Coca Cola Crisis Communication

Coca-Cola has been around for 125 years with the same logo, taste, and design. Making it one of the most recognizable brands in the world. Coca-Cola’s “Mean Joe Greene” commercial was an iconic Super Bowl XIV commercial in 1980. In this commercial, their goal was to persuade the audience that a bottle of coke can bring happiness and a smile. By choosing a notorious football icon, Mean Joe Greene, to play the mean guy was a great choice. Mean Joe Greene is a hall of fame defensive end football player from the 1970’s. He was known for his temper and cruelty on the field. Thus, the name Mean Joe Greene. He was an excellent football player which is why people loved and still love him till this day. By using all three rhetorical concepts, logos (appealing to reasoning), pathos (appealing to emotion), and ethos (appealing to credibility), Coke creates a motto that persuades its audience to “Have a Coke and a Smile”.

When reading the letter from the chief Executive Officer Muhtar Kent the content of the letter was optimistic and upbeat. Also, the CEO references to the company as global thirst quenching corporation that do not take the size for granted, this helps the reader understand Coca-Cola modesty. Likewise, the CEO added Targeted disciplined investments for the future of the company that will help the company to expand and grow. Furthermore, increasing revenue, profit and growth by building the brand Coca-Cola. Furthermore, Simplifying and streamlining operations of the company enabling to standardize the operation around the world.

The main purpose of advertising is to inform people about products offered by an organization, persuade people to buy the product by using pathos, ethos, logos, or other techniques. The organization hopes that people will remember them and repeat the purchase.

This is very unethical in business and they should be sued. This is because consumers have their rights to be informed of both benefits and dangers of a product in order to make their choice whether or not to purchase a product.

Coco cola is one of the largest manufacturers, distributors and marketers of nonalcoholic beverages. Now a days Coca-Cola is the most famous carbonated soft drink sold in markets and restaurants in over two hundred countries. It is the world’s most and recognizable sold commercial brand. In 1886, Coca-Cola was invented by a pharmacist named John Pemberton, known as "Doc." He fought in the Civil War, and at the end of the war he decided he wanted to invent something that would bring him commercial success. Everything he made was failing in pharmacies. He invented a lot of different drugs, but none of them ever made money. So, after he moved to Atlanta, Pemberton decided to try and enter the beverage market. In his time, the soda fountain was rising in

During 1985 the Coca-Cola Company instituted a transformation of their flagship brand, thereby altering a formula principally contributing to a remarkable success story approximately one hundred years in the making. Conspicuous erosion of market share to rival Pepsi gravely concerned company executives on account of potential backlashes associated with exclusivity agreements coming out of the restaurant and vending industries. Now those contracts hung in the balance and were becoming particularly ominous. Moreover, losing out to their rival might mean imperiling en masse renewals of agreements going forward. A change in Coke's recipe would inevitably jettison an indomitable formula remaining unchanged for a century and had spawned a global enterprise. Could this create additional concerns for Coca-Cola Company's marketing and sales executives? In other respects and considering Coke the preeminent brand on the planet, could management have overlooked valuable intangible assets such as brand loyalty and goodwill cultivated over the decades? Be that as it may, development of a contemporary formula demonstrating an empirical preference over both present-day Coke and Pepsi began in earnest.

and healthy life styles in the past years has forced soda producers to search for alternatives, this

Coca-Cola is one of the biggest companies worldwide, operating in the soft drinks industry. It was founded in 1886 by a pharmacist from Atlanta, called John S. Pemberton. Two years later, John sold portions of the business to various parties, and the biggest portion of shares went to the famous businessmen from Atlanta, Asa G. Candler. Under Candler’s leadership, Coca-Cola expanded its distribution on a huge scale beyond Atlanta. For the first time in 1894, Joseph Biedenharn introduced the bottling machinery and was the first to make this beverage portable. Since then, the bottling of Coca-Cola has changed numerous times and was also has been imitated by different competitors. In 1977, the bottling of Coca-Cola was finally trademarked and since then, it has been an inspiration for the artists across the globe. Evolution of the Coca-Cola bottle has brought so many different memorable slogans and ideas and many campaigns were launched with a series of ads including such slogans. The basic proposition of Coca-Cola is to bring refreshment, joy, value and fun to the stakeholders in order to nurture and protect the brand and the variety of products it offers. One of the most famous advertising slogans in Coca Cola history “The Pause That Refreshes” first appeared in 1929. The theme of pausing with Coca Cola refreshment is still echoed in today’s marketing. (Coca-Cola history)

Since the 1990’s Coca-Cola has been involved in some scandalous and very unethical activities in areas such as product safety, anticompetitiveness, racial discrimination, channel stuffing, distributor conflicts, intimidation tactics, pollution, depletion of natural resources, and health concerns (Ferrell, Fraedrich, & Farrell, 2015). According to the case study, they have been named in multiple law suits; some which resulted in out of court private settlements, others in a court battle and still others that remain unresolved at this time (Ferrell, Fraedrich, & Farrell, 2015). By all accounts, Coca Cola has made attempts to resolve all complaints and issues but sometimes their technique was not what many thought it should be. Even with a history of troubles, Coca Cola remains one of the most recognized brand names in the world. In the south, if you ask someone what they want to drink they will most likely say a “coke”; one must understand that this could actually mean any of a dozen different carbonated soft drinks because everything is a “coke”. They are well known for their savvy marketing and a reputation for quality (Farrell, Fraedrich, & Farrell, 2016).

The Coca-cola's company is an American multinational beverage company that was founded in 1892.  His headquarters are based in Atlanta, in Georgia, USA. In 2012, it became the 3rd agri-food worlwide's industy behind Pepsi and Nestle,refering to the turnover. The Chairmann is Muhtar Kent and the CEO is James Quincey. It existed thanks to its legendary drink, the "Coca-Cola", an original drink that became famous after World War II and became the Americanism symbol. The soda created in 1887  was invented by the Pharmacist Pemberton. The first formula of the coca-cola was based on alcohol, and the kola nut as a substitute of being addicted to morphine but it was then modified without the alcohol. The coca cola then became in 1890 the first drink the most popular of the US. His official and historic concurrent on the american market and worldwide is Pepsi. Coca cola starts to grow and acquire himself other brands such as Minute Maid, or Fanta and associates himself with many sportives events and invest in many other industries all over the world such as Aujan Industries Company from the Middle-East, and in some other bottling companies (Japan,Chili,etc). In 2013, Coke’s products was selling in about more than 200 countries in the world with an average of 1.8 billion consumers drinking the company’s beverage every day.

The crisis that happened at Coca Cola was a very crucial incident. It affected issues such as brand and reputation, and the company has to take action so as not to ruin its image. Coca Cola is a company with a very strong brand name all over the world. An attack like this of the NGO can lead any company to problems. Although the Center for Science and Environment attacked the safety of Coca Cola India 's products, Coke was well within the Indian government 's legal limits for pesticide residue in beverages. The fact is that the country 's standards are weak, so the problem of Sanjiv Gupta and his team is how to rebuild trust. Furtherore, Gupta tries to find ways on how he could contribute on the creation of higher standards for food and

Coca-Cola currently has roughly 4.32 billion shares of its stock outstanding, with a share price as of this writing around $41.53 per share. This would put Coca-Cola 's market capitalization at roughly $178 billion. Taking cash and debt into consideration, Coca-Cola has a total value of almost $213 billion

“A Coke is a Coke, and no amount of money can get you a better Coke than the one the bum on the corner is drinking. All the Cokes are the same, and all the Cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it."(Andy Warhol, 1975) Regardless of its corporate reputation, the organizational performance and its social responsibility of Coca-Cola makes it loved around the world. Ever since its creation in 1886 Coca-Cola has been a household brand known globally for generations of families. I have to mention, of all the cases researched this is my least favorite not only because of my childhood love for the product because the ethical issues in one way or another always manage to resolve themselves not before further tainting the reputation Coke worked so hard to obtain. Most times, whether an organization is innocent of an unethical act, it becomes secondary to the suspicion of the original act. Almost as if the court of public opinion has the power to ruin the reputation of an organization based on an unfounded accusation. In spite of my loyalty after having ready the case, I do believe Coca-Cola to be flawed. The contamination scare in Belgium is a great example of a public relations nightmare. The slightest hint of impurity should have pushed Coca Cola into crisis management mode but they were slow to react, citing it a minor issue (Ferrell, Fraedrich, & Ferrell, (2011). It was not until local officials

In order for a community project to be successful, companies must engage with their communities. Coca-Cola representatives’ travel to the communities they serve, but typically the NGOs running the program on behalf of Coca-Cola do most of the interaction with the communities. Coca-Cola has strong relationships with the World Wildlife

New product failure or success hinges primarily on a product’s uniqueness and superiority (Bethel, 2017). Coca-Cola exemplifies a company familiar with superior and unique products. Coke. Dr. John S. Pemberton formulated a unique flavored syrup, mixed it with carbonated water and served it from a soda fountain in his pharmacy. This distinctively tasting 1886 concoction, dubbed “Coca-Cola”, became later referred to as Coke (Coca-Cola, 2017). Initially, this fountain favorite averaged sales of nine servings a day. One hundred thirty years later, daily sales average a whopping 1.9 billion servings per day world-wide (Coca-Cola, 2017).