Coca-Cola

The global drink

From the Three A’s to the Three P’s
Coca-Cola used to focus its strategy on
the three A’s: availability, acceptability,
and affordability.  While these provided
for tremendous growth, they also led to
lowered entry barriers.  Today, Coca-
Cola’s mantra is the three P’s:
preference, pervasive penetration, and
price-related value.
Each month, Coca-Cola tests 20 brand
attributes with 4,000 consumers to
measure movement. The company also
compensates (bonus and other
compensation components) a large
portion of its senior managers based on
brand preference.
A recent Coca-Cola annual report
reported that the second most
recognized expression in the
world after “ok?” is “Coca-Cola.”
Coca-Cola Statistics
• Coca cola owns more than
½ of the world’s beverages.
• Coke is affordable in all the
countries we surveyed. It
was not out of the price
range for an afternoon
snack.
• Coke comes in a variety of
sizes worldwide so you can
use it for a crowd or as a
personal snack drink
 Advertising
• Coke was first advertised
as a remedy for
headaches and exhaustion
• Coke has been advertising
on television for 50 years.
• Songs used in coca cola
commercials have become
popular.
• They use catchy mottos
such as:
“Adds a refreshing relish to
every form of exercise”
 Charitable Giving
• The Coca-Cola Company and its
bottling partners shipped more than 30
million donated 8-oz. servings to
Hurricane Katrina Evacuees, donated
$10 million to tsunami relief efforts in
Asia and after the September 11
terrorist attacks committed to a $12
million financial contribution to disaster
relief efforts.
 The Other Side of Coke
• There are 27 • Some of the other
different varieties of brands under the
coke made by Coca- Coca-Cola Company
Cola are:
– Sprite
• First bottle of Coke – Barq’s Root beer
was sold 120 years – Dasani
ago on May 8, – Dr. Pepper
1886 in Atlanta, – Fresca
Georgia. – Hi-C
– Minute Maid
 Marketing Worldwide
• In 1998 Coke
international created its
first ad for the
celebration of the
Muslim holiday of
Ramadan. It was run in
20 countries worldwide.

• Coke is a Kosher drink,

so it is sold
internationally.

This coke can is written in Hebrew

 Coca-Cola Recognition
• Coca-Cola is
recognized by 94% of
the world’s population
• Approximately 10,450
Coca-Cola brand drinks
are consumed around
the world each second
of every day
 International Coca-Cola
• In Hong-Kong, heated
Coke is served as a
cold remedy
• Coke advertises 200 in
countries around the
world.
• In Japan people use
money chips on their
cell phones to pay for
drinks.
Coca-Cola in Our Schools
• Students in our surveys
indicated their ads were
similar to those in the
United States. This
was particularly true in
Europe.
• Coke vending machines
appear in many schools
around the world.
 In the Olden Days
• Coca-Cola sold only • A single share in
25 bottles in the first Coke that was
year bought in 1919
• Nowadays, they sell would be worth
over one billion $92,500 in 1997
bottles per day • 1919 is when the
Coca-Cola went
public
 Funky Facts
• You can put a penny
in Coke and it will
dissolve
• The sales of Coke in
the first year was
$50, and the
expenses were $70
 Coke in Space
• In July 1985, Coke
was the first soft
drink to be enjoyed
in outer space on
the space shuttle
Challenger
• A special space can
was developed
 Did You Know?
• If you stacked all of the bottles of Coke
that had ever been made end to end, it
would reach to the moon and back
1,045 times!
• Coca-Cola contained cocaine until 1913
– They had to remove it from the ingredients
because people were becoming addicted
to the drink
Source :-www. Interbrand.com