Coca-cola 1894 1885 Dr. pemberton from Georgia, USA < Dr. John. stith. Pemberton & gt；; ,
Invented a dark syrup called pemberton, French wine cola.
In the same year, the government issued a prohibition order, so pemberton invented pemberton's French non-alcoholic wine Coca.
1On May 8th, 886, he wanted to invent a drink, which many people who need nutritional supplements like to drink.
That day, he was stirring the prepared drink and found that it had the functions of refreshing, calming and relieving headaches. He added syrup and water to the liquid, and then added ice cubes. He tasted it and it was delicious, but when he poured the second cup, the assistant accidentally joined carbonated water; It tastes better this time, partner Robinson < FrankM. Robinson & gt was inspired by two ingredients of syrup, and the naming inspiration was inspired. These two ingredients are coca.
The price of the first bottle of Coca-Cola is 5 cents. Coca-Cola was originally sold as a medicine.
At that time, customers were full of praise and tried to get this "new formula" of Coca-Cola.
Since then, Coca-Cola is a beverage mixed with Coca-Cola syrup and carbonated water, which has been popular all over the world since 1894 and sold in bottles.
1903, because the government banned the use of cocaine as a beverage additive, there was no cocaine in Coca-Cola.
No one knows the formula of Coca-Cola except the owner's family. The Coca-Cola Company will strictly prevent employees from stealing the formula. Today, although Coca-Cola has many competitors (such as Pepsi), it is still the best-selling carbonated beverage in the world.
But it is two American lawyers who can really make Coca-Cola show its strength. They noticed that ace, the boss of coca-cola company at that time? Jane Daoning's office put forward an innovative way of business cooperation, that is, Coca-Cola Company sold syrup to them, and their own investment companies and sales points mixed syrup with water, bottled it and sold it. According to the requirements of Coca-Cola Company for production and quality assurance, Coca-Cola Company allows them to use Coca-Cola trademarks for advertising. This special bottling system has blossomed everywhere since then.
1888 Asa Griggs Candler saw the delicious market prospect, 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 190 1 year on billboards in railway stations and town squares. The advertising budget has reached100000 USD. Candler sold this beverage as the first franchise store at the price of 1 USD in 1899, because he believed that this beverage would be mainly sold in beverage machines in the future. Coca-Cola Company was founded in 1892, and Candler is called "the father of Coca-Cola".
19 19, Ernst & Young woodruff bought the Coca-Cola Company from Asa Candler's successor for $2.5 million. By 1923, his son Robert W.Woodruff, one of the most important figures in the history of Coca-Cola, became the CEO of Coca-Cola. Woodruff began to cooperate with the company's bottling franchisees to satisfy Coca-Cola whenever consumers want it. He urged bottlers to make drinks "available when needed" and stressed that if consumers can't buy coke immediately when they are thirsty, the market will be lost forever.
1929, Coca-Cola and its bottlers sold bottled Coca-Cola to shops and gas stations at extremely low prices. 1937, the company launched the first coin-operated vending machine, and woodruff launched a lifestyle-themed advertisement for Coca-Cola. Advertising emphasizes the importance of products in consumers' lives, not the attributes of products themselves. The most famous advertising slogan of this product in the 1920s and 1930s was "refreshing pause". The company continued to own the original bottling production line near Atlanta and began to buy back some poorly managed bottling franchises.
Woodruff also began to develop Coca-Cola's international business, mainly through export. Perhaps his most famous move was 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 world, has gained an absolute dominant market share in European and Asian countries, and this dominant position has been maintained until 199 1 year.
In the years after World War II, Coca-Cola left its nearest competitor Pepsi far behind, occupying nearly 70% of the coke market, and hundreds of small regional soft drink companies continued to produce various flavoring agents to carve up the remaining 30% of the market.
1954, Coca-Cola's sales and profits declined for the first time since World War II. 1955, the company changed the bottle used from 19 16, and the capacity was expanded to 12 ounces. In the late 1950s, Coca-Cola introduced a larger coke bottle, which can be sold in food stores. 196 1 year, Coca-Cola began to sell canned drinks like bottled cola.
1976 Paul Austin, CEO of Coca-Cola, pointed out in an article that the consumption of soft drinks in the United States has matured (saturated), and the biggest sales growth of Coca-Cola will come from the international market. By 1982, sales in the international market accounted for 62% of all soft drinks produced by Coca-Cola.
198 1 year, when Robert Goizueta, a chemical engineer from Cuba, was elected CEO of Coca-Cola Company, industry observers were surprised. Goizueta's first action after taking office was to issue a strategic statement of 1200 words, proposing that Coca-Cola Company should make major changes and focus on the growth of American soft drink market.
Goizueta stated 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 only be used when it is necessary to maintain Coca-Cola's dominant position. 198 1, the industry price discount has reached a new level. At the end of the year, nearly 50% of Coca-Cola and Pepsi were sold at a discount in food stores. Nielsen's audit showed that the cost of Coca-Cola at 192 ounces was slightly lower than that of Pepsi.
Goizueta also announced that it would raise the price of Coca-Cola syrup juice to finance 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 60 years, and agreed to sell concentrated products (without saccharin) to some of its largest bottling plants in exchange for the revised agreement.
From 65438 to 0982, Coca-Cola changed the advertising theme. Goizueta said: "With our new slogan' Coke', we proudly show that we are the first; Our previous slogan "Have a coke and smile" is very good, but we are in fierce competition. This slogan is like a folk song. The momentum of competition has shifted from new york's procurement (the headquarters of Pepsi) to Atlanta. "
Goizueta strategic plan also expands Coca-Cola's corporate strategy. The company's private coffee and tea industries were sold, as were plastic manufacturing companies and liquor companies. 1982, aware of the growth potential of the film and television industry and its synergistic effect with marketing, Coca-Cola acquired Columbia Film Company on 1982. Goizueta said that Coca-Cola will become "a powerful enterprise in the beverage industry and entertainment industry".
Coca-Cola also changed the bottle net. The company encourages poor bottlers to sell their franchise rights and sell most of their bottling points through leveraged merger. From 1980 to 1984, the ownership of coca-cola changed by 50%. Coca-Cola executives pointed out that the company played a certain role in the purchase, and in many cases, provided funds for potential buyers. The company sometimes holds shares in newly licensed bottling plants, but remember to maintain an independent bottling network. By 1985, Coca-Cola's bottling plant only produced 1 1% of Coca-Cola's output.
For Coca-Cola's bottling network, this change has been going on since Robert Goizueta in the early 1980s. In the mid-1980s, among the 350 franchisees of Coca-Cola, 150_200 offered to transfer the franchise. 1986, Coca-Cola Company repurchased its two largest franchises, which were owned by Beatrice and J.T.Lupton, a private bottler of Coca-Cola, respectively, accounting for 15% and Dr.Pepper's output in the United States. The acquisition of these two companies made Coca-Cola's own bottling output from1/.
These mergers eventually led to the establishment of Coca-Cola Enterprise Group (CCE), which sold 5 1% shares to the public in June. After CCE was established, it renegotiated with suppliers and sales channels, consolidated major markets, cut 20% of the workforce, and reduced costs through unified distribution and raw material procurement. At 1986 and 1987, the net selling price of coke per case of CCE decreased by 2.5%. 1989, CCE bought 20% more Suto than 1986, and CCE's profit was unstable throughout the late 1980s.
At the end of 1980s, Coca-Cola Company suggested that its franchise agreement be changed to "master bottle contract" to reduce the fixed syrup price and Coca-Cola trademark use fee. By the end of 1989, the new contract covered about 70% of Coca-Cola's production in the United States. From 1978 to 1989, the bottling plant under the new contract experienced an increase of about 60% in the price of Coca-Cola syrup.