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.