Project Report on Marketing Environment Of
By Abdul Jamil Siddiqui REG NO: 54868
& Syed Yasir Arafat REG NO: 54945
MBA PAF Karachi Institute of Economics & Technology City Campus
Index Page Abstrac Abst ractt
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Table of contents Introduc Intr oduction tion
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1.1 Mission, Vision & Values of Coca Cola
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1.2 Objective Objectives s Of Coca Cola
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Chapters Chapter# 1 Marketing Environment Environmen t
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Chapter# 2 Micro Environments affecting Coca Cola I.
The Company
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II.
Market Marketing ing Interm Intermedi ediari aries es
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III. III. Supp Suppli lier ers s
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IV. IV. Cust Custom omer ers s
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V.
Com Competit etito ors
VI. VI. Publ Public ic
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Macro Environments affecting Coca Cola 1.
Demo Demogr grap aphi hics cs
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2.
Econ Econom omic ic fact factor ors s
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3.
Soci Social al fact factor or
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Tech Techno nolo logi gica call fact factor or
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5.
Cult Cultur ural al fact factor or
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6.
Poli Politi tica call fact factor or
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7.
Natu Natura rall fact factor or
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Chapter# 3 Conclusi Conc lusion on
Referen Ref erences ces
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Appendices 18
Abstract
The Coca-Cola Company Company is a global business enterprise and one of two main soft drink sellers. Study of this report helps the reader to know that how Coca2
Cola has achieved its current market position. This report enlightens those factors that company has adopted during its long journey of 52 years in Pakistan. This report includes i ncludes the introduction, micro and macro environment environment factors affecting coke. The reader of this report can expect that after having complete study he/she can certainly have a broader view the marketing environment of Coca-Cola that who are the competitors what are the company’s internal factors & customers, its external factors like economic, natural & technological technological are affecting Coca-Cola Company.
1. Introduction The Coca-Cola Company began operating in Pakistan in 1953. Coke, Fanta Sprite & Kinley are the brands with whom Coca-Cola is operating in Pakistan. The Coca-Cola System in Pakistan operates through eight bottlers, four of whic which h are are majo majori rity ty-o -own wned ed by Coca Coca-C -Col ola a Beve Bevera rage ges s Paki Pakist stan an Limi Limite ted d (CCBPL). The CCBPL plants are in Karachi, Hyderabad, Sialkot, Gujranwala, Faisalabad, Rahim Yar Khan, Multan and Lahore. The remaining two plants, indep independ endent ently ly owned owned,, are in Rawal Rawalpin pindi di and Pesha Peshawar war.. The CocaCoca-Col Cola a System in Pakistan serves 70,000 customers/retail outlets. The Coca-Cola Syst System em in Pakis Pakista tan n empl employ oys s 1,80 1,800 0 peop people le work workin ing g cons consta tant ntly ly for for the the company. During the last two years, The Coca-Cola Company in Pakistan has invested over $130 million (U.S) and coke has successfully provided 51 years of dedicated service to its customers in Pakistan. Since the beginning of Coke Company the firm has been continuously changing its slogans (Appendix.1) and that’s a very creative idea to get the attention of the customers. 1.1 Mission, Vision & Values of Coca Cola (Reference 1)
The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottling partners.
Our Mission
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. 3
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To refresh the world... To inspire moments of optimism and happiness...
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To create value and make a difference.
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Our Vision
Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. •
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People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.
Productivity: Be a highly effective, lean and fast-moving organization. Our Winning Culture •
Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality. Live Our Values Our values serve as a compass for our actions and describe how we behave in the world. • • • • • • •
Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, it's up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we do well
Focus on the Market • • •
Focus on needs of our consumers, customers and franchise partners Get out into the market and listen, observe and learn Possess a world view 4
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Focus on execution in the marketplace every day
Be insatiably curious Work Smart •
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Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent
Work efficiently Act Like Owners •
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Be accountable for our actions and inactions Steward system assets and focus on building value Reward our people for taking risks and finding better ways to solve problems
Learn from our outcomes -- what worked and what didn’t Be the Brand •
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Inspire creativity, passion, optimism and fun
1.2 Objectives Of Coca-Cola The company has sales based objective .Every thing else (marketing plan, advertising plan, production etc.) is derived from this objective. Currently the company‘s objective is to “Increase the volume of sales up to the maximum level as much as possible during the current fiscal year.”
The company sets its objective keeping in view the past performance, Historical trends, trends, current current market market positi position, on, economi economic c conditi condition, on, macro macro environm environment ent and micro micro environment factors, social values, market size and growth rate ,future expectations and predictions.
Chapter# 1 Marketing Environments
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The forces outside outside marketing marketing that affect marketing marketing management ability to develop and maintain successful relationships with its target customers. There are two types of marketing environments that may affect any company’s operation, Microenvironment and and the the Macr Macro o envi enviro ronm nmen ent. t. The The Coca Coca-C -Col ola a Comp Compan any y also also has has its its Mark Market etin ing g Environments which affect on its business.
Chapter# 2 Micro environment factors affecting Coca Cola Micro Environments Environments are the internal environments environments of any company like company itself, itself, marketing marketing intermediari intermediaries, es, suppliers, suppliers, customers, customers, competitors & Public following following are the major micro environmental factors which are affecting Coca-Cola. I.
The Company
Muhtar Kent Chairman of Board & Chief Executive Officer
Joseph V. Tripodi Chief Marketing & Commercial Officer (EVP)
Coca Coca-Co -Cola la Opera Operate tes s in more more than than 200 200 count countrie ries s and and a mark market et port portfo folilio o of 3000 3000 beverage products including Carbonated Drinks, Sparkling Drinks and still beverages like mineral water, juices, coffee & Energy Drinks (Appendix. (Appendix. 2). Head quarters in Atlanta, Georgia Coca-Cola have more than 92400 associates across six operating group groups s Euras Eurasia ia,, Latin Latin Ameri America ca,, Nort North h Amer America ica,, Pacif Pacific ic & bottl bottlin ing g Inve Invest stme ment nt as Corporate. (Reference 2) In Pakistan Coca-Cola working under the Eurasia group Coca-Cola business Strategy is based on local marketing they establish there plant in the country where they want to do business instead of exporting. In Pakistan they have there production plants in. Karachi, Lahore Lahore,, Hydera Hyderaba bad, d, Rhim Rhim yar yar Khan, Khan, Faisal Faisalaba abad, d, Rawa Rawalp lpin indi di,, Mult Multan, an, Sial Sialko kot, t, Gujranwala & Peshawer. There There market marketing ing Depart Department ment working working close close with with other other depart departmen ments ts like like purchas purchase, e, accou account nts, s, dist distri ribut butio ion n etc etc to achi achiev eve e there there goal goal.. Foll Follow owin ing g is the the organ organiz izat atio iona nall Departments of Coca-Cola. (Reference 3)
a. MARKET MARKETING ING DEPART DEPARTMENT MENT
The Coca Cola marketing department develops core strategies for company brands to ensure that all communication is consistent in every market. With this cohesive effort, the Coca-Cola system maximizes its resources for market leadership and profitable 6
growth. The marketing departments are responsible for marketing the products and advertising the products and promoting the products. If all these departments perform their duty firmly then the objectives of The Coca-Cola Company will meets. b. FINA FINANC NCE E DEP DEPAR ARTM TMEN ENT T
The finance department of the Coca Cola Company is responsible for financial record keeping. This involves keeping records of money received and paid out. The financial records will be used to produce the annual reports for the shareholders so that they can see the company performance. The Finance department is also responsible for the management accounts of the business like marketing etc. The Coca-Cola Company finance department is also responsible for making budget of the company and for each department department like marketing marketing department or research research and development department. department. They will also be involved in the planning process like taking over or any major decision. c. PACK PACKAG AGIN ING G DEPA DEPART RTME MENT NT
The packaging department of Coca-Cola Company is responsible for the packaging of the products. They have to make the packaging attractive so that that product meets the eyes of the consumers. Bringing new products package is their responsibility. It works with with the the comp compan anie ies s bott bottliling ng part partne ners rs to prod produc uce e an attr attrac acti tive ve comb combin inat atio ion. n. d. SALE SALES S DEPA DEPART RTME MENT NT
The sales department of the Coca Cola Company is to coordinate the selling program. They also have to make the distribution methods, etc. Also, decide how much to sell and how much to store in the warehouse and to choose the transporting transporting method method which is the most cost efficient and the quickest way. e. RESEARC RESEARCH H AND AND DEVELOP DEVELOPMENT MENT DEPART DEPARTMEN MENT T
This This depa depart rtme ment nt has has thei theirr budg budget et give given n by the the fina financ nce e depa depart rtme ment nt and and thei their r respons responsibi ibilit lity y is to invest investigat igate e new product products. s. They work work closely closely with with marketi marketing ng by looking at marketing research findings. They have to bring new products in the market for the change because the consumer cannot stick with the same old products. If necessary then they also have to improve the quality of the products. The Coca-Cola Company research department has done a lot of research and recently they have launched launched many new products products like Diet coke with lemon, Fanta Tropical, Minute maids, Fanta raspberry, Fanta blue berry etc. f.
ADMI ADMINI NIST STRA RATI TION ON DEPA DEPART RTME MENT NT
This department is essential for keeping the business going. They act as a help support of the the comp compan any, y, it is not not the the cent centra rall purp purpos ose e the the busi busine ness ss but but ever every y busi busine ness ss organization would need this department. Most businesses rely on administration to be organiz organized. ed. They deal deal with with enquiri enquiries, es, give give messag messages es produce produce documen documents ts and give give 7
information to any customer. The complaints that this department will get would be transferred transferred to the research and development development department to make the product better better or fix the problem that the consumer is having. These departments are the most important department of The Coca-Cola Company because they helps the company to meets the objectives of The Coca-Cola Company i.e. surviving, customer satisfaction and make more profits. As I said that the help desk department satisfies the customer by providing the information they needs and taking the complaints and passing to the research and development departments who improves the products. II.
Marketing Intermediaries
Marketing intermediaries help the company to promote, sell and distribute its goods to the the end end users users.. Inte Interm rmed edia iari ries es incl includ ude e resel reselle lers rs,, dist distri ribut butio ion n firm firms s and and marke marketi ting ng agencies. When we talk about coke, Coke Company in Pakistan as well as abroad have recognized the importance of working with their intermediaries. For example recently Coke signed ten years deal with US based company Wendy that it will provide provide coke to all all the the fast fast food food chai chains ns loca locate ted d in US. US. Wend Wendy y in this this case case is a big big exam exampl ple e of intermediary for coke. In Pakistan other than various resellers, McDonald is one big party that is reseller of coke and also Subway is a big reseller of coke. Similarly there are thousands of private agencies (intermediaries) that are working for coke to distribute the product to the shopkeepers and retailers all over the country. Curr Current ently ly ther there e are 46 distr distrib ibut utors ors worki working ng in Laho Lahore. re. Coke Coke Comp Company any uses uses two two techn techniq iques ues for for dist distri ribu buti tion, on, direc directt dist distri ribu buti tion on and and indi indire rect ct dist distri ribut butio ion. n. In direc directt distribution company uses no agencies or middlemen to distribute the soft drinks but company has its own system of distribution that includes Company’s trucks and labor as well. The other way is indirect distribution in which company opts for various distributors that take the product from factory to the retailers and resellers. III. III. Supp Supplie liers rs
Suppliers Suppliers always play an important role in any company’s operation. operation. Suppliers provide resources and raw material that company requires to produce the goods and services. Coke company suppliers in Pakistan vary with respect to the raw material they provide. Following is a brief list of different suppliers of coke.
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Baluchistan Glass Limited provides glass bottles of all sizes that are used in bottling. (Reference. 4) ShangHai Plato chemical co. Ltd provides pet bottles with the labels. Labels are designed by the Packages Ltd. (Reference. 5) Saharan Mills Limited provides the quality sugar in hygienic packets. Vanillin Intercool Pakistan provides the machinery such as visicoolers and chest coolers for the chilled coco-cola. 8
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provides s indust industria riall Dyna Dynami mic c Equi Equipm pmen entt and and Cont Contro rols ls (PVT (PVT)) Limi Limite ted d provide refrigeration solutions, dispensing equipments, complete bottle line and capping machines. (Reference. 6)
IV. Custome Customers rs
Recent survey shows that coke is the only product in the world with which more than 85% of the population is well aware of. All the companies have to keep updated study of their customers and in case of coke the company has always maintained excellent customer retention. Value of customers for coke can be understood by these factors that coke spends lot of efforts (financial and human resource) on customer research. For example, Coke knows through market survey that we put 3.2 ice cubes in a glass and one million of US population drinks coke with breakfast every day. This is how coke has been favorite drink of customers for centuries. Coke Coke custo custome mers rs vary vary mass massiv ivel ely y in term terms s of age. age. From From kids kids to young youngst sters ers,, from from youngsters to elders and from elders to older, coke has always captured high customer attention from decades. We can divide coke customers in different categories. a. Consumer Market:
This is the group of consumer from where coke purchases are at the highest level because consumer market includes individuals and households. Households mostly buy coke for daily use in large number and purchasing by individuals is also the case of repeat purchase. Healthy consumer market is a big advantage for the company. b. Reseller Market
Reseller market of coke is very large all over the world. This is the market, which buy the product from company and resell it at profit. In Pakistan McDonald is the biggest example of reseller of coke. McDonald purchases coke from the company and sell it with each fast food deal served at restaurant. The survey shows that each branch of McDonald McDonald located in Lahore & Karachi sells approximately approximately 500-700 liters of coke daily to its customers. Subway is also has contract with Coca-Cola to serve coke with its every salad & sandwich.
c. International Market
Interna Internatio tional nal market market consists consists of those those buyers buyers who are in other other countr countries. ies. Coke is worl worldw dwid ide e know known n produ roduct ct and and ever every y coun counttry where here coke coke is been been sold sold has has a manufacturing unit of its own. Similar is the case in Pakistan. Coke manufacturing plants are in Karachi, Hyderabad, Sialkot, Gujranwala, Faisalabad, Rahimyar Khan, 9
Multan and Lahore and these plants are producing the drink for the local use. So in Pakistan there are no international buyers of coke.
v. Competitors All All over over worl world d there there are are two two soft soft drin drink k gian giants ts,, Coke and Pepsi. The compet competiti ition on between two companies has always been neck to neck. Both these companies keep on try to take lead in terms of pricing, packaging, promoting and placing. Pepsi is a world leader in convenient foods and beverages, with revenues of about $27 billion and over 143,000 employees. Pepsi brands are available in nearly 200 countries and territories. As we compare the products of these two competitors we come to know that Coke has two flavors in Pakistan that is coke plain and coke diet where as similar is the case with Pepsi as only these two flavors are available of Pepsi as well. So in this perspective both parties have equal strength. However competition is at its peak in terms of pricing. So many times we see that as soon as Pepsi lower downs the price of 1 liter pet bottle or disposable disposable drink, Coke adjusts its price right away so that they may not loose their customers. Although both these brands have sufficient amount of buyers all over the world but still both the companies strive to achieve the market leader posit positio ion. n. Coke Coke even even afte afterr 99 succe success ssfu full years years in US stil stilll tryi trying ng best best to be more more innovative. Coke manufacturers spent two years and 4 Million $ on research before settling on a new formula and finally came up with “sweeter new coke” and later on with “cherry coke”. Companies make all these efforts to give more customer value and satisfaction than its competitors. In Pakistan recently a few other beverages are also introduced such as Mecca-Cola and Amrat-Cola but currently these soft drinks are not a threat for coke due to their very low market share and secondly due to brand loyalty of customers for coke.
Competition Worldwide
Competition in Pakistan
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., 10%
60%
., 36%
Coca-cola
Coca-Cola
Pepsi
Pepsi
Other
Others
30% 10%
54%
vi. Public
Every country has different type of public which effect any business in the country most effective public for Coca-Cola is media public. Media plays a vital role in Coca-Cola in Pakistan. Media Public
The field of advertisement is one area where Coca-Cola has always emphasized. In year 2000 Coca-Cola unveiled the biggest advertising billboards in the history of Pakistan. Each unveiling was marked by entertainment and light shows watched by thousands of people. Similarly in July 2000 Coca-Cola launched its first under the crown promotion promotion by the name of Dream Vacations in which the consumers consumers could collect caps of promotional bottles of Coca-Cola like Sprite, Fanta and Coke. Internal Public
Our company is built around two core assets, its brands and its people. That's what makes working here so special. We believe that work is more than a place you go every day. It should be a place of exploration, creativity, professional growth and interpersonal relationships. It's about being inspired and motivated to achieve extraordinary things. We want our people to take pride in their work and in building brands others love. After all, it's the combined talents, skills, knowledge, experience and passion of our people that make us who we are. Our 92,800 associates associates around the world live and work in the markets we serve -- more than 87 percent of them outside the U.S. In this geographically diverse environment, we learn from each market and share those learn quickly. As a result, our Company culture is ever more collaborative. From beverage concept and development to merchandising, our assoc associa iate tes s are shar sharin ing g ideas ideas acros across s depa depart rtme ment nts s and and marke markets ts in new ways. ways. Consequ Consequent ently, ly, our associ associate ates s are increas increasing ingly ly enthusi enthusiast astic ic about about their their work work and inspired to turn plans into action. (Reference 7)
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Macro environment factors affecting Coca Cola 1. Demo Demogr grap aphi hics cs
Coca Coca cola cola knows knows its its peopl people e very very well well.. It offe offers rs diff differe erent nt flav flavors ors & pack packagi aging ng according according to its customer’s customer’s taste. It offers following following sizes & every size is targeting targeting different slots of customers. 1. 2. 3. 4. 5. 6.
SSRB (Sta (Standar ndard d size retu returnab rnable le bottle bottle)) LRB (Lar (Large ge size size retur returnab nable le bottl bottle) e) NRD (Non-re (Non-retur turnabl nable/ e/ Disposa Disposable ble bottle bottle)) PET (Plast (Plastic ic Bottle Bottle 500 ml) PET (Plast (Plastic ic Bott Bottle le 1.5 1.5 liter liter)) CANS CANS (ti (tin n pac pack k 330 330 ml) ml)
It targ target ets s its its diff differ eren entt size sizes s acco accord rdin ing g to cust custom omer ers s of diff differ eren entt age age grou groups ps & occupations. •
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SSRB is generally targeted to young children & people going to schools & universities. It is also targeted to the people of lower class. LRB & PET 1.5 liters is usually consumed by households &I s one of its economy packs. Disposable bottles are for the “on the go” people. As they don’t have the time to stand at a spot & drink the whole beverage. PET 500ml was introduced, on the basis of the analysis, which shows that people nowadays are in a trend to drink two 250ml coke bottles together. As Coca Cola is a company who knows its consumers very well, they introduced the 500ml Pet bottle. Busi Busines ness s exec execut utiv ives es alwa always ys expect expect somet somethin hing g diff differ eren entt for for them them form form an organization, so Coke CANS were the answer to their expectation from coke.
Different flavors always attract different types of people. They are for the people who always want to try something new. •
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Classic coke is the one suitable product who don’t want a change in their life or who don’t want to try something new. Keeping the people in view who are fitness oriented, health conscious & diabetic patients Diet Coke is the solution for all their beverage problems. was intr introd oduc uced ed for for the the peop people le who who want want a more more sweet sweeten ened ed Vanilla Vanilla Coke Coke was beverage & who are looking for vanilla in everything they have. Cherry & Lime Coke is targeted to the people who want something citrus.
Coca Cola launches its product after they study their customers in deep detail & conc conclu lude de that that what what thei theirr custo custome mers rs reall really y want wants s from from them them.. Cons Consum umers ers alway always s welcome Coca Cola’s product, as they know that Coca Cola is the one who knows them the best. 12
2. Econ Econom omic ic fac facto tors rs
Economic factors do affect a company in negative & positive manner. Coke is not an exception here, it is affected if there is inflation in the country & as a result coke increases increases its prices. Pepsi is always waiting waiting to take a competitive competitive edge. The increased increased price is a high negative effect on coke. Coke has employed 1800 workers in the last two years & huge amount of revenues have been collected from Pakistan. The economy worl worldw dwid ide e was was dist disturb urbed ed by the the inci incide dent nt of Sept Septem embe berr 11th,2001. ,2001. The dispos disposabl able e income of the people of Pakistan is increasing day by day & coke that was thought as a luxury good is now becoming a necessity. 3. Soci Social al fact factor ors s
Coke, a customer oriented company, always take steps for the welfare of its consumers. The recyclable products used in manufacturing manufacturing coke helps save people’s environment. environment. Coke is also helping the needy & knowledge seeking people with fewer resources by providing them books, scholarships & opportunities to work. Coke has launched a program in Gujranwala Gujranwala & Rahim Yar Khan, Pakistan Pakistan where it provides basic education to children (Reference. 8) . Coke has also launched programs to increase awareness abou aboutt the the cons conser erva vati tion on of wate waterr & natu natura rall reso resour urce ces, s, clim climat ate e chan change ges, s, wast waste e environment education & recyclable products. The The CocaCoca-Co Cola la Expo Export rt Corp Corpora orati tion on (TCCE (TCCEC) C) has has setset-up up an endo endowm wment ent fund fund at Pakistan's premier university, Lahore University of Management Sciences (LUMS). The fund, donated by The Coca-Cola Foundation, will be used for funding entire education of 02 students for 4 years of Bachelors program at LUMS's School of Science & Engineering. These students belong to underprivileged areas of Pakistan but their educational record is extremely impressive and they are called Coca-Cola Scholars.In 2005 2005,, TCCE TCCEC C star starte ted d ‘Ado ‘Adopt pt-a -a-S -Sch choo ool'l' prog progra ram, m, unde underr whic which h we adop adopte ted d 05 government government schools and supported supported them by building classrooms, parks, providing free books, furniture furniture etc. Also, TCCEC has long supported supported CARE Foundation Foundation for providing free education to underprivileged children of Punjab province. (Reference. 9) 4. Techn Technolo ologi gical cal facto factors rs
Technology in any field is effecting the development of that industry at a high rate. Beverage industry is also affected by the technological factors but in a positive manner. The new methods of filling the bottles, the refrigeration methods, the disposable bottles, the PET bottles all made so many changes to the Coke which is one of the giants in the beverage industry. Coke is adopting all the new technologies available. Coke is being supplied with the refrigerators, visichest coolers & many more for keeping the bottles chille chilled, d, as they they claim claim in the subcontin subcontinent ent "thand "thanda a matlab matlab Coca Coca Cola". Cola". Coca Coca Cola Cola Company got the technology of dispensers so they give Coke to people that is as fresh from the fountain. Coca Cola Company has adopted the technology for the usage of 13
PET bottles, which are also environmental friendly. Coca Cola Company adopted the recycling method to keep its environment clean & also to have the soft corner in peop people le's 's hear heart. t. Coca Coca Cola Cola Comp Compan any y is prod produc ucin ing g new new pack packag agin ing g size sizes s with with differentiated packaging with the help of new technology everyday. 5. Cult Cultur ural al fact factor ors s
Culture of Pakistan is gourmet, music, sport & religious oriented Coca-Cola has many opportunities in any occasion in Pakistan Coca-Cola Coca- Cola always there, like a.
Coca Cola & Cricket
Pepsi is one of the biggest official sponsors sponsors of cricket & is also the official drink of crick cricket et.. Coke Coke is there there,, givi giving ng Pepsi Pepsi a toug tough h time time.. Coke Coke has has spons sponsore ored d eight eight Pakistani Pakistani cricket cricket players. Coca Cola is targeting targeting cricket cricket as it is one the famous & growing all over the world. b.
Coca Cola & Musical Concerts
When you think of Pakistani Punjabi bhangra, Abrar-ul-Haq is the first name you think of. Coca Cola is the official sponsor of Abrar. Coke sponsors almost all of the concerts concerts of Abrar. In most of the hoardings, billboards billboards & TV commercials commercials of coke, we see Abrar performing & promoting coke. Junoon is a known name all over the worl world. d. Coke Coke targe targete ted d its its cust custom omer er thro through ugh music music celeb celebri riti ties es & asks asks them them to perform in their concerts & commercials. You see Junoon performing a desire of having a coke is rite in you. c.
Coca Cola & Food Mela
This is the century when food industry is at its boom. Coca cola organizes food melas for the people. In Karachi, coke treated thousands of people by bringing 50 bustling restaurants all together in one area. All those restaurants were offering coke as the only beverage in the food mela. d.
Coca Cola & Basant
Basant is one of the biggest events in Lahore. Coke was the official decorator of Lahore hired by PHA. Coke has promoted its products so much with relevance to basant that at basant whenever you want to drink something chilled, the first name you think of is Coke. It is there in the mind of the people that “Where there is Basant there is Coca Cola”.
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Coke in Ramzan & Eid
Eid & Ramazan is one of the holy events of muslims. Coke earns its great revenues in the month of Ramazan & at the time of Eid. It offers new packaging or great discount offers also special offers at Eid. 14
6. Poli Politi tica call fact factor or
Political factors usually effects company working on the international level doing imports & exports. Coke usually performs its operations in the local market.
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Coke is not usually affected by government regulations & deregulations as no major changes occur in the food laws. Coke is a very environmental friendly product. From the caps till the labels on the PET bottles, everything is recyclable. Depreciation of currency generally has no major effects on Coke they really don’t do imports & exports on large scale. They try to be local market oriented, they keep at least one company owned plant in a country. Sudden changes in political conditions in a certain country doesn’t effect much on Coke, as it is a purely consumer product. Pressure groups tried to de-market Coke in Pakistan by spreading the rumors that the revenue collected from coke goes to the Jewish lobby.
7. Natu Natura rall Fact Factor or
Water is vital to both WWF and The Coca-Cola Company. Beverages are The Coca-Cola Company's business, and water is the main ingredient in every product we make. Safe water also is vital to the sustainability of the communities we serve. WWF's mission is the conservation of nature and the protection of natural resources for people and wildlife. Protec Protectin ting g freshw freshwate aterr ecosys ecosystem tems s is a top priority priority in WWF's WWF's work. work. Now, Now, through through a partnership announced on June 5, 2007, we are combining our international strengths and resources to support water conservation throughout the world. ATLANT ATLANTA, A, April April 20, 2007 2007 - The Coca-Co Coca-Cola la Company Company today today announce announced d that that it was implementing measures to reduce energy consumption at its two million square foot world headquarters by 23 percent and reduce its water consumption by nearly 15 percent. These efforts are expected to eliminate more than 10,000 metric tons of carbon dioxide emissions each year, which is the equivalent of removing 2,000 cars from the road. "By
taking bold measures to conserve conserve natural resources in our own backyard, backyard, we want to send a message to companies and individuals that combating a leading global environ environmen mental tal problem problem demand demands s local local action action," ," said said Bryan Bryan Jacob, Jacob, the Coca-Co Coca-Cola la Company's energy and climate protection manager . "We all have a role to play, from from using using energy-e energy-eff ffici icient ent lighti lighting ng where where we can, can, to repairi repairing ng leaky leaky faucet faucets s and watering our lawns only in the morning and the evening. Each leaky faucet in our homes or offi office ces s coul could d be wast wastin ing g 180 180 gall gallon ons s of wate waterr per per week week." ." (Referen (Reference ce 10) We have a role to play in helping the communities we rely upon. We know that to make a meaningful difference, we must focus our efforts beyond the confines of our own bottling plants. 15
Today, nearly one-sixth of the world's population -- more than 1 billion people -- doesn’t have access to safe drinking water. Approximately 2.6 billion don't have adequate sanitation. Due to the issues surrounding water, billions of people are vulnerable to disease and food insecurity. We work work clos closel ely y with with our our supp supply ly chai chain, n, loca locall comm commun unit itie ies, s, gove govern rnme ment nts s and and nongovernment organizations to replenish water to nature and communities. In fact, since 2005 we have been involved in more than 250 community water partnerships in 70 countri countries es to support support locall locally y relevan relevantt initia initiativ tives, es, such such as watersh watershed ed protect protection; ion; expandi expanding ng communi community ty drinki drinking ng water water and sanita sanitatio tion n access; access; agricul agricultur tural al water water use effici efficiency ency;; and educati education on and awarene awareness ss programs programs.. In 2009, 2009, we asked asked respect respected ed experts to work with us to calculate the water benefits of these projects. (Reference 11)
Chapter# 3 Conclusion In the end we learned In Pakistan as compared to Pepsi, Coca-Cola has less number of consumers as Pepsi’s market share in Pakistan is approximately 58% where as coke market share is hovering about 32% but worldwide Coca-Cola has 60% whereas Pepsi has 30%. Coca-Cola’s environmental factors are positive The Company is working with teamwork by joining its all departments its resellers are the well known & reputable restaurants of the world it using two types of medium of distribution which are cost effective suppliers of Coca-Cola are local in Pakistan so it save lots of importing cost of raw raw mate materi rial al as we disc discus uss s abov above e that that coke coke bran brand d know known n by 85% 85% of the the worl world d population population so they have massive consumers competition competition of Coca-Cola Coca-Cola is very tough in Pakistan with Pepsi. Its promoting Pakistan’s cultural Environment at its best level demogra demographi phical cally ly coke coke fulfil fulfillin ling g the consume consumerr requir requireme ements nts in Pakista Pakistan. n. Coca-Co Coca-Cola la working on natural environment to reduce co2 level in the globe & providing safe water to community. Socially Coca Cola is doing god work by providing scholarships & basic Educational program in Pakistan. Technology of Coca-Cola is very Competitive in this Modern Era.
References 1
http://www.thecoca-colacompany.com/ou http://www.thecoca-colaco mpany.com/ourcompany/missi rcompany/mission_vision_values.h on_vision_values.html tml
2
http://www.thecoca-colacompany.com/ou http://www.thecoca-colaco mpany.com/ourcompany/index.h rcompany/index.html tml
3
http://www.scribd.com/doc/24172639/p http://www.scribd. com/doc/24172639/project-on-Coca-Cola-in-Pakistan roject-on-Coca-Cola-in-Pakistan
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4
http:/ http://ww /www.b w.balo alochi chista stangl nglass ass.co .com/ m/cli client ents.h s.htm tm
5
www.tradekey.com/profile.../Shan www.tradekey.com/p rofile.../ShangHai-Plato-chemical-co gHai-Plato-chemical-co-Ltd.htm -Ltd.htm
6
DYNAMI DYNAMIC C EQUI EQUIPM PMENT ENT & CONT CONTROL ROLS S (PVT (PVT)) LTD. LTD. F-1/23, Canal Cottages, Block-D New Muslim Town, Lahore 54000, Punjab, Pakistan URL: http://www.dynamic-eqpt.com.pk
7
http://www.thecoca-colacompany.com/ou http://www.thecoca-colaco mpany.com/ourcompany/meet_our rcompany/meet_our_people.html _people.html
8
http://www.dailytimes.com.pk/defau http://www.dailytimes.com.pk/default.asp?page=story_24-12-2003_pg7_ lt.asp?page=story_24-12-2003_pg7_16 16 (Paragraph No 9)
9
http://www.thecoca-colacompany.com/citi http://www.thecoca-colaco mpany.com/citizenship/education. zenship/education.html html
10
http://www.thecoca-company.com/presscenter http://www.thecoca-com pany.com/presscenter/nr_20070420_corporate_redu /nr_20070420_corporate_reduce_energy_consumption ce_energy_consumption.html .html
11
http://www.thecoca-colacompany.com/ci http://www.thecoca-colaco mpany.com/citizenship/watershed_pro tizenship/watershed_protection.html tection.html
Appendices
Appendix 1 Slogans of Coca Cola in Pakistan
1886 Drink Coca-Cola 1908 Get the genuine 1923 Enjoy thirst 1934 When it's hard to get started, start with a Coca-Cola 1942 The only thing like Coca-Cola is Coca-Cola itself 1956 The friendliest drink on earth 1963 Things go better with Coke 1993 Always. Coca-Cola 2001 Life is Good 2003 Jo Chaho Ho Jaye Coca Cola Enjoy 2004 Flight Of Delight 2005 Galay Delicious Taste 17
2006 Thanda matlab coca cola 2007 khaly pily jila coca cola 2008 Aja jashan mena ly 2009 Always Coca Cola
Appendix 2 Products
Coke Classic Dite Coke
Limca
Fanta
Mazaa
Sprite
Sprite 3G
Coke Zero
Minute made
Tab Energy Drink
For More Product Review Visit http://www.thecoca-colacompany.com/brands/index.html
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