1.History 1886 1887 1893 Dr. John Pemberton Registered Formula Registered Logo

2. History 1898 1915 1919 1st Headquarter Contour Bottle Guaranty Banks Vault 3. Happ ness Core value of the Strategic Brand Refresh ng F zzy 4. Pricing Strategy of Ultimate Bottom line Affordable Enjoyment of Life Different pricing strategies for different countries Market Penetration Pricing Policy Promotional Pricing Policy 5. Pricing Strategy of Lower penetrating price for new sensitive market Objective : Face the competitors Raise brand awareness Reposition itself as a premium brand after successful penetration. 6. Pricing Strategy of Promotional 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. 7. Value Chain of 8. Distribution Strategy of 9. Brand Promise fun, freedom, and refreshment 10. Promotional Campaigns Print Ads 11. Promotional Campaigns TV Commercials 12. Promotional Campaigns Billboards 13. Promotional Campaigns Sponsoring 14. Promotional Campaigns New Format 15. Promotional Campaigns Public Relation 16. Promotional Campaigns Brand Ambassadors 17. Brand Equity Visibility- Bottle & Logo Loyalty- Nothing but Cocacola Trust and Perceived Quality Brand Association- Happiness 18. Brand Equity 19. Financial Forecast 2013 2012 2011 2010 2009 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 *ThefiguresareinMillions$ 20. Financial Forecast 2013 2014 2015 2016 2017 2018 2019 2020 Projected Income 8,626 9,591 10,663 11,855 13,181 14,65516,29418,116 * The figures are in Millions $ 21. Inter Brand Ranking 1st 3rd