Coca cola Brand Management
- 2. Coca-Cola’s History • Invented in May of 1886 by Dr. John Styth Pemberton • First glass sold for 5 cents at Jacob’s Pharmacy in Atlanta • May 29, 1886- first newspaper advertisement pronounced it “Delicious and Refreshing”
- 3. Coca-Cola’s Development • April 1888, Dr. Pemberton sold off his interest in Coca-Cola and passed away two days after. • April 1888, Asa Candler began buying up Coca-Cola shares • By 1892, Asa Candler was sole proprietor of Coca-Cola for a total investment of $2,300.
- 4. Coca-Cola’s Growth • Candler’s expertise in marketing led to massive growth in Coca-Cola. • 1894- Coca-Cola opened its first syrup manufacturing plant outside Atlanta in Dallas Texas. • Joseph Biedenharn became fist bottler of Coca-Cola in 1894
- 5. Coca-Cola’s Growth cont. • 1899- Benjamin J. Thomas and Joseph B. Whitehead secured the exclusive rights to bottle and sell Coca-Cola for $1. • Thomas and Whitehead, with financial assistance from others, developed community bottling operations.
- 6. Coca-Cola’s Growth cont. • Sept 12, 1919 Coca-Cola changed ownership once more. • Candler sold Coca-Cola as he pursued a position as mayor of Atlanta. • Ernest Woodruff purchased Coca- Cola with an investor group. • 1923- Robert Woodruff elected new President.
- 7. Coca-Cola’s Growth cont. • During the 1960s and 1970s, Coca- Cola began diversifying its business. • Coca-Cola acquired more than 15 different businesses ranging from food, wine and soft drinks to film and water treatment. • 1982, Coca-Cola purchased Columbia Pictures selling off other businesses along the way.
- 8. Coca-Cola’s Growth cont. • 1985, Coca-Cola changed its formula introducing New Coke. • New Coke was roundly rejected by consumers • Coca-Cola quickly brought back Coca-Cola Classic to meet customer demands.
- 9. Coca-Cola’s Growth cont. • Mid 1980s, Coca-Cola came back to its roots to concentrate on the soft drink industry. • Coca-Cola adopted a product development effort with diet, caffeine- free, and citrus soft drinks • introduced POWERADE and Fruitopia in early 1990s.
- 10. Coca-Cola’s Mission Mission + Commitment = Focus Focus + Action = Results • Mission statement: “We exist to create value for our share owners on a long-term basis by building a business that enhances The Coca-Cola Company’s trademarks. This is also our ultimate commitment. As the world’s largest beverage company, we refresh that world. We do this by developing superior soft drinks, both carbonated and non- carbonated, and profitable non-alcoholic beverage systems that create value for our Company, our bottling partners and our customers.”
- 11. Coca-Cola’s Objectives • Coca-Cola’s first objective is to maximize share owner value over time. • Maximize long-term cash flow • To ensure the strongest and most efficient production, distribution, and marketing systems possible
- 12. Coca-Cola’s Internal Environment • Coca-Cola produces franchise products. – Products do not have substitutes – Coca-Cola is a low cost leader – Coca-Cola has the largest plant capacity in the world and therefore enjoys significant economies of scale. – Low regulatory restrictions placed on the Company.
- 13. Coca-Cola’s Marketing • In 1997, Coca-Cola gave their products a “global facelift” • Created new graphics for packaging, POS materials, street signs, trucks and vending machines. • New global advertisement “Welcome to the World” • Put Coca-Cola “within an arm’s reach of desire”
- 14. Coca-Cola’s Operations • Coca-Cola’s strategy of strengthening their distribution system, particularly in China and India. • Coca-Cola purchases under- performing bottling systems, improves them and sells them back to strong, existing bottlers. • This strategy increases the operational efficiency of Coca-Cola’s distribution.
- 15. Coca-Cola’s Finance • Coca-Cola’s concentrate business is a cash cow. • In 1997, Coca-Cola generated $4 billion in operating cash flow • Coca-Cola invests this in 3 ways – invest in bottling & concentrate plants – pay dividends to share owners – repurchases their shares
- 16. Coca-Cola’s I.S. • Coca-Cola faces the threat of the Y2K problem with its computer programs and those of its suppliers/customers. • Coca-Cola has been proactive in the situation. • Coca-Cola will survey the company’s critical suppliers/customers to determine their status on Y2K compliance.
- 17. Coca-Cola’s External Environment • External environment consists of: – Economic – Social/Demographic – Ecological – Political
- 18. Coca-Cola’s Economic • Coca-Cola’s products are somewhat sensitive to economic slumps – Loyal patrons, however, view Coca-Cola as an inexpensive pleasure – Disposable income is generally rising around the world Coke is exactly the kind of company I like. I like products I can understand. I don’t know what a transistor is, but I appreciate the contents of a Coke can. Berkshire Hathaway’s purchase of stock in the Coca-Cola company was the ultimate case of me putting my money where my mouth was. -- Warren Buffett
- 19. Coca-Cola’s Economic • Coca-Cola’s business in foreign currencies result in currency exposure of the company. • Strong U.S. dollar means weaker currencies elsewhere. • Coca-Cola utilizes hedging tools to minimize this risk.
- 20. Coca-Cola’s Social • Consumption has been proven to be inversely correlated with age. • Health-Conscious Baby-Boomers are turning towards healthier alternatives. • Coca-Cola’s Nestea products are geared towards this market segment.
- 21. Coca-Cola’s Technological • The world is getting smaller due to increased technological capacities. • a “Global Teenager” has emerged • Coca-Cola is equipped to market this group.
- 22. Coca-Cola’s Political • Coca-Cola has been faced with an Anti-Trust suit from Pepsi • Pepsi claims Coca-Cola has monopolized the fountain-dispensing market. • Suit seeks unspecified damages and asks the court to stop Coca-Cola from prohibiting Pepsi products.
- 23. Coca-Cola’s Ecological • Coca-Cola’s aluminum cans are recyclable. • Coca-Cola’s plastic containers are also recyclable. • Coca-Cola’s cardboard containers are made out of recycled materials.
- 24. Rivalry • Pepsi is Coca-Cola’s main rival • Coca-Cola prevailed from the “Cola Wars” • Coca-Cola has two of the top three soft drinks: – Coca-Cola Classic (#1) – Pepsi (#2) – Diet Coke (#3)
- 25. Supplier Power • Coca-Cola faces no significant threats in this area • Within U.S., Coca-Cola uses high fructose corn syrup as a raw material. • Outside U.S., Coca-Cola uses sucrose • Both are readily available therefore restricting supplier power.
- 26. Buyer Power • Coca-Cola was restricted from vertically integrating until 1980. • With this restriction lifted, Coca-Cola has been investing in its distribution systems to improve them. • These distribution systems therefore have no power over Coca-Cola.
- 27. Threat of Substitutes • Coca-Cola has successfully differentiated their product. • Loyal Coca-Cola patrons do not see Pepsi as a conceivable substitute. • Tremendous brand loyalty minimizes threat of substitutes.
- 28. Threat of New Entrants • Coca-Cola enjoys significant economies of scale. • Coca-Cola has huge market share. • Coca-Cola has tremendous brand loyalty. • These factors minimize the threat of new entrants into the soda industry.
- 29. Corporate Level Strategy • Coca-Cola has long been committed to a product development strategy. • This allow Coca-Cola to penetrate existing markets with new products due to their high brand awareness. • This strategy capitalizes on Coca- Cola’s favorable trademark reputation.
- 30. Decision Summary Model Method Value Recommendation DuPont 2006 30.02% Analysis 2007 27.51% 2008 24.08% Geometric Mean 27.09% Yes Intrinsic Value Pessimistic 0.51 No Analysis Optimistic 0.98 No Most Likely 0.71 No The Graham Model Group A 2 Group B 2 Combined 4 No Buffett Model ACRR - Equity Bond 17.15% Yes ACRR - EPS 8.58% No ROE Projections Low P/E 16.88% Yes High P/E 19.48% Yes A summary of the analysis presented here, indicates that Coke at this time is not a “good buy” and therefore must be a “good bye.”
- 31. Recommendation • I recommend Coca-Cola as a valuable investment opportunity • Coca-Cola utilizes corporate strategies that capitalize off their strengths and work to minimize their weaknesses. • Coca-Cola has thus far transcended the bounds of common expectations and eagerly looks to the future achieve new feats.
- 32. Thank You! Please enjoy a delicious and refreshing Coca-Cola Classic!