The History of Coca-Cola


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 Atlantaís largest pharmacy, Jacobís 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 Pembertonís 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 Pembertonís 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 Vivian Beaumont Theater at the
Lincoln Center. Some