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Coca-Cola - history & marketing

Do the mass-marketing techniques used today allow Coca-Cola to not be completely truthful in their ads by aligning themselves with the attitudes of an era’s youth?

Stuart Plant

on 13 August 2012

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Transcript of Coca-Cola - history & marketing

Coca Cola
Coca Cola
A Brief History
El Salvador, 2004
Columbia, 1990 - present
Reason for the change: Coke was losing its place with competition for 15 years and the Coke preference decreased.
Coke decide to change its formula.
People really hated the change and thousands called to make consumer complaints- more than 1500 a day.
People stored up on the old Coca Cola and it became a popular subject of nostalgia and rememberance of childhood.

Protest groups: Society for the Preservation of the Real Thing and Old Cola Drinkers of America with 100,000 members rallying to bring back old Coke. Songs were written to honor the old taste. Protesters at a Coca-Cola event in downtown Atlanta in May carried signs with "We want the real thing" and "Our children will never know refreshment."
'New' Coke
From the beginning, Coca-Cola has used advertisements to align itself with the popular culture of an era, which has allowed it to become one of the most recognized corporate symbols in the world...
Late 1800's - 1918
- class divisions/ The American Dream
- People want to be these women
Supporting the Allied Cause
Peace, Harmony. Equality, Acceptance
"Although a 2003 audit of the refinery had found no child labor, we again verified that it and its supplying mill had sound policies against employing underage youth."
In 2005, Coke Said:
-Human Rights Watch released information that the Coca-Cola Company was using 5,000-30,000 children as young as 8 years old for labor in the sugar cane fields in El Salvador.

- Coca-Cola doesn’t actually own any of the fields, but says they are aware of general child labor issues in El Salvador.

- They ignore it because by not owning the fields, they cannot be persecuted for breaking the law.
A cynical opinion is that Coca-Cola only checked its direct buyers, the mills,
and did not look at where the mills got their raw material from.
- An artificial sweetener used in Diet Coke and Coke Zero.

- Rumoured connections between aspartame and
diseases such as brain tumors, brain lesions and lymphoma,
though there is little formal science to back this up
An ASX Top 50 listed company, CCA is one of Australia's largest premium branded beverage and food companies and one of the world's top five Coca-Cola bottlers.
CCA operates non-alcoholic and alcoholic beverage businesses in Australia and New Zealand and non-alcoholic beverage businesses in Indonesia, Papua New Guinea and Fiji.
CCA owns Australia's largest premium packaged fruit and vegetable company, SPC Ardmona.
CCA employs more than 15,000 people
All companies confront challenges in a global environment
- Nine Union Leaders and Friends at the Coca-Cola
bottling plant in Colombia were assassinated from
the 1990s through 2002 .
- Hundreds of workers are stiil reportedly being harassed and then replaced by workers earning 1/3 of the wages the previous workers did.
Present Day
Commercials tend to be quirky and random or relating to other aspects of pop-culture such as video games and sports stars.

Young people, especially teenagers relate to the ads.

Commercials show an escape: the Happiness Factory safe work environment during the bad economy & the average person wants a taste of that.
Women Independence & Youth
Since its beginnings selling only nine drinks a day, it has grown to the point where today more than 1.4 billion beverage servings are sold each day.
The Future of Coca-Cola
Despite its scandals and conflicts with the government, Coca-Cola is here to stay because of the nostalgia that is felt by the mass consumer market which has solidified Coca-Cola’s place as a $50 billion plus global operation.
What we, the consumers, have to worry about: Will existing and future corporations follow Coca-Cola's example?
Still feeling the love?
About New coke
Advertising New Coke
Pepsi's Response
Re-Launch "Coke Classic"
First Coke Aus TV 'Ad'
Teach the world to sing
Slogans - Aus / NZ

"Be really refreshed" (1961)
"Things go better with Coke" (1965)
"It's the real thing" (1972)
"Coke adds life" (1977)
"Smile. Coke adds life" (1980)
"Coke is it!" (1982)
"You Can't Beat the Feeling" (1987)
"Live on the Coke side of life" (2008)
"Real taste. Uplifting refreshment" (2009)
"Open Happiness" (2011)
Slogans, 1886 - 2011 in America[1]

1886 - Drink Coca-Cola.
1904 - Delicious and refreshing.
1905 - Coca-Cola revives and sustains.
1906 - The great national temperance beverage.
1908 - Good til the last drop
1917 - Three million a day.
1922 - Thirst knows no season.
1923 - Enjoy life.
1924 - Refresh yourself.
1925 - Six million a day.
1926 - It had to be good to get where it is.
1927 - Pure as Sunlight
1927 - Around the corner from anywhere.
1928 - Coca-Cola ... pure drink of natural flavors.
1929 - The pause that refreshes.
1932 - Ice-cold sunshine.
1937 - America's favorite moment.
1938 - The best friend thirst ever had.
1938 - Thirst asks nothing more.
1939 - Coca-Cola goes along.
1939 - Coca-Cola has the taste thirst goes for.
1939 - Whoever you are, whatever you do, wherever you may be, when you think of refreshment, think of ice cold Coca-Cola.
1941 - Coca-Cola is Coke!
1942 - The only thing like Coca-Cola is Coca-Cola itself.
1944 - How about a Coke?
1945 - Coke means Coca-Cola.
1945 - Passport to refreshment.
1947 - Coke knows no season.
1948 - Where there's Coke there's hospitality.
949 - Coca-Cola ... along the highway to anywhere.
1952 - What you want is a Coke.
1954 - For people on the go.
1956 - Coca-Cola ... makes good things taste better.
1957 - The sign of good taste.
1958 - The Cold, Crisp Taste of Coke
1959 - Be really refreshed.
1963 - Things go better with Coke.
1966 - Coke ... after Coke ... after Coke.
1969 - It's the real thing.
1971 - I'd like to buy the world a Coke. (basis for the song I'd Like to Teach the World to Sing)
1974 - Look for the real things.
1976 - Coke adds life.
1979 - Have a Coke and a smile (see also Mean Joe Greene)
1982 - Coke is it!
1985 - America's Real Choice
1986 - Red White & You (for Coca-Cola Classic)
1986 - Catch the Wave (for New Coke)
1989 - Can't Beat the Feeling. (also used in the UK)
1991 - Can't Beat the Real Thing. (for Coca-Cola Classic)
1993 - Always Coca-Cola.
2000 - Enjoy.
2001 - Life tastes good. (also used in the UK)
2003 - Real.
2005 - Make It Real.
2006 - The Coke Side of Life (used also in the UK)
2007 - Live on the Coke Side of Life (also used in the UK)
2009 - Open Happiness
2010 - Twist The Cap To Refreshment
2011 - Life Begins Here
Coke Slogans (wiki)
Selling more stuff to more people more often for more money more efficiently™ - Sergio Zyman
Coke Marketing

The companys beverages are generally for all consumers
Been defined as "multicultural-youth" of age 13-24
Company will target multi-cultural youth by identifying youth struggles, ensuring exclusive supply in youth-focused businesses
Beverage concentrates - syrups
300 hundred brands of beverages aorund world
Equal to its competitors
Coke products are often marked down during sale periods
Sales team
Leader in social marketing
Coca-Cola does not sell its product directly to consumer
EVERYWHERE - retail outlets, small shops, resturants, petrol stations, schools, sports
Use handout - or better, draw a 4P's chart in your books - fill-out along the way with anything you see that is relevant
Case study - Coca Cola
Marketing overview
Video from Chief Marketing Officer
Coke Websites
Throughout Lesson
And now...
Coke Websites
What sites can you find in Australia
What can you learn about their marketing strategies from the sites
CCA - Overview
CCA has operations in five countries – Australia, New Zealand, Fiji, Indonesia and Papua New Guinea
CCA manufacture, sell and distribute a diversified product portfolio including carbonated soft drinks (Coke, Fanta, Sprite), water, sports and energy drinks (Mother, Powerade), fruit juice, flavoured milk and packaged ready-to-eat fruit and vegetable products.
CCA’s major shareholder – The Coca-Cola Company (TCCC)– owns 30% of CCA’s shares and has two directors on CCA’s eight member Board of Directors.
CCA is valued at over 8 billion dollars

CCA’s main competitor is Cadbury-Schweppes.
Schweppes soft drinks, including Solo and Schweppes lemonade, are well known Australian brands.
They also are distributors of global brands such as Pepsi-Cola, 7-Up and Sunkist brands in Australia.
There are also a number of smaller competitors who hold strong positions in individual market segments across the country. For example, the Australian fruit juice market is dominated by two Australian owned companies, Berri and Golden Circle. Similarly, Red Bull and Frucor, manufacturer of V, control much of the market for Australia’s energy drinks.
CMO Video
Google "Coca Cola Environment"
Environmental Issues
Target Market
Obesity epidemic
Healthy range
Partnerships questioned (sports, schools)
Calories on food items
Full transcript