可口可乐广告模板课件.pptx

1、 Members:Wendy Rita Members:Wendy Rita Qi Felicia Qi Felicia 2 Part A:Describe 1.introduction2.Mission,Vision&Values3.Organizational chart3u Coca-Cola first appeared in the city of Atlanta,in May 1886 by Dr.John Pemberton,has been 124 years old.u Coca-Cola was first sold to the public in Atlanta at

2、Jacobs Pharmacy.Only 9 servings of the soft drink were sold each day.Sales for the first year were only$50 u In 1888 Asa Griggs Candler bought the company and sales increased over 4000%.u Now,Coca-Cola Company is the worlds largest beverage company and selling soft drinks market leaders and pioneers

3、,through the worlds largest beverage distribution system,selling the world more than 200 countries and regions amounted to one billion cups consumed per day,accounting for 48%of the world soft drink market,its brand value over 700 billion U.S.dollars,is the worlds first brand.Mission uTo refresh the

4、 world.uTo inspire moments of optimism and happiness.uTo create value and make a difference.Vision uPortfolio:Bring to the world a portfolio of quality beverage brands that anticipate and satisfy peoples desires and needs.uPartners:Nurture a winning network of customers and suppliers,together we cre

5、ate mutual,enduring value.uPlanet:Be a responsible citizen that makes a difference by helping build and support sustainable communities.uProfit:Maximize long-term return to shareowners while being mindful of our overall responsibilities.uProductivity:Be a highly effective,lean and fast-moving organi

6、zation.67uLeadership:The courage to shape a better futureuCollaboration:Leverage collective geniusuIntegrity:Be realuAccountability:If it is to be,its up to meuPassion:Committed in heart and mind uDiversity:As inclusive as our brandsuQuality:What we do,we do well89 Alexander B.Cummings Chief Adminis

7、trative Officer Executive Vice President Steve Cahillane President and Chief Executive Officer,Coca-Cola Refreshments USA Wendy Clark Senior Vice President,Integrated Marketing Communications and Capabilities Sandy Douglas President,Coca-Cola North America Irial Finan President,Bottling InvestmentsE

8、xecutive Vice President Rick Frazier Vice President,Supply Chain10Part B:DiagnoseSales revenueprofits02,000,0004,000,0006,000,0008,000,00010,000,00012,000,00014,000,00016,000,00018,000,00020,000,00022,000,000201920192019Coca-Cola Company Income Coca-Cola Company Income StatementsStatementsYear$Net I

9、ncomeGross ProfityearyearProfitsProfits(millions)(millions)20192019487248722019201950805080201920195981598120192019580758072009200968246824yearyearSales revenueSales revenue(millions)(millions)201920192310423104201920192408824088201920192885728857201920193194431944200920093099030990 Part C:Prescribe

10、 1.Ptoduct(with competitors)2.High-incomes marketu In 1886,Coca-Cola brought refreshment to patrons of a small Atlanta pharmacy.Now well into its second century,the Companays goal is to provide magic every time someone drinks one of its more than 500 brands.Coca-Cola has fans from Boston to Budapest

11、 to Bahrain,drinking brands such as Ambasa,Vegitabeta and Frescolita.In the remotest comers of the globe,you can still find Coca-Cola.u Coca-Cola is committed to local markets,paying attention to what people from different cultures and backgrounds like to drink,and where and how they want to drink i

12、t.With its bottling partners,the Company reaches out to the local communities it serves,believing that Coca-Cola exists to benefit and refresh everyone it touches.u From the early beginnings when just nine drinks a day were served,Coca-Cola has grown to the worlds most ubiquitous brand,with more tha

13、n 1.7 billion beverage servings sold each day.When people choose to reach for one of The Coca-Cola Company brands,the Company wants that choice to be exciting and satisfying,every single time.17PepsiCo:beverage industry tea market-Lipton coffee product-Starbucks Other product:snack(can adapt differe

14、nt countries)Cadbury Schweppes PLC worlds largest confectionery company a strong regional beverage presence in the American and Australia1819 beverageu Energy Drinksu Soft Drinksu juices and juice drinksu Tea and Coffeesu Sports drinksu Wateru OtherThe main socio-economic classes and age groupsThe m

15、ain socio-economic classes and age groups21-21-34 34 yearyears s35-35-49 49 yearyears s50+50+yearsyearsqAgeMiddlMiddle eLowLowqSocio-economic classResults take into account the behavior and attitudes of low income consumers413623HighHighHigh income bargain huntersHigh income bargain huntersTend to s

16、pend more(16%)than the average spend on groceriesHow do they behave?Monthly spendShopping around for the best dealsStocking-up when they find attractive promotionsGoing to a grocery store they hear is offering good specialsShopping in more stores recentlyWhat do they value?Typically high income cons

17、umerAverage age and household sizeRely more on modern format stores Tend to prefer hypermarkets and avoid shopping on discountersShopping behaviorFormatWhat do they not value?Paying more for the convenience of shopping closer homeTend to have higher loyalty than average(So Paulo is the exception)Referance all from th case at P46 or from the internetReferance all from th case at P46 or from the internet Always Coca Cola Always Dreams go go go！