PRINCIPLES OF MARKETING

Project on Coca-Cola Company

BENAZIR BHUTTO SHAHEED

UNIVERSITY, LYARI.

Submitted By: Submitted To:

Sidra Adil Khan Sir Mudassir Hussain
BBA 6th Batch, 5th Semester
261-BBA/15-S

TASTE THE FEELING

 Acknowlegment:

First of all I’d like to thank the Almighty Allah for showering his grace
on me and his gift of increasing knowledge and strength which has made
me complete the Coca-Cola project with all my interest. It was such an
owner and privilege for me to collect the information about this
company project. I'd not be able to complete this project without the
help of cooperation.
My sincere gratitude goes to Sir. Mudassir Hussain, who is my mentor
and gave me chance to prove myself , who guided and instructed me
throughout the course and for this project. Without him it was
impossible to the project this interestingly.
I'm thankful to Miss Aisha and Miss Sara for their instructions which
helped me out when i got problems during the project work. and I'd like
to thanks BBSUL and the department of Business Administration for the
support during this project.
Last but not the least I take this opportunity to thank my Parents and
friends who have encouraged and offered me moral support all the time.

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TABLE OF CONTENT:

Topics Pages

➢ Company Introduction 3

➢ Vision 3

➢ Mission 4

➢ Core Values 4

➢ Product line 4

➢ Boston Consult Graph Matrix 5

➢ Ansoff Matrix 6-8

➢ PEST Analysis 9-10

➢ Questionnaire 11-12

➢ Segmentation 13

➢ Targeting 14

➢ Positioning 14

➢ The Level of Product 15

➢ Individual Service and Product Decisions 16

➢ The Life Cycle of Product 16

➢ Place 17

➢ Price 17

➢ Promotion 17

➢ Conclusion 18

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 ❖ Introduction:
The Coca-Cola Company is one of the biggest producers, distributors and
advertisers of nonalcoholic soft drinks. Coca-Cola was introduced in 1886. The
Coca-Cola Company serves almost 400 brands in more than 312 countries. Coca-
Cola is a carbonated soft drinks sold in restaurants and shops all through the world.
It is delivered by The Coca-Cola Company of Atlanta, Georgia, and is frequently
alluded to just as Coke (an enlisted trademark of The Coca-Cola Company in the
United States since March 27, 1944). Initially proposed as a patent solution when it
was introduced in the late 19th century by John Pemberton, Coca-Cola was
purchased out by Asa Griggs Candler, whose marketing strategies drove Coke to
its top of the world soft drink market all through the 20th century.

❖ Vision:
Coca-Cola vision fills in as the system for their Roadmap and guides each part of
our business by portraying what they have to fulfill to keep accomplishing
sustainable, quality development.

People: Be an extraordinary work environment where individuals are inspired to

be the best they can be.

Portfolio: Bring to the world a portfolio of value soft drinks brands that forward to
satisfy consumer's desires and requirements.

Partners: Nurture a winning system of consumers and suppliers, together we

create common, prevail value.

Planet: Be a mindful citizen that creates a difference by building and support

sustainable communities.

Profit: Maximize long-term return to shareholders while being aware of our all the
general responsibilities.

Productivity: Be a highly powerful, delicate and quick-moving organization.

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Mission:
Coca-Cola's Roadmap begins with their central goal, which is persevering. It
declares their motive as an organization and serves as the standard against which
they measure their activities and decisions.

• To refresh the world...

• To inspire moments of anticipation and happiness...
• To create value and make a difference.

Core Values:
Their values serve as a compass for their activities and describe how they behave
overall the world.

• Leadership: The courage to shape a superior future

• Collaboration: Leverage collective genius
• Integrity: Be genuine
• Accountability: If it is to be, it's dependent upon me
• Passion: Committed in heart and mind
• Diversity: As inclusive as our brands
• Quality: What we do, we do well

PRODUCT LINE:
• Coca Cola
• Coca cola zero
• Diet coke
• Coca cola cherry
• Coca cola vanilla
• Sprite
• Sprite zero
• Fanta orange
• Fanta citrus
• Fanta red apple
• Fanta grapes
• Fanta pineapple
• Rani Pulpy
• Kinley
• Vitamin water

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 ❖ BCG Matrix:

Star Category:

• Rani pulpy
• Fanta
• Coca Cola

The Minute Maid juices and the Fanta and coca cola are the stars of Coca Cola
Company. As Minute Maid juices and Fanta cola have a big share in market but
market growth rate is also high for such products.

Cash Cow Category:

• Sprite
• Diet Coke
• Kinley
• Vitamin Water

Coca cola and sprite are the cash cows of Coca Cola Company. These products are
being used widely all over Pakistan and have a big market share and relative low
growth rate industry.

Question Mark Category:

• Fanta Grapes
• Fanta red apple
• Fanta pineapple
• Coca cola cherry
• Coca cola vanilla

These products of Coca Cola Company fall in question mark category because
these products have less market share but competing in a high growth market.

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Dog Category:

• Nestea
• Sprite zero
• Fanta citrus
• Minute maid

The above products are included in dogs which means it has low market share in
Pakistan market and relative low growth market.

❖ ANSOFF MATRIX:
Market Penetration:
Coca cola have adopted the penetration
strategy to promote Fanta in the market by
following concept:

‘Dare to Play?’
Campaign by
Fanta #Fanta100 Dares
Fanta has been the voice of Play in the lives of teens from a long period, and today
Fanta brings to Pakistani Teens a exclusive opportunity to grab fun for their lives.
For the execution, Fanta is using unique scratch label technology on the product
where customers will scratch the labels to disclose quirky dares like “Wear
headphones and dance for 2 minutes. Wear your cloths inside out, or Be a chicken
for 20 seconds”
It is helping Fanta by increasing the fame of the product.

Product Development:
Coca cola have converted its brand Minute Maid into Rani Pulpy.

o Minute Maid is now Rani Pulpy

Committed to providing its consumers with diverse drink option that fit their
requirements and firms in the Middle East.
In line with this vision, The Coca-Cola Export Corporation Pakistan also
developed an hostile strategy to transition its existing juice brand from Minute
Maid Pulpy to Rani Pulpy, as well as takeover and re-launch Rani Float in

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Pakistan.
The combined portfolio of Rani Float and Rani Pulpy is predictable to lead the
development of an exciting new segment of juice drinks with bits in the Pakistan
juice market.

Market Development:
The Market development strategy involves finding another gathering of purchasers
for a current existing product.
The best example of this strategy is the launch of Coke Zero in 2005. Its idea being
indistinguishable to Diet coke; the colossal taste of Coca cola however with zero
sugar and low calories. Consume less calories. Diet coke was launched more than
30 years ago , and while a large number of females drink it consistently than
whatever other soft drink brand, it became known that young men shield away
from it because of its noteworthy view of being a lady’s drink. With its shiny black
can and polar inverse promoting efforts, Coke Zero has effectively produced as a
‘manly’ appeal.

Related Diversification:
This includes the production of another classification of products that supplements
the current portfolio, so as to infiltrate a new but related market.
In 2007, Coca-Cola spent $4.1 billion to acquire Glaceau, including its health drink
brand Vitamin-water. With a year-on-year decreases in offer of carbonated soft
drinks like Coca-Cola, the brand suspects the drinks market might head less-sugary
future. So has jumped on board the developing health drink sector.

Unrelated Diversification:.
Unrelated diversification involves entry inyo another industry that need imperative
similarities with the company’s current markets. Coca-Cola generally avoids risky
adventures into unknown territories and can rather use its brand strength to keep
developing in the beverages industry.

Coca cola company have introduced so many diversified products from which few
are given below:

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 o The Coca-Cola Company’s 2016
MENA Scholarship Program
The Coca-Cola Company and the US Department of state are starting a partnership
for the 5th successive year to sponsor 100 university students from 7 different
countries from the Middle East, North Africa and Near Asia to attend a monthly
business program at Indiana University’s prestigious Kelley School of Business,
one of the top ranked business programs in the United States.

o Coke Studio
Coca cola introduced a singing platform for Pakistani singers to share their best
music experiences to their audiences and with original music setups to entertain the
music lovers by sharing their own new music. There are several seasons of the
show as well as it was hit in Pakistan, that made the owners of coke studio to run
more seasons of it.

o Coke Studio creates unique music

experience for the Deaf
Earlier the launch of Coke Studio season 9, Pakistan’s biggest music platform,
Coca-Cola Pakistan has formed a exclusive music experience for the Deaf
Community of Pakistan.
Based on the great success, Coca-Cola Pakistan decided to obtain the system for
long-term use in Pakistan, within a vision to empower more people from the Deaf
Community to also experience the music of Coke Studio.

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 ❖ PESTLE:
Coca Cola is a multinational soda or soft drink company which serves clients
around the globe. To supply consumers with their products, they take after strict
controls, hold fast to client requests, and utilize the best innovation accessible

Political factors:
Coca Cola items are helpless before the FDA. They should meet directions, given
by the legislature, to put items on store racks.

Changes in built up laws may keep Coca Cola from disseminating drinks.
Bookkeeping, charges, inner showcasing, and changes in labor laws can influence
Coca Cola along these lines.

Nonetheless, few changes are relied upon to coca cola. Following are some such
factors

• The issue of negative effect of Coca Cola producing plants on condition has
been highlighted in numerous nations. Laws for condition assurance and
stringent controls in this respects can affect the creation procedure. Coca
Cola can work towards limiting this effect by enhancing the productivity of
its procedures and decreasing wastage.
• Government changes, civil unrest, military takeover and different
disturbances influences in a nation can influence deals and operation of Coca
Cola in that nation.

Economical factor:
Coca Cola items are distributed to several countries. These nations have distinctive
traditions, societies, cultures, tastes, and yearnings. Coca Cola has changed and
refreshed how it handles its items by making new flavors to suit these consumers.

But the individuals are searching for sound option drinks. Coca Cola is attempting
minimal efforts to move in that heading.

Social factors:
Coca-Cola appropriates the majority of its goods in cultured Countries. They meet
the each and every demand of their customers. In Japan, they made 30 alternative
flavors to appeal to Japanese consumers. In China, they are making comparative
efforts.

In America, every individual focus on their health. They’re swapping sugary drinks
for waters and teas. Since these drinks are better for their health. Coca-Cola needs

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to react to these requirements by making a product the healthy American public will
respond to.

Technological factors:
Modern Machinery have helped Coca-Cola manufacture products in better and
higher amounts. Coca-Cola is also having factories in Britain with top of the name
machinery to ensure quick conveyance times and best quality product development.

Coca-Cola is now connected with their customers with the help of social media.
When they launched their name campaign by putting real names on their bottles,
customers started to take photos of the bottles with their names on the bottles. These
photos trended on overall social media such as Facebook and Instagram. This helped
Coca-Cola in increasing sales.

Legal factors:
Coca-Cola got all the legal rights by the state which is related to its business, for past
and future products with a licensed strategy.

Environmental factors:
Coca-Cola is influenced by water accessibility. Water is fundamental for the soft
drink development. But should something happen, like environmental change, the
company might be under flame.

This influences their rival, Pepsi, too. But since Coca-Cola’s products are primarily
soft drinks, with a water availability issue, the company will endure losses.

Coca-Cola needs to cling to environmental laws as they manufacture their products.

In case anything happens out of order, it can influence how they distribute products
or stop production completely.

Additionally, they can take advantage of humid climates who would enjoy Coca-
Cola drinks as a means to cool down. This works well in developing countries where
Coca-Cola would have very little ‘premium’ competition.

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 ❖ QUESTIONNAIRE :
Consumer Preferences towards Coca Cola.
Name : _____________ Institute :_______________
Age :________________ Gender : ________________

1. Which brand will you prefer if you buy soft-drink?

A-Coca Cola B-Pepsi C-Other

2. How many Coca Cola you have drink per month?

A- 1-2 B- 2-5 C- 5-10 D- 10-25

3. How do you feel the Coca Cola softs compared with those of Pepsi Co, soft
drinks?
A- Coke products have better quality
B- Coke products are better priced
C- Pepsi products have better quality
D- Pepsi products are better priced

4. Which one do you prefer the taste of?

A- Coca cola classic
B- Fanta
C- Sprite
D- Rani pulpy

5. What is your reason of buying coca cola?

A- Reasonable price
B- Taste
C- Brand name
D- Quality
E- Friend’s recommendation

6.Which of the following media will attract your attention to Coca Cola?

A. Television
B. Radio Broadcast
C. Newspaper
D. Magazines

7. Do you feel coke is the leading soft drink brand?

A- Yes B- No

8.How have you felt about previous coke ads?

A- Like them B- Love them

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C- Alright D- Never mind

9. Will you focus on Coca cola’s new product?

A- Yes B- No

10. Coca Cola’s brand image is outstanding and gives me good impression.

A- Strongly Agree B- Agree C- Strongly Disagree D-

Disagree

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 ❖ Market Segmentation of Coke :

1. Geographic

Region: Coke has been officially available in every region/country of

the world except Cuba and North Korea.
Cities/Town: Available in every city/ town of the world.

Climate: Coke’s consumption in the summer is 60% than 40% in the

winter; therefore, the company's sales are higher in the summer. It also focuses in
hot area in the world.

Density: Rural and Urban Both.

2. Demographic
Age: 15-25 years old and 40 plus.

Gender: targets both genders with wide variety drinks.

Family Type: Coca-Cola introduced its economic pack that’s how they’re
focusing on family and groups too.

Income: Coke segments different income level by packing. For example, by

packaging: for low level income the company is selling returnable glass bottle; for
high level income, the company is selling coke in tins.

3. Psychographic

▪ All psychographic variables the social class, lifestyles, occupation, level of

education and personality Coke segments everyone.
▪ But again its packaging which is different for different consumers.

❖ Behavioral

Occasions: Vacations, holidays, Parties, Birthdays as well as regular occasions

sometimes.
Benefits: Quality, services and price.
User Status: Regular user; Potential user
Usage rate: Heavy
Loyalty: Strong; Absolute
Readiness Stage: Intending to buy
Attitude towards product: Positive, Enthusiastic

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 ❖ Targeting:
Segmentation empowers Brands to characterize the suitable items for various sort
of buyers. Coca-Cola doesn’t focus on a particular fragment however adjust its
showcasing methodology by growing new products.

Age: Generally, Coke does not have a specific target and is addressed to anyone.

But the fundamental purchasers are 12-30 years of age individuals; regardless of
the possibility that there is no particular item or correspondence for under at least
12 than 30, the brand prevail with regards to contacting them, through partnerships
for example restaurants, fast foods such as McDonald’s, or thanks to its core value
among consumers. In this way, the center target gathering of people of Coca-Cola
is youth. Their focus is not gender based but rather the outcomes tells that both
genders like to utilize this product as 50/50.

Finally, Coca-Cola consider each customer as a target and a potential consumer.

All age groups are being targeted but the most potential is the age group between
18-25 which almost covers around 40% of total age segments.

Life Style: no life style is focused, however more busy life style and portable rea
(youth) are thought to be most important piece id Coke’s consumers.

Occupation: No occupation targeted but buyers are mainly students and family
oriented people.

Nature: Joyful, fun, entertainment loving.

❖ Positioning:

Coca-Cola has deliberately situated itself in the realm of the soft drink advertise
and the face an essential question: Do you need to keep in a similar place or in
concurrence with the 200 countries where the brands sells its products. The Brand
has understood this principle while ago, ‘Think global, act local’ Therefore, Coke
will keep a similar core product that is Coke, yet adjusted to show nearby needs.
They use strategic positioning in order to have the same image all around the
world. Which is success because it is perceived today as a part of daily life
everywhere. This view of the brand by customers leads to the high level of loyalty
and makes the purchasing decision more programmed.

Coca-Cola has been fruitful by utilizing Unique Selling proposition as “Live the
coke side of Life”, related to joy and happiness.

Customers basically connects this brand with these emotions and feelings. When
the name of Coke is mentioned, the primary thing that comes into everyone’s mind
is fun and entertainment.

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 ❖ The Level of Product:

Core Product:
To satisfy demands and needs of their customers which is to quench their
thirst and serving them non-alcoholic drinks.

Actual Product:
Brand Name: The world’s strongest, known and valuable brand name. Coke has
same brand name and trade mark since day one. Its brand name has a strong value.

Features: By using newest standards of safety and emerging science Coca Cola
has satisfied its customer’s needs and through using its best ingredients also by not
using Alcohol and Kola nut.

Design: A new and unique design for bottles.

Packaging: Packaging made from Aluminum, glass and PET Plastic.

Quality: to ensure their customer about their reliability and consistency, the Coca
Cola system is regulated by the Coca-Cola Operating Requirements

Augmented Product:
Coca-Cola provides a label on their every product with the contact details of the
manufacturer and place of manufacturing and for other details the website domain
is also given for product support as the augmented benefits for customers.

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 ❖ Individual Service and Product Decision:

Product Attributes:
Coca-Cola use the newest standards of safety and emerging science and satisfies
its customer’s needs and through using its best ingredients also by not using
Alcohol and Kola nut.

Branding:
The Coca-Cola company is one of the world’s largest, recognizable and most
valuable brand, which is serving non-alcoholic drinks with the goal of refreshing
its customers.

Packaging:
Coca-Cola drink has red color which is now well-known and admirable.
It has different packaging such as bottle of 300ml, 200ml, 2ltr, 600ml. to entertain
their different customers belonging to different classes.

Labelling:
The Coca-Cola company provides the actual labelling of the ingredients and
nutrients used in the production for customer’s acknowledgement about the
product.

Product Service Support:

Coca-Cola provides their website and contact number for the customer’s help in
case if any problem or issue occurs while using the product they may contact easily
to the company service support centre.

❖ Product Life Cycle Of COKE :

Characteristics:
Coca-Cola is at its maturity stage where it is having peak sales by
low cost per costumer in terms to earn high profits to compete with its
competitors such as Pepsi.
Objectives:
Coca-Cola is focusing on the very objective which is ‘to maximize
the profit and guarding the market shares too’.
Strategies:
Coca-Cola owns the strategies of using diversity brands and models
to attract its customers and a efficient strategy of pricing to compete
with its competitors that is ‘Price shouldn’t be too high or too low than
the competitors prices’.
For the distribution they’ve build intensively good distributions to attract
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the customers. By doing Mass Advertising they promote their product in
the customer’s mind.

❖ Placement:

The Coca-Cola is a well-known brand in 94% of world population.

It has established the significant and special place in the
customer’s mind by focusing on intensive distributions.
Coca-Cola distribution channel is very large. They are being
distributed almost every store, super markets, retail stores,
departmental stores and convenience stores.
They provide their best services by setting up national service
network as well.

❖ Pricing:

Coca-Cola entered in the market before its competitor Pepsi.

Earlier they based price on the bases of applied cost on the product
but after Pepsi arrival they set up the price according to the rivalry.
Coca-Cola has different prices for different class customers that’s
how they ruled in the market because the applied Market
Penetration Strategy and provided everyone the product in low
price to have the specific position in customer’s mind.

❖ Promotion:

To promote Coca-Cola the company make eye-catching

advertisement to attract the customers towards their product.
One of a good advertisement of Coke has been shoot in the
Canteen of BBSUL The TVC contains 4 characters which were
four friends of University and they were having a very bad day
because of boredom and heat stroke. Then one of a friend offered
them Tea (chai) but all the friends denied to have tea, and they
asked for Coke. Which shows that the Coke is for enjoyments and
to cool down its customers as well.
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❖ Conclusion:
The Coca Cola company is successful because of their world
premier marketing strategies. They do everything in innovative
methods. Coca cola tends to keep their quality and core features of
their product accordingly their customer needs over more than 125
years. They have maintained their very own pricing system and
suitably they behave according to competitors price levels.
Promotions of Coca Cola made it as a world most valuable and
trustworthy brand. Coca Cola also has world strongest distribution
network in FMCG category. According to the given report the
company performances in 4p’s are really strong and over the industry
levels.

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