Case Study Of Coca-Cola: What Led To Its Success?

Case study of Coca- Cola

In a world brimming with countless beverages, one name stands tall – Coca-Cola. Also it is among the remarkable case study of success.

Case Study of Coca Cola

Coca-Cola’s Profile:

The year was 1886, and the place was Atlanta, Georgia, where the Coca-Cola saga begins with Dr. John S. Pemberton, a pharmacist. In his laboratory, he mixed together a curious blend of coca leaf extract and kola nut, creating a syrupy concoction that he believed had medicinal properties. This brew, initially intended as a patent medicine to soothe headaches and fatigue. But, later on it was mixed with carbonated water to create a fizzy drink. It was first sold at Jacob’s Pharmacy on May 8, 1886. 

It was Frank M. Robinson, Dr. Pemberton’s bookkeeper, who gave the concoction its iconic name. He played a pivotal role in the brand’s early history by suggesting the name Coca-Cola and designing the now-famous logo. 

  • He believed that “Coca-Cola” conveyed a sense of euphony and captured the drink’s two main ingredients. 
  • He even penned the flowing script of the Coca-Cola logo that remains an indelible part of the brand’s identity. 

Coca-Cola Case Study to Rise to Prominence: 

Despite Pemberton’s vision, financial difficulties led to the sale of Coca-Cola formula in 1887 for a mere $2,300. 

Its key points:

  • Asa Griggs Candler, a visionary businessman, acquired the rights to Coca-Cola and embarked on a mission to make it a national sensation.
  • His aggressive marketing tactics and bold advertising campaigns set the stage for Coca-Cola’s expansion. 
  • In 1894, Candler incorporated The Coca-Cola Company and pushed it for widespread distribution. 
  • Soon, the beverage was available in every U.S state, solidifying its position as an American favorite. 
  • Its sales increased by a phenomenal percentage because of Candler efforts. 
  • The evolution of Coca-Cola would not be complete without mentioning the groundbreaking contour bottle, introduced in 1915. 
  • It is said to be the stroke of genius – the contour bottle. 
  • Designed to be distinctively recognizable even in the dark or shattered into pieces.
  • This bottle not only protected the secret formula but also became a symbol of Coca-Cola’s commitment to quality.
coke cane

  • This curvaceous bottle not only protected the secret formula of the brand itself.
  • This distinctive packaging contributed to Coca-Cola’s worldwide recognition. 

NOTE: We have detailed article about various functions of packaging! Do check that out!!

In 1919, Ernest Woodruff bought up the company. Thereafter, Ernest’s sons continued to run the company until they transformed it into an international brand. The company was officially listed on the New York stock exchange in 1919 under the symbol KO. 

Coca-Cola’s study to International Expansion:

  • With success at home, Coca-Cola set its sights on global domination. During World War II, the company provided American troops with Coca-Cola, using slogans like “The pause that refreshes” to boost morale.
  • After the war, international expansion continued, with bottling plants established worldwide. 
  • The introduction of Coca-Cola during the war created its demand in the international market. 
  • After that, Coca-Cola began establishing its partnerships with distributors and bottling companies all around the world.  
  • At present, the company operates and works in more than 200 countries and territories. 
  • Coca-Cola was launched in India in 1956, with the slogan “Refresh Yourself”. 

Some key points of Coca-Cola Case Study:

  • The company brand value was estimated at $97.9 billion in 2022.
  • The brand logo can be recognized by 93% of the global population.
  • For advertisement the company has used $ 4 billion annually for advertising, between the years 2015 to 2021, except for the year 2020 (due to pandemic). 
  • The company is recorded to have 225 bottling partners and 900 bottling plants globally. 
  • The brand employs around 700,000 employees.
  • The company is recorded to have the same price between the years 1856-1959, at 5 cents.  

  • Offers beverage options of beverage to more than 200 brands to consumers worldwide. 
  • Partners with 24 million retail customer outlets. 
  • Company has a profile that includes $ 21 million brands. 
  •  In 2022, Coca-Cola was the most valuable brand in the non-alcoholic area globally at $ 35.4 billion

Who Owns Coca-Cola?

There are various shareholders holding shares in the company. Coco-Cola is a public listed company.

But the topmost are – Berkshire Hathaway, The Vanguard Group, BlackRock. However, the largest share of the brand company is said to be of Warren Buffett. 

  • Vanguard holding 8.16%
  • Berkshire holding 9.25%
  • BlackRock holding 4.58%
  • Warren Buffett holding 9.30% 

NOTE: You can our other success stories of business like Ola Case Study!

Coca-Cola’s Growth Strategy:

In the competitive landscape of the global beverage industry, Coca-Cola has managed to maintain its position as a market leader for over a century. 

Growth Strategy of Coca-Cola:

  1. Product Diversification: One of Coca-Cola’s core strategies for growth is product diversification. While Coca-Cola classic remains the top product, the company has expanded its portfolio to cater to changing consumer preferences. This includes offerings like Diet Coke, Coca-Cola Zero Sugar, and an array of flavored and non-carbonated beverages such as water, juices, and teas. 
  1. Developed market focus: Coca-Cola has identified the importance of growing developing markets. Coco-Cola’s 70% of all beverages which are commercialized are being consumed in the developed world as compared to the developing world which is 30%.
presenting coco-cola No Sugar

  1. Global Expansion: With operations in over 200 countries, the company has successfully expanded its footprint worldwide. It supplies its product to local tastes and preferences, ensuring relevance in diverse markets. Local partnerships and distribution networks are key components of this strategy, allowing Coca-Cola to penetrate even the most remote corners of the globe.
  1. Innovation and New markets: The company continually invests in research and development to create new beverages and packaging solutions. An example of this is the introduction of smaller-sized cans and bottles to address consumer health concerns about portion control and health. 
  1. Branding and Marketing: The company consistently runs high-impact advertising campaigns, often featuring celebrities and memorable slogans. Its marketing goes beyond mere product promotion, it aims to create emotional connections with consumers. For example, Share Coke Campaign. 
  1. Sustainability and Corporate responsibility: The company realized the importance of environmental and social responsibility. Started taking Initiatives such as reducing water usage, recycling programs, and commitments. Which contributes to their sustainable sourcing of ingredients to its long-term growth plans. 
coco-cola refreshing

7. Strategic Partnerships: Coca-Cola strategically partners with various organizations and events to enhance its visibility and association with positive experiences. Sponsorships of major sports leagues, music festivals, and cultural events create opportunities for brand exposure and engagement with consumers. 

Some memorable marketing campaigns of Coca-Cola that led to its success: 

Some of them are:

  1. Share a Coke (2011): It was a stroke of genius. Personalization of packaging was a popular marketing tactic of Coca Cola. It personalized its bottles and cans by printing the common names of individuals.  The company encouraged people to find their names on the bottles. Also, it asked people to share the bottle or can of coke with their friends or family members.
  1. Taste the Feeling(2016): It featured simple, relatable moments of people enjoying Coca-Cola and emphasized that the drink was for everyone, for every feeling, and for every day. The campaign included coke, diet coke and zero sugar coke. 
  1. Thanda matlab Coca-Cola (2003): Aiming at the idea of refreshing drinks or Thanda, the campaign focuses its attention to local markets to win the people’s trust in the country. They made Coca-Cola and Thanda synonyms of each other.
  1. Open Happiness: In 2009, Coca-Cola introduced the “Open Happiness” campaign, this optimistic and cheerful message encouraged people to find happiness in the little moments and share them with others. The campaign included a variety of feel-good ads, catchy jingles, and interactive marketing initiatives, inviting consumers to be part of the happiness movement. 
Taste the feeling

Case Study of Coca-Cola : How Coca-Cola makes money?

Coca-Cola, the world’s most iconic beverage, has a recipe for success that extends far beyond its secret formula. Its ability to generate substantial revenue is a testament to its diverse income streams and strategic business model. 

Some of them are :

Core product sales: At its heart, Coca-Cola generates a significant portion of its revenue from the sales of its core products, including Coca-Cola zero sugar, and various flavored variants.

Diversified beverage portfolio: Coca-Cola isn’t just about cola anymore. The company has diversified its product portfolio to include a wide range of beverages, catering to diverse consumer tastes. 

Non-Alcoholic ready-to-drink coffee: Coca-Cola has also ventured into the thriving market of non-alcoholic ready-to-drink coffee. With acquisitions like Costa Coffee and brands like Georgia Coffee, it has tapped into the caffeine cravings of consumers worldwide. 

Partnerships and Licensing: Coca-Cola earns revenue through partnerships and licensing agreements. For example, it collaborates with other companies to produce co-branded products, like Coca-Cola with coffee, and it licenses its brand for use in various merchandise, from apparel to collectibles

Sponsorships and Marketing Campaigns: Coca-Cola invests heavily in sponsorships of major events, sports leagues, and cultural activities. These partnerships provide brand exposure and promotional opportunities, driving consumer engagement and sales. The company’s marketing campaigns, often featuring celebrities and memorable commercials, also contributes to its revenue.

Conclusion : 

This case study of Coca-Cola is a story of its power of innovation, branding, and adaptability. By staying true to its core values while embracing change, Coca-Cola continues to fizz its way to the top. 

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Published By: Aashita Singh
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