Coca Cola Company and Brand: A Case Study and Analysis of a Market Leader in Soft Drink Segment to Track its Evolution, Growth Trajectory and Future Prospect
Rizul Gupta
Pathways World School Aravali Sohna Road, Haryana
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The company was founded in Atlanta, Georgia. It was Pharmacist Dr. J.S Pemberton who
invented Coca-Cola. The same day, the new product was sold as a soda fountain drink for five
cents. After mixing Carbonated water into it Pemberton finally created what today is regarded as
the best soft drink -Coke.
Thinking that the two C‘s would look well in advertising, Dr. Pemberton suggested the name and
calligraphed the famous trademark in a unique script. On May 29th 1886, the first newspaper
advertisement appeared in the Atlanta journal which proclaimed Coca-Cola was ?delicious and
Refreshing, ? and the theme continues to echo today.
Following the death of Dr. J.S. Pemberton in 1888, all of his remaining rights to the product were
purchased by G.Candler, a druggist and Atlanta businessman. Mr. Candler recognized great
potential in Coca-Cola and went on to acquire complete control for $2300 in 1891.
Keywords: Coca-Cola; brand; Market Leader