The Coca-Cola Company

At no time does the movie mention the name "Coca Cola," nor is the name ever apparent on the bottle. But such is the power of the Coca-Cola Company that not only is the brand name recognized around the world, but also the actual shape of the brand's original bottle is recognized enough so that every reviewer who wrote about the film said the bottle was a Coke bottle. That is a brand marketer's dream. The reason, as a footnote, why the Coca Cola name does not appear is that the filmmaker, working on a small, small budget could not afford the licensing fees and so only kept the "shape" of the bottle.

The film maker was not aware that in 1977, the U.S. Patent Office granted Coke a trademark for the package design, a very rare distinction granted to only a handful of products. Actually, the strategy be

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ame president and COO. In 1992 Johnston and Schimberg decentralized the company, reorganizing it into 10 US operating regions, a move they hoped would allow for better control of individual market dynamics. A $1.5 billion public debt offering occurred in February 1992, and in 1993 the company began looking outward for growth, acquiring Nederland B.V. (the Coca-Cola bottler of the Netherlands) as well as two Tennessee bottlers. That year Coca-Cola Enterprises bought a 4% interest in the Coca-Cola Bottling Co. of New York, securing a strategic share of the US's largest market for its products. In 1994 the company recorded its first year of profit since 1990 and began consolidating domestic operations. Coca Cola Company Management With Goizueta in charge, the company's value rose from $4 billion to $145 billion and in April, 1998, passed $200 billion for the first time (Gramig, 1998, B1). By May 1998, the company's stock was up nearly 17 percent, but down from its 52-week high of $81.37 1/2 on April 2. Goizueta died of lung cancer in 1997 and was replaced by his heir apparent, Doug Ivester who restructured Coca-Cola's bottling operations. In 1997 Coca-Cola Amatil (33%-owned by Coke) bought the soft drink bottling division
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Approximate Word count = 4501
Approximate Pages = 18 (250 words per page)

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