Table of Contents

SL. No. Topics Page No

Chapter One : Introduction 08-10
1.1 Background of the Study 09
1.2 Objective of the Study 09
1.3 Scope of the Study 09
1.4 Methodology of the study 10
1.5 Limitation of the Study 10
Chapter Two: Literature Review 11-13
2.1 Literature Review 12
Chapter Three: Company Overview 14-16
3.1 Company Overview 15
3.2 Mission 16
Chapter Four : Findings of the Study 17--37
4.1 Situational analysis 18
4.2 Market Summary 21
4.3 Marketing Strategy 24
4.4 Marketing Objectives 24
4.5 Financial objectives 25
4.6 Target Market 25
4.7 Strategy market 26
4.8 SWOT analysis 26
4.9 Competition 26
4.10 Product Offering 29
4.11 Keyes to Success 31
4.12 Positioning 31
4.13 Marketing Mix 32
4.14 Control 33
Chapter Five : Recommendations& Conclusion 34-36
5.1 Recommendations 34
5.2 Conclusion 35
References 36
 CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Research paper / Organization consulting is an significant element of BBA program
which is necessary for a student to get a useful knowledge that he has learned
theoretically during his study about business. As a student of BBA (major in
marketing) I have to choose a company where I can learn about marketing practically
and introduced with the business environment and I have to work with a specific topic
to prepare a research paper Coca Cola.
1.2 Objectives of the Study
The Research tries to focus on the level of Marketing Strategy Coca Cola. Here some
broad objective and specific objective as well.
In the below it is given
1.2.1 Broad Objective:
a) Marketing mix and Promotional Strategy Coca Cola; a special reference to
Coca Cola in Bangladesh.
1.2.2 Specific Objective:
a) Analysis of all the above data from facts gathered & dialogue with Coca Cola
management.
b) To analysis the present problems in Marketing mix purpose of Coca Cola.
c) To analysis the present problems in Promotional Strategypurpose of Coca Cola.
d) SWOT analysis and future prospects of Coca Cola.
e) To recommend proper suggestion to overcome existing problems of Coca Cola
1.3 Scope of the Study
Apart from fulfilling the commitment of serving delicious, fresh, and hygienic food and at the same
time providing the customers with the ultimate entertainment; Coca Cola also plays part in the
economic development of our country.
Presently Coca Cola has provided employment to over 1200 Bangladeshi , which adds up to

6000 individuals directly dependent on Coca Cola Bangladesh.

How much healthy food for the customer in Bangladesh?

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1.4 Methodology of the Study
A Descriptive research design was selected for this study because “a Descriptive study
narrate the phenomena or characteristics associated with subject population (who, what,
when, where and how of a topic). Estimate the proportions of a population that have these
characteristics. Discover of associations among different variables. This study will
investigate on Marketing Plan of Coca-cola. This study is conducted by following some
predicated steps in the use of sources of data collection method and selection of sample.
This Report is done by the a) secondary sources, b) Primary Source of Information.
A) Secondary Source :
The Report is almost restricted to the secondary sources of Information like published annual
reports and other documents containing information regarding Coca-cola; relevant documents
from the Internet. Using Search Engine the addresses of the websites including the
information about the relevant issues have been collected and afterwards information from
different pages have been organized and written according to their relevance with the topic.
B) Primary Source:
An empirical study has also been conducted using unstructured interview consisting
questions relevant with the objectives of the study. Face to face interview has been taken with
30 respondents from different Coca-cola. Respondents are the Customer who comes in the
Coca-cola a number of times. I also take Interviews managerial level officers of Coca-cola.
From flowing Questionnaire Primary source of information is collected.
1.5 Limitations of the Study
Course assignment is a one kind of procedural program. There are involved various factors
such as time/cost/information etc. So I have to face some problem to working this study.
Mainly we have faced few problem these so much important of our study.
The companies official are not provided sufficient current information such are information
on company existing market share, industries demands, sales volume of competitors, accurate
financial statement, cash in flow statement, rough behaviors of some employees and customer
etc. When we have survey sample customers and Coca-cola management then they have not
cooperation with us.
After also we have some personal limitations such as money problem, time problem, lack of
available previous research materials due to insufficient knowledge about this research fields
through above limitation are exist. We are tried our best to overcome these limitations in this
study

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 CHAPTER TWO
LITERATURE REVIEW
Promotional strategy -

Promotional strategy is a method used by companies to advertise, promote & sell their goods.
A company chooses its promotional strategy based on factors like product type, marketing
budget, target audience etc. It is a critical activity to increase product awareness & thereby
increase sales. An effective promotional strategy gets more revenue as compared to the
marketing spend. Promotion for any product or service is essential for any company. It is
because only through promotion people would come to know about the product. Only after
knowing about the product they consider purchasing. Since there are some many companies
& brands competing to sell their products to the same set of customers, advertising &
promotion are important tools to ensure each brand is differentiated & identified.

Marketing Strategy

A business's overall game plan for reaching prospective consumers and turning them into
customers of their products. Marketing strategy is an organization's promotional efforts to
allocate its resources across a wide range of platforms, channels to increase its sales and
achieve sustainable competitive advantage within its corresponding market.

business goals, target market, buyer personas, competitors, and value for customers.

The 5 main marketing strategies to pay attention to are social media marketing, SEO, PPC,
email marketing and content marketing. These seven are: product, price, promotion, place,
packaging, positioning and people. As products, markets, customers and needs change
rapidly, you must continually revisit these seven Ps to make sure you're on track and
achieving the maximum results possible for you in today's marketplace.

Marketing

the activity or business of promoting and selling products or services, including market
research and advertising.

activities a company undertakes to promote the buying or selling of a product or service.

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The action or business of promoting and selling products or services.” marketing is the
process of attracting potential customers and clients to a product or service.

an action taken to bring attention to a business' offerings. the process of getting people
interested in your company's product or servicc.

Promotional Activities –

include advertising or marketing (on television, radio, and websites), personal sales
(doortodoor selling) or promoting products, services or brands by way of public relations
(using newspapers, media or sponsoring events).

Promotional activities are techniques that marketing teams use to increase awareness of their
brand, products and services. This can help them attract new customers, retain current
customers and increase their company's revenue. Promotion includes elements such
as advertising, personal selling, sales promotion, public relations, and direct marketing.
Strategic activities to profitably identify, anticipate, and satisfy customer needs. Tactics and
activities to communicate and persuade the target audience about a product or service

.Promotion is a set of activities with the main aim of persuading the customer to buy a
product, service or brand through highlighting the advantages. increase brand awareness,
create interest, generate sales or create brand loyalty

Marking mix

A common classification that began as the four ps. product, Price, placement and promotion.
The marketing mix is the set of controllable, tactical marketing tools that a company uses to
produce a desired response from its target market. It consists of everything that a company
can do to influence demand for its product. It is also a tool to help marketing planning and
execution.. Product, Price Place, Promotion, People, Process, and Physical evidence are the 7
Ps of marketing mix.....the process of your organisation can affect the performance of the
service you provide, involving the delivery of your product to consumers.

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 CHAPTER THREE

COMPANY OVERVIEW

3.1 COMPANY OVERVIEW

It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty. Eight
hundred miles away, another great American symbol was about to be unveiled.

Like many people who change history, John Pemberton, an Atlanta pharmacist, was inspired
by simple curiosity. One afternoon, he stirred up a fragrant, caramel-colored liquid and, when
it was done, he carried it a few doors down to Jacobs' Pharmacy. Here, the mixture was
combined with carbonated water and sampled by customers who all agreed -- this new drink
was something special. So Jacobs' Pharmacy put it on sale for five cents a glass.

Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola®, and wrote it out
in his distinct script. To this day, Coca-Cola is written the same w

MAJOR PRODUCTS OF COCA COLA INTERNATIONAL

Product Name Image

Coke

Sprite

Type Soft Drink (Cola)

Manufacturer The Coca- Cola Company
Founder (s) John S. Pemberton
Country of Origin United States
Introduced 1965(BD)
Area Served Over 200 countries
Color Caramel E-150d
Flavors Cola, Cola Green Tea, Cola Lemon, Cola Lemon Lime,
Cola Lime, Cola Orange and Cola Raspberry.

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 Employees 2500(BD)
Servings per Day 1.6 Billion
Website www.coca-cola.com

3.2 Mission

“Our mission statement is to maximize shareowner value over time”

In order to achieve this mission, we must create value for all the constraints we serve,
including our consumers, our customers, our bottlers, and our communities. The Coca Cola
Company creates value by executing comprehensive business strategy guided by six key
beliefs:

1. Consumer demand drives everything we do.

2. Brand Coca Cola is the core of our business
3. We will serve consumers a broad selection of the nonalcoholic ready-to–drink
beverages they want to drink throughout the day.
4. We will be the best marketers in the world.
5. We will think and act locally.
6. We will lead as a model corporate citizen.

Everything we do is inspired by our enduring Mission:

 To Refresh the World...in body, mind, and spirit.

 To Inspire Moments of Optimism...through our brands and our actions.
 To Create Value and Make a Difference...everywhere we engage.

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 CHAPTER FOUR

FINDINGS OF THE STUDY

4.1 Situation Analysis

Being the biggest company in the soft drink industry, Coca Cola enjoys the largest market
share. This company controls about 59% of the world market.

"The company has already registered with the Board of Investment to invest about $50
million by 2013," BoI executive chairman SA Samad told Coke's bottling operations will
bring in Tk 3.76 billion foreign equity and raise another Tk 375 million working capital from
the local market, according to information it provided to the investment board. The Atlanta-
based soft-drink behemoth has set its sight on starting commercial operation by Sept 2013 at
a plant in Tongi where it will produce Coca-Cola, Sprite, Fanta, juice and juice-based drink,
and packaged drinking water. Currently, Abdul Monem Ltd and Pran Group bottle the
products. The plant is expected to produce 222 million bottles worth Tk 9 billion a year.
Coca-Cola in 2009 submitted its first proposal to invest $51 million to expand its business in
the country and submitted another proposal in 2010 making clear its intent to set up a modern
production facility.. Because carbonated soft drinks are the largest growth segment within the
nonalcoholic ready-to-drink beverage category measured by volume, that is why they are
focusing more on this and they are continually increasing the pace because they know that
accelerating this pace is crucial to their future success.

In Asian population, which is the satisfied customer of Coca Cola, is approximately 4.2
billion and the average consumer enjoys close to four servings of our products each month.
Through an intense focus on Coca-Cola, innovation and new beverages, the company has
achieved volume growth of 25 percent in 2010.

So the company is emphasizing more in this area and is trying to develop a strategy, which
can increase the growth of the consumption of Coca Cola by the people of Asia. Among the
countries of Asia, Japan has the highest percentage, which is about 29%. Among others,
Bangladesh, Bangladesh and Bangladesh are those countries where the average consumption
is increasing day by day.

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 a) External Factors
i) Customers:

Customer satisfaction is considered as being the most important and vital things in Coca
Cola’s progress.

It focuses on:

 Customer Database
 Getting new potential customers, side by side retaining old ones.
 Giving customers more than just a soft drink.
 Brand loyalty.

Marketing is a science, not an art. Give consumers more reasons to sue your product.

i) Competitor Analysis:
MAJOR COMPETETOR: PEPSI CO.

PepsiCois a world leader in convenient foods and beverages, with revenues of about $30
billion and over 143,000 employees. The company consists of the snack businesses of Frito-
Lay North America and Frito-Lay International.

Pepsi-Cola beverages are available in more than 190 countries and territories. In Asia, they
selected Lahore to make their regional office. This was done in 1970. This regional office is
monitoring all the operations carried out in South West Asia.

Pepsi Co. has focused on these marketing principles to attain their higher share of market in
Asia:

 Measuring Satisfaction using various techniques

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  Increasing customer perceived value (CPV)
 Increasing shareholder wealth. The earnings per share are expected to grow to 116 Rs.
In 2010.
 Maintaining its supply chain management to ensure that the customer gets Pepsi
exactly when he requires.
 Mass Marketing via advertising Pepsi with customer attraction areas e.g. celebrities
like sakib al-Hasan Sports (Cricket), concerts (Haroon etc)
 Price Indiscrimination all over the region
 Focusing on Brand image
 Customer retention schemes such as lucky draw, meeting your favorite celebrity etc
 Adding social and ethical benefits to every bottle they sell.

Internal Factors:
ii) Company:

The Coca Cola Company has always focused on portraying a simple yet strong brand image.
Their motto was:

Know the most recognized word on the planet after “OK”!

In December 1991, a merger between Coca-Cola Enterprises and the Johnston Coca-Cola
Bottling Group, Inc. (Johnston) created a larger, stronger Company, again helping accelerate
bottler consolidation. As part of the merger, the senior management team of Johnston
assumed responsibility for managing the Company, and began a dramatic, successful
restructuring in 1992.Unit case sales had climbed to 1.4 billion, and total revenues were $5
billion.

Major Products (Asia):

 Coca-Cola introduced in Bangladesh 1965

 Fanta introduced in Bangladesh 1971
 Sprite was introduced 1972
 Fanta Lemon 2001
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 iii) Context:

Any company can only exceed its sales and profits if it has an excellent marketing strategy
and if it is bringing innovation in its resources with every passing day.

The company has generated free cash flow of $14.1 billion, up from $11.8 billion in 2008, a
clear indication of its underlying financial strength. This increase is contributed to Coca
Cola’s changing marketing strategy. They have focused on increasing sales in Asia as a
foremost ingredient since the last few years as coca cola did not have a large market share
previously. They have competed well against Pepsi Co. in getting a reasonable market share.

4.2 Market Summary

a) Market Growth:

According to the 2009 Annual Report, full year of $449.0 million, representing an increase of
$44.7 million the company sells beverage products in more than 215countries. The report
further states that of the more than 60 billion beverage servings of all types consumed
worldwide every day, beverages bearing the trademarks owned by or licensed to Coca-Cola
account for approximately 1.5 billion. Of these, beverages bearing the trademark "Coca-
Cola" or "Coke" accounted for approximately 78% of the Company's total gallon sales.

Also according to the 2010 full year of $506.6 million, before significant items, representing
an increase of $57.6 million.

Market Demographics:

In Bangladesh Coke’s share is only 36%.

 POPULATION: 15,242,949 (July, 2010 estimated)

 CHILDREN: 37.2%
 ADULTS: 62.8%
 CHILDREN EQUITY: 60%
 ADULT EQUITY: 40%
 TOTAL TARGET MARKET: 2,446,579

Coke targets both genders in Bangladesh.

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Psychographics Segmentation & Market Trends:

Coke segments different income levels by packaging. Like for people with a low level of
income, it has small returnable glass bottle, for the mediocre class it has non returnable bottle
(NRT) and for people with a high level of income it has Coke tin.

Sometimes, for the promotion strategy of coke, the Coke Company introduces prizes on the
top cover. So they segment people by benefit sought, i.e. by giving them prizes.

Coke will always show activities, where people get together to enjoy moments of
togetherness with our brand. Research analysis indicates that youngsters love to get together,
and it is when they are enjoying themselves, that will consume coke. For Bangladeshi youth,
socializing with friends and family is „core‟ behavior in their lives. Coke‟s brand
personality is all about togetherness.

At times, Coca Cola Intl seeks to promote itself through sponsoring events. Since many
years, Basanto festival has somewhat become “Coke Festival”.

b) Market Needs:

In coke marketing, main idea is to serve it cold, so we can say that, they focus more on hot
areas of the world, i.e. middle east etc and there sale increase in summer.

The market needs vary with time and Coke Intl. introduces its products over time e.g. Coke
Cherry etc.

c) Market Behavior:

The behavior of Bangladeshi market has always been orientated on “WHATS COLD GETS
SOLD”. People normally focus on buying anything that is cold either Pepsi or Coke. The
market behavior in Bangladesh has not changed a lot as people are not entirely health
conscious but over a few years due to increasing awareness of obesity, people have adopted
an alienated behavior to soft drinks, which is why Coca Cola Intl. has provided them with the
perfect solution i.e. provide a product exactly when it is needed.

d) Market Share Growth Rate:

Worldwide on global level Coca-Cola is the most popular brand and market leader and carry
60% of market share.

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In Bangladesh due to above reasons Coca –cola is the market follower but still in a very
strong and stable position holding 36% of the local market share with a growing and
increasing market share every year.

GROWTH RATE IN MARKET SHARE GEOGRAPHICALLY

Unit Case Volume 2019 vs. 2020 Growth Rate

5-Year Net Operating

2019 vs. 2020
Annual Operating Income
Growth
Growth Revenues
Africa
10% 6% 16% 6%
Eurasia
16% 13% 24% 38%

European Union 3% 2% 14% 16%

Bangladesh 4% 1% 12% 14%

24% 22%
Latin America 9% 6%
North America
(1%) 1% 11% 1%
7% 3%
Pacific 7% 4%
Bottling 53% 750%
64% N/A
Investments
20% 15%
Worldwide 6% 4%

e) Market Growth:
 Coca Cola Company can also identify its expansion through the ANSOFF approach.

 Coca Cola in Bangladesh is doing market penetration through the selling its products
to the business buyer, who are huge multinational organizations like McDonalds,
Subway, Dunkin Donuts & many more & they are also keeping the local market in

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 focus. Fri Chicks, KFC etc are examples of the buyers in the local market. They are
selling the Coca Cola as the only beverage in their restaurants.
 Market Development is exploring new markets for the products you are already
selling. Many flavors of coca cola are not being sold in Bangladesh. Coca cola can
develop a new market if they introduce those flavors in Bangladesh.

4.3Marketing Strategy

Our local marketing strategy enables Coke to listen to all the voices around the world asking
for beverages that can span the entire spectrum of tastes and occasions. What people want in
a beverage is a reflection of who they are, where they live, how they work and play, and how
they relax and recharge. Whether you're a student in the United States enjoying a refreshing
Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice drink, or a
couple in Korea buying bottled water after a run together, we're there for you. We are
determined not only to make great drinks, but also to contribute to communities around the
world through our commitments to education, health, wellness, and diversity. Coke strives to
be a good neighbor, consistently shaping our business decisions to improve the quality of life
in the communities in which we do business. It's a special thing to have billions of friends
around the world, and we never forget it.

4.4Marketing Objectives

The ultimate objectives of our business strategy are:

 To increase volume
 Expand our share of worldwide nonalcoholic ready to drink beverages sale
 Maximize our long-term cash flows
 Create economic value added by improving economic profit.

The Coca Cola system has more than 16 million customers around the world that sells or
serves our products directly to consumers. We keenly focus on enhancing value for these
customers and helping them grow their beverage businesses. We strive to understand each
customer’s business and needs, whether that customer is a sophisticated retailer in a
developed market a kiosk owner in an emerging market.

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Aims:

 People: Being a great place to work where people are inspired to be the best they
can be.
 Portfolio: Bringing to the world a portfolio of quality beverage brands that
anticipate and satisfy people's desires and needs.
 Partners: Nurturing a winning network of customers and suppliers, together we
create mutual, enduring value.
 Planet: Being a responsible citizen that makes a difference by helping build and
support sustainable communities.
 Profit: Maximizing long-term return to shareowners while being mindful of our
overall responsibilities.

4.5Financial Objectives

All Coca Cola Intl. plants setup their own goal to achieve the objective.

The company goal is:

“To increase sales volume and gain market leadership in Lahore.”

The company aims to achieve sales level of $35,000,000,00 by the end of year 2010. The
sales level for year 2009 was $31,944,000,00.

4.6Target Markets

The target market for Coca cola is very wide as it satisfies the needs for many different
consumers. Most Coke products satisfy all age groups as it is proven that most people of
different age groups consume the Coca Cola product. This market is relatively large and is
open to both genders, thereby allowing greater product diversification.

Coke’s commercials basically based on young generations, so, the young generation is the
target market 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.

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4.7Strategy

The strategy for the future of the company is very straightforward. The marketing strategyfor
the year 2011 is as follows:

 Accelerate carbonated soft-drink growth, led by Coca-Cola.

 Selectively broaden the family of beverage brands to drive profitable growth.
 Grow system profitability and capability together with our bottling partners.
 Serve customers with creativity and consistency to generate growth across all
channels.
 Direct investments to highest potential areas across markets.
 Drive efficiency and cost-effectiveness everywhere.

4.8 SWOT Analysis:

Strengths Weaknesses

Internal -Popularity -Word of mouth

-well known -lack of popularity of many Coca
-branding obvious and easily Cola’s brands
recognized -Most unknown and rarely seen
-A lot of finance -result of low profile or non-existent
-customer loyalty advertising
-International Trade -health issues

Threats Opportunities

External -changing health-consciousness -many successful brands to pursue

attitude -advertise its less popular products
-legal issues -buy out competition.
-Health ministers -More Brand recognition
-competition (Pepsi)

SWOT analysis is a technique much used in much general management as well as marketing
scenarios. SWOT consists of examining the current activities of the organization- its
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Strengths and Weakness- and then using this and external research data to set out the
Opportunities and Threats that exist.

a) Strengths:

STRONG BRAND NAME: The world's most valuable brand. Its brand value at $70.45. It is
the most recognizable word across the world after Ok is Coke. Extremely recognizable
branding is one of Coca-Cola’s greatest strengths. Coca-Cola’s brand name is known well
throughout by 90% of the world today.

CORPOARATE IDENTITY: it has a very strong corporate identity as it is very recognized

company in all the parts of the world and it is in existence since 1880’s.

GLOBAL DISTRIBUTION: coca cola is available in each and every part of the world as it is
operating globally in more than 200 countries with its head office located in Atlanta, USA
and daily more than 1.06 billion dollar are consumed around the world.

ADVERTISEMENT: of coke is very attractive and they use big stars.

INNOVATION: it always launches innovative products like diet coke, vanilla coke and many
other.

LOCAL APPROACH: it conducts business on a global scale while at the same time maintain
a local approach which is purely visible from its advertisement.

STRONG R&D: coke has a very strong R&D.

BACKWARD INTEGRATION: is one of its biggest strength as it has wholly company

owned bottling operations and that’s why it also has a chance to work on is price. Also
according to Bettman Coca-Cola’s bottling system is one of their greatest strengths.

“THANDA MATLAB COCA COLA” campaign worked really well in Bangladesh.

BRAND LOYALTY: Coca cola enjoys the brand loyalty from the customers

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FINANCIAL STABILTY: is there in company as it is a very old and prestigious brand.

Coca-Cola has been holding a large part of world culture for a very long time. Coca cola has
focused on brand image and brand loyalty along with providing supreme taste and quality.
The Coca-Cola image is displayed on T-shirts, hats, and collectible memorabilia. This
extremely recognizable branding is one of Coca-Cola's greatest strengths.

Additionally, Coca-Cola's bottling system is one of their greatest strengths. It allows them to
conduct business on a global scale while at the same time maintain a local approach. The
bottling companies are locally owned and operated by independent business people who are
authorized to sell products of the Coca-Cola Company. Because Coke does not have outright
ownership of its bottling network, its main source of revenue is the sale of concentrate to its
bottlers.

In Bangladesh, people don’t care before drinking that whether it is “Pepsi” or “Coke”. They
don’t actually differentiate between these two brands in order to their tastes.

Consumers basically drink what they get.

They believe on“WHATS COLD GETS SOLD”

Consumer’s availability in brands is basically works like:

 Push availability.
 Pull consumer’s demand.

For this reason Coca-Cola Intl has provided their coolers and freezers in the market. They
have maximum number of coolers and freezers in the market. They provide this infrastructure
free of cost just to provide child coke to their customer, which they want to be purchase.

b) Weaknesses:

Coca-Cola has had some "declines in unit case volumes in the South East Asia due to reduced
consumer purchasing power”.

MARKET SHARE its market share in Bangladesh as a product is very less as compared to
others.

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UNDER UTILIZATION OF CAPACITY is one of its weaknesses

SALES IN BANGLADESH its sale in Bangladesh is 6 bottles per capita per year which is
very low compared to other western countries like Mexico which has a total sale of 533
bottles per person per annum.

PESTICIDE SCANDAL in Bangladesh decreased its sale and created a doubt in minds of
people about pesticide.

Coca-Cola contains caffeine and caramel which can adverse effects on the teeth (if
prolonged) which is an issue for health care. It also has got sugar by which continuous
drinking of Coca-Cola may cause health problems. Being addicted to Coca-Cola also is a
health problem, because drinking of Coca-Cola daily has an effect on your body after few
years.

Another weakness which may be considered regionally is its sugar content. Pepsi Co. makes
its sales only because Pepsi is so far, having a larger market share only because it is more
sugary and Asian people focus on sugary drinks.

c) Opportunities:

POSSIBLE GROWING DEMAND in a country like Bangladesh the per capita consumption
of coca cola per year is the lowest in the world that is only 6 per person.

DEVLOPING A GLOBAL BRAND

COCA COLA’S BOTTLING SYSTEM also allows the company to take advantage. It can
work on its price. Most of the bottling companies are under the control of coke which gives
that much of flexibility for its modulations in the pricing strategy which cannot be exercised
by the rival cola giant PepsiCo because it does not own its own bottling companies hence it
does not enjoy that much of flexibility in modulating the pricing strategy of PepsiCo.

SUFFICIENT CAPITAL gives it significant growth opportunities.

HAS A POTENTIAL to innovate and differentiate the company's products to sustain a

competitive advantage

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EXPANSION INTO NEW MARKET other than soft drink market. As coke is enjoying so
good brand name, then if they enter in any other industry with same brand name it can also
succeed in that industry.

MERGE with other global business is another option in front of them to expand their
business.

Brand recognition is an important factor in affecting Coke's competitive position. Coca-

Cola's brand name is known well throughout 94% of the world today. The main concern of
Coca Cola Marketing Strategies has been just to improvise its system and make it even more
recognizable. The coke team has been working strenuously in Bangladesh gaining supporters
via Mass marketing and Promotional tools.

d) Threats:

COMPETITION PEPSI its competition from Pepsi is a big threat to the company as the
market share of Pepsi is more than coke in India

Coca-Cola can be SUBSTITUTED by other soft drink products made by its competitors.
The soft drink industry is very strong, but consumers are NOT NECESSARILY MARRIED
to it. Possible substitutes that continuously put pressure on both Pepsi and Coke include tea,
coffee, juices, milk, and hot chocolate.

PESTICIDE MATTER after the pesticide matter the sales of coke felled tremendously and it
happened twice and company has to get a permanent solution to it.

Other threat which the companies possess is of CHANGE OF TASTE of their consumers.

Contradiction: Some analysts assume that new competitors can also have an effect on Coke
Sales. But actually, new comers have some what a very less contribution because Soft Drink
industry is in itself a very vast and strong industry. New competitors can never make their
way up to Coke’s level in an even 10 years to come.

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A possible threat may be the increasing health awareness. People have recently become more
conscious about health issues. 60% of the world’s population does not drink carbonated
drinks (due to poverty and /or health issues).

Another threat is the increasing rivalry between Pepsi and Coke. This has somewhat changed
customer perceived value and now both competitors have to respond to an ever increasing
demand and attributes of consumers.

4.9Competition

The major competition faced by Coca Cola International is Pepsi Co. PepsiCois a world
leader in convenient foods and beverages, with revenues of about $30 billion and over 2,500
employees. The company consists of the snack businesses of Frito-Lay North America and
Frito-Lay International; the beverage businesses of Pepsi-Cola North America,
Gatorade/Tropicana North America and PepsiCo Beverages International; and Quaker Foods
North America, manufacturer and marketer of ready-to-eat cereals and other food products.
PepsiCo brands are available in nearly 215 countries and territories.

Major Pepsi Co. products include:

 Pepsi
 Teem
 Mirinda
 Pepsi Max
 Pepsi Lemon
 Pepsi Blue
 Mountain Dew
 7up

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4.10Product Offering

Regulars:
 Coke Classic
 Vanilla Coke
 Cherry Coke
 Caffeine free Coke
 Fanta
 Sprite
 Sprite Ice
 Sprite Duo
 Coca Cola Black
 Limca
 Caffeine free Diet Coke
 Diet Cherry Coke
 Diet Coke with Lemon
 Diet Vanilla Coke
Sports Drinks:
 PowerAde
 Nestea
 Aquarius
 Vitamin Energy
Juices/Water:
 Minute Maid
 Maaza
 Kinley
Energy Drinks:
 Full Throttle
 Barq’s
 Tab
 Burn

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4.11Keys to Success

Coca Cola marketing team focuses not only on the results as well as the tasks assigned.

 They firmly believe if you want to establish a clear image in the minds of
consumers, you first need a clear image in your own mind.
 Since the major competitor is Pepsi Co. so Coca Cola Intl has focused on
neutralizing the competition.
 Kill the category: If Pepsi Co. launched Crystal Pepsi then Coca Cola Intl
launched Diet Coke.
 The Coca Cola marketing team maintained their focus strongly on the product
itself. When they changed bottle shape, many people started buying bottles
instead of the drink itself
 The Coca Cola team learnt from everything. Even if a customer said “no”, they
focused on “why” did he say no and then found out ways on “how” to solve that
issue.
 Formula for positioning success :
 Define
 Over deliver
 Claim
 Succeed
 They specified the criteria for each product offered because if you don’t specify
the criteria for choosing, consumers will develop their own, which is dangerous.

4.12Positioning

Product Range

The total range of Coca Cola Intl. in Bangladesh includes:

► Coke.
► Sprite.
► Fanta.

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Bottle Sizes

The company offers their products in different bottle sizes which include:

 SSRB Standard Size Returnable Bottle

 LRB Litter Returnable Bottle
 NRB No Return Bottle or Disposable Bottle
 PET 1.5 Liter Plastic Bottle
 CANS Tin Pack 330 ml

Packing

Coca cola products are available in different packaging:

 24 Regular Bottle Shell.

 6 Bottle Pack for 1.5 PETs.
 12 Bottles in a pack for Disposable Bottle.
 24 Cans in one crate.

4.13 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.

a) Product

Businesses must think about products on three different levels, which are the core product,
the actual product and the augmented product. The core product is what the consumer is
actually buying and the benefits it gives. Coca Cola customers are buying a wide range of
soft drinks. The actual product is the parts and features, which deliver the core product.
Consumers will buy the coke product because of the high standards and high quality of the
Coca Cola products. The augmented product is the extra consumer benefits and services
provided to customers. Since soft drinks are a consumable good, the augmented level is very

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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.

b) Promotion

Over the time Coca Cola has spent millions of dollars developing and promoting their brand
name, resulting in worldwide recognition. 'Coca-Cola' is the most recognized trademark,
recognized by 94% of the world's population and is the most widely recognized word after
"OK". Coca Cola’s red and white colors and special writing are all examples of world-wide
trademarks.

There are a number of branding strategies:

 Generic brand strategy

 Individual brand strategy
 Family brand strategy
 Manufacturer’s brand strategy
 Private brand strategy
 Hybrid brand strategy

Coca Cola utilizes the Individual brand strategy as Coca Cola’s major products are given
their own brand names e.g. Fanta, Sprite, Coca Cola etc although they may be presented as
different lines they operate under the name of Coca Cola.

c) Place

The Coca Cola Company has always focused wide scale distribution. This is the reason, 94%
of the world’s population knows about Coke. “Coca Cola” is the most recognized word after
OK.

Coca Cola sets its own distributions directly to stores. Stores include a wide variety of
Supermarket, Marts, Convenience Stores, Retail Stores and Departmental Stores. The channel
distribution of Coca Cola Intl is extremely large.

Over time, they have produced many products and thus have increased number of warehouses
for specific products.

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Coca Cola Intl has also improved services via setting up a national service network.

d) Price

Since Coca Cola Intl faces a major threat from its competitor Pepsi Co., so naturally the
Pricing is done keeping in view the increasing rivalry with Pepsi. Pricing is basically standard
for all over the world. Price changes occur seldom after a longer period of time say, a year
etc. Mostly prices are devoid of governmental and/or political laws and regulations but in
Bangladesh, due to an ever increasing rate of Inflation, prices have increased in a short span
of time.

Product ml/liter Price

Name
Coca- 250 ml Tk. 10
Cola
1 liter Tk. 30
1.5 liter Tk. 40
Can-250 ml Tk. 15
Sprite 250 ml Tk. 10
1 liter Tk. 30
Can-250 ml Tk. 15
Fanta 250 ml Tk. 10
1 liter Tk. 30
Can-250 ml Tk. 15
Diet Can-250 ml Tk. 15
Coke

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4.14Control:

Coca Cola Intl. has controlled sales via:

 Geographic Market Organization

 Opening plant in various countries (in Bangladesh they have 10 plants) so as to
reduce taxes.
 They have invested $5.6 million in their R&D facility to maintain Product Quality
Control.
 Their primary concern right now is penetrating into the Bangladeshi market via
strong attacking techniques whereby maintaining defense strategy against Pepsi Co.
 The overall strategic control is implemented in all plants and factories throughout
the 215 countries which Coca Cola proudly serves.

 We conclude, in the age of 21st century as well as the age of globalization and
competition, it is very important that every company should emphasize on their
product quality. Because, in this century free market concept provide the
opportunity and make the environment to operate business in foreign countries i.e.
this century is on be half of multinational business. So, they have to ensure quality
products to its consumers. Coca-Cola Company also concerns for proper
distribution to the rural areas and introduce new products or flavors of cold drinks
from high quality concentrate and raw materialsThe world famous leader in soda
beverages does not need an introduction. The brand is nearly omnipresent with its
products being sold in more than 200 countries. It has a large product portfolio of
sparkling and still beverages. The soda industry has felt the pinch of economic
slow-down and since the recession was over, currency fluctuations have affected its
profits. Some of the popularity of soda drinks has also been affected by the growing
popularity of health drinks and other health trends. Apart from the large market
share Coca Cola brand is also known for its strong brand image and high customer
loyalty. The brand invests a very large sum each year in marketing and advertising
for promotions and customer engagement. Today, it is a well-known name in most
corners of the world. Here is the marketing mix of Coca Cola and its four P’s –
product, place, price and promotion.

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 CHAPTER FIVE

RECOMMENDATIONS &CONCLUSION

5.1 Recommendations

After completing our Report we have come up with following recommendations for the Coca
Cola Company, which are following:

 Currently in Bangladesh there are only two flavor of Coke available, company can
extend their portfolio by introducing new flavors.
 Bangladeshi people like less sweet cola drink. So the Coca-Cola Company should
think about bringing innovations in their products for example new diet flavors or
maybe more juices so as to fulfill the need of local market.
 Marketing team should try to increase the availability of Coke in rural areas.
 Coca Cola Company should think about producing Coke Can locally. Because
currently coke Cans are only smuggled from abroad and sold at high prices. The Coca
Cola Company can capitalize on this factor.

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5.2 Conclusion
We conclude, in the age of 21st century as well as the age of globalization and competition, it
is very important that every company should emphasize on their product quality. Because, in
this century free market concept provide the opportunity and make the environment to
operate business in foreign countries i.e. this century is on be half of multinational business.
So, they have to ensure quality products to its consumers. Coca-Cola Company also concerns
for proper distribution to the rural areas and introduce new products or flavors of cold drinks
from high quality concentrate and raw materials.

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References
BOOKS:-

Kottler Philip : Marketing Management

Chunawall S.A. : Essentials of Marketing Research
Kothari C.R. : Research Methodology
Sherlerkar S.A. : Marketing Management
Schiff man Leon. G. Leslie Lazar Kaunk
Philip Kotler, Principles of Marketing

Journal Articles
1. Local Newspapers: The Daily Star
2. Annual Report, Coca-Cola Company 2022
3. Annual Report, Coca-Cola Company 2022
Websites
4. http://www.coca-cola.com/en/index.html
5. http://www.coca-cola.com/index.jsp
6. http://www.thecoca-colacompany.com
7. http://en.wikipedia.org/wiki/Coca-Cola
8. http://www.oppapers.com/subjects/management-function-of-coca-cola-
page1.html
9. http://www.scribd.com/doc/28547856/Coca-Cola
10. http://www.bookrags.com/essay-2005/8/16/134242/800
11. www.cocacola.com
12. www.thecocacolacompany.com
13. www.wikipedia.com

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