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Introduction.World's #1 soft-drink company.

Owns four of the top five soft drink brands.

Makes more than 400 drink products.

HISTORYInvented by – Dr.John S. Pemberton

Introduced on – 8th May, 1886.

Country of Origin – United States

Head Quarters located in Atlanta, Georgia

Name Given By – Frank Robbinson

Bottle Design.

COKE’S EUROPEAN SCARE.

Children falling ill.

Victim of hysteria.

Negative public response.

Coca-Cola drinks were withdrawn

Facts..Health crisis rocked the European nations.

Effects were felt far away.

Hundred’s of customers felt ill.

Coke’s trademark withdrawn from the Belgian market.

15 million bottles and cans were recalled.

Complaints snowballed.

Complaints of poisoning.

Irregular taste and smell.

Presence of H2S.

Symptoms of illness, headache.

Complaints were unsubstantiated.

What are the management issues?

Saw the contamination as a minor problem.

Fungicide on wooden shipping pallets.

Poor communication on this matter.

Some effects on Coke’s profit.

Some feel that Coke handled the situation the BEST.

How did it regain its prestige?

Offered a free can.

Promised to take precaution.

Made transparency in production.

Key factors to be considered by management.

Be planned for everything.

Never betray the trust of consumers.

More attention to the quality rather than reputation.

Response on time and no negligence.

CEO’s Statement..

“I want to reassure our consumers, customers, and government officials in Europe

that The Coca-Cola Company is taking allnecessary steps to ensure that all our productsmeet the highest quality standards. Nothing lessis acceptable to us and we will not rest until we

ensure that this job is complete. We deeplyregret any problems encountered by our

European consumers in the past few days. The trust is

sacred to us”.

SWOT Analysis.Strengths:-

Extremely recognizable brand.

Bottling system. Bottling companies are locally owned and

operated by independent business people authorized to sell products.

Serve customers with creativity and consistency.

Weakness:- Unable to raise the price of the product to

increase profitability. Coca-Cola on the other side has effects on

the teeth .

Opportunities:- Brand recognition is significant factor. Bottling strategy also gives them the

opportunity to serve a large geographic, diverse area.

Threats:- Carbonated soft drink is not very

substantial. Substitutes available puts pressure include

tea, coffee, juices, milk and hot coffee.

• Respond to change in changing attitudes and demand of their consumers or face losing market share.

Marketing Objectives All objectives should be SMARTSelecting Target Market

Positioning

Branding

Packaging

Price

REGIONS

• North America• Latin America• Europe• Middle East• Africa• Asia• South Pacific

Chain of Slogan’s2000 - Coca-Cola Enjoy1993 - Always Coca-Cola1990 - Can't Beat the Real Thing1989 - Can't Beat the Feeling1976 - Coke Adds Life1971 - I'd Like to Buy the World a Coke1963 - Things Go Better with Coke1959 - Be Really Refreshed1944 - Global High Sign1942 - It's the Real Thing1936 - It's the Refreshing Thing To Do1929 - The Pause That Refreshes

BRANDS