MARKETİNG PLAN FİNAL REPORT

PRO! by Coca-Cola

Group #8

Ömür Bali 9453

Soner Beyhan 9413

Oktay Kılınç 9461

İrem Parmaksızoğlu 8066

Project Supervisor:

Burcu Taşoluk

Project TA:

Arda Onur Ertem

Submitted to Faculty of

Management of Sabanci University

May 20, 2008

1. Executive Summary

First of all we started the project, as the group # 8, with searching for an innovative product to do a
marketing plan. We aimed food and beverage sector first because it needs less technological
information and much more creative marketing ability. We searched through internet and databases
to find specific information about our ideas. We look for Turkish brands which are suitable for
innovative products. As a result of our search, we came up with a protein beverage idea and the
huge gap in the Turkish protein beverage market supported our idea. To reach our goal we
considered choosing a strong brand name with many marketing opportunities. The biggest company
in the beverage and sports drink market is the ”Coca Cola” Company. With its extremely strong
company name, distribution channels and marketing strategy, the Coca Cola Company was a good fit
for our product. So we decided to make a brand extension within the Coca Cola Company and start
to plan a protein and energy drink, two in one. Coca Cola has a product named “PowerAde” which is
a product in Coca-Cola’s sports drinks sector. So we decided that sports drink sector could be a good
“new developing” sector for Coca Cola.

After deciding the product type and the company, we determined the name of the product. The
name of the product is “Pro!”. Pro is compressed version of the word professional and it is easily to
remember like another product name of the company, Coca Cola Zero. The name underlines the
power and excitement of performance ability, which we are trying to emphasize to our customers
with our product. After deciding the name, we developed marketing strategies to improve our
marketing plan. We investigated competitors’ positions, market shares and their products and the
difference between our product and their products.

We stated our strengths, weaknesses, opportunities and threats in a SWOT analysis, to see the whole
image of the market and our place in the market. After seeing the whole image, we focused the
customer part of the marketing plan. We made market segmentation for our product. We grouped
people according to their differences which then did help us to target the market. We targeted
professional and non-professional sportsmen/women, children at growing ages and people who
need to consume protein more than others. After deciding the targeted consumers, we investigate
the market for pricing issues. As a new product we decided to give lower price than our competitors
with higher quality standards to gain space and share in the market. In that manner we used the new
scientific results that allowed us to use Soybean for protein. As other marketing strategies, we try to
come up with strong and powerful packaging and labeling strategies. We decided to use 330 ml cans
and 500ml bottle. With different taste choices like lemon, orange and apple we try to reach different
consumers.
Because Pro is a new and innovative product for Turkish market, as the marketers, we give great
importance to marketing communication strategies. We decided to use objective-task-method for
our promotion and advertising budget. We decided to use integrated marketing communications
with a strong and clear message “Gücünü Hisset!”. As advertisement we think of using famous
sportsmen/women as opinion leaders highlighting the performance of our product and using doctors
to eliminate the prejudices of the customers about the health issues of Pro. We construct sales plans
and public relation plans to support these advertisements. Our goal is to succeed to the market
leader title in the sports drink market of Turkey under the brand of “Coca-Cola”.

2. Company Description

2.1 The Coca Cola Company

The Coca-Cola Company is the world's largest beverage company, largest manufacturer, distributor
and marketer of non-alcoholic beverage concentrates and syrups in the world, and one of the largest
corporations in the United States. The company is best known for its flagship product Coca-Cola,
invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought
In 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake
Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 300 countries or territories
and serves 1.5 billion servings each day. The company operates a franchised distribution system
dating back to 1889 where TCCC only produces syrup concentrate which is then sold to various
bottlers throughout the world who hold an exclusive territory.The Coca-Cola Company is
headquartered in Atlanta, Georgia. Its stock is listed on theNYSE and is part of DJIA and S&P500. The
Coca-Cola Company, incorporated in September 1919, is the manufacturer, distributor and marketer
of nonalcoholic beverage concentrates and syrups in the world. Finished beverage products bearing
its trademarks are sold in more than 200 countries. The Company markets nonalcoholic sparkling
brands, which includes Diet Coke, Fanta and Sprite. Its business is nonalcoholic beverages, principally
sparkling beverages, but also a variety of still beverages. The Company manufactures beverage
concentrates and syrups, which it sells to bottling and canning operations, fountain wholesalers and
some fountain retailers, as well as finished beverages, which it sells primarily to distributors. The
Company owns or licenses more than 450 brands, including diet and light beverages, waters,
enhanced waters, juices and juice drinks, teas, coffees, and energy and sports drinks. In addition, it
has ownership interests in numerous beverage joint ventures, bottling and canning operations,
although most of these operations are independently owned and managed. On June 7, 2007, the
Company acquired Energy Brands Inc. On February 22, 2007, the Company acquired the remaining
65% interest in Coca-Cola Bottlers Philippines, Inc. During the year ended December 31, 2007, the
Company acquired a 50% interest in Jugos del Valle and a 34% interest in Tokyo Coca-Cola Bottling
Company. In 2007, it acquired glaceau, 18 German bottling and distribution operations, Fuze and
Leao Junior. The Company sells the concentrates and syrups for bottled and canned beverages to
authorized bottling and canning operations. In addition to concentrates and syrups for sparkling
beverages and flavored still beverages, it also sells concentrates (in powder form) for purified water
products, such as Dasani to authorized bottling operations. Its beverage products include Coca-Cola,
Coca-Cola Classic, caffeine free Coca-Cola, caffeine free Coca-Cola Classic, Cherry Coke, Diet Coke
(sold under the trademark Coca-Cola Light in many countries other than the United States), caffeine
free Diet Coke, Diet Coke Sweetened with Splenda, Diet Coke with Lime, Diet Cherry Coke, Diet Coke
Plus, Coca-Cola Zero (sold under the trademark Coke Zero in some countries), Fanta brand sparkling
beverages, Sprite, Diet Sprite/Sprite Zero (sold under the trademark Sprite Light in many countries
other than the United States), Pibb Xtra, Mello Yello, Tab, Fresca brand sparkling beverages, Barq's,
Powerade, Aquarius, Sokenbicha, Ciel, Bonaqa/Bonaqua, Dasani, Dasani brand flavored waters,
Georgia brand ready-to-drink coffees (sold in Japan), Lift, Thums Up, Kinley, Eight O'Clock, Qoo,
Vault, Full Throttle and other products developed for specific countries. In many countries (excluding
the United States, among others), its Company's beverage products also include Schweppes, Canada
Dry, Dr Pepper and Crush. The Company produces, distributes and markets juice and juice-drink
products, including Minute Maid juices and juice drinks, Simply juices and juice drinks, Odwalla
nourishing health beverages, Five Alive refreshment beverages, Bacardi mixers concentrate
(manufactured and marketed under license agreements from Bacardi & Company Limited) and Hi-C
ready-to-serve juice drinks. The Company has a license to manufacture and sell concentrates for
Seagram's mixers, a line of sparkling drinks, in the United States and certain other countries. The
Company has an exclusive master distribution agreement for Evian bottled water in the United States
and Canada, and for Rockstar, an energy drink, in most of the United States and in Canada. In the
United States the Company markets Nestea and Enviga products under a sublicense agreement with
Nestlé USA, Inc. Multon, a Russian juice business (Multon) operated as a joint venture with Coca-Cola
Hellenic Bottling Company S.A., markets juice products under various trademarks, including Dobriy,
Rich and Nico, in Russia, Ukraine and Belarus. Beverage Partners Worldwide (BPW), the Company's
joint venture with Nestle S.A. (Nestle), markets ready-to-drink tea products under various
trademarks, including Yang Guang, Nagomi, Frestea, Ten Ren and Shi-Zen, in various markets
worldwide, other than the United States and Japan. During 2007, concentrates and syrups for
beverages bearing the trademark Coca-Cola or any trademark that includes Coca-Cola or Coke (Coca-
Cola Trademark Beverages) accounted for approximately 53% of the Company's total concentrate
sales. In 2007, concentrate sales in the United States (U.S. concentrate sales) represented
approximately 24% of the Company's worldwide concentrate sales. The Company competes with
Nestle, Cadbury Schweppes plc, Groupe Danone, Kraft Foods Inc. and Unilever. (see References)

2.2 Coca Cola and The Beverage Industry

The company sells beverage products in more than 200 countries. The company claims that of the
more than 50 billion beverage servings of all types consumed worldwide every day, beverages
bearing the trademarks owned by or licensed to Coca-Cola account for approximately 1.3 billion. Of
these, beverages bearing the trademark "Coca-Cola" or "Coke" accounted for approximately 55% of
the company's total gallon sales. The company markets four of the top-five soft drinks in the world
and ranks No. 1 in sales of carbonated soft drinks globally. It also ranks No. 1 in juice and juice drinks,
No. 2 in sports drinks and No. 3 in bottled water. In general, The Coca-Cola Company (TCCC) and/or
subsidiaries only produces (or produce) syrup concentrate which is then sold to various bottlers
throughout the world who hold a Coca-Cola franchise. Coca-Cola bottlers, who hold contracts with
the company, produce finished product in cans and bottles from the concentrate. (see References)
Today the TCCC offers more than 450 brands in over 200 countries. (For additional information see
Appendix C)

2.3 Coca Cola Turkey

The Coca Cola Company’s principal beverage activity is branded beverages especially carbonates but
also now it is a major player in juice, nectars, still drinks, packaged water, sports and energy drinks.
Production and distribution activities are led by Coca-Cola Icecek. Coca Cola first entered the Turkish
beverage market in 1964. Today Turkey is the 13th largest country in Coca Cola Company and Coca
Cola Icecek is the 10th largest bottler with over 4000 employees. Coca Cola is active in most
categories offering a wide range of beverages and also Beverage Partners Worldwide joint venture
with Nestlé, iced/rtd tea and coffee drinks. The Schweppes brand portfolio in Turkey was taken over
by TCCC as of September 1999. In the first quarter of 2006 purchased Mahmudiye, a spring water
source and bulk/ HOD water operation located near Adapazari. Coca-Cola claims distribution
coverage through Coca-Cola Icecek of 250000 outlets(%85 active, %15 passive). (Canadian annual
soft beverages report).

2.4 Distributors and Bottlers:

In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or produce) syrup
concentrate which is then sold to various bottlers throughout the world who hold a Coca-Cola
franchise. Coca-Cola 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 the resulting Coca-Cola product to
retail stores, vending machines, restaurants and food service distributors. n 2005, The Coca-Cola
Company had equity positions in 51 unconsolidated bottling, canning and distribution operations
which produced approximately 58% of volume. (see References) Coca Cola Icecek is a listed company
on the ıstanbul stock exchange, has a vision to be one of the leading bottlers of non alcohol
beverages in Southern Eurasia and Middle East.(see References)

Company’s core business is to produce, sell and distribute soft drinks, primarily brands of TCCC in
Turkey, Kazakhstan, Azerbaijan, Jordan and Kyrgyzstan. When Coca Cola first entered the Turkish
market in 1964 production, sales and distribution was managed by Coca Cola Icecek, formerly known
as Coca Cola Bottlers of Turkey CCBT, a joint venture between TCCC and Anadolu Endustri Holding(
Efes Pilsen, the largest brewer in Turkey, is one of the core businesses of this major industrial group)
and Etap Icecek Yatırımı. Following the acquisition of Efes Invest(licensed Coca Cola bottler in various
Central Asian and Middle East countries) in 2005 subsequent merger in December 2006, CCI became
a regional bottler within the Coca-Cola system. CCI has invested approximately 500$m over the past
decade, building continually improving its business in Turkey. Manufacturing has been rationalized in
recent years and is now concentrated on six plants (Corlu, Izmir, Bursa, Mersin, Ankara, Adapazari)
which have a combined annual production of 3bn liters. There are five regional warehouses. CCI
claims coverage of 250000 outlets (%85 active, %15 passive) through a total number of 524
distributors (including bulk/HOD water) and a fleet around 1000 vehicles. Sales volume in 2006 is
1.952 million litres with %10 growth over the past year. (Canadian soft drinks annual report)

2.5 The Beverage Industry in Turkey

Turkish beverage industry is one of the leading industries in Turkey constituting an important portion
of the country’s GDP. Beverage industry can be divided into two different sub-markets: Alcohol free
beverage market and alcoholic beverage market. The strengths of the industry are the size of the
market due to the country’s high population (especially high young population), dynamic private
sector economy, substantial tourism income, and favorable climate (as drinks are generally
consumed at hot weather). On the other hand the main problems of the beverage industry are the
economic instability and legislation problems (high taxes and advertising bans) especially on the
alcoholic beverage sector. According to “Overview of Turkish Beverage Industry”
(www.isikun.edu.tr/isam/diger_doc) report, Turkish per capita consumption of all beverages is
currently only 263 liters, with the return to positive economic growth in recent years had a much
more muted effect on the commercial soft drinks market, which actually saw a very slight, drop in
volume. It is therefore more realistic to assume that the recovery in the Turkish soft drinks market
will be slow and will remain vulnerable to political/economic developments, and that carbonates,
packaged water and juice/nectars will not regain their 2000 peaks before 2005 at the earliest.
Alcohol free beverage products in Turkish market are packaged water (sparkling and still), carbonates
(colas, tonic/bitter drinks, other non-fruit flavors, orange, lemon-lime, clear lemonade and low
calorie carbonates), fruit juice drinks/nectars, iced/ready-to-drink (rtd) tea and coffee drinks, non-rtd
squash/syrups (liquid concentrates), fruit powders, sports drinks, and energy drinks. Above industries
have different sizes within the industry.

(see References)

Since hot tea is very traditional and inexpensive in Turkey, the largest industry with respect to sales
volume is non-rtd tea with approximately 2,100 million liters (see References). Consumption of all
commercial beverages has averaged more than %4 annual growth over the last three years-
equivalent to over three times population growth. This clearly highlights the dynamic mood of the
Turkish market. Soft drinks may still represent only a quarter of total beverage volume, but they
accounted for nearly two thirds of the incremental volume over the past five yeas and over %70 in
2006. With hot tea and ayran taking %65 of the beverage pie, and with the soft drinks per capita is
still below 75 liters, there is huge market to target. (Canadian soft drinks annual report)

2.6 TOP COMPETITORS

The following companies are the major competitors of Coca-Cola Company worldwide: The Cadbury
Schweppes plc, Nestle S.A., PepsiCo, Inc., Cott Corporation, Diageo plc, Britvic Plc, Groupe Danone,
Grupo Modelo, Inbev ITO EN, Molson Coors Brewing Company, Kraft Foods, Inc., Ocean Spray
Cranberries Inc, Pernod Ricard, Red Bull GmbH, Suntory International Corporation.

(see Referances)

In Turkey TCCC has %35 majority over the industry and PepsiCo has a market share of %12, Ulker %7,
Erikli %4 and Yasar Holding %4 a great dominance of other brands holds %38 of total beverage
industry.

3. PRODUCT:
3.1 Product Description

3.1.1. Product Classification:

Our Product, Pro!, is a shopping product. Our Consumers will have to differentiate our product from
the competitors. Pro requires comparison of him with other brands on price, quality and style.
Consumers should pay attention while buying Pro since in is different from his competitors. It also
requires much planning.

Through the help of our brand-name “Coca-Cola” we will be able to make widespread distribution
but in some cities we will make selective distribution. For Promotion we will make advertising and
personal selling by both producer and resellers.

3.1.2. Composition and Ingredients:

The Fitness industry recommends consuming a minimum of 20g of whey protein prior to working
out. Many individuals are also seeking a boost of energy--whether it's from coffee, an energy drink,
or caffeine pills -- to intensify their workout. Coca-Cola-Pro is ideal to drink before or during your
workout to fuel your body. Coca-Cola-Pro’s high protein, low carbohydrate and sugar-free content is
perfect for those individuals looking to lose weight.

Coca-Cola-Pro contains Pro protein which is a natural, high-quality protein from cow's milk. It is a rich
source of the essential amino acids needed by the human body on a daily basis. Amino acids are one
of the most important elements for the maintenance of good health and vitality. Coca-Cola-Pro 's
other ingredients, caffeine, b-complex vitamins and taurine give you the energy needed to make it
through your busy day.

With Coca-Cola-Pro, getting energized and adding healthy protein to your diet has never been easier.

We will offer our customers three different aromas of Pro: “Orange-taste”, “Lemon-taste” and
“Apple-taste”.
Naturally occuring amino acids from whey protein per serving:

Alanine 1705 mg
Arginine 550 mg
Aspartate 2530 mg
Cystine 341 mg
Glutamate 3619 mg
Glycine 770 mg
Histidine 396 mg
Isoleucine 1364 mg
Leucine 2530 mg
Lysine 1947 mg
Mthioinine 385mg
Phenylalanine 638 mg
Proline 1518 mg
Serine 1496 mg
Theonine 1738 mg
Tyosine 495 mg
Tryphtophan 44 mg
Valine 1436 mg

(see Referances)

3.2. About The Protein Part:

3.2.1. What is Protein:

With a bare definition Protein is equal to meat. It eliminates the hunger of a person very quickly and
for a long time. Also protein is important for people because of its functions in his cells. Proteins are
the most important building stones of our metabolisms and bodies. Our bodies are not quialified
enough to synthesize needed amino acids all alone. So we have to take our proteins from outside.
And this necessity makes foods with high protein content very delicious and expensive.

3.2.2. Why is it expensive?

Proteins are expensive because it is the basic food that everyone has to consume without condition.
Proteins are not only needed for personal consumption but for animals in agriculture operations. In
agriculture proteins are put in the fodders of animals in order to increase the performance.

3.2.3. Is synthetic Protein possible?

Yes it is possible. The building stones of proteins, amino acids, could be synthesized manually
through scientific experiments. But the process that these synthetic proteins will be used for
commercial purposes are limited by the government.

The aim of these experiments was not for commercial purposes. They were made during the
researches about the evolution theory.

3.2.4. Pure Proteins:

In Turkey the researches about the pure proteins are focused in three options.

1- Fish processing faecals

2- Wool wastes

3- Soybean

There are deep researches going on in Turkey with these three materials in order to find alternative
ways to gain pure proteins from then nature. But the most optimal one from these three alternatives
is the third one, Soybean. His advantages are that it is easy to find in the nature and it is easy to
process and work on it. And most importantly, with recent researches scientists find out ways to
produce Soybean protein that is soluble in water. (that is %99 protein). We will use Soybean protein
in our Pro drinks.

3.2.5. Proteins soluble in water:

Proteins are made of big molecules. That makes it difficult to make them dissolve in water. But there
are ways to make it possible. One of these ways is to break the protein in very small pieces and to
rotate these proteins in water very fast. This method is an easy one and helps us to resolve protein in
water.

3.2.6. Protein in our Pro:

One of the most important properties of our product is that it contains one of the most important
building stones of human metabolism, Protein. As we tried to explain above our body periodically
needs protein. So we offer our consumers these proteins in a bottle – can. The protein that our
products contain will be made by soybean proteins. That will reduce the costs.
3.3 Format and Presentation:

We will offer to the market three different taste-kinds of Pro: “Orange”, “Apple”, and “Lemon”.
Every bottle or every can will have its unique design according to its taste. That means for Lemon
taste Pro’s we will offer different package style than the package style that we offer for other
options.

Pro’s are going to be offered to the customers with two different choice options: In 330 ml cans and
in 500 ml plastic bottles. The Pro should be kept cold like the other products of Coca Cola. The labels
of the cans and bottle will contain the brand name “Coca-Cola”, too.

3.4. Naming the Product:

Before we named our product we made researches and surveys. We wanted a catchy name that will
make people do not forget about our product. The name should suit the brand name and its mission.

We decided that the name of our product is “Pro!”

Pro is the short word for “Professional”. A pro player is a professional sportsman or woman. In that
manner the name of our product provides a connection between our product and potential
consumers trust. The name of our product gives the consumers signals underlying that we know
what we do, we have experiences.

The name of our product is made of 3 letters that means it is short. “Pro” is a catchy word. It is easy
to remember. It easily provides a relation between the product and things that the product offers.

3.5. Differentiation:

Our Product supports and regulates his consumer’s metabolism and body. It is not just an energy
drink. It is not just a protein drink. It is not just a vitamin drink, too. But our product, Pro, is all that
and even more. Most importantly Pro! is healthy. With his high protein content and low carbon
hydrate content it makes your body fit.

Our consumers won’t have to be sorry for their lack of muscles. They should not be worrying for the
energy they lost during their physical workout. And they should not be worrying to drink with their
sweaty body and should not be afraid of getting cold. Pro is the salvation of your body.

4. Strategic Focus and Plan

4.1.1 Pro’s Mission, Vision & Values

Our mission, vision and values outline who we are, what we seek to achieve, and how we want to
achieve it. They provide a clear direction for our Company and help ensure that we are all working
toward the same goals.

Our Product will be produced and sold under the brand name “Coca-Cola”. We will not only use their
distribution channels, their connections, their facilities and their brand names but we will also follow
their Mission, Vision & Values. As a family, Coca-Cola knows what it does. Their Mission-Vision-
Values are good determined and effective. So we will adopt these in order to reach our goals and we
will follow them.

4.1.2 Coca-Cola’s Mission, Vision & Values

Everything we do is inspired by our enduring Mission:

• To Refresh the World...in body, mind, and spirit.

• To Inspire Moments of Optimism...through our brands and our actions.
• To Create Value and Make a Difference...everywhere we engage.

To achieve sustainable growth, we have established a Vision with clear goals:

• People: Being a great place to work where people are inspired to be the best they can be.
• Planet: Being a responsible global citizen that makes a difference.
• Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy
peoples' desires and needs.
• Partners: Nurturing a winning network of partners and building mutual loyalty.
 • Profit: Maximizing return to shareowners while being mindful of our overall responsibilities.

We are guided by shared Values that we will live by as a company and as individuals:

• Leadership: “The courage to shape a better future”

• Passion: “Committed in heart and mind”
• Integrity: “Be real”
• Accountability: “If it is to be, it's up to me”
• Collaboration: “Leverage collective genius”
• Innovation: “Seek, imagine, create, delight”
• Quality: “What we do, we do well”

(see References)

4.2 Core Competencies

The Core Competency of the company “Coca-Cola” is the can and bottled drinks. They are the
leaders in that segment of the market. They are the leaders of the changes in non-alcohol cold-
drink sector. People are loving Coca-Cola and its drinks much and they are bounded to it.

Coca Cola mı? Pepsi mi? Cola Turka mı?

Coca Cola (1995) 39%
Pepsi (375) 8%
Cola Turka (1905) 37%
Diğer(Belirtiniz) (825) 16%
A total of 5100 Votes have been submitted.

(see References)

The goal of the company from producing Pro is, to get the advantages and profits of producing
synthetic protein. Since Pro is some kind of a metabolism regulator, Coca-Cola aims to make
people buy Pro’s who are not sportsmen.

Price List

Item Description Per Unit Price

Pro 330 ml per can $2
Pro 500 ml per bottle $3
5. Situation Analysis

5.1 MARKET DESCRIPTION :

CCI's products in the non-carbonated soft drinks category, which are "Cappy" fruit juices, "Turkuaz"
and "Damla" water brands, "PowerAde" sports drink, "Burn" energy drink, "Nestea" ice tea and
"Nescafe Xpress" ice coffee, have strong positions within their respective segments. CCI was the
leader in fruit juice, sports drinks and ice coffee segments in 2006.
(see References)

Market regained its 2004 peak of 4m litres, following another strong performance from PowerAde
and the Ulker’s allstar late last year. Still ready to drink products redominate and are likely to be the
only available in 2007, now that Novartis has withdrawn Isostar the last consignment of Isostar
powder arrived in early 2006. Coca Cola is the market leader in this category and has been
responsible of the growth. PepsiCo with no promotional support for Gatorade made no progress in
2006. Natura Gıda’s Sportmax and Ulker’s Allstar are relatively new brands with big ambitions but
still they hold no significance place in the market. Growth of %15 have been viewed over 2007 and
expected to be maintained especially with new players in the game like Allstar and Sportmax.New
Products of 2006 are Coca-Cola Forest Force(kiwi) flavor for PowerAde for FIFA World Tournament,
SGU has started new range of private label sports drinks for three major football clubs, Fenerbahçe,
Galatasaray, Beşiktaş, each in their respective colors and lastly Allstar is introduced to market by the
end of 2006. Total consumptipn for sports drinks in 2007 is 4.6 million liters and in 2006 PowerAde
had total share of 3.5 million liters and % 87.5 market shares. Energy drinks has suffered a rough year
due to Ministry of Agricultures enforcement on two sets of ingredient, which resulted in market
vacuums between October 2005 and February 2006( it was decided to halve the caffeine limits) and
for most of last quarter of 2006( when products had to be reformulated to reduce other ingredient
levels). Nevertheless annual sales still managed to grow %40 in the seven months of the year
available, such was the strength of the demand. Redbull twice obliged to reformulate in the past 18
months (a world first) retains market leadership over Coca Cola’s Burn, a strong second.

(see Referances)

Other brands compete for remaining %18 shares. While smaller brands lack of competition for %18
share lingers, Ulker’s new product Ateş Suyu had a new entry in third quarter of 2006. RedBull is the
clear price leader. Burn and Ateş Suyu tend to sell at around %15 below in big supermarkets, while
other brands may be up to %30-35 cheaper. New Products of 2006 were Carlsberg Group’s Battery
and Ulker launched Ates Suyu in 3rd Quarter of 2006. Total Energy drinks market size for 2006 is 6.6
and 2007 around 7.8. Redbull is the market leader with 3.5 million liters and %53 market share and
Coca Cola’s Burn follows it with 1.9 liters and market share of %28.8.

5.2. Product Review

At the beginning we will enter the market with 3 different taste options, “Orange, Apple, Lemon”.
The menu of Pro’s will be hold limited since our very first goal to make people who didn’t hear
anything about Pro try our product and become regular customer of our product. After we succeed it
to make our product known by customers we will add new taste options and new sizes of Pro’s in our
menu.

Our product is not a fizzy drink. That means a person who opens a can of Pro will not have to finish it
fast because the taste will not change or disappear that much in short time.

We aim to change the “unhealthy” image of Coca-Cola with the penetration of our product into the
market. In order to succeed that we will underline one property of our product, “Pro is a healthy
drink, it helps you to regulate your body and metabolism in healthy ways.” This change on the image
of Coca-Cola will also have a positive effect on the images of other products of Coca-Cola. That’s why
Coca-cola and we will pay great attention on the choices of the shape, color, label and easiness to
drink of Pro. The target of us in that market are sportsmen (professional or non-professional) and all
the people living in “The Marmara Region”, “Black Sea Region”, “Aegean Region” and
“Mediterranean Region” who are under 30 years old.
5.3. Competitive Review

For many athletes, especially those who compete in endurance sports, drinking liquids that will
replenish the amount of carbohydrate being used by the body is essential. If this does not happen,
the athlete can become dehydrated and fatigued very quickly, as if evidenced by the paper dicussed
in the other sections of this web site. When choosing a sports drink, a person must look at several
factors. Not only does the drink have to have the necessary nutrients, but it should also taste good.
The most successful drinks on the market today, such as Gatorade and All Sport, combine these two
factors. (http://student.biology.arizona.edu/honors98/group14/sportsdrinks.html) According to
research by consumer analysts Euromonitor, the soft drinks sector reflects Turkey's increasingly
prosperous economic conditions, with sales expected to grow from 2004 to 2009 by 53 per cent, to
reach around 9 billion liters. The promotion will see modified artwork being included on the popular
Coca-Cola Light brand of canned drinks, whilst the image of prominent Turkish footballer Nihat
Kahveci, will grace all canned products of its PowerAde sports drink. While between 2004 and 2009
functional drinks like PowerAde are expected to witness the most dynamic growth of around 129 per
cent, bottled water will remain market leader with an estimated 7bn liters sold throughout the year.
Crown Bevcan has been operating in Turkey since 1992, estimating that it currently supplies around
1.5bn cans to the local market.(see References) Our product will be combination of energy and
sports drinks and it may seem like cannibalism but still we will be able both enlarge the market by
triggering with new product and campaigns the raise consumer awareness and also we will be able
become a reasonable competitor for RedBull in energy drinks market. The market shares in both of
the industry reflect our position and its relevance to our strategy since these markets are very niche
and new to the Turkish culture we need to penetrate the market with new products and promotions.
Current sports drink market is segmented as follows: powerade % 87.5 with 3.5 million liters, isostar
%5 with 0.2 million liters, Gatorade, allstar and sportmax %2.5 with 0.1 million liters. For energy
drinks RedBull has dominance over the market with 3.5 million liters and %53 market share; burn
%28.8 with 1.9million liters; ateş suyu %4.5 with 0.3 million liters; lion club and deep each have %3
market share with 0.2million liters; battery, black colt, buzzer and red zone each have %1.5 with 0.1
million liters. (Canadian annual soft drinks report)

5.4. SWOT Analysis

The SWOT analysis part includes the strengths, weaknesses, opportunities and threats of the coca
cola company related to the product “Pro!”. In this section there will be a detailed analysis about the
products position in the market with its SWOT analysis.
5.4.1. Strengths

First of all the “Pro!” is a Coca Cola Company product and the same retailers and the extreme
distribution strategy of the Coca Cola company will be used for this product. So the same low cost
structure will be used and this is our most important strength. The capability of the Coca Cola
Company to successfully market innovative products is strength for our product. We can see the
example of that by the new Coca Cola product Zero.

5.4.2. Weaknesses

Pro is a new product for the Turkish market and there is a lack of information about customer
demand for the product. The product can fail if there are not enough advertisements or promotion.
The Coca Cola Company should give a big budget for the promotion.

5.4.3. Opportunities

The Coca Cola name as a brand gives the customers a huge confidence for the product, so this is
helping our new product. When a customer purchases a product they will look for the brand name
and the producer. The strong brand name is an opportunity for the product.

For the protein containing beverages we have no real competitor for the Pro. The only similar
product is the PowerAde which is a sports drink and it’s a coca cola company brand, too. They aim
the same customers but they differ in the content. There is a gap in the market for such a product is
an opportunity for our product.

PowerAde and Pro are aiming the same customers so as the Coca Cola Company we can use the
information for the PowerAde to improve the market information for Pro.

5.4.4. Threats

The protein containing beverages can cause heart problems by extreme usage. So because of this
information customer feel unsafe by using the product. By advertisement and promotion we can
delete this image. Possible prejudices of the consumers is a threat for our product.

After producing the Pro, the competitors of coca cola in the local market, like Cola Turka, can
produce similar products to compete in the sports beverage market. This can be a threat and Pro
should be ready for this competition. New competitors can cause intensive price competition in the
market. These kind of competitions can be seen as possible threats for our product.

6. MARKETİNG STRATEGY:
6.1 Segmentation, Targeting and Positioning

6.1.1 Segmentation:

We first divide our society into segments according to their age. We divide them into 5 main age
groups. “5-15”, “16-24”, “25-30”, “31-45” and “+45”. (For additional information see Appendix A and
B)

Then we divide our society geographically. We divide them into 7 groups which are: people living in
“The Marmara Region”, “Black Sea Region”, “Aegean Region”, “East Anatolia Region”
“Mediterranean Region”, “South-East Anatolia Region” , “Central Anatolia Region”.

Then we divide our society psychographic. We divide them into 4 groups which are: people we does
sport “everyday”, “~once a week”, “~once a month” and “rarely”. And then also into 2 other groups
as: people making sport “professionally” and “non-professionally.”

6.1.2 Targeting:

Our product will focus on the age groups of “5-15”, “16-24” and “25-30”. Researches show that in
developed countries almost 100% of 5-24 age group, almost 80% of 25-30 age group, %60 of 31-44
age group and %15 of +45 age group do sport. (For additional information see Appendix A and B)

The Population of Turkey is ~70 million. 40 million of the total population belongs to the age group of
5-30.

We will focus our attention not on all the

regions of Turkey but 4 of them: “The
Marmara Region”, “Black Sea Region”,
“Aegean Region” and “Mediterranean
Region”.
Researches show that these 4 regions contain ~72% of Turkey’s total sportsmen.

People who do sport in professional manner and in non-professional manner are in our target. We
will try to make the non-professional sportsmen use our product by showing them that the
professional sportsmen are using our product and that they enjoy “Pro!”

People who do sport “everyday” and “~once a week” are in our target because these people are
potential consumers of energy drinks, protein drinks – minerals and vitamins. They are interested in
sport and most of them do care for their health. So they possibly going to try to protect and support
their body and metabolism.

6.1.3. Positioning:

Professional sport clubs and sportsmen are the most important target market. People who do sport
in professional manner pay great attention to his health and shape. They try to regulate their
metabolism and protect it against illnesses. They want the energy they lost during a physical workout
back and in the same time they want to protect the shape of their strong body. And they want both
of them in a healthy way.

Pro’s high protein, low carbohydrate and sugar-free content are perfect for those individuals looking
to protect the shape of their strong body and those individuals looking to gain the lost energy back.
With his low carbon hydrate content, Pro, provides his consumer that he protects his weight and his
shape.

The main competitors for our product s are Sports Drinks, Energy Drinks and Protein Pills. But Pro is
better than all these there competitors since Pro provides almost everything that these 3 groups
together provide for a lower price that the one’ in the market.

6.2. Value Proposition:

Our value proposition is to offer “more for less.” We claim to offer energy and protein in the same
time for lower prices than our competitors (see pricing section 6.3.). We are going to compete on
price and on quality at the same time. But our main focus will be the quality that makes the price
more than worth it.

6.3. Marketing Objectives:

We need to establish our product “Pro!” as the sportsmen-friendly drink. That means being talked
about in major press, speaking at health events and gaining recognition. Our measurable and specific
objective is to be introduced during the coming-next sports events and being introduced by at least 3
very famous sportsmen as his best friend for his carrier.

We need to establish the connection with the brand-name “Coca-Cola”. By the end of this year, we
need to be known as the shining star of the Coca-Cola Company. Our target market should know that
“Pro!” is manufactured by the “Coca-Cola” family.

We need to reach at least 4 main regions of Turkey by the end of the year. The Marmara region for
sure and also Aegean, Black Sea and Mediterranean region. We can't be who we claim without being
truly known and trusted.

6.4. Target Market Strategy:

We must focus on two main groups: “Professional and non-professional sportsmen who are under 30
years old.” Theses described people are the key customers for “Pro!”. We want to create strong
relation with the sports-world and by the way we are going to focus our attention to professional and
non-professional sportsmen who are under 30 years old since a person does sport mostly between
these ages. Researches show that in developed countries almost 100% of 5-24 age groups, almost
80% of 25-30 age groups, %60 of 31-44 age groups and %15 of +45 age groups are doing sport.

The Population of Turkey is ~70 million. 40 million of the total population belongs to the age group of
5-30. (see references section)

6.5. Messaging:

We do have a strong message, a major part of which is the impression of confidence, trust and
healthy. We have more detail below, but we can summarize here: we are all that your body needs.
We are not inexpensive. We are worth what we charge. We will protect your metabolism, help you
to have a attractive body and give you energy. We will save you from all of the diet expenses and
from trying unhealthy sports-energy drinks.

Target Market Messaging

Market Segments Messaging

Sportsmen <30 You have a new health coach; Pro will make you better than ever.
Young People 15-22 Whenever you are tired or want to grow quicker.
Amateur Sportsmen Pro, the only difference between you and Pele.

6.6. Marketing Communications Strategy

As the marketers for a new product, the marketing communication strategies are very important for
us. Advertising, sales promotions public relations, personal selling and direct marketing tools have
great importance for a new product. These tools should be used for integrated marketing
communications (IMC). By integrated marketing communications all the tools are used to give a
consistent, clear and compelling company and brand message. As the Pro! we are trying to use IMC.
We want to emphasize that our product is a new product and it is a strong product with the message
“Gücünü Hisset!”. It will have an emotional appeal which can be provided by advertising and
promotion with using humor, excitement and self-confidence. And it will have a rational appeal with
using performance. If we consider the buyer-readiness stages we like to give information to increase
the awareness, knowledge, liking, preference, conviction and purchase.

6.6.1. Setting the Total Promotion Budget and Mix

There are four common methods to set the total budget for advertising; affordable method,
percentage of sales method, competitive parity method, objective and task method. We will use for
our product Pro, the objective-task-method first and if new competitors joins the market we will use
the competitive-parity method.

For the objective-task-method

- Promotion objectives: Introducing the new and strong product

 - Determining the tasks for the objective: Using sports celebrities with showing muscular body
parts, highlighting the importance of protein beverages
- Estimating the cost of performing these tasks: All the TV advertising budgets etc.

For the competitive parity method; if new players join the market, we will monitor the competitors’
budgets, advertising or promotions and set the budget in terms of this information.

6.6.2. Choosing media

There are two types of communication channels, personal and non-personal channels.

By personal communication channels there are several communication tools. As Pro! Marketers we
will use online buying guides, hotlines and online discussion boards. By non-personal communication
channels we will use print media, online media and broadcast media.

6.6.3. Advertising and Sales Promotion

By advertising for our product we will use famous sportsmen/women, celebrities and doctors. We
will emphasize the performance ability of the “Pro “by using famous sportsmen/women and to
increase the attraction to the product. By using doctors we will emphasize the health issues of our
product. To do these we will use TV advertisements, radio advertisements and billboards with the
message “Gücünü Hisset!” .

For the Pro we will use sales promotion, too. To attract the retailers we can set some promotions,
like giving some price advantages.

6.6.4. Public Relations

The Coca Cola Company is using public relation tools very often. For the new product Pro we can use
these tools, too. Giving some sponsorship to social events can be one of the biggest chances by
public relations. The Rock and Coke festival can be seen as an example of that.

6.6.5. Promotion Mix Strategies

There are two basic promotion mix strategies; push promotion strategy and pull promotion strategy.
B2C marketing and type of our product is the determining factors for our strategy.

We will use the pull promotion strategy because of our selected promotion tools. In this strategy the
producer directs its marketing activities toward final consumers to induce them to buy the product.
With the chosen tools we will select pull promotion.

Because we are the only company in the Turkish market, we can set the price as high as possible but
socially responsible marketing and the coca cola company policies attached to that, don’t allow this.
As the Pro producers we will follow the legal and ethical issues surrounding marketing
communication.

7. SALES PLAN:

We don’t sell just a drink that will help you eliminate your thirst. We don’t sell just a drink that will
give you energy and will make you feel good. We don’t sell just a drink that gives your body the good
shape. We don’t sell just a drink, just fluid. We sell dream. For 2$ each can, we give you the chance to
cover all the lacks of your body by consuming our Pro!.

The key is repeat business and to keep reaching more people: never lose a thirsty sportsmen and
keep reaching.

7.1. Sales Strategy

Pro! Will focus on four geographical markets in Turkey, “The Marmara Region”, “Black Sea Region”,
“Aegean Region” and “Mediterranean Region”. In the different regions of Turkey the advertisement
of our product will be different.

The target customers are sportsmen. All kinds of people who are interested in sport and who
periodically do sport are our target customer. Potential customers should be made aware of our
product and its features.

7.2 Sales Process

1- Make people know that Coca Cola has a new product named Pro!
2- Make people learn that unlike other products of Coca Cola, Pro is a healthy drink.
3- Make people see how Pro helps you to shape your body and how it gives you energy.
4- Don’t give people any chance to confuse about the healthiness of Pro.
5- Show them that many famous and successful people are using Pro and that doctors are
accepts the healthiness of Pro.
6- Make it for the target people easy to reach Pro when they want to try one.

The underlying objective of the PR program is to establish our product in the media and on the
Web so that the potential consumers who see it are going to want to try Pro.
Appendix A:

Number of active sportsmen under federations, 2002-2003 season year

Sporcu sayısı- Number of sportsman Sporcu sayısı- Number of sportsman

Federasyon Toplam Erkek Kadın Federasyon Toplam Erkek Kadın
Federations Total Male Female Federations Total Male Female

Toplam-Total 205 953 159 445 46 508

Atıcılık ve avcılık 3 910 3 572 338 Herkes için spor 1 352 1 121 231
Shooting and hunting Sports for everybody
Atletizm 3 840 2 416 1 424 İşitme engelliler 1 096 919 177
Athletics The deaf
Basketbol 29 938 24 206 5 732 İzcilik 266 169 97
Basketball Scouting
Bedensel engelliler 383 365 18 Judo ve aikido 9 708 7 457 2 251
Physically handicapped Judo and aikido
Badminton 723 425 298 Kano-rafting 9 9 -
Badminton Canoe-rafting
Beysbol 588 451 137 Karate 13 957 11 094 2 863
Baseball Karate
Bilardo 3 240 3 178 62 Kayak 1 431 1 121 310
Billiards Skiing
Binicilik 663 439 224 Kürek 325 243 82
Horsemanship Rowing
Bisiklet 1 221 1 134 87 Masa tenisi 3 525 2 677 848
Cycling Table tennis
Boks 8 645 8 120 525 Okçuluk 491 288 203
Boxing Archery
Briç 1 865 1 442 423 Oto ve motor sporları 115 111 4
Bridge Auto and motor sports
Buz sporları 353 282 71 Satranç 12 242 10 267 1 975
Ice sports Chess
Cimnastik 1 131 416 715 Su altı ve su kayağı 206 150 56
Gymnastics Underwater-water skiing
Dağcılık 4 138 3 203 935 Tekvando 50 413 39 384 11 029
Mountaineering Teakwondo
Eskrim 360 217 143 Tenis 2 376 1 421 955
Fencing Tennis
Geleneksel sporlar 1 239 1 228 11 Triatlon 8 8 -
Traditional sports Triatlon
Golf 344 255 89 Voleybol 19 943 11 011 8 932
Golf Volleyball
Görme engelliler 142 117 25 Vücut geliştirme 1 584 1 490 94
The blind Body building
Güreş 6 378 6 279 99 Yelken 3 166 2 581 585
Wrestling Sailing
Halk oyunları 254 138 116 Yüzme 3 483 2 331 1 152
Folk-dance Swimming
Halter 857 779 78 Zihinsel engelliler 356 293 63
Weight-lifting Mentally handicapped
Hentbol 9 689 6 638 3 051
Handball
Appendix B:

Number of licensed and active sportsmen under federations by provinces, 2002-2003 season year
A. Toplam-Total B. Erkek- Male C. Kadın-Female
Lisanslı sporcu Faal sporcu Lisanslı Sporcu Faal Sporcu
Licensed sportsman Active sportsman Licensed sportsman Active sportsman
İl- Provinces A B C A B C İl-Provinces A B C A B C

278 209 58 205 159 46

Toplam-Total 044 224 733 953 445 508

2 2 2 1
Adana 11 277 8 207 3 070 9 957 7 296 2 661 Konya 674 174 500 357 933 424
3 2 2 2
Adıyaman 1 736 1 545 191 1 237 1 109 128 Kütahya 308 434 874 838 127 711
4 3 3 3
Afyon 2 349 1 644 705 1 572 1 174 398 Malatya 596 723 873 776 151 625
6 4 1 4 3 1
Ağrı 545 465 80 253 237 16 Manisa 095 470 625 429 354 075
4 3 3 3
Amasya 3 481 2 472 1 009 2 461 1 813 648 K.Maraş 673 875 798 647 103 544
1
Ankara 8 090 5 806 2 284 6 768 4 917 1 851 Mardin 097 865 232 592 510 82
2 1 1 1
Antalya 7 109 5 263 1 846 6 625 4 873 1 752 Muğla 310 613 697 842 306 536
Artvin 1 274 1 082 192 807 681 126 Muş 327 308 19 242 227 15
2 1 1 1
Aydın 5 945 4 183 1 762 5 236 3 663 1 573 Nevşehir 365 756 609 462 112 350
1
Balıkesir 3 978 3 152 826 3 227 2 663 564 Niğde 098 893 205 820 680 140
2 2 2 1
Bilecik 1 231 928 303 823 603 220 Ordu 806 014 792 189 591 598
1 1 1
Bingöl 1 278 1 102 176 775 715 60 Rize 898 527 371 082 944 138
2 2 2 1
Bitlis 556 464 92 399 341 58 Sakarya 557 144 413 219 858 361
5 4 1 3 2
Bolu 4 441 3 375 1 066 1 637 1 221 416 Samsun 175 022 153 765 959 806
Burdur 2 390 1705 685 1 691 1 186 505 Siirt 901 761 140 635 566 69
2 1 1
Bursa 8 413 6 328 2 085 7 113 5 412 1 701 Sinop 338 565 773 420 984 436
2 2 2 1
Çanakkale 6 051 4 071 1 980 2 398 1 641 757 Sivas 930 233 697 290 712 578
4 3 1 2 1
Çankırı 3 205 2 756 449 939 785 154 Tekirdağ 574 292 282 333 797 536
2 2 1 1
Çorum 6 851 5 893 958 5 663 5 010 653 Tokat 801 201 600 359 151 208
3 2 2 1
Denizli 3 184 2 219 965 2 597 1 826 771 Trabzon 017 256 761 397 816 581
Diyarbakır 3 370 2 713 657 2 783 2 279 504 Tunceli 402 274 128 205 135 70
1 1 1 1
Edirne 3 907 2 664 1243 3 340 2 213 1 127 Ş.Urfa 692 509 183 197 075 122
2 2 2 1
Elazığ 2 336 1 954 382 1 798 1 524 274 Uşak 806 055 751 069 612 457
2 2 1 1
Erzincan 2 900 2 413 487 1 989 1 708 281 Van 360 147 213 898 730 168
Erzurum 3 705 3 275 430 2 614 2 371 243 Yozgat 559 459 100 289 246 43
3 2 1 3 2
Eskişehir 6 500 4 218 2 282 5 097 3 465 1 632 Zonguldak 947 791 156 030 259 771
Gaziantep 5 219 4 292 927 3 615 3 041 574 Aksaray 915 742 173 606 508 98
Giresun 2 678 1 998 680 1 816 1 455 361 Bayburt 780 679 101 392 368 24
Gümüşhane 1 215 1 074 141 902 786 116 Karaman 481 357 124 360 261 99
3 2 2 1
Hakkari 3 272 3 016 256 1 690 1 580 110 Kırıkkale 145 490 655 225 805 420
1 1
Hatay 5 580 4 370 1 210 4 715 3 797 918 Batman 916 706 210 998 932 66
Isparta 1 142 800 342 1 014 708 306 Şırnak 600 518 82 495 437 58
İçel 4 580 3 308 1 272 3 359 2 445 914 Bartın 916 722 194 776 628 148
İstanbul 26 135 20 031 6 104 23 125 17 773 5 352 Ardahan 272 229 43 99 84 15
1
İzmir 20 325 14 424 5 901 14 440 10 414 4 026 Iğdır 005 919 86 746 709 37
Kars 792 711 81 498 452 46 Yalova 530 353 177 486 325 161
1 1
Kastamonu 1 183 824 359 656 483 173 Karabük 422 093 329 961 761 200
1
Kayseri 5 228 3 866 1 362 3 906 2 882 1 024 Kilis 274 981 293 587 501 86
1 1
Kırklareli 1 973 1 341 632 1 436 1 004 432 Osmaniye 492 175 317 630 547 83
Kırşehir 783 536 247 318 249 69 Düzce 239 191 48 230 187 43
Kocaeli 7 544 5 686 1 858 4 691 3 659 1 032
Appendix C:

LIST OF BRANDS

A&W Ades Alhambra* Ali

Alive Ambasa Andina Fortified Andina Fresh

Andina Frut Andina Nectar Apollinaris Aqua

Aquabona Aquactive Aquarius Aquana Aquarius

Arwa Aybal-Kin

Bacardi Mixers* Bacardi Premium Mixers* Bankia Barq's

Beat Beautia Beverly Bibo

Big Crush Big Tai Bimbo Bimbo Break

Bird's Nest* Bistra Bistrone Bjare

BlackFire Boco Bogadera Bom Bit Maesil

BonAqua/BonAqa BPM Brazzi Bright & Early

Bubbly Burn

CAFE ZU caffeine free Barq's caffeine free Coca-Cola caffeine free Diet Coke/Coca-Cola
light

Calypso Canada Dry Cannings Cappy

Caprice Carioca Carver's Cepita

Chaqwa Charrua Chaudfontaine Cheers

cherry Coke Chinotto Ciel Citra

Club Coca-Cola Coca-Cola Black Cherry Vanilla Coca-Cola Blak

Coca-Cola C2 Coca-Cola Citra Coca-Cola with Lemon Coca-Cola with Lime

Coca-Cola with Raspberry Coca-Cola Zero Cocoteen Coke II

Cresta Cristal Crush Crusta

Crystal

Daizu no Susume DANNON* DASANI DASANI Active

DASANI Balance DASANI Flavors DASANI Nutriwater DASANI Plus

Delaware Punch diet A&W diet Andina Frut/Andina Frut light diet Andina
Nectar/Andina Nectar light

diet Barq's diet Canada Dry diet cherry Coke Diet Coke/Coca-Cola light

Diet Coke Black Cherry Vanilla Diet Coke Citra/Coca-Cola light Citra

Diet Coke Plus Diet Coke Sweetened with Splenda

Diet Coke with Lemon/Coca-Cola light with Lemon Diet Coke with Lime/Coca-Cola light with
Lime Diet Coke with Raspberry diet Crush

diet Dr Pepper/Dr Pepper Zero diet Fanta/Fanta light/Fanta Zero/Fanta Free

diet Freskyta diet INCA KOLA

diet Kia Ora diet Krest diet Lift/Lift light diet Lilt/Lilt Zero

diet Master Pour diet Mello Yello diet Nestea/Nestea light* diet Oasis

diet Quatro/Quatro light diet Schweppes diet Sport diet Sprite/Sprite light/diet Sprite
Zero/Sprite Zero

diet Squirt diet Tai/Tai light diet Vanilla Coke Diva

Dobriy Dorna Dr Pepper

E2 Earth & Sky Eight O'Clock Eight O'Clock Funchum

El Rayek Enviga* Escuis Eva Water

Fanta Far Coast Finley Fioravanti

Fire Five Alive Flavor Rage Fontana

Fresca Fresca 1 Frescolita Freskyta

Fress Frestea* Frisco Frugos

Frugos Fresh Fruit Solutions Fruitia Fruitopia

Fruktime Frutina Frutonic Full Throttle

Full Throttle Blue Demon Full Throttle Sugar Free

Georgia Georgia Club Georgia Gold Gini

Godiva* Belgian Blends Gold Peak Gold Spot Golden Crush

Goulburn Valley Grapette Groovy Guaraná Kuat light

Guaraná Kuat Zero

Hajime Hawai Healthworks Heppinger

Hero Hi Spot Hi-C Hires

Hit Horizon Hot Point Huang

Ice Dew INCA KOLA Ipsei Izvorul Alb

Jaz Cola Jericho Jet Tonic Jolly Juice

Joy Joya Just Juice

Kapo Karada Meguri-Cha Keri Kia Ora

Kilimanjaro Kin Kinley Kiwi Blue

KMX Kochakaden Kola Inglesa Koumi Soukai

Krest Kropla Beskidu Kuat Kuat light

Kuli Kyun

Lift Lift Plus Lift Plus light Lilt

Limca Limelite Limonade Linnuse

Lion Love Body

Maaza Mad River Malvern Mare Rosso

Marocha Master Chill Master Pour Matusov Pramen

Mazoe Mello Mello Yello Mer

Mezzo Miami Mickey Mouse*Migoro-Nomigoro

Minaqua Minute Maid Minute Maid Antiox Minute Maid Deli

Minute Maid Duofrutas Minute Maid Fresh Minute Maid Heartwise Minute Maid Juices To Go

Minute Maid Light Minute Maid Mais Minute Maid Nutri+ Minute Maid Soft Drink

Minute Maid Splash Mireille Mone Montefiore

Morning Deli Mother Mr. Pibb Multivita

N

Nada Nagomi Nalu Namthip

Nanairo Acha Naturaqua Nature's Own* Nectarin

Nestea* Nestea COOL* Nestle Choglit* Nevada

Neverfail Next Nico Nordic Mist

Northern Neck

Oasis Odwalla Olimpija Orchy

Paani Pampa Parle Pearona

Peats Ridge Pibb Xtra Pibb Zero Piko

Pilskalna Planet Java* Play Energy Drink Pocket Dr

Poiana Negri Poms Ponkana Pop

PortelloPOWERADE POWERADE alive POWERADE AQUA +

POWERADE light POWERADE OPTION Powerplay Pulp

Pump

Qoo Quatro Quwat Jabal

Ramblin' Real Gold Red Flash Relentless

Rich Richy Ripe N Ready Riwa

Rosalta Roses Royal Tru Royal Tru light

Safety First Safia Sahtain Samantha

Samurai San Luis Sarsi Saryusaisai

Schweppes Seagrams* Seltz Sensation

Senzao Shizen* Shock Signature

Sim Simba Simply Lemonade Simply Limeade

Simply Orange Smart Sobo Sokenbicha

Solo Sonfil Soonsoo Southern Sun

Sparkle Sparletta Sparletta Iron Brew Splash

Splice Sport Sprite Sprite 3G

Sprite Flavors Sprite ReMix Spur Squirt

Stoney Ginger Beer Sunfill Supa Surge

Sweecha Swerve

TaB TaB energy TaB X-Tra TADAS

Tai Ten Ren The Wellness From Coca-Cola Thextons

Thums Up Tian Yu Di Tiky Toka

Top Toppur Top's Tropi

Tropical Turkuaz

Urge Urun

Valpre Valser Valser Viva Vanilla Coke

Vault Vault Zero Vegitabeta VICA

Vita Vital Vital O Vitingo

VIVA!

Wilkin's Wink Winnie the Pooh*

Yangguang Yangguang Juicy T Youki

(http://www.thecoca-colacompany.com/brands/brandlist.html)

Referanslar:

(http://www.thecoca-colacompany.com/brands/brandlist.html) appendix c

(http://tuik.gov.tr/VeriBilgi.do?tb_id=16&ust_id=5) appendix b and appendix a

(http://enginsalli.blogcu.com/6684451/) for 6.4

(http://www.kentmaras.com/makale/dorduncu.php) for 6.1.2 and 6.4

(http://www.cee-foodindustry.com/news/ng.asp?id=71984) for 5.3

(http://www.painboard.us/coca-cola-mi-pepsi-mi-cola-turka-mi-k4332.html) for 4.2

( http://www.beveragedaily.com/news/ng.asp?n=67574-red-bull-energy-drinks) for 5.1

(http://www.anadoluefes.com/our_group/coca_cola_icecek.aspx) for 5.1

(http://www.wheyup.com/index-2.html) for 3.1.2

(http://icproxy.sabanciuniv.edu:2068/ehost/pdf?vid=13&hid=117&sid=908463ea-82a5-40c1-8c25-
7db7d8c6d5dc%40sessionmgr103) for 2.6

(www.isikun.edu.tr/isam/diger_doc) for 2.5

(:www.superdecisions.com/~saaty/ISAHP2005/Papers/TopcuI_Burnaz_SoftDrinkIndustryTurkey.pdf+
turkish+beverage+market&hl=tr&ct=clnk&cd=8&gl=tr&lr=lang_en%7Clang_tr&client= ) for 2.5

( http://www.cci.com.tr/en/index.asp) for 2.4

( http://en.wikipedia.org/wiki/The_Coca-Cola_Company#Bottlers) for 2.4

(http://www.just-drinks.com/factsheet.aspx?ID=256) for 2.2

(http://stocks.us.reuters.com/stocks/fullDescription.asp?rpc=66&symbol=KO) for 2.1

(http://www.thecoca-colacompany.com/ourcompany/mission_vision_values.html) for 4.1.2