...Coca-Cola Then & Now Nicole Thurman Instructor: Alicia Pattison October 22, 2014 Coca-Cola Then & Now “Coca-Cola was founded in 1886 and has one of the most recognized brands in the world (Coca-Cola website).” Coca-Cola has many years of marketing behind its brand and some of the marketing is clothes by Marc Jacob and women’s fashion and look years ago compared to women’s today. Coca-Cola Advertisements today compared to the past have grown from how it is portrayed and presented to the public. Advertisers use many techniques such as fashion and old vs. new to get customers to buy their product. Using fashion would get people to buy clothing because they think they will fit and look cute in the clothes. Old vs. new ads shows consumers how far the product has come so they would want to try it because it’s been around for so long. The Coca-Cola ad featuring Marc Jacob’s clothing is more up to date and it is selling fashion and how slim you can be when drinking Diet Coke. The background is all white and the ad is a can of Diet Coke with a man and woman and at the bottom it’s a red heart with the name Marc Jacobs next to it, who is a fashion designer. The can of coke is gray with red dots and has a skinny woman on the can itself. Her body is turned half way while she is looking towards the man. She has on yellow and white leggings that are stripped horizontally with black and white star panties over it. Her shoes are blue and brown high heels with her shirt being...
Words: 1227 - Pages: 5
...Coca – Cola’s history in brief: Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia. Coca-Cola Enterprises, established in 1986, is a young company by the standards of the Coca-Cola system. Yet each of its franchises has a strong heritage in the traditions of Coca-Cola that is the foundation for this company. The Coca-Cola company traces it’s beginning to 1886, when an Atlanta pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for sale in fountain drinks. However the bottling business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B. White head, secured the exclusive rights to bottle and sell Coca-Cola for most of the United States from The Coca-Cola Company. The Coca-Cola bottling system continued to operate as independent, local businesses until the early 1980s when bottling franchises began to consolidate. In 1986, The Coca-Cola Company merged some of its company-owned operations with two large ownership groups that were for sale, the John T.Lupton franchises and BCI Holding Corporation's bottling holdings, to form Coca-Cola Enterprises Inc. The Company offered its stock to the public on November 21, 1986, at a split-adjusted price of $5.50 a share. On an annual basis, total unit case sales were 880,000 in 1986. In December 1991, a merger between Coca-Cola Enterprises and the Johnston...
Words: 1908 - Pages: 8
...Rhetorical Analyst of a Vintage 1930 era Coca Cola Advertisement From the early 1800s, advertisements have been used to portray certain ideas or to sell particular goods and services. You can still see its concept at work every day whether on television, in magazines, billboards, internet, and even hear them while listening to the radio. The Coca Cola Company has been one of the most infamous companies to arrive in mainstream America. Founded in 1886, Coca Cola has invested approximately over 2 billion dollars each year into its advertisements. People from every generation and walks of life could remember Coca Cola’s, “Delicious and Refreshing” (Coca Cola, 1930) iconic statement, which could be found underneath its name and on its logos. At Christmas, everyone look forward to seeing all of the different advertisements on television or gaze upon important figures such as Santa Claus in numerous magazines and during the summertime, watching everyday people at the beach, having fun or eating at a barbeque with very the drink as their choice of beverage. In my research of a vintage 1930 era Coca Cola ad, I can see the use of a pleasant, out-going appeal encouraging the public to buy their soda beverage, in which were at the time are children, teenagers, and working class adults; portraying the message that nothing can satisfy thirst more than making, “a pause that refreshes” (Coca Cola, 1930) other than with a Coca Cola. Upon my analysis of the advertisement, I discovered that rhetorical...
Words: 806 - Pages: 4
...1. Situation Analysis Case Background Created in 1886 by Dr. John Pemberton, Coca-Cola has gone through many changes, some good and some bad, but in the end has become the worldwide leader in its industry (Graham, 2011). The company boasts a lineup of approximately 500 different drinks, including soft drinks, teas, coffees, juices, and waters. Soft drinks are their “cash cow” with around two billion cans and bottles sold each day (Graham, 2011). The syrup originally was designed as a "cure-all tonic" and contained coca leaves (Davis, 2004). Two years after creating the mixture, and just before he died, Dr. Pemberton sold the rights to the beverage to Asa Candler. Due to increasing demand Joseph Biedenharn started bottling Coca-Cola and bottled distribution of the soda began; within five years large scale bottling operations became available. Throughout the company's history, and even today, it has faced and overcame many challenges. Coca-Cola was, until recently, the world’s most valuable brand (Elliott, 2013), but is still the worldwide leader in the beverage industry. Through all the successes, Coca-Cola has encountered some challenges along the way. Coca-Cola has been criticized for discrimination against minority employees, poor working conditions of migrant workers, and even assassinations of trade union leaders and union-affiliated workers that provoked protests (Raman, 2007). Another emerging issue the company is facing is criticism that their products are contributing...
Words: 5834 - Pages: 24
...Business Administration - International Business & Entrepreneurship Master Thesis EFO705 - Thesis Group 2019 Study Terms 2007-2008 School of Sustainable Development of Society and Technology Malardalens University Vasteras, Sweden. Marketing Communication of Pepsi & Coca Cola in Pakistan! Muhammad Kashif Omer Malik 840310-P655 E-mail: m_04119_omer@hotmail.com Tutor: Leif Linnskog Date: 01 Sep 2008 Marketing Communication of Pepsi & Coca Cola in Pakistan 2008 Extracts Date Author 01 September 2008 Muhammad Kashif Omer Malik Qilah Lachman Sing, Ravi Road, Lahore, Pakistan. m_04119_omer@hotmail.com +923214912558 Master level thesis in Business Administration (15 ECTS) Marketing Communication of Pepsi and Coca Cola in Pakistan Leif Linnskog How the marketing communication of Pepsi cola and Coca cola is seen in Pakistan and how come the strong position of Pepsi cola? The research is done basically on the qualitative format in which some facts and figures are used for the support of the central issue of research. The data was collected by approaching different sources including primary and secondary styles. The purpose of this research is expose the facts of the appearance of both Pepsi and Coca Cola in Pakistan in terms of marketing communication. This research is mainly based on the marketing communication in which the purpose is to expose the either company’s marketing communication on the media and contribute the matter to the fact of Pepsi cola’s strong position...
Words: 32489 - Pages: 130
...Decentralization Helps Coca-Cola Executives ... www.mhhe.com/business/management/updates/mcshane/.../ch18.mhtml * * ORGANIZATIONAL BEHAVIOR by Steven L. ... One of Douglas Daft's first tasks asCoca-Cola's new CEO was to cut one-fifth of the workforce. The goal wasn't ... 2. Coca Cola Organizational Behaviour Free Essays 1 - 20 www.studymode.com/.../coca-cola-organizational-behaviour-page1.html * 20+ items - Free Essays on Coca Cola Organizational Behaviour for ... Coca Cola Organizational Theory subsequent paper contains a ... Coca- Cola Organizational And General Issue have been overlooked by ... 3. Organizational Behavior Coca Cola Free Essays 1 - 20 www.studymode.com/.../organizational-behavior-coca-cola-page1.html * 20+ items - Free Essays on Organizational Behavior Coca Cola for students ... its part, archrival PepsiCo has a 31.6 percent market share. (Vault 2002) The ... very thankful to you as you Assigned us this report on ROLE OF THE FORCES ... 4. Coca Cola Organizational Theory - Scribd www.scribd.com/doc/20200601/Coca-Cola-Organizational-Theory * * Sep 25, 2009 - Coca Cola Organizational Theory - Free download as PDF File (.pdf), Text ... Is behavior in the organization very standardized, or does mutual ... 5. Organizational Structure of The Coca-Cola Company - Scribd www.scribd.com/.../Organizational-Structure-of-The-Coca-Cola-Compan... * * Sep 15, 2010 - The Coca-Cola Company 2010...
Words: 408 - Pages: 2
...Coca Cola Co. Name MGT 521 Date Professor’s Name Coca Cola Co. “On May 8, 1886, a pharmacist named Dr. John Pemberton carried a jug of Coca-Cola® syrup to Jacobs’ Pharmacy in downtown Atlanta, where it was mixed with carbonated water and sold for five cents a glass” (Coca Cola Co, 2012). Coca Cola is one of the all time biggest beverage company in the industry, that went from selling a few drinks a day from a pharmacy in Atlanta, Georgia to selling billions a day all over the world. According to the Fortune 500, Coca Cola Co ranks number 59 on the 2012 list with revenues of $46,542. millions and profits of $8,572. Millions (CNN Money, 2012). SWOT Analysis The SWOT Analysis is “ a planning tool used to analyzed an organization’s strengths, weaknesses, opportunities, and threats” (Nickels, W.G, McHugh, J. M. & McHugh, S.M., 2010). Coca Cola Company is the major distributor, maker, and seller in the world, but one of the company’s biggest threat is the competidor such as Pepsi Co. that tries to stay at the same leves as Coca Cola. Strengths Some of the strengths that Coca Cola have are the well known brand, popularity, consumer faithfulness, good advertising and promotion, strong financial position and profits, and International Trades. Coca Cola has been in the Market for over 100 years and is well known all over the world. The company’s ads are popular, specially during Christmas season and Super Bowl. Coca Cola’s branding is recognized worldwide...
Words: 1187 - Pages: 5
...And Drink No Comments Print For many years, Coca Cola and Pepsi have enjoyed the position as the two most enjoyed soft drinks in the USA, as they have maintained their popularity over the past several decades. One can divide soft drink fans into two major camps: Coke-lovers and Pepsi-lovers. Each of the camps substantiates its favoritism not only on flavor, but also on ideas, facts, and preferences that justify its choice and allow it to stay true to its selection. The following analysis of the history of Pepsi and Coca Cola explores Pepsi and Coke with an emphasis on advertising and cultural significance of these efforts, discovering what makes these soft drinks so popular and what differentiates them from each other. What emerges is that there is little in the way of differences between Coke and Pepsi outside of different cultural histories. There are many similarities between Coca Cola and Pepsi and the history of Coca Cola is nothing like the history of Pepsi outside of the fact that both companies were advertising soda. Both were intended to serve as recreational drinks associated with parties, fun, sex, and entertainment. The two drinks have just about the same color, the same amount of carbon dioxide, and have a similar taste. While in the past they both used different natural extracts from the coca nut, nowadays they both rely on artificial flavors and man-made components (Pendergrast 87). Taste tests between Coca Cola and Pepsi are as iconic as the beverages themselves...
Words: 1012 - Pages: 5
...Mady Outline: 1. Coca Cola Background 2. 7 P's 3. Market PESTEL analysis (Egypt) 4. SWOT analysis (Egypt) 5. Competition Analysis 6. Consumer Targeting, Segmentation, Positioning & Differentiation 7. Brief Marketing Plan 8. Creating value for customers and building customer relationships The Coca-Cola Company It is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day. The Coca-Cola Company is headquartered in Atlanta, Georgia, United States. Its stock is listed on the NYSE and is part of DJIA, S&P 500 Index, the Russell 1000 Index and the Russell 1000 Growth Stock Index. Its current chairman and chief executive is Muhtar Kent. Coca Cola (the drink) Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries.[1] It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States...
Words: 4664 - Pages: 19
...Subject: Economics The competition between “Coca-Cola”and “Pepsi” in the market for soft drinks Abstract There are two types of people – the ones who like “Coca-Cola”, and the ones who prefer “Pepsi”. Or at least that is the fact that trying to convince us the marketing experts from both companies. The two famous brands compete with any means to persuade whose drink is better. The solution to this problem relies on both of the companies’ abilities to boost the domestic sales, to prove to new international markets, to broaden their brand for new streams of revenue and include non-carbonated beverages in their “big plan”. Competition analysis Nowadays competition is not only commonplace, every year it becomes increasingly fierce. Many companies move theor production to countries with lower standards and bring to market cheaper goods. Once the company finds it’s most important competitors, it has to analyze them by specifying their characteristics, especially their strategies, goals, strengths and weaknesses. Group of companies that follow the same strategy of a target market is called strategic group. If a company wants to enter a particular industry, it develops a strategic and discovers four groups based on product quality and the level of vertical integration. This analysis shows that the height of the barriers to entry is different for each group. Once the company finds its main competitors and their...
Words: 1688 - Pages: 7
...explore the fascinating story of CocaCola® – the world’s best-known beverage brand. The World of CocaCola is the home of the more than 125-year-old secret formula for CocaCola and features more than 1,200 artifacts from around the world that, until now, have never been displayed to the public before. Around every corner you’ll experience something new and inviting. You’ll see great interactive exhibits such as a thrilling, multi-sensory 4-D movie (3-D glasses with moving seats) and get an inside look at the bottling process. You can view more than 1,200 artifacts from around the world that, until now, have never been displayed to the public before. You can even give our 7-foot CocaCola Polar Bear a big hug! And of course, a World of Coca-Cola favorite—the tasting experience, will give you a refreshing opportunity to sample over 100 flavors from around the world. All this and much more make the World of CocaCola a unique and must-see Atlanta experience! A visit of the entire attraction is estimated to last an average of 2 hours. Check out a timeline featuring key milestones in the history of the World of CocaCola. 1990: The original World of CocaCola is established at Underground Atlanta as an attraction dedicated to the heritage of The CocaCola Company. 2000: By 2000, The CocaCola Company accumulates approximately 20 acres of land in downtown Atlanta near Centennial Olympic Park. 2002: The CocaCola Company announces plans for development of the land to help spur ongoing...
Words: 1881 - Pages: 8
...U06a1 – Integrated Global Marketing Case Study The Coca-Cola Company Terry D. Copeland Capella University MBA 6012 June 28, 2013 Company Selection and Overview The Coca-Cola Company (Coca-Cola) was first established in 1886 by Dr. John Pemberton in Atlanta, Georgia. Initially distributed at Jacobs’ Pharmacy for five cents a glass, the fledgling company sold just nine glasses of Coca-Cola a day for the first year (Coca-Cola, 2013). By 1891, Atlanta businessman Asa Candler, a prolific salesman, acquired the rights to the business for $2300; and as the company’s first president, his vision to transform Coca-Cola from an invention into a national brand was set in motion. He immediately recognized the potential of the new company and began to implement the marketing strategy that propelled Coca-Cola to its current standing as the world’s leading manufacturer in the beverage industry producing over 500 brands in over 200 countries with an estimated 1.8 billion servings consumed per day all over the world (Coca-Cola, 2013). Candler initially gave away coupons for complimentary first tastes, and outfitted distributing pharmacies with clocks, urns, calendars, and apothecary scales bearing the same red and white Coca-Cola script brand that remains as the world’s number one brand to this day (Coca-Cola, 2013). People saw the Coca-Cola brand everywhere, and by 1895, Candler had built syrup plants in Chicago, Dallas...
Words: 3486 - Pages: 14
...THE COCA-COLA COMPANY Students’ name: Malvina Shahini TABLE OF CONTENTS THE COCA-COLA COMPANY 0 Students’ name: Malvina Shahini 0 EXECUTIVE SUMMARY 2 INTRODUCTION AND COMPANY BACKROUND 2 INDUSTRY 3 GEOGRAPHICAL MARKET 4 PRODUCTS AND SERVICES 4 MARKET SEGMENTATION 5 MISSION, VISION AND VALUES 6 COMPANY'S STAKEHOLDERS 8 PART I: EXTERNAL ANALYSIS 9 PESTLE ANALYSIS 9 PORTER'S 5 FORCES OF COMPETITION MODEL 11 PART II: INTERNAL ANALYSIS 14 VALUE CHAIN MODEL 14 VRIO FRAMEWORK 16 BCG ANALYSIS 17 POSITIONING 17 PART III: COMPANY’S CORPORATE AND BUSINESS STRATEGY 19 PART IV: IDENTYFYING ISSUES AND CHALLENGES FACING THE COMPANY 20 PART V: IDENTIFICATION AND EVALUATION OF THE MAIN STRATEGIC OPTIONS FOR GROWTH 22 ANSOFF MATRIX MODEL 22 PART VI: RECOMMENDATION AND CONCLUSION 24 REFERENCE LIST 24 EXECUTIVE SUMMARY This paper is a strategic analysis of The Coca-Cola Company, a leader in the beverage industry. Coca-Cola, the world’s leading soft drink maker, operates in more than 200 countries and owns or licenses more than 500 brands of non-alcoholic beverages. The company faces challenges in today’s market because of market changes, socio-economic changes and globalization. The purpose of this assignment is to assess the current situation of the Coca-Cola Company and to provide recommendations on strategies that the firm can pursue in the future. In detail, an external analysis of the company is performed to understand the impact of...
Words: 5799 - Pages: 24
...Coke when you get handed a Pepsi, or vice versa. You tell the waiter what you requested, and he gives you the “What’s the difference?” shrug. Perhaps it’s time you laid it on him. People You Can Impress: “Impressed” probably doesn’t accurately reflect the aforementioned waiter’s likely response. The Quick Trick: If you drink them side by side, Pepsi is the sweeter of the two (which is why people tend to prefer Pepsi in the Pepsi Challenge). The Explanation: Although the fantastic ad campaigns run by both companies would have you think otherwise, the soft drinks’ similarities are pretty striking. For starters, Pepsi and Coke were both the brainchildren of Southern pharmacists. Coca-Cola was invented by Atlantan Dr. John Pemberton in 1886. And yes, there was originally a concentration of cocaine in the soda, but it was reduced to a tiny amount (1/400th of a grain per ounce) by 1902 and removed altogether by 1930. Th e Coca-Cola Company changed hands a few times, and after Prohibition Coca-Cola was sold to the Woodruff family for $25 million. Pepsi, on the other hand, was born a few years after Coke. In 1893, pharmacist Caleb Bradham began experimenting withvarious drink mixtures in New Bern, N.C. His 1898 concoction, then known by the creative name “Brad’s Drink,” became an overnight success, and “Doc” Bradham began selling his “Exhilarating, Invigorating, Digestion Aiding” syrup by the gallon (7,968 of them for soda fountains in his first year). In the 1940s, Pepsi, as the...
Words: 4500 - Pages: 18
...The Coca Cola Company is a global company that has been around for 126 years. During this time, the company had many changes in economic trends, information technology, competition, new products, categories, and strategies. Coca Cola primary product it´s Coke, followed by Diet Coke. In its product line Coca Cola has a total of 650 brands (U.S.A), 3500 brands worldwide. Forty-three percent of stores in the world carry Coca-Cola products. Everyday Coca-Cola sells 1.8 billion servings of its beverages all over the world. Human Resource management at Coca Cola Company has many resources and restrictions. It is a global company and it is difficult to create certain policies or procedures applicable in all divisions of the company, political and cultural diversity need to be taken in account. Management at the Coca Cola Company focuses on the acquisition of highly skilled and knowledgeable employees so that it can maintain its top position in the market. It provides conditions of employment that enables all employees to develop a sense of unity with the company and to carry their duties in the most willing and effective way. These strategies, policies, objectives and programs are in correspondence with the organization´s mission, objectives, strategies, policies and guide the management and union in taking decisions. | | ...
Words: 2683 - Pages: 11
