The history of Coca-Cola Company

Before 1960, Coca-Cola beverages were basically produced singly. Later, they gradually merged and acquired the equity of some enterprises, and gradually developed into various business operations, including the production of fruit juice, the processing of coffee and tea, the production of plastic packaging materials and water purification systems.

At that time, customers were full of praise and vying for this "new formula" of Coca-Cola. Since then, Coca-Cola has become a popular beverage made of Coca-Cola syrup and carbonated water. And it was sold in a pharmacy in Atlanta on May 8th. 1886. But it is two American lawyers who can really make Coca-Cola show its strength. They went to the office of the boss of the Coca-Cola Company at that time, Ace Jane Daoning, and put forward an innovative way of business cooperation, that is, the Coca-Cola Company sold them syrup, and their own investment companies and sales points mixed the syrup with water and bottled it for sale. According to the requirements of Coca-Cola Company for production and quality assurance, Coca-Cola Company allows them to use Coca-Cola trademarks for advertising. With this special bottling system, factories producing Coca-Cola have blossomed everywhere since then. 1888, Asa Chandler saw the delicious market prospect, bought its shares and mastered all its production and sales rights. Chandler began to sell the stock solution for making drinks to other pharmacies, and at the same time began to advertise on billboards in railway stations and town squares. 190 1 year, and the advertising budget has reached 100000 USD. 1899, Chandler sold the first assembly franchise of this beverage for 1 USD, because he believed that this beverage would be mainly sold in beverage machines in the future. Coca-Cola Company was founded in 1886, and Chandler is called "the father of Coca-Cola".

19 19, Ernst woodruff bought the Coca-Cola Company from Asa Chandler's heirs for $2.5 million. 1923, Robert W.Woodruff, one of the most important figures in the history of Coca-Cola, became the CEO of Coca-Cola. Woodruff began to cooperate with the company's bottling franchisees. Whenever consumers want to get Coca-Cola from him, he urges bottling plants to make drinks "available when needed", and emphasizes that if consumers can't get Coca-Cola immediately when they are thirsty, the market will be lost forever.

1929, Coca-Cola and its bottlers sold bottled Coca-Cola to shops and gas stations at extremely low prices. 1937, the company launched the first coin-operated vending machine, and woodruff launched a lifestyle-themed advertisement for Coca-Cola. Advertising emphasizes the importance of products in consumers' lives, not the attributes of products themselves. The most famous advertising slogan of this product in the 1920s and 1930s was "refreshing pause". The company continued to own the original bottling line near Atlanta and began to buy back some poorly managed bottling franchises. Woodruff also began to develop Coca-Cola's international business, mainly through export. Perhaps his most famous move was to respond to General Dwight David Eisenhower's call at the beginning of World War II to ensure that every soldier could get a bottle of Coca-Cola anywhere for 5 cents, regardless of the cost. Coca-Cola's bottling plant, with the US military's introduction to the world, has gained an absolute dominant market share in European and Asian countries, and this dominant position has been maintained until 199 1 year.

In the years after World War II, Coca-Cola left its nearest competitor Pepsi far behind, occupying nearly 70% of the coke market, and hundreds of small regional soft drink companies continued to produce various flavoring agents to carve up the remaining 30% of the market.

1954, Coca-Cola's sales and profits declined for the first time since World War II. 1955, the company changed the bottle used from 19 16, and the capacity was expanded to 12 ounces. In the late 1950s, Coca-Cola introduced a larger coke bottle, which can be sold in food stores. 196 1 year, Coca-Cola began to sell canned drinks like bottled cola.

1976 Paul Austin, CEO of Coca-Cola, pointed out in an article that the consumption of soft drinks in the United States has matured (saturated), and the biggest sales growth of Coca-Cola will come from the international market. By 1982, sales in the international market accounted for 62% of all Coca-Cola beverages.

198 1 year, when Robert Goizueta, a chemical engineer from Cuba, was elected CEO of Coca-Cola Company, industry observers were surprised. Goizueta's first action after taking office was to issue a strategic statement of 1200 words, proposing that Coca-Cola Company should make major changes and focus on the growth of American soft drink market.

Goizueta stated that the company will regard the brand name of Coca-Cola as a competitive asset and will no longer regard it as sacred and inviolable; The price discount strategy will only be used when it is necessary to maintain Coca-Cola's dominant position. 198 1, the industry price discount has reached a new level. At the end of the year, nearly 50% of Coca-Cola and Pepsi were sold at a discount in food stores. Nielsen's audit showed that the cost of Coca-Cola at 192 ounces was slightly lower than that of Pepsi.

Goizueta also announced that it would raise the price of Coca-Cola syrup juice to finance the increasing advertising and promotion expenses. In order to cancel the fixed price of syrup, Coca-Cola Company revised the franchise agreement that had existed for 60 years, and agreed to sell concentrated products (without saccharin) to some of its largest bottling plants in exchange for the revised agreement.

From 65438 to 0982, Coca-Cola changed the advertising theme. Goizueta said: "With our new slogan' Coke', we proudly show that we are the first; Our previous slogan "Have a coke and smile" is very good, but we are in fierce competition. This slogan is like a folk song. The momentum of competition has shifted from new york's procurement (the headquarters of Pepsi) to Atlanta. "

Goizueta strategic plan also expands Coca-Cola's corporate strategy. The company's private coffee and tea industries were sold, as were plastic manufacturing companies and liquor companies. 1982, aware of the growth potential of the film and television industry and its synergistic effect with marketing, Coca-Cola acquired Columbia Film Company on 1982. Goizueta said that Coca-Cola will become "a powerful enterprise in the beverage industry and entertainment industry". Coca-Cola has also changed the bottling network. The company encourages poor bottlers to sell their franchise rights and sell most of their bottling points through leveraged merger. From 1980 to 1984, the ownership of coca-cola changed by 50%. Coca-Cola executives pointed out that the company played a certain role in the purchase, and in many cases, provided funds for potential buyers. The company sometimes holds shares in newly licensed bottling plants, but remember to maintain an independent bottling network. By 1985, Coca-Cola's bottling plant only produced 1 1% of Coca-Cola's output.

For Coca-Cola's bottling network, this change has been going on since Robert Goizketa in the early 1980s. In the mid-1980s, among the 350 franchisees of Coca-Cola, 150_200 offered to transfer the franchise. 1986, Coca-Cola Company repurchased its two largest franchises, which were owned by Beatrice and J.T.Lupton, a private bottler of Coca-Cola, respectively, accounting for 15% and Dr.Pepper's output in the United States. The acquisition of these two companies made Coca-Cola's own bottling output from1/.

These mergers eventually led to the establishment of Coca-Cola Enterprise Group (CCE), which sold 5 1% shares to the public in June. After CCE was established, it renegotiated with suppliers and sales channels, consolidated major markets, cut 20% of the workforce, and reduced costs through unified distribution and raw material procurement. At 1986 and 1987, the net selling price of coke per case of CCE decreased by 2.5%. 1989, CCE bought 20% more Suto than 1986, and CCE's profit was unstable throughout the late 1980s.

At the end of 1980s, Coca-Cola Company suggested that its franchise agreement be changed to "master bottle contract" to reduce the fixed syrup price and Coca-Cola trademark use fee. By the end of 1989, the new contract covered about 70% of Coca-Cola's production in the United States. From 1978 to 1989, the bottling plant under the new contract experienced an increase of about 60% in the price of Coca-Cola syrup. Early 20th century: Bottled Coca-Cola was packed in a wooden ice box with a sliding cover, but people couldn't help drinking it because it was behind the counter. This kind of box is usually used to refrigerate pork and fish, butter and cheese, so there is no Coca-Cola's own label. Later, an employee of the bottling factory sawed the syrup box into two parts, one for ice cubes and the other for bottles. Therefore, the idea of a beverage cooler was born. Later, people added a sliding cover and a bottom bracket.

10 20th century: George S. Cobb, the old owner of bottling plants in West Point and Lagrange, was the first person to contribute to the invention of coin-operated vending machines. 19 12 years, he invented a machine called Vend-all and obtained a patent. This machine can hold 12 bottles of Coca-Cola. However, 12 bottles are still too few for people, and the production cost is very high, so this vending machine has not been used on a large scale.

1920s: The world's first metal Coca-Cola refrigerator was called Icy-O, which looked heavy and consumed a lot of ice. Although there are many shortcomings, its effect is still very good compared with before. Although the price was as high as 100 USD, at least 5000 units were sold at 1928.

1929, the first refrigerator approved by Coca-Cola Company was produced in the Glasgow Brothers factory in Mans. It is rectangular, open from the top, and can hold 72 bottles of coke, 50 pounds of ice, plus 4 cases of coke, and additional storage space. The price of each machine is only $ 12.5. In the first year alone, 32,000 units were sold, at least six times that of other refrigerators.

1930s: When it comes to the Coca-Cola refrigerator, most people think of a machine called Big Red Cooler, which was designed by the famous industrial designer Elliot Wharton with 1934. In the whole process of machine development, Wharton is mainly responsible for the design part. Coca-Cola Engineering Department and Westinghouse Electronics Co., Ltd. are jointly responsible for integrating higher energy efficiency and durability into Wharton's unusual design. The investment effect is very impressive. Just 1937, it sold105,000 units.

In the middle of 1930, Mills "47" with a right angle can accommodate 104 coca-cola bottle and accept direct coin purchase. The coin slot of the front machine is added, but the Mills "47" and the fuselage are a complete unity. People can buy drinks directly from the refrigerator without a waiter, so Coca-Cola can be bought in many other places besides shops, such as offices, stadiums and gas stations.

1940s: When commercial aviation became more and more mainstream and cheaper in 1960s+0940s, Coca-Cola Company found that it was a new mode of approaching consumers-even when people were traveling. Airline staff push vending machines to provide bottled coke for passengers. For convenience, this vending machine is equipped with a bottle lifter on one side. In order to meet people's demand for Coca-Cola in any occasion, making vending machines very small is just one of the methods of Coca-Cola Company.

A white coke refrigerator was developed. This model of Coca-Cola is more eye-catching and takes up less space, which is loved by stores.

In 1950s: 1955, the red Coca-Cola refrigerator was completely new. The round white top design is closer to the household refrigerator.

1959 introduced the first vending machine with lights. Its fuselage is a square design, which is more modern.

1980s: 65438-0980 Malaysia, a British tourist offered $3,000 to buy an old Coca-Cola vending machine that had been used for 40 years, but the businessman who owned it declined politely: "What if it was damaged during transportation?"

Do you know that the first commercial Coca-Cola vending machine in the former Soviet Union was in the lounge of Mezhunarodnaya Hotel in Moscow in the late 1980s?

1988 indonesian businessmen, pushing tricycles or trolleys with refrigerators, sell coca-cola in the crowded streets of Jakarta.

In 1988 Japan, 26,000 new machines were added to the original 700,000 Coca-Cola vending machine systems. In the same year, the United States also added 654.38 million units.

Indonesia's soft drink market, under the catalysis of Coca-Cola system, shows a kind of vitality. The local vending machines are made of plastic, and one is only 30 dollars. And these outdoor and hand-pushed vending machines have doubled the sales of Coca-Cola. During the period from 1985 to 1988, at least 55,000 machines were added. The annual per capita consumption of Coca-Cola has doubled to nearly four times.

Only 1989, France added 20,000 vending machines.

As early as the beginning of 1989, local vending machines in Japan had the function of cooling and heating drinks, and at the same time, the machines could talk to customers-and the latest function was that drinks could be bought without stuffing money into them. This latest machine in Japan, besides accepting cash transactions, was originally designed to use prepaid credit cards. In order to use this function, people must first buy disposable cards from automatic card vending machines. Subsequently, when the card is inserted into the vending machine, the beverage distribution and sales information is recorded in the computer of the machine. Roughly speaking, there are 70 plug-in vending machines in use in Tokyo from 65438 to 0989.

1990s: In France, 1990, Coca-Cola Company put 16000 vending machines and 700 refrigerators in 5000 supermarkets. In the same year, 30,000 refrigerators were put on the market in Mexico.

From 65438 to 0995 in South Africa, taxis with special signs were equipped with refrigerators from Coca-Cola and other companies.

During the period of 1997, in order to introduce our products to more customers, Coca-Cola assembled at least 50,000 beverage refrigeration equipment in Africa. Because of the climate in Africa, it is impossible to exaggerate the true feeling of ice.

265438+Early 20th century: Do you know? During the 2006 World Cup in Germany, more than 2,000 environmentally friendly refrigerators were put on the market. This model adopts the most advanced dry ice refrigeration system and improved thermal insulation foam, thus replacing the greenhouse gas hydrofluorocarbons. In addition, the refrigerator is equipped with Coca-Cola's unique energy control system, which can automatically adjust the refrigeration system according to the mode of the refrigerator, so as to achieve the purpose of low time consumption and energy saving. The use of this innovative technology has reduced greenhouse gas emissions by at least 30%.

Japan has the largest number of soft drink vending machines in the world, about 2.2 million. Among them, 980,000 sets-nearly half-are marked with the logo of Coca-Cola. The type of drinks sold in the vending machine was selected that year, both hot and cold.

In Antarctica, the highest temperature in summer is only 0 degrees Celsius, and the lowest temperature in winter is as low as MINUS 40 degrees Celsius. There are also Coca-Cola vending machines here. Vending machines are set up at the Argentine military base. If the weather permits, they are replenished every 45 days. 65438+1980s: On May 8th, 1886, the new beverage Coca-Cola made its grand debut. Coca-Cola was invented by pharmacist John Stith pemberton and first listed in Atlanta, Georgia. The name Coca-Cola was coined by Frank Robinson, a good friend of pemberton and a bookseller. The unique font logo that Coca-Cola still uses today was also written by Mr. Robinson.

From 65438 to 0887, a pioneering work of Coca-Cola Company greatly enhanced the popularity of Coca-Cola, that is, issuing coupons for free tasting.

65438+ 1990: 1894 In Vicksburg, Mississippi, Joseph Bedenham found that Coca-Cola was the most needed beverage in his beverage machine. So, he set up a Coca-Cola bottling machine in the background of his shop and became the first bottled Coca-Cola dealer.

1895 65438+On February 4th, Asa Candler announced that Coca-Cola can be bought in all states in the United States.

From 65438 to 0899, Coca-Cola began to carry out large-scale bottled sales. Benjamin Thomas and joseph white Hyde of Chattanooga, Tennessee, won the exclusive right to sell Asa Candler's bottled Coca-Cola. Together with John Lupton, they created our Coca-Cola global bottling system today.

Early 20th century: 1906, the first batch of bottling plants were established in Cuba, Canada and Panama except the United States.

20th century: 10: 19 12, the first Asian bottling plant of Coca-Cola was established in the Philippines. 19 19, the earliest coca-cola bottling plants in Europe were established in Paris and Bordeaux, France.

19 16 years, in order to let consumers distinguish Coca-Cola from competitors, Coca-Cola Company introduced a classic outline coke bottle that can be recognized at a glance even in the dark.

1920s: 1923, 6 packs of Coca-Cola went on the market. Although the image of cartons seems common today, it was still an innovation at that time, because Coca-Cola encouraged people to take bottles home and drink more.

Coca-Cola first appeared at the Amsterdam Olympic Games from 65438 to 0928. A cargo ship not only carries American Olympians, but also carries 1000 cases of Coca-Cola. Coca-Cola Company is the sponsor with the longest cooperation with the Olympic Games. In 2005, this cooperative relationship continued until 2020.

1929, Glasko Brothers, a manufacturing company located in Muncie, Indiana, produced the first standard refrigerator officially supported by Coca-Cola Company. This machine, starting from the internet, has self-help function, but it needs to be paid to the clerk first.

1930s: 193 1 February, the image of Santa Claus created by artist Haydn Sambu for Coca-Cola first appeared in advertisements. The prototype of Santa Claus's chubby figure and amiable smile is Saint Nick in a poem "Visiting saint nicholas" written by 1822. Sambu went on to complete the creation of Santa Claus for more than 60 years.

Chicago Century Progress Expo (1933) is an important symbol of vending machines, and drinks mixed with syrup and soda water flow out of the machines for the first time.

1950s: 1955, coca-cola bottle's king type (10 oz and 12 oz) and family type (26 oz) came out in the United States, followed by 1960 and 12 oz cans. Before that, the cold drink counter only sold 6 ounces of Coca-Cola.

60' s: 1960, Fanta multi-flavor product line was introduced to the United States, and the brand line was widely extended. 196 1 year, Sprite began to be sold in American stores. These promotions created the first batch of new brands in the history of Coca-Cola Company. Prior to this, the company had only one brand "Coca-Cola".

1960, the company acquired Minute Maid, including its Minute Maid, Snow Crops and Hi-C brand.

From 65438 to 0963, Coca-Cola Company introduced the first sugar-free beverage in America, which stimulated the early growth of low-calorie beverage market.

In 1980s: 1982, the launch of Diet Coca-Cola created the history of carbonated beverage market. It is the first brand extension of Coca-Cola and Coca-Cola, and it is also the most successful new carbonated beverage in the history of Coca-Cola. In less than two years, Diet Coca-Cola has become the first low-calorie soft drink in the world.

1985 On July 12, the space shuttle Challenger boarded the space with a Coca-Cola space tank, and Coca-Cola became the first beverage to enter space. With the cooperation of NASA, Coca-Cola Company spent more than 250,000 dollars to develop space technology.

From 65438 to 0988, Coca-Cola became the most influential brand in the world in the survey published by Landor Imagepower.

265438+Early 20th century: In 2005, Coca-Cola introduced a new aluminum arc bottle.

In April 2006, Coca-Cola Company launched an innovative global multimedia publicity campaign with the slogan "One Side of Coca-Cola's Life" to promote the Coca-Cola brand.