INTRODUCTION OF COCA - COLA Coca-Cola Company is the world's largest Coca-Cola nonalcoholic beverage company. It offers a portfolio of world class quality sparkling and still beverages, starting with Coca- Cola and extending through over 400 soft drinks, juices, teas, coffees, waters, sports and energy juices that refresh, hydrate, nourish, relax and drinks energize. Within our more than 400 brands are nearly 2,400 beverage products. Four of the world's top-five beverage products. soft-drink brands are ours: Coca-Cola, Diet Coke, soft-drink brands, Sprite and Fanta. Thums Up and Limca, which are formulated to appeal to local cultures and lifestyles.
With operations in more than 200 countries, we have a diverse workforce of approximately 55,000 Company employees. Our family of beverages accounts for approximately 1.3 billion servings worldwide of the 50 billion beverage servings consumed every day-a figure that indicates both strength and growth opportunity of the company. The Company strives continuously to expand beverage offerings to meet consumers' evolving needs and tastes. INTRODUCTION OF COCA - COLA
HISTORY Coca-Cola was invented in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. The name 'Coca-Cola' was suggested by Dr. Pemberton's bookkeeper, Frank Robinson. He kept the name Coca-Cola in the flowing script that is famous today.
In 1891, Atlanta entrepreneur Asa G. Candler had acquired complete ownership of the Coca-Cola business, whose marketing tactics led Coke to its dominance of the world soft drink market throughout the 20th century. Within four years,his merchandising flair helped expand consumption of Coca-Cola to every state and territory. Under Robert W. Woodruff six decades of leadership ,The Coca-Cola Company took leadership , the business to unrivaled heights of commercial success, making Coca-Cola an , institution the world over. HISTORY
LOGO DESIGN The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason Robinson, in 1885. Robinson came up with the name and chose the logo's distinctive cursive script. The typeface used, known as Spencerian script, was developed in the mid 19th century and was the dominant form of formal handwriting in the United States during that period. Robinson also played a significant role in early Coca-Cola advertising. His promotional suggestions to Pemberton included giving away thousands of free drink coupons and plastering the city of Atlanta with publicity banners and streetcar signs .
Contour bottle design The equally famous Coca-Cola bottle, called the "contour bottle" within the company, but known to some as the "hobble skirt" bottle, was created in 1915 by bottle designer Earl R. Dean. In 1915, the Coca-Cola Company launched a competition among its bottle suppliers to create a new bottle for the beverage that would distinguish it from other beverage bottles, "a bottle which a person could recognize even if they felt it in the dark, and so shaped that, even if broken, a person could tell at a glance what it was." Earl R. Dean's original 1915 concept drawing of the contour Coca-Cola bottle
In 1997, Coca-Cola also introduced a "contour can," similar in shape to its famous bottle, on a few test markets, including Terre Haute, Indiana. The new can has never been widely released. In January 2007, Coca-Cola Canada changed "Coca-Cola Classic" labeling, removing the "Classic" designation, leaving only "Coca-Cola." Coca-Cola stated this is merely a name change and the product remains the same. The cans still bear the "Classic" logo in the United States. In 2007, the company's logo on cans and bottles changed. The cans and bottles retained the red color and familiar typeface, but the design was simplified, leaving only the logo and a plain white swirl (the "dynamic ribbon"). In 2008, in some parts of the world, the plastic bottles for all Coke varieties (including the larger 1.5- and 2-liter bottles) was changed to include a new plastic screw cap and a slightly taller contoured bottle shape, designed to evoke the old glass bottles.
ABOUT COCA-COLA COMPANY • The Coca-Cola Company is a global company with some of the world's most widely recognized brands. The company exists to benefit and refresh everyone it Touches. • Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and distributor of non-alcoholic beverages in the world. • Companies corporate headquarters are in Atlanta, with local operations in over 200 countries around the world with over 400 beverage brands. Coca-cola captures approximately 44% of the global market
BOARD OF DIRECTORS Muhtar Kent Chairman of the Board and Chief Executive Officer The Coca-Cola Company Herbert A. Allen President and Chief Executive Officer Allen & Company Incorporated (a privately held investment firm)
Ronald W. Allen Advisory Director, former Chairman of the Board, President, and Chief Executive Officer Cathleen P. Black Chairman Hearst Magazines Barry Diller Chairman of the Board and Chief Executive Officer Alexis M. Herman Chair and Chief Executive Officer New Ventures. Donald R. Keough Non-Executive Chairman Maria Elena Lagomasino Chief Executive Officer GenSpring Family Offices,
MISSION 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 Difference... everywhere we engage.
VISION To achieve sustainable growth, we have established a vision with clear goals. Profit: Maximizing return to share owners while being : mindful of our overall responsibilities. People: Being a great place to work where people are :inspired to be the best they can be. 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. Planet: Being a responsible global citizen that makes a : difference.
VALUES 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”
SWOT Analysis Strengths : • Coca Cola is an extremely recognizable company. Popularity is one of its superior strengths that is virtually incomparable. • Coca Cola is known very well worldwide. • It's branding is obvious and easily recognized. • Things like, logos and promos shown on t-shirts, hats, and collectible memorabilia. • Without a doubt, no beverage company compares to Coca Cola's social popularity status. • Some people buy coke, not only because of its taste, but because it is widely accepted and they feel like they are part of something so big and unifying
Weakness • Word of mouth is probably a strength and weakness of every company. While many people have good things to say, there are many individuals who are against Coca Cola as a company, and the products in which they produce. • Another aspect that could be viewed as a weakness is the lack of popularity of many of Coca-Cola’s drinks. Many drinks that they produce are extremely popular such as Coke and Sprite but this company has approximately 400 different drink types • Another weakness that has been greatly publicized is the health issues that surround some of their products. It is known that a popular product like coke is not very beneficial to your body and your health.
Opportunities • An opportunity that we have seen being put to use before is the ability for Coca Cola to buy out their competition • Coca Cola also has the opportunity to advertise its less popular products. • Coca Cola is known well throughout 90% of the world population today. • Coca Cola has an opportunity to continue to widen the gap between them and their competitors
Threats • Despite the fact that Coca Cola dominates its market, it still has to deal with many threats. • Even though Coca Cola and Pepsi control nearly 40% of the entire beverage market, the changing health-consciousness attitude of the market could have a serious effect on Coca Cola. • In today’s world, people are constantly trying to change their eating and drinking habits. This could directly affect the sale of Coca Cola’s products. • Other threats are of course the competition. • Coca Cola needs to be careful that Pepsi does not grow to be a more successful drink. • Other product such as juices, coffee, and milk are threats
Porter’s 5 forces • Entry Barriers are –HIGH • Rivalry among competitors – HIGH • Bargaining power of suppliers – Moderate •Bargaining power of Consumers – Moderate • Threat of substitute - Moderat
Coca-Cola Statistics Coca cola owns more than ½ of the world's beverages. Coke is affordable in all the countries. It was not out of the price range for an afternoon snack. Coke comes in a variety of sizes worldwide so you can use it for a crowd or as a personal snack drink Coca-Cola is recognized by 94% of the worlds population
Advertising Coca-Cola's advertising has significantly affected American culture, and it is frequently credited with inventing the modern image of Santa Claus as an old man in a red-and-white suit. . Coca-Cola was not even the first soft drink company to use the modern image of Santa Claus in its advertising: White Rock Beverages used Santa in advertisements for its ginger ale in 1923, after first using him to sell mineral water in 1915. Before Santa Claus, Coca-Cola relied on images of smartly dressed young women to sell its beverages. Coca-Cola's first such advertisement appeared in 1895, featuring the young Bostonian actress Hilda Clark as its spokeswoman.
1941 saw the first use of the nickname "Coke" as an official trademark for the product, with a series of advertisements informing consumers that "Coke means Coca-Cola". In 1971, a song from a Coca-Cola commercial called "I'd Like to Teach the World to Sing", produced by Billy Davis, became a hit single. Coke's advertising is pervasive, as one of Woodruff's stated goals was to ensure that everyone on Earth drank Coca-Cola as their preferred beverage. This is especially true in southern areas of the United States, such as Atlanta, where Coke was born.
Holiday campaigns The "Holidays are coming!" advertisement features a train of red delivery trucks, emblazoned with the Coca-Cola name and decorated with electric lights, driving through a snowy landscape and causing everything that they pass to light up and people to watch as they pass through. The advertisement fell into disuse in 2001, as the Coca-Cola company restructured its advertising campaigns so that advertising around the world was produced locally in each country, rather than centrally in the company's headquarters in Atlanta, Georgia. In 2001, singer Melanie Thornton recorded the campaign's advertising jingle as a single, Wonderful Dream (Holidays are Coming), which entered the pop-music charts in Germany at no. 9. Coca-Cola Christmas truck in Germany.
Sports sponsorship Coca-Cola was the first commercial sponsor of the Olympic games, at the 1928 games in Amsterdam, and has been an Olympics sponsor ever since. Most recently, Coca-Cola has released localized commercials for the 2010 Olympics in Vancouver; one Canadian commercial referred to Canada's hockey heritage and was modified after Canada won the gold medal game on February 28, 2010 by changing the ending line of the commercial to say "Now they know whose game they're playing". Since 1978, Coca-Cola has sponsored each FIFA World Cup, and other competitions organized by FIFA. In fact, one FIFA tournament trophy, the FIFA World Youth Championship from Tunisia in 1977 to Malaysia in 1997, was called "FIFA — Coca Cola Cup". Coca-Cola has a long history of sports marketing relationships, which over the years have included Major League Baseball, the National Football League, National Basketball Association and the National Hockey League, as well as with many teams within those leagues. Special aluminum bottle designs, designed exclusively for the Vancouver 2010 Olympic Winter Games Torch Relay. Available in Canada.
Use as political and corporate symbol The Coca-Cola drink has a high degree of identification with the United States, being considered by some an "American Brand" or as an item representing America. The identification with the spread of American culture has led to the pun "Coca-Colanization". The drink is also often a metonym for the Coca-Cola Company. There are some consumer boycotts of Coca-Cola in Arab countries due to Coke's early investment in Israel during the Arab League boycott of Israel (its competitor Pepsi stayed out of Israel).Mecca Cola and Pepsi have been successful alternatives in the Middle East. Coca-Cola advertising in the High Atlas mountains in Morocco.
A Coca-Cola fountain dispenser (officially a Fluids Generic Bioprocessing Apparatus-2 or FGBA-2) was developed for use on the Space Shuttle as "a test bed to determine if carbonated beverages can be produced from separately stored carbon dioxide, water and flavored syrups and determine if the resulting fluids can be made available for consumption without bubble nucleation and resulting foam formation". The unit flew in 1996 aboard STS-77 and held 1.65 liters each of Coca-Cola and Diet Coke. Coke dispenser flown aboard the Space Shuttle in 1996. (US) Use as political and corporate symbol
COCA-COLA IN INDIA • Coca-Cola India (CCI) .The country’s largest Carbonated Soft Drinks producer refreshes millions of consumers through the exciting range of beverages through a network of more than one million outlets. • The company has invested more than US$ 1 billion in its Indian operations, emerging as one of the country's top international investors . • The company’s product range and marketing reflect Indian tastes and lifestyles and company is deeply involved in the life of the local communities in the country.
Coca - Cola India • The business system of the Company directly employs approximately 6,000 people, and indirectly creates employment for more than 125,000 people in related industries through their vast procurement, supply and distribution system. • The vast Indian operations comprises,25 wholly- owned- company-owned bottling operations, 24 franchisee-owned bottling operations. That apart, a network of 21 contract-packers also manufactures a range of products for the Company COCA-COLA IN INDIA
Coca - Cola India • On the distribution front, 10-tonne trucks, open-bay three-wheelers that can navigate the narrow alleyways of Indian cities constantly keep their brands available in every nook and corner of even the country’s remotest areas. • These are only some of the facts that speak about their commitment to the growth of the Indian Economy. COCA-COLA IN INDIA
Facts about Coca-cola • Coca-cola was first green color. • Coca-Cola is called “Coca-Cola” because of the original ingredients used in the medicine, Coca leaves and Kola seeds. Coca-Cola' is the most recognized trademark, recognized by 94% of the world's population • In a competition “who can drink the most coke in one go” one drank 8 bottles of coke and died on the spot • coca-cola means “to make mouth happy” in Chinese • In Hong Kong it is sometimes served hot as a remedy for colds