Coca-Cola and its Evolution

The Coca-Cola company started out as an insignificant one man business
and over the last one hundred and ten years it has grown into one of the largest
companies in the world. The first operator of the company was Dr. John
Pemberton and the current operator is Roberto Goizueta. Without societies help,
Coca-Cola could not have become over a 50 billion dollar business.
Coca-Cola was invented by Dr. John Pemberton, an Atlanta pharmacist. He
concocted the formula in a three legged brass kettle in his backyard on May 8,
1886. He mixed a combination of lime, cinnamon, coca leaves, and the seeds of a
Brazilian shrub to make the fabulous beverage(Things go better with Coke 14).
Coca-Cola debuted in Atlanta\'s largest pharmacy, Jacob\'s Pharmacy, as a five
cent non-carbonated beverage. Later on, the carbonated water was added to the
syrup to make the beverage that we know today as Coca-Cola.
Coca-Cola was originally used as a nerve and brain tonic and a medical
elixir. Coca-Cola was named by Frank Robinson, one of Pemberton\'s close friends,
he also penned the famous Coca-Cola logo in unique script. Dr. John Pemberton
sold a portion of the Coca-Cola company to Asa Candler, after Pemberton\'s death
the remainder was sold to Candler. Pemberton was forced to sell because he was
in a state of poor health and was in debt. He had paid $76.96 for advertising,
but he only made $50.00 in profits. Candler acquired the whole company for
$2,300(Coca-Cola multiple pages).
Candler achieved a lot during his time as owner of the company. On
January 31, 1893, the famous Coca-Cola formula was patented. He also opened the
first syrup manufacturing plant in 1884. His great achievement was large scale
bottling of Coca-Cola in 1899. In 1915, The Root Glass Company made the contour
bottle for the Coca-Cola company. Candler aggressively advertised Coca-Cola in
newspapers and on billboards. In the newspapers, he would give away coupons for
a free Coke at any fountain. Coca-Cola was sold after the Prohibition Era to
Ernest Woodruff for 25 million dollars. He gave Coca-Cola to his son, Robert
Woodruff, who would be president for six decades(Facts, Figures, and Features
Multiple pages).
Robert Woodruff was an influential man in Atlanta because of his
contributions to area colleges, universities, businesses and organizations.
When he made a contribution, he would never leave his name, this is how he
became to be known as "Mr. Anonymous." Woodruff introduced the six bottle
carton in 1923. He also made Coca-Cola available through vending machine in
1929, that same year, the Coca-Cola bell glass was made available. He started
advertising on the radio in the 1930s and on the television in 1950. Currently
Coca-Cola is advertised on over five hundred TV channels around the world. In
1931, he introduced the Coke Santa as a Christmas promotion and it caught on.
Candler also introduced the twelve ounce Coke can in 1960. The Coca-Cola
contour bottle was patented in 1977. The two liter bottle was introduced in
1978, the same year the company also introduced plastic bottles(Coca-Cola
multiple pages).
Woodruff did have one dubious distinction, he raised the syrup prices
for distributors. But he improved efficiency at every step of the manufacturing
process. Woodruff also increased productivity by improving the sales department,
emphasizing quality control, and beginning large-scale advertising and
promotional campaigns. Woodruff made Coke available in every state of the Union
through the soda fountain. For all of these achievements he earned the name,
"The Boss"(Facts, Figures, and Features Multiple pages).
In 1985, the Coca-Cola Company made what has been known as one of the
biggest marketing blunder. The Coca-Cola company stumbled onto the new formula
in efforts to produce diet Coke. They put forth 4 million dollars of research
to come up with the new formula. The decision to change their formula and pull
the old Coke off the market came about because taste tests showed a distinct
preference for the new formula. The new formula was a sweeter variation with
less tang, it was also slightly smoother(Demott 54).
Robert Woodruff\'s death was a large contributor to the change because he
stated that he would never change Coca-Cola\'s formula. Another factor that
influenced the change was that Coke\'s market share fell 2.5 percent in four
years. Each percentage point lost or gain meant 200 million dollars. A
financial analyst said, "Coke\'s market share fell from 24.3 percent in 1980 to
21.8 percent in 1984"(Things go better with Coke 14). This was the first flavor
change since the existence of the Coca-Cola company.
The change was announced April 23, 1985 at the