This website uses cookies to ensure you have the best experience. Learn more

Coca Cola Essay

1539 words - 7 pages

Coca cola water water everywhere…
INTRODDUCTION:
When we hear the name Coca-Cola we might not instantly think of water. However Coca-Cola Amatil's brand Mount Franklin is the number-one brand of bottled water in Australia. In a market crowded with hundreds of competitors, Mount Franklin and the Pump range of products account for more than one-quarter of all bottled water sales in Australia.

Coca-Cola Amatil (CCA) is the local Coca-Cola licensee, manufacturer and bottler operating in Australia, New Zealand, Fiji, Indonesia and Papua New Guinea. Coca-Cola is continually striving for growth in this Pacific region. A core objective of the company is to become the supplier of choice for ...view middle of the document...

This was in stark contrast to the high-consuming Europeans and even US water consumers.

However a fundamental lifestyle shift has occurred over this time which has seen this product category grow tremendously. The main reasons for this change can be summarised as:

A shift towards a healthier lifestyle including a move away from carbonated, sugared-drinks

A growing demand for kilojoule-free beverage options, especially when accompanying lighter meals such as bought lunches

The willingness of consumers to pay for the convenience of cleaner, more natural and ready-to-drink chilled water
The convenience offered by innovative packaging options such as squirt and pump-tops and bottle designs.

There is a general feeling within the community that drinking water can be a positive act both for oneself and for the community. Traditionally the carbonated, sugared, beverage market was dominated by children and teenagers. Females dominated the sugar-free or diet categories while males favoured carbonated, sugared drinks and flavoured milks. According to the Australasian Bottled Water Institute, bottled water is consumed by people across all demographics and occupations but the large majority tend to be young singles and couples, in particular females aged between 14-35 years. Generally bottled water consumers can be described as being more health conscious, contemporary and socially aware.(See note 1)

Australians now consume more than 20 litres of bottled water per person each year and the market is growing more than 10 percent a year. However local market consumption is still well below many European countries, with many consuming more than 100 litres annually per capita, such as Italy which consumed 184 litres per capita. The US consumed over 90 litres per capita.(See note 2)

Ongoing growth in health and wellbeing products has impacted on Coca-Cola's revenue sources. In 2001, CCA earned 95 percent of its revenue from carbonated beverages and only 5 percent from noncarbonated sources. By 2007, this had changed to 67 percent and 23 percent respectively, (the other 10 percent now coming from food products following the acquisition of SPC Ardmona).
INTRODUCTION TO BRANDS:
What do we think of when we hear or see Coca-Cola, Microsoft, Google, Toyota and Disney? Well they are all instantly recognisable as some of the top brands in the world. However these worldwide brands didn't earn their reputation for quality and innovation by accident.

One of the key objectives of marketing is that of brand positioning. Organisations strive to ensure that their brand is seen as representing core values that match those of its demographics. According to Coca-Cola's market research, Mount Franklin water has a 99 percent brand awareness and 43 percent of females aged 25-39 say that Mount Franklin is their favourite brand.

There is a general feeling within the community and especially by younger females (the target demographic for bottled water) that...

Other Papers Like Coca Cola

Coca Cola Essay

1338 words - 6 pages The History of Coca-Cola A local pharmacist by the name of Dr. John Stith Pemberton invented the Syrup for Coca-Cola on May 8, 1886 in Atlanta, GA. This syrup was first put on the market when he carried the product to Jacobs pharmacy located down the street where it was pronounced “excellent”. It was then placed on sale as a soda fountain drink for five cents a glass. Later adding carbonated water with the syrup it was then that the drink

Coca Cola Essay

809 words - 4 pages COCA COLA CASE STUDY « Think global, act local » T. Levitt 1) What is the primary basis for Coke’s past international marketing success? Is it only advertising? The Coca Cola Company expanded slowly abroad in the early 1920’s. Coca Cola presented the beverage with different logos which are culturally symbolic. However the true growth of Coca Cola beverages in the world had been possible during the World War II. Coca Cola Company delivered

Coca Cola

753 words - 4 pages History • First coca-cola created by an Atlanta pharmacist in 1886 combining caramel-colored liquid and carbonated water o Created as a response to the Prohibition as a nonalcoholic version of drinks o 5 cents per glass • Logo created by the bookkeeper at the pharmacy • Average of 1.7 billion Coke-owned beverages consumed today • Mission Statement: o To refresh the world o To inspire moments of optimism and happiness o To create value

Coca Cola - 782 words

782 words - 4 pages Coca-Cola The most recognized brand name in the world got its start in an Atlanta pharmacy, where it sold for five cents a glass. The name Coca-Cola, registered as a trademark on January 31, 1893, was based on two of the drink’s ingredients: extracts from coca leaves and the cola nut. In its early days, when the drink contained a form of cocaine, a drug made from coca leave extracts, the Coca-Cola was marketed as an “Esteemed Brain Tonic

Coca Cola - 1190 words

1190 words - 5 pages current state to a desired future state is called change management. This process gives employees the ability to accept changes in the existing environment of the business. Change can be of different type for example, change in technology, operations or strategies etc. company needs to implement individual strategies to cope with each type of change. Coca Cola Corporation is among one of the oldest corporations of the world. It has gone through

Coca Cola - 1639 words

1639 words - 7 pages Introduction The Coca-Cola Company is a leading manufacturer, distributor and marketer of soft drink concentrates and syrups, juice and juice-drink products. The company is a profitable company that trades on the New York Stock Exchange. The original product was formulated in 1886 by john Pemberton, a pharmacist in Atlanta Georgia, who sold it at a local drug store soda fountain as a "treatment for the mental and physical disorders. A few

Coca-Cola

1376 words - 6 pages Coca-Cola: A journey over 120 years old 04 Feb 2009 By Sarimul Islam Choudhury  ‘Little drops of joy’ as they call it, soft drink and beverages brand Coca-Cola came into existence in 1886 in Atlanta, New York, USA. From selling only nine glasses of drinks a day initially, after a successful stint of operation for over 120 years, the company currently produces more than 10 billion gallons of drink a day and sells its products across 200

Coca Cola - 4894 words

4894 words - 20 pages PART I INTRODUCTION History In 1886 in Atlanta, Georgia, John Pemberton developed Coca-Cola, a non-alcoholic version of French Wine Coca. The first sales were at Jacob’s Pharmacy in Atlanta, Georgia, on May 8, 1886. It was first sold as a patent medicine for five cents a glass at soda fountains, which were popular in the United States at the time due to the belief that carbonated water was good for your health. Pemberton claimed Coca

Coca Cola - 1910 words

1910 words - 8 pages you’ll experience something new and inviting. You’ll see great interactive exhibits such as a thrilling, multi-sensory 4-D movie (3-D glasses with moving seats) and get an inside look at the bottling process. You can view more than 1,200 artifacts from around the world that, until now, have never been displayed to the public before. You can even give our 7-foot CocaCola Polar Bear a big hug! And of course, a World of Coca-Cola favorite—the tasting

Coca Cola - 742 words

742 words - 3 pages COCA COLA The last eighteen months have been good for Coca-Cola – in the creative and branding awards. It has won the design Grand Prix at Cannes, two D&AD Yellow Pencils for design and advertising, plus the 2009 Emmy for an Outstanding Commercial. Most recently, it has been recognised, once again, as the top performer in Best Global Brands 2009, the annual report from brand consultancy Interbrand. As the world’s most valuable brand

Coca Cola - 2448 words

2448 words - 10 pages operating revenues in the long run. sweetneers sweetners in us is high fructose corn syrup hfcsavailable from domestic sources and subject to fluctuation in price.CCBSS is a limited liability company that is owned by authorized Coca-Cola bottlers doing business in the United States. Among other things, CCBSS provides procurement services to our Company for the purchase of various goods and services in the United States, including HFCS. The

Related Essays

Coca Cola Essay 865 Words

865 words - 4 pages 1. What do you think is the most important emerging issue in the design of work? Coca Cola is one the biggest soft drink company in the world. Employees find their employment to be pleasantly fresh and different I think the emerging issue is very important in the design of work and what its probably the company. In any successful company, motivation, job satisfaction, commitment to an organization are the most important factor. To make

Coca Cola Essay

759 words - 4 pages Q1. Using a real life example of a company outline the key components of a customer driven marketing strategy. Illustrate how these components are utilised by your selected company in implementing a customer driven marketing strategy.The Coca Cola Company is a multinational manufacturer and seller of carbonated soft drinks. Founded in 1892, The Coca Cola Company is a very successful company due to the fact that it takes into careful

Coca Cola Essay 2974 Words

2974 words - 12 pages Coca-Cola and the Olympic Games History THE BEGINNINGS The Coca-Cola Company and the modern Olympic Games have enjoyed a mutual growth and common historical bonds. In 1886, Atlanta pharmacist John S. Pemberton invented the secret formula for Coca-Cola. Six years later, Baron Pierre de Coubertin, of France, conceived the idea for a new Olympic Games. In 1896, the first modern Olympic Games were held in Athens, Greece, with 311 athletes from 13

Coca Cola Essay 1321 Words

1321 words - 6 pages Abstract Coca-Cola is the most successful soft drink company ever created. This popular brand is sold in this country as well as throughout the world. Coke has been successful with the majority of its advertising campaigns, and continues to market to its chosen demographic. Furthermore, Coca-Cola has enticed well-known celebrities to pitch for the drink over the years. In conclusion, Coca-Cola is my favorite brand of soft drink. Their success