INTRODUCTION

Coca-Cola was founded in May 1886 by Dr. John Pemberton

Coca-Cola was first sold to the public in Atlanta at Jacob’s Pharmacy

Only 9 servings of the soft drink were sold each day

Sales for the first year were only $50

In 1888 Asa Griggs Candler bought the company and sales increased over 4000%

Coke or Cocaine?

Until 1905, the drink was marketed as a tonic containing cocaine

This stopped the advertisement of Coca-Cola as being a cure for headaches and other illnesses

Coca-Cola Bottles

1894 was the first time Coca-Cola was bottled

1894- early 1900s 1905-1916 1915- today

An 1890s advertisement showing model Hilda Clark in formal 19th century attire. The ad is titled Drink Coca-Cola 5¢.

•In1931,Haddon Sundblom created a new Santa for Coca-Cola. •His life-size Santas in white fur-trimmed and red suits are now the American Santa Claus. •It is combined with both on American traditional cultural icon and the impressed promotion of product, which strengthens the clear image to buyers.

•Coca-Cola is the functional cultural icon

Coca-Cola Advertising

The first TV ad was produced on Thanksgiving Day, 1950.

In the 60’s, Coca-Cola’s advertising agency started experimenting with color advertising.

The decade ended with one of the most popular ads ever created, the “Hilltop” Commercial, featuring the song “I’d like to buy the World a Coke.”

In 1993, Coke made a dramatic shift in advertising by introducing the “Always Coca-Cola” campaign which involved computer animation.

The “Northern Lights” commercial introduced one of Coke’s most popular symbols, the animated polar bear.

Playing with polar bears

International Approaches at the Millennium

The new slogan in 2000, “Coca-Cola. Enjoy,” made a global appeal by persuading people world wide that Coke adds magic to special moments.

“First Experience” is a commercial relating a boy’s anticipation of what a Coke will taste like by comparing it to a kiss.

In the Olden Days

• Coca-Cola sold only 25 bottles in the first year

• Nowadays, they sell over one billion bottles per day

• A single share in Coke that was bought in 1919 would be worth $92,500 in 1997

• 1919 is when the Coca-Cola went public

Today

300 Brands - 200 Nations

Distribution Strategy

Competitive Positioning 

Market Condition

10% Others

60% Coca Cola

30% Pepsi

Sponsorships

• Art of Harmony

•Boys and Girls Club of America

• Children’s Miracle Network

• FIFA

• NASCAR

• Olympics

• Special Olympics

• Tiger Woods Foundation

Promotions

• Diet Coke Movie Mania Give away

-win a trip to the Sundance Film Festival

• American Music Awards

What’s New

Rumors

Coca-Cola contains material making it unsuitable for vegetarians and Muslims.

Some products of the Coca-Cola Company contain alcohol.

Slogans

•1963 “Things Go Better With Coke.”

•1970 “It’s the Real Thing”

•1975 “Look Up America”

•1979 “Have a Coke and a Smile”

•1982 “Coke Is It!”

•1987 “You Can’t Beat the Real Thing”

•1993 “Always Coca-Cola”

•2000 “Thanda matlab Coca-Cola”

•2010 “Jo ho jaye Coca -Cola Enjoy”

The Other Side of Coke• There are 27

different varieties of coke made by Coca-Cola

• First bottle of Coke was sold 120 years ago on May 8, 1886 in Atlanta, Georgia.

• Some of the other brands under the Coca-Cola Company are:– Sprite– Barq’s Root beer– Dasani– Dr. Pepper– Fresca– Hi-C– Minute Maid

Marketing WorldwideMarketing Worldwide

• In 1998 Coke international created its first ad for the celebration of the Muslim holiday of Ramadan. It was run in 20 countries worldwide.

• Coke is a Kosher drink, so it is sold internationally.

This coke can is written in Hebrew

Coca-Cola Recognition

• Coca-Cola is recognized by 94% of the world’s population

• Approximately 10,450 Coca-Cola brand drinks are consumed around the world each second of every day

Funky Facts

• You can put a penny in Coke and it will dissolve

• The sales of Coke in the first year was $50, and the expenses were $70

Coke in Space

• In July 1985, Coke was the first soft drink to be enjoyed in outer space on the space shuttle Challenger

• A special space can was developed