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COCA-COLA

LIQUID AND
LINKED

Kelompok 6:
Mohamad Khoirul Anam
Monica Margaretha
Rhamdani Pratiwi

Overview
The Coca-Cola Company tracs its
beginning to 1886, when at Atlanta
pharmacist, Dr. John Pemberton began to
produce Coca-Cola syrupfor sale in
fountain drinks.
The Coca-Cola formula and brand was
bought in 1889 by Asa Griggs Candler,
who incorporated the Coca-Cola company
in 1892.
Coca-Cola currently offers more than 500

Coca-Cola Growth

1894- Coca-Cola opened its first syrup manufacturing plant


outside Atlanta in Dallas Texas.
Joseph Biedenharn became fist bottler of Coca-Cola in 1894
1899- Benjamin J. Thomas and Joseph B. Whitehead
secured the exclusive rights to bottle and sell Coca-Cola for
$1.
Thomas and Whitehead, with financial assistance from
others, developed community bottling operations.
In 1919 Coca-Cola changed ownership once more.
Candler sold Coca-Cola as he pursued a position as mayor
of Atlanta.
Ernest Woodruff purchased Coca-Cola with an investor
group.

Coca-Cola Growth cont..

During the 1960s and 1970s, Coca-Cola began diversifying


its business.
Coca-Cola acquired more than 15 different businesses
ranging from food, wine and soft drinks to film and water
treatment.
1982, Coca-Cola purchased Columbia Pictures selling off
other businesses along the way.
During the 1960s and 1970s, Coca-Cola began diversifying
its business.
Coca-Cola acquired more than 15 different businesses
ranging from food, wine and soft drinks to film and water
treatment.

Coca-Cola Growth cont..

1982, Coca-Cola purchased Columbia Pictures selling off


other businesses along the way.
1985, Coca-Cola changed its formula introducing New Coke.
New Coke was roundly rejected by consumers
Coca-Cola quickly brought back Coca-Cola Classic to meet
customer demands.
Mid 1980s, Coca-Cola came back to its roots to concentrate
on the soft drink industry.
Coca-Cola adopted a product development effort with diet,
caffeine-free, and citrus soft drinks
introduced POWERADE and Fruitopia in early 1990s.

SWOT ANALYSIS
Strenghts
Global Brand in the world
Brand awareness
Many variants
Logo famous
Strong marketing and advertising
Weakness
Significant focus on carbonated drinks
Supply is restricted
Negative publicity

continue..
Opportunities
Increased bottled water consumption
Incread demand for healthy food and beverages
Aggressive acquisitions
Threats
Demand
Change in consumer preferences
Negative health effect
Soda fountains

Coca-Cola Company

Problem Statement
What campaign strategy adopted by coca
cola to raise its sales ?
Whether

the

successfully ?

strategy

is

done

Problem Solution

Because consumer loved coke but that love wasnt always


corverting to purchase. And the statement coke is known
and loved but not sought after much as it has been

First Strategy : Liquid and linked


Liquid and Linked have three are of focus :
1. Stories = content, experiences, and coversation
2. Spread = owned, earned, shared, paid
3. Value = transcends that of our own company

Continue ..
Second strategy : Happiness Machine
In 2011 , Coke expanding the campaign to include
" truck happiness. local marketing teams in 20
countries mounted Coke delivery truck to remove
Coke products, along with the occasional ball,
teddy bears or completely roasted pork. Trucks
through cities searching for areas of high
pedestrian traffic and once parked, people lined
up to push a big button on the back of a truck that
started the process of sellers .

Continue ..
Third strategy : A Step from Zero
Coke Zero is calorie-free beverages for the end
-teen and young adult consumers interested in
reducing their sugar intake , but who do not want
to sacrifice taste of Coca - Cola .

Continue ..
This campaign took 12 months to produce and
cost about $ 3.5 million , including costs for air
video and pay for work of Chu and LXD. But
surprissed by the engagment the campaign
generated and how positively people felt about
the project
Now we make competitors think to look for ways
to replicate and improve the success that has
been achieved

Recommendation

Coca-Cola utilizes corporate strategies that capitalize off


their strengths and work to minimize their weaknesses.

Coca-Cola has long


development strategy.

Coca-Cola has thus far transcended the bounds of common


expectations and eagerly looks to the future achieve new
feats.

been

committed

to

product

Thank You!

Please enjoy a delicious and


refreshing Coca-Cola Classic!