Coco Cola
Coco Cola
Coco Cola
Coca-Cola's inception in 1886 by an Atlanta pharmacist, John S. Pemberton, under his Pemberton Chemical Company, is a
well-known tale. However, it was his bookkeeper, Frank Robinson, who bestowed upon the beverage the name "Coca-
Cola." Ownership of the company shifted to another Atlanta pharmacist, Asa Griggs Candler, by 1891, who subsequently
incorporated the Coca-Cola Company in the following year. The trademark "Coca-Cola" was officially registered in the
U.S. Patent Office in 1893.
Today, Coca-Cola stands as a globally recognized brand, with its carbonated soft drink being sold in various
establishments worldwide, from stores to vending machines to restaurants. Its journey from a local concoction to a
universally beloved refreshment is evident in its staggering consumption statistics: a whopping 1.6 billion servings are
enjoyed daily across the globe. In 2009 alone, 9.8 billion cases of its flagship brand were sold worldwide.
Despite its American origins, Coca-Cola's popularity transcends borders, making it a ubiquitous presence in every corner
of the world. Its success isn't just confined to its classic cola; the company boasts a diverse portfolio of over 500 brands
and more than 3500 beverages, showcasing its ability to adapt and innovate over time. In essence, Coca-Cola's story
exemplifies how a simple idea can evolve into a global phenomenon, leaving an indelible mark on the world of business
and culture.
HISTORY
Cola was invented in 1886 by Dr. John S. Pemberton, a pharmacist in Atlanta, Georgia. It was initially sold as a patent
medicine for five cents a glass at soda fountains. Pemberton's bookkeeper, Frank M. Robinson, coined the name "Coca-
Cola" and designed the iconic script logo. Coca-Cola was sold in a syrup form, which was mixed with carbonated water at
the point of sale.
As demand for Coca-Cola grew, businessman Asa Griggs Candler acquired the rights to the formula and brand in 1889.
Under Candler's leadership, Coca-Cola expanded rapidly across the United States. In 1899, the first bottling agreement
was signed, leading to the establishment of the Coca-Cola bottling system. This allowed Coca-Cola to maintain consistent
quality and expand distribution.
Coca-Cola continued to grow internationally, with bottling plants established in various countries. During World War II,
Coca-Cola became a symbol of American culture and was provided to soldiers as part of their rations. After the war,
Coca-Cola's presence expanded further, becoming available in more countries around the world.
In the 1960s, Coca-Cola introduced new products such as Sprite (1961) and Fresca (1966) to diversify its beverage
portfolio. In 1982, Coca-Cola launched Diet Coke, which quickly became a popular sugar-free alternative. The company
also focused on marketing and branding, with memorable campaigns like "It's the Real Thing" and the introduction of the
polar bear mascot.
In the 1970s, Coca-Cola faced significant challenges when attempting to introduce its flagship cola product to the Indian
market. The company initially struggled to gain traction due to several factors, including cultural preferences, economic
conditions, and competition from local beverage brands.
One of the primary obstacles Coca-Cola encountered was the strong cultural affinity for traditional Indian beverages,
such as chai (tea) and lassi (a yogurt-based drink). These beverages held deep-rooted cultural significance and were an
integral part of daily life for many Indians.
Additionally, Coca-Cola faced skepticism and resistance from consumers who were wary of foreign brands and unfamiliar
with the taste of cola. The company's initial marketing efforts failed to resonate with Indian consumers, who were
accustomed to different flavor profiles and beverage experiences.
To address these challenges and gain acceptance in the Indian market, Coca-Cola adopted a strategic approach focused
on understanding and respecting local culture and preferences.
One key initiative involved diversifying its product portfolio to cater to Indian tastes. Coca-Cola introduced regional
variants and new flavors tailored to suit the Indian palate. For example, the company launched Thums Up, a cola brand
with a spicier flavor profile that resonated with Indian consumers' preferences for bold and intense flavors. Thums Up
quickly gained popularity and became one of the leading cola brands in India.
Furthermore, Coca-Cola invested heavily in marketing and advertising campaigns that emphasized the brand's
commitment to India and its rich cultural heritage. The company partnered with local celebrities, sponsored cultural
events, and launched campaigns that celebrated Indian values and traditions.
By demonstrating a genuine understanding of Indian culture and preferences, Coca-Cola gradually won over consumers
and established a strong presence in the Indian market. Today, Coca-Cola is one of the leading beverage brands in India,
with a diverse product portfolio that caters to the diverse tastes and preferences of Indian consumers.
In 1984, Roberto Goizueta became CEO of The Coca-Cola Company, leading the company through a period of significant
growth and innovation. Coca-Cola introduced new packaging formats, expanded into new markets, and acquired brands
like Minute Maid and Powerade. In 2005, Coca-Cola launched Coca-Cola Zero, targeting young adult consumers with a
calorie-free cola.
In recent years, Coca-Cola has focused on sustainability initiatives, including water conservation, packaging recycling, and
reducing environmental impact. The company has also introduced new products to meet changing consumer
preferences, such as Coca-Cola Life with stevia sweetener and Coca-Cola Energy drinks.
Coca-Cola Bottling Company United (Coca-Cola United) has a long history of supplying Coca-Cola products directly to
retailers and restaurants. But when Coca-Cola introduced its new Freestyle vending machine, Coca-Cola United, a
privately owned company that is not owned by Coca-Cola, was challenged to streamline its order and invoicing
procedures.
Mission
Improving lives
Exceeding expectations
VISION
Inspiring others:
To be the best:
craft the brands and choice of drinks that people love and enjoy,
refresh them in body and spirit. And done in ways that create a more sustainable business and better shared future that
makes a difference in people’s lives, communities and our planet.
Become the best total global beverage leader, generating sustainable economic, social, and environmental value by
managing innovative, winning business models with the best employees in the world.and better shared future that
makes a difference in people's lives, communities and our planet.
PRODUCTS
Coca-Cola offers a wide range of beverages under various brand names. Here's a list of some of Coca-Cola's products:
Coca-Cola Classic
Coca-Cola Cherry
Coca-Cola Vanilla
Coca-Cola Life
Coca-Cola Energy
Fanta
Sprite
Smartwater
Vitaminwater
Honest Tea
Coca-Cola's brand name is synonymous with global recognition and is widely acknowledged by consumers worldwide. A
survey conducted in 2012 across multiple countries, including the USA, Canada, France, Germany, and others, revealed
that an impressive 90% of respondents recognized the Coca-Cola brand. This demonstrates the brand's remarkable
visibility and enduring appeal across diverse geographical regions and cultures.
BRAND LOGO
Logo: The Coca-Cola logo is instantly recognizable with its distinctive red color and cursive lettering. It has remained
relatively unchanged for over a century, solidifying its place in pop culture.
The “Coke Bottle” has been used for decades as a symbol of the company as well as in various logo formats adopted over
the years.
SLOGAN
"Taste the Feeling" is one of Coca-Cola's well-known slogans. It captures the emotional experience and enjoyment
associated with drinking their beverages.
Coca-Cola had a number of notable taglines in its one hundred-plus years as a company.
In 1886, simplicity was the name of the game as the company debuted the slogan "Drink Coca-Cola". By 1906, the
company dubbed its soda "The Great National Temperance Beverage", in a nod to the Prohibition era, when the nation
was swept up in a movement against drinking alcohol. In 1922, 1923 and 1924, Coca-Cola was big on appealing to thirsty
customers in increasingly subtle ways. The company's slogans were "Thirst Knows No Season", "Enjoy Thirst" and
"Refresh Yourself".
The years 1927 and 1932 shared a common celestial theme "Pure as Sunlight" and "Ice Cold Sunshine". By 1939, Coca-
Cola decided shorter was not sweeter and adopted this wordy slogan "Whoever You Are, Whatever You Do, Wherever
You May Be, When You Think of Refreshment Think of Ice Cold Coca-Cola". In 1942 and 1982, the soda company's
slogans took a quasi-philosophical turn "The Only Thing Like Coca-Cola is Coca-Cola Itself" and "Coke Is It!". Coca-Cola's
best known slogans came in 1969 with "It's the Real Thing" and then in 1971
with its catchy "I'd Like to Buy the World a Coke" song, both were part of the same campaign.
BRAND COLORS
Coca-Cola's brand is associated with the color red, which represents energy, passion, and excitement. This vibrant color is
used consistently across their marketing materials and packaging.
Coca-Cola places great importance on its core values, which serve as the guiding principles for all aspects of the
company's operations. These values shape Coca-Cola's behavior within the industry and the wider world, ensuring
alignment and consistency across the organization.
The core values of Coca-Cola encompass leadership, integrity, collaboration, passion, accountability, quality, and
diversity. These values serve as a compass for the company's interactions with its main stakeholders, including
employees, shareholders, customers, and the community at large.
In a global market where competition is fierce, Coca-Cola recognizes that thriving requires more than just survival; it
necessitates a steadfast commitment to cultural values within the organization. These values not only drive the company
forward but also help maintain its position at the forefront of the global stage.
BRAND POSITIONING
The way that Coke has differentiated itself has helped the target consumer remember the brand due to its competitive
and unique nature (positioning). Keller (2008) defines brand positioning as “the act of designing a company’s offer and
image so that it occupies a distinct and valued place in the customer’s mind”. The act of brand positioning is two-fold. In
the case of Coke, the brand had to first pinpoint the right place in the mind of the target consumer. Secondly, Coke was
able to influence the consumer that they think about the brand in a specific way. When a consumer knows about a
brand, and why it is different but also like other brands, this is an effective way to position the brand.
Positioning tackles how products will stand with the competition, which offers the same products and services in the
market and customers' minds. An excellent positioning transforms a product into a unique one, making customers
consider using it. In a marketplace with various cluttered products showcasing similar benefits, an effective positioning
strategy makes the product stand out among others.
Keller (2008) further explains that, if a brand wants to have the right brand identity and image, it needs to position itself
by identifying and establishing points of difference (differentiation) and points of parity (similarity). Positioning also plays
a role in relating the unique values of the brand to the consumer, and how these values assist the brand in occupying a
unique position in the consumers’ mind.
Though the soft drink market has grown over the years, so has the competitive landscape. Resultantly, the brand has
been forced to think about how they can demonstrate both points of parity with other leading brands, and unique selling
points. Most beverage brands take a similar approach to brand positioning. Across the players in the market, most, if not
all, highlight concepts like refreshment, and vitality. Coke goes beyond the promise of a drink that quenches thirst and
has been positioned as the “original” soft drink. This is done by establishing and building strong emotional relationships
with its consumers.
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