Miranda Logan, Becki McGinnis, Kaelin Sayre, Haley Gillan & Amanda Morrissey

Miranda Logan, Becki McGinnis, Kaelin Sayre, Haley Gillan & Amanda Morrissey

Mission Statement To refresh the world - in mind, body and spirit To inspire moments of optimism - through our brands and actions To create value and make a difference everywhere we engage

History Created in 1886 in Atlanta by Pharmacist, Dr. John S. Pemberton Flavored syrup mixed with carbonated water Dr. Pemberton s partner and bookkeeper, Frank M. Robinson, is credited with naming the beverage Coca-Cola 2 years before his death, Pemberton sold portions of Coca-Cola to various parties, with the majority of the interest sold to Atlanta businessman, Asa G. Candler. Joseph Biedenharn installed bottling machinery in the rear of his Mississippi soda fountain, becoming the first to put Coca-Cola in bottles. Benjamin Thomas, Joseph Whitehead and John Lupton developed what became the Coca-Cola worldwide bottling system

First marketing efforts in Coca-Cola history were executed through coupons promoting free samples of the beverage. Started newspaper advertising and distributed promotional items bearing the Coca-Cola script to participating pharmacies Copy Cat Sodas began to emerge so Coca-Cola urged consumers to Demand the genuine and Accept no substitute. In 1900, there were two bottlers of Coca-Cola; by 1920, there were about 1,000. 1928 President Robert Woodruff introduced Coca-Cola to the Olympic Games in Amsterdam

I d Like To Buy The World A Coke Coke began to expand globally and became a brand associated with friendship and and good times. One of the first campaigns was I d Like To Buy The World A Coke Released in 1971 the ad is ranked ranked by ITV as one of the top 10 ads of all time. The Coca-Cola Company and its bottlers received more than 100,000 letters about the commercial

"Always Coca-Cola"

Competition: The "Cola Wars" Coca-Cola Company Revenue: 41.166 billion Net Income: 6.884 billion Employees: 129,200 Distribution Centers: 900 Advertising: 2 billion PepsiCo Revenue: 64.42 billion Net Income: 6.503 billion Employees: 271,000 Distribution Centers: 1600+ Advertising: 1 billion

The Competition Coca-Cola Revenue: 41.166 billion Net Income: 6.884 billion Employees: 129,200 Distribution Centers: 900 Market Share: 42.3% Dr. Pepper Snapple Company Revenue: 6.121 billion Net Income: 703 million Employees: 19,000 Distribution Centers: 115 Market Share: 17.1%

The Competition Coca-Cola Company Revenue: 41.166 billion Net Income: 6.884 billion Employees: 129,200 Distribution Centers: 900 Market Share: 42.3% Cott Company Revenue: 2.1 billion Net Income: 108 million Employees: 3,960 Distribution Centers: 180 Market Share: 4.2%

Financials As of 2014: Revenue: 45,166,000,000 billion Income : 6,884,000,000 billion Shareholders: 232,496 Stock Price at Close: $42.27 Revenue Distribution in the US is about 47% Market Share is also dominated by Coca Cola with 42.3% of the market belonging to the company

Market Share

Revenue Distribution

Present Day Campaigns "Snowball" Winter Olympic 2012 Commercial "Share a Coke This Summer"

The Product The iconic bottle shape of the original soft drinks were designed in 1916. In 1960, the first aluminum can of Coca-Cola was introduced to the market 2008, Coca-Cola refreshed their packaging with a sleek red aluminum finish that helped win the prestigious Cannes Lions Grand Prix for Design. http://www.coca-colacompany.com/cokebottle100/

Price Original Coke is sold in plastic and glass bottle form and cans A original Coke in a plastic bottle is: $0.89-$1.29 In glass: $2.39 Also it is sold in packs In cans: 24 pack for $12.99

Placement Coke is sold in over 200 countries Easily accessible Vending machines Coke product schools Restaurants Fountain machines Percent of the world s population that recognize the Coca-Cola logo- 96% Country % of Market Share Latin America / South America 29 % North America 22 % Pacific 18 % Eurasia & Africa 16 % Europe 15 %

Promotion Advertisements Commercials between Coca-Cola and Pepsi Spend more money on advertising than Microsoft and Apple combined Direct Marketing Partner with restaurants and schools Forces out competition Public Relations There is a press center on their website for shareholders and customer

BCG Matrix Star QuestionMark Coke Coke Life Cash Cow Dog Diet Coke Coke Zero

SWOT Analysis 1. 2. 3. 4. Strengths Global Presence Largest Market Share Marketing Strategies Customer Loyalty Opportunities 1. Diversification 2. Market less popular products Weaknesses 1. Competition with PepsiCo 2. Health concerns 3. Low Product Diversification Threats 1. Competitors 2. Raw Material Scarcity 3. Decreasing Soft-Drink Market