Coca Col The Company

When Coca cola bring refreshment, value, joy and fun to their stakeholders, then they successfully nurture and protect their brands, particularly Coca-Cola that is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business. Marketing positioning Local marketing strategy enables Coke to listen to all the voices around the world asking for beverage that span the entire spectrum of tastes and occasions. What people want in a beverage is a reflection of who they are, where they live, how they work and play, and how they relax and recharge. Whether you’re a student in the United States enjoying are freshing Coca –Cola a woman in Italy taking a tea break , a child in Peru asking for a juices drink, or a couple in Korea buying bottled water after a run together, “Coca cola is there for you. Coca cola are determined not only to make great drinks, but also to contribute to communities around the world through our commitments to education, health, well ness, and diversity. Coke Strives to be a good neighbor, consistently shaping business decisions to improve the quality of life in the communities in which coke does business. It’s a special thing to have billions of friends around the world, and coke never forgets it.

Coca-Cola is one of the most recognizable brands around the globe. The history of Coca-Cola began over a century ago since 1886. Today Coca-Cola sells products in over 300 countries world-wide, and has over 3,000 different beverages. The brand is familiar to people all around the world, and is available in many different varieties. The company takes pride in the development of unique marketing strategies, which have allowed growth and access to various places throughout the world. Their extremely recognizable branding is one of Coca-Cola 's greatest strengths and the simplicity of its bottling is a part of a great marketing strategy (Spring,2002). Coca-Cola makes money primarily from selling

Since the 1890’s, Coca Cola has been extremely successful, has obtained billions of dollars in profit, and has grown into a huge icon around the world. When the company was founded in Atlanta, Georgia, they have continuously attempted to incorporate American values into their products within their advertisements. In 2008, Coca Cola published an advertisement that reflected American icons throughout the mid-1900s. The purpose of the ad is to show the buyers of this product that Coca Cola will never go out of style because it is seen as a classical icon throughout American history. Through the designer’s choice of text, color scheme, and images, the company portrays itself as an American classic.

Coca-Cola has been around for as long as many Americans can remember, prevalent in the country’s everyday life since 1886. From billboards to commercials, and especially in the homes of United States citizens, Coke as a company, and more so an ideal, has become an American staple. However, whether or not it can accurately be called an American icon is the true question. To answer this, one must look at the company's values in comparison to the American values. Coca-Cola has expertly used American values such as material comfort, individualism, efficiency, progress and personal achievement in their advertisements and throughout the company itself for over a century.

Coke products are consumed everyday. Over 8000 glasses equaling a total of 1.7 billion servings of Coca-Cola are consumed every second on this planet. John Stith Pemberton, an American Pharmacists, invented Coca-Cola in 1886, so this brand has existed for 130 years (Coca-Cola History). The iconic American brand, known around the globe, has created many commercials over the years to appeal to consumers throughout the world in a way that intrigues them to think its necessary to have Coca-Cola in their life. The Coca-Cola commercials expressed here are sixty-five years apart, and will show various ways that the company has improved their marketing of the popular soft drink. While analyzing the two separate Coca-Cola commercials, this essay

Coca-Cola makes a concerted effort to align the values of their organization with both their employees and customers. This alignment of values is evident in the company’s shared-value approach to doing business. This approach is intended “to appeal to consumers and stakeholders who increasingly judge companies and brands as much on the content of their character as the quality of goods and services they produce and market,” (“Coca-Cola focuses on ‘shared value’,”2012, para. 1). The organization is

Coca-Cola is the result of a patent medicine formulated in a small southern pharmacy over a hundred years ago. It has grown into a multibillion dollar international company. It also owns one of the most valuable brands in the world. Their Coca-Cola banner has won the world’s top brand 13 times on brand c-consulting firm Interbrand’s annual list (Fraser, 2012). In addition to its main product, Coke, the company owns over 3500 beverages. One of its core competencies is brand building. They have built their brand to have respectability and dependability. Their brand and logo are recognized all around the globe. It has actually become a new known on almost all households worldwide (RNWILKIN, 2009).

Coca-Cola has been around since 1886, this most recognized drink was created by an Atlanta pharmacist, Dr. John Pemberton. It is the world’s #1 selling sparkling beverage. The first batches were sold for 5 cents per glass, but today the serving size increases to 1.9 billion globally. Throughout the past years, they continue to expand its product, brand, and image. The central message is to invite people around the globe to pause, and refresh with a drink to enjoy life’s simple pleasures. They love to add and change up their image. Coca-Cola uses many campaign advertisements that continue to connect with its customers. I will be focusing on the newest campaign called ‘Share a Coke’. I will explain how it was created, connects people around the globe, and how it generated profit and success to the company.

The Coca-Cola Company is a leader in the beverage industry with a reputable brand and strong global presence. According to the Coca-Cola Company’s mission statement and 2020 vision, some of its goals include:

The Coca-Cola Company does a very successful job of creating their brand and marketing to their

“Coca-Cola was founded in 1886 at a soda fountain in downtown Atlanta, Georgia” (Coca-Cola Facts para 1). Coca-Cola is better than Pepsi due to its’ longer experience “being in business for about 125 years, the big name beverage brand inspired many consumers and viewers; sparking social interaction and encouraging innovation” (Coca-Cola Facts para 1). “Coca-Cola had bottlers to create a distinctive bottle for the beverage, and it was so noticeable that it could be recognized in the dark, and this effectively set the beverage brand apart from competition, and because of the Coca-Cola’s bottle features — it was acknowledged by many artists from all around the

The key facts are that “Coca-Cola Company is the world’s largest beverage company and markets four of the world’s top five soft drinks brands namely Coke, Diet Coke, Fanta, and Sprite” (Ferrell, et al, 2013, p. 309). Over the years Coca-Cola has remained ahead of Pepsi, its main competitor. In 2006 however, Pepsi moved ahead of Coca-Cola by focusing on snack food and innovative strategies in the non-cola beverage market (Ferrell, et al, 2013, p. 309). The reputation of Coca-Cola has not only been among its customers but also among employees and potential employees. Coca-Cola also focuses on social responsibility issues such as education, and community improvement programs (Ferrell, et al, 2013, p. 310). However, ethical issues have halted the progress of Coca-Cola and misconduct and questionable behavior have adversely affected the Coca-Cola stakeholders. The crisis includes contamination claims against its products, adverse competitive issues, racial discrimination allegations, manipulation of research results, channel stuffing for inflating profits, lawsuits with distributors, and anti-union activities (Ferrell, et al, 2013, p. 311-315). Even though Coca-Cola has protected its image, its financial performance continues to fall behind (Ferrell, et al, 2013, p. 316).

Overall, Coca-Cola’s mission statement defines its goals, policies, and values and defines the competency of the company. It indicates the company’s scope; the reach of Coca-Cola is world-wide. It does not, however, do a good job of stating why its operation is better than anyone else’s. As a result, it does not define the competitive environment. Most of the ideals that Coca-Cola lists are generic -- every firm wants to do good by its shareholders and its customers. Consequently, the mission statement needs refined if it is to be taken seriously.

They have succeeded in focusing on the brand image, customer retention and adding social and ethical benefits to every bottle they sell (Coca-Cola.com, 2014). “In advertising, everything depends on strategy applied on the market, which is adjusted to the positioning” (Moraru, 2010).

As the company went on to become the dominant brand within the realms of soft drinks Coca-Cola eventually developed a vision which involved achieving and maintaining a state of quality and growth. The company prioritized the people that they are associated with be that the consumers or employees and set out to make their environment a great place to work. The company not only holds concerns for its employees but also the planet as a whole as they consistently take part in helping any community that they happen to be associated with by creating numerous charities and funds in order to benefit those in need.