A Presentation on Coca-ColaA Presentation on Coca-Cola
Submitted by :-
MBA IInd Sem
Largest Manufacturer in the world
Based in Atlanta , it recorded sales
of $18.18 Bn and profits of $3.53 bn
Has largest number of employees in
the world with staff strength of
30,000 in 1998
Flag ship brand Coca-Cola.
Sponsored Olympics since 1928
“The best has been made even better,
some may choose to call this the
boldest single marketing move in the
history of the packed goods. We
simply call it the surest move ever
made because the taste of Coke was
shaped by the taste of consumer.”
Roberto Goizueteu at the launch of new
Developed by Dr. John Pemberton on Atlanta based
pharmacist in 1886. It was based on combination of oils,
extracts from coca leaves and various other additives.
The ingredients were refined to create a refreshing
Pemberton’s book keeper , Frank Robinson suggested the
product to be named coca-Cola.
May 8,1889 it went on sale in Joe Jacobs Drug Store.
First Advertisement “The Atlanta Journal”
1889- Pemberton died and ASA Candler a wholesaler
druggist got a stake in the company
1980- Roberto Goizueteu became the new CEO
Brand ExtensionBrand Extension
New coke –Pepsi was gaining market share so
new coke was launched in 1985, but it failed in
Diet Coke-consumers were concerned about their
weight and health so “Diet Coke” was launched. It
became popular in Australia, Ireland, South Africa,
Norway, Denmark, Switzerland, and is the
flagship brand in these countries too.
Launches of productsLaunches of products
1972- Mr. Pibb (Spicy cherry drink)
1979- Mello yellow
1982- Diet Coke
1985- New Coke
Positioned as a drink which relieved mental and
physical exhaustion and cured headache. Further
advertised and focussed on universal need to
quench thirst advertised as “delicious and
Concentrated on four specific elements “the
familiar script lettering Coca-Cola, the trade mark
Coke,The bright red colour, the unique contour of
1970- use jingles as “coke adds life”, “Have a
coke and have a smile”,
1980-90- Used themes as “Coke is it”, “Cant beat
feeling”, “cant beat the real thing”, & campaign
theme “always a coca cola”
Coke made efforts to research and develop new
technologies to minimize the environmental impact of its
operations, products and packages.
Organized training programmes to help associates
develop system for waste minimization and recycling
As it uses a large quantity of water , it also took special
to conserve it.
In 1994 it stopped purchase of new equipment
containing “Fluro Carbon ” (a group of carbon which
contribute to the depletion of ozone layer).
Bottlers were instructed to utilize reusable Plastic craters
instead of corrugated boxes.