Your SlideShare is downloading. ×
The success of_coca-cola_2007ppt
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The success of_coca-cola_2007ppt


Published on

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

  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 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 =)