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International Business of Coca-Cola

?. International Business of Coca-Cola. July 22, 2013 Destinee Pryor James Tramell. Coca-Cola Background. 1886 – 1892 Recipe formulated by John Pemberton May 8, 1886 - First sale of Coca-Cola 1893– 1904 Syrup plants were built in Chicago, Dallas and Los Angeles

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International Business of Coca-Cola

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  1. ?

  2. International Business of Coca-Cola July 22, 2013 Destinee Pryor James Tramell

  3. Coca-Cola Background • 1886 – 1892 • Recipe formulated by John Pemberton • May 8, 1886 - First sale of Coca-Cola • 1893– 1904 • Syrup plants were built in Chicago, Dallas and Los Angeles • Large scale bottling of Coca-Cola begins to take off • 1905 – 1918 • Enjoyed in 8 countries worldwide • Manufacturing of the contour bottle took place

  4. Cont’d… • 1919 – 1940 • Enjoyed in 53 countries worldwide • Introduction of 1st standardized coin-operated vending machine • 1941 – 1959 • Enjoyed in 120 countries worldwide • Advertising budget surpasses $30 million • 1960 – 1981 • Enjoyed in 163 countries worldwide • Expansion of new flavors

  5. Cont’d… • 1982 – 1989 • Enjoyed in 165 countries worldwide • Introduction of New Coke & Diet-Coke • 1990 – 1999 • Enjoyed in nearly 200 countries worldwide • “Always Coca-Cola” advertising campaign • Introduction of new beverages • 2000 - Present • Provides over 500 Coca-Cola brands to consumers • Produces 1.8 billion servings per day

  6. Top Reasons for Success • Product Differentiation • Unique & Highly recognized branding • Effective cost leadership • Global Expansion • Acquisition of other competitive companies • International Marketing Strategy • Implement localization strategy

  7. Product Differentiation • Modifications of a current product that serves to expand its potential. • Brand Extensions • Diet Coke Diet Coke w/ Lime, Coke Zero, Cherry Coke Zero, etc. • Implementation of New Brands • Sprite, Fanta, Powerade, VitaminWater, Simply Orange, etc.

  8. Global Expansion • Purpose of Acquisition- • To gain possession of a company and its assets to grow the company, and become more competitive. • Examples: • Coca-Cola acquired Planet Java • Purpose: Compete against the joint venture of Pepsi and Starbucks’ “Frappuccino.” • Coca-Cola acquired Nestle Tea • Purpose: Further expand its drink choices compared to Pepsi.

  9. International Marketing • “Glo-cal” Strategy-(i.e.: global & local) • Global- overall outlook to sell its beverages worldwide. • Local- attentiveness to each individual country’s diverse preferences. • Adaptation to current circumstances (cultures, language, religion, etc.).

  10. Improvement? • Suggestion? • Refocus their marketing towards the younger generation (ex: young adults & teens). • How? • Modernize their marketing collateral to capture the attention of the younger generation. • Diversify marketing campaigns.

  11. Importance for Change • Retailers and industry specialists consider Coca-Cola’s branding “outdated.” • Ability to keep pace with Pepsi. • Remain as the world’s largest non-alcoholic beverage company. vs.

  12. Thank You!

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