Coca-cola - Global Systems Flashcards
One brand strategy
Marketing strategy bringing all four products under one brand (coke, diet, zero, life)
10 TV ads launched in 2016
Designed to give ‘intimate glimpse’ into experiences people share whilst drinking coke
GIFs and ‘taste the feeling’
Used to boost viral share ability
Widens the range of consumers
How is it inspired by Disney
An example of consistency as they they always talk consistently about the same story
Year it was founded
1892
Headquarters
Atlanta, USA
Countries that use coca cola
All but North Korea and Cuba
Proportion of companies income generated form international cooperations
65%
How many people did Coca-Cola employ globally
86,200 in 2019
Revenue generated yearly
US$40 billion
economic positives
- local bottlers profit from sale, supporting the local economy
- investment in new plants in Asia and North Africa eg $90million R&D in Shanghai
- investment in market drives economic growth - $2billion investment in India since 2011
environmental positive
- initiated sustainable agricultural schemes eg rainwater harvesting system
- replenishes water it uses by funding local projects to protect the watershed
- marketing network to increase awareness of recycling and distribution network
social positive
- employment opportunities direct and indirect
- Coca-Cola foundation awards grants to companies around the world
- training and education programmes eg enable 5 million female entrepreneurs by 2020 (5by20 programme)
social negative
- workers encouraged to abandon union membership
- millions have been spent to counter the links to obesity just so the products will sell
- harsh working conditions at bottling plants
environmental negative
- water pollution
- pesticide residue identified in some Coca-Cola products eg found 30 times the amount considered acceptable by the EU
- exhaustion of local water supplies eg 2010 used more water than around 25% of the worlds population
