to be, it's up to me
- Passion: Committed in heart and mind
- Diversity: As inclusive as our brands
- Quality: What we do, we do well
(3) History
OF A REFRESHING IDEA>
The product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Dr. John Stith Pemberton, a local pharmacist, produced the syrup for Coca-Cola?, and carried a jug of th
history ofCocaCola
1866. 5. 8 In Atlanta
it wasinvented by John Pemberton
Originofinvention
While searching for a medicine to mitigate
headache, he produced the syrup which
taste distinctive flavor.
He mix this composing solution with soda
and this new product ,it was sampled. Place
it on the his Pharmacy. it pronounced
"excellent" and placed on sale
Diversification of distri
to do, more accurate and close tothe reality ofthe market.
Strategic management basically raises three questions: Where am I? (and by I, I am referring tothe company or the executive in charge ofthe strategy), Where do I want to go (or be)? and How do I get there?
We have decided to apply these questions to a very famous company, Coca-colaand this, for two main reasons. The first o
the name and penned the now famous trademark
"Coca-Cola"
1888
Gradually sold portions of his business to various partners andto businessman
Asa G. Candler
1891
Asa Candler achieves sole ownership ofthe comany, at a total cost $2,300.
1892
Mr. Candler formed a Georgia corporation named TheCoca-Cola Company.
1893
The trademark "Coca-Cola," used since 1886, was registered inthe U
was shocked. Then I started to yell and scream and run up and down.
I couldn't have been more surprised if someone had told me that I was gay.
Changing Coke is like God making the grass purple or putting toes on our ears or teeth on our knees.
When they took Old Coke off the market, they violated my freedom of choice.
There are only two things in my life: God andCoca-Cola. Now y
CocaCola is currently focusing on 10-20s female customers for launching their innovative advertisement. With the fresh image of “water with vitamin,” it became a symbol of modern and healthy oriented life. They had efficiently used story telling marketing method, use publicity and did personal selling in streets at Kangnam station and Garosu-Gill which made people to be well aware about its
share Market share Market share
Coca-cola 24.2% 23.9% 21.7%
Pepsi-cola 17.4% 17.9% 18.8%
Pepsi-cola is chasing theCoca-colain overall beverage market share.
But, so far, coca-cola adheres to superiority position than Pepsi-cola
Main factor of Market share growth about Pepsi-cola is different beverages besides cola.
That is, incola area, Coca-cola is best.
After failing of new coke in 1985 they divided
various consumer's needs intothe 4 types.
Target audience profile
Main target is “Young people”
; age 15~24
Favoring the original.
Being sensitive to
weight-control.
wanting to stimulus and
abundant flavor.
Placing their value to health.
Coca-Cola is popular a
Coca‐Cola is close to ‘joyful’ and Pepsi is close to ’young and fresh’. Cola is not suit to ‘brilliant’,’soft’”(from Web Zine TQB 2004. 8. 31 ‘Brand Personality’) According to Polar Bear, Santa‐Claus and recent CF, personality ofCoca‐Cola is very close to family‐oriented Joy. Especially the Cokeplay service (CokePlay.com) which is started in few year
to create profiles, list their Friends and surf the Friends lists
Promoted itself as a tool to help people connect
Service closed in 2000
Reason for failure?
2003 - MySpace
Former Friendster users shifted to MySpace
more open in member acceptance
took the form of blogging site
often used for promotion of culture events especially for Indie-bands
Wasthe most visited website in