Chapter 5 - Developing a Global Vision

Corporate, September 27, 2011

Director Jon M. Chu and Legion of Extraordinary Dancers Help Search for the Face of the Coke Zero Dance

ATLANTA, SEPT. 27, 2011 ­- It's every performer's ultimate dream: landing the gig that will showcase their talents for all the world to see. But what if you can't even get your foot in the door to audition? Coke Zero is dedicated to helping determined individuals make it possible, by giving them the opportunity to realize their aspirations through an open casting call.

For the most impressive individual, a starring role in the brand's next global ad campaign awaits. No professional resume or agent required; just passion, artistic drive, and the willingness to express individuality and swagger -- plus the means to upload a video to CokeZero.com/MakeItPossible.




The 4 P's of a marketing mix are:  Product, Place (distribution), Promotion, and Price.
This ad is part of their promotional strategy.

Chapter 4 - The Marketing Environment

The mission of the U.S. Securities and Exchange Commission is to protect investors, maintain fair, orderly, and efficient markets, and facilitate capital formation.

COCA COLA'S RECENT FILING WITH THE SEC IS AN EXAMPLE OF HOW THE LEGAL FACTOR AFFECTS THEIR MARKETING STRATEGY.

SEC FILINGS 4 COCA COLA CO filed this Form 4 on 09/21/11 Entire Document   << Previous Page | Next Page >> FORM 4 o Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b). UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D.C. 20549 STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP OF SECURITIES Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934, Section 17(a) of the Public Utility Holding Company Act of 1935 or Section 30(h) of the Investment Company Act of 1940 OMB APPROVAL OMB Number: 3235-0287 Expires: November 30, 2011 Estimated average burden hours per response... 0.5 (Print or Type Responses) 1. Name and Address of Reporting Person * REINICHE DOMINIQUE  2. Issuer Name and Ticker or Trading Symbol COCA COLA CO [KO] 5. Relationship of Reporting Person(s) to Issuer (Check all applicable) _____ Director _____ 10% Owner _____ Officer (give title below) __X__ Other (specify below) Pres., European Group (Last) (First) (Middle) THE COCA-COLA COMPANY, ONE COCA-COLA PLAZA 3. Date of Earliest Transaction (Month/Day/Year) 09/20/2011 (Street) ATLANTA, GA 30313 4. If Amendment, Date Original Filed (Month/Day/Year) 6. Individual or Joint/Group Filing (Check Applicable Line) _X_ Form filed by One Reporting Person ___ Form filed by More than One Reporting Person (City) (State) (Zip) Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned 1.Title of Security (Instr. 3) 2. Transaction Date (Month/Day/Year) 2A. Deemed Execution Date, if any (Month/Day/Year) 3. Transaction Code (Instr. 8) 4. Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5) 5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4) 6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4) 7. Nature of Indirect Beneficial Ownership (Instr. 4) Code V Amount (A) or (D) Price Common Stock, $.25 Par Value 09/20/2011   M   50,000 A $47.84 165,974 D   Common Stock, $.25 Par Value 09/20/2011   S(1)   50,000 D $71.0077(2) 115,974 D   Common Stock, $.25 Par Value               0 I By daughter Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned (e.g., puts, calls, warrants, options, convertible securities) 1. Title of Derivative Security (Instr. 3) 2. Conversion or Exercise Price of Derivative Security 3. Transaction Date (Month/Day/Year) 3A. Deemed Execution Date, if any (Month/Day/Year) 4. Transaction Code (Instr. 8) 5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4, and 5) 6. Date Exercisable and Expiration Date (Month/Day/Year) 7. Title and Amount of Underlying Securities (Instr. 3 and 4) 8. Price of Derivative Security (Instr. 5) 9. Number of Derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4) 10. Ownership Form of Derivative Security: Direct (D) or Indirect (I) (Instr. 4) 11. Nature of Indirect Beneficial Ownership (Instr. 4) Code V (A) (D) Date Exercisable Expiration Date Title Amount or Number of Shares Employee Stock Option (Right to Buy) $47.84 09/20/2011   M     50,000  (3) 03/01/2017 Common Stock, $.25 Par Value 50,000 $ 0 0 D   Reporting Owners Reporting Owner Name / Address Relationships  Director  10% Owner  Officer  Other REINICHE DOMINIQUE THE COCA-COLA COMPANY ONE COCA-COLA PLAZA ATLANTA, GA 30313       Pres., European Group Explanation of Responses: (1) The sale reported in this Form 4 was effected pursuant to a Rule 10b5-1 trading plan established by the reporting person on August 16, 2011. (2) The price is the weighted average sale price of the aggregate number of shares that were sold by the reporting person. These shares were sold in multiple transactions at prices ranging from $71.00 to $71.05. The reporting person undertakes to provide to the issuer, any security holder of the issuer or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price. (3) Option (with tax withholding right) granted on March 2, 2007 under The Coca-Cola Company 2002 Stock Option Plan. Grant became exercisable in its entirety on the fourth anniversary of the grant date. Signatures  /s/ Dominique Reiniche  09/20/2011 **Signature of Reporting Person Date Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly. * If the form is filed by more than one reporting person, see Instruction 4(b)(v). ** Intentional misstatements or omissions of facts constitute Federal Criminal Violations. See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a). Note: File three copies of this Form, one of which must be manually signed. If space is insufficient, see Instruction 6 for procedure. Potential persons who are to respond to the collection of information contained in this form are not required to respond unless the form displays a currently valid OMB number.

Chapter 3 - Ethics and Social Responsibility

Coca Cola's Vision for the Planet is to:


" Be a responsible citizen that makes a difference by helping build and support sustainable communities." 


Corporate, June 9, 2011

ATLANTA - The Coca-Cola Foundation, the philanthropic arm of The Coca-Cola Company, announced today grants totaling $20 million to support 65 organizations in the United States and around the world. These grants support the Company's global sustainability initiatives, including water stewardship, recycling and other essential sustainable community initiatives.

"At The Coca-Cola Company, we are committed to supporting global programs that improve lives and sustain communities," said Ingrid Saunders Jones, senior vice president of Global Community Connections for The Coca-Cola Company and chair of The Coca-Cola Foundation. "Our goal is to make a positive difference around the world, and we are making a difference through programs that create access to clean water, recycling, fitness and nutrition, and education."

Of the $27 million allocated by the Foundation, approximately $22 million supports the Company's global philanthropic priorities, including:

• $12 million for water stewardship projects;
• $1.2 million targets fitness and nutrition programs;
• $1.6 million supports community recycling programs; and
• $6.8 million targets educational initiatives.

**  The above report was taken directly from www.cocacola.com  **

It is clear that the Coca Cola Company is serious about the community and the environment.  Therefore, I believe that they display Ethics and Social Responsibility.

Ch. 2 - Strategic Planning for Competitive Advantage

Coca-Cola® Leads the Charge Toward Greener Fleets

North America, September 8, 2011

Electric Trucks to Serve Urban Markets, Cut Fossil Fuel Consumption

Coca-Cola is also "...phasing out the use of  hydrofluorocarbons (HFCs) in all its new vendors and cooling equipment by 2015 and testing fuel cell technology in production facilities to provide electricity while reducing the facility's carbon footprint".  This strategy planning represents the company's ability to adapt to the changes in the environment.  This anticipation comes as a result of "environmental scanning" and "situation analysis".  This will sustain a competitive advantage by allowing the company to remain flexible, face any new threats and/or opportunities with the strength to continue to be innovative and lead the brand into the 22nd century.

source:  www.cocacola.com

Mission Statement and Brief History of The Coca-Cola Company

We all love picnics and parties. What would those be without the globe's leading soft drink? You guessed it! I've chosen the Coca-Cola Company for my semester's marketing project to research and dissect. 

Coca-Cola is fun and exciting. And, they seem to think so too!

Check out their mission statement.


"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.

To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference."

Wow!

Check that out!

Now, let's look at a brief history of their company.

In 1886, an Atlanta pharmacist named John Pemberton was inspired by curiosity and mixed a fragrant, caramel-colored liquid with carbonated water. He sampled it to customers at Jacob's Pharmacy and was later sold there for 5 cents a glass. Pemberton's bookkeeper, Frank Robinson named the mixture Coca-Cola. From 1888 to 1891, Atlanta businessman Asa Griggs Candler, secured the rights to the business for about $2,300. Candler became the company's first president and brought "...real vision to the business and brand."



Coca-Cola started out selling 9 glasses a day to over 1.7 billion servings a day.

NOW THAT'S GROWTH!

Coca-Cola obviously has a "Global Vision". And, it is clear in their Mission Statement. It reads, "To refresh the world..."


Thank you.

** My source is from Coca-Cola's website. (www.cocacola.com)**