World's #1 soft-drink
Owns four of the top five
soft drink brands.
Makes more than 400
Invented by – Dr.John S.
Introduced on – 8th May,
Country of Origin – United
Head Quarters located in
Name Given By – Frank
COKE’S EUROPEAN SCARE.
Children falling ill.
Victim of hysteria.
Coca-Cola drinks were withdrawn
Health crisis rocked the European nations.
Effects were felt far away.
Hundred’s of customers felt ill.
Coke’s trademark withdrawn from the
15 million bottles and cans were recalled.
Irregular taste and
Presence of H2S.
Symptoms of illness,
What are the management issues?
Saw the contamination as a minor problem.
Fungicide on wooden shipping pallets.
Poor communication on this matter.
Some effects on Coke’s profit.
Some feel that Coke handled the situation the
How did it regain its prestige?
Offered a free can.
Promised to take
Made transparency in
Key factors to be considered by
Be planned for everything.
Never betray the trust of consumers.
More attention to the quality rather
Response on time and no
“I want to reassure our consumers,
customers, and government officials in Europe
that The Coca-Cola Company is taking all
necessary steps to ensure that all our products
meet the highest quality standards. Nothing less
is acceptable to us and we will not rest until we
ensure that this job is complete. We deeply
regret any problems encountered by our
European consumers in the past few days. The
sacred to us”.
Extremely recognizable brand.
Bottling companies are locally owned and
operated by independent business people
authorized to sell products.
Serve customers with creativity and consistency.
Unable to raise the price of the product to
Coca-Cola on the other side has effects on
the teeth .
Brand recognition is significant factor.
Bottling strategy also gives them the
opportunity to serve a large geographic,
Carbonated soft drink is not very
Substitutes available puts pressure include
tea, coffee, juices, milk and hot coffee.
• Respond to change in changing attitudes
and demand of their consumers or face
losing market share.
All objectives should be SMART
Selecting Target Market
• North America
• Latin America
• Middle East
• South Pacific
Chain of Slogan’s
2000 - Coca-Cola Enjoy
1993 - Always Coca-Cola
1990 - Can't Beat the Real Thing
1989 - Can't Beat the Feeling
1976 - Coke Adds Life
1971 - I'd Like to Buy the World a Coke
1963 - Things Go Better with Coke
1959 - Be Really Refreshed
1944 - Global High Sign
1942 - It's the Real Thing
1936 - It's the Refreshing Thing To Do
1929 - The Pause That Refreshes