The Coca-Cola company

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The Coca-Cola company

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History
1886 - pharmacist John Stith Pemberton from
Columbus invented the original Coca -Cola drink,
which was advertised as helpful in the relief of
headache, to be placed primarily on sale in drugstores
as a medicinal beverage
1889 - American businessman Asa Griggs Candler
completed his purchase of the Coca-Cola formula
and brand from Pemberton's heirs.
1919 - the company was sold to Ernest Woodruff’s
Trust Company of Georgia.

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Logo
Pemberton's bookkeeper, Frank M. Robinson, is credited with naming the
product and creating its logo. Robinson chose the name Coca-Cola because of
its two main ingredients (coca leaves and kola nuts) and because it sounded
like an alliteration.

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Advertising
Coca-Cola advertising has "been among the most prolific in marketing history," with a
notable and major impact on popular culture and society as a whole.
The product is ranked the number one soft drink, repeatedly, internationally, and has
notoriety as the first soft drink consumed by astronauts in space. Coca-Cola employs a
diverse range of integrated marketing communications to advertise through direct
marketing, web-based media, social media, and sales promotions.
Sales and promotions
In the retail setting, direct store beverage
delivery trucks (mobile advertising) as well as
point of sale coolers and vending machines
have bright red logo blazoned branding. In
terms of foodservice, Coca-Cola is a food
pairing suggestion that is now ingrained as a
food match, e.g., for popcorn, burgers, fries,
and hot dog combos

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Targeting
Segmentation enables Brands to define the appropriate products for different kind of
customers. Coca Cola doesn’t target a specific segment but adapt its marketing strategy by
developing new products.

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What makes Coca-Cola unique?
- “Coca-Cola” drinks combines affordable price and high quality
- Large selection of flavors
- The “Coca-Cola company” produces special drinks without sugar

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Social status
- “Coca-Cola” is considered the most popular drink in the world; 94 % of
people around the world have ever heard about this brand
- The drink is officially sold in all countries of the world, except Cuba and
North Korea
- The company’s income is about $1.737B