Coca Cola Brand Audit

Topics: Coca-Cola, The Coca-Cola Company, Diet Coke Pages: 10 (2627 words) Published: April 6, 2013
Brand inventory

“ in the first time , the cost to produce it were $20 higher than the price it was sold for, thus a loss for its maker. It was sold at a price of 5 cents per glass “

History of Coca Cola:
Coca cola was invented in Atlanta, Georgia, in his backyard, May 1886, by Doctor John Pemberton, a pharmacist,. He has a motto to benefit and refresh everyone it touches, so that people include the drink in their happiness. The name for “Coca Cola” was given by his bookkeeper Frank Robinson, the flowing letters that remain a part of its famous logo. He can be regarded as the first ad-man for the launch and promotion of Coke, as it was his suggestion to give away thousands of free drink coupons and plastering the city of Atlanta with publicity banners and streetcar signs. *


Coca-Cola was first sold at soda fountain in Jacob's Pharmacy, in Atlanta, on May 8, 1886. In 1888, there were three types of Coca-Cola in the market and sold by different businessmen .

Asa Griggs Candler bought the formula from Pemberton for $2300 and incorporated it as the Coca Cola Company in 1888.  
In 1888, Pemberton sold the rights of the formula to four more businessmen - J.C. Mayfield, A.O. Murphey, C.O. Mullahy and E.H. Bloodworth. In 1982 Candler, re-established the current corporation of Coca Cola Company, after buying exclusive rights of the formula from John Pemberton, Margaret Dozier and Woolfolk Walker.

On March 12, 1894, Coca Cola, for the first time, sold in bottles, along with the first outdoor wall advertisement in Cartersville, Georgia. The first advertisement for the beverage ran the same year, on May 29, in the Atlanta Journal.  

The aggressive marketing of Coca Cola by Candler made it as one of the most popular drinks of America by the good word of mouth . The syrup was further sold to independent bottling companies that were licensed to sell the drink by Candler’s company. In 1891, first bottling of Coca-Cola occurred in Vicksburg, Mississippi, at the Biedenharn Candy Company, with Joseph A. Biedenharn as its proprietor. The principle of selling syrup to independent bottling companies is still followed by the US soft drink industry.  

In 1899, Chattanooga became the site of the first Coca-Cola bottling company. The soft drink marketed as a tonic by the producer, containing extracts of cocaine as well as the caffeine-rich kola nut, until 1905.The drink also functioned in curing nausea and mildly upset stomach and was sold as coke syrup in pharmacies in US and Canada. The advertising agency, McCann-Erickson, had been long associated with Coca-Cola Company. In 1969, it replaced the popular ‘Things Go Better with Coke’ campaign, with the slogan ‘It's the Real Thing’.  


It was on April 23, 1985 that the ‘New Coke’ formula was released. However, owing to the nostalgia associated with the previous drink, the company had to return to the old formula under the name Coca-Cola Classic on July 10, 1985. On February 7, 2005, the Coca-Cola Company announced ‘Diet Coke’ for its health conscious consumers, proclaiming that it will give less calories to its consumers, as it was sweetened with the artificial sweetener sucralose (a zero calorie sugar substitute). *

Picture of john pemberton

In 2005, a new diet product was launched, Coca-Cola Zero, that was sweetened partly with a blend of aspartame and acesulfame potassium. In July 2005, Coca Cola Company planned to resume its operations in Iraq, as the company was boycotted by the Arab League in 1968. In 2007, ‘Diet Coke Plus’ was launched with vitamins B6, B12, magnesium, niacin, and zinc. Since then, coke has been producing different beverages under its brand name, like Caffeine-Free Coca-Cola, Coca-Cola Raspberry, Coca-Cola Citra, Coca-Cola Black Cherry Vanilla etc. The drink, today, is devoured at the rate of more than 1 billion drinks per day.

* Coca cola is public company ,...
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