Coca-Cola history began in 1886 when the curiosity of an
Atlanta pharmacist, Dr. John S. Pemberton, led him to create a distinctive
tasting soft drink that could be sold at soda fountains. He created a flavored
syrup, took it to his neighborhood pharmacy, where it was mixed with carbonated
water and deemed “excellent” by those who sampled it. Dr. Pemberton’s partner
and bookkeeper, Frank M. Robinson, is credited with naming the beverage “Coca‑Cola”
as well as designing the trademarked, distinct script, still used today.
1887-1890s – Inserting the trademark
The
trademark is added to the tail of the first ‘C’.
1890-1891 – Extra swirls
For one year
only, our logo gets a dramatic, swirly makeover.
1941-1960s – Tail tweak
The words
‘Trademark Registered’ move out of the tail of the ‘C’. The trademark is noted
below the logo, instead of inside it.
1958-1960s – A fishy shape
This is the
age of the Arciform or ‘fishtail’ logo
1969 – That white wave
The Arden
Square logo is unveiled. In a red box, the Coca-Cola script is underlined with
a white ‘wave’, or ‘Dynamic Ribbon Device’. This is still used today.
2003 – Keeping it real
As part of
the ‘Coca-Cola...
Real’ campaign, the white wave is enhanced with a shock of yellow
and some bubbles.
2007 – A classic design
A simple,
bold approach with a single white ribbon.
2011 – 125 years of happiness
Coca-Cola's
125th birthday logo sees bubbles bursting from the contour
bottle – a celebration of past, present and future.
2013-2014 – Your name, that classic
font
The Share a Coke
campaign swaps our logo with your first name.
2015
Read
about our "one
brand" strategy
The Coca-Cola Company’s
distribution strategy
According to official statistics, an amazing 1.9 billion products of Coca-Cola
are sold around the world everyday.
The
Coca-Cola Company is a global business that operates on a local scale, in every
community where they do business. The term is second most well known after
okay, making it recognisable in nearly all communities and cultures across the
globe. The Company is able to create a global a global reach with local focus
because of the strength of its system, which comprises the Coca-Cola Company
and their more than 250 bottling partners worldwide.
The system has numerous legal and managerial departments and sections,all
independent of each other, and it does not own or control all of it bottling
partners worldwide.
While it is
generally perceived that Coca-Cola runs all its operations globally it, this
process it done through various local channels. The Company manufactures and
sells concentrates, beverage bases and syrups to bottling operators. It still
however, owns the brand and is responsible for consumer brand marketing
initiative. The bottling partners manufacture, package and distribute the final
branded beverages to customers and vending partners, who then sell products to
consumers.
All bottling partners work closely with suppliers- grocery stores, restaurants,
convenience stores, amongst many others- to execute localised strategies
developed in partnership with Coca-Cola. More precisely, although Coca-Cola is
a global company, its products never have to travel far to reach the final
consumer, making the product more local than you may think, the product is made
local to the market where it is sold.
Their
business is a local business, typically products aren’t shipped more than a few
hundred miles; it’s all about being responsive to the customers needs and the
local tastes of the consumers in every market. The Coca-Cola Company sells its
products to bottling and canning operations, distributers, fountain wholesalers
and some fountain retailers. They then distribute them to retail outlets,
corner stores, restaurants, petrol stations and many more.
Arrays of
points of sales that Coca-Cola products can roughly be categorised into are:
– Retail/
corner stores/ super markets
–
Restaurants/ cafes/ night clubs
– Petrol
stations
– Automated
teller machines (AMTs)
Thankyou.
Regards, RENO LEDI ANINDITA
