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  1. 2. Coca-Cola The global drink
  2. 3. 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.
  3. 4. 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.
  4. 5. A recent Coca-Cola annual report reported that the second most recognized expression in the world after “ok?” is “Coca-Cola.”
  5. 8. Coca-Cola Statistics <ul><li>Coca cola owns more than ½ of the world’s beverages. </li></ul><ul><li>Coke is affordable in all the countries we surveyed. It was not out of the price range for an afternoon snack. </li></ul><ul><li>Coke comes in a variety of sizes worldwide so you can use it for a crowd or as a personal snack drink </li></ul>
  6. 9. Advertising <ul><li>Coke was first advertised as a remedy for headaches and exhaustion </li></ul><ul><li>Coke has been advertising on television for 50 years. </li></ul><ul><li>Songs used in coca cola commercials have become popular. </li></ul><ul><li>They use catchy mottos such as: </li></ul><ul><li>“ Adds a refreshing relish to every form of exercise” </li></ul>
  7. 10. Charitable Giving <ul><li>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. </li></ul>
  8. 11. The Other Side of Coke <ul><li>There are 27 different varieties of coke made by Coca-Cola </li></ul><ul><li>First bottle of Coke was sold 120 years ago on May 8, 1886 in Atlanta, Georgia. </li></ul><ul><li>Some of the other brands under the Coca-Cola Company are: </li></ul><ul><ul><li>Sprite </li></ul></ul><ul><ul><li>Barq’s Root beer </li></ul></ul><ul><ul><li>Dasani </li></ul></ul><ul><ul><li>Dr. Pepper </li></ul></ul><ul><ul><li>Fresca </li></ul></ul><ul><ul><li>Hi-C </li></ul></ul><ul><ul><li>Minute Maid </li></ul></ul>
  9. 12. Marketing Worldwide <ul><li>In 1998 Coke international created its first ad for the celebration of the Muslim holiday of Ramadan. It was run in 20 countries worldwide. </li></ul><ul><li>Coke is a Kosher drink, so it is sold internationally. </li></ul>This coke can is written in Hebrew
  10. 13. Coca-Cola Recognition <ul><li>Coca-Cola is recognized by 94% of the world’s population </li></ul><ul><li>Approximately 10,450 Coca-Cola brand drinks are consumed around the world each second of every day </li></ul>
  11. 14. International Coca-Cola <ul><li>In Hong-Kong, heated Coke is served as a cold remedy </li></ul><ul><li>Coke advertises 200 in countries around the world. </li></ul><ul><li>In Japan people use money chips on their cell phones to pay for drinks. </li></ul>
  12. 15. Coca-Cola in Our Schools <ul><li>Students in our surveys indicated their ads were similar to those in the United States. This was particularly true in Europe. </li></ul><ul><li>Coke vending machines appear in many schools around the world. </li></ul>
  13. 16. In the Olden Days <ul><li>Coca-Cola sold only 25 bottles in the first year </li></ul><ul><li>Nowadays, they sell over one billion bottles per day </li></ul><ul><li>A single share in Coke that was bought in 1919 would be worth $92,500 in 1997 </li></ul><ul><li>1919 is when the Coca-Cola went public </li></ul>
  14. 17. Funky Facts <ul><li>You can put a penny in Coke and it will dissolve </li></ul><ul><li>The sales of Coke in the first year was $50, and the expenses were $70 </li></ul>
  15. 18. Coke in Space <ul><li>In July 1985, Coke was the first soft drink to be enjoyed in outer space on the space shuttle Challenger </li></ul><ul><li>A special space can was developed </li></ul>
  16. 19. Did You Know? <ul><li>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! </li></ul><ul><li>Coca-Cola contained cocaine until 1913 </li></ul><ul><ul><li>They had to remove it from the ingredients because people were becoming addicted to the drink </li></ul></ul>
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