Exposé anglais Coca-Cola
Today, we will talk about a famous beverage, or we can say that it is more like a common phenomenon. If you are recognized as 94 percent of world's population, you should know it! Perhaps you are one of the 10,450 consumers of its brand drinks per second all around the world. Tell us what are you drinking now? --Yes, it is Coca Cola.
Perhaps you knowthe advertisements of Coca Cola, or its different tastes, like Coca Lemon, Coca cherry, Coca light. Do you know exactly the history of this most famous company in the world? Do you know what makes it so famous? Today, let's reveal it, and then have a Coke!!!
By the way, Coke is the surname of Coca Cola.
History should be turned back to May, 1886. The pharmacist, Doctor JohnPemberton who comes from Atlanta, Georgia, invented Coca Cola; he secretly kept its formula in his backyard. John's bookkeeper Frank Robinson, who had also excellent penmanship, gave this beverage the name Coca Cola, which has been recognized by 94 percent of population of today.
The first time when Coca Cola faced to the public, it was sold at the soda fountain in John's pharmacy the 8th of May,1886. Like all the stories, Fortune is not made in one day. The first year of sales of Coca Cola, the business was a loss of $20. Until then, the soft drink like one and another was considered a tonic which contained extracts of cocaine as well as the caffeine rich kola nut.
The fate changed by the appearance of a new role, Asa Candler, which became in the end an American business tycoon thanksto Coca Cola. He began his business as a drugstore owner. In 1887, he bought the formula Coca Cola for $2,300 from its inventor John Pemberton.
Thanks to their marketing and advertising strategies, Coca Cola Company skyrocketed their sales by over 4000% by the last decade of 19 centuries. Of course, advertising is a key role in their success. Then, in the 1960s, they took a great and rightdecision which was essential in their further career. Coca Cola would be no more served at the local soda fountain, but sold to independent bottling companies which allowed them to sell this dream to the world.
In 1985, the secret of New Coke formula was revealed. Nowadays, Coca cola products are consumed over one billion drinks each day!
Success factors of Coca Cola
There are a lot of factorswhich bring Coca Cola to an unbelievable success. Marketing, Advertising, etc.
Firstly, for the Marketing, I want to use SWOT theory to analysis its strategy.
For the Strengths, the image of Coca Cola is popular and stands for a very American style. It is not just a symbol of quality, but a statement of lifestyle; Coca Cola's images are displayed not only on bottles, but also on toys,T-shirts, hats, etc. Its level of brand's recognition is expanded from fashion youth to little children and elders, which is normally a barrier for other companies because it is really too difficult to achieve.
Whatsmore, according to some experts, its bottling system plays an important role in their strengths. The largest part of Coca Cola's revenue is the sale by independent business people, theirbottlers. Due to Coke is not entirely the proprietor of its bottling network, its marketing strategy rightly focuses on these locally owned bottlers.
For their weaknesses, although Coca Cola for some domestic people and strangers is a kind of necessary, and its turnover rose gradually. Following some recent reports, the unit case volumes of Coke in Indonesia and Thailand declined due toreduced consumer purchasing power. These areas gave a great threat to Coca Cola Company because of their occupation of 35% of Coke's volume.
For its advertising factor,
The key success in its advertising strategy is the cooperation with Stars. Celebrities like Normal Rockwell and Jim Harrison created the refreshment of Coke images, that, most important, we recognize and we love!
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