LEGENDS

MOHSAN RAZZAQ
TAYYUB SHAHZAD
TOQEER SADIQUEE
SYED ZAHEER ABBAS
MUZAFFAR ABBAS
ASAD NAEEM
 Introduction
The Coca-Cola Company is one the most popular
beverage brands in the world.
Coverage:
• Operates in 46 states in United states
• 10 provinces in Canada
• 6 major countries of Europe
It facilitates:
Population of 298 million people and round about 80% of the world’s
population.

Headquarter: United States of America

Host countries: Two Hundred
 History
• Invented by: John S. Pemberton in 1886 in
Columbus, Georgia as coca-wine.
• Initially sold as patent medicine
• First sale: Jacob’s pharmacy in Atlanta, Georgia in
1886
• First Advertisement: 29th May 1886
• Asa Griggs Candler bought the company in 1887
• First bottling: In 1891 at Vicksburg, Mississippi at
Biedenharn candy Company
• Proprietor: Joseph A. Biedenharn
 History (Cont)

• In 1985 Coca-Cola changed the formula of the drink

to respond to its competitor, Pepsi.
• People preferred Pepsi over Coke, new Coke
changed the Preference.
• Market share for new Coke dwindled to only 3% by
1986
• In 1992 the name was changed to Coke II
• By 1998 it was sold in only a few places in the
Midwestern U.S.
 Coca Cola In Pakistan
• Began operations in 1953
• Benjamin H. Oehlert Jr. served as Ambassador in
Pakistan from 1967 to 1969
• Coca cola Promoted its marketing again in January
2000.
• CCBPL registered office: In Karachi
• Corporate Head Office: In Lahore.
 Mission Statement
• “We exist to create value for our share
owners on a long-term basis by building a
business that enhances The Coca-Cola
Company’s trademarks. This is also our
ultimate commitment. As the world’s largest
beverage company, we refresh that world.
We do this by developing superior soft
drinks, both carbonated and non-carbonated,
and profitable non-alcoholic beverage
systems that create value for our Company,
our bottling partners and our customers.”
 Vision
• People: Being a great place to work where
people are inspired to be the best they can be
• Planet: Being a responsible global citizen that
makes a difference
• Portfolio: Bringing to the world a portfolio of
beverage brands that anticipate and satisfy
peoples' desires and needs
• Partners: Nurturing a winning network of
partners and building mutual loyalty
• Profit: Maximizing return to shareowners while
being mindful of our overall responsibilities
 Departments of Coca-Cola Beverage
Private Limited (CCBPL)

• Production Department
• Industrial Relation Department Sales
• Marketing Department
• Human Capital Department
• Finance Department
• D & L Department
• Sales Department
Organizational Chart CEO

of Sales Department Pakistan

GM SBU GM CBU

BOM BOM BOM

Logistic
Account Production Sale &Mkt Technical Admin
Manager
Manager Manager Manager Manager Manager

RSM RSM RSM

Sale Sale
Sale
Manager Manager
Manager

Market Market Market

Development Development Development
Officer Officer Officer

Sales & Sales &

Sales &
Marketing Marketing
Marketing
Officer Officer
Officer
 SWOT Analysis
(External Environment)
Strength:
• Pioneers in the soft drink industry.
• Well informed team
• strong commitments and positive attitude towards
serving the company
• (Quality (Product, Services)
• Highly trained, motivated, committed and professional
staff.
• Leadership in national/local key accounts.
• Coca Cola, the world’s most powerful trademark and
other highly valuable trademarks.
• Strong global leadership in the beverage industry in
particular and in the business world in general.
 Weakness
• Insufficient brand activities in both ATH and BTH.
• Do not have replacement of MOUNTAIN DEW (cans and
mineral water)
• Low compensation and benefits, compared to the
market, leading to high turnover.
• Distribution network is weak particularly in Pakistan.
• Ineffective management perspective over the
competitive situation of Pakistan.
 SWOT Analysis
(Internal environment)
Opportunities:
• Highly focus on weighted accounts in direct areas.
• New products i.e. Q1/Sprite 3G, Energy Drinks, Mineral
water and juices.
• Highly focus on advertisement and sales promotion.
Threats:
• Spurious Drinks.
• Potential launch of juice competitors.
• Successful launch of Mountain Dew can lead to launch
of other new C&D brands.
• Competitors are the main threat for the company.
 Stake holder’s Relationship
The relationship of the company with stakeholders is as follow:
• Media:
Coca-cola has hired very expensive and talented actors for its
advertising campaigns so the coverage on media is very good.
• Customers:
At international level Coke has many loyal customers but
in Pakistan due to some reasons it lacks it popularity among
the buys.
• Public Pressure groups:
The relationship of coke with the pressure groups is not
very good because they tend to demote coke ion Pakistan by
creating its new rivals after every short period of time.
• Government:
The company have friendly relations with government and
working within the legal circle the company is excelling.
• Shareholders:
The main objective of the company is to satisfy
the valued shareholders and to gain maximum profit
• Competitors:
With Pepsi the only major competitor, company
have intense relationship with Pepsi and there is a
strong economic battle between the two rivals.
• Employees:
At Coca-Cola the employees are highly
motivated and have strong positive relation with the
company and work to the best of their ablilities to
gain profit for the organization.
 BCG Matrix
BCG MATRIX
•

OF
HIGH

GROWTH

MARKET STAR
?
QUESTION MARK

LOW DOG

CASH COW

HIGH LOW
RELATIVE SHARE
Distribution
The key element of marketing is
distribution. The success of entire
business depends on the distribution.
Coca cola makes sale through distribution
channel (producer retailer customer) but in
order to get market share it can go for
producer wholesaler retailer consumer
 Brands
• Coca Cola
• Diet Coke
• Sprite
• Sprite Zero
• Sprite 3G
• Fanta
• Fanta Apple
• Kinley
• Splash
250ml, 500ml, 1ltr
1.5ltrs, 2.25ltrs
 Conclusion
Coca Cola is the world’s largest beverage company.
They believe that they refresh the world better than any
other beverage company.
Coca cola is a non-alcoholic profitable beverage
company, which creates value for the company, their
bottling partners, share owner and customers.
In Pakistan customers have a sophisticated image
about the soft drink and therefore appealing to the
educated and middle/ upper middle classes.
Effective Managerial techniques