COCA-COLA LIQUID AND

LINKED

Kelompok 6:Mohamad Khoirul AnamMonica MargarethaRhamdani Pratiwi

Overview The Coca-Cola Company tracs it’s

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 brands in over 200 countries or territories and servers over 1,7 billion serving each days.

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 ANALYSISStrenghts 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 strategy is done

successfully ?

Problem Solution• Because consumer loved coke but that love wasn’t 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, paid3. 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 been committed to a product development strategy.

• Coca-Cola has thus far transcended the bounds of common expectations and eagerly looks to the future achieve new feats.

Thank You!

Please enjoy a delicious and refreshing Coca-Cola Classic!