The Coca Cola Company

1) Company description

- Coca-Cola, founded in 1892 in the United States, is a carbonated soft drink, a cultural
institution, and a global brand representing American preferences. In 1886, at his
Pemberton Chemical Company in Atlanta, Atlanta chemist John S. Pemberton
(1831–88) invented the Coca-Cola drink. The Coca-Cola Company today has
operations in more than 200 countries across the world. Coca-Cola products, in
particular, are consistently top-sellers, and Coca-Cola is loved by everyone on the
planet. Coca-Cola is the world's largest beverage company and one of America's
largest corporations. Coca-Cola now has 4.32 billion shares in circulation. Based on a
share price of roughly $43.50 per share, Coca-Cola is worth over $188 billion. Zeidan,
Tikkanen and Lotha / (Zeidan, Tikkanen & Lotha)

a) History
1886

- John S. Pemberton (1831–88), an Atlanta pharmacist, invented Coca-Cola in 1886 at

his Pemberton Chemical Company.
- Frank Robinson (his bookkeeper), chose the drink's name and composed it in the
flowing font that would late become the Coca-Cola logo. Zeidan, Tikkanen and Lotha /
(Zeidan, Tikkanen & Lotha)

1889

-In 1889, Asa Griggs Candler (December 30, 1851 – March 12, 1929) acquired the
Coca-Cola recipe and brand in 1889, and he created the Coca-Cola Company in
Atlanta in 1892.
The Coca-Cola Company has operated a franchised distribution system. Zeidan, Tikkanen and Lotha
/ (Zeidan, Tikkanen & Lotha)
-

1894- 1899
Joseph Biedenharn adds bottling machines to a soda source in Mississippi, United States. Dave
Butler / (Dave Butler)
-
Bottling is becoming more widespread, with Tennessee businesses gaining control of the
bottling and selling of the soda. Dave Butler / (Dave Butler)

1903-1916
- the cocaine was removed from the Beverage formula in around 1903.
- The unique design of the coca cola glass is featured in the company's advertisement.

1971
Their "I'd want to buy the world a Coke" commercial is one of the most famous in advertising
history. Dave Butler / (Dave Butler)

Mission Statement:

Coca-Cola’s most essential mission has always been to prioritize product quality, enhancing
people's lives and brand value: "To refresh the world in mind, body, and spirit, so as to inspire
moments of optimism through the company’s actions and brand, with the need to create value
and make a difference in everywhere they engage". The mission statement of Coca-Cola declares
that the company's principal role is to refresh the globe, inspire happiness, and make a difference.
Jurevicius / (Jurevicius)

1. Improving Lives: Coca-Cola consistently takes priority on customer health before

profits. Furthermore, to achieve this, Coca-Cola has substituted chemical sweeteners with
natural sweeteners and employed elements that tend to be natural to improve the
product's naturalness.
2. Improving communities: As a matter of fact, Coca-Cola has aided the community by
raising donations through its promotions. Since the corporation acknowledges that
environmental protection is a vital responsibility, they have willingly participated in
several environmental protection and enhancement efforts.
3. Exceeding expectations: Coca-Cola has always provided several possibilities for
individuals to improve their lives, and as a result, it has become a corporation that is well-
liked all around the world. Coca-Cola has long been in the vanguard of talent
incentivizing across the world, particularly in Latin America, Africa, and Asia.

Vision
Cola has a clear vision for the future, and it is always evolving to demonstrate that the goal of
an organization is to be a change agent and one of the most successful firms in its field. This
demonstrates Coca's desire to become the best institution and take the top spot. According to the
vision statement, the organization aspires to: 
Jurevicius / (Jurevicius)
People: Coca-Cola intends to relocate to a more inspiring working environment.
Portfolio: Provide the globe with a portfolio of high-quality beverage brands that anticipate and
meet people's wants and requirements.
Partners: Working together to produce long-term mutually beneficial value by constructing a
drinking water delivery network for customers and investors.
Planet: It is the obligation as a citizen to make a difference by establishing and supporting
sustainable communities.
Profit: Maximize profits for shareholders while prioritizing accountability. 
Productivity: An organization that is efficient, compact, and rapidly expanding.

- CEO
 Quincey, James (James Robert B. Quincey, a British businessman living in the United
States, was born on January 8, 1965.). He joined the firm in 1996 as the Director of
Learning Strategy for the Latin America Group. From 2015 to 2017, he was the
company's President and Chief Operating Officer. One of his first acts as CEO was to
announce the layoff of 1,200 corporate employees as part of a plan to invest in new
products and marketing in order to boost revenue and profit growth from 4% to 6%
for the year. In 2019, he was named Chairman of The Coca-Cola Company's Board of
Directors.
- Coca-Cola opened its first bottling factory in Vietnam in 1960, but the company
stated the plant closed in 1975 after foreigners and their citizens were forced to
leave just months before the US imposed a trade embargo.

2) Product description
Function and features:
Coke has a relatively minimal list of ingredients:

Water with carbonation

Sucrose (can be sucrose or high-fructose corn syrup)

Caffeine

Caramel vs. Phosphoric acid (E150d)

Flavoring using natural ingredients (including coca leaf extract)

Sugar and carbonated water are the primary components in the original flavored Coca-Cola.
Furthermore, caramel is a culinary color that is soluble in Coke and is made by heat-treating
carbohydrates. Yellow or brown liquid with a harsh flavor and the odor of burned sugar.
Caffeine is a stimulant, but it also gives cola its distinctive bitter flavor. The original formula is
housed in a SunTrust Bank vault in Atlanta.

Design:
Color: Red has long been associated with Coca-Cola, dating back to the early days of the
company's inception. Outstanding colors assist consumers and the general public in identifying
items on shelves amid many products of the same sort, rapidly finding businesses, and etc.
However, Coca-Cola eventually added more product lines. Customers, nevertheless, know this
brand's characteristic reddish color and identify it from new product lines. Quantrispencil (2021) /
(Quantrispencil 2021)

Packaging: Coca-Cola is continually redesigning its brand packaging and using a range of
materials such as glass, tin, plastic, and other materials to package its products with two key
specific goals: increasing utility for customers and achieving environmental sustainability. Coca-
Cola often offers distinctive, limited-edition bottles to celebrate and serve as a promotional tool
on significant event days. An obvious example of packaging variation is that in Vietnam, during
Tet, the packaging of a can of coke is commonly adorned with branches of apricot flowers - the
characteristic emblem of Tet in Vietnam, this alteration, although little, provides customers a
sense of excitement to welcome Tet and a new year. Quantrispencil (2021) / (Quantrispencil 2021)

Market share:
According to statista.com, Coca-Cola has a 48.6 percent market share in Vietnam in 2015. In
terms of global sales, Coca-Cola sells more than one billion beverages per day and generated $
35 billion in revenue in 2017, with $ 27.4 billion in cash reserves in foreign accounts. There are
about 130,000 Coca-Cola locations on the market. Annual (average) consumption of carbonated
beverages per 100 million liters. Quarterly revenue average 19 million gallons. Total revenue
average: $40,000 million. Nguyen, Nguyen and Nguyen (2019) / (Nguyen, Nguyen & Nguyen 2019

Brand awareness:
Coca-Cola has always been a huge success when it comes to raising brand awareness. Many
elements, such as the logo, color, and design, can easily identify buyers. Coca-Cola is also a
cultural emblem for many countries throughout the world. Coca-Cola has become connected
with Tet reunions with spring swallows, the festival's vivid red hue, and the message of
traditional human values: "The most valuable gift of Tet is when the family is reunited" in recent
years in Vietnam. Above all, Coca-Cola has resonated through the company's campaigns, most
notably the "Share a Coke" campaign in Vietnam and around the world, which took place last
year but continues to reverberate. Cuc Ha (2015) / (Cuc Ha 2015)
When a lot of individuals keep collecting Coca-Cola cans with their names on them, this
marketing campaign aids Coca-Cola in giving people a unique sense of belonging to a worldwide
brand. Coke data suggests that this ad has wowed more than 1.14 billion individuals around the
world on social media networks.

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viewed 21 November 2021, <https://www.thestreet.com/author/dave-butler>.
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