Vision Statement Our vision is to craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better shared future that makes a difference in people’s lives, communities and our planet. The World's Largest Beverage Distribution System At The Coca-Cola Company, we market, manufacture, and sell beverage concentrates, syrups, and finished beverages, including sparkling soft drinks, water, sports drinks, juice, dairy, plant-based drinks, tea, and coffee. We make our branded beverage products available to consumers in more than 200 countries and territories through our network of independent bottling partners as well as consolidated bottling and distribution operations who manufacture, package, merchandise, and distribute the finished branded beverages to our customers and vending partners. We understand that our short- and long-term success depends on a wide range of inputs, which include: • Consumer, customer, and stakeholder insights • Raw materials such as water, ingredients, energy, and packaging from our many suppliers • The talents and passion of our global workforce and system employees • Financial resources • Recycled and reusable materials • And reinvestment opportunities Career Development With our Total Rewards, competitive compensation and opportunities for growth, The Coca-Cola Company offers a career experience like no other. Our Total Rewards represent the total value of working at The Coca-Cola Company. This includes the complete package of total compensation, benefits, well-being and recognition you receive as a Coca-Cola employee. We provide a multitude of programs to support our employees' health, including medical, dental, flexible spending and much more. At The Coca-Cola Company we believe innovation can't happen without continuous learning and we provide our employees many ways to grow professional and personally. Marketing Campaign Coca-Cola is inviting the world to celebrate the real magic of humanity in its first new global brand platform for the Coke Trademark in five years. The “Real Magic” brand philosophy is rooted in the insight that magic lives in unexpected moments of connection that elevate the everyday into the extraordinary—a timeless learning that feels more relevant than ever in today’s hyperconnected yet divided world. Real magic happens when people get together and when what we share in common is greater than what sets us apart. The “Real Magic” platform includes a new design identity for the Coke Trademark—which includes Coca-Cola, Coca-Cola Light/Diet Coke and CocaCola Zero Sugar—anchored by a fresh expression of the Coca-Cola logo. 5 - Explain the advantages of branding (i.e., the use of brands) for Coca-Cola’s marketers. 6 - Recommend a suitable hierarchical level for the purchasing and supply function at Coca-Cola. Justify your recommendation
Vision Statement
Our vision is to craft the brands and choice of drinks that people love, to refresh them in body &
spirit. And done in ways that create a more sustainable business and better shared future that
makes a difference in people’s lives, communities and our planet.
The World's Largest Beverage Distribution System
At The Coca-Cola Company, we market, manufacture, and sell beverage concentrates, syrups, and
finished beverages, including sparkling soft drinks, water, sports drinks, juice, dairy, plant-based
drinks, tea, and coffee. We make our branded beverage products available to consumers in more
than 200 countries and territories through our network of independent bottling partners as well as
consolidated bottling and distribution operations who manufacture, package, merchandise, and
distribute the finished branded beverages to our customers and vending partners. We understand
that our short- and long-term success depends on a wide range of inputs, which include:
• Consumer, customer, and stakeholder insights
• Raw materials such as water, ingredients, energy, and packaging from our many suppliers
• The talents and passion of our global workforce and system employees
• Financial resources
• Recycled and reusable materials
• And reinvestment opportunities
Career Development
With our Total Rewards, competitive compensation and opportunities for growth, The Coca-Cola
Company offers a career experience like no other. Our Total Rewards represent the total value of
working at The Coca-Cola Company. This includes the complete package of total compensation,
benefits, well-being and recognition you receive as a Coca-Cola employee. We provide a multitude
of programs to support our employees' health, including medical, dental, flexible spending and
much more. At The Coca-Cola Company we believe innovation can't happen without continuous
learning and we provide our employees many ways to grow professional and personally.
Marketing Campaign
Coca-Cola is inviting the world to celebrate the real magic of humanity in its first new global brand
platform for the Coke Trademark in five years. The “Real Magic” brand philosophy is rooted in the
insight that magic lives in unexpected moments of connection that elevate the everyday into the
extraordinary—a timeless learning that feels more relevant than ever in today’s hyperconnected
yet divided world. Real magic happens when people get together and when what we share in
common is greater than what sets us apart. The “Real Magic” platform includes a new design
identity for the Coke Trademark—which includes Coca-Cola, Coca-Cola Light/Diet Coke and CocaCola Zero Sugar—anchored by a fresh expression of the Coca-Cola logo.
5 - Explain the advantages of branding (i.e., the use of brands) for Coca-Cola’s
marketers.
6 - Recommend a suitable hierarchical level for the purchasing and supply function
at Coca-Cola. Justify your recommendation
Step by step
Solved in 4 steps
