1. Team 3 Julie Feng, Olivia Bambara, Cody Johnston, Nick Sojka 1

2. Timeline/history -Invented in 1886 Pharmacist, John Pemberton in Atlanta -1886-1892: Atlanta Beginnings -1893-1904: Beyond Atlanta -1905-1918: Safeguarding the brand -1919-1940: The Woodruff legacy -1941-1959: The war and its legacy -1960-1981: A world of customers -1982-1989: Diet Coke and new Coke -1990-1999: New markets and brands -2000-now: Coca-cola today 2

3. Coke Through the Years 3

4. Important people CEO changes -John Pemberton -Asa Griggs Candler -Benjamin Thomas Joseph Whitehead -Woodruff -Robert Goizueta -Muhtar Kent 4

5. Managing Early Growth ●Coca-Cola was founded at a time when the South was economically disadvantaged ●Pemberton and Candler gradually expanded Coca-Cola distribution across the South ●Real growth came at the end of the 19th century: o Candler aggressively marketed Coke throughout the U.S 5

6. Market Adaptation ●Why was Coke so popular in its early days? o A unique product that Americans had never before been accustomed to o Sweet, refreshing, and inexpensive for most consumers o Became a symbol for a carefree lifestyle ●Developed similar products that had different tastes (Fanta, Sprite, Mello Yello) 6

7. Cultural Diversity ●Coca-Cola is one of the most globally diverse companies-present in over 200 countries ●Promoting diversity and cultural understanding: o Introducing products that mirror local tastes and customs (e.g. Fanta) o Hiring of minorities and women in key positions of leadership 7

8. Corporate Altruism ●Coca-Cola Foundation contributes millions of dollars to numerous causes worldwide: o Women- encouraging entrepreneurship and economic empowerment o Water- providing communities access to clean water o Well-being- healthy living and education for disadvantaged youths 8

9. Innovation ●Death of the Soda Fountain, Rise of Bottling o The Contour Bottle ●Unique Vending Machine Distribution ●Holistic Advertising o “I’d Like to Buy the World a Coke” 9

10. History of Partners & Sponsorships ●Olympic Games (Amsterdam, 1928) ●U.S. Army in WWII (1943) ●“A Charlie Brown Christmas” (1965) ●FIFA (1976) 10

11. People & Culture -The culture of Coca Cola and their employees is strong and certainly contributes to their success -They are one of 25 multinational companies to be recognized by the Great Place to Work Institute as a top global employer -They are motivated to succeed by their pride in the companies sustainability and entrepreneurship -Coca Cola gives all their employees chances to be global ambassadors for the brand 11

12. What sets them apart? -They act as more than a for profit company, embracing a social and cultural responsibility -“are we doing enough,” coca cola strives to continuously make improvements -work to improve understanding and integration of other culture, marketing, serving customers, and providing corporate responsibility -“continuing to evolve as markets have changed and, through innovation, staying ahead of trends. 12

13. Positive Deviance -Positive deviance focuses on the uncommon behaviors some companies use that yield positive results compared to other companies in the same condition -The best way to illustrate this is the classic debate of coke and pepsi -When looking at the two websites it is easy to see the differences in values and marketing, while pepsi shows celebrities, musicians, and fan instagrams coke shows the people behind their brand, their sustainability efforts, and their innovations. -These difference contribute to Cokes reputation as being a global brand that cares about the world and the people in it where as Pepsi focuses on being ‘cool’ 13

14. Open Happiness! 14