Coca-Cola has had a presence in Romania since 1991 and has invested over 400 million euros in the country. It is the official sponsor of the Romanian football team and has launched several promotions related to football to inspire Romanian consumers. Some of its initiatives to support football include the "You are wanted for the FIFA World Cup" promotion in 2006 with GPS devices hidden in bottles, and the "Coca-Cola Football Camp" that provided training to members of the Junior National Team. Coca-Cola also produces light products and performance drinks to meet demand for healthier beverage options.
Coca-Cola is the world's largest beverage company and leading drinks brand with a brand value of $66.7 billion. In the UK, Coca-Cola and Diet Coke are the two biggest soft drinks. Coca-Cola maintains its leadership through ongoing innovation of both its brand and products. In 2008, Coca-Cola grew its sales in the UK by 3.6% to £514.5 million, experiencing its best January. The company aims to provide consumers options like Coca-Cola, Diet Coke, and Coca-Cola Zero that meet different needs.
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.
Coca-Cola is a carbonated soft drink sold worldwide that was invented in the late 19th century by John Pemberton and was later bought and marketed successfully by Asa Griggs Candler. According to a 2005 report, Coca-Cola sells beverage products in over 200 countries and serves approximately 1.6 billion drinks per day, with beverages bearing the Coca-Cola or Coke trademarks accounting for 78% of the company's total sales.
The document provides an overview of The Coca-Cola Company. It discusses the history and evolution of Coca-Cola from its invention in the late 19th century to becoming the dominant soft drink by the 20th century. It also outlines the company's portfolio of drinks, vision, mission and competitors. The key competitors identified are Pepsi, Red Bull, Dr Pepper, Nescafe, Tropicana, and Parle. The conclusion recommends strategies around health concerns and expanding Coca-Cola's product line.
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 Case Study (NSAC - Boston University)Mariam Shahab
Coca-Cola Classic is the world's most valuable brand but has experienced declining domestic sales in recent years. Research found that taste is the primary attractor for the target market of 13-24 year olds. This social group values friends and prefers group activities. They perceive Coca-Cola Classic as a conservative brand that does not emphasize what interests them. New strategies are needed to reconnect the brand with this key demographic.
This document outlines the history and development of Coca-Cola, beginning with its founding in 1886. It discusses Coca-Cola's early growth nationally and internationally in the late 19th/early 20th century. It then covers Coca-Cola's wartime operations and postwar expansion through new products, acquisitions, and global markets. Most recently, it discusses Coca-Cola consolidating its bottling operations and maintaining its dominance as the top soft drink company worldwide through the 1980s-1990s, earning most profits from international sales. The document appears to be a chapter outline for a report or case study on Coca-Cola.
The document discusses the evolution and branding strategies of Coca-Cola over the years. It provides details on Coca-Cola's advertising approaches since its founding in 1886, including its use of calendars, signs, and celebrity endorsements. The document also describes changes to Coca-Cola's packaging over time, from its initial fountain drinks to various bottle and can sizes. Coca-Cola's iconic logo is discussed, created in 1886 and tweaked over the decades. The document advocates for Coca-Cola to continue evolving its product and marketing to meet changing consumer needs and preferences.
Coca-Cola is the world's largest beverage company and leading drinks brand with a brand value of $66.7 billion. In the UK, Coca-Cola and Diet Coke are the two biggest soft drinks. Coca-Cola maintains its leadership through ongoing innovation of both its brand and products. In 2008, Coca-Cola grew its sales in the UK by 3.6% to £514.5 million, experiencing its best January. The company aims to provide consumers options like Coca-Cola, Diet Coke, and Coca-Cola Zero that meet different needs.
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.
Coca-Cola is a carbonated soft drink sold worldwide that was invented in the late 19th century by John Pemberton and was later bought and marketed successfully by Asa Griggs Candler. According to a 2005 report, Coca-Cola sells beverage products in over 200 countries and serves approximately 1.6 billion drinks per day, with beverages bearing the Coca-Cola or Coke trademarks accounting for 78% of the company's total sales.
The document provides an overview of The Coca-Cola Company. It discusses the history and evolution of Coca-Cola from its invention in the late 19th century to becoming the dominant soft drink by the 20th century. It also outlines the company's portfolio of drinks, vision, mission and competitors. The key competitors identified are Pepsi, Red Bull, Dr Pepper, Nescafe, Tropicana, and Parle. The conclusion recommends strategies around health concerns and expanding Coca-Cola's product line.
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 Case Study (NSAC - Boston University)Mariam Shahab
Coca-Cola Classic is the world's most valuable brand but has experienced declining domestic sales in recent years. Research found that taste is the primary attractor for the target market of 13-24 year olds. This social group values friends and prefers group activities. They perceive Coca-Cola Classic as a conservative brand that does not emphasize what interests them. New strategies are needed to reconnect the brand with this key demographic.
This document outlines the history and development of Coca-Cola, beginning with its founding in 1886. It discusses Coca-Cola's early growth nationally and internationally in the late 19th/early 20th century. It then covers Coca-Cola's wartime operations and postwar expansion through new products, acquisitions, and global markets. Most recently, it discusses Coca-Cola consolidating its bottling operations and maintaining its dominance as the top soft drink company worldwide through the 1980s-1990s, earning most profits from international sales. The document appears to be a chapter outline for a report or case study on Coca-Cola.
The document discusses the evolution and branding strategies of Coca-Cola over the years. It provides details on Coca-Cola's advertising approaches since its founding in 1886, including its use of calendars, signs, and celebrity endorsements. The document also describes changes to Coca-Cola's packaging over time, from its initial fountain drinks to various bottle and can sizes. Coca-Cola's iconic logo is discussed, created in 1886 and tweaked over the decades. The document advocates for Coca-Cola to continue evolving its product and marketing to meet changing consumer needs and preferences.
Dr. John S. Pemberton created Coca-Cola in 1886. In 1888, Asa Candler bought the rights to Coca-Cola from Pemberton. In 1899, Candler sold the bottling rights to Benjamin Franklin Thomas and Joseph B. Whitehead, establishing the bottler model that was critical to Coca-Cola's growth and remains their most successful business model today.
The document discusses Coca-Cola's marketing strategies in Pakistan. It provides background on Coca-Cola's founding and introduction to Pakistan in 1953. It then discusses Coca-Cola's marketplace and customer needs in Pakistan, including market segmentation based on geographic, demographic, psychographic, and behavioral factors. The document also outlines Coca-Cola's marketing positioning, differentiation strategies, marketing mix including product, price, place, and promotion, and marketing channels and sales promotions used in Pakistan such as advertising, public relations, and cricket/music events.
A project report on distribution channel and demand of amul beverages in hubliBabasab Patil
The document discusses the beverage industry in India, focusing on Amul beverages. It describes the structure of the beverage industry and different categories of beverages including non-alcoholic beverages like milk, juices, soft drinks and hot beverages. It then discusses Amul's role in the Indian dairy sector and ready-to-drink flavored milk market, where Amul holds a wide market share under its Amul brand. The document also notes that other companies are looking to enter milk-based beverage segments in India.
This is a document having a brief introduction of the Coca Cola Company....In fact really short.
Prepared by MAkhdoom Ali Fareed
for COMSATS University Lahore, Pakistan
Management Sciences Department.
This document is a research project report submitted by Prbind Kumar Rajbher to Prof. Dr. Kamala Miss on the marketing strategies of Coca-Cola in India. It provides an overview of Coca-Cola's industry profile, company profile, core brands in India, advertisements, history in India, vision, mission and strategies. It discusses Coca-Cola's marketing mix and presence in India. The report is based on primary research conducted in Delhi to study Coca-Cola's availability and promotional schemes with retail outlets.
Coca-Cola Presentation (Adobe After Effects & Apple Keynote)Eric Spencer
Coca-Cola Presentation created with Adobe After Effects & Apple Keynote.
View Presentation on YouTube with the After Effects video:
http://www.youtube.com/watch?v=YIkveNEiE8s - ENTIRE QUICKTIME PRESENTATION
http://www.youtube.com/watch?v=iahzlaO5shI - AFTER EFFECTS PORTION OF PRESENTATION
This document provides an overview of an organizational study conducted at Brindavan Agro Industries Pvt. Ltd. It discusses the background, need, and objectives of the study. The objectives are to understand the company's organizational structure, departments, and gain insight into corporate responsibilities. The document also provides a detailed industry profile of Coca Cola in India, discussing its history, products, manufacturing process, quality measures, use of technology and utilities.
The document provides information on the product life cycles of Pepsi and Coca-Cola/Coke including:
- Pepsi was created in 1893 and went through introduction, growth, maturity, and potential future decline stages. Coca-Cola was created in 1886 and also progressed through these stages.
- Their marketing strategies evolved at each stage from initial trial generation to gaining market share to differentiation and brand extensions in maturity.
- The document also discusses the raw materials, manufacturing process, and distribution channels for Pepsi in assessing its life cycle. Coca-Cola's stages are similarly outlined.
In 1886, Dr. John Pemberton created Coca-Cola's secret syrup in Atlanta, Georgia. He took some to a local pharmacy where customers rated it highly. In the 1880s, Mr. Candler helped boost syrup sales tenfold and Coca-Cola was registered in the US Patent Office in 1893. By WWII, Coca-Cola was bottled in 44 countries on both sides of the conflict, and Robert Woodruff ensured all troops got Cokes for 5 cents.
Coca-Cola originated in Atlanta, Georgia in 1886. It is now served in more than 200 countries and has over 1.6 billion servings each day. Coca-Cola accompanied allied soldiers in World War II and has been associated with major sporting events like the Olympics and FIFA World Cup through long-standing sponsorships. Some key marketing lessons from Coca-Cola include using nostalgia and creating a comprehensive marketing strategy. Fun facts about Coke include its marketing slogan "To make mouth happy" and the record for the longest Coca-Cola truck at 79 feet.
This document provides examples of line stretching and brand extension strategies for several companies. It describes Coca-Cola's launch of Vanilla Coke in 2002 that saw initial success but then sales declines leading to it being pulled from shelves. It also discusses Vittel's successful launch of fruit-flavored waters for children and Nesquick's cereal launch in 1999 that built on the brand's chocolate taste positioning. Additionally, Bic's failed launch of perfumes in lighter-shaped packaging at tobacco stores is examined.
Coca Cola Life - Market Development Strategy in UAE Prateek Dhariwal
“Bringing Coca Cola Life to Life!” The project aimed to gain knowledge of the factors that drive target consumers’ intention to buy soft drinks in UAE and how Coca Cola Life could fulfill their needs. Since Coca Cola Life is in its introduction phase in the UAE, efficient market-development strategy to increase sales and tap new segments of the market, has been proposed.
Coca-Cola has been the world's top brand through consistent innovation, marketing leadership, and understanding consumer trends. It has enduring brand values of optimism, togetherness, and authenticity. Over its history, Coca-Cola expanded globally through various marketing campaigns and sponsorships. The current global campaign, "The Coke Side of Life", positions Coke as a symbol of happiness. It has been rolled out coherently across countries through initiatives like the "Happiness Factory" advertising campaign and large-scale sponsorships of events like the Olympics to showcase Coke's active participation and investment in consumers' interests.
The Coca Cola Company is a global brand that sells over 1.6 billion servings per day in over 200 countries. Founded in 1886 in Atlanta, Georgia, Coke grew rapidly in the early 20th century and now has a wide range of beverage brands. While Coke has faced some criticism over its labor practices and health impacts, it remains focused on increasing profits through expanding into emerging markets and developing new products. Coke competes primarily with PepsiCo in a global oligopoly and will continue adapting to remain a dominant force in the beverage industry.
This document provides a summary of the history and profile of Coca-Cola in India. It discusses how Coca-Cola was initially introduced in India in the 1950s and was banned in 1977. It was reintroduced in 1993. It outlines the core brands of Coca-Cola in India including Thums Up, Limca, Maaza, and others. It also briefly discusses Coca-Cola's advertising campaigns and slogans over the years in India as well as some facts about the global reach and production of Coca-Cola products.
Coca-Cola was founded in 1886 by Dr. John Pemberton. It first arrived in the UK in 1900 and was regularly sold starting in the 1920s. Today, 1.7 billion servings of Coke are sold every day worldwide. Coca-Cola owns many popular brands like Sprite, Fanta, and Powerade. While it once contained cocaine, that ingredient was removed in 1903. Coke only sold 9 bottles in its first year but now has over 92,000 employees worldwide and $35 billion in annual turnover. A glass of Coke will not dissolve or harm teeth overnight as an urban legend claims.
1. The document provides an overview of the history and operations of Coca-Cola, including its acquisition of other beverage brands, growth in stock price and advertising expenses.
2. It describes the ingredients in Coca-Cola syrup and notes that while it originally contained kola nut extract, the primary taste now comes from vanilla and cinnamon.
3. The document also outlines some problems Coca-Cola has faced such as health concerns from its products, recalls of bottles, and bans in some countries, and provides a SWOT analysis of the company's strengths, weaknesses, opportunities and threats.
The document discusses the history and brand equity of Coca-Cola. It summarizes that Coca-Cola began in 1886 as a distinctive tasting soft drink created by John Pemberton. Through early marketing tactics like coupons and advertising, Coca-Cola established brand awareness and recognition around the world. The brand has achieved strong loyalty through consistent identity, quality perception, positive brand associations, and effective long-term marketing strategies focused on acceptability, affordability and availability. Coca-Cola remains one of the most well-known and beloved brands in history due to its iconic logo and marketing efforts spanning over a century.
The document provides a brand audit report for Coca-Cola from 2012. The report includes:
1) An inventory of Coca-Cola's brand elements, market segmentation strategies, supported marketing programs, points of difference/parity, brand mantra, portfolio, and organizational culture.
2) An exploratory analysis of Coca-Cola's brand attributes, brand knowledge, associations, promise, pricing, promotion strategies, social CRM strategy, and competitor (Pepsi) analysis.
3) A Customer-Based Brand Equity (CBBE) pyramid for Coca-Cola analyzing brand awareness, image, attributes, consumer judgments/feelings, and brand resonance.
The Coca-Cola Company is an American multinational beverage corporation headquartered in Atlanta, Georgia. It owns brands such as Coca-Cola, invented in 1886, and has a global franchised distribution system. In India, Coca-Cola faced a pesticide controversy in 2003 that hurt sales and its public image. To rebuild trust, Coca-Cola reduced drink prices and introduced smaller sizes. It has sponsored many sports events and TV shows worldwide to boost brand awareness. Through taglines like "Thanda Matlab Coca-Cola", Coca-Cola's advertising in India focuses on differentiation and creating an emotional appeal.
Dr. John S. Pemberton created Coca-Cola in 1886. In 1888, Asa Candler bought the rights to Coca-Cola from Pemberton. In 1899, Candler sold the bottling rights to Benjamin Franklin Thomas and Joseph B. Whitehead, establishing the bottler model that was critical to Coca-Cola's growth and remains their most successful business model today.
The document discusses Coca-Cola's marketing strategies in Pakistan. It provides background on Coca-Cola's founding and introduction to Pakistan in 1953. It then discusses Coca-Cola's marketplace and customer needs in Pakistan, including market segmentation based on geographic, demographic, psychographic, and behavioral factors. The document also outlines Coca-Cola's marketing positioning, differentiation strategies, marketing mix including product, price, place, and promotion, and marketing channels and sales promotions used in Pakistan such as advertising, public relations, and cricket/music events.
A project report on distribution channel and demand of amul beverages in hubliBabasab Patil
The document discusses the beverage industry in India, focusing on Amul beverages. It describes the structure of the beverage industry and different categories of beverages including non-alcoholic beverages like milk, juices, soft drinks and hot beverages. It then discusses Amul's role in the Indian dairy sector and ready-to-drink flavored milk market, where Amul holds a wide market share under its Amul brand. The document also notes that other companies are looking to enter milk-based beverage segments in India.
This is a document having a brief introduction of the Coca Cola Company....In fact really short.
Prepared by MAkhdoom Ali Fareed
for COMSATS University Lahore, Pakistan
Management Sciences Department.
This document is a research project report submitted by Prbind Kumar Rajbher to Prof. Dr. Kamala Miss on the marketing strategies of Coca-Cola in India. It provides an overview of Coca-Cola's industry profile, company profile, core brands in India, advertisements, history in India, vision, mission and strategies. It discusses Coca-Cola's marketing mix and presence in India. The report is based on primary research conducted in Delhi to study Coca-Cola's availability and promotional schemes with retail outlets.
Coca-Cola Presentation (Adobe After Effects & Apple Keynote)Eric Spencer
Coca-Cola Presentation created with Adobe After Effects & Apple Keynote.
View Presentation on YouTube with the After Effects video:
http://www.youtube.com/watch?v=YIkveNEiE8s - ENTIRE QUICKTIME PRESENTATION
http://www.youtube.com/watch?v=iahzlaO5shI - AFTER EFFECTS PORTION OF PRESENTATION
This document provides an overview of an organizational study conducted at Brindavan Agro Industries Pvt. Ltd. It discusses the background, need, and objectives of the study. The objectives are to understand the company's organizational structure, departments, and gain insight into corporate responsibilities. The document also provides a detailed industry profile of Coca Cola in India, discussing its history, products, manufacturing process, quality measures, use of technology and utilities.
The document provides information on the product life cycles of Pepsi and Coca-Cola/Coke including:
- Pepsi was created in 1893 and went through introduction, growth, maturity, and potential future decline stages. Coca-Cola was created in 1886 and also progressed through these stages.
- Their marketing strategies evolved at each stage from initial trial generation to gaining market share to differentiation and brand extensions in maturity.
- The document also discusses the raw materials, manufacturing process, and distribution channels for Pepsi in assessing its life cycle. Coca-Cola's stages are similarly outlined.
In 1886, Dr. John Pemberton created Coca-Cola's secret syrup in Atlanta, Georgia. He took some to a local pharmacy where customers rated it highly. In the 1880s, Mr. Candler helped boost syrup sales tenfold and Coca-Cola was registered in the US Patent Office in 1893. By WWII, Coca-Cola was bottled in 44 countries on both sides of the conflict, and Robert Woodruff ensured all troops got Cokes for 5 cents.
Coca-Cola originated in Atlanta, Georgia in 1886. It is now served in more than 200 countries and has over 1.6 billion servings each day. Coca-Cola accompanied allied soldiers in World War II and has been associated with major sporting events like the Olympics and FIFA World Cup through long-standing sponsorships. Some key marketing lessons from Coca-Cola include using nostalgia and creating a comprehensive marketing strategy. Fun facts about Coke include its marketing slogan "To make mouth happy" and the record for the longest Coca-Cola truck at 79 feet.
This document provides examples of line stretching and brand extension strategies for several companies. It describes Coca-Cola's launch of Vanilla Coke in 2002 that saw initial success but then sales declines leading to it being pulled from shelves. It also discusses Vittel's successful launch of fruit-flavored waters for children and Nesquick's cereal launch in 1999 that built on the brand's chocolate taste positioning. Additionally, Bic's failed launch of perfumes in lighter-shaped packaging at tobacco stores is examined.
Coca Cola Life - Market Development Strategy in UAE Prateek Dhariwal
“Bringing Coca Cola Life to Life!” The project aimed to gain knowledge of the factors that drive target consumers’ intention to buy soft drinks in UAE and how Coca Cola Life could fulfill their needs. Since Coca Cola Life is in its introduction phase in the UAE, efficient market-development strategy to increase sales and tap new segments of the market, has been proposed.
Coca-Cola has been the world's top brand through consistent innovation, marketing leadership, and understanding consumer trends. It has enduring brand values of optimism, togetherness, and authenticity. Over its history, Coca-Cola expanded globally through various marketing campaigns and sponsorships. The current global campaign, "The Coke Side of Life", positions Coke as a symbol of happiness. It has been rolled out coherently across countries through initiatives like the "Happiness Factory" advertising campaign and large-scale sponsorships of events like the Olympics to showcase Coke's active participation and investment in consumers' interests.
The Coca Cola Company is a global brand that sells over 1.6 billion servings per day in over 200 countries. Founded in 1886 in Atlanta, Georgia, Coke grew rapidly in the early 20th century and now has a wide range of beverage brands. While Coke has faced some criticism over its labor practices and health impacts, it remains focused on increasing profits through expanding into emerging markets and developing new products. Coke competes primarily with PepsiCo in a global oligopoly and will continue adapting to remain a dominant force in the beverage industry.
This document provides a summary of the history and profile of Coca-Cola in India. It discusses how Coca-Cola was initially introduced in India in the 1950s and was banned in 1977. It was reintroduced in 1993. It outlines the core brands of Coca-Cola in India including Thums Up, Limca, Maaza, and others. It also briefly discusses Coca-Cola's advertising campaigns and slogans over the years in India as well as some facts about the global reach and production of Coca-Cola products.
Coca-Cola was founded in 1886 by Dr. John Pemberton. It first arrived in the UK in 1900 and was regularly sold starting in the 1920s. Today, 1.7 billion servings of Coke are sold every day worldwide. Coca-Cola owns many popular brands like Sprite, Fanta, and Powerade. While it once contained cocaine, that ingredient was removed in 1903. Coke only sold 9 bottles in its first year but now has over 92,000 employees worldwide and $35 billion in annual turnover. A glass of Coke will not dissolve or harm teeth overnight as an urban legend claims.
1. The document provides an overview of the history and operations of Coca-Cola, including its acquisition of other beverage brands, growth in stock price and advertising expenses.
2. It describes the ingredients in Coca-Cola syrup and notes that while it originally contained kola nut extract, the primary taste now comes from vanilla and cinnamon.
3. The document also outlines some problems Coca-Cola has faced such as health concerns from its products, recalls of bottles, and bans in some countries, and provides a SWOT analysis of the company's strengths, weaknesses, opportunities and threats.
The document discusses the history and brand equity of Coca-Cola. It summarizes that Coca-Cola began in 1886 as a distinctive tasting soft drink created by John Pemberton. Through early marketing tactics like coupons and advertising, Coca-Cola established brand awareness and recognition around the world. The brand has achieved strong loyalty through consistent identity, quality perception, positive brand associations, and effective long-term marketing strategies focused on acceptability, affordability and availability. Coca-Cola remains one of the most well-known and beloved brands in history due to its iconic logo and marketing efforts spanning over a century.
The document provides a brand audit report for Coca-Cola from 2012. The report includes:
1) An inventory of Coca-Cola's brand elements, market segmentation strategies, supported marketing programs, points of difference/parity, brand mantra, portfolio, and organizational culture.
2) An exploratory analysis of Coca-Cola's brand attributes, brand knowledge, associations, promise, pricing, promotion strategies, social CRM strategy, and competitor (Pepsi) analysis.
3) A Customer-Based Brand Equity (CBBE) pyramid for Coca-Cola analyzing brand awareness, image, attributes, consumer judgments/feelings, and brand resonance.
The Coca-Cola Company is an American multinational beverage corporation headquartered in Atlanta, Georgia. It owns brands such as Coca-Cola, invented in 1886, and has a global franchised distribution system. In India, Coca-Cola faced a pesticide controversy in 2003 that hurt sales and its public image. To rebuild trust, Coca-Cola reduced drink prices and introduced smaller sizes. It has sponsored many sports events and TV shows worldwide to boost brand awareness. Through taglines like "Thanda Matlab Coca-Cola", Coca-Cola's advertising in India focuses on differentiation and creating an emotional appeal.
The document summarizes a case study about allegations against Coca-Cola in India in 2003. The Centre for Science and Environment issued a report claiming that 12 major drink brands sold in Delhi, including Coca-Cola drinks, contained pesticide residues. The report also alleged that Coca-Cola caused water shortages by extracting groundwater and polluted local water sources with wastewater discharge. Coca-Cola denied the allegations.
Coco Cola jdvkjvkdvjnvnvnvnjvnvkjdkvjfjfjfJaypatel645080
Coca-Cola is a popular carbonated soft drink created in 1886 that is now sold in over 200 countries worldwide. It has a loyal customer base and uses emotional storytelling in its advertising campaigns to connect with consumers. Coca-Cola also aims to reduce its environmental footprint and supports community initiatives through sustainability efforts.
Coca-Cola has strategically positioned itself as a global brand while adapting to local markets. It began as a drink invented in 1886 and sold for 5 cents. Over time, Coca-Cola grew to be the largest beverage company in the world, offering over 500 brands across more than 200 countries. To maintain its leading position, Coca-Cola employs a "think global, act local" strategy, keeping its core product consistent while tailoring offerings and marketing to different regions and cultures. The company has established strong brand recognition through iconic packaging, consistent logo and branding, and large sponsorships of popular events.
Coca-Cola entered India in 1993 and has since grown its operations rapidly through bottling partnerships and a large distribution network. It has invested $2 billion so far and plans to invest another $5 billion by 2020. Coca-Cola contributes significantly to India's GDP through direct employment, procurement from suppliers, and catalysing growth in related industries. However, it also faces threats from health consciousness, regulations in different markets, and competition from PepsiCo.
- Coca-Cola is the largest beverage company in the world, valued at $79 billion in 2013, and owns brands like Coca-Cola, Sprite, and Dasani sold in 128 countries.
- In Vietnam, Coca-Cola has the highest market share of the soft drink industry, which has steadily increased since 2011. Coca-Cola targets consumers aged 15-40 across rural and urban areas and uses campaigns like "Share a Coke" to position itself as the youthful, fun brand compared to competitors Pepsi and Big Cola.
- While Coca-Cola has strong brand recognition and marketing, its websites lack detailed campaign information for customers and it faces threats from changing consumer preferences towards healthier
project of hindustan coca cola beverages pvt. ltd copyjadav vishal
This document is a project report on the sales and distribution management of Coca Cola in India. It provides background on Coca Cola's history starting in 1886, its entry into India in 1993, and current operations in India. The Coca Cola system in India includes Coca Cola India Pvt Ltd, a company owned bottling entity, 13 licensed bottling partners, over 7,000 distributors and 2.2 million retailers across India. It discusses Coca Cola's products, promotional strategies, distribution channels, pricing, recruitment, training, warehousing, and competitors in India such as PepsiCo and Parle Agro.
CONSUMER BEHAVIOR PROJECT ON CADBURY AND NESTLEHappySharma52
This document provides an overview and comparison of Coca-Cola and Pepsi. It discusses that both are popular carbonated soft drinks and were founded in the late 19th century in the United States. While Coca-Cola emphasizes tradition and togetherness, Pepsi focuses on youthfulness and excitement. Both invest heavily in celebrity endorsements and sponsor sporting events. Overall, Coca-Cola and Pepsi compete for market share globally through diverse products and innovative branding strategies.
The Coca-Cola Company has over 3,300 beverage products globally and has been innovating its marketing strategy for over a century. It introduces new products based on customer preferences and promotes brand connection through global campaigns localized for different markets. In Pakistan specifically, Coca-Cola engages in sponsorships like Coke Studio to build relationships while distributing products through direct selling to retailers and indirect partnerships with distributors. The company's mission is to refresh the world with optimism and joy through quality beverages.
The Coca-Cola Company produced and manufactured a carbonated soft drink as a regular beverage namely Coca-Cola or Coke. It was invented by John Stith Pemberton in Atlanta, Georgia in the late 19th century. The beverage was originally marketed as an abstention drink planned to be as a patent medicine.
This document provides an overview of Coca-Cola Company in 3 sentences:
Coca-Cola Company is the world's largest beverage company offering over 400 brands of sparkling and still beverages including its flagship brand Coca-Cola. It operates through a franchising model with bottling partners around the world and has a diverse portfolio, global supply chain, and marketing strategy to maintain its leading market position. The document outlines Coca-Cola's history, brands, production process, departments, markets like India, strategies and SWOT analysis.
This document provides an overview of Coca-Cola, including its history, brands, production process, departments, and operations in India. It discusses that Coca-Cola was invented in 1886 and is now the largest beverage company in the world. It owns several top soft drink brands and has a diverse portfolio of over 400 beverage brands. Coca-Cola uses a franchising model where it sells concentrate to bottlers who produce and distribute the final drinks. The document also describes Coca-Cola's mission, vision, values and the 5 P's of its growth manifesto.
The document is a project report on the marketing strategies of Coca Cola. It discusses Coca Cola's history in India, including withdrawing from the country in 1977 due to government demands and then returning in 1993 to a changed soft drink market dominated by competitors like Parle. To gain market share, Coca Cola decided to take over Parle, gaining access to their network of over 200,000 retailer outlets and 60 bottlers. The marketing strategies Coca Cola employed in the 1990s to win the "Cola war" in India were successful, increasing their market share to 48.3% by 1998.
Coca-Cola is a carbonated soft drink sold worldwide and produced by The Coca-Cola Company. It is the world's most valuable brand known for its classic Coca-Cola syrup that is mixed with carbonated water and sold in bottles and cans. The company uses extensive marketing campaigns including TV, radio, and sports sponsorships to promote its portfolio of 300+ beverage brands globally. Coca-Cola has been operating in Bangladesh for 50+ years through local representatives and now distributes popular products like Coke, Sprite, and Fanta under license from its U.S. parent company.
This document provides a case study on Coca-Cola, including:
- A history of Coca-Cola from its founding in 1886 to the present, covering innovations, expansions, and campaigns over time.
- Details on Coca-Cola's main competitor, PepsiCo, and PepsiCo's marketing approaches.
- An overview of Coca-Cola's "Share a Coke" campaign from 2013 in Australia that personalized Coke bottles and cans with names. The campaign was highly successful and expanded to over 70 countries.
Coca-Cola began in 1886 when Dr. John Pemberton created a distinctive tasting soft drink. It was named "Coca-Cola" and the distinct script logo was designed. Coca-Cola is now the world's largest beverage company with over 500 brands including Diet Coke and Fanta. It uses a multisegment targeting strategy to market to different groups based on behavior, psychology, and demographics. Some key segments are geographic like country and climate, psychographic like social class and education level, and occasion. Daily servings of Coca-Cola products have grown from 9 servings in Atlanta in 1886 to an estimated 1.9 billion globally today.
This document provides an overview of the history and operations of Coca-Cola, including its mission, vision, brands/products, and human resource practices at its plant in Gujranwala, Pakistan. It details Coca-Cola's founding in 1886 and growth into a global corporation serving over 200 countries. The document also describes Coca-Cola's HR functions like recruitment, training, performance management, and compensation & benefits at its Gujranwala plant.
Case study marki Zelmer z Albumu Superbrands Polska 2017Superbrands Polska
Marka Zelmer, obecna na rynku od ponad 70 lat, jest wiodącym producentem drobnego sprzętu AGD w Polsce. Szczególne miejsce w jej ofercie zajmują odkurzacze. Z biegiem lat marka Zelmer stała się synonimem całej kategorii. W rozbudowanym portfolio marki znajdują się m.in.: miksery, maszynki do mielenia, sokowirówki, roboty kuchenne, a także kuchenki mikrofalowe, ekspresy do kawy oraz czajniki elektryczne. Uzupełnienie bogatego asortymentu marki stanowią żelazka oraz sprzęty do pielęgnacji dla kobiet i mężczyzn. Znakami rozpoznawczymi wszystkich produktów sygnowanych logo marki są trwałość i niezawodność.
Case study marki Volkswagen z Albumu Superbrands Polska 2017Superbrands Polska
Marka Volkswagen należy do niemieckiego koncernu motoryzacyjnego Volkswagen AG z siedzibą w Wolfsburgu. Posiada szeroką gamę modeli, oferuje klientom małe miejskie auta, samochody kompaktowe, rodzinne vany, SUV-y, a także samochody o charakterze sportowym, kabriolety oraz awangardowe Gran Turismo. Modele Volkswagena są doceniane przez klientów na całym świecie za niezawodność, jakość, bezpieczeństwo i komfort.
Wirtualna Polska to horyzontalny portal internetowy, lider polskiego rynku. W jego skład wchodzą liczne specjalistyczne portale wertykalne o różnorodnej tematyce, m.in. szeroko rozumianej rozrywki, zdrowia i rodzicielstwa, biznesu, polityki, kultury, sportu czy technologii. Codziennie odwiedza je ponad 6 mln użytkowników. Wirtualna Polska to również kanał naziemnej telewizji WP oraz internetowe rozgłośnie radiowe. WP to partner pierwszego wyboru Polaków, dostarczający angażujących informacji, rozrywki, usług oraz inspiracji w codziennych decyzjach.
Case study marki Siemens z Albumu Superbrands Polska 2017 Superbrands Polska
Siemens od ponad 160 lat umacnia swą pozycję w energetyce, telekomunikacji czy medycynie, jednak najbliżej klienta pozostaje dzięki sprzętom gospodarstwa domowego. Podstawą dobrych notowań marki jest pasja i kreatywność zespołu pracowników. Tak powstają produkty wyróżniające się innowacyjnością, fascynującą technologią oraz ponadczasowym wzornictwem.
Case study marki Porta Drzwi z Albumu Superbrands Polska 2017 Superbrands Polska
„Być jak najbliżej klienta” – to główne motto PORTA KMI POLAND. Firma jest świadomym partnerem wspierającym rozwój swoich klientów biznesowych oraz marką dbającą o potrzeby klientów indywidualnych. Produkowane przez siebie drzwi osadza w szerszym, lifestylowym, a nawet społecznym kontekście.
Case study marki PKP Intercity z Albumu Superbrands Polska 2017Superbrands Polska
PKP Intercity to największy polski operator kolejowy, który łączy centra dużych miast oraz popularne ośrodki turystyczne w kraju, a także umożliwia wygodne podróżowanie po Europie. Każdego dnia przewoźnik uruchamia ponad 300 składów. Najważniejsze wyznaczniki podróżowania z PKP Intercity to atrakcyjne ceny biletów, konkurencyjne czasy przejazdów oraz komfortowy tabor!
Case study marki Pampers z Albumu Superbrands Polska 2017Superbrands Polska
Pampers to marka inspirowana potrzebami dzieci – już od ponad 55 lat dba o szczęśliwy i zdrowy rozwój milionów maluchów na całym świecie. Producentem pieluszek Pampers jest firma Procter & Gamble. W P&G naukowcy współpracują z wiodącymi ekspertami w dziedzinie zdrowia, by mieć pewność, że pieluszki i inne produkty marki spełniają wszystkie wymogi bezpieczeństwa i są zgodne z przepisami obowiązującymi na świecie. Dzięki wieloletnim badaniom marka Pampers stała się głównym innowatorem w opracowywaniu nowych technologii stosowanych dla wygody i ochrony skóry dziecka.
Case study marki Onet z Albumu Superbrands Polska 2017Superbrands Polska
Onet to największy portal informacyjny w Polsce. Od ponad dwudziestu lat dostarcza rzetelnych informacji, pełniąc rolę selekcjonera, kreatora i przewodnika po najistotniejszych informacjach. Odpowiada na potrzeby współczesnego internauty i rozumie je, pomaga mu odnaleźć się w informacyjnym chaosie, tak aby nie umknęło nic ważnego. Dla wielu Onet jest pierwszym, codziennym źródłem informacji, któremu ufają.
Case study marki Natura z Albumu Superbrands Polska 2017Superbrands Polska
Natura, jedna z największych sieci drogeryjnych w Polsce, od 20 lat cieszy się zaufaniem i sympatią klientów oraz partnerów handlowych. Potwierdzeniem tego są wysokie pozycje zajmowane w plebiscytach branżowych i konsumenckich oraz liczne nagrody. Sieć liczy obecnie 283 drogerie stacjonarne w dużych miastach i mniejszych miejscowościach, zatrudnia 1400 pracowników w całej Polsce. Od 2015 roku Natura prowadzi także sprzedaż w drogerii internetowej.
Case study marki National Geographic z Albumu Superbrands Polska 2017Superbrands Polska
Kanał National Geographic zachęca widzów, by dowiedzieli się więcej. Dzięki współpracy z Towarzystwem National Geographic, znanymi na całym świecie badaczami oraz fotografami, kanał codziennie opowiada widzom prawdziwe historie niezwykłych ludzi, wyjątkowych odkryć i wydarzeń na całym świecie. Poza linearną ofertą telewizyjną marka aktywnie wpisuje się w styl życia swoich odbiorców, wykorzystując w komunikacji najnowsze narzędzia. Może pochwalić się imponującą, bo liczącą ponad 170 milionów osób rzeszą fanów na Facebooku, ponad 80 milionami obserwujących na Instagramie i kontem na Twitterze śledzonym przez przeszło 21 milionów osób.
Case study marki Mokate z Albumu Superbrands Polska 2017Superbrands Polska
Mokate to firma rodzinna z tradycjami biznesowymi sięgającymi 1900 roku. Obecnie w prowadzenie zaangażowało się kolejne, czwarte już pokolenie rodziny Mokryszów. Rodzinny charakter firmy podkreśla logo Mokate, w którym znalazło się hasło
„A Family Business”. Oferta firmy obejmuje szeroką gamę kaw, herbat i słodyczy z tak znanymi markami, jak Caffetteria Mokate, Loyd czy Minutka. Grupa Mokate stawia na innowacyjność w technologii, produkcji i poszerzaniu asortymentu.
Case study marki Medicover z Albumu Superbrands Polska 2017Superbrands Polska
Medicover to międzynarodowa firma oferująca prywatną opiekę medyczną dla dzieci, dorosłych i seniorów. To marka z ponad 20-letnim doświadczeniem, obecna jest w całej Polsce, dzięki ponad 140 własnym placówkom i 1,8 tys. parterów medycznych. Dziś z Modelu Opieki Medicover korzysta ponad 650 tys. pacjentów oraz 9,2 tys. firm, przedsiębiorstw i instytucji w całej Polsce.
Case study marki Martini z Albumu Superbrands Polska 2017Superbrands Polska
MARTINI® to jedna z najbardziej znanych marek alkoholowych na świecie, która sama w sobie tworzy kategorię z ponad 150-letnią historią. MARTINI® to niezmienny i oryginalny smak, którego receptura do dziś owiana jest tajemnicą. Marka wspiera
kulturę aperitivo na całym świecie. Zachęca do wspólnej celebracji chwil, w prawdziwie włoskim stylu, stwarzając wyjątkową atmosferę aperitivo, gdziekolwiek się pojawi w myśl zasady #zacznijzmartini. 2016 rok to rok przełomowy dla Martini – Martini wprowadza na rynek nową butelkę w linii wermutów i win musujących, nawiązującą do swych korzeni, włoskiej tradycji aperitivo oraz historii marki w wyścigach Martini Racing. To również rok innowacji – na rynku pojawiają się zupełnie nowe linie premium – Martini Riserva oraz kolekcja Martini Vintage w winach musujących.
Koncepcja wprowadzenia do Polski sieci centrów handlowych zainicjowana została przez koncern METRO Group w latach 90. XX w. Utworzone wówczas M1 było pierwszą taką siecią na polskim rynku. Przez ponad 20 lat działalności M1 ewoluowało, dostosowując swoją ofertę do potrzeb klientów. Wielokrotnie wyznaczało również kierunek działań dla innych podmiotów na rynku. Dziś M1 to marka dynamicznie rozwijających się centrów handlowych, słynących z wielu akcji promocyjnych.
Case study marki LOYD z Albumu Superbrands Polska 2017Superbrands Polska
Marka LOYD to najwyższej jakości herbaty stworzone z myślą o koneserach i wymagających miłośnikach tego wyjątkowego
napoju. Herbaty LOYD wytwarzane są z najlepszych surowców pochodzących z renomowanych plantacji herbacianych.
Ich produkcja objęta jest rygorystyczną kontrolą jakości – od zakupu liści herbacianych do postawienia gotowego produktu
na półce w sklepie. Mokate S.A., właściciel marki LOYD, jest jednym z liderów herbacianego rynku i wciąż umacnia swoją
pozycję, działając zgodnie z hasłem: „Herbata to nasza pasja”.
Case study marki Lidl z Albumu Superbrands Polska 2017Superbrands Polska
Lidl Polska to dynamiczna i odnosząca sukcesy sieć sklepów spożywczych, która liczy już ponad 600 placówek na terenie całego kraju i zatrudnia 15 000 pracowników. Od 15 lat marka zdobywa zaufanie klientów i wyznacza trendy na rynku, proponując wysokiej jakości produkty spożywcze w atrakcyjnych cenach.
Case study marki Levi's z Albumu Superbrands Polska 2017Superbrands Polska
Levi’s® to 150 lat tradycji. Początki marki to 1853 rok, kiedy Levi Strauss przybył do Stanów Zjednoczonych i rozpoczął produkcję ubrań dla robotników i poszukiwaczy złota. Tak narodziły się najsłynniejsze dżinsy świata Levi’s® 501®, które na przestrzeni ostatnich 150 lat przekształciły się w kulturową ikonę. Nazwane przez Time Magazine „Fashion Item XX wieku”, stały się częścią świata mody, jego kulturowego dziedzictwa i bazą niemal każdej szafy na świecie.
Case study marki LEGO z Albumu Superbrands Polska 2017Superbrands Polska
Grupa LEGO, której symbolem jest legendarny klocek LEGO®, już od ponad 80 lat angażuje się w rozwój dziecięcej kreatywności przez naukę i zabawę, udowadniając, że wyobraźnia nie zna granic. Marka LEGO to jednak dużo więcej niż znane logo, to gwarancja jakości i oryginalności, którą oddaje dewiza założyciela firmy, Ole Kirka Christiansena: „Tylko najlepsze jest wystarczająco dobre”.
Case study marki Krakus z Albumu Superbrands Polska 2017Superbrands Polska
Marka Krakus gości na naszych stołach już ponad 60 lat. Niewiele polskich marek może poszczycić się tak długą i bogatą historią. Krakus zadebiutował w 1951 roku w Stanach Zjednoczonych, wprowadzając na rynek szynkę konserwową „Polish ham”, która przez wiele lat była synonimem luksusowego produktu eksportowego znanego na innych rynkach. Krakus to produkty wysokiej jakości, doskonałe połączenie tradycyjnych smaków i receptur z nowoczesnymi formami podania.
Case study marki Kinga Pienińska z Albumu Superbrands Polska 2017Superbrands Polska
Kinga Pienińska to naturalna woda mineralna klasy premium z ponad 100-letnią tradycją. Pochodzi z podziemnych źródeł
Pienin, jednych z najczystszych gór Europy, o budowie geologicznej działającej jak naturalny filtr. Pochodzenie i wyróżniający się dobry smak wody doceniają nie tylko konsumenci. Kolejno otrzymywane nagrody potwierdzają pozycję marki na mocno konkurencyjnym rynku.
Case study marki Kinga Pienińska z Albumu Superbrands Polska 2017
Coca cola rumunia
1. To address the demand for drinks that suit an fulfilled, but still they have to face every day the association between Coca-Cola and football
active, health-conscious way of living,The Coca- “obstacles” against their enthusiasm, derived is already a tradition.
Cola portfolio also includes light products (i.e mostly from the overall mentality of the society. In Romania, Coca-Cola is the official sponsor
Coca-Cola light - sugar free, launched in 1995, Starting with the publicity campaign launched of the Romanian Football team, continuing the
Cappy Tempo Light, launched in 2005) and in May 2006, Coca-Cola wishes to inspire the fruitful cooperation with the Romanian Football
performance drinks such as Nestea Green Tea Romanian consumer to find an own personal Federation (FRF) initiated in 2000.
Citrus, Cappy Premium with its flavors: Orange way to happiness, by finding always something to Continuing its investment in innovative
100%, Exotic multivitamin and Blackcurrant. believe in, as a road to achieving a dream, a way mechanics, Coca-Cola launched in 2006 the “You
In its fifteen years of presence in Romania,The to achieve fulfillment and happiness.With this are wanted for the FIFA World Cup” promotion,
Coca-Cola System has invested over 400 million message, Coca-Cola wishes to fuel the with a big prize that winning mechanics never
euros in this country. Coca-Cola has created real enthusiasm and optimism that can make used before in Romania - a GPS device hidden
development opportunities for the Romanian everything possible.The locally developed idea in five bottles of Coca-Cola 0.5L PET, which,
Market drink had started to be bottled, which made it testing, the company unveiled a new taste for economy and achieved real success in the soft was successfully translated into a TV ad when activated by the consumers, were used to
The Coca-Cola Company (TCCC) is easier to be transported and stored by the Coca-Cola in the US and Canada. Consumer drinks market. Over 70% of the raw materials produced in Romania and aired nationally in track and reward the winners in the shortest
the world's largest beverage customers. reaction was an unprecedented outpouring of needed for the production process (glass, sugar, May-June 2006. time possible.
company and the well-known The famous “flourish” signature of Coca-Cola loyalty for original formula.The company took labels, refrigerators and others), as well as In spring of 2006, a new global image In the desire to support the Romanian
leading producer of soft drinks.The was registered as trademark in 1893.The design heed, and just three months later the original services (media, public relations agencies and campaign was launched at global level.The “Coke football fans to “believe in their passion for
brand is considered by most of the of the famous Coca-Cola glass “Contour” bottle formula was back on the shelves as Coca-Cola others) are acquired from Romanian suppliers. side of life” concept is built around the optimistic football”, Coca-Cola launched in June 2006 the
Romanians as their favorite brand, was created in 1916, to protect the brand from Classic in those countries. view of life, willing to inspire “Coca-Cola Football Camp” - showing that
about 70% of the Romanian soft an army of imitators, determined to cash on its The Coca-Cola brand history in Romania Recent Developments consumers to always look on the Coca-Cola and Cristian Chivu (famous
drinks consumers drinking Coca- success.The company wanted to communicate begins in 1991. Ion Stamanichi, General Director On July 9th 2005, Coca-Cola positives in life, always look to the full Romanian football player) believe in Romanian
Cola (Source: MEMRB). to consumers that there was only one authentic of Ci-Co Company in Bucharest, wrote in July Romania officially announced the half of the glass. talents - ten members of the Junior National
Coca-Cola sells almost half of the Coca-Cola. Designers were given the brief to 1990 a letter to the Coca-Cola president in This campaign has been aired in Team took part at the Coca-Cola Football
launch of the new returnable glass
entire quantity of soft drinks create a bottle that people would recognize as a Atlanta, proposing the association of the two Romania starting July 2006, naturally Camp program, organized during the FIFA World
bottle (RGB) float, involving a total
consumed in the world.The Coca-Cola one, even in the dark.The bottle companies.The answer from Atlanta arrived continuing the inspirational message of Cup in Germany.
investment of over six million euros.
Company has earned its power, should have been shaped in such a manner that, without delay and the association agreement the “Find something to believe in” Dedicated programs were run in Romania for
The new unique, innovator and
reputation and unique values by even if it broke, one should be able to tell what between the two parties was signed in campaign, in a relevant, honest and Coca-Cola light as well. In the spring of 2002,
economic RGB packages are available
always offering a refreshing and it was. December 1990. Due to this letter, Coca-Cola direct tone of voice that encourages
for all company brands. Among these, Coca-Cola light launched its first TV commercial
desired product and by maintaining In 1919, the Candler family sold the Coca- entered the Romanian market in 1991, and Ion Romanian consumers to live with “thirst
Coca-Cola and Coca-Cola light made in Romania, with an international cast. In
its openness towards consumers, as Cola Company to Atlanta banker Ernest Stamanichi is known since then as “the man who for life”.
changed to the new bottles, lighter and 2003,“Coca-Cola light challenges you to glitter”
its products accompanied the Woodruff and a group of businessmen. In 1923, brought Coca-Cola to Romania”.
easier to handle, weighting less than was the first promotion conceived and
happiest moments for the hundreds Ernest's son, Robert Woodruff, elected president Coca-Cola Romania is a branch of The Coca-
of the company, decreed “Coca-Cola should Cola Company, which owns the trademarks and the old bottles with approximately Promotion implemented exclusively for this brand in
of millions of people it refreshes. Over the years, Coca-Cola has
always be within an arm's reach of desire”, produces the concentrates, and Coca-Cola 50% and using less space. Romania, also launching the “Silver PET”. In the
The new bottles communication consistently developed its association fall of 2004, Coca-Cola initiated the first contest
Achievements setting down a principle that remains central to Hellenic Bottling Company (Coca-Cola HBC) is
the company's distribution strategy up to today. the bottling company that also manages the campaign was unique and innovative: with two territories relevant for the “Coca-Cola light man” contest in Romania.The
The Coca-Cola Company started to each proprietary package of company brands target audience: music and football. main trigger of this complex program was the
develop its global network during the second The distribution of Coca-Cola has been built distribution and sales system. Coca-Cola is
on the backbone of its bottling operations. A produced in Romania under the authority of The was an inspiration source for a group of young The association between Coca-Cola and selection of the masculine character to represent
decade of the last century, under the leadership artists. Each bottle was integrated in an object of music started in 2002, with the launch of Coca-Cola light in 2005 - a person that reflects
of the Company's legendary president - Robert shopkeeper invented the first bottling device in Coca-Cola Company in strategically distributed
1894, allowing him to trade crates of Coca-Cola factories located in large cities in almost all art created in the pop art style. All works of art, “Coca-Cola foria”.The launch event brought the the trendy and stylish image of the brand, in
Woodruff.Today, through the world's largest latest live music in Romania for hundreds of
distribution system, consumers in the world up and down the Mississippi river.The first major historical regions: Bucharest, Ploieºti, Iaºi, conceived so as to mirror each brand's appearance and through attitude and personality.
bottling plant was inaugurated soon after, and Timiºoara, Oradea and Vatra Dornei area. personality, were included in the communication thousands of teens, through a concert of an Another “first” for Coca-Cola light involved the
drink Coca-Cola at a rate of more than one campaign. exceptional artist: Enrique Iglesias.
from 1926, the bottling operations spread consumer promotion run in the autumn of 2005,
billion servings a day, in more than 200 countries. In May 2006, the first locally developed Coca- Coca-Cola Soundwave continued in summer
abroad. By the outbreak of World War II, the Product when the first 3D generated TV commercial
Its marketing is legendary, investing in one of Cola publicity campaign was aired:“Find 2005, the “Coca-Cola foria” program being the
drink was bottled in more that 44 countries. The Coca-Cola Company offers Romanian developed for a Romanian brand was produced
the first global advertising campaigns with the most extensive youth program ever carried out
In 1982, the company introduced Diet Coke consumers a broad range of drinks - carbonated something to believe in”. Following dedicated and aired.
1979 ad “I'd like to buy the world a Coke”. by Coca-Cola in Romania.Through Soundwave,
(sugar free), as the first line extension of the soft drinks (Coca-Cola, Fanta, Sprite, Schweppes), research on Romanian consumers, specific
Sponsorship of major global sporting events Coca-Cola celebrated the music experience, the
Coca-Cola trademark, which became an instant non-carbonated soft drinks (Cappy nectar, Cappy consumer insights were revealed: the Romanian Brand Values
such as the Olympic Games and the FIFA World thrill and passion that music generates.
success: by 1984, it was the third most successful tempo, Cappy Premium - 100% juice), bottled teen is a pragmatic person, who acknowledges Coca-Cola's key brand values are optimism, a
Cup, as well as relevant association with the Sharing common values with football (passion,
brand in the US. water (Dorna, Izvorul Alb, Poiana Negri), ice tea from an early age that the road to happiness is continually youthful and inspiring spirit,
music experience, ensures that the brand shares strength, togetherness, celebration, intense living),
In the meantime, Coca-Cola suffered a (Nestea) and energy drinks (Burn), to meet the paved with efforts.They wish to be happy, authenticity and sociability. As a product, Coca-
its values with marketing platforms that reflect
common features (i.e. sharing, passion, joy for setback. In April 1985, after extensive taste diversified consumer needs. Cola is the beverage that delivers uplifting
life). refreshment.
Coca-Cola light reflects modernity and
sophistication, while offering a refreshing, no
History
sugar, real cola taste.
The most popular soft drink on Earth was born
in the US, in the city of Atlanta, state of Georgia, www.coca-cola.ro
th
on May 8 1886. Dr. John Styth Pemberton, a
local pharmacist, manufactured in a brass pot,
over a fire, in his backyard, a perfumed syrup that THINGS YOU DIDN'T KNOW ABOUT
he brought to “Jacob's” pharmacy where he
worked. He mixed the syrup with water and
then he offered it to the clients.The outcome
Coca-Cola
was seen as “excellent” and, as a result, the
composition was placed on sale for five cents a Coca-Cola is the second most widely
understood word, after “ok” in the world
glass.Then, the new syrup was added soda and
sold as a soda fountain drink, thus forming a Coca-Cola has the highest brand awareness
“Delicious and Refreshing” beverage, a theme level and ranks first in terms of top-of-mind
that continues to echo today wherever Coca- awareness in Romania (source: Synovate study,
Cola is enjoyed. 2006)
The popularity of the new soft drink started
to grow with its reputation when Asa Candler, Santa Claus, as we know him with the red suit,
long beard and jolly face, was first illustrated as
bought the recipe and all the trading rights from such for a Coca-Cola ad in the 1930s.The
the inventor of the famous beverage. Up to famous image was drawn by the Swedish artist
1899, Coca-Cola had conquered practically the Hudon Sundblom and appeared on Christmas
entire America, especially after the delicious Coca-Cola every year
52 53