Coca Cola Company s Annual Advertising Essay - 1545 Words

Financial Might Coca-Cola currently has roughly 4.32 billion shares of its stock outstanding, with a share price as of this writing around $41.53 per share. This would put Coca-Cola s market capitalization at roughly $178 billion. Taking cash and debt into consideration, Coca-Cola has a total value of almost $213 billion Advertising and marketing capabilities The Coca-Cola Company’s annual advertising spend was $3.98 billion in 2015, $3.51 billion in 2014 and $3.27 billion in 2013. Advertising expenses accounted for 6.9% of total revenues each year. In 2015, The Coca-Cola Company was the largest beverage industry advertiser in the world. Distribution Network Coca-Cola products are available via the world’s largest distribution network. The company capitalizes on a global network of owned or controlled distributors, independent bottlers, wholesalers, and retailers. This enables Coca-Cola to closely manage costs and rapidly introduce new items into the marketplace. These activities have facilitated market presence, high volume deliveries, and product saturation during in recent years. Weaknesses Weakness from Foreign Currency Fluctuation Coca-Cola operates using over 70 currencies, in addition to the U.S. dollar, and more than $26.2 billion of the company’s net operating revenues came from outside the United States. It transacts business activities in currencies which include the Euro, the Yen, and the Mexican peso just to name a few. Although the company does business inShow MoreRelatedCoca Cola And The Market Strategy Essay1178 Words   |  5 PagesCoca-Cola has also experienced some frustrations in the market. In 2013, the company introduced a new brand called Coca-Cola Life; unfortunately, it is not more than a niche for now because of its vague marketing segmentation. In 2014, the per-capita consumption of soda products declined by 25% compared to 1994. In recent years, because some developing countries such as India and Brazil are suffering from volatile economic conditions, their consumers only have limited disposable income to purchaseRead MoreThe Coca-Cola Marketing Mix1127 Words   |  5 PagesRUNN ING head: THE COCA-COLA MARKETING MIX The Coca-Cola Marketing Mix 1 2 THE COCA-COLA MARKETING MIX Abstract The marketing mix is known as the 4 P’s or the product, price, place and promotion of Marketing. It is a marketing strategy that company’s use to estimate the value and determine the methods of advertising and distributing its products. Coca-Cola has been long admired for its approach to marketing. Over its 127 year history, Coca-Cola’s efforts to refine and perfect its Read MoreMarketing Strategy Of Coca Cola1664 Words   |  7 Pagesother and incorporate a company s publicising goals. Coca-Cola is a foremost example for successful marketing brand that is known and adored all over the world. The origin of a strong Marketing Strategy consists of a proper analysis, exploring all important factors which are required to achieve a desired target. I explore my knowledge of interest to know the effectiveness of the strategies used by a coca cola company to increase the sales and attract more customers for company benefits and customerRead MoreCoca Cola Company Case Study951 Words   |  4 PagesThe Coca-Cola Company is one biggest enterprise that people across a global is lots of consumed and recognized. Also, the company has organized structure of itself in terms of reflecting on the particular requirement of local market sensitively. (Coca Cola compa ny Case study). In this essay will analysis achieving of company strategy and consider about responsiveness of product to customers. Responsiveness, however, have to consider the international business strategy that to be suitable with regionalRead MoreABM U3IP1020 Words   |  5 Pagesï » ¿ Kimberley S. Lyons American Intercontinental University Unit 3 Individual Project BUSN 125 – Applied Business Mathematics May 17, 2015 Abstract Coca-Cola is the largest principal maker of the soft drink business. Coca-Cola is global servicing over 200 countries based in Atlanta, GA, USA. Producing over 500 brands of cool nonalcoholic beverages. It has been projected that over 1.9 billion beverages are consumed everyday around the globe. Coca-Cola’s combined financial statements are organizedRead MoreCoca Col The Company1675 Words   |  7 PagesCoca-Cola grew from a small business serving a small local area on the late 1800’s to one of the largest manufacturers of carbonated beverages. Over the 125 years Coca-Cola has been operating the company has introduced many firsts to the beverage industry, from making the product mobile to unique packaging that can be easily distinguished from other brands. Coke over the years has produced iconic products associated with the advertisement of their products that are now collectibles including vendingRead MoreEssay The Coca Cola Company1580 Words   |  7 PagesThe Coca Cola Company Summary of the History of Coca Cola On May 8, 1886, Dr. John S Pemberton, a pharmacist in Atlanta, Georgia, USA mixed the syrup that became ‘Coca-Cola. His friend and bookkeeper, Frank M. Robinson, thinking that the two Cs would ‘look well in advertising, suggested the name ‘Coca-Cola. He wrote the words in his now familiar Spenserian script, and the worlds most recognized trademark was born. Read MoreMarketing Strategy Of Coca Cola956 Words   |  4 PagesIntroduction Coca-Cola, the most popular all over the world. The annual sales of about 300 million bottles and it was one of the largest beverage company in the world today. However, since after the birth of Pepsi, more than half a century, the two companies have been carrying on the competition. They turn adverse factors in market development, seeking opportunities, become favorable factors, adopt feasible marketing strategy, etc are a huge success, finally become a remarkable marketing competitionRead MorePepsi Of Pepsico Inc.906 Words   |  4 PagesPepsiCo Inc. was founded in 1965 with the merger of two companies: Pepsi-Cola and Frito-Lay. Since then, it has become one of the world’s largest and most successful food, snack, and beverage corporations. PepsiCo Inc. has reports of sales of over $510 million and employs over 19,000 workers (Who We Are). Its products are provided and sold throughout the world. Many of their top products since the merger for the Pepsi-Cola Company are P epsi-Cola (made in 1898), Diet Pepsi (1964) and Mountain Dew (1948)Read MoreCoca Col The Invention Of A Pharmacist1525 Words   |  7 PagesHistory, product / services, major customers, major suppliers, and leadership, and provide a synopsis of each company. Coca-Cola was the invention of a pharmacist in 1866 in Atlanta, Georgia. Dr. John S. Pemberton created a syrup to be added to carbonated water and served at soda fountains. Dr. Pemberton did not live long enough to see his invention â€Å"become the worlds’s #1 selling sparkling beverage† (World). Pemberton was fortuitous in that he sold portions of his business before his death.

New Belgium Brewing Social Responsibility as a...

Case 9: New Belgium Brewing (A): Social Responsibility as a Competitive Advantage 1. What environmental issues does the New Belgium Brewing Company work to address? How has NBB taken a strategic approach to addressing these issues? Why do you think the company has taken such a strong stance toward sustainability? New Belgium Brewing Co. (NBB) is a craft beer leader that embraces sustainability and corporate responsibility. For New Belgium, social, ethical, and environmental responsibilities are as important to the company’s operations as profitability. For New Belgium, business is as much about improving the local community as it is about making beer. From its inception, New Belgium Brewing has sought to minimize resource†¦show more content†¦Social responsibility makes a company more competitive and reduces the risk of sudden damage to the company’s reputation and sales. New Belgium saw social responsibility as part of a continuing process of building value. Social responsibility helps improve the company’s reputation, and establish long-term relationships with customers and other stakeholders. 3. What are the challenges associated with combining the need for growth with the need to maintain customer intimacy and social responsibility? Does NBB risk losing focus on its core beliefs if it grows too quickly? Explain. The main reason any company would object to maintain customer intimacy and social responsibility is the associated costs. With social responsibility, a company pays for environmental programs, more employee training and efficient waste management programs. Proponents of social responsibility agree that any expenses to businesses are ultimately covered by stronger relationships with key stakeholders. However, some argue that investment in social responsibility programs may not necessary result in measurable financial results. Another challenge for companies when considering social responsibility is the possible negative perception of shareholders. Historically, publicly-owned companies had a primary focus of maximizing shareholder value. Now, they must balance the financial expectations of company owners with the social and environmentalShow MoreRelatedNew Belgium Brewing Company s Social Responsibility Practices Essay1215 Words   |  5 PagesIntroduction The New Belgium Brewing Company was founded by Kim Jordan and Jeff Lebesch in 1991. The idea for the company was by Lebesch when he was on a bicycling trip through Belgium. Since then, the company has grown steadily. According to the New Belgium Brewing Company, in 2015 New Belgium Brewing sold 914,000 barrels of beer and they are the fourth largest craft brewery as defined by the Brewers Association (New Belgium Brewing Company). This paper will mainly discuss the New Belgium Brewing Company’sRead MoreNew Belgium Brewing: SWOT Analysis1354 Words   |  6 Pagesfacility has been moving toward employee-owned (Gorski, 2013). 2) Environmental impact Strives to be a leader in environmental responsibility 3) Marketing The company went with a new concept the â€Å"Follow your Folly where it relied on whimsical branding that evoked nostalgic and reflective memories† (Ferrell, 2010.pg 67/473). 4) Sustainability Strives to be the leader in micro brewing while maintaining the core values it started with and had employee buy in even before it went† 100 % employee owned in2013†Read MoreCase: New Belgium Brewing717 Words   |  3 PagesCase 4: New Belgium Brewing One of the Nation’s third-largest craft breweries, based out of Colorado, New Belgium Brewing Company, Inc. (the Company). The Company was founded in 1991, a privately held corporation. Its first operation started off in the basement of Jeff Lebesch (founder). The Company prides itself on its branding strategies â€Å"triple bottom line† and social responsibility which focuses on economic, social, and environmental factors. New Belgium’s marketing strategy links the Company’sRead MoreEssay on New Belgium Case Study1713 Words   |  7 PagesNew Belgium Brewery 1) What environmental issues does the New Belgium Brewing Company work to address? How has NBB take strategic approach to addressing these issues? Why do you think the company has taken such a strong stance toward sustainability? New Belgium Brewing Company strives to take an environment friendly approach to their manufacturing process and facility, focussing on reducing their carbon footprint and energy usage. They were the first-ever American brewery to fully incorporateRead MoreCase Study : Colorado s New Belgium Brewing Co Essay1501 Words   |  7 Pagesthe communities around them, prosper. Fort Collins, Colorado’s New Belgium Brewing Co. (NBB) is an example of a socially responsible company that is prospering. To provide some insight into how socially responsible NBB is as a company, three points will be discussed. First is the environment issues that NBB faces and how they address them. Next is how social responsibility provides a competitive advantage for the company. Lastly, how New Belgium’s actions and initiative are indicative of a sociallyRead MoreExecutive Summary : New Belgium Brewery1234 Words   |  5 PagesSummary The company, New Belgium Brewery is the idea came in a mind of Jeff Lebesch a bicycling trip through Belgium. Started from a basement brewery in 1991to a proper built brewery nowadays with several branches. It earned a national wide reputation of good beer as well as community and environment stewardship. The sustainability plan that concentrated on saving resources for e.g. Purifying used water for reuse and electricity from natural resources. The founder of the New Belgium Brewery Jeff LebeschRead MoreNew Belgium Brewing And Its Effect On Social Responsibility1789 Words   |  8 PagesNew Belgium Brewing or NBB is a brewing company that stands apart from the competition in many ways. Who would have thought that a brewing company would be thought as an example of how an ethical and socially responsible company should be ran? The other part that is a surprise to most is that it is a fairly small corporation. It is nowhere near the size of a giant like Anheuser-Busch. So why is New Belgium so adamant about being different and a step above the competition? That is the overall focusRead MoreNew Belgium Brewing Essay763 Words   |  4 Pages1. What environmental issues does the new belgium brewing company work to address? How does NBB taken a strategic approach to addressing these issues? Why do you think the company has taken such a strong stance toward sustainability? NBB try to reduce negative impact on environment by using cost-efficient energy-saving alternatives. NBB invests in a wind turbine, making it the first fully wind powered brewery in the United States. NBB has also used a steam condenser that captures and reuses hotRead MoreThe Application of Game Theory in Business Strategy1925 Words   |  8 Pagestake great pride and care in brewing beers, and that’s also how they want them to be enjoyed with great care. This is why they committed to responsible drinking which is at their heart in line with their strategy of to be the Best Beer Company in a Better World.(1) Through commitment to be the Best Beer Company in a Better World, Anheuser-Busch InBev S.A. is the beer industry leader in social responsibility initiatives, ranking as the No. 1 brewer in social responsibility in FORTUNE Magazine’s â€Å"World’sRead MoreNew Belgium Brewing: Ethical and Environmental Responsibility3490 Words   |  14 PagesAlthough most of the companies frequently cited as examples of ethical and socially responsible firms are large corporations, it is the social responsibility initiatives of small businesses that often have the greatest impact on local communities and neighborhoods. These businesses create jobs and provide goods and services for customers in smaller markets that larger corporations often are not interested in serving. Moreover, they also contribute money, resources, and volunteer time to local causes

Hanging (Out) with the Masters Free Essays

At first glance, it is easy to think that not much is happening in Mark Kostabi’s Hanging with the Masters. We get to simultaneously view works of art from various art movements as they dangle motionlessly from their taut strings. Everything is nonchalant and serene against the sky blue background, the threat of gravity underneath disappears, and even the anonymous human figure tied to a noose by the neck has surrendered. We will write a custom essay sample on Hanging (Out) with the Masters or any similar topic only for you Order Now Whatever was supposed to happen in the painting has already happened. No action is caught. This is the state in which we find things because we have unfortunately arrived late. This apparent lack of motion is what makes Hanging with the Masters so busy. By kidnapping an assortment of works of arts, miniaturizing and tying them in place to become manageable spectacles (classic paintings within a present-day painting), Mark Kostabi has converged, or more appropriately eroded, time and space. There is no nostalgia for the kidnapped paintings at all; just a matter-of-factness. Very postmodern. Taken out of their contexts and arranged in a whole new landscape, the works of arts inside the painting call attention to themselves. Each one of them competes for our attention. Even if we recognize only one of the paintings/mobiles/cartoon character Hanging with the Masters blatantly references, we still get the feeling a kidnapping has happened. Something has been violated and celebrated at the same time. The verb hang takes on two meanings: Hang a picture, Hang a person. As if decoration and decoration are the same thing. And Mark Kostabi is unapologetic. DEAD MAN PERFORMING In the middle of it all, there is the faceless, sexless artist with the paintbrush pointing downwards, the hanged human,—all red (red-faced, red-bellied, and red-handed) from an unseen light source. It is as if he/she has failed a mission. In the essay The Work of Art in the Age of Mechanical Reproduction, Walter Benjamin tells us that â€Å"[Mankind’s] self-alienation has reached such a degree that it can experience its own destruction as an aesthetic pleasure of the first order† (681). After exhausting every possible medium and subject of art, from Campbell’s soup cans to elephant dung, we only have to turn to ourselves next, explore and defy the thresholds of our own body and mind, as if they are the next frontier to turn into art. True enough, the hanged artist in Hanging with the Masters is engrossed in his/her own performance art. He/she is both a subject and object. If in modernism the subject is a â€Å"rational, individualistic, responsible, unified self†, in postmodernism, that subject is dead (Chernus, â€Å"Fredric Jameson’s Interpretation of Postmodernism,† par. 7). What replaces is an â€Å"identity [that] must be conceived as an intersection of conflicting subject positions† (Collins 337). Kostabi’s hanged artist is neither male nor female. We can’t tell if he/she is just playing dead. We are not sure if his/her execution was forced or self-willed. If this were punishment, we don’t know what the sin was. We aren’t even sure if he/she really is a painter, or just someone with a good grip on the paintbrush. Like a true postmodern subject, everything about the hanged artist is open to speculation. One thing we are sure of though is that now he/she has laid claim to being a work of art. And who doesn’t want to be a work of art, a shiny spectacle, in our YouTube generation? MEETING HALFWAY Hanging with the Masters instantly inherits timelessness just because it gathers samples of classic works of arts all in one place. What’s more is that these works of arts are tied in place. As if we are looking at a museum wall and the theme is A Very Short History of Art. Hanging with the Masters cleverly showcases cultural artifacts of the past (a nude, a cartoon character, a Warhol-style portrait, a mobile, an op-art painting), and at the same time it gives a commentary on those cultural artifacts. According to Jim Collins, â€Å"[†¦] the past is not just accessed but ‘hijacked’, given an entirely different cultural significance than the antecedent text had when it first appeared† (333). In postmodernism, such â€Å"highly self-conscious forms of appropriation and rearticulation have been used by postmodern painters, photographers and performance artists† (335). But because they have been hijacked, the works of art have lost their â€Å"aura† and â€Å"quality of presence†, terms which Walter Benjamin uses to describe the authority of the original work of art that is not yet reproduced or recopied (667). For Benjamin, this diminishing aura of the work of art every time it is reproduced or finds itself in a different context (Edvard Munch’s screaming man in a mousepad, for example) is okay because it â€Å"enables the original to meet the beholder halfway† (667). Also, according to Benjamin, it is perfectly natural and okay for cultural artifacts to lose their original intentions and change into something else. His example is that of an ancient statue of Venus. For the Greeks, it was an â€Å"object of veneration†, but for people in the Middle Ages, it became an â€Å"ominous idol† (669). â€Å"Both of them, however, were equally confronted with its uniqueness, that is, its aura† (Benjamin 669). What we see now in Kostabi’s painting are works of art that are classic examples of the art movements they are part of. They are works of arts that are exclusively tied to a genre, tied in place in the painting’s unseen ceiling, just like the hanged artist. If there is any aura left, it is only a memory of that aura as we try to identify each work of art. Yet, ironically enough, Hanging with the Masters’s style itself is tied to the surrealist art movement. The painting itself cannot escape the same bonds which have taken the other paintings as captives. But of course, this is okay. Everything in postmodernism is okay, and things are not judged based on whether they are good or bad, but only whether they work for us. According to Chernus: †¦a cultural artifact is now just a random collection of signs momentarily existing side by side, ready to change at any moment into another random collection. So it cannot point beyond itself to any meaning. It cannot represent any reality outside itself. It cannot even raise the question of its relationship to any reality outside itself. It refers only to itself; it is its own referent. [†¦] Since the signs are not supposed to relate to anything beyond themselves, it makes no sense to ask what they mean. So the problem of meaning simply disappears. (Chernus, par. 19). THE MEANINGLESSNESS OF IT ALL The meaninglessness of postmodernism can be depressing but that’s what is happening right now. The millions of YouTube video clips uploaded every day don’t have to make sense at all, but we enjoy watching them all the same. The more stupid and the more disgusting, the better. YouTube has given us a platform where we can be our own celebrities, our own artists, our own works or arts, where we can be viewed by millions other simultaneously. And we all wish we’d get lots of hits every day. Just like the hanged paintings in Hanging with the Masters, we try to be amazing so we can be worthy of being looked at. Underneath it all, just like the paintings, we are all just competing for each other’s attention. Maybe we can call each YouTube clip a cultural artifact in its own right. They, after all, tell a narrative. They tell us a little something about the person who uploaded it. They tell us that at one point in time, somewhere in the world, this person took the trouble of recording a clip of himself/herself, never mind the ulterior motive. Sure, for a cultural artifact, it may be fleeting, and it is not even tangible, but as each footage weaves into the next one and a medley of voices occur and we are overwhelmed by the sheer number of people out there in the world, a whole community our parents’ parents never knew existed back then, we lose the urge to explain things or make sense of them. We simply turn on our curiosity and enjoy the fact that all these are happening right here right now. As Chernus has said above, there is no reliable meaning anymore and there is no point in finding the relationships of things. It is quite possible then that Hanging with the Masters is really, at the end of the day, meaningless. That, really, it is just a collection of images randomly picked. If the audience recognizes one or two paintings embedded in Hanging with the Masters, then they’re lucky and good for them. That will add a new layer to whatever meaning they decide to put into it. If not, then the painting is still nice, and deep, and mysterious, still very marketable. Which is the fate of cultural artifacts in late capitalism: to become commodities in an everything-is-for-sale world (Chernus, par. 7). It is okay to not find or force any connections among the images trapped inside Kostabi’s painting, or even reunite them with other images outside the realm of the painting. For Chernus, the postmodern way is to â€Å"accept the images living side by side in an ever-changing kaleidoscope† (Chernus, par 26). In this postmodern world where diversity is very much welcome, Hanging with the Masters, as a present-day cultural artifact, makes a strong statement about harmony. In the end, it’s not just about works of art with clashing differences in style and opinion and meanings being able to coexist peacefully in a single canvas. Substitute â€Å"people† for â€Å"works of art† in the sentence and you get the bigger picture. How to cite Hanging (Out) with the Masters, Papers