Coca Cola Brand Audit

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Executive Summary

Background about the Brand
Coca-Cola began in 1886 when a Pharmacist, Dr. John Pemberton from Atlanta, Georgia founded the company. In 1891, Asa G. Candler, an Atlanta based entrepreneur obtained ownership of the Coca-Cola brand. The hourglass Coca-Cola bottle was created because of competitors imitating Coca-Cola products. The company went public in the stock exchange in 1919, sold at $40 per share. In 1929, the company expanded overseas and released the slogan “The Pause that Refreshes” and in 1941, the slogan “It’s the Real Thing”. In 1960, the company bought Minute Maid, new drinks such as; Fanta, Sprite, and Tab were introduced. In 1982, Diet Coke was released to US consumers; this was the very first extension to the Coca-Cola brand. The company tried to change the formula to a more sweet drink in 1985.Unfortunatley, the new formula was rejected by the masses and Coca-Cola was forced to reintroduce drinks with the original, Coca-Cola Classic, formula. In 1995 Coca-Cola acquired Barq’s root beer and bought the rights to sell approximately 30 Cadbury Shweppes beverage brands outside France and the US. In 2001, Coca-Cola bought Odwalla (juices and smoothies) and Mad Rivers Traders (teas, juices and sodas) to expand their assortment of noncarbonated drinks. In 2002, the company signed a deal with Danone to market the Evian brand in the USA. The company initiated sales of Dasani bottled water in the United Kingdom and 19 additional countries in 2004. Coca- Cola has continued to acquire beverage brands on a global scale to this day. Currently, the company owns over 500 brands and is operated in over 200 countries. Coca-Cola’s headquarters is in Atlanta Georgia and as of December 31, 2012 the company employs 146, 200 people.

Background about the Industries
The global beverage industry includes revenues made from soft drinks, beers, ciders, flavored alcoholic beverages, wines and spirits. In terms of value and volume, the global...
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