Coca-Cola rising in popularity as a social gathering spot

Coca-Cola company overview

       

Coca-Cola
become an icon of America cultural, other America local brands hard to compare
with Coca-Cola company. Coca-Cola embodies the sprit of youth, energetic, life
and fashionable. Coca-Cola is the best choice of beverage for the teenagers are
anti-tradition or against the tide. The concept of Coca-Cola company is selling
“happiness” not just selling the drink. According to the survey, they realize
pop songs and exercise will bring happiness and have strong connection in young
generation life. Thus, Coca-Cola company is targeting young generation as their
targeted customer because of their concept. Throughout the years, Coca-Cola
company still maintain the concept.

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John
Pemberton is the inventor of Coca-Cola and also a pharmacist.; he fails
invented in pharmacies field so he decides invent in beverage market. John
Pemberton expects to create a medicinal of beverage that can refresh itself and
cure for headache. One day, he took a flavored syrup where mixed with
carbonated water that created by himself to the neighbor pharmacy. The soda fountain was
rising in popularity as a social gathering spot cause people far away from
club. John Pemberton’s partner, Frank Robinson and him
named this beverage as Coca-Cola. The name Coca-Cola came from the original
ingredients used in the medicine, Coca leaves and Kola seeds. John Pemberton added caffeine to the resulting
syrup so that it could be marketed as a headache remedy but he could not decide
whether to market the mixture as a medicine or to extol its flavour for its own
sake, so they did both. Frank Robinson registered Coca-Cola’s formula with
the patent office and designed the trademark.

 

 First year, John Pemberton sold just nice
glasses in a day;
continuous year the selling condition worse. John Pemberton died in August
1888, he would never see the commercial success he had been seeking. Before he
died, he sold the formula for Coca-Cola to Asa G. Candler, a man started his business
career as a drugstore clerk and manufacturer of patent medicine; due to the pressure
of illness and bad
business. The Coca-Cola company grew
rapidly because of the Asa G. Candler’s leadership. The quality of coco-cola is
the problem Asa.G Candler most concern, especially the production of syrup. The
presence of cocaine brings a lot of complaints so he decides to improve the
formula of Coca-Cola. Coca-Cola is free for cocaine in 1905.Asa. G Candler also
very concerns about the promotion of Coca-Cola; the advertising budget has
increasing from $100,000 in 1901 to $1 million in 1911.Asa G. Candler had won a
prolonged legal engagement with the Food and Drug Administration over its
healthfulness. Thus, Coca-Cola had made Asa G Candler become a millionaire.

 

Company background

 

The
Coca-Cola company was established in Atlanta, Georgia in the year 1886.Coca-Cola
company is the world largest non-alcoholic beverage company. The company has
over 3000 beverage products and own or license 500 different non-alcoholic
brands across the world. For example, Coca-Cola company owns or licenses
Coca-Cola, Diet Coke, Sprite and Fanta in the world’s top five non-alcoholic
sparking brands. The company begins globalization and operating in more than
200 countries worldwide since the late of year 1920.For long-term business, the
mission and vision are the most important for determine the direction of
company and the reason of company’s existence.

 

The
missions of the company are:

·            
refresh the world

·            
inspire moments of optimism
and happiness

·            
create value and make a
difference.

 

In order
to achieving sustainable and the grow of quality, Coca-Cola company serves
their vision as the framework:

 

·            
For people, be a great
place to work where people are inspired to be the best they can be.

·            
For portfolio, bring to the
world a portfolio of quality beverage brands that anticipate and satisfy
people’s desires and needs.

·            
For partners, nurture a
winning network of customers and suppliers, together we create mutual, value.

·            
For planet, be a responsible
citizen that makes a difference by helping build and support sustainable
communities.

·            
For profit, maximize
long-term return to shareowners while being mindful of our overall
responsibilities.

·            
For productivity, be a
highly effective, lean and fast moving organization.

According
to Interbrand’s annual Best Global Brands ranking, Coca-Cola company has
retained the No.3 spot for the forth continuous year. The enterprise value of Coca-Cola
company almost $213billion.In fact, red and white is Coca-Cola’s trademark that
certainly well known brand symbol around the world. Consequently, the
significant success factors of Coca-Cola are bottling, advertising and
promotion. Specifically, Coca-Cola company is the initial company which has one
of the celebrity endorsements. For example, the founder of Coca-Cola company,
Asa Candler signs contract with actress and singer Hilda to be the face of
them. The Coca-Cola name was plastered on many things including clocks, fans,
calendars and others; it also one of the way to advertise. The advertisement,
entitled “Remove labels this Ramadan” published at 2015 made me impressed. The
shooting team arrange six men from different background and different cultural
sit around a table by putting them in the dark. Everyone will introduce themselves,
after that others will imagine the appearance of left. When the lights turn on,
they all keep looking each other and laughed with unexpected feeling. This is
because the appearance of others is totally different while compare with the
imagination. Then the shooting team asked them to reach under the chair to take
out a box. There are two Coca-Cola cans inside the box without the label of Coca-Cola
but with meaningful sentences “Labels are for cans not for people.” The purpose
of the advertisement is to let people to get rid of their prejudice between each
other. Through watching this video, it has taught us don’t judge a book by it’s
cover. Accordingly, this creative advertisement video not only brings the ethics
for us also prove that the success factor Cola-Cola company is it emphasis on
the brand over the product. In fact, Coca-Cola company sells the experience and
lifestyle to their consumer not just selling the drinks in a bottle.