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Table of Contents
∙ History
∙ Vision and Mission ∙
Evolution of Coca Cola
Bottles
∙ Ansoff Matrix for
Coca Cola
∙ Coca Cola Marketing
Strategies
∙ Needs of Society
∙ References
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HISTORY

Coca Cola, the product that has given its

best-known taste was born in Atlanta,

Georgia on May 8, 1886. Dr John Stith

Pemberton, a local pharmacist, created the

syrup for Coca Cola and carried a jug of the

new product down the street to Jacobs’

Pharmacy, where it was sampled and

Dr John Stith
placed on sale for five cents aglass Pemberton

as a soda fountain drink. The original Coca Cola drink used to be firstly marketed as a

temperance drink and intended as a patent medicinal drug which was advertised as

helpful in the relief of headache, to be placed notably on sale in drugstores as a

medicinal beverage. Pemberton persisted mixing experiments and reached his goal

during the month of May, the product as yet unnamed nor a carbonated drink, was

ready for the market and was made available for sale. Pemberton’s bookkeeper, Frank

M. Robinson is credited with naming the product and creating its logo. Robinson chose

the name Coca

Cola was because of its two main ingredients (cocaine which derived from coca leaf and

caffeine which is from kola nuts) and because it sounded like an alliteration. The current

formula of Coca Cola remains a trade secret, however, a variety of reported recipes and

experimental recreations have been published. Pemberton ran the first advertisement for

the beverage on May 29, 1888. It was believed to be the first coupon ever. This ticket for

a free glass of Coca Cola was first distributed to help promote the drink. By 1913, the

company had redeemed 8.5 million tickets.

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In
1889, American businessman, Asa Griggs Candler purchased the Coca Cola formula
and brand from Pemberton’s heirs with the intent to advertise and sell it as a beverage to
regular customers. In 1892, the Coca Cola Company was formally founded in Atlanta by
Candler. “By the late 1890s, Coca Cola was one of America’s most popular fountain
drinks, largely due to Candler’s aggressive marketing of the product. With Candler atthe
helm, the Coca Cola Company increased syrup sales by over 4,000 percent between

1890 and 1900.” (Today in History-May 8) In 1928, Coca Cola had become the first

commercial sponsor of the Olympic Games in Amsterdam.

Vision and Mission

Coca Cola aims to maximize their profits while maintaining a long-term sustainable

growth within the beverage industry. The company’s mission statement states that

thecompany aims to:

∙ refresh the world,

∙ inspire moments of optimism and happiness and

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∙ create value and make a difference in the place that we all live in. To achieve the

mission, the company developed a set of goals in order to continue achieving

sustainable, quality growth. The vision is “to craft the brands and choice of drinks that

people love to refresh them in body and spirit. And done in ways that create a more

sustainable business and better shared future that makes a difference in people’s lives,

communities and our planet. The purpose of the company is to “Refresh the world,

Make a difference”.

Evolution of Coca Cola bottles

In 1894, impressed by the growing demand for Coca Cola and the desire to make the

beverage portable, Joseph Biedenharn installed bottling machinery in the rear of his

Mississippi soda fountain, becoming the first to put Coca Cola in bottles. The first
bottling of Coca Cola occurred in Vicksburg, Mississippi, at the Biedenharn Candy

Company on

March 12, 1899. The first Coca Cola

bottles were described as

straight sided Hutchinson

bottles with a metal stopper.

They were a simple glass

bottles with a rounded top. By

1906, Coca Cola created a new

bottle with a new logo to

differentiate it from competitors and tried to stand out with a diamond-shaped label. “In

1915, the bottle changed again as competitors were trying to imitate Coke with bottles

that had slight variations compared to the trademarked name.” (Coke Bottle History: How

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Coca Cola Has Changed Over Time). The contour bottle prototype

was created by Alexander Samuelson and patented by the Root

Glass Company. Variations of the bottle were soon introduced and

the embossed bottle, were used up all the way until the introduction

of the plastic bottle in 1994. In 1960, the first coke can was

introduced to the public with the design featured the outline of a

coke bottle so customers would not get confused. Now, Coca Cola

Company have bottling plants all over the world.

Ansoff Matrix for Coca Cola

Coca Cola Company continues to develop their products and introduce new products.

Therefore, they create a business portfolio or an established market leader seeking to

further increase profitability.

Ansoff matrix for Coca Cola

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Market Penetration:

This strategy involves a strive to increase market share within existing industries, either

by means of selling greater product to set up consumers or with the aid of finding new

consumers within these markets (typically by adapting the ‘Promotion’ component of the

Marketing Mix). Due to the magnificent power of Coca Cola’s brand, the company has

been capable to utilize market penetration on an annual foundation via growing an

affiliation between Coca Cola and Christmas, such as through the notorious Coca Cola

Christmas advert, which has helped to improve sales in the course of the festive period.

Product Development:
This involves developing new products for existing markets via questioning about how

new products can meet customers’ needs more closely and outperform competitors.

Coca Cola Company had launch the Cherry Coke in 1985. It is established as Coca

Cola’s first extension beyond its authentic recipe and a strategy prompted by

small-scale competitors who had recognized a worthwhile opportunity to augment

cherry-flavoured syrup to Coca Cola and resell it. The company has since gone on to

successfully launch different flavoured variants consisting of lime, lemon and vanilla.

Market Development:

The market development strategy entails finding a new group of buyers for an existing

product. The Coca Cola company launched Coke Zero in 2005. Its idea being identical

to Diet Coke; the great taste of Coca Cola but with zero sugar and calories. Diet Coke

was launched more than 30 years ago and whilst more females drink it every day than

any

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other soft drink brand, it acquired here that young men shied away from it due to its

consequential grasp of being a woman’s drink. With its vibrant black can and polar

opposite advertising and marketing campaigns, Coke Zero has efficaciously generated

an extra ‘masculine’ appeal.

Related Diversification:

This involves the production of a new category of goods that enhances the present

portfolio, in order to penetrate a new but related market. In 2007, Coca Cola spent $4.1

billion to acquire Glaceau, along with its fitness drink brand Vitamin Water. With a year

on- year decline in sales of carbonated soft drinks like Coca Cola, the brand anticipates

the drinks market may additionally be heading less-sugary future and so has jumped on

board the growing health drink sector.

Unrelated Diversification:

Finally, unrelated diversification entails entry into a new industry that lacks essential

similarities with the company’s current markets. Coca Cola typically avoids volatile

adventures into unknown territories and can alternatively make use of its brand strength

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to continue growing within the drinks industry. That said, Coca Cola offers official

merchandise from pens and glasses to fridges, therefore exploiting its strong brand

advocacy through this strategy.

Coca Cola Marketing Strategies

As one of the most successful brand, Coca Cola has achieved notable successes in
marketing. Having a marketing strategy uniquely designed for the company has given it

a huge boost at increasing global brand recognition. Coca Cola’s unique bottle concept

originated out of the company’s defensive marketing strategy in 1915. And thus, Coca

Cola has never deviated from its timeless and basic ideals. Even though it has grown

into a massive global industry with many products, the company has stayed on track. In

2011, Coca Cola Company had also organized a recycling campaign. The company

helped to recycle almost 150 million pounds of bottles and cans instead of going into the

landfills. Furthermore, The Share a Coke campaign, in 2018, has now successfully been

expanded to over fifty countries. With each country, the message is customized to the

local culture and language. The Coca Cola Company is well-known as the world’s

largest beverage company. The company’s operational reach encompasses more than

200 countries worldwide. Coca Cola’s global marketing technique have contributed in

keeping the company’s place as an industry leader, even after 125 years.

Needs of Society

Having a product people enjoy is far from the only thing needed to become one of the

world’s most valuable company. Coca Cola had used key designs and marketing

strategies, which made it as recognizable over the countries. In 1886, John Pemberton

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wanted to develop a version of the coca wines that were in vogue at the time as Atlanta

passed prohibition laws that forced beverage manufacturers to produce non-alcoholic

versions of their drinks. Pemberton had a recipe that was unique and tailored to

customers’ tastes. The original recipe is still locked in a vault in Atlanta. Therefore,

cocaine was removed from Coca Cola in 1903. Other minor adjustments have been

made in the past century or so but beyond “New Coke” disaster of 1985, the recipe has
 largely remained unchanged. This decision helped the company scale, since it did not

spend time trying to tailor the taste to regional markets throughout the world. Coca Cola

even kept its consumer price fixed for 73 years. From 1886 to 1959, a bottle of Coke

was just five cents. Now the Coca Cola Company are meeting their customers’ needs

by being more open, more honest and more transparent about the challenges being

faced by the retailers so that shoppers can be better saved. Coca Cola has been

recognized as a strong partner that consistently exceeds expectations and

commissioning an annual survey of more than 1600 customers around the world. An

analytic survey has been distributed in order to study on customer satisfaction towards

Coca Cola. The survey states that 96.9% of customers agrees on the deliveries are full,

on time and invoiced accurately. 95.1% of customers say that Coca Cola met or

exceeded their expectations and 89% of employee engagement score in commercial

team. It also states that more than 1.9 billion beverage servings sold each day.

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References

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Time. Retrieved August 28, 2020, from https://soyummy.com/coke-bottle-history/ 2.

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https://www.coca-colacompany.com/company/history

3. Econsultancy. (2018, November 23). 10 inspiring digital marketing campaigns from

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marketing-campaigns-coca-cola/

4. Evolution of the Iconic Coca-Cola Bottle Branding: R. ONE Creative. (n.d.).

Retrieved August 26, 2020, from http://r1creative.net/feed/evolution-coca-cola
bottle
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9. The Editors of Encyclopedia Britannica. (2020, May 06). The Coca-Cola

Company. Retrieved August 28, 2020, from

https://www.britannica.com/topic/The-Coca Cola-Company

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https://www.loc.gov/item/today-in-history/may-08/

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