Coco Cola a Marketing Perspective

Topics: Coca-Cola, The Coca-Cola Company, Diet Coke Pages: 10 (3325 words) Published: August 25, 2013
COCA-COLA MARKETING A PROJECT REPORT PRINCIPLES OF MARKETING

ANJALI AHUJA
B.COM (HONS.) IIIRD YR SECTION A ROLL NO. 7222

SIRAV TALWAR
B.COM (HONS.) IIIRD YR SECTION A ROLL NO. 7217

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INTRODUCTION
The History
Coca-cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramel- coloured syrup in a three legged brass kettle in his backyard Dr Pemberton was skilled doctor and his chemistry work was of high quality. He developed chemical laboratories that were later state run analytical facilities. But he never realised the potential of Coca Cola. There were his successors that developed Coca Cola in the brand it is today. Until 1905 the soft drink marketed as tonic and contained traces of illegal drugs as well as caffeine-rich kola nut. By the late 1890 Asa Grieg Chandler directed the Coca-Cola Company and syrup sales rose for 4.000% between 1890 and 1900. The famous logo, which is highly recognizable everywhere, was an idea and work of Dr. Pemberton's accountant Frank Robinson. Asa Candler took over the Coca-Cola Company as owner soon after Dr. Pemberton's death. He partnered with Frank Robinson and redid the formula for Coca Cola syrup. Frank Robinson's creation was the logo, script and a push that the classic slogan "delicious and refreshing" be tied to all the future advertising. Coca-Cola Company also pioneered in distribution and coupon sales. Under long term tenure of chairman and CEO Woodruff between 1923 and 1981 CocaCola Company expanded in 44 countries and was global business. In sixties soda fountain was something like water cooler is today - a meeting and chat place during breaks. As soon as bottled beverages and packed ice cream took over people forgot about soda fountains. Advertising, packaging, distribution, and trade secret protection has made possible that over one billion of servings of Coca-Cola are sold today daily. Coca cola has been aggressively advertised on billboards and in newspaper under Chairman Candler who sold the company after prohibition to Ernest Wudruff, Robert Wudruff, son of Ernest Wudruff was the Coca-Cola Company’s boss for six decades. In his first year of 1923 2

 
 

he introduced "six pack", and in 1929 he made Coca Cola available through vending machines. In 1930's he started with radio advertising and in 1950's on television. In 1931 he introduced Coca Cola Santa Claus repeating its appearance and good wishes every Christmas since. In his sixty years at the wheel he was responsible for twelve ounce Coca Cola can in 1960's, the Coca Cola contour bottle in 1977, introduction of two litre bottles and plastic bottles. He raised prices of syrup for distributors but also improved efficiency and productivity, emphasized quality control, and improved sales department. "The Boss" also started big item advertising and promotional campaigns. (Source: Cola Marketing History) The publicly traded company has also built a strong trust of its investors (Warren Buffet Secrets, 2010).

About Coca-cola
Coca-cola, company is the world’s leading manufacturer, marketer and distributor of nonalcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. The company’s beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-drink powder products. In addition to this it also produces and markets soft drinks, tea and coffee. The coca-cola company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world. The company aims at increasing shareowner value over time. It accomplishes this by working with its business partners to deliver satisfaction and value to consumers through a worldwide system of superior brands and services thus...
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