The Coca-Cola Company is the world’s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. Its world headquarters is based in Atlanta, Georgia. The company and its subsidiaries employ nearly 31,000 people around the world. The Coca-Cola Company manufactures syrups, concentrates and beverage bases for Coca-Cola, the company’s flagship brand, and also produces over 230 other soft-drink brands sold by and its subsidiaries in nearly 200 countries around the world.
Some of Coca-Cola’s latest domestic marketing strategies include Coke dominating fountain sales. Thousands of consumers visit fast-food restaurants every day and Coke feels that it is very important to have the consumer see and drink their product at such chains as McDonalds, Burger King, and Domino’s Pizza.
Coca-Cola is also testing a new plastic cup in the famous Coca-Cola contour shape. The 20-ounce cups will be available in clear or green plastic with a spill resistant lid. These new cups were designed with portability in mind to better accommodate the fast growing takeout business at quick-service chains. They are also coming out with a new curved can. According to consumer specialist, Robert Bertini, “the cans stand out on the shelves and are fun to hold.”
Coca-Cola signed a five-year deal with NASCAR to become the official drink of NASCAR. They will reintroduce its’ winning commemorative Coca-Cola classic bottles featuring the members of the Coca-Cola Racing Team.
Coca-Cola has also signed a three year deal with AOL valued at 100 million dollars linking packaging and promotional activities from the retail shelves to cyberspace. “The AOL deal will give Coke a stronger internet presence and a means to build brand equity on line,” (Howard). PIN codes on the web will help with registration and promotional redemption from consumers.