Overview Background Products Key Competitors Rankings Sponsorship

1. Alexandra Shibina Moscow 2011

2. Plan
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Overview
Background
Products
Key Competitors
Rankings
Sponsorship

3. Overview
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The world’s largest soft drink
producer
One of America’s global
marketers
Coke’s market share of the
global soft drink business is now
44%
Franchise system
Leading citrus products marker
Has a long record of profitable
growth and financial strength

4. Background
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1886 inventation of Coke
1891 Asa Candler bought
the company for 2300$
1899 Candler sold most US
bottling rights to Benjamin
Thomas and John
Whitehead for 1$

5. Background
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1919 Candler’s family sold the company
for $25 million
1919 went public
Introduction of new slogans
WWII period
1960 - bought Minute Maid and
introduced Sprite (1961)
1986 - consolidated the US bottling
operations

6. Products
Soft drinks:
Caffeine-free Coca-Cola
Caffeine-free Diet Coke
Cherry Coke
Coca-Cola Classic
Diet Coke
Sprite
Fanta
Mello Yello
Minute Maid ect.

7. Key Competitors

8. Rankings
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83th in Fortune 1000 Industrial Cos.
9th in Business Week 1000

9. Sponsorship
Sports:
 English Football League from the beginning of the 2004–05 season
(beginning August 2004) to the start of 2010/11 season
 The Coca-Cola Football Camp, otherwise known as a soccer camp,
that took place in Pretoria
South Africa during the 2010 FIFA World Cup
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Other major sponsorships include NASCAR, the NBA, the PGA Tour,
NCAA Championships, the Olympic Games, the NRL, the FIFA
World Cups and the UEFA Euro.
 Television:
 The hit Fox singing-competition series American Idol
 The nightly talk show on PBS, Charlie Rose in the US

10. Sponsorship
Sports:
 English Football League from the beginning of the 2004–05 season
(beginning August 2004) to the start of 2010/11 season
 The Coca-Cola Football Camp, otherwise known as a soccer camp,
that took place in Pretoria
South Africa during the 2010 FIFA World Cup
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Other major sponsorships include NASCAR, the NBA, the PGA Tour,
NCAA Championships, the Olympic Games, the NRL, the FIFA
World Cups and the UEFA Euro.
 Television:
 The hit Fox singing-competition series American Idol
 The nightly talk show on PBS, Charlie Rose in the US