Coca Cola History

1. 1
Presentation
Case Study: Coca-Cola Company

2. CASE STUDY PRESENTATION
SUBJECT: INTERNATIONAL HUMAN RESOURCE MANAGEMENT
LECTURED BY: LECTURER BUN LONDY
Topic: Case Study of Coca-Cola Company
PRESENTERS:
1. Mr. SOUN SENRITH
2. Miss BUNHENG BORIN
3. Miss SININ SOVANNUTH
4. Mr. SENG CHHEANGMAI
5. Ven. YEAN RASMEY
FACULTY OF BUSINESS ADMINISTRATION

3. ACKNOWLEDGEMENT
3
We would like to express our profound thanks to
Lecturer Bun Londy for his teaching and for spending
his hard efforts to guide us in class motivationally.
We consider ourselves to be extremely privileged to
have been his students.
We would like to wish him get healthy, happiness,
prosperity and success.
Yours faithfully,
Soun Senrith Bunheng Borin Sinin Sovannuth
Yean Rasmey Seng Chheangmai
Lecturer Bun Londy

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CONTENTS
I. BRIEF HISTORY
II. PRODUCTION & PRODUCTION PROCESS
III. MEDICAL APPLICATION & PATENT
IV. CRITICISM
V. COMPETITORS
VI. ADVERTISING
VII.HUMAN RESOURCE MANAGEMENT
VIII.MARKETING STRATEGY
IX. BEST MARKETING CAMPAIGN
X. SWOT ANALYSIS
XI. RECOMMENDATION
REFERENCES

5. • Coca-Cola (often referred to simply as Coke) is a carbonated
soft drink produced by The Coca-Cola Company of Atlanta,
Georgia.
• The Coca-Cola Company is an American multinational
beverage corporation and manufacturer, retailer and marketer
of non-alcoholic beverage concentrates and syrups.
• Coca-Cola currently offers more than 500 brands in over 200
countries or territories and serves over 1.8 billion servings each
day.
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6. 1. Brief History
• Coca-Cola was invented in May 1886 by Dr. John S. Pemberton in
Atlanta, Georgia.
• The name 'Coca-Cola' was suggested by Dr. Pemberton's bookkeeper,
Frank Robinson. He kept the name Coca-Cola in the flowing script
that is famous today.
• In 1891, Atlanta entrepreneur Asa G. Candler had acquired complete
ownership of the Coca-Cola business, whose marketing tactics led
Coke to its dominance of the world soft drink market throughout the
20th century.
• Within four years, his merchandising flair helped expand consumption
of Coca-Cola to every state and territory. Under Robert W. Woodruff
six decades of leadership, The Coca-Cola Company took leadership,
the business to unrivaled heights of commercial success, making
Coca-Cola an institution the world over.
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7. Coca-Cola’s Roadmap starts with our mission, which is enduring.
It declares our purpose as a company and serves as the standard
against which we weigh our actions and decisions:
– To Refresh the World... in body, mind, and spirit.
– To Inspire Moments of Optimism... through our brands and
...our actions.
– To Create Value and Make Difference... everywhere we
engage.
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2. Mission

8. To achieve sustainable growth, we have established a vision with clear
goals:
– People: Be a great place to work where people are inspired to be
the best they can be.
– Portfolio: Bring to the world a portfolio of quality beverage
brands that anticipate and satisfy people's desires and needs.
– Partners: Nurture a winning network of customers and suppliers,
together we create mutual, enduring value.
– Planet: Be a responsible citizen that makes a difference by
helping build and support sustainable communities.
– Profit: Maximize long-term return to shareowners while being
mindful of our overall responsibilities.
– Productivity: Be a highly effective, lean and fast-moving
organization.
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3. Vision

9. Coca-Cola’s values serve as a compass for actions and
describe how we behave in the world:
– Leadership: Courage to shape a better future
– Collaboration: Take advantage of collective intelligence
– Integrity: Be real
– Accountability: If that happens, it is up to me
– Passion: Commit to the heart and mind
– Diversity: Exclusive to our brand
– Quality: What we do, we do it well.
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4. Values

10. • Step 1:
Pure water is subjected to sophisticated filtering, softening, and
disinfecting to remove all impurities.
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II

11. • Step 2:
Sugar is added, along with the appropriate beverage
concentrate to produce ‘syrup’, the basic component for the
soft drink.
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12. • Step 3:
The mixture is saturated with carbon dioxide at a low
temperature and under high pressure to give the drinks their
renowned ‘fizziness’.
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13. • Step 4:
Automated machinery dispenses the mixture, in precisely
calculated quantities, into sterilized bottles while another cans,
caps or seals them.
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14. • Step 5:
The containers move to another machine which applies labels
and bar codes, after which they are automatically inspected to
guarantee they meet all requirements.
.
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15. • Step 6:
After final checking, bottles and cans are transported to
machines which pack them in cartons or boxes before being
laces on wooden pallets.
.
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16. • Step 7:
The packed beverages are delivered by tracks to storage
facilities to await delivery to customers and to be enjoyed by
consumers.
.
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17. Coca-Cola, which was created by Georgia-based pharmacist John Stith
Pemberton on March 29, 1886. However, Coca-Cola is not the only drink with
such an odd history, much alone the only well-known American product. Here are
six more brief medical biographies along with a futuristic dispatch.
 Lysol was…birth control
Lysol's product was advertised for many years as a
technique to destroy sperm.
 Graham Crackers were a purity snack
Graham thought that bland foods like plain flour would
calm the body's excitation levels and help people retain
their mental and physical chastity.
 Fig Newtons were a digestive aid
It was believed that a daily snack of fruit and biscuits was
what really kept the doctor away in 1891
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III

18.  Kotex pads were World War I-era bandages
Kotex is a name that is now closely associated with
menstrual pads. However, this substance stopped a
distinct form of hemorrhage in 1914
 Gin and tonic prevented malaria
Malaria is a really awful illness. It is brought on by a
tiny parasite that is spread by an infected mosquito
and results in fever, chills, and occasionally even
death.
 Multivitamins were “good for your health”
Multivitamins are regrettably about as reliable as
Coca-nerve Cola's tonic.
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III

19.  Patent
- Coca-Cola Corporation, a large international FMCG company well
recognized for producing carbonated and non-carbonated beverages,
owns the soft drink brand Coke.
- In 1893, the Coca-Cola recipe was submitted for patent protection.
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III

20.  What is Coca cola Trade Secret
Trade secrets are original discoveries or
information with commercial significance that is
not generally recognized. As long as the trade
secret is maintained, it can protect it.
• There are two types of trade secret:
1. Inventions that are not sufficiently inventive
to meet the criteria for patentability.
2. Inventions that are patentable and you have
the option to patent it or keep it a trade secret.
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III

21. Numerous organizations from all around the world have criticized Coca-Cola
for a range of reasons, including its effects on health, the environment, and
business practices.
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IV

22. 18%
15%
8%
8%
4%
47%
GLOBAL SOFT DRINKS MARKET SEGMENTATION 2004
Bottled Water
Juices
RTD Tea & Coffee
Functional Drinks
Concentrates
Soft Drink
Source: Datamonitor
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23. Source: Datamonitor
43.1%
31.7%
25.2%
CARBONATED BEVERAGES SECTOR IN 2004
Coca-Cola
Pepsi
Others
• Analysing industry’s competitive environment
• Diverse needs of consumers with differentiation strategies
V

24. • Coca-Cola Company is a market leader, a pioneer, and possesses the
best brand recognition globally
 Product differentiation
 Effective communication system
• Marketing competence
1. Marketing and brand strategy which have gained the loyalty of its customers
2. Combination of central and local marketing roles for its worldwide strategy
3. The launch of new products is based on consumer preferences
VI

25. 1. Creating an Environment of Learning and Development
2. Employee Engagement
3. Payments and Rewards
4. Performance Management
VII

26. 1. Product Strategy
2. Pricing Strategy
3. Promotion Strategy
VIII

27. • Now known as the ‘Holidays Are
Coming‟, the momentous campaign
has been integrated across all of Coca-
Cola’s channels, from using social
media to spread awareness to a real-life
tour of the Coca-Cola Christmas truck
in the UK.
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• Naturally, Coca-Cola has had to
adapt all of its marketing
campaigns to real-world events.
They did this particularly well with
the ‘Holidays Are Coming’
campaign in December 2020,
responding to the Coronavirus
pandemic.

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29. 2
• „Share a Coke‟ was launched in 2013 and 2014, with
Coca-Cola’s marketing proving the effectiveness of
personalisation. This campaign saw Coca-Cola GB replace
its iconic logo on its bottles with the nation’s most popular
names.
• The drinks company also gave people their chance to
personalise their own bottles of Coca-Cola at the Share a
Coke tour.
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People went wild for finding their
own names on bottles, taking them
home as a supermarket memento.
Subsequently, it boosted the brand’s
social media channels with over 18
million media impressions, and
Facebook traffic increased by 870%,
with page ‘likes’ growing by 39%.

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31. 3
• This campaign creatively united Coca-
Cola, Diet Coca-Cola, Coca-Cola Zero,
and Coca-Cola Life under one iconic
slogan, ‘Taste the Feeling’. This
campaign was brought in to replace the
‘Open Happiness’ campaign which had
run for seven years previously.
• The main aim of this campaign was to change the perception of the drinks brand. The campaign
encouraged customers to enjoy drinking Coca-Cola based on the message: "The simple pleasure
of drinking any Coca-Cola makes the moment more special."
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IX

32. • Strong brand identity
• High brand valuation
• Extended global reach
• Greatest brand association and customer loyalty
• Dominant market share
• Unparalleled distribution system
• Acquisitions
• Repositioning portfolio
• Strong brand identity
• High brand valuation
• Extended global reach
• Greatest brand association and customer loyalty
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Coca-Cola Strengths – Internal Strategic Factors
X

33. • Aggressive competition with Pepsi
• Product diversification
• Health concerns
• Lawsuits
• Overdependence on Third-Party Technology
Providers
• Environmentally Destructive Packaging
• CEO of Coca-Cola Aims to Reduce Cherished Coke
Products
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Coca-Cola Weaknesses – Internal Strategic Factors
X

34. • Introduce new products and reduce added sugar
• Increase presence in developing nations
• Bring advanced supply chain system
• Packaged drinking water
• Expand through Acquisition
• Partners with Constellation Brand
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 Coca-Cola Opportunities – External Strategic Factors
X

35. • Water usage controversy
• Pollution Lawsuit
• Direct and indirect competition
• Economic Uncertainty
• Increasing Health-Consciousness
• Coca-Cola Recalls Sodas and Juices over Possible
Contamination
• The products were found to contain metal bolts
and washers
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Coca-Cola Threats – External Strategic Factors
X

36. • Stepping into the food market
• Focusing on health-related
matters
• Improving its water management
system and dealing with the
criticisms
• Expanding into developing
countries with humid
temperatures
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XI

37. REFERENCES
A Comprehensive Guide to Marketing Campaigns. (n.d.). Retrieved from Marketo:
https://www.marketo.com/articles/marketing-campaigns/
Ahmed, R. R., Kumar, A., Mujtaba, M. M., & Jumani, J. (2016). Strategic marketing plan for Coca-Cola - 2016. Retrieved
from https://www.researchgate.net/publication/309126383_Strategic_Marketing_Plan_for_Coca-Cola_-_2016
Coca Cola SWOT Analysis 2022 | SWOT Analysis of Coca Cola. (n.d.). Retrieved from Business Strategy Hub:
https://bstrategyhub.com/swot-analysis-of-coca-cola-2019-coca-cola-swot-analysis/
Guo, X., & Wen, M. (2021). Research on competitive strategy of Coca-Cola company. Retrieved from
https://www.researchgate.net/publication/357612843_Research_on_Competitive_Strategy_of_Coca-Cola_Company
Meghan, D., Meghan, E., Leslie, P., Emily, K., & Kelly, Z. (2006). Industry analysis: Soft drinks. College of Saint Benedict
and Saint John's University. Retrieved from
https://digitalcommons.csbsju.edu/cgi/viewcontent.cgi?article=1001&context=gbl_students
Penney, K. (2022, May 26). 4 of the Best Marketing Campaigns by Coca Cola. Retrieved from Girls in Marketing:
https://www.girlsinmarketing.com/blog/4-of-the-best-marketing-campaigns-by-coca-cola
The Coca Cola company: Marketing strategy. (n.d.). Retrieved from https://www.assignmentsbox.co.uk/wp-
content/uploads/2011/10/The-Coca-Cola-Company-Marketing-Strategy.pdf
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