Mission:
To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness through our brands and actions. To create value and make a difference. (Staff)
Vision:
- People: Inspiring each other to be the best we can be by providing a great place to work
- Portfolio: Offering the world a portfolio of drink brands that anticipate and satisfy people’s desires and needs.
- Partners: Nurturing a winning network of partners and building mutual loyalty
- Planet: Being a responsible global citizen that makes a difference by helping to build and support sustainable communities
- Profit: Maximizing long-term return to shareholders, while being mindful of our overall responsibilities
- Productivity: Being a highly effective, lean and fast-moving organization. (Staff)
Values:
- Leadership: the courage to shape a better future
- Collaboration: leverage collective genius
- Integrity: be real
- Accountability: if it is to be, it’s up to me
- Passion: committed in heart and mind
- Diversity: as inclusive as our brands
- Quality: what we do, we do well (Staff)
2019 Slogan:
“Taste the Feeling”
Chris Isidore. January 19, 2016. https://money.cnn.com/2016/01/19/news/companies/new-coke-ad-campaign/index.html
Brand Positioning
Coca-Cola is an example of a brand that has strongly positioned itself amongst it consumers, competitors, and stakeholders. After reviewing the mission, vision, name, logo and slogan of the brand. It is clear that they have build a strong presence and have for many decades.
Coca-Cola has 7 strategies used to help its positioning. During the prohibition era. Coca-Cola formulated their non-alcoholic beverage based on the taste of their consumers. A few changes to its formula has been made. However, the brand does not spend time trying to be similar to other tastes in the world. Coca-Cola also uses a recognizable font and logo that has not changed in over 100 years. After and intense contest in 1915, Coca-Cola chose a design that modeled after the Cocoa pod. This bottle design has set it apart from other brown colas. Coca-Cola also held its retailers responsible. The beverage was only to be served at 36 degrees Fahrenheit. Bringing it more attention then its competitors. The brand also sold its beverage for the same price for 70 years. Other brands would raise their prices after consumers became hooked. Coca-Cola also gave away 10% of its product to build brand awareness. Along with the giveaway the brand would also provide retailers Coca-Cola posters, clocks, and festoons for decorations. Lastly, in 1899 the company became a franchise. Two lawyers were given the ok to be able to start bottling Coke also. This is the history of the brand and its journey on how it became popular over time. (Feloni)
References:
Staff, Journey. 2017. Mission, vision and values. Retrieved from https://www.coca-cola.co.uk/about-us/mission-vision-and-values
Feloni,Richard. June 12, 2015. 7 brilliant strategies Coca-Cola used to become one of the world’s most recognizable brands. Retrieved from https://www.businessinsider.com/strategies-coca-cola-used-to-become-a-famous-brand-2015-6
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Coca Cola Brand Positioning 