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Destinee Berry
Audit
Dr. Edwards
12 December 2018
Coca Cola
Organizational Overview:
Because Coca-Cola has such rich history all of its history cannot be written in six pages.
Therefore, I will talk about a few key highlights of the Coca-Cola Company. Coca Cola was
established in 1886 by John S. Pemberton. The first retail location that sold Pemberton’s creation
was a pharmacy called Jacobs. The product was named Coca Cola by Frank Robinson the
company’s accountant who thought, “The two Cs would look well in advertising” (Coca-
colacomapny.com). A man named Asa Candler sought the purchase of the company in 1888 and
finally he bought the company in 1892. Candler incorporated the Coca-Cola Company as a
Georgia corporation. Alexander Samuelson designed the distinctive shape of the bottle on
November 16, 1915. Robert W. Woodruff was one of Coca-Cola’s profound presidents who
served for over six decades. Woodfuff came up with the first dix-bottle carton in 1923. Even
though the bottle has changed shapes, in 1960 the contour bottle was registered as a trademark
by the U.S. Patent Office. Coca-Cola began operating to foreign markets in 1930 with a radio
program called Grantland Rice Debuts. Coca-Cola was the first product to appear on the cover of
Time Magazine in 1950. In 2001 Coca-Cola partnered with Nestle to create a new company that
sold ready-to-serve coffee and tea beverages. Coca-Cola was advertised in many forms of
entertainment. The most prolific sponsor of Coca-Cola was the 2008 Olympic Games in Beijing.
To learn more about this history of Coca-Cola click this link https://www.coca-
colacompany.com/content/dam/journey/us/en/private/fileassets/pdf/2011/05/Coca-
Cola_125_years_booklet.pdf
State of Public Relations Initiatives:
Coca-Cola’s Public Initiatives are working. Coca-Cola is one of the top three global brands in the
world. Coca-Cola does not have a history of offending its customers. Though Coca-Cola has had
campaign wars with Pepsi that they lost, Coca-Cola’s overall consumer market has always been
satisfied with their services. Coca-Cola has launched several campaigns pertaining to their
corporate and social responsibility that have helped millions of people come to awareness on
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health, natural disaster recovery, and etc. In late 2012 and early 2013, Coca-Cola launched a
campaign called “Coming Together” that included a theme that “all calories
count” (oxfordpresents.com). Coca-Cola always has taken their corporate social responsibility
seriously. In the words of James Murphy, “These are the people who deal with trust issues all the
time; we are in a good position to address them” (pg.45 Ch.2). The public relations team of
Coca-Cola caught some heat when many critics felt that the company’s products were the main
cause of obesity because coke is the most sold sugary drink. Multiple consumers admitted that
they don’t buy Coca-Cola for their health. Since then Coca-Cola has been offering many low
calorie options. The Share a Coke campaign has probably been their most successful campaign
because it caused a seven percent increase in sales and united citizens across the globe. Overall
Coca-Cola has an awesome marketing and public relations team because they rarely have protest
against their company. The only protest that has been found is the “Drinking the world Dry”
article written November 19, 2007 accusing Coca- Cola of “dehydrating communities in its
pursuit of water resources to feed its own plants, drying up farmers' wells and destroying local
agriculture (waronwant.org). Coca-Cola is still to this day fighting with this protest to contain
their promise to “refresh”. The only negative drawback Coca-Cola has is not nationally trying to
solve this problem in the public media.
Objectives/Goals:
Goals and Objectives:
Mission: Our Roadmap starts with our mission, which is enduring. It declares our purpose as a
company and serves as the standard against which we weigh our actions and decisions.
Goals:
 To refresh the world...
 To inspire moments of optimism and happiness...
 To create value and make a difference.
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.
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 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.
To read more click on this link https://www.coca-colacompany.com/our-company/mission-
vision-values
Initiatives: Coca-Cola has several programs for students, employees, and consumers to get
involved within their communities. Coca-Cola offers scholarships, trainings, personalized bottles
and much more to citizens across the globe. Most employees love working for Coca-Cola.
According to the book, “A workplace that respects its management, has pride in its products, and
believes it is being treated fairly is a key factor to corporate success” (pg. 311 Ch. 17). Coca-
Cola truly values not only their current employees, but also their future potential employees as
well. This is evident in their departments like Diversity and Inclusion, Employee Relations, and
Human Resources team. Coca-Cola does clearly define their goals and objectives to their
consumers and employees. Their public relations initiatives do most definitely align with their
objectives and goals.
Key Audiences:
“We believe in giving our customers options, so they can make their own decisions” (coca-
colacompany.com). Coca-Cola has a very diverse audience with no particular target market.
Coca-Cola aims to quench all thirst regardless of age, gender, or ethnicity. An audience that
Coca-Cola could strive to reach more effectively in the future is the Seniors. “They are extremely
health-conscious, out of self-interest, and want to know about medical developments” (pg.198
Ch.11). “Coca-Cola has teas, juices, and low-or-no calorie beverages that consumers can buy.
Many senior citizens don’t know this and when they see a carbonated drink or juice they assume
that it is full of “unhealthy” sugars. But this is not true because Coca-Cola has created beverages
that are sweetened with natural sugars.
Strategies: Coca-Cola achieves their objectives through five strategic strategies. “Before Goals
and tactics are drafted, PR directors must thoroughly understand their organization’s business
plan” (pg.109 Ch.6).
1. Focused on Driving Revenue and Profit Growth
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Even though Coca-Cola is one of the biggest brands in the world they still have goals and
aspirations that they have yet to reach. Coca-Cola wants to continue to make a profit while also
increasing the amount of revenue available to their employees. “Creating value for our company
and customers looks different in different countries” (coca-colacompany.com). As Coca-Cola
stated each market is different depending on the region. Yet, the goal is the same for all of them
and that is to have a perfect balance between employees and consumers.
2. Invest in Brands and Business
As I previously stated Coca-Cola has begun investing into healthier products for their consumers.
Coca-Cola has a line of premium organic cold-pressed juices, and they agreed to buy a plant-
based protein beverage brand called China Green Culiangwang according to coca-
colacompany.com. Coca-Cola has also increased how much they invest in advertising by more
than two-hundred and fifty million dollars.
3. Became more efficient
The company has taken on the “zero-based-work” approach to their business. This basically
means that the organization does not carry over budgets but instead it functions with the
assumption that the budgets at the beginning of every fiscal year are at zero. Coca-Cola has also
cut spending on non-media marketing. Coca-Cola’s future motive is to drive productivity and
continuous saving.
4. Simplified their Company
“…We began to look at ways to enhance further the employee experience across our company
with the goal of creating the world’s most exciting, productive, fun and fulfilling career
environment...” (coca-colacompany.com). Coca-Cola has drastically changed their organization
throughout the years and they will continue to do it so that they can have one of the best
environments to work, learn, and grow. Coca-Cola hopes to one day be the best place on earth to
work by empowering their employees daily.
5. Refocused on Core Business Model
Coca-Cola has over five hundred brands, twenty of which produce more than a billion dollars
annually. Coca-Cola seeks to redefine their company by finding new bottling partners and
improving performance of distribution systems. Coca-Cola is planning to redesign the shape of
their bottles. They are also looking for new efficient ways to distribute their products.
Tactics:
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1. Focused on Driving Revenue and Profit Growth

According to coca-colacompany.com, Coca-Cola focuses primarily on increasing volume,
keeping their beverages affordable, and strengthening the foundation of future success. In
developing markets, the company finds a balance between volume and pricing. In developed
markets the company relies more on price/mix and more premium packages like glass and
aluminum bottles.
2. Invest in Brands and Business
Coca-Cola started a global marketing campaign called “Taste the Feeling”. The purpose was to,
“emphasize the refreshment, taste, uplift, and personal connections according to the Coca-Cola
website. Coca-Cola invested in energy drinks partnering with Monster Beverage Corporation.
They also invested in Suja, the line of premium organic beverages.
3. Become More Efficient
As I said before the company runs on a “zero-based-work” function and they cut the cost of non-
media marketing. These resulted in more than six-hundred million dollars in productivity
improve according the Coca-Cola website.
4. Simplified their Company
Coca-Cola took steps to reshape their business by changing their operating structure. They
removed a layer of functional management and connected regional business units directly to their
headquarters. They removed blocks and barriers that were stopping them from being effective
and responsive. As stated on their website “Our associates have responded with the resolve,
commitment and passion that have been hallmarks of Coca-Cola leadership since 1886.”
5. Refocused on Core Business Model
As, stated before the company refranchised their bottle territories. The company presses to
continue to be the stable pioneer of refreshing beverages.
Key Messaging: Brand Strategy, “Taste the Feeling”
1. Coca-Cola is for everybody.
2. Coca-Cola products are simple pleasures that makes every moment more special.
3. Coca-Cola wants everyone to love the product just as much as they love the brand.
“The bigness of Coca-Cola resides in the fact that it’s a simple pleasure – so the humbler we are,
the bigger we are, Marcos de Quinto (Chief Marketing Officer). Coca-Cola is a global brand that
is all about bringing people together through the refreshing taste of Coca-Cola. Coke wants
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people not only to enjoy their products, but they also want people to enjoy life. Coke can be seen
as a symbol of freedom in a sense that regardless of what is going on, when you drink a coke
product it brings satisfaction or joy! Lastly, Coca-Cola wants people to enjoy their brand. Coca-
Cola is not just beverages. Coca-Cola has an organization that invest in people, learning, and
cultures.
Collateral:
Coca-Cola uses multiple forms of media to advertise their products and services. They use radio,
digital ads, social media, and etc. Here is a commercial about unity and a tweet about sharing a
coke.
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Recommendation:
Coca-Cola is doing stellar as a brand and product. They have a great work environment and their
consumers are faithful. If Coca-Cola keeps the same drive their company will continue to
flourish. It is imperative that the company pays close attention to who they put into leadership
because the leaders of that company can ruin the reigning years of excellency. “Companies with
good policies and a good reputation tend to have less employee turnover” (pg.306 Ch.17). Coca-
Cola’s corporate philanthropy is unmatched and the services they offer to their employees is
record breaking.
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Work Cited
“125 Years of Happiness.” Coca Cola Company, www.coca-

colacompany.com/content/dam/journey/us/en/private/fileassets/pdf/2011/05/Coca-

Cola_125_years_booklet.pdf.

“At Coca-Cola, We Offer Choices.” The Coca-Cola Company, 7 May 2013, www.coca-

colacompany.com/stories/at-coca-cola-we-offer-choices.

“Coca-Cola and Corporate Social Responsibility.” Genetics: Genes, Genomes, and

Evolution, www.oxfordpresents.com/ms/kelleher/coca-cola-and-corporate-social-

responsibility/#prettyPhoto.

“Coca-Cola Announces New 'One Brand' Marketing Strategy and Global

Campaign.” The Coca-Cola Company, 19 Jan. 2016, www.coca-colacompany.com/stories/taste-

the-feeling-launch.

“Coca-Cola: Drinking the World Dry.” War On Want, 23 June 2015,

waronwant.org/media/coca-cola-drinking-world-dry.

“Five Strategic Actions.” The Coca-Cola Company, 27 Apr. 2016, www.coca-

colacompany.com/stories/five-strategic-actions.

“Mission, Vision & Values.” The Coca-Cola Company, www.coca-

colacompany.com/our-company/mission-vision-values.

Wilcox, Dennis L., et al. Public Relations Strategies and Tactics. Eleventh ed., Pearson,

2016.