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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
Citation preview
The Success of
The PlanIntroduction and History
I- Management of The Coca-Cola Company
II- Figures and Competition
Conclusion and Questions
HistoryMain 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 « Contour Bottle »
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.
I- Management of The Coca-Cola
CompanyA. Marketing StrategySince 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:
.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…
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…
E- Other strategies
Local adaptation strategy
Evolving packaging
Example of Evolution
Nowadays
In the Future…
II- Figures and Competition
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…
2- Local Rivals They want to compete in some region,
not at global level
Desire to fight against Globalization
Example: Basque country cola
Conclusion and Questions
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 =)
Thanks for your attention.