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Chapter 1 Introduction

The Coca-Cola Company's mission is to refresh the world and inspire optimism. It creates value for customers, bottlers, and communities by executing a business strategy focused on customer demand, the Coca-Cola brand, offering a variety of beverages, and being the best marketer. The company aims to increase sales volume as much as possible each fiscal year. Coca-Cola began operating in Pakistan in 1953 and has since invested over $130 million while employing 1,800 people and serving over 70,000 customers. In Pakistan, Coca-Cola currently holds a 36% market share.

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239 views

Chapter 1 Introduction

The Coca-Cola Company's mission is to refresh the world and inspire optimism. It creates value for customers, bottlers, and communities by executing a business strategy focused on customer demand, the Coca-Cola brand, offering a variety of beverages, and being the best marketer. The company aims to increase sales volume as much as possible each fiscal year. Coca-Cola began operating in Pakistan in 1953 and has since invested over $130 million while employing 1,800 people and serving over 70,000 customers. In Pakistan, Coca-Cola currently holds a 36% market share.

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alii
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MISSION STATEMENT OF COCA-COLA:

ission statement is a statement of organization’s purposes that what it

M wants to accomplish. In order to achieve mission of increasing market


share and maintaining good relations with our customers all over the
world, we wish to create value for all the constraints we serve, including our
consumers, our bottlers, and our communities. The Coca Cola Company creates
value by executing business strategy guided by four key beliefs:

 Customer is king; Customer demand drives everything we do.


 Brand Coca Cola is the core of our business.
 We will serve consumers a broad selection of the nonalcoholic ready-
to–drink beverages they want to drink through out the day.
 We will be the best marketers in the world.

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.

VALUE OF COCA COLA

We are guided by shared Values that we will live by as a company and as individuals:

 Leadership: “The courage to shape a better future”


 Passion: “Committed in heart and mind”
 Integrity: “Be real”
 Accountability: “If it is to be, it's up to me”
 Innovation: “Seek, imagine, create, delight”
 Quality: “What we do, we do well”
 Collaboration: “Leverage collective genius”
OBJECTIVE OF COCA COLA

The company has sales based objective .Every thing else (marketing plan,
advertising plan, production etc.) is derived from this objective.

Currently the company‘s objective is to

“Increase the volume of sales up to the maximum level as much as possible


during the current fiscal year.”

The company sets its objective keeping in view the past performance, Historical
trends, current market position, economic condition, macro environment and
micro environment factors, social values, market size and growth rate ,future
expectations and predictions.

GOALS OF COCA COLA

All CCBPL plants setup their own goal to achieve the objective.

The company goal is

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

“ HISTORY OF COCA-COLA:
oca-Cola Enterprises was established in 1986 is a young

C company by the standards of the Coca-Cola system. Yet each of


its franchises has a strong heritage in the traditions of Coca -
Cola that is the foundation for this Company.
The Coca-Cola Company traces it’s beginning to 1886, when an Atlanta
pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for sale.
However the bottling business began in 1899 when two Chattanooga
businessmen, Benjamin F. Thomas and Joseph B. Whitehead, secured the
exclusive rights to bottle and sell Coca-Cola for most of the United States from
The Coca-Cola Company.
The Coca-Cola bottling system continued to operate as independent,
local businesses until the early 1980s when bottling franchises began to
consolidate. In 1986, The Coca-Cola Company merged some of its
company-owned operations with two large ownership groups that were
for sale, the John T. Lupton franchises and BCI Holding Corporation's
bottling holdings, to form Coca-Cola Enterprises Inc. The Company
offered its stock to the public on November 21, 1986, at adjusted prices
of $5.50 a share. On an annual basis, total unit case sales were
880,000 in 1986.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 at the y ear-
end. Presently The Coca-Cola Company is the largest soft drink company in
the world. Every year 800,000,000 servings of just "Coke" are sold in the U.S
alone.o increase sales volume and gain market leadership in Multan.”

COKE HISTORY IN PAKISTAN

“To provide Coca-Cola at arms ‘length”

T
he Coca-Cola Company began operating in Pakistan in 1953. Coke, Fantail
and Sprite are the brands with whom Coca-Cola is operating in Pakistan.
The Coca-Cola System in Pakistan operates through eight bottlers, four of
which are majority-owned by Coca-Cola Beverages Pakistan Limited
(CCBPL). The CCBPL plants are in Karachi, Hyderabad, Sialkot, Gujranwala,
Faisalabad, Rahim Yar Khan, Multan and Lahore. The remaining two plants,
independently owned, are in Rawalpindi and Peshawar. The Coca-Cola System
in Pakistan serves 70,000 customers/retail outlets. The Coca-Cola System in
Pakistan employs 1,800 people working constantly for the company. During the
last two years, The Coca-Cola Company in Pakistan has invested over $130
million (U.S) and coke has successfully provided 51 years of dedicated service to
its customers in Pakistan. Since the beginning of Coke Company the firm has
been continuously changing its slogans and that’s a very creative idea to get the
attention Of the customers.

. Here we would like to include some of the popular slogans of coke since the
coke journey started.

 1886 Drink Coca-Cola


 1908 Get the genuine
 1923 Enjoy thirst
 1934 When it's hard to get started, start with a Coca-Cola
 1942 The only thing like Coca-Cola is Coca-Cola itself
 1956 The friendliest drink on earth
 1963 Things go better with Coke
 1993 Always. Coca-Cola
 2001 Life is Good
 2003 Jo Chaho Ho Jaye Coca Cola Enjoy
 2004 Flight Of Delight
 2005 Galay Delicious Taste
 2006 Thanda matlab coca cola
 2007 khaly pily jila coca cola
 2008 Aja jashan mena ly
 2010 Coca Cola Hi to hay jo sab ko khooshiyan dai
 2012 Dill Hai To Mango Aur
 2014 Khulein Khushian
 2015 Kha Le Pee Le Jee Le
 2016 Maza Har Lamhe Ka
 2017 Zaalima Coca-Cola Pila Dey
Today

Today CCBPL is operated directly under the supervision of the Coca-Cola


International based in Atlanta Georgia State___ USA .It owns 10 plants all
around in Pakistan.

► Karachi.
► Lahore.
► Gujerwala
► Rawelpindi
► Peshawar
► Hyderabad
► Faisalabad
► Sialkot
► Rahim yar khan
► Multan.
► Sahiwal

MARKET POSITION IN PAKISTAN: -

., 10%

Coca-Cola
., 36%
Pepsi
54% Others

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