Coca-Cola Final Project!!! (Complete) Final Project Proposal!!! (Complete... · C. Primary and...

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Coca-Cola Global

Proposal – Final Report

December 7, 2017

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A. Executive Summary:

The Coca-Cola Company is the world’s largest manufacture, distributor and marketer of soft

drinks and non-alcoholic beverages. Dr. John S. Pemberton created Coca-Cola in 1886 in

Atlanta, Georgia with the purpose of providing patrons an enjoyable beverage. Today, Atlanta,

Georgia is the location of The Coca-Cola Company’s main headquarters. The Coca-Cola

Company’s main competitors include PepsiCo Inc., Dr Pepper Snapple Group, Inc., Kraft Foods

Inc., Nestlé S.A. and many other companies in the beverage industry. In response to health and

environmental concerns as well as the competition created by Coca-Cola competitors, The Coca-

Cola Company launched a new initiative referred to as Coca-Cola’s 2020 vision. In order to

reach a responsive audience, The Coca-Cola Company has targeted demographic consumers in

both colleges and Universities around the country with a special focus on consumers in San

Marcos, Texas and Texas State University. The Coca-Cola Company’s mission at Texas State

and San Marcos is to spread awareness about their 2020 vision, which includes sugar reduction

goals, environments goals, agricultural goals, energy and climate goals and water stewardship

goals. The Coca-Cola Company plans on meeting these goals by using their brand’s financial

strength, global reach and strategic marketing to develop a more knowledgeable and aware

consumer base.

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B. Situational Analysis:

Challenges: The Coca-Cola Company faces two primary challenges or problems moving forward

with their 2020 vision, which includes water management and decreases in market share. Water

is the primary ingredient in the manufacturing of the company’s 600 brands and is a resource

critical to the prosperity of the communities and environment it serves. With rising demand and

limited water resources available, The Coca-Cola Company will likely incur greater costs due to

overexploitation and scarcity. The Coca-Cola Company also faces market share challenges in

terms of beverage competitors such as PepsiCo Inc., Dr Pepper Snapple Group, Inc., Kraft Foods

Inc. and Nestlé S.A. As these companies expand their portfolio of non-alcoholic beverages, The

Coca-Cola Company will have to diversify their own brand portfolio to compete, which will

ultimately dilute the beverage industry and likely lower their market share.

Strengths: The Coca-Cola Company is the world’s largest non-alcoholic beverage producer with

more than 600 beverage brands in over 200 countries. This makes The Coca-Cola Company one

of the most widely recognized brands across the globe. The Coca-Cola Company also operates

the world’s largest distribution network, which has facilitated in over 200 countries throughout

the world. The Cola-Cola Company’s vast financial resources gives it the opportunity to increase

its strategic marketing efforts, increase product innovation and to more easily expand into

untapped markets.

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(Internal & External Audiences)

Internal Audience: The Coca-Cola Company’s internal audiences at Texas State University

include its students, i.e. traditional students, athletes, graduate students, faculty, administration

and all individuals who drink Coca-Cola products.

External Audiences: The Coca-Cola Company’s external audiences at Texas State University

include dining halls on campus and convenient stores on and around the University campus.

These external audiences account for Coca-Cola’s sales revenue and are the primary purchasers

of Coca-Cola products.

(Opinion Leaders)

The opinion leaders at Texas State University include journalists for the University Star, media

advocates at KTSW.89.9, student government, educators, athletes and the president of Texas

State University – Denise Trauth. Denise Trauth has the strongest influence at Texas State

followed by members of Student Government. Journalists at The University Star act as opinion

leaders because they have the ability to publish stories that either positively represents or

negatively represents The Coca-Cola Company 2020 vision. KTSW 89.9 is an opinion leader

because they have the power to spread Coca-Cola’s 2020 vision through radio programming and

news stories. Educators such as professors and teachers have influence over The Coca-Cola

Company’s 2020 message through communication with students inside and outside of the

classroom.

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C. Primary and Secondary Research:

(Primary Research)

A survey questionnaire conducted with a sample size of 26 participants acted as the primary

research in determining the PR problem for The Coca-Cola Company. The survey results show

that there’s disconnect among users of Coca-Cola. The trend of cutting sugar-based beverages is

definitely represented in the survey results. 79 percent of survey participants consume Coca-Cola

outside of the household. The survey results also show that consumers are not fully aware of

Coca-Cola’s healthy rebranding initiative. These results mean that Coca-Cola needs to redirect

their marketing efforts to notify the public of their new environmental and health goals versus

pushing out advertisements that don’t align with their new corporate goals. With rising health

concerns such as obesity and diabetes affecting children through the elderly, Coca-Cola needs to

focus on becoming more health conscious with their products and their consumers. In an

interview with James Quicney, the CEO of The Coca-Cola Company, Quincey discussed how

Coca-Cola as a soda product has lost more than 50% of its market share in terms of sugar-based

beverages. This is evident in the survey results, because fewer individuals drink Coca-Cola today

than a decade ago. Consumers who focus on a healthy lifestyle drink less soda products than

sedentary consumers. The survey results revealed that consumers that regularly drink Coca-Cola

products are primarily males between the ages of 12-30. The Coca-Cola Company does however

reach a large percentage of female consumers as well. Even though The Coca-Cola Company

reaches the highest consumer base of all non-alcoholic beverages producers, The Coca-Cola

Company will need to reinvent their marketing strategies to tackle these changing trends. The

more The Coca-Cola Company expands its 600 plus product category, the further diluted their

market share becomes. Focusing on creating advertisements that depict The Coca-Cola Company

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as an improved healthy conscious corporation is the best strategy for bringing previous

consumers back to their product. Coca-Cola also needs to better market their healthy 2020

initiative. This includes explaining how Coca-Cola is creating bottles that are biodegradable,

recyclable, environmentally friendly and overall less harmful to the environment. The Coca-Cola

Company’s 2020 vision also needs to highlights improvements to their overall processes

including, sourcing key agricultural ingredients such as corn and sugarcane, improving water

efficiency through conservation efforts, reducing CO2 emissions with HFC-free coolers and

energy-management devices and packaging innovations that resource materials for The Coca-

Cola Company’s PlantBottle package, which has saved more than 743,000 barrels of oil as of

July 2015.

(Secondary Research)

Information gathered from academic research articles on soda’s negative health effects and how

The Coca-Cola Company markets their products to foreign and domestic users acted as the basis

for my secondary research.

• Gehani, Ray R. “Corporate Brand Value Shifting from Identity to Innovation Capability:

from Coca-Cola to Apple.” Journal of Technology Management & Innovation, 2016, Vol. 11 Issue 3, p11-20. 10p.

• Ahem, Donna “Coca-‐Cola's Way Forward.” Jul 2017, Vol. 43 Issue 7, p38-‐40. 3p.

• “Coca-Cola Working to Provide Clean Water Access in Africa.” Corporate Citizen Magazine. Winter2017, Issue 19, p14-16. 3p.

• Powell, Darren & Gard, Michael. “The Governmentality Of Childhood Obesity: Coca-Cola,

Public Health And Primary Schools.” Discourse: Studies in the Cultural Politics of Education. Dec2015, Vol. 36 Issue 6, p854-867. 14p.

• Parez, Bea. “The power of sustainability to create shared value: Coca-Cola demonstrates

that doing good is good for business.” Journal of Brand Strategy, Winter 2014-2015, Vol. 3 Issue 4, p310-315. 6p.

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Primary Research: Survey Questions and Interview Questions w/ Analysis)

Survey Questions About Coca Cola

1. What’s your Age? • 5-‐14 / 15-‐24 / 25-‐34 / 35-‐44 / 45-‐54 / 55-‐Older

2. What’s your gender? • Male / Female / Other / Prefer Not To Answer

3. Do you drink Coca-‐Coca products? • Yes / No

Question #1 What’s your Age?

15 -‐ 24

25 -‐ 34

35 -‐ 44

45 -‐ 54

13 (42%)

2 (6%)

4 (13%)

6 (19%)

6 (19%)

Question 2 What’s your gender?

Male

Female

Other

Prefer Not To Answer

15 (68%)

7 (32%)

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4. How important is healthy eating /physical activity to you? • No Important / Somewhat Important / Very Important

5. How familiar are you with Coca-‐Cola marketing • Not familiar / Somewhat familiar / Very familiar

6. Do you believe Coca-‐Cola is a morally responsible company?

Question #3 Do You Drink Coke

Yes

No 20 (77%)

6 (23%)

Question # 4How important is healthy eating /physical activity to you?

Not Important

Somewhat Important

Very Important

12 (46%)

5 (19%)

9 (35%)

Question $5 How familiar are you with Coca-‐Cola marketing

Not familiar

Somewhat familiar

Very familiar

16 (62%)

2 (8%)

8 (31%)

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• Yes / No

7. Do you believe Coca-‐Cola could improve environment sustainability • Yes / No

8. Do you believe soda products lead to childhood obesity? • Yes / No / Not Sure

Question #6. Do you believe Coca-‐Cola is a morally responsible company?

Yes 22 (85%)

4 (15%)

Question #7. Do you believe Coca-‐Cola could improve environment sustainability

Yes

No

15 (58%)

11 (42%)

Question #8 Do you believe soda products lead to childhood obesity?

Yes

No

Not Sure

1 (4%)

8 (31%)

17 (65%)

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9. Coca-‐Cola has begun to change their company’s brand. Ultimately to improve

environmental goals by 2020. Have you heard of this new goal? • Yes / No

10. What is your experience with drinking Coca-‐Cola. Where do you most often

consume Coca Cola products (Choose all that apply) • Movie Theater / Home / Restaurants / As a chaser for liquor

Question #9 Coca-‐Cola has begun to change their company’s brand. Ultimately to improve environmental goals by 2020. Have you heard of this new goal?

23 (88%)

3 (12%)

Question #10 What is your experience with drinking Coca-‐Cola. Where do you most consume Coca-‐Cola products?

Movie Theater

Home

Restaurant

As a chaser for liquor

19 (34%) 8 (14%)

17 (30%)

12 (21%)

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(Written Analysis of the Coca-Cola Survey Questionnaire Results)

The results of the survey show that there’s disconnect among users of Coca-Cola. The trend of

cutting sugary drinks is definitely represented in my survey results. Most users of my survey

questionnaire consume Coca-Cola outside of the household. The results also show that

consumers are not aware of Coca-Cola’s healthy rebranding initiative. These results lead me to

believe that Coca-Cola needs to redirect there marketing efforts to notify the public of their new

environmental and health goals vs. pushing out advertisements that don’t align with their new

goals. With rising health concerns affecting children through the elderly, Coca-Cola needs to

focus on becoming more health conscious with their products and their consumers. In an

interview with the CEO of Coca-Cola, The CEO discusses how Coca-Cola as a soda product has

lost more than 50% of its market share in terms of sugary drinks. This is evident in my survey

results because less people drink Coca-Cola today than a decade ago. Consumers who focus on a

healthy lifestyle don’t drink soda, so Coca-Cola’s target demographic are users who live a

moderate or poor lifestyle. Consumers that regularly drink Coca-Cola are primarily males vs.

females. This leads me to believe that Coca-Cola is targeting males who live a moderate to poor

healthy lifestyle. Coca-Cola will need to expand their product category, which will further dilute

cokes market share. Focusing on creating advertisements that depicts Coca-Cola, as a new and

improved ‘healthy company’ is their best strategy for bringing previous consumers back to their

product. Coca-Cola also needs to better market their healthy 2020 vision. This includes

explaining how Coca-Cola is creating bottles that are biodegradable, recyclable, environmentally

friendly and overall less harmful to the environment. The focus also needs to be how Coca-Cola

is reducing the percentage of sugar and aspartame in their products without sacrificing the classic

coke flavor.

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(Coca-Cola’s CEO Interview Transcriptions and Analysis)

Q1: Does headquarters in Atlanta instruct all local operations what to do?

Our strategy is marked by local circumstances. We produce locally in the countries where we sell

our beverages. In Germany, we have done so for almost 90 years. We are convinced that local

management knows best about our customers, consumer trends and market opportunities. Apart

from that, there are of course worldwide trends. Identifying those and making decisions for the

international business is a key task of our headquarters in Atlanta. We always focus on a balance

between global and local perspectives.

Q2: When has Coke's headquarters been mistaken?

One of the most successful innovations in recent years is “Share a Coke”, where first names

replaced the brand name on Coca-Cola labels. The idea came from Australia. Headquarters then

tried several times to stop the idea. However, local management got its way. And it turned out

that the idea was great. Consumers went crazy about it. We have since launched it in dozens of

countries. It has been a big success in Germany, too.

Q3: How does the digitalization in your industry work at the end of the day?

Technology will change everything. Take restaurants that have only a limited space for a certain

number of bottles. Fountains, in turn, have only the capacity to pour a few brands. With Coca-

Cola Freestyle, we have invented a system that is at present largely used in the United States.

The essence of the product is reduced to almost the size of a printer cartridge. There are 140

different cartridges. In this way, you as a consumer can mix your drink literally in any

combination yourself.

Q4: How is Coca-Cola committed to reducing sugar?

Sugar is a challenge for many communities. We accept it. In many countries, there are people

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who over consume sugar, both in beverages and in foods. This is where we, as well, need to act.

We support the World Health Organization (WHO) in its goal that people should not consume

more than 10 percent of their daily calories from added sugar. In Germany, we are backing the

commitment of the European beverage association, UNESDA, to bring down the sugar content

of our portfolio by a total of 10 percent by 2020. This requires major efforts. We are changing

recipes, focusing increasingly on smaller packages and, last but not least, providing clear product

information for consumers.

Q5: For a long time, Coca-Cola accounted for 100 percent of the sales of your company. At

present, it is only 50 percent. How much lower can this go?

Let’s put it this way: We have made great progress in broadening our portfolio. Some companies

make the mistake of trying to sell, by all means, what they make. But you want to make what

consumers want to buy. If you are successful with this, there are completely different business

opportunities. To be more concrete: 15 years ago, non-sparkling beverages accounted for 10

percent of our business. Today, it's 30 percent.

Q6: Is the soft drink sector the new tobacco industry? After all, the latter succeeded in

remaining profitable despite strong political headwinds?

There’s no amount of tobacco that is healthy for people. The first cigarette is bad for you.

Moderate consumption of non-alcoholic beverages is, however, absolutely safe. As far as diet is

concerned, it is all about moderate consumption and balanced nutrition. I don’t think it works if

people are restricted in their freedom of choice for foods and beverages through governmental

intervention... via new taxes on certain products. People then get what they want from

somewhere else. Governments, companies and civil society must develop intelligent solutions

together.

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Q7: What is the future beverage portfolio of Coca-Cola likely to be?

We are considerably expanding our product portfolio. We focus on beverage categories and

brands that promise strong growth. Most people consume, on average, eight drinks a day. Many

of them consume eight different beverages. From the first sip of water, tea or coffee in the

morning, to a soft drink for lunch, to an isotonic beverage after exercise, and so on. For each of

these moments we want to offer people different beverages from our portfolio. That’s why we

continuously launch product innovations, like the very successful ViO BiO lemonades in

Germany.

(The Coca-Cola Company Interview Analysis) I believe that the interview above provides an abundant amount of information that is relevant to

the research focusing on Coca-Cola’s 2020 health and environmental initiative. The interview

discussed the company’s strategy for adjusting to technology and digitization as well as reducing

sugar and the politics surrounding surgery beverages. This is important for the research because

it gives concrete evidence that the Coca-Cola brand is looking to innovate in a culturally

responsible manor. The interview revealed mistakes the Coca-Cola brand has made and the

specific measures the company has taken to correct those mistakes. The interview did not

mention the environmental impact of Coca-Cola products, but did reveal that the corporate

headquarters lets specific regions determine what’s best for the citizens, culture, and

environment of that region, i.e., Africa or Germany. The interview made note that although

Coca-Cola as a beverage is down by 50%, the company supplements that loss with increases in

other products like sparking water. The Coca-Cola Company explains that it makes products that

individuals want vs. forcing a product to sell at whatever cost. The best part of the interview was

its mentions the company’s intentions, goals, and direction to be completed for the year 2020.

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D. The Coca-Coca Company’s (Themes, Slogans, Key Messages and

Communication Channels)

The Coca-Cola Company’s key messages meant for the audiences at Texas State University

include: create awareness, spread the message, promote healthy living and learn smart. The

Coca-Cola Company’s Themes include: refreshing the world with a new formula, inspiring

moments of optimism and health, stay active and make a difference. The communication

channels for The Coca-Cola Company include: The University Star and KTSW.89.9, The San

Marcos Daily Record, The San Marcos Mercury as well as Social Media: Facebook, Instragram,

Twitter and blogs like Tumbr and WordPress.

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The Coca-Cola Company Fact Sheet

• Established in 1886

• The Coca-Cola Company owns 4 of the world’s top 5 nonalcoholic sparkling beverage

brands. These include Coca-Cola, Diet Coke, Sprite and Fanta

• Employees total more 92,400 worldwide

• Operational Reach 200+ Countries

• Serves 1.6 consumers daily

• The Coca-Cola Company has more than 3,000 products

• New York Stock Exchange Ticker Symbol: KO

• Offers more than 1,600 training classes to company associates

• Portfolio includes 13 billion dollar brands

• On average, more than 10,000 soft drinks from Coca-Cola are consumed every second of

every day

• Coca-Cola was invented by Atlanta-based pharmacist John S. Pemberton

• When Coca-Cola first launched it was marketed as a nerve tonic that "relieves

exhaustion.”

• Coca-Cola is the most widely distributed product on the planet

• There are only two countries in the world where Coca-Cola is not sold: Cuba and North

Korea

Contact: Andrew Terrell Date: 12-6-17

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Coca-‐Cola’s 2020 Backgrounder: In the course of working towards our mission of becoming a more socially responsible

corporation, a coalition of advocates and community-‐based groups has noted

environmental and health issues concerning our corporate operations and procedures. In

order to address these issues The Coca-‐Cola Company has created a corporate 2020 vision.

The 2020 vision takes into consideration health concerns involving sugar consumption

levels as well as water stewardship, energy and climate, packaging and agriculture. The

Water Stewardship’s goal is to improve water efficiency by 25 percent and to help ensure

healthy, resilient freshwater systems through conservation efforts with World Wildlife

Fund. There are currently 209 community water partnership projects in 61 countries. The

Energy and Climate goal is to reduce CO2 emissions embedded in ‘the drink in your hand’

by 25 percent through our entire value chain by installing 1.4 million HFC-‐free coolers in

the global marketplace and with the installation of 5.6 million energy-‐management devices

in our refrigerator equipment. The Coca-‐Cola Company’s packaging goal is to reach a 75

percent recovery rate in developed markets of the equivalent amount of bottles and cans

we introduce into the marketplace. The Coca-‐Cola Company has currently introduced 35

Billion plus PlantBottle packages, which have reached the market in nearly 40 countries.

The Coca-‐Cola Company’s agricultural goals have included: sustainably source key

agricultural ingredients; purchased the first Bonsucro certified sugar; produce 40

Sugarcane Mills in Brazil and Australia; and train 26,000 Farmers to help increase corn

yields.

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Coca-‐Cola’s 2020 Vision and Environmental Goal Logo by http://www.coca-‐colacompany.com/stories/our-‐2020-‐environment-‐goals-‐infographic The Coca-‐Cola Company (NYSE: KO) is the world’s largest total beverage company, offering

over 500 brands to people in more than 200 countries. Of our 21 billion-‐dollar brands, 19

are available in lower-‐ and no-‐sugar options to help people everywhere more easily control

added sugar. At Coca-‐Cola, we’re serious about making positive contributions to our world.

That starts with reducing sugar in our drinks and bringing new and different drinks to

people everywhere. It also means continuously working to reduce our environmental

impact, creating rewarding careers for our associates, and bringing economic opportunity

wherever we operate. In fact, together with our bottling partners, we employ more than

700,000 people around the world. For more information, visit our digital magazine Coca-‐

Cola Journey at

www.coca-‐colacompany.com

Contact: Andrew Terrell Date: 12-6-17

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Coca-Cola Media Pitch (KTSW 89.9) Subject Line: Coca-Cola Plans To Take Over Texas State in San Marcos, Texas Hello Austin, I’ve seen a lot of the work that you have published through your position at KTSW 89.9. I believe that through you, Coca-Cola could offer a great deal to KTSW 89.9 and Texas State as a whole. My name is Andrew and I am the media coordinator for The Coca-Cola Company and the company is looking to spread awareness about the its new 2020 vision as well as its goals for a healthier college community and environment. The 2020 vision focuses on sugar reduction, agriculture, water stewardship, packaging and energy and climate. These focuses have multiple goals that would likely improve the quality of life for San Marcos and Texas State consumers. I have attached background information on the 2020 vision and believe that you will find that it can indeed be beneficial to your University and classmates. A brief summary of our goals include: • Water Stewardship – goal: to improve water efficiency by 25 percent and to help ensure

healthy, resilient freshwater systems through conservation efforts with World Wildlife Fund. • Energy and Climate – goal: to reduce CO2 emissions embedded in by 25 percent through our

entire value • Agricultural – goal: Create and sustainably source key agricultural ingredients. • Packaging - goal: to reach a 75 percent recovery rate in developed markets of the equivalent

amount of bottles and cans we introduce into the marketplace. Below is our mission statement, which the Coca-Cola Company believes would connect well with the kind of culture Texas State and San Marcos look to cultivate. I look forward to working with you, Austin and hope that our message is something that not only aligns with The University, but as well with you. “To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness through our brands and actions.” I believe that working with a reputable media outlet such as KTSW 89.9 that reaches a large audience could be quite beneficial to The Coca-Cola Company and the beverage consumers at Texas State. I will be contacting you with a follow-up in the coming weeks to schedule a face-to-face meeting to go over the logistics. Thank you,

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FOR IMMEDIATE RELEASE:

Andrew E Terrell The Coca-Cola Company

214-714-8639 [email protected]

Coca-Cola.com

The Coca-Cola Company Is In Full Swing To Reach Its 2020 Vision

ATLANTA, GA (November 25, 2017) - The Coca-Cola Company is steaming towards the successful completion of their 2020 vision. As of 2017, The Coca-Cola Company has reaches every milestone since the implementation of their 2020 vision back in 2009 and is on target to complete their goals on schedule. The goals of Coca-Cola’s 2020 vision are to improve the quality of life of individuals who consume Coca-Cola products and to improve the environment through packaging, agriculture, water stewardship and energy and climate. Coca-Cola CEO James Quincy believes that focusing on the future health of the consumer and environment will help spur The Coca-Cola Company into a successful future. “The health of consumer and the environment has become a top priority for the company,” said Quincy. Focusing on achieving a successful 2020 vision will help children; young adults and grown adults become healthier and more knowledgeable individuals. Marketing the 2020 campaign is important for The Coca-Cola Company because it is crucial to spread awareness on why Coca-Cola is making such an important corporate transition. “Spreading awareness in schools and college campuses is our focus for the 2018 year,” said Michael Scofield, Marketing Specialist of The Coca-Cola Company. “We want consumers to be fully aware of the path Coca-Cola is heading toward. Many consumers recognize Coca-Cola products as less-than-healthy beverages that are to be consumed in moderation. The Coca-Cola Company looks to change that mentality by reformulating the ingredients while maintaining its classic taste. “We understand that consumers choose Coca-Cola because of its unique taste. This is why we must maintain its class flavor while reducing sugar levels in all Coca-Cola products,” said Doug Wheeler, Chief Chemical Specialist for The Coca-Cola Company. The Coca-Cola looks to spread awareness of the 2020 vision through marketing campaigns and sponsorships with athletes and colleges around the country. Young people are the primary consumers of Coca-Cola products and the company wants to make them its primary focus for its fiscal 2018 year. Once The Coca-Cola Company has reached its 2020 Vision it looks to expand onward with more efficient ways to protect consumers and the environment alike. The Coca-Cola Company is the world’s largest total beverage company, offering over 500 brands to people in more than 200 countries. At Coca-Cola, we’re serious about making positive contributions to our world. For more information, visit our digital magazine Coca-Cola Journey at www.coca-colacompany.com ###

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Online News Release Subject: The Coca-‐Cola Company Is In Full Swing To Reach 2020 Vision

ATLANTA, GA (November 25, 2017) - The Coca-Cola Company is steaming towards the successful completion of their 2020 vision. As of 2017, The Coca-Cola Company has reaches every milestone since the implementation of their 2020 vision back in 2009 and is on target to complete their goals on schedule. The goals of Coca-Cola’s 2020 vision are to improve the quality of life of individuals who consume Coca-Cola products and to improve the environment through packaging, agriculture, water stewardship and energy and climate. Coca-Cola CEO James Quincy believes that focusing on the future health of the consumer and environment will help spur The Coca-Cola Company into a successful future. “The health of consumer and the environment has become a top priority for the company,” said Quincy. The Coca-Cola Company has identified four primary areas of focus for their 2020 vision: • Water Stewardship – goal: to improve water efficiency by 25 percent and to help ensure

healthy, resilient freshwater systems through conservation efforts with World Wildlife Fund.

• Energy and Climate – goal: to reduce CO2 emissions embedded in by 25 percent through our entire value

• Agricultural – goal: Create and sustainably source key agricultural ingredients.

• Packaging – goal: to reach a 75 percent recovery rate in developed markets of the equivalent

amount of bottles and cans we introduce into the marketplace. The Coca-Cola Company is the world’s largest total beverage company, offering over 500 brands to people in more than 200 countries. At Coca-Cola, we’re serious about making positive contributions to our world. For more information, visit our digital magazine Coca-Cola Journey at www.coca-colacompany.com Contact: Andrew E Terrell Company: The Coca-Cola Company Contact Info: (214) 714-8639 Email: [email protected] Website: Coca-Cola.com

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Multimedia News Release

The Coca-‐Cola Company In Full Swing To Reach 2020 Vision ATLANTA, GA (November 25, 2017) - The Coca-Cola Company is steaming towards the successful completion of their 2020 vision. As of 2017, The Coca-Cola Company has reaches every milestone since the implementation of their 2020 vision back in 2009 and is on target to complete their goals on schedule.

The goals of Coca-Cola’s 2020 vision are to improve the quality of life of individuals who consume Coca-Cola products and to improve the environment through packaging, agriculture, water stewardship and energy and climate. Coca-Cola CEO James Quincy believes that focusing on the future health of the consumer and environment will help spur The

Coca-Cola Company into a successful future.

http://www.coca-‐colacompany.com http://assets.coca-‐colacompany.com The Coca-Cola Company has identified four primary areas of focus for their 2020 vision: • Water Stewardship – goal: to improve water efficiency by 25 percent and to help ensure

healthy, resilient freshwater systems through conservation efforts with World Wildlife Fund. • Energy and Climate – goal: to reduce CO2 emissions embedded in by 25 percent through our

entire value • Agricultural – goal: Create and sustainably source key agricultural ingredients. • Packaging – goal: to reach a 75 percent recovery rate in developed markets of the equivalent

amount of bottles and cans we introduce into the marketplace. The Coca-Cola Company is the world’s largest total beverage company, offering over 500 brands to people in more than 200 countries. At Coca-Cola, we’re serious about making positive contributions to our world. For more information, visit our digital magazine Coca-Cola Journey at www.coca-colacompany.com Contact: Andrew E Terrell Company: The Coca-Cola Company Email: [email protected] Website: Coca-Cola.com

“The health of consumer and the environment has become a top priority for the company,” James Quincy

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The Coca-‐Cola Company Media Images and Captions

DASANI PlantBottle Image by http://assets.coca-‐colacompany.com/22/b7/ba47681f420fbe7528bc43e3a118/2020_vision.pdf

Coca-‐Cola employees distributing DASANI water across Florida by http://www.dasani.com

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The Coca-‐Cola Company’s 2020 Vision Logo by Eric Garland

Coca-‐Cola Polar Bears – “Open Happiness” http://moziru.com/explore/Drawn%20polar%20%20bear%20coca%20cola/

Coca-‐Cola’s 2020 Vision and Environmental Goal Logo by http://www.coca-‐colacompany.com/stories/our-‐2020-‐environment-‐goals-‐infographic

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Coca-Cola Blog Post #1 Coca-Cola PlantBottle Packaging The Coca-Cola Company received the 2017 WorldSafe Award by the Safe America Foundation

for the brands PlantBottle technology. The original PlantBottle developed in 2009 as part of

Coca-Cola’s 2020 vision replaced one of two key ingredients in the original bottle with material

made from plants. It is the first ever fully recyclable plastic beverage bottle made partially from

plants. Since the material’s launch in 2009 through more than 40 billion PlantBottle packages

have reached the market in over 61 countries. Coca-Cola’s patented PlantBottle is made from

plant-based materials and has helped prevent 365,000 metric tons of potential carbon dioxide

emissions and 845,000 barrels of oil saved. Coca-Cola looks to expand the PlantBottle to more

countries in the upcoming years and knows that it will help appeal to environmentalists and

consumers alike.

DASANI PlantBottle Image by http://assets.coca-‐colacompany.com/22/b7/ba47681f420fbe7528bc43e3a118/2020_vision.pdf

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Coca-Cola Blog Post #2 Coca-Cola looks to ditch the Press Release The Coca-Cola Company is looking to expand its media marketing techniques to include more

online visual storytelling tools that will eventually replace the traditional press release. In the

digital age of consumerism and social media, Coca-Cola sees a growing trend of corporate

websites being visited less and less. Corporate websites are being replaces with digital

storytelling videos to enhance the user experience and promote digital marketing techniques.

Coca-Cola sees the potential in digital marketing and looks to expand this to all aspects of their

corporate marketing. Coca-Cola believes that blogs, media kits, and online video content have a

wider reach than a traditional press release. While the traditional press release will still be

produced for stockholders and corporate management, consumers will begin to start seeing

greater amounts of online visual content. With a growing number of smartphone users solely

using their phones to explore the web and to watch online video content, Coca-Cola believes a

transition away from the traditional press release to more journalistic video orientation will help

attract a larger and more consistent user base. Coca-Cola looks forward to stepping into this new

media savvy environment and to once again excite its consumers will all the technological

advancements the company has planned for the future.

Coca-‐Cola Polar Bears – “Open Happiness” http://moziru.com/explore/Drawn%20polar%20%20bear%20coca%20cola/

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Coca-Cola Blog Post #3 Coca-Cola and its 2020 vision The Coca-Cola Company is excited to reveal its 2020 vision for a healthier company,

community, and planet. Coca-Cola looks to reduce the quantity of sugar in its sugar-based

beverage by 50% for its 2020 goal. Coca-Cola formula scientists have explored different

techniques in reducing sugar levels without sacrificing the classic flavor of the beloved Coca-

Cola beverage. This change will also be in effect for all the sugar-based beverages, which

include: Sprite, Fanta, Coke, Vitamin Water and many more. With Coca-Cola’s PlantBottle

packing, the company looks to reduce carbon emissions and oil usage by 80% by the year 2020.

This will reduce the amount of waste and environmental destruction caused by traditional soda

bottles and to help save the planet. Along with consumer health and environment protections, the

Coca-Cola Company plans on promoting a more active marketing campaign that features athletes

and universities leading the promotions. Coca-Cola wants its consumer base to become a more

active community that focuses on building each other up and celebrating good times by sharing a

healthy Coca-Cola beverage. Advancements in technology and consumer health have spurred

Coca-Cola to rethink its brand’s marketing strategy and to focus on the heath of the plant and its

people as a whole.

Coca-‐Cola’s 2020 Vision and Environmental Goal Logo by http://www.coca-‐colacompany.com/stories/our-‐2020-‐environment-‐goals-‐infographic

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The Coca-Cola Company Delivers Water To Hurricane Victims

By – Andrew Terrell

In the wake of Hurricane Irma and the devastating floods it has caused, The Coca-Cola Company

has decided to change the production of its manufacturing facilities to solely produce DASANI

water bottles that will be distributed to victims of the flood. Currently Hurricane Irma has

displaced over 1500+ Florida residents, leaving many without food, water or shelter. James

Quincy, The CEO of Coca-Cola recognized the problem and acted urgently to get its DASANI

bottles distributed to the 1500+ Florida victims.

Coca-‐Cola employees distributing DASANI water across Florida by http://www.dasani.com The ominous floodwaters caused by Hurricane Irma have swept through Miami, Fort Lauderdale

and West Palm Beach leaving hundreds without shelter or fresh water. Michael Flynn, a small

beachside business owner had his beachside shop and home destroyed by the flooding. “It’s

heartbreaking to lose everything,” said Flynn. “I can’t be more thankful for corporations like

Coca-Cola and others for helping myself and other victims of the flood with basic necessities

like water.” James Quincy and the Coca-Cola Company saw an opportunity to help victims of

Hurricane Irma and rushed to offer their support. “I couldn’t stand by and let victims go days

Page. 29

without fresh water,” said Quincy. “We immediately changed the manufacturing process in all

our Florida facilities to produce enough DASANI water bottles to supply all the victims of the

Hurricane with a minimum of 5 cases of water each.

DASANI PlantBottle Image by http://assets.coca-‐colacompany.com/22/b7/ba47681f420fbe7528bc43e3a118/2020_vision.pdf The Coca-Cola Company aims to make its DASANI water bottle a beacon of hope for all victims

of Hurricane Irma and future hurricane victims. Quincy and The Coca-Cola Company have

additionally vowed to donate $1.5 million to recovery efforts in Florida and plans on helping all

victims of future floods. Ensuring citizens have quality drinking water is something The Coca-

Cola Company cares deeply about. In all future catastrophes’ The Coca-Cola Company plans on

making sure victims receive have such basic necessities as water and support.

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Media List for Distribution Below I have attached a media list of reputable San Marcos Media Outlets that I believe can

help further the Coca-‐Cola 2020 Vision. These media outlet help represent the City of San

Marcos and Texas State University. Spreading the message carried by the 2020 vision

through these reputable outlets offers the strongest chance of reaching a larger audience.

Both KTSW 89.9 and The University Star are media news outlets that reach a large Texas

State audience. Both the San Marcos Daily Record and The San Marcos Mercury reach the

wider San Marcos audience, which includes individuals of all ages. Social Media will also

play a strong roll as The Coca-‐Cola becomes more familiarized through its online

marketing. The Social Media The Coca-‐Cola Company looks to incorporate are Facebook,

Twitter, Instagram and Tumblr. The company also looks to create regular blogs through

WordPress that specifically target the Hays County area with a special focus on San Marcos

and Texas State.

• The University Star – Editor – Denise Cervantes • KTSW.89.9 – Editor – Belen Ramos • San Marcos Daily Record – Editor – Anita Miller • San Marcos Mercury – Editor – Brad Rollins • Social Media: Facebook, Twitter, Instagram, Tumblr and WordPress.

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Coca-‐Cola Video News Release (Script) Voice Over: “Coca Cola is excited to introduce the world to its new vision for the company. A vision designed to strengthen the community, enhance health and wellbeing and to promote an active lifestyle. Backdrop – Outdoors near running trail.

-‐ Student #1 runs to the camera and grabs a Coca-Cola out of view. Student #1 pops open the can of Coke and looks into the camera to say, “What a perfect beverage after a long run – ah refreshing -.”

Voice Over: With the new 2020 vision Coca-Cola will enhance environmental standards, produce eco friendly packaging products and end ensure customers are enjoying healthier Coca-Cola beverages. Interview with Student #1 at the park or Texas State. Q: What do you know about Coca-Cola’s new vision? A: I’ve always appreciated Coca-Cola’s as a business and now that their focusing on offering healthy alternatives with the same great flavor definitely gets me excited. Backdrop – Outdoors near the river

-‐ Student #2 walks near the river while drinking one of the new Coca-Cola coke products. “I always enjoy drinking a refreshing coke after visiting the San Marcos River. Its always been a tradition. Now its healthier so there’s not excuse not to.

Voice Over: “With Coke’s new formula the Coca-Cola Company will cut quantities of sugar in half while maintain its great flavor: B-Roll: Kitchen scene with 1-2 people showing what its like to consume sugar products. Depict a before and after of the average sugar content consumed with the regular formula vs. the new formula. End the VNR with someone looking at a Coca-Cola Polar Bear Puzzle and saying, “Coke really needs to bring back the polar bears to do their marking. Everyone loves polar bears. End Video – Fade to black with a red Coca-Cola logo with the words, “Get ready for Coca-Cola 2020.”

Time Length - 52s

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Link to personal website: http://Andyterrellpr.com

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