S H O P P E RM A R K E T

ING PRESEN
TAT I O N
T EA
M CO
KE
 PRESENTATION
TIMELINE

Introduction Strateg Brand Financials Communication

y Analysis
 ABOUT

CONTENT
The Coca-Cola company began operating in Pakistan in 1953. Coke Fanta and sprite
the brands with which Coca-Cola is operating in Pakistan. Coca-Cola system in
Pakistan operates through eight bottlers four of which are owned by Coca-Cola
Beverages Pakistan Limited (CCBPL)
 BRAN
D IN
TRO
Invented by Dr John
Pemberton, Coca-Cola original
taste first went on sale at
Jacob’s Pharmacy in Atlanta,
Georgia. It was actually Dr
Pemberton’s bookkeeper, Frank
Mason Robinson, who invented
the now world-famous red-and-
white logo with its iconic
Spencerian script.
UNIQUE SELLING
POINT
 VALUE
PROPOSITION
“Happiness to us is anything that can bring a
smile to someone’s face. We’re in the
business of spreading smiles and opening
happiness every day all across the world.”
MA RKET
MARKET
A N A LY S
IS
ANALYSIS
INDUSTRY & CATEGORY
BREAKDOWN
 C AT E G O RY
POWER DRIV
ERS
COMPLIMENTS WITH EATERY

CONVENIENCE &

AVAILABILITY DISPOSABLE

INCOME
MULTIPLE OCCASION
CONSUMPTION
 BELLY OF THE MARKET-
COLA (KARACHI)
BELLY OF THE
MARKET

VOLUME PERCENTAGE
(Cases)

Branded 306.7 million 94%

94
%
Unbranded 19.5 million 6%

Karachi’ 326.2 million 100%

s Total
UNBRANDE BRANDE
D D
 Category
Overview
Carbonated Soft Drinks (CSD) Energy
Drinks
Coke, Coke zero, Sprite Zero,
Sprite, Roar
Sprite zero, Sprite Lemon mint,
Fanta

Stills

Water (Dasani), Juice

(Cappy)
 MARKET SHARE
KARACHI

NextCol
a
Others
7%

Coca Cola
20%
Pepsi
VOLUME PERCENTAGE 73%
(CASES) SHARE

Pepsi 224 million 73%

Coca Cola 61.3 million 20%

Others 21.4 million 7%

Total 306.7 100%

million
Pepsi Coca Cola Others
 UNIVERSE
COVERAGE GENERAL
TRADE

TOTAL UNIVERSE
40,000

COCA COLA
24000

TOTAL UNIVERSE KARACHI = 40,000

SHOPS COCA COLA UNIVERSE = 24,000
SHOPS UNIVERSE COVERAGE = 60%
CATEGORY WISE
CONTRIBUTION
 PRICE
COMPARISION
SKUS COCA COLA PEPSI
Regular Soft Drink RS 63 RS 60
Can 330ML
Slim Soft Drink Can 250ML RS 57 RS 57
Pet Bottle 350ML RS 48 RS 40 (345ML)
Pet Bottle 500ML RS 65 RS 69
Pet Bottle 1 LTR RS 95 RS 95
Pet Bottle 1.5 LTR RS 127 RS 125
Pet Bottle 2.25 LTR RS 171 RS 167
VOLUMETRIC GROWTH

SALES VOLUME SALES REVENUE

2013 1,057.70 5,186.40

2014 1,130.60 5,985.40

2015 1151,9 6723,9

2016 1,189.10 7,050.20

2017 1,237.50 8,521.10

2018 1.314,9 10.623,4

2019 1.207,0 12.008,0

2020 1,183.90 14.391,0

2021 1.376,2 21.929,5

BRAND
CHALLENGE

THE SUGAR CHALLENGE

As people are more focusing on healthy lifestyle so high
sugar is a problem.
MARKET
CHALLENGE
Whether Coca-Cola will be able to recapture
that missing growth and build long-term value in
the years to come will depend on how its
addresses immediate challenges facing the brand
i.e weak distribution in karachi market.
 BRAN
D ANALY
SIS
 CONSUMER, CUSTOMER
& MANUFACTURER
Coke’s target market is young people aged between 10 & 35.
Coke zero has been introduced to target middle aged & diabetic adults.
It serves a consumer base of 208 million with 7 factories in cities of
Lahore, Gujranwala, Faisalabad, Multan, Rahimyar khan.

Coke’s first customers are its bottlers and then distributors. They have a
total
of 21 distributors all over in Pakistan.

CCI Pakistan produces, distributes and sells sparkling and still beverages of
The Coca-Cola company in Pakistan. Having first started in 1996, Coca-
Cola bottling operations in Pakistan came under the roof of Coca-Cola
İçecek in 2008.
 CHANNEL
MODERN TRADE
KEY
ACCOUNTS
S
WHOLESALE
TRADE
GENERAL OUT OF HOME

CLUSTERED LARGE GROCERY HORECA

IMTIAZ
FRAGMENTED SMALL HELT
CHASE
GROCERY INSTITUTIONS
CARREFOUR
KIRYANA
METRO
PHARMACY
BAKERY
COLD SPOT
PETROMART
 KPIs-
DSRs
1 Call Completion: NO. OF OUTLETS ORDER BOOKER VISITS A DAY

2 Strike Rate: HOW MANY ORDERS HE WAS ABLE TO GENERATE

3 Time in Market: TIME HE SPENDS FROM FIRST ORDER TO LAST

4 Time in Outlet: HOW MUCH TIME HE SPENDS IN A SINGLE

OUTLET

5 Av No. of SKUs/Invoice: NO. OF SKUs SOLD ON

ROUTE
SHOPPER PERSPEC
TIVE
 SHOPPER MARKETING
PLAN INSIGHTS
1)Collaboration: Marketing teams at Coca-Cola and a
retailer team up to brainstorm on innovative
promotional efforts that align with both companies’
values.
2)Data-Sharing: Retailers typically own customer data;
but when they share behavioral insights with a brand like
Coca- Cola, new opportunities emerge to personalize
shopper messaging.
3)Ingenuity: Unique, personalized marketing
campaigns designed exclusively for a specific consumer,
like Metro consumers will act differently from Imtiaz
consumers.
 SHOPPER
PROFILE

TARGETED THROUGH GT & IMPULSE MISSION TARGETED THROUGH

OOH. BUYER DRIVEN MT

Example: 250ML RGB 250ML, 300ML,330,350ML AND Example: 1 LTR 1.5LTR, 2.25
500ML LTR
 INSIGHT ON
SHOPPERS
Channel
Channel Needs
Shopper’s Profile

• Stock-up mission (weekly/monthly) • Family Shopping Destination • Full Portfolio

MT • MT Outlets are less than 1% of
the total universe • 70% planned buying • POSM and Shelf locking
• Browsing through store- spending • PKR 258 CSD spend (avg.) • Consumer Promotions
more time and money

• Urgent, daily needs in GT

• Shoppers with highest footfall (21-30 • Chilled availability
(90%)
GT • Average time spend is 2-3 minutes years)
• 500ml and 330ml is key because of
• 80% of shoppers belong to SEC C, low spend in this channel and
• GT outlets are around 87% of urgent/on the go consumption
D &E
total Universe
• High TTS investments
• Mix of all SECS visit HoReCa
• HoReCa is highly dynamic in OOH
from top end hotels/restaurants to • Barrier to entry from Pepsi which
• Consumer/Shopper’s visit purpose
road side eateries sell BW through umbrella of
OOH does not include drink as priority beverage contracts
• Average time spend is 40-50 minutes • Consumer/shopper does not have
• Brand building through permanent
control over the brand preference
branding as shopper spends long time
 DISTINCT PACKAGE
ROLES
Entr Frequen Upsiz Upscal
y cy e e
Incidence Transaction
Amount
To bring new consumers Drive usage frequency Amount
Increase purchase
and convert among existing Value for money
quantity
competitor’s consumers consumers
into our own

Incidence and experience Frequent trips Size of purchase Lesser MRP/grams

Entry price point Frequent usage size Valu Convenience

e
DIFFERENTITATION ACROSS
CHANNELS General Trade Modern Trade

Petromart Discounter

Occasion Road Trip Road Trip

Shopper Mission Top ups and refills Planned purchases

Shopper Behaviour Impulse buying Shopping through planned list

Close proximity
Lesser price
Channel Differentiation Convenience of buying
Availability of more range
Small SKUs

OBPPC LUPP MPR

RETAIL
MARKETING
TRADE
TOOLS COUNTER
• Purpose: BRANDIN
• To generate visibility G
• To create brand prominence
• To drive impulse
• Brand recall
• Channel:
• GT/MT
• Placement:
• High visibility area
TRADE
TOOLS AVA I L I B I L I T Y
• Purpose: F LA G
• To create brand prominence
• To drive impulse
• Brand recall
• Channel:
• GT/OOH
• Placement:
• Outdoor
 TRADE
• TOOLS
Purpose: PARASIT
• To create call to action
•
E UNI
To generate visibility and sell out
• To generate association T
• To generate quick stock liquidation
• To drive volume
• Channel:
• MT
• Placement:
• Preferably placed in cross category
• Placed with associated category
• OCD (out of category display)
• High footfall and visibility
 TRADE
• TOOLS
Purpose: GONDOL
• To showcase category presence and availability
• To generate visibility and sell out
A
• To generate quick stock
liquidation
• To drive volume
• Tool for primary touch
point
• Channel:
• MT
• Placement:
• Placed at primary
category
with other
competing brands of
TRADE
CHILLER
TOOLS S
• Purpose:
• For impulse purposes
• For generating higher visibility
• Better stock liquidation
• To generate sales
• Channel:
• MT, GT and HORECA
• Placement:
• Placed in chiller segment with other
coolers
TRADE
PODIU
TOOLS
• Purpose: M
• For visibility
• For attracting four way traffic
• Quicker stock liquidation
• Secondary touch point
• Channel:
• MT
• Placement:
• Standalone presence
• High footfall, presence and
visibility
• OCD
MERCHANDISING
TOOLKIT CHECKLIS
• Ensure appropriate products
T and packages are
available
• Obtain best locations for Coke products including
displays, chillers, shelves and racks
• Ensure bottle labels are facing consumers
• Clean shelves, bottles and tool
• Remove competitor’s products from the tool
• Place the tool in visible and high traffic areas
• Arrange stocks in back room
•• on top stocks to put older products in front and
Rotate
SHOPPER EXECUTION
PLAN
PLANOGR
A
•
M
For Planogram Coke has a strategy of CLOJ-K which is
Coke, lemon (sprite), orange (fanta), juice, kinley
(dasani).

• Coke is placed first and then other SKUs.

• Product assortment is from right to left.

SHOPPER EXECUTION
PLAN
Shopper Execution plan of Coke varies on the
basis of channels

For GT shopper execution plan is focused

on buntings, gandolas, coolers and counting
displays

In MT the main focus of shopper

execution plan is on thematic podiums as
they are the main attraction for
teenagers

In HORECA shopper execution plan is focused

on
deals and discounts
SHOPPER
SEGMENTATION
Category Analysis on basis of Geography, Shopper &
Store: For category analysis surveys are conducted every year and
plan is developed accordingly

Behavioral: Shoppers behavior towards

instore promotional activities which
includes discounts buy one get one
offers..
Psychographic: Shoppers who are
attracted towards instore sample
promotions, which in long run creates
value for the brand.
.
 SHOPPER PLAN IN VIEW
OF MARKETING PLAN
In GT Shopper Marketing activities of Coke include (wall
0 GT
paint,
counter branding, Carton racks, coolers, buntings, banners)
1
In MT Shopper Marketing activities of Coke include
0 MT (Shelf strips, bundle offers, podium, gandola, FSU)

2
0 OOH
In OOH Shopper Marketing Activities of Coke include
(combo deals, availability flag)

3
 SHOPPER
PLAN
SHOPPER The Shopper Expenditure of Coke is
directly proportional to the
EXPENDITUR projected volume of the budget.
E

CHANNEL
WISE
ALLOCATION
• OOH and MT has
more budget in
shopper plan, budget of MT is per outlet.
• In shopper plan proportion of budget
for GT is less as compared to OOH
and MT
Budget is decided with the Collaboration
BUDGET FOR
of TCCEC currently targeting the GenZ
MEDIA ACTIVITIES
MARKETINGA
N D SA L E S S T
R AT E G Y
 BRAND GROWTH
Loyalty to the product:
The Coca Cola brand has
DRIVERS
been in the market for a
longer period than Pepsi
Cola and as such has
developed a market niche
is loyal to its products

Strong brand identity:

Coca-Cola is a highly popular
brand with a unique brand
identity. Its soft drinks are the
most-selling drinks in history.

Coca-Cola has consistently

communicated one strong and
compelling message: pleasure.
Enduring, simple slogans such as
“Enjoy” and “Happiness” never
go out of style
 MOT
STRATEGY
POU
The after taste of fizzy
POP coke creates an ever-
lasting experience
In POP, counter chillers,
POS counter standing displays
play a significant role. POP
Coke focuses on shelf
is also influenced by near
POD signage, wobblers, category
the counter podiums
Focus is to be TOM for displays which play a key
the customers when they role in POS
think of any CSD. POD is
created through TV Adv,
digital promotional
campaigns
MARKET GROWTH
DRIVERS
The strategy of franchising to its bottling
partners has enabled it to grow quickly. By
partnering with local small bottlers in under-
developed markets, it is able to strategically
merge or acquire these small local businesses
to expand the local markets.

A significant part of Coca-Cola's success is

its emphasis on brand over product. Coke
doesn't sell a soft drink in a bottle; it sells
“happiness” in a bottle.
STAR
T
T H A N KY O
U