Coca-Cola was founded in 1892 in Atlanta, Georgia. It is now a global beverage company with over 3,300 products and a presence in over 200 countries. Coca-Cola's target markets include youth and young adults aged 15-25 globally. The company uses a variety of advertising promotions with celebrities and focuses on lifestyle and values to associate the Coke brand with positive emotions. Coca-Cola has the largest distribution system of any FMCG company using plants, vehicles, and boats to reach customers around the world.

2. Founder: John Pemberton
CEO: Muhtar Kent (1 Jul 2008–)
Headquarters: Atlanta, Georgia, United States
Revenue: 44.29 billion USD (2015)
Founded: 29 January 1892, Georgia, United States
President: James Quincey
Subsidiaries: Coca-Cola Enterprises, Energy Brands, Minute
Maid,more
Introduction/History:

3. Porter’s Five Force:
Rivalry among existing firms: Coca-cola is Pakistan facing major
competition with Pepsi, Gourmat, And Pakola.
Threat of substitutes: The beverage industry is filled with various
products like tea, coffee, water, juices etc.
Bargaining power of consumers: Consumers can buy the products
from vending machines, fast food cafes, and retail stores.
Bargaining Power of Suppliers: The bargaining power of suppliers is weak
because the raw material required in manufacturing the soft drinks are very
cheap like sugar, colour, flavours etc.

4. Market Segmentation
TARGET MARKET OF COCA-COLA
 Coca-Cola takes every customer as target and potential
who is thirsty.
 All age groups are being targeted but the most potential is
the age group from 18-25 that covers around 40% of total
age segment.
 AGE: The target market for the Coca-Cola is based on age.
The audience of Coca-Coal is youngster or youth.
 It has wide range of targeting. It ranges from the age of 15-
25 and reaches to 40.

5. TARGET MARKET CONT…..
 Their targeting is not based gender but the results
show that both genders like this product and use it.
 GENDER: Coca-Cola segments pakistani market
with a percentage ratio of 58% females and 42%
males.
 Life style; busy life style( face shortage of time) and
mobile generation.
 Family; dependent on their family.
 Occupation; students and family oriented people.

6. MARKET SEGMENTATION
 GEOGRAPHIC SEGMENTATION.
 INTERNATIONALLY: Coke segments its products
country wise and region wise.
 The most important things is the taste and quality.
 It varies according to the taste and income level of
the people in that country. I.e.: third world countries
are given low quality and taste.

7.  CLIMATIC: In coke marketing, main idea is
to serve it cold, so we that they focus on
hot areas of the world.
 i.e.: middle east etc and their sale increase
in summer.
 LOCALY: In pakistan the coke segments
more in urban and suburban areas as
compare to rural areas.
 DEMOGRAPHIC:
 AGE:. Coke segments the small children
introducing tastes like vanilla, lime and cherry.
They focus children from 4-12.
 Coke specifically target more young than older.
 FAMILY TYPE:. Coke introduces its economy
pack and that’s how the focus family and
groups.
 INCOME:. Coke segments different income
levels by packing.

8. Marketing mix of Coca Cola
Product in the Marketing mix of Coca cola
The company has the widest portfolio in
beverage industry comprising of 3300 products.
Beverages are divided into diet category, 100%
fruit juices, fruit drinks, water, energy drinks,
tea and coffee etc.

9. pRICE IN THE mARKETING MIX OF cOCA COLA
 Due to the availability of wide range products the pricing is done
according to the market and geographic segment.
 Each sub-brand of coca cola has different pricing strategy.
 Their pricing strategy is based on the competitors pricing, Pepsi
is the direct competitor to coke.

10. Place intheMarketingmixof Cocacola
The distribution system of coca cola follows the
FMCG(fast moving consumer goods) distribution pattern.
Coca cola is the world’s most favorite brand and
is available all over the world.
The effective distribution network of coke has
almost eroded the small and middle level players
in the market.

11. Promotion in the Marketing mix of Coca cola
Coca cola adopts various advertising and
promotional strategies to create an increased
demand in the market by associating with life
style and behaviour and mainly targeting value
based advertising.
Coca cola uses CSR(consumer service
reminder) as its marketing tool to gain
emotional benefits in consumers mind.
It has many brand ambassadors like
Shahrukh khan,Quratulain Baloch,Umair
Jaiswal ,Vijay and Trisha , Fawad Khan etc
and has signed contract recently with
Hamza Ali Abbasi.

12.  Inbound Logistics (Suppliers)
Some of Coca Cola most notable
suppliers include Spherion, Jones Lang
LaSalle, IBM, Ogilvy and Mather , IMI
Cornelius, and Prudential.
These companies provide Coca Cola with
materials such as ingredients ,packaging and
machinery.

14.  Coca Cola has the world largest distribution system.
 They own, lease, and operate in over 800 plants around the world
 The 2,400 beverage products which they market reach consumers
in more than 200 different geographic locations
 Examples of their commitment to these strategies are seen in their
plant in Indonesia, where boats are used to transport the
products between hundreds of islands throughout the Amazon.
Outbound Logistics (Buyers/ Customers)

15.  Coca Cola ultimate goal is to deepen their brands connection
with consumers.
 As a result, they have to constantly reinvent their product.
 The marketing strategy they use is directly linked to the
consumer; from advertising, to point of sale, to ultimately
opening and consuming a Coca Cola beverage.
 Techniques which they have used to achieve this include
developing new products and brands, changing the design of
their packaging, and designing various new advertising
campaigns
Marketing and Sales

16. Service
 Coca Cola customers range from large international
retailers and restaurants to smaller independent
businesses and vendors.
 As a result, they provide services tailored to meet their
customers need.
 Coca Cola also supports their customer by providing
them with the training necessary to help their
businesses become more effective and profitable.
 They have established Customer Development and
Training Centers which are available to more

17. Coca-Cola: Consumer Behavior
 Coca-Cola customers make high involvement and
high habituation decisions when purchasing Coke
products.
 As a result, customers develop a loyalty to the
brand and what it means to them.
 Due to the fact that customers are loyal to the
Coca-Cola brand, Coca-Cola relies upon emotional
appeal in their advertisements.
 Coke ads utilize celebrities, family figures, and
Santa Claus to create familiarity for their
customers. This method is known as affect referral.

20. THANKS A LOT!