History & Origin . . . . . . . . . . . . . . . . . . . 3

Early Evolution . . . . . . . . . . . . . . . . . . . 5

Modern Business . . . . . . . . . . . . . . . . . 11

Global Expansion . . . . . . . . . . . . . . . . 17

Company Structure . . . . . . . . . . . . . . 18

Recent Developments . . . . . . . . . . . . 19

Company DNA . . . . . . . . . . . . . . . . . . 25

Summary . . . . . . . . . . . . . . . . . . . . . . . 26

Social Media Accounts . . . . . . . . . . . 27

2

By 1886, druggist and part-owner of nine different pharmaceutical

firms, John Styth Pemberton failed repeatedly in his quest to

develop a patent medicine

One attempt was to concoct a non-alcoholic version of the best-

selling French Wine of Coca

Of which alcohol and cocaine were the main ingredients

Pemberton dropped the mood-depressing alcohol and replaced it

with an extract of African kola nut

Pemberton, partner Frank M. Robinson and drug store owner Dr

Joseph Jacobs tasted the first-ever glasses on May 8, 1886

The taste test was a success. And the name?

Robinson called the new beverage Coca-Cola

It sold moderately well in drugstores and soda fountains of Atlanta

3

4

Pemberton decided to sell two thirds of his share to Robinson

For $283.24

Then came Atlanta drug store owner and patent medicine

manufacturer Asa Griggs Candler

Who became the new driving force of the partnership

Who knew that the patent medicine days were over

He bought Pemberton’s remaining stake for $550

Dropped the drink’s medicinal claims and rebranded Coca-Cola as

a simple but highly refreshing drink

It’s an insight that remains alive and well right up to the present

day

For Coca-Cola, Candler’s sales drive was two-pronged:

Make it available to as many customers as possible

Make it available where customers bought its competitors

He hired cotton buyers as new additions to the sales force

And sent them everywhere – they knew the country

And despite press campaigns against the evils of cocaine, by1891

syrup sales had rocketed to nearly 20,000 gallons

And doubled a year later

By 1902, Atlanta’s Coke was selling in far away New England

As a first step in regionalised syrup production, Chicago got its own

syrup factory

Within 10 years, supported by a 25% turnover ad spend, Coca-Cola

was America’s single most advertised and best-known product

But with growth came distribution problems

5

Sure you could sell the syrup. But you couldn’t sell the drink

Because the bottles you put it in were prone to explode

Entrepreneur Joseph Biedenharn stepped in, sending Candler the

first ever two dozen cases of a new-style bottled Coke

Candler was hesitant but Biedenharn’s logic won the day:

Taking the drink to the people was simpler than taking the people

to the drink

By 1899, lawyers Benjamin Thomas and James Whitehead pushed

Candler on the potential of nationwide bottling

And bought the US Coke bottling franchise . For one dollar

By1917, Whitehead, short of capital, sold half of his share for

$5,000

The sale literally created whole dynasties of bottling families

It divided the country by sub-licensing franchises to hundreds of

people who did have the capital 6

And it granted exclusive territories in perpetuity

Which made Coca-Cola omnipresent in the U.S. and created a

bottling network that persisted for most of company history

The franchises both made a lot of people wealthy

And gave Coca-Cola a breadth and depth of national distribution

undreamed of by other soft drink companies

With the final removal of cocaine, Coke was poised to become what

it still is: a drink

A fact which foreshadowed and inspired its advertising

By 1908, Good to the Last Drop became Coca-Cola’s new slogan

For 10 years, Coke sailed on smooth waters, but change was coming

In 1919, the Candler family sold out to Atlanta financier Ernest

Woodruff

Who, new to the business and finding it problematic, soon passed

the baton to his son, Robert W. Woodruff 7

Who set about fixing the problems he found

He decentralized his sales team

Creating a team of ‘retail sales experts’ as opposed to syrup pushers

He turned his attention to the bottlers too

Who must do better for Coke than they did for its competitors

Woodruff provided the tools for the job

Coke now had its first modern CEO

1929: the year of that Coke icon, the top loading cooler

Which meant cold Cokes for everyone, everywhere

Bottle sales promptly exceeded fountain sales, as more retailers

flocked back to Coke

Further expansion came in the form of a syrup concentrate

Overseas bottlers could now add their own sugar, water and CO2

By 1930, 60 bottlers in 28 countries serviced sales in 76 countries

8

9

Double the 1926 figures

But there was a cloud on the horizon. And its name was: Pepsi

As Pepsi appeared, one of Coke’s founding fathers disappeared:

Archie Lee

Lee had been the master-advertiser from the start

But with his passing, the first half of the 1950s saw the company’s

famous advertising confidence begin to lose its way

Advertising was handed over to the ad agency giant, McCann

Erikson

Whose executives convinced the company that they had to get into

the trenches and fight the upstart of Pepsi’s head on

The single brand strategy, for example, was past its sell-by date

It was time for Coca-Cola to make changes and to adapt to modern

times: to extend and to acquire

MINUTE MAID

In 1960, Coca-Cola purchased Minute Maid Company, which

launched it as a true beverage company.

Opening up a new market share for the company, with orange juice

marketed as an alternative drink to Coke

SPRITE

In 1961, Sprite was launched to compete with Seven-Up

The new brand accounted for full 1/6 of the total industry volume

TAB & FANTA

In 1963, Tab was launched as a private label to compete within the

diet cola category

Fanta was added, which further broadened the brand’s portfolio

11

DUNCAN FOODS

In 1964, Duncan Foods was purchased and jumpstarted the

expansion of the company into the tea and coffee categories

FRESCA

In 1966, Coca-Cola launched Fresca, a calorie-free, grapefruit-

flavored soft drink targeting the adult palate

NON-RETURNABLE BOTTLES/CANS

As bottle returning gained popularity in the early 1960s, Coca-Cola

joined the bandwagon

But by the end of the decade, 40% of the industry’s products came

in one-way containers

12

MODERN ADVERTISING

Coca-Cola’s advertising had also found its feet again, echoing the

early confidence and concision of Archie Lee

A new campaign direction prompted the biggest brand overhaul in

history (Project Arden)

SYRUP CONCENTRATE

The increasing size and geographic reach of the major retailers,

who exceeded the bottler territories, posed difficulties for Coke

After much bottler aggression, a deal was struck

After a price hike of 24%, the bottlers could buy concentrate which

would thereafter go up in price in line with the Consumer Price

Index, instead of when Coke felt like it

It was a move that would scar the company.

13

COLUMBIA PICTURES

In 1982, Columbia Pictures Industries was purchased by newly

appointed CEO Goizueta

But actors and actresses were a less tractable proposition than a

bottle of Coke

Five years later, Sony bought 51%. By 1989, Coke was no longer in

entertainment

DIET COKE

Launched on August 9,1982, Diet Coke was a sparkling success,

the world’s number 2 selling carbonated drink, next to Coca-Cola.

Diet Coke expanded further with the birth of Caffeine-Free Diet

Coke in 1983, Cherry Coke in 1985 and Diet Cherry Coke in 1986

New Coke was launched, benefitted Pepsi, and rapidly unlaunched.

14

COCA-COLA CLASSIC

In April 23, 1985, Coca-Cola Classic was back on the market

COCA-COLA ENTERPRISES

Goizueta regained control of the American bottling network

He bought the Coca-Cola Bottling Company of New York for $215M

Associated Coca-Cola Bottling Company for $417.5M

And both JTL Corporation and the bottling by Beatrice Foods for

$2.4B

Creating Coca-Cola Enterprises (CCE) which later merged with

Johnston Coca-Cola Bottling Group in 1991

GLOBAL SPONSORSHIPS

Global events such as Olympics and World Cup benefited the brand

greatly 15

1897

First sales to Canada and Mexico

1906

First international bottler established in Panama

1972

Coca-Cola entered the Chinese market

1957

Sierra Leone became the 100th country

Coca-Cola now sold in 200 countries worldwide

The international unit case volume exceeds the unit case volume in

the United States

17

Early-mid 2000s: the company is split into bottling and non-bottling

functions via:

Bottling Investments

Corporate

Corporate Group has 8 regions - Europe, Eurasia & Middle East,

North America, Asia, Latin America and Africa

In 2004, regional division was as follows:

Europe, Eurasia & Middle East – 33% of sales and selling 129

brands

North America – 30% of sales and selling 93 brands

Asia – 21% of sales and selling 184 brands

Latin America – 10% of sales and selling 105 brands

Africa – 5% of sales and selling 86 brands

In 2010, Coca-Cola shifted to a 3-division structure: Coca-Cola

International, Coca-Cola America and Bottling Investments Group 18

2004

Newly appointed CEO, E. Nevile Isdell, brings in a ‘course

correction’

Diet Coke with Lime, Coca-Cola C2, Sprite Icy Mint, Fanta Free,

Fanta Naranja Chamoy and new Minute Maid lines all appear

2005

New regional entities formed with most reporting to the Coca-Cola

International Division

The Coca-Cola Company was now Number One in juice, Number

Two in sports drinks and Number Three in bottled water

The Coke Side Of Life launched in a new digital platform

Partnerships made with the International Olympic Committee and

FIFA

19

2006

Unit volume increases by 4%

367 additions added to the global range

Coca-Cola Zero also becomes available to 19 key markets

2007

The Three Cola Strategy - a focus driving on Coca-Cola, Diet Coke

and Coke Zero - pays dividends with an increase of 4% in case

volume

Coke Zero becomes more successful, available to 55 countries

450 more lines added to beverage portfolio, including Glacéau

On the bottling investments side, the newly owned Philippines set-

up stabilizes the business

20

Bottlers in the German market combined into one unit to ensure

greater consistency of approach

The company begins to take environmental concerns more

seriously with its production of the world’s largest PET bottle

recycling plant

Muhtar Kent becomes CEO

2008

Despite the global economic problems in the second half of 2008,

an extra billion cases are sold

Beverages double sales to 22% within 8 years and deliver nearly

60% of company growth

Glacéau increases Northern American case volume by double-

digits, launching in 5 new markets: Australia, Canada, Great

Britain, Mexico and New Zealand 21

Coke Zero grows with 35% share, hitting 52 new markets

The brand acquires the successful sponsorship of the Beijing

Olympics

Coca-Cola now its own second-largest bottler behind CCE

2009

With over 3,300 products and counting, the brand is the latest to

join the $1billion club

The brand grows double digits in India, Pakistan and Nigeria, three

of the top eight most populated countries on earth

Sparkling beverages increases by only 1%, although Coke up 2%,

Coke Zero up 9%, launched in another 26 countries and Sprite up

6%

Beverages prosper, with water up by 7%, teas 14%, and energy

drinks 35% 22

2010

The company gains control of its North America bottling route to

market, at huge cost, after the sale to CCE of Norwegian and

Swedish bottlers

CEE North American bottling operation becomes an order of

magnitude larger, encompassing 75% of US bottler volume and

almost 100% of Canada’s

The company grows case volume by 5%, adding another billion

cases of shipped product, now up to 25.5 billion cases, and nearly

another $5 billion in top line sales

The rising star of the company is Minute Maid Pulpy, the biggest

driver of a 21% increase in still sales in Eurasia & Africa

23

2011

After a full year of the One Coke model in North America, 4%

growth is reported

Globally, Coca-Cola grows by 3% with Fanta

Sprite does even better at +5%

Another 500 products join the price list, now over 3,500 lines

strong, a three-fold increase compared to the previous decade

A15th brand joins the roster of $1B brands: the juice drink Del Valle

On the sustainability front, the new PlantBottle, made partially

from plants, is licensed for use by Heinz on their iconic ketchup

brand

And also helps Dasani return to significant growth

24

BRAND BUILDING

From iconic advertising to the most liked page on Facebook via the

most effective global events sponsorships and mastery of the

science of impulse purchasing, Coke continues to set standards of

marketing excellence across the brand management spectrum

LOCAL FOCUS

Given the economics of bottling and canning - it’s expensive to

ship something that is 99% water over long distances - the

company always had to have a local focus on the operations side

OPTIMISM

97% of beverages consumed in the world aren’t provided by Coca-

Cola. This continuously feeds Coke’s unquenchable optimism for

what the future holds

25

The Coca-Cola Company is one of the most written-about and best understood packaged goods companies in the world

The mushrooming of the brand portfolio has not led Coke astray or compromised the progress on the Coca-Cola brand itself; Coca-Cola Zero has been one of the brand success stories of the 21st-century

This is now a very different company from the one that thought the market for carbonated beverages had maxed out and they should get into the movie business

Or the one that believed the Pepsi Challenge meant they had to launch New Coke

It is a company that has manoeuvred itself into a very strong position to capture future growth, particularly in emerging markets, while still continuing to build its core

Given the scale of opportunity in emerging markets, Coke is now more dependent on the performance of the US market than it has been for decades

26

Website:

LinkedIn:

Facebook

:

Twitter:

Instagra

m:

Youtube:

Google+:

Tumblr:

Pinterest:

Flickr:

27

www.coca-colacompany.com

www.linkedin.com/company/the-coca-cola-company

www.facebook.com/TheCocaColaCo

www.twitter.com/CokeCCE

www.instagram.com/cocacola

www.youtube.com/user/cocacola

plus.google.com/+TheCoca-ColaCompany/posts

www.coca-cola.tumblr.com/

www.pinterest.com/cocacola/

www.flickr.com/photos/coca-cola/