The Trademark Coca Cola Beverages Commerce Essay

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The Trademark Coca-Cola Beverages accounted for approximately 49 percent of worldwide unit case volume for 2011, a 5 growth with 26.7 billion unit case sold, earning 46.5 billion in revenue. Coca-cola Company is today the world's largest beverage company, sells more than 1.7 billion servings of beverages every day globally. The Company has its working force today over 146,200 employees globally, product range about 230 with other beverage brands and huge numbers of contractual or franchised subsidiaries about 200 countries across the world.

[10-k/biz p.5]

Founders

The venerable efforts honor to three men whom created the myths:

beginning from left: J.S. Pemberton, A.G. Candler and Frank Robinson

John Stith Pemberton, the Founder, who invented the elixir.

John S. Pemberton was a pharmacist graduated from Medical College of Georgia, U.S. In 1855, he moved to Columbus, Georgia and worked as a druggist for fourteen years. In 1869, he returned from Army and moved to Atlanta. There he found huge domestic demand for home remedies and tonics for ailing purposes. Then he begun to develop drinks called Fench wine coca and Vin Mariana. The tonic drinks were mixed with wine and coca leave extracts, while the time was popular and widely used in medicines.

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Pemberton displaced the alcohol and added Kola nut extracts to the drink under the exercise of new released Prohibition law in 1885. A taste with fresh stimulant integrated caffeine and sugar syrup created. Pemberton successfully got it sold at Jacob's Pharmacy in Atlanta. The syrup launched in way of mixing cold tap water for serving. As it goes, a great painful customer accidentally mixed it with carbonate water and soda jerk. He loved the new drink, then……Coca-cola was born!

Two years later, the patent of Coca-Cola trademark was granted. Atlanta, Georgia, was the first place to serve Coca-Cola with soda fountains spread throughout the world.

Frank Robinson, who Created the Strongest Brand in the world

The name "Coca-Cola" was suggested by John Pemberton's bookkeeper, Frank Robinson. Frank Robinson talented with great penmanship. He created the unique flowing script that came to be the powerful Coca-Cola logo for 126 years.

Asa Griggs Candler, who Built Coca-Cola.

Asa G. Candler, a prowess marketer, he grew Coca-Cola into a global giant by pitching enormous promotion programs into markets and zealously guarding that secret formula whch reported resided in a vault in an Atlanta bank.

Candler was born in 1851 and worked as a pharmacist.  Throughout his career, Candler successfully pursued the drink business in order to maintain the integrity of the brand, a mission that continues ever today.

[http://coca-cola-art.com/2008/05/07/john-pemberton-the-inventor-of-coca-cola/]

History

Timeline here below tells the most significant coca cola stories:

1899 - Asa Candler sold the bottling rights to three soda makers…for one dollar

1915 - the contour shaped bottle initiated, designed by Root Glass Company.

1919 - first European bottling plant opened in Paris, France.

1923 - the six pack coca cola introduced.

1928 - case units of coke sold in bottles exceeds fountain sales for first time

1930 - first official cooler appeared at oil service stations

1955 - new bottles in 10, 12 and 26 ounce sizes brought into markets

1960 - coca cola expanded its sales to countries across the global.

1964 - first lift-top cans launched

1982 - Diet Coke introduced

2005 - Coca-Cola Zero rolled out

2006 - Coke Black launched

2009 - "Classic" the word removed from Coca-Cola.

[http://www.psfk.com/2011/04/evolution-of-the-coca-cola-bottle.html]

STRATEGY EVOLUTION

19th Century

Orientation

In the advent of the new drink the environment allowed coca cola only to go direct marketing and sales activities, advertising and promotion proven to be successful the strategies that adopted.

It wasn't until Frank Robinson engaged himself in many of the important advertising and promotions, giving thousands of free drink coupons and plastering the whole Atlanta with publicity banners and streetcar signs to promote the brand. The extravagant advertising budget paid off when Coca-Cola recognized to become the most popular local beverage brand the next few years since its launch in the U.S. markets.

Asa Candler, the succussor, even contracted actresses and singers to be the face of Coca-Cola in most propaganda, initiating one of the first-ever celebrity endorsements

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He managed to merchandise flair helped expand the company to every state and territory by 1919.

[http://coca-cola-art.com/2008/05/07/john-pemberton-the-inventor-of-coca-cola/]

Following the success, the Company lavished considerable amount of promotion and Ads Campaigns continually in coming years:

1888 - it's believed to be the first time using coupon ever in promotion activities, Coca Cola issued the ticket for free glass of drink the time throughout the country. The drive proved to be successful and last 25 years till 1913, total redeemed 8.5 million tickets.

1920 - the contour shaped bottle became the standard packaging for coca cola company.

1950 - the first television advertising created and produced by D'Arcy Agency.

1960s - both radio and television advertising prevailed. The campaign including the famous song "I'd Like to Buy the World a Coke" and "Things Go Better with Coke". The song "I'd Like to Buy the World a Coke" its sheet music continues to sell over thirty years after the song was written.

1970s - a positive value campaign: "Look Up, America" remind the nation to go for their correct direction after the unpleasant happening of Watergate and the resignation of President Richard Nixon. The advertisement exhibited successfully keyed itself to the mood of society the time it was.

1976 - "Coke Adds Life" a campaign to youth, emphasized refreshment of Coke as the perfect company to food, fun, and leisure.

1982 - "Coke Is It!", another success campaign addressing quality, enjoyment and a touching taste of Coca Cola.

1986 - "Catch the Wave" and the "Red, White and You" two campaigns launched the same time to introduce to youth the original and new classic which broadly considered it exactly stood for symbol of America.

1993 - "Always Coca-Cola" the advertisement ran around the world. It's content used the contemporary a variety of technical process and innovative computer input, like animation.

1994 - A polar bear animated commercial "Northern Lights" given accomplished success and spanned over years till today. Different version inserted during the releasing period. The latest a holiday version added bear cubs to the family and joyful playing joyfully around their Christmas tree.

2000 - the campaign using the slogan "Coca-Cola. Enjoy" was a worldwide advertising began in 140 versions with 40 languages turned out to be a strategy for regions to customize local taste with their local culture.

[http://en.wikipedia.org/wiki/Coca-Cola]

Globalization

In 1899 three businessmen at Chattanooga, state of Tennessee, U.S., bought the bottling rights from Asa Candler in one dollar - the great bottling system appeared.

It was the way the system leading the Coca Cola Company manufacturing the concentrates and syrups to supply to each of the licensed bottling distributors (bottlers). In turn, the bottlers evaluated their market environments to finance and resource themselves to run their business locally. Being local bottlers they understood the essentials of their regional culture and put their effort aligned to and well positioned the brand. They do simply produce drinks according to Company required standard on quality and uniformity, and blend their strategies to sell to their specific markets. Over times, the Company might grant assistance to ensure its bottlers were in track the progress that company expected. The process was effectively and efficiently to build up a immense value chain network relative to the Company objective for globalization. Today the Coca Cola system has never been strong, it possess nearly 300 bottling partners worldwide.

[http://en.wikipedia.org/wiki/Coca-Cola]

20th Century

Competition

In the meantime, new entrants extensively emerged. The market became highly competitive, a Cola war exploded between 80's and 90's. Pepsi-Cola, the second large rival brand, initiated a series of frontal attack using public media to compete for the ultimate dominance in the bottle ground market. As in war, both companies pushed themselves to the limits of their capabilities. The effect inevitably changed their core competence and perspective of behavior and performance of the companies over time.

The war began in 1983, PepsiCo moving fast to put its image strategies aimed at new generation market segment. Ads, campaigns and TV commercials swung throughout the battle lands. Coke immediately lost its market share from solid 60% plunged to 24%. Pepsi was successful the first time outselling Coke and quite a number of different strategies carried on competing in the markets. In 1985, the New Coke was introduced, the coke got a new formula with natural sweetener to replace original can sugar. The new Coke later renamed to be Coke II but had been outraged from public and returned to the classic formula after three months it launched. The result was surprising the classic Coke came back to number one again a few months after the retreat. The analysis later reviewed the success of brand equity that created lifetime loyalty and recognition which was difficult to measure. [DTU Management Engineering Report 1.2011]

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Evolution

During these endless competitions, no matter failure or win, companies have evolved themselves in sharpening their edges not only externally, also internally.

Coca-Cola Company understood the importance of to find the right mix of identifying its core competence through organization's information. In order to capture the best resources at hand, the company adopted the use of material requirement planning (MRP) system and manufacturing resource planning (MRPII) in 90's. They provided the company with computer capabilities to track inventory accurately. The technique further improved the company in development of strategic planning over supply chain management. As a result, the company benefited from economization of production cost by reduction of inventories, like new and used bottles, product ingredients and packaging materials. Through improvements in communication further acquisitions were proper managed and ensured precision in necessity. The cost effectiveness, in fact, directly affected the entire business strategic picture of the company.

21st Century

The global competition in drink market turned more severe under low price and high quality phenomena. The company beginning focused on quality of production and customer driven relations through the use of prevailing process of just-in-time (JIT) and total quality management (TQM), which came to be as expected generating additional sales, improving delivery, product quality and design, and attaining cost saving in course of production.

By 2005, the company advanced to use an innovative information process: business process reengineering (BPR), a SAP software underlined the BPR application installed as assisted to improve and create process for variety of functional activities as well as its execution and deliveries over the current Coca-Cola system.

[http://www.grin.com/en/e-book/167301/coca-cola-the-evolution-of-supply-chain-management]