Coca-Cola and its Evolution

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