CocaCola Company Essay Research Paper TheCocaCola company

Coca-Cola Company Essay, Research Paper

The

Coca-Cola company started out as an insignificant one man business and over the

last one hundred and ten years it has grown into one of the largest companies in

the world. The first operator of the company was Dr. John Pemberton and the

current operator is Roberto Goizueta. Without societies help, Coca-Cola could

not have become over a 50 billion dollar business. Coca-Cola was invented by Dr.

John Pemberton, an Atlanta pharmacist. He concocted the formula in a three

legged brass kettle in his backyard on May 8, 1886. He mixed a combination of

lime, cinnamon, coca leaves, and the seeds of a Brazilian shrub to make the

fabulous beverage. Coca-Cola debuted in Atlanta’s largest pharmacy, Jacob’s

Pharmacy, as a five cent non-carbonated beverage, which was originally used as a

nerve and brain tonic and a medical elixir. Later on, the carbonated water was

added to the syrup to make the beverage that we know today as Coca-Cola. At the

time of his death, John Pemberton sold the Coca-Cola company to Asa Candler,

Pemberton was forced to sell because he was very ill and was in debt. Candler

achieved a lot during his time as owner of the company. On January 31, 1893, the

famous Coca-Cola formula was copyrighted. The first syrup manufacturing plant

was opened in 1884. However, Candler’s great achievement was large scale

bottling of Coca-Cola in 1899. In 1915, The Root Glass Company made the contour

bottle for the Coca-Cola company. Coca-Cola was sold after the Prohibition Era

to Ernest Woodruff for 25 million dollars. He gave Coca-Cola to his son, Robert

Woodruff, who would be president for six decades (Facts, Figures, and Features

Multiple pages). Robert Woodruff was an influential man in Atlanta because of

his contributions to area colleges, universities, businesses and organizations.

When he made a contribution, he would never leave his name, this is how he

became to be known as "Mr. Anonymous." Woodruff introduced the six

bottle carton in 1923. He also made Coca-Cola available through vending machine

in 1929, that same year, the Coca-Cola bell glass was made available. He started

advertising on the radio in the 1930s and on the television in 1950. Currently

Coca-Cola is advertised on over five hundred TV channels around the world. In

1931, he introduced the Coke Santa as a Christmas promotion and it caught on.

Candler also introduced the twelve ounce Coke can in 1960. The Coca-Cola contour

bottle was patented in 1977. The two liter bottle was introduced in 1978, the

same year the company also introduced plastic bottles(Coca-Cola multiple pages).

Woodruff did have one dubious distinction, he raised the syrup prices for

distributors. But he improved efficiency at every step of the manufacturing

process. Woodruff also increased productivity by improving the sales department,

emphasizing quality control, and beginning large-scale advertising and

promotional campaigns. Woodruff made Coke available in every state of the Union

through the soda fountain. For all of these achievements he earned the name,

"The Boss"(Facts, Figures, and Features Multiple pages). In 1985, the

Coca-Cola Company made what has been known as one of the biggest marketing

blunder. The Coca-Cola company stumbled onto the new formula in efforts to

produce diet Coke. They put forth 4 million dollars of research to come up with

the new formula. The decision to change their formula and pull the old Coke off

the market came about because taste tests showed a distinct preference for the

new formula. The new formula was a sweeter variation with less tang, it was also

slightly smoother(Demott 54). Robert Woodruff’s death was a large contributor to

the change because he stated that he would never change Coca-Cola’s formula.

Another factor that influenced the change was that Coke’s market share fell 2.5

percent in four years. Each percentage point lost or gain meant 200 million

dollars. A financial analyst said, "Coke’s market share fell from 24.3

percent in 1980 to 21.8 percent in 1984"(Things go better with Coke 14).

This was the first flavor change since the existence of the Coca-Cola company.

The change was announced April 23, 1985 at the Vivian Beaumont Theater at the

Lincoln Center. Some two hundred TV and newspaper reporters attended this very

glitzy announcement. It included a question and answer session, a history of

Coca-Cola, and many other elements(Oliver 131). The debut was accompanied by an

advertising campaign that revived the Coca-Cola theme song of the early 1970s,

"I’d Like to Buy the World a Coke"(Say it ain’t so, Coke 24). The

Jingle read like this: I’d like to teach the world to sing In perfect harmony.

I’d like to buy the world a Coke And keep it company. The change to the world’s

best selling soft drink was heard by 81 percent

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