The Coca Cola

Company

PRESENTED BY
Supervised by : Dr. Ezz El Arab El Awoor
Student Work : Walid El Shawwa Y RAHITYA REDDY
2311BM010158
 Agenda

* History
* Standing in the business environment
* Brands of Coca Cola
* Mission
* Vision
* Values
* Coca Cola Marketing
* SWOT Analysis
* The way of success
 History

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.
 History

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.
 Standing in the business environment

Ranking: Company owns 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 2800 products
 BRANDS OF COCA COLA

Energy Drinks Sports Drinks

Juices/Juice Drinks
Tea and Coffee Other Drinks

Soft Drinks Water

 Mission

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.
 VALUES

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 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, delight
QUALITY: What we do, we do well
 SWOT

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
 SWOT

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.
 SWOT

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
 Coca cola Marketing

Marketing mix

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 trademark
Price
Competition-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.
 Coca cola Marketing

Promotion
Advertising: 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.
 Coca cola Marketing

Placement
Indirect 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
 The way of success

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 .
Thank You