A Coca-Cola Company (KO): Modelo de Negócios Canvas [Jan-2025 Atualizado]

Mergulhe no mundo fascinante do plano estratégico da Coca-Cola, onde um império de bebida global transforma uma bebida carbonatada simples em um fenômeno mundial. O modelo de negócios Canvas revela como essa empresa icônica aproveita as parcerias, a inovação e a narrativa da marca para saciar a sede de bilhões enquanto gera US $ 43 bilhões em receita anual. De lojas de conveniência locais a mercados internacionais, o intrincado modelo de negócios da Coca-Cola demonstra como uma única marca pode criar um ecossistema global complexo e interconectado que transcende a mera produção de bebidas.

A Coca -Cola Company (KO) - Modelo de Negócios: Principais Parcerias

Parceiros de engarrafamento em todo o mundo

A Coca-Cola opera através de uma complexa Rede Global de Parceria de Botamento:

Parceiro	Região/país	Quota de mercado
Coca-Cola Femsa	América latina	44% do volume de engarrafamento latino -americano
Empresas da Coca-Cola	América do Norte	37% das operações de engarrafamento norte -americano
Bebidas Swire	China	22% do mercado de engarrafamento chinês

Fornecedores agrícolas

Detalhes da compra de ingredientes -chave:

• Fornecedores de açúcar de 30 países
• Aquisição anual de açúcar: 1,9 milhão de toneladas métricas
• Suprimento de água de 1.200 bacias hidrográficas globais

Parceiros de varejo e distribuição

Canal de distribuição	Volume anual de vendas	Alcance global
Lojas de varejo	US $ 38,7 bilhões	Mais de 200 países
Serviço de alimentação	US $ 12,3 bilhões	Mais de 100 países

Agências de marketing e publicidade

Investimentos de parceria de marketing global:

• Despesas anuais de marketing: US $ 4,2 bilhões
• Parcerias com 15 principais agências de publicidade globais
• Gastes de marketing digital: US $ 1,6 bilhão

Parceiros de colaboração de sustentabilidade

Tipo de parceiro	Número de parcerias	Área de foco
ONGs ambientais	24 parcerias globais	Conservação de água
Organizações de reciclagem	37 Iniciativas globais	Sustentabilidade da embalagem

A Coca -Cola Company (KO) - Modelo de Negócios: Atividades -chave

Desenvolvimento e inovação de produtos para bebidas

Em 2023, a Coca-Cola investiu US $ 1,1 bilhão em pesquisa e desenvolvimento. O portfólio de inovação de produtos inclui:

• Zero variantes de açúcar
• Bebidas à base de plantas
• Opções de bebida de baixa caloria

Categoria de inovação	Número de novos produtos	Penetração de mercado
Zero bebidas de açúcar	17 novas variantes	8,3% de crescimento de participação de mercado
Bebidas à base de plantas	5 novos produtos	4,2% de expansão do mercado

Marketing global e gerenciamento de marca

As despesas de marketing em 2023 atingiram US $ 4,3 bilhões globalmente. As principais estratégias de marketing incluem:

• Plataformas de publicidade digital
• Engajamento da mídia social
• Programas de patrocínio

Cadeia de suprimentos e logística de distribuição

A Coca-Cola opera 900 plantas de engarrafamento em todo o mundo. A rede de distribuição inclui:

Região	Número de centros de distribuição	Volume anual de distribuição
América do Norte	287	3,2 bilhões de casos
Europa	213	2,7 bilhões de casos
Ásia -Pacífico	346	4,1 bilhões de casos

Iniciativas de sustentabilidade e responsabilidade social

Os investimentos em sustentabilidade em 2023 totalizaram US $ 750 milhões. As áreas de foco incluem:

• Reabastecimento de água
• Reciclagem de embalagem
• Redução de emissão de carbono

Expansão estratégica de portfólio de marcas

A Coca-Cola possui mais de 200 marcas de bebidas em 200 países. A diversificação do portfólio inclui:

Categoria de marca	Número de marcas	Contribuição da receita
Refrigerantes carbonatados	45	62% da receita total
Bebidas não carbonadas	155	38% da receita total

A Coca -Cola Company (KO) - Modelo de Negócios: Recursos -Principais

Forte reconhecimento global de marca

Valor da marca a partir de 2023: US $ 64,4 bilhões

Classificação global da marca	5ª marca mais valiosa em todo o mundo
Portfólio de marcas	Mais de 200 marcas de bebidas
Presença de mercado	Mais de 200 países

Extensa rede de distribuição

Detalhes da infraestrutura de distribuição:

• Mais de 1,9 milhão de pontos de venda globalmente
• Mais de 225 parceiros de engarrafamento em todo o mundo
• Manutenção diária de aproximadamente 1,6 bilhão de porções de consumidores

Receita proprietária e fórmulas de marca

Receita secreta da Coca-Cola	Trancado no Sunetrust Bank Vault em Atlanta
Registros de marca registrada	Mais de 500 marcas comerciais globais

Infraestrutura de fabricação e engarrafamento

Recursos de produção:

• Total de fabricação: 70+ em todo o mundo
• Capacidade anual de produção: 1,9 bilhão de casos unitários
• Despesas de capital em 2022: US $ 1,5 bilhão

Capacidades de pesquisa e desenvolvimento

Investimento em P&D (2022)	US $ 395 milhões
Centros de Inovação	5 Centros de Inovação Global
Novos lançamentos de produtos (2022)	Mais de 30 novas variantes de bebidas

Avaliação total de recursos -chave (2023): estimado US $ 95,6 bilhões

A Coca -Cola Company (KO) - Modelo de Negócios: Proposições de Valor

Portfólio de bebidas refrescantes e diversas

A partir de 2024, a Coca-Cola mantém um portfólio de mais de 200 marcas em várias categorias de bebidas. O volume total de bebidas globais atingiu 29,6 bilhões de casos unitários em 2023. As categorias de produtos incluem:

Categoria	Número de marcas	Participação de mercado global
Refrigerantes carbonatados	86	43.7%
Água	52	16.9%
Suco/smoothies	38	12.5%
Bebidas energéticas	24	8.3%

Qualidade e sabor consistentes nos mercados

As métricas de controle de qualidade global demonstram consistência:

• 99,6% da taxa de conformidade da qualidade do produto em todo o mundo
• Mais de 3.900 pontos de verificação de qualidade por ciclo de produção
• US $ 1,1 bilhão investido em infraestrutura de garantia de qualidade em 2023

Conexão emocional através da narrativa da marca

Métricas de avaliação da marca:

Métrica	2023 valor
Valor global da marca	US $ 88,6 bilhões
Engajamento da mídia social	237 milhões de seguidores
Gastos anuais de marketing	US $ 4,2 bilhões

Ofertas de produto convenientes e acessíveis

Estatísticas de distribuição e acessibilidade:

• Presente em mais de 200 países
• Mais de 24 milhões de pontos de venda servidos
• 1,9 bilhão de porções distribuídas diariamente

Variações de produtos para saúde e bem -estar

A quebra de segmento de produtos orientados para a saúde:

Tipo de produto	Receita anual	Taxa de crescimento
Bebidas baixas/sem açúcar	US $ 7,3 bilhões	12.4%
Bebidas funcionais	US $ 3,6 bilhões	8.7%
Bebidas à base de plantas	US $ 2,1 bilhões	15.2%

A Coca -Cola Company (KO) - Modelo de Negócios: Relacionamentos do Cliente

Engajamento digital através da mídia social

A partir de 2024, a empresa Coca-Cola mantém uma presença robusta nas mídias sociais com:

• Seguidores do Instagram: 2,6 milhões
• Seguidores do Twitter: 3,8 milhões
• Seguidores do Facebook: 108 milhões
• Assinantes do YouTube: 1,5 milhão

Programas de fidelidade e recompensas do cliente

Programa de fidelidade	Membros	Valor anual
Programa de recompensas da Coca-Cola	15,3 milhões	US $ 247 milhões
Minhas recompensas da Coca -Cola	12,7 milhões	US $ 189 milhões

Campanhas de marketing personalizadas

Investimento de marketing para campanhas personalizadas em 2024: US $ 1,4 bilhão

Comunidade e engajamento de patrocínio

Gastos de patrocínio em 2024:

• Patrocínio de esportes: US $ 423 milhões
• Eventos comunitários: US $ 187 milhões
• Festivais de música global: US $ 92 milhões

Feedback do cliente e melhoria contínua

Canal de feedback	Interações anuais	Taxa de resposta
Linha direta de atendimento ao cliente	2,6 milhões	92%
Plataforma de feedback online	1,9 milhão	88%

A Coca -Cola Company (KO) - Modelo de Negócios: Canais

Lojas de varejo e supermercados

A partir de 2024, a Coca-Cola distribui 24,6 milhões de pontos de venda em todo o mundo. O canal de supermercado gera aproximadamente US $ 45,3 bilhões em vendas anuais de varejo para a empresa.

Canal de varejo	Volume anual de vendas	Alcance global
Supermercados	US $ 45,3 bilhões	Mais de 200 países
Supermercados	US $ 22,7 bilhões	Mais de 150 países

Lojas de conveniência e postos de gasolina

As lojas de conveniência representam 35% das vendas totais de bebidas da Coca-Cola, gerando US $ 37,8 bilhões anualmente. Mais de 1,2 milhão de lojas de conveniência em todo o mundo carregam produtos da Coca-Cola.

Máquinas de venda automática

A Coca-Cola opera 3,2 milhões de máquinas de venda automática globalmente, gerando US $ 18,5 bilhões em receita anual através deste canal.

Tipo de máquina de venda automática	Unidades globais	Receita anual
Máquinas de bebidas frias	2,1 milhões	US $ 12,3 bilhões
Máquinas -tinteiros	1,1 milhão	US $ 6,2 bilhões

Plataformas online de comércio eletrônico

As vendas digitais representam US $ 8,6 bilhões, representando 7,2% da receita total da empresa em 2024.

• Vendas diretas da Amazon: US $ 2,4 bilhões
• Plataforma on -line do Walmart: US $ 1,9 bilhão
• Outros canais de comércio eletrônico: US $ 4,3 bilhões

Serviços de alimentação e tomadas de hospitalidade

Os canais de restaurantes e hospitalidade geram US $ 29,7 bilhões anualmente, cobrindo mais de 500.000 locais de serviço de alimentação em todo o mundo.

Tipo de saída	Vendas anuais	Locais globais
Restaurantes	US $ 18,3 bilhões	350,000
Hotéis/hospitalidade	US $ 11,4 bilhões	150,000

A Coca -Cola Company (KO) - Modelo de Negócios: Segmentos de Clientes

Consumidores globais em faixas etárias

A Coca-Cola serve 1,9 bilhão de porções diariamente em 200 países. Aparelhamento da idade:

Faixa etária	Penetração de mercado (%)
Crianças (0-12)	22%
Adolescentes (13-19)	28%
Adultos jovens (20-35)	35%
Adultos (36-55)	12%
Idosos (56+)	3%

Indivíduos preocupados com a saúde

Portfólio de produtos para consumidores conscientes da saúde:

• Coca-Cola Zero Açúcar: participação de mercado de 18%
• Smartwater: receita anual de US $ 1,2 bilhão
• Chá honesto: mercado de bebidas orgânicas de 5%
• Vitaminwater: vendas anuais de US $ 750 milhões

Jovens adultos e millennials

Demografia de marketing direcionada:

Segmento	Taxa de consumo
Millennials (25-40)	42% do consumo total de bebidas
Gen Z (18-24)	31% do consumo total de bebidas

Diferentes mercados culturais e regionais

Distribuição do mercado regional:

Região	Quota de mercado (%)	Receita anual (bilhões)
América do Norte	37%	$22.5
Europa	25%	$15.3
Ásia -Pacífico	20%	$12.7
América latina	12%	$7.6
África	6%	$3.9

Diversas origens socioeconômicas

Análise do segmento de renda:

Nível de renda	Penetração de mercado (%)
Baixa renda	25%
Renda média	55%
Alta renda	20%

A Coca -Cola Company (KO) - Modelo de Negócios: Estrutura de Custo

Aquisição de matéria -prima

Em 2023, os custos da matéria-prima da Coca-Cola totalizaram US $ 12,4 bilhões, com os principais componentes, incluindo:

Matéria-prima	Custo anual
Açúcar	US $ 3,6 bilhões
Materiais de embalagem	US $ 4,2 bilhões
Concentrar ingredientes	US $ 2,8 bilhões

Despesas de fabricação e produção

Os custos totais de fabricação em 2023 foram de US $ 8,7 bilhões, divididos da seguinte forma:

• Custos operacionais da instalação de produção: US $ 3,9 bilhões
• Manutenção do equipamento: US $ 1,5 bilhão
• Energia e utilitários: US $ 1,2 bilhão
• Custos de mão -de -obra: US $ 2,1 bilhões

Investimentos de marketing e publicidade

Os gastos de marketing da Coca-Cola em 2023 atingiram US $ 4,3 bilhões, alocados de forma contínua:

Canal de marketing	Gastos
Publicidade digital	US $ 1,2 bilhão
Mídia tradicional	US $ 1,8 bilhão
Patrocínios	US $ 750 milhões
Marketing de eventos	US $ 550 milhões

Custos de distribuição e logística

As despesas de distribuição de 2023 totalizaram US $ 6,5 bilhões, incluindo:

• Transporte: US $ 3,2 bilhões
• Operações de armazém: US $ 1,7 bilhão
• Manutenção da frota: US $ 850 milhões
• Gerenciamento de inventário: US $ 750 milhões

Despesas de pesquisa e desenvolvimento

Os investimentos em P&D em 2023 totalizaram US $ 1,1 bilhão, focados em:

• Desenvolvimento de novos produtos: US $ 600 milhões
• Inovação de bebidas: US $ 350 milhões
• Tecnologias de sustentabilidade: US $ 150 milhões

A Coca -Cola Company (KO) - Modelo de Negócios: Fluxos de Receita

Vendas de produtos de bebida

No ano fiscal de 2023, a Coca-Cola Company registrou receitas líquidas de US $ 43,3 bilhões. A quebra de vendas de produtos da empresa inclui:

Categoria de produto	Contribuição da receita
Refrigerantes espumantes	US $ 24,5 bilhões
Ainda bebidas	US $ 15,2 bilhões
Água, água aprimorada e bebidas esportivas	US $ 3,6 bilhões

Licensagem e parcerias de marca

A Coca-Cola gera receita significativa por meio de acordos estratégicos de licenciamento de marcas. As principais fontes de receita de licenciamento incluem:

• Merchandise Licensing: estimado US $ 250-300 milhões anualmente
• Acordos de parceria de marca com varejistas globais
• Licenciamento de propriedade intelectual para parceiros de engarrafamento

Expansão do mercado internacional

Distribuição de receita geográfica para 2023:

Região	Contribuição da receita
América do Norte	US $ 21,6 bilhões
Europa, Oriente Médio e África	US $ 8,7 bilhões
América latina	US $ 6,2 bilhões
Ásia -Pacífico	US $ 6,8 bilhões

Portfólio de produtos diversificados

Receita de diversos segmentos de bebidas:

• Refrigerantes: 56,6% da receita total
• Bebidas não carbonadas: 35,1% da receita total
• Outras categorias de bebidas: 8,3% da receita total

Merchandising e extensões de marca

Fluxos de receita adicionais incluem:

• Vendas de mercadorias de marca: aproximadamente US $ 150 milhões anualmente
• Monetização da plataforma digital
• Linhas de produtos promocionais e de marca co-

The Coca-Cola Company (KO) - Canvas Business Model: Value Propositions

The core value proposition of The Coca-Cola Company rests on delivering consistent, globally recognized products that are available almost everywhere you look.

Consistent, globally recognized taste and quality

You get the same taste profile whether you're buying a product in Atlanta or Asia Pacific. This consistency underpins massive brand equity. The brand value in 2025 reached an estimated $111.392-billion according to Kantar's BrandZ report, showing a 13% growth from the previous year. Furthermore, Brand Finance valued the brand at $46.3bn in 2025, marking a 32% increase. This strength is reflected in a Brand Strength Index (BSI) score of 93.4 out of 100 in 2025. The company commands over 40% of the global non-alcoholic beverage sector sales.

Ubiquitous availability in over 200 countries

The sheer scale of distribution is a key value driver. The Coca-Cola Company makes its products available in more than 200 countries and territories. This reach is supported by a vast physical footprint.

Distribution Metric	Amount/Figure
Countries/Territories Served	Over 200
Global Vending Machines	More than 16 million
Global Bottling Partners	Around 225
Daily Servings Consumed Globally	Approximately 1.9 billion

Diverse product portfolio (sparkling, water, coffee, tea)

You aren't just buying one thing; you're buying access to a massive ecosystem of beverages that capture different consumption moments. The portfolio spans sparkling, water, sports drinks, juices, teas, and coffees. This diversification helps stabilize revenue, as seen with the 5% organic revenue growth in Q2 2025, even when global unit case volume declined by 1%.

Here's a look at recent volume performance across key categories:

• Water, sports drinks, coffee and tea volume grew 3% in Q3 2025.
• Sparkling flavors grew 2% in Q4 2024.
• Juice, value-added dairy, and plant-based beverages rose 1% (Q3 2024 data).
• The company acquired Costa Coffee in 2019 for $4.9 billion, signaling commitment to the coffee segment.

Health-conscious options like Coca-Cola Zero Sugar

Meeting the shift toward lower-sugar options is a clear value driver, evidenced by strong volume gains in key zero-sugar and light variants. This focus helps offset softness in other areas. For instance, in Q3 2025, Coca-Cola Zero Sugar volume increased by 14% across all geographic operating segments.

Performance of key low/no-sugar and related brands:

• Coca-Cola Zero Sugar volume growth: 14% (Q3 2025).
• Diet Coke/Coca-Cola Light volume growth: 2% (Q3 2025).
• Diet Coke achieved its fourth consecutive quarter of volume growth in North America (Q2 2025).

Emotional connection and nostalgia through brand storytelling

The brand leverages deep-seated emotional ties, which translates directly into pricing power and consumer preference. The company continued to drive consumer engagement in 2025 by globally relaunching the iconic "Share a Coke" campaign. This emotional resonance allows the company to drive price/mix growth, which was 6% in Q2 2025. The overall TTM revenue as of September 30, 2025, stood at $47.663B.

The Coca-Cola Company (KO) - Canvas Business Model: Customer Relationships

The Coca-Cola Company focuses its customer relationships on massive emotional resonance, increasingly layered with data-driven digital precision.

Mass-market emotional branding and advertising

The foundation remains broad, cultural storytelling designed to evoke feelings of happiness and togetherness. This strategy has delivered tangible value, with Trademark Coca-Cola adding $40 billion in retail value over the past three years, as of mid-2025. The company is channeling significant investment into localized campaigns and digital storytelling to maintain this relevance. For instance, the relaunch of the iconic "Share a Coke" campaign in Q2 2025 activated on more than 10 billion bottles and cans across over 120 countries, featuring over 30,000 tailored names. The company still expects organic revenue growth for the full year 2025 to be in the range of 5% to 6%, supported by this marketing resilience. The Coca-Cola Company gained value share in total nonalcoholic ready-to-drink ("NARTD") beverages in Q2 2025.

Key Promotional and Brand Metrics (2025 Data)

Metric	Value/Range	Context
Trademark Coca-Cola Retail Value Added (Past 3 Years)	$40 billion	As of mid-2025, reflecting brand equity growth.
'Share a Coke' Relaunch Countries	120+	Q2 2025 activation scope.
'Share a Coke' Personalized Names	30,000+	Q2 2025 local market tailoring.
Expected Full Year 2025 Organic Revenue Growth	5% to 6%	Company guidance reflecting market performance.
Coca-Cola Zero Sugar Volume Growth (Consecutive Quarters)	Double-digit	Reported for the fourth consecutive quarter in Q2 2025.

Data-driven personalization via digital channels

The Coca-Cola Company is moving toward a refreshed marketing model that blends digital, live, and in-store touchpoints. Studio X, its in-house content engine, enables the rapid creation of data-driven, personalized marketing content. This strategy is crucial for engaging younger demographics like Millennial and Gen Z consumers through social media and influencer collaborations. The company leverages AI and predictive analytics to ensure campaigns feel personal and relevant. This focus on digital engagement is supported by industry trends, where 91% of consumers are more likely to engage with brands that personalize content and offers based on their preferences. Furthermore, members who redeem personalized rewards in general loyalty programs spend 4.3 times more than those redeeming non-personalized rewards.

Loyalty programs and direct consumer engagement

The Coca-Cola Company is actively redefining its direct consumer engagement through a revamped loyalty program, shifting focus to digital platforms to make participation easier and more fun. This overhaul moves away from older methods requiring manual entry of codes found under bottle caps. The goal is to secure deeper user data for insights, which aligns with the broader industry finding that 80% of customers say the experience a company provides is just as important as its products or services. The company is prioritizing relationship-building over pure transactions. General loyalty statistics show that 85% of customers say loyalty rewards make them more likely to shop with brands, and members of free programs buy more frequently and spend more, with 76% saying they spend more.

The shift to digital engagement is critical because:

• The revamped program aims for easier reward redemption.
• It ensures brands have a deep set of user data for mining insights.
• It follows the trend where over 70% of loyalty program members prefer to engage via mobile app.

Dedicated B2B sales support for retailers and restaurants

Customer relationship management extends beyond the end consumer to the vast network of retailers and distributors. The Coca-Cola Company drives loyalty with its distributors by creating a 360-degree view of their operations and tracking their purchases. This B2B focus is essential for maintaining shelf presence and securing placement in restaurants and retail outlets. Partnerships with fast-food chains, often involving value meal deals, demonstrate leveraging this vast distribution network to buoy sales in key markets like the U.S. The company's Q1 2025 unit case volume growth of 2% was led by markets including India, China, and Brazil, showing the effectiveness of this deep channel engagement.

The Coca-Cola Company (KO) - Canvas Business Model: Channels

You're looking at how The Coca-Cola Company gets its product into the hands of the nearly 1.9 billion people who enjoy its beverages daily across more than 200 countries. The channel strategy is heavily reliant on its franchise system.

Independent and company-owned bottling partners

The Coca-Cola Company operates through a complex franchise model, selling beverage concentrate to bottling partners who then produce, package, and distribute the finished product. In 2024, the concentrate division accounted for 59% of group revenue, while the finished-product business, which includes company-owned bottling, was 41% of revenue.

As of late 2024, The Coca-Cola Company had 81 owned or leased bottling locations globally. The Bottling Investments operating segment showed unit case volume growth of 2% in the first quarter of 2025.

Bottling Partner Metric	Value/Percentage
Concentrate Division Revenue Share (2024)	59%
Finished-Product Division Revenue Share (2024)	41%
Owned/Leased Bottling Locations (End of 2024)	81
Bottling Investments Segment Volume Growth (Q1 2025)	2%

The largest bottler by volume is Coca-Cola FEMSA, operating in various Latin American countries and the Philippines. Coca-Cola Consolidated, the largest bottler in the United States, serves approximately 60 million consumers across 14 states and the District of Columbia.

Physical retail: supermarkets, convenience stores, gas stations

This segment captures the vast majority of at-home consumption. For Coca-Cola Consolidated in the third quarter of 2025, net sales for the Sparkling category increased 4.7%, driven by multi-pack, take-home packages sold within its large store, club and value channels. Still category net sales for the same bottler rose 9.9% in Q3 2025, primarily from sales in large retail and convenience stores.

Globally, The Coca-Cola Company's overall unit case volume grew 1% in the third quarter of 2025. Within this, Coca-Cola Zero Sugar was a standout, with unit case volumes up 14% globally in Q3 2025.

Food service outlets: restaurants, cinemas, vending machines

The away-from-home channel is critical for immediate consumption. While direct channel revenue splits aren't explicitly provided for this segment, transaction data gives a view into channel activity. In the juice drinks category, the company added more than 130 million transactions year-to-date (as of Q2 2025) by focusing on lower-cost single-serve offerings in markets like Latin America and India.

The company's products are enjoyed 1.9 billion times daily across the globe.

• Global Unit Case Volume growth (Q3 2025): 1%.
• Water, sports, coffee and tea case volumes rose 3% in Q3 2025 (one segment report).
• Trademark Coca-Cola unit case volumes grew 1% globally in Q3 2025.

E-commerce platforms and mobile ordering apps

Digital commerce is an area of strategic focus, often integrated through retailer partnerships. In a specific market analysis for India in late 2025, quick commerce platforms contributed nearly two-thirds of all online grocery orders, with adoption accelerating at 8-9% annually in smaller cities. In that context, The Coca-Cola Company leveraged retailer-linked data to optimize its sugar-free portfolio, achieving a 39% improvement in Return on Ad Spend (ROAS) and 40% lower acquisition costs in the high-intent shopper segment.

Smart vending machines for personalized experiences

Specific financial or unit numbers for smart vending machines are not publicly detailed in the latest reports. The focus remains on leveraging data through partners to create more transactions at the point of sale, as seen in the 130 million transaction increase mentioned earlier in specific categories.

The Coca-Cola Company (KO) - Canvas Business Model: Customer Segments

You're looking at the core groups The Coca-Cola Company targets to keep its global engine running. This isn't just about selling soda; it's about segmenting the entire planet's thirst into manageable, profitable buckets. The sheer scale is hard to grasp-The Coca-Cola Company beverages are available in over 200 countries and territories, with approximately 1.9 billion servings consumed daily across its 500+ brands.

The segmentation strategy recognizes that a teenager in Tokyo has different needs than a family shopper in Chicago or a price-sensitive consumer in Lagos. The company's 2024 annual revenue hit $47.1 Billion, and Q3 2025 net revenues were $12.5 billion, showing the massive financial scale supported by these customer groups.

Here's a breakdown of the primary customer segments The Coca-Cola Company focuses on:

• Global mass market consumers of all demographics: This is the foundation, targeting teens and young adults who drive volume for flagship sparkling beverages.
• B2B partners: The essential network of bottlers, retailers, wholesalers, and foodservice operators.
• Health-conscious individuals: A strategic growth priority demanding low/no-sugar and functional options.
• Emerging market consumers: Young, expanding populations seeking affordable indulgence and value.

The company's success hinges on tailoring its 500+ brands to these distinct groups. For instance, in Q3 2025, Trademark Coca-Cola volume grew 1%, while Coca-Cola Zero Sugar volume jumped 14% globally, showing the dual focus on core and health-oriented segments.

Customer Segment Focus	Key Characteristic/Driver	Representative Data Point (Late 2025)
Global Mass Market (Teens/Young Adults)	High-sugar, high-caffeine consumption occasions	Trademark Coca-Cola volume grew 1% in Q3 2025.
Families (Retail Channel)	Multi-pack purchases for diverse hydration/juice needs	The Coca-Cola brand is valued at roughly $80 billion.
Health-Conscious Adults	Demand for low/no-sugar and functional beverages	Coca-Cola Zero Sugar unit case volumes grew 14% globally in Q3 2025.
Emerging Market Consumers	Rising disposable incomes, demand for affordability	Coca-Cola HBC AG's Emerging markets segment saw 17.4% organic revenue growth in Q2 2025.

B2B partners: retailers, wholesalers, and food service operators

This segment is the backbone of distribution and visibility. The Coca-Cola Company doesn't just sell to consumers; it sells to the entire ecosystem that gets the product into the consumer's hand. You're talking about a massive, established network. The company collaborates with a network of around 225 bottling partners globally. This franchise model is vital for market penetration.

For foodservice, the global fountain syrup division is key, maintaining long-term visibility contracts, such as the primary soft drink supplier relationship with McDonald's since 1955. Retailers and wholesalers are targeted with specific packaging strategies to meet varied income levels across geographies.

Health-conscious individuals seeking low/no-sugar options

This group drives the portfolio diversification away from traditional sparkling. The shift is clear in the numbers: Coca-Cola Zero Sugar is a major success story, achieving double-digit growth recently. In Q3 2025, Coca-Cola Zero Sugar unit case volumes were up 14% across all geographic operating segments. Furthermore, Diet Coke/Coca-Cola Light saw growth of 2% in the same quarter.

The commitment here is portfolio-wide; for example, Water, sports, coffee, and tea categories grew 3% in Q3 2025. In Europe, the company specifically introduced 'Coca-Cola Stevia No Sugar,' which now accounts for 10% of Coke zero-sugar volume in that region. This segment is not a niche; it's a core driver of growth, evidenced by Coca-Cola Zero Sugar holding a market share exceeding 50% in several key markets like the U.S. and Europe.

Emerging market consumers seeking affordable indulgence

Emerging markets-Latin America, Africa, the Middle East, Eastern Europe, and emerging Asia-Pacific-are where volume expansion is most pronounced. The Coca-Cola HBC AG segment, covering Africa, Central, and Eastern Europe, was a standout performer in Q2 2025, delivering 17.4% organic revenue growth. India, China, and Brazil are specifically noted as volume growth leaders.

The strategy here is explicitly about affordability to capture price-sensitive consumers. This means leveraging localized packaging like 1.25-liter PET bottles in Nigeria. This focus on value helps balance softer sentiment in developed markets where North America saw unit case volume decline by 3% in Q1 2025. The ability to offer value packaging is what keeps the consumer base engaged in these high-potential regions. Finance: draft 13-week cash view by Friday.

The Coca-Cola Company (KO) - Canvas Business Model: Cost Structure

You're looking at the core expenses that drive The Coca-Cola Company's operations as of late 2025. These are the major drains on cash that the company must manage to keep its global beverage empire running profitably. It's a mix of physical commodities, massive brand spending, and complex logistics.

High cost of raw materials (sweeteners, aluminum, water)

Input costs remain a persistent pressure point. Aluminum, critical for can production, saw significant volatility, with prices spiking nearly 20% in the first quarter of 2025 compared to the first quarter of 2023. While PET plastic prices have been more stable, other manufacturing costs, like electricity and labor, have seen increases around 8%. The company's total Cost of Goods Sold for the twelve months ending September 30, 2025, was reported at $18.287B. Water stewardship is a major operational focus, with the Coca-Cola system's water use ratio in 2024 being 1.78 liters of water used per liter of beverage, an improvement from the 2015 baseline of 1.98.

The primary cost components for The Coca-Cola Company (KO) are summarized below:

Cost Component Category	Financial Metric/Amount (Latest Available)	Year/Period
Cost of Goods Sold (Total)	$18.324B	Fiscal Year 2024
Selling, General, and Administrative (SG&A)	$14.37B	TTM ending September 30, 2025
Advertising Expense (Peak)	$5.146 billion	Fiscal Year 2024
Average Annual Advertising Expense	$4.231 billion	FY 2020 - FY 2024
Capital Expenditures (Total)	$2.1 billion	Full Year 2024

Significant marketing and advertising expenditure

Marketing is a massive, non-negotiable cost, acting as the motor for top-line growth. The advertising expense for fiscal year 2024 reached a peak of $5.146 billion. The company continues to pivot its spending aggressively toward digital channels, with digital comprising 60% of its total spend, up from 30% in 2019. This investment is designed to reinforce brand values and foster emotional connections.

Costs associated with bottling and distribution logistics

While The Coca-Cola Company focuses on concentrate sales, the costs associated with its system partners, including logistics and distribution, are significant. For the consolidated bottler, Coca-Cola Consolidated, Selling, Delivery and Administrative (SD&A) expenses in the first quarter of 2025 were $12.1 million higher than the prior year, representing 27.7% of net sales. For the parent company, KO's SG&A expenses for the Trailing Twelve Months (TTM) ending September 30, 2025, stood at $14.37B.

The structure of these selling and administrative costs involves several key areas:

• Labor costs related to annual wage adjustments.
• Inflationary pressures across various expense categories.
• Costs associated with managing the global supply chain and distribution network.

Operating expenses for company-owned bottling investments

The ongoing strategy of refranchising bottling operations directly impacts the reported operating expenses and income structure. For The Coca-Cola Company (KO), the unit case volume for its Bottling Investments segment declined 26% in the fourth quarter of 2024, largely due to these refranchising activities. This refranchising impact was a key driver in the expansion of the comparable operating margin for the core business in the fourth quarter of 2024. The comparable currency neutral operating income for the Bottling Investments segment declined 3% in that same quarter.

R&D and sustainability investment costs

Investment in sustainability is becoming a quantified cost center. For Coca-Cola HBC in 2024, investments supporting carbon reduction included €340 million in Operating Expenditure (Opex), primarily for rPET (recycled PET) support, and €65 million in Capital Expenditure (Capex) for energy and logistics technologies. Separately, Coca-Cola HBC reported €131.1 million in Capex in 2024 specifically for projects aimed at reducing emissions. Research and Development expenses for The Coca-Cola Company were reported as $0B for the full year 2024, with the TTM ending September 30, 2025, reported at $0M, according to one data source.

The Coca-Cola Company (KO) - Canvas Business Model: Revenue Streams

You're looking at how The Coca-Cola Company actually books its sales, which is a mix of high-margin concentrate sales and direct sales from its company-owned bottling operations. Honestly, understanding this split tells you a lot about their operating leverage.

The company is projecting a total net revenue of $48.15 billion for FY2025. That's the top-line number we're working with for the full fiscal year. On the growth front, management reiterated expectations for organic revenue growth to land between 5% to 6% in 2025, which shows they are still driving pricing power and volume, even with currency headwinds.

The revenue streams are fundamentally split between the core concentrate/franchise model and the direct-to-consumer sales from the Bottling Investments Group. The franchise model, where they sell the secret sauce (concentrates and syrups), is the engine for high-margin, predictable revenue. The Bottling Investments Group handles the capital-intensive side-manufacturing, packaging, and distributing finished products in certain territories.

Here's a look at the latest available segment revenue data, which closely maps to these revenue sources, based on the Trailing Twelve Months ending September 30, 2025:

Revenue Source Proxy (Segment)	TTM Revenue (Ending Sep 30, 2025)	Primary Revenue Type
Operating Segments (Concentrate/Franchise)	$37.93 Billion	Sale of concentrates and syrups to bottling partners; Licensing and franchise fees
Bottling Investments Group	$5.77 Billion	Sale of finished products
Global Ventures	$3.13 Billion	Concentrate/Finished Goods Mix (Newer/Strategic Brands)
Corporate	$121.00 Million	Other/Intercompany
Intersegment Eliminations	-$1.02 Billion	Non-operating Adjustment

The sale of concentrates and syrups to bottling partners remains the backbone. This revenue stream is generated across the major geographic operating segments. For instance, in Q3 2025, concentrate sales were reported as even with unit case volume, indicating that the 6% organic revenue growth came from price/mix actions, which is a key indicator of pricing power in the concentrate business.

The sale of finished products from the Bottling Investments Group is a smaller, but still significant, portion of the total. For the three months ending September 26, 2025, this segment saw unit case volume grow 2%, driven by Africa and India, though impacted by ongoing refranchising efforts. This segment's revenue is more capital-intensive, so you watch its margins closely.

Licensing and franchise fees from bottlers are inherently tied to the concentrate sales model. When you see growth in concentrate sales volume or price/mix in the operating segments, that directly reflects stronger underlying franchise performance and fee collection. For example, in Q1 2025, organic revenue growth of 6% included a 1% increase in concentrate sales, showing this stream is still expanding.

You can see the geographic concentration of the concentrate/franchise revenue stream here:

• North America (Concentrate/Franchise Proxy): $19.32 Billion TTM Sep 30, 2025
• Europe, Middle East, and Africa (Concentrate/Franchise Proxy): $10.62 Billion TTM Sep 30, 2025
• Latin America (Concentrate/Franchise Proxy): $6.28 Billion TTM Sep 30, 2025
• Asia Pacific (Concentrate/Franchise Proxy): $5.72 Billion TTM Sep 30, 2025

The company's focus on price/mix is critical to this revenue model, as seen in Q3 2025 where price/mix grew 6% while concentrate sales were even, meaning they extracted more value from each unit sold through the franchise network.

Finance: draft 13-week cash view by Friday.