Vol: 8, Issue: 3 2018

Page: 68-89

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

Received Date: 2018-06-16

Accepted Date: 2018-07-02

Published Date: 2018-07-28

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.