This document provides an overview of Coca-Cola including its history, products, success, and one failure. Coca-Cola was invented in 1886 and has since expanded globally. It has had much success due to strong branding and marketing that builds loyalty. However, one failure was the introduction of New Coke in 1985 which received backlash and was replaced by Coke Classic after just 79 days.

1. Table of Content
• Introduction
• CocaCola ‘s products
• Success and Failure
Group members
• Pham Thuy An
• Le Hoang Kim Duyen
• Vo Thi Le Huyen

2. Introduction

3. Who is this ?

4. History
On May 8th, 1886, Coca Cola was invented by Doctor John Pemberton a
pharmacist.
In 1893 The logo was registered as trademark .
In 1887 Asa Candler bought the formula for Coca Cola from inventor John
Pemberton for $2,300.
On March 12, 1894 Coca-Cola was first sold in bottles in Atlanta.
In 1960 Coca-Cola bottle shape was reserved.

5. History
Coca-Cola operates in six areas:
• China
• India
• Japan
• Philippine
• South Pacific & Korea ( Australia, Indonesia,
Korea & New Zealand)
• western & South East Asia
In 1960 first times Coca-Cola get introduced in Viet
Nam.

6. CocaCola‘s products

7. Coca-Cola Classic
The original version of Coca-Cola.
•Type……………………Soft drink
•Manufacturer………….The Coca-Cola Company
•Country of origin……...USA
•Introduced……………..1886
•Color……………………Caramel E-150d
•Flavor…………………..Cola, Cola Cherry, Cola Vanilla,
Cola Green Tea, Cola Lemon,
Cola Lemon Lime, Cola Lime,
Cola Orange and Cola Raspberry.
•Website……………….www.coca-cola.com

8. Fanta
Competitors to Fanta:
Tango, Mirinda, Slice, Sumol, Crush, Tropicana Twister.
• Type Soft drink
• Manufacturer The Coca-Cola Company
• Country of origin Germany
• Introduced 1940

9. Sprite
Competitor to Sprite: 7up
• Type Soft drink
• Manufacturer The Coca-Cola Company
• Country of origin United States
• Introduced 1961
• Flavor Citrus
Lemon
Grapefruit
Lemon-Lime
• Website http://www.sprite.com

10. New Coke
• New Coke originally had no separate name of its own, It was simply known as "the new taste
of Coca-Cola”. Until 1992, it was renamed Coca-Cola II.
• Type Cola
• Manufacturer The Coca-Cola Company
• Country of origin United States
• Introduced April 23, 1985
• Color Caramel
• Variants Coke II
Discontinued in 2002 but still available in Yap and American Samoa.

11. Coca Cola Zero
• Coca-Cola Zero® has been one of the most successful product in history.
• September 2010, Coca-Cola Zero is available in more than 130 countries.
• Type Diet Cola
• Manufacturer The Coca-Cola Company
• Country of origin United States
• Introduced 2005
• Color Caramel E-150d
• Flavor Cola
• Variants Coca-Cola Cherry Zero
Coca-Cola Vanilla Zero
Caffeine Free Coca-Cola Zero
Coca-Cola Lime Zero
• Website http://www.cocacolazero.com

12. Diet Coke
• Diet Coke (also known as Coke Light) is a sugar-free soft drink.
• Type Diet Cola
• Manufacturer The Coca-Cola Company
• Country of origin United States
• Introduced 1982
• Variants Diet Coke Caffeine-Free,
Diet Coke with Lemon,
Diet Coke with Lime,
Diet Raspberry Coke,
Diet Black Cherry Vanilla Coke,
Diet Coke Plus.

14. • Introduced in the U.S 25 years ago, Coca-Cola Light has created a
new trend of drinks without sugar, and today it is known in over
200 countries worldwide.
• Since 1986, Coca-Cola Light is sugar drinks are sold most
in the world.
•Coca-Cola Light and Diet Coke is sold in 173 countries
worldwide and accounts for 40% of the sales.

16. ‘ Tribute to Fashion’ show at Milan Fashion Week.
• “Tribute to Fashion” : charity project to raise money
following the devastating earthquake in Abruzzo in 2008.

19. • Industry Foods
• Founded 1945
• Headquarters Sugar Land Town Square
First Colony, Sugar Land,
Texas, U.S
• Products Fruit juices/soft drinks
• Parent The Coca-Cola Company
• Website http://minutemaid.com

20. Minute Maid – Splash
It was interested in 2005 and
reappear impression from 12/2008.
Minute Maid –TEPPY
5/2010, Coca-Cola introduced
Minute Maid TEPPY in Vietnam.

21. DASANI
Introduced in 1999
Real Leaf
Introduced on February, 2011.

23. It all begins when you throw that empty can or bottle in the recycle bin instead of the trash.
Learn more about the benefits of recycling and what Coca-Cola is doing to recover and
recycle our used packaging.

24. Success and Failure

25. Success and Failure
Marketing: the key to the
success of Coca-Cola
Interbrand has this advice for
businesses in its 2008 report on
brand rankings: “Regardless of
your view of the world, in good
times and bad, your brand is your
company's most valuable asset.
Understanding how your brand
creates value for you is key to
maintaining market leadership or
establishing it in the first place.”

26. “Why Coca-Cola is such a successful brand ?”
1.Achieving Brand Reinvention
A key element of Coca-Cola's success can be certainly
attributed to its branding strategies.

27. “Why Coca-Cola is such a successful brand ?”
2.Focusing on
Consumer
Sophistication
3.Evaluating
Consumer
Response

28. “Why Coca-Cola is such a successful brand ?”
4.Achieving
Strategic
Consensus
5.Building Brand
Loyalty

29. Conclusion
Coca-Cola is a successful product, not only because it has built a recognizable
logo and brand name, but mostly because it has managed to position its brand
in a way that takes advantage of all the elements of marketing mix, ie product,
place price and promotion/distribution

30. Classic brand failures: New Coke
Within a week of the change, one thousand calls a day were
flooding the company's eight hundred number. Most of the callers
were shocked or outraged, many said that they were considering
switching to Pepsi.

31. Classic brand failures: New Coke
. Fix
CocaCola executives Announced the return of the original formula on
July 10, less
thanthree months after New Coke's introduction. 31.600 The compan
y hotline calls received inthe two days after the announcement.

32. Classic brand failures: New Coke
. Aftermath
Coke Classic was substantially outselling both New Coke and Pepsi. Six
months after therollout, Coke's sales had more than twice Increased
at the rate of Pepsi's.

33. Competitors
Coke's share of the
market remained
the same while
Pepsi was catching
up
Another worry was
that when
shoppers had the
choice, such as in
their local
supermarket, they
tended to plump
for Pepsi

34. Conclusions
So what was Pepsi's verdict on the whole episode? In his book, The Other
Guy Blinked, Pepsi's CEO Roger Enrico believes the error of New Coke proved
to be a valuable lesson for Coca-Cola. 'I think, by the end of their nightmare,
they figured out who they really are. Caretakers. They can't change the taste
of their flagship brand. They can't change its imagery. All they can do is
defend the heritage they nearly abandoned in 1985.'

35. Resources
• http://www.brandingstrategyinsider.com/2007/
04/brand_spotlight.html
http://www.scribd.com/doc/22027744/Coca-
Cola-Branding-Strategy
• http://www.investmentforum.in
• http://translate.google.com.vn/translate?hl=vi
&sl=en&tl=vi&u=http%3A%2F%2Fbrandfailures.
blogspot.com%2F2006%2F10%2Fnew-coke.
html&anno=2

36. Q & A
Do you have any question?

37. THANKS YOU FOR YOUR
ATTENTION