COCA COLA - COCA COLA Alyssa Davis I Introduction and...

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COCA COLA Alyssa Davis October 28, 2012 I . Introduction and Company Background
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Coca-Cola was founded in 1886 by Dr . John Stith Pemberton, a pharmacist, who mixed carbonated water with his new syrup and sold it at five cents per glass at the local pharmacy . Pemberton had a partner in his venture, who was also his bookkeeper, Frank M . Robinson . Robinson created the classic script logo of “Coca-Cola” we all know so well, thinking that “the two C’s would look well in advertising” (The Coca-Cola Company) . This logo was important to the marketing of the product because it was eye- catching and helped get the Coca-Cola name to spread . Coca-Cola was advertised in news papers for the first time in The Atlanta Journal with the slogan, try “the new and popular soda fountain drink” (The Coca-Cola Company) . Some of the marketing/advertising techniques that Pemberton and Robinson used were hand-painted oilcloth signs with their logo in storefronts, suggesting that people stop by to try their new beverage . Throughout the years, Pemberton gradually sold parts of the company to multiple other businessmen and sold his remaining interest to Asa Candler just prior to his death . Candler wanted to advertise Coca-Cola for mass appeal, not as just a drink . He did this by giving out coupons, creating signs and giving out Coca-Cola souvenirs to customers . This was a great marketing strategy because it gave customers something to take home with them, reminding them of the product often and keeping Coca-Cola in the front of their mind . Coupons were also great because it made the product cheaper for the clientele, thus bringing in a larger fan base due to lower pricing . Thomas and Whitehead also helped spread the popularity of this product when they bought the rights to bottle and sell the soda . They started the process of franchising with this brand, helping it to expand to different districts . II . Business Direction and Mission “At the Coca-Cola Company we strive to refresh the world, inspire moments of optimism and happiness, create value and make a difference” (The Coca-Cola Company) . This is the mission statement that this company works on every day . The Coca-Cola Company, which has been in business for 126 years, has 146,200 worldwide employees, 3,500+ beverages sold in 200+ countries, and prides itself on having gone 50 with consecutive years of increased dividends . With all of these statistics, I would have to say that they live up to their mission quite well . They aim at creating and selling a product that will bring their customers happiness and being a solid influence in the market . With 146,000+ employees that help them do business in 200+ countries, this is a very well met goal . Having a mission based on creating value and happiness for the world is a good idea .
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