Supervised by : Dr. Ezz El Arab El AwoorStudent Work : Walid El Shawwa

The Coca Cola Company

Rosu AlinaPetris GabrielRosnovschi RobertGrupa 1710 Seria B Marketing

*History *Standing in the business environment

*Brands of Coca Cola *Mission

*Vision *Values

*Coca Cola Marketing *SWOT Analysis

*The way of success

In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was a suggestion given by John Pemberton's bookkeeper Frank Robinson.

Birth of Coca Cola

Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who first scripted "Coca Cola" into the flowing letters which has become the famous logo of today.

The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886.

About nine servings of the soft drink were sold each day. Sales for that first year added up to a total of about $50. The funny thing was that it cost John Pemberton over $70 in expanses, so the first year of sales were a loss.

Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich kola nut.

In 1887, another Atlanta pharmacist and businessman, Asa Candler bought the formula for Coca Cola from inventor John Pemberton for $2,300. By the late 1890s, Coca Cola was one of America's most popular fountain drinks, largely due to Candler's aggressive marketing of the product. With Asa Candler, now at the helm, the Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900.

Advertising was an important factor in John Pemberton and Asa Candler's success and by the turn of the century, the drink was sold across the United States and Canada. Around the same time, the company began selling syrup to independent bottling companies licensed to sell the drink. Even today, the US soft drink industry is organized on this principle.

Ranking: Company owns 4 of the world`s top 5 nonalcoholic sparkling beverage brandsAssociates: 90,500 worldwideOperational Reach: 200 countriesConsumer Servings (per day): 1.5 billionBeverage Variety: more than 2800 products

Energy Drinks

Juices/Juice Drinks

Soft Drinks

Sports Drinks

Tea and Coffee

Water

Other Drinks

Our mission declares our purpose as a company. It serves as the standard against which we weigh our

actions and decisions . -To refresh the world in body, mind and spirit.

-To inspire moments of optimism through our brands and our actions.

-To create value and make a difference everywhere we engage.

Our vision guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable

growth .People: Being a great place to work where people are inspired to be the best they can be.

Portfolio: Bringing to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs .

Partners: Nurturing a winning network of customers and suppliers, together we create mutual, enduring value .

Planet: Being a responsible citizen that makes a difference by helping build and support sustainable communities .

Profit: Maximizing long-term return to share owners while being mindful of our overall responsibilities.

Coca-Cola is guided by shared values that both the employees as individuals and the Company will live by; the values being:

LEADERSHIP: The courage to shape a better futurePASSION: Committed in heart and mindINTEGRITY: Be realACCOUNTABILITY: If it is to be, it’s up to meCOLLABORATION: Leverage collective geniusINNOVATION: Seek, imagine, create, delightQUALITY: What we do, we do well

STRENGTHS -Brand equity/image & recognition

-Product distribution and worldwide network -Solid financial performance

-One of the world's most recognized brand. -Product diversification (water, juices, soft drinks,

sport drinks, etc) -Co-operate identity.

-Innovation

WEAKNESSES -Credit rating

-Customer concentration, particularly in the US (Wal-Mart accounts for more than 10% of Coca Cola's

business in the US) -A lot of loyal Pepsi customers are not enough loyal

Coca Cola customers -Does not enjoy the number one position in India,

Pakistan.

OPPORTUNITIES -Possible growing demand.

-Expansion – Reaching all segments. -Globalization

-Catering to Health Consciousness of People -Bottled water growth

-Acquisitions of smaller players.

THREATS -Health Drinks – Fruit Juice Companies

-Key competitors (Pepsi, etc) -Commodity prices growth

-Image perception in certain parts of the world. -Smaller, more nimble operators/players

Product The Coca-Cola Company's products include beverage concentrates and syrups. The business has over 300 brands of beverages around the world. Coca-Cola is the most well known trademarkPriceCompetition-based pricing: Coca-Cola products are above or

equal to its competitors' prices .Discount price: Coca-Cola products are often marked down

during sale periods and special occasions .

Marketing mix

PromotionAdvertising: There are many television advertisements on Coca-

Cola products .The company also uses the radio as another source of advertisement.

Personal selling: Coca-Cola Company has a highly trained sales team

Publicity: In 2003, Vanilla Coke was released to the media as a news outlining. This helped The Coca-Cola Company to

strengthen the image of the business's products .

Christmas Commercial

PlacementIndirect distribution: The Coca-Cola Company uses intermediaries in its distribution. The company

does not sell its products directly to its consumers .Intensive distribution:

Retail outlets Small shops Restaurants Petrol stations Newsagents Schools Sports Entertainment venues

1 -I believe in order to ensure the success of the product must test the market and this is through publicity of the product in all countries of the world . 2- Must be promotion by the suspense element of the consumer .3- Interest in product name . 4- Attention to the packaging . 5- Must be an accurate test of the product where it is still the product to specific markets to feel the pulse of the market and a limited period after that period will be determining the success or failure of the product .6- Control of consumer demand in all countries of the world to see the success of propaganda and the willingness of consumers

to know to receive the product in the market for consumption.