INTRODUCTION

Coca Cola

Coca-Cola is a carbonated soft drink. It is produced by The Coca-Cola Company of

Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The

Coca-Cola Company in the United States since March 27, 1944). It is one of the world’s

most recognizable and widely sold commercial brands. Coca-Cola's major rival is Pepsi.

Originally intended as a patent medicine when it was invented in the late 19th century

by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market

throughout the 20th century. The name refers to two of its original ingredients: kola nuts,

a source of caffeine, and coca leaves. The current formula of Coca-Cola remains a

trade secret, although a variety of reported recipes and experimental recreations have

been published.

The company produces concentrate, which is then sold to licensed Coca-Cola bottlers

throughout the world. The bottlers, who hold territorially exclusive contracts with the

company, produce finished product in cans and bottles from the concentrate in

combination with filtered water and sweeteners. The bottlers then sell, distribute and

merchandise Coca-Cola to retail stores, some restaurants and vending machines. The

Coca-Cola Company also sells concentrate for soda fountains to major restaurants and

food service distributors.

The Coca-Cola Company has, on occasion, introduced other cola drinks under the

Coke brand name. The most common of these is Diet Coke, with others including

Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola 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.[2]

Based on Interbrand's best global brand study of 2011, Coca-Cola was the world's most

valuable brand.[3] The company's marketing strategies for a high-sugar drink, especially

its targeting of children, remain controversial.

The Coca-Cola Company began operating in Pakistan in 1953. The Coca-Cola Company is a

global company with some of the world’s most widely recognized brands; the Coca-Cola

business in Pakistan has completed its 57 years of operation. The beverages are produced locally,

employing Pakistani citizens. Moreover, their product range and marketing reflects Pakistani

tastes and lifestyles, and they are deeply involved in the life of the local communities in which

they operate. The plants are in Karachi, Hyderabad, Lahore, Gujranwala, Faisalabad, Rahim

Yar Khan, Multan, Rawalpindi, Peshawar and Sialkot. Brands like Coca-Cola ®, Fanta ®, Sprite

®, Diet-Coke®, Sprite-Zero ®, Sprite 3G ®, Minute Maid Pulpy ® and Kinley® have different

SKUs like 250 ml, 500ml, 1ltr, 1.5ltr and 2.25ltr.

History of the Brand worldwide

Coca Cola is a multinational company who started its business on May 1886 in Atlanta as

a beverage (formal drink) industry

In 1895 the company started to sell their product coke in bottles which was a strategy of the

Coca-cola year by year

1976 "Coke Adds Life" campaign is introduced.

1979

Coke introduces "Have a Coke and a

Smile," a campaign of heartwarming

emotion best captured by the television

commercial featuring "Mean" Joe Greene, a

tackle on the Pittsburgh Steelers football

team.

1982

The Coca-Cola Company introduces diet

Coke to U.S. consumers, marking the first

extension of the Company's most valuable

trademark to another product. And the

"Coke is it!" theme is translated and tailored

to reach consumers everywhere as it is

launched worldwide

1986

In the year of the Company's 100th

anniversary, two large U.S. bottlers

combine to form Coca-Cola Enterprises.

Over time, this new company will assume

responsibility for bottling operations in

Great Britain, France, and Netherland.

1988 An independent worldwide survey confirms

that Coca-Cola is the best known, most

admired trademark in the world.

1989The Coca-Cola Company sells Columbia

Pictures to Sony Corporation.

1996 Coca-Cola sponsors the Summer Olympics

in the hometown of The Coca-Cola

Company: Atlanta, Georgia. And the

Cisneros Bottling Company, the largest

soft-drink bottler in Venezuela, switches

from Pepsi to Coca-Cola.

1998Sales of Coca-Cola and other Company

products exceed 1 billion servings per day.

2001In October 2001 the isotonic sports drink

PowerAde was launched, followed by the

introduction of other brands including diet

Coke with Lemon, Coca-Cola Vanilla and

diet Coke Vanilla

2004

In 2004, Fanta Apple Splash, our first low

sugar brand, was launched.

In 2004 The Coca-Cola Company's share of

the carbonated soft drinks category in Great

Britain was 45.3%, and market share of the

non-alcoholic beverages was 9.9%. Source:

Canadian 2004.

2005 In 2005, we launched our fifth diet Coke

variant, diet Coke with Lime, and

relaunched our range of diet fruit carbonates

(Fanta, Sprite, Lilt and Dr Pepper) as the 'Z',

for zero added sugar, range. We also

introduced a new Fanta choice - Fanta

Summer Fruits. Another new development

in 2005 was the reformulation of Oasis to

reduce the sugar content. These

developments meant that by the end of

2005, over 35% of our sales by volume

were either low in sugar or diet/light drinks.

We also launched sports water - Powerade

Aqua+, a new sports water drink with

natural fruit flavours that is free from

artificial sweeteners and preservatives.

2005 also saw the launch of brand new

choices in the form of Nestea - an iced tea

drink, plus a range of juice and juice drinks

under the Minute Maid brand.

2006

In February 2006, we launched Relentless, a

new energy drink - our 21st brand in Great

Britain. On 8th May 2006 we celebrated 120

years of inspiration at The Coca-Cola

Company. During this time the Company

has evolved from one product - Coca-Cola -

to more than 400 brands in 2006.

In July 2006 we launched Coca-Cola Zero,

our biggest brand launch in over two

decades. Coca-Cola Zero has the great Coke

taste but with zero sugar.

2007

In April 2007, in Canada, the name "Coca-

Cola Classic" was changed back to "Coca-

Cola". The word "Classic" was removed

because "New Coke" was no longer in

production, eliminating the need to

differentiate between the two.[The formula

remained unchanged.

2009Coca-Cola introduced the 7.5-ounce mini-

can.

2012 In 2012, Coca-Cola would resume business

in Myanmar after 60 years of absence due to

U.S.-imposed investment sanctions against

the country. Coca-Cola's bottling plant will

be located in Yangon and is part of the

company's five-year plan and $200 million

investment in Myanmar.

2013 In 2013, it was announced that Coca-Cola

Life would be introduced in Argentina that

would contain stevia and sugar

2014

In 2014 coke introduces a new Marketing

scheme in Pakistan refers to “share a coke”

this campaign have substantially increased

the profits of coke by increasing the sale in

this category you get the bottle on which

different names are being written like the

mama, papa, friends, family, nana, dada,

sister, brother.

They also introduced a campaign of getting

a coca cola printed glass on buying the

McDonald’s deal these glasses were of 6

colors & consumers can make a set of them

by collecting all of them.

2015

In 2015 Coke introduces a Ramzan CSR

initiative, in which with the purchase of

1L , 1.5L, 2.25L during ramzan, Coca-Cola

will share a coke and iftar more than 200,00

deserving people through its network

partners.

It also introduces new 2L coke in 2015.

They also started S8 of Coke Studio in

2015.

New Coke to the Present :

In 1985, Coca-Cola, amid much publicity, attempted to change the formula of the drink.

Some authorities believe that New Coke, as the reformulated drink was called, was invented

specifically to respond to its commercial competitor, Pepsi. Double-blind taste tests indicated

that most consumers preferred the taste of Pepsi (which has more lemon oil, less orange oil, and

uses vanillin rather than vanilla) to Coke. New Coke was reformulated in a way that emulated

Pepsi. Follow-up taste tests revealed that most consumers preferred the taste of New Coke to

both Coca-Cola and Pepsi. The reformulation was led by the then-CEO of the company, Roberto

Goizueta, and the President Don Keough.

It is unclear what part long-time company president Robert W. Woodruff played in the

reformulation. Goizueta claims that Woodruff endorsed it a few months before his death in 1985;

others have pointed out that, as the two men were alone when the matter was discussed, Goizueta

might have misinterpreted the wishes of the dying Woodruff, who could speak only in

monosyllables. It has also been alleged that Woodruff might not have been able to understand

what Goizueta was telling him.

The commercial failure of New Coke therefore came as a grievous blow to the

management of the Coca-Cola Corporation. Coca-Cola management was unprepared, however,

for the nostalgic sentiments the drink aroused in the American public; some compared changing

the Coke formula to rewriting the American Constitution.

The new Coca-Cola formula subsequently caused a public backlash. Gay Mullins, from

Seattle, Washington, USA, founded the Old Coca-Cola Drinkers of America organization,

which attempted to sue the company, and lobbied for the formula of Old Coke to be released into

the public domain. This and other protests caused the company to return to the old formula under

the name Coca-Cola Classic on July 10, 1985. The company was later accused of performing this

volte-face as an elaborate reuse to introduce a new product while reviving interest in the original.

The company president responded to the accusation by declaring: "We are not that stupid, or that

smart."

The Coca-Cola Company is the world's largest consumer of natural vanilla extract. When

New Coke was introduced in 1985, the economy of Madagascar crashed — vanilla being a prime

export — and recovered only after New Coke flopped, since New Coke used vanillin, a less-

expensive synthetic substitute. Purchases of vanilla more than halved during this period.

Meanwhile, the market share for New Coke had dwindled to only 3% by 1986. The company

renamed the product "Coke II" in 1992 (not to be confused with "Coke C2", a reduced-sugar cola

launched by Coca-Cola in 2004). However, sales falloff caused a severe cutback in distribution.

By 1998, it was sold in only a few places in the Midwestern U.S.

Coca-Cola System wide Performance

In April 2007, associates from The Coca-Cola Company and several of their largest bottling

partners met for the first time to discuss the development of a core set of performance

indicators for the Coca-Cola system. Working groups of Company associates and

representatives from the bottling partners have been formed to determine the feasibility --

due to the legal and management complexity of the Coca-Cola system -- of collecting and

consolidating economic and social data in addition to the environmental data already

collected. Many of the bottling partners produce their own corporate responsibility reports

which can be viewed in the Sustainability Reports.

Bottling Investments Group

Bottling Investments Group is a division of The Coca-Cola Company dedicated to investing

in Coca-Cola bottling operations around the world. BIG provides leadership to drive growth

in critical markets, provides venture capital to move quickly, and often amends structural or

ownership challenges. BIG is focused on long-term sustainable growth and manages its

facilities as if they were to be owned by The Coca-Cola Company forever. BIG is committed

to win in every market and strives to become a model of collaboration with other bottlers.

BIG is currently in 19 countries andworks to maintain a healthy balance of franchise and

Company-owned bottlers in the system.

Figure 1

Coca-Cola Refreshments (CCR)

What is CCR? The Coca-Cola Company and the largest bottler, Coca-Cola Enterprises, took

actions in 2010 and 2011 to strategically advance our partnership. The Coca-Cola Company

has acquired CCE's entire North American business, renaming the sales and operational

elements of Coca-Cola Enterprises North American businesses to Coca-Cola Refreshments

(CCR). Additionally, The Coca-Cola Company has folded in the vast majority of its U.S. and

Canada businesses into CCR.

Difference between CCBPL and TCCEC:

The coca-cola company started his business in Pakistan in 1960. All business activities in

Pakistan are monitored by “The coca-cola export corporation” (TCCEC). Head office of TCCEC

was in Karachi at that time but now days it is shifted to Lahore. But this TCCEC only monitored

business activities, this company issued license for plants in different cities of Pakistan to start

production according to company standard. In 1990, company decided for acquisition

worldwide. Actually they were operating their business through joint venture, now they decided

for acquisition. That’s why in 1996 “The coca-cola company” buys the Karachi plant, at that

time TCCEC decided to form a new company to monitor the operation of bottling in Pakistan. So

“coca-cola beverages Pakistan limited” (CCBPL) is the company, which is responsible to

monitor the operations of bottling in Pakistan. Some time people says that there is no difference

in CCBPL and TCCEC, but the basic difference between both companies is that CCBPL is

responsible for bottling operations and TCCEC is responsible for marketing and corporate

decision worldwide.

Creation of Coca-Cola Beverages Pakistan LimitedAs 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).

CCBL 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 Coca-Cola Beverages Pakistan Limited.

CCBPL is a significant player in the growth of Pakistan’s economy. This is quite obvious through the following facts:

CCBPL is one of the country’s top foreign direct investments in FMCG (Fast Moving Consumer Goods) business

CCBPL is one of the major tax paying beverages company of Pakistan CCBPL directly employs more than 3,000 local people in Pakistan CCBPL creates indirect employment for more than 50,000 people in related

industries through its vast procurement, supply & distribution system CCBPL runs many programs to support the social set up of the people of Pakistan

Introduction of Coca cola in Pakistan

Coca Cola Company started its business in Pakistan in 1953, with the brands

Coca Cola

Sprite

Fanta

The name of the company was “Coca Cola Beverage Pakistan Limited”. The company was result

of a joint venture between The Coca Cola International, Fraser and Neeves Singapore and

Pakage ltd. It acquired many local bottling companies Pakistan, recently most of the bottling

companies have been acquired by the company and now it has switched its attention to boost up

their shares in Pakistani market.

A BRIEF HISTORY OF COKE IN PAKISTAN

Coca-Cola® originated as a soda fountain beverage in 1886 selling for five cents a glass. Early

growth was impressive, but it was only when a strong bottling system developed that Coca-Cola

became the world-famous brand it is today. 

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 İçecek 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.

CCBPL has 6 plants and 13 warehouses throughout the country and serves a population of more

than 170 million with a production capacity of 111 million physical cases. CCBPL is a

significant player in the growth of Pakistan’s economy since it is one of the country’s top foreign

direct investments in FMCG (Fast Moving Consumer Goods) business and is one of the major

tax paying beverages companies of Pakistan.

In 1953 the brand itself was Introduced i.e. Coca Cola

In 1961 Concentrate Plant was set up

In 1965 Fanta (Orange) was Introduced

In 1972 the clear fizzy drink Sprite was Introduced

In 2001 Diet Coke was Introduced for the diet conscious target market

In 2005 Sprite Zero was launched which claimed that it had zero calories

In 2007 bottled water was introduced under the brand name of Kinley

In 2007 Fanta Citrus was launched with a touch of lemon in it

In 2007 Sprite 3G was launched which is termed as an energy drink to counter (Mountain

Dew)

In 2008 Minute Maid Pulpy Orange was introduced but it was being manufactured in

China

In 2008 Minute Maid “Splash” was introduced which had two brands under it, namely

Mango and Apple.

In 2011 Minute Maid Pulpy Tropical was introduced but it was being manufactured in

China

In 2014 the new campaign of share a coke was introduced & also the coke studio season

7 was also started.

Plants of CCBPL :

CCBPL has six plants in total throughout Pakistan situated in different locations, which are:

Lahore Plant

Gujranwala Plant

Multan Plant

Faisalabad Plant

Rahim Yar Khan Plant

Karachi Plant

CCBPL is going to open its new plant early next year at Islamabad.

Product Range

The total range of Coca Cola Company in Pakistan includes:

Coke

Sprite

Fanta

Diet Coke

Sprite Zero

Sprite 3G

Fanta citrus

Minute Maid

Splash

Kinley

Functions of CCBPL:

The functions that CCBPL is performing are:

Complete organizational management

Manufacturing

Packaging/Bottling

Selling

Distribution

Partial Advertisement

Slogans of CCBPL:

Here we would like to include some of the popular slogans of coke since the coke journey

started.

 

1886 Drink Coca-Cola

1993 Always. Coca-Cola

2001 Life is Good

2003 Jo Chaho Ho Jaye Coca Cola Enjoy

 

2009 - Open Happiness (Until 2015)

2014 - Share A Coke

Slogans In Pakistan

"Coca Cola Hi to hay jo sab ko khooshiyan dai" ("Coca Cola is it")

"Dill Hai To Mango Aur" ("if you have a heart ask for more")

"Khulein Khushian" ("Open Happiness")

"Kha Le Pee Le Jee Le" ("eat drink live")

"Aao mil kar khayen" ("Eat together")

"Piyo Zara Jhoom K" ("Drink in Excitement")

Vision, Mission & Values

VisionBe the outstanding beverage company, leading the market, inspiring people, adding value through excellence.

MissionBuild a sustainable and profitable business through refreshing consumers, partnering with customers, delivering superior value to shareholders and being trusted by communities.

ValuesOur Core Values underlie everything we do. We live by them for two reasons; they are good and right in themselves, worthy of adherence even at the risk of loss of profit-making opportunities, and they epitomize our Company’s integrity, which we believe will produce value for our stakeholders over the long term.

Accountability Passion Integrity Teamwork

Cultural ElementsThese elements define the key pillars of our organizational culture and are a deeply ingrained part of our personalities:

Be agile Be inclusive

Trust each other Inspire innovation Focus on Customers Have fun & enjoy Collaborate for success Act Like Owners

a. People: Be a great place to work where people are inspired to be the best

they can be.

b. Portfolio: Bring to the world a portfolio of quality beverage brands that

anticipate and satisfy people desires and needs.

c. Partners: Nurture a wining network of consumers and suppliers, together

we create mutual, enduring value.

d. Planet: Be a responsible citizen that makes a difference by helping build and

support sustainable communities.

e. Profit: Maximize long term return to shareowners while being mindful of

our overall responsibilities.

f. Productivity: Be a highly effective, lean and fast moving organization.”

Plants of the company in PakistanThere are many plants of the Coca Cola Company in whole over Pakistan. The

plants are in Karachi, Hyderabad, Multan, Gujranwala, Sialkot, Faisalabad,

Rahim Yar Khan and Lahore.

Location In LahoreCoca-Cola Beverages Pakistan Limited. 5-E-II, Gulberg III, Lahore 54660,

Pakistan.

Company’s Information

Legal Advisor

Ramday Law Associates Mr. Mustafa Ramday (Advocate HC)

Insurance Company

International Genral Insurance (IGI) Pakistan

Banks

ABN AMRO Bank

Bank Alfalah Limited

Standard Chartered Bank

Union Bank Limited

Auditors

Ferguson’s and company ltd

External auditors Islamabad

Registered Office

CCBP limited Tel: 021-32570124

D-51, Estate Avenue S.I.T.E Tel: 021-32576351

Karachi-75700, Pakistan Fax: 021-32564249

Corporate Office

CCBP limited Tel: 042-35756845

5-E-II, Gulberg III, Fax: 042-35870047

Lahore, Pakistan

Coca-Cola Lahore Plant Tel: 042-35320010

Type Soft Drink (Cola)

Manufacturer The Coca- Cola Company

Founder (s) John S. Pemberton

Country of Origin United States

Introduced 1886

Area Served Over 200 countries

Color Caramel E-150d

Flavors Cola, Cola Green Tea, Cola Lemon, Cola

Lemon Lime, Cola Lime, Cola Orange and

Cola Raspberry.

Employees 92,400

Servings per Day 1.6 Billion

Website www.coca-cola.com