Coca-Cola Company

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. Coca-Cola debuted in Atlanta\'s largest pharmacy, Jacob\'s

Pharmacy, as a five cent non-carbonated beverage, which was originally used as a
nerve and brain tonic and a medical elixir. Later on, the carbonated water was
added to the syrup to make the beverage that we know today as Coca-Cola. At the
time of his death, John Pemberton sold the Coca-Cola company to Asa Candler,

Pemberton was forced to sell because he was very ill and was in debt. Candler
achieved a lot during his time as owner of the company. On January 31, 1893, the
famous Coca-Cola formula was copyrighted. The first syrup manufacturing plant
was opened in 1884. However, Candler\'s 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. 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 two hundred TV and newspaper reporters attended this very
glitzy announcement. It included a question and answer session, a history of

Coca-Cola, and many other elements(Oliver 131). The debut was accompanied by an
advertising campaign that revived the Coca-Cola theme song of the early 1970s,
"I\'d Like to Buy the World a Coke"(Say it ain\'t so, Coke 24). The

Jingle read like this: I\'d like to teach the world to sing In perfect harmony.

I\'d like to buy the world a