PowerPoint Presentation

Welcome to the Side ofLife

1

History

18861887

1893

Dr. John PembertonRegisteredFormulaRegisteredLogo

History

18981915

1919

1stHeadquarterContour BottleGuaranty BanksVault

Happ ness

Core value of the Strategic BrandStrategic Brand

Core value Refresh ng

F zzy

Pricing Strategy ofUltimate Bottom line Affordable Enjoyment of Life

Different pricing strategies for different countriesMarket Penetration Pricing PolicyPromotional Pricing Policy

Pricing Strategy of

Market Penetration Pricing

Lower penetrating price for new sensitive market

Objective :Face the competitorsRaise brand awarenessReposition itself as a premium brand after successful penetration.

Pricing Strategy ofPromotional Pricing Offers promotional pricing frequently through:Quantity discount Cash discount Objective:Boost sales Example: During Ramadan, Coca Cola reduces its rates up to 5 Tk on 1.5 liter bottle.

Value Chain of

Distribution Strategy of

Brand Promisefun, freedom, and refreshment

Promotional Campaigns

Print Ads

Promotional CampaignsTV Commercials

Promotional CampaignsBillboards

Promotional CampaignsSponsoring

Promotional CampaignsNew Format

Promotional CampaignsPublic Relation

Promotional CampaignsBrand Ambassadors

Brand EquityVisibility- Bottle & Logo

Loyalty- Nothing but Cocacola

Trust and Perceived Quality

Brand Association- Happiness

Brand EquityTangible Part- Taste, Logo and BottleIntangible Part- Memories, Joyand Emotion

Financial Forecast20132012201120102009 Revenue 46,854 48,017 46,542 35,119 30,990 COGS (18,421) (19,053) (18,215) (12,693) (11,088) Gross Profit 28,433 28,964 28,327 22,426 19,902 Operating Expanses (18,205) (18,185) (18,174) (13,977) (11,671) Operating Profit 10,228 10,779 10,153 8,449 8,231 Interest income 534 471 483 317 249 Equity Income (Loss) 602 819 690 1,025 781 Other Income (Loss) 576 137 529 5,185 40 EBIT 11,940 12,206 11,855 14,976 9,301 Interest expanse (463) (397) (417) (733) (355) EBT 11,477 11,809 11,438 14,243 8,946 Tax (2,851) (2,723) (2,812) (2,384) (2,040) Net income 8,626 9,086 8,626 11,859 6,906 Growth in net profit (0.05) 0.05 (0.27) 0.72 Average Growth 0.11

* The figures are in Millions $

Financial Forecast20132014201520162017201820192020 Projected Income 8,626 9,591 10,663 11,855 13,181 14,655 16,294 18,116

* The figures are in Millions $

Inter Brand Ranking1st3rd