Manifiesto for growth (by @Cocacola_es)

Algunas veces nos sorprendemos al ver a grandes compañías liderando sus mercados año tras año. Sorprendiendo con sus acciones de marketing y marca. Pero nada es casualidad. Los milagros no existen. No al menos para marcas como Coca-Cola

Hoy, navegando por algunas de sus webs, he acabado en su Manifiesto para el crecimiento, donde establecen su misión y valores. Unos pilares sobre los que se construyen las marcas que quieren ser únicas y perdurar más allá de tendencias, modas o ciclos económicos.

Está en inglés, pero doy por sentado que los lectores de El blog del Marketing son bilingues, o al menos capaces de entender el texto. Disfrutadlo, porque merece la pena (dedicado a los directores de recursos humanos que puedan leer este blog)


______________________ MANIFIESTO FOR GROWTH (by Coca- Cola) ____________________


The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottling partners.


Our Mission

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.

• To refresh the world...
• To inspire moments of optimism and happiness...
• To create value and make a difference.

Our 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

• People: Be a great place to work where people are inspired to be the best they can be.
• Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.
• Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.
• Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.
• Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.
• Productivity: Be a highly effective, lean and fast-moving organization.

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
• 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 didn’t

Be the Brand


Inspire creativity, passion, optimism and fun