Rosary College of Commerce & Arts

An Assignment In Brand Coca-Cola

907: Seminar on General Topics TYBBA

Submitted by: Veeranna Bhusannavar R-10-05 BBA Term 09

Introduction

The Coca-Cola Company was originally established as the J. S. Pemberton Medicine Company, which was co-partnership between Dr. John Stith Pemberton and Ed Holland. The Coca-Cola Company now is one of the worlds most powerful brand. The company at initial was formed to sell three main products, i.e. a) Pembertons French wine of Cola which was later known as Coca-Cola b) Pembertons Indian Queen Hair Dye c) Pembertons Globe Flower cough syrup. The Coca-Cola is the worlds largest beverage company, largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. It was ranked as No 1. Brand in the world and estimated it brand value at $ 70.45 in 2003. Coca-Cola currently offers more than 500 brands in over 200 countries and serves over 1.7 billion servings each day. The company also has a long history of acquisitions. It acquired Minute Maid in 1960, Thums Up in 1993, Barqs in 1995, Odwalla in 2001, Fuze Beverage in 2007 and in 1982 Coca-Cola made its only non-beverage acquisition when it purchased Columbia Pictures for $692 million and sold the movie studio to Sony for $ 1.5 billion in 1989.

Our Mission Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.

Our Vision Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.

Whats in the name Coca-Cola?

When Dr. John S. Pemberton created the formula for his new drink in 1886, his partner and bookkeeper Frank M. Robinson named the drink Coca-Cola after the first two ingredients i.e. kola nuts and cola leaves, thinking that the two Cs would look well in advertising. The Bookkeeper wanted to create a unique logo to go with it, and experimented writing the companys name.

Time Line of Coca-Cola

Atlanta Beginnings: 1886-1892
In 1886 John Pemberton, an Atlanta pharmacist, on 8th May he stirred up a fragrant, caramel-colored liquid and when it was done he carried it to Jacobs pharmacy, over here he combined the mixture with carbonated water and than sampled by customer who all agreed that this new drink was something special. Then it was sold for five cents (about 3 paisa) a glass. Pembertons bookkeeper, Frank Robinson, named the mixture Coca-Cola. In the First year, Pemberton sold just 9 glasses of Coca-Cola a day. Over the course of three years, between 1888-1891, Atlanta Businessman Asa Griggs Candler secured rights to the business for a total about $2,300. Candler was Coca-Colas first president, and the first one to bring real vision to the business and the brand.

1887-1890s Inserting the Trademark

The first logo of Coca-Cola Company.

Beyond Atlanta: 1893-1904

Asa Candler transformed Coca-Cola from an invention into a business. He knew there was a market out there for Coca-Cola, and Candler found brilliant and innovative ways to introduce them to this exciting new refreshment. He gave away coupons for complimentary first tastes of Coca-Cola, and outfitted distributing pharmacists with clocks, urns, calendars and apothecary scales bearing the Coca-Cola brand. People saw Coca-Cola everywhere, and the aggressive promotion worked. By 1895, Candler had built syrup plants in Chicago, Dallas and Los Angeles.

Inevitably, the drink's popularity led to a demand for it to be enjoyed in new ways. In 1894, a Mississippi businessman named Joseph Biedenharn became the first to put Coca-Cola in bottles. He sent 12 of them to Candler, who responded without enthusiasm. Despite being a brilliant and innovative businessman, he didn't realize then that the future of Coca-Cola would be with portable, bottled beverages customers could take anywhere. He still didn't realize it five years later, when, in 1899, two Chattanooga lawyers, Benjamin Thomas and Joseph Whitehead, secured exclusive rights from Candler to bottle and sell the beverage - for the sum of only one dollar.

1890-1891 Extra swirls For just one year, Coca-Cola logo changed its appearance quite dramatically with this extra swirly script. Afterwards, the logo returned to its previous font.

Safeguarding the brand: 1905-1918

The Coca-Cola Company was none too pleased about the proliferation of copycat beverages taking advantage of its success. Coca-Cola was a great product, and a great brand. Both needed to be protected. Advertising focused on the authenticity of Coca-Cola, urging consumers to 'Demand the genuine' and 'Accept no substitute'. The company also decided to create a distinctive bottle shape to assure people they were actually getting a real Coca-Cola. The Root Glass Company

of Terre Haute, Indiana, won a contest to design a bottle that could be recognised in the dark. In 1916, they began manufacturing the famous contour bottle. The contour bottle, which remains the signature shape of Coca-Cola today, was chosen for its attractive appearance, original design and the fact that, even in the dark, you could identify the genuine article. As the country roared into the new century, The Coca-Cola Company grew rapidly, moving into Canada, Panama, Cuba, Puerto Rico, France, and other countries and US territories. In 1900, there were two bottlers of Coca-Cola; by 1920, there were about 1,000.

The Woodruff legacy: 1919-1940

Perhaps no person had more impact on The Coca-Cola Company than Robert Woodruff. In 1923, four years after his father Ernest purchased the company from Asa Candler, Woodruff became the company's president. While Candler had introduced the US to Coca-Cola, Woodruff would spend more than 60 years as company leader introducing the beverage to the world beyond. Woodruff was a marketing genius, who saw opportunities for expansion everywhere. He led the expansion of Coca-Cola overseas and in 1928 introduced Coca-Cola to the Olympic Games for the first time when Coca-Cola travelled with the US team to the 1928 Amsterdam Olympics. Woodruff pushed development and distribution of the six-pack and many other innovations that made it easier for people to drink Coca-Cola at home or away. This new thinking made Coca-Cola not just a huge success, but a big part of people's lives.

The war and its legacy: 1941-1959

In 1941, America entered World War II. Thousands of men and women were sent overseas. The country, and Coca-Cola, rallied behind them. Woodruff ordered that 'every man in uniform gets a bottle of Coca-Cola for five cents, wherever he is, and whatever it costs the company'. In 1943, General Dwight D Eisenhower sent an urgent cablegram to Coca-Cola, requesting shipment of materials for 10 bottling plants. During the war, many people enjoyed their first taste of the beverage, and when peace finally came, the foundations were laid for Coca-Cola to do business overseas.

Woodruff's vision that Coca-Cola be placed within 'arm's reach of desire' was coming true - from the mid-1940s until 1960, the number of countries with bottling operations nearly doubled. Post-war America was alive with optimism and prosperity. Coca-Cola was part of a fun, carefree American lifestyle, and the imagery of its advertising - happy couples at the drive-in, carefree mums driving big yellow convertibles - reflected the spirit of the times.

1941-1960s Tail tweaked In this version, the words Trademark Registered moved out of the tail of the C

A world of customers: 19601981

After 70 years of success with one brand, Coca-Cola, the company decided to expand with new flavours. Fanta, originally developed in the 1940s, was introduced in the 1950s, while Sprite followed in 1961, with TAB in 1963 and Fresca in 1966. The company's presence worldwide was growing rapidly, and year after year, Coca-Cola found a home in more and more places: Cambodia, Montserrat, Paraguay, Macau, Turkey and more. Advertising for Coca-Cola, always an important and exciting part of its business, really came into its own in the 1970s, and reflected a brand connected with fun, friends and good times. The international appeal of Coca-Cola was embodied by a 1971 commercial, where a group of young people from all over the world gathered on a hilltop in Italy to sing I'd Like To Buy The World A Coke.

1961-1968 A fishy shape

1969 That famous white wave The Arden Square logo was unveiled to the world. In this red box, the familiar Coca-Cola script was underlined with the iconic white wave known as the Dynamic Ribbon Device, which is still used to this day.

Diet Coke and new Coke: 1982-1989

The 1980s - the era of legwarmers, headbands and the fitness craze, and a time of much change and innovation at The Coca-Cola Company. In 1981, Roberto C Goizueta became chairman of the board of directors and CEO of The Coca-Cola Company. Goizueta completely overhauled the company with a strategy he called 'intelligent risk taking'. Among his bold moves was organising the numerous US bottling operations into a new public company, Coca-Cola Enterprises Inc. He also led the introduction of Diet Coke, the very first extension of the Coca-Cola trademark. Within two years, it had become the top low calorie drink in the world, second in success only to Coca-Cola. One of Goizueta's other initiatives, in 1985, was the release of a new taste for Coca-Cola, the first change in formulation in 99 years. In taste tests, people loved the new formula, commonly called New Coke. In the real world, they had a deep emotional attachment to the original, and they begged and pleaded to get it back. Critics called it the biggest marketing blunder ever. Coca-Cola listened, and the original formula was returned to the market as Coca-Cola Classic, and the product began to increase its lead over the competition.

New markets and brands: 1990-1999

The 1990s were a time of continued growth for The Coca-Cola Company. The company's long association with sports was strengthened during this decade, with ongoing support of the Olympic Games, FIFA World Cup football, the Rugby World Cup and the National Basketball Association. The year 1993 saw the introduction of the popular Always Coca-Cola advertising campaign, and the world met the lovable Coca-Cola Polar Bear for the first time. New markets opened up as Coca-Cola products were sold in East Germany in 1990 and returned to India in 1993. New beverages joined Coca-Cola's line-up, including Powerade sports drinks and Oasis fruit drinks. Coca-Cola's family of brands further expanded through acquisitions, including Limca, Maaza and Thums Up in India, Barq's root beer in the US, Inca Kola in Peru, and Cadbury Schweppes beverage brands in more than 120 countries around the world. By 1997, Coca-Cola already sold one billion servings of its products every day, yet knew that opportunity for growth was still around every corner.

2000-Now
The last decade marked an increase in Coca-Cola's efforts to create a sustainable framework for the future. In 2009, the company launched Live Positively - a public commitment to making a positive difference in the world by redesigning the way we work and live so that sustainability is part of everything we do. Live Positively includes goals for providing and tailoring beverages for every lifestyle, supporting active, healthy living programmes, building sustainable communities, reducing and recycling our packaging, cutting our carbon emissions, establishing a sustainable water operation and creating a safe, inclusive work environment for all. The company has continued to build on existing relationships with global sports events such as the 2010 FIFA World Cup and prepare for the London 2012 Olympics Games, and the company continued to nurture our affiliation with the Special Olympics, which began in 1968. Coca-Cola has remained dedicated to offering quality drinks for every lifestyle and occasion, marketing those beverages responsibly and providing

information that consumers can trust. As of 2008, Coca-Cola can count more than 160 low and no calorie drinks in the company's range, such as Coke Zero and Powerade Zero. The company now also lists the nutritional information on the front of all drinks in Great Britain with plans to roll out worldwide. In 2011 Coca-Cola reached the age of 125 years.

2003 Keeping it real With the introduction of the Coca-Cola. Real campaign, the logos white wave was enhanced with a shock of yellow and some floating bubbles. 2007 A classic design A simple, yet bold, design with a single white ribbon. 2011 125 years of happiness 125th birthday logo sees bursting from famous contour celebration of past, present Coca-Cola's bubbles bottle a and future.

Conclusion
From the early beginnings when just nine drinks a day were served, Coca-Cola has grown to be the world's most ubiquitous brand, with more than 1.7 billion beverage servings sold each day. Now well into its second century, the company's goal is still to provide magic every time someone drinks one of its more than 500 brands - and to do so in a sustainable way that benefits consumers and the communities we operate in.

Bottle Evolution

Reference:

http://www.scribd.com/doc/50933685/The-find-out-the-present-statusof-Thumps-Up-Coca-Cola www.7xpub.com/coca-cola...coke.../1601-timeline-of-coca-cola.html http://www.coca-cola.co.uk/125/history-of-coca-cola-logo.html