Te Coca- Cola Company By Ryan Brinker, Libby McEnulty and Peyton Heiman Executive Summary Table of Contents Executive Summary...... 1

Background Information...... 3

Target Audience...... 4

Te following brief was researched, compiled, and puclished by Ryan Ethnograpic Research Summary...... 4 Brinker, Libby McEnulty, and Paige Heimab to investigate the sales Features/Benefts...... 5 practices, advertising, and brand image of the sof drink company, Coca-Cola. Current Brand Image...... 6

Desired Brand Image...... 6 Tis report contains details on the product’s brand image, both cur- rent and desired, competitors, target audience, brand extensions, Direct Competitors...... 6 and goals concerning strategic communications, among other vari- Indirect Competitors...... 6 ous results. Advertising Goals...... 7

Strategic Message...... 8

References...... 9

1 2 Background Information Ethnographic Research Summary According to the company website, Coca-Cola history began in 1886 when Atlanta pharmacist, Dr. John S. Pemberton, created a sof drink that could be sold at soda fountains. He created a favored syrup, took it to his pharmacy, where it was mixed with carbonated water. Pemberton’s partner Coca-Cola is the world’s leading manufacturer, marketer and distributor and bookkeeper, Frank M. Robinson, is credited with naming the beverage “Coca -Cola” as well as designing the trademarked. of non-alcoholic drink concentrates and syrups, producing more than 500 brands globally. Coca Cola Great Britain (CCGB) CCGB has 19 brands and over 100 diferent products. Tere are around Prior to his death in 1888, Dr. Pemberton sold portions of his 134 people employed at the London HQ and they are responsible for business to various parties, with the majority of the interest sold to Atlanta businessman, Asa G. Candler. Under Mr. Candler, marketing and developing new and existing brands. distribution of Coca-Cola expanded beyond Atlanta. In 1894, Coca Cola Enterprises Ltd (CCE) impressed by the growing demand for Coca-Cola and the desire to make the beverage portable, Joseph Biedenharn installed bottling CCE is the local bottling partner, employing more than 4,000 people in machinery in the rear of his Mississippi soda fountain, becoming the Great Britain to manufacture and distribute to customers. CCE has six frst to put Coca-Cola in bottles. manufacturing sites across the country. In Great Britain, products include Coca Cola, , Coke Zero, Coca-Cola Life, and , as well as still fruit drinks, , and Abbey Well water. Popularity rests solidly with the 18-24 year-old age demographic. However, Coca-Cola’s volume potential is highest for 25-34 year- Coca-Cola Enterprises also manufacture and distribute drinks for other olds. brand owners. Tese include Capri-Sun, drinks and the Coca-Cola products are suitable for a modern, busy life style , and Peartiser. (shortage of time), meaning the mobile generation.

3 4 Features/Benefits Current/Desired Brand Image Coca-Cola’s brand has remained strong and consistent for decades. Brand Recognition Coca-Cola sells itself with the banner of love and acceptance, with the Coca-Cola is recognized as the world’s most valuable brand is ofen asso- tagline, “Share a Coke.” Coke has always presented a brand centered on ciated with happiness. In fact, Coca-Cola means “Delicious Happiness” in happiness, back to the 70’s when the “I’d Like to Buy the World a Coke” Mandarin. We lead the beverage industry, with a portfolio featuring 20 bil- lion-dollar brands. Te Coca-Cola Company is the world’s largest beverage was the ad campaign. company. Coca-Cola’s brand is strong. Tey have had a consistent and successful

Carried By a Large Number of Stores Our operational reach encompasses + 200 countries worldwide across 6 op- Direct/Indirect erating regions: Eurasia & Africa, Europe, Latin America, North America, Pacifc and Bottling Investments – in addition to Corporate. 5 Competitors Coke’s most direct and famous competition is PepsiCo. PepsiCo has 22 diferent brands, including Lays chips and Gatorade, making it one of the biggest companies in the world. It’s as simple as many restaurants Different Product Forms Coca Cola comes in many forms such as bottles and cans. Coca Cola having either Pepsi or Coke products. Tere is no other competitor also distributes Diet Coke, Coke Zero, Coca-Cola Life, Sprite and Fan- more closely bumping heads with Coke. ta, as well as Oasis still fruit drinks, the isotonic sports drink Powerade, glaceau smartwater and Schweppes Abbey Well water. We also own the Schweppes range and glaceau vitaminwater. Indirect competitors are scarcer. Coke and Pepsi, combined, own most

Different Flavors Tere are 127 diferent favors of Coca- Cola.

5 3 5 6 Advertising Goals Strategic Message

Te Coca Cola Company Mission: Te Responsible Marketing Policy is a set of principles that guide Coca- •To refresh the world in mind, body and spirit Cola’s entire approach to marketing and establish frm rules for what they •To inspire moments of optimism and happiness through our brands will and will not do. We use independent auditors to check that we’re and actions complying with the principles set out in our policy. •To create value and make a diference. 4 principles from our Responsible Marketing Policy

Te Coca Cola Company Vision: 1 CHOICE – Provide a range of beverages to support People: Inspiring each other to be the best we can be by providing a consumers in making sensible choices to suit great place to work balanced diets and active lifestyles Portfolio: Ofering the world a portfolio of drinks brands that 2 BALANCE - Encourage sensible consumption and anticipate and satisfy people’s desires and needs moderation Partners: Nurturing a winning network of partners and building 3 HONESTY - Ensure honesty and transparency in all mutual loyalty marketing and sales activity Planet: Being a responsible global citizen that makes a diference by 4 NO MARKETING TO CHILDREN - Do not market any helping to build and support sustainable communities products to children under 12 Proft: Maximizing long-term return to shareholders, while being mindful of our overall responsibilities Productivity: Being a highly efective, lean and fast-moving Talking to Coca-Cola’s consumers: organization. Listening is very important to Coca-Cola’s consumers. Tey continues to speak to all their consumers and other stakeholders about responsible Te Coca Cola Company Values: marketing. Coca-Cola makes sure they are always providing people with a •Leadership: Te courage to shape a better future wide range of great tasting, quality drinks. •Collaboration: Leverage collective genius

7 8 Refrences

Coca-Cola History Overview. (n.d.) Coca-Cola.com, Retrieved online on 2015, July 29 from: http://www.coca-colacompany.com/history/

Coke Marketing Strategies. (n.d.) Coca-Cola.com, Retrieved online on 2015, July 29 from: http://www.scribd.com/doc/106955804/Coke-Marketing-Strategies#scribd

Te Coca-Cola Journey. (n.d.) Coca-Cola.com, Retrieved online on 2015, July 29 from: http://www.coca-colacompany.com/careers/who-we-are-infographic

Our Mission Statement & Company Values. (n.d.) Coca-Cola.com, Retrieved online on 2015, July 29 from: http://www.coca-cola.co.uk/about-us/mission-vision-and- values/

9