BRAND AUDIT FINAL REPORT 1
MRKT 670 –Brand Audit Final Report
Regine Rhine
School of Business, Liberty University
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Executive Summary
This brand audit aims to review the Coca Cola product in efforts to explain
the brand’s strengths and weaknesses, operations and equity. Coca Cola was
launched in 1886 by a pharmacist, Dr. John Pemberton. The product was
initially intended to be used as a temperance drink and become a patent
medicine. With over 1.8 billion consumers drinking the product each day,
Coca Cola can be purchased in over 200 countries. Coca Cola has several
flavored beverages under the company’s name including, diet coke, caffeine
free, coke zero, coke cherry, coke vanilla and more. However, the most
recognized product under the brand is the classic, Coca Cola original flavor.
Coca-Cola’s extensive history has allowed the company to exhibit strong
brand awareness and stellar performance amongst its competitors in the
industry. The company’s strong visibility across several countries has been
achieved through ongoing partnerships that has allowed the increase in
product distribution. Through collaboration with key suppliers, the company
itself, and customers, the product has reached the hands on target
consumers and served its missions purpose. Coca-Cola has provided
innovative products with more healthier options as their consumer
preference changed throughout the year. The company’s ability to maintain
sustainability allows the company to live out its mission by not only
benefiting consumers, but communities and the economy. Through the
company’s wide product range, their price discrimination strategy which
adjust product prices based on segments, their international distribution
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network, and consistent tradition and online promotion strategies,
profitability and success remains in the companies favor.
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History of the Company and Product Brand
In Atlanta Georgia, on May 8, 1886, Dr. John Stith Pemberton, a local pharmacist created
the ingredients for Coca-Cola. This concoction was sold at Jacobs’ Pharmacy for five cents a
glass as a soda fountain drink. The name was trademarked by Dr. Pemberton’s bookkeeper,
Frank Robinson who insisted two Cs would accurately represent the brand. Before Dr.
Pemberton’s death, in 1888, his businesses along with his Coca-Cola invention was sold to Asa
Candler, and who gained complete control of the brand (The Coca-Cola Company, 2022).
Today, the company stands as the most world renowned bottling company.
Brand Portfolio
The Coca-Cola Company currently sells products in over two-hundred countries and
territories. The portfolio of soft drink brands includes Coca-Cola, Sprite and Fanta. Beverages
such as water, sports drinks, coffee and tea are associated with brands such as Dasani,
smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Gold Peak
and Ayataka. The company’s juice, value-added dairy and plant-based beverage brands include
Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. The company has goals to
transform their portfolio by reducing the amount of sugar in their drinks as the market demand
changes. Sustainability is also a key remaining a consumer preference. With that in mind, the
company has impacted lives and communities by using recyclable packaging.
Brand Inventory
Coca-Cola Operated in the following segments - Europe, Middle East and Africa; Latin
America; North America; Asia Pacific; Global Ventures; Bottling Investments and Corporate.
The company has consistently generated revenue in each segement they are housed in. In North
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America, there are 320 million consumers valuing $350 billion in revenue. In Latin America,
there are 39 developing and emerging markets with 525 million consumers and an industry retail
value of $100 billion. The company’s Europe, Middle East and Africa segment houses 130
markets, 2.1 billion consumers and grosses a total of $350 billion in industry reatail value.
Lastly, the Asia Pacific segment within Coca-Cola reaches 3.3 billion consumers across 37
markets and holds $475 billion in industry retail value (The Coca-Cola Company, 2023).
Brand Elements
Brand elements play a significant role in increasing brand awareness. Coca-Cola’s
cursive written logo in the bold color red is easily recognizable by many consumers and has
aided in the company’s strong brand awareness. The company’s logo has only changed font style
in the years of its existence but is still recognized globally. The company’s packaging has been a
great feature in its brand awareness, ranging from shelf keeping and size variations. The classic
glass Coca-Cola bottle is easily recognizable and cherished, while the plastic bottles are also a
key brand element.
Marketing Mix
Product
Coca Cola company offers over five hundred carbonated drinks within
its brand. In total, there are over 3,900 beverages in the corporation’s
product mix, yet the most recognized and staple for the brand is the original
coca cola beverage. Coca Cola, the beverage is the world’s highest selling
drink and contains the highest brand recognition in the beverage industry.
The product was originally based from the coca leaf and caffeine extracts
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from the kola nut. Its ingredients inspired the product’s name has grown ever
since.
Price
Coca Cola currently follows a pricing strategy known as price
discrimination which allows prices to fluctuate in different market segments.
The beverage market as a whole is known as an oligopoly, which refers to
the small number of manufacturers or producers making the product, and a
large number of purchasers (Robertson, 2006). On average, a classic coca
cola will cost between $1-$2 per 20-ounce bottle. This price varies depending
on location, for example in amusement parks and vending machines, there is
usually an upcharge of around $2. Coca Colas are also sold in 24 and 24
packs containing 12-ounce cans which usually retail for $6-$12 while 2-liters
of the product are sold between $2-$3 (The Coca-Cola Company, 2023).
Distribution (Place)
Coca Cola has been in business for over 130 years and currently
operates in over 200 countries worldwide. This has led to an increased and
advanced distribution network. The product flows through the operating
segment of the company beginning with the bottling investment group which
acquires ownership of the bottling. Coca Cola has over 225 bottling partners
worldwide. Manufacturing of the beverage begins and distribution is spear
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headed with about 900 bottling plants worldwide. This then results in 2.0
billion servings a day across several retail chains, including large stores such
as Target, Costco and Walmart, down to convenience stores, restaurants,
vending machines and smaller corner stores (The Coca-Cola Company,
2022). The company offers two types of selling, direct and indirect. With
direct selling, products are supplied in shops by using company transports.
Utilizing internal affairs allows the company to generate more profit. Indirect
selling involves dealings with third party wholesalers and agencies for the
delivery of Coca-Cola products. This way of selling, although costly, is
beneficial to the efficiency of performance with the company considering the
increasing demand of the products (Hua, 2021).
Promotion / Communications
Coca Cola’s consistent presence in the beverage industry has
prompted high brand loyalty. The product is most famously seen in holiday
commercials, promoting the spirit of joy and encouraging families to come
together through many seasons. The tagline “taste the feeling” has been
actively portrayed in ads for years and has prompted a strong emotional
response from consumers. This type of emotional branding for a product that
is used consistently throughout the year yields a consistent trend in
purchasing. The Coca Cola company follows a brand equity model that
includes the following factors, resonance, innovation, feeling, performance,
imagery, and salience. This model not only reflects the message given to
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customers but it exemplifies the quality of the product compared to its
competitors. While the corporation does a great job promoting the beverage,
there are still implications in relation to the competition in the market. The
Coca Cola product has been used in aggressive marketing as it has been
reported that the corporation spent $4 million in 2016 to promote the brand
in both traditional and international ways (Ser?dio, et al., 2018). This can be
improved by taking a less aggressive approach in ads that show the general
brand message of the beverage. The company can take an alternative route
by making ads that gear more towards the flavor of the product and
effectively differentiate its uniqueness from its competitors visually. One ad
that shows why the product is better than competitors can possibly be more
influential on a greater amount of people and cost less to distribute, thus
resulting in a larger profit.
Analyzing the Consumer Market
Current Customers
Analyzing the demographic, geographic, behavioral and psychographic segmentation of
Coca-Cola consumers will allow for a deeper understanding of the brand’s target audience. The
demographic of Coca-Cola consumers ranges from ten-sixty years old, covering several
generations of teens, young adults, families, and singles. The company’s geographic
segmentation is worldwide, while many consumers of the product live in rural and urban
settings. Research shows that North America accounts for the largest revenue of the product, but
consumers range from Europe, to the Middle East, Africa and many more. The behavior of Coca-
Cola consumers range from those who enjoy the drink on occasion to those who drink on a
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routine basis. Consumers describe benefits as great taste, refreshing, lifestyle habit and a great
way to bring people together. Coca-Cola’s psychographic segmentation involves those working
in middle class, upper class and working class. The brand has great strategies to appeal to those
who value personal growth, and independence with conscious progressive tactics (Sultan, et al.,
2019).
Future Customers
Coca-Cola can leverage reaching their consumers outside of their target market by
utilizing more technology in their advertising approach. Tactics that engage the customer on
social media, mobile apps and digital advertising can increase brand awareness. Innovative ways
for customer engagement include interactive digital ads, and increasing partnerships with
influencers in the media. This approach will positively effect relationship building with those in
areas that are not commonly seen in the brands demographic such as suburban places. Lastly,
highlighting healthy products within the company portfolio will influence both the psychography
and behavior of consumers who view Coca-Cola’s brand as unhealthy and unsustainable.
Advertising
In the past years, Coca-Cola has reported that retail value has remained increasingly
consistent with the Coca-Cola beverage, while water, sports drinks, coffee and tea along with
juice, value added dair, and plant based beverages have not gained much value. This is likely due
to consumers associating the brand with carbonated, unhealthy drinks or just Coca-Cola.
Oftentimes, a consumer may see a plant based beverage on the shelf of retail chains and not
purchase it because they aren’t familiar with the brand. This disconnect can be rendered if Coca-
Cola creates and effective advertising strategy on healthy products in their portfolio. Digital
media advertisements can include visuals that begin with Coca-Cola’s original branding and
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logo, but splits screen to the healthy beverage to educate customers that there are many products
within the brand. Including key attributes such as beverage benefits along with the ways to enjoy
the product can also be a way to inform demographics, and positively change the consumer
psychography towards the product. Taglines such as “We value health”, next to the Coca-Cola
logo will raise eyebrows and spark the attention of consumers to learn more of what the brand
offers. Traditional marketing and advertising can include printed visuals in stores, magazines and
billboards along with brand participation in health centered events such as farmers markets. This
will prompt the spread of knowledge to the older demographic who are only familiar with
traditional innovations from Coca-Cola. Through word of mouth, and media this advertising
strategy can be effective if implemented correctly.
Spokespersons
With efforts to highlight true plant based ingredients in Coca-Cola’s products, consumers
are likely to believe the benefits of beverages with the influence of spokespeople experienced in
the plant based industry. Tabitha Brown is a vegan influencer who began her journey on Tik-Tok.
She became influential by not only encouraging her followers to eat plant based foods and take
care of themselves physically, she explicityly valued maintaining a healthy mindset and
encouraged many through dark times. Her relatable posts has made her the epitome of self care,
love, joy and family. Tabitha now has collabortions with many retail brands including Target,
where her plant based food items have been sold (and sold out) across many regions. Tabitha
represents what Coca-Cola strives for, love, family, joy along with refreshing taste, which is what
makes her an excellent spokesperson for the brand. Across traditional print media, at events and
on digital and social visuals, this spokesperson can advocate for the product and encourage
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consumers to purchase. This strategy will increase revenue as consumers are more likely to
purchase from those they trust.
Philanthropy
It is a well known fact that urban and low income communities have easy access to fast
food, including unhealthy beverages such as Coca-Cola. Often times, when these communities
are presented with healthy options, they don’t recognize them because their consumer loyalty lies
with brands they are familiar with. This brings a need for knowledge of healthy food options.
Through several community events that highlight the benefits of plant based beverages within
the Coca-Cola brand, product knowledge will grow, and consumers will be more likely to
purchase products that are not selling as high as the Coca-Cola soda, and are also of great benefit
to them. The likelihood of these events behing successful is high due to Coca-Cola’s high brand
awareness, and customer loyalty. With representation of a familiar brand, a familiar spokesperson
and healthy beverage options, society benefits with a possible decrease in health concerns.
Brand Exploratory
Competitive Analysis
Criteria for
Comparison
Your brand Competitor # 1 –
name that brand
Competitor # 2 –
name that brand
Annual Sales Volume Coca-Cola Pepsi Nestle
Price - MSRP Range $3-$7 $3-$7 $3-$12
Product Unique
Attributes
Years in the market
126. Logo Text
Coca-Cola, Spirte,
Fanta, Sports drinks,
Water, etc.
Years in the market
114. Logo universe.
Pepsi, Mountain
Dew, Fritos,
Tropicana
Bottled water, dairy,
coffee, cocoa
Placement (points of
distribution)
Retail chains,
vending machines
Retail chains,
vending machines
Retail chains,
vending machines
Promotion
(where/how it is
advertised)
Beverage focus, with
family message.
Used in digital
advertisements,
billboards and
Frito advantage, more
food item seen in ads.
Message centered
around taste. Used in
digital
Coffee/espresso and
chocolate content
focus for beverages.
Used in digital
advertisements,
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commercials advertisements,
billboards and
commercials
billboards and
commercials
Tone Family, community,
music, sports, high
energy
Message, fun family,
happiness
Comforting, pleasure
Following Coca-Cola, PepsiCo is the second largest non-alcoholic beverage company,
owning brands that generate over $1billion annually. Pepsi is commonly known for brands such
as Mountain Dew, Fritos and Tropicana. Both PepsiCo and Coca-Cola compete across the
beverage industry in over 200 countries. Moreover, Nestle, is the worlds largest food company
that also offers beverages, making it a leading competitor for the Coca-Cola brand. Some of
Nestle’s top brands include Pure Life, Perrier, Nescafe, Nespresso and Starbucks. Nestle, has
become the top consumer choice for espresso and coffee beverages (Nestle, 2011). Despite this
competition, Coca-Cola remains a leading corporation with its innovation to mercing franchising
distribution with the soft drink industry and its ever changing portfolio.
Strategic Recommendations
Positioning
Coca-Cola has a brand positioning statement that showcases its brand effectively. "For
quality beverage seekers, Coca-Cola offers a wide range of the most refreshing options. Each
creates a great experience for customers when they enjoy a Coca-Cola brand drink. Unlike other
beverage options, Coca-Cola products inspire happiness and make a positive difference in
customers' lives, and the brand is intensely focused on the needs of consumers and customers”
(The Coca-Cola Company (2022). Coca-Cola leads with the positive attributes, and feelings the
company wants to lead its customers with. The statement connects with the target audience and
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highlight core values, while also offering a clear interntion in its message. The company’s most
recent brand positioning that has been influential across fifty countries is its “Share a coke”
campaign which launched in 2018 with the inclusion of diverse cultures, and celebrities.
Points of Parity
Points of parity are industry standards and qualifications that make a business
competitive, qualified and valuable (EVANGELIDIS, et al., 2018). Coca-Cola has several
qualities that allows the brand to be competitive with other brands in the soft drink
industry despite the ongoing similiarities with companies like Pepsi. The “Cola wars” is a
common ongoing battle between both Coke and Pepsi for both the amount of sales each
brand can produce on their beverage along with beverage taste. As a result of the
comparison between the flavors of both Coke and Pepsi, Coca-Cola decided to launch a
new favor called the “New Coke” flavor. Although unfavorable for the brands sales, this
was created in efforts to differentiate the brand from Pepsi and remain leading company
in the industry. Coca-Cola brand value has been consistently higher than their
competitors and remains the top carbonated soft drink.
Points of Difference
When consumers think of the top two brands in the soft drink industry,
Coke and Pepsi, they instantly think of the classic Coca-Cola and Pepsi drink. The
biggest and most obvious differentiator between both beverages are the taste. Pepsi has a
sweet taste to its carbonated beverage, while Coke has a sharper carbonated flavor. Coca
Cola also has no citric acid in its beverage’s ingredients, phosphoric acid is instead. When
identifying brand differences, Coca-Cola has been around for a longer times, which leads
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to a higher brand awareness, loyalty, and sales. While both of the companies own many
brands are offer products worldwide, their message stands out the most to consumers.
Pepsi sends a message that is geared more towards taste, to create smiles with every sip
while Coca-Cola sends messages to refresh the world, and make a difference,
encouraging a sense of togetherness, joy and community with its product. Coca-Cola’s
approach reaches more family demographics along with appeals to ethos in consumer
psychography.
Brand Mantra
Coca-Cola’s brand mantra also known as the brand essence statement, perfectly
describes the company’s purpose. Coca-Cola’s brand mantra exemplifies its purpose,
which is to “Refresh the world”. The company leads the mantra with an inclusive tone as
the message goes past the physical sense of providing taste. Coca-Cola strives on their
sense of providing joy in communities and aims to have their brand mantra represent the
refresh their products give to communities in aiding to brining people together. There are
three pillars connected to this mantra. ‘Loved brands’, represents the many brands in the
company’s portfolio that consumers have grown to love. ‘Done sustainably’, represents
the companies willingness to keep the economy top of mind by making sure they are
aware of their carbon footprint and using recyclables. ‘For a better shared future’, speaks
to the dedication in improving the lives of their employees, investors, business systems
and communities The Coca-Cola Company (2022). With the companies three pillars in
mind, along with their purpose of improving communities, I would use the brand mantra
“Sparking joy with every taste”. This mantra not only speaks to the flavor of the Coca-
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Cola products, but reminds consumers the positive impact a Coca-Cola beverage can
have on their experiences.
Tactical Recommendations
Relationship Marketing Plan
Relationship marketing is a combination of customer relationship management, also
known as CRM that highlights customer loyalty and long term customer engagement. Effective
relationship marketing creates strong customer connections that ultimately yield to ease of
promotion and increased revenue. Across many industries, relationship marketing is represented
through lead generation, customer data and experience management, multichannel strategies and
tailored or targeted information for consumers (Gummesson, 2017). In efforts to improve or
maintain Coca-Cola’s marketing effectiveness I would create a relationship marketing strategy
that targets consumer based on their geographic regions. This strategy will include digital ads,
and sponsorships that emphasize the company’s brand at local fundraisers and events. This
strategy will also include targeted messaging in newsletters that highlight new innovations and
campaigns within the company, and ways to get involved in the community along with tips on
how to bring families together. Providing free tips and resources often yield to consumer trust
and brand loyalty and allows target audiences to know the brand cares beyond making a sale.
Loyalty Program
Common loyalty programs include incentives for consumers after making a certain
amount of purchases with the company. Considering Coca-Cola encourages their consumers to
get involved with the community, incorporating community events would be effective.
Customers can create an account with Coca-Cola through their website to receive newsletters.
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Newsletters will include priority access to new products, discounts on events the company is
sponsoring (such as concerts or fairs), and tips and resources on how to improve togetherness.
The largest incentive will be discount on coke products after attending local community events
and scanning loyalty member barcode at the event to show proof of attendance. This strategy not
only benefits revenue increases, but helps communities with participation.
Experiential Marketing
Experiential marketing is often referred to ad engagement marketing, where consumers
are able to interact with the brand in real life settings. 77% of brands use experiental marketing
as a way to catch consumers attention. The use of hands on involvement and participation leads
to a memorable experience for consumers (Rather, 2020). Using experiential marketing with
Coca-Cola will allow customers to see past the taste the product brings, and place emphasis on
what the company stands for and how that relates to its offerings. Through sponsorships,
hostings and participation in both small and large events, Coca-Cola can increase their
experiential marketing strategy. Interactive family games such as quick obstacle courses and
trivias, with incentives such as branded prices will highlight the significance of both the product
and its message.
Market Research Plan
The challenge for marketers in an environment of rapid and even accelerating change is
to remain relevant in the minds and hearts of the target market. The only way to ensure that the
product brand will be relevant now and in the future is to conduct market research. Research
studies are classified in both quantitative and qualitative methods. In this section, describe your
overall objectives and goals of what you want to discover about consumers’ perceptions of the
selected product brand.
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Quantitative Research Plan
Quantitative research involves measurable solutions and numbers derived in a systemic
way to better understand relationships between independent and dependent variables.
Quantitaive analysis that would be useful for research in creating an effective marketing strategy
for Coca-Cola is the collection of a data set to determine the amount of Coca-Cola products
purchased in different geographic regions. Based on the data, new strategic campaigns will
launch that are targeted to buying trends. For example, if it is found that more product purchases
are made in urban and rural areas, compared to more suburban areas, advertising efforts will be
made to increase brand awareness and relevancy within the suburban population. Further efforts
through surveys and questionairres in this area would be conducted to determine consumer
preference, whether that is more health based products or traditional coke products. This will
allow for a more strategic plan on which products to market to the area.
Qualitative Research Plan
Qualitative research is the process of gathering data through opinion, experiences,
observations and non numerical methods. Through participation of events, observations can be
made by recording which products/beverages consumers enjoy most when free items are given
out. Focus groups are also a great way to conduct qualitative research. When new products are
innovated, focus groups can be held to sample products to people of different ages and from
different geographic regions. Based on the information found in both observations and focus
groups, a strategic marketing campaign can be crafted to best meet customer needs. Business
operations can also be improved to determine which groups of audiences products would sell
best.
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Extendibility Plan
The Coke beverage is the highest selling product in the Coca-Cola company. There are
many Coke flavors that are common on a national level, but the company does not cater to
geographical cultures and customs to personalize flavor. Coca-Cola culture flavors would be the
new product I would recommend for increased brand awareness. Introducing Pina Colada
flavored Coke in Hawaii to compliment the creation of pineapple dole whip in the land is an
example of the new innovation. This will not only expand on great taste that is provided, but
emphasize the company’s mission to highlighting the importance of different communities. Some
disadvantages of this innovation includes consumers only preferring the original classic coke
beverage and viewing the purchase as a risk.
Recession Proof the Brand
As inflation remains on the rise, Coca-Cola has had to adjust the price of their products to
maintain maximum revenue. While revenue has remained a core focus for the company,
increasing prices is not always the best decision when considering other product prices in the
market. In order to survive a downturn in the economy, Coca-Cola must create a pricing strategy
that is determined by several factors. Prices should continue to be set by the demand of the
public to maintain revenue. The companies prices are based off of competitor prices, which can
lead to risks if competitors aren’t effectively observice economic trends and making changes. By
avoiding pricing strategies based on the competitor approach and creating strategies based on
market penetration pricing, Coca-Cola will effective adjust prices based on consumer ability in
different geographic regions. Following market penetration pricing will allow the company to
avoid loss during recessions, if business operating expenses are considered and adjusted.
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Christian Integration for Brand
The bible encourages Jesus’ disciples to do God’s work together by loving, serving and
encouraging thy neighbor. 1 John 4:7 states “Beloved, let us love one another, for love is from
God”. This teaching is a direct reflection of Coca-Cola’s brand to engage community’s and
spread love. Seen in recent campaigns, the “Share a Coke” ad has led to partnership and
connection with family and friends through familiarity. Consumers were encouraged to purchase
Coke bottles with anticipation that them or their friends and family’s name would be on the
bottle. This led to consumers worldwide, connecting with new and old friends, community
members and neighbord in love. With integration of this Christian teaching, the brand can
enhance its influence for togetherness, joy, sharing and family.
Conclusions and Recommendations
With a target audience of all humans aged primarily between 10-40 in
all socioeconomic classes, the coca cola beverage is one to promote happy
moments and great taste. Throughout the last 135 years of the corporation’s
existence, coca cola has established a strong brand presence throughout
holidays, and sports moments, promoting joyful moments. The product goal
is to provide a refreshing product and portray a brand that mirrors that
product quality. With a mission to refresh the world and make a difference,
the coca cola company continuously improves its business and maintains its
consistency in brand equity and loyalty.
While the company is leading in its industry, there are many new strategies that can take
place to improve the brand’s image and increase revenue. Through strategic increase in
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involvement in communities, Coca-Cola can utilize experiential marketing and involve families
in events to better portray their messages. Other key improvements include conducting
qualitative research such as focus groups and event freebie observations to determine what
consumers prefer and what innovations are most effective. The company can increase global
performance by improving targeted messaging based on geographic purchasing trends. To remain
well-performing and avoid risks, the company must maintain a pricing strategy thata aligns with
producing revenue and economy demand. Ultimately, Coca-Cola remains a top competitor for its
brand presence and efficient operations in the soft drink industry.
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References
ABOUT THE COCA-COLA COMPANY. The Coca-Cola Company. (2023).
https://investors.coca-colacompany.com/about
EVANGELIDIS, I., & VAN OSSELAER, S. M. J. (2018). Points of (dis)parity: Expectation
disconfirmation from common attributes in consumer choice. Journal of Marketing
Research, 55(1), 1-13. https://doi.org/10.1509/jmr.15.0233
22
Gummesson, E. (2017). From relationship marketing to total relationship marketing and
beyond. The Journal of Services Marketing, 31(1), 16-19. https://doi.org/10.1108/JSM
11-2016-0398
Hua, Y., Bao, L., & Wu, X. (2021). The product-selling strategy under direct and indirect value
identification. Journal of Cleaner Production, 279,
123591. https://doi.org/10.1016/j.jclepro.2020.123591
nestle. (2011). Nutrition and Food Science, 41(6)https://doi.org/10.1108/nfs.2011.01741faa.007
Rather, R. A. (2020). Customer experience and engagement in tourism destinations: The
experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1), 15
32. https://doi.org/10.1080/10548408.2019.1686101
Robertson, H. (2006). The new, improved water cycle.(coca-cola co. (atlanta, georgia)'s
marketing strategy). Phi Delta Kappan, 88(1), 91.
SerQdio, P. M., McKee, M., & Stuckler, D. (2018). Coca-cola – a model of transparency in
research partnerships? A network analysis of coca-Cola’s research funding (2008 2016).
Public Health Nutrition, 21(9), 1594 1607. https://doi.org/10.1017/S136898001700307X
Sultan, K., Akram, S., Abdulhaliq, S., Jamal, D., & Saleem, R. (2019). A strategic approach to
the consumer perception of brand on the basis of brand awareness and brand loyalty: A
comparative analysis of coke & pepsi brands in erbil KRI.International Journal of
Research in Business and Social Science, 8(3), 33
44. https://doi.org/10.20525/ijrbs.v8i3.259
*appe~n
CocaCola
Annual
Inventory
CocaCola
Quarterly
Inventory
(Millions
of
US
$) (Millions
of
US
$)
2022
$4,233
2023-06-30
$4,646
2021
$3,414
2023-03-31
$4,727
2020
$3,266
2022-12-31
$4,233
2019
$3,379
2022-09-30
$3,708
2018
$3,071
2022-06-30
$3,621
2017
$2,655
2022-03-31
$3,741
2016
$2,675
2021-12-31
$3,414
2015
$2,902
2021-09-30
$3,182
2014
$3,100
2021-06-30
$3,281
2013
$3,277
2021-03-31
$3,356
2012
$3,264
2020-12-31
$3,266
2011
$3,092
2020-09-30
$3,264
2010
$2,650
2020-06-30
$3,501
LEADING
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our
global
9
:
Water
neutral
rate
in
2022
2022
unit
case
volume
21%
system-wide
_
since
2015
is
low-
or no-calorie
renewable
electricity
in
ees
201B
Lit
twat
25%)
recycled
material
2022
30%
women
in
Senior
0
Date
iters
of
water
in
our
packaging
&
a
5
a
leadership
in
returned
to
nature
and
4B%
of
PET
caeais
68%
of
portfoliohas
7%
decline
in
absolute
communities
in
2022.
less
than
100
calories
emissions
since
2015!)
----------
Somes
__-tecycled
PET(rPET)_______perserving_____
=
Te
-----
Committed
Driving
nature-based
Industry-leading
goal
Growth
of
low-
Increasing
cooler
Linking goals
to Driving
water
solutions
as
part
to
have
25%
of
volume
and
no-calorie
efficiency
to
progress
to
oxceutive
Industry
of
2030
Water
Security
refillable
/
reusable
beverages;
smaller
on
science-based
compensation
Leadership
Strategy
by
2030
package
choices
targets
Pr
Partnering
to
Make
the
Greatest
Impact
NGOs
&
Civil
Society
Groups
Industry
&
Peer
Companies
Across
our
System
24
Appendix
CONSOLIDATED
GEOGRAPHIC
OVERVIEW
Unit
Case
Volume
Net
Revenues*
Operating
Income*
Global
Ventures
Bottling
Europe,
Global
Investments
4%
Europe,
Invests
Me
ation
venue
4%
Europe,
wi
Midalle
East
7
17%
asia
a
Middle
East
&
Africa
Global
Pacifi
Pacific
28%
Ventures
17%,
29%
24%
7%
a
32.7
$43.0
ite
$12.3
Billion
asia
Billion
si
Billion
Pacific
North
12%
aq
North
America America
.
17%
—
|.
28%
~
Latin
Latin
North
America
America
21%
9
America
27%
35%
25
