Word: coca-cola
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...things really go better with Coke? The company and several major book publishers are betting they do. As part of a combined strategy to put more pizzazz in Diet Coke's image and more fizz in book sales, the Coca-Cola company launched an unusual cross-marketing campaign with six publishing houses Monday: Buy a 12- or 24-pack of Diet Coke or caffeine-free Diet Coke and get an excerpt from one of six new books inside...
...location. The 16-day extravaganza, expected to cost $1.5 billion, will be the most expensive Winter Games ever. Sponsors and broadcasters are expected to shoulder $1.1 billion of the cost, but Games promoters still have to raise $250 million from corporations. So far, none of the sponsors--among them Coca-Cola, IBM and SPORTS ILLUSTRATED (a Time Inc. magazine)--have indicated they will pull out, but the prospect worries local politicians. "If the Games don't break even," says Salt Lake councilwoman Deeda Seed, "we'll be handed a tax bill we can't afford." Already, US West has pointedly...
...found our little way of sneaking it into our big cup of Coca-Cola...
Some firms already active in Asia through joint ventures are buying out their cash-strapped local partners, thus positioning themselves to reap all the profits from a future upturn. In South Korea, Coca-Cola has taken over the bottling and distribution businesses of three former partners--Doosan Beverage, Woo Sung Food and Honam Food--and it is no secret that Coors is negotiating to take full control of Jinro Coors Beer. South Korea is one of a tiny handful of troubled Asian countries expected to resume some positive growth, however small, by late...
Roberto Goizueta, the late longtime CEO of Coca-Cola, proved that there is no such thing as a mature business. His critical insight was an ability to define exactly what business Coke was in--a task that is far harder than you think. For instance, he taught his executives that when they set goals for market share, they needed to focus on the share of stomach, not the share of carbonated beverages. His adversary was water, not soda. By this definition, Coke's 40%-plus market share became 3%, changing the company's view of growth. He then redefined...