...U06a1 – Integrated Global Marketing Case Study The Coca-Cola Company Terry D. Copeland Capella University MBA 6012 June 28, 2013 Company Selection and Overview The Coca-Cola Company (Coca-Cola) was first established in 1886 by Dr. John Pemberton in Atlanta, Georgia. Initially distributed at Jacobs’ Pharmacy for five cents a glass, the fledgling company sold just nine glasses of Coca-Cola a day for the first year (Coca-Cola, 2013). By 1891, Atlanta businessman Asa Candler, a prolific salesman, acquired the rights to the business for $2300; and as the company’s first president, his vision to transform Coca-Cola from an invention into a national brand was set in motion. He immediately recognized the potential of the new company and began to implement the marketing strategy that propelled Coca-Cola to its current standing as the world’s leading manufacturer in the beverage industry producing over 500 brands in over 200 countries with an estimated 1.8 billion servings consumed per day all over the world (Coca-Cola, 2013). Candler initially gave away coupons for complimentary first tastes, and outfitted distributing pharmacies with clocks, urns, calendars, and apothecary scales bearing the same red and white Coca-Cola script brand that remains as the world’s number one brand to this day (Coca-Cola, 2013). People saw the Coca-Cola brand everywhere, and by 1895, Candler had built syrup plants in Chicago, Dallas...
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...| Coca-Cola’s Financial Analysis | Financial Management | | | | Table of Contents Page Introduction……………………………………………………………………………….. | 2 | Table 1: Ratio Calculations …………………………………………………………........ | 3 | Three-Year Trend of Financial Ratios……………………………………………………. | 4-6 | Comparison of Company’s Performance to Industry…………………………………...... | 6-8 | Recommendations for the Company ……………………………………………………... | 8 | Conclusion………………………………………………………………………………… | 9 | Article I…………………………………………………………………………………… | 10 | Article II…………………………………………………………………………………... | 11 | Works Cited ……………………………………………………………………………… | 13 | Introduction The focus of the following table and pages is on the Coca-Cola Company. The purpose of the assignment was to gather data from Coca-Cola’s annual balance sheet and income statement to calculate all the financial ratios listed on Table 1. The table includes financial ratios for the three most recent years as well as ratios of the industry. The purpose of the written portion was to analyze the company’s performance based on the three-year trend of financial ratios calculated. Furthermore, the company’s performance to the industry was also obtained. These last calculations were completed by using the trailing twelve month (TTM) data provided at the website CSI Market. Besides describing the trend and performance of the company, recommendations on what areas to work on are also included. To finalize, two important news...
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...Comparative Essay _ Coca Cola VS Pepsi While there are a lot of soda companies out there not all of them are similar, especially there marketing strategies and how they make use of their websites. A couple of the mainstream companies are Coca-Cola and Pepsi. While some people will make a very strong case that they are vastly different in taste, this is especially true with their websites and the way they present themselves. Let’s compare the Coca-Cola’s website with Pepsi’s website, the biggest different is the color. Coca-Cola uses red as their main color and Pepsi uses blue. On the first page of their website, Coca-Cola shows the 2015 official commercial “Big Game” linked with YouTube and on the right side of video, they display latest social media trends such as Facebook, Twitter, Flickr, and YouTube. The upper left side is a “AHH” campaign, which is a collection of mini Flash games that the public creates. Coca-Cola stows away these games, in an archive, which can be found on their website. The lower part of website, there is “Live Positively” campaign logo with a link, which is about Coca-Cola’s corporative social responsibilities. The website also has a tab that directs its guests to Coca-Cola’s beverage collection page. The first thing a guest will notice on Coca-Cola’s website is that the way the links are set up is extremely disorganized. They can make it look more professional, if they stop re-directing their links to different websites. For example, if someone...
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...relations and marketing tool for companies to utilize in their business practices. It allows companies to have more of a relationship with their customers and acts as another means of information. However, since it cannot be regulated, users are free to post what they please about the company, whether it is good, bad or ugly. Social media is developing rapidly and there are new platforms daily, making it necessary for companies to not only be familiar with those platforms, but also know how to reach the consumer through them. This paper explores the concept of social media and its users with a case study of Coca-Cola’s web presence. Two of the most recent social media campaigns, Expedition 206 and 24-Hour Session with Maroon 5 will be examined. Questions that will be answered throughout the paper will identify the effects social media has, if companies can reach their audiences effectively through social media, and what will make social media better by research on best practices. Social media marketing helps a company form a relationship and connect with their audience. Tools such as Twitter, Facebook, various blog sites and Foursquare are used to fuse a connection. It is then up to the company to ensure that a relationship develops. Social media is widespread and it is imperative to remain ahead of the competition. Coca-Cola’s competitors, Pepsi Co., Nestlé and Dr. Pepper Snapple Group all have a presence on social media sites and engage in social media marketing. Coca-Cola is...
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...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 marketing tactics led Coke to...
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...principal activities of the Coca-Cola Company are the manufacture, distribution and marketing of nonalcoholic beverage concentrates and syrups. The Group owns or licenses and markets more than 500 nonalcoholic beverage brands, primarily sparkling beverages. Coca-cola also distributes a variety of still beverages, such as waters, enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks. Coca-Cola manufactures, or authorizes bottling partners to manufacture, fountain syrups, which it sells to fountain retailers, such as restaurants and convenience stores. Fountain retailers use the fountain syrups to produce finished beverages for immediate consumption. Coca-Cola focuses on needs of their consumers, customers and franchise partners. By getting out into the market and observing customer behavior, the Coca-Cola team endeavors to possess a world view and become “the” brand while inspiring optimism and fun. In an effort to become more environmental friendly, Cola-Cola has taken great strides in new marketing endeavors. Environmental Analysis: When establishing a new marketing plan, every aspect of the plan must be critically examined and thoroughly researched. This consists of examining market research, auditing the business and researching current environmental analysis. By carefully scrutinizing the soft drink industry, Coca Cola increases its possibilities for success in the market. Once Coca Cola has carefully analyzed the...
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...Coke when you get handed a Pepsi, or vice versa. You tell the waiter what you requested, and he gives you the “What’s the difference?” shrug. Perhaps it’s time you laid it on him. People You Can Impress: “Impressed” probably doesn’t accurately reflect the aforementioned waiter’s likely response. The Quick Trick: If you drink them side by side, Pepsi is the sweeter of the two (which is why people tend to prefer Pepsi in the Pepsi Challenge). The Explanation: Although the fantastic ad campaigns run by both companies would have you think otherwise, the soft drinks’ similarities are pretty striking. For starters, Pepsi and Coke were both the brainchildren of Southern pharmacists. Coca-Cola was invented by Atlantan Dr. John Pemberton in 1886. And yes, there was originally a concentration of cocaine in the soda, but it was reduced to a tiny amount (1/400th of a grain per ounce) by 1902 and removed altogether by 1930. Th e Coca-Cola Company changed hands a few times, and after Prohibition Coca-Cola was sold to the Woodruff family for $25 million. Pepsi, on the other hand, was born a few years after Coke. In 1893, pharmacist Caleb Bradham began experimenting withvarious drink mixtures in New Bern, N.C. His 1898 concoction, then known by the creative name “Brad’s Drink,” became an overnight success, and “Doc” Bradham began selling his “Exhilarating, Invigorating, Digestion Aiding” syrup by the gallon (7,968 of them for soda fountains in his first year). In the 1940s, Pepsi, as the...
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...Coca-Cola Business Plan Student Name Class College December 2, 2014 “Because so many organizational processes and outcomes depend on making good decisions, including business strategy, product design, and customer interactions, understanding how to make the best decisions will make you a more effective professional and manager” (Phillips & Gully, 2014, p. 290). Coca-Cola has created a name for itself in the soft drink industry that cannot be utterly disposed of. Coca-Cola has created a highly demanded and successful product, yet with the changing times, has in addition made a name for itself in providing a product not entirely respectable of the health and well-being of its customers. Thus, Coca-Cola joins the ranks of many firms knowingly providing a product that offers inherent health risks to its consumers and threatens to operate on border-line ethical practices. Coca-Cola cannot reverse the operations that have already taken place, however we can improve upon their name and future products. There is potential to implement a corrective strategy because the organization is one of past, present and perceivable future. Coca-Cola is a brand that has been around since 1886 and has always been able to provide a product that consumers want. Although the brand has focused on optimistic marketing strategies through great slogans and creating consumer attention, there needs to be a focus on wellness. The reality is that we are in an ever-changing world and it currently...
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...Barriers to entry One of the 5 forces that shape the soft drink industry is barriers to entry. The Coca Cola company says on its website it is facing strong competition from well-established global companies and many local participants. For this particular industry, the competitive forces are benign, (favorable). Most of the companies in the soft drink industry are profitable. The Coca Cola Company's main competitors are Dr.Pepper, Nestle and PepsiCo. These companies definitely have the advantage over there competitors. In porters 5 forces, Porter refers to supply-side economies of scale, where firms such as the CCC and PepsiCo can produce at large volumes enjoy lower costs per unit because they can spread fixed costs over more units, employ more efficient technology, or command better terms from suppliers. According to Porter's article, supply-side scale economies deter entry by forcing the aspiring entrant either to come in the industry on a large scale, which requires dislodging entrenched competitors. How does a newcomer circumvent the barriers to soft drink industry? Perhaps create new distribution channels of their own. Creating a niche market for their drink in the form of marketing to a certain segment in the soft drink industry Rivalry Among Existing Players * The industry is not growing rapidly. The growth rate for the industry is not rapid; it is in fact relatively small. This makes it very difficult for new entrants to compete with the already thriving...
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...Case Study: Coca Cola “Liquid and Linked” Executive Summary Coca Cola first launched its “Share a Coke” campaign in Australia as a “one time, country-wide promotional campaign”. This campaign put popular Australian names on cans and bottles in order to persuade customers to purchase Coke with their names on them or buy their friend’s name and share it with them. The purpose behind this campaign is to make a global marketing platform where it can “harnesses the voice and creativity of the consumers” using technology. This campaign is an example on Coca Cola shifted their marketing efforts from creative excellence to content excellence. The point of “content excellence” is to make ideas to be contagious so that it will be hard to controlled and thus “liquid”. These ideas also have to be relevant to their objectives, brand agendas and consumers interests in order to be “linked”. Through this, they will also shift from their one-way communication model to “two ways” communication model that engage the audience and more “relevant to the new age”. Aside from the “Share a Coke” marketing campaign, Coca Cola also had different successful marketing campaigns in other countries that portray them as a product that will bring the idea of sharing, togetherness and happiness to the community. By staying bold and relevant, Coca Cola’s “Liquid and Linked” campaign has generated consumer buzz, receive a great amount of mass coverage and also perfectly touched its business objectives...
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...Marketing Management Final 3-28-2012 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...
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...Open Happiness, Refresh Everything Brian Helton University of St. Mary Marketing Management – MGT704 Instructor: Marc Lyncheski April 14, 2012 There are certain companies that through the use of exceptional marketing programs and well as aggressive business strategies have become recognized the world around. Many of these are part of our everyday life and if not then we see them every day in our comings and goings. Two of these world-wide brands that many of us know are also extremely similar in both product as well as marketing strategy. Those two brands are The Coca-Cola Company and PepsiCo, Inc. On May 8, 1886, a pharmacist named Dr. John Pemberton carried a jug of Coca-Cola syrup to Jacobs’ Pharmacy in downtown Atlanta, where it was mixed with carbonated water and sold for five cents a glass. (Our Heritage, 2012) Three years later in the summer of 1898 a young pharmacist named Caleb Bradham began experimenting with combinations of spices, juices and syrups, trying to create a refreshing new drink to serve to his customers. His success came in the form of the beverage now known around the world as Pepsi-Cola. (Pepsi Legacy, 2005) And from that day forward the rivalry between Coca-Cola and Pepsi would become legendary. These two beverage companies are competing for the top spot in a massive global market. The cola and carbonated beverage industry reaches to nearly every corner of the planet, and the...
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...DEVELOP ORGANISATIONAL MARKETING OBJECTIVES 1. Evaluate how effective Coca-Cola has been in their marketing strategies in terms of product positioning in regard to their products and services Who/How/Where Coca-Cola positions themselves: Coca-Cola is one of the most widely used soft drink in the world. The company has very efficient and extensive distribution system in the world. There is a great variety of brands offered by Coca-Cola throughout the world like Diet coke, sprite, Fanta, Rc cola, Minute made etc. You can find the Coca-Cola soft drinks anywhere in every country of the world. Advertisements for Coca Cola started on the radio in the 1930s and on the television in 1950. Currently Coca-Cola is advertised on over five hundred TV channels around the world including Viral and Outdoor media. Coca-Cola has positioned themselves too market toward a certain age group, this age group is youths from 15-25 but they also have a unique way of marketing which also reached the 40+ audience. Targeting youths, they base their strategies on entertainment and for the older generation their marketing strategies are mainly about the family drink, which is low cost and convenient. Coca-Cola’s’ brand personality reflects the positioning of its brand. The process of positioning a brand or product is a complex task and must be done over time using all the elements of the marketing mix. Positioning is in the mind of their consumers and can be described as how the product is...
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...on the rise. In the current challenging conditions for the beverage industry, PepsiCo has been taking aggressive steps to cut costs to support long-term earnings growth and reinvest savings in their business. As the company faces growing concerns in the carbonated beverage industry because of growing health awareness and obesity concerns, PepsiCo has been working to make its cost structure leaner; through economies of scale to reduce labor, by specialization and division of labor. PepsiCo is also making good progress with it cost-savings initiatives consistent with its productivity enhancement initiatives; the company expects to realize cost savings of at least $1 billion in 2014. One of the major expenses for PepsiCo is it marketing and advertising campaign which accounts as of 2013 for 5.9 of its net revenue, however PepsiCo has manage to have substantial savings in their direct fixed cost by their structural business model and through economies of scale, Moreover, PepsiCo has announced an increase cost-savings program, which is expected to result in cost savings of $5 billion for the next five years starting from 2015 " and by optimizing its production facilities globally; improving its go-to-market systems, increasing shared services, and investments in automation. One of PepsiCo state of the Art Facilities with two filling lines working can fill over 1.5 billion cans of soda in a year with just 20 employees. This is a tremendous direct labor cost savings for PepsiCo. As...
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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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