University of Central Punjab

Coca-Cola and Gourmet Cola

Assigned by : Prof. Farooq Qaiser

Submitted By: Mohammed Rehan (36),

Usman Maqsood (40), Umer Hassan (61)

& Usman Hassan (62)

Class : MBA-1b

Strategic Marketing
In the name of Allah, Most Gracious, Most Merciful.
 ACKNOWLEDGEMENT

First off all we want to express all our humble thanks to ALLAH who is very sensitive
about each and every activity of all his men and without whose help; we are unable to
accomplish any objective of our life.

Secondly, we are grateful to our prestigious institute that made this learning opportunity
a part of our education. We are also thankful to all the teachers as the knowledge
imparted by them enables us to gain the knowledge of the organization in the best way,
Especially Mr. Farooq Qaisar

We are also thankful to our parents who were always there by our side to guide us and
gave us the courage that we can do the best in our life and taught us the different
between the good and the evil, for this is our guide in our life.

We would also like to thank our class mates for their support.
 PREFACE

The practical training is always essential along with academic qualification. Feeling the
importance of practical exposure, The University of central Punjab (UCP) has made for
every student to go through training for practical purpose as trainee.

The Project program is to broaden the vision of practical experiences with theoretical
knowledge as it increases ones capabilities to handle problems at various stages and
the ability of decision.

Since we have been involved in this Project, we have tried our best to elaborate
information and relevant facts about the Soft-drink Industry with respect to Coca-Cola
and Gourmet Cola.
 Coca-Cola & Gourmet Cola

Manufacture : The Coca-Cola Company Manufacture : Gourmet Food Industries

Country of Origin : U.S.A Country of Origin : Pakistan

Introduced : 1886 (130 years) Introduced : 1987 (29 years)

Definition of Multinational Corporations

A multinational enterprise is a company that has an integrated global philosophy encompassing

both domestic and overseas operations. Therefore, a multinational corporation has its facilities
and other assets in at least one country other than its domestic market.

Moreover, almost all major multinationals are American, Japanese or Western European, such
as Nike, AOL, Honda or Deutsche Bank. However, the number of MNCs from emerging markets
in the worlds economy is growing. Advocates of multinationals declare that they create jobs,
wealth and improve technologies in countries that are in need of such developments. On the
other hand, critics say that MNCs have undue political influence over governments, exploit
developing nations as well as increase job losses in their own home countries.

The Current Situation of Multinational Corporations

Currently many MNCs are concerned due to the slowdown in important markets. Especially
enterprises, which are primarily operating in declining markets (e.g. the US market) or in
industries that are facing huge problems (e.g. banking), suffer. However, most global companies
already obtain more than 1/3 of their revenues outside their domestic markets as for example
Heinz (57.7 per cent) or Microsoft (38.7 per cent).

The Coca-Cola Company even achieved a 19 per cent growth in their overseas markets in the
first quarter of 2008. This enabled the company to offset the weak results from their domestic
US market and to obtain a record profit. Currently, international sales contribute to 73.8 per
cent of Coca-Colas total sales. This figure will further increase in the next years because of the
enormous international growth opportunities,

Despite of all these aspects, it is important to mention that the situation of a company or an
industry depends on various factors and not only on the opportunities which the market offers.
Currently several MNCs, as for example General Motors or EADS, suffer regardless of their
international activities. Internal (wrong strategy, false product positioning etc.) as well as
external aspects (demand, commodity prices, government restrictions etc.) might be reasons
for their struggle.
Introduction

Coca-Cola is a carbonated soft drink. It is produced by The Coca-Cola Company of Atlanta,

Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola
Company in the United States since March 27, 1944). Originally intended as a patent
medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was
bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its
dominance of the world soft-drink market throughout the 20th century. The name refers to two
of its original ingredients: kola nuts, a source of caffeine, and coca leaves. The current formula
of Coca-Cola remains a trade secret, although a variety of reported recipes and experimental
recreations have been published.

The company produces concentrate, which is then sold to licensed Coca-Cola bottlers
throughout the world. The bottlers, who hold territorially exclusive contracts with the
company, produce finished product in cans and bottles from the concentrate in combination
with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-
Cola to retail stores, restaurants and vending machines. The Coca-Cola Company also sells
concentrate for soda fountains to major restaurants and food service distributors.

The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand
name. The most common of these is Diet Coke, with others including Caffeine-Free Coca-Cola,
Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special
versions with lemon, lime, or coffee. In 2013, Coke products could be found in over 200
countries worldwide, with consumers downing more than 1.8 billion company beverage
servings each day.

Based on Inter-brand's best global brand study of 2015, Coca-Cola was the world's third most
valuable brand.
History

Confederate Colonel John Pemberton who was wounded in the American Civil War, became
addicted to morphine, and began a quest to find a substitute for the dangerous opiate. The
prototype Coca-Cola recipe was formulated at Pemberton's Eagle Drug and Chemical House, a
drugstore in Columbus, Georgia, originally as a coca wine. He may have been inspired by the
formidable success of Vin Mariani, a European coca wine.

In 1885, Pemberton registered his French Wine Coca nerve tonic. In 1886, when Atlanta
and Fulton County passed prohibition legislation, Pemberton responded by developing Coca-
Cola, essentially a nonalcoholic version of French Wine Coca. The first sales were at Jacob's
Pharmacy in Atlanta, Georgia, on May 8, 1886. It was initially sold as a patent medicine for
five cents a glass at soda fountains, which were popular in the United States at the time due to
the belief that carbonated water was good for the health. Pemberton claimed Coca-Cola cured
many diseases, including morphine addiction, dyspepsia, neurasthenia, headache, and
impotence. Pemberton ran the first advertisement for the beverage on May 29 of the same
year in the Atlanta Journal.

By 1888, three versions of Coca-Cola sold by three separate businesses were on the market.
A co-partnership had been formed on January 14, 1888 between Pemberton and four Atlanta
businessmen: J.C. Mayfield, A.O. Murphey; C.O. Mullahy and E.H. Bloodworth. Not codified by
any signed document, a verbal statement given by Asa Candler years later asserted under
testimony that he had acquired a stake in Pemberton's company as early as 1887. John
Pemberton declared that the name "Coca-Cola" belonged to his son, Charley, but the other two
manufacturers could continue to use the formula.

Charley Pemberton's record of control over the "Coca-Cola" name was the underlying factor
that allowed for him to participate as a major shareholder in the March 1888 Coca-Cola
Company incorporation filing made in his father's place. Charley's exclusive control over the
"Coca Cola" name became a continual thorn in Asa Candler's side. Candler's oldest son, Charles
Howard Candler, authored a book in 1950 published by Emory University

The deal was actually between John Pemberton's son Charley and Walker, Candler & Co. with
John Pemberton acting as cosigner for his son. For $50 down and $500 in 30 days, Walker,
Candler & Co. obtained all of the one-third interest in the Coca-Cola Company that Charley
held, all while Charley still held on to the name. After the April 14 deal, on April 17, 1888, one-
half of the Walker/Dozier interest shares were acquired by Candler for an additional $750.
Geographic Spread

Since it announced its intention to begin distribution in Burma in June 2012, Coca-Cola has been
officially available in every country in the world except Cuba and North Korea. However, it is
reported to be available in both countries as a grey import.

Coca-Cola has been a point of legal discussion in the Middle East. In the early 20th century,
a fatwa was created in Egypt to discuss the question of "whether Muslims were permitted to
drink Coca-Cola and Pepsi cola." The fatwa states: "According to the Muslim Hanefite, Shafi'ite,
etc., the rule in Islamic law of forbidding or allowing foods and beverages is based on the
presumption that such things are permitted unless it can be shown that they are forbidden on
the basis of the Qur'an." The Muslim jurists stated that, unless the Qu'ran specifically prohibits
the consumption of a particular product, it is permissible to consume. Another clause was
discussed, whereby the same rules apply if a person is unaware of the condition or ingredients
of the item in question.
Coca-Cola Mission

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company
and serves as the standard against which we weigh our actions and decisions.

To refresh the world...

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

Coca-Cola Vision

Our vision serves as the framework for our Roadmap and guides every aspect of our business
by describing what we need to accomplish in order to continue achieving sustainable, quality
growth.

People: Be a great place to work where people are inspired to be the best they can be.
Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and
satisfy people's desires and needs.
Partners: Nurture a winning network of customers and suppliers, together we create
mutual, enduring value.
Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.
Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
Productivity: Be a highly effective, lean and fast-moving organization.

Coca-Cola Winning Culture

Our Winning Culture defines the attitudes and behaviors that will be required of us to make our
2020 Vision a reality.
Coca-Cola Values

Our values serve as a compass for our actions and describe how we behave in the world.

Leadership: The courage to shape a better future

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

Focus on the market

Focus on needs of our consumers, customers and franchise partners

Get out into the market and listen, observe and learn
Possess a world view
Focus on execution in the marketplace every day
Be insatiably curious
Work smart
Act with urgency
Remain responsive to change
Have the courage to change course when needed
Remain constructively discontent
Work efficiently
Act like owners
Be accountable for our actions and inactions
Steward system assets and focus on building value
Reward our people for taking risks and finding better ways to solve problems
Learn from our outcomes -- what worked and what didnt
Be the brand
Inspire creativity, passion, optimism and fun
Workplace Overview

Respecting human rights and protecting workplace rights is fundamental to our culture and
imperative for a sustainable business.

Senior Leadership

James Quincey

President and Chief Operating Officer

James Quincey is President and Chief Operating Officer (COO) of TheCoca-ColaCompany. In this
role he has responsibility for all of the Company's operating units worldwide.

Human & Workplace Rights

An essential ingredient in every one of our products is our profound commitment to human
rights and workplace rights. Respecting human rights and protecting workplace rights is
fundamental to our culture and imperative for a sustainable business. In our Company and
across our system, we are working to make sure all people are treated with dignity and respect.

In 2011, The Coca-Cola Company formally endorsed the UN Guiding Principles on Business and
Human Rights, adopted by UN Human Rights Council in 2011. We have and continue to
implement all three of the components that must be put in place in a corporate context under
the Principles:

1. A policy commitment to meet the responsibility to respect human rights;

2. A due diligence process to identify, prevent, mitigate and be accountable for human
rights abuses; and
3. Processes to enable the remediation of any adverse human rights impacts the Company
causes or to which it contributes.
This framework is a key touchstone for our policies and programs related to workplace and
human rights. We expect our Company, bottling partners and suppliers to avoid causing, or
contributing to, adverse human rights impacts as a result of business actions. Furthermore, our
Company, bottling partners and suppliers are responsible for preventing or mitigating adverse
human rights impacts directly linked to their operations, products or services by their business
relationships.

Employee Engagement

More than 700,000 associates create the Coca-Cola system.

Each associate brings his or her unique talents and ideas to work every day to help the Coca-
Cola system achieve the goals outlined in our 2020 Vision. Associates also represent Coca-
Cola in their communities and are ambassadors of our brands to the world. Ensuring our
associates are happy, healthy and treated fairly and with respect is at the core of our business
philosophy and success. We strive to create open work environments as diverse as the markets
we serve, where people are inspired to create superior results. We also aim to create
environments where people are fully engaged and where the Company is viewed both
internally and externally as an employer of choice.

Encouraging Open Communication:

To encourage a work environment of open communication and to effectively solicit and

leverage innovative ideas, we engage in frequent dialogue with our associates around the
world. Such dialogue provides us with valuable information, increases awareness, promotes
business strategies, shares successes and opportunities, and solicits employee opinions. For
example, global associates and bottling partners have contributed ideas to major initiatives,
such as our 2008 Beijing Summer Olympic Games activation. And, employee input was a key
ingredient to our Company's Mission, Vision & Values. Another example of our regular dialogue
with our associates is our global Employee Insights Survey. In 2010, the results of our global
Employee Insights Survey showed improvement across almost all survey categories, including
an 84% associate engagement score -- a 2 point increase over 2008.
 Rewarding and Developing Employees:

Our compensation and benefits packages are among the best in the world, benchmarked
against other global, high-performing employers. We also offer a variety of developmental
opportunities for our associates, including Coca-Cola University, a learning program for high
performers. Using the Peak Performance System, our performance management and
development system, in tandem with more than 100 global people development forums,
associates and their managers regularly discuss development, movement and succession plans
around the world.

Workplace Safety

Every worker has a fundamental right to a safe and healthy workplace. Providing a safe and
healthy working environment for all of our people is a core element of our Workplace Rights
Policy and fundamental to the success of our business. We believe that a safe and healthy
workplace is a fundamental right of every person and also a business imperative. Our
Workplace Rights Policy requires that we take responsibility for maintaining a productive
workplace in every part of our Company by minimizing the risk of accidents, injury and
exposure to health hazards for all of our associates and contractors. In addition, were working
with our bottling partners to ensure health and safety risks are minimized for their employees
and contract workers.

The Coca-Cola Operating Requirements (KORE) define the policies, standards and requirements
for managing safety, the environment and quality throughout our operations. KORE also
requires that our manufacturing and distribution facilities implement BS OHSAS 18001 (British
Standard Occupational Health and Safety Assessment Series 18001, a framework for an
effective occupational health and safety management system) or an equivalent internationally
recognized safety management system.

To guide us in achieving a safe work environment for our associates, KORE defines a rigorous
set of operational controls to manage known risks. The controls generally align with top global
requirements and consensus standards. In addition, we audit the compliance of each of our
manufacturing operations with applicable laws and regulations and our Company occupational
safety and health requirements.
We provide substantial safety training to our associates using the training requirements defined
in KORE as a global baseline. Training covers new-hire induction and periodic refresher training
for all associates and other workers conducting work on our behalf.

Safety & Health

At The Coca-Cola Company, our long-term success depends upon ensuring the safety of our
workers, visitors to our operations, and the public.

We believe that a safe and healthy workplace is a fundamental right of every person and also a
business imperative. Our Workplace Rights Policy requires that we take responsibility for
maintaining a productive workplace in every part of our Company by minimizing the risk of
accidents, injury and exposure to health hazards for all of our associates and contractors. In
addition, were working with our bottling partners to ensure health and safety risks are
minimized for their employees and contract workers.

The Coca-Cola Operating Requirements (KORE) define the policies, standards and requirements
for managing safety, the environment and quality throughout our operations. KORE also
requires that our manufacturing and distribution facilities implement BS OHSAS 18001 (British
Standard Occupational Health and Safety Assessment Series 18001, a framework for an
effective occupational health and safety management system) or an equivalent internationally
recognized safety management system.

To guide us in achieving a safe work environment for our associates, KORE defines a rigorous
set of operational controls to manage known risks. The controls generally align with top global
requirements and consensus standards. In addition, we audit the compliance of each of our
manufacturing operations with applicable laws and regulations and our Company occupational
safety and health requirements.

We provide substantial safety training to our associates using the training requirements defined
in KORE as a global baseline. Training covers new-hire induction and periodic refresher training
for all associates and other workers conducting work on our behalf.
 Governance & Ethics

At The Coca-Cola Company, we aim to lead by example and to learn from experience. We set
high standards for our people at all levels and strive to consistently meet them.

We are guided by our established standards of corporate governance and ethics. We review our
systems to ensure we achieve international best practices in terms of transparency and
accountability. The foundation of our approach to corporate governance is laid out in
our Corporate Governance Guidelines and in the charters of our Board of Directors
committees.

Corporate Responsibility

Corporate responsibility is managed through the Public Policy and Corporate Reputation
Council, a cross-functional group of senior managers from our Company and bottling partners.
The Council identifies risks and opportunities faced by our business and communities and
recommends strategies to address these challenges.

Ethics & Compliance

The core of the ethics and compliance program at The Coca-Cola Company is our Code of
Business Conduct. The Code guides our business conduct, requiring honesty and integrity in all
matters. All of our associates and directors are required to read and understand the Code and
follow its precepts in the workplace and larger community.

The Code is administered by our Ethics & Compliance Committee. This cross-functional senior
management team oversees all our ethics and compliance programs and determines Code
violations and discipline. Our Ethics & Compliance Office has operational responsibility for
education, consultation, monitoring and assessment related to the Code of Business Conduct
and compliance issues. Associates worldwide receive a variety of ethics and compliance training
courses administered by the Ethics & Compliance Office. We regularly monitor and audit our
business to ensure compliance with the Code and the law. We also maintain a consistent set of
best-in-class standards around the world that govern how we investigate and handle Code
issues. In 2008, we revised the Code to further improve its effectiveness.
To ensure an ongoing commitment to and understanding of our Code of Business Conduct, we
offer online training to all associates with Company-provided computers discussing topics
related to ethics and compliance, including our Anti-Bribery Policy. All newly hired associates
receive the training upon hire and all others receive the training at least once every three years.
In 2010, approximately 22,000 employees (management and non-management) certified their
compliance with the Code of Business Conduct and the Company's anti-bribery requirements.
In addition to a number of optional training courses on various topics, associates are requested
to participate in ethics training on an annual basis, resulting in an average of 60 minutes of
ethics training per associate per year.

Our associates, bottling partners, suppliers, customers and consumers can ask questions about
our Code and other ethics and compliance issues, or report potential violations, through Ethics
Line, a global Web and telephone information and reporting service. Telephone calls are toll-
free, and Ethics Line is available 24 hours a day, seven days a week, with translators available.

Anti-Corruption

Our Company's long-standing commitment to doing business with integrity means avoiding
corruption in any form, including bribery, and complying with the anti-corruption laws of every
country in which we operate.

The Companys Code of Business Conduct and Anti-Bribery Policy provide guidance on how to
conduct business in a fair, ethical and legal manner.

Our anti-corruption compliance program encompasses numerous reporting, monitoring and

certification controls, as well as a critical education component comprising both web-based and
in-person training.

We conduct periodic anti-bribery assessments and audits of our business to raise overall
awareness, detect potential misconduct and monitor compliance with anti-corruption laws and
policy. Annually, we review practices at high risk operational units for compliance with
our Anti-Bribery Policy. We periodically engage independent third parties to perform assurance
procedures to ensure our anti-bribery compliance program elements are functioning properly
and to identify best practices that we can implement broadly. We continue to leverage
opportunities to share learning and successful practices across our system.
Additionally, we have a global program to screen vendors and potential vendors deemed to be
high risk and to obtain their agreement to abide by the CompanysAnti-Bribery Policy. We
refreshed our training in 2012 and continue to direct resources to training and support in order
to assist local management in avoiding corruption. In Myanmar, for example, it is not
uncommon for the traffic police and other government employees to request facilitating
payments (small payments to low-level officials to speed routine interactions or approvals)
from commercial drivers. The company whose operation we acquired was not immune to this
practice. We determined that on a certain date following our acquisition, with training
preceding, we would end this practice of facilitating payments altogether. We reviewed local
processes and implemented necessary mitigation practices, including training programs, the
development of local-language cards that drivers can provide to authorities that state our
policy prohibiting such payments, and reviews to ensure that our vehicles are appropriately
maintained, roadworthy and licensed.

We have assessed all our business units for risks related to corruption and concentrate our
auditing on the highest-risk locations. The Transparency International Corruption Perceptions
Index is one of several factors we consider in targeting our auditing efforts. From January 2007
through June 2008, we conducted anti-bribery audits in locations spanning our Company
operations across nearly 100 countries.

Anti-Corruption Partnership

As a signatory to the United Nations Global Compact, we are actively engaged with other
companies and nongovernmental organizations in the fight against corruption. In December
2007, we became a signatory to the World Economic Forum Partnering Against Corruption
Initiative (PACI), making The Coca-Cola Company the first food and beverage company to join
approximately 140 other multinational companies in the private sector fight against corruption.

The PACI's mission is to develop multi-industry principles and practices that will result in a
competitive, level playing field, based on integrity, fairness and ethical conduct. The PACI
requires CEO commitment to zero tolerance for bribery and a commitment to implement a
practical and effective anti-corruption program within their company.
 Anti-Bribery

The Global Anti-Bribery Policy establishes the limitations we must adhere to when interacting
with officials of various governments around the world. The policy is intended to provide
awareness of Anti-Bribery laws in order to avoid inadvertent violations. In order to protect our
Companys reputation, it is vital that we not only understand and appreciate the importance of
this policy, but comply with it in our daily work.

Diversity

The Coca-Cola Company's global diversity mission is to mirror the rich diversity of the
marketplace we serve and be recognized for our leadership in Diversity, Inclusion and Fairness
in all aspects of our business, including Workplace, Marketplace, Supplier and Community,
enhancing the Companys social license to operate.

Diversity is at the heart of our business. We strive to create a work environment that provides
all our associates equal access to information, development and opportunity. By building an
inclusive workplace environment, we seek to leverage our global team of associates, which is
rich in diverse people, talent and ideas. We see diversity as more than just policies and
practices. It is an integral part of who we are as a company, how we operate and how we see
our future.

As a global business, our ability to understand, embrace and operate in a multicultural world --
both in the marketplace and in the workplace -- is critical to our long-term sustainability and,
specifically, impacts our ability to meet our 2020 Vision People goals. Many people across the
company continue to work diligently to help us advance in our diversity journey and build our
practices on diversity, inclusion and fairness. We also include our associates in the process. We
garner their feedback through formal surveys and informally through their participation in our
business resource groups, various diversity education programs and our Resolution Resources
Program, where associates can work to resolve issues they face in our Company.
 Education & Training

Ongoing diversity training is critical to the advancement of our ongoing journey.

Our various diversity education programs efforts have moved from minimizing conflict to
strengthen our ability to amplify, respect, value and leverage our differences to drive
sustainable business results.

Our three pillars of diversity education are Diversity Training, a Diversity Speaker Series and our
Diversity Library.

Ongoing diversity training helps drive employee engagement, create a work environment that
visibly values and leverages diversity and accelerates productivity.

We also offer supplier diversity training to help ensure that associates understand how to
leverage the procurement power of the company by creating a pool of suppliers that include
minority- and women-owned businesses.
Suppliers

Our suppliers and business partners are vital to our continued success. They help us refresh the
world, more than 1.7 billion times every day, by delivering necessary products and services for
our business.

Having a sound, stable and ethical supply base is important for our growth and the footprint we
leave in local communities around the world. Our suppliers provide our system with materials,
including ingredients, packaging and machinery, as well as goods and services. As a company,
we have a responsibility to hold our direct suppliers and bottling partners to standards no less
than those required by applicable law. We also have an opportunity to support community
development by purchasing goods and services from minority- and women-owned business
enterprises (MWBEs).

Our suppliers are expected, at a minimum, to conduct business in an ethical manner and
comply with all applicable laws and regulations. Our Supplier Guiding Principles (SGPs)
communicate our values and expectations for our bottling partners and business partners. The
SGPs are a part of all supplier agreements, and a pre-certification practice is in place for
trademark marketing suppliers. Suppliers also are provided training and assistance programs on
an as-needed basis for areas where they need to improve their operations.

We assess our suppliers according to adherence to our Supplier Guiding Principles, which
emphasize the importance of responsible workplace policies and practices that comply, at a
minimum, with applicable environmental laws and with local labor laws and regulations. In
addition, we expect suppliers to comply with our Code of Business Conduct for Suppliers, which
describes our standards in the areas of conflicts of interest, business and financial records,
bribery and information protection.

Our suppliers and business partners help us refresh the world and are vital to our success. We
assess their adherence to our Supplier Guiding Principles, which emphasize the importance of
responsible workplace policies and practices that comply, at a minimum, with applicable local
labor laws, environmental laws and regulations.

Good corporate citizenship is essential to our long-term business success.

Our Supplier Guiding Principles (SGP) communicate our values and expectations of suppliers
and emphasize the importance of responsible workplace practices that respect human rights
and comply, at a minimum, with applicable environmental and local labor laws and core
international conventions. The Supplier Guiding Principles is aligned with our Human rights
Policy and reflects our commitment to respecting human rights across our business system and
global supply chain.

Since the inception of our SGP program we have collaborated with our bottling and supplier
partners to complete over 17,500 human and workplace rights assessments. Although our
values have stayed the same we have continually evolved our program to drive continuous
improvement. In 2012 we rolled out program updates in light of years of experience, industry
trends and expert guidance on business and human rights. These updates continued to build
our system's awareness of human rights and our capacity through assessing management
systems and other Good Practices that support a positive and inclusive workplace. In 2014 we
enhanced our assessments with regards to the recruitment and employment practices for
migrant workers and protecting the land rights of local communities. Read more about our
recent commitments in our Issue Guidance.

The Supplier Guiding Principles are a part of all contractual agreements between The Coca-Cola
Company and its direct and authorized suppliers. We expect our suppliers to develop and
implement appropriate internal business processes to ensure compliance with the
Supplier Guiding Principles. The Company routinely utilizes independent third parties to assess
suppliers' compliance with the SGP; the assessments include confidential interviews with
employees and on-site contract workers. If a supplier fails to uphold any aspect of the SGP
requirements, the supplier is expected to implement corrective actions. The Company reserves
the right to terminate an agreement with any supplier that cannot demonstrate that they are
upholding the SGP requirements.

Reference Documents
1. Supplier Guiding Principles
2. Implementation Guides
3. Florida Citrus Industry Resource Guide
4. Hours of Work Guidance

We have found that expanded guidance on specific topics is helpful to support our supplier
partners uphold the values outlined in the Supplier Guiding Principles. The Issue
Guidance document provides additional guidance on challenging issues which, to date, include
Land Rights, HIV/AIDs and Pregnancy Testing and Migrant Worker Recruitment and
Employment practices. The intent is to provide background information on the issue and what
are the expectations to comply with SGP.
 5. Issue Guidance

The Coca-Cola Company has developed a number of human rights due diligence resources and
tools to address risks that experience has shown may be present in the value chain. The self-
assessment checklists included here assist with awareness and early issue identification. By
conducting such assessments at the outset, with periodic follow-ups, we can identify and
mitigate human rights impacts upfront. If an issue is identified, community engagement is
expected to be at the heart of any mitigation strategy. These self-assessment tools are only one
piece of the Companys ongoing Human Rights due diligence process.

6. Human Rights Self-Assessment Checklists

The Coca-Cola Company has developed a number of human rights due diligence resources and
tools to address impacts that, experience has shown, may be present in the value chain. The
self-assessment checklists included here assist with awareness and early issue identification. By
conducting such assessments at the outset, with periodic follow-ups, we can identify and
mitigate human rights risks upfront. If an issue is identified, community engagement is
expected to be at the heart of any mitigation strategy. These self-assessment tools are only one
piece of the Companys ongoing Human Rights due diligence process. To date, they have been
developed to address:
SWOT Analysis

Strength Opportunity

Most Recognized Brand Advertise less popular products

Social popularity Buy other competitors
Massive earnings Enter new Destinations
Customer loyalty Strengthen portfolio with new
200+ countries products

Weaknesses Threats

Primarily focus on Beverages Health Awareness

Sub brands are less popular than Eating Habits
Pepsis Competition (Pepsi)
Publicized health Issues
CSR

Coca-cola Foundation

Since our inception in 1984, The Coca-Cola Foundation has given back more than $820 million
to enhance the sustainability of local communities worldwide.

The Coca-Cola Foundation is our Company's primary international philanthropic arm. The
Foundation was established in the U.S. as a registered 501(c)(3) charitable organization.
Foundations grants are awarded throughout the year based on our priorities, tax requirements,
legal compliance and approval by the Foundation's Board of Directors.

All requests for community support in the form of grants or sponsorships must be submitted
through our online application system.

Overview : In 1984, Roberto Goizueta, then Chairman and CEO of The Coca-Cola Company,
established The Coca-Cola Foundation. Over the past three decades, The Foundation has grown
from a local foundation into a global philanthropic organization awarding $98 million in 2013 to
impact approximately 134 million people in 122 countries.

The Coca-Cola Company is committed to giving back 1 percent of its prior years operating
income annually. This commitment is made through The Coca-Cola Foundation and Company
donations. In 2013, The Coca-Cola Company and The Coca-Cola Foundation invested more than
$143 million in communities worldwide.

Since its inception, the Foundation has supported learning inside and outside the classroom.
However, addressing critical community challenges and opportunities is an evolving process. In
2007, the Foundation broadened its support to include global water stewardship programs,
fitness and nutrition efforts and community recycling programs. Today, our strategies align with
the Companys Sustainability platform and include womens empowerment and
entrepreneurship.

Priority Areas

Women: economic empowerment and entrepreneurship

Water: access to clean water, water conservation and recycling
Well-Being: active healthy living, education and youth development
In addition, the Foundation supports many local community programs such as arts and culture,
community and economic development programs in the United States, as well as HIV/AIDS
prevention and awareness programs in Africa and Latin America.

Our community commitment is shared across The Coca-Cola system. When natural disasters
strike, The Coca-Cola Foundation and the entire Coca-Cola system respond to offer emergency
relief. Through the Coca-Cola Matching Gifts Program, eligible employees make personal
contributions to qualified organizations and The Coca-Cola Foundation matches those
contributions on a 2-for-1 basis.

Meet the 5by20 Artisans

Artisans represent an important segment of the Coca-Cola value chain and its 5by20 womens
economic empowerment initiative. Their creativity and resourcefulness turns used beverage
packaging -- such as pull tabs aluminum cans, glass bottles, PET and even outdated Coca-
Cola labels -- into beautiful items such as jewelry, handbags, notebooks, iPad covers and more.

As 5by20 participants, artisans receive design and business skills training, access to market and
sometimes the materials they need to support their trade. Their handicrafts are then sold by
nongovernment organization (NGO) partners or Coca-Cola, helping them earn income for their
families.

For the first time ever, artisan items are now available for purchase for consumers
via www.Coca-ColaStore.com or www.ShopCoke.com and in Coca-Cola USA stores.

This new access to market and increased availability within mainstream retail channels
multiplies the positive impact 5by20 can have on women artisan entrepreneurs, their families
and their communities.

This film highlights women artisans from all over the world who have personal stories as
beautiful as the items they make. We invite you to watch the film and travel around the world
to meet Jocelyn, Marlene, Sandy and Lea as they show you their trade and share their insights.
 HIV/AIDS

As part of our overall sustainability efforts, we have had a long-standing commitment to fight
HIV/AIDS in the communities where we operate.

In 2008 we launched a Global HIV/AIDS Policy which outlines the Company's principles on
confidentiality, non-discrimination, education, testing, treatment and reasonable
accommodation. It is guided by international standards including the International Labor
Organization's code of practice on HIV/AIDS and the world of work, and the Joint United
Nations Program on HIV/AIDS.

The Company recognizes that areas that are being more severely impacted by the HIV/AIDS
epidemic require a different local response than other regions. As a result, our program in
Africa combines prevention, awareness and treatment, including free condoms, confidential
voluntary counseling, and testing for all of our associates and their families. We make
antiretroviral drugs freely available to all employees who need them.

In addition to our Global HIV/AIDS Policy and program we work globally to support the fight
against HIV/AIDs. In China we gave out 100,000 sets of playing cards with AIDS, tuberculosis
and malaria prevention information. In Haiti more than 50,000 youths will be reached by
HIV/AIDS prevention activities and messages through Counterpart International, a local NGO.
Awards & Rankings

Awards

2014 U.N. Womens Empowerment Principles Leadership Award

2014 Award for Corporate Excellence (Secretary of State)
2014 Industry Champion of the Year Award (Sustainable Bio Award)
2014 Best Global Initiative for Womens Economic Empowerment (5by20 program)

Rankings

CoreBrand: Americas Most Respected Brands - #1

FORTUNE: Worlds 50 Most Admired Companies - #6
FORTUNE: Worlds Best Multinational Workplaces (Great Place to Work) - One of 25
Interbrand: Best Global Brand - #3
Harris Reputation Poll: #2
DiversityInc: Top 50 Companies for Diversity - #33
Universum Global: Worlds Most Attractive Employers - #23
Forbes: Worlds Most Valuable Brands - #4
Forbes/Reputation Institute: Americas Most Reputable Companies - #11
Forbes: Americas 25 Most Inspiring Companies - #15
Barron: Worlds Most Respected Companies - #28
Corporate Responsibility Magazine: 100 Best Corporate Citizens - #9
Newsweek: Green Rankings - #147 (US) & #229 (World)

Ratings

Human Rights Campaigns Corporate Equality Index (LGBT) 100%

Coca-Cola in Pakistan

A product which was destined to become the worlds biggest brand, Coca-Cola was first made
in Atlanta, Georgia, on May 8, 1886, when Dr. John Stith Pemberton, a local pharmacist
produced the drink. It was sampled at the local pharmacy and placed on sale as a soda fountain
drink. With an average of nine bottles sold per day in its first year, the drink soon became
popular through advertising it as Delicious and Refreshing, a slogan that still stands today.

With the outbreak of World War II, instead of Coca-Cola taking a hit, business boomed. Coca-
Cola set out to provide every person in the U.S. armed forces with a bottle for five cents. This
gave a chance for the drink to be sampled in areas that previously never had a chance to, and
more than five billion bottles of Coke were consumed during the war.

Soon after the countrys independence in 1947, Coca-Cola came to Pakistan in 1953. Like in
every other country where it operates, the Coca-Cola business in Pakistan is a local business.
The beverages are produced locally, providing employment to Pakistani citizens, and the
product range and marketing reflects Pakistani tastes and lifestyle.

After the introduction of Coca-Cola, Fanta was introduced in 1965, Sprite was introduced in
1972, and after a gap of 30 years, Diet Coke and Fanta Lemon were introduced in 2001.
Currently, Coca-Cola beverages are produced and sold in Pakistan via the companys own
bottling plants which operate under Coca-ColaBeverages Pakistan Ltd. (CCBPL). A local service
office, Coca-Cola Pakistan, focuses on marketing the Companys brands locally.

The world is changing all around us. To continue to thrive as a business over the next ten years
and beyond, we must look ahead, understand the trends and forces that will shape our
business in the future and move swiftly to prepare for what's to come. We must get ready for
tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for
our business and provides us with a "Roadmap" for winning together with our bottling partners.

The Coca-Cola Company entered the Pakistani market in 1953, and since then it has expanded
rapidly to become one of the leading beverage companies in Pakistan. Its operations support
the bottler, distributors, retailers, and in addition 10 vendor industries.

Coca-Cola Pakistan, brands include Coca-Cola, Diet Coke, Sprite, Fanta, Kinley and Minute Maid.

Our business model, termed as the The Coca-Cola System encompasses the production,
marketing, sales and distribution of our beverages.
The Coca-Cola System in Pakistan comprises of:

The Coca-Cola Export Corporation, Pakistan & Afghanistan Region (TCCEC)

Coca-Cola Beverages Pakistan Limited (CCBPL) established in 1996 by TheCoca-Cola Company.

Currently almost 50% shares, along with management rights of CCBPL lie with Coca-Cola ecek
(CCI), the sixth largest Coca-Colabottler in the world. CCI has a presence in 10 countries
including Azerbaijan, Iraq, Jordan, Kazakhstan, Kyrgyzstan, Pakistan, Tajikistan, Turkey and
Turkmenistan.

Extensive network of distributors, retailers and customers.

TCCEC is responsible for the manufacturing and selling of the concentrates, beverage bases and
syrups to CCBPL. It also owns the brands and heavily partakes in consumer brand marketing
initiatives, besides having a comprehensive public affairs and communications responsibility.

CCBPL manufactures, packages, merchandises and distributes the produced branded

beverages. As the bottling company, CCBPL is also responsible for developing local networks, so
that the end product reaches the consumer in its best quality. This includes customer
development, market investment, order collection, delivery and lastly cash collection.

We, at Coca-Cola strongly believe in delivering sustainable growth by investing in a healthier

future for the people and our planet. We are a company committed to making a positive
difference.

Brands In Pakistan

Coca-Cola Minute Maid Pulpy

Diet Coke Sprite
Fanta Sprite 3G
Kinley
Introduction

Gourmet Foods is a bakery and confectionery chain based in Lahore, Pakistan. It has seven
processing units and over 100 stores in Lahore. The company was founded by Muhammad
Nawaz Chatha in 1987. It also has outlets in Islamabad, Rawalpindi, Lahore, Faisalabad,
Gujranwala, Gujrat, Jalalpur Jattan, London,England, Sheikhupura, Shahdara Bagh (A tehsil
of Sheikhupura) and in New York City, America.

In pursuit of our continuing efforts to provide our consumers with maximum range of quality
products we are doing backward integration for the provision of best quality raw materials for
our products. In this regard setting up a self-milk collection system and a dairy plant for the
production of raw cheese and khoya (the two main raw materials of all sweet products) is our
new move. Constructing a start-of-the-art bakery plant, where the facility and systems are
being set up to meet all the requirements of food safety system HACCP. Extending our retail
outlets in Lahore and other cities of Pakistan to outreach the awaiting consumers all over the
country. Providing best services as third party retailer to sell innovative food products to be
sold out at our outlets.

We produce and sell all kinds of breads, buns, rusks, cookies, biscuits, cakes, pastries, pizzas,
patties, meat rolls, vegetable rolls, sandwiches, hotdogs, nimko and doughnuts etc. In sweets,
(traditional milk based Pakistani sweet products) we deal in all sorts of traditional products like
burfi, chum chum, gulab jaman, rassgulla, patisa, jalebee, amrati, ladoo and rass malai etc.
History

Gourmet was founded on 10 September 1987 in Lahore by Mr. Ch. Muhammad Nawaz Chatha
and started its operations as a bakery and confectioner shop. It has diversified into a versatile
food company. Gourmet Food introduced new services such as Gourmet Dairy products,
Restaurant, Beverage, catering and increased its complement of products and outlets
capability.

The beginning In the area of Ich'chra, Lahore, GOURMET took start with a small shop. The
concept of fresh, healthy and hygienic food in affordable prices achieved quick popularity
among bakery customers. The bakery products for breakfast were provided in limited areas, but
because of the over whelming support of our customers, GOURMET planned to expand.

Gourmet Vision

The vision of GOURMET, throughout these years was to provide a quality food in affordable
prices. That's why where ever the market inflation went GOURMET never broke its rules. The
Vision of Mr. Ch. Muhammad Nawaz was higher than any crisis. Since he belongs to religious
family, sincerity and integrity has been his code of conduct. He has strong believe in Allah that
HE is providing whatever he has. His entire Life is an example of it. Although now the care
takers of the GOURMET industries are his sons. But his vision remains unchanged over the time.

Gourmet Mission

In this age of rapidly changing life styles consumers are driven to change their eating habits
constantly. Gourmet responds to their desires and extended its existing product line. Gourmet
has built a huge network of retail shops all over Lahore and now stepped towards Faisalabad.
We established international level technology based factories and laboratories for quality
maintenance.
Message from the Chairman

For us Gourmet is not just a family business, it is a family legacy of public

interest that we value, safeguard and promote wholeheartedly. I wish and
sincerely pray that we stay rooted to our priceless principles and continue to
serve people with the same level of passion, precision and perfection that is
a trademark of Gourmet.

Products

Apart from preparing traditional sweets, snacks, cakes, pastries, doughnuts, biscuits, general
confectioneries, bread and bakery goods, the business has expanded its operations and also
produces its own branded soft drinks, beverages, mineral water as well as milk and dairy

products (under the subsidiary Gourmet Dairies). It also has a catering services branch and has
set up a family restaurant. Pizzas and fast food are other items prepared by Gourmet.

Bakery Magazine
Bon Vivant Milk
Ice Cream Mithai
Jam & Ketchup Nimko
Juices Water

Product Manufacturing

We aim to make your life more pleasurable through our scientific processes, nutritious
methods and latest machinery in our factories and laboratories.GOURMET owns two big
factories in the area of "cot lukh pat." where on automatic plants Mithai are made. The milk
products are processed under the scientific methods and supplied fresh from our huge factory
at Sundar. GOURMET beverage plant at Sunder, is counted among World's latest plants for
beverages.
 Gourmet Resturants

GOURMET has also introduced their own Restaurants for traditional food lovers in Lahore, and
is gradually moving towards other cities as well.

Gourmet Catering

GOURMET is also providing catering for all occasion for your convenience to give grace to your
celebrations. We are proud of providing taste with healthy, innovated and best quality food
that tempts your appetite at all times.

Gourmet Beverages

A beverage plant with the latest available technology to produce all kinds of carbonated soft
drinks will be in production in March 2007. We are adding a purified bottled water plant using
the highest standard of quality. We are planning to add a juice bottling plant to meet our
requirements at our own out lets and the entire market. We dedicate our shelves for retail of
products like juices, soft drinks, pickles, jams and jellies, dairy products, ice creams and
desserts, baby formulas, canned vegetables and fruits, drinking water and cereal products from
the world leading brands.

Planting the idea Chaudhary Muhammad Nawaz Chattha, the Founder and Chairman of
GOURMET, started his journey with the unique concept of hygienic and healthy food. He made
his own coat of arm for trademark and that is simply a love for fine food! We see his journey
starts in fact from the day he planted the idea of bakery products at Shezan Industry, where he
had served his best for almost eleven years in the same field and got his expertise.

Gourmet Cola Gourmet Malta

Gourmet 250 ml Gourmet Phalpy Orange Juice
Bon Vivant Premium Cola Gourmet Mauj Mango Juice
Gourmet Lemon Up Gourmet Water
Gourmet Sharbat-e-Jaan
Gourmet Distributors

Gourmet is the largest food retail chain of Pakistan. It is the number one brand in the market
due its quality products & valuable services. Our aim is to be the best food company by
fostering open communication and teamwork between our customers, our employees and
Distributors. Gourmet Foods is well recognized organization in Lahore & all over the Pakistan.
Our business shares are Retail - Fruit Jams & Jellies - Beverages - Fruit Drinks - Dairies

Gourmet Foods is one of the fastest growing Foods and Confectionery stores in Pakistan, is
leading manufacturer and marketer of Baked and unbaked desserts, Breakfast Pastries,
Beverages products, Restaurant, Dairies products, Jams and Jelly, Catering Company and
Pharmacy 24/7.

Competitive Analysis

Gourmet Cola has mainly two competitors in the market. These two competitors are Pepsi Cola
and Coca Cola.

1. Coca Cola is the second largest beverage industry in Pakistan. It constitutes about 30-
35% soft drinks sales. Coca cola also offers a variety of products like; Sprite, Sprite 3G,
Fanta, and Diet Coca Cola.
2. Pepsi-Cola From around the 120 million soft drinks sales in Pakistan, PepsiCola
constitutes to about 70 million sales annually. Pepsi cola is the market leader of
carbonated water in Pakistan. Pepsi offers a wide range of drinks. These include: 7Up,
Miranda, Diet Pepsi, and Mountain Dew.
Gourmet SWOT Analysis
Strength
Research and Development Center
Well Organized Structure
Computerized Database System
Quality Supplier relationship
Well understanding of Pakistani
market
Weaknesses
lack of advertisement and publicity
Not often available in far away areas
of Pakistan.
Lack of financial resources as
compare to competitors like Coca
Cola and Pepsi.
Not considering many potential
outlets like hotels, college canteens.
Weak distribution channels system
as compare to their competitors.
Opportunities
Advertise and introduce its outlets
in other cities.
As population of Pakistan is
increasing day by day, so there is
great opportunity for gourmet to
attract new customers.
Entering rural areas also.
Diversify its business in some other
potential business.
Threats
Huge competitors; Pepsi and Coca
Cola.
Law and order situation of the
country.
Oil pricing in the country.
Political instability.
Electricity shortage.
Gourmet Soft Drinks Review

Report by Abu-Osaid, Posted on August 19, 2009

Gourmet Soft Drinks Price: Rs. 45/- (1.5 Litre)

International Brands Price: Rs. 60/- (1.5 Litre)

I appreciate Pakistani companies are moving forward to produce their own goods which would
lead to a prosperous country. Many companies of soft drinks came in market to overtake Pepsi
and Coca Cola in Pakistan but they did on basis of Islamic scandal only i.e. Pepsi and Coca Cola
serve Jews so take Muslims drink and they name their products like Makkah Cola and other
Islamic names.

None of them sustain in market because their basis was not a better product but an issue. As
their issue fade away from consumers mind so their products. Now we dont see any other
name in market except Shandy Cola which is building its market gradually but they are not
upgrading their product. They should also give variety or update their product through market
research except of producing more bottles. Shandy and other soft drinks are found mostly in
remote areas or villages where people buy them because of low price and only available option.

Gourmet Bakers and Sweets which is growing rapidly and introducing new product lines
frequently. They dare to jump in soft drinks market; I hope with much research work at
back. However they havent introduce any of their own created unique flavor but copied the
other brands flavor very well.

Im discussing their each flavor below separately with respect to the flavor they copied. My
critics is not to letting Pakistani product down but to motivate them with customers feedback
so they can improve their product.
 1. Gourmet Cola v/s Pepsi & Coca-Cola:

Not a bit near to Pepsi or Coca Cola. It is typically the same flavor as other local companies
offered before. Ive heard about the security of Coca Cola and Pepsi formula but I think of it as a
joke. Now I realize that why no one can easily make a Cola like them.

I often take Gourmet Cola and I dont know why Ive started to like it even their taste is inferior
and much sweeter than Pepsi & Coca Cola.

They need to improve their flavor to get a larger market. Before Gourmet Cola, in local
companies I liked Amrat Cola most but it is not available in market now so I cant compare
these both.

2. Lemon-up v/s Sprite & 7up:

It doesnt match with big brands like Sprite and 7Up. But in case of lemon flavor Ive seen that
every local company manages to make it good. It might because the access of lemon flavor
dont make the taste bad where as in case of cola; if one use more flavor quantity than it will be
completely in no-to-take list.

This flavor is easy to make that even those people who make soft drinks in house can make this
good. I had a soft drink maker in my home and concentrate of this flavor was better than cola.

Like Cola it is little sweeter but we can accept this sweetness in lemon flavor.

3. Malta v/s Miranda & Fanta:

In competition with Miranda and Fanta, we have Gourmets Malta. How good it feel with a
casual name like Malta, easy to catch up consumers mind. How great that someone choose
Urdu word for their product.

Like else Lemon flavor, Orange flavor is also easy to make. In my home made soft drink maker I
loved this flavor most because this is the one nearest to the original or neartest to Miranda and
Fanta. This is the most easy flavor to make. However in Gourmets Malta I miss the amount of
carbon dioxide or which in common language we can say Gas. Yeah but here it is Gas in a
bottle. By increasing this we can have more fizzy touch which is a spice of this flavor.
Everyone dont go for Orange flavor but this flavor is mostly famous in kids. They should try
Gourmet as well, I hope wont find greater difference.

4. Twister v/s Sprite 3G & Mountain Dew:

From here Gourmet differentiate itself from all other local companies. Those all local
companies which came in market and fade away make typical three flavors which are Cola,
Lemon and Orange, and then never think of moving on. Gourmet dare to break this tradition by
competing Sprite 3G & Mountain Dew with its Twister. This initiative of Gourmet might give
some other companies energy to move on to different flavors. By competing this way it is
possible that one day we can have a products purely made by Pakistani producers; not a copy
of foreign product.

Till then we need to run this race with upcoming flavors. Twister is no doubt a good competitor
of Mountain Dew and now I prefer to take Gourmets drink over it. Like Mountain Dew; it is also
in yellow color however their bottle color is green.

Lately Sprite try to compete Mountain Dew with their new flavor 3G but it failed. They tried a
little change flavor, on the other hand Gourmet has tried to give as much same flavor of
Mountain Dew as possible.

5. Soda Ice-Cream v/s Pakola:

When I was in class 2 I use to drink Pakola which was an ice cream soda. After sometime this
drink become hard to find in market. I missed it but dont have any option so forget it soon.

Now after more than sixteen years my younger bro bought Soda Ice Cream of Gourmet. Its
first sip take me directly to class 2. I believe they have copied the exact flavor of Pakola and
make a good substitute of it. Though there is no more competition because Pakola is not found
in market nowadays, not in Lahore at least.

It is not acceptable flavor by everyone thats why most of the people dont like it. It is not
because Gourmet didnt make it well, it is because they dont like ice cream soda whether it is
from Pakola or any other company.

This taste is little different than our normally taken drinks. I like it but if Ive other options than
Ill not go for it. My eldest and youngest bro are fan of this drink. If they go to buy soft drinks in
market than they always go for this drink. In home I come to be the only next one to enjoy it.
 6. Gourmet Apple v/s Big Apple:

In recent years Big Apple by Murree Brewery become one of the favorite drink for youngsters.
Gourmet seek a good growth in this flavor and achieves to make a taste which matches with
the original. This was the first Gourmet drink I tried. It was quite same as Murree Brewery
offered. Due to its low price people immediately shift to Gourmet Apple.

No doubt it has given a good competition to Murree Brewerys Big Apple and they must had
lost much market share.

7. Diet Cola And Diet Lemon Up:

I didnt use diet Coca Cola, Diet Pepsi or Diet 7Up and Zero Sprite much. Ive just taken them for
one or two times, same-wise the case with Gourmets Diet Cola and Diet Lemon Up. Those who
take diet regularly would know better that how worse diet drink tastes when its not chilled. Or
is this the only case with Gourmet?

8. Mauj and Phalpy v/s Minute Maid:

In recent years Juices become one of the favorite drink for all ages. Gourmet seek a good
growth in this flavor and achieves to make a taste. This was the first Gourmet drink I tried. Due
to its low price people immediately shift to Gourmet Juices.

No doubt it has given a good competition to Coca-Colas Minute maid & Rani and they must had
lost much market share.
Why Gourmet Soft Drinks Are Hit:

There is one problem that you cant find Gourmet soft drinks from any shop like international
brands (Pepsi, Coca Cola company) are found. You can find these international brands from Pan
Wala and any general store where as Gourmet soft drinks are only available in their own
outlets. But now they have more than 90 outlets in Lahore which cover almost every part of
Lahore so people use to travel a little far to have Gourmet soft drinks.

This is not because of their superior taste. They also know that there taste is not as good as
international brands are giving but their prices are low. Mostly Gourmet drinks are used in 1.5
litre which is of Rs. 45 and other big brands are of Rs. 60.

Other reason is their outlets, which are very neat & clean and give a high quality look. However
some people have affairs with their quality which they mentioned in comments of my last post
on Gourmet. Generally people like Gourmet outlets environment and believe that products are
of good quality.

So now its your turn, let me know your experience with Gourmet soft drinks: How much you
love it? or How much you hate it?

Future Plan

INSHALLAH after the successful of this plan we will launch our bakery products branches in all
big cities of Pakistan, because this is one of the most renowned product of Gourmet.
Marketing Mix

Marketing decisions generally fall into the following controllable categories:

1. Product

Coca-Cola (Product)

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. As per Nielsons data, Coca cola is the No.1 brand in sparkling beverages,
juice, and retail packaged water in 2010. Coca cola has its market presence around 200
countries. Coca cola brands in India are Fanta, Maaza, Limca, sprite, Thums up, Minute Maid,
Nimbu fresh, Nested iced tea etc.

In the highly competitive world of the soft drink industry, the Coca Cola Company stands out as
one of the top competitors. The Coca Cola was introduced by John Syth Pemberton, a
pharmacist on May 8, 1886. The same month, the first advertisement appeared in the local
newspaper.

Levels of coke as a product

Core product : Core benefit is that it fulfills the thirst.

Actual product:

Design: Pet bottles, returnable glass bottles, economy packs.

Quality: Quality differs with respect to country for example. Coca-Cola Can quality that is
available in Middle East is certainly different as compared to Coke Can available in Pakistan.
Product classifications

Coke is categorized as a convenience product, because the purchasing rate is very high and this
is the product that is bought very frequently.

Product line decisions

Product line length : It means the number of products that company is offering. For
example Coke, Diet Coke, Fanta, Sprite etc.
Product line filling :Product line filling means that earlier when Coca-Cola started it had
only one flavor of Coke available and that is classic coke but with the passage of time
company filled the product line by adding diet coke, diet lemon etc.

Coca Cola was definitely focused on the internationalization of is brand. Therefore, it exists in
almost 200 countries and has a global brand value and brand loyalty contrary to most brands in
the world.

Nowadays, Coke wants to raise brand loyalty and brand equity, throughout communication, but
also innovation in order to differentiate is product.

Differentiation strategy

A differentiation strategy is the development of a product or service that offers unique and
differentiating attributes which are valued by customers and perceive to be better than or
different from the products of the competition.

The value added by the uniqueness of the product may allow the firm to charge a more
expansive price for it (premium price).

The extra price is supposed to cover the costs incurred in developing and offering the product.

Consumers are willing to pay more for this unique product for which they cant find any
substitute, thats also why companies charge extra cost.

Coca Cola Company spends round about 20% of their total advertisement budget for
maintaining and communicating on its differentiation strategy. Similarly coca cola has created
its differentiation by utilizing soft sell approach. Company has successfully positioned itself on
the following standards:
 Corporate reputation for quality and innovation: one of the best place to work
Successful communication of perceived strengths of the product: Integrated
marketing strategy
Symbol of joy and fun

It has thus based its strategy on diversification as its main brand is derived by sub-products
maintaining a strong affiliation with Coca Cola: the Diet Coke Cola (Coca Cola light, zero ...),
Lemon Coke, Cherry Coke, Vanilla Coke. it is more about a strategy of concentrating on the
main product, in order to increase the volume of sales.

However, Coca Cola needs to stay vigilant regarding the competition and its evolution in order
to avoid being the stuck-in-the-middle manufacturer. The company has to differentiate
confidence from content so that they stay aware of the situation and the context they are
operating in, and in order to prosper in the future thanks to a stronger focus on their
differentiation strategy.

Packaging

The packaging and shapes of Coca Cola soda products are diversified and adapted to the target
and to the moment of consumption. The core brand is Coke (best selling soft drink around the
world) and contains different kind of products.

Thus, all over the world, the classic Coke had the same color: red. This is the color consumers
associate with coca cola.

Diet Coke is grey, it is more shiny as it reflects more the light.

Coke Zero is black, corresponding to the target (men).

The different shapes are:

Glass bottle (0,25l; 0,5l; 1,5l)

Plastic bottle (0,5 l; 1l; 1,5l, 2l)
Cans (0,25l; 0,33l)

Coca cola is committed to strict environmental guidelines in order to ensure quality for the
consumer but also to ensure the packaging has as less as possible impact on environment.

Coca-Cola has more then 700 brands worldwide in its portfolio.

Gourmet (Product)

Products

Candy Mithai
Bon Vivant Nimko
Ice Cream Water
Juices Jam & Ketchup
Magazine Bakery
Milk

Gourmet Beverages

A beverage plant with the latest available technology to produce all kinds of carbonated soft
drinks will be in production in March 2007. We are adding a purified bottled water plant using
the highest standard of quality. We are planning to add a juice bottling plant to meet our
requirements at our own out lets and the entire market. We dedicate our shelves for retail of
products like juices, soft drinks, pickles, jams and jellies, dairy products, ice creams and
desserts, baby formulas, canned vegetables and fruits, drinking water and cereal products from
the world leading brands.

Planting the idea Chaudhary Muhammad Nawaz Chattha, the Founder and Chairman of
GOURMET, started his journey with the unique concept of hygienic and healthy food. He made
his own coat of arm for trademark and that is simply a love for fine food! We see his journey
starts in fact from the day he planted the idea of bakery products at Shezan Industry, where he
had served his best for almost eleven years in the same field and got his expertise.

Gourmet Cola Gourmet Malta

Gourmet 250 ml Gourmet Phalpy Orange Juice
Bon Vivant Premium Cola Gourmet Mauj Mango Juice
Gourmet Lemon Up Gourmet Water
Gourmet Sharbat-e-Jaan
 2. Pricing

Coca Cola (Pricing)

Meet-the-competition pricing: the Coca-Cola products pricing are set around the same level
as its competitors, Coca Cola has to be perceived different but still affordable.

Like any company who has successfully been existing for more than a century, Coca Cola has
had to remain tremendously fluent and consistent with their pricing strategy. They have had
worthy and dangerous competitor constantly driving them to be smarter, faster, and better.
A quote from Pepsi Co's CEO "The more successful they are, the sharper we have to be. If the
Coca Cola Company didn't exist, we'd pray for someone to invent them."

Throughout the years Coca Cola has made many pricing decisions but there is no doubt that
their ultimate goal is to maximize shareholder value. In order to grab market share, Pepsi
generally start to drop prices, and shortly after, Coca Cola decide to decrease theirs slightly but
not for all products. For example, in Indi or Pakistan, Coca Cola is focused on reducing prices of
their 200ml container (cans).

Coca Cola uses lower price point to penetrate new markets that are especially sensitive to price.
Coca Cola does that to face the competition and to raise brand awareness among the
population. Once it is strongly implemented, it reposition itself as premium compared to
numerous competitors (ex: Pepsi), the brand have an image of bringing intangible benefit in
lifestyle, group affiliation, moment of joy & happiness but the marketing strategy still focus on
an affordable enjoyment of life.

At retailers, regular on-pack promotions are available in order to meet the companys
objectives and also to attract consumers to buy more.

Coca Cola has intense competition with Pepsi so its pricing cant exceed too much nor decrease
too much as compared to the price of Pepsi Cola. If price of the Coca Cola exceed too much
from the Pepsi then people will shift to the Pepsi Cola and on the other hand if the price of Coca
Cola decreases people might get the impression that its quality is also low.

An example of a pricing strategy used for the Coca-Cola product is price skimming. Price
skimming involves charging the highest price possible for innovative products. Price skimming is
usually used for a new product on the market. When competitors enter the market this strategy
is usually dropped. Coca-Cola Amatil combine an approach of discounting certain lines each
week (whether it be 375ml can, 600ml, 1.25L, or 3L bottles) with price skimming, particularly at
convenience stores such as service stations. Coca-Cola products are never part of loss leader
strategies, where a product is deliberately sold below its cost price to attract customers into the
store. Eg: Fast food stores sell inexpensive burgers hoping that customers will buy other
products. By charging a premium yet affordable price, this value is an attempt to reflect the
quality of the Coca-Cola product. Because they are market leaders in several fields there is
strong interaction between price and quality. Coca-Cola Amatil has high standards and charge
appropriate prices for their products.

The long-term pricing strategy of Coca-Cola can be best described as value oriented. Despite
being a leader in its industry, its fierce rivalry with Pepsi has forced Coca-Cola to maintain
affordable price points to appeal to its vast middle class market. The company was criticized by
shareholders and analysts in 2011 for maintaining relatively low price points in response to
economic recession in the United States. While this point emphasizes the risks to any company
of adopting a price-driven strategy, Coca-Cola's.

The amount of money charged for a product or service, or sum of the values that Consumers
exchange for the benefits of having or using the product or services. As price gives us the profit
so this P is very important for business price of product should be that which gives maximum
benefit to the company and which gives maximum satisfaction to the customer.

Following factors Coca Cola kept in mind while determining the pricing strategy.

Price should be set according to the product demand of public.

Price should be that which gives the company maximum revenue.
Price should not be too low or too high than the price competitor is charging from
Their customers otherwise nobody will buy your product.
Price must be keeping the view of your target market.

The price of Coca Cola, despite being market leader is the same as that of its competitor

Sometimes, Pepsi places its customers into some psychological pricing strategies by reducing a
high priced bottle and consumers think that they save a lot of money from this.
Prices Of Different Bottles:

Size of Coca Cola Price of Coca Cola (RS.)

Regular bottle 13
Non returnable or disposable bottle 30
liter bottle 70
2.25 liter bottle 90
Coca Cola can 40

Promotional pricing strategy

Coca Cola has offered promotional prices very frequently. Especially on some occasion Coca
Cola reduces its rates like in Ramadan Coca Cola reduces its rate unto 5 Rupees on 1.5 liter
bottle. 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.

Market penetration pricing Strategy

In an economy like that of Pakistan, consumers tend to switch towards a low priced product.
Coca Colas objective is to target every consumer of the country so Coca Cola has to set its
prices at such a level which no one can offer to its consumers. That is why Coca Cola charges
the same prices as are being charged by its competitors. Otherwise, consumers may go for
Pepsi Cola in case of availability of Coca Cola at relatively high price.

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 seperate
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.
International pricing strategy:

Coke also uses the international pricing strategy. For instance, the price of a 2-liter bottle of
Coke in the United States is different from the price of the same product in China. This has to
do with the difference in economic conditions, competitive situations, and laws.

Muhtar Kent, chief executive of Coca-Cola defending pricing strategy in their interview

Coca-Cola has defended its strategy in the US amid questions from investors about whether it
was acting as a spoiler in the soft drinks industry by keeping prices low in its home market.

Muhtar Kent, chief executive of Coca-Cola, faced questions on Thursday at an investor

conference, organised by Sanford Bernstein, over why the worlds largest soft drinks company
by revenues was not hiking prices more aggressively in North America in the face of soaring
input costs.

High quality global journalism requires investment.

As to the spoiler strategy, I dont think we meet the criteria, Mr Kent said. We signalled out
of the box that there would be more [price increases] and globally we have proved over periods
of inflation that we are able to manage our business because of our multiple channels and
packages. Every time theres been a period of inflation we come out of it stronger.

Analysts at the conference said that 100 per cent of the questions they receive from Coke
investors are about US pricing strategy.

Mr Kent said that Coke would be likely to raise prices by an average of 3 to 4 per cent during
the second half of the year from a year ago, leaving prices up 2 to 3 per cent for the year.
Earlier, the company said it would be likely to raise prices by 1 to 2 per cent for the year.

We are selling moments of pleasure at a sensitive time, Mr Kent said, explaining that while US
consumers remain fragile, he is thankful not to be selling real estate or refrigerators. These
price points have worked for us.

Like many consumer packaged goods companies, Coke has been offering its products in smaller
packages as a way to flatten prices. Rival PepsiCo, which also sells food and snacks, has said
it faces cost inflation of 8 to 9.5 per cent this year but that it would not pass all of that on to
consumers.
In its latest quarter, Cokes revenues rose 40 per cent to $10.5bn, with its relatively low prices
keeping volumes strong.

Mr Kent said he would continue to look for bolt-on acquisitions but brushed off suggestions
that Coke was in the market to make a bid for Red Bull or Monster, two energy drink companies
that have been mentioned as potential targets. However, he acknowledged that he sees value
in the category.

He also said that Coke had a working plan to improve its ties with local bottling partners to
make its supply chain more responsive. Last year, the company purchased its biggest North
American bottler for $12.3bn, following a similar move by PepsiCo.

There will be much better footprint of our production and logistical system, Mr Kent said.

The amount of money charged for a product or service, or sum of the values that Consumers
exchange for the benefits of having or using the product or services. As price gives us the profit
so this P is very important for business price of product should be that which gives maximum
benefit to the company and which gives maximum satisfaction to the customer.
Gourmet (Pricing)

In country like Pakistan strategy which is rendered most influential is the pricing strategy and
Gourmet Pakistan is using these strategy very smartly. Gourmet in known to be leader in
providing best quality sweets and confectioner items at lowest possible price in the market
which differentiate Gourmet from its competitors. Gourmet has to target all income classes of
the market so they set up nominal margins on their products which make their products cheap
and affordable for all customers. Gourmet believes in enhancement of profits by the
enhancement of business, not by exploiting its customers. Another advantage Gourmet has
over its competitors is that it produces items in bulk due to heavy sales which lowers their cost
to a great level due to which Gourmet is in a better position to operate at prices affordable to
all the customers, whereas competitors due to high cost cannot afford to cut the price level.
Moreover competitors normally operate in posh areas so their target customer does not bother
about price level of commodities. Gourmet by use of this important pricing strategy grasp all
types of customers very effectively.

The pricing strategy of Gourmet is market penetration. Prices of Gourmet fruit juices will be
lower than their competitors Price is certainly its competitive advantage for example it will
offer 1 liter pack juice with 15-20% less in price than its competitors e.g. Nestle1 liter juice
(Guava/Pine apple/Orange is Rs. 72 & Shezan is Rs.44 while gourmet is planning to offer juices
in same packing but with less price

In start of the business we focus on two main price strategies which is Penetration pricing and
Discount pricing strategy.

Penetration pricing : In Penetration pricing we set low prices as compare to our

competitor, so that we can attract customers toward our products.
Discounts pricing : In this pricing strategy we will give special discounts to our
customers on special days or occasions like Eid, Ramadan etc
 3. Placement

Coca-Cola (Placement)

Coca cola is the worlds most favorite brand and is available all over the world. The distribution
system of coca cola follows the FMCG distribution pattern. The effective distribution network of
coke has almost eroded the small and middle level players in the market.

Being the popular beverage brand in the world it uses the distribution channel of Coca Cola is
the same as FMCG. This organisation has captured the small and mid-level market through its
strong distribution channel.

The Coca-Cola Company, responsible for the launch of the Coca-Cola Life, is B2B orientated,
thus we can say it has an indirect distribution made by intermediaries such as retailers and
wholesalers. This is the reason why we want to have a good relationship with our
intermediaries in order to ensure that Coca-Cola Life is present and reaches a maximum of
locations in Belgium. Coca-Cola Lifes distribution is supposed to be intensive, in order to have it
readily available for everyone. Coca-Cola Life will be distributed in grocery stores and in large
supermarkets such as Delhaize, Carrefour and Colruyt for customers who prefer consuming
Coca-Cola Life at home. It will also be present in bars and restaurants for the customers who
drink a lot of Coca-Cola and those who only consume Coca- Cola once in a while as a
refreshment. For the bars and restaurants, we aim to have green cans present mostly in
restaurants whose concept is to be health conscious, such as EXKI, and less known restaurants
like Soul. Another aim is also to make Coca-Cola Life available in all the vending machines in
order for people to have a drink on the go, and to mobilize the attention of consumers and
make the product easily available just like the other Cokes. Vending machines aim to target
public places (businesses, metro stations, universities).

Coca-Cola entered foreign markets in various ways. The most common modes of entry are
direct exporting, licensing and franchising. Besides beverages and their special syrups, Coca-
Cola also directly exports its merchandise to overseas distributors and companies. Other than
exporting, the company markets internationally by licensing bottlers around the world and
supplying them with the syrup needed to produce the product. There are different types of
franchising. The type that is used by Coca-Cola Company is manufacturer-sponsored wholesaler
franchise system. It is very comparable to licensing but the only difference is that the finished
products are sold to the retailers in local market.
 Direct Selling : In direct selling they supply their products in shops by using their
own transports. They have almost 550 vehicles to supply their bottles. In this type of
selling company have more profit margin.
Indirect Selling : They have their whole sellers and agencies to cover all area.
Because it is very difficult for them to cover all area of Pakistan by their own so they
have so many whole sellers and Agencies to assure their customers for availability of
Coca Cola products.
Getting Shelves: They get or purchase shelves in big departmental stores and display
their products in those shelves in that style which show their product clearer and
more attractive for the consumers.
Eye Catching Position : Salesman of the Coca Cola Company positions their freezers
and their products in eye catching positions. Normally they keep their freezers near
the entrance of the stores.

Types of Channels

Coke has two channels of distribution Direct Channel and Indirect Channel

Distribution

There are around 26 channels where products are distributed. i.e.:

Vendors Caf
Bakeries General stores
Pan shops Departmental stores
Restaurants Super stores etc.

Distribution cycles

1. Factory............Warehouse............Dealers......Customers
2. Factory.............Agencies................Customers
3. Factory.Outstation..Customers
Gourmet (Placement)

The company has its own Distribution structure by which they serve their customers effectively and
efficiently.

Gourmet Cola will only be available in Punjab at first. It focuses on both the Pull Strategy and
Push Strategy.

The company chooses an ideal location where have fairly affluent demographic. The location fits
for target market. To make different with competitors, they focus on the in-store development
and staff recruitment. The stores are designed to modern look, it attracts peoples attention and
creates the perception of popularity.

Gourmet cola is available on its company owned branches in the province Punjab and in other
cities all over the Pakistan.

Branches

Well gourmet has a great supply chain. Which is also a unique plus point for it.

It has more then 120 branches in different areas of the Province Punjab.

Distribution/Sales cycle
 4. Promotion

Coca-Cola (Promotion)

In order to add local flavor in its advertisements and promotional activities, The company has
understood the importance of festivals in the Pakistani Culture and has taken lot of initiatives in
this regard. Coca-Cola has an enduring affiliation with cricket which is the most beloved game
for Pakistanies. Urdu being the national language and the most spoken language in the country,
all of the companys advertisements are broadcasted in Urdu language.

Top line promotions

Includes the promotional activities intended towards mass consumers using mass media. TV
Ads, design of banners, and other mega event (like world cup cricket match and other)
sponsorship initiatives taken up by the company simultaneously all around Pakistan with no
difference in designs or execution fall in this category.

Below the line promotion

Includes the promotion schemes, publicity material, Point of Sale display

Done by the company from zonal, plant, sales manager and area sales manager level.

At the sales manager and area sales manager level promotion is done exclusively for the cities
in their respective areas.

Coca Cola Pakistan Marketing Strategy

Consistent effort on its part to align its product with the Pakistani Culture and tradition
Earliest of the ad campaigns shows the brand positioning itself as a relaxing drink,
fighting off the hot weather and humidity of Pakistani weathers
Coca Cola adopted the dual strategy of Jingles and Celebrity endorsements
Popular coke Jingles in first decade of its existence Always The Real Thing, Pee Le
Coca-Cola, Jo Chahe Ho JayeCoca-Cola Enjoy.
 Post 2009 - adopted the Global happiness campaign - experimented with different
kinds of images
Besides Flagship coke ad campaign, the brand has focused upon positioning other
umbrella brands i.e Sprite and Fanta etc.

Advertisement objective : Type of advertising it adopts is reminder type. The reason behind
this fact is that coke is such a product that is at the maturity level currently so for such a
product companies mostly go for reminder type of advertisement so that they can penetrate
more and more and same is the case with Coke.

Advertising strategy : Before creating advertising message the Coca-Cola Company gives lots of
time to the factor that the message must gain customer attention. This is basically called
Clutter Buster means that only that advertisement will leave impact on customer mind that
has some specialty or uniqueness in it.

Mediums of Advertising

Print Media: Coca cola is said to have a different print media department.
Point of sale Materials: Merchandising is essential to communicate to the consumer at
the point of purchase. Sales people and delivery personnel both take the additional
responsibility of merchandising. If required special teams are sent to specifically
merchandise its products Includes Posters and stickers displayed in different areas Vizi
coolers, freezers, Display Racks
TV Commercials: Regular TV Commercials on different channels focuses on both rural as
well as urban crowd feature different brand ambassadors from time to time, Try to
connect with the crowd.
Outdoor Advertising: Very much conscious about their billboards and hoardings. Many
sites in different locations for their billboards. Billboards are usually found at cross
roads, buildings, shops. In Pakistan the Coca-cola can be seen painted on walls, bus
stands, dhabas etc focusing in rural areas.
Direct Marketing

Uses direct marketing in many ways

It partners with various restaurants, movie theatres, etc. to carry its product
So when a customer orders a drink, the only brand they are offered is Coca-Cola, which
forces them to consume that brand itself
Thus Coke forces out the competitors, and keeps the restaurants, or other businesses,
purchasing their product over and over again Eg. McDonalds, Dominos

Internet Marketing

Uses the internet to promote its products

Company has its own website - simple to navigate
Website allows customers to become interactive through various games, contests,
shopping, and through a special section of the website that enables consumers to find
out how they can help their community.
Also company uses various social networking sites like Facebook, YouTube, Twitter to
connect with the consumers.
Internet marketing helps to reach to those consumers who cant afford to spend time on
T.V and are always online.

Sale Promotion

Company also do sponsorships with different college and schools cafes and sponsors their
sports events and other extra curriculum activities for getting market share.

UTC Scheme

UTC mean under the crown scheme, coca cola often do this type of scheme and they offer very
handy prizes in it. Like once they offer bicycles, caps, TV sets, cash prizes etc. This scheme is
very much popular among children.
Sales Promotion Activities

Coca Cola Cricket Coca Cola Wonder of the World

Coca Cola Concerts Promotion
Coca Cola Food Mela Coca Cola & Nokia
Coca Cola Basant Festival Coca Cola TV Mazza
Coca Cola Go-Red Coca Cola & Mc Donalds
Coca Cola Party in a Park The Big Idea to help flood victims
Coca Cola Shopping Festival Coca-Cola largest ever photo-
Coca Cola Pet Promotion mosaic Pakistani flag
Coca Cola Ramzan Campaigne Coca Cola Scholarship Program
Coke Studio

Publicity

Publicity refers to non personal communications regarding an organization, product, service or

idea not directly paid or run under identified sponsorship. For instance, when Coke produces a
new product, and someone on their lunch break purchases that new product, and enjoys it,
they will tell others in the office about how great the new product is. Today, the company can
still use word of mouth advantage. This will cause others to purchase the product, and in turn
increase sales.

Sponsorship

Coca-Cola was the official beverage partner of The Commonwealth Games. By associating with
the Commonwealth Games, will have the opportunity to refresh more than 8,000 athletes and
delegates and more than 30,000 volunteers who will take part in the Games

Associated with mega sporting events in its efforts to promote healthy, active living and
promoting social cohesiveness.

Partnership with sporting events across the world provides an opportunity to enhance brand
value, build capabilities and further build upon the employee and system pride in being
associated with such sporting events.
Projects

5by20

5by20 is The Coca-Cola Companys global commitment to

enable the economic empowerment of 5 million women
entrepreneurs across the companys value chain by 2020. In
2013, Coca-Cola Pakistan was acknowledged as one of the
countries in the 5by20 program.

Women from all walks of life, at every point in our value chain.

Women around the world are already pillars of our business system. We are building on that
foundation by implementing programs to help women entrepreneurs throughout the Coca-Cola
value chain -- from fruit farmers to artisans. View the Coca-Cola Value Chain.

What Empowerment Looks Like: Through 5by20, we address the most common barriers women
face when trying to succeed in the marketplace. This initiative offers women access to business
skills training courses, financial services and connections with peers or mentors -- along with
the confidence that comes with building a successful business.

Coca-Cola Pakistans beneficiary numbers will be accounted towards The Companys

commitment to empower 5 million women by 2020.

Seven-fold Increase in Benefits through Empowering Women across Pakistan

Where there is a will, there is a way. Such is the story of Amna, a

young and aspiring girl from Lahore, who is one of the many
motivated beneficiaries of the project Empowering Women
through Micro finance, a collaboration between Coca-
ColaPakistan and KASHF Foundation. Women empowerment is
the focus area of this project, supporting the 5by20 Goal of Coca-Cola, where the target is to
empower 5 million women worldwide by year 2020. Since 2011 KASHF Foundation has
partnered with Coca-Cola Pakistan to provide soft loans through micro finance, to women of
less-privileged background, allowing them to earn livelihood for themselves and their families
through entrepreneurial practices.
Amnas story is an inspiration to the women of Pakistan, as it demonstrates the pivotal role of
women in the development of our society.

She is a well-qualified young woman who recently graduated in Fine Arts, and likes to help her
mother, Parveens, home-based business of sewing bed sets, kitchen mats and teapot covers.
Earlier Amna used to teach at a local English medium school, but she faced a lot of social and
financial difficulties during that job. She wasnt generating enough income to support her
family, and her parents were not comfortable with her leaving the house and commuting alone.
Her father is suffering from visual impairment, which had made her family financially
handicapped until she started assisting her mothers business.

After talking to Amna, it was apparent that she wasnt compelled to help her mother with
handicrafts, and she made this choice out of her personal interest. She is highly skillful with
handicraft making work, and with the soft loans provided by KASHF Foundation, she is able to
buy the required supply of raw materials and equipment, as well as save a fair share of that
amount for investment. Today, she is able to support the household expenses solely, and her
handicrafts are in popular demand in cities like Lahore, Faisalabad and Gujranwala

To date, KASHF Foundation has been able to provide direct loans to 1,725 low-income women
entrepreneurs and finance 3,162 loans for low-income women through repayments from the
direct loans. Coca-Cola has spent $481,500 towards this project till now, and financial forecasts
suggest that if the funding support continues to be around $100,000 every year, then by year
2020 the total number of beneficiaries will be over 13,700. The essence of this partnership
resides in the sustainability factor, where women are able to establish a viable foundation to
support their household that financially expands with each passing year. Analysis of project
results by KASHF Foundation show that every $1.00 spent has an impact of approximately
$7.00, which reflects the broadened scope of benefits through loans and investment. Parveen
has been a client of KASHF Foundation for 15 years, providing economic stability for the whole
family, and now her daughter Amna has replaced her role at a much younger age, further
improving the standards of living for her family.

The consistent support of our partner, KASHF Foundation, has translated into the continuity of
support towards deserving women in the shape of microfinance assistance. The idea of
microfinance has helped many aspiring women like Amna in Pakistan, who have gained respect
and motivation to strive for a better quality of life. The KASHF Foundations partnership
with Coca-Cola is a shining example of how entrepreneurship can improve lives of individuals
who are seeking opportunities to incorporate their talents and skills in business to generate
income.
 Integrated Development in Ayubia National Park

Multiple risks and threats exist from climate change. The

greatest threat is that it can escalate the impacts of many
problems the world is facing due to unsustainable
development. With its growing population, Pakistan is already
a water scarce country, and climate change may further reduce
the water availability. A key reason is Pakistans reliance of its source of freshwater supply for
use in its agro based economy.

Water originates from rainfall and melted snow in the mountainous regions of Pakistan. The
natural process of water flows from the mountainous to the coastal region replenishing the
ground water supplies of Pakistan as well as serving the agricultural regions flowing out to the
sea at the Kotri barrage. If the water quality, quantity or flow rate is affected in anyway
upstream it may have an impact on freshwater outputs downstream.

The impact of climate change coupled with unplanned development and deforestation could
prove to be disastrous for Pakistan. Forest cover has decreased dramatically in the northern
regions of the country. This has been followed by soil degradation and in many instances a
barren rocky landscape has been left behind. The natural process of water flows have been
disrupted in the watersheds and could be further aggravated with the changing weather
patterns associated with climate change.

To mitigate the impacts of climate change, Pakistans National Climate Change Strategy calls to
promote integrated watershed management including ecological conservation practices in
uphill watersheds. Integrated watershed management recognizes the balances between
ecosystem, community and economic health as well as the needs of the diverse stakeholders
on land and water.

The advantages for applying integrated water shed management are multifold. It can provide a
framework for identifying the roots of many of the problems specific to the locations. The
reasons for deforestation could have been livelihood generation or fuel for heating and
cooking. It can also determine a mode for collective action on a number of fronts: identifying
the conservation measures to be undertaken; awareness raising and capacity building of the
local communities; policing and governance and promoting alternate practices.

WWF-P initiated an integrated watershed management (IWM) project in Ayubia National Park
in 2008 with Coca-Cola Pakistan. The Ayubia National Park (ANP) is spread over 3,312 hectares
in the Galliat region in Khyber Pakhtunkhwa and is a part of the Western Himalayan Ecoregion.
The catchment area of the Western Himalayas Eco-region is responsible for the stream flow of
70 - 80% water to the Indus River.

Previously, unsustainable land management practices had lead to deforestation, water

shortage and flash floods in the region. The Coca-Cola Companys environmental goals in water
stewardship include ensuring healthy, resilient freshwater systems through conservation efforts
with the World Wildlife Fund in 11 key regions of the world. The project in Ayubia National Park
was established to rehabilitate the watershed and has achieved remarkable results.

Project works have reinstated groundwater recharge through reforestation and soil restoration.
Through increasing the vegetation cover and various land rehabilitation activities the project
has been calculated to have recharged 388 million liters of rainwater to the groundwater and
has reduced the loss of top soil by stabilizing 1,381.74 m3 of sediments.

An integrated approach in watershed management requires a multi stakeholder strategy to

management. A vast group of stakeholders are seen to work together in this project: The Coca
Cola Foundation; Coca-Cola Pakistan; WWF; community organization; government; religious
leaders; academia and even tourists. Each stakeholder plays a complementary role in the
project.

The back bone of the project is based on community empowerment. This has been done by
raising awareness and community mobilization. The project organizes forums and meetings
where communities meet to discuss their issues. Community organizations have been formed
to carry out many of the project interventions. The village and women organizations formed
have grown to have a heightened sense of ownership about the project. In addressing the
reasons for deforestation, many community issues have also been understood and linkages
formed between the communities, government bodies and other stakeholders.

Of particular interest is the role of women in the project. The project has learned from the day
to day activities of women to involve them. Women have traditionally been involved in
subsistence farming and fetching water and firewood for cooking. Rainwater harvesting as well
as the installation of pipelines and fuel efficient stoves have improved living standards by
reducing the burden on women. In the course of the years of the project, the women
organizations formed have been trained and now assist in providing training and awareness to
women for kitchen gardening, running nurseries for tree saplings and rearing poultry which
are all a source of alternate livelihood.

The Ayubia National Park attracts a lot of visitors. Tourists leave behind waste which if left
uncollected - is not only harmful to health and the environment, but it also takes away the
beauty and value as a tourist spot. A recently added goal to the project has been the
development of a Solid Waste Management Plan with the Galliat Development Authority.
Waste is now being collected in bins and transported to the solid waste disposal site in
Abbotabad. Other goals for improving health include the protection of streams being used as
drinking water and instilling general sanitation practices.

In order to manage freshwater availability there is a need for policy to take a mountain to reef
approach. A very salient aspect of the project is the objective to conduct research through
academic institutions on the impacts of the project. This is not only important to measure the
impacts and identify the solutions to the issues of ANP, but also to the country as a whole
which would benefit from systemic data collection to feed into policy development for future
water management.

The collaboration of Coca-Cola Pakistan with World Wildlife Fund in Pakistan shows the positive
role corporate organizations can play in supporting sustainable development. In the long run,
these initiatives can be regarded as investments as focusing on important social and
environmental issues today will save vital resources for both society and the corporate
organizations to use in the future. The integrated approach shown in this project will also
enable both The Coca-Cola Company and society to be in a better position to adapting to
climate change in the future.

Be a Miracle Coca-Cola Spreading Happiness at SOS School

To celebrate the essence of Ramzan, Coca-Cola Pakistan

organized an Iftar at SOS to share the blessings of this holy month
with the disadvantaged of our society. The event was attended
by Coca-Cola employees, students of SOS and staff. This is the
sixth year that Coca-Cola has conducted a Ramadan campaign
which ties in beautifully with The Companys philosophy of
spreading happiness.

Distinctively decorated Coke Caravans were parked outside SOS with a surprise element;
The Coca-Cola Happiness Truck. The premise of the truck was to reinforce the charitable,
festive and magical feel of Ramzan by spreading cheers of joy and glad tidings. The truck gave
out gifts to all those who were present at the venue. Speaking at the event Rizwan U. Khan,
GM, Coca-Cola Pakistan & Afghanistan, stated, We do not just sell beverages, we sell an
outlook of optimism and positivity.
Coca-Cola Ramzan Campaign embraces the notion of sharing. Together with partners like SOS,
we are trying to build a better future for generations to come."

The Iftar was part of Coca-Colas unique Ramadan campaign that centers on the power of
sharing. The campaign is not about uniting people around one single cause, but rather about
inspiring them to take part in sharing, that collectively spreads happiness. This year Coca-
Cola will be celebrating Ramzan by having iftar with more than 100,000 people across Pakistan.
Through this campaign Coca-Cola wants to instill a message of positivity and optimism and
showcase that in this pious month one should be a miracle to others.

Coca-Cola celebrates International Literacy Day 2015

Come celebrate International Literacy Day with Coca-Cola &

The Citizens Foundation. Coca-Colas association with TCF
goes back to 2010, when the company sponsored the
establishment of a brand new primary school in the flood
ravaged area of Muzaffargarh. TCF School Coca-Cola Campus
is a collaborative partnership that aims to provide quality
education to children free of cost. The Campus has a capacity of 180 students. Coca-Colas
support also included meeting the operational costs of the school for the first 3 years. Coca-
Cola Pakistan has also been supporting education for the less privileged through the CARE
Foundation and through adoption of government schools, under the Adopt-a-School
programme. Help promote literacy for a better Pakistan!

Coca-Cola Pledges Rs. 3 Million for Flood Relief Support

Owning up to its reputation as a responsible corporate

citizen, Coca-Cola Pakistan has once again come forward to
help the flood affected across Pakistan. Coca-Cola has pledged
Rs. 3 million and partnered with reputable organizations to
provide assistance to those who have been hit by this
devastating disaster.

Coca-Cola Pakistan along with its partner organizations will provide relief goods to more than
2000 families (14,000 individuals), affected by the floods.
The relief goods constitute of dry and staple food items, such as rice, lentils and oils which will
be distributed in the flood affected areas of Chitral. By certain estimates, monsoon rains have
so far affected over 1.8 million people have been severely impacted by the disastrous floods.

Speaking about the relief efforts, Rizwan U. Khan, General Manager, Coca-Cola Pakistan &
Afghanistan, stated, During this time of crisis and hardship, we feel that there should be no
limit to the support we offer to those in grief. Coca-Cola Pakistans response to the floods is a
token of our commitment to communities not only as a business, but as citizens devoted to
helping the communities we serve.

Since 2010, Coca-Cola Pakistan has been at the forefront of providing emergency relief to the
flood affectees. The company alone has donated over PKR 42 million for flood affected areas
across Pakistan providing immediate relief to over 50,000 people and initiating long-term
rehabilitation projects focusing on education and self-employment.

Fanta Rocks gives Pakistani Teens the opportunity to become Rock Stars!

Coca-Cola Pakistan has leveraged the Teen passion point of

Music in a fun and playful way through the Fanta Rocks
platform. In its second season, Fanta Rocks brought Music
and Play together through a partnership with True Brew
Records, and gave Teens a chance to become rock stars by
creating their own Fanta Rocks music video.

In the spirit of Play, the campaign called out to Tweens to create more Play in their lives and
become Fanta Rock Stars. The journey started with the Fanta Rocks team visiting schools and
colleges across the country for auditions and fun-filled activities. Auditions were also received
on Radio, Facebook and Mobile. Hundreds of auditions were then reviewed by and 5 potential
Rock Stars were shortlisted. The 5 finalists then got a chance to receive mentoring from Jimmy
Khan a budding musician and a chance to perform in a one-of-a-kind experiential video. The
final Fanta Rocks video was recorded at the state-of-the-art rocking and playful zone Fanta
Rocks Station.

Rizwan U. Khan, General Manager, The Coca-Cola Export Corporation, Pakistan & Afghanistan,
speaking about the Campaign said, Society sees teenage Play as a frivolous activity
something that can and should be set aside for other important things. But Play matters. With
the help of Fanta Rocks, we want to create more Play in the lives of Pakistani teens.
We want the youth to channel their creativity and talent into something which is not only very
positive, but also enables them to share their output with those around them. We are confident
that Fanta Rocks is a platform that gives Pakistani Teens an experience of a lifetime.

Fanta Rocks engaged audience through Digital, TV, Out-of-Home, Radio, On-ground and PR.
Fanta touched 7 schools in major cities across Pakistan. There was a strong focus on leveraging
digital media within the IMC, where Teens could witness the journey right from the audition
phase, to short listing of finalists and eventually, to the making of the final Fanta Rocks video.

The song is being amplified digital and mobile platforms like Facebook, Vimeo, Twitter and LINE
messenger to generate conversations. In two days the song has received more than 40,000
views. Furthermore, it is also getting airtime across top 14 TV channels where audience is being
diverted to the Facebook page to view more content from Fanta Rocks.

While the Fanta Rocks journey culminates with a Fanta Rocks music video and amplification
across various media, the fun experience that Teens go through during this journey is helping
create more Play in our the lives of Pakistani Teens.

Make a Friend

Coca-Cola tries to bring India, Pakistan together via its new vending machines

Coca-Cola vending machine in upscale mall in South Delhi not only dispenses Coke but will very
soon connect India and Pakistan. Once a similar machine is installed in Karachi or another
Pakistan city, users of the two vending machines can see and virtually touch each other.

Coca-Cola tries to unite India and Pakistan with interactive

vending machines that encourage users in both countries to
'make a friend'. One of the world's biggest multinational
companies is trying to push for better relations between India and
Pakistan with a new advertising film.

Coca-Cola installed high-tech vending machines in two popular shopping malls in Lahore and
New Delhi. The technology used was similar to Apples FaceTime.

The machines prompted shoppers in New Delhi to make a friend in Pakistan while mall goers
in Lahore were asked to meet someone from India. People from both countries who engaged
with the screens were encouraged to complete a friendly task together such as wave, touch
hands, draw a peace sign or dance before they shared a Coca-Cola.
The firm said it hoped to provoke happiness and promoting cultural understanding around the
world. In order to produce the film, crews working for Coca Cola filmed through the night and
captured more than 100 interactions between people of all ages and from all walks of life.

Saad Pall, Cokes assistant brand manager in Pakistan, said: 'The people of Pakistan and India
share a lot of common passions and interests from food and Bollywood movies, to Coke
Studio music, to cricket.

'What this project did was connect people who are not exposed to each other on a daily basis,
enabling the common man in Lahore to see and interact with the common man in Delhi. Its a
small step we hope will signal whats possible.'

4 principles from our Responsible Marketing Policy

Choice provide a range of beverages to support consumers in making sensible

choices to suit balanced diets and active lifestyles
Balance - encourage sensible consumption and moderation
Honesty - ensure honesty and transparency in all marketing and sales activity
No Marketing to Children - do not market any products to children under 12

Talking to our consumers

Listening is important to us. Well continue to speak to our consumers and other stakeholders
about responsible marketing, so we can make sure were always providing people with a wide
range of great tasting, quality drinks

Advertisement

Coca-Cola Company advertises its products mainly coke through electronic media that includes
Television, Radio and Internet as well. Moreover leading newspapers of Pakistan are also the
targeted by coke for advertising. So we can say that coke not only uses electronic but print
media for advertisement as well.
Coca Cola Company use different mediums

Print media
Pos material
TV commercial
Billboards and holdings

"Drink Coca-Cola 5", an 1890s advertising poster showing a

woman in fancy clothes (partially vaguely influenced by 16th-
and 17th-century styles) drinking Coke. The card on the table
says "Home Office, The Coca-Cola Co. Atlanta Ga. Branches:
Chicago, Philadelphia, Los Angeles, Dallas". Notice the cross-
shaped color registration marks near the bottom center and top
center (which presumably would have been removed for a
production print run). Someone has crudely written on it at
lower left (with an apparent leaking fountain pen) "Our
Favorite".

Coca-Cola's advertising has significantly affected American culture, and it is frequently credited
with inventing the modern image of Santa Clausas an old man in a red-and-white suit. Although
the company did start using the red-and-white Santa image in the 1930s, with its winter
advertising campaigns illustrated by Haddon Sundblom, the motif was already common. Coca-
Cola was not even the first soft drink company to use the modern image of Santa Claus in its
advertising: White Rock Beverages used Santa in advertisements for its ginger ale in 1923, after
first using him to sell mineral water in 1915. Before Santa Claus, Coca-Cola relied on images of
smartly dressed young women to sell its beverages. Coca-Cola's first such advertisement
appeared in 1895, featuring the young Bostonian actress Hilda Clark as its spokeswoman.

1941 saw the first use of the nickname "Coke" as an official trademark for the product, with a
series of advertisements informing consumers that "Coke means Coca-Cola". In 1971 a song
from a Coca-Cola commercial called "I'd Like to Teach the World to Sing", produced by Billy
Davis, became a hit single.

During the 1980s, Pepsi-Cola ran a series of television advertisements showing people
participating in taste tests demonstrating that, according to the commercials, "fifty percent of
the participants who said they preferred Coke actually chose the Pepsi."
Statisticians pointed out the problematic nature of a 50/50 result: most likely, the taste tests
showed that in blind tests, most people cannot tell the difference between Pepsi and Coke.
Coca-Cola ran ads to combat Pepsi's ads in an incident sometimes referred to as the cola wars;
one of Coke's ads compared the so-called Pepsi challenge to two chimpanzees deciding
which tennis ball was furrier. Thereafter, Coca-Cola regained its leadership in the market.

The Coca-Cola Company purchased Columbia Pictures in 1982, and began inserting Coke-
product images into many of its films. After a few early successes during Coca-Cola's ownership,
Columbia began to under-perform, and the studio was sold to Sony in 1989.

Coca-Cola has gone through a number of different advertising slogans in its long history,
including "The pause that refreshes", "I'd like to buy the world a Coke", and "Coke is it".

In 2006, Coca-Cola introduced My Coke Rewards, a customer loyalty campaign where

consumers earn points by entering codes from specially marked packages of Coca-Cola
products into a website. These points can be redeemed for various prizes or sweepstakes
entries.

5 cents

Main article: The fixed price of Coca-Cola from 1886 to 1959

From 1886 to 1959, the price of Coca-Cola was fixed at five cents, in part due to an advertising
campaign.

Holiday campaigns

The "Holidays are coming!" advertisement features a train of red delivery trucks, emblazoned
with the Coca-Cola name and decorated with Christmas lights, driving through a snowy
landscape and causing everything that they pass to light up and people to watch as they pass
through.

The advertisement fell into disuse in 2001, as the Coca-Cola company restructured its
advertising campaigns so that advertising around the world was produced locally in each
country, rather than centrally in the company's headquarters in Atlanta, Georgia.
In 2007, the company brought back the campaign after, according to the company, many
consumers telephoned its information center saying that they considered it to mark the
beginning of Christmas. The advertisement was created by U.S. advertising agency Doner, and
has been part of the company's global advertising campaign for many years.

Sports sponsorship

Coca-Cola was the first commercial sponsor of the Olympic games, at the 1928 games in
Amsterdam, and has been an Olympics sponsor ever since. This corporate sponsorship included
the 1996 Summer Olympics hosted in Atlanta, which allowed Coca-Cola to spotlight its
hometown. Most recently, Coca-Cola has released localized commercials for the 2010 Winter
Olympics in Vancouver; one Canadian commercial referred to Canada's hockey heritage and
was modified after Canada won the gold medal game on February 28, 2010 by changing the
ending line of the commercial to say "Now they know whose game they're playing".

Since 1978, Coca-Cola has sponsored the FIFA World Cup, and other competitions organized by
FIFA. One FIFA tournament trophy, the FIFA World Youth Championship from Tunisia in 1977 to
Malaysia in 1997, was called "FIFA Coca Cola Cup". In addition, Coca-Cola sponsors the
annual Coca-Cola 600 and Coke Zero 400 for the NASCAR Sprint Cup Series at Charlotte Motor
Speedway in Concord, North Carolina and Daytona International Speedway in Daytona, Florida.

In Mass media

Coca-Cola has been prominently featured in countless films and television programs. Since its
creation, it remains as one of the most prominent elements of the popular culture It was a
major plot element in films such as One, Two, Three, The Coca-Cola Kid, and The Gods Must Be
Crazy, among many others. It provides a setting for comical corporate shenanigans in the
novel Syrup by Maxx Barry. In music, in the Beatles' song, "Come Together", the lyrics say, "He
shoot Coca-Cola, he say...". The Beach Boys also referenced Coca-Cola in their 1964 song "All
Summer Long" (i.e. "'Member when you spilled Coke all over your blouse?")

Other artists that promoted Coca-Cola include the Beatles, David Bowie, George Michael, Elton
John and Whitney Houston, who appeared in the Diet Coca-Cola commercial, among many
others.
 The Coca-Cola Logo You Can See From Space

In 1986, a Coca-Cola bottler in the desert of Chile turned

70,000 empty glass bottles into a Guinness World Record.

After much deliberation, Coca-Cola Embonor decided to

celebrate Coca-Colas 100thanniversary by constructing the
largest Coca-Cola billboard in the world near the city of
Arica.

Standing at about 120 by 400 feet on one of the biggest hills in the region, the billboard
stretches longer than a football field and is visible from space.

The construction of this impressive landmark presented many challenges. Every associate of the
bottler was divided into teams corresponding to each letter of the Coca-Cola logo. The teams
arranged each bottle carefully, sinking enough of the bottle into the ground to secure it while
leaving enough above the surface to reflect light.

Marketing Strategies

The Company is guided by six strategic priorities and four principles of citizenship. Their
strategic priorities outline how they seek to create value as they continue to pursue growth.
Their six strategic priorities are:

1. Accelerated soft drink growth, led by the coca cola

2. Selectively broaden their family of beverage brand drive to profitable growth
3. Growth system profitability and capability together with their bottling partners
4. Serve customers with creativity and consistency to generate growth across all channels
5. Direct investment to highest potential area across market
6. Drive efficiency and cost effectiveness everywhere.
Gourmet (Promotion)

Promotional channels

Electronic Media
Newspaper
Billboard or Sign Board
Internet Advertising

Market Segmentation: By the Gourmet products, we will use two segmenting strategies i.e.
Geographical segmentation and the Life style segmentation.

Positioning: The Gourmet will perceptually position itself as a brand of price competitive and
quality products. The physical positioning of Gourmet Beverages will be a low price local brand
with good quality.

Special Arrangement for Hotels /Restaurant/Stores Moreover, we will approach/ contact the
beg restaurants, shopping malls, famous food retail outlets, super stores etc for the display of
Gourmet products. In short, we will make it possible that Gourmet products will be easily
available at almost every retailing shop in Punjab.

Marketing Budget

We have allocated 10 m for our advertising budget

Method we use for budget : Percentage of sales method

Marketing implementation

Managers not only focus on short term profits but they also consider long run market
building objectives.
On the other hand company also considers its culture in implementing a plan.
Marketing Control: Gourmet focuses on two types of marketing controls

Operational
Strategic

Target Marketing

Punjab is our target market, as the market is big and already have other brands but the
opportunity is that the targeted customers are more interested In their local brands than
international or other brands. Moreover, we will approach/ contact the big restaurants,
shopping malls, famous food retail outlets, Superstores etc for the display of Gourmet products.
In short, we will make it possible that Gourmet products will be easily available at almost every
retailing shop in Punjab

Positioning and Branding

Gourmet carries its image in a positive manner. In consumers perception Gourmet is producing
hygienic Products with high quality Positioning

Superior in Price and Taste

Quality Freshness
Superior Quality
Brand Name
Brand Image/Personality:
Superior in Price and Taste
Status Conscious (consumers perception)
Conclusion

For any company to reach the peak in todays competitive era, has to use each and every
component of the promotional mix. By understanding Coca-Cola we can say it the company is
using its promotional mix in an effective and efficient manner. That is the reason why Coca-Cola
is the market leader and one of the most valuable brands in the whole world. Apart from being
the most valuable brand, it also gives importance to CSR activities.

Global companies need to generate high levels of profits in order to build on existing
competitive advantage. For example, Coca-Cola needs to continually build on its brand image
through successful advertising, promotion and provision of value for money products.

The Company requires consistent expansion and development in its distribution systems. Coca-
Cola is able to do this effectively due to its strategy of growth which has enabled the Company
to develop international market leadership.

This case study has illustrated the way in which Coca-Cola has developed a global mindset
which involves utilizing working relationships and understanding cultural structures, thereby
identifying global opportunities.

Through manipulating and coordinating the tools of branding and advertising via image and
activity, such as through sport sponsorship, The Coca-Cola Company seeks to provide
refreshment for all of the people on the planet - not just the 20% who currently account for
80% of sales.
Recommendations

Coca-Cola

There is high potential for the company to introduce more healthy drinks since people
pay more attention to that. Being the biggest producer in the Soft Drinks Industry
people like the brand and would probably purchase the product.
It may great chance of more selling and developing customer base relationships if coke
may develop their own outlets offering more brands and deals on their products and
serve occasionally on different events.
Coca-Cola must introduce Refreshing Syrup like Rooh-afza, Jam-E-Shirin and Sharbat-E-
Jaan. As it is said to be the Drink of the East and seen as the national Drink of Pakistan.
Coca-Cola must also enter the Restaurant and Catering Business.
Coca-Cola also strengthen its portfolio by adding snacks items into it as offering by
Gourmet Foods and its major competitor Pepsi with the name of Frito-Lay.

Gourmet

The Gourmet hasnt advertised themselves through Electronic media effectively; they should
adopt some other source of advertisement to capture new markets. Gourmet should offer their
products through online through its web portal to explore new markets. Gourmet should focus
on their audit and follow the proper accounting &auditing standards for making& reporting
their statements. The Gourmet should take feedback from the customers by personally survey
and should concentrate more effectively on the requirement of the customers.

Incentives for Retailers : Gourmet can come up with some special Incentives for a
retailer that is they can facilitate the retailer by giving them refrigerators for keeping
their products. As Gourmet is dealing in beverages, milk and water sector, and these
products could be easily transported to other cities as well which could reduce their cost
of opening new branches in other cities and thus they can give their refrigerators to the
retailers in other cities to expand their market. This will improve the placement of the
product and will also work as a source of promotion of the brand Gourmet as well in a
better way.
 Portfolio Management : There is no proper portfolio management at Gourmet as they
have now a number of products in which they are operating. There are still a large
number of products that they have not advertised yet and hardly anyone is aware that
they are launched or available in the market.
Proper Corporate Environment : The final decision making is with the CEO of the
organization, who has the right to Vito any issue at any time; this leaves a demoralizing
and a de-motivating effect on the people working under them. So, they should be a little
cooperative and a bit more strategic in their approach.
Develop good Relations with the Distributors : Distributors are the eyes and ears of
such organization as Gourmet, as they themselves are not in touch with the retailers
and the end consumer so the feedback can come from them and this a must ingredient
of successful and corrective action. So gourmet should re think on its policy with its
relations with the distributors.
Develop relationship marketing approach : Gourmet is maintaining a 25 year old
relation with its customers by providing healthy and nutritious products which has won
a strong share in customers heart and mind. They should do more in this regard and try
to adopt a Relationship marketing approach.
Capitalize from more major markets : Gourmet has still got a large market to capitalize
as they are only centered in one city of Pakistan which is Lahore, so they should take
steps in improving their market share in other cities as well.

Promotional recommendation

According to the audit that we conducted we came to know that Gourmet had not been doing
advertisement and for that reason they were sort of losing their position in the mind of the
consumers that they had previously, so as a result they should come up with some frequent
advertisement campaigns as they are selling an FMCG which has a low involvement of the
consumer so the advertisement and promotion must be used to keep on clicking the
consumers mind and remind them that their brand is there in the market.

Strategic recommendations

Gourmet products are well-known and well-established, hence the company should in order to
maintain and add to its market share keep on coming up with incremental changes in the
product and keep on coming up with some promotional activities that would remind the
consumer of the presence of their product.
Other Recommendations

Gourmet should allocate a healthy budget for advertising its products, if really wants to
compete at par with its direct competitors.
HR department of Gourmet should introduce effective to increase the efficiency of the
company; they also need to co-ordinate more effectively with other departments for
the purpose of better recruitment.
The activities like customer satisfaction day should be performed on regular basis so the
company should know the feedback and satisfaction level of customers regarding the
product and the image of the company.
Gourmet is not concentrating on the country wise basis; its major focus is only at Lahore
and adjacent areas.
A check and balance system should be imposed at gourmet outlets, and the salary of the
staff should be increased to minimize the corruption in gourmet.
Employees should be trained properly in the matter of communicating with the
customers and they should be hired on the basis of probation period and after the
probation period in which they are going to be trained they should be hired on the
permanent basis.
Gourmet has launched too many products; it really needs product analysis and cut down
its product line, only leaving the profitable brands or the brands with some good
potential in the future.
Promotional mix at Gourmet is not well integrated, they are not able to communicate
the strength and benefits of their products to the customer, and they need to come up
with more innovative and communicative promotional mix.