How Does Coke Keep The Brand So Successful?

This case study is the story of Coca-Cola, its history and the report about one of the most fascinating stories about the company this is still regarded by many as a mysterious case: “the introduction of the new Coke”.

Coca-Cola, as the leading brand in the world, has the highest position in soft drink industry. Its outstanding product “Coke” has been won the heart of everyone. However, in this case, we realize that they had a failed attempt at introducing the new product called New Coke in 1985.

The purpose of this writing is to report on the success and some reasons behind the Share-A-Coke campaign.

For many years now, companies like Coca-Cola have been using tactics such as cartoons, characters, and many other things on their packaging to appeal to children. The “Share A Coke” campaign is basically using the same concept, except it targets a wider demographic: children, young adults, and adults. By personalising their bottles, the company

Coke was invented by Dr. John Pemberton, an Atlanta pharmacist and his three-legged brass pot all the way back in 1886; by 1985 Coke was closing in fast on its centennial anniversary. (Cook, 2002) Coke along with the legendary chairman Roberto C. Goizueta had witnessed a remarkable set of accomplishments during the 1980's. There were some creeping problems, however. The 87-year old rivalry between Coca-Cola, the

The product we are focusing on for this report is a soft drink. Soft drinks are sparkling and non-alcoholic beverages with carbonation, including carbonated energy drinks and etc. Specifically, we are focusing on Coca-Cola. This is a common luxury good, meaning that it’s not essential but a highly desired good. The Company operates all over the world, therefore we will be looking at its global market.

The company known as Coca-Cola today was started in September of 1919, but the first Coke brand was served as early as 1886. Since that time it has grown to be one of the most globally recognized brand names with a stock value of $167 billion. Coke’s plan has always been developed with the future in mind. Right away the company realized that it was more profitable to manufacture the concentrate used to make carbonated drinks than to bottle it. From that point on they saw the entire world, not simply the originating country, as their desired market. It seems only practical that the company should pursue this agenda until conquered then focus the effort on expanding into different product lines. This logical

Situation Analysis: Soft drinks are a multibillion dollar global commodity in the 21st century Coke alone produces over 400 brands in 250 countries, serving an average of 1.5 billion servings of some type of beverage per day (Warner, 2005). However, in the last decade or so, soft drink sales

Coca-Cola is ranked first in selling iridescent beverage in North America and Coca-Cola is basically a business product. Moreover, as a business product, coke is usually sold to convenience stores, restaurants, grocery stores, vending companies, and gas stations. In addition, coke could be regarded to as a convenience product since it is relatively inexpensive and merits little shopping (Hill, 2014). In addition, it can be found in almost every place, from theme parks, places of business, airports, hotels, schools, and even the rest stops that are found along highways. Kjellberg et al. (2010) observes that Coca-Cola was solely packed as a soda fountain drink when it was introduced in the year 1886. A candy store owner in 1894 began placing the drink in bottles and later on approached Asa Griggs Candler (the Coca-Cola’s Company owner) in regard to bottling the drink, which was declined by Candler. However, in 1899, Griggs sold the rights to bottle the drink; 400 bottling plants were born in the next ten years. As such, the packaging of white and red Coca-Cola

Since its creation in 1886, Coca Cola has had steadily increasing sales year after year making Coca Cola not only a house hold name but making them the largest soda manufacturer in the world. Recently though they have seen a decrease in sales. In the past five years Coca Cola’s yearly sales revenues have been consistently in between 40 to 50 billion dollars. Beginning in 2011 with 46.77 billion, reaching its peak in 2012 with 48.07 billion and steadily declining in the following years with 46.7 in 2013, 45.93 in 2014, and 43.65 in 2015. “Over the last 20 years, sales of full-calorie soda in the United States have plummeted by more than 25 percent. Soda consumption, which rocketed from the 1960s through 1990s, is now experiencing a serious and sustained decline” (Sanger-Katz, 2015). The main reason for this decline in sales are health concerns. People are becoming more health conscious and are trading sodas for healthier alternatives. Even the sales of diet sodas are taking a hit with many people concerned with the consumption of artificial sweeteners. As a way to appeal to those health conscious individuals Coca Cola began producing healthier alternatives to their beloved sodas such as teas, sports drinks, flavored waters, and products containing real sugar instead of high fructose corn syrup. They also began making smaller servings such as mini cans and bottles which appeals to those who want to cut down on their soda intake. Another reason for the decline in sales is the

The Coca Cola Corporation is an American Icon of business that has established a new direction for American Industry operations in the 20th century. According to Moxley (2002), “Beginning with its invention in 1886 by druggist John “Doc” Pemberton in Atlanta, the development of the product is shown, along with the changes in American life that accompanied-and affected-the prices. We learn that by giving out free samples and pervasive advertising, Coca-Cola became known throughout the country.” (Moxley, 2002)

When one thinks of soda pop, for most people the brand that comes to mind is Coca-Cola. The bright red logo and classic bottle design are recognized not only throughout the United States, but also around the globe. As a large company that carries much influence, it is imperative that Coca-Cola is aware of the impact that they are having not only on their shareholders, but also all of their stakeholders and the world as a whole.

Then, in the late 1800s, the popular soft drink brands “…Root Beer, Dr. Pepper, Coca-Cola and Pepsi-Cola…” have emerged and competed against one another. By the time the development of modern life began to increase at a fast pace, manufactures had to change the formula for creating soft drinks. They began turning soft drinks into “…alternatives to alcohol and/or as stimulants.” rather than therapeutic medical drinks. “After World War II, the soft-drink industry became a leader in television advertising, the use of celebrity endorsements, catchy slogans, tie-ins with Hollywood movies, and other forms of mass marketing, particularly focusing on young consumers and emphasizing youth-oriented themes.” At that point, the soft drink industries started to gain huge attraction towards its consumers and tried to find new ways to raise the customer’s demand further. Such as providing healthy options like “…sugar-free and low-calorie diet sodas, beginning in the 1960s, and later, caffeine-free colas…” and they also began providing larger bottles at a low price. Such as the time when “…Pepsi challenged the industry leader by offering a twelve-ounce bottle for the same five-cent price as Coke 's standard

As the titans of the soft drink industry, Coca-Cola Enterprises Inc. (Coca-Cola) and PepsiCo, Inc. (PepsiCo) battle daily for consumers’ tastes buds. Each day, consumers choose to enjoy brands from one of these two companies. So much so, that Coca-Cola states, “There are nearly 10,450 soft drinks from Coca-Cola consumed every second of every day including Diet Coke, Fanta and Sprite” (Coca-Cola). This ability to capture the market has also fueled Coca-Cola and PepsiCo’s longevity for over 100 years. To put this in perspective, Fox News illuminates that PepsiCo was, “One of the first companies in the U.S. to do away with the horse-drawn carriage method of transporting product…” (Tierney).

It was a promotional campaign to increase visibility and sales. To attract customers and to gain their trust.