Coca Cola

Introduction
The Coca-Cola Company is one the most popular

beverage brands in the world.
Coverage:
Operates in 46 states in United states

10 provinces in Canada
6 major countries of Europe
It facilitates:
Population of 298 million people and round about 80% of the worlds
population.
Headquarter: United States of America
Host countries: Two Hundred
History
Invented by: John S. Pemberton in 1886 in
Columbus, Georgia as coca-wine.
Initially sold as patent medicine
First sale: Jacobs pharmacy in Atlanta, Georgia in
1886
First Advertisement: 29th May 1886
Asa Griggs Candler bought the company in 1887
First bottling: In 1891 at Vicksburg, Mississippi at
Biedenharn candy Company
Proprietor: Joseph A. Biedenharn
History (Cont)
In 1985 Coca-Cola changed the formula of the drink
to respond to its competitor, Pepsi.
People preferred Pepsi over Coke, new Coke
changed the Preference.
Market share for new Coke dwindled to only 3% by
1986
In 1992 the name was changed to Coke II
By 1998 it was sold in only a few places in the
Midwestern U.S.
Coca Cola In Pakistan

Began operations in 1953
Benjamin H. Oehlert Jr. served as Ambassador in
Pakistan from 1967 to 1969
Coca cola Promoted its marketing again in January
2000.
CCBPL registered office: In Karachi
Corporate Head Office: In Lahore.
Mission Statement
We exist to create value for our share
owners on a long-term basis by building a
business that enhances The Coca-Cola
Companys trademarks. This is also our
ultimate commitment. As the worlds largest
beverage company, we refresh that world. We
do this by developing superior soft drinks,
both carbonated and non-carbonated, and
profitable non-alcoholic beverage systems
that create value for our Company, our
bottling partners and our customers.
Vision
People: Being a great place to work where
people are inspired to be the best they can be
Planet: Being a responsible global citizen that
makes a difference
Portfolio: Bringing to the world a portfolio of
beverage brands that anticipate and satisfy
peoples' desires and needs
Partners: Nurturing a winning network of
partners and building mutual loyalty
Profit: Maximizing return to shareowners while
being mindful of our overall responsibilities
Departments of Coca-Cola Beverage

Private Limited (CCBPL)
Production Department
Industrial Relation Department Sales
Marketing Department
Human Capital Department
Finance Department
D & L Department
Sales Department
Organizational Chart
of Sales Department
CEO
Pakistan
GM SBU
GM CBU
BOM
BOM
BOM
Account
Manager
Production
Manager
Sale &Mkt
Manager
Technical
Manager
RSM
RSM
RSM
Sale
Manager
Sale
Manager
Market
Development
Officer
Market
Development
Officer
Sales &
Marketing
Officer
Sales &
Marketing
Officer
Sale
Manager
Market
Development
Officer
Sales &
Marketing
Officer
Logistic
Manager
Admin
Manager
SWOT Analysis
(External Environment)
Strength:
Pioneers in the soft drink industry.
Well informed team
strong commitments and positive attitude towards serving
the company
(Quality (Product, Services)
Highly trained, motivated, committed and professional
staff.
Leadership in national/local key accounts.
Coca Cola, the worlds most powerful trademark and other
highly valuable trademarks.
Strong global leadership in the beverage industry in
particular and in the business world in general.
Weakness
Insufficient brand activities in both ATH and BTH.
Do not have replacement of MOUNTAIN DEW (cans and
mineral water)
Low compensation and benefits, compared to the
market, leading to high turnover.
Distribution network is weak particularly in Pakistan.
Ineffective management perspective over the
competitive situation of Pakistan.
SWOT Analysis
(Internal environment)
Opportunities:
Highly focus on weighted accounts in direct areas.
New products i.e. Q1/Sprite 3G, Energy Drinks, Mineral
water and juices.
Highly focus on advertisement and sales promotion.
Threats:
Spurious Drinks.
Potential launch of juice competitors.
Successful launch of Mountain Dew can lead to launch of
other new C&D brands.
Competitors are the main threat for the company.
Stake holders Relationship

The relationship of the company with stakeholders is as follow:
Media:
Coca-cola has hired very expensive and talented actors for its
advertising campaigns so the coverage on media is very good .
Customers:
At international level Coke has many loyal customers but
in Pakistan due to some reasons it lacks it popularity among
the buys.
Public Pressure groups:
The relationship of coke with the pressure groups is not
very good because they tend to demote coke ion Pakistan by
creating its new rivals after every short period of time.
Government:
The company have friendly relations with government and
working within the legal circle the company is excelling.
Shareholders:
The main objective of the company is to satisfy
the valued shareholders and to gain maximum profit
Competitors:
With Pepsi the only major competitor, company
have intense relationship with Pepsi and there is a
strong economic battle between the two rivals.
Employees:
At Coca-Cola the employees are highly
motivated and have strong positive relation with the
company and work to the best of their ablilities to
gain profit for the organization.
BCG Matrix
Distribution
The key element of marketing is
distribution. The success of entire
business depends on the distribution.
Coca cola makes sale through distribution
channel (producer retailer customer) but in
order to get market share it can go for
producer wholesaler retailer consumer
Brands
Coca Cola
Diet Coke
Sprite
Sprite Zero
Sprite 3G
Fanta
Fanta Apple
Kinley
Splash
250ml, 500ml, 1ltr
1.5ltrs, 2.25ltrs
Conclusion
We concluded that despite the fact Coca-cola currently

occupies the market leadership position overall but it does
not guarantee that the company will sustain its position in
the future as well.
In Pakistan as compared to Pepsi, Coca-Cola has less

number of consumers as Pepsis market share in Pakistan
is approximately 58% where as coke market share is
hovering about 32%
Hence the conclusion is that Coca-Cola must enhance

factors such as relationship marketing, innovation and
technology specially in Pakistan to attain market leader
position in this region as well.

Coca Cola

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Coca Cola

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Introduction

The Coca-Cola Company is one the most popular

Operates in 46 states in United states

Coca Cola In Pakistan

Departments of Coca-Cola Beverage

Stake holders Relationship

We concluded that despite the fact Coca-cola currently

In Pakistan as compared to Pepsi, Coca-Cola has less

Hence the conclusion is that Coca-Cola must enhance

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