Coca Cola Case Study

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  • Topic: Coca-Cola, Cola, The Coca-Cola Company
  • Pages : 11 (3177 words )
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  • Published : March 30, 2012
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Q1. Trace the history and major milestone of the Coca Cola Company. Write about new businesses, divestment, new market entered and exited. Coca Cola History:
Coca-Cola began its existence in a three-legged brass pot in the backyard of John S. Pemberton on May 8, 1886. Pemberton was a pharmacist trying to create a new headache tonic. Pemberton took his creation to the now famous Jacob's Pharmacy about 2 blocks from his home. There the syrup was mixed with cold tap water and sold to ailing customers for 5 cents. As the story goes, a customer in great pain came in and ordered the syrup and the soda jerk accidentally mixed it with carbonated water instead of regular tap water. The customer loved the new drink, declaring it "Delicious and Refreshing!" Frank Robinson, Pemberton's partner and bookkeeper, suggested the name "Coca-Cola", taking each part of the name from a key ingredient in the product and proclaiming that the two C's would look well in advertising. Mr Robinson penned "Coca-Cola" in the unique flowing script that is now famous worldwide! As John Pemberton's health grew worse, he sold the company off. Asa Candler took sole ownership of the company by 1891 for a mere $2,300. In 1894, Coca-Cola was first bottled by Joseph Biedenharn, owner of the Biedenharn Candy Company of Vicksburg, Mississippi. Candler believed that the bottling idea was crazy and that people would never go for it! As the popularity of Coca-Cola increased, many imitators came onto the scene, offering products such as "Koca-Kola", so the company decided that they needed a bottle that would be easily recognizable so as not to be confused with any other. The Root Glass Company of Terre Haute, Indiana designed the now famous "contour bottle". This bottle design was first patented in 1915 and then again December 25, 1923. In the year 1928, bottle sales first surpassed fountain sales, proving that the bottling idea had been a great success! Asa Candler's merchandising flair helped expand the company to every state and territory by 1919. In that year, Candler (who then went on to become mayor of Atlanta, Georgia!) sold the company to Ernest Woodruff and a group of investors for $25 million and in 1923 Robert Woodruff (Ernest's eldest son) became president of the company. Robert Woodruff's more than six decades of leadership took the business to unrivalled heights of commercial success, making Coca-Cola an institution the world over! At the beginning of WWII, Robert Woodruff issued an order to "see to it that every man in uniform gets a bottle of Coca-Cola for 5 cents wherever he is and whatever it costs the company!" In 1943, during World War II, Eisenhower sent a telegram requesting 10 additional Coca-Cola bottling plants overseas for our troops. At the beginning of the war, Coke was bottled in 44 countries. At the close of the war, 64 additional bottling plants had been established abroad. In 1985, the Coca-Cola Company introduced its new formula for Coke, calling the product "New Coke" and then "Coke II". The public demanded their original formula back and the company soon began producing "Coca-Cola Classic". Today, Coca-Cola is available in nearly 200 countries around the globe and its trademark is written in approximately 80 languages! It is one of the most recognizable logos in the world! Major Milestones:

1886: John Styth Pemberton's concoction was sold first the time, marketed as an "Esteemed Brain Tonic and Intellectual Beverage". 1887: John Pemberton filed application to register the label of "Coca-Cola Syrup & Extract" with the US Patent Office. 1891: Complete control of Coca-Cola bought by Candler for $2300. 1893: The trademark "Coca-Cola" first registered with the U.S. patent office. 1895: Coca-Cola sold in every state and territory in the United States. 1899: First bottling plant opened in Chattanooga, Tennessee. 1919: The Coca-Cola Company was sold by Candler to Ernest Woodruff's investment group for $25 million 1933: First...
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