Integrated Marketing Communication Coca Cola

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Integrated Marketing Communication
Coca Cola
Submitted to:
Miss Jaweria Fatima
Submitted by:
Rizwan Ahmed FA11-MBT-083
Usman Ali FA11-MBT-101
M.Waqas FA11-MBT-071
M.Shafique FA11-MBT-128
Talha Bilal Chema FA11-MBt-095

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HISTORY:
Coca-Cola Enterprises, established in 1986, is a young 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 Pemberton, began to produce Coca-Cola syrup
for sale in fountain drinks. 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 a split-adjusted price 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.
International expansion
Coke’s first international bottling plants opened in 1906 in Canada, Cuba, and Panama. By
the end of the 1920’s Coca-Cola was bottled in twenty-seven countries throughout the world
and available in fifty-one more. In spite of this reach, volume was low, quality inconsistent,
and effective advertising a challenge with language, culture, and government regulation all
serving as barriers. Former CEO Robert Woodruff’s insistence that Coca-Cola wouldn’t
“suffer the stigma of being an intrusive American product,” and instead would use local
bottles, caps, machinery, trucks, and personnel contributed to Coke’s challenges as well with
a lack of standard processes and training degrading quality.

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Coca-Cola continued working for over 80 years on Woodruff’s goal: to make Coke available
wherever and whenever consumers wanted it, “in arm’s reach of desire.” The Second
World War proved to be the stimulus Coca-Cola needed to build effective capabilities around
the world and achieve dominant global market share. Woodruff’s patriotic commitment “that
every man in uniform gets a bottle of Coca-Cola for five cents, wherever he is and at
whatever cost to our company” was more than just great public relations. As a result of
Coke’s status as a military supplier, Coca-Cola was exempt from sugar rationing and also
received government subsidies to build bottling plants around the world to serve WWII
troops.
Coke in Pakistan
Coca-Cola was the leading soft drink brand in Pakistan until 1977 when it left rather than
reveals its formula to the government and reduces its equity stake as required under the
Foreign Exchange Regulation Act (FERA) which governed the operations of foreign
companies in
Pakistan. After a 16-year absence, Coca-Cola returned to Pakistan in 1993, cementing its
presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and
bottling network. Coke’s acquisition of local popular Pakistann brands including Thumbs Up
(the most trusted brand in Pakistan), Limca, Maaza, Citra and Gold Spot provided not only
physical manufacturing, bottling, and distribution assets but also strong consumer preference.
This combination of local and global brands enabled Coca-Cola to exploit the benefits of
global branding and global trends in tastes while also tapping into traditional domestic
markets.
Leading Pakistann brands joined the Company's international family of brands, including
Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the
company launched the Kinley water brand and in 2001, Shock energy drink and the
powdered concentrate Sunfill hit the market.
Market Share:
Coca-Cola is a leading player in the Pakistan beverage market with a 66 percent share in the
carbonated soft drinks segment, 36 per cent share in fruit drinks segment and 33 per cent
share in the packaged water segment.

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Coca-Cola launches integrated marketing communication
campaign for 2007
To be seen in an all New Avatar- a No Nonsense Attendant on a Train Connecting
Consumers with Coca-Cola
• Campaign designed to build the Coca-Cola brand from its refreshment platform to a
higher order of emotional benefit by establishing it as the universal choice which
brings people together.
• Strategy includes roll out of initiatives in the digital media like the internet i.e.
building and promotion of online communities and also leveraging
www.myenjoyzone.com- the interactive destination for Coca-Cola consumers.
• Integrated communication plan to include mass media advertising on all leading TV
channels, complimented by a range of on the ground initiatives - road shows &
contests across all key markets.
• Latest advertising campaign conceptualized by acclaimed advertising guru &
Bollywood lyricist Prasoon Joshi.
• Ad filmed by the talented Ram Madhvani of Equinox films, music composed by -
Shankar Ehsaan Loy.
Leveraging Online Media:
The new brand campaign ‘Sabka Thanda Ek’ is all set to be launched on all leading TV
channels. Besides mass media, the Coca-Cola’s brand campaign for the summer will also
be extended to the new media platforms including www.myenjoyzone.com. It is a one
stop interactive, online destination for Coca-Cola consumers in Pakistan. The innovative
internet platform has over 4 Lac+ registered users, in the age band of 19-24 yrs. The site
is extremely contemporary in its appeal and supports “Multi User” capabilities to address
all the key youth passions- be it music, gaming, cricket and movies.