Social Media as Marketing Tools-a Case of Coca-Cola

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Back ground of Coca-cola
Coca-cola started in Atlanta, Georgia, on May 8, 1886 by Dr. John Stith Pemberton. He was a local Pharmacist. After producing Coca-cola syrup he carried it down to another pharmaceutical store on the street, where it was sampled and pronounced as exceptional. The sales of the drink called Coke thereafter, began. It was not at first sold as bottled drink; rather it was sold from the fountain for five cents a glass. Carbonated water was later combined with the newly discovered syrup to produce the drink known as coca-cola today. Coca-cola is known all over the world for its unique taste which its competitors have not been able to beat.
Dr. Pemberton partner with a man called Frank M. Robinson-a bookkeeper- to create the name Coca-cola. After considering the advertising aspect of the product, Robinson came up with the unique name known as “Coca-cola” today. Coca-cola was first advertised in The Atlanta Journal, through the journal the citizens were invited to taste “the new and popular fountain drink”.
While the product tasting were ongoing, series of advertising campaigns were also put in place to aggressively promote the newly found drink. The people passing by were invited to try the drink with the hope of passing the message across after tasting. During the first year, the average sales of coca-cola rose to nine drinks per day.
Dr. Pemberton never realized the future prospect of the drink he created; therefore, he sold a portion of his business to different partners. In 1888 before his death, he sold the remaining part of Coca-cola to Asa G. Candler-An Atlanta business guru, who later proceeded to buy additional rights and completely took over the operation of Coca-cola (The chronicle of Coca-cola).

Coca-cola brand image
Coca-cola is a leading name brand in the carbonated drink industry therefore; the name plays a major role in the sales of the product. With a very strong distribution channel that makes the products readily



References: --------------------------------------------------------------------------------ix Social media as a marketing tool: The case of Coca-cola Integrated marketing and communications 401 Roosevelt University Oluwatosin Timothy Adeniran

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