coca cola challenge strategy

Topics: Coca-Cola, Soft drink, Diet Coke Pages: 7 (1846 words) Published: January 11, 2015
Title page (topic title, team members with ID, year)
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Theoretical background for the selected topic (define the selected challenge based on scientific literature: books, journals from electronic databases, provide some information what is known about the issue)

Selected company description and selected challenge analysis The product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Dr. John Stith Pemberton, a local pharmacist, produced the syrup forCoca-Cola®, and carried a jug of the new product down the street to Jacobs' Pharmacy, where it was sampled, pronounced "excellent" and placed on sale for five cents a glass as a soda fountain drink. Carbonated water was Dr. John Pembertonteamed with the new syrup to produce a drink that was at once "Delicious and Refreshing," a theme that continues to echo today wherever Coca-Cola is enjoyed. Thinking that "the two Cs would look well in advertising," Dr. Pemberton's partner and bookkeeper, Frank M. Robinson, suggested the name and penned the now famous trademark"Coca-Cola" in his unique script. The first newspaper ad for Coca-Cola soon appeared inThe Atlanta Journal, inviting thirsty citizens to try "the new and popular soda fountain drink." Hand-painted oilcloth signs reading "Coca-Cola" appeared on store awnings, with the suggestion "Drink" added to inform passersby that the new beverage was for soda fountain refreshment. During the first year, sales averaged a modest nine drinks per day. Entering the last quarter of the 20th century, the deep emotional bond between Coca-Colaand its consumers grew even more powerful and more global. In 1971, young people from around the world gathered on a hilltop in Italy to sing "I'd Like to Buy the World a Coke," a counterpoint to turbulent times. This was also a glimpse into the Company's future: an expanding global presence and an even closer attachment to the world's most cherished trademark. The power and prestige of Coca-Cola were exemplified in 1988, when three independent worldwide surveys conducted by Landor & Associates confirmed Coca-Cola as the best-known, most-admired trademark in the world. Perhaps a more human assessment of consumers' loyalty to Coca-Cola had come in 1985. The Company startled the American public by announcing a new taste for Coke, the first change in the secret formula since Coca-Cola was created in 1886. The new taste was overwhelmingly preferred in taste tests, but all the testing and research could not measure the emotional attachment Americans had for the original formula. That original taste had become more than just a soft drink, and consumers' deep feelings, memories and loyalties to it came alive. The Company listened to its consumers and quickly responded by returning the original formula to the market as Coca-Cola classic. The Company's global strategy during the 1980s continued to bring consumers on every continent refreshing products for every occasion and every lifestyle. In 1982, soft-drink history was made with the introduction of Diet Coke, the first extension of the trademarksCoca-Cola and Coke, and the most successful new soft drink since Coca-Cola itself. Within two years, Diet Coke had become the top low-calorie soft drink in the world. Advertising during the 1970s and 1980s continued a long tradition that presentedCoca-Cola as one of life's simple pleasures,distinctive and acceptable anywhere. In 1976, the "Coke Adds Life" campaign was introduced, laying the foundation for the 1979 introduction of "Have a Coke and a Smile," a campaign of heart-warming emotion best captured by the famous television commercial featuring Pittsburgh Steelers tackle "Mean" Joe Greene. From Small Beginnings 

The Coca-Cola Company began building its global network in the 1920s. Now The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of...

References: The Chronicle Of Coca-Cola: Birth of a Refreshing Idea
The Coca-Cola Company
Globalization and the Coca-Cola Company The Saylor Foundation
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