Ch. 7 - Business Marketing

Coca-Cola Company works together with more than 300 bottling partners globally and operates the most extensive beverage distribution system in the world. Electronic commerce had become a preferred method of doing business for the grocery industry and therefore the company developed a high volume site for Business to Business e-commerce (B2B). Internet has made it possible for Coca-Cola Company to build a strong relationship with its bottling partners, to increase collaboration and efficiency, and to better understand the costumers' needs.


Coca Cola Company is based on Business to Business marketing, which means that the company provides goods that bought for a resell rather than personal use. Coca Cola Company first started its bottle agreement on 1899 and today it has 300 bottling partners worldwide. The company manufactures and sells concentrate, beverage bases and syrups to the bottling operation which than manufacture, package, merchandise and distribute the final product to the costumers and vending partners that than sell it to the final costumers. The Coca Cola Company owns the brand and responsible for the marketing initiatives. (More detailed on chapter 15).


Except the bottling partners, Coca Cola Company has strategic alliances with different large companies to leverage their brand. Steven Heyer, the new head of strategic planning, said in FORBES' interview on 2001: "The question we will be asking from here on out is, can we do it faster, smarter or cheaper? If not, we partner."  
Here are few examples from Coca Cola's alliances:
1. Apple and Coca cola made iTunes alliances on 2006; Coca-Cola used this initiative to promote their calorie-free Coke Zero brand along with iTunes.
2. The Walt Disney Company has a 47 years alliance with Coca-Cola Company. On September 2002, DASANI water bottles were featured at the Walt Disney’s parks and resorts. DASANI were also served on the Walt Disney cruise lines, and became the sponsor of the Walt Disney’s World Marathon.

3. McDonald's and Coca Cola have a strong alliance based on trust for more than 60 years, Coca Cola products are being sold in 31,000 restaurants over 100 countries.


4. Nestlé Company, Switzerland, and Coca Cola Company have a joint venture since 1991. The companies took advantage of Nestle's well-known brands of coffee, tea and chocolate beverages and Coke distribution system.

5. Procter & Gamble have a joint venture to develop and market innovative juices and snacks since 2001.

"Strategic alliances are now likely to be the cornerstone of Coke's growth strategy." said FORBES magazine. http://www.forbes.com/best/2001/0521/026_print.html .

Coca Cola Company performs large number of alliances with great size companies to strength its operation and to compete better worldwide.
The company's alliances base on commitment and trust.
"Our customers include large international chains of retailers and restaurants and small independent businesses. We work with them equally to create mutual benefit. Together with our bottling partners, we serve our customers through account management teams, providing services and support tailored to their needs." from the Coca Cola Company

Ch. 8 - Segmenting and Targeting Markets

Coca Cola Company is the world’s leading manufacturer, marketer, and distributor of soft beverages. Coca Cola uses "Multisegment" targeting strategy which means that the company has more than single, well- defined, market segment.  It develops a marketing mix for each of the segments. Coca Cola has more than 400 different products line, total of 3,500 product mix.

Geographic segmentation

Coca Cola has drinks that targets different age groups, ethnic groups, sexes, lifestyles, etc. Examples:

- Oasis- Juice made for the younger working adults, between the ages of 20-30. The product is available in different flavors (berry, lemon, and orange tangerine). It’s mostly popular in Britain and Ireland. 

- Coca Cola- the most popular soft drink so far that being sold in most countries in the world. The large demand for its taste and the trend toward healthier lifestyle influenced Coca Cola to produce healthier products such as Coca Cola Zero, Diet Coca Cola, and etc. 

- Coca Cola Zero- targets teens that don't want calories but want the taste.

- Diet Coca Cola- targets adults, between 30-50 who are health conscious but want the taste.

- Powerade- sport drink, targets athletes between 13-27 ages.

- Minute Maide- targets kids and adults from 1 year to 10 and 40 plus. It’s convenience to carry. It targets parents that want their children to drink healthier drinks.

Climate- Coca Cola’s consumption in the summer is 60% than 40% in the winter; therefore, the company's sales are higher in the summer. It also focuses in hot area in the world.

Demographic segmentation

-Age- 15-25 years old and 40 plus.

-Gender- targets both genders with wide variety drinks.

-Income- segments different income level. for example, by packaging: for low level income the company is selling returnable glass bottle; for high level income, the company is selling coke in tins.

Psychographics segmentation

People who are brand conscious will not drink beverages of less known brands. They will try to show their status by drinking Coca-Cola.

The level of education is another factor that the company is paying attention to. In an high percentage education, the company can use advertisements to convey the company massage.

Because Coca Cola is a recognized world brand, people will drink it without hesitate. 

Coca Cola designed to satisfy the consumer’s needs. The company is able to provide drinks for many different target markets: ages, sexes, and etc. The products are sold to diverse population all around the world. In our world today, people want to live healthier lives. Coca Cola recognized this need and begun to produce different beverages that are satisfying those consumers. Coca Cola products are purchased by different classes, but mainly by middle to high level class. In addition, many people today make their purchases decisions based on the company’s ethics and, or social responsibility. Coca Cola gains the trust of its consumers by contributing to the environment in varies ways.

Coca Cola Holidays' Campaign

Coca Cola is a brand that renowned for its iconic Christmas advertising. 
Coca-Cola’s Santa Claus will return for the 80th year with the ‘Holidays are coming’ commercial.
Coca Cola also released limited edition packs of Coca-Cola, Diet Coke and Coke Zero, decorated with illustrations of Father Christmas.

Coca Cola first launched its first QR program in U.S., millions of Coca Cola cups will contain the QR code that supports the brand’s holiday mascot, the polar bear. Consumers who scan the code, which appears on cup distributed by 7-Eleven, will download a Snowball Effect by Coca-Cola app for the iPhone and iPad that turns into a Facebook connected which is a snowball-throwing game. Those who generate the most points in the game will win prizes including iPads and a trip to the Arctic for two. The program runs through March.
The QR code programs is already running in Japan and Germany, but this is the first time the brand has executed one in the U.S..

Ch. 11- Developing and Managing a Product

Coca Cola is a worldwide, ready to drink, non - alcohol, soft drink company. The company evolved during 125 years from one product, coca-cola, to more than 500 brands in 2011, and expanded from only one city to availability in more than 200 countries around the world. 

As we understand from chapter 11, new products are very important to keep growth and to increase revenues and profits. Coca Cola’s heart is innovations, “It is the driving force behind our 3,500 juices, waters, sports drinks, sparkling beverages, energy drinks, teas and coffees” “And it is what makes our cutting-edge marketing connect with consumers around the world every day” (from The Coca Cola Company website).

Example of types of new products innovations:

1. “New product line” - Sprite launches Sprite Tea, new innovative Tea flavorous sparkling beverage in China, the company used massive consumer testing to fine-tune the taste, the right amount of tea essence and percentage of bubbles. 
2. “Addition to existing product line” - New 1.25 Liter Coca Cola package introduce as part of the company’s 125th anniversary celebration.
3. “Improvement or revision of existing product”-  DASANI and Odwalla available in plant bottle packaging nation wide.

Another example for "New- Product Development Process", the coffee drink innovation which introduce by Victor Behrman, head of the group’s competence center for Europe, Eurasia, and Africa,

(The company didn’t talk about the third level, idea screening, and about sixth level, test marketing- it is part of the development). 

1. Idea- the consumption of coffee increasing around the world, home and outside, due to this fact Coca Cola Company decided to enter this market.
2. Building analysis - the company identify the competitors in the past and present in the past and present, the company also makes a research on similar products throughout the world and find a niche on the global market. Than the company partnership with the Italian coffee producer Illy.
3. Development- the key product is Illy ready-to-drink coffee, the company launched on each market the drink with variant coffee power, in the beginning without preservatives and without milk and after in different variations until it got to the maximize satisfaction.
4. Preparation for the introducing of the product - creating legal entity for the partnership, development of supply, packaging, first commercial production under supervision.
5. Commercialization - ensuring the great exposure, focus on availability in retail store, penetration of high quality stores.                                                                              The product is sold in 18 countries.

Ch. 16 - Integrated Marketing Communication

Coca-Cola is using all elements of promotion,
1. Advertisement- Coca-Cola advertise in traditional media such as: TV, news papers, magazines, billboards, bus stops, and etc. the company is also using the new methods such as websites and blogs to supply more information about the company and its products.




2. Public relation- the company has its own website were consumers can view press releases, executive speeches, and statements which addresses law-suits, rumors, stories, and etc. the latest example can be also the World Wildlife Fund, Coca-Cola campaign for the Polar Bear’s home, the company ties in the branded image of “Coke Polar Bear” with the concern for the environment. The company started to manufacture more than 1.4 billion white coke cans, the company will also commited to raise 3 million for the fund between November 1- March 15, 2012. The company will donate 2 million and will rais 1 million from public donation, by texting the package code to 357357 and $1 will donate to the fund.  The Coca-Cola Company


3. Sales promotion- In "My Coke Reward", you can find tons of coupons, rewards, gifts, free vacations, and etc.
4. Personal selling- Cola-Cola has highly trained sales team, the company primary used personal selling for business to business sales. The company sells its products to retail stores using intermediaries, it can also be called Interpersonal communication, direct- face to face communication. Coca- Cola also sells its products to restaurants, part of the restaurants sell only Coca-Cola Coke. 

Coca-Cola uses the internet to promote its product, the company owns a website which allow costumers to become interactive through games, shopping, information how they can help their community, and etc. WWW.livepositivly.com 

AIDA concept, which means attention, interest, desire, and action also takes place in Coca-Cola promotion. When Coca- Cola introduce new product the company is using aggressive sales: on TV, bus stops, magazines, and etc to gain attention. Coca-Cola uses ads with information including ingredients and materials to provoke interests, like diet coke for low- calories’ consumers or 2liter bottle to save money or for convenience. To provoke desire, the company also explains in ads or in its website how the product will satisfy the potential consumer, for example, buy 2liter bottle to save money and if you drinks a lot or buy coke zero if you want to keep your shape. And than Coca-Cola continually advertise aggressively everywhere and explain the benefits of the new product, it also offer concessions like when introducing the new 2liter bottle in Republic of Ireland, one single 2liter bottle in half price, so the potential costumer will take an action and buy it.

Ch. 10 - Add to Product Concept

Product can be only tangible good, service, or idea.
Therefore, Coca-Cola product can be Business/ Industrial- Product or Consumer- Product, depend on the situation. When Coca-Cola company sells the product to retail stores such as: supermarket, drugstore, convenience store, department store, and etc the product is classifies as Business- Product because the retail stores are reselling the products, they bought Coca-Cola for business use. However, when the retail stores sell the product to consumers than the product is classified as Consumer- Product because it bought to satisfy an individual's personal wants.

Ch. 10 - Product Concept

Coca Cola is a world wide company that sells ready to drink, non- alcoholic, soft beverages. Coca Cola's product is classified as business/industrial product because the company, in general, produce syrup concentrate which sold to the bottlers companies around the world; the bottlers partners produce the finished products and sell them to retail stores which then sell the products to the consumer for non-business use. However, product is not only tangible good, part of a product is also the advertisings which then can be classified as consumer product because the manufacture companies are the responsible for advertisements straight to the consumer at home for non-business use. 

Coca Cola's product is a convenience product that is "relatively inexpensive item that merits little shopping efforts" (MKTG text book), Coca Cola's product is a soft drink, inexpensive relatively to other competitors and is bought without any shopping effort.

Cola-Cola started to sell in 1899 the primary drink, Coca Cola, for five cent a piece. In the early 1950s the company began to introduce new product items as packages size and types, cans were also first introduced. By 1960s the company introduced different products line as Fanta, Sprite and etc. Today, Coca Cola's product line depth is more than 450 flavors under soft drinks category and six product mix width including: Energy drinks, Juices, Sport drinks, Tea and Coffee, and Water. Coca Cola's product mix is more than 3500 beverages. 

On 1915 a group representing the company asked glass manufacturers to design a package that will be easy to distinguish from its competitors. By 1916 the glass bottle was introduce with its unique shape that can be identify even at dark and became the most recognize icon in the world. The contour bottle became one of the few packages that were ever got trademark status by the US patent office. The package label is a "persuasive labeling" that focuses more on promotional logo that gives information to consumers.

Coca Cola earns approximately 75% of revenue from international sales and can be called a global brand.

Ch. 18 - Sales and Personal Selling

In 1888 Asa G. Candler took control over Coca-Cola and put all his energy to market and advertises the product. The biggest part in the advertisement plan and budget was focused and spent on Point- of- Purchase distribution such as calendars, magazines, newspapers ads, and etc.
Since then Coca-Cola became the largest manufacturer, distributor, and marketer of non-alcoholic beverages.  
Coca-Cola is a world-wide company with enormous amount of diverse consumers from different places around the world. Coca- Cola adjust prices, advertisements, sales promotion programs, products innovation, new packages, new vending and dispensing equipment, and brand and trademark development and protection to sustain and lead among the competitors. Coca-Cola is considered a convenience product as it is relatively inexpensive (the prices are mostly determines by the retailers of the products) that can be found everywhere. The res and white packaging of Coca-Cola products is world recognized.

Here are few examples from different countries around the world for sales promotion,

- In 1999 the Coca-Cola and diet Coke 2litre bottle were introduce in the Republic of Ireland and Northern Ireland. Part of the marketing plan was price promotion, single 2litre bottle in half price (99p), and national shopping mall sampling. Since it was launch, the Coca-Cola's new bottles achieved huge success.
- In Israel during the holiday, usually Sep-Oct, Coca-Cola promotes 6 or 3 bottles packages in lower prices, the packages include blessings for the holidays. In addition, every year the Coca-Cola Company produce huge event called "Coca-Cola village" for young people, its 2 days event with music and food that many singers, actors and famous people perform.


-

The new freestyle fountains with the touch screen allow visitors the option to create their own customized drinks between 120+ beverages. The new machine distribute in 437 restaurants of firehouse subs.
- In India, there are promotions as:
   * Buy two 2litre bottles get 1litre bottle free.
   * New media in which a special code is at the back of the cap and you need to text to code to a     
      specific number and there will be a lucky draw out of it.
    * Vouchers and coupons to get free bottles.
    * Buy Dominos Pizza and get 500ml bottle of coke.

Those are few examples from the variety promotions Coca-Cola has been doing as part of the marketing and advertising the biggest non-alcoholic, ready to drink, Coca-Cola Company.

Ch. 17- Advertising and Public Relations

Coca- Cola is the biggest company that sells soft, ready to drink, non-alcoholic beverages. Coca-Cola is one of the most persistent and loved brands from 1888.  Coca-Cola became well-known because of its aggressive sells, aggressive advertisement. The strategic planning of Asa G. Candler was to advertise everywhere and all the time. As I spoke in chapter 2, Strategic Planning, Coca-Cola has been using the best talented photographers and producers to design and produce the most colorful, attractive commercials, calendars, ads and etc.
Advertisements have huge influence on our society, people in general and especially teenagers follow images and icons they see in commercials, ads, movies, radio and etc.  Coca-Cola spent billions of dollars for advertisements, to touch those teenagers and to become an well-known icon around the world. Coca-Cola spent over $1.6 billion in the late 1990s. Advertising Age estimated Coca-Cola's global advertising expenditure of $$2.24 billion in 2009, world's number 6 advertiser.
From Richard Brodie, "Virus of the mind: The New Science of the Meme, "in psychology, the word conditioning often refers to implementing association-memes. When the Coca-Cola bottling company pays millions of dollars to show you how young people in bathing suits having a good time drinking their products, they are conditioning you to associate good feelings with their brands". Coca-Cola over the years has been focuses on feelings and positive livings rather than the product itself. The images the company created along the time, before and after the war, provided the foothold it's aimed for- an American Icon.

As it started, around 1910.

The well-known Santa, 1930.

The famous Pollar Bear, 1990.

Coca-Cola of our days, 2000.



Add to chapter 15- Retailing

I visit retailing store called Duane Reade, which sells Coca-Cola among many other products. When I crossed the aisles in the store to get to the refrigerators for drinks I came right across my product- Coca Cola. Between 12 lines of different beverages (juices, alcoholic drinks, coffees, soft drinks and etc) Coca-Cola was right in front of me, a whole line only for Coca- Cola beverages. It has standard Coca-Cola, diet Coca-Cola, cranberry Coca-Cola, Coca-Cola zero, Cherry Coca-Cola. As I go over the different lines with different beverages I noticed in the end there was another line with boxes that you can by 6/9 cans of Coca-Cola or 6 large bottles of standard Coca-Cola or Coca-Cola diet.

In another retailing store, small newsstand that sells snacks and soft drinks in the subway, I saw 5 different beverages; water, orange juice, ice tea, Pepsi can and Coca-Cola bottle.

Ch. 15 - Retailing

Coca-Cola is a worldwide company that using bottling partners who manage the product in different locations around the world. As I mentioned in chapter five, Coca-Cola does not own or control its bottling partners, the company franchisors its products to bottling partners since 1899. The company system manufactures and sells concentrates, beverage bases and syrups to the bottling operations. Coca-Cola owns the brands and responsible for consumer and to the market brand.The bottling operations manufacture, package, merchandises and distribute the final beverages to consumers and vending partners (I will expand next paragraph) who then sell the products to customers. (From the "Coca-Cola System",
http://www.thecoca-colacompany.com/ourcompany/the_cocacola_system.html).

(Muhtar Kent in the middle) 

Muhtar Kent, CEO and chairman of the Coca-Cola Company said, "The Coca-Cola Company remains committed to continuously involving and advancing our franchise system in line with unique needs of each and every market", Coca-Cola company is working close with the bottling partners in order to maintain the greater nonalcoholic ready to drink number one company.

Coca-Cola sells its products everywhere. It does not have special store that customers can shop only Coca-Cola products. Coca-Cola consumers are grocery stores, restaurants, street vendors, mass merchandisers, convenience stores, drug stores, movie theaters and amusement parks who then sell the products the costumers.

Coca-Cola does not have a special store on NYC; it does have a place on 711 5th ave, new york, NY, but it only offers pictures in the entrance and offices without access. There is a unique store on 121 Baker Street,  Atlanta, GA.

In this store the company offers a tour to explore the inside the "World of Coca-Cola" through interactive experience complete with video highlights, images and stories. http://www.worldofcoca-cola.com/

                                                  

Ch. 6 - Consumer Decision Making

According to the MKTG text book, we can predict and follow the process of a costumer purchase a product which calls "Consumer decision- making process". The process involves all the steps for making a purchase, from the first thinking about the product through all the way of buying it and after. As for Coca-Cola, Coca-Cola is a soft nonalcoholic sweet drink that made as a self quenching and to refresh the world.

Coca-Cola is not a "need" it’s a "want". Coca-Cola promotes its beverages everywhere and all the time, therefore external stimulates are influences by outside sources; friends, media and etc.

Coca-Cola is trying to create an image that will fit different occasions; classic parties or casual meetings between friends. It can be use as thirst quenching or satisfy pleasure. In today society, people follow icons and bands, people want to follow models that we see on TV or hear in the radio. Therefore Coca-Cola is using commercials and presenting types of people that the target group feels related too; happy families gathering for dinner, party with friends and etc.

We cannot ignore the fact that the Coca-Cola consider differ in different countries, cultures, communities or even families. For example, in my family there's no dinner without a bottle of Coca-Cola, even last week my family had 20 guests for the holiday and we had a "holiday box" with 9 bottles, for the holiday spirit. However, when I moved to NYC to live with my boyfriend I didn’t buy Coca-Cola even once because after I came to U.S. I noticed the fast food industry and the obesity affection on the society. I stopped drinking Coca-Cola.

Add for Ch. 4- Marketing Environment

(To fix my definition for Cola-Cola's target market on chapetr 4 post),

 

Coca-Cola target market is based on age, the most potential consumers are teens and young adults; between the ages of 14-25. Coca-Cola has been trying to reach consumers over the age 40's as well.

Over the last decade the company has focused on second target market of consumers that are health conscious and interested in buying products to support the lifestyle. The company produced product lines and provided healthy resources and marketing of products that fit the lifestyle in their website.

Ch. 5 - Developing a Global vision

Coca-Cola is a multinational corporation, "A company that is heavily engaged in international trad, beyond exporting and importing", MKTG text book, p.57.

It all started in 1920 and 30's, the company began a major push to establish bottling operations outside the U.S.. The first countries were France, Guatemala, Honduras, Mexico, Belgium, Italy, Peru, Spain, Australia and South Africa. After the fall of Berlin wall the company heavily invested to built it name and roots in the Eastern Europe. By the end of the 90's the bottling system grew up with roots deeply planted in local community over the world.

Coca-Cola is the largest company in the world of nonalcoholic, ready-to-drink, beverages. The company has more than 300 bottling partners worldwide.

Coca-Cola is focuses on create a positive difference in the world. The company focuses on 7 core:

1. Beverages benefit: variety of beverages that will fit every lifestyle with quality.

2. Active healthy living: support health through product variety, nutrition education and physical activity programs.

3. Community economic development: creation of economic and social opportunities.

4. Energy efficiency and climate protection.

5. Sustainable packaging.

6. Water stewardship.

7. Work place: create diverse with international respected human rights.

Coca-Cola manufactures the beverages bases and syrups and sells them to bottling operations. The company owns or license the brand and focuses on marketing activities as advertisements, online programs, package design and etc to connect the brand to the costumers. Coca-Cola company does not own or control most of the bottling partners.

Coca-Cola company constantly exploring new ways to improve business and enhance relationships with farmers and consumers. Expending beverages and improving packaging, sales equipment, distribution and costumer service is the way the company has been building the business. The goal is to reward the shareholders, satisfy costumers and contribute positively communities around the world.

" There has never been a better time to be in the business of refreshment, Local languages may be differ but the language of refreshment is universal", said Muhatar Kent, Chairman of the Board and Chief Executive Officer.

Ch. 4 - The marketing enviroment

Coca-Cola company has over 3,000 different beverages. From the standard Coca-Cola bottle to nectar juice box neutrally sweetened with stevia (stevia- in the sunflower family, grown for its sweet leaves).

Coca-Cola company does not focus on target market, It serves everyone. The company offers Coca-Cola in low to high calories level, different packaging and different flavors that reaching all types of group, from childhood to old age.

"We are a global family of people working together to bring your family a wide array of beverage choices to meet your beverage needs every day. We are honored that for over a century, we have been invited to be a part of your everyday lives; from your simplest routines to your social celebrations. You have trusted our products and brought them in to your home to be enjoyed by the whole family" (Muthar King, Chairman of the Board and Chief Executive Officer).

One of Coca-Cola company's goal is to "Refresh the world", meaning that they always need to look ahead, to prepare for what's about to come.Coca-Cola strategic planing is to focus on the market, market orientation. Therefore, They the company successfully trying to be part of every family's life. The company has been promoting different products as energy drinks, juices, soft drinks, sports drinks, tea and coffee, water and others.

  * Coca-Cola target all age groups, as for young - the packaging is attracting, and Coca-Cola is a brand, it's cool to drink. For older it classified as a classic drink, it used in parties or work.

  * Ethnic groups, Coca-Cola located in more than 200 different countries, 1 of the missions Coca-Cola has is to "Refresh the world" or "[to] possess a world view", The company's goal is to touch everyone.

For example, in my country, Israel, every Friday night all the family is gathering for a "Friday dinner". I can't remember even 1 family dinner without at least 2 bottles of Coca-Cola.

  * Economic factor, Coca-Cola prices are similar to othe cometitive companies, It's affordable for everyone.

Ch. 3 - Ethics & Social responsibility

According to The Coca Cola company official website, "At the Coca-Cola company, We aim to lead by example and to learn from experience. We set an high standards for our people at all levels and strive to consistently meet them."

Coca Cola dedicate 49 pages of the Code of business conduct, it serves to guide the actions of employees consistent with the company values. The Code of business conduct is the core for ethics in the company. The code requires honesty and integrity that all their employees must read, understand and follow.

Coca-Cola is a worldwide company, located in more than 200 countries all over the world, Therefore the company needs to deal with various of employees with different values and clients with different needs. The Coca-Cola company has Ethics & compliance office that determine code violations and discipline and administered varity of training courses. More than 50,000 employees completed training sessions on the Code of Business Conduct: European Union competition law, Latin American competition law, financial integrity, intellectual property and competitive intelligence, drug-free workplace and preventing workplace violence.

Since 2006 Coca-Cola has been an active member of the UNGC (United nation global compact) and this year, 2011, the company together with approx 50 other companies participated in the 2011 launch of the UNGC Lead program, which is a platform for members striving to achieve higher levels of corporate sustainability performance.

Coca-Cola company commitment to make a positive difference in the world, focuses on few core areas key to business sustainability:

- Energy efficiency and climate protection , This page will take you to Coca-Cola's company website which you can view the plans for energy efficiency and protections.

- Sustainable packaging- Create solutions by advancing a global sustainable packaging.

- Active healthy living- Being part of the solustion to the obesity problems in the society.

- Water stewardship.

- Developing economies through business and partnership- Foster sustainable communities through economic development, philanthropy and the creation of economic and social opportunities.

Recent News:

- 9/8/2011 Coca-Cola leads the charge toward greener.

- 8/26/2011 Coca-Cola joins alliance to measure and map global water risks.

- 8/12/2011 Donates $1.4 million for hunger reliefe in Kenya, Euthopian and Somalia.

Muhtar Kent, Chairman and Chief Executive Officer, The Coca-Cola Company
Atlanta, GA, April 27, 2011
"Beyond all the positive trends, numbers and dynamics shaping our industry over the next 10 years, there is a simple truth that reminds us every single day why we at Coca-Cola love our business and our system so much.
It's what we see in the course of our daily lives. It's a world yearning not just for the beverages we provide but the ideals and values Coca-Cola represents."

Strategic planning

The idea of anything can be successful if it packed and sold right is what made Coca Cola the greatest product it's today.
Coca Cola using aggressive marketing to sell produc. From 1 small corner store that sold 9 drinks a day, 125 years ago, to a billion sales worldwide.
Their product is product competitive advantage.

How it happened and still happening?
Coca Cola has been using the best photographers, the best designers to make the most unique and unforgettable commercials, calenders, ads, magazines.
It all started back than, 125 years ago, when Savvy local business man, Asa Candler, saw the potential in Coca Cola and bought it from John Pemberton. Asa strategic planning was the use of aggressive advertisements, everywhere and all the time to reach the consumer. From his point of view it was the key for success .
Asa used the best photographers and writers to illustrate magazines, calenders and commercials with colours that best attract. The icon, Coca Cola, started to appear every where. To refresh and touch the consumer they used for example, Santa clous and soldiers from world-war 2 in their commercials.
In 1950's Coca Cola design the famous glass bottle that is unique for his appearance, it's easy to recognize, shines even at night and looks good.
Coca Cola's company today built an harmony image to be realized by catchy songs and common symbols that made it a worldwide company that located in 206 different countries.
The company is promoting beverages and unique commercial edit by the best designers.
Coca Cola has been using global employees that bringing different aspects to the company.
The different between Coca Cola to other companies is that Coca Cola challenge operator on huge scale located on 206 different countries, and by that Coca Cola is everywhere in almost every families life.
* Last promotion of the company was the idea of volunteering in specifically corporate social. Responsibility employees volunteer their time to charitable organization.