final presentation-coke
TRANSCRIPT
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ADV 492
Spring 2011
Sejun Kim
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• The company primarily produces, bottles and non-alcohol beverages
such as Coke, Sprite, and Fanta etc.
• Coca-Cola is one of the leading non-alcoholic beverage.
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KEEP
IN THE
FIRST PLACE !!
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• With social media, such as twitter, the company focuses on the social
responsibility to improve its brand image
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What is the focus?
Social Responsibility
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What is the characteristic of Twitter?
Follower system
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Logic (Viral Marketing)
Social Responsibility
Twitter Follower System
Word of Mouth
Logic (Viral Marketing)
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• Easy to spread out
• Cost less
S W
O T
• Useless for
non- Twitter users
• Huge amount of
Twitter users
• Increase of Social
Marketing
• Low Penetration Barrier
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Profit Margin (PM) = Profit/ Revenue
Current Situation
PM 2009 = 22.02%
PM 2008 = 18.18%
PM 2007 = 20.72%
Our Goal = 25% PM 2011 !!
Source : Ibis World Company Report, Coca Cola Company
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Expected PM 2011 = 25.37% !!
2009 2011
Operating Revenue 30,990 33,500
Total Cost 24,166 25,000
Profit 6,824 8,500
2009 & 2011 (USD Million)
Income Statement Summary
Coca cola
Social Responsibility Cost (+834)
Added Revenue (+2,510)
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