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

2. Introduction and History
I- Management of The Coca-Cola Company
II- Figures and Competition
Conclusion and Questions

3. 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

4.  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.

6.  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.

7.  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.

8.  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

9.  2001-2009: Extension of Products range. New
products released.

10. 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:

28. .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

29.  1922 : Thirst Knows no season
 1923 : Refresh Yourself, There's Nothing Like It
When You're 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

30.  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

31.  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…

35. 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)

36. C- Partnership Policy
 Partnership with big firms
 Examples:
.McDonalds
.Burger King
 The Product becomes essential in People meals
 Prevent competition with substitute drinks.

37. D- Diversification Strategy
 Recuperate market shares by introducing new
products
 Examples:
.Fanta
.Sprite
.Nestea
.Powerade
.Apollinaris
.Etc…

39. E- Other strategies
 Local adaptation strategy
 Evolving packaging

40. Nowadays In the Future…

41. 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

42. B- Competition
1-Global rivals:
 The oldest and the most serious rival:
 Pepsi-cola
 New challengers:
 Virgin-Cola
 Classic-Cola
 Substitute products:
 Redbull
 Etc…

44. 2- Local Rivals
 They want to compete in some region, not at
global level
 Desire to fight against Globalization
 Example:
 Basque country cola

45.  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

46. During lessons… During important events…
While working on english project =)