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Corporate Project (Coca Cola) - Research Paper Example

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He was a Civil War veteran and Atlanta pharmacist and he discovered the first soft drink out of curiosity. The new drink was sold at five cent per cup in Jacob’s Pharmacy after gaining praise from his…
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Corporate Project (Coca Cola)
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Download file to see previous pages Pemberton who was more of an inventor not a businessperson sold his invention to Griggs Candler for only $2300. Candler began to instill his strategies in the company in 1891, he brought the first real vision of the company, and the Coca Cola brand (Pendergrast, 2000).
Candler being a natural born’ salesperson transformed Pemberton’s invention into a business between 1893 and 1904. The fact that people were thirsty gave Candler the first innovative strategy. These first promotion strategies made people conversant with the Coca-Cola brand everywhere and in 1895, Candler expanded and relocated syrup plants in major cities (Pendergrast, 2000). The brand was becoming more popular in time thus Joseph Biedenharn, who was a businessperson from Mississippi, tried to convince Candler on the necessity of bottles but this idea did not excite Candler. He failed to anticipate that success of Coca-Cola brand would be portability. In 1899, Benjamin Thomas and Joseph Whitehead, were allowed to bottle the Coca-Cola brand by Candler.
Bottled Coca Cola soda made the drink’s popularity increase rapidly. By 1905, the company was very successful and the only challenge Coca Cola faced was imitation of the drink by businesspersons who used the advantage of Coca Cola’s success to sell copycat beverages. The company thus used promotions to protect their brand by advertising reminding customers to “Demand the genuine” and “Accept no substitute” promotion. This worked but it would not stop the imitations thus the company had to invent a unique and distinctively shaped bottle that would be easier to identify thus limit imitations thus the contour bottle became Coca Cola’s brand bottle. This led to rapid increase in popularity of the drink due to the attractiveness of the bottle and the taste of the drink. This led to the company’s growth internationally (Pendergrast, ...Download file to see next pagesRead More
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