The success of_coca-cola_2007ppt

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.