The Coca-Cola Company allows them to use Coca-Cola's trademark for advertising. This special bottling system has blossomed everywhere since then.
1888, Asa Candler saw the market prospect of Coca-Cola, bought its shares and mastered all its production and sales rights. Candler began to sell the stock solution for making drinks to other pharmacies, and also began to advertise on billboards in railway stations and town squares.
190 1 year, and the advertising budget has reached 100000 USD. Candler sold the first assembly franchise of this beverage at the price of 1 USD in 1899. Because he believes that this kind of beverage will be mainly sold in beverage machines in the future. Coca-Cola Company was founded in 1886, and Candler is called "the father of Coca-Cola".
19 19, Elntst Woodruff bought Coca-Cola Company from Asa Candler's successor 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 and wherever consumers want Coca-Cola, they can be satisfied. He urged bottlers to make drinks "available when needed" and stressed that if consumers can't buy coke immediately when they are thirsty, the market will be lost forever.
In the 1920s, Coca-Cola entered the China market, which was initially translated as "biting wax" and was later replaced by "Coca-Cola" translated by Professor Jiang Yi.
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 production line near Atlanta and began to buy back some poorly managed bottling franchises. Entering the China market for the first time
1927, a drink-"Bite wax" quietly joined the streets of Shanghai.
This name is not the strangest thing about this drink. Its brown liquid, sweet and sour taste, and bubbles filled after opening the bottle cap make many people feel curious and interesting. With its strange taste and name, the sales of this beverage are naturally not good. So, the next year, the beverage company published a newspaper and offered a reward of 350 pounds for translation. In the end, Jiang Yi, a British professor from Shanghai, beat all his opponents and won the prize. And this beverage company also got the brand name-Coca-Cola, which is recognized by the advertising industry as the best translation so far. It not only retains the transliteration of English names, but also has more meanings than English names. Under the action of these two points, the most critical popular factor is formed: that is, the name "Coca-Cola" is easy to recite both in writing and orally. This is the first step for Coca-Cola to enter the China market. However, 22 years later, with the withdrawal of the American Embassy, Coca-Cola also withdrew from the Chinese mainland market. In the following 30 years, this kind of drink, which tastes a bit like Chinese medicine, has never appeared in the mainland market again.
1979, in the third week after the establishment of diplomatic relations between China and the United States, the first batch of Coca-Cola products arrived in Beijing from Hong Kong via Guangzhou. Coca-Cola returns to Chinese mainland market again. Nowadays, Coca-Cola has been integrated into the life of China people, and it has also witnessed the process of China's integration into the world.
Coca-Cola sells lovely clothes.
In order to cater to young consumers, Coca-Cola quietly launched a new package for the China market on 20 13. The reporter saw that the four Chinese characters "Coca Cola" have been "abdicated" and replaced by online buzzwords such as "literary youth, white, and natural stay". Coca-Cola Lyrics Bottle 20 14 went on sale, and the lyrics were printed on the package.
The embarrassing fact that global beverage giants, including Coca-Cola, have to face is that the dominance of soft drinks has been passively shaken with the increase of the range of choices. "A new generation of young people don't buy carbonated drinks, and the first generation of main consumers are not so keen on carbonated drinks after 70 s and 80 s." Zhu, a researcher at China Food Business Research Institute, told reporters that it is urgent for Coca-Cola to cultivate a new generation of consumers. "It is very important to win the recognition of the younger generation." Woodruff also began to develop Coca-Cola's international business, mainly through export. Perhaps his most famous move was to respond to General Eisenhower's call at the beginning of World War II to ensure that every soldier could get a bottle of Coca-Cola at a price of 5 cents anywhere, 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 rival Pepsi far behind, occupying nearly 70% of the coke market, and hundreds of small regional soft drink companies continued to produce various flavoring agents, carving 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 soft drinks produced by Coca-Cola.
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' was 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 Goizueta 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, KKE bought 20% more Suto than 1986, and CCE's profit was unstable throughout the late 1980s.
In the past four years, the bottling business of Coca-Cola Investment Bottle Group in China has developed rapidly, and its sales volume has increased rapidly, accounting for about two-thirds of the national sales.
One. The growth rate of core brands such as Coca-Cola, Sprite, Fanta and Fruit Orange is far ahead. The growth rate of carbonated drinks is the main competitor.
Twice the hand; Become a fruit juice market leader in many important markets; The growth of sales revenue exceeds the growth of sales volume; Guided by controllable distribution
Market and channel construction has been fruitful. Around the world, about 10450 people are enjoying the drinks produced by Coca-Cola Company every second.
In Brazil, the bottling plant of Sims Group needs to sail along the Amazon River basin for 30 days by boat to transport Coca-Cola to sales points in remote areas.
Japan has the largest number of automatic soft drink vending machines, and China has 2 million, more than one third of which bear the Coca-Cola trademark. Georgia coffee is the best-selling non-carbonated beverage in Japan, which is a product of Coca-Cola Company.
In Ami, Costa Rica, a big market and a bus stop are named after Coca-Cola, where the original Coca-Cola bottling plant was located. If you take a taxi and tell the driver that you are going to Coca-Cola, then the driver is likely to take you to the market, not the real Coca-Cola bottling plant.
Coca-Cola Bay is in Puerto Cortes, Honduras. This beach was named after Coca-Cola more than forty years ago, because it is located in front of the Coca-Cola bottling plant. That Coca-Cola bottling factory no longer exists, but its name is left to the beach.
The Macapa bottling plant in Brazil is located at the equator. We can buy a bottle of Coca-Cola on one side of the street, that is, in the southern hemisphere, and then go to the other side of the street, that is, in the northern hemisphere, and buy another bottle of Coca-Cola immediately.
One of the largest murals in the world is a Coca-Cola can with an area of 200 feet by 180 feet. This hand-painted mural is set in Taikoo Coca-Cola bottling plant in Hong Kong, and it took the painter three and a half months to create it carefully. This 18-story building is also the tallest Coca-Cola bottling plant in the world.
The biggest advertisement on the exterior wall of China is the Coca-Cola curved bottle, which was produced by Coca-Cola Company1February, 1999. This huge advertisement, which covers an area of over 87,892 square meters and weighs 2,900 kilograms, is located near Shanghai People's Square and consists of four pictures. This advertisement is applying to be the largest exterior wall advertisement in Guinness World.
The world's largest spherical Coca-Cola advertisement is located at the top of Nagoya Station in Japan. It consists of more than 46 tons of steel, 940 meters long neon tubes and 1870 light bulbs.
The world's largest Coca-Cola billboard is located on Mount El Hache in Chile. It is 1, 3 1 ft high and 400 ft wide. It consists of 70,000 26-ounce coke cans.
The world's largest Coca-Cola bottle is in Times Square, new york. This 20-meter-high, 13.7-meter-wide fiber glass bottle was placed in the neon advertisement between the two buildings. Under the control of the computer and the drive of the motor, the bottle cap will pop open and a thick straw will protrude from the bottle. Then the Coca-Cola in the bottle mysteriously disappeared.
The world's largest Coca-Cola truck is in Sweden. It is 79 feet long and has four barrels.
Macau is the only place in the world with a series of coca-cola bottle made of concrete about the size of a person. These bottles were built in 1940 to resist typhoons that often blow down Coca-Cola signs.
Coca-Cola's four Chinese characters mean "delicious" and "happy", which is similar to the English pronunciation of "Coca-Cola" in Mandarin.
Australia has the longest Coca-Cola distribution route. Starting from Perth, Western Australia, it takes 1093 miles to reach two remote distribution points, Carata and Portland.
The New Boglin circuit in Germany is especially famous for its Coca-Cola curve, where the car will suffer from understeer, and drivers will enjoy driving by exerting their maximum driving level. 1On October 27th, British brewers SABMiller and Coca-Cola announced that they would merge their soft drink bottling business in South Africa and East Africa, which will strengthen SAB Miller's improvement in non-alcoholic beverages.
The South African Broadcasting Corporation and Coca-Cola Company said on Thursday that the merged new company Coca-Cola Beverages Africa will sell beverages to 65,438+02 African countries and provide 40% of all Coca-Cola products in Africa. SAB will own 57% of the shares of the new company, Coca-Cola will hold 1 1.3%, and the rest will be held by Gutsche Family Investments.
Gutsche family investment is currently the major shareholder of Coca-Cola's African bottling business.