September 20, 2014
Comms 421:003
Brooke Weenig, Aricka Wilde, Bridget Kreis,
Savannah Bassett, and Whitney Laycock
Client Strategic Plan Assignment
Situation Analysis:
In the United States, the adult obesity rate in 2013, according to a Gallup report,
was 27.2 percent, up from 26.2 percent in 2012, and is on track to surpass all previous
annual average obesity rates (http://www.cdc.gov/healthcommunication). Legislators,
doctors, and other professionals are all scrambling to target the culprits of national weight
gain. In 2012, former New York City mayor Michael Bloomberg labeled soft drink
consumption as the leading cause of obesity. The Coca-Cola Company joined in the antiobesity conversation when they released their Coming Together campaign, a coming
together with other health organizations to fight obesity, in January 2013. The campaign
maintained, “Beating obesity will take action by all of us based on one simple,
commonsense fact: All calories matter, no matter where they come from, including CocaCola and everything else with calories. We provide 140 calories to spend on extra happy
activities.” Numerous health professionals immediately criticized the campaign. During
this time, Coca-Cola’s stock value fluctuated and its revenue declined, which caused
many stockholders to second guess their shares in the leading soft drink company. Many
shareholders jumped ship and started investing in Coke’s leading competitor, Pepsi.
Coca-Cola has a unique opportunity to promote itself as part of healthy, balanced
lifestyle.
The declining soft drink sales and the rise of criticism from health organizations
and consumers alike in the United States have prompted Coca-Cola to take a stand, and
all act as potential difficulties for this campaign. The challenge that faces Coca-Cola is
how it will address the current obesity problem without giving up successful traditions,
like Coke’s secret recipe.
Statement of the core problem/opportunity:
Because of increased awareness of obesity in the US and “failed” campaigns in
the past, Coca Cola’s revenue and image is threatened; Coca-Cola’s major challenge is
finding a balance between supporting healthy lifestyles and selling products that seem to
contribute to greater health concerns such as obesity.
Goal: Increase Coca-Cola’s revenue and enhance their image through promoting a
balanced lifestyle among consumers. Show consumers that Coke is dedicated to being an
active part of consumer lifestyle changes.
Objectives:
1. To increase revenue by 3 percent by the end of the second quarter on June 30,
2015.
2. Increase stockholder shares by 2 percent by the end of the second quarter.
3. To increase positive traffic in social media and other media outlets in
conversation promoting healthy and balanced living by 10 percent by June 30,
2015.
Big idea: The Coca-Cola Company is going to greater heights to be a part of your
healthy, balanced lifestyle. It’s what you do with Coca-Cola products that allow you to
live happy, balanced and healthy lives.
 “It’s what you do with Coke.”
Key public #1: Mothers, middle-income, families, married, United States
Demographics and psychographics:
As part of this campaign, we will focus our efforts on Caucasian mothers in the
United states, who have families of kids, who are married, stay-at-home moms, apart of
the middle class and who have moderate exercise styles. Generally these women range
from 30-60 years of age. While fathers are out at work, it is usually the mother that is at
home making buying decisions for what the family eats and is largely the institutor of
food-traditions in a home. These are busy women, but are focused on building a family
and helping their kids lead successful lives. According to the CDC organization, the
average stay-at-home mom spends 91.6 hours a week doing mother-related jobs--which
involves a lot of time in the car (CDC, 3). Recent studies show that moms are generally
more concerned about their children being obese and living healthy lifestyles than dads
are (CDC, 44).
According to a 2012 Market Research study, healthy eating takes a back seat
when kids are driving mom’s buying decision (Bergin, 50). The same study showed that
food health and safety is more important to mothers, and in the USA, moms with
children, are the ones most likely to look at ingredients on the back of the food they are
buying (Bergin, 77). Moms in this demographic are generally loyal to whatever product
they buy and are very trusting. Moms seek out the best products for themselves and their
family and they want to feel accomplished because of the decisions they make.
Self-interests:
These mothers’ self interests include: staying home so they can keep care of the
family, managing stress well, keeping their family happy, keeping their children safe and
healthy, feeling successful and influential as a mother and being perceived as loving, kind
and giving.
Influencers and opinion leaders:
Another study showed that moms are greatly affected and more persuaded by
marketing found in grocery stores (Bergin, 4). Moms are generally the buyers at grocery
stores and make decisions based on their children. A mother’s child is a key third-party
influential. Moms are highly affected by their peers—other mom’s with the same age of
kids.
Relationship to Coca-Cola:
Some of these mothers are avid soda drinkers, but for the most part teach their
children that soda isn’t healthy, thus Coca-Cola could seem as an enemy to their children,
but as a source of pleasure for themselves. Most of these women likely grew up drinking
soda, but because of the increase in awareness of the potential health risks of soda, they
do not want their kids to be obese or unhealthy, thus generally steer away from soda
drinks.
Objectives they will help us accomplish:
This public will help us accomplish objectives one, three and four.
Best channels to reach them:
This demographic tends to be on social media channels such as Facebook and
mommy blogs. They love anything that makes being a mom more efficient and cheap.
Many moms are fascinated with new recipes and new, quick easy ways to have happier,
healthier families.
Primary message #1: Family is happiness and Coke is all about making you and your
kids happy. Get out and get active together, create family memories with Coke. It’s what
you do with Coke that brings your family together.
Secondary messages:

Our product has brought families together since we were established in 1844.
Ever since then, our products have been crowning, delicious thirst quenchers for
every happy moment with your family.
 Whether it is after soccer practice, track, and a party or for a school-science
project, Coke can provide mediums for you to spend meaningful time with your
children, so that they can feel of your love. Children love when you spend time
with them.
 Soda isn’t our only option--we have many hydration products such as Smart
Water and PowerAde to refuel you and your children.
 Happiness in your family is quality time and laughter. The moments we have with
our families are priceless. A refreshing drink of Coke and fun activities fuels
memories.
 According to a recent study done by the Department of Health and Human
Resources, American parents report their families being “successful” when time is
spent together doing activities and taking time to get to know each other (CDC,
66). Take a Coke and go on an adventure.
Strategy: Through promotions, deals and events we can persuade mothers to purchase
coke products that encourage family time and bonding, encouraging them to support our
local causes.
Tactics:
 On the back of packaging have fun, active activities that people can do as a
family, like discount tickets to theme parks and sporting events, emphasizing
family togetherness.
 Grand prize drawing for customers who enter to win a trip to the Coca-Cola
factory; entries based on codes/bottle caps etc.
 For every coke product purchased, $1 is donated to a charity based on the various
products. For example Smart-Water money can be donated towards clean water in
charities in Africa. Others will go to anti-obesity campaigns and health
organizations throughout the US.
 Promoting events at locations like “Sodalicious” and “Swig” as places for Moms
to bring their kids to, get a soda and meet Coke’s Polar Bear Mascot.
Strategy: Through social media and traditional media, promote our idea of families and
family fun activities, as to increase the amount of mom’s buying Coca-Cola for the entire
family.
Tactics:



Post recipes that use coke products on the websites and on coke packaging.
Post recipes and fun drinks to make on Pinterest and mommy blogs.
YouTube videos with personal stories about Coca-Cola products being there
through all aspects of family life.
 Newspaper articles and feature stories promoting Coke events and charity
opportunities.
 Postings on Facebook, Instagram and Twitter of families doing stuff together,
involving Coca-Cola products as the main highlight.
Primary message #2: Families that drink Coca-Cola products together stay together.
Family time is a time of enjoyment, and it is what you do with Coke that solidifies your
relationships with your kids.
Secondary messages:
 Take Coca-Cola products on all your adventures. Whether it is after a long hike, a
bike ride, a day in the sun, or after the big game--families need a refresh button.
Drinking a Coca-Cola product together after a day full of adventure gives your
family a chance to stop and talk.
 There is a flavor of Coca-Cola for everyone in the family, so you can all sit
around and talk together as family after a day full of activities. We have well-over
50 drinks to give variety to your family gatherings.
 One third of children do not eat dinner with their families, according to a study
done by Family and Consumer Sciences Research Journal, to promote a more
family-friendly environment, we are instituting a nation-wide campaign
#Letseattogether (Bergin, 6)
 Having healthy dinners together reduces teenage drug involvement and underage
drinking. Studies also show that eating together promotes healthier meals. (The
Family Eating Project, 5)
Strategy: Using social media and traditional media we can promote to mothers the
importance of families and relationships as well as healthy living, so that they will share
this information online thus driving our revenues upwards.
Tactics:
 Postings on Facebook, Twitter and Instagram with advertising promotional videos
using the hashtag #letseattogether.
 Tap into mommy blog networks and find advocates for Coca-Cola products who
can share testimonials.
 Promote diet, zero and non-caffeinated options on social media to help moms
understand all the options for their kids to stay healthy and spend time together.
 Design an app for moms that provides recipes, activities to do with the family and
reminds moms about family dinner.
Primary message #3: Healthy Coke-drinking not only promotes a happy lifestyle, but
also is a part of a balanced, healthy lifestyle that allows you to be there for your kids
when they need you most.
Secondary messages:
 We have reduced our serving sizes, to ensure that you are still getting the taste
that you love, without over doing it.

Want to live long to see your kids accomplish the dreams you are helping them
chase right now? Coke offers no-sugar added, no calories and safe soft drinks in
order to help you maintain a healthy lifestyle.
 As a mom, you are busy. You are constantly moving from one thing to the next.
On average you spend 96 hours a week on everyone else but yourself. You
deserve refreshment every once and a while, and it is as easy as grabbing a CocaCola product.
 A recent Miami University study showed that drinking a soft drink eases stress
(Miami Herald 2012). Being a mom is stressful, but drinking a Coke can calm you
down enough to enjoy the day and work hard at what you do best.
 Moms have more to juggle than most people. Coke allows you to be balanced in
your diet and still be fit, all the while enjoying your favorite soda drink.
 Coca-Cola products are part of a healthy lifestyle--just the weight loss victory of
one of our leaders, Dutch. “As a result, going to the gym has never become a
burden, as he puts it, nor has adjusting his diet. Jansen hasn’t eliminated any
foods either, including chocolate, sweets, or Coca-Cola. Rather, he monitors his
calorie intake; upping his exercise on days he eats more, or deliberately eating
less on days when he can’t exercise. And he controls his portions better while
reducing carbs and fat.” (O’Neil 1)
Strategy: Through social media and traditional media we will promote “me time” for
moms, thus driving up revenues, increasing social media traffic and increasing
participation in our events.
Tactics:
 Feature story in local papers on moms and the stress of their work focusing on
how they can ease that stress by taking time to enjoy the things that they love.
 Postings on Facebook, Twitter and Instagram about various substitutes that can
still keep you healthy but let you enjoy the taste that you love.
Key public #2: College students in the United States, campuses with 20,000+
Demographics and psychographics:
This key public covers 18- to 24-year-olds attending college. Partying, being
away from family and forming your own identity typically characterize college culture.
Young adults are deeply concerned with fitting in and belonging socially and may also be
impacted by the prominence of hipster culture, which values rebellion against authority
and social norms. The population is well read and technologically savvy, so mass media
as well as social media would prove viable communication channels.
Research shows that 18 to 24-year-olds are turning to coffee instead of soda
(http://www.npr.org/). The Center for Science in the Public Interest took a look at several
popular items and analyzed their caffeine content. It found that a 12-ounce cup of coffee
from Starbucks contains about 260 milligrams of caffeine, which is about five times more
than a 12-ounce can of Diet Coke. The rate at which college students are consuming
caffeine is having a significant effect on their sleeping habits and general health
(http://www.kon.org/urc/v10/grumbine.html).
Research has established certain factors that influence beverage choice including
age, gender, socioeconomic status, body weight, taste preferences, lactose intolerance and
self-confidence (Thompson, et al., 2007). Students living on-campus and reporting
unhealthy BMI tended to consume less soda than students reporting unhealthy BMI who
lived off-campus. Also, students who lived on-campus and reported healthy BMI tended
to consume more soda than students who lived off-campus (Aubrey, 2013).
Student life is also characterized by a limited amount of time to cook. Meals are
often pre-packaged and on-the-go, lacking in nutritious value. College students often are
not looking for healthier options, but something that is easily accessible and cheap
(Sifferlin, 2013).
Self-interests:
As mentioned, young adults are deeply motivated to fit in and discover social
acceptance. However, they are also concerned with their futures and performance in
academic and career settings.
Influencers and opinion leaders:
Research indicates that elementary school children would often choose to
consume soft drinks instead of milk following the influence of peers (Thompson,
Bachman, Watson, Baranowski, & Cullen, 2007). Peers continue to have a large
influence over college-age students. Now, as their peers turn to more “mature” beverage
choices, students across the country are following suit and giving up soft beverages. Key
influentials could also include celebrities that younger generations relate to, professors,
and family.
Relationship to Coca-Cola:
College students tend to drink more soft drinks than older adults. A 2012 Gallup
study found that more than half of young adults ages 18 to 34 (56 percent) drink soda
every day, compared to only 46 percent of adults ages 35 to 54, and 42 percent of adults
ages 55 and older (Saad, 2012).
The Coca-Cola Company already offers extensive scholarship programs to college
students. Since 1989, the company has awarded scholarship to more than 5,000 students.
Focused on being socially aware and service-oriented.
“Nurturing passionate, motivated and service oriented leaders” are ideals that drive CocaCola (http://www.coca-colascholarsfoundation.org/).
Objectives they will help us accomplish:
This public will help us accomplish objectives one and three.
Best channels to reach them:
This demographic relies heavily on social media. Facebook, Twitter, Instagram,
Pinterest, YouTube, blogs, and other forms of online communication are the best way to
reach this public. They love sending messages quickly, easily and in a way that will reach
a lot of people.
Primary message #1: It’s what you do with Coke that matters. Take that liberty and
discover yourself with Coca-Cola.
Secondary messages:
 The college years have the biggest effect on forming a student’s intellectual,
social, and physical identity
(http://www.d.umn.edu/sit/include/doc/student_development_theory.pdf).
 College students are learning how to contribute to society and express emotion in
a postive way
(http://www.d.umn.edu/sit/include/doc/student_development_theory.pdf).

College students are heavily influenced by European ideals, specifically more
liberal beliefs, fashions, and lifestyles. Many students say they prefer the
perceived laid-back lifestyle of Europe to the busy American one
(http://usatoday30.usatoday.com/news/top25-trends.htm).
 Coca-Cola products have been a part of this country’s history for over 100 years.
 Testimonials and endorsements from famous athletes and musicians showing how
Coca-Cola has helped them achieve great things.
 The influence of peers is stronger to college students than that of family members
(http://www.academia.edu/470550/Pressure_to_be_perfect_Influences_on_colleg
e_students_body_esteem).
 College students experience high levels of stress and a pressure to succeed. They
often have a difficult time balancing the demands of life
(http://www.nytimes.com/2011/01/27/education/27colleges.html?_r=0).
Strategy: Helping college students brand themselves and find their identity using CocaCola products through messages sent by social media.
Tactics:
 Commercials featuring Kevin Durrant, One Direction, and other famous athletes
and pop music bands taking a break to drink a Coca-Cola product.
 Hold an online video competition where students show how Coca-Cola fits into
their balanced lifestyle. Entries are submitted with the hastag #discover yourself,
and the three top entries win a cash prize.
 A twitter account with the hashtag #discoveryourself where students can post
what they are going that day with their Coca-Cola break.
 Set up a local Facebook page where sponsors can post notices and events for the
campus, such as the location and time for a “Coca-Cola party”.
 YouTube videos and commercials highlighting the history of coke and colleges:
homecoming games, tailgate parties, studying for an exam, having your first
girlfriend/boyfriend, etc.
 Coca-Cola Life commercials-- “First Kiss.”
 A Coca-Cola app where you can enter in your activities for the day and it will
map out your day for you, including putting in 5-minute “Coca-Cola break” and
send an inspirational message.
 Buzzfeed quiz: What Coca-Cola product are you? Share the results on Pinterest,
Facebook, Twitter, Instagram, etc.
 Have an Instagram competition: Who can post the coolest picture of themselves
drinking a Coca-Cola beverage?
Primary message #2: Coke provides a way for you to give back to your community.
Secondary messages:
 The Coca-Cola Company offers extensive scholarship programs to college
students. The company is dedicated to being there for the community and raising
a generation of socially responsible adults.
 Since 1989, the company has awarded scholarship to more than 5,000 students.
Focused on being socially aware and service-oriented.
 Without the help of Coca-Cola, thousands of high-school students would not have
been able to further their education and contributed to the positive growth of the
community.
Nurturing “passionate, motivated, and service oriented leaders,” is what drives
Coca-Cola (http://www.coca-colascholarsfoundation.org/).
 Around 25 percent of college students volunteer, and two-thirds of college
students consider volunteering an important part of the college experience
(https://www.ctdhe.org/Cccs/pdfs/08_0211_college_volunteer.pdf)
 Many students aren’t aware of service opportunities or believe such opportunities
take too much time (http://usatoday30.usatoday.com/news/education/story/201201-22/college-students-volunteering/52744806/1).
Strategy: Increase student involvement in community projects through Coca-Cola
outreach programs and initiatives.
Tactics:
 Sponsor writing competitions to win a Coca-Cola scholarship. The theme of the
writing prompt could be: How does Coca-Cola fit into your balanced lifestyle?
 Use the winning entries for promotional materials.
 Commercials from recipients of the Coca-Cola scholarship showing them
receiving the scholarship and how they are using it to pursue their education and
make like better.
 “A Day with Coca-Cola.” Student volunteers go out and clean up a community or
read to elementary school students while wearing a vest with the Coca-Cola logo.
 Hold 5Ks and half-marathons where PowerAde and Smartwater are served.
 Have a drawing for students to go to another country and offer humanitarian aid.
 “Share a Coke with” video competition. Show students performing service and
sharing a Coca-Cola with that person.
Primary message #3: Being a college student is hectic, but coffee isn’t always the best
alternative. Coca-Cola is a family-oriented company committed to your balanced
lifestyle. We’re there when mom can’t be.
Secondary messages:
 Research shows that 18 to 24-year-olds are turning to coffee instead of soda
(http://www.npr.org/).
 The Center for Science in the Public Interest found that a 12-ounce cup of coffee
from Starbucks contains about 260 milligrams of caffeine, which is about five
times more than a 12-ounce can of Diet Coke.
 The rate at which college students are consuming caffeine is having a significant
effect on their sleeping habits and general health
(http://www.kon.org/urc/v10/grumbine.html).
 Drinking coffee is more expensive in the long run than Coca-Cola. If you buy one
cup of coffee everyday at a local coffee shop, you would spend over $800/year
(http://www.hughcalc.org/coffee.cgi).
 College students are more likely to drink what their peers are drinking.
(http://www.ncbi.nlm.nih.gov/pubmed/21683044).
Strategy: Have college students turn to soft drinks as a healthier alternative to coffee
through social media and events.
Tactics:
 “What would you do if Mom were here?” Commercials that highlight students
making good choices when they feel their mom is present. At the end of the
commercial the student could choose a Coca-Cola product over coffee.


Have an online forum offering questions/answers with regards to living a
balanced lifestyle.
 Create an online recipe book for students featuring quick, easy, cheap and
balanced meals.
 Release an image visually depicting how much money you spend on a coffee
addiction versus the occasional Coca-Cola beverage.
Key public #3: Stockholders
Demographics and psychographics:
Shareholders can be identified as having a desire to make money through their
investments of the company. They are those that have money to invest so they are
financially successful and range from the ages of 25 to 75. This public usually is focusing
on making money for themselves, their families, and for their retirement. They are
predominantly male, educated, often with business degrees and work in some financial
capacity.
Self-interests:
Shareholders are in it for the money. They want to make money for themselves
and those that they provide for. If the company they invest in is doing well, then they will
invest more in it. However, when shareholders feel that their investments are threatened
they will sell their stock in fear that they will lose money if they do not pull out. This will
inevitably hurt the company.
Influencers and opinion leaders:
Shareholders are influenced by other shareholders. When others pull out of an
investment, they are likely to do the same. Opinion leaders for this public are major
investment agencies, credible journalists, and Coca-Cola Executives and board members.
Relationship to Coca-Cola:
It can be assumed that shareholders of Coca-Cola and Coca-Cola Company have
mutually beneficial or mutually detrimental relationships. If the company is making large
profits, more people will invest in it and then Coca-Cola will have more money to use to
invest in itself. However, the opposite is also true. This public only cares about what the
company is doing in order to help them make more money.
Objectives they will help us accomplish:
This public will help accomplish objectives one and two.
Primary message #1: By promoting a new balanced lifestyle more people will purchase
and trust the Coca Cola Brand.
Secondary messages:
 Coca-Cola and Pepsi and other competitors are losing soda drinkers in America as
consumers switch from fizzy, sugary drinks to healthier water, tea, juices and
sports drinks. But whereas Coca-Cola has lost on average 2 percent a year in likefor-like volume of fizzy drinks in America since 2004, Pepsi has lost 3 percent,
according to Sanford C. Bernstein, an investment bank
(http://www.economist.com/node/21550263.)
 Introducing Coca-Cola Life (a healthier Coke product with stevia) to the US this
September 2014 will help individuals live healthily and happily.
 Coca-Cola are making the packaging and serving sizes smaller to help prevent
obesity.

Coca-Cola caters to consumer wants and needs by providing healthier beverage
options like Vitaminwater, Dasani, Evian, PowerAde, as well as much other sugar
free and calorie free products.
 It’s living healthily when you pause in life and just drink one of Coca-Cola’s
many options. Coca-Cola has always been there as part of your life’s biggest
moments. We help you celebrate and get through life happy.
Strategy: Assure company shareholders that Coca-Cola is strong and using stockholders
investments for increase the company's financial standing through social media,
traditional media and direct contact.
Tactics:
 Emails to investors with data and analytics from previous campaigns and how we
are improving.
 Post monthly investment opportunities that Coca-Cola is participating in to
promote transparency between the company and its investors.
 Posts on social media platforms such as Twitter and Facebook to inform investors
of what is happening in the company.
Primary message #2: We are promoting the trending attitude to be healthy through new
Coca-Cola Products including our new Coca-Cola life campaign.
Secondary messages:
 After the successful launches of Coca-Cola Life in Argentina, Chile and most
recently Great Britain and Mexico, Coca-Cola Life is entering a growing segment
within the soft drink category.
 The U.S. market is gradually, introducing Coca-Cola Life, starting Aug. 25 with
an initial rollout in 8-oz. glass bottles in locations across Georgia, North Carolina,
South Carolina, and South and Central Florida.
 By November, Coca-Cola Life will be available nationwide in other retail
locations in many packaging options.
 “We ultimately want to be leaders in this emerging segment, and Coca-Cola Life
is our first effort to make this a reality,” explains Andy McMillin, vice president,
Coca-Cola brands, Coca-Cola North America. “For consumers looking for a
reduced-calorie soft drink sweetened with cane sugar and stevia leaf extract, this
is a great-tasting option.”
 In North America, Coca-Cola offers more than 750 beverages including more
than 200 low or no- calorie options.
 Coca-Cola Life complements this portfolio and is one of more than 45 beverages
in The Coca-Cola Company’s global portfolio currently sweetened in whole or in
part with stevia leaf extract (others include Glaceau Vitaminwater Zero, Honest
Tea and Odwalla).
 “We’re excited to debut Coca-Cola Life in our flagship U.S. market as we
continue to innovate and expand our portfolio to meet consumers' evolving needs
and preferences,” McMillin noted.
 “Coca-Cola Life is right at home in our broader portfolio and is positioned to
provide consumers with simple yet sweet moments of refreshing uplift throughout
their day.”
Strategy: Reach out to shareholders around the world and motivate them to invest in
Coca-Cola and to maintain their stocks through personal contact and traditional media.
Tactics:
 Press Releases sent out to Business Week, Forbes, Economist, and Indra.
 Webcasts to shareholders.
 Personal letters thanking them for their shared success in the company.
 New Stories on Coca-Cola Company’s progress sent out to major news stations.
Primary message #3: It’s not a question of risk versus reliability. Trust in Coke. It’s
what Coke does for you.
Secondary messages:
 Coca-Cola is consistent. It is slow, steady and reliable to invest in. Pepsi and other
competitors will have spikes and dips, but we have maintained a steady incline
from inception.
 ‘Global unit case volume grew 2 percent. Coca-Cola International volume grew 2
percent while North America’s volume was even.
 Gained both global volume and value share in nonalcoholic ready-to-drink
beverages, with value share gains ahead of volume share gains.
 As part of the expansion of our productivity and reinvestment program announced
in February, Coca-Cola are on track to invest an incremental $400 million in 2014
media initiatives in order to accelerate top-line growth.
 Cash from operations was $1.1 billion in 2014.
 Coca-Cola still features a portfolio of $17 billion-dollar brands and is the number
one provider of sparkling drinks in the world.
Strategy: Promote Coca-Cola’s financial reliability and success to shareholders through
personal contact and company communications.
Tactics:
 Company events such as conferences and luncheons in which we will present
company statistics to encourage transparency and trust.
 Personal emails to shareholders about recent partnerships and investments/
corporate social responsibility.
 A short informational video for shareholders showing what investors have done
for Coca-Cola (and those it impacts) and what we have and are trying to do for
them.
WORKS CITED
Aubrey, Allison. "Young Adults Swapping Soda For The Super Buzz Of Coffee." NPR.
NPR, n.d. Web. 21 Sept. 2014.
<http://www.npr.org/blogs/thesalt/2013/01/14/169161207/young-adults-swapping-sodafor-the-super-buzz-of-coffee>.
Bergin, Sue. (2009, December 15). Making Dinner Together Time. Retrived September
14, 2014. http://magazine.byu.edu/?act=view&a=2355
"Beverage Consumption of College Students: Factors that Influence Their Choices."
Undergraduate Research Journal for the Human Sciences. N.p., n.d. Web. 21 Sept. 2014.
<http://www.kon.org/urc/v10/grumbine.htm
Coca-Cola Co. (2014, January 1). Retrieved September 17, 2014, from
http://www.marketwatch.com/investing/stock/ko/financials
Coca-Cola Reports Q1 2014 Results. (2014, April 15). Retrieved September 17, 2014.
“Good for you, not for shareholders.” (2012, March 17). Retrieved September 18, 2014.
Goodman, Cindy. (2014, March 3). Reduce Stress at Work, Drink a Soda. Retrived
September 14, 2014.
http://miamiherald.typepad.com/worklifebalancingact/2010/07/reduce-stress-at-workdrink-a-soda.html
Investors Info: Investor Webcasts and Events. (2014, January 1). Retrieved September
16, 2014.
Sharf, S. (2014, July 22). Coca-Cola Profits Slip As Too Few 'Share A Coke' Retrieved
September 16, 2014.
Staff, J. (2014, August 22). Coca-Cola Life to Make U.S. Debut. Retrieved September
16, 2014.
"The Coca-Cola Scholars Foundation Awards Scholarships to Outstanding Individuals."
Coca-Cola Scholars Foundation. N.p., n.d. Web. 21 Sept. 2014.
<http://www.coca-colascholarsfoundation.org/>.
U.S. Census Bureau, (2008, May 11). Facts for Features: Mothers Day. Retrived
September 14, 2014.
http://www.census.gov/PressRelease/www/releases/archives/facts_for_features_s
pecial_editions/011633. html.
United States Department of Human Health and Services-CDC. (2013, March 20). Moms
as Food Shoppers: Grocery Store and Supercenter Patterns and Trends. Retrived
September 14, 2014.
http://www.cdc.gov/healthcommunication/pdf/audience/audienceinsight_moms.pdf