The

Coca
Story
Glorious days

Cola
vs.

Challenging future

Members:
Nguyen
Le Viet Anh Ng
Nguyen Duy Ti
Arjun Arora
Rishabh
School:
Raffles
Business@school 2007 - Phase 1
Presentation

1886: J.Pemberton
Become
a symbol of
1982:
1916:Diet
the Coke The 1st extension of
FRIENDSHIP
invented
Coka-Cola
the
unique
trademarks Coca-Cola
1919: Ernest
1941: Asa
1888:
every
Candle
man in
1985:
contour
The 1st change
in theWoodruff
secret
purchased
the
Coca-Cola
uniform gets
brought
over aCocabottle
formula
bottle Not accepted by the
Companythe
for original
$25 million.
of Coca-Cola
Cola
from J.Pemberton
customers
design
returning
1924: 1st appearance of the
Woodruff
formula
was
six pack carrier
1993: "Always
1955: First king-size
approved
1926: Established
the foreign
Coca-Cola"
2001: The
and family size
.
department,
whichPackage
in 1930
campaign
1st
Fridge
1893: The
bottles
areCoca-Cola
introduced
1960:
Minute
Maid
as
is launchedknown
in
trademark
is registered
in the started became a subsidiary
Corporation
merged with the
The Coca-Cola
U.S Export
U.S. Patent Office
Company
Corporation
2003: Coca-Cola
1894: The first syrup
New
Soft Drink plant
FANTAoutside
1928: Coca-Cola
and the
Real
manufacturing
1961:
Olympic Games
began their
campaign
AtlantaSPRITE
opened in
Dallas,
st
1963:
association2004: E. Neville
Texas. TAB, the 1 low-calorie
beverage.
1930: Santa
image
was 1st
Isdell
is elected
1899: The 1st bottling plant
1971:
like to
buy thewas
used by Coca-Cola
chairmanCompany
of the
under Id
the new
contract
world
a Coke
1933-1937:Board
The and CEO of
opened
in
Chattanooga.
1886-1892
1960-1981
1886-18921892-1904
1887-19041905-1918
1905-19181919-1940
1919-19401941-1959
1941-1959
1960-1981 1982-1989
1982-1989
1990-1999
2000-NOW
implementation
of1990-1999
the new 2000-NOW
the
Company
Business@school 2007 - Phase 1
automatic fountain dispenser 2
Presentation

Official Name: The Coca-Cola Company

CEO & Chairman: Neville Isdell
Headquarters: Atlanta, Georgia
Industry: Food & Beverage Soft Drinks
Products: Over 400 brands
Operating Groups: North America,
Africa, East, South Asia and Pacific Rim,
European Union, Latin America, North
Asia, Eurasia and Middle East
Business@school 2007 - Phase 1
Presentation

E. Neville Isdell
Chairman and
Chief Executive Officer

Board of Directors

Business@school 2007 - Phase 1

Presentation

Coca Cola Products

Market Share
Revenue
102.1Bn
Market Capital
241.51Bn
Stock Price
Stock Volume
2,730,6800
Market Share

Coca Cola

Market

$ 24.09 Bn

$ 108.08 Bn
$46.68

N/A

1,699,6900
62.7%

Business@school 2007 - Phase 1

Presentation

N/A

How well is the company performing

Performance Metrics
2004
Net Asset Turnover
2.13
Return On Sales
Return On Investment
60.8%
Return On Equity
Unit Case Volume
N/A

2006

2005

2.58
27.3%

2.08
28.95%
70.6%

30.5%
N/A

Business@school 2007 - Phase 1

Presentation

30.18%

28.6%
60.12%
32.3%
N/A

How well is the company performing

Performance Metrics

Coca Cola

Pepsi

Net Asset Turnover

2.08

3.41

Return On Sales

28.95%

19.60%

Return On Investment

60.12%

66.85%

Return On Equity

30.18%

29.24%

Business@school 2007 - Phase 1

Presentation

Profits

Coca Cola

Market

Return on Equity

30.53%

18.20%

P/E

21.59%

25.70%

Net Profit Margin

11.43

8.1

Dividend Yield

2.90%

2.41%

EPS

N/A

N/A

Business@school 2007 - Phase 1

Presentation

What has made Coca Cola so

successful?
1960s-adpt to
the youth
market, used
popular-music
artists to
perform.

Mid 1970s- Look

up America was
born, to set the
direction of the
whole nation, and
remind Americans
of their countrys
positive values

Its marketing strategy, especially

1971-the through
most
TV Ads
successful
television ad
and campaign,
the Hilltop
Commercial.
1993-Coca Cola
begins computer
designed Ads by
the innovative
Always Coca
Cola Ad with the
Polar Bear.

2000-most refreshing Ad First

Experience, which says The first time
Business@school
2007 - Phase 1
drinking Coke is like kissing
a girl
Presentation

The Coke Side of Life

Encourages
people
making
positive
choices
Create
everyday
own
positive reality, be
spontaneous,
listen to our
hearts and live in
full color

Reflects the
simple,
optimistic
moments in
life.
Coca-Cola is
refreshingly honest
and uplifting.

Business@school 2007 - Phase 1

Presentation

10

Branding Coca Cola

products in new marketsthe 6-step
master plan
Promote Connection and Vitality

Begin with Summer

Refreshment
Kill the thirst with Coke when you are outside with friends -Ice cold
& sensory experience.

Key Local Seasonal Occassion

Promote Connection and Reunion

The best choice for celebration with Family and Friends-experience of Specialness
The feeling of Relaxing and
Revitalizing
A great habit after hours of hardworking, when you can enjoy colleagues and family

Establish Everyday Relevance

Teen outing- a natural way of socializing and entertaining

Makes your meals ever better than
before
The best suit complement for meals, not matter out of home or weekend meals

Link Coke & Meals

Continue Everyday Relevance

Increase excitement, specialness and stron

Olympic, World Cup or other entertaining events such as American Idol

Continue Everyday Relevance

Boost amusement and invigoration, delight and

Everyday Football and Sport-when you watch TV or playing games at home

Business@school 2007 - Phase 1
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11

What make us stand out from the res

Business@school 2007 - Phase 1

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12

The best fit will survive, others wil

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