Presented By: Dahish Diyal

Presented To: Internal Defense Committee

Supervisor By: Miss Rabbia Khan
Session MBA(3.5) Fall 2015-2019
NCBA & E Wapda Town Sub Campus Multan
The marketing mix is the lens through which the contemporary customer
perceives value on 4Ps is examined.
It has roots in both the positive view of the world, and the modern marketing
viewpoint that marketing is an interactive process in which both the buyer
and seller reach a satisfying agreement on the "four P's" of marketing:
Product, Price, Place (location) and Promotion.
 Marketing Mix
The marketing mix refers to the set of actions, or tactics, that a company uses to
promote its brand or product in the market. The 4Ps make up a typical marketing
mix - Price, Product, Promotion and Place. However, nowadays, the marketing mix
increasingly includes several other Ps like Packaging, Positioning, People and even
Politics as vital mix elements.
Customer satisfaction
A customer is a stakeholder of an organization who provides
payment in exchange for the offer provided to him or her by
the organization with the aim of fulfilling a need and to
maximize satisfaction. Sometimes the term customer and
consumer are confusing. A customer can be a consumer, but
a consumer may not necessarily be a customer.
 1. To build an analytical connection between the customers
satisfaction with the marketing mix model, the four Ps.
 Determination of products and services that helps to meet the
needs of customers.
 Determination of the distribution channels according to the
potential customer desire.
 To observe the value of price that intended customers willing
to pay.
 2. Creation of perceived value and generate a positive
response.
 How to build the connection between the
customers satisfaction with marketing mix?
 How to create the perceived value and gain
the positive response according to marketing
mix?
Author & Year Article Country Journal

Solomon et al customer Europe Journal of

(2018) satisfaction, in marketing, 51(2),
business term, 86-96.
and product
/Services.

Giese et al (2014) aforementioned Europe Management &

statement by Marketing, 9(1).
stating that there
is to whether
customer
satisfaction
Qureshi et al The relationship Pakistan Procedia
(2013). between Economics and
marketing mix Finance, 37, 366-
and customer 371.
loyalty
Author & Year Article Journal

Jooste et al., (2010) The impact of marketing International Business

mix on attracting and Management, 5(1),
audiences to the cinema. 99-106.
Research in UK

Keelson et al (2012). The Evolution of the ISSN 1931-0285 CD

Marketing Concepts ISSN 1941-9589 ONLINE,
research in Turkey 173.
Theoretical framework
 A product which was destined to become the
world’s 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.
 A local service office, Coca-Cola Pakistan, focuses
on marketing the Company’s brands locally.
 Coca Cola targets both genders with its wide
variety of drinks. This market is relatively large and
is open to both genders, thereby allowing greater
product diversification.
 Soon after the country’s 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.
 Currently, Coca-Cola beverages are produced and sold
in Pakistan via the company’s own bottling plants which
operate under Coca-Cola Beverages Pakistan Ltd.
(CCBPL). A local service office, Coca-Cola Pakistan,
focuses on marketing the Company’s brands locally.
Internal Factors Evolution EFE Weight Rating Weight Score
Strengths
Coca- cola is the world most valuable brand 0.09 4 0.36
Broad variety of products 0.08 4 0.32
Coke is the market larder of the global soft 0.06 4 0.24
drink industry
High Market share 0.09 3 0.27
Differentiation 0.07 3 0.21
Enormous distribution and predication faculties 0.08 3 0.24
Strong financial position and profits 0.04 4 0.16
advertising and promoting actives 0.06 4 0.24

Geographical expansion 0.05 4 0.20

Weakness
Less aggressive market standing 0.08 1 0.08
Dispute above wholesale prices 0.06 1 0.06
Bigger long term debt 0.04 2 008
New coke formula results in bad image of coke 0.03 2 0.06
Big gape resumed setup in Pakistan 0.03 2 0.06
Bad image in Pakistan 0.05 1 0.05
Product offering is restricted to beverages 0.07 1 0.07
Discontinued many products 0.05 2 0.10
Inferior debt to assists ration of 0.99 0.03 2 0.06
Total 1.00 2.86
 Coca Cola Pepsi Gourmet
Financial Position Weight Rating Weighted Score Rating Weighted Score Rating Weighted Score

Advertising 0.08 4 0.32 3 0.24 3 0.24

Market Share 0.16 3 0.48 4 0.64 3 0.48

Brand Image 0.12 4 0.48 4 0.48 2 0.24

Customer Loyalty 0.10 4 0.40 4 0.40 3 0.30

Product Quality 0.10 3 0.30 3 0.30 2 0.20

Product Range 0.12 4 0.48 4 0.48 4 0.48

Distribution 0.08 3 0.24 4 0.32 3 0.24

Price Competition 0.10 4 0.40 4 0.40 3 0.30

Geographic 0.08 3 0.24 3 0.24 3 0.24

Expansion 0.10 4 0.40 4 0.40 2 0.20

Total Score 1.00 3.74 3.90 2.92

 Factors are:
I. Political
II. Economical
III.Social
IV.Technological
 Political Factors
The government plays a role within the operation of manufacturing
these products in terms of regulations.There are potential fines set
by the government on companies if they do not meet a standard of
laws. Coca Cola is well known as a Halal drink in Pakistan.
 Economic Factors
The economic conditions of Pakistan are not very attractive in the
recent years. However, as the price of Coca Cola is not high and the
demand is very stable, the consumption of Coca Cola is not being
impacted by the economic factor to a significant level. The purchase
power parity of Pakistan has decreased in recent years, but the sales
of Coca Cola are not impacted by these economic factors to a
significant level.
Social Factors
Now it has become a tendency that soft drink should be served in
almost every meeting. Fast food reputation among teenagers has led
to the increase in demand of PEPSI. Social interests’ program is also
active at PEPSI for example PEPSI donated 1 million Rs. For helping
recent earth quake victims. They have been supporter different
cricket events and Pakistan cricket team for almost 8 to10 years.
Social factors have significant impact over the sales and profitability
of a business. For instance; the awareness of being health conscious
has encouraged many consumers of Coca Cola and Pepsi to shift
from beverages consumption to those products.
Technological Factors
 It is a known fact that Coca Cola one of the top brands in the world.
It has the highest level of technology, which is required for
producing quality products along with providing high-level of after
sales service.
 Coca Cola has been able to adopt with the changing technology in
both local and international market effectivelyich are healthier like
Juice
 It is the strength of this research that it lays on its specific
focus on the connection between the customer’s satisfactions
with the marketing mix model, the four Ps. This research also
shows the impact of customer buying behavior base on the
company quality policy regarding product, price, place,
promotion. As all the policy formulation revolves around the
customer’s interest. Through the above research we come on
the following crux as follows:
 A clear picture is there which shows the connection between
customers’ satisfaction and marketing mix model, the four
Ps.
 The 4P’s are the main parameters that the marketing
manager can control, subject to the internal and external
constraints of the marketing environment.
 The Coca-Cola Company has covered a strong business market
scale around the world. Using different market strategies and
dividing the market segments to help the company to gain more
profits.
 Moreover, the Identifying Market Segments and Targets for
Marketing Strategy Plan of Coca-Cola Company in corporation
partnership strategy and implementation provides a brief
overview of Coca-Cola Company's operation, targeting and
positioning in the drink industry. In this case, although the
company is running a good business, there are still some other
internal (e.g. positioning) and external challenges waiting for it
to achieve, for example, Pepsi is one of the closet competitors
and purchases similar products.
 Being the biggest manufacturer, distributor and marketer of
non-alcoholic beverage industry, the Coca- Cola Company has
been running successful business with its franchising model in
the world
 The access of all departments must have proper greeting to deal the
guests.
 The all Steps are supposed to be ensuring cleanliness in all
departments. The decoration of every department must be exit.
 Marketing Department task should be enhanced and its role should
be enlarged to all main departments.
 The facility of Transport should be making available for workers. It
works as a enthusiasm instrument and will make sure in time
existence of workers in appreciated departments.
 For increasing motivation of employees, give them incentive on basis
of performance.
 All departments have very good working atmosphere.
 The available resources are used properly by all departments.
 There is good power, to manage, organize and exchange a few
words with its team, every department’s manager has. They have
well prepared their particular zone.
To the IDC & My Supervisor