...Cola Wars Case Study DMBA 630 Marketing and Strategy Management in the Global Markeplace Introduction Carbonated Soft Drinks (CSD) have been around for over a century and now accounts for a $60 Billion market with the average American consuming about 53 gallons a year. Coca-Cola was invented in 1886 by John Pemberton as a “potion for mental and physical disorders.” Asa Candler acquired the formula and began marketing it as Coca-Cola. The first bottling franchise was accorded in 1899 for a sum of one dollar. Pepsi-Cola was invented in 1893 by Caleb Bradham a pharmacist from North Carolina. Pepsi also franchised its bottling operations. Pepsi struggled over the years going bankrupt twice within a decade, first in 1923 and again in 1931. Pepsi competed aggressively against coke offering almost twice the amount of Pepsi for the same price in the 1930s. Coca –Cola or Coke on the other hand was the market leader through the early 20th century with numerous imitators popping up trying to clone Coke. Coke fought back in the courts to aggressively deter imitators and counterfeiters. During the 1920s and 1930s, Coke was marketed to multiple market segments making it available to anyone desiring the brand. Eventually Coke sued Pepsi for trademark infringement in 1938 and lost. Pepsi gained market share and became a titan competitor in the market for CSDs beating out all other brands except Coke. Thus began the “Cola Wars” in 1950 with Pepsi’s aggressive “beat Coke”...
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...Coca – Cola’s history in brief: Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia. Coca-Cola Enterprises, established in 1986, is a young company by the standards of the Coca-Cola system. Yet each of its franchises has a strong heritage in the traditions of Coca-Cola that is the foundation for this company. The Coca-Cola company traces it’s beginning to 1886, when an Atlanta pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for sale in fountain drinks. However the bottling business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B. White head, secured the exclusive rights to bottle and sell Coca-Cola for most of the United States from The Coca-Cola Company. The Coca-Cola bottling system continued to operate as independent, local businesses until the early 1980s when bottling franchises began to consolidate. In 1986, The Coca-Cola Company merged some of its company-owned operations with two large ownership groups that were for sale, the John T.Lupton franchises and BCI Holding Corporation's bottling holdings, to form Coca-Cola Enterprises Inc. The Company offered its stock to the public on November 21, 1986, at a split-adjusted price of $5.50 a share. On an annual basis, total unit case sales were 880,000 in 1986. In December 1991, a merger between Coca-Cola Enterprises and the Johnston...
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...Taylor Levesque Case Study #2 – Alternative Marketing April 27th, 2014 Professor Milbourne Coca – Cola Happiness Machine Description: In 2010 Coca Cola developed a plan to reinstate the message Coca – Cola has had for quite some time “Open Happiness”. For this campaign they wanted to extend their digital content. Coke executives and their marketing team came up with the Happiness machine. The idea behind the Happiness vending machine was to express a real organic experience. How they executed this was by Placing a normal coke machine on a college campus and making it seem genuine by having the machine wide open while it was being stocked. When a student paid for a coke the machine continues to hand out more of its product for free along with other awesome surprises. The element of surprise and happiness this stunt created a new emotional connection with the brand to the given audience. Target: The audience for the Coca Cola happiness machine was a college campus that was coke affiliated and had heavy foot traffic. St John’s University in New York was the surprise location. This Target audience is a more specific for the product and brands target audience. Since Coca Cola target audience is much generalized. Connecting to a heavy traffic target audience on a college campus allowed them to create a more personalized emotional connection to a certain group of people. Also, it allowed them to create the bigger buzz they were looking for on social media and digital...
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...Coca cola case study In 2007, Coca-Cola began working in partnership with the Carbon Trust to calculate the carbon footprint of some of its most popular products in Great Britain. As part of this work, Coca-Cola Enterprises (CCE) piloted the Carbon Trust's product carbon foot printing methodology (PAS 2050). In March 2009, the carbon footprint of four brands (Coca-Cola, Diet Coke, Coke Zero and Oasis Summer Fruits) was published .The work that the Carbon Trust has undertaken with Coca-Cola in Great Britain is now being applied to a wider range of products and across European markets. The Carbon Trust has now licensed its Footprint Expert tool to Coca-Cola. During 2011 Coca-Cola will use the tool to repeat the carbon foot printing of the 14 products originally selected, as well as extending it to a further 36 products. Coca-Cola has launched Trace Your Coke, a new online tool to help consumers understand the journey and carbon footprint of some of its most popular products.In the distribution channels, the company has installed 2000 EMS-55 energy management devices in vending machines. These devices activate lights and adjust cooling based on use, leading to improved energy efficiency by up to 35 percent. In addition, the company installed 1,400 climate-friendly coolers at the 2010 Olympic Games to reduce greenhouse gas emissions by approximately 5,600 metric tons, the equivalent of taking about 1,200 cars off the road for an entire year. Finally...
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...Mentoring at Coca Cola foods Prepared For: Dr. M. Nazmul Amin Majumdar Lecturer Graduate School Of Business Independent University Bangladesh Prepared by: Riaz Uddin Ahmed ID: 0620017 Naveed Ahmad ID: 0831059 Afroza Begum ID: 0620013 Jubair ahmed ID: 0421016 Date of Submission: 26.11.2012 Mentoring at Coca Cola foods Introduction Mentorship is considered as an important training & development tool as a formal programme in many renowned Companies of the world. It refers to a relationship between an experienced person and a less experienced person for the purpose of helping the one with less experienced one, known as “the protégé”. The protégé seeks the advice and support of the more experienced person. The mentor provides proper guidance and counselling so that the less experienced persons can advance in their lives, careers or education. According to Scandura, Tejeda, werther & Lankau (1996, p. 50), in the mentoring process, mentors speedup nurturing environments wherein protégés many grow faster and more professional than their peers and are therefore better prepared to compete in the organization and as leaders. Coca-Cola Foods, which is one of the world’s most recognized Company believes that Human Resource Department is a key to building competitive advantage through people and to the creation of a high performing organization and these resources play a vital role in Coca-cola’s strategic decision implementation. Coca-Cola practices...
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...22, 2014 VISHAL KUMAR | PGDM | February 22, 2014 COCA COLA AN INTEGRATED MARKETING COMMUNICATION PROJECT COCA COLA AN INTEGRATED MARKETING COMMUNICATION PROJECT CONTENTS: 1. INTRODUCTION ………………………………………………………………….2 2. HISTORY …………………………………………………………………………..3 3. COCA COLA IN INDIA……………………………………………………………7 4. MARKETING STRATEGY………………………………………………………..12 4. THE ADVERTISING CAMPAIGN………………………………………………..13 6. SERGIO ZYMAN…………………………………………………………………..17 7. COCA COLA’S RENOWNED ADS……………………………………...………..21 8. BOLLYWOOD ACTORS IN ADS…...…………………………………………….27 9. THANDA MATLAB COCA COLA………………………………………………..28 10. COKE’S AD AGENCIES IN INDIA………………………………………………29 11. THE STORY BEHIND ITS SMALL WORLD MACHINES AD…………………30 12. CONCLUSION……………………………………………………………………..32 13. BIBLIOGRAPHY…………………………………………………………………..33 “I don’t care about making award-winning commercial. The only thing …that any marketing person should care about is real consumption.”-Sergio Zyman, The end of marketing as we know it,1999 INTRODUCTION: Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines throughout the world. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose...
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... Coca-Cola Executive Summary This paper is a comprehensive audit of Coca-Cola's marketing program and recommendations developed for future marketing plans. I provide recommendations for Coca-Cola's marketing efforts as well as product line enhancements, as Coca-Cola faces stiff competition and changing consumer tastes. These recommendations include: • Pursuing a multi-pronged marketing strategy, including growth into geographic regions like Russia, China, and Turkey. • Leverage the company assets by brand extension into water-based, slightly sweetened refreshment drinks to meet more health-conscious consumers. • Diversify offerings outside the non-alcoholic beverage market, leveraging the vast distribution network. Introduction Coca-Cola was born in Atlanta, Georgia, on May 8, 1886 by Dr. John Stith Pemberton, a local pharmacist. Dr. Pemberton produced the syrup for Coca-Cola®, and carried a jug of the new product down the street to Jacobs' Pharmacy, where it was sampled, pronounced "excellent" and placed on sale for five cents a glass as a soda fountain drink. Carbonated water was teamed with the new syrup to produce a drink that was at once "Delicious and Refreshing," a theme that continues to echo today wherever Coca-Cola is enjoyed. During the first year, sales averaged a modest nine drinks per day. Today, over 6 trillion servings of Coca-Cola have been enjoyed worldwide and Coca-Cola has over 400 brands. Coca-Cola's Key Success Factors Coca-Cola has several...
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...Childhood obesity is a growing problem with many possible causes and solutions. Some argue that fast food advertising should be banned, others argue that more physical activity would cure the problem and then there are those who blame the parents, arguing that it is their responsibility to monitor and teach their children to eat appropriately. Children spend a large portion of the year in school consuming many of their daily calories from school lunches; something must be done to make the food they eat healthier. School lunches are full of fat and calories and do not offer the right type of fruits and vegetables, no appropriate proteins and dairy items. The government has partnered with farmers to provide the food to the schools but in doing so has not offered our children the healthiest options. In addition schools do not have the budget to purchase healthier options on their own and will often subsidize the food program by selling name brand fast food in the cafeteria for a marked up price. Changing children’s eating habits in schools will be very difficult because you can’t force children to eat. It is uncertain if changing school lunches would decrease obesity or not. Though children are in school for a large portion of the day they still have time at home and if life changes are not made changing how they eat in one area may not do much of anything. Another assumption I have made is that by increasing recess time rather than decreasing it children would not be as obese. The...
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...The Coca-Cola Project Role of e-commerce Coca Cola Co uses business to business or B2B. Electronic commerce has fast become a preferred method of doing business for the grocery industry. Major retailers have seen the rewards of enhanced supply chain efficiency and increased business automation. As a result, more major consumer goods companies are starting to use the Internet to do business with retailers. Therefore, Coca Cola being an important SUPPLIER, needs to provide its customers with a fast and reliable way to take purchase orders. Internet has made it possible for Coca-Cola Company to build a strong relationship with its bottling partners. Although in most cases they operate as two independent companies, internet makes it easier for them to interact with each other. The Coca-Cola Company’s business is focused on creating and marketing their brands and trademarks, while Coca-Cola bottling companies produce and package the finished beverage products and then sell and distribute them to our retail and WHOLESALE customers Coca-Cola Company's work together with more than 300 bottling partners globally and operate the most extensive beverage distribution system in the world. This Coca-Cola system owns, leases or operates more than 800 plants around the world. Coca-Cola's bottling partners range from international and publicly TRADED businesses to small, family-owned operations. Their governance and management structures are separate from those of The Coca-Cola Company. There...
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...1. Situation Analysis Case Background Created in 1886 by Dr. John Pemberton, Coca-Cola has gone through many changes, some good and some bad, but in the end has become the worldwide leader in its industry (Graham, 2011). The company boasts a lineup of approximately 500 different drinks, including soft drinks, teas, coffees, juices, and waters. Soft drinks are their “cash cow” with around two billion cans and bottles sold each day (Graham, 2011). The syrup originally was designed as a "cure-all tonic" and contained coca leaves (Davis, 2004). Two years after creating the mixture, and just before he died, Dr. Pemberton sold the rights to the beverage to Asa Candler. Due to increasing demand Joseph Biedenharn started bottling Coca-Cola and bottled distribution of the soda began; within five years large scale bottling operations became available. Throughout the company's history, and even today, it has faced and overcame many challenges. Coca-Cola was, until recently, the world’s most valuable brand (Elliott, 2013), but is still the worldwide leader in the beverage industry. Through all the successes, Coca-Cola has encountered some challenges along the way. Coca-Cola has been criticized for discrimination against minority employees, poor working conditions of migrant workers, and even assassinations of trade union leaders and union-affiliated workers that provoked protests (Raman, 2007). Another emerging issue the company is facing is criticism that their products are contributing...
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...being used by corporations to increase their own profits on public time and with public dollars.” Dr. Brita Butler-Wall, Executive Director, Citizens’ Campaign for Commercial-Free Schools, US. THE RECALL On June 13, 1999, Coca-Cola[1] (Coke) recalled over 15 million cans and bottles after the Belgian Health Ministry announced a ban on Coke’s drinks, which were suspected of making more than 100 school children ill in the preceding six days. This recall was in addition to the 2.5 million bottles that had already been recalled in the previous week. The company’s products namely Coke, Diet Coke and Fanta had been bottled[2] in Antwerp, Ghent and Wilrijk, Belgium while some batches of Coke, Diet Coke, Fanta and Sprite were also produced in Dunkirk, France. Children at six schools in Belgium had complained of headache, nausea, vomiting and shivering which ultimately led to hospitalization after drinking Coke’s beverages. Most of them reported an ‘unusual odor’ and an ‘off-taste’ in the drink. In a statement to Reuters, Marc Pattin, a spokesman for the Belgian Health Ministry explained the seriousness of the issue: “Another 44 children had become ill with stomach pains, 42 of them at a school in Lochristi, near Ghent, northwest Belgium. We have had five or six cases of poisoning of young people who had stomach pain after drinking (the suspect beverages)." In the same week, the governments of France, Spain and Luxembourg also banned Coke’s products while Coke’s Dutch arm recalled all...
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...Coca - Cola: Case study This case is about Coca-Cola's corporate social responsibility (CSR) initiatives in India. It details the activities taken up by Coca-Cola India's management and employees to contribute to the society and community in which the company operates. Coca-Cola India being one of the largest beverage companies in India, realized that CSR had to be an integral part of its corporate agenda. According to the company, it was aware of the environmental, social, and economic impact caused by a business of its scale and therefore it had decided to implement a wide range of initiatives to improve the quality of life of its customers, the workforce, and society at large. However, the company came in for severe criticism from activists and environmental experts who charged it with depleting groundwater resources in the areas in which its bottling plants were located, thereby affecting the livelihood of poor farmers, dumping toxic and hazardous waste materials near its bottling facilities, and discharging waste water into the agricultural lands of farmers. Moreover, its allegedly unethical business practices in developing countries led to its becoming one of the most boycotted companies in the world. Not with standing the criticisms, the company continued to champion various initiatives such as rainwater harvesting, restoring groundwater resources, and going in for sustainable packaging and recycling, and serving the communities where it operated. Coca-Cola planned...
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...CASE STUDY Is Coke losing its Fizz? “The Coca-Cola Company exists to benefit and refresh everyone it touches” Coca-Cola ’s mission statement Can Coca-Cola, one of only a handful of truly global brands, really be in trouble? Amidst adverse media coverage and concerns about the sugar content of its core brands, Coca-Cola’s share price has taken a nose dive. The drinks giant has been hit by the explosion of the obesity time bomb! Worse still, industry experts are accusing the company of panic as it struggles to bolster market share with a host of new product launches. Diagnosing Coca-Cola’s malaise reveals rising public expectations about the behaviour and responsibilities of such corporates. The danger is that consumers angered by food companies’ role in the obesity crisis will use their spending power to enforce higher ethical standards. “some consumers are becoming edgy” The nation is suffering from a serious weight problem. With a 400 percent rise in obesity levels in just 25 years and weight problems set to overtake smoking as the main cause of premature death, the scale of the problem is huge. Faced with headlines dominated by scare stories about childhood obesity and ‘pester power’, some consumers are becoming edgy. The problem for Coca-Cola is that these concerns are hitting sales of its core brands such as Coca-Cola, Sprite and Canada Dry. At a time when junk food and sugar-laden fizzy drinks are taking some of the blame for this weighty crisis, the government is...
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...Vitamin Water, Energy Drinks, other Beverages Case Study 2 The beverage industry has been rapidly growing for many years now. New products are being produced, as well as old products being refined. One of the largest markets thus far, beverages are continuously changing and being tinkered with. We look at a few different types such as, energy drinks, sports drinks, and vitamin-enhanced beverages. With different corporations comes different success factors. Some success factors for the beverage industry consist of rapid growth in category, premium prices, and high profit margins. Coca Cola and PepsiCo have been expanding on numerous different flavors, holding to the same products and production line. By expanding the “line up”, companies can expand their production, as well as profit and the business as a whole. “As consumer preferences shifted during the 2000s, sports drinks, energy drinks, and vitamin- enhanced drinks had grown to become important segments within the industry in 2010.” [Gamble C 76]. Noticing that most of the energy drinks are vitamin based, the growth of these products has been positive. Looking at Exhibit 1, we understand and can see the growth and volume sales over the years between 2005 and 2014. This chart pictures a constant growth based on the growth determined within prior years. The Five-Forces Model of Competition, is a key analytical tool in organizing a model based on buying and selling. The Five Forces are considered to be: firms...
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...Log In Sign Up Global Business Strategy: A case study of Coca-Cola Company Fahad Muhammad Umar Uploaded by Fahad Muhammad Umar top 0.1% 10,752 Info Download DOCX 6 The Coca-Cola Company being a non-alcoholic beverages company falls in the category of what is known as the Food and Drug Administration (FDA), FDA is a globally recognized agency originated from the United State of America to monitor and verify ingredients that are being used in manufacturing non-alcoholic products. The coca-cola company cautiously examine their ingredients to meet up requirements of the FDA before presenting it for approval. However, aside from the FDA’s requirements other political majors that are being set in accordance with the jurisdictions of countries includes income tax, import and export regulations and the uncertainty of political crisis. Political crisis can be in form of protest, which might affect the demand of products, as well as political violence that makes it hard for the products to penetrating in political crisis zones. ECONOMIC: These are economical factors, which companies uses in forecasting future decisions on investment. These includes interest rate, inflation, standard of living, wages, exchange rate, unemployment rate and the overall economic growth of the country. These economical factors differs in each of the operating countries, which is why before a company venture any country it has to comprehensively analysed the economy of the country considering...
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