its a detailed plan on coca cola company marketing stretegies

2. Introduction 7

3. Situation Analysis 10

4. External 10

5. Customer 10

6. Competitor Analysis 11

7. Internal 12

8. Company12

9. Context 12

10. Market Summary 13

11. Market Growth 13

12. Market Demographics 13

13. Psychographics Segmentation & Market Trends 14

14. Market Needs 14

15. Market Behavior 14

16. Market Share Growth Rate 15

17. Market Growth 16

18. SWOT Analysis 17

19. Strengths18

20. Weaknesses19

21. Opportunities19

22. Threats19

23. Competition21

24. Product Offering22

25. Keys to Success23

26. Critical Issues24

27. Marketing Strategy25

28. Mission26

29. Marketing Objectives27

30. Financial Objectives28

31. Target Markets28

32. Stretegies 28

33. Positioning29

34. Marketing Mix30

35. Product30

36. Promotion30

37. Place31

38. Price32

39. Financial Analysis33

40. Break Even Sales34

41. Sales Forecast35

42. Implementation& Control 36

43. Recommendations37

44. Appendixes38

47. Getting new potential customers, side by side retaining old ones.

48. Giving customers more than just a soft drink.

51. Increasing customer perceived value (CPV)

52. Increasing shareholder wealth. The earnings per share are expected to grow to 116 Rs. In 2010.

53. Maintaining its supply chain management to ensure that the customer gets Pepsi exactly when he requires.

54. Mass Marketing via advertising Pepsi with customer attraction areas e.g. celebrities (Shahrukh Khan, Junaid Jamshed, Adnan Sami), Sports (Cricket), concerts (Haroon etc)

55. Price Indiscrimination all over the region

56. Focusing on Brand image

57. Customer retention schemes such as lucky draw, meeting your favorite celebrity etc

58. Adding social and ethical benefits to every bottle they sell.

59. Internal Factors:

61. Fanta introduced in Pakistan 1965

62. Sprite was introduced 1972

63. Diet Coke & Fanta Lemon 2001

66. CHILDREN:37.2% (65,607,612)

67. ADULTS:62.8% (110,680,572)

68. CHILDREN EQUITY:60% (14,643,619)

69. ADULT EQUITY:40% (27,802,960)

72. Market Development is exploring new markets for the products you are already selling. Many flavors of coca cola are not being sold in Pakistan. Coca cola can develop a new market if they introduce those flavors in Pakistan.

75. Teem

76. Mirinda

77. Pepsi Max

78. Pepsi Lemon

79. Pepsi Blue

80. Mountain Dew

81. 7up

83. Vanilla Coke

84. Cherry Coke

85. Caffeine free Coke

86. Fanta

87. Sprite

88. Sprite Ice

89. Sprite Duo

90. Coca Cola Black

91. Limca

92. Caffeine free Diet Coke

93. Diet Cherry Coke

94. Diet Coke with Lemon

96. Nestea

97. Aquarius

99. Maaza

101. Barq’s

102. Tab

103. Burn

105. Since the major competitor is Pepsi Co. so Coca Cola Intl has focused on neutralizing the competition.

106. Kill the category: If Pepsi Co. launched Crystal Pepsi then Coca Cola Intl launched Diet Coke.

107. The Coca Cola marketing team maintained their focus strongly on the product itself. When they changed bottle shape, many people started buying bottles instead of the drink itself

108. The Coca Cola team learnt from everything. Even if a customer said “no”, they focused on “why” did he say no and then found out ways on “how” to solve that issue.

109. Formula for positioning success :

110. Define

111. Over deliver

112. Claim

113. Succeed

114. They specified the criteria for each product offered because if you don’t specify the criteria for choosing, consumers will develop their own, which is dangerous.

116. We will be the best marketers in the world.

117. We will think and act locally.

119. To Inspire Moments of Optimism...through our brands and our actions.

120. To Create Value and Make a Difference...everywhere we engage.

122. Expand our share of worldwide nonalcoholic ready to drink beverages sale

123. Maximize our long-term cash flows

125. Portfolio: Bringing to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.

126. Partners: Nurturing a winning network of customers and suppliers, together we create mutual, enduring value.

127. Planet: Being a responsible citizen that makes a difference by helping build and support sustainable communities.

128. Profit: Maximizing long-term return to shareowners while being mindful of our overall responsibilities.

130. Selectively broaden the family of beverage brands to drive profitable growth.

131. Grow system profitability and capability together with our bottling partners.

132. Serve customers with creativity and consistency to generate growth across all channels.

133. Direct investments to highest potential areas across markets.

134. Drive efficiency and cost-effectiveness everywhere.

136. Sprite.

137. Fanta.

139. LRB Litter Returnable Bottle

140. NRBNo Return Bottle or Disposable Bottle

141. PET 1.5 Liter Plastic Bottle

143. 6 Bottle Pack for 1.5 PETs.

144. 12 Bottles in a pack for Disposable Bottle.

145. 24 Cans in one crate.

147. Individual brand strategy

148. Family brand strategy

149. Manufacturer’s brand strategy

150. Private brand strategy

152. $.19 per share after income taxes related to the Company's portion of charges recorded by the investors of the company.

153. $.16 per share after income taxes related to the impairment of certain bottling, manufacturing and intangible assets.

154. $.05 per share after income taxes related to the settlement terms of a discrimination lawsuit.

156. Implementation:

157. Currently, Coca Cola Intl. issuing the following techniques to increase shareholders wealth, maximize customer satisfaction and satisfy the market:

158. Value Positioning

159. Value Pricing

160. Promotional Pricing

161. Differentiation

162. Image

163. Product

164. Channel Personnel

165. Market Strategy

166. Niche Marketing

168. Opening plant in various countries (in Pakistan they have 10 plants) so as to reduce taxes.

169. They have invested $5.6 million in their R&D facility to maintain Product Quality Control.

170. Their primary concern right now is penetrating into the Pakistani market via strong attacking techniques whereby maintaining defense strategy against Pepsi Co.

171. The overall strategic control is implemented in all plants and factories throughout the 200 countries which Coca Cola proudly serves.

173. According to the survey conducted by an international firm Pakistani people like less sweet cola drink. So the Coca-Cola Company should think about bringing innovations in their products for example new diet flavors or maybe more juices so as to fulfill the need of local market.

174. Marketing team should try to increase the availability of Coke in rural areas.

175. Coca Cola Company should think about producing Coke Can locally. Because currently coke Cans are only smuggled from abroad and sold at high prices. The Coca Cola Company can capitalize on this factor.

176. Appendixes

177. www.cocacola.com

178. www.thecocacolacompany.com

179. www.wikipedia.com

180. Principles of Marketing by Philip Kotler

181. Strategic Marketing by David W. Cravens

182. Local Newspapers: Dawn, The Nation and The News

183. International Herald Tribune Newspaper

184. The Nikkei Weekly magazine, Japan (Winter, 2009)