The World of Coke
Presented By
Andrea R. Hart
History of Coca Cola
• Coca Cola began in 1886
– Pharmacist John Pemberton
sold a glass at Jacobs
Pharmacy in Atlanta, GA, for
$.05 cents.
• Sales averaged $.45 cents a
day.
History of Coca Cola
• Rights were acquired by
Griggs Candler for $2,300
in 1888.
• Three production facilities
were operating within 7
years.
• By 1920 there were over
1,000 bottlers of the
product.
Coca Cola Today
•
•
•
•
51% of the global carbonated soft-drink business
Operates in more than 200 countries
Brand list exceeds 500 with 3,500 plus beverages
Nearly 140,000 employees
Coca Cola Today
• Reported net income was
$11.8 billion in 2010
• Increase in operating
revenue of 16% to $9.5
billion, 70% was generated
internationally
• Average price of 16oz cola
sells for $.99 cents
Future Plans
• Set juice as its top priority.
• More emphasis on innovation
• Establish dairy beverages as a global platform
– Brands such as
• Vio
• Minute Maid,
• Pulpy Super Milky
Future Plans
• More emphasis on innovation
• Venturing and emerging brands group
– Zico
– Honest Tea
– Illy
Future Possibilities
• Marketing Efficiency
– Campaigns for Multi Regional Use
• Scaling Globally & Being Locally Relevant
Future Possibilities
• Doubling system revenue to $200 billion in 2020
– $95 billion last year
• Double the numbers of servings of its products
– water, soft-drinks, juices
– Consumption to more than 3 billion per day
Room for Improvement
• Improving connections with consumers
• Better segmenting media towards consumers
• Profit Growth
New Ventures
• Experimenting with new media
– Digital Billboards
– Social Media
– In-Store Advertising
– High-Profile TV Campaigns
New Ventures
• Entering new markets
– Vio-Fizzy Milk
– Sparkling
– Active Lifestyles
– Enhanced Waters
– Sports Drinks
Plans In Next Few Years
• Multicultural Changes
– Multicultural consumers account for 33% of all of
Coca-Cola's U.S. volume
– By 2020, those consumers will make up 40% of
U.S. volume.
• 12-month strategy for African-American
consumers. To focus on moms.
Plans In Next Few Years
• Celebrate historically black colleges and
universities.
– Black History Month
– Connecting over music
Audit of Current Actions
• For 125 Years, company has stayed current
with the times.
• Markets eco friendly initiatives
– Less plastic in bottles
• Healthier Beverage Options
– Juices
– Energy Drinks
Audit of Current Actions
• Too internally focused, not focused on
changes with consumers.
• Missed healthier trends
– “Consumers who want to reduce the calories they consume from beverages can choose
from our continuously expanding portfolio of low- and no-calorie beverages, as well as
our regular beverages in smaller portion sizes.”
• Nestle and Gatorade Lead in Water Enhancers
and sports drinks
Recommendations
• Coca Cola needs to have multi segments for different
beverage types.
• More High profile memorable marketing campaigns
• Update and reinvigorate existing products
• Reducing sugar content in Vitamin Water Brand
Recommendations
• Appeal to Mothers in the market
– Market Coca Cola as a
household item for recipes
• Introduce Water Enhancers to
create market of water
drinkers.
Conclusion
• Coca Cola needs to continue
Marketing Regionally.
• Seek ways to lure health
fanatics
• Other vendors
– School system bans sodas
• Introduce limited time
products
References
•
Company Fact Sheet. (2011). Retrieved June 29, 2011, from CocaCola.Com:
http://www.thecoca-colacompany.com/ourcompany/pdf/Company_Fact_Sheet.pdf
•
The Coca Cola Company. (2011). Heritage Timeline. Retrieved June 29, 2011, from
CocaCola.Com: http://heritage.coca-cola.com/
•
Coca-Cola Lays Out Its Vision for the Future at 2010 Meeting. (2009, November 22).
Retrieved July 10, 2011, from AdvertisingAge: http://adage.com/article/news/coca-cola-laysvision-future-2010-meeting/140664/
•
La Corte, R. (2009, February 11). Drink Industry: Cut Soda At School. Retrieved July 10, 2011,
from CBSNews: http://www.cbsnews.com/stories/2005/08/17/health/main782266.shtml