Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who first scripted "Coca Cola into the flowing letters which has become the famous logo of today. The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886. About nine servings of the soft drink were sold each day. Sales for that first year added up to a total of about $50. The funny thing was that it cost John Pemberton over $70 in expanses, so the first year of sales were a loss. Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich kola nut. In 1887, another Atlanta pharmacist and businessman, Asa Candler bought the formula for Coca Cola from inventor John Pemberton for $2,300. By the late 1890s, Coca Cola was one of America's most popular fountain drinks, largely due to Candler's aggressive marketing of the product. With Asa Candler, now at the helm, the Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900 Robinson (Anonymous, 2001).
Advertising was an important factor in John Pemberton and Asa Candler's success and by the turn of the century, the drink was sold across the United States and Canada. Around the same time, the company began selling syrup to independent bottling companies licensed to sell the drink. Even today, the US soft drink industry is organized on this principle Robinson (Anonymous, 2001).
BRAND PORT FOLIO:
Name| Launched| Discontinued| Notes| Picture|
Coca-Cola| 1886| | The original version of Coca-Cola.| | Caffeine-Free Coca-Cola| 1983| | The caffeine free version of Coca-Cola.| | Coca-Cola Cherry| 1985| | Was available in Canada starting in 1996. Called "Cherry Coca-Cola (Cherry Coke)" in North America until 2006.| | | | | | |
Coca-Cola with Lemon| 2001| | Available in: Australia, American Samoa, Austria, Belgium, Brazil, China, Denmark, Federation of Bosnia and Herzegovina, Finland, France, Germany, Hong Kong, Iceland, Korea, Luxembourg, Macau, Malaysia, Mongolia, Netherlands, New Caledonia, New Zealand, Réunion, Singapore, Spain, Switzerland, Taiwan, Tunisia, United Kingdom, United States, and West Bank-Gaza| | Coca-Cola Vanilla| 2002 | | Available in: Austria, Australia, China, Finland, Germany, Hong Kong, New Zealand, Malaysia, Sweden, United Kingdom and United States. It was reintroduced in June 2007 by popular demand.| | Coca-Cola with Lime| 2005| | Available in Belgium, Netherlands, Singapore, Canada, the United Kingdom, and the United States.| | Coca-Cola Raspberry| June 2005| End of 2005| Was only available in New Zealand. Currently available in the United States in Coca-Cola Freestyle fountain since 2009.| | Coca-Cola Black Cherry Vanilla| 2006| | Was replaced by Vanilla Coke in June 2007| | Coca-Cola Blāk| 2006| | Only available in the United States, France, Canada, Czech Republic, Bosnia and Herzegovina, Bulgaria and Lithuania| | Coca-Cola Citra| 2006| | Only available in Bosnia and Herzegovina, New Zealand and Japan.| | Coca-Cola Orange| 2007| | Was available in the United Kingdom and Gibraltar for a limited time. In Germany, Austria and Switzerland it's sold under the label Mezzo Mix. Currently available in Coca-Cola Freestyle fountain outlets in the United States since 2009.| |
STRENGTHS AND MARKETING STRATEGIES THAT ACCOUNTS FOR ITS SUCCESS: 1. COKE’S BRAIN BRANDING:
Somehow, Coke has created a brand that its fans believe in and identify with. The brand unlocks a treasure trove of brand reinforcements that have little to...