Coca-Cola

Chelsey Petrey

“There is no limit to what a man can do or where he can go if he doesn’t mind who gets the credit “

Robert Woodruff

Overview• History• Leadership• Sponsorship• Financial Information• Slogans• What’s New• Conclusion

Atlanta Beginnings

• Dr. John Pemberton created Coca-Cola

• Sold at Jacob’s Pharmacy for 5 cents

• Frank Robinson created the name and script logo

• Pemberton sold the business to Asa Candler

Beyond Atlanta

• Incorporate and formula patented

• Joseph Biedenharn bottled Coca-Cola using a common glass bottle called the Hutchinson

• Root Glass Company manufactured the contour bottle in 1916, inspired by the shape of the African cola nut.

Robert Woodruff

• Candler sold Coca-Cola to Ernest Woodruff

• Robert Woodruff assumed leadership

• Advertising• Six- bottle cartons

• Coca-Cola cooler

• Coca-Cola bell glass

• Used Sundblom’s Santa Claus picture

Woodruff Era

• Sprite Boy used to introduced Coca-Cola

• Provided Coke to the military for five cents a bottle during World War II

• First product on the cover of Time Magazine

Woodruff Era

• Expanded into foreign markets with local bottles, trucks, and personnel

• Cans and plastic bottles

• Coke Wave introduced

• Fanta, Sprite, Tab, Mr. Pibb, and Mello Yello introduced

Roberto Goizueta

• Named Chairman and CEO

• Intelligent and Innovative risk taking• Coca-Cola Enterprise,

Inc

• Diet Coke

• New Coke

• Coca-Cola Classic

Douglas Daft

• Introduced Coca-Cola Polar Bears

• Donated 20,000 commercials to the library of Congress

• Introduced Dasani and Vanilla Coke

• Introduced new “Coca-Cola…Real” marketing platform in 2003

Coke Commercial

Sponsorship

• Olympics• Project Hope• Art of Harmony• Tiger Woods Foundation• Coca-Cola Racing

Family• Children’s Miracle

Network• Boys and Girls Club of

America

Annual Income Statement

I ncome Statement Dec 04 Dec 03

Revenue 21,962.00 21,044.00

Cost of Goods Sold 6,745.00 6,912.00

Gross Profit 15,217.00 14,132.00

SG&A Expense 8,626.00 8,061.00

Depreciation & Amortization 893.00 850.00

Operating I ncome 5,698.00 5,221.00

Nonoperating I ncome 696.00 444.00

Nonoperating Expenses 196.00 178.00

I ncome Before Taxes 6,222.00 5,495.00

I ncome Taxes 1,375.00 1,148.00

Net I ncome After Taxes 4,847.00 4,347.00

Continuing Operations 4,847.00 4,347.00

Discontinued Operations 0.00 0.00

Total Operations 4,847.00 4,347.00

Total Net I ncome 4,847.00 4,347.00

Annual Balance SheetBalance Sheet Dec 04 Dec 03

Assets

Current Assets

Cash 6,707.00 3,362.00

Net Receivables 2,171.00 2,091.00

I nventories 1,420.00 1,252.00

Other Current Assets 1,796.00 1,691.00

Total Current Assets 12,094.00 8,396.00

Net Fixed Assets 6,091.00 6,097.00

Other Noncurrent Assets 13,142.00 12,849.00

Total Assets 31,327.00 27,342.00

Liabilities and Shareholders' Equity

Current Liabilities

Accounts Payable 4,283.00 4,058.00

Short-Term Debt 6,021.00 2,906.00

Other Current Liabilities 667.00 922.00

Total Current Liabilities 10,971.00 7,886.00

Long-Term Debt 1,157.00 2,517.00

Other Noncurrent Liabilities 2,814.00 2,512.00

Total Liabilities 15,392.00 13,252.00

Preferred Stock Equity 0.00 0.00

Common Stock Equity 15,935.00 14,090.00

Total Equity 15,935.00 14,090.00

Shareholders' Equity

Stock Chart

Coca-Cola Slogans

• 1886 Drink Coca-Cola• 1913 The Best Beverage Under the Sun• 1929 The Pause that Refreshes• 1937 America’s Favorite Moment• 1945 Passport of Refreshment• 1955 America’s Preferred Taste• 1963 Things Go Better With Coke• 1976 Coke Adds Life• 1984 Just For The Taste of It• 1985 America’s Real Choice• 1993 Always Coca-Cola• 2003 Coca-Cola Real

What’s New

• Introduced a Ginger-flavored version of Sprite in China

• Started testing digital advertisements on its fleet of trucks in Atlanta, Chicago, Denver, Santa Fe, and New England

• Constructed its first plastic recycling plant in Latin America

• Launched DASANI in Ghana, Kenya, and will expand the drink throughout Africa

“Look Up”

• A new TV campaign has been launched in Thailand called “Look Up”

• These Coca-Cola commercials target teens and commemorate teen lifestyle

• They encourage teens to believe in themselves and follow their dreams

Conclusion

• Coca-Cola is one of the most popular beverages in the world

• So many different products give you so many options; therefore, Coca-Cola is bound to please almost everyone

• So, whenever you are thirsty, go ahead a crack open a refreshing can of Coke; you won’t be disappointed

Bibliography

• Annual Financials. (2005). Retrieved March 15, 2005, from http://premium.hoovers.com/subscribe/co/fin/annual.xhtml?ID=10359.

• Bittar, Christine. (2005). “Coke Eyes Lasting Impressions With Impressive Mobile Ads.” Brandweek. New York: January 24, 2005. Vol. 46, Iss. 4; pg. 32, 1 pgs. Retrieved March 8, 2005, from ProQuest database.

• Coke Citizenship. (2002). Retrieved February 10, 2002, from http://www2.coca-cola.com/citizenship index.html

• Coke Insider (2002) Retrieved June 30, 2002, from http://www.accessatlanta.com/ajc/business/coke

Bibliography

• Coca-Cola Heritage. (2002). Retrieved February 9, 2002, from http://heritage.coca-cola/heritage_index.html

• Coca-Cola History and Collecting. (2001). Retrieved December 27, 2001, from http://www2.netdoor.com/~daviddriy/cocacola.html

• Cola Wars. (2002). Retrieved January 29, 2002 from http://www.geocities.com/cocacentury/index.html

Bibliography

• Madden, Normandy and Laurel Wentz. (2005). “Ginger Sprite tested in China.” Advertising Age. January 31, 2005, Vol. 76 Issue 5, p16, 1/6p, 1c. Retrieved March 8, 2005, from EBSCOhost.

• Music and Video Download. (2003). Retrieved February 23, 2003, from http://www.kazaa.com

• News Index. (2003). Retrieved February 22, 2003, from http://www2.coca-cola.com/presscenter/newsindex.html

• Prasad, Gunjan. (2005). “Coke To Sharpen Teen Appeal With 'Look Up' TV Blitz.” Media Asia, 1/28/2005, p4, 1/8p. Retrieved March 16, 2005, from http://chiron.gsu.edu/cgi-bin/homepage.cgi.

• Stock Chart. (2005). Retrieved March 15, 2005, from http://bigcharts.marketwatch.com/quickchart/quickchart.asp?symb=KO&sid=1272&time=

• What’s New (2003). Retrieved February 22, 2003, from http://www2.coca-cola.com/ourcompany/whatsnew.html