CASE STUDY COCA COLA

About Coca Cola Company ?

The Coca-Cola Company is an American multinational beverage corporation headquartered in Atlanta, Georgia. The Coca-Cola Company has interests in the manufacturing, retailing and marketing of nonalcoholic beverage concentrates and syrups. The company produces Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton. In 1889, the formula and brand were sold for $2,300 to Asa Griggs Candler, who incorporated The Coca-Cola Company in Atlanta in 1892.

The company headquartered in Atlanta, Georgia, but incorporated in Delaware has operated a franchised distribution system since 1889: the Company largely produces syrup concentrate, which is then sold to various bottlers throughout the world who hold exclusive territories. The company owns its anchor bottler in North America, Coca-Cola Refreshments. The company’s stock is listed on the NYSE and is part of DJIA and the S&P 500 and S&P 100 indexes. The Coca-Cola Company is the world’s largest producer of plastic waste, producing over 3 million tons of plastic packaging each year including 110 billion plastic bottles.

History ?

In July 1886, pharmacist John Stith Pemberton from Columbus, Georgia invented the original Coca-Cola drink, which was advertised as helpful in the relief of headache, to be placed primarily on sale in drugstores as a medicinal beverage, Pemberton continued mixing experiments, and reached during the month of May his goal, the new product as yet unnamed nor a carbonated drink, was ready for the market and was made available for sale.Pemberton’s bookkeeper, Frank M. Robinson, is credited with naming the product and creating its logo. Robinson chose the name Coca-Cola because of its two main ingredients (coca leaves and kola nuts) and because it sounded like an alliteration. John Pemberton had taken a break and left Robinson to make and promote, as well as sell Coca-Cola on his own. He promoted the drink with the limited budget that he had, and succeeded.

In 1889, American businessman Asa G. Candler completed his purchase of the Coca-Cola formula and brand from Pemberton’s heirs.[citation needed] In 1892, the Coca-Cola Company was formally founded in Atlanta by Candler. By 1895, Coca-Cola was being sold in every state in the union.In 1919, the company was sold to Ernest Woodruff’s Trust Company of Georgia.
Coca-Cola’s first ad read “Coca Cola. Delicious! Refreshing! Exhilarating! Invigorating!” Candler was one of the first businessmen to use merchandising in his advertising strategy.[citation needed] As of 1948, Coca-Cola had claimed about 60% of its market share. By 1984, The Coca-Cola Company’s market share decreased to 21.8% due to new competitors, namely Pepsi.

Challenges Of COCA COLA Solved By AWS

For 75 years, Coca-Cola Argentina has distributed Coca-Cola and other soda products to millions of people across South America. One of the region’s largest Coca-Cola distributors, the company has 10 production plants and four bottling companies in Argentina.
To meet its goals of digitizing its business and to better serve traditional small neighborhood businesses, the company wanted to create a new application that improved its distribution efficiency. “More than 75 percent of our sales are from small stores, and we wanted to find a better way to reach them without having to spend a lot of money on truck deliveries and keeping track of inventory for store managers,” says Alejandro Arauz, digital operations director for Coca-Cola Argentina and cofounder of Wabi. “We wanted to place inventory closer to consumers while also making ordering and delivery easier and faster.” To achieve these goals, the organization needed to accelerate its development timelines to bring a new application to market quickly. “We didn’t want to rely on our on-premises infrastructure,” says Arauz. “We wanted more agility so we could create our own application without having to procure and manage resources.”

The Coca-Cola Company — with more than 500 brands sold in over 207 countries — runs hundreds of marketing promotions every year. During Super Bowl XLVII, The Coca-Cola Company ran an ad that encouraged audience members to vote online for their favorite commercial ending. At the time, the company’s environment was on premises, and the massive spike of traffic to the site caused delays and a poor user experience. According to Michael Connor, digital marketing platform architect at Coca-Cola North America, this event triggered an internal push to move to the public cloud with Amazon Web Services (AWS).

Creating a New Mobile App for Ordering and Delivery on AWS

Coca-Cola Argentina decided to move its application development environment to Amazon Web Services (AWS) to quickly create the new application. “We wanted to take advantage of the agility and scalability of AWS, and we liked AWS and the way its services are integrated,” says Arauz.
After selecting AWS, Coca-Cola Argentina worked with YOPDev — an Argentine technology company and AWS Partner Network (APN) Select Technology Partner — to create Wabi, a mobile app for product order and delivery. Wabi runs on multiple Amazon Elastic Compute Cloud (Amazon EC2) instances and uses AWS Auto Scaling to scale up or down depending on user traffic. Additionally, Wabi uses Amazon Simple Storage Service (Amazon S3) for image storage, and the company’s developers rely on AWS CodeDeploy to automate software deployment and AWS CodePipeline to manage its continuous delivery approach. The Wabi architecture is based on microservices, which enable cost-effective scaling and resilience as well as facilitate the independent, fast evolution of each service.

Coca-Cola Argentina placed satellite distribution centers in hundreds of neighborhoods throughout the region. Wabi mobile app users, whether consumers or store owners, can view updated product inventory information and then order specific products and quantities, which are delivered on foot to homes or stores. To date, more than one million people have downloaded Wabi. The app is currently available in Buenos Aires and Salta, Argentina, as well as in Rio de Janeiro and São Paulo, Brazil. It will soon be available in Mexico City and Guadalajara, Mexico, and in Cordoba, Argentina.

Benefits of AWS

• Delivers products in less than 15 minutes rather than hours
• Deploys software features in months instead of a year
• Enables consumer packaged goods companies to improve product distribution efficiency