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COCA-COLA:

How to become a global brand

Elementary Level:

• Listening: Coca-Cola - the company history

• Pronunciation: /k/ - sounded and silent

• Cultural Awareness Point: Americanisation

• Grammar: The Present Simple tense

• Functional Vocabulary: Business expressions

• Reading Text: Coca-Cola brand

• Role Play: Invest in water

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INTRODUCTION: Discuss these questions: • What do you know about the Coca-Cola Company? • Do you drink Coca-Cola? If no, why not? Vocabulary: Can you explain the meaning of these words you will hear in the listening exercise?

Listening 1: A spokesperson talks about Coca-Cola. Answer the questions below.

Pronunciation Sounds: /k/ sounded or silent

Practice: say these words and sentences with your teacher: Coca - Cola - Knee - Keep - Knowledge - Can - Kilometre - Can’t - Career - Critic -

Knock - Knife - Kilo - Kill - Know - Kind - Careful - Company - Course - Character

• To control a cow you don’t need a knife, you need kindness and knowledge

• The chemist comes every week, and he walks ten kilometres with a bad knee

Advertising – alcohol – safe - alternative – fun - young

1. What percentage of the global population recognises Coca-Cola?

2. How many Coke drinks are consumed in the World every day?

3. What is very important to promote the drink?

4. What is Coca-Cola an alternative to?

5. What does its publicity focus on?

Cultural Awareness Point: Americanisation Some people think big American companies (e.g. Coca-Cola, McDonald’s, Microsoft) dominate business and promote American culture. This can have a negative impact on national culture. What do you think? • Do American companies influence your

national culture?

• Is it a problem? • What is the solution?

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Grammar Review: The PRESENT SIMPLE

In the listening you heard about Coca-Cola and its position in the world of business. The speaker used the present simple to describe the events that are facts and generally true e.g. • Coca-Cola sells its products in 300 countries … the public consumes over 1.5

billion Coke drinks every day.

Sample Sentences: Every year Coca-Cola produces 600 billion drinks. (Positive) Does Coca-Cola sell a lot of drinks in Pakistan? (Questions) No, it doesn’t sell a lot of drinks in Pakistan. (Negative) Form: 1. Positive 2. Negative - with the

auxiliary verb ‘do’ 3. Question - with the auxiliary verb ‘do’

I work You work He/she/it works We work You work They work

I don’t work You don’t work He/she/it doesn’t work We don’t work You don’t work They don’t work

Do I work? Do you work? Does he/she/it work? Do we work? Do you work? Do they work?

When to use the Present Simple

a. General action and habits e.g. I drink Coca-Cola.

b. Facts e.g. I don’t have blue eyes.

c. Long-term situations e.g. Do you live in London?

NOTE: The verbs ‘to be’ (I am) and ‘to be able to’ (I can) do not use

the auxiliary verb ‘do’ in the simple negative and question forms e.g.

• Are you Spanish? No I’m not Spanish, I’m French.

• Can you fly an airplane? No, I can’t, but I can drive a car

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Exercise: Fill the gaps with the correct form of the verb in the present simple (positive, negative, question) e.g. Do you drink (drink) Coca-Cola?

1. I not (be) your boss, I (be) your colleague.

2. you (live) in London?

3. We (want) to speak to the manager.

4. She (work) for Coca-Cola.

5. he (drive) a BMW?

6. They (not work) on Sunday. That (be) when they rest.

7. you (think) Coca-Cola is a good business? Supplement this task with additional exercises from a good grammar book

Reading: Coca-Cola

Top Global Brands in 2008

Brand Brand Value Country 1. Coca-Cola $65 billion U.S.A 2. Microsoft $59 billion U.S.A 3. IBM $57 billion U.S.A 4. GE $52 billion U.S.A 5. Nokia $34 billion Finland

The Coca-Cola Company, manufactures, distributes and markets non-alcoholic beverages around the world. Coca-Cola sells its drinks in more than 300 countries and territories. The company produces other drinks, for example: water, fruit juice, tea, coffee, and sports drink. The Coca-Cola Company believes China is an important market in the future. In the first three months of 2008, Coca-Cola sales in China increased by 20 percent. The company sold 15 billion drinks in China in 2008 and predicts sales of 20 billion drinks in 2010.

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Exercise: Write the question from the text, to match the answer below. e.g. what is the brand value of Coca-Cola? … $65 billion 1. ? Finland

2. ? In more than 300 countries and territories

3. ? Water, fruit juice, tea, coffee, sports drink

4. ? China

5. ? 15 billion drinks

Functional Vocabulary: Business Expressions Vocabulary: Match these words with their meaning and put them into the correct sentences: 1. Waste a. to pay money

2. Worth b. a type or example of something

3. Spend c. use money or time with no benefit

4. Kind d. the value of something in money, time or energy

5. What of car do you drive? A Jaguar.

6. Sending everybody a letter is a of money.

7. Coca-Cola a lot on publicity.

8. Do you think it is applying for the job?

Speaking Practice: A lot of famous brands in the world come from America. • What famous brands come from your country?

e.g. Sony from Japan, Renault from France.

• Are your national brands international?

• What competition do the brands have?

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LISTENING 2: Do you know the meaning of these words? You will hear them in the listening.

Listen to the second part of the audio and answer the questions. 1. When was Coca-Cola invented?

2. Who invented Coca-Cola?

3. Who knows the Coca-Cola recipe?

4. Who is the main competitor?

5. How does Coca-Cola dominate the drinks market?

Role-Play

CASE STUDY: The competition, especially PepsiCo, is investing in water. Imagine Coca-Cola wants invest in water. Does it buy Evian Water from the Danone Group, or create its own water company. YOU HAVE A MEETING TO DISCUSS THE OPTIONS. THE MEETING:

Group One: prepare to make an offer to

Danone for Evian Water.

Present reasons why this is a good idea

e.g. good product and market

Group Two: You want to create your own

water company. Give reasons why this is a good

idea e.g. cheaper, own brand, new market.

Use the Present Simple tense, the Functional

Vocabulary, and the case study information

when presenting your ideas

recipe - headache – depression – headquarters - dominates - sponsors

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Unit 2 - Coca-Cola Audio 1 Coca-Cola – elementary level. How did Coca-Cola become the number one brand in the world? Its name is recognised by over 90% of the global population. Coca-Cola uses a lot of advertising to market the drink. This is very important. Its publicity is all about young happy people who are having fun and it is a safe alternative to alcohol. Coca-Cola sells drink products in 300 countries, and more than 1.5 billion drinks are bought every day. Audio 2 The Coca-Cola recipe was invented in 1885 by John Pemberton. He sold it as a medicine for headaches and depression. The company headquarters are in Atlanta, Georgia USA. The drink’s formula is a secret and only four company executives know it. Pepsi Co is its main competitor but Coca-Cola dominates the drinks market by investing in a lot of advertising, and sponsoring of global events, like the Olympic Games.

EXERCISE ANSWERS Listening 1: 1. 90% 2. 1.5 billion 3. Coca-Cola uses a lot of advertising to market the drink 4. Alcohol 5. Young, happy people who are having fun Grammar exercise: 1. I am not your boss, I am your colleague. 2. Do you live in London? 3. We want to speak to the manager. 4. She works for Coca-Cola. 5. Does he drive a BMW? 6. They don’t work on Sunday. That is when they take rest. 7. Do you think Coca-Cola is a good business? Reading exercise: 1. Where is Nokia from? 2. Where does Coca-Cola sell its drinks? 3. What other drinks does Coca-Cola produce? 4. Where does Coca-Cola see an important future market? 5. What sales does Coca-Cola predict for China in 2008? Functional vocabulary: 1. Waste a. use money with no benefit 2. Worth b. the value of something in money, time or energy 3. Spend c. to pay money 4. Kind d. the type or example of something 5. What kind of car do you drive? A Jaguar. 6. Sending everybody a letter is a waste of money. 7. Coca-Cola spends a lot on publicity. 8. Do you think it is worth applying for the job? Listening 2: 1. 1885 2. John Pemberton 3. Four company executives 4. Pepsi Co 5. By investing in a lot of advertising, and sponsoring of global events, like the

Olympic Games

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Lesson Plan

INTRODUCTION: Start by asking students if they have heard of Coca-Cola. Get them to say what they think of the shop. Teacher (T) - Students (SS) 10 mins LISTENING 1: Next tell students they are going to hear a spokesperson talking about Coca-Cola. They need to answer the questions at the end. Make sure they understand the words in the box, which will be heard in the listening. Play the listening and ask students the questions. (T) - (SS) 10 mins PRONUNCIATION: Practice saying the word and sentences. (T) - (SS) 5 mins CULTURAL AWARENESS: Discuss Americanization. (T) - (SS) 5 mins GRAMMAR: Point out that in the listening they heard what the company does in the present simple tense. Ask students why the tense was used. Point out the difference between past simple use and present simple use (facts, long-term, general, habitual action). Go on to overview rules of when we use the past simple tense. Ask students to read through the rules and check they understand them. (S) – (T) 10 mins READING: Elicit the meaning of the words in the box. Go through reading text instructions and ask students to read out loud and fill in the gaps with an appropriate form of the verb provided. (S) – (T) 10 mins BUSINESS EXPRESSIONS: Go through the exercises on vocabulary (T) - (SS) 5 mins LISTENING 2: Tell students they are going to hear the 2nd part of the listening about Coca-Cola and its business. Play the listening. (SS) – (T) 10 mins ROLE PLAY: Split students into groups and get them to read their role cards and prepare to discuss the situation. Make sure they practice the grammar and vocabulary learnt in the lesson and to try and use the case study material in their argument. (SS) - (SS) 10 mins.

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