The Coca-Cola Company has developed a marketing mix that has proven to be very successful throughout the years. The company has faced ever evolving challenges and has been able to adapt to past and current demands of social movements within customers in markets across the world as the leading provider of beverages with over 500 brands. Looking toward the future, The Coca-Cola Company continues to expand on their marketing strategy to ensure they provide products to consumers with lasting results. This paper will lay the foundation to my research that will focus on how The Coca-Cola Company has met challenges presented by the modernizing customers with products that are not only better and healthier to consume, but that are safe for the environment as well.
In the beginning, The Coca-Cola Company began with one product that was developed by a pharmacist in Atlanta, Georgia. The pharmacist, Dr. John Pemberton, developed a syrup mix with carbonated water resulting in what is today known as “Coca-Cola”, (named by Frank Robinson, the bookkeeper). This was sold at Jacob’s Pharmacy for five cents, having an average sale of nine beverages a day. Dr. Pemberton, sold the rights and died two years after developing the beverage in 1888. The product rights were bought by Asa G. Candler. Candler, a natural salesman, was the first person to begin marketing the beverage and took it beyond the Atlanta area into other states. With aggressive marketing strategies and the popularity of the beverage, a supply and demand of this new beverage developed. Joseph Biedenham realized that consumers would buy more products it was more accessible, thus beginning the era. This scheme grew larger with the additional bottling rights obtain by Benjamin F. Thomas and Joseph B. Whitehead from Mr. Candler for the price of one dollar.
With the now growing popularity of the beverage, others began looking for ways to duplicate this product and look. With this, The Coca-Cola Company branded... [continues]
In the beginning, The Coca-Cola Company began with one product that was developed by a pharmacist in Atlanta, Georgia. The pharmacist, Dr. John Pemberton, developed a syrup mix with carbonated water resulting in what is today known as “Coca-Cola”, (named by Frank Robinson, the bookkeeper). This was sold at Jacob’s Pharmacy for five cents, having an average sale of nine beverages a day. Dr. Pemberton, sold the rights and died two years after developing the beverage in 1888. The product rights were bought by Asa G. Candler. Candler, a natural salesman, was the first person to begin marketing the beverage and took it beyond the Atlanta area into other states. With aggressive marketing strategies and the popularity of the beverage, a supply and demand of this new beverage developed. Joseph Biedenham realized that consumers would buy more products it was more accessible, thus beginning the era. This scheme grew larger with the additional bottling rights obtain by Benjamin F. Thomas and Joseph B. Whitehead from Mr. Candler for the price of one dollar.
With the now growing popularity of the beverage, others began looking for ways to duplicate this product and look. With this, The Coca-Cola Company branded... [continues]
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