Lauren Fanning
Our mission: “To refresh the world, inspire moments of optimism and happiness,
create value, and make a difference”
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Table of Contents
Brand Inventory .......................................................................................................... 3
Background ............................................................................................................................................................ 3
Category and Competition ............................................................................................................................... 3
Products within Category ............................................................................................................................... 5
Brand Analysis ...................................................................................................................................................... 7
Consumer Profile ................................................................................................................................................. 8
Advertising/Marketing Communications ................................................................................................. 9
Media ........................................................................................................................................................................ 9
Promotions.......................................................................................................................................................... 10
Internet and New Media ................................................................................................................................ 11
Brand Value ........................................................................................................................................................ 13
Brand Exploratory ..................................................................................................... 14
Recommendations................................................................................................................................................. 14
Statement from Joe Tripodi ................................................................................................................................... 15
Works Cited.............................................................................................................................................................. 16
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I. Brand Inventory
A. Background
The Coca-Cola Company was
founded in 1886. The headquarters are
located in midtown Atlanta, Georgia.
The Chairman of the Board and Chief
executive officer is Muhtar Kent, and
has held that position since April 2009.
The Coca-Cola Company is an
American multinational beverage
corporation, manufacturer, retailer, and
marketer of non-alcoholic beverage
concentrates and syrups. They distribute
in more than 200 countries globally with
1.9 billion servings sold per day. They
sell over 3,500 products world wide, 17
of those being billion dollar brands. The
company has been responsible for 128
years of “happiness”.
The Coca-Cola Company is best
known for its flagship product, CocaCola, which was invented in 1886 by
John Stith Pemberten. Asa Griggs
Candler, who incorporated the company
in 1892, bought the syrup in 1889. They
operate a franchised distribution where
they sell syrup to various bottlers around
the world. The Coca-Cola Company
owns its anchor bottler, Coca-Cola
Refreshments. Under the Coke brand
name they have introduced various
products like Diet Coke and Coke Zero.
The brand value is 79.2 billion.
The global net operating revenue is
46,854 million. They had a 7% case
volume growth globally. Coca-Cola also
returned 8.5 billion in value to
shareowners through dividends and net
share repurchases, which means they
have increased dividends now for 52
consecutive years. They were rated #3
on Interbrand’s Best Global Brands list
for the past two years and are #4 of
Fortune magazines most admired
companies list. The Coca-Cola Company
sold 28.2 billion cases and the flagship
Coca-Cola sold a record volume of 11
billion of those cases this past year.
B. Category and Competition
Coca-Cola is in the market of non-alcoholic beverage and syrup distribution. Coca-Cola
Company’s market share in the U.S. is 42.2%, which is huge comparing to PepsiCo at
20.3%. Dr. Pepper and PepsiCo don’t even come close to the Coca-Cola Company’s
market share, even though they are the main competitors. The market cap is $168.7
billion.
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The way Coca-Cola distributes their product is different than most. Coca-Cola is a
franchised operation. The Atlanta headquarters takes care of the overall brand and
marketing as well as product development. Each country has their own bottlers, which
are generally separate legal entities. The MDC (Manual Distribution Centers) then deliver
the products to the retailers where it is sold.
Coca-Cola does not necessarily spike in sales due to seasonality, but the holiday
campaigns always make an impact on consumers. It emphasizes the warm and fuzzy
feeling customers long for during the holidays and use Santa Clause or the cute Polar
bears to share the “happiness” with the general public, which continues to solidify the
iconic brand image.
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C. Products Within Category for the Coca-Cola Company
The main grossing products produced by the Coca-Cola Company include:
Coca-Cola: The flagship product that started it all in 1886 created by John Stith
Pemberten. Coca-Cola is sold in over 200 countries. It has that classic taste and is what
the company built themselves around.
Sprite: Sprite was introduced in 1961 and is the world’s leading lemon-lime flavored soft
drink. It is sold in more than 190 countries and ranks as the #3 soft drink worldwide.
Fanta: Fanta was introduced in 1940 and is the second oldest brand of the Coca-Cola
Company. It has a fruit based flavor, and although the orange is the most popular, you
can find almost any fruit flavor depending where you are in the world. It is the second
largest brand outside of the U.S. as well. The Fanta products (all flavors combined) are
consumed more than 130 million times everyday globally.
Diet Coke: Diet Coke was introduced in 1982. It is a sugar free and calorie free soft
drink. It was the first new brand since 1886 to use the Coca-Cola trademark. Diet Coke is
available in 150 markets around the world.
Coke Zero: Coke Zero was introduced in 2005 and was created for young adults in mind.
It has zero sugar and a more classic taste, compared to Diet Coke.
Dasani: Dasani is the Coca-Cola Company’s water, a part of satisfying all markets, and
was introduced in 1999. They launched Dasani Drops to pair with it to add any flavor you
desire to your water.
Minute Maid: Minute Maid is a line of juices that have been made for over 60 years.
Ciel: Ciel is a bottled mineral water that was introduced in 1996.
Powerade: Powerade was introduced in 1988. It combines carbohydrates, electrolytes,
and fluids for energy and hydration. It is best used for an athletic drink and offers many
different flavors as well as drops that can be added to your water.
Simply: The best example that is most known is the Simply-Orange orange juice and its
benefits are that it is 100% juice with no additives.
Fresca: Fresca was introduced in 1966. It is a caffeine free citrus grapefruit drink.
Vitaminwater: Vitaminwater is water with bold, fruity flavors and added nutrition. It
pioneered the enhanced water beverage category and is available in 26 countries.
Smart Water: Smart Water is different from others because of the way it is purified. The
purification process is inspired by the natural hydrologic cycle and then electrolytes are
added.
Honest Tea: Honest Tea is the nations #1 organic bottled tea and appeals to the health
conscious.
NOS: NOS is the Coca-Cola Company’s energy drink. It is especially popular with auto
enthusiasts because of its resemblance to an actual NOS can.
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There are a few new main products Coca-Cola is focusing on. Diet Coke FROST is the
first frozen product offering in the brands history. Coca-Cola Life is also a new launch
that has consumers very excited because it is part of the government and industry effort
to tackle obesity. Since Coca-Cola Life is made with stevia, a new and healthy way of
sweetening, the product contains 1/3 less calories and 1/3 less sugar than regular CocaCola. It has a green branding package that contrasts from the familiar red packaging.
Pepsi is trying to compete with their version, calling it Pepsi True, which is also
packaged in a green can. Coca-Cola also launched Powerade Zero drops that transform
water to an on-the-go sports drink.
The Coca-Cola Company focuses on innovation in 5 main areas;
1. Packaging: The iconic shape is synonymous with the brand, but often the
cans are temporarily changed for the holidays or even fundraising for
causes, such as protecting Polar bears.
2. Partnerships: Coca-Cola purchased a 16.7% company stake in the
Monster Beverage Corporation. They plan to expand Monster’s
distribution as well as Monster plans to help Coca-Cola crack the energy
drink market further than their product NOS has. This long-term
partnership will accelerate growth for both companies.
3. Cultural Leadership: Coca-Cola focuses on seven core values when
hiring for any position at the company. Those include leadership,
passions, integrity, collaboration, diversity, quality, and accountability.
Because they are a global brand, it is imperative to embrace the
multicultural world in the marketplace and the workplace.
4. Products and Equipment: To encourage well being and healthy living,
Coca-Cola is researching many new sweeteners for their products, as well
as smaller can sizes to reduce portion size, and increasing the flavor
options of healthier options or products with added minerals and
vitamins, like Vitaminwater Zero. Coca-Cola has also created the first
ever fully recyclable plastic bottle that is created partially from plants. It
will be the only bottle they use by 2020.
5. Consumer well-being: Coca-Cola began the “Get the ball rolling”
initiative to inspire people to get moving and has motivated 3 million
people to do so. They outlined four well being commitments to help fight
obesity:
a. Offer low or no calorie beverages in every market.
b. Provide nutrition information very visibly in from of all
packages.
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c. Get people moving by supporting physical activity
programs in every country they do business.
d. Market responsibly, including no advertising to children
under 12 years old in the world.
The Coca-Cola Company also has goals for increased community efforts. One project is
called the 5 by 20 initiate. The goal is to empower 5 million women entrepreneurs by
2020. This past year they reached 550,000. Another project is to achieve water neutrality
by 2020. To do this, they have partnered with DEKA, R&D, IBM, McCann Health,
Qualcomm, UPS, as well as many others to build community water purification kiosks
called EKOCENTERS in 20 countries by the end of 2015.
D. Brand Analysis for the Coca-Cola Company
The Coca-Cola Company sold 46.25 billion in 2014. It is a global brand so to analyze
growth properly, close regions must be grouped.
In the Eurasia and Africa group, they grew in unit case volume by 7% in 2013.
Specifically, the Middle East and North Africa had solid growth along all business units
and was the biggest leader in that region. For the first time in 60 years, Coca-Cola will
begin production locally in Myanmar.
In the Europe group, there was a 1% decline in unit case volume in 2013. However,
sparkling and still beverages grew in value share. The “Share a Coke” movement was
exceptionally successful here as well. Germany, however, showed huge volume growth
of 5%.
In North America, there was growth in the market share across most beverage categories.
There were more than one million households added to the Coca-Cola brand. There was
double-digit growth in the multi-brand tea portfolio, Zico Coconut Water, and Illy Coffee
brand, highlighting the movement towards healthier options.
In the Pacific, there was 3% unit case volume growth overall, which was led by India at
4% (18% of it was the brand Coca-Cola and 5% was Sprite). There was a 1% unit case
volume in Japan, 25% growth in Vietnam, and 9% growth in Thailand.
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E. Consumer Profile
The demographics are very broad since The Coca-Cola Company offers products for
every person regardless of taste, sex, age, income, or region. The average person
consumes a coke product every four days. You can purchase a Coca-Cola product almost
anywhere including supermarkets, convenience stores, fast food chains, restaurants, bars,
and megastores like Wal-Mart or Target.
Consumers tend to feel a personal touch to the Coca-Cola brand. They have continued to
gain brand loyalty by connecting people emotionally through different advertisements
and promotions, like the “Share a Coke” campaign. There is such a strong history of
brand loyalty to the Coca-Cola products that some consumers are upset with the company
for changing the packaging design, even around the holiday times or if its for a charitable
cause.
In 1985, a “new” recipe for the flagship Coca-Cola was launched and the response was
outraged customers. There were over 400,00 calls and letters received by Coca-Cola
complaining about the new flavor. The interesting part was, in blind taste tests,
consumers preferred the new recipe more but when the image, packaging, and tradition
was changed, the perception of the product was less favored than the original recipe.
Needless to say, Coca-Cola reverted back to the original recipe 3 months later.
Coca-Cola’s brand image is much more deeply rooted in the American psyche when
compared to Pepsi-Cola. People surveyed about what words come to mind when they
think about Coca-Cola said the following:
-America
-Santa Clause
-Polar bears
-World War II
-History
-Family
-“I’d like to teach the world to sing”
-Mean Joe Green
-Happiness
People surveyed about what words came to mind when they thought about Pepsi-Cola
included:
-Britney Spears
-Michael Jackson
-Youth
-The choice of a new generation
-Madonna
-Cool and fun
-Energy
It is clear that the Coca-Cola Company has achieved that extraordinary brand image.
According to Interbrand’s annual report, Coca-Cola is a more valuable brand than PepsiCola.
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F. Advertising/Marketing Communications
The Coca-Cola Company is wonderful at a wide variety of marketing techniques. One
that they clearly use the most is differentiated marketing. With this method, they are able
to satisfy a range of markets. For example, Diet Coke/Coke Zero for weight conscious
consumers, Dasani for those who don’t like soda and prefer water, Fanta for consumers
who prefer a more fruity taste, even Powerade for those who want a sports drink to
replace electrolytes, and the list goes on. “Our central promise at the Coca-Cola
Company is to refresh the world in mind, body, and spirit, and inspire moments of
optimism to create value and make a difference.”
Brand specific attributes include real cola taste, unforgettable taste, revitalizes and
refreshes, enjoyment any time, good to drink with family and friends, and is recognized
as the best soft drink. Intrinsic attributes include that the product is great tasting, very
refreshing, thirst quenching, high quality, worth what it costs, and it goes well with meals
and snacks.
G. Media for the Coca-Cola Company
The Coca-Cola Company has been involved in holiday advertising since the late 1920’s.
They are one of the best at emotive advertising during this festive time of year. The red
and white branding of the classic Coca-Cola brand makes it easily synonymous with
Christmas, and allows the company to capitalize on the holiday spending habits of
consumers. Since the brand image already focuses on sharing, relationships, and
happiness, it easily targets the holiday fanatics. They also use images like Santa Clause,
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polar bears, and the newest symbol, the holiday caravan, which is a Coca-Cola truck
decorated with Christmas lights.
The Coca-Cola Company spent 3.3 billion dollars on advertising and media in 2013,
where as PepsiCo spent two thirds less than that overall. Coca-Cola spent 231.5 million
on TV advertising where as PepsiCo spent 659.1 million of TV advertisement. By 2016,
Coca-Cola plans to increase media spending and brand building initiatives by $1 billion.
H. Promotions for the Coca-Cola Company
The Coca-Cola Company focuses on three main principles when it comes to promotion.
These include:
-Acceptability: through effective marketing, they ensure Coca-Cola brands are an
integral part of consumer’s daily lives, making Coca-Cola the preferred beverage
anywhere.
-Affordability: they guarantee that they offer the best price in terms of value for
money.
-Availability: Coca-Cola brands are available anywhere people might want
refreshment.
The Coca-Cola Company has offered many promotions throughout the years. The “Open
Happiness” mantra has been long lasting. In 2011, they released traffic tension on a very
busy street by using a projector to play a movie and offered free coke products and
popcorn to frustrated drivers. They celebrated 125 years with a large projection on a
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building in New York in 2011 as well. Coca-Cola has also placed a few “hug” vending
machines around the country that doesn’t accept money, just hugs, emphasizing the
happiness attitude that is so engrained in the brand. Another Coca-Cola happiness
machine was placed on a college campus that dispensed Coke after Coke to the students
and eventually handed things like pizza, flowers, and even balloon animals through the
vending machine to brighten the students day. The “Share a Coke” promotion was
strengthened when the company added names on cans or bottles and made it feel like a
more personal experience and helped the company connect on a groundbreaking level for
the industry. They launched the promotion in over 80 countries. Sales rose globally over
2% while that lasted but boosted sales by 7% in Australia, where the promotion began in
2011. It earned more than 18 million media impressions, increased traffic on the CocaCola Facebook site by 870%, and increased likes by 39%.
Since PepsiCo realized they couldn’t overtake the brand image that Coca-Cola has built,
they took a new approach. They focus on youth and are based on what’s new, hot, and
trendy. Celebrity endorsements are the favorite way for them to make an impression. If
you can’t win the game, change the rules and that is what they did. This past year,
PepsiCo focused on summertime with the “Iconic Summer” campaign. They offered
PepsiCo prizes and themed merchandise as well as once in a lifetime experiences like a
trip to the MTV Music Awards in Brooklyn, tickets to the iHeart Radio Music Festival in
Las Vegas, a trip to the Super Bowl, and meet and greets with Nascar drivers.
I. Internet and New Media
The Coca-Cola Company is moving away from “creative excellence” and towards
“content excellence”. They want to focus on social media, since it is so much more
interactive and it aligns with the company’s view of connecting on a personal level with
their consumers. They create liquid content that begs to be shared, whether it is a photo,
video, or article. They make sure the content shared is linked to the brand and goals of
Coca-Cola. Creating conversations is also a focus and Coca-Cola prides themselves on
acting and reacting 365 days a year. With the use of dynamic storytelling, they allow the
story to evolve as they interact with consumers. And lastly, they strive to be brave and
creative with their content. Nothing great comes without risks.
To delve deeper into Coca-Cola’s social media strategy you need to look at each medium
that they focus on. On Twitter, they have 2 million followers. They have been tweeted
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1994 times this month, making that 60 times per day. That has generated 81,925
engagements that created over 1 billion potential impressions. On Twitter, the Coca-Cola
Company uses craved source content that is used to engage the audience and generate
content followers can share. They also practice direct engagement, which is one of the
biggest challenges for any brand. Coca-Cola does an amazing job of keeping up with the
volume of mentions. 83% of their tweets were direct replies. Another tactic used is
influencer involvement. Coca-Cola targets celebrities, like Ryan Seacrest, to engage and
use their own “selfies” with their products or brand merchandise.
On Tumblr, Coca-Cola is one of the best at story telling. Their tagline on the page is
“Where happiness lives online” and that is cohesive to the image they push. Between the
dancing Polar bears, high five .gifs, and puppies in sweaters it is a very fun place to
browse. They have a knack for mixing product placement with random images to keep
the page light and fun. Coca-Cola has posted 15 times over the past month, but generated
35k reblogs across all Tumblr.
Coca-Cola has been a pioneer on Instagram due to their use of the video feature, rather
than just pictures. 4 out of their 15 last posts have been videos and the consumers like the
balance and most companies haven’t embraced that feature.
Coca-Cola’s major social media platform is Facebook. They have 82 million fans and
stay cohesive with their posts so it can be shared across all other social networks.
Because of the consistency between all of these, the brand image is strengthened and
supports each campaign in their own different ways to different consumers, however they
prefer it.
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J. Brand Value
The Coca-Cola Company has retained its #3 position on Interbrand’s esteemed annual
ranking of the most valuable global brands for the second year in a row. The brand value
is estimated at 81.6 billion, up 3% from 2013, which is more than 4 times as much as the
nearest beverage brand (PepsiCo) on the list. When referring to The Coca-Cola
Company, Interbrand said they are “continuing to evolve as markets have changed and
through innovation, staying ahead of the trends.”
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II. Brand Exploratory
Attached is a copy of the survey and the survey results.
Recommendations:
Based on the qualitative and quantitative research conducted, Coca-Cola is
viewed as the most popular brand at an overwhelming 78%. I believe Coca-Cola has
done well sticking to the classic perception that has become part of America. Continuing
to emphasize the happiness and relationship aspects are their strongest points. I do
believe the share a coke movement is wonderful and was so successful that it should be
repeated yearly in different ways. In the survey conducted, over 60% preferred that
campaign to PepsiCo and others. Since PepsiCo has that idea of youth, Coca-Cola should
continue its promotion and involvement at college campuses to build that brand loyalty
with its younger consumers. Also, the current developments in the healthier options
should be continued since that is a huge appeal to most people. Taste and price were the
most important attributes to people so even though low calorie options should be
explored further; the recipe needs to be perfected before launched to keep up the image.
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“It is our ability to adapt, to participate in, and even lead in culture, that will
allow us to achieve our business goals;” – Joe Tripodi
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