Word: colas
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...centennial birthday party is billed as a "family affair," but it promises to be the biggest corporate shindig that Atlanta, and probably all of the U.S., has ever seen. Some 14,000 Coca-Cola employees from around the world are flying into the Georgia capital with their families this week, all expenses paid, to join about 10,000 local colleagues in the fun. During four days of festivities, they will toast one another at a mammoth black-tie dinner, join coworkers on six continents in singing Happy Birthday via satellite and enjoy the hoopla of a two-hour parade through...
...scale of whoop-de-do, which will cost somewhere between $10 million and $20 million, is fitting for the Coca-Cola Co. (1985 sales: $7.9 billion) as it turns 100. A century ago, according to corporate lore, John Styth Pemberton, 55, a surgeon and analytical chemist, whomped up the first batch of Coke's magic elixir in his Atlanta backyard, using a three-legged brass kettle and an oar. Now, almost exactly a year after the seemingly disastrous flip- flop decision to change the formula of the world's best-selling soft drink, Coca-Cola has emerged bigger, wealthier...
Despite the disappointing performance of new Coke, sales of the many other Coca-Cola drinks have been so strong that the company's share of the $26 billion-a-year U.S. soft-drink market has grown this year to 39%, vs. rival Pepsico's 29%, according to Beverage Digest. A year ago Coke's lead was 29% to 23%. A move to license the Coca-Cola name on designer clothing, which began badly last year, now seems to be humming along nicely. Most important, Coca- Cola is reaping benefits from its biggest image change of all, a controversial $1.4 billion...
Among other things, Goizueta unleashed the blizzard of mega-brand marketing that produced Diet Coke, Cherry Coke and (still being tested) Diet Cherry Coke, not to mention new Coke and the hurried reincarnation of old Coke as Coca-Cola Classic. He shook up the company's mostly franchised bottling operations, causing about 100 of the outlets, supplying roughly 70% of the U.S. market, to change hands. Goizueta's most radical step has been to overturn the cash-heavy financial management championed by longtime Coca-Cola Chairman Robert Woodruff. During Goizueta's reign, Coca-Cola has borrowed $1.3 billion, mostly...
Goizueta took his first big stride away from soft drinks in 1982 with the $700 million purchase of Columbia Pictures. At a stroke, that gave Coca-Cola control over the last major independent film producer in Hollywood, a substantial movie inventory and a television division that produces such popular shows as T.J. Hooker and Days of Our Lives. At first Columbia churned out movie after movie, as if trying to muscle its way to a bigger market share. That approach led to one smash hit, Ghostbusters, and a string of expensive clinkers, including The Slugger's Wife, Perfect and Crossroads...