The Coca-Cola Company

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The Coca-Cola Company; and specifically the advertising and promotion of the Coke brand.

Table of Contents

Overview & Background…………………………………………………………...3
Product Information ………………………………………………...….…………...4
Competitive Review ………………………………………….……………...……...5
Audience Analysis…………………………………………………………………5
Promotional and Media Vehicles Used……………………………………………6
Conclusion ………………………………………………………………….…..…. 7
References…………………………………………………………………………8
Appendix …………………………………………………….………..…………….9

The Coca-Cola Company® originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. Founded over 125 years ago, the company has evolved from one product, Coca-Cola to more than 500 brands in 2011. They’ve grown from selling a modest 9 drinks a day in 1886 to 1.8 billion a day. The most recognizable world-wide brand has expanded from one city in one country to availability in more than 200 countries around the world.
Coca-Cola is one of the world famous and largest brands in beverages industry. Coke is a multinational company and it has its market around the entire world. The company was established Doctor John Pemberton who was a pharmacist in 1886 in Atlanta, Georgia USA. The brand has since become household drink in over 200 countries across the globe. Carbonate drinks are the single largest component in Coca-Cola Company which account for about 78% of the total volume sold in the 2008. The company has over 3000 beverages products and has about 500 brands in its portfolio these includes Coca-Cola/Diet Coke family, Coca-Cola Enterprise (CCE) wide range of carbonates includes Fanta, Lilt, Sprite and Powerade, plus the Schweppes brand in the United Kingdom.
In order for Coca – Cola to remain…...

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