[pic]The Emergence History Of Coca-ColaThe Coca-Cola company started out as an insignificant one man business and overthe last one hundred and ten years it has grown into one of the largest companiesin the world. The first operator of the company was Dr. John Pemberton and thecurrent operator is Roberto Goizueta. Coca-Cola was invented by Dr. JohnPemberton, an Atlanta pharmacist. He concocted the formula in a three legged brasskettle 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.Coca-Cola debuted in Atlanta's largest pharmacy, Jacob's Pharmacy, as a five centnon- carbonated beverage. Later on, the carbonated water was added to the syrup tomake the beverage that we know today as Coca-Cola. Coca-Cola was originally usedas a nerve and brain tonic and a medical elixir.Coca-Cola was named by Frank Robinson, one of Pemberton's close friends, he alsopenned the famous Coca-Cola logo in unique script. Dr. John Pemberton sold aportion of the Coca-Cola company to Asa Candler, after Pemberton's death theremainder was sold to Candler. Pemberton was forced to sell because he was in astate of poor health and was in debt. He had paid $76.96 for advertising, but heonly made $50.00 in profits. Candler acquired the whole company for $2,300.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 syrupmanufacturing plant in 1884. His great achievement was large scale bottling ofCoca-Cola in 1899. In 1915, The Root Glass Company made the contour bottle for theCoca-Cola company. Candler aggressively advertised Coca-Cola in newspapers and onbillboards. In the newspapers, he would give away coupons for a free Coke at anyfountain. Coca-Cola was sold after the Prohibition Era to Ernest Woodruff for 25million dollars. He gave Coca-Cola to his son, Robert Woodruff, who would bepresident for six decades. Robert Woodruff was an influential man in Atlantabecause of his contributions to area colleges, universities, businesses andorganizations.Woodruff introduced the six bottle carton in 1923. He also made Coca-Colaavailable through vending machine in 1929, that same year, the Coca- Cola bellglass was made available. He started advertising on the radio in the 1930s and onthe television in 1950.Currently Coca-Cola is advertised on over five hundred TV channels around theworld. In 1931, he introduced the Coke Santa as a Christmas promotion and itcaught on.Candler also introduced the twelve ounce Coke can in 1960. The Coca-Cola contourbottle was patented in 1977. The two liter bottle was introduced in 1978, the sameyear the company also introduced plastic bottles. Woodruff did have one dubiousdistinction, he raised the syrup prices for distributors. But he improvedefficiency at every step of the manufacturing process. Woodruff also increasedproductivity by improving the sales department, emphasizing quality control, andbeginning large-scale advertising and promotional campaigns. Woodruff made Cokeavailable in every state of the Union through the soda fountain. For all of theseachievements he earned the name, "The Boss".However, the pathway of Coca-Cola was not as smooth as it appears to be whilegoing through its prestigious success story. It has also faced some of thesetroubles that most big business names in the world face from time to time.Particularly, the incident of 1985 has top them all. On that year, looking at theincreased customer demand and potential growth in competition, all on a suddenCoke decided to introduce a new line of drink with a whole new taste – the diet
coke, without knowing that this was going to be the name of their futurenightmare. Soon after the launching of the new drink, consumers from all over thecountry started expressing their extreme disliking to the brand and some had eventhreatened to switch over to the Coke’s most closest competitor – Pepsi. However,looking at the declined nature of Coke’s market value and increased consumerdemand, the management were compelled to admit their futile attempt and withinonly the three months, on July 1985, the old Coke were reintroduced to the marketand management viewed the result instantly, a huge up warded trend into the sharemarket again. Therefore, because of a strong brand equity and the management’sdiscreetness to pay respect to consumers demand, Coke was able to come out of thiscrisis very well.THE COCA-COLA RECIPE1 oz. citrate caffeine1 oz. vanilla2½ oz. flavoring *4 oz. fluid extract of coca3 oz. citric acid1 qt. lime juice30 lbs. sugar2½ gal. watercaramel* orange, lemon, nutmeg, cinnamon, coriander, neroli oils, alcoholThe known ingredients in present day Coca-Cola are water. caffeine, phosphoricacid, vanilla, various oils and essences and extracts of the coca leaf and thekola nut.The one in four hundred part of cocaine was removed from Coca-Cola in 1903. Fiveyears after the infamous Coke fiasco, the Coca-Cola company tried to bring backthe reformulated Coke. The effort to phase in Coke II into the soda market wasquite unsuccessful. During the Woodruff era, Mr. Woodruff made a promise to thearmed forces of the United States to supply Coca-Cola to every serviceperson. Hesaid that costs and location did not matter, he supplied 5 billion bottles to theservice.In the mid-1970's, more than half Coca-Cola sold was outside of the U.S. Coca-Colaproducts outsell closest competitor by more than two to one. One in every twocolas and one in every three soft drinks is a Coca-Cola product. The best knowntrademark in the world is sold in about one hundred and forty countries to 5.8billion people in eighty different languages. This is why Coca-Cola is the largestsoft drink company in the world. Coca-Cola is worth more than 58 billion dollarson the stock market. For more than 65 years, Coca-Cola has been a sponsor of theOlympics. The 1996 Summer Olympics will be held in Atlanta, Georgia, the home ofCoca-Cola. One great earmark that the Coca-Cola company has is helping the peopleof Atlanta.They accomplish this through scholarships, hotlines, donations and contributions,etc. Another large accomplishment that the Coca-Cola has, is being the firstcompany to make and use recycled plastic bottles. One way to see all of theachievements of the Coca- Cola company is to visit the World of Coke in Atlanta.It houses a collection of memorabilia, samples of the products, exhibits, and manyother exciting items. All of what has been said is the basis of what Coca-Cola wasbuilt on. Without societies help, Coca-Cola could not have become over a 50billion dollar business. Keep on consuming the world's favorite soft drink, Coca-Cola.The Coke Mission Statement : The basic proposition of the Coca-Cola business issimple, solid and timeless. The Coca-Cola Company exists to benefit and refresh
everyone it touches. When it brings refreshment, value, joy and fun to itsstakeholders, then the company successfully nurture and protect its brands,particularly Coca-Cola. That is the key to fulfilling its ultimate obligation toprovide consistently attractive returns to the owners of its business. Coca-Colais the world's most inclusive brand, and Coca-Cola must also be the world's mostinclusive company.The First Bottle Of Coca-ColaDATES: 1894 - early 1900's The first type of bottle "Coke" came in was theHutchinson stopper-type glass bottle that utilized an iron stopper and rubberwasher. Joseph Biedenharn, the first bottler, originally used this type of bottle."Coca-Cola" was usually written in script or block print in the glass front.The Second Bottle OfCoca-ColaDATES: 1905 - 1916 The second type of "Coke" bottle was the crown-top, straight-sided, and utilized a cap instead of a stopper. Millions of these bottles wereused until imitations became a problem. These bottles came in amber, clear andlight green colors, and were also the first to have labels on them.TheLatest Bottle of Coca-ColaDATES: 1915 - today The latest type of bottle used is known today as the"hobbleskirt" or contour bottle. The bottle was invented specifically for "Coca-Cola" by the Chapman Root Glass Company of Terre Haute, Indiana. They modeled thebottle after a cocoa bean. The bottle was first patented on November 16, 1915, andrenewed on December 25, 1923. The actual shape of the bottle was patented in 1960.Leadership – A Brief Introduction Of The CEO Of The Coca-Cola CompanyDouglas N. Daft was elected chairman, Board of Directors, and chief executiveofficer of The Coca-Cola Company on February 17, 2000. Mr. Daft is the 11thchairman of the Board in the history of the Company.Mr. Daft, 60, joined the Company in 1969 as planning officer in the Sydney,Australia office. He held positions of increasing responsibilities throughout Asiaand in 1982 was named vice president of Coca-Cola Far East Ltd.In December 1988, Mr. Daft was named president of the North Pacific Division andpresident of Coca-Cola (Japan) Co., Ltd. He moved to the Company's Atlantaheadquarters in 1991 to assume the responsibility of president of the PacificGroup and in 1999 his responsibilities were expanded to include the Company'sAfrica Group, and Schweppes Beverage Division, as well as the Middle and Far EastGroup.Mr. Daft was elected president and chief operating officer of The Coca-ColaCompany in December 1999.He serves on the boards of SunTrust Banks, the Boys & Girls Clubs of America,Catalyst, the CERGE-EI Foundation (Center for Economic Research and GraduateEducation - Economics Institute) in the Czech Republic, the Lauder Institute forManagement and International Studies at the University of Pennsylvania, the Princeof Wales International Business Leaders Forum, the Grocery Manufacturers ofAmerica, the British-American Chamber of Commerce, the G100, the Woodruff ArtsCenter, the Commerce Club, and the McGraw-Hill Companies. Mr. Daft is a trustee ofEmory University, the American Assembly, and the Center for Strategic &International Studies. He is also a member of The Trilateral Commission, The
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