Introduction and HistoryI- Management of The Coca-Cola CompanyII- Figures and CompetitionConclusion and Questions
Main dates: 1885: John Stith Pemberton creates the French  Wine Coca.  Pemberton associates to Frank Robinson, an  accoun...
   1888: Pemberton dies. Company is bought by a    business man (Asa Griggs Candler). This is the    beginning of The Coc...
   1919-1940: Robert Woodruff become the    Company president. Many people think that he    had been the most important m...
   The 2nd World War:    .« Every man in uniform gets a bottle of Coca-    Cola for 5 cents, wherever he is, and whatever...
   1982: New vision of the Soft-Drink by the    creation of « Diet Coke », a dietetic version of    Coke which appears be...
   2001-2009: Extension of Products range. New    products released.
A.   Marketing Strategy     Since its beginning, the Coca-Cola Company     invested a lot in Marketing.     A strategy bor...
.Coca-Cola: symbol of Globalization.   Evolving slogans:    .The Company regurlarly changes Soft-Drink    slogans (more t...
   1922 : Thirst Knows no season   1923 : Refresh Yourself, Theres Nothing Like It    When Youre Thirsty   1924 : Pause...
   Etc…   1993 : Always Coca-Cola   2000 : Enjoy Coca-Cola   2001 : Life tastes good   2003 : Coca-Cola Real   2005 ...
   Well chosen Sponsoring    .1st commercial sponsor of Olympic Games    . Sponsor of many sport events:       -FIFA Worl...
B- Decentralization strategy   The Company tries to reach all markets   Today we can find Coca-Cola in more than 200    ...
C- Partnership Policy   Partnership with big firms   Examples:    .McDonalds    .Burger King   The Product becomes esse...
D- Diversification Strategy   Recuperate market shares by introducing new    products   Examples:    .Fanta    .Sprite  ...
E- Other strategies   Local adaptation strategy   Evolving packaging
Nowadays   In the Future…
A- Figures   1886: $20 loss for the first accounting period   2008: $5.8 billion profits   Turnover: $32 billion   300...
B- Competition1-Global rivals:   The oldest and the most serious rival:       Pepsi-cola   New challengers:       Virg...
2- Local Rivals They want to compete in some region, not at   global level   Desire to fight against Globalization   Ex...
   Historic brand : since 1887   Globalization symbol   Innovating and successful Management   Huge Turnover: $32 bill...
During lessons…             During important events…    While working on english project =)
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
The success of_coca-cola_2007ppt
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History of the World Most Famous brand #1: Coca-Cola

This document has been created by:

- Mr Raiarii Lehartel, IAE Tlse L3 CC, 2009-2010
- Mr Yoan Lasbouygues, IAE Tlse L3 CC, 2009-2010

We sincerely hope that it will help some students :D

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The success of_coca-cola_2007ppt

  1. 1. Introduction and HistoryI- Management of The Coca-Cola CompanyII- Figures and CompetitionConclusion and Questions
  2. 2. Main dates: 1885: John Stith Pemberton creates the French Wine Coca. Pemberton associates to Frank Robinson, an accountant who will create Coca-Cola brand and Coca-Cola logo. 1886: Because of new laws, Pemberton creates a non-alcoholic version of the French Wine Coca 1887 : The brand coca-Cola is registered by Pemberton
  3. 3.  1888: Pemberton dies. Company is bought by a business man (Asa Griggs Candler). This is the beginning of The Coca-Cola Company. 1905-1918: Coca-Cola is so successful that many copycat beverage appear. People want to make profits on Coca-Cola’s success. This I why the Company decides to create a bottle which will distinct Coca-Cola from copycat. This is the “contour bottle” birth.
  4. 4.  1919-1940: Robert Woodruff become the Company president. Many people think that he had been the most important man for The Coca-Cola Company. He sees opportunities for expansion everywhere. Some examples: . Coca-Cola began to sponsor Olympic Games (1928) .Coca-Cola creates the modern appearance of Santa Claus in an advertisement (1931). Drawing by Haddon Sundblom. .The Six-Pack Coke is created. A real improvement for packaging.
  5. 5.  The 2nd World War: .« Every man in uniform gets a bottle of Coca- Cola for 5 cents, wherever he is, and whatever it costs the Company. » said Robert Woodruff. .The Coca-Cola Company has a subsidiary in Germany which sells a new soft-drink brand « Fanta ». .The Coca-Cola Company becomes one of the first example of globalization.
  6. 6.  1982: New vision of the Soft-Drink by the creation of « Diet Coke », a dietetic version of Coke which appears because of the new dietetic movement. 1985: The Company launches a new taste coke. « The New Coke ». But the population prefers the original recipe. 1988: The Company markets new Soft-Drink « Coca-cola light » in Europe
  7. 7.  2001-2009: Extension of Products range. New products released.
  8. 8. A. Marketing Strategy Since its beginning, the Coca-Cola Company invested a lot in Marketing. A strategy born in the Company with Candle and still used by Muhtar Kent today. Many methods: Advertising: Make the Soft-Drink more popular by putting advertisements everywhere. Let’s watch some examples:
  9. 9. .Coca-Cola: symbol of Globalization. Evolving slogans: .The Company regurlarly changes Soft-Drink slogans (more than 60 time since the beginning) .This strategy gives a second life to the Product: .Easy to remember → Slogans Well known by People → Coca-Cola becomes more famous
  10. 10.  1922 : Thirst Knows no season 1923 : Refresh Yourself, Theres Nothing Like It When Youre Thirsty 1924 : Pause and Refresh Yourself 1925 : Six million a day 1926 : Stop At The Red Sign 1927 : Around the corner from everywhere 1928 : A Pure Drink Of Natural Flavors 1929 : The pause that refreshes 1930 : Meet Me At The Soda Fountain 1932 : Ice cold sunshine
  11. 11.  Etc… 1993 : Always Coca-Cola 2000 : Enjoy Coca-Cola 2001 : Life tastes good 2003 : Coca-Cola Real 2005 : Coke Light, Have a great break 2006 : Taste the Coke side of life 2007 : Make every drop count 2008 : Live on the Coke side of Life 2009 : Open Hapinness
  12. 12.  Well chosen Sponsoring .1st commercial sponsor of Olympic Games . Sponsor of many sport events: -FIFA World Cup (since 1976) -NASCAR Races -Major League Baseball -National Hockey League -etc…
  13. 13. B- Decentralization strategy The Company tries to reach all markets Today we can find Coca-Cola in more than 200 countries. The Coca-Cola Company also diversifies its products according to each countries taste. Examples: -Raspberry Coke (New-Zealand) -Coca-Cola with lemon (Italy)
  14. 14. C- Partnership Policy Partnership with big firms Examples: .McDonalds .Burger King The Product becomes essential in People meals Prevent competition with substitute drinks.
  15. 15. D- Diversification Strategy Recuperate market shares by introducing new products Examples: .Fanta .Sprite .Nestea .Powerade .Apollinaris .Etc…
  16. 16. E- Other strategies Local adaptation strategy Evolving packaging
  17. 17. Nowadays In the Future…
  18. 18. A- Figures 1886: $20 loss for the first accounting period 2008: $5.8 billion profits Turnover: $32 billion 3000 products sold in more than 200 countries 92,000 employees all around the World 1.6 billion bottles sold each day 3rd supplier of Water in the World
  19. 19. B- Competition1-Global rivals: The oldest and the most serious rival:  Pepsi-cola New challengers:  Virgin-Cola  Classic-Cola Substitute products:  Redbull  Etc…
  20. 20. 2- Local Rivals They want to compete in some region, not at global level Desire to fight against Globalization Example:  Basque country cola
  21. 21.  Historic brand : since 1887 Globalization symbol Innovating and successful Management Huge Turnover: $32 billion Near monopoly situation More than a product, it’s a way of life
  22. 22. During lessons… During important events… While working on english project =)
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