GROUP MEMBERS

Abdul Qadir Muhammad Ismail Usman Rehan Hera Hanif

104205045 104205014 104205028 104205019

Coca Cola Beverages Pakistan LTD

MARKETING PLAN
We are going to launch a new product Thunder

energy drink under the banner of coca cola. We cover almost all the aspects of Marketing to launch this product. Company overview 4Ps SWOT analysis PEST analysis

COMPANY OVERVIEW:
In 1996 coca cola beverages launch its new company in

Pakistan as a name of Coca cola beverages Pakistan limited.

Now coca cola has six production plant in Pakistan Vast distribution network

MISSION & VISION

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 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.

VALUES
Accountability we act with high sense of responsibility

and hold ourselves accountable.

Passion we put our hearts and mind into what we do. Integrity we are open, honest, ethical and we trust and

respect each other

Teamwork we collaborate for our collective success

PRODUCT LINE
Coca cola has following products in Pakistan

SWOT ANALYSIS

STRENGTH
Brand equity/image & recognition
Product distribution and worldwide network Solid financial performance

One of the world's most recognized brand.

Product diversification (water, juices, soft drinks etc.) Co-operate identity. Innovation

WEAKNESS
Credit rating
Negative Publicity A lot of loyal Pepsi customers are not enough loyal

Coca Cola customers

Does not enjoy the number one position in Pakistan. Advertising as compared to Pepsi

OPPORTUNITIES
Possible growing demand.
Expansion Reaching all segments. Catering to Health Consciousness of People Bottled water growth Acquisitions of smaller players.

THREATS
Health Drinks Fruit Juice Companies
Key competitors (Pepsi, etc.) Commodity prices growth Smaller, more nimble operators/players

COMPETITORS
The biggest competitor is Pepsi co.

Competitors from local Market are

Gourmet Cola Shandy Cola

MARKETING INTERMEDIARIES
Direct and Indirect distribution
46 distributors working in Lahore. McDonalds, Subway, Fri chicks in Pakistan are biggest

resellers of coke

SUPPLIERS
Major Suppliers of Coca Cola Pakistan
Baluchistan Glass Limited Varioline Intercool Pakistan Dynamic Equipment and Controls (PVT) Limited

PUBLICS
A public is any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectives.
Media Publics Internal Publics

PUBLICS
Media Publics: Media Public of coke include TV channels like GEO, ARY, Express, Duniya. Coke use weekly tribune magazine and other print media as its media public Internal Public: Coca cola internal publics are its employees they have good relations with employees. Coca Cola is built around two core assets, its brands and its people(employees).

PEST ANALYSIS

POLITICAL
Changes in Laws and Regulations like changes in

Accounting Standards, taxation requirements.

Political Conditions.

ECONOMIC
Commodity prices
Foreign exchange & global economic conditions Interest rate Economic Instability in Pakistan

SOCIAL
Due to health reason people need low calories drinks. Age factor plays very important role when choosing a soft drink

or beverage.
Coca Cola is now entering into non-cola products like water

juices etc.

TECHNOLOGICAL
Entrance of cans and plastic bottles .
Entrance of new machineries, equipment. New Technology for advertisement

MARKET ANALYSIS
Trend of consuming energy drinks is increased day by

day in Pakistan.
Students and youth are consuming energy drinks more

now a days.
Approximately 65% of consumers are teen agers and

young adults i.e. 16-35.

OUR PRODUCT
Thunder (energy drink)

Feel the fire

OBJECTIVE
Create a need for energy drinks in the minds of the

target audience. Create awareness and interest in Thunder among males and females age 16 to 35. Build a brand image that sets Thunder apart from other brands.

PRODUCT COMPETITOR
Main competitors:

Sting from Pepsi

Others competitors: There is some other competitor besides the sting. Powerful Spark from Gourmet

SEGMENTATION

GEOGRAPHIC
Initially the main target is the major cities of Pakistan.
Lahore Islamabad

Karachi
Faisalabad Multan

DEMOGRAPHIC
Age
Thunder is mainly targeting the youth of the country

which lies within the age group of 16 to 30. Gender:

Both male and female are included in our target group.

PSYCHOGRAPHIC
Social class: We want to sell our product to the youth from middle class to upper uppers. We chose the class of people because they spend a good amount of money for food and beverage. Life style: We will be targeting people who lead a bit sporty, energetic and adventurous life style.

TARGET MARKET
Our target market is youth, students, athlete, and job

person. Using differentiated target market strategy. Energy Drink appeals new Generations, top athletes, busy professionals, active students, the stress manager, pressured journalist, anxious students, hard working class, ambitious and challenge acceptor.

POSITIONING
The Thunder will be positioned in market as a

competitor of sting by Pepsi.

Thunder is positioned as refreshing, energizing high

quality energy drink.

As apparent from its tag line FEEL THE FIRE

THUNDER is said to bring energy and refreshment

DIFRENTIATION
The THUNDER energy drink is differentiated from

other competitors as it is less filling.

Thunder is very light energy drink. It gives you refreshment and energy better than the

other brands with less caffeine.

4 Ps
Price
Place Product

Promotion

PRODUCT
Initially we launch one flavor of our energy drink. We mainly focus on the quality of our drink. The taste of drink is refreshing.

PRICE
The pricing will be based on Customer Value-Based

Pricing because consumers relate quality with price.

The 250ml bottle is available in Rs. 40 and can of 350

ml is available in Rs. 60

PLACE
Coca-Cola already has a vast distributing network all

over Pakistan through Coca-Cola beverages Pakistan limited. Currently Coca-Cola has six production plants in Pakistan. Available on convenient stores and also on hyper marts

PROMOTION
Electronic Media: Print media:

Facebook page
FM radio Campaign:

 Enjoy the Thunder

Feel the fire