THE COCA COLA COMPANY
TABLE OF CONTENTS:
History of the coca cola company
THE COCA COLA COMPANY REPORT
Marketing strategies of the coca cola company
Financial report of the company
Griggs Candler purchased a stake of the company in 1887 and the company was named the coca cola company. Benjamin Thomas and J. whitehead bought the exclusive rights of the company in 1899 who founded the Coca-Cola bottling company.
During the second world war the company sold soft drinks to US soldiers and as a result the company set up bottling plants in other regions, this led to the wide spread popularity of the drink all over the world which was as a result of US soldiers when they returned home from the war. In recent years due to increased competition the company has involved itself in ownership of franchises all over the world.
THE COCA COLA COMPANY REPORT
According to the company’s 2005 report the coca cola company sells over 400 brands to over 200 countries where it is estimated that over 50 billion beverages are consumed per day worldwide. This means that the company’s products are not limited to the U.S but are global.
In many types of businesses the selling costs are usually higher than production costs. Due to this fact the marketing strategies of each respective company are paramount. On its part the coca-cola company uses many strategies including Advertisements & campaigns (“The Zero Movement”). The Zero Movement is a campaign by Coke to sell a new sugar-free drink called “coca cola zero” in Australia. The campaign has involved marketing strategies like buying billboards and the backs of magazines for adverts apparently by “The Zero Movement”, as well as putting up posters in public places.
The company also uses sponsorships as a way of marketing itself in various activities in America and all over the world. These sponsors range from the fields of sports, education, institutional and many other fields.
The company also enters into mergers and joint ventures to market itself especially where it is not the market leader or there is stiff competition, e.g. in Peru, where the native Inca Kola has been more popular than Coca-Cola, which prompted Coca-Cola to enter in negotiations with the soft drink’s company and buy 50% of its stakes. In many places the company owns a stake in a local franchise just to have their brand name printed on the products.
In the first year of sales Pemberton sold drinks and earned 50 dollars, however the production cost of these drinks for that year was 70 dollars, however after Candler purchased the companies rights he aggressively marketed the products and the sales increased by over 4000% and therefore the drink become the most popular drink in America.
Annual income report:
All amounts in millions of US Dollars
Total Net Income
Diluted EPS (Net Income)
The coca-cola company is also boosted by the fact that it’s listed on both the New York stock exchange and the Dow Jones Industrial Average
Projections for the next 3 years will be released on17th April 2007.
Although the company has been voted among the most successful companies in the world, the company has been criticized on many fronts including its perceived relationship with human rights violations and other perceived unethical practices.
In regards to environmental issues in India, there has been a controversy over pesticides possibly showing up in the product, as well as the company’s over-use of local water supplies in some locations. Packagings used in Coca-Cola’s products have a significant environmental impact but the company strongly opposes attempts to introduce mechanisms such as container deposit legislation
David Mercer (1998), Marketing Strategy, Sage Publishers, U.S
The source watch (2007) the coca cola company, retrieved on 11th April
The official coca cola company website (2007) retrieved on 11th April
Wikipedia the free encyclopedia (2007) the coca cola company’s marketing strategies, retrieved on 11th April,