COCA-COLA LOSSES IN BRAND

VALUE
COCA-COLA LOSSES IN BRAND VALUE

Submitted to:
Ms. Rumana Liza Anam
Assistant Professor

Submitted by:
Nirjona Mondal (201011241)
Forhad Ahmad (193011020)
Minhazul Abedin Maruf (193011237)
Fahad Uddin (201011123)
Mamnun Khondoker ( 201011157)

Department of Business Administration

University of Liberal Arts Bangladesh

September 04th, 2021

House no- 77
Road no- 3
Mohammadia Housing Ltd
Dhaka

September 4th 2021

Ms. Rumana Liza Anam

Assistance Professor
University of Liberal Arts Bangladesh

Dear Madam,

Here is the report on “COCA-COLA LOSSES IN BRAND VALUE” that you asked us to
structure properly.

This is a good way for us to know about how an official report is put together. We
had a great experience constructing the structure, and this interactive learning
method will help us remember the methodology for our future careers.

Sincerely,

Nirjona Mondal
ID: 201011241
Department of Business Administration
 TABLE OF CONTENTS

SI NO. Title Pg
Executive Summary

1.0 Introduction 1

1.1 History of Coca-Cola 1

1.2 Global Growth of Coca-Cola 2
1.3 Current Situation of Coca-Cola 3

2.0 Current Downfall of Coca-Cola 5

2.1 Why Coca-Cola has to face great fall 5

2.2 Coca-Cola Comeback 5
2.3 Future Plan 6
3.0 ASSESS PROCEDURE OF JOB PERFORMANCE 7

Appendix 9
References
10
 EXECUTIVE SUMMARY

This report was prepared with a particular clear purpose. It

describes the Coca-Cola Company's worldwide and local history
and current situation. The study's initial section leads us
through the current state of the beverage industry and the
Coca-Cola Company on a worldwide scale.
This report contains a brief introduction of COCA-COLA. We
have also given a brief description of growth and current
situation (COVID-19) that are affecting Coca-Cola Company
globally.
The main objective of this report is how Coca-Cola have to face
a great fall for Ronaldo’s recent scandal. The study also aims
how did they comeback from this situation. Apart from this, the
study also conducts the future plan of Coca-Cola.
The following is a brief description of the company's vision for
long-term growth: Profit - It focuses on offering the highest
possible return to the company's stockholders. The strategy is
designed with this objective in mind. People should be
motivated to work harder in the job. Coca-Cola encourages a
good work atmosphere that allows employees to enjoy their
jobs.
 COCA-COLA LOSSES IN BRAND VALUE

1.0 - INTRODUCTION

Coca-Cola is a soft drink that is not only refreshing but also a symbol of
America. Coca-Cola has developed to become one of world's most
successful and profitable corporations. Only a skillful and great
marketing management team could accomplish such achievement.
Coca-Cola engages with its audience and customers in a unique way
that few other businesses can.

1.1- HISTORY OF COCA-COLA

Coca-Cola or Coke is a carbonated beverage manufactured by the Coca-

Cola Company. Originally marketed as a temperance drink and intended
as a patent medicine . Coca-Cola Company is an international beverage
company located in Atlanta, Georgia, that manufactures, retails, and
markets non-alcoholic beverage concentrates and syrups. Coca-Cola
was created in 1886 by pharmacist John Stith Pemberton in Columbus,
Georgia, and is the company's hallmark product. Griggs Candler who
formed the Coca-Cola firm in 1892, purchased the Coca-Cola formula
and brand in 1889. Since 1889, the Coca-Cola Company has operated a
franchised distribution structure in which it only produces syrup
concentrate, which is then supplied to various bottlers across the world
who have an agreement for territory. The coca -cola company owns it
anchor bottler in North America, coca -cola refreshments. Coca-Cola
Company features a good guideline to steer the corporate into global
business and ethics.

1.2- HOW DOSE COCA-COLA GLOBALLY GROW

Since the Coca-Cola brand is so successful, it is more concerned with

building its brand than with developing its product. Having a product
people enjoy is much of the only thing needed to become one of the
world's most precious companies. Coca-Cola used 7 key design and
marketing strategies. Through this strategy the coca cola company
increased its demand and development in the world. Coca-Cola began
as a less intoxicating variation of the popular coca wines of the
nineteenth century. The Coca-Cola Company thought that Coca-Cola
logo should be written in Spenserian script. Because it would set it apart
from the competition. In 1923, the company standardized the brand
and decided, like the recipe, that while the packaging may change with
the seasons, the basic logo would remain the same. It resulted in a logo
that took more than a century to imprint in the brains of people all
around the world After serving as a Confederate colonel during the war,
John Pemberton intended to create his own version of the popular coca
wines (simply cola mixed with alcohol and cocaine). Coca-Cola
commissioned the bottle design as a sort of defensive marketing, but
quickly ramped up its promotion of the form due to the logo and
products. Even when glass was supplanted as the traditional method of
consuming Coke in places such as the United States, the image of the
Coke bottle was continued to be marketed as an icon. Retailers were
held responsible for keeping the company's high standards. For the past
70 years, it has maintained a constant consumer price. Coca-Cola
established a distinct voice that was tailored to the times. It adopted a
franchise model. Coca - cola has evolved round the world through its
strategy.

1.3-CURRENT SITUATION OF COCA-COLA

The Coca-Cola Company published solid results for the second quarter
of 2021 and for the whole year. Because of this, the business is
rebounding quicker than overall economic recovery. So, Coca-Cola,
despite the asynchronous nature of recuperation, urged people to get
back to work.
Coca-Cola reported consolidated earnings of 55 cents per share,
expecting 50 cents per share, and revenue of $ 9.02 billion also above
estimates of $8.8 billion, but it reported net income of $ 2.25 billion, or
52 cents per share, in the first fiscal quarter. In the same period of last
year. Net sales increased 5% to $9.02 billion, which exceeded
expectations. Operating profit increased by 6%, while unit case volume
remained unchanged. Sparkling soft drinks, which includes Diet Coke,
saw the volume of growth 3%. Other sections of the company
performed well as well. As a result of the Costa Cafe virus, the
company's coffee and tea segment dropped by 21%. Due to consumers
switching to other forms of water hydration, the decline in sales was
also attributed to the rise of water bottles. Achieved its organic revenue
growth target of high single digits and adjusted earnings growth target
of low double digits for full year. Despite the rise in cases of Covid-19
infections, Murphy noted that uncertainty still remains.
Although vaccinations are still being widely promoted in many
countries, the overall cases are still high. The company also announced
plans to list its African unit.
 2.0- CUREENT DOWNFALL OF COCA-COLA

2.1- WHY COCA-COLA HAVE TO FACE GREAT FALL

Since the outbreak of the COVID-19 pandemic, the company has been
losing market share in the non-alcoholic soft drink industry in the
world. We also saw how a gesture of Portuguese Football superstar
Cristiano Ronaldo has a huge impact on Coca-Cola brand value, because
the company is a tournament sponsor. Ronaldo put away two bottles of
Coke during the Euro 2020 press conference. At the close of the market
on Friday, Coca-stock Cola's was worth $56.16. The next morning, it fell
1.6 percent in an hour to $55.23. It's a $4 billion loss in stock value for
the Coca-Cola industry.

2.2 COCA-COLA COMEBACK

Coca-Cola is a well-known brand over the world. Other beverage

companies and brands still compete with the corporation. Coca-Cola
spends more money on advertising and marketing around the world
than any other soft drink company. Coca-Cola may easily get back on
track (after the incident) with this well-known brand and sufficient
investment. Coca Cola is giving me promotions to amplify their sales.

For example:
 Discounts: One-for-one discounts are one of the most common
types of sales promotions. Offering two of a popular product at a
discounted price can increase sales by creating a sense of urgency.
It can also clear stock, which is why they're called "self-
liquidating" machines.
 Coca cola is giving lifestyle promotions which means Lifestyle
discounts are those that apply to a particular profession, age
group, or demographic, usually one associated with an ID. They
commonly available for: Teachers, Students, Veterans, Seniors.
 Giving branded gifts or bundles these are an excellent way to get
people talking about its business. It can bundle together it’s most
popular or closely-related services for a reduced price.
Alternatively, Coca cola can offer branded gifts to existing
customers and others as well as brand-new customers.
 This method introduces customers to things they may not have
explored before by providing free samples to all customers in a
shop, and if they like it, they will often buy it.

2.3 FUTURE PLAN

Coca Cola’s plan is to invest more in the south-east Asia, since it has
already spread enough through the developed countries. It has
invested 50 million of dollars in BD and wants sell one more billion in
India. But in India if they want to sell more, then they have to lower the
sugar mixture in the product. In three to four years, Coca-Cola plans to
reduce the sugar level of its beverages. It has already been lowered to
under six grams in Thums Up and Maaza. In the next three and a half to
four years, none of the company's new products will include more than
six grams of sugar. Coca-Cola plans to continue to focus on meeting
consumer demands for novel food products such as energy drinks,
vitamins, and antioxidant drinks. Coca-Cola is also promoting a healthy,
active lifestyle that is more flexible to changing customer habits. Coca-
Cola is cooperating with bottling partners to improve customer
experiences and expand the reach of its products.

3.0 ASSESS PRODUCER OF JOB PERFORMANCE

Human Resource Management is a strategic and consistent method of

managing an organization most valuable asset the people who work
there and those who individually and collectively contribute to
achieving business goals. It is an organizational function that deals with
people-related issues, such as salary, recruitment, performance
management, organizational development, safety, health,
communication, management, and training. The objectives of the
performance evaluation policy can be best understood from the
perspective of potential benefits. Increase motivation for effective
execution. Improve employees’ self-esteem. Gain new insights into
employees and supervisors. Clarify and better define job roles and
responsibilities. Establish valuable communication between assessment
participants. Encourage employees to better understand themselves
and understand valuable development activities. Distribute rewards
fairly and credibly. Clarify the goals of the organization to make it more
acceptable Improve agency department workforce planning and
development of training plans. Performance evaluations are defined as
a structured formal interaction between subordinates and supervisors,
generally in the form of yearly or semi-annual interview sessions in
which employees' job performance is measured and discussed in order
to identify flaws and strengths, as well as areas for improvement and
learning skills. To put it in another way, the evaluation results are used
to improve identification.
High performing employees should receive the most performance
raises, bonuses, and promotions available. For the same reason, the
evaluation results are used to identify underperforming employees who
may need some kind of consultation or, in extreme cases, demoted, laid
off or reduced salaries. (Organizations should understand the laws in
their country region that may restrict them) The ability to fire
employees or reduce wages. The Performance Appraisal System (PAS)
aims to improve the overall performance of the organization by
fostering higher levels of engagement and enthusiasm and increasing
employee involvement in planning, handing in and evaluating work. The
system establishes a processor that implements responsibility and
accountability when executing conference-approved programmers. It is
based on linking the personal work plan with the setting goals,
organizing work ahead of time, and offering constant feedback are all
part of the department and office work plan. PAS has several vital
functions, including promoting communication between staff and
supervisors on the process's goals and the basis for evaluating
individual performance, as well as encouraging teamwork on the
process's goals. familiarity with the surroundings.
APPENDIX
REFFERENCES:

1. https://en.wikipedia.org/wiki/Coca-Cola
2. https://www.businessinsider.com/strategies-coca-cola-

used-to-become-an-iconic-brand-2016

3. https://thefinancialexpress.com.bd/public/index.php/
trade/coca-cola-plans-to-invest-us-50m-more-in-bd-
1523558101
4. https://www.bloombergquint.com/business/coca-cola-
plans-to-double-volumes-in-five-years-aided-by-less-
sugary-drinks