The Coca-Cola Company
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Coca-Cola Company is the world's biggest drinks company, controlling more than half the global market
in carbonated soft drinks as well as a substantial chunk of the somewhat larger non-carbonated segment. It owns four of the world's five
best-selling soft drinks. Its principal brand is of course Coca-Cola itself, the world's
best-known and most valuable brand. But the company also sells almost 500 other beverage brands ranging from variants like Diet
Coke and sister products such as Fanta and Sprite to a
vast range of carbonated and non-carbonated juice-based drinks, bottled waters, iced teas and coffees. Increasingly Coca-Cola has
found that its sheer size works against it. Competition authorities now watch the company's every move, effectively ruling out the acquisition of anything other than marginal products; and market
saturation and economic downturns in both emerging and mature markets caused sales growth to stall for more than a decade. Since 2006,
though, the company's performance has begun to fizz once again, mainly through aggressive development of non-cola products, including bottled water.
Selected Coca-Cola Company drinks
here for agency account assignments for Coca-Cola Company from Adbrands.net. AdAge estimated global measured
advertising expenditure of $3.03bn in 2012. Including unmeasured media,
the company declared its total advertising expenses for 2013 to have been $3.27bn. In the US,
Kantar (in Advertising Age) reported measured expenditure of $385m for 2012, out of an estimated total of $613m. Biggest spending
brands were the Coke & Diet Coke family (measured spend $243m), Minute Maid ($31m), Glaceau ($24m) and Simply ($21m). In the UK, Nielsen / Marketing estimated measured media spend of £44m in 2010.
In France, Kantar (in Strategies) estimated measured media spend of E120m in 2012. In Germany, Nielsen estimated measured expenditure of E142m in 2011. See also
See Non Alcoholic Beverages Sector index for other companies and brands
The Coca-Cola Company
1 Coca-Cola Plaza
Atlanta, GA 30313
Tel: +1 404 676 2121
Brands & Activities
Coca-Cola's strengths are significant, not least ownership of what is still by many reckonings the world's most famous and most
valuable brand. An unrivalled production and distribution system comes close behind, as well as years of experience. But Coke has also been
wrestling with more insoluble problems, such as market saturation and a hugely fragmented consumer market which, in developed markets especially, perceives carbonated drinks to be unhealthy but seems to have no clear idea of what it wants instead. That
provides Coke with a threat to its established business, but also an enormous opportunity to develop new products instead (and it
has plenty of regional soft drinks already within its global portfolio to choose from). The secret, of course, is to find the
right product mix. After some management instability in the late 1990s and early 2000s, CEO Neville Isdell successfully
restored the company's drive and performance has steadily improved since 2004. Isdell himself stepped down in 2008 and was succeeded by
Muhtar Kent, a Coke lifer who had already spent 30 years in the company.
Partly to reduce the emphasis of its dominance in the carbonated market, Coca-Cola likes to present itself as merely
a small player in the global drinks market, claiming that its trademark products account for only around 1.9bn beverage servings
out of a total universe of 57bn or more servings consumed worldwide every day. However that claim,
which ranks Coca-Cola alongside tea, coffee, tap water and alcoholic drinks with around 3.3% overall share, is disingenuous to
say the least. In its main commercial sector of carbonated soft drinks it is the undisputed giant. However, such growth that there
is comes primarily from new variant launches, many of which simply cannibalize existing sales.
Odd though it may seem, until recently, the Coca-Cola Company didn't actually manufacture most of the carbonated soft drink consumed
by millions of consumers worldwide. Its primary role has always been to make concentrates and syrups known as beverage
"base". This is sold on to separate bottling companies, who make the finished product by diluting it locally with water,
carbonating, bottling or canning it and sending it to market. Many of the biggest bottlers also manufacture and distribute their
own and other companies' non-competitive brands alongside those belonging to The Coca-Cola Company.
For most of the last two decades, Coca-Cola itself, like PepsiCo, has preferred to let the bottlers act independently as
separate companies, usually publicly quoted in their own right. However this strategy began to change in 2009 when Pepsi launched
a bid to take full control of two of its biggest suppliers in North America. Partly to avoid falling behind its main rival in comparable revenues, Coca-Cola followed suit in 2010, agreeing a deal to
acquire the largest part of Coca-Cola
Enterprises (CCE), which was then the world's #1 bottling company, serving most of the US and all of Canada, as well as parts of Europe including the UK, France and
Benelux markets. At that time CCE accounted for more than a fifth of Coke's total system sales, and its co-operation was secured via
a 35% shareholding held by The Coca-Cola Company. Under the new agreement announced in Feb 2010, The Coca-Cola Company
absorbed full control of CCE's operations in North America. This division is now known as Coca-Cola Refreshments, and also has responsibility for foodservice operations (as well as the Minute Maid and Odwalla juice brands). It handles a little under 90% of all supplies of group-owned beverages in
the US, and also distributes rival brand
Dr Pepper is some parts of the US, because of a prior partnership between the old CCE and Dr Pepper Snapple.
A scaled-down "new CCE" continues to operate independently, with
responsibility for its existing European markets, and also bolting on bottling duties for Scandinavia. Coca-Cola has no shareholding in that business, but does have a stake in almost 100 other bottlers around the world. Coca-Cola FEMSA serves parts of Mexico, Brazil and other Latin American
markets; Coke has a 28% stake. Coca-Cola
Hellenic serves most of central and eastern Europe, Greece, Ireland, Italy and Switzerland; Coke has 23%. Coca-Cola
Amatil serves Australia, New Zealand and Indonesia; Coke has a 29% stake. In 2012, Coca-Cola paid $980m to acquire a 50% stake in the soft drinks division of Aujan Industries in the United Arab Emirates, as well as a 49% share of that group's bottling and distribution operations. Its drinks brands include Rani juice, Barbican malt beverage and Vimto (under license).
Several other unconnected companies have the local license in other parts of the world. One of the biggest is the soft drinks
division of brewery giant SABMiller, which is Coke's licensee in much of Africa and
parts of Latin America. A further substantial quantity of beverage base is supplied in syrup or concentrate form to
"fountain" wholesalers and retailers for dilution on-site in restaurants (such as McDonalds or Burger King), bars and
other hospitality providers. This is a substantial market, especially in the US where it accounts for just under a third of the company's sales. It is less important elsewhere, contributing only 5% of international sales.
In an unexpected development in early 2014, Coke acquired an initial 10% shareholding in Keurig Green Mountain, makers of the popular home hot drinks dispensers. This was to secure a position as anchor partner for the launch of a new cold drinks home dispenser
planned for launch in 2015. Coke is expected to supply capsules for its leading brands. The initial shareholding was increased to 16% a few months later.
Total worldwide sales for the company's entire drinks system, including the sales generated by its various bottling partners,
were 28.2bn unit cases in 2013, an increase of 1.8% on the year before. Volumes have been rising at between around 2% and 4% per year each year. The rate for 2013 was around half the rate of growth reported in 2012. Sparkling beverages accounted for 74% of total volumes (38.1bn cases) and the Coke Family alone for
47% (or 13.3bn cases). The US accounted for 19% of total system volumes in 2013, with Mexico, China, Brazil and Japan the next biggest markets.
In the key US market, industry watcher Beverage Digest estimated a 34.2% overall share in 2013 of the liquid refreshment category, which includes bottled water and other soft drinks as well as carbonated products (but not refrigerated juices like Minute Maid and Simply). Volumes slipped by 1.1% year-on-year to
5.16bn cases, but percentage share was up slightly. In the key carbonated segment, Coca-Cola scored 42.4% share, also up slightly despite a 2.2% decline in volumes. However it remained comfortably clear of second-placed PepsiCo in both the overall liquid refreshment sector and the carbonated segment. Coke and Diet Coke held onto the top two places among carbonated
drinks; and Sprite and Fanta both featured among the top ten carbonates. The Coke family was also clear leader within the wider liquid refreshment category. Sprite ranked as #6 and Dasani water as #8.
Adbrands Weekly Update 15th May 2014:
There's a revolution taking place in the North American coffee market, and Coca-Cola appears to be positioning itself in the driving seat. The soft drinks giant has increased its stake in Keurig Green Mountain, makers of America's increasingly ubiquitous
coffee makers, to 16% (from an initial 10% earlier this year). As a result Coke becomes Keurig's single biggest shareholder, protecting its role as beverage partner for Keurig's soon-to-launch cold drinks dispenser. Yet the move coincides with publication of figures from Euromonitor which show that Keurig is
now the clear leader in the US retail coffee market. The vast range of capsules it produces for Keurig machines, either under its own Green Mountain banner, or for branded partners including Folgers, Starbucks, Dunkin Donuts and others, give it a combined 18.4% share of the North American retail
coffee sector. That's almost as much as Folgers (12.5% share) and Maxwell House (7.7%) combined. Yet five years ago it had less than 1%. In its accounts for 2013 it declared revenues of over $3.3bn from sales of capsules, on top of almost $1bn from the machines themselves. It's worth bearing in mind
that Coca-Cola already has considerable exposure to coffee through its various canned java brands around the globe, so this is clearly an area it's interested in developing further. Also the slowly slowly sharebuilding strategy is one it has already used successfully in the past, notably to take control of UK-based
juice and smoothie marketer Innocent. We're prepared to bet it won't stop at 16% of Keurig.
Adbrands Weekly Update 8th May 2014:
Coca-Cola announced a job swap for two of its most senior marketers, Katie Bayne and Wendy Clark. Clark moves to the role of president, sparkling brands & strategic marketing North America, inheriting some of the duties that have been managed by Bayne in recent years.
Bayne for her part took over Clark's role as SVP, global brand communications, sparkling beverages. At the same time Jonathan Mildenhall is leaving his role as Coke's SVP, marketing communications and creative excellence to become chief marketing officer of online travel service Airbnb.
Adbrands Weekly Update
17th Apr 2014:
Coca-Cola had a
tough 1Q, with revenues and profits both down. Carbonated volumes slipped
by 1% year-on-year, their first global decline since 1999. However that fall was
countered by an 8% jump in non-carbonates, resulting in overall volume growth of
2%. The group is hoping to offset the difficult first quarter with a big
marketing push across the rest of the year, anchored by the World Cup.
Adbrands Weekly Update 3rd Apr 2014:
Industry watcher Beverage Digest published a gloomy analysis of the US liquid refreshment (LRB) market, saying that "challenging recent trends... continued and worsened in 2013". Total liquid refreshment volumes,
including both still and sparkling beverages, fell for the first time in several years (by 1.6%), and the
rate of decline among carbonates increased sharply to 3.0%, almost three times last year's fall. Sales of carbonated soft drinks (CSDs) peaked in 2003 and have been declining steadily ever since. The latest slide returns the sector to volume levels not seen since the mid 1990s. The big three of Coca-Cola,
PepsiCo and Dr Pepper Snapple all suffered volume declines in both total
carbonated drinks and the wider LRB market, and virtually all the top brands, including Coke, Pepsi, Mtn Dew and Dr Pepper suffered a fall. Of the top ten CSDs, only Sprite enjoyed an increase in volumes, and that by a measly 0.1%. Coke Zero crept into the top ten for the first time, displacing
faster-declining Diet Dr Pepper. Coca-Cola's Dasani water was a rare exception in the wider LRB market with an impressive 5% hike in volumes. Rivals such as Nestle Pure Life and Poland Spring managed less than 1% apiece. Energy drinks currently sit just outside the top ten brands in both the
CSD and LRB
categories, but are likely to force their way in this year or next. Currently Monster Beverage Corp and Red Bull have share of 1.6% and 1.3% respectively, having both grown by 0.2% during 2013. At current rates Monster could take the #10 spot by volumes among CSDs from Coke Zero for 2014.
Adbrands Weekly Update 3rd Apr 2014:
There were no such problems in the UK, according to the latest annual soft drinks report from Britvic, the local Pepsi licensee. Last year's summer heatwave pushed consumption to record levels. Volumes were up almost 2%, but the growing number of premium-priced products pushed up value, especially in the take-home market, by almost 4%.
Total value topped £10bn for the first time. Grocery and convenience store channels accounted for sales of £7.5bn, with another £2.9bn from on-trade pubs and clubs. Cola was still the biggest
seller, accounting for almost 22% of the retail market and 43% of on-trade. Juice and energy drinks were as usual the #2 and #3 take-home categories by value, but the most spectacular growth was seen in "cold hot drinks" like iced tea and coffee, with sales jumping by 47% year-on-year.
Coca-Cola continues to dominate the local market with 30% overall share to 20% for Britvic.
More from Adbrands Weekly Update
Worldwide, Coca-Cola and Diet Coke are respectively the #1 and #3 soft
drinks (see separate profile). Alongside them sit a variety of other spin-off products. Sitting immediately below the Coke family sit two
secondary brands, Sprite and Fanta, also among the global top five. At the next level sits a sometimes bewildering variety of other, often regional brands, more than 500 in all excluding their
different variants or flavours. Many are the inventions of local bottling partnerships, catering to domestic tastes or taking up
spare production time; others are house brands. The US has its own extended local
portfolio: including cherry cola Mr Pibb (originally launched in 1972), Mello
Yello citrus drink (first introduced in 1978), root beer Barq's (acquired 1991), caffeine-free Citra (launched 1997) and Surge (launched 1998). However sales of these products are very small
compared with the main international brands.
The group now has 17 brands with retail sales in excess of $17bn. These include regular Coca-Cola, Diet Coke/Coca-Cola Light and Coca-Cola Zero, as well as Sprite and Fanta. Other mainly North American billion-sellers are Minute Maid, Simply, Powerade and Dasani. Vitaminwater is a fully
international billion-seller, and the collection is rounded out by regional brands Aquarius, Georgia, Pulpy, Del Valle, Ayataka, Bonaqua and Schweppes. More on these below. Several of the group's smaller but more
promising products in North America are overseen by Venturing & Emerging Brands, a dedicated unit which aims to identify the next generation of potential billion-selling brands. They include Fuze, Honest Tea, Illy Issimo and Zico coconut water. See more below.
Sports & energy drinks: Coke introduced
sports drink Powerade in the US in 1990, and in Europe a decade later, to counter Gatorade, now owned by Pepsi. To match its rival's introduction of an associated vitamin-enriched water Propel, Coke
acquired independent vitamin-fortified brand Glaceau Vitaminwater for a generous $4.1bn (around 11
times 2006 revenues). This and associated product Smartwater now partner Powerade in the wider "active hydration" segment. Although Powerade continues to lag some way behind Gatorade, Vitaminwater has given the group a considerable lift. By June 2011, data from Nielsen indicated that
Coca-Cola's share of the active hydration segment by retail value had risen from under 14% in 2006 to almost 37%, while PepsiCo's in the same period slipped from 77% to 61%. In the pure sports drink market, Nielsen figures for mid 2012 suggested 21% share for Powerade (up from 16% in 2006) to
The group first entered the energy drink sector with pineapple-flavoured Burn, launched in Australia during the 2000 Olympics
and subsequently rolled out selectively in Europe. It is known as Buzz in Japan. The company introduced its first US
competitor to energy drink Red Bull in 2000, with KMX. This was replaced five years
later with Full Throttle, and Coke also signed a deal to take over distribution for fast-growing newcomer Rockstar. It lost
that contract to Pepsi in 2009. Other caffeine-enriched beverages in the portfolio include Relentless in the UK and Australia, Shock in India, Play in South Africa,
Nalu in Belgium and Samurai in Vietnam. In 2008, the group agreed to acquire rights to Northern European energy drink Battery,
which has a strong following in Scandinavia and neighbouring markets, from Carlsberg.
It also signed a distribution deal with US company Hansen Natural to distribute its Monster energy drink in Europe.
Juices: Minute Maid is the
world's #2 refrigerated juice business, but worldwide sales lag well behind the market leader, PepsiCo-owned Tropicana. Formed in
1946, the business was acquired by Coke in 1960. Traditionally, Minute Maid had always held a distant second place in the US market,
but the launch of premium sister brand Simply
Orange and a higher priced "Pure Squeezed" variant of Minute Maid, combined with missteps by Tropicana, allowed Coca-Cola to close the gap considerably in 2008 and then overtake its long-time rival. According to IRI figures for 2013 (52 weeks to Jan 2014, all retail channels, grocery
HQ), Coca-Cola led the refrigerated orange juice segment with 33% share and sales of $1.95bn (to PepsiCo's 30%). Simply was the #2 brand with almost 21% share, ahead of Minute Maid with around 12%.
Key regional brands include Minute Maid Pulpy, a top-selling variant across Asia; Del Valle in Mexico & Brazil, Maaza in India and Rani across the Middle East. The group's other juice-based brands include Hi-C (the US and across Asia), 5 Alive (mainly Europe), Cappy (in central and
eastern Europe), Montefiore (Latin America), Sonfil and Qoo. The latter, a non-carbonated fruit-juice drink for kids, was first
launched in Japan in 1999, and has been rolled out very successfully in several Asian territories. It made its first appearance in
Europe in 2003, launching in Germany.
Another still juice drink, Kapo,
first launched in Chile and has been extended across Latin America under that name or as Bibo. It launched in Singapore as Juggy
and most recently in Canada and South Africa. Coke also markets non-carbonated grape flavoured Delaware Punch in the US and
competes in the so-called "new age" non-carbonated sector, with a range of unusual and intense fruit-based flavours. In
addition to the US, it is marketed in countries including Spain and Australia. In 2008, the group launched a bid to acquire
HuiYuan, China's biggest juice maker, for around $2.4bn. However, that offer was rejected by Chinese regulators in March 2009
after several months of consideration. It was more successful soon afterwards in securing a shareholding of between 10% and 20% in
much admired British smoothie marketer Innocent for £30m. In 2010, that shareholding
was increased to 58%, and the group acquired all the remaining equity during 2013. (see separate profile). In 2012, Coca-Cola acquired a majority stake in US coconut water Zico for an undisclosed sum.
Mickey's Adventures (or Mickey Aventuras) is produced under a licensing deal with Disney,
a range of fruit-based or milk-based still drinks first introduced in Mexico in 2002, and later rolled out in Europe. In the US,
the group produces another juice product, Disney Hundred Acre Wood under license from Disney. There are also numerous carbonated
fruit-based drinks in the portfolio. The Fresca name, withdrawn in the US in 1969, was reused in Mexico for an new carbonated
grapefruit drink launched in 1994, and since rolled out in several other markets. It relaunched in the US in late 2005 as a diet
flavour brand. Fruit-flavoured Aquarius originally launched in Japan, but is now marketed in 15 countries in Asia and Europe.
Others include Lift in Europe and Latin America, Lilt in the UK, Manzana in Mexico, Smart in China and many others. In 2005,
Coca-Cola together with bottler Coca-Cola HBC acquired a 50% stake in Russian fruit juice business Multon
which markets the Dobriy, Rich and Nico brands. It acquired rival juice company Nidan in 2010 to build around 31% local market share in Russia's juice sector.
Iced tea & coffees: Ready-to-drink (RTD) tea Nestea is produced by Beverage Partners Worldwide, a joint
venture with Nestle which operates in several countries worldwide (see separate profile). Originally the only market excluded from the deal was Japan, though the business has more recently narrowed its focus further. Japan is probably the world's most
competitive soft drink market, with more than 7,000 different soft drinks available for sale, from 500 different manufacturers.
Some 1,000 new soft drinks are launched every year. But Coca-Cola Japan is the country's top bottler with 25 widely differing
brands and 60 flavours. Georgia
is the long-established market leader in canned coffee and coffee-flavoured drinks; Ayataka is one of the top-selling bottled green teas in Japan, and will be instantly familiar by sight to any Western visitor, although the bottles carry no Western script. The
group's other RTD tea brands include Ko Cha Ka Den, Marocha, Sokenbicha Happy and
Saryusaisai. In 2004 the group introduced Zu, a canned coffee drink with added ginseng, in several Asian
markets. Later it experimented with Coca-Cola Blak, a coffee-flavoured variant of its lead drinks franchise, in several European
markets and the US. In 2008, Coca-Cola agreed a new joint venture with Illy Coffee of Italy to develop and market premium RTD
coffee products through a new entity, Ilko Coffee International, based in Italy. This unit markets a range of chilled coffees under the Illy Issimo name, now distributed in more than 20 global markets. Cafe Blak is an
instore vending system marketed by the group in Mexico and a few other Latin markets.
Other highly localised products in Japan include Ambasa and Lactia (lactic "white water" drinks introduced in 1981
and 1996 respectively), health drink Calo (1997), Perfect Water mineral water (1997), Real Gold herb drink, Shpla citrus drink
(1996) and Vegitabeta peach drink (1991). The group also markets tea-based or coffee-based RTDs in other countries, such as
Imperial Orchid Tea in Singapore. In 2008, Coke agreed to acquire a 40% stake in US-based Honest
Beverages, which makes premium organic bottled teas. However the company's main inhouse alternative to Nestea in the US and other non-BPW markets is Fuze, originally a "new age" fruit beverage brand acquired by Coca-Cola in 2007. In 2012, the group launched
an expanded range of tea-based Fuze variants in the US and 24 other non-BPW markets, mainly in Latin America and Asia.
Many of the company's local brands joined the portfolio from acquisition during the 1990s. For example, Coke acquired leading
Indian soft drinks Gold Spot, Limca, Maaza and Thums Up in 1993. In Latin America, El Salvador's Tropical was bought in 1994,
Ecuador's Fioravanti in 1991, Chinotto and Frescolita in Venezuela in 1991. Other Latin American brands include Quatro (Argentina
and Chile), Hit (Venezuela), Inca Kola (Peru and other markets), Guarana flavoured energy drinks Tai and Kuat (Brazil), pear
flavoured Tai (Colombia) and Nordic Mist ginger ale and tonic water (Chile). South Africa's Coke business also markets Iron
Brew, Sparletta cream soda and Spar-Berry fruit drinks, and Stoney ginger beer; Royal Tru-Orange is one of the Philippines'
longest established drinks, launched 1922; Germany has the Mezzo Mix orange-cola drink; Kuli children's drink is available in
Scandinavia; Fei Yang teas were launched in Taiwan in 1997.
Coca-Cola is also present in the alcoholic mixers market. Following a deal agreed in 2000 with what was then Cadbury
Schweppes the company owns the Schweppes and Canada Dry brands in several non-American markets, as well as Dr Pepper. In
the US, it acquired in 2001 a license to market Seagram's Mixers, and also sells a similar range under license as Bacardi Mixers.
It also extended its Kinley brand in Germany into this segment.
Mineral water: For several years, the group's fastest-growing market has been mineral water. Coca-Cola has been determined not to allow rivals
Nestle, Danone or Pepsi to have leadership of this sector, especially in key markets. BonAqua
mineral water was first launched in Austria in 1970, and extended to Germany in 1986. Since then it has been rolled out to 50
other markets around the globe. Its strongest territories are in eastern Europe and Scandinavia. Coca-Cola introduced a sports
variant of Bon Aqua in Germany in 2002, with added vitamins and minerals, and tied up a sponsorship to make Bon Aqua Sports the
"official water" of the 2004 Olympics. Another fruit-flavoured mineral water, cheekily named Ipsei, was introduced in
Germany and the Netherlands in 2004, and was being considered for a UK launch. Pepsi warned it would launch a legal challenge to
the name if Coke continued to market the brand, and so it was discontinued.
An even simpler water product was introduced into North America for the first time in 1999 under the the brand name Dasani.
The product is essentially local tap water, filtered and remineralised by regional bottling plants. The simplicity of the
production process allowed Coke to undercut competitors' prices. An unprecedented push in the US after 2001 saw the brand climb to
the #1 spot by 2007, overtaking Nestle's regional giant Poland Spring and PepsiCo's Aquafina. Revenues were
estimated at $1.2bn in 2009, equivalent to 11% value share (or around 6% by volume). Nestle remains the overall #1 with a collection of local brands whose total
combined share was approximately 35%, and its value-priced Pure Life overtook Dasani and Aquafina to become the top-seller by
volumes in 2009. Beverage Digest estimated volumes of 354m 192-oz cases for Dasani in 2012, up 9% on the previous year, but still well below Nestle Pure Life. In 2001 Coca-Cola agreed a joint venture deal with Danone, under
which it took control of marketing and distribution of Evian and other bottled waters in the US and Canada. Sales remained small,
however, and Danone took back control of Evian in North America in 2009.
One of the biggest challenges Coke has faced in mineral waters came with the launch of Dasani into Europe in early 2004. The
debut market was the UK, but the British media roasted the brand when they discovered it was derived from ordinary tap water.
Worse was to follow when unhealthy levels of the chemical bromate were discovered in the entire launch supply and it was withdrawn
overnight. In the light of this PR disaster, Dasani's launches in France and Germany, were cancelled (even though it was to be
made from genuine mineral water in both these markets, rather than remineralised tap water). Instead, in 2006, Coca-Cola acquired
leading German bottled water brand Apollinaris, previously owned by Cadbury Schweppes. The
group's other water brands include Kinley in several markets around the globe, Soo Soon 100 in Korea, Ciel in Mexico, fitness
water Aquana in Belgium, Tian Yu Di in China, Joy in Vietnam, Multivita in Poland, Valser
in Switzerland, Neverfail Springwater in Australia, Ades in Indonesia, Chaudfontaine in
Belgium and Valpre in South Africa. It agreed to acquire UK mineral water Abbey Well in 2008, as well as Scandinavian
brands including Ramlosa and Kurvand. Its most significant mineral water in Japan is I Lohas.
The group has also dabbled in other potentially lucrative areas. Perhaps the most significant of these has been the research and development of new packaging materials. "PlantBottle" is a newly formulated form of recyclable plastic partly derived from natural plant materials, thereby
reducing carbon emissions. Coca-Cola spent an estimated $150m on the project, but has begun to license the bottle to other manufacturers, starting with Heinz, which has adopted the technology for its Tomato Ketchup.
Sales have generally demonstrated steady growth since 2007 after several years of flat performance. That
development was enhanced in 2010 and 2011 by the bolt-on of previously separate bottling operations. The first full-year contribution from that business caused revenues to jump by 33% in 2011 to $46.5bn
(compared to around $31bn in 2009). However attributable net income slipped 27% to $8.58bn. Comparison with the prior year was distorted by an exceptional $6bn gain in 2010 generated by the
acquisition of CCE. For 2012, revenues rose 3% to $48.02bn and net income by 5% to $9.02bn.
However 2013 saw the first decline in topline since the late 2000s, partly as
a result of the deconsolidation of some bottling operations in Asia as well as
currency fluctuation. Net revenues for 2013 slipped 2% to $46.85bn, while net
attributable income fell 5% to $8.58bn, the same level as in 2011. The US accounted for 42% of revenues, or $19.82bn. The group's two most profitable markets were Latin America and Europe, both contributing operating profit of around $2.9bn, compared to $2.4bn from North America.
Muhtar Kent is chairman & CEO of The Coca-Cola Company. Other senior officers include Kathy Waller (EVP & CFO), Alex Cummings (EVP & chief administrative officer) and Alexander "Sandy" Douglas (SVP & global chief customer officer). Following a reshuffle
of the operating structure at the end of 2013, Coca-Cola comprises three distinct operating divisions of Coca-Cola North America, Coca-Cola International and Bottling Investments Group. Coca-Cola North America is overseen by Sandy Douglas, supported by Wendy Clark (president, sparkling &
strategic marketing North America), Brian Smith (president, Latin America)
and Glen Walter (president, Coca-Cola Refreshments).
Ahmet Bozer is president, Coca-Cola International, which is in turn divided into three regional groups led by James Quincey (president, Europe group), Glenn Jordan (president, Pacific group) and Nathan Kulumbu (president, Eurasia & Africa). Irial
Finan is president, Bottling Investment Group & supply chain. Former Latin America head Jose Octavio Reyes is now president, Coca-Cola Export Corp, which serves as an advisory body for local regional businesses. Javier Goizueta is president of a dedicated McDonald's
division, which maintains the global strategic alliance with the group's biggest customer.
Joe Tripodi is EVP & global chief marketing & commercial officer. Other senior marketers include Stuart Kronauge (SVP & general manager, sparkling brands North America), Katie Bayne (SVP, global sparkling brand
communications), Andrew Mcmillin (VP, general manager, Coca-Cola trademark brands, North America), Mary-Ann Somers (SVP & general manager, water, tea & coffee), Ivan Pollard (VP, global connections), Rebecca Messina (VP, global
marketing capability & integration), Mike Dillon (VP, global marketing strategy), Daniel White (VP, global marketing & innovation), David Butler (VP, innovation & entrepreneurship), Carol Kruse (VP, global interactive marketing),
Stefanie Miller (VP, strategic partnership marketing), Brynn Bardacke (global group creative director), Elena Pinakatt (global brand director, Diet Coke/Coca-Cola Light & Coke Zero), Guy Duncan (global creative director, Coca-Cola trademark brands), Sarah Madden Armstrong (director of worldwide agency operations),
Ashley Brown (global group director, digital communications & social media), Emmanuel Seuge (VP, global alliances & ventures), Prinz Pinakatt (global director, sports & entertainment marketing, NBA, Formula 1), Joe Belliotti (director, global entertainment marketing) and Charles Torrey (VP, marketing, Minute Maid)
Rensburg is president & general manager of the Venturing & Emerging Brands unit, supported by Matthew Mitchell (business development director) and Matt Hughes (commercial director).
Coca-Cola was invented in 1886, but ownership of the brand passed through several hands over the next few
years. [see Coca-Cola brand profile for more]. Former drugstore clerk Asa Candler became
owner in 1891. He saw the drink's full potential and secured distribution throughout soda fountains in the United States, Canada
and Mexico by the end of the century. Less sure that customers would buy the drink for home consumption, he offloaded the
production problem by selling bottling rights to Benjamin Thomas and John Whitehead, also for $1. They promptly established a
national chain of franchised plants and made their own fortune. In 1919, Candler's family sold the company (against his wishes) to
Atlanta businessman Ernest Woodruff, for $25 million. Woodruff part-financed the deal by selling part of the shareholding to the
public. Coca-Cola had gone public.
For the next sixty years, the key figure in the development of Coca-Cola was Woodruff's son, John, who became president of the
company in 1923, aged 33. He was then the youngest executive of any major corporation, but he built it into a truly global
business through a massive commitment to advertising, and international expansion in the wake of the US Army's involvement in
World War II. The company had begun to establish overseas bottling plants in the 1920s, but quality and sales were both
disappointing. Aware of the power of Coke as a symbol of home, Woodruff announced in 1941 that every US serviceman overseas would
be able to get a bottle of Coke for 5 cents, wherever in the world he was. In 1943, General Eisenhower placed an order for ten
bottling plants to be set up in Europe; by the end of the war, a total of 64 plants had been established around the globe to
fulfill Woodruff's pledge. When the war ended the plants remained, having developed an infrastructure of their own, and they
traded off the new enthusiasm for all things American.
As competition increased, Coca-Cola was forced to rethink its dependence on a single brand, and embarked on a policy of
systematic diversification during the 1960s. Fanta, which had been invented in Germany during the war, was introduced into the US
in 1960 and the company also spent $72.5m buying up juice manufacturer Minute Maid. This was followed by the launch of Sprite in
1961 (the company's reply to 7-Up), diet drink TAB in 1963, and several other low sugar or high protein brands including Fresca
and Saci. But a heath scare over the artificial sweetener used in these and most other low sugar drinks caused an industry-wide
panic. TAB and Fresca were both withdrawn in 1969.
For the rest of the 1970s, Coca-Cola was plagued by political problems relating to treatment of workers, difficult negotiations
with bottling plants over terms, and the devastating impact of the Pepsi Challenge [see Pepsi profile].
In 1981, the ageing Woodruff handed over the company's reins to protege Roberto Goizueta in the hope that Coke's image could
recover from the battering it had received. Overall, Goizueta's reign was enormously successful, marred by just one disastrous
marketing error. In 1985, in an attempt to see off the Pepsi Challenge, he "improved" the formula for Coca-Cola, only to
find that consumers preferred old Coke to new Coke. But otherwise the company prospered. Coca-Cola acquired film studio Columbia
Pictures in 1982 for $750m, only to sell it to Sony seven years later at a profit of
almost $1bn. The same year, the company returned to the low-sugar arena with Diet Coke, which quickly came to dominate this new
sector. In 1986, the company grouped together the bottling interests it owned, mostly in the US, as Coca-Cola Enterprises and
floated the majority shareholding of the business.
During the 1990s Goizueta encouraged a continuing process of rationalisation within the bottling businesses, who were at least
part of the secret behind Coke's success. Coke's idea has always been to have supplies of the drink within, as John Woodruff
famously put it, "arm's reach of desire". In practice that meant within five minutes traveling time of most consumers.
As a result, the group built up an unparalleled international network of largely independent bottling businesses in every local
territory, aggressively wading into one country after another. Coke took a minority stake in most and supported increased
rationalisation among them to strengthen the local business. With these and other moves, Goizueta transformed the company. Between
1981 and 1997, when Goizueta died, the value of The Coca-Cola Company had risen from $4bn to $145bn.
In 1997, Coca-Cola and its sister brands achieved an average of more than 1 billion servings per day for the first time. As the
company proudly announced, it had taken 22 years to sell the first billion servings of Coca-Cola. Now, they were selling a billion
drinks a day. That resulted in record sales and profits, not just in core territories but on new frontiers as well. In China, the
world's largest market, volume rose by 30% in just one year. But the good news was not to last. The next three years proved
difficult for the company. A sudden economic downturn in emerging markets, combined with the massively successful launch of
Procter & Gamble's rival drink Sunny Delight in Europe caused sales in all
international markets to stall. Coke issued three profit warnings in six months during 1998 and 1999.
The company strengthened its global hand considerably late in 1998 with the acquisition of Cadbury
Schweppes' soft drink brands in various non-US territories. Cadbury's original plan had been to sell all its non-US drinks
to Coke for $1.85bn, but the deal was hampered by competition authorities in several of the countries affected on grounds that it
would further increase Coke's sizeable market share. The EC, where Coke was already the focus of several anti-competitive
investigations, proved a major obstacle. There followed months and months of negotiations with regulators in each of the objecting
territories. In order not to delay the entire process, the two companies agreed the transfer of the first chunk of the drinks
business in July 1999, with Coca-Cola taking control of more than 20 brands in 155 countries. This deal, recast with a price tag
of $700m, excluded the United States, Norway, Switzerland and the European Union member nations, with the exception of the United
Kingdom, Ireland and Greece. A few months later, South African and New Zealand regulators also approved the purchase. After a year
of further wrangling, plans to sell the brands in Canada, Australia and Mexico were abandoned in July 2000.
In addition to the wrangling over the Cadbury Schweppes brands, Coke was plagued by a series of other problems in Europe. In
1998, the company agreed the purchase of Orangina from French group Pernod-Ricard.
However the deal was quickly blocked by the French government, supported by some heavy lobbying from Pepsi (bottled in France by
Orangina). Coke and Pernod-Ricard spent a year attempting to appease regulators before finally abandoning the deal in late 1999. (Orangina
was later bought by Cadbury instead). Worse followed, as the group had to deal with contamination problems and further lawsuits
relating to anti-competitive practices. Regulators also held up the merger of Coca-Cola Beverages, the bottler serving several
European territories, with its Greek counterpart Hellenic Bottling Company. Reflecting the company's troubled year, CEO Douglas
Ivester stepped down in January 2000, to be replaced by Douglas Daft. His first action was to announce a sweeping job-cutting
programme, disposing of 6,000 jobs, or around 21% of the workforce.
In 2000, Coke tussled with PepsiCo to acquire Quaker Oats, the food and drink group whose brands included Gatorade, the
best-selling US sports drink. PepsiCo's initial offer was turned down, leaving Coke the apparent favourite. But Quaker's
shareholders balked at the idea of selling to topdog Coke, despite a higher offer. Pepsi walked off with the prize after all. The
group also had to resolve a discrimination lawsuit brought by African-American employees who alleged the company treated black
employees unfairly and consistently paid them less than their white counterparts. Coke paid out $192.5m, the largest sum ever paid
by a US company in a discrimination case.
The beginning of 2001 was marked by two major announcements. The company established a joint venture with Nestle to market Nestea
as an independent business, Beverage Partners Worldwide, with a brief to expand its operations globally. More significant still
was a plan to spin off Minute Maid juice into a new $4bn joint venture with Procter & Gamble.
Both developments were in no small part designed to head off increased competition from arch-rival PepsiCo. Yet the P&G deal
later went flat in face of opposition from investors who felt they were getting poor value. After attempts to recut terms, the
partnership was eventually abandoned in 2001.
The company was embarrassed in 2003 after it was revealed that some employees within the group's US fountain sales division had
tried to manipulate the results of tests three years earlier to sell a new product, Frozen Coke, through Burger King outlets. This
led to a full restructuring of the fountain division and Coke paid a handsome $21m to Burger King in compensation. Overall
performance was also disappointing, especially in the US market. After a growth in volume during 2002 as a result of new launches,
volumes for Coke slipped again in 2003, as the novelty effect of Vanilla Coke and Diet Coke with Lemon wore off. Early in 2004,
chairman & CEO Douglas Daft announced he too would step down. He was replaced by Neville Isdell, a veteran of Coca-Cola's
international operations, who came out of retirement to take the job. Steven Heyer, formerly president & COO, had been the
sole internal candidate for Daft's job, but was effectively sidelined during the recruitment process. He announced his departure
from Coke shortly after Isdell's appointment.
The group's various European antitrust disputes were finally settled in summer 2005 after six years of litigation. No fines
were levied provided Coca-Cola execute a number of anti-competitive measures. For example, it was barred from offering
volume-linked rebates or agreeing exclusivity deals with retailers, and was forced to allow rival products to take up to 20% of
space in its coolers and vending machines. The company is also prohibited from offering discounts on top-selling brands such as
Coca-Cola or Fanta in order to encourage retailers to sell its less popular products. If Coke breaks any of these conditions it
will face steep penalties of up to 10% of worldwide annual revenues. However the group's problems spread to India and Latin
America, otherwise regarded as a key potential growth markets. For many years, Coca-Cola and Pepsi had both faced criticism from
consumer groups over their over-use of precious local water resources in developing countries, and Coke in particular is the
subject of a boycott by many student associations in First World countries for its alleged abuse of human rights, especially in
Latin America. In 2006, sales of both brands were temporarily suspended in India after an independent research company claimed to
have found high levels of pesticides in 11 different soft drinks brands made by the two groups.
There was a further shake-up in the senior management team in early 2007 when Muhtar Kent, previously head of the international
division, was named as group president, and likely successor to Neville Isdell. Shortly afterwards, Mary Minnick, president of
global marketing, innovation and strategy, and widely tipped until then as a future CEO of the company, announced her resignation.
Isdell handed over the role of CEO to Kent in July 2008, and stepped down as chairman in April 2009.
Last full revision 2nd June 2014
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