The World of Coke Presented By Andrea R. Hart

History of Coca Cola Coca Cola began in 1886 – Pharmacist John Pemberton sold a glass at Jacobs Pharmacy in Atlanta, GA, for $.05 cents. Sales averaged $.45 cents a day.

History of Coca Cola Rights were acquired by Griggs Candler for $2,300 in Three production facilities were operating within 7 years. By 1920 there were over 1,000 bottlers of the product.

Coca Cola Today 51% of the global carbonated soft-drink business Operates in more than 200 countries Brand list exceeds 500 with 3,500 plus beverages Nearly 140,000 employees

Coca Cola Today Reported net income was $11.8 billion in 2010 Increase in operating revenue of 16% to $9.5 billion, 70% was generated internationally Average price of 16oz cola sells for $.99 cents

Future Plans Set juice as its top priority. More emphasis on innovation Establish dairy beverages as a global platform – Brands such as Vio Minute Maid, Pulpy Super Milky

Future Plans More emphasis on innovation Venturing and emerging brands group – Zico – Honest Tea – Illy

Future Possibilities Marketing Efficiency – Campaigns for Multi Regional Use Scaling Globally & Being Locally Relevant

Future Possibilities Doubling system revenue to $200 billion in 2020 – $95 billion last year Double the numbers of servings of its products – water, soft-drinks, juices – Consumption to more than 3 billion per day

Room for Improvement Improving connections with consumers Better segmenting media towards consumers Profit Growth

New Ventures Experimenting with new media – Digital Billboards – Social Media – In-Store Advertising – High-Profile TV Campaigns

New Ventures Entering new markets – Vio-Fizzy Milk – Sparkling – Active Lifestyles – Enhanced Waters – Sports Drinks

Plans In Next Few Years Multicultural Changes – Multicultural consumers account for 33% of all of Coca-Cola's U.S. volume – By 2020, those consumers will make up 40% of U.S. volume. 12-month strategy for African-American consumers. To focus on moms.

Plans In Next Few Years Celebrate historically black colleges and universities. – Black History Month – Connecting over music

Audit of Current Actions For 125 Years, company has stayed current with the times. Markets eco friendly initiatives – Less plastic in bottles Healthier Beverage Options – Juices – Energy Drinks

Audit of Current Actions Too internally focused, not focused on changes with consumers. Missed healthier trends – “Consumers who want to reduce the calories they consume from beverages can choose from our continuously expanding portfolio of low- and no-calorie beverages, as well as our regular beverages in smaller portion sizes.” Nestle and Gatorade Lead in Water Enhancers and sports drinks

Recommendations Coca Cola needs to have multi segments for different beverage types. More High profile memorable marketing campaigns Update and reinvigorate existing products Reducing sugar content in Vitamin Water Brand

Recommendations Appeal to Mothers in the market – Market Coca Cola as a household item for recipes Introduce Water Enhancers to create market of water drinkers.

Conclusion Coca Cola needs to continue Marketing Regionally. Seek ways to lure health fanatics Other vendors – School system bans sodas Introduce limited time products

References Company Fact Sheet. (2011). Retrieved June 29, 2011, from CocaCola.Com: The Coca Cola Company. (2011). Heritage Timeline. Retrieved June 29, 2011, from CocaCola.Com: Coca-Cola Lays Out Its Vision for the Future at 2010 Meeting. (2009, November 22). Retrieved July 10, 2011, from AdvertisingAge: vision-future-2010-meeting/140664/ vision-future-2010-meeting/140664/ La Corte, R. (2009, February 11). Drink Industry: Cut Soda At School. Retrieved July 10, 2011, from CBSNews: