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The Soda Wars- Coca Cola

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Niklas Illenseer

on 26 February 2014

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Transcript of The Soda Wars- Coca Cola

Famous Faces
Table of contents
History of the company
Globalization
Effects and success
Campaigns
Famous faces
Steroids


The Soda
Wars

History of the company
1886
Coke created by Dr. John S. Pemberton
1892
Asa G. Candler purchases Coca-Cola
1900
Hilda Clark (musician) 1st celebrity endorsing coke
1906
coke bottling operations begin in Canada, Cuba and Panama
1907
1st advertisment with basketball players
1912
coke bottling operations in the
Philipines
1916
Asa Candler retires to become the mayor of Atlanta
1919
Bottling plants opened in Europe
1923
Robert W. Woodruff becomes President of Coke
Globalization
operates in over 200 countries with over 84.000 suppliers

70% of Coca Cola's business income is generated from non-US sources
many countries have banned Coca Cola's products, claiming that the products are "threatening public health" and "encouraging obesity"

accusation of child labour
difficulties for the company
product differentiation: several packaging options and sizes to customize the product for different market segments/ countries

technology advances- including product transportation, telecommunication and computerization- became the driving force behind Coca Cola's ability to capitalize on
the rapidly expanding marketplace across the globe
e.g. "Cherry Coke" or "Vanilla Coke"
for younger consumers;
"Diet Coke" for older generations
ability to customize products
to meet the needs and wants of
individual markets all over the world
Coke enters Australia, Austria,
Norway and South Africa
1938
“Coke” becomes a registered trademark of
The Coca-Cola Company
1945
1st TV commercial for Coke
1950
Musical commercial: “Coke time” debuts on radio and television
1953
very popular
distributed by a network of 1,700 bottlers,
operating in more than 100 countries
1959
1st featured film “One, Two, Three”
introduction of Sprite (2/1)
1961
coke goes public
1962
TaB first diet drink
“Things Go Better with Coke” campaign begins
1963
red and white look launched
“It’s the real thing”
1969
sponsors first animated TV special
“A Charlie Brown Christmas.”
1965
Effects
and Success
Strong global presence
recognized by 94 per cent of the earth's population
second most universally understood phrase after "OK"
it can be found almost anywhere

in more than 200 countries
marketing tactics and global expansion strategies led to their domination of the world soft-drink industry
Advertising and differentiation
different advertisements according to several situations

running different campaigns
e.g. christmas, holiday...
Well recognized and
cherished brand name
Campaigns
Coca Cola and Pepsi
comparison
depends on age group


Pepsi is indeed less popular than Coke around the world!
but
various campaigns were started in the last few years
some were international, but some others were limited to specific countries
Here is a list of different campaigns:
The Coca-Cola Happiness Machine
Friendship Experiment (China)
pictures of 'friends' were taken
were total strangers before
campaign against lonleliness and isolation
Share a Coke (launched 2013)
chance given to personalize your coke by order
massive success on social networks
Open Happiness
Campaign spot: truck rolled out grass, shaped like a coke bottle, people had to take their shoes off to get a free coke (instructions given by a sign)
campaign to appeal to take a break, fresh up with a coke and enjoy the little things and pleasures in life
Sources
BHASIN, Kim. "COKE VS. PEPSI: The Amazing Story Behind The Cola Wars." (2011): n. page. Web. 26 Jan.
2014. <http://www.businessinsider.com/soda-wars-coca-cola-pepsi-history-infographic-2011-11?op=1>.
DIFFEN. "Coke vs. Pepsi." n. page. Web. 26 Jan. 2014. <http://www.diffen.com/difference/Coke_vs_Pepsi>.
GIOGLIO, Jessica. "Coca-Cola Rolls Out Latest Happiness Campaign." (2013): n. page. Web. 26 Jan. 2014.
<http://www.convinceandconvert.com/social-image-of-the-week/coca-cola-rolls-out-latest-happiness-campaign/>.
MBA, Lectures. "Key success factors of Coca-Cola Company." (2010): n. page. Web. 26 Jan. 2014. <http:/
mba-lectures.com/management/strategic-management/1117/key-success-factors-of-coca-cola-company.html>.
MOTH, David. "10 inspiring digital marketing campaigns from Coca-Cola." (2013): n. page. Web. 26 Jan.
2014. <http://econsultancy.com/blog/63175-10-inspiring-digital-marketing-campaigns-from-coca-cola>.
SAUER, Abe. "Coca-Cola Experiments with Isolation and Friendship in China." (2013): n. page. Web. 26 Jan.
2014. <http://www.brandchannel.com/home/post/2013/05/08/Coke-China-Experiment-050813.asp&xgt;.
THE SAYLOR FOUNDATION. "Globalization and the Coca-Cola Company." (2012): n. page. Web. 26 Jan.
2014. <http://www.saylor.org/site/wp-content/uploads/2013/02/BUS208-2.5.6-Globalization-and-The-Coca-Cola-Company-FINAL.pdf>.
THE TIMES 100. "Who dares wins - success through intelligent risk A Coca-Cola Great Britain case study ."
n. page. Web. 26 Jan. 2014. <http://businesscasestudies.co.uk/coca-cola-great-britain/who-dares-wins-success-through-intelligent-risk/a-story-of-global-success.html
Kai Jüchter,
Matthias Meier,
Martin Untiedt,
Stefan Wobbe.
a presentation by
Dennis Brümmer,
Thao Bui,
Markus Holzwart,
Marco Hömmen,
Marit Hoveling,
Niklas Illenseer,
many famous stars were brought into the advertising campaigns
often pop-stars, but also actors and sportsmen
Marylin Monroe

Bill Cosby

Bill Gates

George Michael

Whitney Houston
Coca-Cola trucks!
Dave Chapelle

Penelope Cruz

50 Cent

Kobe Bryant

Wayne Rooney
famous singer, one of the first tv-ads
actor, comedian
very famous business man, very rich
singer, songwriter
singer, songwriter
actor, comedian
actor, oscar prize winner
rapper
created 1995
return every year on christmas
opportunity to win a ride
one of the most famous campaigns
basketball player
football player
Current "Famous Face" of coca cola
advertising campaign, a polar ice bear:
70%
celebrity
endorsement
eg.g. Bill Cosby
Jennifer Lope,
Michael Kwan
Santa Claus
Polar bears
"Get one of the Coca-Cola
Polar Bears. Find the Bear in
the Bottle Cap and get one of
88.888 Polarbears"
Insert the Code in the Cap
on Coca-Cola.com
Steroids
Steroids
Full transcript