International Journal of Transformations in Business Management

(By Aryavart International University, India)

International Peer Reviewed (Refereed), Open Access Research Journal

E-ISSN : 2231-6868 | P-ISSN : 2454-468X

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Abstract

Vol: 8, Issue: 3 2018

Page: 068-089

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

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. The trademark ―COCA-COLA‖ was first registered in United States Patent office on January 31st, 1893, and has been renewed periodically. That same year, the first dividend was paid to the shareholders.

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