Sales Management of Coca-Cola

Company
A Case Study

Angelo M. Magadia
BSBA-MM-3-1N

Sales Management of Coca-Cola Company: A Case Study

TABLE OF CONTENTS
Mission and Vision
Mission
Vision
Our Winning Culture
I.

Sales Operation Techniques and Procedures

Incorporate New Technologies
Reaching Out To Everyone
Keeping Up with Trend

II.

Formulation of Sound Sales Policies and Effective Motivation

of Sales People
Communication that Leads to Results
Training and Mentoring
Financial Rewards
Energizing Environment

III.

Mental Attitudes, Moral Integrity and High Sense of Values

Mission and Vision

Sales Management of Coca-Cola Company: A Case Study

The company is facing a huge numbers of challenges from all over the
world. Competitors are coming up with brand new strategies that threaten
Coca-Cola. The companys mission is to continue thriving as a business over
the next ten years and beyond. The company is looking ahead,
understanding the trends and forces that will shape its business in the future
and moving swiftly to prepare for what's to come. That's what the companys
2020 Vision is all about. It creates a long-term destination for the business
and provides it with a "Roadmap" for winning together with its bottling
partners.
Mission
Our Roadmap starts with of our mission, which is enduring. It declares
our purpose as a company and serves as a standard against which we weigh
our actions and decisions.
a. To refresh the world.
b. To inspire moments of optimism and happiness.
c. To create value and make difference.
Coca-Cola has used the word roadmap which indicates that their
mission statement is positive and optimistic because theyre saying theres a
future to look forward to. Their mission is a standard to which they create
values and make differences in communities too poor to afford even basic
necessities. So Coca-Cola decides to fund these communities and in turn
they create a new place to generate profits (The Coca-Cola Company, 2014).
Vision
Our vision serves as the framework for our Roadmap and guides every
aspect of our business by describing what we need to accomplish in order to
continue achieving sustainable quality growth.
a. People: Be a great place to work where people are inspired to be the
best they can be.
b. Portfolio: Bring to the world a portfolio of quality beverage brands
that anticipate and satisfy people desires and needs.
c. Partners: Nurture a wining network of consumers and suppliers,
together we create mutual, enduring value.

Sales Management of Coca-Cola Company: A Case Study

d. Planet: Be a responsible citizen that makes a difference by helping

build and support sustainable communities.
e. Profit: Maximize long term return to shareowners while being mindful
of our overall responsibilities.
f. Productivity: Be a highly effective, lean
organization. (The Coca-Cola Company, 2014).

and

fast

moving

Our Winning Culture

Our Winning Culture defines the attitudes and behaviors that will be required
of us to make our 2020 Vision a reality.

Live Our Values

Our values serve as a compass for our actions and describe how we behave
in the world.

Leadership: The courage to shape a better future

Collaboration: Leverage collective genius

Integrity: Be real

Accountability: If it is to be, it's up to me

Passion: Committed in heart and mind

Diversity: As inclusive as our brands

Quality: What we do, we do well

Focus on the Market

Focus on needs of our consumers, customers and franchise partners

Get out into the market and listen, observe and learn

Possess a world view

Focus on execution in the marketplace every day

Sales Management of Coca-Cola Company: A Case Study

Be insatiably curious

Work Smart

Act with urgency

Remain responsive to change

Have the courage to change course when needed

Remain constructively discontent

Work efficiently

Act Like Owners

Be accountable for our actions and inactions

Steward system assets and focus on building value

Reward our people for taking risks and finding better ways to solve
problems

Learn from our outcomes -- what worked and what didnt

Be the Brand

Inspire creativity, passion, optimism and fun. (The Coca-Cola Company,

2014)

Sales Management of Coca-Cola Company: A Case Study

I.

Sales Operation Technique and Procedures

Incorporate new technologies

Because Coca-Cola has been selling products for more than 100 years
at this point, the firm has seen the face of marketing change drastically.
When the enterprise was founded in the late 19th century, chances are
marketers relied on signage and advertisements in the newspaper. Should a
company only incorporate those mediums in their promotions now, they're
probably going to fail fairly quickly.
Adaption is key. Each time marketing technology evolves; Coke has
been able to switch up their strategies, taking advantage of every
opportunity possible. Here are few examples, Happiness Strikes: In 2010,
a Coca-Cola vending machine delivered doses of happiness everything
from fresh flowers to pizza to unsuspecting students on a college campus in
New York. The hit viral video inspired dozens of similar stunts around the
world and left Coke fans forever wondering, Where Will Happiness Strike
Next?, Hugs = Happiness: Vending machines need love, too. This unit at
the National University of Singapore was programmed to dispense a Coke
when someone gave it a hug. On a similar note, a special machine in Puerto
Rico accepted smiles as currency this summer, rewarding consumers who
shared their inner effervescence with an ice-cold Coca-Cola. The Heat is
On: For the past two summers, Limon & Nada vending machines at select
water and amusement parks in Spain have adjusted the price of the thirstquenching lemonade depending on the outside temperature. When the
mercury rose, the price dropped.
Reaching out to everyone
Another lesson that can be garnered from Coke's efforts is that
companies have to be inclusive, rather than exclusive. This is a strategy that
the soda company has been able to embrace in the past, though perhaps a
blunder by the business' marketers can better showcase why this is
important. Coke did some marketing campaigns celebrating peoples
connecting out with one another. Few examples are: Hey Pal, Need a Lift?:
To celebrate International Friendship Day, Coca-Cola Argentina installed this
12-ft.-tall vending machine, which could only be reached with a boost from a
buddy. Friends who completed the task received not one, but two, Cokes.
Small World Machines : High-tech vending machines installed in malls in

Sales Management of Coca-Cola Company: A Case Study

Lahore, Pakistan and New Delhi, India two cities separated by only 325
miles, but seemingly worlds apart due to decades of political tension
invited shoppers to set aside their differences and share a simple moment
over a Coke.
Keep up with trends
While Coke does offer a number of low-calorie and diet options, sodas
have largely been seen as a detriment to people's health in recent years,
spurred by healthy living trends. Marketers at Coca-Cola have kept apprised
of global trends, and the brand is being lauded as staying relevant even
during a time when consumers are looking for healthy beverage options.
The Associated Press reported that the manufacturer recently scored
many points with consumers when they announced they would no longer be
marketing to children. The source said that the brand would be changing
labeling and overall promotional strategies, something that many people
across the world appreciated.
This type of move, even when restricting marketing options, can
actually help brands gain customers. Coke showed that it cares about the
health of its fans and values their preferences, which can go over extremely
well.

II.

Formulation of Sound Sales Policies and Effective Motivation

of Sales People

Coca-Cola is a huge international brand that has more than 700,000

employees. The company has very specific practices in place to ensure that
employees are motivated to do their best and feel like they have an
important role in the company's future.
Communication that Leads to Results
When Coca-Cola employees are asked for their opinions, they know
that someone's listening; Coca-Cola developed its mission statement and
core values around employee input. Every year, it distributes a global
Employee Insights Survey, seeking employee insight on how the company is
run and how things can be improved. The survey is more than just a penand-paper form. It typically comes in the form of a private website or blog,
open for a limited period of time, where employees can respond and offer
Sales Management of Coca-Cola Company: A Case Study

ideas and criticisms on management and other subjects. Coca-Cola tracks

the responses and resulting improvement from year to year. The company's
website states that its 2010 survey showed an employee engagement score
of 84 percent, which was an increase of two points from 2008.
Training and Mentoring
Allowing employees the opportunity to grow in their skills and be
trained to do even more is a big focus at Coca-Cola. The company offers a
number of development programs to encourage and motivate employees.
Peak Performance offers continual opportunities for employee rewards;
developmental forums offer teaching opportunities; and functional
developments let employees build job skills for their area of focus. Coca-Cola
University is an online teaching environment for employees. In addition,
employees are given short-term assignments that give them a chance to
work in a field different from their own, whether it's a different department or
a different country.
Financial Rewards
Coca-Cola also offers financial rewards to motivate employees to reach
greater pinnacles. Compensation is competitive. Every year, employees have
performance reviews that give them a chance to receive merit raises. A
Coca-Cola Red Tag program rewards employees with travel and merchandise
as a way to recognize exceptional performance. Employees also get tuition
reimbursement, and their children can qualify for scholarship funds. Car
discounts, free parking and employee discount programs are also offered.
Energizing Environment
Coca-Cola also strives to offer an energizing environment that will
motivate employees every day. On site,, employees have access to a
cafeteria, dry cleaning, a credit union, a store and free parking. Different
Coca-Cola work sites offer different perks. In the UK, the Coca-Cola
headquarters includes free drinks and fruit, special hours during the summer
and an on-site gym.

III.

Mental Attitude, Moral Integrity and High Sense of Values

Sales Management of Coca-Cola Company: A Case Study

The Coca-Cola Company listed top reasons on why people should work
with them:
Ability to make a difference: being part of a company that creates
value & makes a difference everywhere we engage.
The Coca-Cola Company is a place where you can make a positive
mark on the world. Whether through our sustainability initiatives, human
rights work or the ripple economic impact each person creates by simply
doing their job well, there are endless opportunities to build shareholder
value and make an impactful contribution to many communities.
Ability to Grow: it's about us... together, we will bring out the best
in ourselves and our Company.
A career at The Coca-Cola Company is truly a one-of-a-kind experience.
It's more than working for the global beverage leader; it's an opportunity to
be a part of something that impacts the world.
Every person has the opportunity to create a long and successful career with
TheCoca-Cola Company. With operations in over +200 countries, and full
catalog of development programs, the growth opportunities with this
Company are boundless.
We want to become... one of the most respected companies in the
world.
Coca-Cola has fans from Boston to Budapest to Bahrain, drinking
brands such as Ambasa, Vegitabeta and Frescolita. In the remotest comers of
the
globe,
you
can
still
find Coca-Cola.
In
2012 The CocaCola Company landed the number four spot on Fortune's list of the Worlds
Most Admired Companies'. Our unyielding commitment to integrity and
quality has earned us the respect of customers, partners and consumers
globally.
We have embarked on a strategic journey... with our bold vision
reflected on clear goals for employees all over the world.
In 2009, global changes presented us with a unique opportunity to
significantly strengthen our business for the long term, prompting us to
create our 2020 Vision: Our Roadmap for Winning Together With Our Bottling
Partners. This one-page action plan outlines our goal to double our system
revenues by 2020, and was produced based on input from associates,
bottlers and other key stakeholders globally. The vision is based on our

Sales Management of Coca-Cola Company: A Case Study

fundamental belief that businesses have the power to change the world
while achieving extraordinary financial success.
What is most inspiring about this short document is that it reflects a
future where success is defined not solely by how much profit the Company
generates, but by the work environment, the impact on our planet and the
communities we serve, how we treat our partners and how we steward our
resources.
Values
Our values serve as a compass for our actions and describe how we
behave in the world. With help from our people, we have defined behaviors
that reinforce our values:

Leadership: The courage to shape a better future

Collaboration: Leverage collective genius

Integrity: Be real

Accountability: If it is to be, it's up to me

Passion: Committed in heart and mind

Diversity: As inclusive as our brands

Quality: What we do, we do well

Be part of a diverse team

We believe our company should be as diverse as the markets we serve
and as inclusive as our brands. This diversity allows us to understand and
connect to the needs of our consumers and our customers everywhere we
operate and to continue to innovate in everything we do. At Coca-Cola you
have the opportunity to work on teams with people who have different
backgrounds and ideas and who work in offices across the globe. We are all
unified by our love for the Company and desire to add value and make a
difference.
A unique culture... where people convert their passion into action
Being a great place to work where people are inspired to be the
best
they
can
be.

Sales Management of Coca-Cola Company: A Case Study

From day one, you'll notice a culture where our people are truly dedicated to
living our values. We consider The Coca-Cola Company to be a local business
on a global scale. TheCoca-Cola brand represents qualities such as caring,
sharing, connecting, integrity and excellence. Our culture mirrors those
attributes. To put it simply: we are the brand .
One Company. One Team. One Passion.

One Company. As our journey continues, our shared passion is

transforming TheCoca-Cola Company. When you join the Company,
you'll enjoy an environment where ideas are free to find their way,
support is close at hand and pride inspires us to grow. Each day we're
developing meaningful and accelerated learning opportunities and
anticipating the skills and resources we will need to meet our future
demands.

One Team. At The Coca-Cola Company, it's our people who make
magic happen. Our job is to refresh the world, and it requires the
vision, innovation, and passion of every single one of them. Each day
the relationships you build will help you succeed not only in your job,
but in your career as well.

One Passion. The love at The Coca-Cola Company goes farther than
our portfolio of brands, our people and our company. From our efforts
to ensure that we have fair and inclusive workplaces to our
responsibilities outside our business, we do our best to spread the joy
of The Coca-Cola Company. We believe in fostering a workplace that
embraces all of our people's unique abilities. We're committed to
supporting our communities. And, we're dedicated to preserving and
protecting our planet.

Rewarding Environment: benefits & rewards

Total Rewards is more than just pay and benefits. It's about the total
value of working at The Coca-Cola Company. That includes programs focused
on the complete package of pay, benefits, learning and work environment.
Our benefits -- coupled with our compensation programs and the
opportunities to build a career through the experiences the Company offers
-- deliver competitive rewards that continue to differentiate us in the market.

Sales Management of Coca-Cola Company: A Case Study

To ensure that our programs are competitive, the Company regularly

benchmarks our programs against those of other leading companies in
countries where we operate. We regularly evaluate and, as needed, update
our rewards programs to ensure they are aligned to drive the expected
business results that are focused on creating sustainable long-term growth.

http://www.coca-colacompany.com/our-company/mission-vision-values
http://www.coca-colacompany.com/innovation/dispensing-happiness-12innovative-coca-cola-vending-machines-in-action
http://www.coca-colacompany.com/our-company/mission-vision-values
http://www.coca-colacompany.com/careers/why-work-at-the-coca-colacompany
http://www.coca-cola.co.uk/about-us/our-people/
http://direxxismarketing.com/marketing-operations/a-look-into-coca-colasmarketing-techniques/

Sales Management of Coca-Cola Company: A Case Study

http://everydaylife.globalpost.com/type-employee-motivation-cocacola-offer37161.html

Sales Management of Coca-Cola Company: A Case Study