Coca-Cola's Sponsorship Challenges Explained
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Introduction:
In the following document, you will find a brief explanation of some
problems that the Coca Cola company had with the launch of the
sponsorship campaign of the company Big Cola.
Company Background:
In Atlanta (Georgia) in 1886, a pharmacist named John S. Pemberton
developed the formula for a syrup (initially for headaches and the
nausea). The drink began to be marketed at 5 cents a dollar.
mixed with carbonated water (at the soda fountain of Jacobs Pharmacy).
His accountant, Frank Robinson, was the one who created the brand and designed the logo.
In 1891, another pharmacist, Asa G. Candler, bought and registered the trademark and
it took four years for Coca-Cola to be drunk in all of the United States,
the first export of the product out of the country is taking place.
In 1899, Benjamin Thomas and Joseph Whitehead, two lawyers from Tennessee
they obtained the bottling rights. The bottler system that is
estableció es el que continúa vigente en nuestros días y consiste en autorizar a
local companies to manufacture, distribute, and sell the product whose preparation
basic is supplied by Coca-Cola.
In 1915, a bottlers' competition was held to create a unique packaging.
It was won by Alexander Samuelson and, nearly a hundred years later, his 'bottle'
"contorno" remains the most widely recognized commercial icon of
world. The enormous commercial muscle of Coca Cola has managed to
consumers associate the bottle with good times and celebrations
shared with family and friends.
Ernest Woodruff bought all the shares of Coca-Cola from the family in 1919.
Candler managed to consolidate the business after World War I.
In 1923, the foundations for The Coca-Cola Export Corporation were established.
to extend the bottling system to the rest of the world.
In the 1920s, Coca-Cola could already be found in some establishments in
Spain, but in a very limited way.
In 1929, the Glascock company won the contest to manufacture a model of
refrigerator that takes into account factors such as insulation, vapor sealing,
metal sheets, galvanized, chrome-plated, etc.
Years later, in 1934, the 'Red Cooler for Coca-Cola' is marketed and with
she begins the era of automatic dispensers until reaching the
current vending machine systems.
During World War II, the objective was set to supply the product to
the soldiers anywhere in the world. During this stage, a was created
container designed for war and that would later have a great impact: the can of
Coca Cola.
The word Coke was registered as an official trademark in 1945, after it was
this name became popular, which had already been used for advertising since 1941.
In the 1950s, Coca-Cola began to be produced on a large scale in Spain.
1960, the US Patent Office decided to register the contour bottle in the
Main Register with the category of registered trademark.
As the unstoppable international expansion continues and after 70 years
successful with a single brand, Coca Cola, the company decided to expand with
new flavors: Fanta, originally developed in the 1940s and
introduced in the 1950s, Sprite in 1961, TAB in 1963 and Fresca in
1966. In 1960, The Coca-Cola Company acquired The Minute Maid Company
thus adding a new line of business, juices, to the Company.
The expansion continues through Cambodia, Montserrat, Paraguay, Macao, Turkey and
a long etc.
Coca-Cola's advertising, always an important part of its business, takes
its true dimension starting from 1970, associating the brand with fun,
friends and good times.
In 1978, The Coca-Cola Company was selected as the only company to the
that was allowed to sell packaged cold drinks in the People's Republic of
China.
Currently, more than 120 years after its creation, the Company has
with more than 500 brands distributed across the 5 continents,
becoming the most famous commercial brand in the world. It is known for
almost the entire world population and is the most
widely distributed (sells 1.8 billion beverages a day), throughout
232 countries (many more countries than those that currently form Nations
United.
Four of the five most important soft drink brands in the world
belong to the Company: Coca-Cola, Coca-Cola light, Fanta, and Sprite.
It has been 129 years since that novel drink was served.
first time in a soda fountain in Atlanta, Georgia. Nowadays, drinking
a Coca-Cola implies not only having in hand the favorite soda of
world, but rather a whole story of effort and dedication, a present full of
enthusiasm, work and energy, and a solid future driven by the
commitment of thousands of employees who make up the Coca-Cola system in
every country in the world.
Mission
Refresh the world in body, mind, and spirit.
Inspire moments of optimism through our brands and actions, to
create value and leave our mark in each of the places where
we operate.
Vision
• Utilities: Maximize shareholder return, without losing sight of the
totality of our responsibilities.
• People: To be an excellent place to work, where our staff
be inspired to give your best.
• Product Portfolio: Offering the world a portfolio of brands
drinks that anticipate and satisfy the desires and needs of the
people.
• Partners: Build a successful network of partners and create mutual loyalty.
• Planet: To be a global, responsible citizen who contributes to
a better world.
Values
We have identified a set of core values that will help to reinvigorate
the flame of our business. Some of these values are enduring, they arise
from our history, we already know them. Others, on the other hand, will seem
new ones. But all of them must coexist in our hearts and in our
minds and must manifest in our actions.
We are actively planning and creating support mechanisms for
ensure that we truly live our values.
• Integrity: Being authentic.
• Quality: What we do, we do well.
• Responsibility: What happens depends on oneself.
• Leadership: The courage to forge a better future.
• Collaboration: Enhance collective talent.
• Diversity: As inclusive as our brands.
• Passion: Committed with the heart and with reason.
Statement of the problem:
At the company Big Cola, they launched their new advertising campaign which consisted of
in promoting football teams.
Part of the marketing strategy undertaken by Big Cola to give to
knowing this strategic alliance is to present bottles at the point of sale
3 liters of cola soda with labels of the football players Lionel Messi and
Charles Puyol, among others, and thus reach a larger number of consumers.
In addition, it was reported that the Think Big advertising campaign will start in the
second week of October and will be able to appreciate it in outdoor media and television.
Likewise, Big Cola announced that this year it will seek to start operations in
Brazil, and since last May it started distributing its beverages in
United States, a region dominated in the beverage sector by The Coca-Cola
Company.
Marcos Ruiz, in charge of the marketing area for carbonated drinks at Big
Cola commented that the sponsorship of the Catalan team aims to
consumers stop seeing the company as a firm that was characterized by
its growth through its low final consumer prices.
For his part, Laurent Colette, marketing director of FC Barcelona,
she assured that the decision to accept being sponsored by Big Cola is with the idea
to strengthen its brand presence outside of Europe.
This drink, which is manufactured by Ajemex in Mexico, has a share in
our country has 7.5 percent in the soft drink market and around 8 per
one hundred in tea to drink, according to figures from the research agency
of markets Euromonitor. It is also important to highlight that Ajegroup
approximately 1.46 billion liters annually in Mexico, which
which represents 40 percent of the group's sales globally.
Of all the products and services sold by the company, which one is the most...
relevant?
The Coca Cola company is dedicated to the sale of cola soft drinks, among which are:
Coca Cola
Hoy en día Coca-Cola cuenta con 4 variantes que forman una misma familia unidas por un
same color. Original, Zero, Light, and Life are part of Coca-Cola Company's commitment.
to offer more product options that meet the needs and desires of the
people.
Spriter
Sprite was born in 1966 and offers the world's most famous natural lime-lemon flavor.
soft drink is sold in around 190 countries and its attitude seeks to inspire young people to
be honest with themselves. Sprite offers low-sodium hydration and a personality
funny, honest, and irreverent.
Fanta
Fanta is the second oldest brand in the entire Coca-Cola portfolio.
world. It is a soft drink with natural orange flavor that can help to satisfy the
daily hydration requirements. It was the first flavor brand in Mexico
introduced by Coca-Cola more than 50 years ago. The brand's personality seeks
inspire fun and healthy play among young people.
Ciel (Bottled Water)
Mundet cider,
Since March 1902, it is a Mexican soft drink made with pasteurized juice of
apple. Its characteristic and delicious flavor is inspired by Mexico: its colors,
traditions and customs. It is another hydration option in our portfolio, it is low in
sodium and does not contain artificial colorants.
Etc., etc.
What type of elasticity could the demand for this product have?
According to the competitors and the type of product, what kind of structure
Could I have this market?
What is the most relevant input for this company?
According to the suppliers and the type of input, what kind of structure
Could I have this market?
Does the production cost scheme of this company have any component?
critical in its fixed or variable costs, which could impact its finances?