Coca-Cola 101

The Coca-Cola logo

You must recognize this red and white logo from almost everywhere. If not, then you're one of the 6% of the world's population who doesn't. According to the Business Insider, Coca-Cola is the second most understood word behind "okay". 

It is the most widely known and biggest-selling soft drink in history. On top of that, Coca-Cola ranks 4^th on the world’s most valuable brands in 2016 with a brand value of $58.5 billion, right after Apple, Google, and Microsoft. (Forbes, 2016) Interesting, isn't it? These are reasons why I chose this product to study for Marketing Environment.

Coca-Cola Classic is manufactured by The Coca-Cola Company, who also owns the brand. 

Let me give you a brief history. Coca-Cola was created by Dr. John S. Pemberton in Atlanta, Georgia in 1886 by mixing the Coca-Cola syrup with carbonated water. This was then sold as a soda fountain beverage at Jacob’s Pharmacy for 5 cents. (The Coca-Cola Company, 2012) Before his death in 1888, Dr. Pemberton sold his remaining interest in Coca-Cola to Asa G. Candler, who later boosted sales by tenfold in 1892. Together with his brother John, Pemberton’s former partner Frank Robinson, and two other associates, Candler formed The Coca-Cola Company with $100,000 as initial capitalization. Thousands of coupons were distributed. The first syrup manufacturing plant was opened. Bottling began. These three things led to the business’ rapid growth across the United States. It was then purchased by a group of investors led by Ernest Woodruff and W.C. Bradley for $25 million in 1919, which later established the internationalization of the product. Bottling operations were built in other countries such as Cuba, Panama, Canada, Puerto Rico, the Philippines, and Guam, through the 1900s. The Coca-Cola Company moved with the times and changed from the late 1940s-1970s through innovative packaging, the introduction of new tastes (Fanta in 1960 and Sprite in 1961), and advertising (“Things Go Better with Coke” 1963). (The Coca-Cola Company, 2013) Now operating in more than 200 countries and producing nearly 450 brands, The Coca-Cola Company continues to be a global business that brings refreshments for a low price – a billion times a day. (The Coca-Cola Company, 2012)

The Coca-Cola Company also sells other lines of:

• soft drinks - Diet Coke, Coca-Cola Zero, Coca-Cola Life, Coca-Cola Light, Sprite and Fanta
• fruit juices - Minute Maid, Odwalla, Del Valle, and Simply Orange 
• bottled waters - Dasani, Ciel, and Glaceau Smartwater
• energy drinks - Powerade, Powerade Zero 

(The Coca-Cola Company, 2016)

So now you know a little bit about Coke, see you on the next one on marketing strategy and competitors. Ciao!

Bibliography

Forbes. (2016). The World's Most Valuable Brands List. Retrieved August 31, 2016, from www.forbes.com: http://www.forbes.com/powerful-brands/list/3/#tab:rank

The Coca-Cola Company. (2012, January 1). The Chronicle of Coca-Cola: A Global Business. Retrieved August 31, 2016, from www.coca-colacompany.com: http://www.coca-colacompany.com/stories/the-chronicle-of-coca-cola-a-global-business

The Coca-Cola Company. (2012, January 1). The Chronicle Of Coca-Cola: A Man Named Woodruff. Retrieved August 31, 2016, from www.coca-colacompany.com: http://www.coca-colacompany.com/stories/the-chronicle-of-coca-cola-a-man-named-woodruff

The Coca-Cola Company. (2012, January 1). The Chronicle Of Coca-Cola: A Symbol of Friendship. Retrieved August 31, 2016, from www.coca-colacompany.com: http://www.coca-colacompany.com/stories/the-chronicle-of-coca-cola-a-symbol-of-friendship

The Coca-Cola Company. (2012, January 1). The Chronicle Of Coca-Cola: The Candler Era. Retrieved August 31, 2016, from www.coca-colacompany.com: http://www.coca-colacompany.com/stories/the-chronicle-of-coca-cola-the-candler-era

The Coca-Cola Company. (2012, January 1). The Chronicles of Coca-Cola: Birth of a Refreshing Idea. Retrieved August 31, 2016, from www.coca-colacompany.com: http://www.coca-colacompany.com/stories/the-chronicle-of-coca-cola-birth-of-a-refreshing-idea

The Coca-Cola Company. (2013, April 13). The Chronicle of Coca-Cola: Moving with the Times. Retrieved August 31, 2016, from www.coca-colacompany.com: http://www.coca-colacompany.com/stories/the-chronicle-of-coca-cola-moving-with-the-times

The Coca-Cola Company. (2016). Coca-Cola Product Descriptions. Retrieved August 31, 2016, from www.coca-colacompany.com: http://www.coca-colacompany.com/brands/product-description