Coca-cola has manifested its expedition in the cola industry over 130 years now.
The world’s most valuable non-technology brand that has built its way from making soft drinks to bottled water, milk, juices and ice-tea coffee.
Coca-cola has manifested its expedition in the cola industry over 130 years now.
The world’s most valuable non-technology brand that has built its way from making soft drinks to bottled water, milk, juices and ice-tea coffee.
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.
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.
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1. My script
Good morning ladies and gentlemen my name is Ruth Ogunsanwo, I am going to
introduce you to the worlds best drink Coca cola.
Slide 1 Founder
Here is a refreshing idea..
John Stith Pemeberton,best known for being the inventor of Coca cola.
www.wikipedia.org/wiki/cocacola
Slide 2
The Country Coca Cola was founded.
Slide 3 USP Brands name
The company’s USP is their brands name “Coca cola” and the fact that it has
never changed over the past few years, over the past few years Coca colas font
have.
Slide 4 History
Coca Cola’ has set up a brand which is associated with having a good time and it
is this which people buy into. Coca Cola possesses one of the most recognised
brand designs in History. Its not only the ionic trademark design of that white
typeface on that particular shade or red that makes it so ionic but also the
equally famous bottle. Almost 125 years old and its selling in more than 300
countries, coca cola's brand is worth whopping $67.5bn=(£39bn).
Robinson had the presence to see the Coca Cola two c's would stand out in any
advert campaign and it was him that chooses the logos distinctive.
Slide 5 USP Brand image
Slide 6 Features
Coca-Cola possesses one of the most recognized brand designs in history.
It's not only the trademark design of that white typeface on that particular
shade of red that makes it so iconic, but also the equally famous bottle.
Slide 7 Secret Formulas
Slide 8
The Coca-Cola Company Mission Our mission is:
• To refresh the world - in mind, body and spirit
• To inspire moments of optimism - through our brands and actions
• To create value and make a difference everywhere we engage
•
Slide 9 Advertising History
Coca Colas Heritage timeline.
Slide 10 Changes in Print Advertising
Some changes that Coca Cola has made during the past few years.
2. This is one of the criticism coca cola got.
Numerous court cases have been filed against the Coca-Cola Company since the
1940s alleging.
Acidity of the drink is dangerous. In some of these cases, evidence has been
presented showing Coca-Cola is no more harmful than comparable soft drinks or
acidic fruit juices. Frequent exposure of teeth to acidic drinks increases the risk
of tooth damage through dental erosion.
Slide 11 Secondary Researches
This is a secondary research I found on Coca Colas website asking people which
was their favourite website of all time, and this is also a quantitative and
qualitative data.
Slide 12 First TV advert
The very first Coca Cola's advert was called "I would like to teach the world to
sing" it was made in 1970.
on a "Hilltop ion Italy we assembled young people from all over the world to
bring this message from Coca Cola's bottle all over the world" ."It’s the real thing
coke". It started with a close up of a young woman age19-25 and unknowing to
you she is got the whole world standing behind her, people of different races.
www.youtube.com/watch?v=ib-Qiyklq-Q
Slide 13 Primary Researches
During the war years advertising of all product changed drastically and for the
first time coca colas adverts seem to have reflected on working women.
Slide 14 Rivals
Coca Colas biggest Rival is Pepsi
www.Facebook.com/cocadabaffdd/?ref=ts
Slide 15 Disputes
A TV commercial Featuring the singer Duffy cycling through city streets at night
has been cleared by the advertising watchdog despite complaints that it broke
health and safety rules and could be copied by children.
They received 22 complaints that the advert either "contained behavior
prejudicial to health and safety" because she was not seen wearing a reflective
clothing or using lights. It is said that Coca Cola has carried out a vigorous
assessment of Highway Code regulations.
Duffy was wearing a white and black sequined top that reflected light and gave
her a luminous glow so that she stood out in the dark. The soft drinks company
added that the bike had lights; the authority said the cycling advert was clearly
"Unreal and Fantastical" and the advert was not shown around programs
children were likely to be watching.
www.pressparty.com/pg/newsdesk/duffy/views/1521/