1885, in <: Dr.John.Stith.Pemberton> ()
john pemberton), who invented a dark syrup called Pemberton's French Wine Coke in pemberton. In 1885, the government issued a prohibition order, so pemberton invented Pemberton's French Wine Coke without alcohol. On May 8, 1886, he wanted to invent a drink, which made many people who needed nutrition supplements like to drink. That day, he was stirring the prepared beverage, and found that it had refreshing, calming and headache relieving effects. He added syrup and water to the liquid, and then added ice cubes. He tasted it and it was delicious, but when pouring the second cup, the assistant accidentally added soda water (carbon dioxide+water), which was even better this time. Frank M.Robinson, a partner, inspired the syrup from two components. These two ingredients are the leaves of Coca and the fruit of Kola. Robinson changed the K of Kola to C in order to be uniform, and then added a horizontal line between the two words, so Coca-Cola was born. The first Coca-Cola sold for five cents.
Development background
In p>1888, Asa Candler saw the market prospect of Coca-Cola, bought its shares and mastered all its production and sales rights. Candler began to sell the stock solution for making drinks to other pharmacies, and also began to advertise on billboards in railway stations and town squares. In 191, the advertising budget reached $1,.
It's two American lawyers who really make Coca-Cola show its strength. They went to the office of Asa Candler, the boss of the Coca-Cola Company at that time, and put forward an innovative way of business cooperation, that is, the Coca-Cola Company sold them syrup, and the companies and sales points they invested in their own production mixed the syrup with water, bottled it, sold it, and produced it according to the requirements of the Coca-Cola Company with quality assurance. In 1899, Candler sold the first assembly franchise of this beverage for one dollar.
The Coca-Cola Company allowed them to use Coca-Cola's trademark to advertise. This special bottling system has since blossomed everywhere.
Father of Coca-Cola
Candler founded the Coca-Cola Company in 1886, and he was called the "Father of Coca-Cola".
In p>1919, Elntst Woodruff bought the Coca-Cola Company from Asa Candler's heirs for $2.5 million. In 1923, his son Robert W．Woodruff, one of the most important figures in Coca-Cola's history, became the CEO of Coca-Cola, and Woodruff began to work with the company's bottling franchisees. No matter when and where consumers want Coca-Cola, they can be satisfied. He urges bottlers to make drinks "readily available when needed" and emphasizes that if Coke is not available immediately when consumers are thirsty, the market will be lost forever.
In the 192s, Coca-Cola entered the China market, which was first translated as "biting wax" and then replaced by "Coca-Cola" translated by Professor Jiang Yi.
In p>1929, Coca-Cola and its bottlers sold bottled Coca-Cola to shops and gas stations at extremely low prices. In 1937, the company introduced the first coin-operated vending machine, and Woodruff launched an advertisement with the theme of lifestyle for Coca-Cola, which highlighted the importance of the product in consumers' lives rather than the attributes of the product itself. The most famous advertising slogan of this product in the 192s and 193s was "The Pause That Refreshes". The company continued to own the original bottling line near Atlanta and began to buy back some poorly managed bottling franchises.
Development in China
First entering the China market
In p>1927, a kind of drink-"biting wax" was quietly added to the streets of Shanghai.
the name is not the weirdest thing about this drink. Its brown liquid, sweet and bitter taste, and the bubbles filled after opening the bottle cap make many people feel curious and interesting. With its strange taste and strange name, the sales of this drink are naturally poor. So, in the second year, the beverage company published a newspaper in public, offering a reward of 35 pounds for translation. In the end, Jiang Yi, a Shanghai professor in Britain, beat all her opponents and took the prize money. And this beverage company has also won the brand name-Coca-Cola, which is recognized by the advertising industry as the best translation so far. It not only keeps the transliteration of English names, but also has more meanings than English names. Under the action of these two points, it forms the most critical popular factor: that is, the name "Coca-Cola" is easy to recite both in writing and orally. This is the first step for Coca-Cola to enter the China market.
in p>1948, Shanghai became the first overseas city where Coca-Cola sold more than one million TEUs. [5]
However, 22 years later, with the withdrawal of the American Embassy, Coca-Cola also withdrew from the Chinese mainland market. In the 3 years since then, this kind of drink that tastes a bit like Chinese medicine has never appeared in the mainland market.
On December 19th, 1978, the day after the formal establishment of diplomatic relations between China and the United States, Coca-Cola Company officially announced its return to China in the United States and signed an agreement with China Grain and Oil Import and Export Corporation. According to the agreement, Coca-Cola's first bottle decoration factory in Chinese mainland will be provided by the Chinese side, and Coca-Cola will be given an advanced production line.
In order to ensure the water quality, Coca-Cola provided the Beijing factory with a reverse osmosis water purification system, which was the most advanced water treatment equipment in the world at that time, and only a few countries had this technology. Coca-Cola sent more than 18 experts and technicians to Beijing to help install equipment, debug and train China technicians. [5]
In 1984, an ordinary China citizen and Coca-Cola appeared on the cover of American Time Magazine. [5]
Coca-Cola's new clothes "sell cute"
In order to cater to young consumers, Coca-Cola quietly launched a new package for the China market in 213. The reporter saw that the four characters of "Coca-Cola" had been "abdicated" and replaced by online buzzwords such as "literary youth, Gao Fushuai, Bai Fumei and natural to stay". In 214, Coca-Cola Lyrics Bottle was launched, with lyrics printed on the package.
The embarrassing fact that global beverage giants, including Coca-Cola, have to face is that the dominance of soft drinks has been shaken with the increasing range of choices. "A new generation of young people don't buy soda drinks, and the first generation of main consumers are not so keen on soda drinks after the 197s and 198s." Zhu Danpeng, a researcher at China Food Business Research Institute, told reporters that for Coca-Cola, the cultivation of a new generation of consumers is a top priority. "It is very important to win the recognition of the younger generation."
business development
Woodruff also began to develop Coca-Cola's international business, mainly through export. Perhaps his most famous move was a decision to respond to General Eisenhower's call at the beginning of World War II to ensure that every soldier could get a bottle of Coca-Cola at a price of 5 cents anywhere, regardless of the cost. Coca-Cola's bottling plant, with the American army pushing to the whole world, gained an absolute dominant market share in European and Asian countries, and this dominant position remained until 1991.
In the years immediately after World War II, Coca-Cola left its nearest rival Pepsi far behind, occupying nearly 7% of the coke market, and hundreds of small regional soft drink companies continued to produce various flavoring agents, carving up the remaining 3% of the market.
In 1954, the sales and profits of Coca-Cola declined for the first time since World War II. In 1955, the company replaced the bottle that had been used since 1916 and expanded its capacity to 12 ounces. In the late 195s, Coca-Cola introduced coke bottles with larger capacity, which could be sold in food stores. In 1961, Coca-Cola began to sell its canned drinks like bottled coke.
In p>1976, Paul Austin, CEO of Coca-Cola, pointed out in an article that the consumption of soft drinks in the United States was mature (saturated) and the largest sales growth of Coca-Cola would come from the international market. By 1982, sales in the international market accounted for 62% of all soft drinks produced by Coca-Cola.
in p>1981, when Robert Goizueta, a Cuban-born chemical engineer, was elected as the CEO of coca-cola, industry observers were surprised. Goizueta's first action after taking office was to issue a 12-word strategic statement, proposing that Coca-Cola Company should make significant changes and focus on the growth of the soft drink market in the United States.
Goizueta declares that the company will regard the brand name of Coca-Cola as a competitive asset and will no longer regard it as sacred and inviolable; The price discount strategy will be used only when it is necessary to maintain Coca-Cola's dominant position. In 1981, the industry price discount reached a new level of intensity. At the end of the year, nearly 5% of Coca-Cola and Pepsi were sold at a discount in food stores. That year's Nielsen audit showed that the cost of Coca-Cola in 192 ounces was slightly lower than that of Pepsi.
Goizueta also announced that it will raise the price of Coca-Cola syrup juice to fund the increasing advertising and promotion expenses. In order to cancel the fixed price of syrup, Coca-Cola Company revised the franchise agreement that had existed for 6 years, and agreed to sell concentrated products (saccharin-free) to some of its largest bottlers in exchange for the revised agreement.
advertising theme