ADV 492

Spring 2011

Sejun Kim

• 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.

KEEP

IN THE

FIRST PLACE !!

• With social media, such as twitter, the company focuses on the social

responsibility to improve its brand image

What is the focus?

Social Responsibility

What is the characteristic of Twitter?

Follower system

Logic (Viral Marketing)

Social Responsibility

Twitter Follower System

Word of Mouth

Logic (Viral Marketing)

• 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

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

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)