The 4Ps of Coca Cola (Marketing presentation)

The 4Ps of Coca Cola

1. Group 3 Topic : 4ps of Coca cola PAKISTAN

2. Introduction International 3 rd largest soda company Y ear revenue of $ 41.5bn H eadquarters is in Atlanta, Florida Pakistan 2 nd largest soda company almost 3500 to 4000 employees Head office is in Lahore

3. Coca cola Bottlers Six bottlers in Pakistan Multan Lahore Gujranwala Faisalabad Rahim Yar Khan Karachi

4. More than 50 years in Pakistan In 1953 Coca cola was launched in Pakistan Fanta was introduced in Pakistan 1965 Sprite was introduced 1972 Diet Coke was introduced 2001.

5. Product carbonated drinks juices mineral water Soda

6. Product Attributes Quality: (Never compromise on quality) Features and design : ( Logo and brand colour is red) Appearance: ( Introduced different sizes and shape) 330 ml (Tin pack) 250 ml (Tin pack) 250 ml (Glass bottle) 350 ml (Tin pack) 500 ml (PET Bottle) 1 liter (PET Bottle) 1.5 liter (PET Bottle) 2.25 Liter – Jumbo pack

7. Product Line 1. Coke 2. Diet coke 3. Sprite 4. Coke classic 5. Fanta 6. Coca cola zero 7. DASANI 8. Sprite zero 9. Cappy PULPY 10. ROAR

8. Packing strategy Different packing strategy for different customer Tin Pack Glass bottle Plastic bottle

9. Services Coca-Cola retains its customer care practices through Internet chat with a digital operator Customer service telephone Detailed FAQ on website

10. Price Earlier coke used Cost based pricing Strategy As competition started now coke has shifted to Competitive Pricing Strategy.

11. Competition based price approach Earlier coke used based price strategy As competition has started coke has shifted to competitive pricing strategy

12. Pricing Strategies Coca cola determines following factors at determining price… Price should be set according to public demand of Product. Price should be which gives the company maximum revenue. Price should be not too low or too high then the competitor is charging from the customers. Price must be keeping the view of target market

13. Pricing In general coca cola charges similar price to it’s competitors for it’s Product

14. Coca cola, Sprite & Fanta:

15. Dasani water, Cappy Pulpy and Roar 500 ml Rs 35 1.5 liter Rs 55 350 ml Rs 70 1 liter Rs 160 500 ml Rs 50

16. Discounts Coca cola products are often Marked down during sale periods and special occasions Like Ramadan and Eid.

17. Market penetration pricing policy Coca cola objective is to target every consumer of the country, so coca cola has to set it’s Price’s at such a level which no one can offer to it’s consumers

18. Different pries in different seasons Sometimes coca cola company changes their product prices according to the season

19. PLACE • The Place P of marketing fix refers to distribution of products the ways of getting the product to market. • It refers to the point of sale. • It is the process used to bring products or service to consumer . • It is also called placement or distribution .

20. COCA COLA DISTRIBUTION STRAGEDY ▪ Coca Cola is world’s favourite brand and it 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 destroyed middle and small level players In market . Some decisions that should be taken for place are: ▪ Distribution channels ▪ Coverage ▪ Specific channel members ▪ Ware houses ▪ Transportation

21. DISTRIBUTION CHANNELS . The company sells its products to bottling, canning operations and some fountain retailers. ▪ Wholesaler / distributors ▪ Retail / corner stores/ supermarkets ▪ Convenience stores ▪ Restaurants / Cafes / Fast food chains ▪ Petrol stations ▪ Drug stores

22. COVERAGE ▪ The Coca-Cola serves more then 70,000 customers and retail outlets in Pakistan ▪ 70% of company volume and 80% of company profit come from outside the United States

23. SPECIFIC CHANNEL MEMBERS Coca Cola has ties up with major food giants and they supply exclusive Coca Cola with their outlets . Examples: ▪Subway ▪Burger king ▪MacDonald

24. WARE HOUSES There are many inventories/ware houses in Pakistan these are; 1.Karachi 2.Lahore 3.Hyderabad 4.Sialkot 5.Gujranwala 6.Multan 7.Faisalabad 8.And two independent stocks In Rawalpindi and Peshawar.

25. TRANSPORTATION Coca Cola’s transportation of their products are done through following ways: ▪ By lorries ▪ By trucks / container ▪ By vains

26. Promotion Promotion is the set of activity to attract and induce people to buy the product or service in preference over others. 30 billion rupees used for advertisement of their products last year. All coca cola products has same target audience that is youngsters every product has its own promotion strategies and different campaigns are made according to the strategy.

27. Coca Cola company contains different promotional activities Advertisement Sales Promotions

28. Advertisement Coca Cola Company advertises its products in Pakistan mainly through these channels Print media TV commercial Billboards Digital Media

29. Print media The Coca Cola Company often uses the print media for advertisement of their products. They have separate department for print media. Such as newspaper

30. TV commercials Now a days TV commercial are becoming the common way of advertisement. The Coca Cola Company does steady commercials on different TV channels for its products advertisement.

31. Billboards The Coca Cola Company is very much aware about their billboards and holdings. They have so many sites in all over Pakistan for their billboards

32. Digital Media Digital marketing is advertising through digital channels Social media Mobile applications Websites

33. 2.Sales promotion The Coca Cola Company does sponsorships with Colleges Schools Universities Cafes Restaurants

34. Sponsorship Coke Studio Coke Fest

35. Promotional strategies Getting shelves: They takes or do purchase shelves in big departmental stores and display their products in that shelves in that style that show product very clear and very attractive for the customers. Eye Catching Position: Their salesman positions their freezers and their products in eye catching places. Usually the company keeps freezers near the entrance.

36. Thank you ! Any questions ?