Coca-Cola - TNC

Agreements and cooperations

Marketing strategy

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Information note

2. PlantBottle®

Coca-Cola and the environment

1. The GIVE IT BACK® merchandise display rack

- 30% plant-based material

- replaces petroleum-based material

->3 million gallons of gasoline saved

- objective: 100% renewable raw material, fully recyclable

- 100% recyclable

- made of recycled PET plastic

- involves the grocery and convenience stores in sustainability

- communicates sustainability to the consumer

3. Energy efficiency

Evolution of water use ratio (liters/liter of product produced)

3. Energy efficiency

a. Water

Evolution of energy use ratio (megajoules/liter of product produced)

Using ionized air instead of water to rinse product packages prior to filling

Reuse of treated waste water for landscape irrigation and truck washing

Advanced monitoring of water use and efficiency

Ensuring that the waste water we discharge meets standards set by local regulation

b. Energy

More efficient cooling equipment: 8.90 million megajoules of energy consumed instead of 10.55 million -7% greenhouse gases emission

Sustainable development department

Building a more energy-efficient truck fleet:

- largest hybrid electric fleet in North America

- route management systems, trained drivers and performance monitoring

- member of the National Clean Fleets Partnership

- electric trcuks

6 drinks

that changed history???

3. Spirits

2. Wine

1. Beer

4. Coffee

Financial analyse

I. Figures

• Workforce: 146,200 worldwide employees

• 126 years in business

• More than 3,500 beverages

• 1,8 billion of servings per days

• 50 consecutive years with increased dividends

5. Tea

Star wars limited edition cans

500 brands

1.7 billion servings a day

The contour bottle created by Earl D. Ray

1 billion servings a day,

in 200 countries

" A bottle which a person could recognize even if they felt it in the dark, and so shaped that, even if broken, a person could tell at a glance what it was".

NOW

"I'd Like To Teach The World To Sing" commercial

Coca-Cola is present

in 165 countries

First soft-drink in space

Sprite (1961)

1989

1997

1985

Minute Maid (1960)

1982

New ad for Coca Cola

Coca-Cola is enjoyed in 120 countries

1971

Fanta (1950)

Coca-Cola is enjoyed in 53 countries

Beginning of WWII

5 cent-bottles for soldiers

Bottle sales overtake

fountain sales

Once upon a time...

1959

1,000 bottlers

Coca-Cola is distributed

in 8 countries

1941

6.

Birth of the unique contour bottle

Yellow coke for the 100th anniversary

1930

First Coca-Cola bottle

and first advertisements

1920

A special design for Christmas

1916

Creation of

The Coca-Cola Company

1894

The Coca-Cola formula and brand bought by Asa Candler for $2,300

high fructose corn syrup, caramel color, caffeine, phosphoric acid

Coca-Cola recipe by

John Stith Pemberton

1892

coca extract, kola nut extract, lime extract, vanilla, glycerin

1889

1886

But he is not the only one !

Budget for advertising:

9,6% of the turnover

about 2.8 billion dollars

Moschino, Versace, Ferretti and Etro created a collection of diet coke bottles.

They ask well known designers to promote their products.

General presentation of

The latest of them was Karl Lagarfeld.

III. Range of products

• More than 500 brands in 200 countries.
• 3500 different beverages.

I.Figures

II.Timeline

III. Range of products

1893

Teenagers

29,9%

$13 billion

1886

Families

41,9%

$74 billion

The production of coke :

The company produces concentrate.

The process used in the assembly line is :

• automated
• continuous in order to reduce inventories

5 steps in the production line before the coke leaves the factory:

This allows them to produce in high volume and for a low cost.

The concentrate is sold to licensed Coca-Cola bottlers throughout the world.

They hold a Coca-Cola franchise for one or more geographical areas.

The bottlers make the link between the coca cola company and the customers.

Ingredients of the concentrate :

They are both industrial and commercial actors because they are in charge of the production and distribution.

• carbonated water
• sugar (sucrose or high fructose)
• caffeine
• phosphoric acid
• caramel color (E150d)
• natural flavoring

Some examples of bottlers :

• Coca-Cola Entreprises
• Coca-Cola Amatil
• Coca-Cola Hellenic Bottling Company

The Coca-Cola company owns minority shares in these companies because they are its largest franchises.

Otherwise they work in cooperation.

The exact formula is a trade secret !

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