Exposé Coca Cola

Sujet du devoir

Bonjour,
Je dois faire un exposé oral sur la problématique suivantes :
Coca-Cola, is it a never ending story?
J'ai finis mon exposé mais j'aimerai avoir une correction (sachant que c'est censé être mon texte d'oral)
Merci d'avance

Où j'en suis dans mon devoir

Introduction:

Over the years, The Coca Cola Company has become more than just a brand but literally a myth, and the main product of it (coca cola) has become a symbol for a large part of the population.
Buy Coca-Cola is buying the liquid, but also a bottle, a name, a brand that anyone can identify in a single glance.
The company has become a multinational company present in more than 240 countries. In recent years, she has managed to change the habits of consumers around the world.
The company is primarily known for its flagship product Coca-Cola. But its product range is very various: mineral water, champagne, beer and juices.
However, for several years, Coca-Cola must confront the emergence of new competitors in the market and criticism.
We can wonder if Coca-Cola is a never ending story.
I- A revolutionary discovery
1) The history

-The beginning:

It was invented in 1886 (eighteen eighty six) by a pharmacist called John Pemberton, who lived in Atlanta in the South of the USA. The reason why it’s called coca cola is that it’s made with coca leaves and cola nuts. Pemberton liked testing medical formulas and one day he was searching a remedy for headaches, he created a perfumed liquid, its color was caramel. The mixture was mixed to the sparkling water and tasted by customers of his pharmacy that all, to the unanimity, found it very special. The price is then fixed at 5 cents a glass.
The accountant of Pemberton, Frank Robinson, named the drink "Coca-Cola". At this time, John Pemberton sold only nine glasses of Coca-Cola per day.
He died in 1888, it is at this moment that Asa Griggs Candler, a businessman, bought the company for about $ 2300. It is from this date that the company gained in importance, it has factories in Chicago, Dallas and Los Angeles.
- from 20th century to today
In the early 19th century, the competition begins to imitate the coca cola. A large advertising campaign was implemented. In addition, the company decided to create a new unique bottle for the drink. In 1916 it began the manufacturing of bottle “Hobbleskirt”. It was chosen because it is easily recognized, even in the dark. At this time, the marketing of coca cola became international (In Europe, Canada …)
In 1928, for the first time, Coca-Cola became the official partner of the Olympic Games. Thanks to this, Coca-Cola was successful all around the world and it has become an indispensable part of people's lives.
During the second war, the CEO ordered that 'every man in uniform gets a bottle of Coca-Cola for five cents, wherever he is, and whatever it costs the company'. Thanks to this publicity campaign, Coca-Cola had a solid basis to develop its activities in the world.
After 70 years of success with one brand, Coca-Cola, the company decided to expand with new flavors. Fanta was introduced in the 1950s, while Sprite followed in 1961.
The year 1993 saw the introduction of the popular Coca-Cola advertising campaign, and the world met the Coca-Cola Polar Bear for the first time.
In 2011, the company celebrated its 125th anniversary. Now, more than 1.6 billion beverage servings sold each day.

2) Marketing strategy
-A diversified product range
Since its invention, the beverage Coca Cola has targeted the entire population. Today, the largest consumers of soft drinks are young. That’s why Coca-Cola decided to expand a little its product line to target customers more precisely. For instance, Coca Cola light is mainly dedicated to young women between 15 and 35 years because it is low in calories. The Coca Cola has also created the Vanilla Coca Cola or Coca Cola Black, the latter was designed for active young adults. To satisfy all the desires, there are several container sizes: cans, bottles of 1.5 litters, or bottles of 75 centiliters...
-Limited editions
Designer Marc Jacobs will be Coca-Cola's creative director for its Coca-Cola light line in 2013. The designer will be following in the footsteps of Jean Paul Gaultier who was creative director for the soft drink in 2012. There are also many other limited editions. For example, David Guetta had his personalized bottle. We can also mention the bottle James Bond created for the movie released.
-Street Marketing
Street marketing is to put posters in public places such as bus shelters, escalators or large posters pasted. The company also put huge bottles of Coca-Cola stuck on buildings. Thus, Coca Cola is ubiquitous and consumers constantly think to drink Coca-Cola.

II- Coca-Cola vulnerable to various threats:
1) Several competitors
- Alternative Cola :
An alternative cola or altercola is a cola intended to provide an alternative to the two market leaders in the soft drinks who are Coca-Cola and Pepsi-Cola.
On the one hand, cultural alternative cola develops and rejects the American image of this product. People want to consume what is closest to them, trying to resist to the globalization. Cultural alternative cola contain the local alternative colas which appear in areas that usually have a local cultural identity to defend. For instance, there are the Auvergnat cola in Auvergne, the Breizh cola in Bretagne and the Corsica cola in Corse. Local alternative cola is usually a regional product which is mainly sold in this region.
On the other hand, there is the fair cola which respects the criteria of fair trade or organic farming. We can mention for example the Beuk cola developed by a Breton company.
Despite the creation of new cola independent of the Coca-Cola Company, we can still see that there are false altercolas that are actually owned by the firm Coca-Cola. it is the case of Thums Up or Inca cola which were acquired by Coca-Cola.
- The competitors
There are a lot of competitors in the soft drink market. The largest competitor of Coca-Cola is without fail Pepsi. Indeed, Pepsi and Coca-Cola were discovered by two pharmacists and really look like to the taste. However, Pepsi sales are down and Pepsi tends to not be considered as a serious competitor of Coca-Cola.

However, If Pepsi saw its sales decline; there are others competitors on the market. The soft drinks market is a growing market where products are increasing. This increase of the market leads to a dispersion of sales between the different brands. Among the many soft drinks, we can mention Fanta, Sprite, Orangina, Oasis, Schweppes, Ice tea…
However, after more specific searches, it appears that most of these brands actually owned by the Coca-Cola company. Indeed, there are for instance Fanta, Nestea, and Sprite… Therefore, if the companies seem numerous, it is actually an illusion. All these drinks come from a one and the same firm. Thus, the Coca-Cola Company has the power in the soft drinks market.


2) Different critics
-carcinogenic molecule in Coke:
In 2012, a carcinogenic molecule was discovered in the recipe of Coca-Cola. Indeed, it was the methylimidazole which was present in the caramel color. Coca-Cola had two possibilities: put a logo warning consumers on the bottles or reduce the volume of this molecule in the recipe. The first option would have returned an image too negative of the brand. Therefore, the company chose the second option. However, if the quantity of methylimidazole was reduced, this molecule is still present in the Coca-Cola. High consumption could therefore have an impact on the health of people addicted to Coke.
-the obesity
Concerning the health of consumers of Coca-Cola, another question has been asked for several years. It is the question of obesity. In fact, the average weight of the French has increased by 3.1 kg between 1997 and 2009, while their average size has increased by only 0.5 cm. To combat this, the government has introduced a tax on soft drinks. However, if the tax relates several million to the government, Coca-Cola has increased its prices by only one cent on average. The government has promised to increase again the tax. However, in the United States where a resident consumes on average 84.4 liters of soft drinks per year, the same law introduced by Barak Obama did not work.

- Environmental management
In August 2012, the Office of Pollution Control of the State of Kerala (South India) demanded the closure of one of the 27 Indian factories Coca-Cola. Produced drinks contain too much cadmium. This is a major victory for environmental groups who are fighting against the presence of Coca-Cola in Indian Territory, accusing the U.S. group to use water polluted with heavy metals and pesticides.

Conclusion:
To sum up, Coca-Cola is an important multinational company. The consumption of this soft drink is present in almost all cultures. Indeed, 4000 liters of Coca-Cola is drinking every second in the world, or 350 million liters per day. And even if the company faces criticism and competition, actually these problems have very little impact on its success. So for me, Coca-Cola is a never ending story.