Globalisation Of Coca-Cola

Ugo Nwokoro

Yuki Kuan

David Baiyeshea

Mandeep Sura

Rufaro Gumbo

Localisation

coca-cola.co.uk

coca-colacompany.com

Created in Atlanta,1886

Dr. John S. Pemberton, a pharmacist, created a distinctive tasting soft drink

Took it to Jacobs Pharmacy, people tasted and liked

His book-keeper, Frank M. Robinson, named it "Coca-Cola" and designed logo

source: worldofcoca-cola.com

coca-cola.co.uk

Mission & Vision Statements

Mission

Vision

Profit: Responsibly maximising return

People: Great place to work, inspire people

Portfolio: Great beverage brands that satisfy

Partners: Strong network, Mutual loyalty

Planet: Green global citizen

To refresh the world...

To inspire moments of happiness...

To create value and make a difference

coca-colacompany.com

Through....

• A unique and recognised brand
• Consistent high quality
• Delivering innovative marketing worldwide
• Global availability
• On-going innovation e.g. Diet Coke (1982), Coca-Cola Vanilla (2002)

mirnadvertising.wordpress.com

Atlanta,

Georgia USA

International expansion in 1920’s and 30’s

Exported all over the world

Now,

Coca-Cola is bottled in 44 countries besides America

source: mirnadvertising.wordpress.com

India

Localisation Strategy

• Multi local strategy: Power to local managers
• India presented the largest potential markets
• But reaching rural areas, home to most of the population, has been a challenge

exposedplanet.com

To respond...

• Designed single-‐serving returnable glass bottle at an affordable price
• Reduced size of bottles, packed in smaller crates, easier for trucks to distribute to a million rural outlets
• Benchmarked the price at an affordable Rs5, half the price of a conventional bottle
• Advertised the Rs5 price to deter retailers from overcharging

How do they promote it?

Marketing Strategy

Several ways....

• Take advantage of social opportunities
• Public figures
• Merchandising
• A Green Brand: Sustainability

Conclusion

• Today Coca Cola has succeeded to be one of the most valuable brands across the globe
• Ranked number 1 in 2010 Best Global Brands
• It is a brand that thinks global and acts local!

Thank you!

This information has been sourced from..

References

http://www.worldofcoca-cola.com/coca-colahistory.htm

http://www.coca-colacompany.com/stories/the-chronicle-of-coca-cola-birth-of-a-refreshing-idea

http://www.coca-cola.co.uk/about-us/history-of-coca-cola-company.html

http://www.coca-colacompany.com/annual-review/2011/index.html

http://mirnadvertising.wordpress.com/2011/03/01/why-global-brands-go-global-coca-cola/

Morrison, J (2006), The Global Business Environment: Meeting the Challenges 3rd Edition, Palgrave Macmillan

Financial times (2000) in Morrison, J. The Global Business Environment: Meeting the Challenges. 3rd Edition, Palgrave Macmillan .

http://exposedplanet.com/wp-content/uploads/2010/07/Guatemala-market-woman-child-cola.jpg

F***

Globalisation

Strategical Globalisation of the Coca-Cola company

Globalisation Strategy

Rivals offered more. PepsiCo, for example, offered Gatorade, the sports drink, and Tropicana fruit juices

Ditched Coke-centric strategy, diversified brand

In 2000, Coke’s CEO announced an ‘all‐ beverage’ company

Source: Morisson, J. 2006

Globalisation Strategy

Expansion affected by...

Asian financial crisis1997 and general economic downturn

Political tension in Egypt & Pakistan

Adapting to changing consumer tastes in diverse markets

2003, launched a bottled water, Dasani

Launched sports drink, Powerade

Developed of ‘Diet coke' to attract the health‐conscious

160 brands in 200 countries by 1999

coca-colacompany.com

Douglas Neville Daft

Coca-Cola CEO

2000-2004

"We do not do business in markets; we do business in societies … In our recent past, we succeeded because we understood and appealed to global commonalities. In our future, we’ll succeed because we will also understand an appeal to local differences. The 21st century demands nothing less"

(Financial Times, 27 March, 2000).

http://www.coca-colacompany.com/annual-review/2011/index.html