The Coca Cola Company Marketing Plan

1. INTRODUCTION

The Coca Cola Company was created by pharmacist John S Pemberton back in 1886 in Georgia Atlanta. Frank Robinson, the company’s accountant, names the drink “Coca Cola” in 1887. Pemberton registers his “Coca-Cola Syrup and Extract” label as a copyright that same year.  One year later, the company’s control of the formula and patent are acquired by Asa Candler. By 1895, the company reports that Coca Cola is sold in every state of the United States. Alexander Samuelson of the Root Glass Company in Terre Haute, Indiana, designed the distinctive bottle shape, and it was patented on November 16, 1915. The bottle was modified and slimmed down to work with the current bottling equipment and went into broader production in 1916. In 1960, the contour bottle was granted registration as a trademark by the U.S. Patent Office. With the help of advertisement in calendars, posters, TV commercials and more, Coca Cola grew tremendously and expanded overseas. In 1955, the company introduced new products of beverages like flavored sodas.  Then, in 2005, the Coca Cola Company introduced Coke Zero, a zero calorie soda.  It became the largest product launch in 22 years “reaching billion-dollar status in 2007. Coca-Cola Zero offers great Coke taste, uplifting refreshment and zero sugar”. (Coca-Cola Company) This soda was marketed mostly to men, who view diet coke as a female drink. It is also marketed as having a more similar taste as Coca-Cola than diet coke which has a different formulation. The Coca-Cola Zero logo generally features the script Coca-Cola logo in red with white trim on a black background, with the word "zero" underneath in lower case. In the United States, the letters gradually become lighter over the course of the word. However, there are variations of the logo in different countries. In 2007, the Coca-Cola Company launched Coke Zero’s sister sodas Coca-Cola Zero Cherry, Coca-Cola Zero Vanilla, and caffeine free.

1. MARKET SITUATION SANALYSIS

MICRO ENVIRONMENTAL FACTORS.

• COMPANY.

The company markets more than 500 non-alcoholic beverage brands. “Sells over 3500 different beverage and is present in over 200 countries” (Coca-Cola 2013). The only two countries where Coca-Cola is not sold are Korea and Cuba due to the trade embargo those countries have with the United State. According to the Coca-Cola Company back in 2012, the brand was estimated to be worth $77.8 billion dollars which represented an increase of 8% from the previous year.

• SUPPLIERS

For the Coca-Cola Company is important to have a sound, stable and ethical supply base. “As a company, we have a responsibility to hold our direct suppliers and bottling partners to standards no less than those required by applicable law” (Coca-Cola) They also support local and minority businesses including women-owned businesses by purchasing goods and services. Their suppliers are expected to comply with the law regulations. “Our Supplier Guiding Principles (SGPs) communicate our values and expectations for our bottling partners and business partners (Coca-Cola).

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