Coca Cola Essay

1311 words - 6 pages

The Coca Cola Company- Midterm

MGMT 330- Principles of Leadership and Management

The soft drink Coca Cola as we know today was created by a pharmacist by the name of John Pemberton. One day while he was experimenting with a new recipe, he created a syrup, which he believed was tasteful. This syrup was taken to Jacobs Pharmacy in Atlanta, Georgia, May 8, 1886. Pemberton added the syrup to carbonated water because at the time it was believed to help cure health issues. This new drink became popular that Pemberton was able to sell nine drinks a day at 5 cents per glass. From that point on, the greatest refreshment of all times was invented.
Dr. Pemberton’s accountant helped ...view middle of the document...

Coca Cola set out a road map to achieve these goals by the year 2020. It’s called Commitment 2020 (Coca Cola). Their long term objectives includes the six P’s; people, portfolio, partners, planet, profit, and productivity. Each one describing what they need to accomplish in order to achieve sustainable growth. They have committed to invest approximately 30Billion world wide in order to support their anticipated growth over the next five years. Also, they have incorporated a way to economically empower 5 million women entrepreneurs globally. In order to put the company’s mission into perspective, the organization conducts their business in a unique fashion that distinguishes it from its competitors. Rather than going through direct marketing programs and traditional channels to the consumers, Coca-Cola utilizes various bottling partners around the world in order to focus more on beverage creation and marketing. It is called “The Coca-Cola system”. The company starts by manufacturing the concentrates, beverage bases and syrups then distribute them to their bottling partners while keeping ownership of the brands. The company itself is more involved in the marketing activities such as print and television advertising, retail store displays as well as contests and package designs. The bottling partners on the other hand, comprise of many different entities. They include international and publicly traded businesses and even some small family businesses. These partners are usually responsible for the producing, packaging and distributing of the company’s products.
Coca Cola’s objective is to move from creative excellence to content excellence. They want to create “liquid” ideas that are able to move from one topic to another. These ideas relate to their business objectives, brands, and consumer interests. Each topic is linked to one another. Through this approach, “stories”, will be told from the company as well as through the consumer (Youtube). This will enable them to earn the disproportionate share of the culture. For example, coke zero uses its tag line “real taste, zero sugar” to attract the consumers who wish to have the same great taste of the Coca Cola but without the high sugar content. This is starting to apply to customers who are becoming health conscious. The next step deals with the conversation model. Stories from brands such as Sprite, Dasani, and Fanta create linked and liquid ideas that start conversations. From these conversations, consumers are able to translate their needs and wants to the company allowing them to better improve their products. The company is looking for ways to continue growing these conversations. The company’s content development is broken down into three sections; the low risk content which makes up 70% of the investments are placed, the next is 20% where they innovate off of what works, and the 10% is considered high risk content which involves new ideas that made become the...

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