The History Of Coca-cola Essay

This essay has a total of 2189 words and 7 pages.

The History Of Coca-cola

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(Things go better with Coke 14). Coca-Cola debuted in Atlanta's largest
pharmacy, Jacob's Pharmacy, as a five cent non-carbonated beverage. Later on, the
carbonated water was added to the syrup to make the beverage that we know today as
Coca-Cola.Coca-Cola was originally used as a nerve and brain tonic and a medical elixir.
Coca-Cola was named by Frank Robinson, one of Pemberton's close friends, he also penned
the famous Coca-Cola logo in unique script. Dr. John Pemberton sold a portion of the
Coca-Cola company to Asa Candler, after Pemberton's death the remainder was sold to
Candler. Pemberton was forced to sell because he was in a state of poor health and was in
debt. He had paid $76.96 for advertising, but he only made $50.00 in profits. Candler
acquired the whole company for $2,300(Coca-Cola multiple pages).Candler achieved a lot
during his time as owner of the company. On January 31, 1893, the famous Coca-Cola formula
was patented. He also opened the first syrup manufacturing plant in 1884. His 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. Candler aggressively advertised
Coca-Cola in newspapers and on billboards. In the newspapers, he would give away coupons
for a free Coke at any fountain. 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 singIn perfect harmony.I'd like to buy the world a
CokeAnd keep it company.The change to the world's best selling soft drink was heard by 81
percent of the United States population within twenty-four hours of the announcement.
Within a week of the change, one thousand calls a day were flooding the company's eight
hundred number (1-800-GET-COKE). Most of the callers were shocked and/or outraged, many
said that they were considering switching to Pepsi. Within six weeks, the eight hundred
number was being jammed by six thousand calls a day. The company also fielded over forty
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