让全球人的身体、思想及精神更加畅快舒爽。
让我们的品牌与行动不断激发人们保持乐观向上。
让我们所触及的一切更具价值。
886年，可口可乐在美国乔治亚州亚特兰大市诞生，自此便与社会发展相互交融，激发创新灵感。现在，它每天为全球的人们带来怡神畅快的美妙感受。
目前，全球每天有17亿人次的消费者在畅饮可口可乐公司的产品，大约每秒钟售出19,400瓶饮料，在2016年10月，可口可乐公司排2016年全球100大最有价值品牌第三名；
We are a global business that operates on a local scale, in every munity where we do business. We are able to create global reach with local focus because of the strength of the Coca-Cola system, which prises our Company and our bottling partners -- more than 300 worldwide.
While many view our Company as simply "Coca-Cola," our system operates through multiple local channels. Our Company manufactures and sells concentrates, beverage bases and syrups to bottling operations, owns the brands and is responsible for consumer brand marketing initiatives. Our bottling partners manufacture, package, merchandise and distribute the final branded beverages to our customers and vending partners, who then sell our products to consumers.
All bottling partners work closely with customers -- grocery stores, restaurants, street vendors, convenience stores, movie theaters and amusement parks, among many others -- to execute localized strategies developed in partnership with our Company. Customers then sell our products to consumers at a rate of 1.5 billion servings a day. Learn more about this unique relationship.
The Coca-Cola system is not a single entity from a legal or managerial perspective, and the Company does not own or control most of our bottling partners. In 2007, approximately 79 percent of our worldwide unit case volume was produced and distributed by bottling partners in which our Company had no ownership interest or a noncontrolling equity interest. To see our Company equity stake in our largest bottling partners, see our 2007 Annual Review, page 9.
In January 2006, our Company-owned bottling operations were brought together to form the Bottling Investments operating group, now the second-largest bottling partner in the Coca-Cola system in terms of unit case volume.
Coca-Cola Systemwide Performance
In April 2007, associates from The Coca-Cola Company and several of our largest bottling partners met for the first time to discuss the development of a core set of performance indicators for the Coca-Cola system. Working groups of Company associates and representatives from our bottling partners have been formed to determine the feasibility -- due to the legal and management plexity of the Coca-Cola system -- of collecting and consolidating economic and social data in addition to the environmental data already collected. Many of our bottling partners produce their own corporate responsibility reports which can be viewed in the Bottling Partner Reports section.
建立最直接的条件反射
让人们看到"可乐"就想喝
建立最简单的营销核心
可乐公司即
生产糖浆,给予他人生产糖浆的权利,并想法让糖浆深入人心
保持经典
对于可乐的口味已经成了文化,所以要让它更普及更有内涵
推陈出新
在保持经典的同时,同时生产各种口味的糖浆,当然品牌不会与"经典"冲突.
最后,始终保持神秘,唯一一份的配方原件现在在银行的保险库里~~~(具体哪个银行我忘了)
我15岁看的一本书上写的,华尔街上最早几家发行股票的公司是它成功的主要原因
让全球人的身体、思想及精神更加畅快舒爽
让我们的品牌与行动不断激发人们保持乐观向上
让我们所触及的一切更具价值。
利 润：在回馈我们股东的同时不忘履行我们的企业公民责任
员 工：激励员工发挥自身潜能
产 品：提供推陈出新的产品，不断满足市场与消费者
合 作 伙 伴：建立双赢的合作模式，坚定合作伙伴关系
地 球：成为全球企业公民典范
百事是以青春、活力、时尚作为营销卖点的
可口可乐好像没什么营销策略，就是品质，还有在原有基础上创新，比如零度
可口可乐的企业理念是什么：向市场及广大消费者宣传产品的形象而不是产品。可口可乐公司曾经雇请画师在美国各地的白墙上宣传它那红底白字的产品标志，其覆盖面积达五百多万平方英尺。可口可乐公司制作出一种在各种文化背景中适用的模型广告词具有普遍的魅力，乐、更受人欢迎、更性感和更年轻。为了加强宣传效果，可口可乐公司在全球范围内赞助各种体育比赛，从相扑到足。