[마케팅전략] 코카콜라 마케팅전략(영문)

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2009.05.08 / 2019.12.24
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목차: 1. Introduction
(1) Quick Facts
(2) Mission, Vision & Values
Coca-Cola Mission
Coca-Cola Vision
Coca-Cola Values
(3) History
<BIRTH OF A REFRESHING IDEA>
<THE CANDLER ERA>
Bottling Begins
Protecting a Valuable Name
<A MAN NAMED WOODRUFF>
Refreshment Knows No Boundaries
<A SYMBOL OF FRIENDSHIP>
<MOVING WITH THE TIMES>
Packaging
Products
Advertising
<A GLOBAL BUSINESS>
From Small Beginnings
(4) Coke lore
Coca-Cola? and Santa Claus
Polar Bears -- Advertising Case History

2. Situation analysis
(1) SWOT analysis
(2) Competitor
(3) STP strategy
Segmentation
Targeting and positioning
1. Refreshment Market
2. Non-refreshment Market
3. Health and Nutrition Market
4. Replenishment Market

3. 4Ps
(1) product
(2) Place
Bottling strategy
Combination of outer advertisement and distribution
(3) Price
(4) Promotion

4. Marketing strategy
(1) Sport marketing
Partnership History
Making a Difference
Olympic Solidarity Program
Creating Consumer Experiences
Olympic Museum
“Nutrition for Athletes” Guide
Paralympic Games

(2) Green marketing
Water Stewardship
1.Plant Performance
2.Watershed Protection
3.Community Water Initiatives
4.Global Awareness & Action
Sustainable Packaging & Recycling
1.Package Design
2.Community Recycling
3.Package Material Reuse
Energy Management & Climate Protection
1.Refrigeration Equipment
2.Offices and Bottling Plants
3.Fleet & Transportation
4.Global Awareness and Action

본문내용: 1. Introduction

(1) Quick Facts

• Established: 1886
• Ranking: We own 4 of the world's top 5 nonalcoholic sparkling beverage brands
• Associates: 90,500 worldwide
• Operational Reach: 200+ countries
• Consumer Servings (per day): 1.5 billion
• Beverage Variety: more than 2,800 products

(2) Mission, Vision & Values

▪ Coca-Cola Mission
Our mission declares our purpose as a company. It serves as the standard against which we weigh our actions and decisions. It is the foundation of our Manifesto.

: To refresh the world in body, mind and spirit.
: To inspire moments of optimism through our brands and our actions.
: To create value and make a difference everywhere we engage.

▪ Coca-Cola Vision
Our vision guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable growth.
People: Being a great place to work where people are inspired to be the best they can be.
Portfolio: Bringing to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.
Partners: Nurturing a winning network of customers and suppliers, together we create mutual, enduring value.
Planet: Being a responsible citizen that makes a difference by helping build and support sustainable communities.
Profit: Maximizing long-term return to shareowners while being mindful of our overall responsibilities.

▪ Coca-Cola Values
Our values serve as a compass for our actions and describe how we behave in the world.
- Leadership: The courage to shape a better future
- Collaboration: Leverage collective genius
- Integrity: Be real
- Accountability: If it is 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

<BIRTH 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 the new product down the street to Jacobs' Pharmacy, where it was sampled, pronounced "excellent" and placed on sale for five cents a glass as a soda fountain drink. Carbonated water was teamed with the new syrup to produce a drink that was at once "Delicious and Refreshing," a theme that continues to echo today wherever Coca-Cola is enjoyed.
Thinking that "the two Cs would look well in advertising," Dr. Pemberton's partner and bookkeeper, Frank M. Robinson, suggested the name and penned the now famous trademark "Coca-Cola" in his unique script. The first newspaper ad for Coca-Cola soon appeared in The Atlanta Journal, inviting thirsty citizens to try "the new and popular soda fountain drink." Hand-painted oilcloth signs reading "Coca-Cola" appeared on store awnings, with the suggestion "Drink" added to inform passersby that the new beverage was for soda fountain refreshment. During the first year, sales averaged a modest nine drinks per day.
Dr. Pemberton never realized the potential of the beverage he created. He gradually sold portions of his business to various partners and, just prior to his death in 1888, sold his remaining interest in Coca-Cola to Asa G. Candler. An Atlantan with great business acumen, Mr. Candler proceeded to buy additional rights and acquire complete control.
Learn the rest of the history by selecting another chapter from the drop-down menu on the right.

<THE CANDLER ERA>

On May 1, 1889, Asa Candler published a full-page advertisement in The Atlanta Journal, proclaiming his wholesale and retail drug business as "sole proprietors of Coca-Cola ... Delicious. Refreshing. Exhilarating. Invigorating." Sole ownership, which Mr. Candler did not actually achieve until 1891, cost a total of $2,300.
By 1892, Mr. Candler's flair for merchandising had boosted sales of Coca-Cola syrup nearly tenfold. He soon liquidated his pharmaceutical business and focused his full attention on the soft drink. With his brother, John S. Candler, John Pemberton's former partner Frank Robinson and two other associates, Mr. Candler formed a Georgia corporation named The Coca-Cola Company. Initial capitalization was $100,000.
The trademark "Coca-Cola," used in the marketplace since 1886, was registered in the

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