Painting the Town Red: Coca-Cola
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Painting the Town Red: Coca-Cola

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A Coca-Cola Case Study

A Coca-Cola Case Study

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Painting the Town Red: Coca-Cola Presentation Transcript

  • 1. “Painting the Town Red” Coca-Cola Heather Munro Northeastern University 20 October 2012Saturday, October 20, 2012
  • 2. Mission & Vision • Mission: “The Coca-Cola Company...strive[s] to refresh the world, inspire moments of optimism and happiness, create value and make a difference.” • Vision • People: Encourage and inspire employees to be their best. • Portfolio: Supply people, globally, with top notch beverages. • Partners: Create and foster relationships with consumers and suppliers. • Planet: Practice Corporate Social Responsibility and “Get Involved”. • Profit: “Maximize long-term return to shareowners while being mindful of... [their] overall responsibilities.” • Productivity: Be efficient and“highly effective”.Saturday, October 20, 2012
  • 3. Values Asa Candler • Leadership • Passion • Collaboration • Diversity John Pemberton • Integrity • Quality • Accountability Robert WoodruffSaturday, October 20, 2012
  • 4. Who are they? Coca-Cola is a global conglomerate that functions efficiently in five operating groups: North America Latin America Europe Eurasia & Africa PacificSaturday, October 20, 2012
  • 5. The Brand • World’s 3rd most powerful brand • Top Priority: Consumer Happiness • Utilizes social networking sites to engage and interact globally with consumers of all ages. • Has “Connected Consumers” • Encourages consumers to share their Coca-Cola stories and traditions across Facebook, Twitter, and YouTube sites. The brand also sponsors video contests like the 2012 Coca-Cola: Cannes Video ContestSaturday, October 20, 2012
  • 6. Business Model • Coca-Cola and the “4A’s of Social Consumerism” • They “shape experiences, trigger action, create stakeholders, and inspire trust” through Action, Advisory, Affinity, Advocacy • Focus: Customer-Centricity • Adaptive, Innovative, Co-Creative, Culturally Supportive • Foster consumer relationships and loyalty through B2C interaction and sharing, thus, keeping “connected consumers” engaged. (Solis, 2012)Saturday, October 20, 2012
  • 7. it es pS To Socially Connected Facebook Twitter • 52.9 million “Likes” • @cocacola: 621k followers • 2.1 million talking about Coca-Cola • @cocacolaco: 47k followers • #1 brand to follow (AdWeek) • @worldofcocacola: 26k followers Apps YouTube • @docpermberton 93k followers • 75 on iTunes • 106,937,945 Video Views • 16 on Google Play Store • 82,682 Subscribers 19 October 2012Saturday, October 20, 2012
  • 8. In Print... Interactive & Innovative Print Ads: Amplify Coca-Cola FM (Brazil) by rolling up magazine to make iPhone speakersSaturday, October 20, 2012
  • 9. Coca-Cola on TV & RadioSaturday, October 20, 2012
  • 10. Coca-Cola Around the WorldSaturday, October 20, 2012
  • 11. In the Movies... 1933 King Kong 1st Appearance in the movies 1982 Coca-Cola buys Columbia Pictures 1989 Diet Coke’s1st Appearance in movie When Harry Met Sally 1992 Sprite’s 1st Appearance in movie http://mashable.com/2012/05/12/coca-cola-movies/ Simple MenSaturday, October 20, 2012
  • 12. Products & Packaging Over 3,500 products 2008 & 2012 Olympic Games Russia One of the longest USA sponsors of the Olympic Games Great BritainSaturday, October 20, 2012
  • 13. Live Positively Coca-Cola is a “global company that produces locally, sells locally, and markets locally.” -Muhtar Kent CEO Coca-Cola CompanySaturday, October 20, 2012
  • 14. “Get Involved” www.livepositively.comSaturday, October 20, 2012
  • 15. Sustainability Coca-Cola uses environmental causes and sustainability efforts to highlight their commitment to corporate social responsibility and foster brand loyalty with consumers.Saturday, October 20, 2012
  • 16. Coca-Cola’s “Plant Bottle” Initiative “The supply partnership will help Coca-Cola continue its leadership in bringing renewable, lower-carbon plastics to the marketplace and move the Company closer to its target of using PlantBottle™ packaging technology in all of its plastic bottles by 2020.” May 2009 Introduced the “Plant Bottle” August 2010 “Plant Bottle” won Greener Package Sustainability Award April 2011 Dasani & Odwalla packaged in “Plant Bottle” December 2011 Coca-Cola announces“Plant Bottle” Partnerships June 2012 Ford, Heinz, Nike, P&G commit to the “Plant Bottle” Partnership with Coca-Cola http://www.thecoca-colacompany.com/dynamic/press_center/2012/09/partnership.htmlSaturday, October 20, 2012
  • 17. Soda Wars Coca-Cola vs. Pepsi Co.Saturday, October 20, 2012
  • 18. Pepsi vs Coca-ColaSaturday, October 20, 2012
  • 19. Coca-Cola Facts • Listing Date on NYSE- January 26, 1950 • Trading at $37.84 (10/19/12) • Volume: 19,867,589 (10/19/12) • 50% of employees work outside U.S. • Collaborative Culture due to geographic, ethnic, and gender influences • Operates as a Multiple Hub and Spoke model with “top-down” leadership http://www.forbes.com/companies/coca-cola/ (Solis, 2012)Saturday, October 20, 2012
  • 20. References Solis, B. (2012). The end of business as usual. (1 ed.). Hoboken, New Jersey: John Wiley & Sons, Inc. Coca-cola. (2012, October 19). Retrieved from https://www.facebook.com/cocacola?ref=ts&fref=ts Coca-Cola. (2012, October). [Web log message]. Retrieved from http://coca-colaconversations.com/ Coca-cola. (n.d.). Retrieved from http://www.coca-cola.com/en/index.html Coca-cola on the forbes list. (2012, April). Retrieved from http://www.forbes.com/companies/coca-cola/ Coca-cola live positively. (n.d.). Retrieved from http://livepositively.com/en_us/home/?wt.mc_id=CCSLP/ Growth, leadership, & sustainability. (n.d.). Retrieved from http://www.thecoca-colacompany.com/ ourcompany/index.html New york stock exchange. (2012, October 19). Retrieved from http://www.nyse.com/about/listed/ ko.html Mission, vision, & values. (2012). Retrieved from http://www.thecoca-colacompany.com/ourcompany/ mission_vision_values.html Sustainability. (2012). Retrieved from http://www.thecoca-colacompany.com/citizenship/index.html Sustainable packaging. (2012). Retrieved from http://www.thecoca-colacompany.com/citizenship/ packaging.htmlSaturday, October 20, 2012