History of the World Most Famous brand #1: Coca-Cola
This document has been created by:
- Mr Raiarii Lehartel, IAE Tlse L3 CC, 2009-2010
- Mr Yoan Lasbouygues, IAE Tlse L3 CC, 2009-2010
We sincerely hope that it will help some students :D
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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…
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 =)