Mohammed Nazmus Sadat

Mehzabeen Muhu
Ali Sayeed

10th Batch

INSTITUTE OF BUSINESS
 ABOUT THE REPORT

This is the report of a multinational company, which is a course requirement of MKT 110:

Fundamentals of Marketing. This report represents our group research work on the basic

business and management effort of the selected company Coca-Cola. In this report we tried to

look at the marketing planning market reach and consumer behavior for the products. The

report describes various management effort of the company. Then we will differentiate

between the planning procedure of the company. The total report is the presentation of the

result we defined in our month long research.

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 MISSION OF OUR PROJECT

The mission of the project is to acquire practical knowledge of management analysis. It is not

possible to become a master of management without a project work. The course is an

introductory course of management. Consequently we have a little knowledge in the field of

management. With this very short span of knowledge we, a group of inquisitive learners of

management had a mission to analyze the management and business efforts of Coca-Cola.

The reflection of our mission in order to do the project work is presented in this report.

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 SOURCE OF THE PROJECT

The sources of the report are primary and secondary data. In order to collect the primary data

we had a short tour to the main office of Coca-Cola in Bangladesh. While talking with the

management executives we find some exclusive data. We also do our research on the website,

periodicals and newsletters of Coca-Cola. Besides all the data we have had the main

analytical information from the text book “Fundamentals of Marketing”.

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 Acknowledgement

We would like to thank the following people without whose help this project would have

only remained a dream of ours:

Khaled Raza Ali Biswas, Marketing Manager of Asian Coke, whose comment on the topic

was invaluable for the project.

Taskina Huq, Taneem Khurshed for being bold enough to share thoughts and comments

about a topic as such people would normally rather not discuss about.
 Table of Content

Topics

Pages

 Mission Statement … … … … … … … … … … … … … 1

 Basis of our Project … … … … … … … … … … … … .. 2

 Goals and Objective … … … … … … … … … … … … ... 3

 Company Profile … … … … … … … … … … … … … … 4

 Actions: Market Planning … … … … … … … … … … .. 5-6

 Actions: Market Segmentation … … … … … … … … … 7-8

 Resources … … … … … … … … … … … … … … … … . 9

 Implementation: Packaging and Advertising … … … … … 10

 SWOT Analysis … … … … … … … … … … … … … 11-17

 Recommendation: Our Opinion … … … … … … … … … 18

 MISSION STATEMENT
“The Coca-Cola Company exists to benefit and refresh everyone who is touched by our

business. Founded in 1886, our Company is the world's leading manufacturer, marketer, and

distributor of nonalcoholic beverage concentrates and syrups, used to produce nearly 300

beverage brands. Our corporate headquarters are in Atlanta, with local operations in nearly

200 countries around the world.” – this is the mission statement of Coca-Cola, one of the

largest and oldest multinational companies in the world. This clear statement acts as an

“invisible hand” that guides the whole organization to the destination. If we explain the

mission statement of this successful company we will find that the statement has the objective

- what it wants to accomplish in the future through long-term and short-term planning.

First of all the company wants to be the leading provider of this drink in the whole world.

Now undoubtedly Coca-Cola is the leading provider of this industry. The company is

successfully coming forward with a view to achieve its mission with the very familiar slogan

of the company- “Always Coca-Cola”

If we think about the planning process of the organization we observe that the mission

statement of the company has the purpose of satisfied customer ad shareholders, and

enthusiastic employees. Obviously these factors enable Coca-Cola to reach its present

position. The company always tries to satisfy the customer with its products and services. It

also works for give the shareholder a reasonable profit, which can influence the shareholder

to invest more. Maintain excellent environment in the workplace Coca-Cola achieves

employees’ loyalty. As we discuss the mission of the company we clearly come across with

the notion the existing performance of the company is as per the mission statement and the

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actions it is going to take it only to achieve its mission. Though this is a multinational

company, its environment depends on the different parts of the world the following figure

shows the mission of Coca-Cola in different environment.

The Basis of Our Project:

The Planning Process

 Forecasts
 Budgets

Objectives Action Resources Implementation

Performance Outcome

Figure: The Planning Function

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 Goals and Objectives

Coca-Cola has been established to serve good quality drinks at an affordable price. As a

result the company set some goals and objectives that will help them to maximize their profit.

These goals are:

 Accelerate carbonated soft-drink growth, led by Coca-Cola;

 Selectively broaden their family of beverage brands to drive profitable growth;

 Grow system profitability and capability together with their bottling partners;

 Serve customers with creativity and consistency to generate growth across all

channels;

 Direct investments to highest potential areas across markets;

 Drive efficiency and cost-effectiveness everywhere.

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 Company Profile

Since its beginning in the spring of 1886, Coca-Cola has grown to become the most

recognized trademark in history. Operating out of more than 195 countries worldwide, Coca-

Cola is the most popular beverage on earth and is enjoyed over 773,000,000 times daily.

The Coca-Cola Company is the world’s leading manufacturer, marketer, and distributor of

non-alcoholic beverage concentrates and syrups, with world headquarters in Atlanta, Georgia.

The Company and its subsidiaries employ nearly 31,000 people around the world. Syrups,

concentrates and beverage bases for Coca-Cola, the Company’s flagship brand, and over 230

other Company soft-drink brands are manufactured and sold by The Coca-Cola Company and

its subsidiaries in nearly 200 countries around the world.

The Company’s operating management structure consists of five geographic groups plus the

Minute Maid Company.

 The North American Group comprises the US and Canada.

 The Latin America Group includes the Company’s operations across Central and

South America, from Mexico to the tip of Argentina.

 The Greater Europe Group stretches from Greenland to Russia’s Far East, including

some of the most established markets in Western Europe and the rapidly growing

nations of East and Central Europe.

 The Africa and Middle East Group, the Company’s most populated operating group,

encompasses the Middle East and the entire continent of Africa.

 The Asia Pacific Group has operations from India through the Pacific region

including China, Japan and Australia.

 The Minute Maid Company – the Company’s juice business - is located in Houston,

Texas. It is the world’s leading marketer of juices and juice drinks.

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 Actions: Market Planning

The Coca-Cola Company has divided their market in the following regions:

 North America

 Latin America

 Africa

 Asia

 Europe, Eurasia and Middle East.

They established their company in these regions based upon the following four guiding

principals:

 Refresh the marketplace through quality, innovation and investment.

To invest in local wealth creation and sustainable livelihoods, we promoted a variety of

entrepreneurial ventures, from financing startup kiosks in South Africa, to providing

educational opportunities to minority-owned businesses in the United States, to helping

disadvantaged women in Vietnam establish pushcart businesses.

 Enrich the workplace with diversity, dignity and integrity.

We deepened our diversity training, updated our Code of Business Conduct and strengthened

our Supplier Guiding Principles to help our leaders; employees and suppliers continue to

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maintain the high standards of integrity, inclusiveness and excellence expected of our

Company.

 Strengthen the community through powerful partnerships.

Improvements in health and literacy were made possible through our Company’s investment

and partnership in such programs as school shelters in rural Mexico, kids’ camps in the

United States and traveling reading programs around the world. Our partnerships with

government and non-government agencies provided computer training to students in

Australia, Bolivia, China, Malaysia, the Philippines and Vietnam.

Depending upon these principles The Coca-Cola Company spread their market in the whole

world.

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 ACTIONS: MARKET SEGMENTATION

The basic concept of market segmentation is to divide a market into a distinct group of buyers

the basic needs characteristics or behavior that might require separate products or making

mixes. Consumers can be grouped or served in various ways based on geographic,

demographic, psychographic and behavior all factors. Any company must concentrate on

market segment, which consists of consumers who respond in a similar way to a giving set of

marketing efforts. In other words we can say that the company must design a product or

service for a specific group of consumers. The essence of market segmentation lies in this

notion.

If we consider this whole industry we can see that The Coca-Cola Company is in the first

position. The company makes different variations on their products. The performance of the

company depends on how efficiently it can provide product or services among the variations

in market segment. It is not possible to satisfy all the customers with only one product. It

would be impossible to provide a drink, which can satisfy all the customers. As a drink

provider the Coca-Cola Company must had to take this factor into account and accordingly it

subdivided its market. Consequently, the notion of this segmentation was to capture more

market.

The different segment needs different services. The company’s success is interdependent

profoundly with customer satisfaction. It’s very easy to conquer the minds of a elected

portion of consumers rather than all subsidiaries. The Coca-Cola Company played this game

very well, which makes it #1 drink provider. It’s our limitation to find out the accurate

segmented market due to lack of data. But we can find it quite smoothly by considering the

products.

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8
 RESOURCES

We couldn’t find many resources about the Coca-Cola Company. Water is one of the most

essential resources of the Coca-Cola Company. And it is also one of the world's most vital

natural resources. The Coca-Cola Company is committed to helping protect and preserve this

resource in the communities and watersheds where they operate throughout the world. Other

than water the Coca-Cola Company is also concerned about the environment and all of its

elements within. The Company is very thoughtful about the environment around its factories

around the world. Since land is one of the big assets of the company they make sure that this

resource is utilized properly without any environmental flaws. Because of its booming

business around the world The Coca-Cola Company need to have a large number of well-

trained workers to operate. Human resource is a must for the company to proceed. Other than

all this if we would like to calculate their total resource we must count all the sophisticated

machinery and equipment the company uses to produce its product. And its large profit

margin in the continents of North America and Europe provides them with a much-needed

financial resource to operate around the world.

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 IMPLEMENTATION: MARKETING MIX

As the company created new products and fresh brand experiences in the recent years, one

fact became increasingly clear to them: Consumers are eager to see The Coca-Cola Company

bring excitement to the marketplace. One simple innovation last year—the Fridge Pack™—

has changed the dimensions of 12-pack sales for them and for our bottling partners. This

sleek, refrigerator friendly pack is increasing consumer awareness and preference,

accelerating consumption and case volume in markets where it has been introduced. From the

company’s packaging suppliers who assisted they and their bottlers in developing the Fridge

Pack, to the retailers whose shelves were reconfigured to accept the new design, partnership

made this innovation possible—and profitable. The future of the company’s business in

North America also evolved in 2002 with the continuing rollout of iFountain, the most

advanced soft-drink dispensing system in the industry. iFountain gives the customers a

technologically advanced fountain system that enhances available brand options, improves

operating efficiency and automatically calibrates each drink served to assure consumers of a

quality drink every time.

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 SWOT Analysis

Strength:

All the efforts are focused on delivering real value to Coca-Cola employees, customers,

consumers and shareowners through sustainable growth over the years and decades ahead.

Consistent with this focus, recently the company announced they would no longer provide

quarterly or annual earnings per share guidance. This change enhances the company’s ability

to make decisions based on how best to build their business for the long term. Going forward,

the company will measure progress as they achieve it, without focusing on results for the sake

of public forecasts. At the same time, the company has made it clear that it will provide the

customers with even more information on what they view as their value drivers, strategic

initiatives, and those factors critical to understanding and evaluating their business and

operating environment. The company’s decision to become one of the first public companies

to account for employee stock options as an expense was intended to give us clearer picture

of their actual performance. The company’s commitment to this sort of transparency will

continue as they evaluate their communications with the customers.

The values that underpin the company’s success are integrity, quality, accountability, and

diversity, relationships based on their respect for each other, for the communities where they

do business and for the environment. People know what to expect from The Coca-Cola

Company precisely because they have always lived by their values. When a consumer enjoys

a bottle of Coke, when people invest in them, when partners do business with them, or when

they operate in a community, they keep their promise to benefit and refresh the customers.

The company creates value—economic and social—reliably and predictably.

Corporate governance received significant attention in 2002. While strategic priorities and

execution are critical to the company’s business, they have always been and will continue to

11
be committed to the highest standards of corporate governance. The following two examples

demonstrate their commitment. First, in July 2002, the Company announced that they would

expense the cost of all forms of stock-based compensation, including stock options granted

by the Company. The company concluded that stock options are a form of employee

compensation expense, and it would therefore be appropriate to reflect these costs in their

financial results. Voluntarily changing to this preferable method of accounting for employee

stock options and other forms of stock-based compensation ensures that their earnings more

clearly reflect economic reality when all compensation costs are recorded in the financial

statements. Refer to the heading “Application of Critical Accounting Policies—Stock-Based

Compensation”. 2002
$108.3

1992

$54.7

1982

$7.1

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Second, in December 2002, the Company changed their policy of providing future earnings

guidance. The Company will no longer provide quarterly or annual earnings per share

guidance. They will continue to provide investors with perspective on their value drivers,

their strategic initiatives and those factors critical to understanding their business and

operating environment. The Company, with the support of the Board of Directors, concluded

that establishing short-term guidance could impede a more meaningful investor focus on the

strategic initiatives that companies are taking to build businesses and succeed over the long

run. The Company’s Board of Directors is composed of qualified directors providing

appropriate oversight. Various committees of their Board of Directors review and approve

Company transactions, as appropriate. Their Audit Committee members are all independent

directors. Furthermore, they defined new guiding principles for how their suppliers conduct

business and reaffirmed a code of ethics for their own employees and directors.

Weakness:

The company’s main weakness is that they haven’t shown great responsibility in some third

world and under developed country in launching new products. Whereas, the other companies

are launching new products and taking over the market from The Coca-Cola Company. The

Consumers taste the new flavors and thus the Coca-Cola Company is loosing the market in

those countries.

Opportunity:

Living their values and effectively executing their strategy— this is how the intend to seize

the opportunities before the customers. And these opportunities are remarkable. For example,

over the next five years, more than 80 percent of the growth in nonalcoholic beverages is

expected to come from outside the United States. If the company makes the most of their

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growth drivers and lives their values, The Coca-Cola Company is well positioned to realize

exceptional growth from this expanding marketplace. The company have the global systems

in place to reach the most productive markets—offering consumers the best products

delivered through the most effective sales channels—and in the process, building a deep and

lasting relationship of trust with all their stakeholders each and every day. The appeal of

Coca-Cola remains as fresh today as when the Company was founded. The potential is

worldwide. Their responsibility is to ensure that their investors, customers and consumers can

continue to rely on their commitment to integrity, quality and reliability Finally, it is

appreciated that the trust and support the consumers continue to place in [Link] company’s

team and the directors have to work every day to be worthy of it.

One important fact that is often overlooked is that Coca-Cola does not just deal with the soft

drink that bears its name. The Coca-Cola Company also owns the Minute Maid Company.

This is its juice branch, which is based out of Houston, Texas, and is also the world’s leading

marketer of juices and juice drinks. The Minute Maid company’s products include Minute

Maid Premium Orange Juice with calcium, Minute Maid Premium Lemonade Iced Tea,

Minute Maid Coolers, Hi-C Blast and Five Alive. One of the Coca-Cola Company’s strongest

asset lies in its ability to conduct business on a global scale while maintaining a local

approach. At the heart of this approach is the bottler system. The company has business

relationships with three types of bottlers: independently owned bottlers, in which there is no

ownership interest; bottlers in which the company has invested and have a non-controlling

ownership interest; and bottlers in which the company has invested and have a controlling

ownership interest. Coca-Cola is considered one of the first truly global companies. It is

through this title that Coke has learned the importance of respecting cultural differences and

also recognizing the humanity that links us all as people. It is only through time and further

education that the company continues to learn how to please its market worldwide. The Coca-

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Cola company is not only a worldwide operation, but it also a local operation with a source of

commitment in nearly 200 countries. The following is brief overview of a few countries

where Coca-Cola uses their strategies to help their drinks become part of the culture:

Argentina – Coca-Cola production began here in 1942. On the first day the product hit the

streets, seven 24-bottle cases were sold, plus eighteen single 185 milliliter bottles. At present,

Coca-Cola de Argentina S.A. sells around one thousand times more products annually than

during the first year. Belgium – Belgium was introduced to Coca-Cola in 1927. Today,

Belgium is among the world’s top 20 countries in terms of per capita consumption of Coca-

Cola products. France – Coca-Cola was introduced in France in 1933 in the “Café de

l’Europe” in Paris. Coca-Cola has been the number one soft drink in France since 1966.

Coca-Cola France has created more than 1000 jobs and has invested more than 3 billion

francs in France since 1989. Italy – Coca-Cola was first introduced in Italy in 1927. The

Coca-Cola business system currently employs approximately 3,000 people in Italy. There are

12 bottling plants throughout the country, serving more than 500,000 retail outlets, producing

a wide range of Coca-Cola products. Japan – Japan is one of the most competitive soft drink

industries in the world. There are more than 7,000 different soft drinks sold in the country

and 500 different soft drink manufacturers. Coca-Cola is the market leader in soft drinks in

Japan. The Coca-Cola product range in Japan includes more than 25 brands and 60 flavors.

The largest outlet for the sale of Coke product is in vending machines, which account for

more than 50% of its total sales. The Coca-Cola system maintains 930,000 vending machines,

more than two times as many as its closest competitor.

The countries listed above are those that are economically stable, and are relatively easy to

market a product like coke in. But some countries do not even have clean drinking water,

good educational facilities, or good continuing education programs for children and young

adults. Coca-Cola realizes that before you promote a drink in a country like this, you need to

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help it a little first and get it back on its feet. This is exactly what the Coca-Cola Company

did and still does. The Coca-Cola Foundation was formed, with the sole purpose of helping

those in need. Many of the needs that are focused on are educationally based. With operation

in nearly 200 countries, the company frequently encounters the great gap between those who

want to learning and the adequate educational resources available to them. Whether it is

supporting computer training in Vietnam, or providing access to school in Mozambique, the

Foundation’s aim is to make educational excellence more widely available. The Coca-Cola

Foundation supports global education, and emphasizes innovative programs that foster

understanding, such as Michigan State University’s global fellowships that allow high school

teachers to venture abroad. Youth for Understanding, another Foundation-supported program,

provides students with firsthand exposure to other cultures, helping to broaden the worldview

of all that participate. The focus the company has on global understanding allows the Coca-

Coca Foundation to have the annual J. William Fulbright Prize for International

Understanding, awarded in 1997 to Czech Republic President Vaclav Havel. The $50,000

prize recognizes individuals who have contributed to greater understanding of other cultures

or nations; past recipients include South African President Nelson Mandela, former United

States President Jimmy Carter and former Philippine Present Corazon Aquino.

At the present time, Coca-Cola is learning to think smaller. Douglas N. Daft has

helped this view. He realizes that this is an important strategy for globalization. In order to

have people all over the world like your product, you need to understand the area that your

product is being sold in. The relationship between this large company and all the many

smaller countries and areas around the world needs to be one of respect. Coke needs to think

not on a large scale, but on the small scale that these small cities and towns can relate to.

What Daft is now doing and the changes he is making in the company are known within as

the “next wave of globalization”.

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 As with most all companies of its size and stature, Coca-Cola is currently using

computer information systems to help with the organization of the company. The company

relies on these systems to help make it as successful as it has become. They are using

programs such as: accounting information systems, marketing, production, and management.

The systems they are using have tremendously helped the company safely cross over into the

new millennium.

Threats:

The Coca-Cola Company has designed a competitive marketing for through competitor

analysis. This company constantly compares the value and customers satisfactions delivered

by its product, prices, channels and promotions with those of its close competitors. In this

way the coca-cola company can discern areas of potential advantage and disadvantage. Since

threats lies in every aspect of business, the coca-cola company is not far from it. The

company may face threatening competition of the new launching products of the other soft-

drink company’s. This soft drink companies will then going to divide the coca-cola’s

company’s market.

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 Recommendation: Our Opinion
Though the Coca-Cola Company has a very good planning strategy but they have some

strategic lacks.

They have chosen some countries as their target market and avoid the other countries.

They ensured every possibility to capture all the consumers of those targeted countries to

their product and launch different products depending upon their sense of taste and mentality.

But in the other countries, like-Bangladesh they haven’t shown great responsibility to ensure

all the customers to pick their product. They kept their old products- Cola, Sprite and Fanta as

their supply and shaped their marketing strategy to focus on these products only. But in the

long competition of the soft-drink business the other companies, like- PEPSI, have launched

different flavors and brands from their family. So, when the consumers are picking the new

flavors and tastes, the Coca-Cola Company is loosing their market. So, to keep hold of the

situation and to keep the consumers to stick to their brand they must ensure to produce new

brands and new attraction.

The Coca-Cola Company hasn’t shown their smartness in some countries by ensuring

the consumers about no fat, low calorie, low alcoholic features in their Advertisement. So,

there they are loosing a great number of consumers.

In the Muslim Countries the Coca-Cola Company has a very bad impression.

Somehow they have the idea that the mirror image of the name “Coca-Cola” converts to

“No Allah, No Islam”. And there are many people who don’t drink Coca-Cola just for this

reason. So, here they are loosing a big market. They must ensure that these don’t fade out

their hundreds of years old goodwill from the consumers.

So, overall if the company can get rid of these limitations then they can capture more

customers and the missing market.

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 Sources

Philip Kotler, Gary Armstrong; Principals of Marketing; Prentice-Hall of India

Private Company, New Delhi, 1999; 9th edition.

The Coca-Cola Company’s Annual Report 2001-2

[Link]

[Link]
 APENDIX A

HISTORY OF COCA-COLA

 On May 8, 1886, Atlanta druggist Dr.

John Styth Pemberton (former

Confederate officer) invented "Coca-Cola"

syrup using melted sugar, water and other

ingredients. It was mixed in a 30-gal.

brass kettle hung over a backyard fire. It

was marketed as a "brain and nerve tonic"

in drugstores. Sales averaged nine drinks

Dr. John S. Pemberton
per day.

 Frank M. Robinson, Pemberton's bookkeeper,

was the person who suggested the name

"Coca-Cola", which was chosen because both

words actually named two ingredients found

in the syrup. They were the coca leaf and the

Kola nut. Robinson spelled Kola with a “C”

to make it look better in advertising.

 The first year's gross sales were $50 and advertising costs were $73.96.
 The original formula included extracts of the African kola nut and coca leaves, both

strong stimulants. "Coca-Cola" was one of thousands of exotic patent medicines sold

in the 1800’s that actually contained traces of cocaine.

 One summer, in 1886, a customer walked into a drugstore complaining of a headache

and requested a bottle of "Coca-Cola" syrup. To get instant relief, he asked the "soda

jerk" to mix up a glass on the spot. Rather than walk to the other end of the counter in

order to mix it with cold tap water, the clerk suggested using soda water. The man

remarked it really tasted great, and soon after "Coca-Cola" was in fizzy, carbonated

form.

 "Coca-Cola" was first sold for 5¢ a glass as a soda fountain drink at Jacob's Pharmacy

in Atlanta, Georgia.

 In 1888, Asa Griggs Candler bought the company from Dr. Pemberton. Later that

same year, Dr. Pemberton died. By 1914, Candler had acquired a fortune of some $50

million. Baseball hall of famer Ty Cobb, a Georgia native, was another early investor

in the company.

 In 1894, Joseph A. Biedenharn, owner of the Biedenharn Candy Company in

Vicksburg, Mississippi, first bottled "Coca-Cola."

 By 1903, the use of cocaine was controversial and "Coca-Cola" decided to use only

"spent coca leaves." It also stopped advertising "Coca-Cola" as a cure for headaches

and other ills.

 In 1919, after his death, Griggs Candler's family sold the interest in "Coca-Cola" to a

group of businessmen led by Ernest Woodruff for $25 million. Woodruff was
 appointed president of "Coca-Cola" on April 28, 1923 and stayed on the job until

1955.

 In the summer of 1894, Joseph Agustus Biedenharn, a 28 year-old candy merchant

from Vicksburg, Mississippi, offered the first bottle of "Coca-Cola." It was originally

sold at just soda fountains. Biedenharn sold to rural areas around Vicksburg.

APPENDIX B

COCA-COLA BOTTLES
The first type of bottle "Coke" came in was the Hutchinson stopper-type glass bottle that

utilized an iron stopper and rubber washer. Joseph Biedenharn, the first bottler, originally

used this type of bottle. "Coca-Cola" was usually written in script or block print in the glass

front.

DATES: 1894 - early 1900's

The second type of "Coke" bottle was the crown-top, straight-sided, and utilized a cap instead

of a stopper. Millions of these bottles were used until imitations became a problem. These

came in amber, clear and light green colors, and were also the first to have labels on them.

DATES: 1905 - 1916

The latest type of bottle used is known today as the "hobbleskirt" or contour bottle. The

Chapman Root Glass Company of Terre Haute invented the bottle specifically for “Coca-

Cola”. They modeled the bottle after a cocoa bean. The bottle was first patented on

November 16, 1915, and renewed on December 25, 1923. The actual shape of the bottle was

patented in 1960. Coca-Cola first introduced 10, 12 and 26 ounce bottles in 1955.

DATES: 1915 - today

The picture below features the first, flat-top aluminum can of "Coca-Cola." It was a 12oz. can

introduce in 1960. Because of the red and white diamond pattern, today's collectors have

dubbed the can the "diamond can." "Coca-Cola" was originally made available in cans for the

military in 1955.
 APPENDIX C

COCA-COLA DATES AND SLOGANS