Bollywood Stats....

The Indian Cinema is expected to grow approximately USD 4.42 billion by 2011 (IBEF, 2008). It has been enacting through a spectacular transformation in its outlook. Nowadays, rather than box office earnings there are diverse marketing avenues to make moolahs. One such component is by merchandising the film which is gaining momentum in India. Movie merchandising refers to designing, developing, and promoting the products or commodities taking into account the movie characters, themes and so on; thereby generating hype among the people about the film (Film Reference, 2008). It is an appealing technique, which aid fans to memorize key moments from films for a long time. The introduction of multiplex i.e. several movies screened beneath one roof in 1997 has changed the whole notion of screening cinema in India. This fragment has witness the penetration of numerous private players like Inox, Adlabs, PVR Cinemas, Fun Republic and so on. The industry is gradually becoming more corporatized. Indian as well overseas companies are heavily investing into bollywood movies and thereby resulting in rigid competition (Desai, 2007). In the coming years, Digitization and Consumer preferences are the two key aspects that will drastically revolutionize the structure of Indian film industry (cii-A.T. Kearney 2007).

Bollywood......Mumbaiiiiii

Over a century old, the Indian cinema was bestowed with the status of industry as recently as in 2000. The Indian film industry is world’s foremost producer of films, considering the number of movies produced – approximately thousand films annually (Wasko, 2003; jha, 2005). It consists of several regional film industries such as Hindi, Bengali, Bhojpuri, Kannada, Marathi, Tamil (Kollywood), Telugu (Tollywood), and so on. This makes it among the most multifaceted and disintegrated nationwide film industry. Among these categories the most popular is the Hindi cinema which is based in Mumbai and popularly referred by media as ‘Bollywood’. The chart below gives an idea of the market share by revenues of these clusters. 

COCO-COLA Marketing PLan 14

Porters Analysis

The threat of new entrants is not very high as it requires a lot off capital investment for production facility and distribution and also the approvals from the various government bodies. As a result the profit potentials are very high for Coca-Cola.

The power of buyers is very low as they are very large in number and are different from one another so it reduces their bargaining position with the makers on the price and quality.

The bargaining power of the suppliers is also very low as the syrup (flavor) for the soft drinks is produced and distributed by the Coca-Cola international and the remaining ingredients such as sugar, water and color are available from various suppliers in excess.

The competition is also very low due to the high initial investment and exit barriers and only Pepsi is the major competitor for Coca-Cola in Pakistan

The only negative indicator according to the Porter’s analysis is the availability of the substitutes is very high in form of tea, coffee and juices and consumers can switch to those substitutes.

COCO-COLA Marketing PLan 13

Opportunities:

Coca-Cola has more than 450 brands all over the world. But in Pakistan they have only eleven brands so there is a huge potential for Coca-Cola to introduce other brands in the Pakistani market. The weather in Pakistan is very hot and humid especially in summers the demand for soft drinks goes very high. So if Coca-Cola introduces some new brands then there is huge market potential available.

Threats:

The threat of new competitors in carbonated soft drink industry is very low but the availability of substitutes is major concern. Due to the increasing prices of soft drinks, the purchasing power of buyer is going down so the buyers have started to move to the cheap substitutes available in the form of tea, juices and milk.

COCO-COLA Marketing PLan 12

 Weaknesses:

Although Coca-Cola is well established and is a world renowned brand name. But it has been criticized due to its effect on the health and due to the found quantity of pesticides in the Coca-Cola. Addiction to Coca-Cola cause serious health problems because of its effects on the body.
Out of twelve plants, only eight are owned and controlled by the Coca-Cola beverages Pakistan limited while two plants are not operational and remaining two plants are franchised where the involvement of Coca-Cola international is very low which effects the overall image of Coca-Cola in local market because of the difference in taste and quality.

COCO-COLA Marketing PLan 11

SWOT Analysis

Strengths:

Coca-Cola is operating in Pakistan from more then 50 years and the brand has mixed with the culture of Pakistan quite well. The world renowned brand name is one of the major strengths of Coca-Cola which makes it a household name in Pakistan.

The flavors for the Coca-Cola products are being imported from the U.S.A and are then processed in the local plants so this strategy resists the copying of formula and thus also resists the availability of fake products into the market. So this keeps the taste of real Coca-Cola refreshing and alluring.

The supply chain of Coca-Cola in Pakistan is its greatest strength. There are eight plants of Coca-Cola are operating in Pakistan, employing more then 1800 employees. These eight plants at different locations in the country strengthen the delivery network of Coca-Cola and increase the availability of its products in different territories.

COCO-COLA Marketing PLan 10

Social Factors:

Being a foreign company, Coca-Cola faces major opposition from the Islamic activists who claim that Coca-Cola earns money from here and then use this money to sponsor anti Islamic organizations. These kinds of claims really put a dent in the image of Coca-Cola. Coca-Cola also faced boycott of its products in Pakistan after some Danish newspapers published the sketches of Holy Prophet (PBUH) resulting in the low sales and decreasing profits for the company.

Technological Factors:

The syrup which is being used in the making of Coca-Cola products is being imported from the USA and is mixed in the state of the art local plants. The machinery for these plants is also imported from abroad. So in the field of technology, Coca-Cola is well ahead from its all competitors.