(Mother) Background of the company, corporate vision, mission statement and corporate goals

(Mother) Background of the company, corporate vision, mission statement and corporate goals

1. Background of the company

Mother is an energy drink marketed to Australia and New Zealand by Coca-Cola. Mother was introduced in late 2006 to compete with the two leading energy drinks on the market, V and Red Bull, which then dominated the $151 million industry and accounted for 94% of sales (Staff n.d.). Mother remained unaltered on the market for 18 months. Reports emerged in mid-2008 that Coca-Cola had undertaken extensive market research to re-evaluate Mother after it failed to equal or exceed the popularity of V or Red Bull due to most consumers reporting the original formulation to be distasteful (Lee and Carson 2007). Coca-Cola altered the formulation with respect to taste and addressed consumer dissatisfaction in regards to the ungenerous standard 250mL can by doubling the size to 500mL without affect on cost, thus exceeding V and Red Bull which remained 250mL.

Since then Coca-Cola has launched a 4x500mL “Mother take-home pack”. “Mother Surge” was launched in July 2009 which is an orange flavored variation with 5% juice and the same mix of Taurine, Caffeine and Guarana (Mother energy drink n.d.). Mother was launched into a 355mL glass bottle in August 2009. And most recently a “Mother of a mixer” 250mL can was launched for bars/clubs in October 2009 followed by Convenience Stores in April 2010. In 2010 330ml Cans are stocked in some vending machines alongside other Coke Brands. In May 2010, a 150mL variety called “Mother Big Shot” was released. From November 2010, Mother released both a Low Carb and Lemon Bite variety of the drink (Mother energy drink n.d.).

2. Corporate vision, mission statement and corporate goals

Corporate vision

In the short-term, Coca-Cola will provide the highest quality to their consumers and business partnerships and value the work satisfaction and lifestyle of each associate. In the long-term, Coca-Cola will meet shareholder needs by achieving sustainable growth, and moreover, they want to strengthen relationships with the community and their responsibility to the environment (The Coca-Cola Company 2010).

Mission statement of the company

The mission of Coca-Cola Company is very simple and clear which is to provide products and services that meet the beverage and business needs of customers and consumers. In doing so, they will provide sound and rewarding business opportunities and benefits for customers, suppliers, distributors and communities (The Coca-Cola Company 2010).

Corporate goals

In term of products, Coca-Cola Company is trying to innovate with natural sweeteners, which have the potential to lower calories per serving, and they will also continue developing products fortified with additional nutrients to meet global consumer needs (The Coca-Cola Company 2010).

Beside this, in term of environmental protection, they should be able to improve the energy efficiency of cooling equipments by 40% by end of 2010 and reduce carbon emission from manufacturing operations through 2015, compared with a 2004 baseline. Furthermore, Coca-Cola will improve their packaging material efficiency per liter of product sold by 7% and recover 50% of the equivalent bottles and cans used annually by end of 2015 (The Coca-Cola Company 2010).