Research Update on Coca Cola

1
Research Update on Coca Cola
2
Cokes New CEO

• Named Chairman and CEO on February 17, 2000
• Previously Senior VP
• Spent 300 days last year on global diplomacy tour
  making up for Ivesters image (Sellers)

3
New Face of Coca Cola

• Reorganized into four operating units
• Americas
• Asia
• Europe/Africa
• New Business Ventures
• Allows each unit to operate locally
• Each unit has a VP who will report directly to
  Daft

4
Basic Information

• 230 Brands of beverages
• 60 of sales come from outside the U.S.
• Coca Cola holds 50 of the global market for
  softdrinks
• Hoovers online information

5
1999 U.S. Market Shares

• Coca Cola had the 1 and the 3 spots in 1999
  (Beverage Digest 2/18/00)
• Coke Classic experienced a -.3 share change

6
2000 U.S. Market Shares

• Coca Cola experienced a .1 rise in market share
  in 2000 (Beverage Digest 2/15/01)
• Diet Coke went up .2

7
Recalled Again!!

• May 28, 2001 Coca-Cola had to recall 700,000
  bottles of Pomelo, a citrus flavored drink.
• Was not a health issue drink was discolored and
  tasted funny
• Steve Leroy, spokesman for Coca-Cola Belgium said
  it was just a preventative measure.
• Baron, CBS Marketwatch.com May 28, 2001

8
The Future of Coca Cola

• Recently announced plans to create a stand alone
  enterprise focused on developing and marketing
  juice, juice-based beverages, and salted snacks
  on global basis.
• Procter Gamble will be the joint owner in this
  venture

9
Other Info

• Daft plans to 300-500 million to this years
  marketing budget
• Started their new advertising campaign, Life
  tastes good
• Unit case volume is up 4 compared to the 1st
  quarter in 2000