Coca-Cola in China - Building Its Next Billion Dollar Brands through Localization
|
Case Code: BSTR438 Case Length: 12 Pages Period: 1979-2013 Pub Date: 2013 Teaching Note: Available |
Price: Rs.300 Organization: The Coca-Cola Company Industry: Beverage Countries: US, China Themes: Business Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
Background Note
In 1886, an Atlanta-based pharmacist, John Pemberton (Pemberton), created a new drink by mixing a caramel-colored aromatic liquid with carbonated water. Pemberton's book-keeper, Frank Robinson, named the new drink 'Coca-Cola' and also designed its trademark, in the distinctive Spencerian script.Coca-Cola was then sold for five cents at a local pharmacy called 'Jacobs' Pharmacy'. In the first year of its introduction, only nine glasses of Coca-Cola were sold per day.
Asa Griggs Candler (Candler), an Atlanta-based businessman, secured the rights to the Coca-Cola business for US$ 2,300 during 1888-91 and incorporated it in 1892. Candler took up the task of aggressively promoting and growing CCC. In 1894, Coca-Cola was sold in bottles and by 1899 large scale bottling was in full swing. Coca-Cola's growing success led to the rise of counterfeit Coca-Cola drinks. To counteract this, CCC began selling the drink in a unique 6.5 inch refillable contour glass bottle. During the 1910s, the company expanded geographically into several countries including Canada, Puerto Rico, Cuba, France, and Panama. In 1912, it first entered the Asian markets through the Philippines. In 1916, Candler resigned from the company.He later became the Mayor of Atlanta.
In 1919,CCC was registered on the New York Stock Exchange at US$ 40 per share. The same year Candler sold his stake in the company to Ernest Woodruff (Ernest). Robert Woodruff (Woodruff), Ernest's son,became the President of CCC in 1923. Woodruff was instrumental in the worldwide expansion of the company. He also introduced several innovations that included the six-pack carrier and the open top cooler. These innovations further drove Coca-Cola's sales by making it easier for people to have the drink both at home and while on the move. It was in 1931 that CCC's key marketing symbol, the 'Coca-Cola Santa Claus' was introduced for the first time as part of its advertising campaign. In 1941, the term 'Coke' was introduced in magazine ads to be used interchangeably with Coca-Cola and to serve as a trademark. By 1953, the company's annual advertising budget was more than US$ 30 million...
Buy this case study (Please select any one of the payment options)
| Price: Rs.300 |
Price: Rs.300 | PayPal (7 USD) |
