Jay Crook, Hieu Duong, Hải Lê, Christopher Muse
Jay Crook
1885 - Pharmacist John Pemberton created a syrup
formula that would become Coca-Cola. It was mixed with
carbonated water at Jacob's Pharmacy in Atlanta,
Georgia and was an instant success. The famous CocaCola script logo was created by Pemberton's bookkeeper,
Frank Robinson, and used in
newspaper advertisements.
1888 - Asa Candler bought the
formula from Pemberton and started The Coca-Cola
Company. Candler was a marketing wizard and with
coupons, souvenir merchandising, posters and calendars
made the Coca-Cola logo appear everywhere. He built
syrup plants in Chicago, Boston, Los Angeles and Dallas.
1894 - Coca-Cola was first bottled in
Vicksburg, Mississippi, but Candler
ignored that possibility.
1899 - The bottling rights were sold to
Benjamin Thomas, Joseph Whitehead
and John Lupton for $1. That eventually
became the Coca-Cola worldwide
bottling system.
1916 - Due to imitation bottles of
competitors, Coca-Cola bottlers agreed
on a standard distinctive bottle shape.
1923 - Robert Woodruff became president of CocaCola. He was a marketing genius and made the
company global.
1931 - During his leadership,
Coca-Cola used its version of Santa
Claus in advertising, becoming the
American icon of Santa.
1935 - Coca-Cola first uses the
coin-operated vending machine.
1964 - Introduces the lift-top can
Starting with World War II, Coca-Cola started adding
new brands.
1950s - Fanta
1961 - Sprite
1963 - TaB
1966 - Fresca
1979 - Mello Yello
1979 - Ramblin' Root Beer
1982 - Diet Coke
Bacardi Mixers
Bacardi Premium Mixers
Bright And Early
Caffeine free Barq's
Caffeine free Coca-Cola
Caffeine free Diet Coke
cherry Coke
Coca-Cola Zero
Cumberland Gap
Delaware Punch
Diet Barq's
Diet cherry Coke
Diet Coke
Diet Coke with Lime
Diet Fanta
Diet Inca Kola
Diet Mello Yello
Diet Vanilla Coke
Dr Pepper
Five Alive
Flavor Rage
glacéau smartwater
glacéau vitaminwater
glacéau vitaminwater zero
Gold Peak
Inca Kola
Java Monster
Juan Valdez
Master Chill
Master Pour
Mello Yello
Mezzo Mix
Minute Maid
Minute Maid Enhanced
Minute Maid Juices To Go
Minute Maid Soft Drink
Northern Neck
Pepe Rico
Red Flash
Simply Orange
Southern Sun
Sprite Remix
Diet Sprite
Vanilla Coke
Worx Energy
April 23, 1985 – New Coke
July 11, 1985 – Coke Classic
1886 - Drink Coca-Cola
1904 - Delicious and Refreshing
1908 - Good Til the Last Drop
1929 - The Pause that Refreshes
1969 - It’s The Real Thing
1971 - I'd Like to Buy the World a Coke
1979 - Have a Coke and a Smile
1982 - Coke Is It
1986 - Catch the Wave
1990 - Can't Beat The Real Thing
1993 - Always Coca-Cola
2009 - Open Happiness
2011 - Life Begins Here
Jay Crook
High Pressure
• The major competitors are Coca-Cola and Pepsi.
Both have a wide range of beverage products.
Coca-Cola has a long history that has created
generations of loyal customers. Pepsi is trying to
attract the younger generations with marketing
• Other soda brands with unique flavors such as Dr.
Pepper and Nehi Grape, compete with the market
• The top three companies hold more than 85 per
cent of the market with Coca-Cola in the lead
followed by PepsiCo and Dr. Pepper Snapple
Carbonated Soft
Drinks Shares
for 2011
Low Pressure
• There is a continuous line of new brands
appearing in the market with often lower
prices than Coke & Pepsi products
• Existing bottlers have franchise
agreements with major companies that
prohibit them from taking on competing
• Major competitors can instigate a price war
• New entrants must supply a large population to
overcome high fixed costs for warehouses, trucks,
and labor, and economies of scale
Medium to high pressure
• Many soft drink products in the market. In a blind taste test,
many people couldn’t tell the difference between Coca-Cola
and Pepsi
• More people are drinking bottled
water, fruit juice, lemonade and tea
instead of soda
• Popularity of bottled water caused a
drop in sales for carbonated drinks,
with a market drop of 2.1% in 2009
• Energy drinks are growing fast in the beverage industry, but the
market share is just 1% of the market. It may slow down due to
calls for greater regulation and research
• Other substitutes: tap water, milk, coffee, juices and alcoholic
Low pressure
• The main ingredients for soft
drinks include coloring, flavor,
carbonated water, phosphoric
acid, sweetener, additives and
caffeine. There are many suppliers
to choose from.
• Any supplier would not want to
lose a major customer.
Low pressure
• Major competitors price their soft drinks about the same.
• Less popular beverages tend to have lower prices but flavor
and quality may be lower.
• Large retailers have bargaining power due to quantity, but
that is suppressed because of consumer brand loyalty
• Major buyers include food stores, convenience stores,
fountain drink sellers and vending machine distributers
• Restaurants have less bargaining power due to ordering a
small volume demand
• With less people drinking less soft drinks, the bargaining
power of buyers could increase due to decreasing buyer
Jay Crook
Our Roadmap starts with our mission, which is
enduring. It declares our purpose as a company and
serves as the standard against which we weigh our
actions and decisions.
• To refresh the world...
• To inspire moments of optimism and happiness...
• To create value and make a difference.
Our vision serves as the framework for our Roadmap and guides
every aspect of our business by describing what we need to
accomplish in order to continue achieving sustainable, quality growth.
• People: Be a great place to work where people are inspired to
be the best they can be.
• Portfolio: Bring to the world a portfolio of quality beverage
brands that anticipate and satisfy people's desires and needs.
• Partners: Nurture a winning network of customers and
suppliers, together we create mutual, enduring value.
• Planet: Be a responsible citizen that makes a difference by
helping build and support sustainable communities.
• Profit: Maximize long-term return to shareowners while being
mindful of our overall responsibilities.
• Productivity: Be a highly effective, lean and fast-moving
Inspire creativity, passion, optimism and fun.
Hieu Duong
1. The popularity
2. Widely known for its quality and reputation
3. Customer loyalty
4. Brand value
5. Financial strength
6. Global business with strategy plan focus on
sustainable development.
1. Popularity of the product:
 “Coca-Cola” is the second popular word all over the world,
behind only "okay".
 No.1in sales worldwide
 Popular and enjoyed in over 200 countries around the world
with more than 500 brands
 In America, two drinks leading position in popularity are 2
products of Coca-Cola: Coke and Diet Coke
2. Excellent quality drinks with a reputation built over
126 years of history
 Unique flavor than fresh
 The formula is kept the most secretly and is the
most expensive formula worldwide
 Enjoying one culture, be part of history.
3. Customer loyalty
 Tradition passed from person to person, from
generation to generation
 Ranked No.6 on the World’s 50 Most Admired
Companies list
 The largest fan like on Facebook (reaching 55m
4. Brand value
 Coca Cola is the most expensive brand worldwide
in 2012 ($77,839 million)
 Adapt and innovate to strengthen its brand value:
o “Sharing Happiness”
o “Move to the beat”
5. Financial strength
 Total net operating revenue is $46,542 million
 Total net income for share owners of Coca Cola
Company is $8,752 million
6. Sustainable development
 Active healthy living
 Nutrition
 Product safely and quality
 Responsible marketing
 Women’s economic empowerment
 Charitable contribution
 Human and workplace rights
 Water stewardship
 Energy efficiency and climate protection
 Sustainable packaging and sustainable agriculture
• Environmentally friendly, saves natural resources
• Products comply with strict requirements on safety
and nutrition
• Charity work (382 water projects communities in 94
Christopher Muse
• Health Concerns
While Coke is not “bad” for a person is it not a
Healthy item
• Nutrition Labels
Coke has been labeling the number of calories on
their products
140 Calories per 12 ounces
Cherry Coke 150 Calories per 12 ounces
Diet Coke
0 Calories per 12 ounces
Coke Zero
0 Calories per 12 ounces
Hải Lê
1. Focusing on global expansion: Coca Cola’s plans
for global expansion will enhance the market value
of company’s stock.
– China market
– India market
– Potential market – Africa
2. KO has many successful brands which can
continue to be exploited and pursued, and
providing the benefit for other products.
3. Buying out competition could increase the
company’s revenue and market share.
4. KO’s brand recognition would provide the
opportunity to leave its competitors behind.
Christopher Muse
PepsiCo is the Leading competitor
• In 2011 PepsiCo
– 28% of drink shares
– 38% more revenue than coke due to other products such as Frito
Lay, Quaker, Tropicana
Increasing Health awareness among Americans
• Soda Sales have dropped over the past 4 years
Laws And regulations
• New York City Sugary Drink Ban
• Restaurants, fast food chains, and movie theaters are unable to
sell sugary drinks that are more than 16 ounces
• At the moment this law is limited to fountain drinks and does
restrict bottled drinks sold at a grocery or convenient store
• If this law can be passed, more strict laws could be passed as
Hải Lê
• KO should increase investment in global
expansion, especially Asian market and potential
market Africa.
• KO should take advantages from its current
successful products in order to diverse product line
and product depth. The dominant position in its
current market could substantially provide many
benefits for KO in launching new products.
• KO should put more money on buy-out plan to turn
its competitors’ profit to its own profit.
• The final recommendation for KO is to recognizing
its brand power and benefit itself in order to widen
the gap between them and its competitors.
Jay Crook, Hieu Duong, Hải Lê, Christopher Muse
“Thanks for the SWOT that refreshes”
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