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Case Study

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I. CURRENT SITUATION
A. Past Corporate Performance Indexes

The Coca-Cola Company Heritage Timeline
1886-1892 – Atlanta Beginnings
“COCA-COLA IS ENJOYED IN THE UNITED STATES.”
Coca-Cola made its debut in Atlanta, at the Jacob’s Pharmacy soda fountain, where it sold for 5 cents in a glass. In the first year, the Company sold about 9 glasses of Coca-Cola a day. The first advertisement for Coca-Cola appears in the “Atlanta Journal.” Frank Robinson suggests the name Coca-Cola and pens the now-famous Coca-Cola trademark in Spencerian script; the script is still used today. Free drink coupons are distributed to encourage people to try Coca-Cola. Coca-Cola first uses calendars and outside posters for advertising.

1893-1904 – Beyond Atlanta
“COCA-COLA IS ENJOYED IN THE UNITED STATES.”
Coca-Cola hires first Celebrity Spokesperson Hilda Clark, a Music Hall performer. The Coca-Cola trademark is registered in the U.S. Patent Office. In Chicago, Coca-Cola makes its first appearance a World’s Fair. Coca-Cola is first put into bottles in Vicksburg, Mississippi, by Joseph Biedenharn. “Coca-Cola is sold and consumed in every state and territory of the United States,” proclaims Asa Candler. The Coca-Cola Company branded urns and clocks.

Large-scale bottling begins in Chattanooga, Tennessee.
The annual advertising budget for Coca-Cola surpasses the $100,000 mark for the first time. The first magazine ads for Coca-Cola appear in national consumer publications.

1905-1918 – Safeguarding the Brand
“COCA-COLA IS ENJOYED IN 8 COUNTRIES WORLDWIDE”
To combat copycats, Coca-Cola develops a unique bottle, the Contour Bottle. Cuba, Canada and Panama become the first three countries outside the U.S. to bottle Coca-Cola. Bottles of Coca-Cola are delivered by horse drawn carriages. The annual ad budget reaches $1 million.

Copycat beverages try to capitalize on the success of Coca-Cola. The 6 1/2 –ounce refillable glass contour bottle is introduced to distinguish Coca-Cola...