Coca-Cola has established itself as a global brand through innovative marketing strategies and partnerships during World War 2. Some key points:
1. Coca-Cola exited India in 1977 but re-entered and tried to kill off the top-selling local brand Thums Up, though it refused to die and still outsells Coke and Pepsi in India.
2. During WW2, Coca-Cola promoted the slogan "The pause that refreshes" and encouraged factory workers to boost morale and efficiency with Coke breaks.
3. Coca-Cola established bottling plants overseas during the war that continued operating afterwards, helping the brand reach a global consumer base that would not have been possible otherwise.
Coca-Cola - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of Coca-Cola containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
Coca-Cola - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of Coca-Cola containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
Contents:
Company overview,
Mission, Vision & values,
Swot analysis of coca cola,
Business strategy,
Logistics,
Market share of coca cola,
Coca Cola entry into India,
Problems in India,
Changes required in strategy,
Recommendations.
Contents:
Company overview,
Mission, Vision & values,
Swot analysis of coca cola,
Business strategy,
Logistics,
Market share of coca cola,
Coca Cola entry into India,
Problems in India,
Changes required in strategy,
Recommendations.
CASE STUDY ON COCA – COLA’S LOSING CHARM AND GLORY IN INTERNATIONAL MARKETSVARUN KESAVAN
Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda fountains. He created a flavoured syrup, took it to his neighbourhood pharmacy, where it was mixed with carbonated water and deemed “excellent” by those who sampled it. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the beverage “Coca-Cola” as well as designing the trademarked, distinct script, still used today.
Prior to his death in 1888, just two years after creating what was to become the world’s #1-selling sparkling beverage, Dr. Pemberton sold portions of his business to various parties, with the majority of the interest sold to Atlanta businessman, As a G. Candler. Under Mr. Candler’s leadership, distribution of Coca-Cola expanded to soda fountains beyond Atlanta. In 1894, impressed by the growing demand for Coca-Cola and the desire to make the beverage portable, Joseph Biedenharn installed bottling machinery in the rear of his Mississippi soda fountain, becoming the first to put Coca-Cola in bottles. Large scale bottling was made possible just five years later, when in 1899, three enterprising businessmen in Chattanooga, Tennessee secured exclusive rights to bottle and sell Coca-Cola. The three entrepreneurs purchased the bottling rights from As a Candler for just $1. Benjamin Thomas, Joseph Whitehead and John Lupton developed what became the Coca-Cola worldwide bottling system.
NOT FOR SALEThe Coca-Cola Company Struggles with Eth.docxhenrymartin15260
NOT FO
R SALE
The Coca-Cola
Company Struggles
with Ethical Crises
Coca-Cola has the most valuable brand name in the world and, as one of themost visible companies worldwide, has a tremendous opportunity to excel inall dimensions of business performance. However, over the last ten years, the
firm has struggled to reach its financial objectives and has been associated with a num-
ber of ethical crises. Warren Buffet served as a member of the board of directors and
was a strong supporter and investor in Coca-Cola but resigned from the board in
2006 after several years of frustration with Coca-Cola’s failure to overcome many
challenges.
Many issues were facing Doug Ivester when he took over the reins at Coca-
Cola in 1997. Ivester was heralded for his ability to handle the financial flows and
details of the soft-drink giant. Former-CEO Roberto Goizueta had carefully
groomed Ivester for the top position that he assumed in October 1997 after
Goizueta’s untimely death. However, Ivester seemed to lack leadership in handling
a series of ethical crises, causing some to doubt “Big Red’s” reputation and its
prospects for the future. For a company with a rich history of marketing prowess
and financial performance, Ivester’s departure in 1999 represented a high-profile
glitch on a relatively clean record in one hundred years of business. In 2000 Doug
Daft, the company’s former president and chief operating officer, replaced Ivester
as the new CEO. Daft’s tenure was rocky, and the company continued to have a se-
ries of negative events in the early 2000s. For example, the company was allegedly
involved in racial discrimination, misrepresenting market tests, manipulating earn-
ings, and disrupting long-term contractual arrangements with distributors. By 2004
Daft was out and Neville Isdell had become president and worked to improve Coca-
Cola’s reputation.
C
A
S
E
2
We appreciate the work of Kevin Sample, who helped draft the previous edition of this case and Melanie
Drever, who assisted in this edition. This case was prepared for classroom discussion rather than to
illustrate either effective or ineffective handling of an administrative, ethical, or legal decision by
management. All sources used for this case were obtained through publicly available material and the
Coca-Cola website.
42810_02_cs02_p308-317.qxd 3/6/09 12:57 PM Page 308
NOT FO
R SALE
HISTORY OF THE COCA-COLA COMPANY
The Coca-Cola Company is the world’s largest beverage company, and markets four of
the world’s top five leading soft drinks: Coke, Diet Coke, Fanta, and Sprite. It also sells
other brands including Powerade, Minute Maid, and Dansani bottled water. The com-
pany operates the largest distribution system in the world, which enables it to serve cus-
tomers and businesses in more than two hundred countries. Coca-Cola estimates that
more than 1 billion servings of its products are consumed every day. For much of its
early history, Coca-Cola focused on cultivating ma.
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
Normal Labour/ Stages of Labour/ Mechanism of LabourWasim Ak
Normal labor is also termed spontaneous labor, defined as the natural physiological process through which the fetus, placenta, and membranes are expelled from the uterus through the birth canal at term (37 to 42 weeks
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
BÀI TẬP BỔ TRỢ TIẾNG ANH GLOBAL SUCCESS LỚP 3 - CẢ NĂM (CÓ FILE NGHE VÀ ĐÁP Á...
Coca cola marketing strategy
1. Coca-Cola Story – Marketing Strategy
Coca-Colaiseverywhere.
In 1977, Coca-Colahad exitedIndia(apparentlybecauseitrefusedtoshare it’ssecretsyruprecipe with
the government) andahuge cola voidwaswaitingtobe filled.Thums Upwaslaunchedbythe Chauhan
brothersRameshandPrakashat thiscritical juncture.
It introducedaboldnewflavourthathad a slightlyorangybase andmore fizzthanthe competitors.
Withthe helpof some innovative advertising,iteasilystavedoff the local competitionandhada
humongousmarketshare of 36% (of all colas) in1993, the yearCoca-Colare-enteredIndia(Pepsi atthat
time commanded26%).
Coca-Colamade a veryattractive bidforThums Up (Rs.186 crore or $62 millionbackthen) andbought
the brand fromthe Chauhans.Here’swhere the twistcomes.Insteadof treatingit’snumberone brand
like aprizedstallion,Coca-Coladesperatelytriedavarietyof tacticstokill ThumsUp to pave its ownway
back intothe Indianmarket.
However,the brandhadmade such a place for itself amongthe mindsof Indiansthatitsimplyrefused
to die.Infact, itstill hasa healthyshare of 15% inthe crowdedaerateddrinksmarket(42% incolas) and
outsellsbothmultinational giants.CocacoladiscoveredthatstiflingThumsUpwas onlygivingaboostto
Pepsi’ssales.Bettersense prevailedlaterandThumsUp was revivedagain.
Had Coca-Coladone the rightthingat the time bynurturingthe ThumsUp brand, itcouldwell have
drivenoutPepsi fromthe Indiansoft-drinksmarket.Asof today,Pepsi haslaunched‘PepsiAtom’;witha
2. spoof advertisingstrategytopiggybackonThumsUp.The packaginglookssuspiciouslysimilartothe
homegrownbrand.
The Coca-ColaCompanyalsotookadvantage of their well-establishedslogan“The pause thatrefreshes”
by applyingitto Home Frontworkers,oftenRosie the Riveter-style womenwhomthey encouragedto
take a breakfrombuildingplanesandships.
The idea behindthe ads,whichwassupportedbyascientificresearchproject completedin1941 by
Coca-Colaexecutives,wasthatHome Front workers andsoldiersalike wouldworkmore efficientlyif
givena momentto pause and refreshthemselveswithaCoke.
How Coco-Cola became THIS big as it is today ?
While the Coca-ColaCompanywasbusy boostingthe morale of Americanfightingforces,theywere
simultaneouslylayingthe groundworkforbecominganinternational symbol of refreshmentand
solidarity.Manyof the bottlingplants establishedoverseasduringthe warcontinuedtooperate asnon-
military factoriesafterthe war’send.Furthermore,GIsliberatingtowns throughoutEurope orworking
side-by-side withlocalsinthe Philippines feltpride insharingtheirfavoritedrinkwith theirnew-found
friends.
Theytherebycreatedanenormousconsumerbase throughoutthe worldthatwouldnothave been
possible without Eisenhowerandthe Coca-ColaCompany’scooperationinworkingtowards bettering
the morale of the Americanfightingman.
Here are another couple of very amazingfacts:
Indiaisthe onlycountry where Coca-Colasellsacolabrand that isnot a variantof itsownumbrella
brand Coke.
Nowhere inthe worldisbrandCoke the No.3 cola exceptinIndia.
The iconicAmericanbrandisrecognizedinstantlyaroundthe globe andsoldinmore than200
countries.Additionallythere are thousandsof subsidiarybeveragesthatyoumighthave noideaare
ownedbyCoke.
3. Despite three CEOchangessince 2000, Coke has kepta firmleadinthe U.S. carbonateddrinks market,
with42.8% marketshare to Pepsi’s31.1%.
Altogether1.7billionservingsof Coke productsare consumedeveryday.
1. 3.1% of all beverages consumed around the world are Coca-Cola products
Of the 55 billionservingsof all kindsof beveragesdrunkeachday(otherthanwater),1.7 billionare
Coca-Colatrademarked/licenseddrinks.
Source:Coca-Cola2011 SEC Filings,Coca-Cola
2. Coke makes so many different beverages that if you drank one per day, it would take you
over 9 years to try them all
Coca-Colahas a productportfolioof more than3,500 beverages(and500 brands),spanningfromsodas
to energydrinkstosoy-baseddrinks.
Source:Coca-Cola
3. Coca-Cola’s $35.1 billion in revenue makes it the 84th largest economy in the world, just
ahead of Costa Rica
Sources:Coca-Cola’s2010 SEC Filings,CIA WorldFactbook
4. The Coca-Cola brand is worth an estimated $74 billion: more thanBudweiser, Pepsi,
Starbucks and Red Bull combined
The Coca-Colabrand isworth$74 billion,whileBudweiser,Pepsi,Starbucks,andRedBull combinedare
worthabout $50 billion,accordingtothe BrandZTop 100.
5. Although Coca-Cola revenue was 38% less than PepsiCo’s last year, Coke generated more in
soft drink revenue — around $28 billion vs. $12 billion
4. Remember,Pepsi ownsnon-drinkbrandslike Frito-LaysandQuakerOats.
Source:Bloomberg
6. If every drop of Coke ever produced were put in 8-ounce bottles and laid end-to-end, they
would reach the moon and back over 2,000 times
Source:Coca-Cola
7. If you stacked up Coke’s 2.8 million vending machines, they would take up 150.2 million
cubic feet of space — the size of 4 Empire State Buildings
Sources:Financial Times,NovaRecycling
8. The red and white Coca-Cola logo is recognized by 94% of the world’s population
Coca-Colahasalso reportedthatit’sname isthe second-mostunderstoodterminthe world,behind
“okay.”
9. Coca-Cola sells more than 1000 kinds of juice drinks, including: Simply, Minute Maid,
Fruitopia, Hi-C, Fuze and Odwalla
10. There are 33 non-alcoholic brands that generate over $1 billion in revenue.Coca-Cola
owns a whopping 15 of them
11. Around the world, the average person consumes a Coke product every four days
12. Coca-Cola spends more money on advertising than Microsoft and Apple combined
Coca-Colaadvertisingbudget(2010):$2.9 billion
Microsoftadvertisingbudget(2010):$1.6 billion
Apple advertisingbudget(2010):$691 million
5. 13. Americans ingest 1.7 million tons — or 10.8 pounds per person — of sugar each year from
Coca-Cola alone
Americansdrinkanaverage of 399 servingsof Coke productsperyear. 50% of these are Coke brands,
and 63% of those are Coca-ColaClassic.Thatcomesout to 125.7 ClassicCoke servingsperperson.
With 39 grams of sugar perserving,thatmeansthe average Americanconsumes4.9kilogramsperyear
— or 10.8 pounds.
Multiplythatby 307 millionAmericansand yougetaround1.7 milliontonsof sugar
14. The average Mexican drinks more Coke products than the average American, British,
Indian, and Chinese combined
VendorsellingCoca-Colainthe StadiaAztecainMexicoCity
On average,Mexicansdrink665 servingsof Coke productseachyear.
Americansdrink399, British202, Chinese 32,and Indian9 — whichcomesout to 642 servings.
Source:Coca-Cola’s2009 per capitaconsumptionstudy
15. Coke uses 300,000 tons of aluminium for its cans every year just for its US operations.
That’s equal to 17.4% of what the entire US aluminum industry produces