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Coca cola in 2011 in search of a new model

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The document discusses Coca-Cola's strategic evolution and challenges as of 2011, particularly focusing on the company's acquisition of Coca-Cola Enterprises' North American operations for $12 billion. This move aimed to regain control over its bottling processes, reversing a long-standing separation from bottling operations. The document highlights the changing beverage landscape, with declining soda consumption due to health concerns and rising competition from non-carbonated drinks. CEO Muhtar Kent's vision for 2020 includes doubling revenues while addressing operational efficiencies and evolving the franchise model to adapt to market demands.

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How much did Coca-Cola make in 2010?

Soft drinks giant Coca-Cola has reported a 13% rise in revenue to $35.1bn in its financial results for 2010. Coca-Colas net income increased from $6.9bn in 2009 to $11.8bn in the year to 31 December 2010.

What happened to Coca-Cola in 2010?

Coca-Cola agreed on February 25, 2010, to acquire the North American operations of Coca-Cola Enterprises Inc., its largest North American bottler, for $12.3 billion.

What was the Coca-Cola crisis?

In 2003, Coca-Cola faced a significant crisis in India when the Center for Science and Environment (CSE), a New Delhi-based NGO, alleged that Coca-Cola and PepsiCo products contained pesticides.

What is the new marketing model of Coca-Cola?

In September, Coca-Cola unveiled its first new global brand platform since 2016: Real Magic. Under this new platform, the beverage giant said it would change the way it communicates with consumers, by moving away from broadcast communications to create an ecosystem of experiences.

How has Coca-Cola changed over 100 years?

Up until the mid-1950s, Coca-Cola was sold in a 6.5-ounce glass contour bottle. This finally changed when Coca-Cola began producing bigger sizes in 1955 and eventually metal cans in 1960. By 1977, the company began producing its first plastic 2-liter bottles.

What was Coca-Colas marketing strategy in 2011?

The Share a Coke campaign, launched by Coca-Cola in 2011, was a groundbreaking and innovative marketing initiative that aimed to personalize the iconic Coca-Cola brand and foster a sense of connection and community among consumers.

What is the New Coke theory?

The putative switch was planned all along to cover the change from sugar-sweetened Coke to much less expensive high fructose corn syrup (HFCS), a theory that was supposedly given credence by the apparently different taste of Coke Classic when it first hit the market (the U.S. sugar trade association took out a full-

Why did Coca-Cola go down?

Divestitures, structural changes, and foreign exchange were other factors that also weighed down the beverage companys growth rate last quarter. This is different from a period earlier, when Coca-Colas growth rate was 3%, and while price increases also played a big role in that, case volume rose by 2%.

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