Coca-Cola

Introduction:
The Coca-Cola company is a global company with some of the world’s most widely recognized brands,
the coca- cola business in Pakistan has completed its 50 years of operation. The beverages are produced
locally, employing Pakistani citizen. And their product range and marketing reflect Pakistani tastes and
lifestyles, and they are deeply involved in the life of the local communities in which they operate.

History:
The Coca-Cola company began operating in Pakistan in 1953. Benjamin H, Oehlert Junior, former senior
vice president of the Coca-Cola company, served as United States Ambassador to Pakistan from 1967 to
1969.

Mission:
• To refresh the world...
• To inspire moments of optimism and happiness...
• To create value and make a difference.

Vision:
• 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 fastmoving organization.

Values:
• Focus on the Market
• Work Smart
• Act Like Owners
• Be the Brand

Brands:
BRANDS Globally, the Coca-Cola Company owns or licenses nearly 450 brands in the nonalcoholic
beverage business. Many of those brands are considered among the world’s most valuable. Some of
these include: -
 Carbonated soft drinks Such as Coca-Cola, Diet Coke, Fanta, Sprite and Fresca
  Juices and juice drinks Such as Minute Maid, Fruitopia, Maaza and Bibo
 Sports drinks Such as PowerAde and Aquarius
 Water products Such as Kinley, Dasani and Bonaqua
 Teas Such as Sokenbicha and Marocha
 Coffee Such as Georgia coffee, the best-selling noncarbonated beverage in Japan.

Carbonated soft drinks The main dark cola drink of the company, which started the
rivalry between these Companies.

Energy Drinks Full Throttle is an energy drink produced by the Coca Cola
Company

Sports Drinks PowerAde is a sports drink by Coca Cola Company.

Soft Drinks  Sprite is a clear, lemon lime flavoured, non-caffeinated soft drink,
produced by Coca Cola Company. It was introduced in the U.S in
1961.
 Diet Coke or Diet Coca Cola is a sugar-free soft drink produced
and distributed by Coca-Cola Company, was introduced in U.S. in
1982

Juices and Juice Drinks Minute Maid is a product line of beverages usually associated
with orange juice, but now extends to soft drinks of many kinds

Water  Kinley is a brand of still or carbonated water owned by The Coca

Cola Company
 Dasani Clear & Still Drinking Water. It champions the hydration
category by providing complete hydration solutions which
include Flavored water, Sparkling Water and Active Hydration.

 Coca cola owns more than ½ of the world’s beverages.

 Coke is affordable in all countries. It was not out of the price range for an afternoon snack.
 Coke comes in a variety.
 Coca cola is recognized by 94% of size worldwide so you the world’s population can use it for a
crowd or as a personal snack drink.

Segmentation:
 Coke’s commercials basically based on young generations.
 Demographic Factors: People of all ages and gender use Coca-Cola. Educated people belonging
to upper and middle-income groups also commonly use Coca-Cola. Major emphasis of Coca-Cola
is to attract teenagers.
 Life Style Pattern: The Taste and quality conscious people Drink Coca-Cola brands especially
Coca-Cola. Diet Coca-Cola offered by Company is Very popular among diabetic patients.
  Preference for Specific Benefits: For over 51 years Coca-Cola Corporation has maintained a
tradition of producing only the Quality drinking beverages. That is why it continues to be a
familiar and trusted household name in Pakistan.

Target Market:
 Upper class  Middle class
They mainly emphasize on students and teenagers, they gain their attraction by including into the
activities like:

 Becoming a partner at the Basant

 Promoting new age music and hiring pop stars into their promotion campaign.

Ad Selected- Bottle of Change:

‘‘Edhi Foundation to partner with Coca-Cola for Ramazan fundraising’’ (2017)
The campaign will consist of a special bottle named the ‘Bottle of Change’. Once a customer buys the
bottle a small percentage will be handed to the foundation. One thing that sets this campaign apart
from others is that Coca-Cola will be doubling the donations up to a limit of RS 25 million.
While Pakistanis have generously supported Edhi foundation throughout the year, Ramadan has always
been traditionally the time when donations reach their peak. With Coca-Cola running a special
campaign, the company expects a steady stream of donations will be maintained.

Culture:
Coca-Cola’s lives up to its well-earned reputation as market leader by insuring that consumers get the
best carbonating drink. The best of nature, technology and human resource have together contributed
to Coca-Cola’s reputation for unparalleled quality- a standard now recognized internationally. Above all,
the entire process is overseen by a professional management and trained workforce.

Consumer Behaviour:
How consumer attract towards coca cola?
Because it has the:

 Share of happiness.  Message of brotherhood

 CSR  Social gathering
 Show act of kindness  Promoting charity
Conclusion:
• The coca cola company has come a long from selling a few servings of carbonated beverages in a
pharmacy, to an international scale business.

• Coca cola commitment to remain at the forefront of the changing social values in developing their
marketing strategy has proven to their advantage.

• Undoubtedly the coca cola company has developed all the elements necessary to run a multimillion,
worldwide enterprise and refreshes all people that come in contract with their products.
 University of Education
Lower Mall Campus, Lahore
Department of Management Sciences

Consumer Behaviour
“Coca-Cola”

Submitted To:
Ma’am Hina Naeem Khan
Submitted By:
Roll no.: mbf1800404
Nida Khalil
Session: 2018-2020
Submission Date:
28th May 2019