Coca-cola is a
carbonated soft drink produced by The
Coca Cola Company which is a multinational company from Atlanta, United
States. The Coca Cola Company have
launched many non-alcoholic beverages and syrups, such as Fanta, Sprite, Minute
Maid, Ades (mineral water), Coca-Cola (their main product), and many more. The
chairman and CEO of The Coca Cola Company
is Muhtar Kent. Actually, The Coca-Cola
Company was founded by Asa Griggs Candler in 1892 after he found and bought
a formula from a pharmacist called John Stith Pemberton in 1889. The Coca-Cola Company continues to grow
into a huge company until bow by innovatively creating a wide variety of soft
drinks in order to maintain the existence of its business in the global market.
The company have employed around 55.000 people that have been worked since
2005. According to Interbrand in 2011, Coca-cola is the most expensive brand in
the world by achieving the Global Brand
Award.
The
Coca-Cola Company have vision and mission as part of what is sought by the
company to achieve their goals and how to achieve it, so that all employees in
the company working with the direction to achieve the same goal. Their vision is
to be the best carbonated drink producer company in the world, while their
mission is to give the freshness,
proudness, and spirit to their consumer.
Below is the more details of their vision and mission.
1.
Vision
·
People : Be a great
place to work where people are inspired to be the best they can be.
·
Portfolio : Bring
to the world a portfolio of quality beverage brands that anticipate and satisfy
people's desires and needs.
·
Partners : Nurture
a winning network of customers and suppliers, together we create mutual,
enduring value.
·
Planet : Be a
responsible citizen that makes a difference by helping build and support
sustainable communities.
·
Profit : Maximize
long-term return to shareowners while being mindful of our overall
responsibilities.
·
Productivity : Be a
highly effective, lean and fast-moving organization.
2.
Mission
· To refresh the world.
· To inspire moments of optimism and happiness.
· To create value and make a difference.
The
Coca-Cola Company has several programs to support their sales and marketing
which aims to increase customer’s satisfaction and loyalty, including the
following.
1.
Promotion
The Coca-Cola Company oftenly make various promotion, such as many kind of interesting discount
that not just to increase sales and marketing, but also to increase customer
loyalty to the product.
2.
Customer Service
The Coca-Cola Company have Customer Service System (CSS) which is designed to continuously
increase customer’s satisfaction and loyalty toward their product by providing
services for their customer based on each of the customer’s necessity and
accepting any complaints or criticism from their customers in order to make a
better future for Coca-Cola products.
3.
Area Marketing Contractor
The
limited resources and capabilities to conduct development in certain area and
also the commitment to increase employment opportunities in the informal sector
makes the company to seriously and continuously develop indirect distribution network
Indirect based on Small and Medium Enterprises, especially in Indonesia. This
distribution system depends on two groups of Small and Medium, which are the
Area Marketing Contractor (a form of cooperation with the micro entrepreneurs
to serve area that difficult to be reach by the direct distribution system,
such as in the highly dense city, inland region, or outside city region that
can be reach by opening small kiosk) and Street Vending (a form of distribution
that is designed to serve an area with very active customers, through the use
of mobile kiosk or push Cart).
4.
Cold Product
Service
Research
proves that 90% of customer more likes to buy product with cild condition that
show us the use of Cold Drink Equipment (refrigerator or cold storage) is very
important to increase the growth of sales and the customer’s benefit.
5.
Cooperate with service
providers
By
cooperating with various hotel, restaurant, dan Café, Coca-Cola gives many
interesting discount to increase the amount of their customer.
6.
Advertisement
The
Coca-Cola Company concerns about the needs and behaviour of their customer
by making advertisement that hyperbole because of their customer that critical.
The Coca-Cola Company tries to
involve their customer’s emotion by serving advertisement that pleasant,
cheerful, funny, and different from similar product’s advertisement. The Coca-Cola Company also tries to make
their customer’s perception that their product is a drink that can be consumed
by anyone and anywhere, even penguins who live in extremely cold environment
want to try and feel the freshness of Coca-Cola products that may not be
obtained due on their environment (north/south pole).
Beside advertisement that involves
customer’s emotion, Coca-Cola’s advertisement only highlights their product
benefits without giving education for their consumers about the negative
effects of consuming Coca-Cola, for example, under-aged children or pregnant
women. Coca-Cola’s advertisement doesn’t provide conclusion in order to allow
their customer to make their own conlusion about the purpose of these
advertisement.
Overall, Coca-Cola’s advertisement offers
consumers a creative lifestyle for customer who actively engage in activities
that are having fun or togetherness. Coca-Cola’s advertisement tries to adapt
their products to consumers based on their activity by using a method of approaching
their lifestyles, thus when consumers buy Coca-Cola’s product, they won’t think
they buy their products solely, but also the happiness or togetherness.
7.
Innovation
The Coca-Cola Company constantly innovate to create products, packagings, marketing strategies,
and new equipment of sale which is more qualified, creative, and has its own
characteristics, so that their products increasingly well-known, as well as
contributing to the society. In packaging innovation, The Coca-Cola Company creates a new types of crates that are lighter
and made from eco-friendly materials. The key for The Coca-Cola Company’s successful innovation is developing variant
of soft drink with new flavors that are adjusted to their consumer’s desire, as
well as the desire to make The Coca-Cola
Company becomes soft drink company that complete, so it always wanted to be
in the forefront.
The advantages that make The Coca-Cola Company becomes the top market leaders and dominates
the market are the Brand Image and Brand Loyalty (consumer image) that has gain
trust among the people around the world. The purpose of Coca-Cola brand as
outlined in their vision and mission is inspiring creativity (through the
spirit of innovation), enthusiasm, optimism, and making people happier. On the
other hand, The Coca-Cola Company has
established a reliable image which is a trusted company that consistently
produces affordable and high quality products with unique and distinct
packaging that easily recognized by all consumers, and can be consumed by all
people. With this strong brand image, people will have a positive feeling in
their mind toward the carbonate soft drink products that was sold under the
brand of Coca-Cola.
Another advantages that The Coca Cola Company have, which makes it different from other
companies is the secret formula of Coca-Cola products that is almost impossible
for competitors to imitate which helps the company to monopolize the market.
Furthermore, the brand and the distribution system which has spread almost all
over is not easy to be pursued by competitors. Meanwhile, new products that are
continuously launched and many promotion that the company held, secure the company's
position on the top of the soft drinks market. Here are the other advantages
possessed by The Coca-Cola Company.
1.
Dominates the soft
drinks market with its unique formula
2.
Operates and
distributes its products in more than 200 countries
3.
Produces 400 brands
with more than 2.600 beverage products
4.
World's largest
soft drinks company
5.
As a leading
innovator in the soft drinks industry
6.
Has a well-organized
organization structure
7.
Has a high brand
popularity and well-known across the world
8.
Has a
well-organized divisions in several countries
9.
No. 1 in sales of assorted
beverages
10. Winning the award for the most innovative and attractive
cans of its products.
11. Differences in geography provide the company a balance in
equitable distribution of its products
12. Has an excellent responsibility for the environment
(processing waste as good as possible in order to not damaging the river biota)
and customers (providing customer service)
13. Net operating revenue grew 4% to $ 24.1 billion, and
operating income grew 4% to $ 6.3 billion, which means The Coca-Cola Company's business continues to have a surplus (the business
is in a healthy condition marked by its profit)
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