Coca-Cola established operations in Pakistan in 1996 called Coca-Cola Beverages Pakistan Limited (CCBPL). CCBPL acquired bottling operations, completing the process in 2006 to gain all manufacturing and selling rights of Coca-Cola products. Pepsi is Coca-Cola's main competitor in Pakistan, holding a 65% market share compared to Coca-Cola's 30%. Coca-Cola uses various marketing strategies in Pakistan including promotional pricing, sales promotions through sponsorships, and campaigns promoting social good such as "Ho Jao Good Ke Liye Crazy".
2. Introduction
• Georgia on 8 May 1886, the first
Coca-Cola was described as
“delicious and refreshing”.
• The Coca-Cola Company established
a new Company in Pakistan in
1996, by the name of “Coca-Cola
Beverages Pakistan Limited”
3. Continue…
• CCBPL started the process of acquiring
and investing in locally franchised bottling
operations. This process was completed in
2006 and, thereafter, all manufacturing
and selling rights of Coca-Cola products
are now with CCBPL.
4. Chronology of Slogans
• 2001 life is good
• 2003 Jo Chaho Hojae
Coca-Cola enjoy
• 2006 Thanda Matlab
Coca-Cola
• 2007 Kha Le Pee Le Jee Le
("eat drink live")
10. Segmented Pricing Strategy
Coke uses the segmented pricing strategy for its
Original Coke. For instance, Coca-Cola offers liter
bottles, 6-pack cans, 6-pack bottles, and 12-pack
cans of the same product, all for separate prices. By
their product in different sizes and at different
costs, they get to increase their revenue, because
there is not much difference in the costs required to
produce the products.
11. Promotional Pricing
Strategy
• Coke also uses the promotional pricing strategy. In
store that cell Coca-Cola, prices are often
temporarily priced below the list price to increase
short-run sales. It gives the product a sense of
urgency and customers purchase the product
because of the lower price.
12. Sale Promotion strategy
• Sale Promotion Coca Cola Company also does
sponsorships with different college and school's
cafes and sponsors their sports events and other
extra curriculum activities for getting market
share. Normally they keep their freezers near the
entrance of the stores. Sale Promotion Company
also does sponsorships with different college and
school's cafes and sponsors their sports events
and other extra curriculum activities for getting
market share.
13. Place
• Available in all major cities of
Pakistan.
• In rural areas penetration is slow
due to lack of sound distribution
network.
14. Promotion
• News paper ads
• Billboard and holdings
• TVC‟s
• Coke Studio (2008)
• Vending machine
• „Ho Jao Good Ke Liye Crazy‟ campaign
15. Campaigns
• Target Customers : General Public
specially youth
• Psychological impact : Social and moral
values.
• Changing consumers taste
17. New Campaign
• Coca Cola Pakistan‟s creative agency launched a new
promotional campaign “Ho jao good k lea crazy”on
December 23rd 2012 i.e. part of Coca Cola‟s Global
Cultural Leadership Programme “Crazy for Good”.
• This campaign is extension of the earlier campaign
of 2012 i.e. “Ho Yaqeen” which is also based on
Coke‟s global theme, “Reasons to believe”
18. Idea! (Ho Yaqeen)
• The earlier campaign “Ho yaqeen” was based on the
documentaries created by SOC (Sharmeen Obaid
Chinoy) Films.
• This campaign was in six parts
• There were the stories of six individuals who aimed
themselves at creating difference in the society by
transforming Pakistan at grassroots level.
19. Ho Jao Good k lea Crazy!!
• Crazy for Good campaign has been launched in
almost 10 countries simultaneously.
• The campaign aims at prevalence of goodness in
society through recognizing the act of kindness
and keeping people happy through little acts of
goodness.
• This campaign calls on the youth of Pakistan to
turn their beliefs into actions.
• Ho yaqeen campaign was a bit somber in
tone, whereas this one is unusual, light-hearted and
more approachable.
21. Insights
• It is based on the insights that people have lost
the sight of kindness and if anybody does any good
he/she is considered as crazy.
• So, through “crazy for good” Coca Cola cheers
people to “Go crazy for good” by showcasing those
who are already spreading happiness to inspire
people and encouraging them to join the movement.
• To unite all the efforts a central hub is created
for sharing those inspiring little stories.
http://www.kindness.coca-cola.com/pk
