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The success of_coca-cola_2007ppt
Introduction and History

I- Management of The Coca-Cola Company

II- Figures and Competition

Conclusion and Questions
Main dates:
 1885: John Stith Pemberton creates the French
  Wine Coca.
  Pemberton associates to Frank Robinson, an
  accountant who will create Coca-Cola brand and
  Coca-Cola logo.
 1886: Because of new laws, Pemberton creates a
  non-alcoholic version of the French Wine Coca
 1887 : The brand coca-Cola is registered by
  Pemberton
   1888: Pemberton dies. Company is bought by a
    business man (Asa Griggs Candler). This is the
    beginning of The Coca-Cola Company.



   1905-1918: Coca-Cola is so successful that
    many copycat beverage appear. People want to
    make profits on Coca-Cola’s success.
    This I why the Company decides to create a
    bottle which will distinct Coca-Cola from
    copycat. This is the “contour bottle” birth.
The success of_coca-cola_2007ppt
   1919-1940: Robert Woodruff become the
    Company president. Many people think that he
    had been the most important man for The
    Coca-Cola Company. He sees opportunities
    for expansion everywhere. Some examples:
      . Coca-Cola began to sponsor Olympic
      Games (1928)
      .Coca-Cola creates the modern appearance
      of Santa Claus in an advertisement (1931).
      Drawing by Haddon Sundblom.
      .The Six-Pack Coke is created. A real
      improvement for packaging.
   The 2nd World War:
    .« Every man in uniform gets a bottle of Coca-
    Cola for 5 cents, wherever he is, and whatever
    it costs the Company. » said Robert Woodruff.

    .The Coca-Cola Company has a subsidiary in
    Germany which sells a new soft-drink brand
    « Fanta ».

    .The Coca-Cola Company becomes one of the
    first example of globalization.
   1982: New vision of the Soft-Drink by the
    creation of « Diet Coke », a dietetic version of
    Coke which appears because of the new
    dietetic movement.

   1985: The Company launches a new taste coke.
    « The New Coke ». But the population prefers
    the original recipe.

   1988: The Company markets new Soft-Drink
    « Coca-cola light » in Europe
   2001-2009: Extension of Products range. New
    products released.
A.   Marketing Strategy
     Since its beginning, the Coca-Cola Company
     invested a lot in Marketing.
     A strategy born in the Company with Candle and
     still used by Muhtar Kent today.
     Many methods:

    Advertising:
     Make the Soft-Drink more popular by putting
     advertisements everywhere.
     Let’s watch some examples:
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.Coca-Cola: symbol of Globalization.

   Evolving slogans:
    .The Company regurlarly changes Soft-Drink
    slogans (more than 60 time since the beginning)

    .This strategy gives a second life to the Product:

    .Easy to remember → Slogans Well known by
      People → Coca-Cola becomes more famous
   1922 : Thirst Knows no season
   1923 : Refresh Yourself, There's Nothing Like It
    When You're Thirsty
   1924 : Pause and Refresh Yourself
   1925 : Six million a day
   1926 : Stop At The Red Sign
   1927 : Around the corner from everywhere
   1928 : A Pure Drink Of Natural Flavors
   1929 : The pause that refreshes
   1930 : Meet Me At The Soda Fountain
   1932 : Ice cold sunshine
   Etc…
   1993 : Always Coca-Cola
   2000 : Enjoy Coca-Cola
   2001 : Life tastes good
   2003 : Coca-Cola Real
   2005 : Coke Light, Have a great break
   2006 : Taste the Coke side of life
   2007 : Make every drop count
   2008 : Live on the Coke side of Life
   2009 : Open Hapinness
   Well chosen Sponsoring
    .1st commercial sponsor of Olympic Games

    . Sponsor of many sport events:
       -FIFA World Cup (since 1976)

      -NASCAR Races

      -Major League Baseball

      -National Hockey League

      -etc…
The success of_coca-cola_2007ppt
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The success of_coca-cola_2007ppt
B- Decentralization strategy

   The Company tries to reach all markets

   Today we can find Coca-Cola in more than 200
    countries.

   The Coca-Cola Company also diversifies its
    products according to each countries taste.
    Examples:
    -Raspberry Coke (New-Zealand)
    -Coca-Cola with lemon (Italy)
C- Partnership Policy

   Partnership with big firms

   Examples:
    .McDonalds
    .Burger King

   The Product becomes essential in People meals
   Prevent competition with substitute drinks.
D- Diversification Strategy

   Recuperate market shares by introducing new
    products

   Examples:
    .Fanta
    .Sprite
    .Nestea
    .Powerade
    .Apollinaris
    .Etc…
The success of_coca-cola_2007ppt
E- Other strategies

   Local adaptation strategy

   Evolving packaging
Nowadays   In the Future…
A- Figures

   1886: $20 loss for the first accounting period
   2008: $5.8 billion profits
   Turnover: $32 billion
   3000 products sold in more than 200 countries
   92,000 employees all around the World
   1.6 billion bottles sold each day
   3rd supplier of Water in the World
B- Competition

1-Global rivals:

   The oldest and the most serious rival:
       Pepsi-cola
   New challengers:
       Virgin-Cola
       Classic-Cola
   Substitute products:
     Redbull
     Etc…
The success of_coca-cola_2007ppt
2- Local Rivals
 They want to compete in some region, not at
   global level

   Desire to fight against Globalization

   Example:
       Basque country cola
   Historic brand : since 1887
   Globalization symbol
   Innovating and successful Management
   Huge Turnover: $32 billion
   Near monopoly situation

   More than a product, it’s a way of life
During lessons…             During important events…




    While working on english project =)
The success of_coca-cola_2007ppt

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The success of_coca-cola_2007ppt

  • 2. Introduction and History I- Management of The Coca-Cola Company II- Figures and Competition Conclusion and Questions
  • 3. Main dates:  1885: John Stith Pemberton creates the French Wine Coca. Pemberton associates to Frank Robinson, an accountant who will create Coca-Cola brand and Coca-Cola logo.  1886: Because of new laws, Pemberton creates a non-alcoholic version of the French Wine Coca  1887 : The brand coca-Cola is registered by Pemberton
  • 4. 1888: Pemberton dies. Company is bought by a business man (Asa Griggs Candler). This is the beginning of The Coca-Cola Company.  1905-1918: Coca-Cola is so successful that many copycat beverage appear. People want to make profits on Coca-Cola’s success. This I why the Company decides to create a bottle which will distinct Coca-Cola from copycat. This is the “contour bottle” birth.
  • 6. 1919-1940: Robert Woodruff become the Company president. Many people think that he had been the most important man for The Coca-Cola Company. He sees opportunities for expansion everywhere. Some examples: . Coca-Cola began to sponsor Olympic Games (1928) .Coca-Cola creates the modern appearance of Santa Claus in an advertisement (1931). Drawing by Haddon Sundblom. .The Six-Pack Coke is created. A real improvement for packaging.
  • 7. The 2nd World War: .« Every man in uniform gets a bottle of Coca- Cola for 5 cents, wherever he is, and whatever it costs the Company. » said Robert Woodruff. .The Coca-Cola Company has a subsidiary in Germany which sells a new soft-drink brand « Fanta ». .The Coca-Cola Company becomes one of the first example of globalization.
  • 8. 1982: New vision of the Soft-Drink by the creation of « Diet Coke », a dietetic version of Coke which appears because of the new dietetic movement.  1985: The Company launches a new taste coke. « The New Coke ». But the population prefers the original recipe.  1988: The Company markets new Soft-Drink « Coca-cola light » in Europe
  • 9. 2001-2009: Extension of Products range. New products released.
  • 10. A. Marketing Strategy Since its beginning, the Coca-Cola Company invested a lot in Marketing. A strategy born in the Company with Candle and still used by Muhtar Kent today. Many methods:  Advertising: Make the Soft-Drink more popular by putting advertisements everywhere. Let’s watch some examples:
  • 28. .Coca-Cola: symbol of Globalization.  Evolving slogans: .The Company regurlarly changes Soft-Drink slogans (more than 60 time since the beginning) .This strategy gives a second life to the Product: .Easy to remember → Slogans Well known by People → Coca-Cola becomes more famous
  • 29. 1922 : Thirst Knows no season  1923 : Refresh Yourself, There's Nothing Like It When You're Thirsty  1924 : Pause and Refresh Yourself  1925 : Six million a day  1926 : Stop At The Red Sign  1927 : Around the corner from everywhere  1928 : A Pure Drink Of Natural Flavors  1929 : The pause that refreshes  1930 : Meet Me At The Soda Fountain  1932 : Ice cold sunshine
  • 30. Etc…  1993 : Always Coca-Cola  2000 : Enjoy Coca-Cola  2001 : Life tastes good  2003 : Coca-Cola Real  2005 : Coke Light, Have a great break  2006 : Taste the Coke side of life  2007 : Make every drop count  2008 : Live on the Coke side of Life  2009 : Open Hapinness
  • 31. Well chosen Sponsoring .1st commercial sponsor of Olympic Games . Sponsor of many sport events: -FIFA World Cup (since 1976) -NASCAR Races -Major League Baseball -National Hockey League -etc…
  • 35. B- Decentralization strategy  The Company tries to reach all markets  Today we can find Coca-Cola in more than 200 countries.  The Coca-Cola Company also diversifies its products according to each countries taste. Examples: -Raspberry Coke (New-Zealand) -Coca-Cola with lemon (Italy)
  • 36. C- Partnership Policy  Partnership with big firms  Examples: .McDonalds .Burger King  The Product becomes essential in People meals  Prevent competition with substitute drinks.
  • 37. D- Diversification Strategy  Recuperate market shares by introducing new products  Examples: .Fanta .Sprite .Nestea .Powerade .Apollinaris .Etc…
  • 39. E- Other strategies  Local adaptation strategy  Evolving packaging
  • 40. Nowadays In the Future…
  • 41. A- Figures  1886: $20 loss for the first accounting period  2008: $5.8 billion profits  Turnover: $32 billion  3000 products sold in more than 200 countries  92,000 employees all around the World  1.6 billion bottles sold each day  3rd supplier of Water in the World
  • 42. B- Competition 1-Global rivals:  The oldest and the most serious rival:  Pepsi-cola  New challengers:  Virgin-Cola  Classic-Cola  Substitute products:  Redbull  Etc…
  • 44. 2- Local Rivals  They want to compete in some region, not at global level  Desire to fight against Globalization  Example:  Basque country cola
  • 45. Historic brand : since 1887  Globalization symbol  Innovating and successful Management  Huge Turnover: $32 billion  Near monopoly situation  More than a product, it’s a way of life
  • 46. During lessons… During important events… While working on english project =)