising of 3300 products .Beverages are divided into diet category, 100 % fruit juices, fruit drinks, water, energy drinks, Tea & coffee etc. As per Nielson’s data , coca cola is the No.1 brand in sparkling beverages, juices& retail packaged water. Coca cola has market presence around 200 countries. Coca cola brands In Pakistan are Fanta, Maza, Rani pulppy , Diet coke, Sprite, kinley , etc.

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Place

Coca cola is available all over the world. The distributing system of coca cola follows the FMCG distribution pattern. The effective distribution network of coke has almost eroded the small & middle level players in the market. In Pakistan they have captured even the rural market by extensive distribution in all over.

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Price

Due to the availability of range products the pricing is done according to the market & geographic segment. Each sub-brand of coca cola has a different pricing strategy. Their pricing strategy is based on the competitor to coke. Pepsi is the direct competitor to coke. Beverage market is said to be a oligopoly market (few sellers & large buyers), hence they form into cartel contract to ensure a mutual balance in pricing between the sellers.

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Promotion

Advertising the Coca cola company uses advertising as it main source of increasing consumer awareness. It mainly uses the television. There are many television advertisements on coca cola products. This source allows the company’s products to reach a large audience.

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