The Coca-Cola Company was first established in 1886 by Dr John Styth Pemberton. Today, the company is the world's leading manufacturer in the beverage industry, and focuses mainly on non-alcoholic beverage market. The company is operating globally in more than 200 countries with its head office located in Atlanta, USA, with the help of directly controlled subsidiaries, partnerships and franchising, thus making it a truly global company . It produces more than 300 beverage brands and over 1.06 billion drinks are consumed per day around the world. It is now the most recognized trademark in the world, with 94% recognition.
The mission statement of the company is "The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business". In 1923 Robert Woodruff, former chairman of the Coca-Cola Company stated that Coca-Cola should always be "within an arms reach of desire". This mission has continued to drive the company's marketing strategy, enabling Coca-Cola to build a strong global presence in a world in which citizens on all continents are seeking to purchase leading brands. Their mission is to: •
To refresh the world in body, mind and spirit
To inspire moments of optimism and happiness through our brands and our actions. •
To create value and make a difference everywhere we engage.
Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. •
People: Be a great place to work where people are inspired to be the best they can be. •
Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. •
Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. •
Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. •
Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. •
Productivity: Be a highly effective, lean and fast-moving organization. Values
Leadership: The courage to shape a better future
Collaboration: Leverage collective genius
Integrity: Be real
Accountability: If it is to be, it's up to me
Passion: Committed in heart and mind
Diversity: As inclusive as our brands
Quality: What we do, we do well
Brands of Coca-cola
Energy Drinks: Coca Cola’s brands of Energy Drinks contain ingredients such as ginseng extract, guarana extract, caffeine and B vitamins. Juices/Juice Drinks: Coca Cola’s more than 20 juice, offering both adults and children nutritious, refreshing and flavorful beverages. Soft Drinks: Soft drinks from The Coca-Cola Company are both icons and innovators in the beverage industry. Sports Drinks: Carbohydrates, fluids, and electrolytes team together in Coca Cola’s Sports Drinks, providing rapid hydration and terrific taste for fitness-seekers at any level Tea and Coffee: Bottled and canned teas and coffees are satisfying both traditional tea drinkers and today's growing coffee culture Water: Smooth and essential, our Waters and Water Beverages offer hydration in its purest form.
Marketing involves getting the right product to the right place, at the right time, at the right price and with the most suitable promotional activity. The key to Coca-Cola's success is it's marketing strategy. The company uses three main principles in its marketing strategy. These are acceptability, affordability and availability. Marketing is the role used by the business to plan, price, promote and distribute products/services to individuals. The Coca-Cola Company's marketing includes: (i)Situational analysis
(iv)Marketing strategies and the marketing mix
(v)Monitoring & Controlling
(i) Situational Analysis...
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