1 / 16

International Business of Coca-Cola

?. International Business of Coca-Cola. July 22, 2013 Destinee Pryor James Tramell. Coca-Cola Background. 1886 – 1892 Recipe formulated by John Pemberton May 8, 1886 - First sale of Coca-Cola 1893– 1904 Syrup plants were built in Chicago, Dallas and Los Angeles

zoltan
Télécharger la présentation

International Business of Coca-Cola

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. ?

  2. International Business of Coca-Cola July 22, 2013 Destinee Pryor James Tramell

  3. Coca-Cola Background • 1886 – 1892 • Recipe formulated by John Pemberton • May 8, 1886 - First sale of Coca-Cola • 1893– 1904 • Syrup plants were built in Chicago, Dallas and Los Angeles • Large scale bottling of Coca-Cola begins to take off • 1905 – 1918 • Enjoyed in 8 countries worldwide • Manufacturing of the contour bottle took place

  4. Cont’d… • 1919 – 1940 • Enjoyed in 53 countries worldwide • Introduction of 1st standardized coin-operated vending machine • 1941 – 1959 • Enjoyed in 120 countries worldwide • Advertising budget surpasses $30 million • 1960 – 1981 • Enjoyed in 163 countries worldwide • Expansion of new flavors

  5. Cont’d… • 1982 – 1989 • Enjoyed in 165 countries worldwide • Introduction of New Coke & Diet-Coke • 1990 – 1999 • Enjoyed in nearly 200 countries worldwide • “Always Coca-Cola” advertising campaign • Introduction of new beverages • 2000 - Present • Provides over 500 Coca-Cola brands to consumers • Produces 1.8 billion servings per day

  6. Top Reasons for Success • Product Differentiation • Unique & Highly recognized branding • Effective cost leadership • Global Expansion • Acquisition of other competitive companies • International Marketing Strategy • Implement localization strategy

  7. Product Differentiation • Modifications of a current product that serves to expand its potential. • Brand Extensions • Diet Coke Diet Coke w/ Lime, Coke Zero, Cherry Coke Zero, etc. • Implementation of New Brands • Sprite, Fanta, Powerade, VitaminWater, Simply Orange, etc.

  8. Global Expansion • Purpose of Acquisition- • To gain possession of a company and its assets to grow the company, and become more competitive. • Examples: • Coca-Cola acquired Planet Java • Purpose: Compete against the joint venture of Pepsi and Starbucks’ “Frappuccino.” • Coca-Cola acquired Nestle Tea • Purpose: Further expand its drink choices compared to Pepsi.

  9. International Marketing • “Glo-cal” Strategy-(i.e.: global & local) • Global- overall outlook to sell its beverages worldwide. • Local- attentiveness to each individual country’s diverse preferences. • Adaptation to current circumstances (cultures, language, religion, etc.).

  10. Improvement? • Suggestion? • Refocus their marketing towards the younger generation (ex: young adults & teens). • How? • Modernize their marketing collateral to capture the attention of the younger generation. • Diversify marketing campaigns.

  11. Importance for Change • Retailers and industry specialists consider Coca-Cola’s branding “outdated.” • Ability to keep pace with Pepsi. • Remain as the world’s largest non-alcoholic beverage company. vs.

  12. Thank You!

More Related