From the Three A’s to the Three P’s Coca-Cola used to focus its strategy on the three A’s: availability, acceptability, and affordability. While these provided for tremendous growth, they also led to lowered entry barriers. Today, Coca-Cola’s mantra is the three P’s: preference, pervasive penetration, and price-related value.
Each month, Coca-Cola tests 20 brand attributes with 4,000 consumers to measure movement. The company also compensates (bonus and other compensation components) a large portion of its senior managers based on brand preference.
A recent Coca-Cola annual report reported that the second most recognized expression in the world after “ok?” is “Coca-Cola.”
Coca cola owns more than ½ of the world’s beverages.
Coke is affordable in all the countries we surveyed. It was not out of the price range for an afternoon snack.
Coke comes in a variety of sizes worldwide so you can use it for a crowd or as a personal snack drink
Coke was first advertised as a remedy for headaches and exhaustion
Coke has been advertising on television for 50 years.
Songs used in coca cola commercials have become popular.
They use catchy mottos such as:
“ Adds a refreshing relish to every form of exercise”
The Coca-Cola Company and its bottling partners shipped more than 30 million donated 8-oz. servings to Hurricane Katrina Evacuees, donated $10 million to tsunami relief efforts in Asia and after the September 11 terrorist attacks committed to a $12 million financial contribution to disaster relief efforts.
The Other Side of Coke
There are 27 different varieties of coke made by Coca-Cola
First bottle of Coke was sold 120 years ago on May 8, 1886 in Atlanta, Georgia.
Some of the other brands under the Coca-Cola Company are:
Barq’s Root beer
In 1998 Coke international created its first ad for the celebration of the Muslim holiday of Ramadan. It was run in 20 countries worldwide.
Coke is a Kosher drink, so it is sold internationally.
This coke can is written in Hebrew
Coca-Cola is recognized by 94% of the world’s population
Approximately 10,450 Coca-Cola brand drinks are consumed around the world each second of every day
In Hong-Kong, heated Coke is served as a cold remedy
Coke advertises 200 in countries around the world.
In Japan people use money chips on their cell phones to pay for drinks.
Coca-Cola in Our Schools
Students in our surveys indicated their ads were similar to those in the United States. This was particularly true in Europe.
Coke vending machines appear in many schools around the world.
In the Olden Days
Coca-Cola sold only 25 bottles in the first year
Nowadays, they sell over one billion bottles per day
A single share in Coke that was bought in 1919 would be worth $92,500 in 1997
1919 is when the Coca-Cola went public
You can put a penny in Coke and it will dissolve
The sales of Coke in the first year was $50, and the expenses were $70
Coke in Space
In July 1985, Coke was the first soft drink to be enjoyed in outer space on the space shuttle Challenger
A special space can was developed
Did You Know?
If you stacked all of the bottles of Coke that had ever been made end to end, it would reach to the moon and back 1,045 times!
Coca-Cola contained cocaine until 1913
They had to remove it from the ingredients because people were becoming addicted to the drink