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Transcript of Coca-Cola
Creation of Coke
by J.S. Pemberton
to Cuba, Panama
Bottling integration by franchising
US Army as a carrier of CocaCola
"One, Two, Three"
Why this path of growth?
Path to the Emotional Branding
Presence in 216 countries
Caffeine Free Coke
Coca Cola Zero
Adaptation to market's needs
Centered in the
What is Emotional Branding?
Published as a medicine
“For headache and exhaustion,
drink Coca-cola” (1900)
Published Coca Cola as great company
Centered in the
Why in Coca Cola?
Competition with homogeneous
Start of Robert Woodruff
Commitment of Coca Cola
with the WWII
Image of the American Lifestyle
"A World of Customers"
Huge introduction of Coca Cola in the mass media
Pleasure and leisure
Utilization of marketing to solve that problem:
"Thirst knows no season"
Connection between global brands and local cultures
"Think globally, act locally"
Economies of scales Large
Know-how provided by Coca Cola
Maintenance of basic features (Logo, colours...)
Satisfaction of local tastes
National Coca Cola
Depending on countries
Responding Changing Consumer
Diversified range of products
for different countries
Local communication to strengthen its global position
Adapted to local culture
How are we now, and tomorrow?
Emotional marketing as the innovation to maintain that path
One, two, three
Coca Cola Life
Different brand image
Diversification and expansion