Coca-cola Presentation

COCA-COLA

RESEARCH AND STRATEGIES

HISTORY OF COCA-COLA • The product that has given the world its best-

known taste was born in Atlanta, Georgia, on May 8, 1886. Dr. John Stith Pemberton, a local pharmacist, produced the syrup for CocaCola®, and carried a jug of the new product down the street to Jacobs' Pharmacy, where it was sampled, pronounced "excellent" and placed on sale for five cents a glass as a soda fountain drink. Carbonated water was teamed with the new syrup to produce a drink that was at once "Delicious and Refreshing," a theme that continues to echo today wherever CocaCola is enjoyed.

• Thinking that "the two Cs would look well in

advertising," Dr. Pemberton's partner and bookkeeper, Frank M. Robinson, suggested the name and penned the now famous trademark "CocaCola" in his unique script. The first newspaper ad for Coca-Cola soon appeared in The Atlanta Journal, inviting thirsty citizens to try "the new and popular soda fountain drink." Hand-painted oilcloth signs reading "Coca-Cola" appeared on store awnings, with the suggestion "Drink" added to inform passersby that the new beverage was for soda fountain refreshment. During the first year, sales averaged a modest nine drinks per day.

Dr. Pemberton never realized the potential of the beverage he created. He gradually sold portions of his business to various partners and, just prior to his death in 1888, sold his remaining interest in Coca-Cola to Asa G. Candler. An Atlantan with great business acumen, Mr. Candler proceeded to buy additional rights and acquire complete control.

JOURNEY OF COCA-

COLA

• Entering the last quarter of the 20th century, the

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deep emotional bond between Coca-Cola and its consumers grew even more powerful and more global. In 1971, young people from around the world gathered on a hilltop in Italy to sing "I'd Like to Buy the World a Coke," a counterpoint to turbulent times. This was also a glimpse into the Company's future: an expanding global presence and an even closer attachment to the world's most cherished trademark. The power and prestige of Coca-Cola were exemplified in 1988, when three independent worldwide surveys conducted by Landor & Associates confirmed Coca-Cola as the best-known, most-admired trademark in the world.

• Perhaps a more human assessment of

consumers' loyalty to Coca-Cola had come in 1985. The Company startled the American public by announcing a new taste for Coke, the first change in the secret formula since Coca-Cola was created in 1886. The new taste was overwhelmingly preferred in taste tests, but all the testing and research could not measure the emotional attachment Americans had for the original formula. That original taste had become more than just a soft drink, and consumers' deep feelings, memories and loyalties to it came alive. The Company listened to its consumers and quickly responded by returning the original formula to the market as Coca-Cola classic®.

• The Company's global strategy during the 1980s

continued to bring consumers on every continent refreshing products for every occasion and every lifestyle. In 1982, soft-drink history was made with the introduction of Diet Coke®, the first extension of the trademarks Coca-Cola and Coke, and the most successful new soft drink since CocaCola itself. Within two years, Diet Coke had become the top low-calorie soft drink in the world.

• Advertising during the 1970s and 1980s continued a long tradition that presented Coca-Cola as one of life's simple pleasures, distinctive and acceptable anywhere. In 1976, the "Coke Adds Life" campaign was introduced, laying the foundation for the 1979 introduction of "Have a Coke and a Smile," a campaign of heart-warming emotion best captured by the famous television commercial featuring Pittsburgh Steelers tackle "Mean" Joe Greene.

• Coca-Cola" campaign debuted in 1993, followed

by "Coca-Cola … Real" in 2003 and "The Coke Side of In early 1982, the theme "Coke Is It!" was launched around the world to reflect the resurgent, positive spirit of the 1980s and to reaffirm the leadership of Coca-Cola. "Can't Beat the Feeling" wrapped up the 1980s, while "Can't Beat the Real Thing" led the way into the 1990s, and the innovative "Always Life" in 2006.

• Established: 1886 • Ranking: We own 4 of the world's top 5

nonalcoholic sparkling beverage brands • Associates: 90,500 worldwide • Operational Reach: 200+ countries • Consumer Servings (per day): 1.5 billion • Beverage Variety: more than 2,800

BRANDS OF COCA-

COLA

MISSION Everything done is inspired enduring Mission:

by

the World... In • To Refresh :

body, mind, and spirit. • To Inspire Moments of Optimism... Through our brands and our actions. • To Create Value and Make a Difference... Everywhere we

VISION • To achieve sustainable growth, have

established a Vision with clear goals:

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

Planet: Being a responsible global citizen that makes a difference.

Portfolio: Bringing to the world a portfolio of

beverage brands that anticipate and satisfy peoples' desires and needs.

• Partners: Nurturing a winning network of partners and building mutual loyalty.

• Profit: Maximizing return to shareowners while being mindful of our overall responsibilities.

Bringing Vision to Life • Our vision to become truly sustainable • •

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and achieve long-term growth is changing the way we think and operate. You’ll see evidence of our progress every day as we work closely with our bottling partners in achieving our goals: We will be in the top three for total return to shareowners among a set of comparable global companies, while ensuring the long-term health of our system. We will be the employer of choice, where people create extraordinary results every day, in every country where we operate.

We will double the value of our most recognized brand, Coca-Cola®, and grow the rest of our portfolio so it is comparable in size. We will be the world's most respected, preferred and trusted global partner, as measured by superior satisfaction scores and innovations that ignite the categories in which we choose to compete. We will be the recognized global leader in corporate social responsibility. It’s in our very nature to innovate, create and excel. The more we grow, the greater the opportunity for you to grow with us.

VALUES

• Guided by shared Values that we will live by as a company and as individuals:

Leadership: “The courage to shape a better future” Passion: “Committed in heart and mind” Integrity: “Be real” Accountability: “If it is to be, it's up to me” Collaboration: “Leverage collective genius” Innovation: “Seek, imagine, create,

Quality: delight” well”

“What we do, we do

THE GOALS ARE SIMPLE::

•We Will

Reinvigorate Growth , Of Our Company , And We Will Inspire Our People….

STATEGIES • What will drive our success in the future? Not

just growth, but sustainable growth -meeting our short-term commitments while investing to meet our long-term goals. And we have a vision and clear goals to guide our journey to achieve long-term growth -- the kind of long-term growth that allows careers to flourish. We are building on our fundamental strengths in marketing and innovation, driving increased efficiency and effectiveness in interactions with our system and generating new energy through core brands that focus on health and wellness.

We are poised to capture the opportunity in so many ways. Here are just a few: With the world's most recognized family of brands, we deliver more than 2,800 products to 200 countries around the world -- not just soft drinks, but juice and juice drinks, sports drinks, water, even coffee and milk. And every day we explore new ways to create and share beverages to energize, relax, nourish, hydrate and enjoy. As the world's largest distributor of non-alcoholic beverages, we maintain a trusted local presence in every community we serve. We are constantly looking ahead to anticipate what our communities may need and gathering resources to support them. We've increased our annual marketing budget substantially, launched many new products, and developed a model to help our retail customers maximize their sales while we continue to plan for the next one, five and ten years in business. We need highly skilled, ambitious, innovative people who think entrepreneurially and thrive on teamwork.

MARKETING STRTEGIES • The Coca-Cola Company is the world’s leading

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manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. Its world headquarters is based in Atlanta, Georgia. The company and its subsidiaries employ nearly 31,000 people around the world. The Coca-Cola Company manufactures syrups, concentrates and beverage bases for Coca-Cola, the company’s flagship brand, and also produces over 230 other soft-drink brands sold by and its subsidiaries in nearly 200 countries around the world.Some of Coca-Cola’s latest domestic marketing strategies include Coke dominating fountain sales. Thousands of consumers visit fast-food restaurants every day and Coke feels that it is very important to have the consumer see and drink their product at such chains as McDonalds, Burger King, and Domino’s Pizza. Coca-Cola is also testing a new plastic cup in the famous Coca-Cola contou….

They are also coming out with a new curved can. Coca-Cola and One 2 One are teaming up for a promotion called, “Collect and Connect. According to consumer specialist, Robert Bertini, “the cans stand out on the shelves and are fun to hold. Cokes’ logo has become a widely known at music and sports events. They will reintroduce its’ winning commemorative Coca-Cola classic bottles featuring the members of the Coca-Cola Racing Team. The phone and service can be altered but Coke will use the text messaging service to inform customers of new promotions. Coca-Cola has also signed a three year deal with AOL valued at 100 million dollars linking packaging and promotional activities from the retail shelves to cyberspace.

COMMITMENT IN ACTION Improving the quality of life in the communities where we operate has always been an integral part of our business: promoting active lifestyles and well-being, minimizing our environmental impact, driving economic growth and more. From our early years, we have promoted active living, sponsoring sports programs on a local basis and a global scale. Our environmental commitment began long ago with water quality and waste reduction, and we continue to work to lessen our environmental footprint. In the communities we serve, our presence means increased opportunities in terms of jobs, tax income and economic growth, as well as support for community programs. These are just a few of the ways we strive to make life better for our customers, consumers and communities around the world. Learn more about our initiatives around the world by visiting the links to the left.

STRENGTH One of our greatest strengths is our ability to conduct business on a worldwide scale while maintaining a local approach. At the heart of this approach is the Coca-Cola bottling system. The CocaCola system comprises our Company and our bottling partners -- more than 300 worldwide. Many consumers do not realize this, but there is a distinction between our Company and our bottling partners. Our Company manufactures and sells concentrates, beverage bases and syrups to bottling operations, which then produce a wide array of Coca-Cola beverages. Our Company owns the brands and is responsible for consumer brand marketing initiatives. Our bottling partners, in addition to manufacturing the final branded beverages, also handle merchandising and distribution.

Bottlers work closely with customers -- grocery stores, restaurants, street vendors, convenience stores, movie theaters and amusement parks, among many others -- to execute localized strategies developed in partnership with the Company. Customers then sell our products to consumers at a rate of 1.5 billion servings a day. The Coca-Cola system is not a single entity from a legal or managerial perspective, and the Company does not own or control most of our bottlers. In 2006, bottling partners in which our Company had no ownership interest or a noncontrolling equity interest produced and distributed approximately 83 percent of our worldwide unit case volume. In January 2006, our Company owned bottling operations were brought together to form the Bottling Investments operating group, now the second-largest bottler in the Coca-Cola system in

WEEKNESSES • Weaknesses are the current

problem of the company. To determine the weaknesses of the company the things that should be known includes the products that are least profitable, the areas of the company that is not able to recover cost, the weak brands, the ability of the company to raise money when it needs to, the ability of the company to stand

product is partaken. The product they have can cause health problems when taken many times. Young children who might acquire health problems from taking their product are not restricted. one of the examples can be given by the report that said COCA COLA contains PESTICIDES. The major problem of this company is that it is not been able to separate itself from PEPSI.. They both have strong brand name but they don’t have one thing which can give them

OPPERTUNITIES • Meaningful change on a global scale requires

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collaboration and mutual commitment. Together, the small steps we take will lead to something bigger. We are working with our bottling partners, suppliers, governments, NGOs and community leaders, to develop and implement innovative solutions to global challenges. Solutions to these complex issues -- clean water access and availability, climate change, raw material scarcity and the spread of infectious diseases -- will positively impact communities we serve, as well as the sustainable growth of our business. We have an obligation to conduct our business ethically and responsibly and to contribute to the well-being of the people our business touches. This starts with the men and women of The Coca-Cola Company. We have a responsibility to provide a safe, inclusive work environment where our associates are valued and fulfilled.

Our commitment to the safety and quality of our beverages is of the highest importance to us. We never forget that we are invited into people's lives 1.5 billion times each day through our beverages. We also have an obligation to ensure our consumers can make well-informed beverage choices. We continue to provide more nutrition information on our packaging, and we encourage and support wellbeing and active lifestyles around the world. Additionally, we work to protect and preserve the environment through our water stewardship, sustainable packaging, and energy and climate protection initiatives. We believe the public and private sectors can and should contribute to improving the shape of our world. Individuals also play a vital role in improving the economic, social and environmental condition of our planet. Working together, we can make a meaningful difference.

THREATS Currently, the threat of new viable competitors in the carbonated soft drink industry is not very substantial. The threat of substitutes, however, is a very real threat. The soft drink industry is very strong, but consumers are not necessarily married to it. Possible substitutes that continuously put pressure on both Pepsi and Coke include tea, coffee, juices, milk, and hot chocolate (“Cola Wars”, 1991).

Even though Coca-Cola and Pepsi control nearly 40% of the entire beverage market, the changing health-consciousness of the market could have a serious affect. Of course, both Coke and Pepsi have already diversified into these markets, allowing them to have further significant market shares and offset any losses incurred due to fluctuations in the market (“Cola Wars”, 1991). Consumer buying power also represents a key threat in the industry. The rivalry between Pepsi and Coke has produce a very slow moving industry in which management must continuously respond to the changing attitudes and demands of their consumers or face losing market share to the competition. Furthermore, consumers can easily switch to other beverages with little cost or consequence (“Cola Wars”, 1991).

THANK YOU