A Coca-Cola Case Study

1. “Painting the Town Red”
Coca-Cola
Heather Munro
Northeastern University
20 October 2012
Saturday, October 20, 2012

2. Mission & Vision
• Mission: “The Coca-Cola Company...strive[s] to refresh the
world, inspire moments of optimism and happiness, create value and make
a difference.”
• Vision
• People: Encourage and inspire employees to be their best.
• Portfolio: Supply people, globally, with top notch beverages.
• Partners: Create and foster relationships with consumers and suppliers.
• Planet: Practice Corporate Social Responsibility and “Get Involved”.
• Profit: “Maximize long-term return to shareowners while being mindful of...
[their] overall responsibilities.”
• Productivity: Be efficient and“highly effective”.
Saturday, October 20, 2012

3. Values Asa Candler
• Leadership
• Passion
• Collaboration
• Diversity John Pemberton
• Integrity
• Quality
• Accountability
Robert Woodruff
Saturday, October 20, 2012

4. Who are they?
Coca-Cola is a global conglomerate that
functions efficiently in five operating groups:
North America
Latin America
Europe
Eurasia & Africa
Pacific
Saturday, October 20, 2012

5. The Brand
• World’s 3rd most powerful brand
• Top Priority: Consumer Happiness
• Utilizes social networking sites to engage
and interact globally with consumers of all ages.
• Has “Connected Consumers”
• Encourages consumers to share their Coca-Cola stories and
traditions across Facebook, Twitter, and YouTube sites. The
brand also sponsors video contests like the 2012 Coca-Cola:
Cannes Video Contest
Saturday, October 20, 2012

6. Business Model
• Coca-Cola and the “4A’s of Social Consumerism”
• They “shape experiences, trigger action, create
stakeholders, and inspire trust” through Action,
Advisory, Affinity, Advocacy
• Focus: Customer-Centricity
• Adaptive, Innovative, Co-Creative, Culturally Supportive
• Foster consumer relationships and loyalty through
B2C interaction and sharing, thus, keeping
“connected consumers” engaged.
(Solis, 2012)
Saturday, October 20, 2012

7. it es
pS
To
Socially Connected
Facebook Twitter
• 52.9 million “Likes” • @cocacola: 621k followers
• 2.1 million talking about Coca-Cola • @cocacolaco: 47k followers
• #1 brand to follow (AdWeek) • @worldofcocacola: 26k followers
Apps YouTube
• @docpermberton 93k followers
• 75 on iTunes • 106,937,945 Video Views
• 16 on Google Play Store • 82,682 Subscribers
19 October 2012
Saturday, October 20, 2012

8. In Print...
Interactive & Innovative
Print Ads:
Amplify Coca-Cola FM
(Brazil) by rolling up
magazine to make iPhone
speakers
Saturday, October 20, 2012

9. Coca-Cola
on TV & Radio
Saturday, October 20, 2012

10. Coca-Cola
Around the World
Saturday, October 20, 2012

11. In the Movies...
1933
King Kong
1st Appearance in the movies
1982
Coca-Cola buys
Columbia Pictures
1989
Diet Coke’s1st Appearance in movie
When Harry Met Sally
1992
Sprite’s 1st Appearance in movie
http://mashable.com/2012/05/12/coca-cola-movies/ Simple Men
Saturday, October 20, 2012

12. Products & Packaging
Over 3,500 products
2008 & 2012
Olympic Games Russia
One of the longest
USA
sponsors of
the Olympic Games
Great
Britain
Saturday, October 20, 2012

13. Live Positively
Coca-Cola is a “global
company that produces
locally, sells locally, and
markets locally.”
-Muhtar Kent
CEO
Coca-Cola Company
Saturday, October 20, 2012

14. “Get Involved”
www.livepositively.com
Saturday, October 20, 2012

15. Sustainability
Coca-Cola uses environmental causes and sustainability efforts to highlight their
commitment to corporate social responsibility and foster brand loyalty with consumers.
Saturday, October 20, 2012

16. Coca-Cola’s “Plant Bottle” Initiative
“The supply partnership will help Coca-Cola continue its leadership in bringing renewable,
lower-carbon plastics to the marketplace and move the Company closer to its target of
using PlantBottle™ packaging technology in all of its plastic bottles by 2020.”
May 2009
Introduced the “Plant Bottle”
August 2010
“Plant Bottle” won Greener Package Sustainability Award
April 2011
Dasani & Odwalla packaged in “Plant Bottle”
December 2011
Coca-Cola announces“Plant Bottle” Partnerships
June 2012
Ford, Heinz, Nike, P&G commit to the “Plant Bottle” Partnership with Coca-Cola
http://www.thecoca-colacompany.com/dynamic/press_center/2012/09/partnership.html
Saturday, October 20, 2012

17. Soda Wars
Coca-Cola vs. Pepsi Co.
Saturday, October 20, 2012

18. Pepsi vs Coca-Cola
Saturday, October 20, 2012

19. Coca-Cola Facts
• Listing Date on NYSE-
January 26, 1950
• Trading at $37.84 (10/19/12)
• Volume: 19,867,589 (10/19/12)
• 50% of employees work
outside U.S.
• Collaborative Culture due
to geographic, ethnic, and
gender influences
• Operates as a Multiple
Hub and Spoke model with
“top-down” leadership
http://www.forbes.com/companies/coca-cola/ (Solis, 2012)
Saturday, October 20, 2012

20. References
Solis, B. (2012). The end of business as usual. (1 ed.). Hoboken, New Jersey: John Wiley & Sons, Inc.
Coca-cola. (2012, October 19). Retrieved from https://www.facebook.com/cocacola?ref=ts&fref=ts
Coca-Cola. (2012, October). [Web log message]. Retrieved from http://coca-colaconversations.com/
Coca-cola. (n.d.). Retrieved from http://www.coca-cola.com/en/index.html
Coca-cola on the forbes list. (2012, April). Retrieved from http://www.forbes.com/companies/coca-cola/
Coca-cola live positively. (n.d.). Retrieved from http://livepositively.com/en_us/home/?wt.mc_id=CCSLP/
Growth, leadership, & sustainability. (n.d.). Retrieved from http://www.thecoca-colacompany.com/
ourcompany/index.html
New york stock exchange. (2012, October 19). Retrieved from http://www.nyse.com/about/listed/
ko.html
Mission, vision, & values. (2012). Retrieved from http://www.thecoca-colacompany.com/ourcompany/
mission_vision_values.html
Sustainability. (2012). Retrieved from http://www.thecoca-colacompany.com/citizenship/index.html
Sustainable packaging. (2012). Retrieved from http://www.thecoca-colacompany.com/citizenship/
packaging.html
Saturday, October 20, 2012