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COCA-COLA

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by

Alison Ng

on 23 October 2014

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Transcript of COCA-COLA


Road to Success:
Contents
History
Other products
Since 1886, Coke has grown 70,000,000,000 %
Owns 500 other brands
Most well known are Sprite, Schweppes and Fanta
Created the Venture of Emerging Brands unit (VEB)
Recently been investing in healthier drinks
Include Zico and Innocent
£1.30
Thursday, October 23, 2014
Vol XCIII, No. 311
Campaigns
Promotion
Available in over 200 countries
Place

The Open Happiness Campaign
Awareness advertising
Coca Cola vs Pepsi (''Cola Wars'' - 1899)
Competition

Ways of Competing
Creating new soda segment
Celebrities on their side
The Super Bowl
Pepsi Challenge

'Every national market in the world'
' the red and white logo is recognized by
94% of the world's population' - Business Insider
Establishing local partners since 1900
Entrepreneurs who import from neighbouring countries
Available in the most secluded places
The birth of 'CocaLife'
Coke was readily available in places where medical supplies were difficult to attain
Launched in 2009
Share a coke
'Hello Happiness'
Happiness Machines

Family Orientated Publicity
Giving back to the community
Relate to Christmas
Image of unity and family
Recycling Initiative
'2nd Lives'
Recycling King
Plant bottles
Abbey Well Water

The Olympics
The beginning: Amsterdam 1928
Initiatives throughout the Olympics
Association and values





FIFA
Brazil vs Croatia on June 12 (opening game) had 43 million viewers on Brazilian network TV Globo
A record breaking 42 million Germans watched their team win the World Cup
Tournament themes and associatin

86 million followers
A cohesive brand message
Social media creates marketplace impact, consumer engagement, brand love and value
Is a soda, just a soda?
History
Other products
Promotion
Place
Competition
1886
Social Media
1894
Thank you
1916
1920s
1970s
1980s
1990s
Present
1886
Great American symbol was born
1894
First put into bottles
1916
Manufacturing of the famous contour bottle
1920 - 1940
Woodruff Era
Olympics in 1928
Intro. of the 6-pack
Increased advertising
1980s
Diet coke introduced
New formula in 1985
1990s
Continued growth
Present
More than 1.6 billion drinks sold per day
Sources: http://www.coca-cola.co.uk/about-us/history-of-coca-cola-company.html
Source: Coca-Cola 2011, CNBN, The Huffington Post
Source: https://econsultancy.com/blog/62548-how-coca-cola-uses-facebook-twitter-pinterest-and-google#i.idz8881t1e7gyu
Source: http://www.bbc.co.uk/news/world-africa-11711409
source: http://www.theguardian.com/media-network/media-network-blog/2013/jul/24/share-coke-teach-brands
http://www.coca-colacompany.com/stories/share-a-coke-how-the-groundbreaking-campaign-got-its-start-down-under
1940s
Entered the World War
Became a lifestyle
Expansion of products
1970s
Source: http://www.businessinsider.com/
http://edition.cnn.com/2014/06/21/sport/football/world-cup-broadcasting-stats/
Full transcript