Coca-cola_company可口可乐公司英文ppt介绍
合集下载
可口可乐公司简介-PPT课件
百事可乐公司简介
百事可乐公司”1919年诞生于美国纽约，在 第二次世界大战之后迅速崛起。到了20世纪 40年代末，百事发展成为成功的专业软饮料企 业。到2019年通过百事的首席执行官韦尼·科 列威执行的关联性多元化战略，百事可乐公司 形成了8大组成部分：百事可乐北美公司，百 事可乐国际公司，弗里托雷公司，百事可乐食 品国际公司，必胜客比萨饼世界公司，泰 科·贝尔世界公司，肯德基炸鸡公司和百事可 乐系统世界公司。现在，其经营范围已延伸到 海外134个国家之中。据统计，全球有30亿人 口品尝过百事可乐。
饮料消费在美国和国际上增长十分缓慢。80年代初 期，行业平均增长速度国内是3%。 4、可口可乐公司国内增长5%，国外增长7%。 5、可口可乐的市场价值从1984年的40亿美元， 2019年增加到的165亿美元，并占有全球软饮 料市 场的46%。
（二）80、90年代的掌门人
Business Strategy,September/October 2019对 在过去100年时间里为工商企业发展做出突出 贡献的企业家、理论家做了一个简单的描述。 高兹耶达榜上有名。
（4）对新的装瓶商和经销商提供资金支持，确 保其能配合公司的增长战略
4、关键业务活动与拓展
（1）强调低成本的销售渠道建设策略, 加 大在高利润销售场所的销售规模, 大力发 展自助消费。在饭店、商店、机场、宾 馆等场所Using Vending machines to capture value.
（2）建立全球化的战略同盟：麦当劳、迪 斯尼。
3、对销售渠道进行重组
以消费者为中心，从满足消费者的需 求出发，改造与装瓶商的关系，加 强对装瓶商的控制.
重组与装瓶商的商业关系的具体做法
（1）收购装瓶商的部分股权、回购特许经营权， 向友善的、有能力的装瓶商出售浓缩液。
CocaCola可口可乐公司英文介绍
Headquarter
The Coca-Cola Company was founded in 1886 and is headquartered in Atlanta, Georgia.
➢Happiness ➢Passion ➢Vigor
Logo
Early Please Coca-Cola Mid-times The feeling you
can’t refuse
Later Always Coca-Cola
Now
Attached to the times
Coca-Cola is guided by shared values that the employess as individuals and the Company will live by the values being: Leadership:The courage to shape a better future Passion :Committed in heart and mind Integrity:Be real Accountability:If it is to be.it’s up to me Collaborations: Leverage collective genius Innovation:Seek,imagine,create,delight Quality:What we do,we do well
Advertising
➢ Coke was first advertised as remedy for headaches and exhausion ➢ Coke has been advertising on television for 50 years ➢ Songs used in coca cola commercials have become popular ➢ They use catchy mottos such as:Adds a refreshing relish to every form of exercise
可口可乐英文介绍-精品
TThe CocaCola
Company’s logo
Company profile
The Coca-Cola Company was founded in 1892. It’s based in the United States QiaoYa in Atlanta, is the world’s largest beverage Company，and has 48% of the global market share. The CocaCola Company is headquartered in Atlanta, Georgia, United States. Its current chairman and chief executive is Muhtar Kent.
The Coca-Cola Company is an American multinational beverage company and manufacturer, retailer and marketer of nonalcoholic beverage concentrates and syrups. And the company is best known for its flagship product Coca-Cola, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day.
Product
·Fanta 芳达 ·Q o o酷儿 ·Minute Maid美之源
Product
·Sprite雪碧 ·Nestle雀巢 ·Ice purified water冰露
Company’s logo
Company profile
The Coca-Cola Company was founded in 1892. It’s based in the United States QiaoYa in Atlanta, is the world’s largest beverage Company，and has 48% of the global market share. The CocaCola Company is headquartered in Atlanta, Georgia, United States. Its current chairman and chief executive is Muhtar Kent.
The Coca-Cola Company is an American multinational beverage company and manufacturer, retailer and marketer of nonalcoholic beverage concentrates and syrups. And the company is best known for its flagship product Coca-Cola, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day.
Product
·Fanta 芳达 ·Q o o酷儿 ·Minute Maid美之源
Product
·Sprite雪碧 ·Nestle雀巢 ·Ice purified water冰露
可口可乐公司英文介绍
核心竞争力
• 定义：核心竞争力是指能给企业带来市场竞争优势的不同 技术系统、组织管理系统的有机融合。
• 可口可乐公司的核心竞争力
• • • • 1、实施品牌战略的文化基础 2、企业形象是品牌战略的核心 3、维护企业形象是品牌战略的重要手段 4、品牌战略中的本土化营销
外包项目
生产外包
业务流程外包
小组成员
• • • • • • 马雨薇 a-Cola Company
成立于1892年，总部设在美国乔亚 州亚特兰大，是全球最大的饮料公 司，拥有全球48%市场占有率。全 球最大的果汁饮料经销商(包括 Minute Maid品牌)，在美国排名第 一的可口可乐为其取得超过40%的 市场占有率，而雪碧则是成长最快 的饮料，其它品牌包括伯克(Barq) 的root beer(沙士)，水果国度 (Fruitopia)以及大浪(Surge)。
生产外包
• 本土化战略 可口可乐公司通过特许装瓶制度 及推行“本土化策略”，将装瓶厂及供应链下游 的管理交给第三方。目前在中国有23家可口可乐 装瓶厂，年产饮料超过100万吨，可真正可口可 乐直接雇佣的员工不超过1000人，其他从工厂、 原料、人员到产品、包装、营销，99%都是中国 的资源。这样可口可乐在利用了其国际性品牌知 名度、管理的丰富经验和技术领先等方面的优势 的同时，也在推广“本土化策略”。
物流外包
• 实行分散外包战略。选择了当地最大的运输商进行招投标， 给他们培训业务操作 • 由于运输商对自己当地的市场都很熟悉，于是将当地市内 配送、库存管理、干线运输等外包给他们，把自己当地的 车卖给了他们、给他们具体培训仓库管理、当地的市内配 送、干线运输等运作方法，让他们按照可口可乐的流程及 对卫生、环境等指标来实施，甚至让他们使用我们公司的 信息管理系统，将信息透明化，由中央来控制各区域订单 管理、库存管理、运营管理等。 • 本身的人力成本、管理成本也大大减少了 •
可口可乐cocacola英文演讲PPT
Logo
Coca-Cola International Marketing
4A Strategy
• Accessibility买得到 • Affordability 买得起 • Acceptability乐得买 • Activation零售启动
Coca-cola’s educations system covers:
6. Teachers’ Training Program.
Production
• • • • • • • • • • • • • •
1886 1917 1925 1932 1944 1952 1957 1963 1969 1976 1982 1987 1993 2001
Drink Coca-Cola Three Million a day Six Million a day Ice cold sunshine Global high sign What you want is Coke Sing of Good Taste Thing go better with Coke It’s the Real thing Have a Coke and a smile Coke is it Can’t beat the feeling Always Coca-Cola Life tastes good
Coca-Cola
Members: 乔羽、刘丽艳、黄超、 张云静、张宁宁、费冬 齐思宇
Coca-Cola Company
• It was founded in 1892 and headquartered in Atlanta, United States Ochoa, the world's largest beverage company, has a 48% market share worldwide and the global top three drinks of two (Coca-Cola rankings First, Pepsi second, low-calorie Coca-Cola third).
coca cola (可口可乐)PPT
80 60 40 20 0 TV magazines internet 45 40 35 30 25 20 15 10 5 0
supermark ets grocery stores vending machines
• 3.2.3 In my questionnaire, 70% people worry about the carbonated soft drinks are bad for their health and 30% people don’t worry.
• 3.2.1 In my questionnaire, 70% people get the Coco-Cola’s
information by TV, 20% people get the it by magazines and 10% get information by internet. • In my questionnaire, about 40% people buy the Coco-Cola in the supermarket, 40% buy the Coco-cola in the grocery store and 20% buy Coco-cola in the vending machine.
3.Findings
• 3.1 The history of the Coco-cola
• 3.1.1 In 1886, a doctor who named John . Pemberton, when he is experimenting with a new formula, he choose some special composition and put them in a hybrid heating, configuration into a special syrup, and then he drinks it and feel delicious. And he take the syrup to the Jacob pharmacy, and accidental opportunity, his employees add some soda and ice handed to the guests, and the guests really love that, so a carefree and delicious drinks was born. • 3.1.2 John has an accountant whose name is Poland. Robinson, he make name for the delicious drinks that is “Coca-Cola” and designed a famous Logo, as soon as it become a Atlanta fashion drinks.
supermark ets grocery stores vending machines
• 3.2.3 In my questionnaire, 70% people worry about the carbonated soft drinks are bad for their health and 30% people don’t worry.
• 3.2.1 In my questionnaire, 70% people get the Coco-Cola’s
information by TV, 20% people get the it by magazines and 10% get information by internet. • In my questionnaire, about 40% people buy the Coco-Cola in the supermarket, 40% buy the Coco-cola in the grocery store and 20% buy Coco-cola in the vending machine.
3.Findings
• 3.1 The history of the Coco-cola
• 3.1.1 In 1886, a doctor who named John . Pemberton, when he is experimenting with a new formula, he choose some special composition and put them in a hybrid heating, configuration into a special syrup, and then he drinks it and feel delicious. And he take the syrup to the Jacob pharmacy, and accidental opportunity, his employees add some soda and ice handed to the guests, and the guests really love that, so a carefree and delicious drinks was born. • 3.1.2 John has an accountant whose name is Poland. Robinson, he make name for the delicious drinks that is “Coca-Cola” and designed a famous Logo, as soon as it become a Atlanta fashion drinks.
(可口可乐公司市场分析ppt英文版)Insidethemindsandpocketsof
10% of study focus
Understand the implications of pricing approaches on retailers and manufacturers
Specific objectives
Understand how price ranks among the key factors in the consumer preferred store selection process*
• Primary population of interest for the CCRRC
• Only respondents able to provide answers and
crossable data for: – Accuracy of price perception – Price perception drivers for modern format – Effectiveness of promotional activity in price
Source: Team analysis
3
CONSUMER SURVEY DETAILS
Bogotá
• 673 consumer surveys • 6 retailers (90% market share) • 30 categories (~3,500 SKUs)
Santiago
• 600 consumer surveys • 11 retailers (95% market share) • 30 categories (~3,700 SKUs)
penetration of modern format, what is not the scope of this project
Understand the implications of pricing approaches on retailers and manufacturers
Specific objectives
Understand how price ranks among the key factors in the consumer preferred store selection process*
• Primary population of interest for the CCRRC
• Only respondents able to provide answers and
crossable data for: – Accuracy of price perception – Price perception drivers for modern format – Effectiveness of promotional activity in price
Source: Team analysis
3
CONSUMER SURVEY DETAILS
Bogotá
• 673 consumer surveys • 6 retailers (90% market share) • 30 categories (~3,500 SKUs)
Santiago
• 600 consumer surveys • 11 retailers (95% market share) • 30 categories (~3,700 SKUs)
penetration of modern format, what is not the scope of this project
(可口可乐公司市场分析ppt英文版)Inside the minds and pockets of
Inside the minds and pockets of Latin American consumers
How consumers build price perception and its impact on retailers
Research launched for: The Coca-Cola Retailing Research Council Latin America by: McKinsey&Company
Paulo Goelzer
IGA, Inc. Brazil
Antonio Coto Gutierrez
Dia Internacional Argentina
Tim Hammonds
FMI USA
Nicolás Ibáñez
D&S Chile
Gonzalo Restrepo
Éxito Colombia
10% of study focus
Understand the implications of pricing approaches on retailers and manufacturers
Specific objectives
Understand how price ranks among the key factors in the consumer preferred store selection process*
Qualitative survey Focus groups to test initial hypothesis
Quantitative survey ~3,000, 30-minute interviews
Correlate consumer research results with AC Nielsen scantrack information
How consumers build price perception and its impact on retailers
Research launched for: The Coca-Cola Retailing Research Council Latin America by: McKinsey&Company
Paulo Goelzer
IGA, Inc. Brazil
Antonio Coto Gutierrez
Dia Internacional Argentina
Tim Hammonds
FMI USA
Nicolás Ibáñez
D&S Chile
Gonzalo Restrepo
Éxito Colombia
10% of study focus
Understand the implications of pricing approaches on retailers and manufacturers
Specific objectives
Understand how price ranks among the key factors in the consumer preferred store selection process*
Qualitative survey Focus groups to test initial hypothesis
Quantitative survey ~3,000, 30-minute interviews
Correlate consumer research results with AC Nielsen scantrack information
可口可乐英文版简介
John Stith Pemberton 约翰·斯蒂斯·彭伯顿
-
The Name
The drink's name refers to two of its original ingredients, which were kola nuts and coca leaves.
合伙人罗宾逊（Frank M.Robinson）从其两种成分中激发出命名的灵感，这 两种成分就是古柯（Coca）的叶子和可拉（Kola）的果实，罗宾逊为了整齐 划一，将Kola的K改C，然后在两个词中间加一横，于是Coca-Cola便诞生了 ，第一份可口可乐售价为五美分。
-
-
The famous brands in our co
Ice purified water冰露
smart醒目
-
Product
Minute Maid美汁源
·Qoo酷儿
-
·Fanta 芳达
3
application
-
1. magical rust Buster铁锈克星 g2e.tincvoolovekditnogfinpdaardtocntoer.r烹饪搭档 3.pain-killing effect 4.removing stains 5.cleaning toilets
-
➢Introduction ➢Products range ➢Market Strategies ➢Coke's application
-
1
Introduction
-
Introduction
The Coca-Cola Company was founded in 1886 and is headquartered in Atlanta, Georgia,is the world's largest beverage Company. The company has 48% of the global market share. Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day.
CocaColapersentationreference商科案例可口可乐产品发展分析英文演讲幻灯片PPT课件
Stretching and Retrenching Brand strategies in
the Coca Cola company
Introduction
Definitions:
• Brand Stretching refers to the use of an
established brand name for products in unrelated markets.
• “Fit” the Brand’s Equity? • Long-term Profitability?
Master Brand Strategy
• One of Retrenching Strategies • Marketing and Promoting a Single, Core and
• Brand hierarchy
• Brand’s equity influences
Advห้องสมุดไป่ตู้nBtraagned extension
s:
• Tqachuceicekaplbtyai,linintcycerteooafstiannreggwectpucsrootodnmsuucemtrebearasssieerm. aking
• •
Rtheedumcaersketht.e risk of bringing new products to Ethnehamnacsetserthberabnrdan. d awareness and attitude of
•Vitamin Water
•Kinley
•Vio
•Vita
•Toppur •Smart Water
Sub-Brands
•BonAqua
the Coca Cola company
Introduction
Definitions:
• Brand Stretching refers to the use of an
established brand name for products in unrelated markets.
• “Fit” the Brand’s Equity? • Long-term Profitability?
Master Brand Strategy
• One of Retrenching Strategies • Marketing and Promoting a Single, Core and
• Brand hierarchy
• Brand’s equity influences
Advห้องสมุดไป่ตู้nBtraagned extension
s:
• Tqachuceicekaplbtyai,linintcycerteooafstiannreggwectpucsrootodnmsuucemtrebearasssieerm. aking
• •
Rtheedumcaersketht.e risk of bringing new products to Ethnehamnacsetserthberabnrdan. d awareness and attitude of
•Vitamin Water
•Kinley
•Vio
•Vita
•Toppur •Smart Water
Sub-Brands
•BonAqua
可口可乐公司企业文化 ppt课件
10)灵活善变。当他决定生产减肥可乐时，事实证明他的主张是正确的。1985年当他研制新配方
遇到困难时，又灵活地采用了原来的配方，从而避免了一场灾难。伍德鲁夫总爱说，“世界属于奋 发进取的人”。而高祖特却说，“我们在紧张地活着”。
11）从公司内部提拔管理人员。可口可乐公司中最好的管理人员无一例外都是一步步提升
启示
9)要入乡随俗。如果想在全球范围内推销产品，千万不要把自己打扮成 “丑陋的美国人”。
本世纪二十年代，当罗伯特·伍德鲁夫主管全球发展战略时，他努力使可口可乐在德国成为德国人 喜爱的饮料，在法国成为法国人喜爱的饮料。几十年来，可口可乐公司在全球各地培养了一大批有 头脑、了解当地文化习俗的经理，并谣言，公司在世界各地雇请了许多当地律师。
启示
纵观可口可乐成功的每一步，都是和企业文化的建立、品牌的树立紧密联系的， 从一个濒临破产的小公司成长为国际巨头企业，可口可乐是怎样走过的？对于中国的 企业有什么启示呢？我们又应该从中间学到了一些什么呢？我们认为无论什么企业都 应该做到以下几点：
1）出售优质产品。因为产品不必会说话或者会飞，但必须具备某种能被人广泛接受的某
5)要宣传产品的形象而不是产品。一位可口可乐广告商曾经告诫他那些具有丰富想象力
和创造力的雇员：我们卖的是一种根本不存在的东西，他们喝的也只是一种形象而不是产品。
6)欢迎竞争。虽然可口可乐公司的雇员不愿承认，但百事可乐公司事实上却给他们带来了很多
的好处。人们喜欢看可口可乐公司和百事可乐公司之间的“可乐之战”。两个公司精明的销售人员 也都意识到，无论哪一个公司赢得了某一回合，通过激烈竞争建立起来的知名度有助于商品的销售 。
种有用的功能。
2）要相信自己的产品。我们要让产品树立起崇高的形象，并使与之相联系的职业成为
遇到困难时，又灵活地采用了原来的配方，从而避免了一场灾难。伍德鲁夫总爱说，“世界属于奋 发进取的人”。而高祖特却说，“我们在紧张地活着”。
11）从公司内部提拔管理人员。可口可乐公司中最好的管理人员无一例外都是一步步提升
启示
9)要入乡随俗。如果想在全球范围内推销产品，千万不要把自己打扮成 “丑陋的美国人”。
本世纪二十年代，当罗伯特·伍德鲁夫主管全球发展战略时，他努力使可口可乐在德国成为德国人 喜爱的饮料，在法国成为法国人喜爱的饮料。几十年来，可口可乐公司在全球各地培养了一大批有 头脑、了解当地文化习俗的经理，并谣言，公司在世界各地雇请了许多当地律师。
启示
纵观可口可乐成功的每一步，都是和企业文化的建立、品牌的树立紧密联系的， 从一个濒临破产的小公司成长为国际巨头企业，可口可乐是怎样走过的？对于中国的 企业有什么启示呢？我们又应该从中间学到了一些什么呢？我们认为无论什么企业都 应该做到以下几点：
1）出售优质产品。因为产品不必会说话或者会飞，但必须具备某种能被人广泛接受的某
5)要宣传产品的形象而不是产品。一位可口可乐广告商曾经告诫他那些具有丰富想象力
和创造力的雇员：我们卖的是一种根本不存在的东西，他们喝的也只是一种形象而不是产品。
6)欢迎竞争。虽然可口可乐公司的雇员不愿承认，但百事可乐公司事实上却给他们带来了很多
的好处。人们喜欢看可口可乐公司和百事可乐公司之间的“可乐之战”。两个公司精明的销售人员 也都意识到，无论哪一个公司赢得了某一回合，通过激烈竞争建立起来的知名度有助于商品的销售 。
种有用的功能。
2）要相信自己的产品。我们要让产品树立起崇高的形象，并使与之相联系的职业成为
可口可乐PPT介绍
• In 1981, the company in foreign sales accounted for 62% of the total sales, marketing activities in 145 countries and regions.
• 目前中国每年人均饮用可口可乐公司产品数量为20 瓶 (每瓶8盎司或237毫升)。目前可口可乐中国系统 员工已超过30,000人，99％的员工为中国本地员工 。可口可乐中国系统在中国已经捐资超过5,000万人 民币，支持了众多全国性和地区性社会公益事业。
魅力e族
• 收索材料:濮阳曦朦 李念 • ppt制作：林洁 徐曼纯 • 提出问题：李燕苹 • 问题解答：成秋菊 叶秋娣 • 解说者 ：李欣怡
Variety
• 可口可乐是中国最著名的国际品牌之一，在中国软 饮料市场上占主导地位，系列产品在中国市场上是 最受欢迎的软饮料。目前可口可乐公司在中国市场 有超过50种不同饮料，令消费者在各种场合都有丰 富选择可以怡神解渴。
• Coca-Cola is China's most famous international brand of soft drinks in China, on the market dominant, series of products in the Chinese market is the most popular soft drink. At present the Coca-Cola company in the Chinafferent drinks, made consumers in various situation all has the rich choice can YiShen thirst.
• 目前中国每年人均饮用可口可乐公司产品数量为20 瓶 (每瓶8盎司或237毫升)。目前可口可乐中国系统 员工已超过30,000人，99％的员工为中国本地员工 。可口可乐中国系统在中国已经捐资超过5,000万人 民币，支持了众多全国性和地区性社会公益事业。
魅力e族
• 收索材料:濮阳曦朦 李念 • ppt制作：林洁 徐曼纯 • 提出问题：李燕苹 • 问题解答：成秋菊 叶秋娣 • 解说者 ：李欣怡
Variety
• 可口可乐是中国最著名的国际品牌之一，在中国软 饮料市场上占主导地位，系列产品在中国市场上是 最受欢迎的软饮料。目前可口可乐公司在中国市场 有超过50种不同饮料，令消费者在各种场合都有丰 富选择可以怡神解渴。
• Coca-Cola is China's most famous international brand of soft drinks in China, on the market dominant, series of products in the Chinese market is the most popular soft drink. At present the Coca-Cola company in the Chinafferent drinks, made consumers in various situation all has the rich choice can YiShen thirst.