Coca-Cola’s Purpose is to “refresh the world. make a difference.” Its vision and mission are to “craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better-shared future that makes a difference in people’s lives, communities, and our planet.”
Refresh the world. Make a difference.
In the 2019 letter to James Quincey, CEO of Coca-Cola highlighted:
Our company started in 1886 and grew with a purpose to refresh the world. This became refreshment not just in a physical sense but also in spirit, and not just to refresh people but also to communities.
Since then, we’ve grown enormously as a business, spreading joy, optimism, and happiness. We’ve made a difference with our brands, beliefs, and values. Much has changed in the last 133 years. Today, we are a total beverage company.
We’re present in almost every beverage category, and we have more than 500 brands. Over 700,000 people in our system help deliver those brands to customers and consumers every day.
But, looking forward, the world faces myriad new challenges, and so does our business.
We have to ask ourselves: Is the original purpose of the company still valid? Should it evolve as the world evolves?
Our vision is to craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better-shared future that makes a difference in people’s lives, communities and our planet.
- Create loved brands: For that Coca-Cola means 1. Passion for people and their lives 2. Cutting-edge excellence in ingredients, innovation, design, and marketing 3. Investing for leadership across categories in brands that consumers love 4. Acting globally and locally 5. Building powerful partnerships to go to market
- Done sustainably: 1. Start with facts, based in science 2. Grow our business, reduce sugar and provide consumer choices 3. Make packaging part of a circular economy, with a focus on 100% collection 4. • Be water balanced, improving water security where needed most 5. Reduce carbon footprint 6. Source more sustainably and ethically
- Better shared future: 1. Invest in employees’ personal growth and talent for today and the future 2. Empower our people, provide access to equal opportunities, and become more inclusive 3. Create value for customers big and small 4. Support local communities to achieve more, including in times of need 5. Deliver returns to shareowners. Our investors range from major institutions to millions of individuals
Coca-Cola is among the most valuable consumer brand, and it’s easy to think of it as a single-product company. Yet, Coca-Cola has a set of brands, systems, and processes engineered in the last decades to make it the food company we know today.
Coca-Cola is very good at marketing itself. The company runs successful marketing campaigns with the aim to associate positive emotions with its brands. Coca-Cola’s target is to reinforce its distribution and sales as it becomes a product tied to the daily lives of millions of people.
Coca-Cola distribution strategy
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