STRATEGIC

MARKETING
PLANNING

By Abdul Moiz, Tooba Iqbal, Delshad Karanjia, Syed Faizan

Abbas.

Submitted to Mr. Ekhlaque Ahmed

Executive Summary
The report is about the Coca-Cola Pakistan now knows as Coca-Cola Beverages Pakistan
Limited, the report is about the extensive findings of the company since its inception in Pakistan
which comprises of Business Scope, External Analysis, Internal Analysis and development of a
Strategic Marketing Plan. It gives an overview of the Beverage Industry in Pakistan and specially
the ready to drink market which major chunk belongs to carbonated soda drink market. The
different method of External and Internal Analysis helped us to formulate the action plan; the
report is based on material information as well as some parts are also developed on the basis of
assumption due to non-availability and confidentially of the information.

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Table of Contents
1. Beverage Industry in Pakistan___________________________#5
2. CSD Industry in Pakistan_______________________________#6
3. The Coca-Cola Company_______________________________#7
4. Coca-Cola Beverages Pakistan Limited____________________#9
5. Business Scope______________________________________#10
6. External Analysis_____________________________________#12
7. Market Structure_____________________________________#12
8. Market Size_________________________________________#13
9. Product Life Cycle____________________________________#15
10.Competition/Segment Matrix___________________________#16
11.External Business Factors______________________________#17
12. Competition Analysis_________________________________#21
13.Distribution Share and Companys Position_______________#22
14.External Trends_____________________________________#23
15.Internal Analysis____________________________________#26
16.SWOT___________________________________________#26
17.Confrontation Matrix______________________________#25
18.Relative Importance Factors________________________#27
19.Rating Against Customer Buying Criteria______________#28
20.Impact of Issues on Strategic Profile_________________#29
21.Customer Buying Criteria__________________________#30
22.Customer Profile________________________________#31
23.Value Chain____________________________________#33
24.Marketing Plan_________________________________#34
25.SI and CI______________________________________#34
26.Mission, Vision & Objectives_______________________#35
27.Product Plan___________________________________#36
28.Pricing Plan____________________________________#37
29.Key Issues_____________________________________#38
30.Action Plan____________________________________#40

Acknowledgement
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First of all, wed like to thank ALLAH SWT for giving us the strength to carry on this project
and for blessing us with many great people who have been our greatest support in both personal
and professional life.
We also take this opportunity to express our profound gratitude and deep regards to our course
instructor & mentor Mr. Ekhlaque Ahmed for his exemplary guidance, monitoring and constant
encouragement throughout the course of Strategic Marketing Planning.
Wed also like to thank specially Mr. Bilal Parekh former auditor at CCBPL and the entire
CCBPL crew who supported specially Ms. Ushba Taseer (RSM).

Letter of Transmittal
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Dear Mr. Ekhlaque Ahmed

Wed like to inform you that as per requirement of our
SMP course we were required to complete a report and
presentation on the Strategic Marketing Planning of a
corporate.
Working on this project has been very insightful for our
practical life as well as studies. Your guidance really
helped us to work out on this report. Your feedback will
further enhance our capabilities and reduce the missing
areas in the report.
Sincerely,
Abdul Moiz, Tooba Iqbal, Delshad Karanjia, Syed Faizan
Abbas.
15112

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10478

10045

11862

Beverage Industry in Pakistan

Beverage industry in Pakistan comprises of many different players that contribute to the industry
whether it is tea that isnt in form of liquid form or a milk drink out of these two, carbonated
soda drinks stand on second level which contributes towards the beverage industry and there are
different set of competition is going on within the industry. The overall industry produces various
kinds of juices, soft drinks, colas, syrups, milk and other beverages, with over 200 units across
Pakistan the amount of cases is estimated to between 400-500 Million cases with an annual
growth of around 10-15 per cent, has the potential to double its size in the next 3-5 years, if the
government's taxation policies towards this industry are corrected. There are 36 beverage plants
in the country and this is one industry, which is very well organized. Job oriented in nature, the
beverage industry employees over 500,000 people directly and indirectly and also supports many
other up/down stream industries such as crown corks, glass bottles, plastic shells, sugar,
transport, advertising and media, P.E.T bottles, concentrates etc. due to this industry a huge
number of outlets/shops are supported to generate wide-spread economic activity in the country

Sales

Tea

CSD

Juices

Other

The above chart doesnt include non-formal products like lassi, satu, Rooh Afza etc.

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CSD Industry in Pakistan

It wont be wrong to say that the major chunk of beverage industry in Pakistan is covered by Tea
followed by Carbonated Soft drinks that include PepsiCo covering three different bottling
franchises in Pakistan whereas the global leader Coca Cola operates directly under the name of
CCBPL Coca Cola Beverage Pakistan Limited owned by the bottling unit Coca Cola Icecek
Turkey, however there are some domestic competitors that rarely even make up the 0.5% the
market share. PepsiCo is the leading producer and revenue generator in the field with over 12
plants across Pakistan divided into eight different franchises which include Pakistan Beverages
Pvt. Limited for Sindh region and Punjab Bottlers Pvt. Limited in Punjab, these two franchise
cover major part of bottling and sales, in 2012 PepsiCo generated an aggregated revenue of
around Rs. 82 Billion making Pepsi the largest food and beverage brand in Pakistan disclosed by
PepsiCos Asia region executive Mr. Qasim Khan. (Farooq Tirmizi, Tribune, 2012)
Since the inception of the Pakistan foreign investment was never a question and both PepsiCo
and Coca Cola stepped in to cover the huge untouched market which had potential grow:
In a recent interview Mr. Riazullah Khan Country Manager Coca Cola said According to
industry estimates, the CSD beverage industrys revenue is about Rs185 billion. Coca-Cola is
one of the leading beverage companies, with a market share in the heavy double digits. (Khan,
2014) Prior to that Wall Street Journal in 2010 claimed the following share between the two Cola
Kings in Pakistan, (Wright, 2010)

Market Share in Pakistan

Coca Cola; 35%

Pepsi; 65%

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The Coca-Cola Company

Founded in 1886, the Coca-Cola Company is the worlds leading manufacturer, vendor, and
distributor of nonalcoholic beverage concentrates and syrups. The companys corporate
headquarters is based in Atlanta, with local operations in over 200 countries around the world.
Although Coca-Cola was first created in the United States, it rapidly became popular wherever it
went. The first international bottling plants opened in 1906 in Canada, Cuba and Panama, soon
followed by many more. Today, Coca-Cola has a portfolio of more than 3,000 beverages. CocaCola has 92,400 employees worldwide. More than 70 percent of our income comes from outside
the U.S., but the real reason we are a truly global company is that our products meet the varied
taste preferences of consumers everywhere. (Coca Cola Company, 2014)
The company today in Atlanta is now absolutely limited to producing the concentrate, which is
licensed and sold to the partners of Coca-Cola, in the Coke language these partners are often
called Coca-Cola bottlers, these bottlers hold exclusive contracts with the company and are given
rights to produce and distribute in the specific countries and sometimes even in certain regions.
The product is developed by the concentrate which is highly secret and with fresh water and
sweeteners product is ready to reach the customers by certain channels of distribution. These
concentrates are sold for soda fountains to major restaurants and food service providers across
the globe.
The Coca-Cola Company has eventually tried to introduce different type of Cokes over the years
which includes; Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, CocaCola Zero, Coca-Cola Vanilla, and special versions with lemon, lime or coffee. In 2013, Coke
products could be found in over 200 countries worldwide, with consumers downing more than
1.8 billion company beverage servings each day.
Coca-Cola has always been under competitive edge globally, however there are some regions
where its market share is relatively low and PepsiCo have retained its huge market share. Since
the 1880s both Coca-Cola and Pepsi have been under a cold war to get most sales across the
world and to build a distribution network that every land should be conquered on this plant.

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Global Market Share CSD

Other; 30% Pepsi; 28%

Coca Cola; 42%

In 2014, Nasdaq reported that Coca-Cola have won the war after snatching significant market
share of global carbonated soft drink market. (StreetAuthority, 2014)

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Coca Cola Beverages Pakistan

Limited.
Coca-Cola came to Pakistan in 1953. Initially it was a different structure, now it is an altogether
new structure. In the start the company had franchise bottling system in Pakistan. As a part of its
drive to enhance the quality, availability, and image of Coca-Cola products, The Coca-Cola
Company established a new Company in Pakistan in 1996, by the name of Coca-Cola
Beverages Pakistan Limited (CCBPL or Company). CCBPL is a part of Coca-Cola ecek
which is sixth largest KO bottler in the World. It has a presence in ten countries including
Turkey, Kazakhstan, Kyrgyzstan, Azerbaijan, Jordan, Iraq, Turkmenistan, Tajikistan, Syria, and
Pakistan. CCI has 48% shares of CCBPL with Management Control. CCBPL started the process
of acquiring and investing in locally franchised bottling operations. This process was completed
in 2006 and, thereafter, all manufacturing and selling rights of Coca-Cola products are now with
CCBPL.

The Coca-Cola System in Pakistan serves over 200,000 customers/retail outlets. The Coca-Cola
System in Pakistan employs over 3.000 people working continuously for the company and over
8,000 indirectly associated with the company. CCBPL has 7 plants and 15 warehouses
throughout the country and serves a population of more than 170 million with a production
capacity of 120 million physical cases. CCBPL is a significant player in the growth of Pakistans
economy since it is one of the countrys top foreign direct investments in FMCG (Fast Moving
Consumer Goods) business and is one of the major tax paying beverages companies of Pakistan.
Coca-Cola Beverages Pakistan Limited after taking all over operations of all plants that were
partly owned by franchises implemented a distribution system which is still under
implementation and is being further extended.
Coca-Cola in Pakistan is consistently taking away Pepsis market share, by 1980s the market
share of Pepsi was above 80% which is now down to 65% according to report based in American
newspaper and currently Coca-Cola makes consumption of 15 bottlers per capita every year and
is set to be increasing. (Wright, 2010)
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Business Scope
In 1953 Coca-Cola entered in Pakistan, after nine years of Pakistans inception to provide the
most popular beverage of that era that was Coca-Cola and also to fulfil their mission to refresh
the world and to create value and make difference and after 60+ years the Coca-Cola is ready to
complete its 2020 vision. Not only that Coca-Cola had introduced its new offerings in the face of
Sprite, Fanta, Minute Maid, Kinley and believes to bring more of its brands in Pakistan.
Regions:
Coca-Cola Beverages Pakistan Limited currently distributes to most of the urban cities and many
rural areas via its new distribution system implemented for the first time after being centralized
less than one roof, however rural market isnt the target market despite major chunk of
population relies on rural areas, and Coca-Cola internationally serves 200 countries with their
3000 products.
CCBPL have predefined 11 territories across Pakistan which includes; Karachi, Lahore,
Hyderabad, Multan, Rawalpindi, Peshawar, Rahim Yar Khan Etc.
Functions & Applications:
Coca-Cola Pakistan serves the beverage industry in Pakistan and it follows its mission to refresh
the world and to inspire the moments of happiness and optimism, Coca-Cola always have tried to
provide the quality beverage to its customers with consistent quality improvements
Customers & Users:
In Pakistan there are very few numbers of Coca-Cola products introduced and therefore some
products that are made for specific age groups arent launched in Pakistan due to it being not
fully mature market nor there is much awareness or demand, flavors of lime, vanilla and cherry
are available in many different countries that are specifically targeted towards children aged 416. However Pakistan being a very young country where the average age of Pakistani population

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is less than 36 which means that most of the population belong to youngers and therefore its
easy to target them .
However its seen that all over Pakistan be it young or old seems to be a market for Coca-Cola
and all sort of carbonated soda drinks, juices and due to concern of water purity even providing
bottled water is increasing and nor the customers are gender specific.

Value:
From time to time Coca-Cola in Pakistan have carried out improvements and in order to create
shared value that is in the best interest of their valuable customers they abolished franchising
system and instead centralized due to the quality and availability concerns, not only that CocaCola plants across Pakistan are considered one of the most modern bottling plants that provide
quality beverage, within the span of 2004-2014 the foreign investments worth $450 Million were
deployed in order to facilitate Coca-Cola system in Pakistan.
Coca-Cola believes in implementing new technologies time to time in order to enhance customer
experience as well as making sure that the product is available.
Future:
Coca-Cola Pakistan has always looked forward to enhance its product line and in due course
Coca-Cola might invest more in order to create plants and enhance availability and visibility of
products.
There are new flavors of Minute Maid in pipeline whereas new flavors of new introduced Fanta
might also be introduced looking forward at the maturity of the market. However the flavored
coke introduction might not be possible nor Coca-Cola might bring its snacks or energy drink
units due to low profit margins.
Business we are not in:
Coca-Cola is specifically a beverage company and 95% of the products internationally belong to
beverage divided intro sparkling, still and water category all comprises of no alcohol and the
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remaining part belongs snacks like Task iris etc. Therefore the company isnt not outside the food
business.

Market Structure
Category
Sparkling

CCBPL

Pepsi

Coke Sprite
Fanta

Pepsi 7up
Marinda
Mountain Dew

Minute Maid
Kinley

Slice Aquafina

Energy
Drink

Sting

Snacks

Frito Lays

Still

Channel Structure - CCBPL

End Users

End Consumers
(Children,
Teens, Adults)

End Consumers
(Children, Teens,
Adults)

Masses. Wholesalers,
Retailers

Discounted

B2B, B2C, Profit

margin (bulk buy)

B2B, Profit Margin (bulk

buy),

Coke + Coke
(Diet)
Sprite + Zero +
3G
Fanta (Org +
Cit)
Kinley
Minute Maid
(5FLV)

Coke + Coke (Diet)

Sprite + Zero + 3G
Fanta (Org + Cit)
Kinley
Minute Maid (5FLV)

Coke + Coke (Diet)

Sprite + Zero + 3G
Fanta (Org + Cit)
Kinley
Minute Maid (5FLV)

proprietor/proc
urement dept.

traders, retailers
wholesalers,
restaurants, hotels,
motels, dhabbas,
corporations,
Institutions

Metro, Imtiaz & Hyper

star.

Application Price

Products

Purchaser

Mass Trade

Key Accounts

Distributors

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CCBPL

Market Size Past 4 Years

PKR - Billions

Analysis:

Historical data indicates that still-beverage industry is gaining momentum

and is under due growth process, still includes juices, slush and drinking
water.
However CSDs market have had expanded significantly over a decade.
Consistent foreign investment by both PepsiCo and Coca-Cola amounted to
over 1.5 Billion USD within this decade which also resulted in better plants,
distribution and marketing budget.
The major chunk of still beverages belongs to the mineral water specially
Aquafina by PepsiCo and Kinley by Coca-Cola, however low priced tetra
packed juice by PepsiCo Slice have significant lead over Minute Maid by
Coca-Cola which is priced as twice as Slice.
The diet carbonated soft drinks have had significant increase over a decade
due to health concerns.
The introduction of both slim cans priced at Rs. 25/- are also growing at a
powerful rate contributing to the entire CSD market.
The Non-returnable glass bottles 1L were finally discontinued by Coca-Cola in
the end of 2013 that increased capacity for Pet bottles instead.
The industry saw 64% increase in half a decade of cases sold

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Input: Still market percentage is way less

Market Size Future 4 Years

Assumptions:

The beverage industry as overall is growing at sheer pace of 10-15% which

includes all sorts of beverages.
The carbonated soft drink isnt far behind and there is 7-8% growth every
year with only two big players in the market the domestic colas arent
threats.
The beverage industry awaits more growth as both Coca-Cola and PepsiCo
are infusing foreign investments.
If the taxation policies are kept under control unlike the recent fiasco of
bottling tax which almost became reason for the closure of Pakola, whereas if
the corporate tax and general sales tax remain same or goes below a certain
extent the growth shall continue.
The still industry could do better if certain new products are introduced that
directly compete with Nestle Fruit-A-Vitals and other juice boxes.
The increasing population is also increasing the growth of these beverages.
Beverages are now being associated with lifestyle therefore its usage will
further extend.

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Product Life Cycle

Product
Sparkling CC
Coke
Sprite
Fanta
Diet Coke
Sprite Zero
Fanta Citrus
Sprite 3G
Sparkling -Pepsi
Pepsi
7up
Marinda
Mountain Dew
Diet Pepsi
Diet 7up
Still -- CC
Minute made
Kinley
Still - Pepsi
Slice
Aquafina

Introduction

Growth

Maturity

Decline

Analysis:

The still beverage is under a growth stage and yielding good sales despite
competitors like Nestle.
All CSDs are in maturity stage however the sales are increasing at a
consistent rate and will double up within a decade.
Sprite 3G by Coca-Cola is under a decline after being launched twice (2005
Launch, 2007 Re-launch), couldnt stand the competition of Mountain Dew
which is doing very well.
However Fanta Citrus is looking more of a Sprite 3G replacement yielding
more than budgeted sales in Ramadan 2014.
.

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Competition Segment Matrix

Analysis:

The Segment of still market is a growing sector and is untapped.

Whereas Pepsi is capitalizes on it, However there is a major issue is that still
market represents Aquafina 19 Liter Mineral cans which Kinley doesnt
provide cheaper and gets higher sales.
Slice is relatively cheaper product and gets higher sales as compared to
Minute Maid.

Input: Should introduce a competing product of Slice within the range

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External Business Factors

Every company today depends upon two aspects its internal business environment and the other
aspect that is external business environment, the external business environment is usually most
powerful constraint that impacts the business and industry at large and sometimes to entire
economy. The changes in the external business environment either produce threats or give
opportunities for the business to excel and Coca-Cola should be well aware of the happenings in
the external environment which could either make or break the business within Pakistan.
Fluctuations in the economy, changing legislation and taxation rules, revolving foreign policies,
changes in customer demands, attitude, values and demographic pattern largely influence upon
the profitability of Coca-Colas market in the Pakistan...
Competition: The competition globally is divided into three parts in the carbonated soft drinks
industry leading the market is Coca-Cola following Pepsi and other companies like Dr. Pepper,
however in Pakistan the completion is only limited two companies, competition is an external
business environment which cannot be avoided but can be controlled
Political: If it can be stated that the political impact in the Pakistan is the biggest external
business factor that could influence a business is the political conditions of this country, Pakistan
suffers from massive turmoils in the politics which result in policies that could destroy a specific
business. Whereas specific city based threats for example Karachi, is one of the most notorious
cities that have wiped off some businesses out there. Whereas consistent chaos, violence and
changing polices resulting in an impact.
Legal: The legal issues in Pakistan are another external environment factor that could influence
the business, the recent implementation of capacity tax resulted in winding up of bottling of
Pakola. The capacity tax seriously threatened the existence business, however CCBPL have
attained a stay order on this tax and therefore isnt currently liable to pay any such tax however if
the stay order is revoked the company could come under serious threat, other legal issues also
include from pressure groups forcing the companies to act ethically for both environment and
labor however such watch groups havent developed yet in Pakistan at large. However legislation
changes does impact a lot.
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Social and Culture: Coca-Cola is very careful in the application of its promotional campaigns
and introduction of its products in Pakistan, since the social and cultural environment of Pakistan
is very different as compared to other countries and is very conservative and any reminiscent
advertisements usually face a lot of negative reactions on the part of the consumer and
sometimes results in boycott of Products and ignoring of the brand usually. Social factors
comprise of consumer itself, its family and groups associated with it and its status. Family
members definitely affect buying behavior in such a way that if number of children is more in a
family than the elders, then the children choice can matter a lot at the time of soft drink purchase.
On other hand, sometimes people prefer to go for the product that demonstrates their eminence in
society at large. Thats the reason it results in impact, company targets younger generation which
had found its place to socialize online on social network, therefore to understand patterns online
is easier as compared to reality. The cultural on the other hand also results in an impact, if we
take a look fifty years ago, Pakistan was not about soft-drinks and colas it was more about
homemade beverages such as tea, lassi, satoo, juices, soup etc. But now it is becoming part of
our cultural no wedding in Pakistan goes without sharing a soft drink today and therefore it has
created and influence on culture and had get along well with cultural norms of Pakistan specially
in the urban areas.

Personal: Personal choice impact the buyer decision such as age of the byer, the customer life
cycle stage, personality, attitude, perception, occupation as well as norms. The biggest factor
usually in personal characteristics is the life cycle stages which explain that over the time line the
preference, taste and choice of an individual has been changing with a consistent rate. For
example: At the starting stage the potential customer isnt aware of a soft drink but will be when
reaches to a new stage of its life and there will be a stage where the consumption will end. It is
also upon the way of thinking of an individual there are people who never drink these beverages
whereas for some it maybe because of their occupation which gives them purchasing power of
the product an individual with low salary would prefer a regular glass bottle of Coke over a 45
rupee can. Same goes with health concerns some would prefer a diet drink over a normal highly
carbonated drink

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Psychological: every persons buying behavior is further influenced by major psychological

factors such as motivation, perception, and learning and self-benefits. Motivation is basically a
drive thats sufficiently pressing a person to seek satisfaction of the need. Sometimes a person
has no intention to buy a particular product but what happens is that the group of people around
him motivates him motivates. If a person is highly satisfied with the taste of diet coke, he may
share his experience with another person and as a result the latter person might get motivated by
his opinion and end up buying diet coke In some cases, consumers have descriptive thoughts
and beliefs about something. It may change with the passage of time because mostly all the selfbeliefs are secondary and not the core ones.
Other: Other factors like the Government rules, regulations and technological advancements
have had no significant effect on the product and the company.

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Competitor Analysis
Customers: Coca-Cola Bottlers Pakistan have got some of very large buyers throughout Pakistan
that order massive quantity of cases one of them is McDonalds Pakistan who have cola fountains
installed in every branch which require Millions of unit cases annually just like there are
institutions such as Pakistan railways, whereas in the city of lights one of the most popular
restaurant B.B.Q tonight exclusively sells Coca-Cola products like these are so many exclusive
institutions, modern trades like Hyper star, Imtiaz, Metro etc. Despite these big customers there
is always a threat to lose them to an ardent competitor like Pepsi which is consistently sniffing
for any sort of loopholes whereas there are other factors such as bargaining power resulted in
further discounted price and lower margins.
Substitutes: There might be no viable competitor other than Pepsi in the carbonated soda drink
industry; however there are some substitutes that take away good share of carbonated soda
drinks. Nestle is one big example of it who have juices and nectars of two types: Fruit-a-Vitals
and Nes-Fruta, the former one is targeted for a premium market whereas Nes-Fruta competes
with the range of juices like Shezan, Froto, Slice etc. Other substitutes also include flavored
milk, ice coffee /tea and water as well.

Competitors:
Direct Competitors: Definitely the direct competition is from the market leader Pepsi in
Pakistan and which heavily enjoys 65% share between Coca-Cola and Pepsi in Pakistan, whereas
Coca-Cola is performing pretty well as compared to last two decades when their market share
was only 15% which has now risen up to 35%. There is no local competitor that could become a
threat because over the years many Colas tried to get in the market but miserably failed. The
scenario in the global market is almost opposite. Both PCI and CCBPL are engaged in price and
scheme wars, whereas the turf war of sponsorship has fueled over the years.

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Indirect Competitors: There are many indirect competitors such as Nestle, Shezan, Froto, and
Milo etc. however they never have been a threat to the soda companies because of a relatively
different segment, however these companies have ability to project a serious threat. Recently the
raising health issues and concerns related to diabetes and obesity have resulted in people
boycotting the highly carbonated soda drinks with these juices and dairy products.
Suppliers: Coca-Cola have authorized suppliers which work on contract based supply, this part
is divided into two parts one is raw materials that are used for making of beverage and other is
the concentrate that is imported from The Coca-Cola company based in Atlanta therefore there is
no significant threat posed by the suppliers. Serious concern is shown toward their material by
their procurement department and expired batches are also pulled away from market directly by
CCBPL, there were some issues before CCBPL was incorporated and there was franchising
system but the quality is way better as compared to their competitors.

New Entrants: Coca-Cola has never been afraid of new entrants in the market; the management
believes that entrants help in developing good competition. The competitors like Mecca-Cola and
Amrat Cola dont pose such threats and these companies are like visitors that come and go, they
dont hold threat to either Coca-Cola or Pepsi in Pakistan. However new entrants in shape of
alternative products always pose a threat to cut some hefty share of CSDs.
Following is the list of all direct and indirect competitors:

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Distribution Shares & Companys

Positions

Analysis:

There always has been issue with Coca-Cola securing retail outlets across Pakistan.
CCBPL tries to fetch exclusive outlets; however they cant keep up with consistent

stockings.
CCBPL also relies a lot on institutional sales, McDonalds all over Pakistan is one giant
fast-food chain that purchases cola for their fountains whereas BBQ Tonight in Karachi is

one of their biggest institutions of Karachi itself both are exclusive.

Modern trade includes all large scale super markets that came some years ago but are

gaining huge share in distribution system in beverage industry.

Key accounts include large retailers like depots, super stores and outlets that have
relatively high sales for example Naheed Superstore in Karachi for CCBPL.

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External Trends

Analysis

The cola market is highly concentrated towards urban cities and emerging urban cities
same is the case with industries, both of the companies arent willing to take this

advantage/risk.
Due to raising inflation over the decade the company never had drop in price, however

margins were affected with certain tax policies and distributor/channel margins.
Coca-Cola recently have been involved in product customization internationally putting
their drinks into different categories of flavors in Cola, recently Coca-Cola attempted

regular glass bottles of Coca-Cola in Cherry and Lemon flavor for sampling and trial.
Minute Maid is premium offering priced at 45 PKR Regular Pet which is a success and
growing at a pace of recording sales of 5.2 Million unit cases in its 3rd year of

introduction.
The communication is playing vital role at todays age especially in the form of Internet
and social media, both companies have established such social media brand pages to
communicate their offerings without any major cost as compared to traditional marketing.

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In this very fast moving consumer drinks distribution networks and channels usually acts
as game changers, both of these companies believe in continual improvements in this

field.
The technological trends are enhancing the plant production and efficiency and are being
adapted by both.

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Internal Analysis
SWOT
Strengths

Coca Cola is the best global brand in the world in terms of value and
recognition. The brand sustains a similar recognition in Pakistan
Worlds largest market share in beverage and an increasing market share
locally.
Strong marketing and advertising, with innovative platforms of consumer
engagement such as customized bottles and Coke Studio.
One of the most extensive beverage distribution channels, with efficient sales
system that ensures reach and also human resource development.
Global customer loyalty and local accessibility for the consumer
Bargaining power over suppliers due to strong relationships with bottling
companies.
Strong institutional sales and accounts, for example lucrative tie up with
McDonalds, BBQ Tonight, and Fat Burger etc.

Weaknesses

Significant focus on carbonated drinks

Undiversified product portfolio locally unlike the biggest competition locally,
Pepsi Co.
Negative publicity due to various pressure groups.
Brand failures or many brands with insignificant amount of revenues such as
Sprite 3G.
Extensive presence and distribution ties of competing organization.

Opportunities

Bottled water consumption growth

Increasing demand for healthy food and beverage
Growing beverages consumption in emerging markets (rural)
Growth through acquisitions

Threats

Changes in consumer preferences

Water scarcity
Legal requirements to disclose negative information on product labels
Decreasing gross profit and net profit margins
Competition from PepsiCo, with stronger marketing and distribution.
Saturated carbonated drinks market

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SWOT
Strengths

Coca Cola is the best global brand in the world in terms of value and
recognition. The brand sustains a similar recognition in Pakistan
Worlds largest market share in beverage and an increasing market share
locally.
Strong marketing and advertising, with innovative platforms of consumer
engagement such as customized bottles and Coke Studio.
One of the most extensive beverage distribution channels, with efficient sales
system that ensures reach and also human resource development.
Global customer loyalty and local accessibility for the consumer
Bargaining power over suppliers due to strong relationships with bottling
companies.
Strong institutional sales and accounts, for example lucrative tie up with
McDonalds, BBQ Tonight, and Fat Burger etc.

Weaknesses

Significant focus on carbonated drinks

Undiversified product portfolio locally unlike the biggest competition locally,
Pepsi Co.
Negative publicity due to various pressure groups.
Brand failures or many brands with insignificant amount of revenues such as
Sprite 3G.
Extensive presence and distribution ties of competing organization.

Opportunities

Bottled water consumption growth

Increasing demand for healthy food and beverage
Growing beverages consumption in emerging markets (rural)
Growth through acquisitions

Threats

Changes in consumer preferences

Water scarcity
Legal requirements to disclose negative information on product labels
Decreasing gross profit and net profit margins
Competition from PepsiCo, with stronger marketing and distribution.
Saturated carbonated drinks market

26 | P a g e

Confrontation
Matrix

Strengths
1) The brand sustains a
strong recognition in
Pakistan.
2) A gaining market share
locally.
3) Strong marketing and
advertising.
4) One of the most
extensive beverage
distribution channels,
with efficient sales
system
5) Local accessibility for
the consumer
6) Strong relationships
with bottling companies.
7) Strong institutional
sales and accounts
8) Strong financial
muscle from global
sales/parent company
Weaknesses
1) Significant focus on
carbonated drinks.
2) Undiversified product
portfolio locally.
3) Brand failures
4) Extensive competition
27 | P a g e

Opportunities

Threats

1) Bottled water
consumption growth
2) Increasing demand
for healthy food and
beverage
3) Growing beverages
consumption in
emerging markets
(rural)
4) Growth of
international and local
restaurants/food chains
and franchises in
Pakistan

1) Changes in consumer
preferences
2) Legal requirements to
disclose negative information
on product labels
3) Decreasing gross profit and
net profit margins
4) Competition from PepsiCo,
with stronger marketing and
distribution.
5)
Saturated
carbonated
drinks market
6)Negative
publicity
from
pressure groups

S1, S2, S3: O1

Leverage recognition
to push Kinley

S1, S2: T1
Sustain consumer
recognition and market
share with reinforcement

S4, S6: O2
Utilize strategic assets
to increase market
share in still and juices
category
S7:O4
Increase sales via
institutional tie-ups

W1, W2: O3
Explore other markets
with current product
focus
W2,W3, W4: O4, O3
Increase focus on
existing products such
as Kinley and Minute

S3, S8:T2, T4, T6

S4, S5, S6, S7: T3, T5
Ensure maximum
accessibility of the product
to compete with PepsiCo

W1,W2, W4: T3, T4

Critical need to increase
accessibility and diversity
to sustain margins.

Maid, push for current

portfolio in restaurant
industry.

in distribution

Relative Importance of Factors

Factor Number
Price
Product Innovation
Product Quality
Availability of stocks
and Outlet Coverage
Customer
service/support
Marketing/Communic
ation

Absolute
ly
Critical

Very
Importa
nt

Quite
Importa
nt

Nice to
Have
2

Not
signific
ant

Dont
Want
it

Yes
Yes
Yes
Yes
Yes
Yes

Suggested Definitions:
Absolutely Crucial:

Overrides most other considerations, wouldnt consider supplier

who doesnt perform on this factor.
Very Important: One of the first things we ask for, but we may be prepared to negotiate
on it.
Quite Important: A negotiable item, but one when we attach considerable weight to.
Nice to Have:
It could make the difference in a division, but is normally taken into
account last.
Not Significant:
Not normally taken into account at all.
Dont want it:
Would prefer a product without this feature

Synopsis:

As one of the key players in the beverages market, Coca Colas, in Pakistani
market, most critical tangent to compete for market share is accessibility. The
product presence and availability therefore become absolutely critical.
Price has become a significant factor to compete on as beverage purchasing
in Pakistan is not only done on the basis of share of throat but also share of
wallet. Cut downs, special seasonal pricing are all commonly used
mechanisms to maximize C2C sales.
The beverages industry relies heavily on bottling partners, government
subsidization, distribution partners and a key concern for the company in

28 | P a g e

order to sustain its trend of gaining market share is by ensuring the costs of
maintaining these relationships are not volatile or inconsistent.
Input: Ingenious ways to increase accessibility can create a sustainable
positive impact on key concerns; price, distribution and costs.

Rating Against Customer Buying

Criteria
This
Business

Comp A

9
9
8
8
8

9
9
9
8
9

10

30

100%

55

59

Same

Same

Relative Price today (Rs.)

45-50/L

45-50/L

Relative Price 4 years ago

35-40/L

35-40/L

QUALITY & PRICE

Non Price
Attributes affecting
Customer Choice
PRODUCT RELATED

WEIGHTAGE

%
60%

1. Quality
2. Carbonation
3.Brand Image
4.Packaging / SKU
5.Taste

10
10
10
15
15

SERVICE RELATED

40%

1.Temperature (Chilled or Unchilled)

2.Availability

TOTAL
Has quality gone up/down (+/-)In
past 4 years

Rating Scale: 1 10
1 = Very Weak

10 = Very Strong

Learnings:

The choice of Coca Colas prime products, carbonated soft drinks, is made
with an interesting blend of factors at play. Whereas taste preference and
brand loyalty are the strongest contributors globally, in Pakistan both
different product and service related factors come into play.

29 | P a g e

The SKUs available and packaging are important considerations when it

comes to purchasing. Coca Cola has successfully managed to introduce
consumer preferred SKUs in the local market and be the initiator in this
regard. Pepsis taste is slightly more close to Pakistani preference.
What is critical however is availability and also how it is available. Consumers
dont mind paying a higher amount for an easy to access, chilled drink and
this is the key success factor for Pepsi in Pakistan due to its ground level
extensive penetration. Coca Colas strategic intent should therefore reflect
the addressing of this lagging.
Input: It is essential for Coca Cola to diversify from its heavy reliance on
institutional sales in Pakistan, which can be better possible if it becomes a
brand for the masses.

Customers Buying Criteria

Question its
Cost

Relat
ive
Perf
orma
nce
Ratin
g

Keep it up

Better

Taste/Carbonatio
n

Same

Packaging/SKU

Brand
Image/Communic
ation

Do
not
Worse
sweat

Temperature

10%

Availabili
ty

20%

Attributes Important to Customer

Quality

30%
Improve
Fast

Accessibility and being available for the masses needs foremost attention.
Consistency in taste and quality need to be sustained as they are helping in
gain market share.
Service points need to improve to increase buyer value.
Distribution channels and access points need to be made part of the value
chain

30 | P a g e

Impact of Issues on Strategic

Profile

Issue Name

Product
Innovati
on

Compa
ny
Credit
Policy

Customers

$
Price

Consum
er
Purchasi
ng
Power

High
Manufactur
ing Cost

++

+++

++

+++

Market segments

Products/Services

+++

+++

+++

Strategic Management

++

+++

+++

+++

Operations
(Production/Logistics)

++

+++

+++

+++

+++

Technology

+++

Distribution Channels
Raw Materials, Energy
Organization Structure

+++ Critical

++
+++

+++

++ Very High Impact

+++
+

+ High Impact

Learnings:
Like a typical FMCG company, purchasing power of the consumer is a very
significant aspect which needs to be addressed in most of the possible issues. For
Coca Cola, all consumer oriented issues become paramount for consideration and
require the company to know their consumer inside out in the rlocal context to be
successful.
Input:
31 | P a g e

Ensure price and cost is coupled with value innovation to maximize buyer
utility.
Consistency and avoidance of discrepancies in quality can assure gaining
market share.
Connectivity with growing markets and households through targeted
communication can help increase sales.
Strategic intent of improving accessibility and distribution channels should be
reflected in system re-processing, development of partnerships and
penetration tactics in order to compete with Pepsi.
Segmentation needs to be aligned with a clear, futuristic objective to get the
best results.

Customer Profile
Demographics
Age: 5 70+
Gender: Male and Female both
Family:

Cohesion families

Occupation: Usually associated to any occupation.

Religion: Muslims, Hindus and Christians etc.
Nationality: Pakistani
Psychographic
Social Class: lower, middle, middle-upper and upper-upper
Life style: Trendy, quality conscious, trying to differentiate themselves from others,
family belongings, Cultural and Heritage values, Pride, Patriotism
Personality: Elegant, simple, extrovert

Behavioral

32 | P a g e

Occasions: Eventually whenever they want to, religious events, life events, family
time.
User status: Fan boys (hardcore users), normal users, non-users
Usage rate: usually higher when events arrive like Ramadan, Eid Al Adha, Peak of
summer.
Readiness stage: intending to buy
Attitude towards product: Positive

Where?: Cold drinks specially carbonated soda drink like Coca-Cola is available
everywhere and customers usually is able to buy from wherever he/she wants with
over 200,000 retail outlets in Pakistan the user finds maximum visibility of the
product be it a short dhaba at truck adda or be it a five star restaurant in Marriot.
When? :Whenever they realize the need of consuming one, however usually many
customers buy at the start of the month specially economy packs in their pre-month
utility and food products, whereas many buy on an occurrence of an event the most
common is, any guest coming at home, the Coca-Cola is now being aligned with
Cricket, its been seen that the sales use to hike during Cricket tournaments in the
case of Pepsi, because it was aligned from the start of Pepsi offerings in Pakistan
and its the world longest sponsorship deal between Pepsi and PCB.
How?: Customers chose Coca-Cola in various ways but due to Pakistan being a
mature country in terms of consumption for carbonated soda drink beverages, there
is no specific preference. Its dependent upon the availability of the products, when
the products of both Coca-Cola and Pepsi are available on a same shelf the
company tries to align the product with youth, lifestyle, fun, sports and music
through communication with both ATL and BTL.
Why? Coca-Cola is a global brand and a leader in the beverage industry, the
preference of Coca-Cola in Pakistan is divided into two parts, one is the availability
prospect and other is the brand image among people.

33 | P a g e

34 | P a g e

Value Chain
Innovation in Communication
Coca Cola Pakistan has kept its communication strategy parallel to its global policy and ensuring
all communication is aligned and connects with the consumers. Even if it is not for the masses,
the campaigns are massive, engaging and exciting to be involved in. Coke ads and activations,
not only create product recognition and solidify brand personality, but also increase buyer utility.
They have a product impact on sales.
Sales Force Empowerment
Coca Cola has managed to get a gaining share in the local market, due to its investment and
strategic focus on developing a strong and well equipped sales force. This specialized task force
of Coca Cola does not only support inbound and outbound logistics, but serve as the backbone
for the companys operations, understanding and executing the consumers insights and partners
concerns.
Quality Assurance
From ingredients, to packaging, to the operation technology, the paramount objective in all
aspects remains the upholding of quality Coca Cola promises as a legendary brand. The local
division of this multinational ensures that all legs of the value delivery process follow the
international standards and give the best, uncompromised product to the consumer. This
sustenance of quality is reflected in all functions and creates an assurance within the consumers
that they are getting the best in the world.
Packaging Technology
Coca colas packaging technology and SKU variety is not only a core strength but also addresses
various needs of the consumer base. From sharing quantities to individual units, Coca Cola caters
to all the demands or preferences the consumers may have and are also recyclable and re-usable,
therefore having a sustainable, cost effective impact. These SKUs also help target various
income groups and provide value for money to consumers, in turn enabling increasing buyer
utility. This technology promises higher margins and increase in sales, as apparent from the
recent customized bottles campaign
35 | P a g e

Key Issues
Following are the key issues that were derived while doing the analysis of Coca-Cola Pakistan.

Market Share: The vision of the Coca-Cola Pakistan suggest that they want to be the market
leader in Pakistan, however they are stuck at the market share of 35% whereas the market of
Pepsi is in Pakistan is around 65%, which shows a huge gap between the two Corporates and it
can be said that the market share at this time is the biggest issue for Coca-Cola Beverages
Pakistan Limited in Pakistan which is growing at a slower rate, the company only had 10%
market share in 80s and in around 34 years company have only managed to rack it around 35%
in the carbonated soda drink (sparkling market) as of today, there are many reasons that caused
the company to be stuck on this stage. This is also not fulfilling the global vision that is Vision
2020 which means that the goal wont be reached if Pakistan Coca-Cola doesnt reach this goal.
So this is the highest priority issue for the company currently we have thought be addressed
quickly as possible.
Distribution: The another high priority and key issue that falls in the ambit of issues that needs
to be addressed is the distribution system of the company, Coca-Cola Pakistan have had
consistently suffered distribution blows over the time and before its centralization it was even
more pathetic The company isnt doing well in terms of distribution of our drinks, the retail
outlets arent satisfied with the distributors either, we have struggled for an in-house distribution
in past we cannot currently shift the option and we need to work out on third-party distribution
system. Globally, mostly successful franchise of Coca-Cola currently have a bottling plant plus
in-house distribution system but not in Pakistan not the largest of the competitor PepsiCo does
that in Pakistan. The distribution system that is currently under the ambit hurt in two ways one
with the loss of sales and other with the loss of retail outlets, when some sort of issue occurs the
customer and the retailer is also affected from the distributors end, distributors tend to claim
Coca-Cola need to increase their production capacity in some plants as-well, the other issue it
faced was slow stockings to its retail outlets across Pakistan. Many retail outlets complained that,
36 | P a g e

despite being exclusive outlets for Coca-Cola they were out of stock for days and despite
requisition the stock wasnt filled and they had no option to call to Pepsi distributors to give
them stock, due to this many of the exclusive retail outlets went from the hands of Coca-Cola.

Competition (PEPSI): The biggest issue in the industry of beverage industry is the stiff
competition, although Coca-Cola Pakistan doesnt have any competitor except Pepsi Pakistan
when it comes to carbonated soft drink industry in a direct competition, however there are
indirect competitions that usually knock doors to take a good share of carbonated soda drinks,
there are aspiring domestic companies in Pakistan that could do damage in future such as Engro
Foods Limited by introducing a carbonated drink over the decades brands like Walls, Milk pack,
Froto, Tapal etc. were unchallenged and today after decades we could realize that they all are
under tough competition striving to sustain their growth and margins.
The competition from Pepsi isnt repent able by Coca-Cola Pakistan and in this scenario if such
competitor enters Coca-Cola will be first to get affected by any such havoc, previously all soda
companies which entered were of small scale, if someone like Engro enters in such market it
Not enough products: When we talk about the key issues one of them is availability of less
products or introduction of less products in Pakistan, whatever the reason maybe, there are 3000
products of The Coca-Cola globally and only nine products are there in Pakistan, there are so
many segments that are not targeted, there are so many products that could be introduced,
whenever this question is asked related to introduction of products the reply is same the margins
are the issues and hence the products arent introduced whereas on the other hand Pepsi is trying
to capitalize every segment within the industry with his offerings of juices and energy drinks.
Our taste is not as sweet as people want: Globally Coca-Cola is loved because of its low
sweetened taste and in the 90s the taste was changed and due to that there was big chaos and
people wanted the same flavor back, whereas in Pakistan the biggest issue is that is the taste
people usually dont like this taste and this seems a biggest stepping stone, we could do either by
introducing a new coke with a Pakistani sort of taste and re-brand as Coke classic with the same
old taste in this way the product portfolio will be enhanced too.

37 | P a g e

Downtime: One of the major issue that company faces is the machine downtime issues across
Pakistan specially in Punjab based plants due to shortage of electricity and there is no selfgenerated electricity plants therefore there is a lot of machine downtime due to that and due to
that product efficiency in cost creates a problem as well as labor is also paid while downtime
which also adds to the unit per cost.
Juice market and Energy Drinks: There are many segments that Coca-Cola currently lags
behind such as an economy juice that could match the price of other juices available in the
market as well as huge market of energy drinks, in the companys global product portfolio there
are various energy drinks that are suited for different target markets and they could try brining in
the bottom of the line product if they believe economy is the case, with over 3000 products
globally, Coca-Cola have only bought nine products in Pakistan which is a setback, Pepsi has
capitalized in the snacks industry of Pakistan by brining Frito Lays to Pakistan whereas CocaCola

38 | P a g e

Marketing Plan

Strategic Intent:
1) To close the gap between market leaders and eventually eliminate the gap and conquer
the Pakistani beverage industry.
2) Developing and reshaping sustainable growth system continuously.

Competitive Innovation:
1) Building a unique and smart distribution and channel system that is effective for all
stakeholders and specially creates value for
2) Enhancing efficiency by further automation resulting in increased margins and cost
cutting.

Mission: Coca-Cola Pakistan exists to refresh the consumers, inspire moments of optimism
through our brands and actions as well as benefit all stakeholders, which we will do with highest
39 | P a g e

social responsibility and with uncompromising commitment towards quality of our products and
integrity in our operations
Vision: To become a market leader in ready to drink segment while adding best-in-class value to
all stakeholders.

Objectives:
1) People and Organizational Leadership: Build a highly capable organization and be the
employer of choice
2) Commercial Leadership: Profitably deliver superior value to consumers & customers at
the optimal cost to serve
3) Supply Chain: To be the best in class consumer demand fulfillment organization that
exceeds customer expectations highest in quality, lowest in cost, in a sustainable, socially
responsible manner
4) Operational Excellence: Create a culture of Operational Excellence to support continuous
improvement of our business process and systems
5) Sustainability: Ensure the long term viability of our business by being proactive and
innovative in protecting the environment and be recognized as one of the most
responsible corporate citizens by all stakeholders

Product Plan
40 | P a g e

Pricing Plan
41 | P a g e

In a beverage market where only two companies powerfully, the price remains
stagnant until the leader some does something. The regular bottle price hasnt be
slashed since a decade or more, the prices has always been inflated over the period
of time whatever the type of bottle it may only special discount comes up and the
competitor usually replicates.
Usually Coca-Cola doesnt steps up in any such promotions; Coca-Cola is a follower
in this case.
Coca-Cola Pakistan doesnt goes below RS 15 maximum on its regular 250ml bottle
which is the lowest paid the margin is confidential and is likely to between RS 7
which means the cost is around RS8-9.

Above are the margins on which the cases are sold to retail outlets, key accounts,
institutions, modern trade and depos on various rates. A regular bottle of CocaCola/Sprite/Fanta all sell on same rates with specific rates were crate, retail outlets
the price sold is around 17-18 Rupees, whereas depos are sold for 15-16 Rupees.
If the operational efficiency is increase the six sigma is achieved and bottling plants
have higher capacity and further automation the price would significantly fall by
some cents but would impact big on the sales of Coca-Cola.

42 | P a g e

Promotion Plan

43 | P a g e

Channel Plan

44 | P a g e

Action Plan
S
#

Input

Improve
Availability

Enhance and
Improve
Distribution
System

Bringing up new
products

Ref

Pg.
#

SWOT
Key Issues

24
38

SWOT
Distributor
Structure
Strategic
Intent
SWOT
Product Plan
Key Issues

24
22
34
25
36
38

Expanding to
Rural Markets -

Only 5% sales
belong to rural
areas of possible
112.9 Million rural
population,
expanding and
getting a percent
would encourage
millions of sales

SWOT

Strategy &
Action Plan
Improving
availability, faster
re-stocking
Seek efficient and
experience
distributors relaunch in-house
distribution system
Launching juice
priced equivalent
to Slice and new
Fanta flavors

25

Making distribution
structure deeper,
targeting
accessible and
high potential rural
markets that are in
a stage of
development.

Increase
production
capacity

Competitive
Innovation
Market
Growth

34
14

The market growth

of future shows
that the production
capacity soon will
wear off by
increasing demand
operational
efficiency + new
plants.

Forcing more
exclusive outlets

Distribution
Share
Competitor
Analysis
External
Trends

22
20
23

Winning exclusive
outlets by
marketing support.

Winning more
institutional sales

Distribution
Share

22

Making contractual
ties with big
restaurants,
expanding
institutions to
newly launched
cafes, restaurants,
securing Kolachi
life restaurant.

Killing loss
making product

Product Plan

36

Eliminating Sprite
3G

45 | P a g e

When &
Where

2014-2015

Results

Satisfied retailers,
no-stock outs.

2015-

Market share
growth increases,
untapped outlets
covered

2014-2015

Increasing market
share, choice for
consumer, brand
positioning.

2015

Our vision could be

fulfilled we could
become leader in
ready to drink
industry.

2015-2016

Double the
production
capacity, minimize
the cost per bottle
production by
state of the art
machinery.

2015 Q1

More exclusive
outlets mean more
sales and more
growth.

2015

Institutional sales
are life support
winning important
institutions could
be as useful as
winning BBQ
Tonight.

Q1 2015

End the dilemma,

the product was
never a success.

1
0

Cash in Cash to
Retailers

Dis. Share.
Competitor
Analysis

22
20

Give direct cash on

discounts to all
regions rather than
stock at i.e.

2014-

Make retailers
satisfied and let
them be away
from Pepsi.

Works Cited
Coca Cola Company, 2014. [Online]
Available at: http://www.coca-colacompany.com/careers/student-zone
[Accessed 15 November 2014].
Farooq Tirmizi, Tribune, 2012. Tribune. [Online]
Available at: http://tribune.com.pk/story/493197/food-and-beverages-pakistanamong-pepsicos-top-10-non-us-markets/
[Accessed 2014].
Khan, A. S., 2014. DAWN. [Online]
Available at: http://www.dawn.com/news/1092090
[Accessed 2014].
StreetAuthority, 2014. NASDAQ. [Online]
Available at: http://www.nasdaq.com/article/coke-vs-pepsi-by-the-numberscm337909
Wright, T., 2010. WSJ. [Online]
Available at:
http://online.wsj.com/articles/SB10001424052748704720004575377190499667312

46 | P a g e