Marketing Plan

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Michael Yirce
Financial Accounting Company Project
Coca Cola Company
Spring ‘13

The Coca-Cola Company is the world’s largest beverage company. Coke owns, licenses, and market more than 500 non-alcoholic beverage brands. They specialize in sparkling beverages but also a variety of still beverages such as waters, enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks. Coke owns and markets four of the world’s top five non-alcoholic sparkling beverage brands: Coca-Cola, Diet Coke, Fanta and Sprite. The Coca Cola Company markets and sells products bearing their trademark in more than 200 countries. The world’s population consumes approximately 57 billion servings of all types every day. Of those 57 billion drinks, 1.8 billion are beverages bearing trademarks owned by or licensed to Coke. The Coca Cola Company operates under its own unique operation structure. The Coca Cola Company operates under 6 specific operating segments referred to as “operating groups” or “groups”. The six operating groups consist of: Eurasia and Africa, Europe, Latin America, North America, Pacific, Bottling Investments, and Corporate. The Coca Cola Company markets and sells over 16 different products in more then 200 countries. The most significant brands The Coca Cola Company produces are: Coca-Cola, Diet Coke, Coca-Cola Light, Coca-Cola Zero, Sprite, Fanta, Minute Maid, Powerade, Aquarius, Dasani, Glaceau Vitaminwater, Georgia (a coffee brand sold mainly in Japan), Simply (a juice and juice drink brand sold in North America), Minute Maid Pulpy, Del Valle (Coca Cola manufactures, markets and sells juices and juice drinks under the Del Valle trademark through joint ventures with our bottling partners in Mexico and Brazil), Ayataka (a green tea brand sold in Japan), I Lohas (a water brand sold in Japan).

Some new interesting facts I learned about The Coca Cola Company while reading through the Investor Relations file and...
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