Principles of Marketing

Submitted to Sir Hammad Zafar

Report on Coca Cola Company
 Introduction of Coca-Cola Company
The Coca-Cola Company is an American corporation, and
s manufacture, retailer, and marketer of nonalcoholic beverage
concentrates and syrups. John Pemberton is the founder of Coca-Cola Company. It
was invented in the late 19th century by John Pemberton and was bought out by
businessman Asa Griggs Candler, who incorporated The Coca-Cola Company and
whose marketing tactics led Coca-Cola to its dominance of the world soft-drink
market throughout the 20th century. The company headquartered is located in
Atlanta, Georgia.

Coca-Cola Headquarter in Atlanta, Georgia.

Portfolio of Coca-Cola Company
 Logo History

The drink's name Coca-Cola refers to two of its original ingredients coca leaves,
and kola nuts (a source of caffeine). Pemberton’s partner, Frank Robinson, named
the mixture “Coca-Cola” and it was the first and only name he proposed, stating
"the two C's would look well in advertising". Pemberton took an instant shine to
the name and in 1886 he would use it to advertise his beverage in local
newspapers. At this point no logo existed.

1887-1893 Birth of famous Script:

One year later, Coca-Cola was a gained popularity and Pemberton decided to
create a logo and asked help from his partner Frank Robinson who had an
excellent penmanship skills and he design the logo that we are all familiar with. At
that time the brand had not yet been registered at the patent office so there was
lack of a registration symbol on this logo. Due to the lack of registration different
logo’s existed at the time
1893-1904 Making it official:
On January 31, 1893 Coca Cola was granted its first trademark from the patent
office. From that day onward, the brand would appear with the words TRADE
MARK underneath.

1903-1941 Trade Mark registered:

In 1903 the words "trademark registered" began to appear in the swooping tail of
the letter C. In the mid 1920’s the word "DRINK" would also appear above the logo
in much of their advertisements.
1950 Simplified Trademark Information:
In the early 1950's the trademark designation had been simplified to "Trade-mark
®" and began to be used on some items. It wasn't until about 1962 that this usage
became common practice. Another common visual treatment was the placement
of the logo inside a red circle, with a portrait of the now iconic coke bottle behind
it.

1958 The Fishtail Logo:

The famous script logo was placed in an Aciform shape, known as the fishtail logo.
It became so popular that many stores, shops and restaurants would proudly
display metal signs in order to attract more customers.

1969-1985 Catch the Wave:

In late 1969 Coca-Cola introduced a new brand logo featuring a design element
dubbed the Arden Square. The red square featured a classic Coca-Cola logo and
what is known as the Dynamic Ribbon device. The word "Drink" above Coca-Cola
was replaced with the word "Enjoy".

1985-1987 New Coke:

For the first time in its history, Coca Cola was no longer the most popular soft
drink. By this point Pepsi's popularity and sales had surpassed their own and the
company was in full damage control mode. In response the company changed its
formula and launched a bold new brand, snubbing its script logo in favor of a thick
slab serif font to accompany their rebrand as Coke. Despite the best of intentions,
New Coke was a total flop. There was a huge backlash from customers, many of
them boycotting the brand until the company restored the classic Coca Cola
formula they had grown to love over the years.

1987 Back to Classic:

The company brought back the formula and logo that had been invented exactly
one century earlier on the demand of customers. Aside from adding the word
"classic" underneath, the famed ribbon graphic was integrated further into the
script itself, intersecting with the "o" in Cola.
1993-2002 Always Coca Cola:
In a throwback to their 1950s design, and in tandem with their famous Polar Bear
spots aired on Christmas, Coca Cola brought back the circular logo with the bottle
in it. While not used on the products it became a popular motif for corporate and
retail advertising. The only difference from the older version was the addition of
"ALWAYS" in an arc above the logo.

2002-2007 the Dynamic Ribbon

In late 2002 a ribbon graphic began to appear on Coke products. The new look
featured a number of ribbons in various grades of transparency, along with the
bold addition of a yellow ribbon.

2007 - Present
In 2007, a classic red disc was reintroduced for corporate/retail purposes. The
absence of slogans or the Coke bottle behind the script really helped to establish
the brand itself as the focal point of the logo.
2009 - Present
Hot off the heels of the success of their previous campaign, the company opted for
a more streamlined approach to the classic logo. All slogans, trademarks and
additional graphics have been combined in favor of the script, ribbon and a simple
® trademark symbol.
 Bottles and Cans History of Coca-Cola
1894 - A modest start for a bold idea:
Mississippi shop owner Joseph A. Biedenharn began bottling Coca-Cola after he
was impressed by its sales. He sold the drink to his customers in a common glass
bottle called a Hutchinson. At the time Joseph sent a case to Asa Griggs Candler,
who owned the Company. Candler thanked him but took no action. One of his
nephews had already urged that Coca-Cola be bottled, but Candler focused on
fountain sales.

1899- First Bottle:

Coca-Cola first bottled under contract in Chattanooga, Tennessee. Coca-Cola
President Asa Candler sells the bottling rights for $1. Bottles used at this time are
straight-sided Hutchinson bottles with a metal stopper.

1906-New Bottle:
Coca-Cola created a new bottle with a new logo to differentiate it from
competitors. Coca-Cola tried to stand out with a diamond-shaped label.
1916 - Birth of the Contour Bottle:
Bottlers worried that a straight-sided bottle wasn’t distinctive enough and that
Coca-Cola was becoming easily confused with ‘copycat’ brands. Glass
manufacturers were approached to come up with a unique bottle design for
Coca-Cola. The Root Glass Company of Terre Haute, Indiana, designed with the
famous contour shape, which won enthusiastic approval from Coca-Cola in 1915
and was introduced in 1916.

1923 – Six packs:

Six pack carriers of Coca-Cola bottles were introduced to encourage people to take
their drinks home – and were a huge hit.
1928 – Bottle overtakes fountain:
For the first time, the volume of Coca-Cola sold in bottles exceeded the amount
sold through soda fountains.

1950 – Media moments

The Coca-Cola Contour Bottle was the first commercial product to appear on the
cover of TIME magazine, establishing Coca-Cola as a truly international brand.

1955 – Packaging innovations

For the first time, people could buy different sized bottles of Coca-Cola. As well as
the traditional 6.5 ounce contour bottle, shops also started selling larger 10, 12
and 26 ounce versions.

1960- Coca-Cola Cans:

12-ounce aluminum Coca-Cola cans are introduced in the U.S. Early so customers
will recognize it as the same beverage they enjoy from a bottle.
1978 – Recyclable bottles
Coca-Cola introduced the world to the two liter PET plastic bottle. It became
popular for a lot of reasons: it doesn’t break; it’s re-sealable, lightweight and
recyclable.

2000 – Reducing waste

Coca-Cola introduced the ultra-glass Contour Bottle designed for improved impact
resistance, reduced weight and cost. These bottles are 40 per cent stronger and 20
per cent lighter than the original Coca-Cola Contour Bottle – saving approximately
52,000 metric tons of glass in 2006.

2005 – Aluminium bottles

Coca-Cola joined forces with design firms from five continents to launch a new
aluminium Contour Bottle called the ‘M5’ (Magnificent 5).
2009 – Green bottles:
Coca-Cola launched the innovative Plant Bottle in the US, a completely recyclable
PET container made with 30 per cent plant materials, including sugar cane
extracts.

2011 – Going green globally:

Plant Bottle packaging is available in nine countries with launches planned for
many additional markets in 2011 and beyond.

2015- The Present shape:

The Coca-Cola bottle turns 100. It is the present shape of cans and bottles.
2016 – Your name on our bottles:
Coca-Cola swaps its iconic logo with most popular names for the summer-long
‘Share a Coke’ campaign.
 Competitors of Coca Cola Company

PepsiCo.