The Coca Cola Company, founded on May 8, 1886, headquartered in Atlanta, Georgia, USA, is the world's largest beverage company, with 48% market share and two of the world's top three beverages (Coca Cola ranks first, Pepsi ranks second, and low calorie Coca Cola ranks third). Coca Cola has 160 beverage brands in 200 countries, including soda Sports drinks, milk drinks, fruit juice, tea and coffee are also the world's largest fruit juice beverage distributors (including Minute Maid brand). Coca Cola, which ranks first in the United States, has gained more than 40% of the market share, while Sprite is the fastest growing beverage. Other brands include Barq's root beer.
origin
On May 8, 1886, Dr. John Pemberton, from Atlanta, Georgia, USA, stirred carbonated water and soda water to make a dark syrup, which has the effects of refreshing, calming and relieving headache. The drink is Coca Cola. At first, Coca Cola was sold in pharmacies. The first Coca Cola was sold for 5 cents, with an average of 9 bottles sold every day.
Frank Robinson, the accountant of Coca Cola Company, inspired the naming from the two ingredients of syrup. These two ingredients are coca leaves and kola fruits. In order to be neat and uniform, Robinson changed the K of Kola to C, then added a horizontal drawing between the two words, and wrote this famous brand logo with a Spencer pen.
In 1887, John Pemberton registered the trademark "Coca Cola Syrup and Concentrate" in the United States Patent Office, obtained its intellectual property rights, and used coupons to promote Coca Cola for the first time.
But it is the bottling system that can really make Coca Cola show its strength. Coca Cola Company sells the syrup to the bottling system, which then mixes the syrup with water and bottles it for sale. The bottling system is produced according to the requirements of Coca Cola Company, which allows them to use Coca Cola's trademark for advertising. With this special bottling system, Coca Cola factories have flourished since then.
Founding Course
In 1888, Asa Griggs Candler saw the market prospect of Coca Cola, bought its shares and mastered all its production and sales rights. Candler began to sell the original liquid for making drinks to other pharmacies. At the same time, it also began to advertise on the billboards in railway stations and town squares. In 1901, the advertising budget had reached 100000 dollars. Candler sold the first assembly franchise of this beverage in 1899 at a price of $1, because he believed that this beverage would be mainly sold in beverage dispensers in the future. In 1892, the Coca Cola Company was founded, and Candler was called "the father of Coca Cola".
In 1919, Ernst Woodruff bought Coca Cola from the successor of Asa candler for 2.5 million dollars. In 1923, his son Robert W. Woodruff, one of the most important figures in the history of Coca Cola, became the CEO of Coca Cola. Woodruff began to work with the company's bottling franchisee, and consumers could be satisfied whenever they wanted Coca Cola, He urged bottlers to make drinks "readily available when needed" and stressed that if Coke could not be immediately available when consumers were thirsty, the market would be lost forever.
In 1929, Coca Cola and its bottler sold bottled Coca Cola to stores and gas stations at extremely low prices by providing freezers with openings at the top. In 1937, the company launched the first coin operated vending machine. Woodruff launched an advertisement for Coca Cola with the theme of lifestyle, which highlighted the importance of the product in consumers' lives rather than the attributes of the product itself, The most famous advertising slogan of this product in the 1920s and 1930s was "The Pause That Refreshes". The company continued to own the original bottling line near Atlanta and began to buy back some poorly managed bottling franchise rights. Woodruff also began to develop the international business of Coca Cola. If he mainly exported, his most famous move might be a decision to respond to Dwight David Eisenhower at The beginning of World War II The general's call is to ensure that every soldier can get a bottle of Coca Cola at a price of 5 cents anywhere, regardless of the cost. With the introduction of American troops to the world, this move has enabled Coca Cola to gain an absolute market share in Europe and Asian countries, and this dominant position has been maintained until 1991.
In the years immediately after World War II, Coca Cola left its closest competitor Pepsi cola far behind, occupying nearly 70% of the cola market. Hundreds of small regional soft drink companies continued to produce various flavorings, dividing up the remaining 30% of the market.
In 1954, Coca Cola's sales and profits declined for the first time since the Second World War. In 1955, the company replaced the bottle that had been used since 1916 and expanded its capacity to 12 ounces. In the late 1950s, Coca Cola introduced larger capacity Coke bottles that could be sold in food stores. In 1961, Coca Cola began to sell its canned drinks just like bottled cola.
In 1976, Paul Austin, CEO of Coca Cola, pointed out in an article that the soft drink consumption in the United States was mature (saturated), and the largest sales growth of Coca Cola would come from the international market. By 1982, the sales volume in the international market accounted for 62% of the total soft drink output of Coca Cola.
In 1981, when Robert Goizueta, a chemical engineer from Cuba, was elected CEO of Coca Cola, industry observers were surprised. Goizueta's first action after taking office was to issue a 1200 word strategic statement, proposing that Coca Cola should make significant changes and focus on the growth of the American soft drink market.
Goizueta stated that the company would regard Coca Cola's trademark name as a competitive asset and would no longer regard it as sacred and inviolable; The price discount strategy will be used only when it is necessary to maintain Coca Cola's dominant position. In 1981, the price discount in the industry reached a new level. At the end of the year, nearly 50% of Coca Cola and Pepsi Cola were sold at discount in food stores. The Nielsen audit that year showed that the cost of the 192 ounce Coca Cola was slightly lower than that of Pepsi.
Goizueta also announced that it would raise the price of Coca Cola syrup juice to fund the growing advertising and promotion costs. In order to cancel the fixed price of syrup, Coca Cola Company modified the 60 year old concession agreement and agreed to sell concentrated products (saccharin free) to some of its largest bottlers in exchange for the modification of the agreement.
In 1982, Coca Cola changed the advertising theme. Goizueta said: "With our new slogan 'Coke is it', we are proud to show that we are the first; our previous slogan 'Have a Coke and Smile' is very good, but we are in fierce competition, which is like a folk song. The competitive momentum has been transferred from Purchase, New York (the headquarters of Pepsi Cola) to Atlanta."
Goizueta's strategic plan also extends Coca Cola's corporate strategy. The company's private coffee and tea industries were sold, as were plastic manufacturing companies and wine companies. In 1982, aware of the growth potential of the film and television industry and its synergy with marketing, Coca Cola acquired Columbia Film Company in 1982. Goizueta said that Coca Cola would become "a strong enterprise in both the beverage industry and the entertainment industry".
Brand culture
1、 It is the basic strategy to establish and realize the long-term corporate image goal and make it the most valuable brand in the world. Both Coca Cola and Pepsi Cola are the first enterprises in the world to focus on trademarks and brands.
2、 It is a clever and big marketing strategy. Effective and consistent advertising and promotion, focusing on packaging and visual image, the company's huge advertising investment and successful image building in the hearts of world consumers are the basis for continuous progress.
3、 The brand is living and personalized, and a good brand can establish a deep emotion with consumers. The brand must consider consumers' daily experience, feelings, ideas, attitudes and psychological needs of using and accepting the brand.
4、 To establish a brand is actually to create a distinctive personality. The owner of the Coca Cola brand has always believed that "the reason for our success is the friendly atmosphere we create. Consumers actually want to integrate with Coca Cola."