There are trademarks that have won the attention of people for decades. Their popularity is invariably passed down from generation to generation to people of different social status. So parents and children, billionaires and the poor, government officials and office managers know the Coca-Cola brand, most popular in the world.
His story has been going on for 130 years. This brand, according to research by experts, is popular among 94% of people on the planet. It is worth noting that the logo of the famous alcohol-free drink has become a symbol of the United States.
What is Coca-Cola?
This is the name of the best drink on the planet that does not contain alcohol, which has been developed and offered to people by specialists of their own business for hundreds of years. It is worth noting one fascinating fact that is associated with the Coca-Cola brand. Not everyone is aware that over the period 2005-2011, Coca-Cola, which does not contain alcohol, has become the most expensive brand on the planet.
If 100 years ago a well-known poor businessman bought a recipe for pennies from the widow of his inventor, today this will not work: the cost of the company is more than $ 75 billion. It is worth noting that 150,000 employees work for the benefit of the organization.
The recipe for the world's most popular drink.
Alas, the drink recipe is one of the secret on the planet. More than a century has passed since the beginning of the formation of the Coca-Cola brand, but so far only key components have been disclosed, but the method of preparing cola, unfortunately, is unknown.
So the components are:
- Regular sugar (in the USA, experts use economical maize solution);
- Sweet color (specialized pigment);
- Encouraging caffeine;
- Carbon dioxide;
- Orthophosphoric acid;
- One of a kind natural flavors (the main secret of a fantastic drink).
The entire list of essential ingredients is still hidden.
The history of a successful brand. Start
Most people drink Coca-Cola brand drinks every day, but they don’t even know what it is, its creator or other fascinating facts that are related to the brand.
The creator of the famous drink
A drink appeared in 1886 according to the plan of the chemist D. S. Pemberton, who prepared it as an “anti-nervous syrup”. The first to try this drink was the accountant, as well as the creator's companion, F. Robinson. He liked the drink, so he recommended that John patent the prescription, as well as draw up a sales contract with Jacobs' Pharmacy, the largest pharmaceutical institution at that time.
The composition was sold for 5 cents for a bottle with a capacity of 200 g. Consumers were offered to buy a “cure for nervous diseases”, the creator claimed that the syrup called “Coca-Cola” was ready to help morphine addiction and helps to solve problems with potency.
The name, and then the personal logo, is the responsibility of the accountant F. Robinson. He advised to name the syrup, guided by the components (coca leaves, nuts from the stake tree). He, concurrently the owner of exemplary handwriting, made engraving with curls. Thus began the history of the Coca-Cola brand.
How the brand developed (1888-1898)
In 1888, John dies, remaining a poor man, because his idea, alas, did not reach even a drop of success from the commercial side at that time. The man was buried in a small cemetery in the circle of beggars, and after 70 years an impressive tombstone of stone was put in his memory.
After a certain period of time, an unknown rich businessman A. Candler, a native of Ireland, decides to buy a method for making Coca-Cola from Pemberton’s widow. She agrees to the transaction and receives $ 2,300 for the instruction (then a very impressive amount of money).
Kandler decides not to change the name of the drink, in 1892 he, together with his brother, forms the company and brand Coca-Cola, which now carries out activities for the production of the drink.
Not everyone knows that the start-up capital of the organization was $ 100,000.
In 1894, the eminent cola began to be sold in pretty glass bottles.
After 4 years after this, another, now famous organization is formed, whose name is Pepsi-Cola. Today it is a key competitor to Coca-Cola brand products.
Further development (1902-1906)
1902 is considered successful for a brand and a drink. During this period, he became the most famous non-alcoholic soda in the United States. The financial turnover of the association exceeded the value of $ 120,000.
A year later, the popular US edition of the New York Tribune publishes a new article about the organization. The creator of the publication says terrible things about the drink, for example, African Americans, after drinking it, have become more aggressive towards white-skinned people in the United States. But this is not the most fascinating, because, as it is written in the publication, they were under the influence of a drug - cocaine.
Despite the mass of lies, the publication nevertheless had some truth, since then natural coca leaves were included in the soda, which were then changed to squeezed ones (they did not contain a drug - cocaine).
In 1906, the organization conquers all people in the United States, with the help of which it launches development abroad - in Cuba and Panama.
Lull (1907-1914)
During this period of time, nothing significant and innovative has happened. The organization was moving forward, but in 1907-1914 nothing exciting happened in the history of the Coca-Cola brand. There was constant activity in the production, the drink was produced in new containers, cans, and each regular appearance became more beautiful than the previous one.
1915-1928. Significant years
In the history of brand development, the year 1915 is considered to be the most important of all. During this period, the popular Irish designer E.R.Din invents a new, unusual and improved container for the brand, the capacity of the new bottle is 6.5 ounces.
As a result, the association produces 6 billion units of this container, which, together with a delicious and invigorating drink, is transported to different points of the planet.
In 1919, A. Candler decided to sell the company to the most popular financier, a native of Atlanta. E. Woodruff, together with a small alliance of foreign investors, acquires a brand that cost them $ 25,000,000.
In 1920, Coca-Cola eventually conquered European territory. "Conquest" began with the most romantic country on the planet - France. Here, the first company is being built by the owners of the brand.
In 1923, R. Woodruff, who succeeded his own elderly father, became the head of the organization. Looking ahead, it should be noted that Robert will occupy this position for another 60 years, and over the entire period the improvement of soda and products that are part of the brand will improve. It is worth noting that at the same time the company made an improved container for 6 bottles, made of durable cardboard.
In 1928, the Olympic Games were held in Amsterdam, to which more than a thousand boxes of soda were brought. Following this event, the organization became a regular sponsor of sports programs.
What happened to Coca-Cola in the period 1931-1985?
In 1931, the company's leaders decided to increase the demand for a drink thanks to a new style, in which the charming Santa Claus played a key role. Santa Claus from the USA is painted by the popular artist H. Sandblom.
Today, this Santa Claus personifies human good, and the fact that the desires of all people, in any case, are realized. And at that moment it was only an interesting idea, with the help of which the implementation, by the way, significantly increased.
In addition, most people don’t even realize that Santa’s face from the Coca-Cola ad is an ordinary self-portrait of the same artist, who is considering how to choose a face for Santa Claus. As a result, H. Sandblom decided to display himself.
In 1939, a new wave of rivalry between Coca-Cola and Pepsi-Cola came to an end. Organizations did not want to reconcile, as a result, their minor conflicts are still happening today, but Coca-Cola still retains a leading position.
In 1960, the sale of the drink begins in cans, and in 1977 in plastic bottles whose capacity is 2 liters. After 2 years, the organization was led by the most successful manager of the 20th century - R. Gosuetta. At the same time, Coca-Cola brands appeared in Russia. In 1982, the company invents a diet drink, which subsequently becomes in demand. A delicious carbonated drink was in an improved can with a small straw.
Coca-cola brands in Russia. Details
1979 is famous for the appearance of a refreshing drink in the Soviet Union. This is due to the signing of the contract before the start of the Olympic Games. According to the contract, the production of the drink was established at domestic factories, vending machines were imported from Germany, but the popular figured bottle did not reach the Soviet people at that time.
The next step in the introduction of Coca-Cola in the domestic masses is associated with democracy during perestroika. The year 1989 was marked not just by the arrival of the drink, but also by posting foreign advertisements in the capital on Pushkin Square. A sparkling sign with the brand name gracefully towered right in the heart of Moscow.
Since 1991, the residence of the company was formed on the territory of the Russian Federation. Little by little, the conquest of new territories was carried out, factories were built, the usual patterns of activity were introduced. Since 2001, the Coca-Cola organization switched to a well-thought-out system of work.
Since 2005, the company began to conduct activities on the "selection" of the territory. Manufacturers of juice, kvass, and water are bought. Investment contributions to the domestic economy are estimated at 4 billion dollars. Now management companies want to increase this value by 1.4 billion dollars.
Coca-Cola today
The organization is improving every year, improving. The manufacturer’s portfolio notes 200 names of products belonging to the Coca-Cola brand: drinks with gas, juices, bottled tea, energy. Brand products are sold in more than 200 countries around the world, and are also in high demand.
Daytime sales of more than 1 billion units. The Coca-Cola brand is rightfully considered one of the most expensive on the planet, because the net income of the association is more than $ 8 billion. “Titan” has unlimited chances for further improvement, to stop on which no one even thinks. Which Coca-Cola brands are rivals today? Perhaps, in terms of popularity and turnover, the company has no equal.
Secret of success
The organization’s history is a colorful example of a carefully crafted plan and marketing. The company has long beat famous champions, including: IBM, Amazon, and even Google.
According to the organization, over the period of their activity they formed the largest structure for popularizing drinks on the planet, erected factories on almost all continents, and their products are in demand in 200 countries of the planet. In addition, it is worth noting the PR budget, which is considered to be in the billions of dollars - this is the secret to success! But still, why the organization is so lucky:
- Precisely thought out logistics, which makes it possible to transport products every day to all points of sale on the planet.
- Proper placement of commercial refrigerators, an incredible variety of sales agents, the right place on the window, which attracts consumer attention in seconds.
- "Directing" constant advertising with a photo of the Coca-Cola brand affects people every day, orienting them to make a choice in favor of this drink.
Slogans
Slogans will not be superfluous to secrets of success. Kandler was able to play on the emotions of the inhabitants of the United States. He used short and concise slogans, for example: "A great drink without alcohol for the nation." It is worth noting that during that period of time prohibition was introduced, so the call shot successfully.
These stages in the history of improving the company have made it the most popular and recognizable in the whole world. And even despite the fact that the company itself produces a huge number of other eminent brands of alcohol-free drinks that are part of the Coca-Cola brand (Fanta, Nestea, BonAqua and others), it is the famous soda that gives it the main profit and glorifies the name .