Coca-Cola
Chelsey Petrey
“There is no limit to what a man can do or where he can
go if he doesn’t mind who gets the credit “
Robert Woodruff
Overview
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History
Leadership
Sponsorship
Financial Information
Slogans
What’s New
Conclusion
Atlanta Beginnings
• Dr. John Pemberton
created Coca-Cola
• Sold at Jacob’s Pharmacy
for 5 cents
• Frank Robinson created
the name and script logo
• Pemberton sold the
business to Asa Candler
Beyond Atlanta
• Incorporate and formula
patented
• Joseph Biedenharn
bottled Coca-Cola using
a common glass bottle
called the Hutchinson
• Root Glass Company
manufactured the contour
bottle in 1916, inspired
by the shape of the
African cola nut.
Robert Woodruff
• Candler sold Coca-Cola
to Ernest Woodruff
• Robert Woodruff
assumed leadership
• Advertising
• Six- bottle cartons
• Coca-Cola cooler
• Coca-Cola bell glass
• Used Sundblom’s Santa
Claus picture
Woodruff Era
• Sprite Boy used to
introduced Coca-Cola
• Provided Coke to the
military for five cents
a bottle during World
War II
• First product on the
cover of Time
Magazine
Woodruff Era
• Expanded into foreign markets with local
bottles, trucks, and personnel
• Cans and plastic bottles
• Coke Wave introduced
• Fanta, Sprite, Tab, Mr. Pibb, and Mello
Yello introduced
Roberto Goizueta
• Named Chairman and
CEO
• Intelligent and
Innovative risk taking
• Coca-Cola Enterprise,
Inc
• Diet Coke
• New Coke
• Coca-Cola Classic
Douglas Daft
• Introduced Coca-Cola
Polar Bears
• Donated 20,000
commercials to the
library of Congress
• Introduced Dasani and
Vanilla Coke
• Introduced new “CocaCola…Real” marketing
platform in 2003
Coke Commercial
Sponsorship
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Olympics
Project Hope
Art of Harmony
Tiger Woods Foundation
Coca-Cola Racing
Family
• Children’s Miracle
Network
• Boys and Girls Club of
America
Annual Income Statement
Income Statement
Dec 04
Dec 03
21,962.00
21,044.00
6,745.00
6,912.00
15,217.00
14,132.00
8,626.00
8,061.00
893.00
850.00
5,698.00
5,221.00
Nonoperating Income
696.00
444.00
Nonoperating Expenses
196.00
178.00
Income Before Taxes
6,222.00
5,495.00
Income Taxes
1,375.00
1,148.00
Net Income After Taxes
4,847.00
4,347.00
Continuing Operations
4,847.00
4,347.00
0.00
0.00
Total Operations
4,847.00
4,347.00
Total Net Income
4,847.00
4,347.00
Revenue
Cost of Goods Sold
Gross Profit
SG&A Expense
Depreciation & Amortization
Operating Income
Discontinued Operations
Annual Balance Sheet
Balance Sheet
Dec 04
Dec 03
Cash
6,707.00
3,362.00
Net Receivables
2,171.00
2,091.00
Inventories
1,420.00
1,252.00
Other Current Assets
1,796.00
1,691.00
12,094.00
8,396.00
Assets
Current Assets
Total Current Assets
Net Fixed Assets
6,091.00
6,097.00
Other Noncurrent Assets
13,142.00
12,849.00
Total Assets
31,327.00
27,342.00
Accounts Payable
4,283.00
4,058.00
Short-Term Debt
6,021.00
2,906.00
Other Current Liabilities
667.00
922.00
Total Current Liabilities
10,971.00
7,886.00
Long-Term Debt
1,157.00
2,517.00
Other Noncurrent Liabilities
2,814.00
2,512.00
15,392.00
13,252.00
Liabilities and Shareholders' Equity
Current Liabilities
Total Liabilities
Shareholders' Equity
Preferred Stock Equity
0.00
0.00
Common Stock Equity
15,935.00
14,090.00
Total Equity
15,935.00
14,090.00
Stock Chart
Coca-Cola Slogans
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1886 Drink Coca-Cola
1913 The Best Beverage Under the Sun
1929 The Pause that Refreshes
1937 America’s Favorite Moment
1945 Passport of Refreshment
1955 America’s Preferred Taste
1963 Things Go Better With Coke
1976 Coke Adds Life
1984 Just For The Taste of It
1985 America’s Real Choice
1993 Always Coca-Cola
2003 Coca-Cola Real
What’s New
• Introduced a Ginger-flavored version of Sprite in
China
• Started testing digital advertisements on its fleet of
trucks in Atlanta, Chicago, Denver, Santa Fe, and
New England
• Constructed its first plastic recycling plant in Latin
America
• Launched DASANI in Ghana, Kenya, and will
expand the drink throughout Africa
“Look Up”
• A new TV campaign
has been launched in
Thailand called “Look
Up”
• These Coca-Cola
commercials target
teens and commemorate
teen lifestyle
• They encourage teens to
believe in themselves
and follow their dreams
Conclusion
• Coca-Cola is one of the most popular
beverages in the world
• So many different products give you so
many options; therefore, Coca-Cola is
bound to please almost everyone
• So, whenever you are thirsty, go ahead a
crack open a refreshing can of Coke; you
won’t be disappointed
Bibliography
• Annual Financials. (2005). Retrieved March 15, 2005,
from
http://premium.hoovers.com/subscribe/co/fin/annual.xhtml
?ID=10359.
• Bittar, Christine. (2005). “Coke Eyes Lasting Impressions
With Impressive Mobile Ads.” Brandweek. New York:
January 24, 2005. Vol. 46, Iss. 4; pg. 32, 1 pgs. Retrieved
March 8, 2005, from ProQuest database.
• Coke Citizenship. (2002). Retrieved February 10, 2002,
from http://www2.coca-cola.com/citizenship index.html
• Coke Insider (2002) Retrieved June 30, 2002, from
http://www.accessatlanta.com/ajc/business/coke
Bibliography
• Coca-Cola Heritage. (2002). Retrieved February 9,
2002, from http://heritage.cocacola/heritage_index.html
• Coca-Cola History and Collecting. (2001).
Retrieved December 27, 2001, from
http://www2.netdoor.com/~daviddriy/cocacola.ht
ml
• Cola Wars. (2002). Retrieved January 29, 2002
from
http://www.geocities.com/cocacentury/index.html
Bibliography
• Madden, Normandy and Laurel Wentz. (2005). “Ginger Sprite tested in
China.” Advertising Age. January 31, 2005, Vol. 76 Issue 5, p16, 1/6p,
1c. Retrieved March 8, 2005, from EBSCOhost.
• Music and Video Download. (2003). Retrieved February 23, 2003,
from http://www.kazaa.com
• News Index. (2003). Retrieved February 22, 2003, from
http://www2.coca-cola.com/presscenter/newsindex.html
• Prasad, Gunjan. (2005). “Coke To Sharpen Teen Appeal With 'Look
Up' TV Blitz.” Media Asia, 1/28/2005, p4, 1/8p. Retrieved March 16,
2005, from http://chiron.gsu.edu/cgi-bin/homepage.cgi.
• Stock Chart. (2005). Retrieved March 15, 2005, from
http://bigcharts.marketwatch.com/quickchart/quickchart.asp?symb=K
O&sid=1272&time=
• What’s New (2003). Retrieved February 22, 2003, from
http://www2.coca-cola.com/ourcompany/whatsnew.html