Coca-Cola Ent.

18 Pages 4449 Words

COCA-COLA ENTERPRISES INC. (CCE)
Introduction

The syrupy Coca-Cola product was invented in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. The "Coca-Cola" name was actually suggested by Dr. Pemberton's bookkeeper, Frank Robinson. Mr. Robinson penned the name Coca-Cola in the flowing script that is famous today. Coca-Cola was first sold at a soda fountain in the Jacob’s Pharmacy (also in Atlanta) by Willis Venable. During its first year on the market, Coca-Cola sales of Coca-Cola averaged only nine drinks a day, adding up to total sales for that year of merely $50. This was not even enough to cover the year’s expenses, which were just over $70 - Dr. Pemberton took a loss. Today, products of Coca-Cola Enterprises are consumed at a rate of more than one billion drinks per day.
Coca-Cola Enterprises’ holdings over the years have become diverse in the restaurants industry, supermarket industry and vending, and the soft drink industry customer base is probably the widest and deepest base in a world that is flooded with some many soft drink choices. According to Beverage Digest, the customer base for soft drinks is a whopping 95% of regular users in the United States, which represents a large field of potential customers for Coca-Cola. Coca-Cola Enterprises is very much aware of the soft drink population, and it targets heads of households. This is apparent in many of the ad campaigns that singsong catchy jingles such as “Always Coca-Cola,” which refers to the traditional beverage heritage of its product. The company also reinforces this warm and fuzzy family feeling in the “Coca-Cola Classic” advertisements, which directly targets the older consumer. This name reflects an image of wholesome values, reliability, and old time nostalgia.
Throughout its years of existence, Coca-Cola Enterprises has gained momentum in the non-alcoholic beverage realm. This company that started out at very meager beginnings now po...