Essay on The Marketing Strategy Of Coca Cola

1170 Words Apr 10th, 2016 5 Pages
Introduction
Since its introduction into the consumer products world over 130 years ago, Coca-Cola beverage has not only become a part of millions of American people’s lives, but with its successful marketing campaign, it has also emerged as one of the most internationally successful and recognizable brands to people all over the world (About us, 2016). Coca cola has become so successful that every day, there are approximately 1.9 billion people enjoying a glass of Coke (About us, 2016). How can a single product like Coca-Cola, remain so strong after 130 years of existence? Not only has Coca Cola created a deliciously secret patented formula for their beverage, but they have also successfully created a strong and loyal consumer following by mastering the right combination of Marketing, Branding, Promotion, and Societal strategies.
Background
Cokes life began in 1886 by Dr. John Stith Pemberton, a former lieutenant colonel in the Confederate army a 19 year practicing physician and chemist. He had created a nerve tonic, stimulant and headache remedy drink named "Pemberton 's French Wine Coca" which at the time was stocked by most of Atlanta’s druggist. Due to the prohibition laws in Atlanta, Georgia, Dr. Pemberton had to reformulate his beverage (he replaced the wine ingredient with sugar) and later that year, he reintroduced his nerve tonic as Coca-Cola, a "delicious, exhilarating, refreshing and invigorating" soda-fountain beverage, the ideal "temperance drink” (Hayes,…

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