The success of_coca-cola_2007ppt

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History of the World Most Famous brand #1: Coca-Cola …

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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  • 1. Introduction and HistoryI- Management of The Coca-Cola CompanyII- Figures and CompetitionConclusion and Questions
  • 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.  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.  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.  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.  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.  2001-2009: Extension of Products range. New products released.
  • 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. .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.  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.  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.  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. 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. C- Partnership Policy Partnership with big firms Examples: .McDonalds .Burger King The Product becomes essential in People meals Prevent competition with substitute drinks.
  • 15. D- Diversification Strategy Recuperate market shares by introducing new products Examples: .Fanta .Sprite .Nestea .Powerade .Apollinaris .Etc…
  • 16. E- Other strategies Local adaptation strategy Evolving packaging
  • 17. Nowadays In the Future…
  • 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. B- Competition1-Global rivals: The oldest and the most serious rival:  Pepsi-cola New challengers:  Virgin-Cola  Classic-Cola Substitute products:  Redbull  Etc…
  • 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.  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. During lessons… During important events… While working on english project =)