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Presenter:
Rizwan Hafeez
Introduction
• Georgia on 8 May 1886, the first
Coca-Cola was described as
“delicious and refreshing”.
• The Coca-Cola Company established
a new Company in Pakistan in
1996, by the name of “Coca-Cola
Beverages Pakistan Limited”
Continue…
• 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.
Chronology of Slogans
• 2001 life is good
• 2003 Jo Chaho Hojae
Coca-Cola enjoy
• 2006 Thanda Matlab
Coca-Cola
• 2007 Kha Le Pee Le Jee Le
("eat drink live")
Continue……
• 2008 Aaja Jashan Manaly
• Burrrrrrrrr
("Refreshment" )(2009)
• 2012 Open Happiness
Competitors
Main Competitor
• Pepsi
Other Competitors
• Gourmet
• Pakola
Market Share
Pepsi , 65%
Coca-
Cola, 30%
Others, 5%
Beverages: Major Brands are:
• Coke
• Minute Maid
• Kinley
• Maaza
• Sprite
• Fanta
Product Line
Price
• Competitive Pricing Strategy
Segmented Pricing Strategy
Coke uses the segmented pricing strategy for its
Original Coke. For instance, Coca-Cola offers liter
bottles, 6-pack cans, 6-pack bottles, and 12-pack
cans of the same product, all for separate prices. By
their product in different sizes and at different
costs, they get to increase their revenue, because
there is not much difference in the costs required to
produce the products.
Promotional Pricing
Strategy
• Coke also uses the promotional pricing strategy. In
store that cell Coca-Cola, prices are often
temporarily priced below the list price to increase
short-run sales. It gives the product a sense of
urgency and customers purchase the product
because of the lower price.
Sale Promotion strategy
• Sale Promotion Coca Cola Company also does
sponsorships with different college and school's
cafes and sponsors their sports events and other
extra curriculum activities for getting market
share. Normally they keep their freezers near the
entrance of the stores. Sale Promotion Company
also does sponsorships with different college and
school's cafes and sponsors their sports events
and other extra curriculum activities for getting
market share.
Place
• Available in all major cities of
Pakistan.
• In rural areas penetration is slow
due to lack of sound distribution
network.
Promotion
• News paper ads
• Billboard and holdings
• TVC‟s
• Coke Studio (2008)
• Vending machine
• „Ho Jao Good Ke Liye Crazy‟ campaign
Campaigns
• Target Customers : General Public
specially youth
• Psychological impact : Social and moral
values.
• Changing consumers taste
Competition
Sports based campaign Social Campaign
VS
New Campaign
• Coca Cola Pakistan‟s creative agency launched a new
promotional campaign “Ho jao good k lea crazy”on
December 23rd 2012 i.e. part of Coca Cola‟s Global
Cultural Leadership Programme “Crazy for Good”.
• This campaign is extension of the earlier campaign
of 2012 i.e. “Ho Yaqeen” which is also based on
Coke‟s global theme, “Reasons to believe”
Idea! (Ho Yaqeen)
• The earlier campaign “Ho yaqeen” was based on the
documentaries created by SOC (Sharmeen Obaid
Chinoy) Films.
• This campaign was in six parts
• There were the stories of six individuals who aimed
themselves at creating difference in the society by
transforming Pakistan at grassroots level.
Ho Jao Good k lea Crazy!!
• Crazy for Good campaign has been launched in
almost 10 countries simultaneously.
• The campaign aims at prevalence of goodness in
society through recognizing the act of kindness
and keeping people happy through little acts of
goodness.
• This campaign calls on the youth of Pakistan to
turn their beliefs into actions.
• Ho yaqeen campaign was a bit somber in
tone, whereas this one is unusual, light-hearted and
more approachable.
TV COMMERCIAL FOR
HOJAO GOOD K LEA
CRAZY
Insights
• It is based on the insights that people have lost
the sight of kindness and if anybody does any good
he/she is considered as crazy.
• So, through “crazy for good” Coca Cola cheers
people to “Go crazy for good” by showcasing those
who are already spreading happiness to inspire
people and encouraging them to join the movement.
• To unite all the efforts a central hub is created
for sharing those inspiring little stories.
http://www.kindness.coca-cola.com/pk
Coca cola   ho jao good ke liye crazy
Coca cola   ho jao good ke liye crazy
Coca cola   ho jao good ke liye crazy

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Coca cola ho jao good ke liye crazy

  • 2. Introduction • Georgia on 8 May 1886, the first Coca-Cola was described as “delicious and refreshing”. • The Coca-Cola Company established a new Company in Pakistan in 1996, by the name of “Coca-Cola Beverages Pakistan Limited”
  • 3. Continue… • 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.
  • 4. Chronology of Slogans • 2001 life is good • 2003 Jo Chaho Hojae Coca-Cola enjoy • 2006 Thanda Matlab Coca-Cola • 2007 Kha Le Pee Le Jee Le ("eat drink live")
  • 5. Continue…… • 2008 Aaja Jashan Manaly • Burrrrrrrrr ("Refreshment" )(2009) • 2012 Open Happiness
  • 6. Competitors Main Competitor • Pepsi Other Competitors • Gourmet • Pakola
  • 7. Market Share Pepsi , 65% Coca- Cola, 30% Others, 5%
  • 8. Beverages: Major Brands are: • Coke • Minute Maid • Kinley • Maaza • Sprite • Fanta Product Line
  • 10. Segmented Pricing Strategy Coke uses the segmented pricing strategy for its Original Coke. For instance, Coca-Cola offers liter bottles, 6-pack cans, 6-pack bottles, and 12-pack cans of the same product, all for separate prices. By their product in different sizes and at different costs, they get to increase their revenue, because there is not much difference in the costs required to produce the products.
  • 11. Promotional Pricing Strategy • Coke also uses the promotional pricing strategy. In store that cell Coca-Cola, prices are often temporarily priced below the list price to increase short-run sales. It gives the product a sense of urgency and customers purchase the product because of the lower price.
  • 12. Sale Promotion strategy • Sale Promotion Coca Cola Company also does sponsorships with different college and school's cafes and sponsors their sports events and other extra curriculum activities for getting market share. Normally they keep their freezers near the entrance of the stores. Sale Promotion Company also does sponsorships with different college and school's cafes and sponsors their sports events and other extra curriculum activities for getting market share.
  • 13. Place • Available in all major cities of Pakistan. • In rural areas penetration is slow due to lack of sound distribution network.
  • 14. Promotion • News paper ads • Billboard and holdings • TVC‟s • Coke Studio (2008) • Vending machine • „Ho Jao Good Ke Liye Crazy‟ campaign
  • 15. Campaigns • Target Customers : General Public specially youth • Psychological impact : Social and moral values. • Changing consumers taste
  • 16. Competition Sports based campaign Social Campaign VS
  • 17. New Campaign • Coca Cola Pakistan‟s creative agency launched a new promotional campaign “Ho jao good k lea crazy”on December 23rd 2012 i.e. part of Coca Cola‟s Global Cultural Leadership Programme “Crazy for Good”. • This campaign is extension of the earlier campaign of 2012 i.e. “Ho Yaqeen” which is also based on Coke‟s global theme, “Reasons to believe”
  • 18. Idea! (Ho Yaqeen) • The earlier campaign “Ho yaqeen” was based on the documentaries created by SOC (Sharmeen Obaid Chinoy) Films. • This campaign was in six parts • There were the stories of six individuals who aimed themselves at creating difference in the society by transforming Pakistan at grassroots level.
  • 19. Ho Jao Good k lea Crazy!! • Crazy for Good campaign has been launched in almost 10 countries simultaneously. • The campaign aims at prevalence of goodness in society through recognizing the act of kindness and keeping people happy through little acts of goodness. • This campaign calls on the youth of Pakistan to turn their beliefs into actions. • Ho yaqeen campaign was a bit somber in tone, whereas this one is unusual, light-hearted and more approachable.
  • 20. TV COMMERCIAL FOR HOJAO GOOD K LEA CRAZY
  • 21. Insights • It is based on the insights that people have lost the sight of kindness and if anybody does any good he/she is considered as crazy. • So, through “crazy for good” Coca Cola cheers people to “Go crazy for good” by showcasing those who are already spreading happiness to inspire people and encouraging them to join the movement. • To unite all the efforts a central hub is created for sharing those inspiring little stories. http://www.kindness.coca-cola.com/pk