Coca Colas astute marketing strategies has played a huge role in its global expansion. By using popular slogans paired with catchy jingles. Coca-Cola has ingrained into individuals hearts becoming a household name globally. Coca Cola has successfully expanded to over 50 countries. Becoming a master in cultural adaptability customizing packaging and advertising to each individual market. Creating a connection between the consumer and their products. Coca Cola doesn’t sell a beverage, they sell an experience, a memory to each consumer around the world. Coca Cola takes advantage of social trends and media, expanding their consumer reach faster than ever. Through that same social media, Coca Cola has created its own social culture type trends, that allows people in different parts of the world to come together allowing them to feel a part of unique exclusive group open to all worldwide. This increasing the company’s popularity. Along wiith its massive success, Coca Cola maintains a high standard for their products with quality
Coca-Cola Company is the leading soft drink and beverage company across the globe that has constantly achieved tremendous success and profitability throughout its operations. The company’s success and profitability throughout the years can be attributed to effective management strategies of its business operations. This has contributed to a strong reputation that has not only attracted a huge customer base but also resulted in enhanced performance. The success and profitability can also be attributed to diversification of its products and provision of excellent customer service. However, the company has experienced significant challenges in the recent past that has forced its former executive to
Some of the complications with the Coca-Cola company was there was many people getting cut off from there jobs. A lot of major reorganization with profit and changing in marketing and had to cut 5,200 jobs. The year of 2000 the company laid off about 6,000 employees and it was the biggest cutbacks in Coca-Cola history. Around March 2003 , the company also slashed another 1,000 jobs, workers were furious and disappointed and most of them was from the Coca-Cola headquarters. The Coca-Cola company lost many great employees and top of the top people because of the distribution of the company being separated and wanting new change.After the shortage of employees, there was about 123,200 employees in 2016. Coca-cola made illegal payments for over six years. Also to government officials and also to foreign countries and made about $1.3 million illegal payments. Muhtar Kent was a chief officer in the Coca-Cola company since 2008 and became chairman of the board in 2009. Chairman of the board is the most powerful member of the board who provides leadership and ensures firm tasks with the shareholders. These are many effective changes that lead Coca-Cola to greater achievements in the future.
It has been a long time, the name Coca Cola can almost be regarded as a symbol of consumers’ culture of Americans and people around the world with its interesting history. With a history of over 100 years of existence, Coca Cola was first founded by pharmacist John Stithy Pemberton who served in the Confederate Army during the American Civil War. He created Coca Cola to be like a painkiller, healing to treat his war injury. S.Pemberton says “Coke also can cure headache, nervousness, depression and addictions.” As understood by the American people at that time, People believed that Coke is an oral drug. Meanwhile, Coke had a new face when the recipe of Coca Cola was completed by accident. A bar employee, Jacobs, confused the Coca Cola syrup and mixed it with soda water instead of ordinary recipe of John Stithy Pemberton and as the result, Jacobs corrected Pemberton's formula. Nowadays, Coca Cola brand is a top selling soft drink and everyone in the world loves it, but everything has two sides to it. Although Coke is the current popular beverage it still has harmful health risks if we consume too much.
The history of Coca Cola began in 1886 when Dr. John S Pemberton, an Atlanta pharmacist created a tasty soft drink which could sell at soda fountains. Since then, Coca Cola grew to be a global brand and touched great heights. Today, it sells across 200 countries and is just as popular across all the markets and nations. The company today, owns or licenses and markets more than 500 non alcoholic beverage brands. The brand has only few major competitors in the global market. The daily servings of coca cola are estimated to be at 1.9 billion globally. (Coca-Colahellenic, n.d.) This is just another proof of the popularity of the brand which has a very large and diversified product portfolio also. The mission of coca cola is ‘to refresh the world, to inspire moments of optimism and happiness and create value and make a difference’.
Bibliography Associated Press. "Coca-Cola Recalls More Tainted Drinks." Boston Globe [CD-ROM], 3 July 1999, National/Foreign Section, p. A4. Available: BOSTON GLOBE File: 631. Coca-Cola Enterprises, Inc. "Facts 1999." Atlanta: Coca-Cola Enterprises, Inc., 1999. "Coca-Cola's Global Dominance." https://www.wiley.com:8082/schermerhorn/ oc/page01.htm (13 Oct. 1999). "Coke Insider." Investors Business Daily. Mahoney, Ed. Distribution Manager for Coca-Cola Enterprises. Group Interview. 4 November 1999. Pendergrast, Mark. For God, Country, and Coca-Cola. New York, N.Y.: Charles Scribner's Son Publishing Co., 1993. The Coca-Cola Company. "Facts, Figures, and Features." Atlanta: The Coca-Cola Company, 1996. "The Coca-Cola Company Overview." Hoover's Company Profiles. wysiwyg:// bodyframe.14/http://ehostweb14.epnet.com/fulltext.asp (23 Sept. 1999). "The Coca-Cola Company." Profiles. http://www.coca-colacompany.com/ world/world.html (10 Nov. 1999). The Coca-Cola Company. "The Chronicle of Coca-Cola: Since 1886." Atlanta: The Coca-Cola Company, 1950.
Coca-Cola is the number one captivator of people’s throats. The company, in the last one hundred years, has managed to transform people’s thirsts in to a need for Coca-Cola. The story of the Coca-Cola Company has humble beginnings. In 1885, John Pemberton, and Atlanta pharmacist, registered a trademark for “French wine cola-ideal nerve and tonic stimulant”, a brew he had developed in a three-legged pot he apparently stirred with an oar. His desire to create such a product was based upon a stomach injury and subsequent morphine addiction he acquired during the American Civil War. (Frederick p.31) His research led him to the Peruvian cola leaf whose healing effects included aiding digestion, aphrodisiacal powers, and life extending elements. He did not realize at the time that he invented the beverage that the cola leaf was as dangerous as morphine. (Frederick p.32) Nevertheless, the product was made available to the public, advertised as a means of alleviating both stomach and head aches. Pemberton did not have a very keen business sense, and so he hired Frank Robinson as the head marketer and manager of Coca-Cola. Robinson became the first in a long line of Coca-Cola men with a genius about the management of the product. By 1870, under the ownership of Asa Candler, the drink was the reason why people went to the soda fountain. (Frederick p.37) However, it was clear that the drink was still only appreciated within the southern United States. Coca-Cola’s problem with expansion at this time centered on two specific problems. Firstly, thousands of imitators made it impossible to distinguish the difference between the impostors and “the Real Thing”. However, after an extensive court battle the Company...
The Coca-Cola Company is one of the world’s leading drink organizations. Its red and white
The history of Coca Cola began in 1886 and it was founded by Atlanta pharmacist, Dr. John S. Pemberton the curiosity led him to create a distinctive tasting soft drink that could be sold at soda fountains. The first servings of Coca – Cola were sold for 5 cents for a glass. During the first year, sales were a meek nine portions per day in Atlanta. Today, daily servings of Coca Cola beverages are estimated at 1.9 billion globally. In 1886 he sold to Atlanta businessman, Asa G. Candler. Under the leadership of Mr. Candler’s the distribution of Coca – Cola expanded to soda fountains. In 1894, overwhelmed by the growing demand for Coca Cola and the desire to make the drink movable, Joseph Biedenharn fixed bottling machinery in the rear of his Mississippi beverage fountain, becoming the first to place Coca Cola in bottles. Considered an innovative tactic back in 1887, it was followed by newspaper publicity and the distribution of promotional items bearing the Coca Cola script to participating pharmacies. One of the most famous advertising slogans in Coca Cola history “The Pause That Refreshes” first appeared in the Saturday Evening Post in 1929. In 2009, the “Open Happiness” campaign was unveiled globally. The central message of “Open Happiness” is an invitation to billions around the world to recess, revive with a Coca Cola, and continue to enjoy one of life’s simple pleasures.
There are so many avenues that Coca-Cola can consider, but may not be look upon as diversification (Parnell, 2014). The idea of presenting a new product could work in either direction for the company. The best strategy for Coca-Cola would be to consider freshly made juice products that do not contain any sugar or artificial flavoring, since there is a health alert concerning obesity and the ingredients in most of the products that is being consumed. Coca-Cola must put in place a strategy that would identify the vision and beliefs of the company’s brand.
Coca-Cola began in 1886, advertised a drink that relieves exhaustion for 5 cents a bottle; 130 years later Coca-Cola is now a billion dollar corporation that sells 1.9 billion bottles a day. The bright red logo can be recognized on billboards, commercials, magazines, and any type of merchandise imaginable. “The Pause that Refreshes”, “I Want to Buy The World a Coke”, and “Open Happiness” are Coke slogans that are still repeated in the market today. Its unique flavor and stylized bottle have set it apart from competition, making it easily recognizable in all fashions.(Worldofcoca-cola.com, Coca-Cola History, 2016)Coca-Cola is considered a worldwide phenomenon. The name Coca-Cola holds a long history and many changes that got it where it is today.
Pathos, being the strategy most strongly used in this commercial, connects with the feelings of the audience. By featuring the commercial atop a green hill with a diverse group of people, Coca-Cola is showing that people of different cultures can come together in harmony, which aforementioned, was what people were looking for at this period in history. Not only the thought of harmony among groups of people, but the song that they sing together melodiously. When the commercial begins we see a young blonde woman begin the song, then she is joined by the rest of the crowd in singing, “I’d like to buy the world a home and furnish it with love…” along with other verses describing animals and pleasantries that would accompany them in furnishing this home. When we think of home, we think of a place where we can be loved and cared for, a place that is peaceful and pleasant (or this is what most people hope for), which is exactly what Coke describes to us as we watch enchanted by the beautiful voices of the people. Coca-Cola connects with us by evoking emotions of belongingness, love, peace and harmony amongst our fellow friends and people. This form of pathos is what really hooks the
An important aspect of The Coca-Cola Company’s vision is to “Be the Brand,” inspiring creativity, passion, optimism, and fun (The Coca-Cola Company, 2014). Marketability is a key ability of businesses, and Coca-Cola markets itself very effectively. TCCC does this by not solely marketing its products, but its lifestyle as well. Despite changes in its products over time, the company maintains its timeless Coke bottle, motto to “Have a Coke and a smile,” unchanging logo, and other iconic images, and therefore benefits from its status as a known and trusted brand throughout the world. In conjunction with its strong marketing strategies, Coca-Cola delivers on another principle ability of business - the reliability and consistency of its products. One can go to the Coca-Cola time and time again for its product with little variance (B. Heuser, personal communication, January 14, 2014). Receiving accolades such as “Marketer of the Year,” Coca-Cola is extremely recognizable around the world, and while its products may change over time, the “theme of celebration” never does (Bloomberg TV, 2012). Marketability and reliability, two crucial abilities of an international business, serve as a foundation for Coca-Cola’s success in other areas.