1.7.2 Coca Cola - The origin¶
Introduction¶
Coca-Cola, one of the world's most recognized beverages, was created by pharmacist John Stith Pemberton in 1886. This document explores the formulation of Coca-Cola, the key figures involved in its development, and the marketing strategies that contributed to its success.
1. Creation of Coca-Cola¶
Founding: - Inventor: John Stith Pemberton - Year: 1886 - Original Purpose: Pemberton created Coca-Cola as a remedy for headaches and hangovers, promoting it as a refreshing tonic.
Original Ingredients: - The product originally consisted of: - Coca leaf: Provided the drink with its unique flavor and some stimulating effects. - Caffeine: Contributed to its stimulating properties. - Cola nut: Added flavor and additional caffeine. - Carbonated water: When mixed with the syrup, it created the fizzy drink we know today.
Accidental Discovery: - The formulation of the syrup, combined with carbonated water, led to the drink's refreshing taste, paving the way for the current Coca-Cola product.
2. Early Business Development¶
Asa Candler's Role: - Year: 1888 - Asa G. Candler acquired the bottling rights for Coca-Cola just two years after its creation. By 1892, he took over the Coca-Cola Company, driving its commercialization.
Influential Figures:
- Ernest Woodruff: Headed the company during its formative years after the Woodruff family purchased Coca-Cola in 1919.
- Robert Woodruff: Became president in 1923 and significantly influenced the company's direction and strategies.
3. Marketing Strategies and Concepts¶
Understanding Marketing Concepts¶
Evolution of Marketing Theories: - Robert Woodruff recognized the importance of adapting to different marketing concepts: - Production Concept: Focused on product availability and affordability. - Product Concept: Emphasized product quality and innovation. - Selling Concept: Concentrated on aggressive sales techniques. - Marketing Concept: Shifted focus to understanding consumer needs.
Building Relationships¶
Repairing Relationships with Bottlers: - Woodruff understood that during the early 1920s, Coca-Cola faced little competition. Thus, strengthening relationships with bottlers was crucial for growth. - He eliminated the sales department and created a service department to enhance relationships with bottlers.
Service Department Functions: - The service department focused on: - Selling syrup and installation of fountain equipment. - Appointing retailers and training them. - Providing advice to bottlers to ensure consistent product quality.
Distribution Focus¶
Emphasis on Bottling and Distribution: - Coca-Cola's operation involved manufacturing syrup that was mixed with carbonated water. Maintaining the carbonation and freshness of the product was crucial. - Woodruff prioritized the importance of training bottlers and retailers to deliver the product as intended. This focus on service ensured that customers received a high-quality beverage every time.
How can I help you today?