The Launch of New Coke |
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» Marketing Case Studies Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Background NoteDr. John Pemberton, an Atlanta-based pharmacist, developed Coke's original formula in 1886. It was based on a combination of oils, extracts from coca leaves (cola nut) and various other additives including caffeine. These ingredients were refined to create a refreshing carbonated soda.
After Pemberton's death in 1888, Asa Candler, his friend and a wholesaler druggist, acquired a stake in the company. Coca-Cola's sales soared even without much advertising and as many as 61,000 servings (8 ounces) were sold in 1889. This made Candler realize that the business was profitable. He decided to wind up his drug business and be associated with Coca-Cola full time.
Coke was advertised as a drink, which relieved one of mental and physical exhaustion, and cured headache. Later, Candler and Robinson repositioned Coke as a refreshment drink. In the beginning of the 20th century, manufacturing firms in the US were criticized for promoting adulterated products and resorting to misleading advertisements... |
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