“MARKETING PRESENTATION”

 GROUP MEMBERS :
 FAIZAN KHAN (9405)
 HAMEES ADNAN(62294)
 FARIS SHEIKH(63378)
 AMMAR AHMAD KHAN(62619)
 BASIL NAWAZ(62726)
 DANIYAL AHMAD(64001)
 COURSE INSTRUCTOR :
 SIR KHALID JAMEEL
 COCA-COLA
Introduction
Coca Cola Company is the leading beverage firm in the world. Started in 1886, this firm has managed
to become one of the America’s most profitable companies. Its trademark was officially registered in
the United States in 1944. Kline (2010) reports that the firm has experienced a consistent growth in its
market share in the local market. The firm is currently operational in over 200 countries across the
world.

 Stated as one of the best brand

 Head quarter is situated in Atlanta, Georgia.
 With more than 2,800 products available in more than 200 countries, Coca-Cola is the largest
beverage manufacturer and distributor in the world.
 In 1978 Coca-Cola became the only company allowed to sell cold packaged beverages in
the People’s Republic of China.
 New markets opened up for Coca-Cola in the early 1990s; the company began selling products
in East Germany in 1990 and in India in 1993.
 SWOT ANALYSIS

Coca-Cola Strengths – Internal Strategic Factors:

 Strong brand identity – Coca-Cola is a highly popular brand with a unique brand identity. Its soft drinks are the most-selling drinks in
history.
 Highest brand equity – Coca-Cola is undoubtedly one of the most renowned brands with the highest brand equity. It was also
awarded ‘highest brand equity award’ in 2011 by Interbrand.
 Extended global reach – It is sold in more than 200 countries with 9 billion servings per day of Company products. It has introduced
more than 500 new products globally. Some of these are variations of Coca-Cola beverage, like Coco Cola Vanilla and Cherry Coca-Cola.
Its brands are known to touch every lifestyle and demography.
 Greatest brand association and customer loyalty – Coca-Cola is considered one of US’s most emotionally-connected brands. This
valuable brand is associated with ‘happiness’ and has strong customer loyalty. Customers can quickly identify their particular taste.
Finding its substitutes is difficult for them. Moreover, Coca-Cola and Fanta have a huge fan following than other beverage names in the
industry.
 Largest Brand Valuation – Coca-Cola is listed as the 3rd Best Global Brand on Interbrand’s annual ranking. Having an estimated brand
value of $79.96 billion, it has retained the top position for many years.
 Dominant Market Share – Out of Coca-Cola and Pepsi, the only two largest manufacturers of soft drinks in the beverage segment, Coca-
Cola has the largest market share. Coke, Sprite, Diet Coke, Fanta, Limca, and Maaza are the highest growth drivers for Coca-Cola.
 Unparalleled distribution system – Coca-Cola has the most efficient and most extensive distribution network in the world. The company
has nearly 250 bottling partners globally.
 Acquisitions – Coca-Cola acquired AdeS in 2016. AdeS is the largest soy-based beverage brand in Latin America. Through this acquisition,
Coca-Cola expanded its ready-to-drink beverage portfolio.
 COMPETITOR ANALYSIS

• Competitor analysis basically identifies your market competitor and evaluates their strategies to
determine their strength and weaknesses.
• Pepsi is one of the biggest market competitors of coca-cola.
• Both are American firms
• They have a very severe competition around the world as far as beverages are concerned.
• Pepsi has given Cocacola tough marketing rivalry in African and European continent.

MARKET ANALYSIS

• A market analysis is an assessment, which allows you to determine how suitable a particular market is for your
industry. You can use market analysis to evaluate your current market, or look at new markets.

• Whether you are a startup, looking to expand, or reevaluating your current market, a market analysis helps you
to identify the attractiveness of a market.
• It also detects current and future risks of operating in that location.

• Market analysis provides you with a holistic, or well-rounded picture of the markets you are interested in
operating in. The components of the analysis include several evaluation tools, including a discussion of your
industry and its outlook in the market. It also analyzes the target market, conducts a competitive analysis, and
identifies cultural and legal regulations.
 MARKETING OBJECTIVES

Marketing objectives set out what a business wants to achieve from its marketing activities. They need to be
consistent with overall aims and objectives of the business. They also provide an important focus for the
marketing team.
Marketing is “the process of identifying, anticipating (predicting) and satisfying customer needs profitably”.
Marketing objectives therefore need to be consistent with the purpose of marketing. They also need to be
consistent with and support the overall corporate (business) objectives:
What makes a good marketing objective? It is often said that an effective marketing objective meets the SMART
criteria:
 TARGETING AND POSITIONING

• Targeting and Positioning (STP) is a familiar strategic approach in Modern Marketing.

•  It is one of the most commonly applied marketing models in practice.
• The STP model is useful when creating marketing communications plans since it helps marketers to prioritize
propositions and then develop and deliver personalised and relevant messages to engage with different audiences.
• STP focuses on commercial effectiveness, selecting the most valuable segments for a business and then developing a
marketing mix and product positioning strategy for each segment.
 GROWTH STRATEGIES

A growth strategy is a plan of action designed to help businesses capture a larger share of the market, even if it
comes at the expense of short-term profit.
The type of growth strategy a company implements will depend heavily on factors such as their finances, target
market, and the industry they occupy.

 There are four main strategies a business can apply for achieving sustainable business growth:

• Market Penetration – The most straightforward growth strategy, and one most founders will be familiar with.
The goal of Market Penetration is to sell more products to its target customers. Broadly speaking, the majority
of growth and marketing “hacks” you come across will fall under this category.
• Market Development – In contrast, Market Development is all about finding new markets and customer
segments that you can serve with your products. This can include things like opening new retail locations,
developing new marketing messages to target different demographics, or even adopting a different pricing
structure.
• Product Development – As the name implies, the goal of Product Development is to increase your market
share by developing more products for your target market. This can be as simple as adding new features to an
existing product, or developing entirely new products.
• Diversification – The last and most risky growth strategy, Diversification aims to develop entirely new products
for entirely new markets. Businesses typically achieve this by acquiring or partnering with pre-existing
companies to offer a greater range of services.
 COMPETATIVE ADVANTAGE

Competitive advantages are conditions that allow a company or country to produce a good or service of
equal value at a lower price or in a more desirable fashion. These conditions allow the productive entity
to generate more sales or superior margins compared to its market rivals.

Competitive advantages are attributed to a variety of factors including cost structure, branding, the

quality of product offerings, the distribution network, intellectual property, and customer service.

• Competitive advantage is what makes an entity's products or services more desirable to customers
than that of any other rival.
• Competitive advantages can be broken down into comparative advantages and differential
advantages.
• Comparative advantage is a company's ability to produce something more efficiently than a rival,
which leads to greater profit margins.
• A differential advantage is when a company's products are seen as both unique and higher quality,
relative to those of a competitor.
 CONCLUSION

Business environment is getting more competitive. Coca Cola Company must therefore be ready to
face this competition and develop strategies that would enable it be in a position to manage this
competition. As can be seen from the above discussion, this firm has the responsibility of making its
products be seen as competitive in the market.
It must exploit its strengths and overcome some of the identified weaknesses within the local and
international market. It should also take advantage of the opportunities that avail themselves in the
external market to increase its market share. Finally, Coca Cola must identify some of the threats
that are in the external environment and develop measures to overcome them. This way, it will be
in a position to maintain its current market lead in the beverage industry.