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 from competitors. Though patented in 1915, the contour bottle to the public in 1916. Asa Candler resigns from The Coca-Cola Company and is elected Mayor of Atlanta.

1919-1940 – The Woodruff Legacy
“COCA-COLA IS ENJOYED IN 53 COUNTRIES WORLDWIDE.
Coca-Cola introduces the Six-Pack, a convenient packaging revolutionizes soft drink consumption by enabling people to enjoy Coca-Cola anywhere. Coca-Cola is listed on the New York Stock Exchange, at $40/share. The first European bottling plants open in Paris and Bordeaux, France. Robert W. Woodruff is elected president of The Coca-Cola Company, beginning six decades of leadership. The first billboard for Coca-Cola appears.

The IX Olympic Games open in Amsterdam and Coca-Cola is there – its first Olympics. The first large neon sign for Coca-Cola is placed in Times Square, New York. The bell-shaped glass is adopted as the standard glass for serving Coca-Cola at soda fountains. The Coca-Cola Santa Claus, created by Haddon Sundblom, first appears in advertising. The first standardized coin-operated vending machines are used.

1941-1950 –The War and its Legacy
“COCA-COLA IS ENJOYED IN 120 COUNTRIES WORLDWIDE”
The elf-like Sprite is introduced to promote the use of the word “Coke” when asking for Coca-Cola. The term “Coke” is used for the first time in magazine ads to help establish it as a trademark. During World War II, Technical Observers are sent to operate bottling plants overseas; they supervise the shipment and operation of 64 complete bottling plants that will distribute over 5 billion bottles of Coca-Cola to American troops. A new sleek look for the Coca-Cola fountain dispenser – created by fame industrial designer Raymond Loewy – is introduced. Coca-Cola becomes the first-ever product to appear on the cover of TIME Magazine. The annual budget surpasses $30 million.

The first king-size and family-size bottles are introduced.
The Santa Claus doll is issued for the time on a limited basis. Coca-Cola is a...
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