By Coca-Cola Company? ) A carbonated beverage containing caffeine,

Coca-Cola (from Jiang Yi) has a special taste, which comes from the raw materials of Coca-Cola.

Coca-Cola is the world's number one carbonated beverage and one of the most famous products in the world.

It has a market share as high as 48% in the world.

1885 Dr. pemberton, Georgia, USA

Invented a dark syrup called pemberton, French wine cola.

In the same year, the government issued a prohibition order, so pemberton invented pemberton's French non-alcoholic wine Coca.

1On May 8th, 886, he wanted to invent a drink, which many people who need nutritional supplements like to drink.

That day, he was stirring the prepared drink and found that it had the functions of refreshing, calming and relieving headaches. He added syrup and water to the liquid, and then added ice cubes. He tasted it and it was delicious, but when he poured the second cup, the assistant accidentally joined carbonated water; It tastes better this time, partner Robinson < FrankM. Robinson & gt was inspired by two ingredients of syrup, and the naming inspiration was inspired. These two ingredients are coca.

1903, because the government banned the use of cocaine as a beverage additive, there was no cocaine in Coca-Cola.

No one knows the formula of Coca-Cola except the owner's family. The Coca-Cola Company will strictly prevent employees from stealing the formula. Today, although Coca-Cola has many competitors (such as Pepsi), it is still the best-selling carbonated beverage in the world.

But it is two American lawyers who can really make Coca-Cola show its strength. They noticed that ace, the boss of coca-cola company at that time? Jane Daoning's office put forward an innovative way of business cooperation, that is, Coca-Cola Company sold syrup to them, and their own investment companies and sales points mixed syrup with water, bottled it and sold it. According to the requirements of Coca-Cola Company for production and quality assurance, Coca-Cola Company allows them to use Coca-Cola trademarks for advertising. This special bottling system has blossomed everywhere since then.

1888 Asa Griggs Candler saw the delicious market prospect, 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 190 1 year on billboards in railway stations and town squares. The advertising budget has reached100000 USD. Candler sold this beverage as the first franchise store at the price of 1 USD in 1899, because he believed that this beverage would be mainly sold in beverage machines in the future. Coca-Cola Company was founded in 1892, and Candler is called "the father of Coca-Cola".

19 19, Ernst woodruff bought the Coca-Cola Company from the successor of Asa Candler for $2.5 million. 1923, his son Robert W.Woodruff became the CEO of Coca-Cola. He is one of the most important figures in the history of Coca-Cola. Woodruff began to cooperate with the company's bottling franchisees, and whenever 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.

1929, Coca-Cola and its bottlers sold bottled coke 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 Coke. 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.

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, occupying 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" is 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 also changed the bottle net. 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 Goizketa 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, CCE bought 20% more Suto than 1986, and CCE's profit was unstable throughout the late 1980s.

At the end of 1980s, Coca-Cola Company suggested that its franchise agreement be changed to "master bottle contract" to reduce the fixed syrup price and Coca-Cola trademark use fee. By the end of 1989, the new contract covered about 70% of Coca-Cola's production in the United States. From 1978 to 1989, the bottling plant under the new contract experienced an increase of about 60% in the price of Coca-Cola syrup.

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? 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.

? If all the Coca-Cola products manufactured at present are arranged in an 8-ounce Coca-Cola curve bottle, head to tail, and make a circle around the earth around the satellite orbit, the distance formed needs a satellite 1 1 year, 10 month and 14 days to make a circle 4334 times.

? If a super-large bottle big enough to hold all Coca-Cola can be made, it will be 3.2 kilometers high and 2.4 kilometers wide. If there is a person with the same proportion as this bottle, this person will be a giant with a height of more than 27.2 kilometers and a weight of 320 million metric tons.

? If all the Coca-Cola that once left the factory were distributed to all people in the world in 8-ounce arc bottles, each person would get 678 bottles (or more than 42 gallons). If all the Coca-Cola products that have been produced are arranged end to end in an 8-ounce arc bottle, you can return to the moon 1057 times. If it is calculated by going back and forth once a day, it will take 2 years 10 months and 23 days.

? If all the Coca-Cola products that have been produced are arranged end to end in an 8-ounce curved bottle, they will be able to travel from Mercury through Venus, Earth and Mars to Jupiter.

? If all the Coca-Cola ever produced is poured into a swimming pool with an average depth of 1.8m, then this super-large swimming pool will be 35.2km long and 12.8km wide. This swimming pool will accommodate 548 million people at the same time.

? 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. The world's largest spherical Coca-Cola billboard is located at the top of Nagoya Station in Japan. It consists of more than 46 tons of steel, 940 meters long neon tube and 65,438+0,870 light bulbs.

? 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.

? Although consumers all over the world like to drink frozen Coca-Cola, in Hong Kong, hot Coca-Cola is often regarded as a good medicine for treating colds.

? 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 Bodeland.

? In the 1920s, a foreign brand of beverage was introduced to Shanghai for production, which was translated as "biting wax" in Chinese. The sales of this drink are very poor. So the brand's export company, which specializes in overseas business, publicly offered a reward of 350 pounds for translation. Jiang Yong, a professor in Shanghai, England at that time, beat all his opponents with the word "Coca Cola" and won the prize. Now it seems that this translation is a classic. Coca-Cola has always been regarded as the best translated brand name in advertisements. Not only the transliteration of English is preserved, but also it is more meaningful than English. More importantly, it is easy to recite, whether in writing or orally.