Introduction:

The COCA COLA Company is a beverage company, manufacturer, distributor, and marketer of nonalcoholic beverage concentrates and syrups. The Coca-Cola formula and brand was bought in 1889 by Asa Candler . The Coca-Cola Company is headquartered in Atlanta, Georgia

Mission statement:

'To benefit and refresh everyone who is touched by our business.

Objectives:

Increase the volume of sales up to the maximum level as much as possible during the current fiscal year.

Goals:

The companys goal is

To increase sales volume and gain market share leadership

Coca Cola in Pakistan:

The Coca-Cola Company began operating in Pakistan in 1953. Coca-Cola, Fanta and Sprite are the brands in Pakistan.

The CCBPL plants are in Karachi, Hyderabad, Sialkot, Gujranwala, Faisalabad, Rahimyar Khan, Multan and Lahore as well as in Rawalpindi and Peshawar.

MARKET SEGMENTATION
Market segmentation means dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes. Coca cola follow the strategy of mass marketing in which the seller engages in mass production, mass distribution, and mass promotion of one product to all buyers.

Bases for SEGMENTING The Consumer Market

GEOGRAPHIC DISTRIBUTION: CLIMITIC: The main idea of coke marketing is to serve it cold, so we can say that, they focus more on hot areas of the country. LOCALLY: In Pakistan the coke segments more in urban and suburban areas as compare to rural.

SECONDARY MARKET:
21-24 years old

Demographic distribution

ON THE BASIS OF AGE:

PRIMARY MARKET: 13-15 years old. I6-18 years old.

SECONDARY MARKET: 21-24 years old and above.

ON THE BASIS OF FAMILY SIZE:

Coca cola knows its people very well. It offers different flavors & packaging according to its customers taste. It offers following sizes & every size is targeting different slots of customers. SSRB (Standard size returnable bottle) LRB (Large size returnable bottle) NRD (Non-returnable/ Disposable bottle) PET (Plastic Bottle 500 ml) PET (Plastic Bottle 1.5 liter) CANS (tin pack 330 ml)

PSYCHOGRAPHIC DISTRIBUTION:

All psychographics variables the social class, lifestyle, occupation, level of education and personality, coke segments everyone, but again its there packaging which is different for different consumers.

BEHVIORAL DISTRIBUTION:

Coca cola has segmented its buyers on the basis of their knowledge, of attitude toward, use of, or response to a product. Many marketers believe that behavioral variables occasions, benefits, user status, usage rate, loyalty status, buyer readiness stage, and attitude are the best starting points for constructing market segments.

MARKET TARGETING

Mostly the company's beverages are generally for all consumers. However, there are some brands, which target specific consumers. The target market is where Coca Cola focuses its marketing efforts as it feels this is where it will be most productive and successful. The target market for Coca cola is very wide as it satisfies the needs for many different consumers, ranging from the healthy diet consciousness through Diet Coke to the average human through its best selling drink regular Coke

The most apparent method used by Coca Cola is with no doubt the differentiated marketing method as Coke satisfies a range of different markets. Cokes commercials basically based on young generations, so, the young generation is main target of Coke because they want to represent Coke with the youth and energy but they also consider about the old people they take then as a co-target market.

Product Life Cycle

Coca cola is currently going through the maturity stage. This maturity stage last longer than all other stages. During the maturity stage product usually goes through a slowdown in sales growth. According to coca cola 2001 annual reports sales have increased by 1.02 % compared to last year.

MARKET POSITIONING
After the coca cola company has selected its target market, the next stage is to decide how it wants to position itself within that chosen segment. Positioning refers to how organizations want their consumers to see their product. They have achieved a great deal of success since it first began and is now sold in stores, restaurants, vending machines, bars, etc.

Major Competitor of Coke

PEPSI

All over world there are two soft drink giants, Coke and Pepsi. The competition between two companies has always been neck to neck. Both companies keep on try to take lead in terms of pricing, packaging, promoting and placing.

In Pakistan a few other beverages are also introduced such as Mecca-Cola and Amrat-Cola but currently these soft drinks are not a threat for coke due to their very low market share and secondly due to brand loyalty of customers for coke.

Coca cola has also indirect competitor these include Nestle and Shezan juices who do not pose a threat to Coke as yet but has the potential to do so as it is exploiting the natural aspect and health issues more and more to make people conscious about physical fitness Coke has launched Diet Coke to counter the physical fitness demands.

Brand Specific Attributes of Coca Cola

Coca cola specific brand attributes that differentiate it from other competitors. These are: Has real cola taste Has an unforgettable taste Revitalizes me Gives me enjoyment anytime Good to drink with family and friends Is recognized as a best soft drink

MARKETING MIX

The marketing mix is probably the most crucial stage of the marketing planning process. The marketing mix refers to the combination of the four factors (price, promotion, product, and place) that make up the core of a business s marketing strategy.

PRODUCT STRATEGY
Businesses must think about products on three different levels, which are the core product, the actual product and the augmented product. Coca Cola customers are buying a wide range of soft drinks. (core product) Consumers will buy the coke product because of the high standards and high quality of the Coca Cola products. (actual product)

Since soft drinks are a consumable good, the augmented level is very limited. But Coca Cola do offer a help line and complaint phone service for customers who are not satisfied with the product or wish to give feedback on the products. (augmented product)

PRICE STRATEGY
Price of brand: Coca cola offer different prices ranging from 10 Rs to 45 Rs on the basis of different sizes of its products. Competition based prices: Coca cola products are above or equal to its competitors prices. Discount prices: In winter coke reduce its prices to maintain their sales and profit.

PLACE STRATEGY

Coca cola is available in all main as well as posh and backward areas in big cities available to some extent in posh areas of small cities. Coca cola has adopted two types of distribution strategies. INDIRECT DISTRIBUTION: The coca cola company uses inter mediatory in its distribution. The company does not sell its product directly to its consumers.

INTENSIVE DISTRIBUTION: It includes: Retail outlets. Small shops Restaurants Petrol stations Schools, Universities and Colleges. Sports Entertainment venue.

PROMOTION STRATEGY

The promotion strategy of Coca Cola Company is very aggressive. It advertises using print media like news paper magazines etc for their promotion purpose. VARIOUS TOOLS FOR SALES PROMOTIONS: Coupons Premium Rebates Special offers

Advertisement with catchy slogans. Sponsor ships. Bill boards / electronic signal boards. Coca cola Pet Promotion: In 1996, Coca-Cola launched 1.5 liter Pet contour bottle for the first time in Pakistan. Targeting house wives & family home, Coca-Colas PET was offered through a price-off promotion that said..Go out & get some

Recommendations
Coca Cola Company should try to emphasis more on providing their infrastructure in the market to facilitate their customers. According to the survey, conducted by the international firm Pakistani people like little bit sweeter cola drink. So for this coca cola company should produce their product according to the local demand.

Conclusion
The marketing strategy of Coca Cola is working for them and the product is gaining popularity among youth day by day. Coca-Cola is no doubt one of the most popular beverage companies and its product COKE is one of most consumed cola drink. They spend billions of dollars on their advertisement, promotions and recreational campaign.

Coca cola gain high market share and they dont want to stop here! Its target market is to achieve a much higher %age. Coca-Cola no doubt come the heart beat of Pakistanis. Coca-Cola is one of the leaders in sponsoring the most important, thrilling events. E.g. Cricket matches concerts and many other social occasions. So Jo chaho ho jaye Coca- Cola enjoy..