Alexandra Shibina Moscow 2011Alexandra Shibina Moscow 2011

PlanPlan OverviewOverview BackgroundBackground ProductsProducts Key CompetitorsKey Competitors RankingsRankings SponsorshipSponsorship

OverviewOverview The world’s largest soft drink The world’s largest soft drink

producerproducer One of America’s global One of America’s global

marketersmarketers Coke’s market share of the Coke’s market share of the

global soft drink business is global soft drink business is now 44%now 44%

Franchise systemFranchise system Leading citrus products markerLeading citrus products marker Has a long record of profitable Has a long record of profitable

growth and financial strengthgrowth and financial strength

BackgroundBackground

1886 inventation of 1886 inventation of CokeCoke

1891 Asa Candler 1891 Asa Candler bought the company for bought the company for 2300$2300$

1899 Candler sold most 1899 Candler sold most US bottling rights to US bottling rights to Benjamin Thomas and Benjamin Thomas and John Whitehead for 1$John Whitehead for 1$

BackgroundBackground

1919 Candler’s family sold the 1919 Candler’s family sold the company for $25 millioncompany for $25 million

1919 1919 went publicwent public Introduction of new slogansIntroduction of new slogans WWII periodWWII period 1960 - bought Minute Maid and 1960 - bought Minute Maid and

introduced Sprite (1961)introduced Sprite (1961) 1986 - consolidated the US bottling 1986 - consolidated the US bottling

operationsoperations

ProductsProducts

Soft drinks:Soft drinks:Caffeine-free Coca-ColaCaffeine-free Coca-ColaCaffeine-free Diet CokeCaffeine-free Diet CokeCherry CokeCherry CokeCoca-Cola ClassicCoca-Cola ClassicDiet CokeDiet CokeSpriteSpriteFantaFantaMello YelloMello YelloMinute Maid ect. Minute Maid ect.

Key CompetitorsKey Competitors

RankingsRankings

8383thth in Fortune 1000 Industrial Cos. in Fortune 1000 Industrial Cos. 99thth in Business Week 1000 in Business Week 1000

SponsorshipSponsorship

Sports:Sports: English Football League from the beginning of the 2004–05 English Football League from the beginning of the 2004–05

season (beginning August 2004) to the start of 2010/11 season (beginning August 2004) to the start of 2010/11 seasonseason

The Coca-Cola Football Camp, otherwise known as a soccer The Coca-Cola Football Camp, otherwise known as a soccer camp, that took place in Pretoriacamp, that took place in Pretoria

South Africa during the 2010 FIFA World CupSouth Africa during the 2010 FIFA World Cup

Other major sponsorships include NASCAR, the NBA, the PGA Other major sponsorships include NASCAR, the NBA, the PGA Tour, NCAA Championships, the Olympic Games, the NRL, Tour, NCAA Championships, the Olympic Games, the NRL, the FIFA World Cups and the UEFA Euro. the FIFA World Cups and the UEFA Euro.

Television:Television: The hit Fox singing-competition series American IdolThe hit Fox singing-competition series American Idol The nightly talk show on PBS, Charlie Rose in the USThe nightly talk show on PBS, Charlie Rose in the US