“Painting the Town Red”Coca-Cola

Heather MunroNortheastern University

20 October 2012

Saturday, October 20, 2012

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”.

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• Leadership

• Collaboration

• Integrity

• Accountability

• Passion

• Diversity

• Quality

Asa Candler

John Pemberton

Robert Woodruff

Values

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Who are they?

Coca-Cola is a global conglomerate that functions efficiently in five operating groups:

North AmericaLatin America

EuropeEurasia & Africa

Pacific

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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

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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

Socially Connected• 52.9 million “Likes”

• 2.1 million talking about Coca-Cola

• #1 brand to follow (AdWeek)

Facebook

Apps

Twitter

YouTube

• @cocacola: 621k followers

• @cocacolaco: 47k followers

• @worldofcocacola: 26k followers

• @docpermberton 93k followers

Top Sites

• 75 on iTunes

• 16 on Google Play Store

• 106,937,945 Video Views

• 82,682 Subscribers

19 October 2012Saturday, October 20, 2012

In Print...Interactive & Innovative Print Ads:

Amplify Coca-Cola FM (Brazil) by rolling up magazine to make iPhone speakers

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Coca-Cola on TV & Radio

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Coca-Cola Around the World

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In the Movies...

1933King Kong

1st Appearance in the movies

1982Coca-Cola buys Columbia Pictures

1989Diet Coke’s1st Appearance in movie

When Harry Met Sally

1992Sprite’s 1st Appearance in movie

Simple Menhttp://mashable.com/2012/05/12/coca-cola-movies/

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Products & Packaging

2008 & 2012Olympic Games

One of the longest sponsors of

the Olympic Games

Russia

Great Britain

USA

Over 3,500 products

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Live Positively

Coca-Cola is a “global company that produces locally, sells locally, and

markets locally.”

-Muhtar Kent CEO

Coca-Cola Company

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“Get Involved”www.livepositively.com

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Sustainability Coca-Cola uses environmental causes and sustainability efforts to highlight their

commitment to corporate social responsibility and foster brand loyalty with consumers.

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Coca-Cola’s “Plant Bottle” Initiative

May 2009Introduced the “Plant Bottle”

August 2010“Plant Bottle” won Greener Package Sustainability Award

April 2011Dasani & Odwalla packaged in “Plant Bottle”

December 2011Coca-Cola announces“Plant Bottle” Partnerships

June 2012

Ford, Heinz, Nike, P&G commit to the “Plant Bottle” Partnership with Coca-Cola

“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.”

http://www.thecoca-colacompany.com/dynamic/press_center/2012/09/partnership.html

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Soda WarsCoca-Cola vs. Pepsi Co.

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Pepsi vs Coca-Cola

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Coca-Cola Facts• Listing Date on NYSE-

January 26, 1950

• Trading at $37.84

• Volume: 19,867,589

• 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 (Solis, 2012)http://www.forbes.com/companies/coca-cola/

(10/19/12)

(10/19/12)

Saturday, October 20, 2012

References

New york stock exchange. (2012, October 19). Retrieved from http://www.nyse.com/about/listed/ko.html

Coca-cola on the forbes list. (2012, April). Retrieved from http://www.forbes.com/companies/coca-cola/

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

Growth, leadership, & sustainability. (n.d.). Retrieved from http://www.thecoca-colacompany.com/ourcompany/index.html

Coca-cola. (n.d.). Retrieved from http://www.coca-cola.com/en/index.html

Coca-cola live positively. (n.d.). Retrieved from http://livepositively.com/en_us/home/?wt.mc_id=CCSLP/

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/

Solis, B. (2012). The end of business as usual. (1 ed.). Hoboken, New Jersey: John Wiley & Sons, Inc.

Saturday, October 20, 2012