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Global Marketing Case Study: Coca-Cola

In: Business and Management

Submitted By tdcope22
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U06a1 – Integrated Global Marketing Case Study
The Coca-Cola Company

Terry D. Copeland

Capella University

MBA 6012

June 28, 2013

Company Selection and Overview

The Coca-Cola Company (Coca-Cola) was first established in 1886 by Dr. John Pemberton in Atlanta, Georgia. Initially distributed at Jacobs’ Pharmacy for five cents a glass, the fledgling company sold just nine glasses of Coca-Cola a day for the first year (Coca-Cola, 2013). By 1891, Atlanta businessman Asa Candler, a prolific salesman, acquired the rights to the business for $2300; and as the company’s first president, his vision to transform Coca-Cola from an invention into a national brand was set in motion. He immediately recognized the potential of the new company and began to implement the marketing strategy that propelled Coca-Cola to its current standing as the world’s leading manufacturer in the beverage industry producing over 500 brands in over 200 countries with an estimated 1.8 billion servings consumed per day all over the world (Coca-Cola, 2013). Candler initially gave away coupons for complimentary first tastes, and outfitted distributing pharmacies with clocks, urns, calendars, and apothecary scales bearing the same red and white Coca-Cola script brand that remains as the world’s number one brand to this day (Coca-Cola, 2013). People saw the Coca-Cola brand everywhere, and by 1895, Candler had built syrup plants in Chicago, Dallas, and Los Angeles. In 1899, music hall performer Hilda Clark was hired as Coca-Cola’s first celebrity spokesperson. Known as the Coca-Cola Girl, her image was featured on all things Coca-Cola from 1899 to 1903.

Marketing Mix The aggressive marketing strategy established by Candler continues to influence the marketing strategy of Coca-Cola to this day. Today, as the most recognized…...

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