Coca-Cola

Picture of Product

Description of Product

This company produce drinks product which is we call it soft drinks and become the best-known product in the world. Besides that, they are also offer more than 3,500 products including coffees, energy drinks, juice drinks, teas, and waters. But the very popular product is Coca-Cola and also known as Coke.

Profile of Entrepreneur

Name: Dr John Stith Pemberton
Profession: Physician and Chemist
Born: July 8, 1831
Died: August 18, 1888 (aged 57)
Nationality: United Stated
Parents: James Clifford Pemberton and Martha L. Gant
Child: Charles Ney Pemberton

He was the inventor of coca cola which is it means he was the one that create the formula to produce the valuable tonic that would cure headaches, relieve exhaustion and calm nerves. This drink sold five cents per glass on 1886 in Jacob’s Pharmacy in downtown Atlanta.

How the Business Started

One day at year 1886, John Pemberton stirred up fragrant, caramel-colored-liquid and brought it a few doors down to Jacob’s Pharmacy. Then, the mixture combined with carbonated water and sold five cents per glass. Two years later John Pemberton was died and the business was taking over by Asa Griggs Candler. He also was the first president of the company that brought the real vision to the business and the brand.

How the Business Gain Success

After Asa Griggs Candler bought the company, he was naturally businessman turn that invention into business. He start gave free coupon for complimentary first taste of Coca-Cola and advertise Coca-Cola in various way.

The Ups and Downs

Although there were a few competitors and imitators exist in the market, they cannot beat the Coca-Cola as cola drinks in United States. But there is one, Pepsi being the toughest competitors by offering double its cola and price it same as Coke. Other than that, the relationship with bottlers is not good.

Business Strategies Used

The first ever advertisement for coca cola appears in “Atlanta Journal”. Then, Candler used calendars, clocks, urns, apothecary scale and outside poster to make advertise coca cola brand. He also distribute free coupon to encourage people taste the beverage. He used bottle to make it portable and sold it one dollar a bottle. Woodruff, one of the former presidents introduced Coca-Cola to the Olympic Games and become sponsor of that big competition. Woodruff made a new step by sold that beverage six-pack that made it easier for people to drink it at home or away.

Achievement 

Corporate Responsibility

• ·         World Environment Center's (WEC) Twenty-Fifth Annual Gold Medal for International Corporate Achievement in Sustainable Development

• ·         Argentina's Most Admired Companies Ranking (October 2006)

• ·         2006 Corporate Social Responsibility Award, American Chamber in Shanghai (September 2006)

• ·         Leader in Corporate Social Responsibility, Gerente (September 2006)

• ·         Citizenship efforts, Committee for Economic Development (June 2006)

• ·         Social reporting transparency, Roberts Environmental Center (January 2006)

• ·         Corporate Social Responsibility Award, National Puerto Rican Coalition (2005)

• ·         China's Best Corporate Citizen Conduct Award, 21st Century Business Herald (December 2005)

• ·         Best Corporate Citizen, China Ministry of Civil Affairs (November 2005)

• ·         Guangming Corporate Social Responsibility Award for Multinationals, Guangming Daily (September 2005)

• ·         Model Corporate Citizen, China Charity Federation and China Trade News (September 2005)

• ·         Thai Pure Drinks awarded Royal Garuda in recognition of corporate citizenship efforts and important role in Thai society

• ·         Coca-Cola Amatil received AA rating in social responsibility (RepuTex index, 2003)

• ·         Golden Peacock Award for Global Excellence in Corporate Governance, by the World Council for Corporate Governance (India, 2002)

• ·         "The Service to Peace through Corporate Responsibility Award" from the Pacem in Terris (Peace on Earth) Institute in recognition of the company's long-term commitment and large-scale initiatives in the economic and community development of Africa

Marketplace

• ·         Name and Praise press conference for commitments on marketing to children, Markos Kyprianou, EU Commissioner for Health (November 2006)

• ·         Britain's Most Valuable Grocery Brand, Coca-Cola, AC Nielsen (October 2006)

• ·         Top 10 Socially Responsible Brands, Coca-Cola, Alloy Media + Marketing (ranked by U.S. college students) (June 2006)

• ·         International Supplier of the Year, Wal-Mart (May 2006)

• ·         Award of Recognition, Coca-Cola Vietnam Pushcart Program, Ho Chi Minh City Women's Union (2005)

• ·         Silver Mercury Prize for Best Socially Oriented Marketing Program, Coca-Cola Russia Class League Ole' Coca-Cola program (2005)

• ·         Golden Dragon Prize for contributions to the development of Vietnam's economy, Coca-Cola Vietnam, Vietnam Economic Times (2004)

• ·         World’s Most Socially Responsible Company, according to 20-country consumer survey by the Chilean branch of Market & Opinion Research International (MORI)

• ·         Wal-Mart Grocery Suppliers of the Year awarded to teams in Brazil and North America (2003)

• ·         Coca-Cola Most Admired Brand in South Africa, Sunday Times-Markinor Top Brands Survey (2002)

• ·         Minute Maid received Wal-Mart's prestigious Supplier of the Year Award in the dairy category; the Company's Wal-Mart Team was named Supplier of the Quarter in the food category (2002)

• ·         Mexican Grocer's Association Award, Mexican Grocers Association (2002)

Brands

• ·         Campaign of the Year, Coca-Cola light, Cable and Satellite Broadcasting Association of Asia Awards

• ·         2006 Can of the Year, Coca-Cola Blak, The Canmaker Summit (October 2006)

• ·         Product of the Year, Non-Alcoholic Beverages Category, Coca-Cola Zero, Lebensmittel Praxis (Germany) (October 2006)

• ·         Brand of the Year, Kropla Beskidu, Media & Marketing magazine (Poland) (October 2006)

• ·         Most Powerful Brand, Leading Brand, Coca-Cola, P&M and Gerente magazines (September 2006

• ·         Most Trusted Brands, Coca-Cola, Reader's Digest in India (September 2006)

• ·         Ireland's No. 1 retail brand, Coca-Cola, Checkout magazine study (August 2006)

• ·         BusinessWeek/ Interbrand Global Brand Rankings (#1 six years running), Coca-Cola (July 2006)

• ·         Best Brand Poll (#3), Coca-Cola, Harris Interactive (June 2006)

• ·         Top 10 Socially Responsible Brands, Coca-Cola, Alloy Media + Marketing (ranked by U.S. college students) (June 2006)

• ·         Best in Show, Heaven and Earth Revita White Tea 300-ml packaging design, 11th annual Beverage Package Design Awards

• ·         Best Product of the Year in soft drinks and water categories, Coca-Cola and BonAqua, National Trade Association of Russia (2005)

• ·         Silver Award in packaging category, Kiwi Blue Pure Spring Water, 2005 Summit Creative Awards (Portland, Oregon)

• ·         Most Trusted Soft Drink, Schweppes; Second Most Trusted Soft Drink, Coca-Cola; New Zealand (Readers Digest survey, 2005)

• ·         New Zealand's favorite carbonated soft-drink brand, Coca-Cola, Consumer's Choice Awards for top selling supermarket brands, ACNielson (2005)

• ·         Favorite Sports Drink POWERADE Mountain Blast, People's Choice Awards, Foodtown magazine (March 2005)

Marketing

• ·         Top Honors, Film Category, Coke Side of Life campaign "Happiness Factory" ad, 20th annual Epica Awards (December 2006)

• ·         No. 3, Top 10 Ads, Coke Side of Life campaign "Happiness Factory" ad, Creativity magazine (December 2006)

• ·         Bronze Lion Award, Coke Side of Life "What Goes Around" ad, Cannes Lions International Advertising Festival (December 2006)

• ·         No. 2 viral video, Diet Coke and Mentos online ad, Advertising Age (December 2006)

• ·         Coke.com named Best Website, British Interactive Marketing Association (November 2006)

• ·         Advertiser Seal of Approval, Parents Television Council (October 2006)

• ·         Top Honors, Ramadan-themed print ad, Advertising Association of Ghana's (AAG) annual Gong-Gong Awards Program for Creative Excellence (October 2006)

• ·         "Advertiser Planning" Honor, Coca-Cola Japan "Refreshing Person to Person, Coca-Cola" corporate advertisement series, 26th "Newspaper Advertising Awards, (September 2006)

• ·         Best Breakthrough Advertising, Malaysia World Cup Campaign, Asia Interactive Awards (September 2006)

• ·         Most Responsible Advertisers (#8), The Parents Television Council (PTC) (August 2006)

• ·         Finalist, Best Breakthrough Website, Qoo, Asia Interactive Awards (August 2006)

• ·         Star Choice Award, Coca-Cola Zero

• ·         Gold Award for Best Cinematography, Best Production Design and Best Costume Design, and Bronze Award for Best TV Commercial, Coca-Cola Ramadan television commercial ("One Promise"), 10th Malaysian Video Awards (December 2005)

• ·         Best Advertiser in Iberoamerica (El Ojo de Iberoamérica Advertising Award), The Coca-Cola Company (2005)

How Coca-Cola Got Its Name

Pemberton and his bookkeeper, Frank M. Robinson named that beverage as Coca-Cola because of them thought that “the two Cs would look well in advertising”. The way of write Coca-Cola also inspired by Frank and it still being used until now.

Unique Features about the Product

What makes Coca-Cola different with other beverage is the bottle and the logo that used since the product was debut.

Key Success Factors

The first key is strong global presence. Coca-Cola markets their product to more than 200 countries worldwide nowadays. The second key is marketing. They were one of the first companies to offer a gimmick with their product by presenting their signature drink as a delicious and refreshing formula. The third key is innovation. In order to keep up after falling profits three years straight, they move from a single core product to a total beverage company.