Sales Management of Coca-Cola Company

A Case Study

Angelo M. Magadia

BSBA-MM-3-1N

Sales Management of Coca-Cola Company: A Case Study

 TABLE OF CONTENTS

Mission and Vision

Mission
Vision
Our Winning Culture

I. Sales Operation Techniques and Procedures

Incorporate New Technologies

Reaching Out To Everyone
Keeping Up with Trend

II. Formulation of Sound Sales Policies and Effective Motivation of

Sales People

Communication that Leads to Results

Training and Mentoring
Financial Rewards
Energizing Environment

III. Mental Attitudes, Moral Integrity and High Sense of Values

Sales Management of Coca-Cola Company: A Case Study

Mission and Vision

The company is facing a huge numbers of challenges from all over the world.
Competitors are coming up with brand new strategies that threaten Coca-Cola. The
company’s mission is to continue thriving as a business over the next ten years and
beyond. The company is looking ahead, understanding the trends and forces that will
shape its business in the future and moving swiftly to prepare for what's to come.
That's what the company’s 2020 Vision is all about. It creates a long-term destination
for the business and provides it with a "Roadmap" for winning together with its bottling
partners.

Mission

“Our Roadmap starts with of our mission, which is enduring. It declares our purpose
as a company and serves as a standard against which we weigh our actions and
decisions.

a. To refresh the world.

b. To inspire moments of optimism and happiness.

c. To create value and make difference.”

Coca-Cola has used the word “roadmap” which indicates that their mission
statement is positive and optimistic because they’re saying there’s a future to look
forward to. Their mission is a standard to which they create values and make
differences in communities too poor to afford even basic necessities. So Coca-Cola
decides to fund these communities and in turn they create a new place to generate
profits (The Coca-Cola Company, 2014).

Vision

“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.

a. People: Be a great place to work where people are inspired to be the best they
can be.

b. Portfolio: Bring to the world a portfolio of quality beverage brands that

anticipate and satisfy people desires and needs.

Sales Management of Coca-Cola Company: A Case Study

 c. Partners: Nurture a wining network of consumers and suppliers, together we
create mutual, enduring value.

d. Planet: Be a responsible citizen that makes a difference by helping build and

support sustainable communities.

e. Profit: Maximize long term return to shareowners while being mindful of our
overall responsibilities.

f. Productivity: Be a highly effective, lean and fast moving organization.” (The

Coca-Cola Company, 2014).

Our Winning Culture

Our Winning Culture defines the attitudes and behaviors that will be required of us to
make our 2020 Vision a reality.

Live Our Values

Our values serve as a compass for our actions and describe how we behave in the
world.

 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

Focus on the Market

 Focus on needs of our consumers, customers and franchise partners

 Get out into the market and listen, observe and learn

Sales Management of Coca-Cola Company: A Case Study

  Possess a world view

 Focus on execution in the marketplace every day

 Be insatiably curious

Work Smart

 Act with urgency

 Remain responsive to change

 Have the courage to change course when needed

 Remain constructively discontent

 Work efficiently

Act Like Owners

 Be accountable for our actions and inactions

 Steward system assets and focus on building value

 Reward our people for taking risks and finding better ways to solve problems

 Learn from our outcomes -- what worked and what didn’t

Be the Brand

 Inspire creativity, passion, optimism and fun. (The Coca-Cola Company, 2014)

Sales Management of Coca-Cola Company: A Case Study

 I. Sales Operation Technique and Procedures

Incorporate new technologies

Because Coca-Cola has been selling products for more than 100 years at this
point, the firm has seen the face of marketing change drastically. When the enterprise
was founded in the late 19th century, chances are marketers relied on signage and
advertisements in the newspaper. Should a company only incorporate those mediums in
their promotions now, they're probably going to fail fairly quickly.

Adaption is key. Each time marketing technology evolves; Coke has been able to
switch up their strategies, taking advantage of every opportunity possible. Here are few
examples, Happiness Strikes: In 2010, a Coca-Cola vending machine delivered
“doses” of happiness – everything from fresh flowers to pizza – to unsuspecting
students on a college campus in New York. The hit viral video inspired dozens of similar
stunts around the world and left Coke fans forever wondering, “Where Will Happiness
Strike Next?”, Hugs = Happiness: Vending machines need love, too. This unit at the
National University of Singapore was programmed to dispense a Coke when someone
gave it a hug. On a similar note, a special machine in Puerto Rico accepted smiles as
currency this summer, rewarding consumers who shared their inner effervescence with
an ice-cold Coca-Cola. The Heat is On: For the past two summers, Limon & Nada
vending machines at select water and amusement parks in Spain have adjusted the
price of the thirst-quenching lemonade depending on the outside temperature. When
the mercury rose, the price dropped.

Reaching out to everyone

Another lesson that can be garnered from Coke's efforts is that companies have
to be inclusive, rather than exclusive. This is a strategy that the soda company has
been able to embrace in the past, though perhaps a blunder by the business' marketers
can better showcase why this is important. Coke did some marketing campaigns
celebrating people’s connecting out with one another. Few examples are: Hey Pal,
Need a Lift?: To celebrate International Friendship Day, Coca-Cola Argentina installed
this 12-ft.-tall vending machine, which could only be reached with a boost from a
buddy. Friends who completed the task received not one, but two, Cokes. Small
World Machines : High-tech vending machines installed in malls in Lahore, Pakistan
and New Delhi, India – two cities separated by only 325 miles, but seemingly worlds

Sales Management of Coca-Cola Company: A Case Study

apart due to decades of political tension – invited shoppers to set aside their differences
and share a simple moment over a Coke.

Keep up with trends

While Coke does offer a number of low-calorie and diet options, sodas have
largely been seen as a detriment to people's health in recent years, spurred by healthy
living trends. Marketers at Coca-Cola have kept apprised of global trends, and the brand
is being lauded as staying relevant even during a time when consumers are looking for
healthy beverage options.

The Associated Press reported that the manufacturer recently scored many
points with consumers when they announced they would no longer be marketing to
children. The source said that the brand would be changing labeling and overall
promotional strategies, something that many people across the world appreciated.

This type of move, even when restricting marketing options, can actually help
brands gain customers. Coke showed that it cares about the health of its fans and
values their preferences, which can go over extremely well.

II. Formulation of Sound Sales Policies and Effective Motivation of

Sales People

Coca-Cola is a huge international brand that has more than 700,000 employees. The
company has very specific practices in place to ensure that employees are motivated to
do their best and feel like they have an important role in the company's future.

Communication that Leads to Results

When Coca-Cola employees are asked for their opinions, they know that
someone's listening; Coca-Cola developed its mission statement and core values around
employee input. Every year, it distributes a global Employee Insights Survey, seeking
employee insight on how the company is run and how things can be improved. The
survey is more than just a pen-and-paper form. It typically comes in the form of a
private website or blog, open for a limited period of time, where employees can
respond and offer ideas and criticisms on management and other subjects. Coca-Cola
tracks the responses and resulting improvement from year to year. The company's
website states that its 2010 survey showed an employee engagement score of 84
percent, which was an increase of two points from 2008.

Training and Mentoring

Allowing employees the opportunity to grow in their skills and be trained to do
even more is a big focus at Coca-Cola. The company offers a number of development

Sales Management of Coca-Cola Company: A Case Study

programs to encourage and motivate employees. Peak Performance offers continual
opportunities for employee rewards; developmental forums offer teaching
opportunities; and functional developments let employees build job skills for their area
of focus. Coca-Cola University is an online teaching environment for employees. In
addition, employees are given short-term assignments that give them a chance to work
in a field different from their own, whether it's a different department or a different
country.

Financial Rewards
Coca-Cola also offers financial rewards to motivate employees to reach greater
pinnacles. Compensation is competitive. Every year, employees have performance
reviews that give them a chance to receive merit raises. A Coca-Cola Red Tag program
rewards employees with travel and merchandise as a way to recognize exceptional
performance. Employees also get tuition reimbursement, and their children can qualify
for scholarship funds. Car discounts, free parking and employee discount programs are
also offered.

Energizing Environment
Coca-Cola also strives to offer an energizing environment that will motivate
employees every day. On site,, employees have access to a cafeteria, dry cleaning, a
credit union, a store and free parking. Different Coca-Cola work sites offer different
perks. In the UK, the Coca-Cola headquarters includes free drinks and fruit, special
hours during the summer and an on-site gym.

III. Mental Attitude, Moral Integrity and High Sense of Values

The Coca-Cola Company listed top reasons on why people should work with them:

Ability to make a difference: being part of a company that creates value &
makes a difference everywhere we engage.

The Coca-Cola Company is a place where you can make a positive mark on the

world. Whether through our sustainability initiatives, human rights work or the ripple
economic impact each person creates by simply doing their job well, there are endless
opportunities to build shareholder value and make an impactful contribution to many
communities.

Sales Management of Coca-Cola Company: A Case Study

Ability to Grow: it's about us... together, we will bring out the best in
ourselves and our Company.

A career at The Coca-Cola Company is truly a one-of-a-kind experience. It's more

than working for the global beverage leader; it's an opportunity to be a part of
something that impacts the world.

Every person has the opportunity to create a long and successful career with TheCoca-
Cola Company. With operations in over +200 countries, and full catalog of development
programs, the growth opportunities with this Company are boundless.

We want to become... one of the most respected companies in the world.

Coca-Cola has fans from Boston to Budapest to Bahrain, drinking brands such as

Ambasa, Vegitabeta and Frescolita. In the remotest comers of the globe, you can still
find Coca-Cola. In 2012 The Coca-Cola Company landed the number four spot on
Fortune's list of the ‘Worlds Most Admired Companies'. Our unyielding commitment to
integrity and quality has earned us the respect of customers, partners and consumers
globally.

We have embarked on a strategic journey... with our bold vision reflected on

clear goals for employees all over the world.

In 2009, global changes presented us with a unique opportunity to significantly

strengthen our business for the long term, prompting us to create our 2020 Vision: Our
Roadmap for Winning Together With Our Bottling Partners . This one-page action plan
outlines our goal to double our system revenues by 2020, and was produced based on
input from associates, bottlers and other key stakeholders globally. The vision is based
on our fundamental belief that businesses have the power to change the world while
achieving extraordinary financial success.

What is most inspiring about this short document is that it reflects a future
where success is defined not solely by how much profit the Company generates, but by
the work environment, the impact on our planet and the communities we serve, how
we treat our partners and how we steward our resources.

Values

Our values serve as a compass for our actions and describe how we behave in the
world. With help from our people, we have defined behaviors that reinforce our values:

 Leadership: The courage to shape a better future

Sales Management of Coca-Cola Company: A Case Study

  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

Be part of a diverse team

We believe our company should be as diverse as the markets we serve and as

inclusive as our brands. This diversity allows us to understand and connect to the needs
of our consumers and our customers everywhere we operate and to continue to
innovate in everything we do. At Coca-Cola you have the opportunity to work on teams
with people who have different backgrounds and ideas and who work in offices across
the globe. We are all unified by our love for the Company and desire to add value and
make a difference.

A unique culture... where people convert their passion into action

Being a great place to work where people are inspired to be the best they can
be.
From day one, you'll notice a culture where our people are truly dedicated to living our
values. We consider The Coca-Cola Company to be a local business on a global scale.
TheCoca-Cola brand represents qualities such as caring, sharing, connecting, integrity
and excellence. Our culture mirrors those attributes. To put it simply: we are the
brand  .

One Company. One Team. One Passion.

 One Company. As our journey continues, our shared passion is transforming

TheCoca-Cola Company. When you join the Company, you'll enjoy an
environment where ideas are free to find their way, support is close at hand and
pride inspires us to grow. Each day we're developing meaningful and accelerated
learning opportunities and anticipating the skills and resources we will need to
meet our future demands.
 One Team. At The Coca-Cola Company, it's our people who make magic
happen. Our job is to refresh the world, and it requires the vision, innovation,

Sales Management of Coca-Cola Company: A Case Study

 and passion of every single one of them. Each day the relationships you build will
help you succeed not only in your job, but in your career as well.
 One Passion. The love at The Coca-Cola Company goes farther than our
portfolio of brands, our people and our company. From our efforts to ensure that
we have fair and inclusive workplaces to our responsibilities outside our business,
we do our best to spread the joy of The Coca-Cola Company. We believe in
fostering a workplace that embraces all of our people's unique abilities. We're
committed to supporting our communities. And, we're dedicated to preserving
and protecting our planet.

Rewarding Environment: benefits & rewards

Total Rewards is more than just pay and benefits. It's about the total value of
working at The Coca-Cola Company. That includes programs focused on the complete
package of pay, benefits, learning and work environment. Our benefits -- coupled with
our compensation programs and the opportunities to build a career through the
experiences the Company offers -- deliver competitive rewards that continue to
differentiate us in the market.

To ensure that our programs are competitive, the Company regularly

benchmarks our programs against those of other leading companies in countries where
we operate. We regularly evaluate and, as needed, update our rewards programs to
ensure they are aligned to drive the expected business results that are focused on
creating sustainable long-term growth.

Sales Management of Coca-Cola Company: A Case Study

http://www.coca-colacompany.com/our-company/mission-vision-values

http://www.coca-colacompany.com/innovation/dispensing-happiness-12-innovative-
coca-cola-vending-machines-in-action

http://www.coca-colacompany.com/our-company/mission-vision-values

http://www.coca-colacompany.com/careers/why-work-at-the-coca-cola-company

http://www.coca-cola.co.uk/about-us/our-people/

http://direxxismarketing.com/marketing-operations/a-look-into-coca-colas-marketing-
techniques/

http://everydaylife.globalpost.com/type-employee-motivation-cocacola-offer-37161.html

Sales Management of Coca-Cola Company: A Case Study