Asa is very good at learning from experience in marketing. In the process of promoting Coca-Cola, he quickly realized that if this drink is only positioned as a "medicinal drink", its product consumers It will only be limited to "patient groups". If you change the promotional content and position it as a popular soft drink that everyone can drink, then why worry about losing sales? Since then, Coca-Cola has changed from a medicinal drink to a familiar "fresh and refreshing" drink. Not only that, Asa took the sales of Coca-Cola very seriously. In the early days of the company, a grocer told Asa that he wanted his barrel of Coca-Cola puree to have foam. So Asa immediately sent his nephew George. After George arrived at the wholesale grocery store, he worked hard to froth Coca-Cola puree until that barrel of puree had more foam than any other barrel of puree. One sunny Saturday afternoon in 1890, there were only two or three people left in the factory. A few blocks away, a grocer sent word that he needed some Coca-Cola puree. When Asa heard the news, he hurried to the sales hall and prepared to have someone deliver the goods to the grocer, but found that there was no puree left in the sales hall. So Asa took matters into his own hands and processed a gallon of Coca-Cola puree specifically for this customer, and immediately called someone to deliver the goods. What is particularly rare is that such a small amount of Coca-Cola puree is processed and still maintains uniformly high standards and excellent taste. Asa did not delay at all because of the small volume of the business, or simply did not accept the business. Asa has all the business sense and meticulous character for the sake of customers. He tries his best not to lose any business. This allows Asa to win customers and makes Coca-Cola's business prosper and grow bigger and bigger.

Asa has a motto: "Coca-Cola lost today will never be able to make up for it tomorrow." Start with the details, do every business seriously, and strive to do the business well. This allowed many customers to gain enough self-esteem from him and feel Asa's confidence. Therefore, all customers are happy to do business with Assa and believe in the product quality of Assa's Coca-Cola puree. As a result, Asa has more and more customers and his business is getting bigger and bigger. But amid its glory, Coca-Cola also encountered a lot of troubles. Faced with Coca-Cola's great success, many counterfeit products appeared on the market at that time, such as "Coke King", "Happy Coke", etc., and protecting the company's legitimate rights and interests became a As a matter of urgency, with the help of his brother John, Asa registered the "Coca-Cola" trademark for his company in 1905, just after the U.S. Trademark Act was implemented, and used legal weapons to protect his interests.

In addition to these, Assa was even more troubled by the federal government. In 1903, a chemist tested Coca-Cola and found that Coca-Cola contained the banned substance cocaine, so Asa was sued by the federal government, but he lost the case. In fact, At the time, people mostly thought cocaine was a drug and did not realize it was a poisonous substance, but Asa removed the cocaine from the drink. But not long after, in 1906, Asa was sued again, because the new director of the Drug Administration wanted to take advantage of this big fish with the "three fires of the new official's appointment". The lawsuit lasted eight years and cost $250,000. Although Asa eventually won the case, he was exhausted and decided to quit the mall and enjoy his retirement.