Coca Cola Case Study International Business

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Soon after the formula was sold to Asa G Candler (in 1889), who converted it into a soda drink, the real marketing began. He distributed thousands of complimentary coca-cola glass coupons, along with souvenir calendars, clocks, etc.

all depicting the trademark and made sure that the coca cola trademark was visible everywhere. Whitehead, secured from Candler exclusive rights (at just $1) for bottled coca cola sales.

Unlike other big companies, Coca-Cola has maintained its positioning as a social brand. It now operates in all but 2 countries worldwide with a portfolio of more than 3500 brands.

(2003), "Crisis management in Belgium: the case of Coca‐Cola", Corporate Communications: An International Journal, Vol.

Peak took the units for recycling and paid a rebate for the material.

This saved CCH disposal costs and resulted in all of the components being recycled into new products.Methods of analysis include literature review of the materials devoted to the Coca-Cola management strategies and analysis of the company’s business communication activities.In particular, the ones that focused on the improvement of the working conditions and enable communication with customers. With the presence in more than 200 countries and the daily average servings to 1.9 billion people, Coca-Cola Company has been listed as the world’s most valuable brand with 94% of the world’s population recognizing the red and white The world knows and has tasted the coca cola products.In fact, out of the 55 billion servings of all kinds of beverages drunk each day (other than water), 1.7 billion are Coca-Cola trademarked/licensed drinks.The company has followed the same branding strategy till now.Coca-Cola is everywhere and hence has the world’s most renowned logo. It was and it is an ‘Experience’ of happiness and joy.The Solution The Industrial Symbiosis practitioner visited the site in Lisburn to see the units which contained both metal and plastic components.From his extensive knowledge of recyclers he advised the company to contact Peak Environmental, a company that specialises in both metal and plastic recycling.Once the product was launched, it was marketed by Pemberton as a “Brain Tonic” and “temperance drink” (anti-alcohol), claiming that it cured headaches, anxiety, depression, indigestion, and addiction. The name and the original (current) Trademark logo was the idea of Pemberton’s accountant Frank Robinson, who designed the logo in his own writing.Not changing the logo till date is the best strategy adopted by Coca-cola.


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