Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

Coca Cola was introduced to the world in 1886 when an Atlanta pharmacist John S. Pemberton was on a search to create a cough medicine. Dr. Pemberton wanted to create a medicine that his pharmacy could make exclusively to attract more customers. He created brown syrup and took it down to the neighborhood pharmacy called “Jacob’s Pharmacy”.  He named it “Pembertons French wine coca” which initially contained alcohol. After prohibition laws were passed, the Alcohol was taken out of the medicine and was replaced by carbonated water. The name was then shortened to Coca Cola and was sold at soda fountains for 5 cents per glass. People loved the taste and Coca Cola became in high demand.

Two years later, Dr. Pemberton died and the business was sold to a business man name Asa Candler. The shareholders of the company wanted to expand the business elsewhere and make it more convenient for people to buy Coca Cola elsewhere than the fountains at” Jacobs pharmacy”. In 1894, a Mississippi businessman named Joseph Biedenharn began the bottling process for the drinks.

The company wanted to create a unique bottle shape for the drink so that people could recognize it easier, even in the dark. The root glass company won a contest for introducing the contour bottle. it was believed to be the most attractive. Today, the bottles are manufactured with the same contour shape and the original Coca Cola Signature by Dr. Pemberton.

In 1923, Robert woodruff’s family purchased the company from Candler. Woodruff used his marketing skills to distribute the beverage all over the US.  He introduced the open top cooler design and the six pack to make it easier for customers to drink the beverage.  He eventually brought Coca Cola overseas to other nations.

                Today, Coca Cola is the #1 best-selling soft drink in the world and is sold in over 200 countries worldwide. It remains number one due to the company’s exceptional marketing skills in maintaining customer satisfaction, coming up with new innovative ways to attract customers and by keeping their prices fair.

Mission statement:

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.

 • To refresh the world...

• To inspire moments of optimism and happiness...

• To create value and make a difference.