可口可乐英文2

Coca-cola,theglobaldrinkSummaryThebirthofCoca-ColaandingredientsCompanyprofileThechallengeofCoca-ColaCoca-Cola’smarketopportunityandproductionIngredients

ThebirthofCoca-ColaandingredientCoca-Cola,perhapstheworld’smostrenownedtrademarkedproduct,wascreatedbyDr.Pembertonin1866bystirringvariousingredientsintoabrasspot.Dr.Pembertonisadruggist.Hewantstomakeasoftdrinkoutofcocaleaves.Hemixedtheleaveswithkolanuts,water,sugar,andotheringredients,andcalledhismixture”syrup”.HewantedtotestthenewdrinkinapopulardrinkingplaceownedbyWillisVenable.Bymistake,Venablemixedthesodawaterinsteadofthestillwater.ThepeoplewhotriedthemixturelikeditverymuchandCoca-Colawasborn.Dr.Pemberton’spartnerandbookkeeper,Robin-son,namedtheproduct,somethinghefeltwouldbeeasilyrememberedbycustomers.Theproductwasfirstsoldatdrugsto-refountainsfor5centsaglass,andsoldanaverageof13glassesperdayduring1886.Duringthefirstyear,Dr.Pembertonearned$50,00;however,hespent$73.96onadverti-singalone.Later,in1889,JosephWhiteheadandBenjaminThomassecuredtheexclusiverightsfromthecompanytobattleandsellCoca-ColathroughouttheU.S.By1894,JosephBiedenharnstartedbottlingtheCoca-Colaproductathisownfacilities.

In1893,Coca-ColawasregisteredwiththeU.S.patentandtrademarkofficeandtheshortened“Coke”wassimilarlyregisteredmuchlaterin1945.Inaddition,

itsuniquecontouredbottlewasregisteredasatrademarkin1960.

Nowadays,Coca-Cola’sbrandalsochangesalot.

ThebrandofCoca-ColaCoca–ColainourschoolStudentsinourschoolindicatedtheiradsweresimilartothoseintheus.ThiswasparticularlytrueinEurope.Cokevendingmachinesappearinmanyschoolsaroundtheworld.ProductsBesidestheCoca-Cola,theCompanyhasaportfolioofmorethan3,300beverages,fromdietandregularsparklingbeveragestostillbeveragessuchas100percentfruitjuicesandfruitdrinks,waters,sportsandenergydrinks,includingteasandcoffees.Coca-ColaSouthAfricaalsoreleasedValpreBottled"still"and"sparkling"water.AndDuringthe1990s,thecompanyrespondedtothegrowingconsumerinterestinhealthybeveragesbyintroducingseveralnewnon-carbonatedbeveragebrands.OnSeptember3,2008,Coca-ColaannouncedthepurchaseofChina

HuiyuanJuiceGroupLimited.ProductSomeJuices·Fanta芳达·Qoo酷儿·MinuteMaid美之源Product

Andsomeanyotherproduct·Sprite雪碧·Nestle雀巢·Icepurifiedwater冰露ThebottleofCoca-ColaBy1900,Coca-ColawasthemostpopularsoftdrinkinAmericaandthereweremanycompaniestryingtocopyit.Thesecompetitorssoldtheirdrinksinthesame–shapedbottlesasCoca-Cola.Customersdidnotdistinguishtherealthing.Oneday,thecompanydecidedtomakeanewbottleshapedlikeacocaleafsothatpeoplewouldbeabletorecognizetheproduct.Unfortunately,hisclerkmadeamistakeanddesignedabottlebasedontheshapeofaCocaplant,butthecompanywashappywiththenewdesign.Thisbottleisnowinstantlyrecognizedallovertheworld.CompanyprofileTheCoca-ColaCompanywasfoundedonAugust5,1886.ThecompanyitsbaseintheUnitedStatesQiaoYainAtlanta,istheworld’slargestbeverageCompany，andhas48%oftheglobalmarketshare.ItscurrentchairmanandchiefexecutiveisMuhtarKent.TheCoca-ColaCompanyisanAmericanmultinationalbeveragecompanyandmanufacturer,retailerandmarketsofnon-alcoholicbeverageconcentratesandsyrups.

AndthecompanyisbestknownforitsflagshipproductCoca-Cola,Coca-Colacurrentlyoffersmorethan500brandsinover200countriesorterritoriesandservesover1.7billionservingseachday.TTheCoca-ColaCompany’slogoTheCoca-ColaCompanyoperatesasoftdrinkthemedtouristattractionindowntownAtlanta,the"WorldofCoca-Cola"isamulti-storeyexhibitionofthemanyflavorssoldbythecompanyaswellasamuseumtothehistoryofthecompany.CompanyprofileThePepsichallengeWhenCoca-Cola’ssalesincreasedquickly,in1975,Pepsistartedits“Pepsichallenge”,aimeddirectlyatCoca-Cola,throughitsvariouscomparativeads.By1983,Pepsiwastargetingtheteenagepopulationandclaimedittobethe“choiceofanewgeneration”.PopularmusicandtelevisionpersonalitiesendorsedPepsiproductsinadvertisements.Coca-Cola’ssupremacy(霸权)waschallengedmoreseriousinrecentyears.During1983alone,Coca-ColalostbothitsBurgerKingandWendy’saccountstoPepsi.

Clearly,CokeandPepsiwerelockedintoacompetitivebattleforthenumberonepositionintheindustry.Foryears,Coke’sprofitmargins(利润率)haddeclinedwhilePespi’smarketshareincreased.Pepsico’sattemptedtoacquireseven-upfromPhilipMorrisin1985whichmadePepsichallengebecomeanevengreaterthreat.PhilipMorrishadalreadyagreetosellseven-uptoPepsicofor$380.000.000.Iftheseven-upacquisitionwasapproval,Pepsico’sshareofthelemon-linesoftdrinkmarketwouldriseto60percent.Pepsi’sbrandendorsementanditsbrandbrandendorsement迈克尔杰克逊布兰妮王菲周杰伦蔡依林贝克汉姆里瓦尔多itsbrand百事可乐七喜

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Coca-Cola&Pepsi

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1971我原拥有可乐的世界1972可口可乐---伴随美好时光

1976可乐加生活1980一杯可乐，一个微笑1982这就是可口可乐1985一踢；一击；可口可乐1989挡不住的感觉1993永远是可口可乐1996这是可口可乐2000Coca