Coco Cola a Marketing Perspective

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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

1

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

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