Before 1960, Coca-Cola beverages were basically produced exclusively. Later, it successively merged and acquired the equity of some companies, and gradually developed into various business operations, including the production of juice, processing of coffee and tea, the production of plastic packaging materials and water purification systems.
At that time, customers were full of praise and strived for this "new formula" of Coca-Cola. From then on, Coca-Cola, a drink mixed with Coca-Cola syrup and carbonated water, became popular all over the world. It was sold in Atlanta pharmacies on May 8, 1886. But it was two American lawyers who really enabled Coca-Cola to flex its muscles. They went to the office of Ace Jane Downing, the boss of Coca-Cola Company at the time, and proposed an innovative business cooperation method, that is, Coca-Cola Company would sell them syrup, and they would invest in the production company and sales point themselves to mix the syrup with water and bottle it. sell. According to the production and quality assurance requirements of the Coca-Cola Company, the Coca-Cola Company allowed them to use the Coca-Cola trademark for advertising. With this special bottling system, factories producing Coca-Cola blossomed everywhere. In 1888, Asa Chandler saw the market prospects of delicious food, purchased its shares, and took full control of its production and sales rights. Chandler began selling the raw liquid to make the drink to other pharmacies, and also began advertising on billboards in train stations and town squares. By 1901, the advertising budget had reached $100,000. Chandler sold the first assembly franchise of the drink for $1 in 1899 because he believed that in the future the drink would be sold primarily in drink machines. Founded the Coca-Cola Company in 1886, Chandler is known as the "Father of Coca-Cola."
In 1919, Erntst-Woodruff bought the Coca-Cola company from Asa Chandler'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 CEO of Coca-Cola, and Woodruff began working with the company's bottling franchisees to make Coca-Cola available to consumers whenever they asked him for it. Satisfied, he pushed bottlers to make the drink "on hand when you want it" and stressed that if Coke wasn't immediately available to consumers when they were thirsty, the market would be lost forever.
In 1929, Coca-Cola and his bottlers offered open-top refrigerated bottles of Coca-Cola to stores and gas stations at extremely low prices. In 1937, the company introduced the first Taiwan coin-operated vending machines, Woodruff launched a lifestyle-themed advertisement for Coca-Cola that highlighted the importance of the product in consumers' lives rather than the attributes of the product itself. The most famous advertising slogan of the 1920s and 1930s was "The Pause That Refreshes." The company continued to own the original bottling line near Atlanta and began to buy back some underperforming bottling franchises. Woodruff also began to develop Coca-Cola. International business, mainly through exports, his most famous initiative may be his decision to respond to General Dwight David Eisenhower's call at the beginning of World War II to ensure that every soldier could buy 5 cents for a living anywhere. Get a bottle of Coca-Cola, no matter how much it costs Coca-Cola's bottling plants, a move that gave Coca-Cola a dominant market share in European and Asian countries as the U.S. military pushed it around the world. share, and maintained this dominance until 1991.
In the years immediately following World War II, Coca-Cola left its closest rival, Pepsi-cola, far behind. Holding nearly 70% of the cola market, hundreds of small regional soft drink companies continued to produce a variety of flavorings, dividing the remaining 30% of the market.
In 1954, Coca-Cola. Sales and profits fell for the first time since World War II. In 1955, the company replaced the bottle it had used since 1916 and expanded its capacity to 12 ounces.
In the late 1950s, Coca-Cola introduced larger bottles that could be sold in food stores. In 1961, Coca-Cola began selling its canned beverages in the same way as bottled Coke.
In 1976, Coca-Cola CEO Paul Austin pointed out in an article that soft drink consumption in the United States had matured (saturated) and Coca-Cola's largest sales growth would come from the international market. By 1982, international market sales accounted for 62% of Coca-Cola's total beverage production.
In 1981, when Robert Goizueta, a chemical engineer born in Cuba, was selected as CEO of The Coca-Cola Company, industry observers were surprised. Goizueta's first action after taking office was to issue a 1,200-word strategic statement, proposing that Coca-Cola Company should make significant changes and focus on the growth of the US soft drink market.
Goizueta stated that the company will regard the Coca-Cola brand name as a competitive asset and will no longer regard it as sacrosanct; the price discount strategy will be used only when necessary to maintain Coca-Cola's dominant position. In 1981, industry price discounting reached new levels of intensity, and by the end of the year, nearly 50% of Coca-Cola and Pepsi-Cola sold in grocery stores were discounted. A Nielsen audit that year showed that a 192-ounce bottle of Coca-Cola cost slightly less than Pepsi.
Goizueta also announced that it will increase the price of Coca-Cola syrup juice to fund growing advertising and promotion costs. In order to eliminate the fixed price for syrup, Coca-Cola revised its 60-year-old franchise agreement and agreed to sell concentrate (without saccharin) to some of its largest bottlers in exchange for the revised agreement.
In 1982, Coca-Cola changed the theme of its advertising. Goizueta said: "With our new slogan 'Coke is it', we are proud to show that we are number one; our previous slogan 'Have a Coke and Smile' was very good, but we are in the midst of stiff competition and this slogan is like A ballad. The competitive momentum has moved from Purchase, New York (PepsiCo's headquarters) to us in Atlanta."
The Goizueta strategic plan also expands Coca-Cola's corporate strategy. Corporate private coffee and tea businesses were sold, as were plastics manufacturing companies and liquor companies. Coca-Cola acquired Columbia Pictures in 1982, sensing the growth potential of the film and television industry and its synergy with marketing. Goizueta said Coca-Cola will become "a strong player in both the beverage industry and the entertainment industry." Coca-Cola also made changes to its bottling network. The company encouraged underperforming bottlers to sell their operating rights and sell off most of their bottling sites through leveraged mergers. Between 1980 and 1984, ownership changes in franchises were equivalent to 50% of Coca-Cola production. Coca-Cola officials noted that the company played a role in the purchases and, in many cases, provided financing to potential buyers. The company sometimes takes a stake in a newly franchised bottler, but is mindful of maintaining an independent bottling network. By 1985, Coca-Cola's bottling plants produced only 11% of Coke production.
For Coca-Cola's bottling network, this change that began with Robert Goizketa in the early 1980s has continued. In the mid-1980s, 150 to 200 of Coca-Cola's 350 franchisees offered to transfer their franchise rights. In 1986, The Coca-Cola Company bought back its two largest franchises, owned by Beatrice and J. T. Owned by Lupton Company, J. T. Lupton Company is a privately held Coca-Cola bottler, accounting for 15% of U.S. Coca-Cola production and Dr. 40% of Pepper production. The acquisition of these two companies increased Coca-Cola's own bottling production from 11% to 38%.
These mergers culminated in the creation of Coca-Cola Enterprises (CCE) and the sale of 51% of the shares to the public in November 1986. After the establishment of CCE, it re-negotiated with its suppliers and sales channels, consolidated its main markets, cut its labor force by 20%, and reduced costs through unified distribution and raw material procurement.
In 1986 and 1987, CCE's net selling price per case of Coke decreased by 2.5%. In 1989, CCE bought 20% more Sutuo than in 1986. CCE's profits were unstable throughout the late 1980s.
In late 1980, The Coca-Cola Company suggested that its franchise agreement should be replaced by a "Master Bottle Contract" that reduced the fixed syrup price and Coca-Cola trademark royalty. By the end of 1989, the new contract covered approximately 70% of U.S. Coca-Cola production. Between 1978 and 1989, bottlers under the new contract experienced an approximately 60% increase in the price of Coca-Cola syrup. Early 20th century: Coca-Cola was bottled in wooden ice boxes. There was a sliding lid, but people couldn't help themselves because it was behind the counter. This box was mostly used to refrigerate daily pork, fish, butter and cheese, so it didn't have Coca-Cola's own label. An employee at the bottling plant sawed the syrup box into two parts, one for the ice and one for the bottles, and the idea of ??a beverage cooler was born.
1910s: George S. Cobb Sr., owner of the West Point and Lagrange bottling plants, was the first to contribute to the invention of the coin-operated vending machine, which he invented in 1912. The machine called Vend-all has been patented. This machine can hold 12 bottles of Coca-Cola. However, 12 bottles are still too few for people, and the production cost is very high. It was not used on a large scale.
1920s: The world's first metal Coca-Cola refrigeration machine was called the Icy-O. It looked very bulky and consumed a lot of ice, but it had many shortcomings. Compared with the previous ones, it was still very effective. Although the price was as high as $100, at least 5,000 units were sold in 1928.
In 1929, the Glasock Brother factory in Manns produced it. The first refrigerated machine approved by Coca-Cola. It is rectangular, opens from the top, and can hold 72 bottles of Coke, 50 pounds of ice, plus additional storage space for 4 cases of Coca-Cola. Each machine costs only $12.50. In the first year alone, 32,000 units were sold, at least 6 times that of other refrigeration machines.
1930s: When it comes to Coca-Cola refrigeration machines, most people think of that. The machine named Big Red Cooler was designed by the famous industrial designer Erin Waddington in 1934. During the entire development process of the machine, Waddington was mainly responsible for the design part. , were jointly responsible for integrating higher energy efficiency and durability into Waddington's unusual design. The investment effect was very impressive. In 1937 alone, 105,000 units were sold. /p>
In the mid-1930s, the right-angled side of the Mills "47" could hold 104 Coca-Cola bottles and accepted direct coin purchases. The previous machine coin slot was added, but the Mills "47" was. It is a complete unity with the fuselage. People could buy drinks directly from refrigerated machines without the need for a waiter, so Coca-Cola was available in many places besides stores, such as offices, stadiums and gas stations.
1940s: As commercial aviation became more mainstream and cheaper in the 1940s, Coca-Cola discovered a new way to reach consumers—even when people It was while traveling. Airlines staff push vending machines to provide passengers with bottles of Coke. For convenience, this vending machine comes with a bottle lift on one side. In order to meet people's demand for Coca-Cola on any occasion, making vending machines small is just one of Coca-Cola's methods.
The white Coke refrigerator was developed. This model has a more eye-catching Coca-Cola logo and takes up less space, making it popular among store owners.
1950s: In 1955, the red Coca-Cola refrigeration machine got a new look. The round white top design matches well with home refrigerators.
The first lighted vending machine was launched in 1959. Its body has a square design and looks more modern.
1980s: In Malaysia in the 1980s, a British tourist offered $3,000 to buy an old Coca-Cola vending machine that had been used for 40 years. The businessman who owned it refused: "It hit during transportation. What should I do if it breaks?”
Did you know that the first commercial Coca-Cola vending machine in the former Soviet Union was in the lounge of the Mezhunarodnaya Hotel in Moscow in the late 1980s?
In 1988, Indonesian businessmen pushed tricycles or handcarts equipped with refrigerated machines to sell Coca-Cola on the crowded streets of Jakarta.
In Japan in 1988, 26,000 new machines were added to the original 700,000 Coca-Cola vending machine system. In the same year, the United States also added 100,000 new units.
Indonesia’s soft drink market has shown a vitality catalyzed by the Coca-Cola system. The vending machines used locally are made of plastic and cost only $30 each. These outdoor and push-type vending machines have allowed Coca-Cola's sales to increase exponentially. Between 1985 and 1988, at least 55,000 new machines were added. The annual per capita consumption of Coca-Cola has doubled from two times to nearly four times.
In 1989 alone, 20,000 new vending machines were added in France.
As early as early 1989, local vending machines in Japan had the function of cooling and heating drinks, and the machine could also talk to customers - and the latest function is that it can be used without putting money inside. Buy drinks. Japan's latest machine, in addition to accepting cash transactions, was originally designed to accept prepaid credit cards. In order to use this feature, people must first purchase a single-use card from a card machine. Later, when the card is inserted into the vending machine, the beverage dispensing and sales information is recorded in the machine's computer. A rough calculation shows that in Tokyo in 1989, there were 70 card-type vending machines in use.
1990s: In France in 1990, Coca-Cola placed 16,000 vending machines and 700 refrigeration machines in 5,000 supermarkets. In the same year in Mexico, 30,000 refrigeration machines/refrigerators were put on the market.
In South Africa in 1995, specially marked taxis were equipped with refrigeration machines from Coca-Cola and other companies.
In 1997, in order to introduce our products to more customers, Coca-Cola installed no less than 50,000 beverage refrigeration equipment in Africa. Due to Africa's climate, it's impossible to exaggerate the actual feeling of coolness.
Early 21st Century: Did you know? During the 2006 World Cup in Germany, more than 2,000 environmentally friendly refrigeration machines were put on the market. This model uses a state-of-the-art dry ice refrigeration system and improved insulating foam to replace greenhouse gases such as hydrofluorocarbons. In addition, the refrigerator is also equipped with Coca-Cola's unique energy control system, which can automatically adjust the refrigeration system according to the mode of the refrigerator to save energy during periods of low use. The use of this innovative technology reduces greenhouse gas emissions by at least 30%.
Japan has the most soft drink vending machines in the world - about 2.2 million. Of those, 980,000 units—nearly half the volume—are branded with the Coca-Cola logo. The types of drinks sold in the vending machine are selected that year, and they are both hot and cold.
In Antarctica, where the highest temperature in summer is only 0 degrees Celsius and the lowest temperature in winter is as low as minus 40 degrees Celsius, there are also Coca-Cola vending machines. The vending machine is set up in an Argentinian military base, and the supply must be replenished every 45 days, weather permitting. 1880s: On May 8, 1886, the new beverage Coca-Cola made its grand debut. Coca-Cola was invented by pharmacist John Stith Pemberton and first launched in Atlanta, Georgia. The name Coca-Cola was given by Pemberton's friend, the bookseller Frank Robinson, and the unique font of Coca-Cola's logo that is still used today is also written by Mr. Robinson.
In 1887, an initiative of the Coca-Cola Company that greatly enhanced Coca-Cola’s popularity was the issuance of coupons for free tastings.
1890s: In 1894, in Vicksburg, Mississippi, Joseph Bedenharn discovered that Coca-Cola was in greatest demand among the drinks sold by his beverage machine.
So he installed a Coca-Cola bottling machine in the back of his store and became the first bottled Coca-Cola distributor.
On December 4, 1895, Asa Candler announced that Coca-Cola would be available in every state in the United States.
In 1899, Coca-Cola began large-scale bottle sales. Benjamin Thomas and Joseph Whitehead of Chattanooga, Tennessee, obtained the exclusive rights to sell bottles of Coca-Cola from Asa Candler. Together with John Lupton, they pioneered the Coca-Cola global bottling system we have today.
Early 20th century: In 1906, the first bottling plants outside the United States were established in Cuba, Canada and Panama.
1910s: In 1912, Coca-Cola's first Asian bottling plant was established in the Philippines. In 1919, Coca-Cola's first European bottling plants were established in Paris and Bordeaux, France.
In 1916, in order to allow consumers to distinguish Coca-Cola from its competitors, the Coca-Cola Company introduced the classic silhouette of the Coke bottle that was instantly recognizable even after dark.
1920s: In 1923, 6-pack Coca-Cola was launched. Although the carton image may seem common today, it was still an innovation at the time because Coca-Cola encouraged people to take the bottle home with them so they could drink more.
At the 1928 Amsterdam Olympic Games, Coca-Cola made its first Olympic appearance. A cargo ship not only carried American Olympic athletes, but also 1,000 cases of Coca-Cola. The Coca-Cola Company is the longest-standing sponsor of the Olympic Games, extending this partnership to 2020 in 2005.
In 1929, the Glascock Brothers, a manufacturing company in Muncie, Indiana, produced the first standard refrigeration machine officially supported by the Coca-Cola Company. This machine, which is opened from the top, has a self-service function, but you need to pay the money to the store attendant first.
1930s: In December 1931, the image of Santa Claus, created by artist Hayden Sambaugh for Coca-Cola, appeared in an advertisement for the first time. The prototype of Santa Claus's chubby figure and amiable smile is St. Nick in the 1822 poem "A Visit to St. Nicholas." Shanbu went on to complete the creation of Santa Claus for more than 60 years.
The 1933 Century of Progress Exposition in Chicago was an important symbol of the vending machine. For the first time, a drink mixed with syrup and soda water flowed out of the machine.
1950s: In 1955, King (10 and 12 oz) and Family (26 oz) Coca-Cola bottles were launched in the United States, followed by 12 oz cans in 1960. Prior to this, only 6-ounce bottles of Coca-Cola were sold at the soda fountain.
1960s: In 1960, Fanta's product lines of various flavors were introduced to the United States, beginning the extensive extension of the brand line. In 1961, Sprite began to be sold in stores in the United States. These promotions created the first new brands in the history of The Coca-Cola Company. Before this, the company only had one brand: "Coca-Cola".
In 1960, the company acquired Minute Maid Company, including its Minute Maid, Snow Crop and Hi-C brands.
In 1963, The Coca-Cola Company launched the first sugar-free beverage in the United States, stimulating early growth in the low-calorie beverage market.
1980s: The launch of Diet Coca-Cola in 1982 made history in the soda drink market. It was the first brand extension of the Coca-Cola and Coke brands and the most successful in Coca-Cola’s history. New soda drinks. In less than two years, Diet Coke became the world's No. 1 low-calorie soda drink.
On July 12, 1985, the Space Shuttle Challenger launched into space with a Coca-Cola space can, making Coca-Cola the first beverage to enter space. In cooperation with NASA, The Coca-Cola Company spent more than $250,000 on developing space technology.
In 1988, in a survey published by Landor Imagepower, Coca-Cola became the most influential brand in the world.
Early 21st century: In 2005, Coca-Cola launched a new aluminum curved bottle.
In April 2006, the Coca-Cola Company launched an innovative global multimedia campaign with the slogan "The Coca-Cola Side of Life" to promote the Coca-Cola brand.